Download - Ecommerce product marketing 101

ECOMMERCE PRODUCT MARKETING

How To Promote Your Products Through Adver?sing and Online Communi?es

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About Darren DeMatas Darren DeMatas has an MBA in Internet Marke4ng, but hangs his hat on a decade of experience making retail brands profitable. He’s marketed global Fortune 500 companies and small 1-‐man ecommerce niche brands. He is a Chris4an that some4mes mixes business with pleasure :) •  Copyblogger Cer4fied Content Marketer •  Google AdWord Cer4fied.

Keyword Research 101 2

The Biggest Budget Mistake

Is PuRng All Your Eggs In One Basket

3 Product Marke4ng 101

A Typical Marke4ng Budget

77%

4% 2%

17% Google

Conferences

Misc

Social Media

Product Marke4ng 101 4

Even If You Are Doing It Right, Once The Money Stops…

So Will Traffic and Sales


MARKETING BUDGET 101

How to build long term traffic, sales and brand recogni4on.


Mix it Up!

33%

7%

20% 27%

13%

Google

Conferences

Sponsorships

Reviews/Giveaways

Forum Marke4ng


This Works Becer Because ①  Budget is Reallocated, Not Increased ②  Tac4cs Have A Long Term Effect ③  Quickly Understand Best Channel ④  Allows You To Connect Directly To Buyers


Adver4sing Tac4cs •  Giveaways/Reviews •  Contests •  Sponsorships •  Forums •  Radio Adver4sing •  AdWords


REVIEWS AND GIVEAWAYS

Get Your Products In Front of Customers


A Quick Step Process For Product Promo4on

1.  Find Niche Sites That Do Reviews 2.  Evaluate Site (Follow/No Follow) 3.  Use BuzzStream To Collect Contact Info 4.  Create a Hybrid Template 5.  Follow Up

Prospect Qualify Email Outreach

Follow Up


Pro Tip: Use SEMRush To Benchmark Traffic


Pro Tip: Don’t Exclude No Follow / Paid Links


For Super High Traffic Sites Paid “No Follow” Links Are Worth it

All external links are “no follow”

Pro Tip: Check Out Tomoson


Email Template: Find Review Blogger and Reach Out Subject: Want To Check Out and Review [PRODUCT NAME]?

Hey [First Name] In reading your review on [YOUR PAGE URL], I couldn't help but wonder if you would be interested in reviewing [MY PRODUCT]. We’d be more than happy to provide you with one to make that possible (we could even provide an extra to giveaway to your readers if you end up liking it). Check out the [DESIRED ANCHOR TEXT}: XXX.com We will help drive traffic to your website by promo4ng the post on our social media sites (we have X followers and men4oning it on the several online forums that we are ac4ve in. All we ask in return is a men4on to our website and a complete, honest review, like you did on [YOUR PAGE URL] Didn’t know if it was worth your while, but if it is, I can get one in the mail for you within a couple of days. YOUR SIGNATURE


Email Template: Follow Up Subject: Looking Forward To The [PRODUCT NAME] Review! Hey NAME I just wanted to make sure that you got the [PRODUCT NAME] and check in see if you had any ques4ons about it. Let me know when the review goes live so I can get to work promo4ng it. [SIGNATURE]


CONTESTS

How to use contests to amplify your product reach and execute a sale.


How To Set Up Contests That Work

①  Choose A Profitable Product ②  Own Contest Plazorm ③  Announce Winner On Page ④  Email Special Offer ⑤  Remarke4ng


Pro Tip: Use Contests To Build Email List


Focus On Email, But Mix In Other Opt Ins

Go beyond the simple “opt-‐in.” Ex) Best comment wins.

Pro Tip: Add Product Video


Contest pages are the perfect place for videos.

Write a long form descrip4on on YouTube

SPONSORSHIPS

A Quick Start Guide To Long Term Brand Building


The Three Step Process To Building Trusted Links

①  Look For Clubs, Associa4ons, Causes, Events ②  Qualify Prospects ③  Email Outreach


Pro Tip: Focus On Brand Fit, Then Page Authority


Focus on Brand Fit, Then Page Authority

Pro Tip: Reverse Engineer Big Brands Within Your Niche


Look At .GOV and .EDU

MIT linking to Whole Foods

Pro Tip: Make Sure Links Pass PageRank


“Do Follow”

Sample Email Subject: Is [WEBSITE NAME] Looking for New Sponsors? Hi [Name] I’m researching sponsorship opportuni4es for our small [MY NICHE] company I came across your page: [YOUR SPONSORSHIP PAGE URL]. Are you looking for new sponsors? If so, please send me some informa4on about how we can get involved. Thanks in advance! [MY WEBSITE URL] All the Best, -‐Darren Im Not Worried About

Google At All


FORUMS

How To Use Forums To Get Links and Traffic At Will


Why Niche Forums?

①  Online Hangout For Interests Groups ②  Build Trust With Community ③  Drive Targeted Traffic To Product Page ④  Dedicated Subforums For Sponsors


Forums 101

①  Find Forums –  Niche “sponsor forums” inurl:forum

②  Find And Read Rules ASAP ③  Join Conversa4ons ④  Subscribe To Threads You Par4cipate In ⑤  Link A}er You Gain Trust


Pro Tip: You Can Control Anchor Text On Sponsored Subforums


Pay For A Business Sub-‐forum

RADIO ADVERTISING

Get More Exposure With Low Cost Media


Why Radio?

①  Geographic Targe4ng ②  High Domain Authority ③  Addi4onal Exposure ④  Low Cost

–  Links, Social Media, Radio Spots from PR7, 76DA for $50/mo


Quick Step Process

①  Find Local Media Outlets With Sponsors –  Niche “radio” OR “news” in4tle:“our sponsors”

②  Qualify Sites ③  Reach Out ④  Measure Traffic From Geo and Referral


Pro Tip: The Less Links On A Page The Becer


WAYYY Too Many Links

Pro Tip: Make Sure They Reach Your Demographic


Could Your Customer Be Listening?

Added Benefit

GOOGLE ADWORDS

GeRng Started On The Right Track


Google AdWords Campaign Types That I Use (Most)

①  Search Network Only Text Ads ②  Search Remarke4ng On Search Network Only ③  Display Remarke4ng On Display Network Only ④  Google Shopping Campaigns


Campaign Structure

Campaign (Type, Overall Budget, Loca4on, Bid Strategy, Frequency, Audiences, Extensions, Nega4ve Keywords)

Ad Group (Override Campaign Extensions, Audiences, Nega4ve

Keywords)

Keywords (Max CPC) Ads (CTA)

Ad Group (Override Campaign Extensions, Audiences, Nega4ve

Keywords)

Keywords (Max CPC) Ads (CTA)


Your First Campaign On Google Search Network

①  Think Of It As A Test Campaign, Limit Budget ②  Broad Modified Match To Find Profitable

Keywords ③  +kids +shoes Will Trigger Your Ad For –  Leather Shoes For Kids – Nike Shoes For Kids

④  3 Ads Per Group –  1 Without DKI, 1 With DKI, 1 Compe4tor Knock Off


Pro Tip: Use SEMRush To See Compe4tors Proven Ads/Keywords


Pro Tip: Use Dynamic Keyword Inser4on


①  {KeyWord:Chocolate} ②  Replaces the above with the search term ③  Keyword Must Be In Ad Group

Your Money Campaign On Google Search Network

①  Exact Match, Conver4ng Keywords ②  ex [Long Tail Keyword] that Converts

–  Be sure to add this as a nega4ve keyword to the test campaign

③  Bring Over Best Performing Ads ④  Maintain Small, Super Focused Ad Groups –  Consider 1 keyword ad groups

⑤  Tight Control Over Keywords and Message


Why Search Remarke4ng?

①  Conversion Rates Are Much Higher ②  Capture People S4ll In Hunt Mode ③  Website Familiarity ④  Broader Keywords


Common Mistakes With Text Based Ads

①  Search Display Network ②  Poor Control Of Nega4ve Keywords ③  Having A Campaign Dedicated To Tests ④  Monitoring Performance


Why Product Lis4ngs Ads ①  Prominence In SERP ②  Higher CTR Than Text ③  Effec4ve With Physical Products


Common Mistakes With Product Lis4ng Ads

①  Not Breaking Out PLA Bids For High Margin Products, Segments

②  Small, Low Quality Images ③  Poor Data Feed With Inaccurate Labels


Why Display Remarke4ng?

①  Build Brand Recogni4on At Low Cost ②  Only Pay For Click, Not Impression ③  Higher Conversion Rates ④  Target Specific Pages With Promo4ons


Common Mistakes With Display Remarke4ng

①  Stagnant Ads ②  Uncapped Frequency


Ques4ons?

Hit me up at [email protected]


Download - Ecommerce product marketing 101

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