ecommerce product marketing 101

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  1. 1. ECOMMERCEPRODUCTMARKETING HowToPromoteYourProducts ThroughAdver?singandOnline Communi?es 1
  2. 2. AboutDarrenDeMatas DarrenDeMatashasanMBAinInternetMarke4ng,but hangshishatonadecadeofexperiencemakingretail brandsprotable.HesmarketedglobalFortune500 companiesandsmall1-manecommercenichebrands. HeisaChris4anthatsome4mesmixesbusinesswith pleasure:) CopybloggerCer4edContentMarketer GoogleAdWordCer4ed. KeywordResearch101 2
  3. 3. TheBiggestBudgetMistake IsPuRngAllYourEggsInOneBasket 3ProductMarke4ng101
  4. 4. ATypicalMarke4ngBudget 77% 4% 2% 17% Google Conferences Misc SocialMedia ProductMarke4ng101 4
  5. 5. EvenIfYouAreDoingItRight, OnceTheMoneyStops SoWillTracandSales 5ProductMarke4ng101
  6. 6. MARKETINGBUDGET101 Howtobuildlongtermtrac,salesand brandrecogni4on. 6ProductMarke4ng101
  7. 7. MixitUp! 33% 7% 20%27% 13% Google Conferences Sponsorships Reviews/Giveaways ForumMarke4ng ProductMarke4ng101 7
  8. 8. ThisWorksBecerBecause BudgetisReallocated,NotIncreased Tac4csHaveALongTermEect QuicklyUnderstandBestChannel AllowsYouToConnectDirectlyToBuyers ProductMarke4ng101 8
  9. 9. Adver4singTac4cs Giveaways/Reviews Contests Sponsorships Forums RadioAdver4sing AdWords ProductMarke4ng101 9
  10. 10. REVIEWSANDGIVEAWAYS GetYourProductsInFrontofCustomers 10ProductMarke4ng101
  11. 11. AQuickStepProcessForProductPromo4on 1. FindNicheSitesThatDoReviews 2. EvaluateSite(Follow/NoFollow) 3. UseBuzzStreamToCollectContactInfo 4. CreateaHybridTemplate 5. FollowUp Prospect Qualify Email Outreach Follow Up ProductMarke4ng101 11
  12. 12. ProTip:UseSEMRushToBenchmarkTrac ProductMarke4ng101 12
  13. 13. ProTip:DontExcludeNoFollow/PaidLinks ProductMarke4ng101 13 ForSuperHighTrac SitesPaidNoFollow LinksAreWorthit Allexternallinksare nofollow
  14. 14. ProTip:CheckOutTomoson ProductMarke4ng101 14
  15. 15. EmailTemplate:FindReviewBloggerandReachOut Subject:WantToCheckOutandReview[PRODUCTNAME]? Hey[FirstName] Inreadingyourreviewon[YOURPAGEURL],Icouldn'thelpbutwonderifyouwouldbeinterestedinreviewing[MY PRODUCT].Wedbemorethanhappytoprovideyouwithonetomakethatpossible(wecouldevenprovideanextrato giveawaytoyourreadersifyouenduplikingit). Checkoutthe[DESIREDANCHORTEXT}:XXX.com Wewillhelpdrivetractoyourwebsitebypromo4ngthepostonoursocialmediasites(wehaveXfollowersandmen4oning itontheseveralonlineforumsthatweareac4vein.Allweaskinreturnisamen4ontoourwebsiteandacomplete,honest review,likeyoudidon[YOURPAGEURL] Didntknowifitwasworthyourwhile,butifitis,Icangetoneinthemailforyouwithinacoupleofdays. YOURSIGNATURE ProductMarke4ng101 15
  16. 16. EmailTemplate:FollowUp Subject:LookingForwardToThe[PRODUCTNAME]Review! HeyNAME Ijustwantedtomakesurethatyougotthe[PRODUCTNAME]andcheckinseeifyouhadanyques4onsaboutit. LetmeknowwhenthereviewgoeslivesoIcangettoworkpromo4ngit. [SIGNATURE] ProductMarke4ng101 16
  17. 17. CONTESTS Howtouseconteststoamplifyyour productreachandexecuteasale. 17ProductMarke4ng101
  18. 18. HowToSetUpContestsThatWork ChooseAProtableProduct OwnContestPlazorm AnnounceWinnerOnPage EmailSpecialOer Remarke4ng ProductMarke4ng101 18
  19. 19. ProTip:UseContestsToBuildEmail List ProductMarke4ng101 19 FocusOn Email,But MixInOther OptIns Gobeyondthesimple opt-in.Ex)Best commentwins.
  20. 20. ProTip:AddProductVideo ProductMarke4ng101 20 Contestpages aretheperfect placefor videos. Writealongform descrip4ononYouTube
  21. 21. SPONSORSHIPS AQuickStartGuideToLongTermBrand Building 21ProductMarke4ng101
  22. 22. TheThreeStepProcessToBuilding TrustedLinks LookForClubs,Associa4ons,Causes,Events QualifyProspects EmailOutreach ProductMarke4ng101 22
  23. 23. ProTip:FocusOnBrandFit,ThenPageAuthority ProductMarke4ng101 23 FocusonBrand Fit,ThenPage Authority
  24. 24. ProTip:ReverseEngineerBigBrandsWithinYourNiche ProductMarke4ng101 24 LookAt.GOV and.EDU MITlinkingto WholeFoods
  25. 25. ProTip:MakeSureLinksPassPageRank ProductMarke4ng101 25 DoFollow
  26. 26. SampleEmailSubject:Is[WEBSITENAME]LookingforNewSponsors? Hi[Name] Imresearchingsponsorshipopportuni4esforoursmall[MYNICHE]companyIcameacrossyourpage:[YOUR SPONSORSHIPPAGEURL]. Areyoulookingfornewsponsors?Ifso,pleasesendmesomeinforma4onabouthowwecangetinvolved. Thanksinadvance! [MYWEBSITEURL] AlltheBest, -Darren ImNotWorriedAbout GoogleAtAll ProductMarke4ng101 26
  27. 27. FORUMS HowToUseForumsToGetLinksandTracAtWill 27ProductMarke4ng101
  28. 28. WhyNicheForums? OnlineHangoutForInterestsGroups BuildTrustWithCommunity DriveTargetedTracToProductPage DedicatedSubforumsForSponsors ProductMarke4ng101 28
  29. 29. Forums101 FindForums Nichesponsorforumsinurl:forum FindAndReadRulesASAP JoinConversa4ons SubscribeToThreadsYouPar4cipateIn LinkA}erYouGainTrust ProductMarke4ng101 29
  30. 30. ProTip:YouCanControlAnchorTextOnSponsoredSubforums ProductMarke4ng101 30 PayForA Business Sub-forum
  31. 31. RADIOADVERTISING GetMoreExposureWithLowCostMedia 31ProductMarke4ng101
  32. 32. WhyRadio? GeographicTarge4ng HighDomainAuthority Addi4onalExposure LowCost Links,SocialMedia,RadioSpots fromPR7,76DAfor$50/mo ProductMarke4ng101 32
  33. 33. QuickStepProcess FindLocalMediaOutletsWithSponsors NicheradioORnewsin4tle:oursponsors QualifySites ReachOut MeasureTracFromGeoandReferral ProductMarke4ng101 33
  34. 34. ProTip:TheLessLinksOnAPageTheBecer ProductMarke4ng101 34 WAYYYToo ManyLinks
  35. 35. ProTip:MakeSureTheyReachYourDemographic ProductMarke4ng101 35 CouldYour CustomerBe Listening? AddedBenet
  36. 36. GOOGLEADWORDS GeRngStartedOnTheRightTrack 36ProductMarke4ng101
  37. 37. GoogleAdWordsCampaignTypesThat IUse(Most) SearchNetworkOnlyTextAds SearchRemarke4ngOnSearchNetworkOnly DisplayRemarke4ngOnDisplayNetworkOnly GoogleShoppingCampaigns ProductMarke4ng101 37
  38. 38. CampaignStructure Campaign(Type,OverallBudget,Loca4on,BidStrategy, Frequency,Audiences,Extensions,Nega4veKeywords) AdGroup(OverrideCampaign Extensions,Audiences,Nega4ve Keywords) Keywords (MaxCPC) Ads(CTA) AdGroup(OverrideCampaign Extensions,Audiences,Nega4ve Keywords) Keywords (MaxCPC) Ads(CTA) ProductMarke4ng101 38
  39. 39. YourFirstCampaignOnGoogleSearchNetwork ThinkOfItAsATestCampaign,LimitBudget BroadModiedMatchToFindProtable Keywords +kids+shoesWillTriggerYourAdFor LeatherShoesForKids NikeShoesForKids 3AdsPerGroup 1WithoutDKI,1WithDKI,1Compe4torKnockO ProductMarke4ng101 39
  40. 40. ProTip:UseSEMRushToSeeCompe4torsProvenAds/Keywords ProductMarke4ng101 40
  41. 41. ProTip:UseDynamicKeywordInser4on ProductMarke4ng101 41 {KeyWord:Chocolate} Replacestheabovewiththesearchterm KeywordMustBeInAdGroup
  42. 42. YourMoneyCampaignOnGoogleSearchNetwork ExactMatch,Conver4ngKeywords ex[LongTailKeyword]thatConverts Besuretoaddthisasanega4vekeywordtothetestcampaign BringOverBestPerformingAds MaintainSmall,SuperFocusedAdGroups Consider1keywordadgroups TightControlOverKeywordsandMessage ProductMarke4ng101 42
  43. 43. WhySearchRemarke4ng? ConversionRatesAreMuchHigher CapturePeopleS4llInHuntMode WebsiteFamiliarity BroaderKeywords ProductMarke4ng101 43
  44. 44. CommonMistakesWithTextBased Ads SearchDisplayNetwork PoorControlOfNega4veKeywords HavingACampaignDedicatedToTests MonitoringPerformance ProductMarke4ng101 44
  45. 45. WhyProductLis4ngsAds ProminenceInSERP HigherCTRThanText Eec4veWithPhysicalProducts ProductMarke4ng101 45
  46. 46. CommonMistakesWithProduct Lis4ngAds NotBreakingOutPLABidsForHighMarginProducts, Segments Small,LowQualityImages PoorDataFeedWithInaccurateLabels ProductMarke4ng101 46
  47. 47. WhyDisplayRemarke4ng? BuildBrandRecogni4onAtLowCost OnlyPayForClick,NotImpression HigherConversionRates TargetSpecicPagesWithPromo4ons ProductMarke4ng101 47
  48. 48. CommonMistakesWithDisplayRemarke4ng StagnantAds UncappedFrequency ProductMarke4ng101 48
  49. 49. Ques4ons? Hitmeupatdarren@selfstartr.com 49ProductMarke4ng101