ecommerce product marketing 101
Post on 22-Jan-2018
11.591 views
Embed Size (px)
TRANSCRIPT
- 1. ECOMMERCEPRODUCTMARKETING HowToPromoteYourProducts ThroughAdver?singandOnline Communi?es 1
- 2. AboutDarrenDeMatas DarrenDeMatashasanMBAinInternetMarke4ng,but hangshishatonadecadeofexperiencemakingretail brandsprotable.HesmarketedglobalFortune500 companiesandsmall1-manecommercenichebrands. HeisaChris4anthatsome4mesmixesbusinesswith pleasure:) CopybloggerCer4edContentMarketer GoogleAdWordCer4ed. KeywordResearch101 2
- 3. TheBiggestBudgetMistake IsPuRngAllYourEggsInOneBasket 3ProductMarke4ng101
- 4. ATypicalMarke4ngBudget 77% 4% 2% 17% Google Conferences Misc SocialMedia ProductMarke4ng101 4
- 5. EvenIfYouAreDoingItRight, OnceTheMoneyStops SoWillTracandSales 5ProductMarke4ng101
- 6. MARKETINGBUDGET101 Howtobuildlongtermtrac,salesand brandrecogni4on. 6ProductMarke4ng101
- 7. MixitUp! 33% 7% 20%27% 13% Google Conferences Sponsorships Reviews/Giveaways ForumMarke4ng ProductMarke4ng101 7
- 8. ThisWorksBecerBecause BudgetisReallocated,NotIncreased Tac4csHaveALongTermEect QuicklyUnderstandBestChannel AllowsYouToConnectDirectlyToBuyers ProductMarke4ng101 8
- 9. Adver4singTac4cs Giveaways/Reviews Contests Sponsorships Forums RadioAdver4sing AdWords ProductMarke4ng101 9
- 10. REVIEWSANDGIVEAWAYS GetYourProductsInFrontofCustomers 10ProductMarke4ng101
- 11. AQuickStepProcessForProductPromo4on 1. FindNicheSitesThatDoReviews 2. EvaluateSite(Follow/NoFollow) 3. UseBuzzStreamToCollectContactInfo 4. CreateaHybridTemplate 5. FollowUp Prospect Qualify Email Outreach Follow Up ProductMarke4ng101 11
- 12. ProTip:UseSEMRushToBenchmarkTrac ProductMarke4ng101 12
- 13. ProTip:DontExcludeNoFollow/PaidLinks ProductMarke4ng101 13 ForSuperHighTrac SitesPaidNoFollow LinksAreWorthit Allexternallinksare nofollow
- 14. ProTip:CheckOutTomoson ProductMarke4ng101 14
- 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. EmailTemplate:FollowUp Subject:LookingForwardToThe[PRODUCTNAME]Review! HeyNAME Ijustwantedtomakesurethatyougotthe[PRODUCTNAME]andcheckinseeifyouhadanyques4onsaboutit. LetmeknowwhenthereviewgoeslivesoIcangettoworkpromo4ngit. [SIGNATURE] ProductMarke4ng101 16
- 17. CONTESTS Howtouseconteststoamplifyyour productreachandexecuteasale. 17ProductMarke4ng101
- 18. HowToSetUpContestsThatWork ChooseAProtableProduct OwnContestPlazorm AnnounceWinnerOnPage EmailSpecialOer Remarke4ng ProductMarke4ng101 18
- 19. ProTip:UseContestsToBuildEmail List ProductMarke4ng101 19 FocusOn Email,But MixInOther OptIns Gobeyondthesimple opt-in.Ex)Best commentwins.
- 20. ProTip:AddProductVideo ProductMarke4ng101 20 Contestpages aretheperfect placefor videos. Writealongform descrip4ononYouTube
- 21. SPONSORSHIPS AQuickStartGuideToLongTermBrand Building 21ProductMarke4ng101
- 22. TheThreeStepProcessToBuilding TrustedLinks LookForClubs,Associa4ons,Causes,Events QualifyProspects EmailOutreach ProductMarke4ng101 22
- 23. ProTip:FocusOnBrandFit,ThenPageAuthority ProductMarke4ng101 23 FocusonBrand Fit,ThenPage Authority
- 24. ProTip:ReverseEngineerBigBrandsWithinYourNiche ProductMarke4ng101 24 LookAt.GOV and.EDU MITlinkingto WholeFoods
- 25. ProTip:MakeSureLinksPassPageRank ProductMarke4ng101 25 DoFollow
- 26. SampleEmailSubject:Is[WEBSITENAME]LookingforNewSponsors? Hi[Name] Imresearchingsponsorshipopportuni4esforoursmall[MYNICHE]companyIcameacrossyourpage:[YOUR SPONSORSHIPPAGEURL]. Areyoulookingfornewsponsors?Ifso,pleasesendmesomeinforma4onabouthowwecangetinvolved. Thanksinadvance! [MYWEBSITEURL] AlltheBest, -Darren ImNotWorriedAbout GoogleAtAll ProductMarke4ng101 26
- 27. FORUMS HowToUseForumsToGetLinksandTracAtWill 27ProductMarke4ng101
- 28. WhyNicheForums? OnlineHangoutForInterestsGroups BuildTrustWithCommunity DriveTargetedTracToProductPage DedicatedSubforumsForSponsors ProductMarke4ng101 28
- 29. Forums101 FindForums Nichesponsorforumsinurl:forum FindAndReadRulesASAP JoinConversa4ons SubscribeToThreadsYouPar4cipateIn LinkA}erYouGainTrust ProductMarke4ng101 29
- 30. ProTip:YouCanControlAnchorTextOnSponsoredSubforums ProductMarke4ng101 30 PayForA Business Sub-forum
- 31. RADIOADVERTISING GetMoreExposureWithLowCostMedia 31ProductMarke4ng101
- 32. WhyRadio? GeographicTarge4ng HighDomainAuthority Addi4onalExposure LowCost Links,SocialMedia,RadioSpots fromPR7,76DAfor$50/mo ProductMarke4ng101 32
- 33. QuickStepProcess FindLocalMediaOutletsWithSponsors NicheradioORnewsin4tle:oursponsors QualifySites ReachOut MeasureTracFromGeoandReferral ProductMarke4ng101 33
- 34. ProTip:TheLessLinksOnAPageTheBecer ProductMarke4ng101 34 WAYYYToo ManyLinks
- 35. ProTip:MakeSureTheyReachYourDemographic ProductMarke4ng101 35 CouldYour CustomerBe Listening? AddedBenet
- 36. GOOGLEADWORDS GeRngStartedOnTheRightTrack 36ProductMarke4ng101
- 37. GoogleAdWordsCampaignTypesThat IUse(Most) SearchNetworkOnlyTextAds SearchRemarke4ngOnSearchNetworkOnly DisplayRemarke4ngOnDisplayNetworkOnly GoogleShoppingCampaigns ProductMarke4ng101 37
- 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. YourFirstCampaignOnGoogleSearchNetwork ThinkOfItAsATestCampaign,LimitBudget BroadModiedMatchToFindProtable Keywords +kids+shoesWillTriggerYourAdFor LeatherShoesForKids NikeShoesForKids 3AdsPerGroup 1WithoutDKI,1WithDKI,1Compe4torKnockO ProductMarke4ng101 39
- 40. ProTip:UseSEMRushToSeeCompe4torsProvenAds/Keywords ProductMarke4ng101 40
- 41. ProTip:UseDynamicKeywordInser4on ProductMarke4ng101 41 {KeyWord:Chocolate} Replacestheabovewiththesearchterm KeywordMustBeInAdGroup
- 42. YourMoneyCampaignOnGoogleSearchNetwork ExactMatch,Conver4ngKeywords ex[LongTailKeyword]thatConverts Besuretoaddthisasanega4vekeywordtothetestcampaign BringOverBestPerformingAds MaintainSmall,SuperFocusedAdGroups Consider1keywordadgroups TightControlOverKeywordsandMessage ProductMarke4ng101 42
- 43. WhySearchRemarke4ng? ConversionRatesAreMuchHigher CapturePeopleS4llInHuntMode WebsiteFamiliarity BroaderKeywords ProductMarke4ng101 43
- 44. CommonMistakesWithTextBased Ads SearchDisplayNetwork PoorControlOfNega4veKeywords HavingACampaignDedicatedToTests MonitoringPerformance ProductMarke4ng101 44
- 45. WhyProductLis4ngsAds ProminenceInSERP HigherCTRThanText Eec4veWithPhysicalProducts ProductMarke4ng101 45
- 46. CommonMistakesWithProduct Lis4ngAds NotBreakingOutPLABidsForHighMarginProducts, Segments Small,LowQualityImages PoorDataFeedWithInaccurateLabels ProductMarke4ng101 46
- 47. WhyDisplayRemarke4ng? BuildBrandRecogni4onAtLowCost OnlyPayForClick,NotImpression HigherConversionRates TargetSpecicPagesWithPromo4ons ProductMarke4ng101 47
- 48. CommonMistakesWithDisplayRemarke4ng StagnantAds UncappedFrequency ProductMarke4ng101 48
- 49. Ques4ons? Hitmeupatdarren@selfstartr.com 49ProductMarke4ng101