Marketing YourNew Online Store

Today’s Agenda

• Meet the Specialists

• Digital Marketing Channels

• Marketing Your Online Store

– Pay-Per-Click (PPC)

– Search Engine Optimization (SEO)

– Shopping Feeds

– Social Media Marketing

• Live Q&A

Meet the Specialists

• 13+ years marketing experience; 6 in

SEO

• Passionate about strategy, content and

helping SMBs outwit entrenched brands

• BA in English, Anthropology & Creative

Writing; MBA - Marketing and Strategy

• Originally from California, but started

saying y’all approximately 3 years ago

Webinar Moderator

Search Marketing Manager

Alison Garrison

Sean O’ConnorPaid Search PanelistSearch Marketing Specialist

• 4 years at Volusion

• 2+ years experience as a Product Listing

Ad specialist

• Google AdWords, Analytics and

Shopping certified via Google Partners

Program

• Big fan of data-driven marketing

automation strategies

• Has a “Camp, Hike, Vote” bumper sticker

Kavi KardosSEO PanelistSearch Marketing Specialist

• 5+ years experience in copywriting,

marketing & SEO

• 6 months working for Volusion

• Loves the combination of creative and

technical work in digital marketing

• Works with clients in fashion, skin care,

food & beverage supply and technology

• Spends three nights a week hosting pub

trivia but still has never seen Jaws

Samantha RupertSocial Media PanelistSEO Specialist

• 4+ years working in the social media,

SEO, copywriting and marketing industry

• 6 months working for Volusion

• Clients have ranged from well-known

Fortune 500 companies to small local

businesses

• Passionate about writing, marketing and

keeping up with social media trends. (I

tweet a lot)

• Has a genetic aversion to cilantro

Overview of Marketing Channels

Pay-Per-Click at a GlanceHyperlinked text ads to any landing page on your website

• Ads have two lines of text

• Use targeted keywords to drive qualified

traffic

• Pay only when someone clicks your ad

• Oust your competition quickly

– Ads on the first page

SEO at a GlanceMaking the search engines love you by making the user love you

• A set of strategies and rules designed to

place a website in organic search results

• Signals that a single page or the entire

domain is relevant to search phrases

• Caters to the search engines’ algorithms

• Not about “gaming” the search engines

Shopping Feeds at a Glance

• Provides your product’s price, name,

image and domain

• Product Listing Ads are an ecommerce-

first campaign type

• Not keyword based

Stand out from your competitors with image-based ads

Social Media at a Glance

• 81% of SMBs use social media

• Shoppers more likely to make a

purchase after reading reviews on social

media

• Effective customer service tool

• Allows small brands to compete with

larger ones

• Increases traffic to your ecommerce

store

Make your customers love you by loving them back!

Marketing Your New Online StoreOverview, Tips, Takeaways and Resources

First Things First…Install Google Analytics on Your Site

• Volusion offers an easy DIY article and

an Analytics installation service

• Analytics can tell you:

– Visitor demographics & behavior

– Where traffic is coming from

– Conversion data

• Monitor traffic over time to make

informed decisions

• Educate yourself at a steady pace

– Metrics Webinar

– Google’s Training Resources

PPC Overview

• Good tactic for new and older stores• Create campaigns which are further

focused into Ad Groups• Great way to bring in highly qualified traffic

whenever you want

– Accommodate store changes

– Seasonality

– Holidays

• Tons of flexibility

– Budget and bids

– Ad text

– Keywords

• You can direct your customers to any part

of your store

– Try out many different things

– Focus on higher margin products

• Great for gathering quality data & testing

– Take people to different landing pages

– Provides immediate data

PPC Overview

• Ensure your store is presentable

– Take them to an attractive, functional

website

• Organize your categories and

subcategories

– Equate your online store to a physical store

– Example: Gift baskets - baby gift baskets,

movie gift baskets, wedding gift baskets

PPC Tips

PPC Tips

• Keep your CPCs as low as you can to

focus on getting as many customers as

possible

– Experiment with ad position

– Don’t overspend

– Be specific instead of too broad

• Add negative keywords

– “Used”

– “Walmart”

– “Free”

PPC is a great way to meet a new audience through compelling text ads.

PPC Resources

• Adwords Keyword Planner

• PPC Webinars

• PPC Strategies for Procrastinators

• PPC Hero

SEO Overview

• Good tactic for almost any industry

– Search engine visibility is a must

– Every site needs content

• Think about user experience and behavior

• Doesn’t cost anything (except time) to optimize site

on your own

SEO Overview

• Time-intensive, but with huge returns

– 88% of shoppers research online before

buying a product

– Thoughtful inclusion of relevant keywords

can help with brand discovery

• Search engines consider:

– Relevance

– Authority

– User behavior

SEO Tips

• On-site / on-page optimization

– Title tag

– Meta description

– H1 tag

– On-page text

• Avoid keyword stuffing!

SEO Tips

• Off-site / off-page optimization

– Earn links (“votes”) to your site

– Helpful, original content that demonstrates

your expertise earns the most attention

– Requires careful adherence to search

engines’ rules to avoid penalties

• A content strategy is critical

– Doesn’t need to be complicated

– Consider what prospective customers are

looking for during the sales cycle

– Incorporate keywords into on-site content

• For both sales and earning links

• Consider how social media strategy can

support your SEO

SEO Tips

SEO builds customer base, traffic and revenue by showing search engines you

matter.

SEO Resources

• Keyword Research:

– Google Trends

– Perform your own searches

• Videos, Blogs & Webinars:

– SEO Bootcamp Video

– 10 Best SEO Practices Blog

– Demystifying SEO Webinar

– MOZ’s SEO Beginner’s Guide

– Don’t miss our upcoming webinar, “Tailoring

Product Pages for SEO and Feeds Success”

on August 11th!

• Volusion Support’s SEO Features

• Data Feeds are a spreadsheet that has all

of a product’s pertinent information

– There are many required fields

– If a product doesn’t have all the

requirements, it will be disapproved

• Ads appear on Search results and in

Shopping aggregators

– Your ads can double dip where they appear

– Manage your Google Shopping campaign

through AdWords

Data Feeds Overview

• Optimize the product page first

– Provide all the information possible to make

informed purchases

– The product page, especially the titles,

should be descriptive and thorough - no thin

content

Data Feeds Tips

Data Feeds Tips

• Monitor your campaign

– Identify products that perform and work on

those pages

– CPCs are generally lower

– No one-size-fits-all for bids

• Have a good product image(s)

– Stand out

You’ve worked hard to build out your store’s inventory, so show it off with data feeds.

Data Feeds Resources

• Google’s Product Feed Specifications━ Product Recommendations and Req

uirements• Videos, Blogs and Webinars

━ Four Ways to Fast Forward a Feeds Campaign

━ What To Do When Your Prices Can’t Compete

Social Media Overview

• Works hand-in-hand with SEO

• Great for a multitude of industries– Find the best network that fits your audience

and store

– Cost-effective marketing

• Social media networks

– Facebook, Twitter, Pinterest, Instagram,

Google+, LinkedIn, Polyvore, YouTube,

Tumblr, Reddit

– Industry-specific platforms (ex: Houzz)

Social Media Overview• Can enhance search visibility

– Optimize social profiles

– Fill out “About” profile with accurate,

keyword-savvy descriptions

– Be wary of duplicate content

– Add address for brick-and-mortar location

• Great for engaging with customers

– Use hashtags on Twitter, Facebook, and

Pinterest to join conversations

– Effective customer service tool

Social Media Overview• Don’t forget about social media advertising!

– Facebook ads reach a wide audience for a

reasonable price

– Boost posts to target new & current potential

customers

Social Media Tips• Post regularly (15 minutes per day)

– Map out your posts using a content calendar

– 3-5 posts per week

• Know your customers

– Find out what kind of posts they like

• Create engaging, shareable content

– 80/20 rule

– Use high quality, unique images

– Create custom images using free tools like

Canva.com

• Use promotions to enhance customer

interest & loyalty

Social Media Tips

• Track your success

– Use Facebook Insights, Twitter Analytics and

Pinterest Analytics

– Pinpoint high performing posts & recreate

similar content

• Monitor paid social ad campaigns

– Check ads bi-weekly

• Edit copy or change images on poor

performing ads

– Check boosted posts after they end

• View results to see how audience

responded

Social media management is the best way to get to know your target audience, drive traffic and engage

with potential customers.

Social Media Resources• Free Photo Editors & Designers

– Pixlr & Canva

• Free Post Scheduling Tools– Hootsuite, Tweetdeck, Buffer

• Videos, Blogs and Webinars

– Cultivate Audience & Drive Engagement on Social Media

– How to

Create a Social Media Campaign That Converts

– Guide to Ad Creation on Facebook

– Don’t miss our upcoming webinar on

crafting a social media strategy for the

holidays (Sept. 1)

Live Q&AAsk away with the hashtag #sellmoreonline

Thank YouCall our Marketing Advisors at 877-591-7006 or email services@volusion.com to get advice on your marketing strategies