ULTIMATE PRESENTATION ON

MARKETING ECOMMERCE STORE

Marketing Proposal

UNDERSTANDING CUSTOMER LIFECYCLE

To market to the customers, we need to first understand their behaviour and our main aim would be to acquire maximum users and to retain everyone of them.

UNDERSTANDING CUSTOMER LIFECYCLE

Acquisitionfocuses on tactics that will drive visitors to our website. Popular tactics include search engine optimization, paid-search, social media and affiliate marketing. We need to pay close attention to the cost associated with each of these tactics / channels and to the conversion rate produced by each.

Conversionfocuses on getting the visitors of our website to purchase products. This step is where user experience design, branding, content and our on-site strategy are crucial. Success is measured by conversion rate.

Fulfilmentfocuses on getting products in the hand of our customers as quickly and efficiently as possible.

Retentionfocuses on getting customers to continue coming back and purchasing products. Relationship management is essential and driven by marketing automation platforms, loyalty programs and referral incentives.

Acquisition

Conversion

Fulfilment

Rentention

ACQUISITION STRATEGIESSOCIAL MEDIA1. Make Friends on Facebook- Using Facebook to promote our products

2. Get Busy on Youtube: Video to promote our product.

3. Spark Conversations on Twitter: Strategically engaging potential followers and customers. 4. Inspire with Pinterest: Pinterest can be a huge driver of traffic. Integrating a 'Pin it' button on our site and start inspiring potential customers to start following our pins. 

5. Work It on Instagram: Driving engagement, running contests and more. 

6. Tap Into Tumblr: Using Tumblr to access the real youth.

7. Tapping into etsy and wanelo

ACQUISITION STRATEGIESSEARCH ENGINE MARKETING8. Standing Out on Comparison Shopping Engines: Price driven shoppers often use comparison shopping engines to make a purchase these days. 9. Get On Google Places: Google Places is important aspect for building trust, marketing, etc

10. Leveraging the Yahoo! Bing Network: Using paid search ads on the Yahoo! Bing Network to drive traffic to our store. 

11. Get Search Engine Optimized (SEO): SEO is the holy grail customer acquisition. This can make or break our store.

12. Learn from Web Analytics: For Understanding Customer behaviour on the website. 

13. Be Accessible on Mobile Devices: The are multiple advantages from being mobile optimized.

ACQUISITION STRATEGIESPR14. Get Product Reviews: Helps increase brand credibility and trustworthiness.

15. Write a Press Release: Crafting a press release that rises above the noise. 16. Sell a Unique and Newsworthy Product: Standing out from the crowd is one of the best ways to move merchandise.

17. Interview an Industry Influencer: A great way to produce easy and very exceptional blog content is to interview someone important and well known in our industry.

18. Reaching out to Jounalists

ACQUISITION STRATEGIESCONTENT MARKETING 19. Write a Guest Post: One of the most high-impact ways to get some internet buzz.

20. Create a Viral Video: Modern way to pull a PR stunt 

21. Start our Own Blog: Starting a successful blog can be the easiest and cheapest way to attract thousands of new customers. All it comes down to is how well we can create valuable content for our readers.

22. Write a Controversial Blog Post: Creating controversy is one way to get our brand to race out in front of the masses and garner some serious consumer attention. But it has to be done carefully and artfully. 

23. Create a Youtube Channel: Can be one of the strongest marketing and sales tools we’ll ever own.

24. Build our Email List: Very important aspect of marketing is email marketing.

ACQUISITION STRATEGIESPAID ADS25. Advertise on Facebook: This is where the power of our Facebook page will become fully realized, especially when it comes to helping us to generate sales. 

26. Pay for Google Adwords: No other advertising network will give you faster sales results than Adwords. 

27. Buy Banner Ads: Banner ads can work magic when it comes to selling products our products online.

28. Promoting our Tweets on Twitter:

ACQUISITION STRATEGIESTAKE IT OFFLINE29. Get a Booth at the Mall: Nothing beats speaking to potential customers one-on-one and selling to them.

30. Saying Hello to Strangers with Meetup.com: Finding meetups in our area and using them to help make important industry connections and ultimately promote our brand. 

31. Take Our Business On the Road: A fun and productive way to see the rest of our country while showcasing Our business in other locations.

ACQUISITION STRATEGIESTRADITIONAL ADVERTISING32. Using Print Ads: In the age of online advertising where you can calculate our return on investment to the penny, suggesting print advertising may seem quite unusual. That's exactly why let’s do it. 

33. Sponsor an Event: Sponsoring events is an age old form of marketing that can be really hit or miss

34. Distribute Flyers: Even with the popularity of internet marketing, flyers and direct mail are still effective ways to make sales, especially that tricky.

35. Advertise Outdoors: If you're really hungry for that growth and traditional online methods aren't yielding any results, offline methods like billboards can be our holy grail.

ACQUISITION STRATEGIESEVERYTHING ELSE36. Participate on Forums: Participating in online forums can be an amazing way to get our business in front of the right audience.

37. Create a Listing on Craigslist: Perhaps the easiest way to launch any business is through Craigslist. Started

38. Give Out Coupon Codes: Coupon codes can be a powerful tool to attract new and repeat customers. However, it’s important to make sure discounting fits into your overall brand strategy. 

39. Get Others Involved with Affiliate Marketing: Affiliate marketing can be an amazing sales channel for an online retailer. A lot of your success has to do with the type of products you sell and how well you pay your affiliates.

40. Hiring King Khan for TV Ads *-^

CONVERSIONS STRATEGIES

Know your CustomersUse Qualaroo to Survey VisitorsEnable Olark for Direct Chat InteractionsSurvey your Existing CustomersHome Page OptimizationShow your Top-Selling Products on your Home PageOffer More Ways to Order from your StoreShow videos on your home page (below the fold)Localize your store to specific countries

Navigation OptimizationAvoid vague category structuresSort category structure by popularityUse CrazyEgg to create focused category navigationCreate categories based on what people are searchingUse a Compelling Business TaglineAvoid writing vague ‘Unique Selling Points’Product Search OptimizationTest your search for accuracyImplement an Intelligent search to cover singular, plurals, mis-spells etc.Implement Auto-Suggestions to help user search for relevant keywordsEnable Category SearchLet the user know what they searched

CONVERSIONS STRATEGIESProduct Page OptimizationGet high quality product imagesPay attention to your product’s descriptionShow Product Videos (for your top selling products at least)Don’t let Price be a SurpriseEmpower visitors with creative calculatorsClearly show the Product’s delivery timeAllow them to select delivery dateEnable Out Of Stock NotificationEncourage users to leave reviews

Touch Point OptimizationWrite crisp & enticing Meta TagsEnable Open graphsCheck your Auto-responder EmailsRegistration EmailsPay attention to your password Reset EmailsGet your Order Confirmation Emails rightEnable Order Shipped EmailsOptimize the thank you messages on your storeMake user friendly 404 Error PageNo Results Found (Product / Page)Validation Error MessagesOffer them multiple payment options: It’s a no-brainer but this checklist will look incomplete without it.Show Social Media ProofsSign-up with Google Trusted Stores

CONVERSIONS STRATEGIESCheckout OptimizationOffer Persistent Shopping CartDon’t make users enter the same information twicePre-fill information where ever you canPreserve Information on a validation errorClearly mark the fields as optional or mandatoryGive input example against each fieldOffer a unified single ‘Name’ fieldAutomatically pre-fill city & state field as soon as user enters a zip codeKeep the form field labels visible at all timesKeep the form linearForm field length should match the expected length of the inputUse FaceBook ConnectBe specific with your button’s textDisplay validation errors in close proximity to the input fieldDisplay validation checks against each field

CONVERSIONS STRATEGIESCheckout Optimization 2Make 'Account Registration' an Optional Step of Checkout ProcessDon’t complicate Password SelectionMake the ‘Guest Checkout’ option more prominent than RegistrationMake your primary button most prominent among rest all call to actionsAvoid unnecessary buttons on the checkout pagePrimary button placementLimit the navigation and exit points on the checkout pageUse Intelligent defaultsLet users force-proceed on potentially wrong validationProcess steps should function as navigational links for the checkout processDon’t surprise users by adding extra cost abruptlyDuring registration, make the Newsletter sign-up an opt-in by default, not opt-out.Offer Brave Guarantees

CONVERSIONS STRATEGIESInformation Touch PointsShow product close-up videosEducate the visitors and enable them to make an informed decisionCreate an impressive about pageSupport/Contact PageGet a thorough usability testing doneLoad Speed OptimizationLeverage browser cachingDefer parsing of JavaScriptOptimize imagesServe scaled imagesCombine images into CSS spritesMinimize redirectsEnable compressionMinify JavaScriptMinimize request size

Shipping and ReturnsGet your Shipping Policies rightOffer Free ShippingDisplay the Free Shipping Threshold Order Value ProminentlyOffer a good returns policyCustomer Re-TargetingUse Ad-RollUse Adwords RemarketingClean your Email Subscribers’ List from time to timeOffer Cashbacks

Conversion checklisthttp://wemakewebsites.com/c/keywall/12982398759

KPIs KPIs Average Order Value (AOV) New to Returning Visitors Conversion Rate Total Traffic

USER FLOW

Cu st omer g ets awar e of th e St or e

Web sit e

Visit s Prod u ct Page

Pu rchases p rodu ct

Re-bu ys

Drops off

Drop s off

Drops off

Revisi ts

S ocial h an dles

Visit s Web site

Education

First interaction

Second interaction

Third interaction

Fourth Interaction

REQUIREMENTS FOR CAMPAIGNAll Social Media Account AccessAccess of all AnalyticsConversion tracking pixels setupContent Writing Person or a Budget to content developed.Advertising Budget – Rs 10K/month or a Marketing Operations Resource

GOALS FOR THE 3 MONTH CAMPAIGN

Channel Parameter KPIWebsite Traffic 5K visits/monthWebsite Sales 50/monthWebsite Returning Visitors 20% +

CHARGESCharges are Rs 45,000/month for Digital Strategy Creation and Execution.

THANK YOUResources-https://growthhackers.com/questions/ask-gh-what-would-you-to-jumpstart-growth-at-an-ecommerce-storehttps://growthhackers.com/questions/ask-gh-how-to-spend-1k-as-a-early-stage-ecommerce-startup