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
• 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
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!
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 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 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
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)
Thank YouCall our Marketing Advisors at 877-591-7006 or email [email protected] to get advice on your marketing strategies