The document summarizes an online marketing session for B2C businesses that discusses effective marketing strategies for B2C startups. It provides steps for startup promotion including pay-per-click advertising, search engine optimization campaigns involving site audits and link building, content marketing through blogging and promotion, and customer retention tactics like email marketing and remarketing. Additional sections cover must-know topics for SEO in 2014 such as Google algorithm updates, risky link building practices to avoid, and a free online marketing audit offer.

1. B2С Start-ups: development
and promotion - what you
need to know to successfully
launch your website
July 31st, 2014 – online marketing session for B2C business owners

2. About Promodo

4. Speaker
Lena Ruchko
Promodo
GA certified individual and enthusiastic
online marketer, who possesses
experience in SEO, content marketing
and social media. She is passionate
about everything connected with
internet marketing and thinks it is a key
element of company’s success these
days.

5. Speaker
Iryna Avrutova
Svitla Systems
Business Development Manager at
Svitla Systems, web and mobile
development company. She has 3+
years of experience in IT industry,
helping the clients to find the best
solutions to their problems and establish
a productive teams. Iryna holds Ph.D.
on engineering sciences from Kyiv
Polytechnic University.

6. B2B B2C

7. No business understanding

8. Validate faster

9. Building features nobody wants

10. Technical phases of B2C startup:
Requirements Study
Design
Architecture
Coding
Testing
Debugging
Maintenance

11. E-commerce

12. Healthcare

13. Big Data

16. email: iavrutova@svitla.com
skype: iryna.avrutova
Promo code: Promodo B2C
Iryna Avrutova,
Business Development Manager

17. Effective marketing strategies for B2C
startups step by step

18. Effective marketing strategies for B2C
startups step by step

19. Start your business promotion with
PPC
 Immediate results
 Controllable
 Scalable
Step #1
Effective marketing strategies for B2C
startups step by step

20. Begin SEO campaign
 Long-term ROI, long-lasting results
 You can affect organic, media and shopping results
 Much higher brand exposure in the search results
Step #2
Effective marketing strategies for B2C
startups step by step

21. Effective marketing strategies for B2C
startups step by step
2 Stages of SEO Campaign
Link-building
campaign
SEO audit
of the site

22. Effective marketing strategies for B2C
startups step by step
SEO audit of the site
 Keyword research
 Site structure optimization
 Page URL optimization
 Technical audit (site indexation, duplicates issue)
 Site content optimization
 Internal linking optimization
 Outbound links moderation
 Backlinks audit
DIY small business SEO checklist

23. Effective marketing strategies for B2C
startups step by step
Link building campaign
 Directory listing
The Top 20 Places Your Business Needs to Be Listed Online
 Product reviews for free stuff
 Pitching to journalists (niche online sources, HARO, ResponseSource)
 Partnerships and referral links from companies (related, but not competing,
complementing products )
 Content marketing (infographics, interviews, podcasts, review videos, free educational or helpful
materials, round-ups, guest publications)
 Participation in niche forums (listening to conversations,
contributing valuable information).

24. Effective marketing strategies for B2C
startups step by step
Link building campaign
 Useful links/resource pages on the niche
authoritative sites (search query: intitle:KEYWORD inurl:”links”
OR “resources”)
 Broken links opportunities
Screaming Frog SEO Spider , Xenu Link Sleuth
 Competitive analysis
Ahrefs Site Explorer & Backlink Checker, Majestic SEO : Backlink Checker & Site Explorer
 Event support /sponsorship/participation
 Run giveaways, deals, give coupons
Top 15 Most Popular Coupon Websites | July 2014
 Smart internal linking
Open Site Explorer

25. Effective marketing strategies for B2C
startups step by step
Step #3 Content marketing
Start running blog on your site
Requirements:
 Regular updating with quality, unique
content (3-6 posts per month);
 Minimum post length - 800 words;
 Google+ authorship
Benefits:
 A lot of fresh and relevant content for the
site
 Site is ranked for a wide selection of long-
tail queries, organic traffic growth
 Time on site increase
 Customer education (one of the stages in
the sales cycle)
 Ability to become an expert in the niche

26. How to create a perfect post on social platform

27. Effective marketing strategies for B2C
startups step by step
A necessary element — blog posts promotion and broadcasting via other channels
 Brand’s and personal
social media
accounts
 Content
recommendation sites
 Niche social networks
and communities
 Paid content
promotion
 Bloggers and niche
influencers

28. Introducing the Content Promotion Ecosystem

29. Effective marketing strategies for B2C
startups step by step
Step #4 Customer retention
Email marketing Remarketing

30. Winning PPC tactics

31. Winning PPC tactics
 Advertising in Google paid search results
 Remarketing
 Product listing ads
Ideally, 3 components:

32. Winning PPC tactics
Advertising in Google paid search results

33. Winning PPC tactics
Remarketing

34. Winning PPC tactics
Product listing ads

35. Winning PPC tactics
1. Select several products and run a test advertisement to
identify the parameters of your the best converting
audience:
• region
• device
• age
• etc.
Advertising in Google paid search results

36. Winning PPC tactics
2. When you know your audience, select
your the most competitive or popular
products/service and launch ads in Google
paid search.
• Target long-tail keywords (3-word phrases, for
example)
• In the ad text display prominently your
competitive advantages
• Use your the most converting audience
characteristics to adjust the settings of when
the ad should be displayed
Advertising in Google paid search results

37. Winning PPC tactics
More ad impressions Depends only on budget and bid rate
More clicks on the ad Use target keyword in the beginning of
ad banner text and in landing page
content
Higher conversion rate Adjust the time, days of the week,
regions, devices and other
characteristics of the cases when the
ad banner is shown
Advertising in Google paid search results

38. Winning PPC tactics
Remarketing
Allows you to reach people who have previously visited your site, and show
them relevant ads when they visit other sites, checking emails or search on
Google.
Potential customer visits
your website, but doesn’t
complete any action and
leaves
When this person visits
other sites you show them
your ad to remind about
your offer
Potential customer clicks
your ad and returns to
your site

39. Use remarketing from the very beginning of your promotion campaign
1. Set up remarketing in Google AdWords account
2. Paste remarketing tag in the site page code
Winning PPC tactics
How to fuel your brand with banner ads and remarketing

40. Winning PPC tactics
Product listing ads (PLA)
Benefits:
 More cost-effective in comparison with
standard ads in the search results
 Higher CTR (click-through rate) because
such ads feature product images
 Google automatically selects what
product from your assortment matches
the best a certain search query
 Better brand exposure in the search
results

41. Winning PPC tactics
Product listing ads (PLA)
To get maximum effectiveness from PLA:
 Provide the maximum information about
your products
 Make sure each product has a valid
image, if the image is absent the product
will not be shown in the ad
 Vary bid rates for different product
categories depending on product price,
popularity, conversion rate

42. Winning PPC tactics
Facebook advertising
 Work well for not all niches
 The most effective for not expensive products, which
could be bought spontaneously
 Perspective advertising channel (Facebook tests buy
button)
 Very powerful targeting options
 Allows to create custom audience base on your email
contacts database
How to Generate Facebook Leads on a Shoestring Budget

43. Must-know things about SEO in 2014

44. Must-know things about SEO in 2014
Google Updates

45. Google Panda Update (launched in 2011)
Targeted low quality content, “thin” sites
Penalized sites for:
• Duplicate , “scraped” content on the site
• Keyword stuffing in the content
Google continues releasing Panda updates (over 25 to date).
The last one was in May of 2014 Panda 4.0.
Solution: unique quality content, keywords in the text
should appear naturally
Must-know things about SEO in 2014

46. Must-know things about SEO in 2014
Google Penguin Update (launched in May 2012)
Targeted low quality links
Penalized sites for:
• Backlinks from low-quality sites
• Links with aggressive anchors
• Unnatural links
Google recommendations: focusing on creating high quality sites that
create a good user experience.
More of Google recommendations on quality sites.

47. Must-know things about SEO in 2014
Aggressive anchor examples

48. Must-know things about SEO in 2014
Google Hummingbird Update (launched in
September 2013)
Aimed to improve semantic search for
masses
• Changes in the search results
• Google is now able to understand well
conversational queries and match content
based on synonyms
Solution: high-quality content creation

49. Must-know things about SEO in 2014
How to avoid being hit by Google:
• Create high-quality content
• Think about topic rather than certain keywords when
creating content.
• Search for high-quality partners for linking. Make
sure the link is placed in a context; it is relevant and
leads to trustworthy site.
• Audit link profile and remove bad links with Google
disavow tool.

50. Must-know things about SEO in 2014
Actions against guest blogging sites
• Avoid being published on low-quality sites
• Be careful with outbound dofollow links from your
site
• Choose only authoritative sites for publishing posts,
avoid “guest author” label
Measures:

51. Must-know things about SEO in 2014
Google updates link schemes guideline, and press
releases are under the threat
• Do not use press releases as a method
of link building
• Avoid keyword stuffing
• Publish on authoritative PR sites and
only if you have something new to tell
the audience
Measures:

52. Must-know things about SEO in 2014
Risky practices

53. Must-know things about SEO in 2014
Risky practices

54. Must-know things about SEO in 2014
Risky practices

55. Must-know things about SEO in 2014
How to succeed in SEO in 2014
The Periodic Table Explained & A Quickstart Guide To SEO

56. Must-know things about SEO in 2014
Search engine ranking factors
Google’s 200 Ranking Factors (Infographic)
Moz’s study of search engine ranking factors
There are over 200 Google’s ranking factors, here are some of them:
Domain factors:
• Domain age
• Keyword appears in top level domain
• Keyword as first word in domain
Page-level factors:
• Keyword in title tag
• Title tag starts with keyword
• Keyword appears in H1 tag
Backlink factors:
• Linking domain age
• # of linking root domains
• # of links from separate C-class IPs

57. Free online marketing audit
We would like to invite all you to take a free 10-15 minutes
personalised webinar for a quick audit of your website and
marketing campaigns by Google certified experts.
- Quick usability audit of the existing site;
- Quick SEO audit and review of existing analytics;
- Audit of PPC campaigns;
- Technical audit;
- Best practices of conversion rate optimization;
- General online marketing strategy insights.
Free online marketing audit

58. Thank you for your attention!
Lena Ruchko
Marketing assistant
at Promodo
e-mail: e.ruchko@promodo.com
Skype: ruchko_lena
Iryna Avrutova
Business Development at Svitla
e-mail: iavrutova@svitla.com
Skype: iryna.avrutova

59. Promodo.com/blog
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Facebook.com/promodo
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