If you’re interested in learning more about getting started, look no further. Our marketing specialists Maria and Adam will lead you through an hour-long webinar on the do’s and don’ts of a variety of marketing approaches. From search engine optimization (SEO) and PPC to Google Shopping feeds and email marketing, we discuss best practices and how to engage customers at each step of the buying funnel.
5. Search Engine Optimization
★ Known as SEO
★ A set of on-page and off-page
strategies designed to improve the
organic visibility of a website
★ Caters to search engines’ algorithms
by following best practices
★ Slow and steady process
6.
7. What is SEO?
★ Search engines consider relevance,
authority and user behavior when
displaying a website in a search engine
results page
★ SEO involves taking specific actions on
and off your website to improve a
landing page’s relevance and authority
8. Who Can Do SEO?
★ You
★ Appropriate for just about every
industry
★ Free! Only time and effort are required
9. How to Get Started
★ Identify keywords
★ Meta Tag Title should tell search
engines what your page is about. Limit
text characters to 60 pixels
★ Meta Description works as marketing
copy and have recently expanded to
about 300 characters
★ Declare a specific URL
★ Write unique on-page text and
naturally include previously identified
keywords into your fresh content
10. SEO Tips
★ Start with your popular landing pages
★ Avoid keyword stuffing
★ Move to off-page SEO
○ Link Building
○ Content Strategy
○ Social Media Strategy
★ Refresh as needed
12. Pay Per Click Advertising
★ Also known as PPC
★ Only pay when someone clicks on one
of your ads
★ A way to pay for a spot in the Google,
Bing, or other search engine results
★ Uses keywords to show ads to
shoppers
★ Very trackable and able to provide a lot
of data
13. Keywords
★ Choose keywords that align with your
business and products
★ Group like sets of keywords together
★ Short Tail vs Long Tail
○ Short Tail: Pet toys, pet store, online
store, pets, pet products
○ Long Tail: Protein rich dog food,
indestructible dog toy, pink large dog
collar
★ How many keywords should you have?
14. Ad Copy
★ Ad copy requirements
○ Character limits
○ No excessive punctuation
○ No overuse of capitalization
★ Use selling points
○ Free shipping
○ Selection
15. PPC Tips
★ Review search terms and add negative
keywords
★ Use mobile bid adjustments
★ Ad Extensions are your friend
★ Use remarketing
★ Look at your data
17. Shopping Feeds
★ Also known as Comparison Shopping
Engines (CSEs)
★ A way to pay for a spot in the Google,
Bing or other search engine results
★ Only pay when someone clicks on one
of your ads
★ Uses a product feed - you upload this
to get your products shown
★ Does NOT use keywords - uses product
data instead
18.
19. ★ Upload a new feed daily (or at least
every 30 days)
★ Comply with the engine’s
requirements
★ Large, clear images
★ Good product data
○ Submit as much information as
possible to the engines
○ Use descriptive titles
★ Competitive pricing
Shopping Feed Tips
21. Remarketing
★ Show ads to people who have already
visited your website
★ Advertise to people who already are
familiar with your store
★ Low-cost way to reach users
★ Can be image ads or text ads
★ Great for branding
23. Remarketing Tips
★ Correctly implement a remarketing
pixel
★ Set a proper remarketing window
★ Test of different ad messaging
★ Give an incentive
★ Stick with your branding
25. Social Media
★ Works alongside SEO to maximize
search visibility
★ Can improve brand authority and
brand awareness
★ Can drive traffic to your site
★ Enhance customer loyalty
26. Facebook
★ 1 billion users in 2016
★ Post weekly
★ Fill out your business profile to help
people find you
★ Launch custom ads to target the right
people
★ Use video and Facebook Live
27. Instagram
★ More than 500 million Instagram
accounts are active daily
★ Growing five times faster than any other
social network
★ Engagement with brands is higher than
on Facebook, Pinterest & Twitter
★ Focus on creating interesting visual
content
★ Use relevant hashtags and location tags
★ Engage with your followers by
commenting, liking, answering
questions, addressing complaints
28. Instagram Stories
★ Slideshow of multiple, customizable
videos & photos
★ Won’t appear in profile grid or feed
★ More than 300 million accounts use
Instagram Stories
★ Used to promote sales, tease future
launches, show behind the scenes, and
polls
★ Create an immersive, visual experience
29. ★ Pinterest, Polyvore, LinkedIn, Twitter,
YouTube, Tumblr, Reddit, Houzz
★ Choose 2 networks & create a monthly
calendar
★ Add relevant keywords and important
information to ‘About Us’ sections on
all profiles
★ Engage, engage, engage!
The Right Networks For You
31. Email Marketing
★ Two types of emails: transactional and
promotional
★ Can be newsletter or product focused
★ Reach people who are already familiar
with you
★ Encourage repeat sales
★ Low-cost
★ Great opportunity to sell your brand
and communicate with customers
32. Grow Your Email List
★ Have a signup form on your website
★ Give an incentive
★ Encourage your current subscribers to
share and forward your emails by
including social sharing buttons and
an “Email to a Friend” button
★ If you attend trade shows, use a sign
up sheet to capture email addresses
33. Email Marketing Tips
★ Use eye-catching graphics
★ Be consistent with your website
branding
★ Run exclusive promos in your emails
★ Don’t email your list too often! This can
cause unsubscribers
★ Write engaging subject lines
★ A/B test
★ Preview your emails and test all links
★ Measure opens, clicks, and
unsubscribers
35. Affiliate Marketing
★ Pay a commision to others to sell your
products
★ Only pay when a sale is made
★ Usually have to pay a fee to use affiliate
networks
36. ★ Clickbank
★ Rakuten
★ CJ Affiliate by Conversant
★ Amazon Associates
★ ShareaSale
★ Houzz
Affiliate Marketing Networks
37. Affiliate Marketing Tips
★ Research the networks
○ What fees are associated with the
network?
○ Size of partner network
★ Know your profitability and measure
ROI
★ Test out different payouts
★ Provide multiple banner sizes
39. Amazon
★ Works alongside SEO to maximize
search visibility
★ Can improve brand authority and
brand awareness
★ Can drive traffic to your site
★ Enhance customer loyalty
41. Influencer Marketing
★ Collaboration between your brand and
an “Influencer” to promote product or
brand in blog, video or social channel
post
★ Can provide exposure, traffic and sales
via exchange of free merchandise or
paid mention
42. ★ Start on Instagram or Twitter by
searching for relevant hashtags
★ Reach like-minded individuals all at
once
★ Have a brick and mortar? Focus on
local bloggers/vloggers
★ Reach out to them via email
How to Find Influencers
43. ★ Focus on “niche” influencers with
engaged followers
★ Higher number of followers isn’t always
better
★ Be clear on what you expect from the
influencer
Influencer Marketing
