Beating the Big Brands - Practical Ecommerce Marketing Tips for Independent Retailers presented by Paddy Moogan at BIRA 2018

1. Beating the Big Brands - Practical Ecommerce
Marketing Tips for Independent Retailers
Paddy Moogan

2. Slides here:
www.aira.net/bira

3. It can feel like an
impossible task

4. They have bigger budgets,
teams and resources

5. They can offer cheaper prices

6. More sectors are being entered
by larger retailers

7. It is harder than ever

8. But, you can still win

9. I work with brands of
all shapes and sizes

10. Big brand ≠ perfect

11. Let’s look at the channels
available to us

12. Organic search

13. Organic search
It’s free, but takes time

14. Paid search (pay-per-click)

15. Paid search (pay-per-click)
3.8% of searches
resulted in a click
on an ad
Source

16. Paid search (pay-per-click)
3.8% of searches
resulted in a click
on an ad
Can be expensive, instant traffic

17. Direct

18. Direct
Influenced by brand awareness

19. Organic social

20. Organic social
Traffic can be very passive

21. Organic social
You also need an audience

22. You need an audience

23. You need an audience

24. Paid Social Advertising

25. Paid Social Advertising
Quick, needs good targeting

26. Email

27. Email
Very targeted, takes time to build

28. Display advertising

29. Display advertising
Cheaper than search, less targeted

30. Display advertising
But remarketing can work well

31. Don’t just rely on one
(or even two) channels

32. Our most successful clients
utilize several channels

33. It’s about your customers and
their buying process

34. AgendaBuyer’s JourneyTypical conversion process

35. AgendaBuyer’s JourneyToo many people focus here (especially big brands)

37. AgendaBuyer’s JourneyLots of opportunity here

40. We will come back to this

41. Digital marketing trends

42. Google have 88%
market share in the UK
Source

43. They generally give
the best results

45. Google have 84%
market share in the UK
Source

46. Google have 96%
market share in mobile search
Source

47. 77% of mobile searches are in a location
where people have a PC available to them
Source

48. Source
Mobile search overtaking desktop

49. 82% of smartphone users say
they consult their phones on
purchases they're about to
make in a store
Source

50. 76% of people who conduct a
local search on their
smartphone visit a business
within 24 hours
Source

51. …and 28% of those people
make a purchase.
Source

52. Google are moving to a
“mobile first” approach to
assessing your website
Source

53. But desktop isn’t dead

54. 6 in 10 internet users start
shopping on one device but
continue or finish on a
different one
Source

55. Source

56. Source

57. Source

58. Source

59. Source

60. Source

64. The way we read content is
changing to be mobile first

65. We think of it like this

66. It’s actually more like this

68. I used to be skeptical of social
as a way to drive revenue for
ecommerce websites

69. Targeting options provided by
Facebook are scary
(this may change!)

70. Facebook (and Instagram) are
now very viable channels for
ecommerce websites

71. It’s also very easy to waste
cash

72. “What does it all mean for me?”
At least some of you, right now

73. 8 things you can go away and
do tomorrow

74. Bigger brands can do these
things...

75. You can do them quicker

76. You can focus on specific
categories and products

77. A quick promise…

78. #1 - Sign up to Google Search Console

79. Find your most popular product pages...

80. Click on them to see which keywords rank
well and focus on improving copy on these
pages

81. #2 – Find mobile friendly problems

83. #3 – Find site speed problems

84. #4 – Start building (and using) an email list

85. Source:
Conversion rates by traffic source

86. #5 Start using the Facebook pixel

87. Create audiences for different types of product
Source:
Samsung or Sony
pages
Over £500

88. #6 – Have customer email addresses?
Use them on Facebook

89. Upload to Facebook & make a lookalike audience

90. Upload to Facebook & make a lookalike audience

91. You can then run ads
against the audience

92. Create lookalike audiences
based on your customers

93. AgendaBuyer’s JourneyTargets these stages of the process

94. #7 – Claim (or maintain) your
Google Local page

95. Make sure your company name
& address are used consistently
across the web

96. Ask for reviews on your Google
Business page

97. #8 – Start producing content that maps to
the customer journey

98. A purchasing journey is just a
series of questions and problems

99. Typical conversion process

100. Research
travel
photography
Look into
best cameras
for travelling
Compare
options
Buy camera
Look at new
lens options
Break it down further - camera retailer

101. What content can you create
to answer their questions
along the way?

102. What problems, fears and
concerns do your customers
have along the buying process?

103. Research
travel
photography
Look into
best cameras
for travelling
Compare
options
Buy camera
Look at new
lense options
Camera retailer example
“Travel
photography
tips”
“Digital cameras
vs compact”
“Fujifilm wide
angle lenses”
“Cameras for
backpacking”
“Fujifilm X-T20”

104. Start writing content based
around the most popular topics

109. and go read this post
Source

110. Link

111. A few things NOT to do

112. Don’t take risks or shortcuts
with your business

114. Avoid anyone who
“guarantees” results on Google

115. Googlers don’t always know how results
look the way they do

116. Questions?
paddy@aira.net