Inbound for ecommerce: Double Down on Content to Create a Scalable Customer Acquisition Strategy
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2 Inbound for ecommerce: Double Down on Content to Create a Scalable Customer Acquisition Strategy
3 Ethan Giffin CEO & Founder
4 About Groove Our Sole Goal is to Help Our Clients Make More Money Online What We Do: Analysis & Strategy Website Design ecommerce Development & Managed Services Inbound Marketing
5 Michael Sapera CFO & Director of Technology Perlis, Inc.
6 Today s Agenda 1. Why the Focus on Content? 2. The Elements of Inbound Marketing 3. Goals & Planning aka The Mission Link Ideas for Creating Quality Content in Stay Connected! 6. Q&A
7 01 Why the Focus on Content?
8 Blogging? Facebook? Pinterest? Instagram? Twitter? All the Stuff You HAVE to Do But Why?
9 But Why?
10 79% of online shoppers spend at least 50% of their shopping time researching products.
11 57% of businesses have acquired a customer through their company blog
12 67% of B2C companies and 41% of B2B companies have acquired a customer through Facebook.
13 Google Panda & Penguin
14 02 The Elements of Inbound Marketing
15 Inbound vs Outbound Marketing? Communication is Interactive and Two Way Customers Come to You! Search Engines Referrals Facebook Twitter Pinsterest, Instagram, etc Marketers are Providing Value Seeks to Entertain and/or Educate!
16 What is Inbound Marketing?
17 Elements of Inbound Marketing
18 Closing the Loop on Your Marketing HubSpot Social Media Magento Enterprise Content & Buyers Guides Landing Pages SEO & Lead Nurturing Marketing Analytics
19 Closing the Loop
20 03 Goals & Planning aka The Missing Link
21 Goals & Planning Rare by Small to Medium etailers Work Backwards Break Down by Month What to Schedule? Site/Homepage Updates Banner Swaps Batch & Blasts Facebook Twitter Product Updates Automated Workflows/ s
22 Focus on 3 Main Metrics
23 The Magic Letters GPCT GPCT
24 Goal > Plan > Challenge > Timeline
25 Example Goals to Consider Increase my Monthly Visitors Conversion Rate Average Order Size Decrease my Cart Abandonment Bounce Rate List Social Reach Organic Traffic
26 Conversion Rate Worksheet What will impact revenue the most, an increase to conversion rate, traffic or average order value? NOT ALL ARE THE SAME!
27 Optimal Frequencies?
28 The Building Blocks Start a calendar! So many free templates available that you can grab and brand; just pick one that works with your business model.
29 04 10 Ideas for Creating Quality Content in 2014
30 Give Your Site Some Soul
31 Tell Your Story 1. How Are You Different from the Big Boys? 2. What s Your History? 3. Write Good Content 4. Create Buyers Guides 5. Have an Opinion 6. Show Your Expertise
32 Check Your Product Descriptions "The Linksys E2000 offers selectable dual-band Wireless-N technology and extended range to provide wireless coverage throughout your home. Cisco Connect"
33 Classify Your Catalog
34 99 Problems but a Blog What are the Typical Problems with your Industry or Products? Top Samsung TV problems Top 5 Magento Problems 6 Most Common Car Batter Problems
35 Versus & Compare Prospects are Always Looking for Education Best Buy vs. HH Gregg Coke vs. Pepsi Aeron Chair vs. Leap Wine Making vs. Beer Brewing
36 Top 5 Lists and More Lists Top 5 Dishwashers under $500 8 Reasons to 65 Ideas for 5 Tips with 10 Tools You Must Have to
37 Show Your Experience Let Prospects Know Your Project and Industry Experience Create How To s Not too Technical or Detailed How to Brew Beer with Fruit
38 Best of the Year / Top Create Industry Lists Become Your Industry s Judge The Best of 2014 / The Top for 2014 Top Home Brewing Websites of 2014
39 Holiday Gift Guides
40 Product Recommendations
41 05 Stay Connected!
42 Social Media Contests
43 Start an Welcome Series
44 Start an Welcome Series
45 Cart Abandonment Series
46 Cart Abandonment Follow-up Results
47 Start a Birthday Series
48 Send a Post-Purchase Follow Up 1. Send Review s 2. Awesome User Generated Content! 3. Panda Killer 4. Don t Use Power Reviews Express 5. Visitors expect between 3-7 reviews per product 6. Cross Sell Items
49 Time for Q&A! Want to Beta Test our Magento > HubSpot Connector? me:
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