Posts Tagged "web marketing"

Sometimes it's best to start with the results and THEN get to the marketing task list so here goes…

Sales from this web site increased over 400%…yes, you heard correctly…sales more than quadrupled over a 2 1/2 year time-span due to our marketing efforts.

We do the happy dance every time we think about that little statistic.

What you should know…the advertising budget was pretty much non-existent. The growth of the site came from the high search rank for specific phrases combined with getting the products featured both online and offline in various publications and web sites. Creating and increasing the site's 'findability' was key to the increase in sales.

Here's the long list of what we did (no design work here, strictly marketing):

• Garnering number one search position in Google, MSN and Yahoo for specific keyword phrases – primarily through link building.
• Each and every category page ranks  on the first page in Google, Yahoo, MSN – using unique title tags, header and custom created copy to pick up specific search phrase.
• Detailed keyword rich product descriptions so specific product pages rank extremely high in Google, MSN and Yahoo.
• In depth tracking using analytic s tools to calculate bounce rate, vistor path, exit pages, etc. to increase conversion on the site.
• Special Promotions/Incentives to buy
• Email marketing – creation of mail list by adding subscription information to the purchase page and giving users an opportunity to sign up
• Press Releases (digital press re leases/local press releases)
• Creation of buyer's guide area to establish this site as the expert in all things picnic related.
• Creation of Picnic Planning Guide as free giveaway with every purchase.
• Articles submitted to article dir ectories that were picked up and featured in blogs.
• Established relationships with journalist/editors of national and local publications to provide high resolution images and product samples for photo shoots and tv spots - Domino Magazine Daily Dot, American Way Magazine, Life & Style Weekly, Real Simple, Yogi Times, Breakfast Television, HGTV Mother's Day Product Spotlight, Fox  News Product Spotlight, "O" At Home Magazine, Positive Thinking Magazine, NY Daily News, Better Homes and Garden - to name a few.
• Set up and management of googlebase datafeeds and msn live product datafeeds.
• Use of blog to direct traffic to site.
• Use of Social Media Sites and Shopping Wists - PopGloss, CribCandy, YumSugar, ThisNext, etc.

Here's the whole scoop on this ecommerce (Specialty Living) web site…

Results: Steady growth of site via increased traffic flow (visitors to the site) and sheer volume of products sold.

What you should know: The advertising budget was pretty much non-existent and the web site niche focus changed three times over the course of a two-year period. We were able to level out the navigation and page set up and the site is currently showing strong stable growth in search ranking as a niche water fountain site. This site is one of three owned by the same company.

Our Marketing Activities Include:

• Garnering first page listing in Google, MSN and Yahoo – primarily through link building.
• Category pages are just beginning to rank on the first page in Google, Yahoo, MSN – using unique title tags, headers, copy to pick up specific search phrase.
• Detailed keyword rich product descriptions so specific product pages rank extremely high in Google, MSN and Yahoo.
• In depth tracking using analytics to ols to calculate bounce rate, vistor path, exit pages, etc. to improve conversion rate on the site.
• Special Promotions/Incentives to buy
• Email marketing – creation of mail list by adding subscription information to the purchase page and giving users an opportunity to sign up
• Press Releases (digital press releases)
• Creation of buyer's guide area to establish this site as expert in the fountain area and set it apart from the competition. 
• Articles submitted to article directories
• Established relationships with journalist/editors of national and local publications to provide high resolution images and product samples for photo shoots and tv spots.
• Set up and management of googlebase datafeeds and msn live product datafeeds.
• Set up and management of shopping comparison datafeeds to drive traffic
• Use of blog to direct traffic to site
• Use of Social Shopping Media sites 

*What we would add to the marketing mix: If the budget existed, reviews would definitely be used to harness the power of word of mouth to generate more traffic, content and organic search rank.