View
170
Download
0
Category
Tags:
Preview:
Citation preview
PRESENTED BY SPORK MARKETING
Free advice from the parts ecommerce
nerds at Spork Marketing.
6 Online Marketing
Tactics That Will Help
You Sell More Parts
Online marketing is hard.
Often times, the problem is that
we’re using the wrong tactics.
Let’s Start With The Basics:
1- Get more
people to your site
2- Make your site
work better
If whatever you’re doing
won’t a) bring more
visitors or b) improve
your site, don’t bother.
There Are Only Two Ways To
Sell More Parts Online:
Tactic 1: Content Marketing
• Good content brings people
to your site
• Good content generates links
• Links boost search rankings,
which bring more people to
your site.
• Content marketing is hard
• Content takes time to
generate results
Pros: Cons:
“Content” is articles, videos, graphics, etc. that your
customers will like.
Content Marketing Key
Takeaway:
• The only way to
succeed is to keep
plugging away.
• Research and study
successful content.
• Make time to create
content.
• Try lots of different
content.
• Also, consider hiring a
professional.
Content marketing is
hard.
• Customers buy from
companies they trust. Social
media builds trust.
• Any company can budget for
social media (no money
required).
• Social media is a time suck.
You don’t need a big budget,
but you do need a lot of time.
• Results aren’t always easy to
measure
Pros: Cons:
Promoting your business on social media.
Tactic 2: Social Media Marketing
Tactic 2: Social Media Marketing
Social Media Marketing is A Time Suck
Key Social Media Marketing
Takeaways:
1- Make time for
social media.
Posting, sharing,
commenting, replying,
etc. requires an hour
or two per day.
Time Energy Effort
2- Put your energy
into Facebook and
YouTube. Auto part
and accessories
customers are more
active on these
networks.
3- Don’t expect to
put a pencil to your
efforts. Just know
that if you’re
consistent and
interesting, rewards
will come.
Social media isn’t a great tool for increasing sales, but it’s something
every online business has to do, and it has long-term value.
• Small changes to your site’s
design or text can have a big
impact on sales
• Conversion rate testing (and
results implementation)
requires some technical skill
Pros: Cons:
98% of your website visitors aren’t buying. If you take that
down to 97%, you’ll increase sales 50%!
Tactic 3: Conversion Rate
Optimization (CRO)
Tactic 3: Conversion Rate
Optimization (CRO)
Is CRO a “marketing” tactic? We think it is. But even if it doesn’t belong
here, all marketers should be thinking about CRO.
Key CRO Takeaways:
1- Design tests
around problems.
Are certain pages
underperforming?
Run tests to figure out
why.
Test Test Test
2- Test constantly.
Test everything from
button colors to
headlines to
background images to
page copy.
3- Test smartly.
Don’t just try random
tests – have a plan.
Tests can take weeks
to complete…a poor
plan leads to a waste
of time.
Your existing website (and your existing traffic) has untapped sales
potential. Conversion rate optimization is the easiest path to sales
growth.
• It’s fast – you can start driving
traffic tomorrow
• It’s easy to scale
• Mistakes can be expensive
• Success requires experience
and special knowledge
Pros: Cons:
Buying advertising one click at a time, usually from Google
or Bing.
Tactic 4: Pay-Per-Click (PPC)
Advertising
Tactic 4: Pay-Per-Click (PPC)
Advertising
In the wrong hands, PPC advertising is like lighting a pile of money on fire.
Key PPC Takeaways:
1- Start slowly.
Minimize the amount
of money you’ll lose
buying worthless
clicks – start small
and grow slowly.
Slowly Train Track
2- Get training* or
hire a pro. AdWords
is particularly
dangerous for
amateurs…get trained
or hire a pro.
3- Tracking.
Tracking. Tracking.
Make sure you have
tracking. If you don’t
know how your clicks
are performing, you
can’t afford to buy
them.
*Note: If you don’t want to hire a professional PPC ad management firm, we recommend
you invest in AdWords training. See http://training.cardinalpath.com/google-adwords/ for
more info.
• Excellent ROI • Emails get stuck in junk/spam
if you use the wrong tool
• Experience makes a big
difference in terms of
performance
Pros: Cons:
Your best customers are people that have already given you money.
Email marketing is how you stay in touch with these people.
Tactic 5: Email Marketing
Tactic 5: Email Marketing
Don’t let your emails get caught in a spam filter (which kinda looks like this)
Key Email Marketing Takeaways:
1- Have a strategy.
Every ecommerce
site should send out
monthly or quarterly
newsletters and
occasional
sale/coupon
announcements.
Strategy Tool Skill
2- Use the right tool.
Invest in a quality
email tool if you want
to get good
performance.
3- Recognize that
email marketing is a
special skill.
Designing emails that
render properly,
subject lines that get
opens, and calls to
action that “get the
click” is complex.
Email marketing isn’t sexy, but it works.
• A useful web tool is a great
source of links and publicity
• Web tools can be an
excellent source of website
traffic
• It’s hard to build a web tool if
you’re not a developer
Pros: Cons:
Consumers love helpful web based tools
Tactic 6: Building Web Tools
Tactic 6: Building Web Tools
Build something your customers will think is cool…just make sure it’s useful.
Key Web Tool Development
Takeaways:
1- Think about how
you can help your
customers. The tools
that generate the
most revenue help
your customers deal
with a common
problem, answer a
common question,
etc.
Customers Outsource
2- Consider
outsourcing. A
quality marketing
company with
development expertise
(like Spork) will have
no trouble developing
a custom web tool.
Website tool development isn’t the easiest online marketing tactic, but
that’s why it works.
What Did We Forget? Is there a marketing tactic you’re thinking about trying that we
didn’t mention? Contact us to discuss it.
http://sporkmarketing.com/contact-spork-marketing/
https://www.facebook.com/spork.marketing
WEBSITE:
@sporkmarketing
Recommended