Marketing Your Retail WebsiteContent, Search, Social

Sarah Mitchell

Goals for TodayExplain the shift in consumer spending habits

Define Content Marketing and describe it’s components

Provide recommendations for a content marketing strategy

DefinitionContent Marketing: is the art of understanding exactly what your customers need to know and delivering it to them in a relevant and compelling way.

CONTENT MARKETING = EDUCATION

Consumers are Doing Their Own Research

Online Publishers – Internet Activity IndexMonthly “Time Spent” in Internet Activity

Table

3 Components of Content Marketing

Search Engine Optimisation (SEO)ContentSocial Media

Lower Cost Per Sales Lead

SEO 25% is on your web page and

within your control – KEYWORDS 75% is off your site where you

have less control Inbound linksExternal linksSearch engine recommendationsPay Per Click (PPC) ads

Your web designer may not have an SEO focus.

ContentPeople are seeking their own

informationThe days of self-serving, self-

promoting “blah, blah, blah” are overMarketing = Publishing

Social MediaBest tools for business

FacebookTwitterBlogsLinkedYouTube

It’s about relationships“Conversation without content is mere

networking. Content without conversation is just dead content.” Tipping Point Labs

Online Retail Marketing Strategy

1. Discover what your prospects want KeywordSpy (www.keywordspy.com) Google adwords Google Alerts

2. Find the intersection between your solution and your prospect’s information needs

3. Develop content to address the deficiency

4. Make yourself findable (SEO)5. Give your content legs (Social Media)

Develop Original Content Forget features – make it benefit oriented

The drill vs. The holeeMail vs. meMail

Think like a publisher1. Support each product/service you

offer2. Target each customer segment3. Consider vertical markets4. Use multiple content types

If needed, hire writers Invest in graphic design

Where Are You? – Tips for SEO1. Start with a descriptive domain name2. Provide great content to develop trust3. Add keywords in titles of all content4. Ensure relevance between paid search ads and

website keywords5. Use keywords your prospects are using6. Add location to your website to attract local customers7. List your company in free online directories8. Create profiles on LinkedIn, Twitter and Facebook and

keep active9. Blog, blog, and blog some more10.Never try to trick the search engines. Only use white

hat techniques and avoid link farms11.Invest in SEO services. Focus on the value of the

results, not the cost of the service

Leave Your PrintsA great way to improve you SEO is to leave comments on blogs, articles and discussion forums.

Social Media – Fad or Trend?

Don’t “Post and Hope”

Benefits of Content Marketing

Establishes you as an authorityTailored to your businessTargets key prospectsContributes to lead nurturingPositions you for competitive

advantageAsset-based investment you ownCost effective