Ecommerce product marketing 101
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This document provides tips and strategies for promoting ecommerce products through advertising and online communities. It discusses allocating marketing budgets across multiple tactics like Google ads, conferences, reviews/giveaways, and forum marketing. Specific tactics covered include using reviews and giveaways to get products in front of customers, setting up contests to build email lists and drive sales, and using sponsorships for long-term brand building. Templates are provided for outreach emails to bloggers and for following up on product reviews.
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Ecommerce product marketing 101
- 1. ECOMMERCE PRODUCT MARKETING How To Promote Your Products Through Adver?sing and Online Communi?es 1
- 2. About Darren DeMatas Darren DeMatas has an MBA in Internet Marke4ng, but hangs his hat on a decade of experience making retail brands profitable. He’s marketed global Fortune 500 companies and small 1-‐man ecommerce niche brands. He is a Chris4an that some4mes mixes business with pleasure :) • Copyblogger Cer4fied Content Marketer • Google AdWord Cer4fied. Keyword Research 101 2
- 3. The Biggest Budget Mistake Is PuRng All Your Eggs In One Basket 3 Product Marke4ng 101
- 4. A Typical Marke4ng Budget 77% 4% 2% 17% Google Conferences Misc Social Media Product Marke4ng 101 4
- 5. Even If You Are Doing It Right, Once The Money Stops… So Will Traffic and Sales 5 Product Marke4ng 101
- 6. MARKETING BUDGET 101 How to build long term traffic, sales and brand recogni4on. 6 Product Marke4ng 101
- 7. Mix it Up! 33% 7% 20% 27% 13% Google Conferences Sponsorships Reviews/Giveaways Forum Marke4ng Product Marke4ng 101 7
- 8. This Works Becer Because ① Budget is Reallocated, Not Increased ② Tac4cs Have A Long Term Effect ③ Quickly Understand Best Channel ④ Allows You To Connect Directly To Buyers Product Marke4ng 101 8
- 9. Adver4sing Tac4cs • Giveaways/Reviews • Contests • Sponsorships • Forums • Radio Adver4sing • AdWords Product Marke4ng 101 9
- 10. REVIEWS AND GIVEAWAYS Get Your Products In Front of Customers 10 Product Marke4ng 101
- 11. A Quick Step Process For Product Promo4on 1. Find Niche Sites That Do Reviews 2. Evaluate Site (Follow/No Follow) 3. Use BuzzStream To Collect Contact Info 4. Create a Hybrid Template 5. Follow Up Prospect Qualify Email Outreach Follow Up Product Marke4ng 101 11
- 12. Pro Tip: Use SEMRush To Benchmark Traffic Product Marke4ng 101 12
- 13. Pro Tip: Don’t Exclude No Follow / Paid Links Product Marke4ng 101 13 For Super High Traffic Sites Paid “No Follow” Links Are Worth it All external links are “no follow”
- 14. Pro Tip: Check Out Tomoson Product Marke4ng 101 14
- 15. Email Template: Find Review Blogger and Reach Out Subject: Want To Check Out and Review [PRODUCT NAME]? Hey [First Name] In reading your review on [YOUR PAGE URL], I couldn't help but wonder if you would be interested in reviewing [MY PRODUCT]. We’d be more than happy to provide you with one to make that possible (we could even provide an extra to giveaway to your readers if you end up liking it). Check out the [DESIRED ANCHOR TEXT}: XXX.com We will help drive traffic to your website by promo4ng the post on our social media sites (we have X followers and men4oning it on the several online forums that we are ac4ve in. All we ask in return is a men4on to our website and a complete, honest review, like you did on [YOUR PAGE URL] Didn’t know if it was worth your while, but if it is, I can get one in the mail for you within a couple of days. YOUR SIGNATURE Product Marke4ng 101 15
- 16. Email Template: Follow Up Subject: Looking Forward To The [PRODUCT NAME] Review! Hey NAME I just wanted to make sure that you got the [PRODUCT NAME] and check in see if you had any ques4ons about it. Let me know when the review goes live so I can get to work promo4ng it. [SIGNATURE] Product Marke4ng 101 16
- 17. CONTESTS How to use contests to amplify your product reach and execute a sale. 17 Product Marke4ng 101
- 18. How To Set Up Contests That Work ① Choose A Profitable Product ② Own Contest Plazorm ③ Announce Winner On Page ④ Email Special Offer ⑤ Remarke4ng Product Marke4ng 101 18
- 19. Pro Tip: Use Contests To Build Email List Product Marke4ng 101 19 Focus On Email, But Mix In Other Opt Ins Go beyond the simple “opt-‐in.” Ex) Best comment wins.
- 20. Pro Tip: Add Product Video Product Marke4ng 101 20 Contest pages are the perfect place for videos. Write a long form descrip4on on YouTube
- 21. SPONSORSHIPS A Quick Start Guide To Long Term Brand Building 21 Product Marke4ng 101
- 22. The Three Step Process To Building Trusted Links ① Look For Clubs, Associa4ons, Causes, Events ② Qualify Prospects ③ Email Outreach Product Marke4ng 101 22
- 23. Pro Tip: Focus On Brand Fit, Then Page Authority Product Marke4ng 101 23 Focus on Brand Fit, Then Page Authority
- 24. Pro Tip: Reverse Engineer Big Brands Within Your Niche Product Marke4ng 101 24 Look At .GOV and .EDU MIT linking to Whole Foods
- 25. Pro Tip: Make Sure Links Pass PageRank Product Marke4ng 101 25 “Do Follow”
- 26. Sample Email Subject: Is [WEBSITE NAME] Looking for New Sponsors? Hi [Name] I’m researching sponsorship opportuni4es for our small [MY NICHE] company I came across your page: [YOUR SPONSORSHIP PAGE URL]. Are you looking for new sponsors? If so, please send me some informa4on about how we can get involved. Thanks in advance! [MY WEBSITE URL] All the Best, -‐Darren Im Not Worried About Google At All Product Marke4ng 101 26
- 27. FORUMS How To Use Forums To Get Links and Traffic At Will 27 Product Marke4ng 101
- 28. Why Niche Forums? ① Online Hangout For Interests Groups ② Build Trust With Community ③ Drive Targeted Traffic To Product Page ④ Dedicated Subforums For Sponsors Product Marke4ng 101 28
- 29. Forums 101 ① Find Forums – Niche “sponsor forums” inurl:forum ② Find And Read Rules ASAP ③ Join Conversa4ons ④ Subscribe To Threads You Par4cipate In ⑤ Link A}er You Gain Trust Product Marke4ng 101 29
- 30. Pro Tip: You Can Control Anchor Text On Sponsored Subforums Product Marke4ng 101 30 Pay For A Business Sub-‐forum
- 31. RADIO ADVERTISING Get More Exposure With Low Cost Media 31 Product Marke4ng 101
- 32. Why Radio? ① Geographic Targe4ng ② High Domain Authority ③ Addi4onal Exposure ④ Low Cost – Links, Social Media, Radio Spots from PR7, 76DA for $50/mo Product Marke4ng 101 32
- 33. Quick Step Process ① Find Local Media Outlets With Sponsors – Niche “radio” OR “news” in4tle:“our sponsors” ② Qualify Sites ③ Reach Out ④ Measure Traffic From Geo and Referral Product Marke4ng 101 33
- 34. Pro Tip: The Less Links On A Page The Becer Product Marke4ng 101 34 WAYYY Too Many Links
- 35. Pro Tip: Make Sure They Reach Your Demographic Product Marke4ng 101 35 Could Your Customer Be Listening? Added Benefit
- 36. GOOGLE ADWORDS GeRng Started On The Right Track 36 Product Marke4ng 101
- 37. Google AdWords Campaign Types That I Use (Most) ① Search Network Only Text Ads ② Search Remarke4ng On Search Network Only ③ Display Remarke4ng On Display Network Only ④ Google Shopping Campaigns Product Marke4ng 101 37
- 38. Campaign Structure Campaign (Type, Overall Budget, Loca4on, Bid Strategy, Frequency, Audiences, Extensions, Nega4ve Keywords) Ad Group (Override Campaign Extensions, Audiences, Nega4ve Keywords) Keywords (Max CPC) Ads (CTA) Ad Group (Override Campaign Extensions, Audiences, Nega4ve Keywords) Keywords (Max CPC) Ads (CTA) Product Marke4ng 101 38
- 39. Your First Campaign On Google Search Network ① Think Of It As A Test Campaign, Limit Budget ② Broad Modified Match To Find Profitable Keywords ③ +kids +shoes Will Trigger Your Ad For – Leather Shoes For Kids – Nike Shoes For Kids ④ 3 Ads Per Group – 1 Without DKI, 1 With DKI, 1 Compe4tor Knock Off Product Marke4ng 101 39
- 40. Pro Tip: Use SEMRush To See Compe4tors Proven Ads/Keywords Product Marke4ng 101 40
- 41. Pro Tip: Use Dynamic Keyword Inser4on Product Marke4ng 101 41 ① {KeyWord:Chocolate} ② Replaces the above with the search term ③ Keyword Must Be In Ad Group
- 42. Your Money Campaign On Google Search Network ① Exact Match, Conver4ng Keywords ② ex [Long Tail Keyword] that Converts – Be sure to add this as a nega4ve keyword to the test campaign ③ Bring Over Best Performing Ads ④ Maintain Small, Super Focused Ad Groups – Consider 1 keyword ad groups ⑤ Tight Control Over Keywords and Message Product Marke4ng 101 42
- 43. Why Search Remarke4ng? ① Conversion Rates Are Much Higher ② Capture People S4ll In Hunt Mode ③ Website Familiarity ④ Broader Keywords Product Marke4ng 101 43
- 44. Common Mistakes With Text Based Ads ① Search Display Network ② Poor Control Of Nega4ve Keywords ③ Having A Campaign Dedicated To Tests ④ Monitoring Performance Product Marke4ng 101 44
- 45. Why Product Lis4ngs Ads ① Prominence In SERP ② Higher CTR Than Text ③ Effec4ve With Physical Products Product Marke4ng 101 45
- 46. Common Mistakes With Product Lis4ng Ads ① Not Breaking Out PLA Bids For High Margin Products, Segments ② Small, Low Quality Images ③ Poor Data Feed With Inaccurate Labels Product Marke4ng 101 46
- 47. Why Display Remarke4ng? ① Build Brand Recogni4on At Low Cost ② Only Pay For Click, Not Impression ③ Higher Conversion Rates ④ Target Specific Pages With Promo4ons Product Marke4ng 101 47
- 48. Common Mistakes With Display Remarke4ng ① Stagnant Ads ② Uncapped Frequency Product Marke4ng 101 48
- 49. Ques4ons? Hit me up at darren@selfstartr.com 49 Product Marke4ng 101