1. Ideas for promoting your ecommerce business
online and increasing sales.
Promoting Ecommerce.
©2013 Engineroom360

2. WHAT IS THE DEAL WITH
THIS POWERPOINT?
 Engineroom360 is heavily motivated to help small
ecommerce businesses succeed.
 This PowerPoint will introduce web store owners to the
different strategies available for product promotion and
lead generation.
 Furthermore, it will introduce useful web tools that will
help streamline your online activities and improve your
online strategies.
 All recommendations are either free or low cost.

3. Drip nurture campaign
Website
E-mail 1 E-mail 2 E-mail 3 E-mail 4 E-mail 5
OVERALL STRATEGY:
GRAPHIC
Recipient list 1 2 3 4 5
Pieces of content (1-5)
Form
“Sales”
FormForm Form Form Form
Twitter
1
Targeted following
LinkedIn
5
LinkedIn following
LinkedIn
Ad Camp.
People of interest
PPC Ad
Camp.
Social intelligence gathering
Websites of interest
“Reach-out”
Advertising, gue
st
posting, content
syndication
S.E.O.
Campaign
(On-going)
Maintenance
Webmasters,
Analytics,
404’s, Crawl
errors, etc.
Management
Publishing,
design, page
creation, etc.

4.  Foundation of e-mail messages, linking to a piece of content.
– All ―subscribers‖ are to be fed into system.
 Content placed on website landing pages, behind forms.
 Landing pages promoted on social channels.
 Social channels to be continuously maintained and improved.
– Followers to social channels should improve in relevance.
 Paid media promotes social channels.
 Website is continuously maintained and improved.
 Ongoing SEO campaign increase traffic and visitor relevance.
 Custom reach-out campaign to potential ―partnering‖ websites—
content syndication, SEO benefits, or advertising opportunities.
OVERALL STRATEGY:
SUMMARY

5. The foundation of the marketing strategies:
 Series of e-mails, set-up to be
automatically distributed to recipients.
 Each e-mail will consist of a link to a
unique piece of content. For example:
– ―Your Guide to E-Commerce‖ [PDF]
– ―15 Usability Tips for your Shopping Cart [PPT]
– An information graphic about e-commerce trends [JPEG]
 The content will progress from a ―soft sell‖ to a ―hard sell‖ topic.
 Loopfuse can be used: Free Trial
OVERALL STRATEGY:
DRIP NURTURE CAMPAIGN

6. OVERALL STRATEGY:
SOCIAL MEDIA
 Multi-faceted project.
 Primary objectives:
– Learn more about the
market/social space.
– Increase share of voice.
– Improve awareness of
your expertise and quality.
– Generate leads where needed.
– Boost digital campaigns.
Gain market insights
Create quality content
Spur interaction
Increasing shares
and subscribers
Nurturing
prospects
Generating
leads
Sales
Socialmedia&inboundmarketing

7. OVERALL STRATEGY:
SOCIAL MEDIA
 Gathering customer/competitor insights – A scalable system of
gaining insights should be set up. Insights will be used to direct the
creation of content.
 Creating content – The foundation of these strategies will be worthwhile,
shareable content.
 Generating leads – A key focus will be generating leads and customers.
 Creating channels – Social channels are needed to execute strategies.
 Promoting channels – Current contacts must be invited to channels.
 Nurturing leads – A lead nurturing strategy—covering all available
channels—must be employed to meet objectives.
 Improving share of voice and Thought Leadership will be a byproduct
of the actions previously described.

8. OVERALL STRATEGY:
TWITTER
Twitter will be used for:
 ―Organic‖ advertising, such as status
updates regarding your company,
and continuous sharing of relevant
content.
 1-to-1 engagement with new
followers and relevant users.
 1-to-1 sharing of content.
 Automatic direct messages,
promoting most recent piece of
content.
 Monitoring of relevant conversations
using Tweetdeck.
Tools include:
 Buffer: $10 per month
 JustUnfollow: Free
 TweetDeck: Free

9. OVERALL STRATEGY:
LINKEDIN
 A LinkedIn Company page will be maintained similar to
the Twitter account:
– Content will be regularly shared on the page, both
original and relevant.
 The on-page, static content will be
updated and managed—new
content for every product launch
or company initiative.

10. OVERALL STRATEGY:
LINKEDIN AD CAMPAIGN
 Paid advertising, targeted at relevant business
owners and members, promoting:
– The website
– The most recent piece of
content [landing page]
– The product [landing page]
 ―Lead Collection‖ will be used (a free addition) to add a
unrequired ―opt-in‖ option for those who click the ads.
 Costs: Budget can be predetermined.

11. OVERALL STRATEGY:
PPC CAMPAIGN
 PPC = Pay per click advertising.
 The campaign will be used to supplement a lack of
SEO benefits in the early days.
 SERP space will be
purchased for target
keywords.
 Costs: Budget can be
predetermined.

12. OVERALL STRATEGY:
―REACH-OUT‖ CAMPAIGN
 ―Reach-out‖ initiatives will be implemented to parallel business
strategies.
 For example, if your company needs:
– Alpha or Beta test participators, a reach-out campaign could
be to mine, target, and solicit potential testers.
– Testimonials or quotes, a reach-out campaign could be to
develop a survey and distribute to current users.
– To generate more press, a reach-out campaign could be to
push potential content ideas to relevant outlets.

13. OVERALL STRATEGY:
SOCIAL INTEL. GATHERING
 A scalable system of monitoring and gathering the ―nearby‖ social
space should be developed.
– TweetDeck can be used to monitor conversations related to e-
commerce and your company products.
– Klout can be used to gather relevant, influential users on
social channels.
– Feedly can be used to congregate relevant content for reading
and sharing.
– Google Alerts can be used for business- and customer-
relevant keywords.
– Netvibes can be used (minimally) for additional analytics and
alerts.
 Costs: All completely free.

14. OVERALL STRATEGY:
SEO CAMPAIGN
1. Keyword Research – Using a series of research-type strategies,
keywords of interest are found.
2. Keyword Analysis – From the seed list, keywords with the most
potential and largest effect are chosen.
3. Content Optimization – Content will be redrafted using the
keywords. (Include keywords on all page elements as well!)
4. Link Building – Inbound links will be generated for newly-
optimized content.

15. OVERALL STRATEGY:
MAINTENANCE & MANAGEMENT
 Google Webmasters monitoring.
 Google Analytics management.
– Scheduled reporting and dashboard set-up.
– Tracking link development.
 Additional management tasks:
– Fix broken links and ―No Index‖ problems.
– Continuous identification of website improvements
 For example, adding social sharing functionality to the site.

16. Send your comments to admin@engineroom360.com
We’d love to hear from you!