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Online Marketing Full Presentation

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by

Ross Hearnshaw

on 4 December 2013

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Transcript of Online Marketing Full Presentation

Social Media Marketing
15+ years experience

150+ eCommerce specialist staff

3 UK offices in London, Newcastle & Stockton

700+ live eCommerce websites

Visualsoft Sydney live in 2014

Unrivaled eCommerce experience
Detailed research and audit before any campaign

15+ years of experience

50+ specialist staff

140+ happy eTailers

Diverse industry experience including sports equipment, manufacturing, fashion, jewelery and storage.

Industry qualifications including Google Adwords and Analytics.

Long-term partnerships with Google, hundreds of bloggers and huge affiliate and PR networks.
Single port of call from your own account manager
Monthly reports straight to your inbox
Success through being proactive not reactive
"We have built up a great working relationship with the team at Visualsoft and hope that 2013 can be even more of a success than 2012"
“Like most e-tailers I took Google rankings for granted, that was until visitor flow fell off a cliff – literally overnight.I have been extremely impressed by the recovery brought about by Visualsoft Marketing team in a very short timescale. I also have total trust that the methods used will not create further problems in the future”
Case Studies
What makes
When you shop online how long does it take you to know what specific brand, size and colour you want? Your search patterns change when you are ready to buy.
A multi-layered approach means this strategy is greater than a sum of its parts.
30+ years of experience in our team.
Pay-per-click (PPC)
Affiliate marketing is the technique of utilising traffic to other sites around the web to your advantage.

In a world of voucher codes and cashback rewards, affiliate marketing has become a huge addition to full eCommerce marketing strategy.
Affiliate Marketing
Some forums have millions of readers, with regular e-mails.

Why not shift your old stock, whilst hitting your site with heavy traffic that you can re-market later?
Affiliate Types
Page & product descriptions
Key words and phrases
Uniqueness of content
Grammar, Spelling and Syntax
Internal linking
Avoid over-usage
Keep up to date
SEO & Online PR
Duplicate content/pages
Crawl Errors
Indexing Issues
Site Structure
Meta Tags
Page loading
Sitemap
Concise URLs
Site Usability
Ethical links
Reviews
Social Media
Competitions
PR Requests
Rich Content Articles
Interactive widgets
Infographics
The Visualsoft Workflow
Retentions
Keep subscribers informed and buying with E-mail marketing. Everyone receives marketing e-mails, wanted and un-wanted, meaning a huge % are unopened and deleted. It is for that reason that the following are so important:
We’ll create your page and keep likes, invites and posts relevant, alerting you to any enquiries.
Understanding the Chain
Assisted Conversions
Consider all contributing factors that led to that visitor making his/her purchase.
Understanding Attribution
Visualsoft’s deep rooted understanding of all things eCommerce, combined with our analytical knowledge really does set us apart.
Reporting
Your streamline one-port-of-call experience with us will revolve around your Account Manager. Their role is to guide you, push you and report to you constantly, in the journey towards growth and profitability.
Your Team

Entry Level - £750/month
Advanced Level - £1,500/month
Premier Plus - £2,500/month
Premier Level - £2,000/month

Simple & Transparent
Costs
Off-site Content / Online PR
Technical Optimisation
On-site Content
Visualsoft take a focused approach, targeting those at the end of the purchase journey on search engines like Google, Bing and Yahoo.
Maximise your sales opportunities with Google’s online shop window.

With our help you can not only display your products alongside the biggest brands in the market, but ensure your ads have the best quality score.
Represent your offerings visually on relevant sites, and track and re-market to those who have already visited yours.

Dynamic display ads cycle between relevant prducst from the pages that visitor viewed.

Whilst the jury is out on their likeability - these ads have a high conversion rate as a result of a repeate visit and raise brand awareness very cost effectively.
There are several stages in the buying process – can you afford to spend your budget on search engine marketing attracting anyone other than those ready to buy?
Visualsoft is built by eCommerce site owners at its core, so be confident in the knowlege we know stock, pricing, delivery, site usability and much, much more.
As you journey in eCommerce develops, so too will budget for re-investment.

In the meantime you can achieve a very profitable ROI with the right channels and advice.
Don’t rely on narrow channels to conversion – use all
of your options at a level that suits your budget.
We create Stability through Diversity
We achieve Sustainable Business Models through Profitable ROI
We create a Complimentary Marketing Strategy
We Understand your eCommerce Journey
We Understand the Purchase Process
We Target those Ready to Buy
Nigel Stocks – Tights Tights Tights
Adam Hillier – Hillier Jewellers
3. Analyse and Optimise
2. Build
1. Plan and Strategise
Keyword research
Ad groups
Analytics
Traditional Pay per Click (PPC)
Google Shopping / Product Listing Ads
Display Marketing and Re-targeting
Affiliate
Network
Management Company
Merchant
Cashback & Rewards
Shopping Portals & Price Comparison
Discount and Voucher Code Sites
The most popular blogs will monetise their site with affiliate links to your products after discussing them in blog posts.

You should have your own blog for improved SEO.
Utilise sites that compare, discuss, review and re-direct thousands of people to products from eCommerce sites across the internet.
Forums
Increase your brand dominance as determined by Google.
Audit
Action
Analyse
E-mail Marketing
Objectives
Segmentation
Products they will be interested in.
Generic is boring
Automation
A quick ‘Happy Birthday!’ message and one time discount code could convert those looking for a treat.
Personalisation
Reward a big spender with a discount code or loyalty points (ask about our members area).
Deliverability
Sent from a reliable source, avoiding spam and including unsubcribe links.
Typical Marketing Channel Growth
2014
2015
2013
Intro
Prospect
Purchase
E-mail
Social
Media
Regular
Fan
Tried and Tested
E-mail Templates
Scalability
Mobile Optimisation
We’ll ensure you post the right kind of content to attract watchers from different backgrounds – directly or indirectly associated with your brand.
We’ll help manage your account with relevant competitions and news bulletins.
Interact
Engage
Measure
Brand
Enhancement
Develop
1st Click and Last Click
They bridge the gap between you and the individual specialist marketing teams within Visualsoft.
They have enough experience with different sites, sectors and services to push you in the right direction.
They make sense of your detailed reports and make recommendations via our Reporting Suite.
Our bespoke members area, in addition to keeping you in the loop by phone and e-mail and via a written monthly report.
Reporting Suite
Visual

Visual
A full service marketing agency specialising in eCommerce.
£500/month
Yellow Level- £500/month
Green level - £1000/month
£500/month
Search Engine Optimisation (SEO)
Pay Per Click (PPC)
Email Marketing
Affiliate Marketing
Use'Recommendations' to see ours and make your own.
Colour coded by service, you'll see revenue, spend, conversion rates and more on your homepage.
across the world
from flooring & footwear
Market Research
Brands
Categories
Departments
Margins
Regions
Times
Budget
Text Ads
Display Ads
Design
Product Listing Ads
Attributes
Broad match
Phrase match
Exact Match
Assisted Conversions
Clicks
CPC
CPA
Cost
Conversions
Conversion rate
Paid Search
Organic Search (SEO)
E-mail and Newsletter
Affiliates and Referrals
Social Networking
Paid Search
Organic Search (SEO)
E-mail and Newsletter
Affiliates and Referrals
Social Networking
soft
MARKETING
soft
The biggest brands
have come to us
to sell their products
to heaters & headphones
for good reason.
"Professional company"
"Highly recommended"
"5 star rating for a 5 star company"
eCommerce comes 1st
and design 2nd.
Strategic
Dedicated
Progressive
Analytical
Visual
MARKETING
soft
unique?
Where can
Visual
MARKETING
soft
help?
Understanding customer retention is a vital part of any complete eCommerce marketing strategy.
High quality score = Lower CPC and Higher Ad Rank
Quality Score
The Bigger
Picture

Thousands of people flood to cashback sites to sign up, spend via a link to their favourite shops and get a reward to their account.
Who doesn't want a good deal? Millions of people are using dedicated discount sites across the UK. Can you afford to miss out?
Our affiliate manager will review your site traffic, product types and stock levels and determine whether affiliate marketing is currently ideal for you.
Infographic
Guest Blog Post
Published across your accounts
We'll get your content infront of the million of users on Pinterest, so they can Pin and share the ones they love.
Instagram is the perfect place for us to post your engaging images to increase followers.
Year 1
Year 3
Engagement
Increase subscriptions via sharing
Revenue generation
Brand awareness
Priority
Visual
soft
Visual
soft
Instant KPIs
Design to cascade in 1 slide
What is PPC Marketing?
eCommerce optimised Pay Per Click campaigns can provide you with the opportunity to market to potential customers of your products and services, as well as build brand awareness.
Yahoo!
Text Ads
Display Ads (incl. retargeting)
Product Listing Ads
Google
Bing
88%
6%
3%
Search engines offer ad space based on relevancy and potential cost-per-click in return for that fee when that ad is clicked.
Market Share
Others
3%
That ad space can be broken down into three main types:
What experience do we have?
124 live pay-per-click marketing clients in eCommerce and Lead Generation
Plus the official certifications.
Pet Supplies
Fashion
Cosmetics
Homeware
Jewelery
Relevant anchor text
Relevant page on your site
Relevant Description
Reviews from official Google partners
A snapshot of results appears on results pages for product searches. The full Shopping area is also accessible via a link.
Product image from your feed
Relevant Anchor text
Price from your feed
Link to the page on your site
Homepage link
Product Image
Price
Designs done for you
Product links
PPC in Three Steps
Aviation Supplies
Sports Nutrition
Stairlifts
Equestrian
Lighting
Motor Care
Cycles
Gifts
Footwear
Flooring
Nov 2013
What is Affiliate Marketing?
How? Sites sign up to an affiliate network, offering to send some of their traffic to you in the hope they will buy your products or services.

We have experience with the biggest in the market,
Webgains
,
Affiliate Window
,
Linkshare
and
Paid

on

Results
.

Why? They want a small % reward that you set.

The 4 main types are: super affiliates, specialist affiliates, blogs and loss leader affiliates and we'll go into a few examples below.
needs breaking up/visual?
Affiliates
Super Affiliates
Blogs
Specialist
Loss Leader
Interested?
Search engine optimisation is commonly described as '
the process of affecting the visibility of a website or a web page in a search engine's "natural" or un-paid search results'.

This is done through a variety of techniques that have changed drastically over the years and it for that reason that successful, ethical and long term Search Engine Optimisation is only achievable by an experienced, well researched team.

SEO can be broken down into three major components, all of which contribute in different ways depending on predictions of how search engines form their rankings:

What is 'SEO'?
On-Site Optimisation
Off-site Optimisation
Technical Optimisation
Whether you have had a previous marketing company working on SEO or not, we will audit your site in the same way and create a list of priorities.
Plan
+
+
=
Month 2
Overview
It's a social media kick-start. New social network accounts are created and existing ones enhanced with well designed branded pages.

Running competitions? A competitions tab will be added to your site for easy access to your visitors.
Month 1
Facebook
Twitter
Google+
Pinterest
YouTube
LinkedIn
Tumblr
Maintaining, updating and building your social presence with a careful balance between promotional and non-promotional material.

Unique, engaging content created to keep fans of your brand interested, buying and sharing with their peers.

Setting up and monitoring competitions and alerting you to sales enquiries via contact on your social sites.

Scheduling posts built by our dedicated content team.
Visualsoft provide detailed reports each month on key social metrics incluidng new social media members, traffic and conversions.
We’ll maintain your linked in page in line with your branding and message.
It is important to utilise all top social media streams, and being a Google product, could be important for SEO.
Thousands of blogs are browsed every day, we'll build and maintain yours on Tumblr in line with your brand and message.
What is Customer Retention?
You've dedicated budget to marketing and received customers in return. Customer retention is keeping them coming back, reducing the future cost of marketing as a result.

Customers need engaging, informing, rewarding and answering and there are different ways to do so.
Typical Retention Strategy
Featuring E-mail Marketing
design have input
Leading Industry Tools
Results Instantly Available
Transparent
In Depth Analysis
ROI based
design
Each marketing client can log in to our online reporting suite for access to various KPI stats instantly.
We understand the most important KPIs to you in the majority of marketing channels are a successful ROI.
Continuous
MajesticSEO
design? logos?
Screaming Frog SEO Spider
Google Analytics
Google Webmaster Tools
Google Keyword Planner
Hootsuite
Cision Point
Google Adwords
Our Favourites
design
Full transcript