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ASD Vegas 2017 Keynote - John Lawson - ColderICE Media

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ASD Vegas 2017

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ASD Vegas 2017 Keynote - John Lawson - ColderICE Media

  1. 1. To The Next Level Take Your Ecommerce Business
  2. 2. Who is he… ✴ Best Selling Author ✴ Thought Leader in Ecommerce ✴ Ebay PlatinumPower Seller ✴ Top Rated Amazon 3P Seller ✴ Doing Online Sales since 2001
  3. 3. My 3 Objectives Today… ✴ Help you to identify new and emerging opportunities. ✴ Evaluate the landscape and trends going forward in ecommerce. ✴ Eliminate some of the myths that hold back success.
  4. 4. ✓ To attract more site traffic
 ✓ Convert visitors into customers
 ✓ Increase repeat purchases
 ✓ Analyze how your marketing is contributing to the bottom line.
  5. 5. Create Strong Marketing Strategy Selling more of what is already selling More products to customers you already have New marketing messaging and new channels Most complex and risky
  6. 6. Content Marketing Creation and sharing online materials that do not explicitly promote a brand, but is intended to stimulate interest. ✴ Videos ✴ Blog posts ✴ White paper ✴ Case study
  7. 7. Content Marketing Creation and sharing online materials that do not explicitly promote a brand, but is intended to stimulate interest. ✴ Videos ✴ Blog posts ✴ White paper ✴ Case study
  8. 8. Content Marketing ✴ 78% of brands increased their content in the last 2 years. source: http://trackmaven.com/blog/2015/06/how-effective-is-your-content-marketing/
  9. 9. 1.79b
 16% y-o-y 600m
 20% y-o-y 465m
 18% y-o-y 150m 69% y-o-y Social Growth
  10. 10. Content Marketing ✴ In that same 2 year timeframe, engagement decreased by 60%. source: http://trackmaven.com/blog/2015/06/how-effective-is-your-content-marketing/
  11. 11. Content Marketing
  12. 12. More Leads, Better Engagement WooBox Heyo Short Stack
  13. 13. The average female millennial spends more than 5 hours a week doing this?
  14. 14. Taking Selfies http://www.dailymail.co.uk/femail/article-3053822/Women-spend-FIVE-HOURS-week-taking-selfies-one-five-upload-social-media-make-ex-partner-jealous.html
  15. 15. Influencer Marketing ✴ Works well with social & content marketing
 ✴ You can create the content or they can
 ✴ Know your audience
 ✴ Have clear and concise goals Using online leaders to drive brand messaging and marketing to a larger group
  16. 16. ✴ 92 percent of people trust recommendations from individuals (even if they don’t know them) over brands. ✴ 8 in 10 of the most influential people for “Gen Y” audiences are YouTube stars. That number keeps growing every year, pushing traditional celebrities further down the list. ✴ 81 percent of marketers who have used influencer marketing judged it to be effective. ✴ 51 percent of marketers believe they get better customers from influencer marketing. That’s because the relationship began with trust in the influencer.
  17. 17. famebit.com
  18. 18. grapevinelogic.com
  19. 19. brandbacker.com
  20. 20. Marketing Automation Marketing automation refers to software that helps in automating marketing actions. ✴ Email ✴ Social media posting ✴ Inbound marketing ✴ List building ✴ List management ✴ CRM
  21. 21. eMail Marketing Tools
  22. 22. CRM Tools (usual suspects)
  23. 23. CRM Tools (emerging)
  24. 24. Ads Formula ✴ “R” is Relevant ✴ “E” is Enticing value prop ✴ “V” is Visual ✴ “S” is Strong call to action
  25. 25. Right Column Ad ✴ R - Relevant to audience ✴ E - Enticing value proposition ✴ V - Visual ✴ S - Strong words that convert: “Get”
  26. 26. ✴ R - Relevant to audience ✴ E - Enticing value proposition ✴ V - Visual ✴ S - Strong Call to Action Catalog Ad
  27. 27. Product Suggestion Bundles ✴ Brining this successful Instagram strategy to Facebook advertising
  28. 28. My Site Needs MORE Traffic
  29. 29. Unfortunately, more traffic isn’t the answer. At least, not always. In fact, there’s an excellent chance you have all the traffic you need to successfully sell the products you have in stock. You don’t have a traffic problem; you have a conversion problem.
  30. 30. 3 Types of Traffic 1. Paid 2. Earned 3. Owned ALL TRAFFIC IS NOT THE SAME
  31. 31. EARNED TRAFFIC
  32. 32. Owned THE MONEY IS IN THE LIST!!!
  33. 33. Building a Funnel
  34. 34. Ecommerce Funnel Basics • Traffic source - Facebook ad, email, newsletter, blog offer
 • Trip wire offer - making them a low-cost, relatively painless offer, then having the opportunity to up sell them once they are in your sales funnel. • Core offer - Turn them from a lead into a customer
 • Profit maximizer - Your big offer, this is what you want people to get to.
  35. 35. Fiverr.com
  36. 36. The Trip Wire
  37. 37. Core Offer
  38. 38. Profit Maximizer
  39. 39. Facebook ad Landing page offer
  40. 40. My 3 Objectives Today… 1. Help you to identify new and emerging opportunities.
 ✴ Facebook Ads that work ✴ Influencer marketing ✴ Content marketing ✴ Using Trip, Core, More
  41. 41. My 3 Objectives Today… 2. Evaluate the landscape and trends going forward in ecommerce.
 ✴ Marketing automation ✴ Conversation testing tools
  42. 42. My 3 Objectives Today… 3. Eliminate some of the myths that cloud the air. ✴ All traffic is not the same ✴ Widen the funnel with conversation optimization to maximize current traffic
  43. 43. Get these slides HERE http://johnlawson.com/scoreslides

ASD Vegas 2017

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