Digital Marketing Best Practices for Retailers. This presentation is an introductory level overview of basic SEO, PPC, Email & Social Media Marketing to support fashion retailers. Enjoy!

1. Digital Marketing
Best Practices for Retailers
2015

2. ALYCE Digital & Social
Lisa Zyhylij Ackerman
Director, Marketing Communications
Jess Sheahan
Digital Strategist & Social Media
Manager

3. SEO & PPC

4. SEO
• Being found by the customer today, begins with a
Mobile or Internet Search using Keywords i.e., “Prom
Dress”.
• Search Engine Optimization efforts helps your business
get found before your competitors.
• It is estimated that many retailers allocate +30% of
digital marketing budgets to SEO & Digital advertising
efforts.

5. Improve SEO Unpaid
Unpaid (Organic)
• Create high quality, original content
• Regularly update your web site with new content
• Use appropriate keywords in your content
• Link your web site to social media accounts

6. Improve SEO Paid
Paid search marketing means you advertise
within the sponsored listings of a search engine
(Google, Bing, Yahoo) or a partner site by paying
either each time your ad is clicked (pay-per-click -
PPC) or less commonly, when your ad is displayed
(cost-per-impression - CPM).

7. Email Marketing

8. Email is here to stay…
• 73% of Marketers agree email marketing is
core to their business
• 60% of marketers claim that email is a
critical enabler of products and services
• 74% of Marketers believe email produces a
positive ROI
• 43% of businesses have email teams of 2-3
people. Salesforce.com/Pardot Blog 1/2015

9. Email & Mobile
• You can’t spell “email” without “mobile”…
• 1/3 of marketers report their subscribers are
reading emails on mobile devices 50% of the
time.
• 72% of online adults send or receive emails
weekly (Forrester)
• Responsive design is key

10. Responsive Design?

11. Most Critical aspects of an Email
• Email content & design (79%)
• Campaign management (74%)
• Contact Management (74%)

12. Most effective aspects of an email
• Content & Design (66%)
• Templates (59%)
• Quality control (58%)

13. Top 3 uses of email
• Newsletters (66%)
• Promotional content (54%)
• Welcome series (42%)

14. Top 3 most effective emails – think
‘what value am I providing the
recipient’.
• Mobile opt-ins (76%) “Insider secrets…” “Event
Invites” etc…
• Birthday emails (75%) – “For your birthday
day…we have a treat for your”
• Transactional (74%) – discounts, free shipping
etc…

15. Email marketing success metrics
• Click-through rates (47%)
• Conversion rates (43%) – Call-to-Action
(CTA’s)
• Click-to-open rates (38%)

16. Responsive designs
• Can increase click-thru rates by 130%

17. Contact management
• Don’t be a dirty Spammer – keep your lists
clean
• CAN-SPAM Act of 2003 set rules for
commercial email practices
• Make sure people WANT your emails.

18. -Subject Line/Title (catchy & implies value)
-Content & Design (easy & pleasant)
-Less is more – 3 main messages with one
CTA
-Provides value to the reader: Information,
Entertaining, Instructional
-Frequency (Can vary by business,
Quarterly or Monthly if message value is
significant)
-Clickable links to more info if you need it
Hallmarks of a good email

19. Email Marketing Support – Template Images
Prom Promotion/New Collections

20. Small Business Service Providers
can help you.
Cloud or Software?

21. Important channels for your business

22. Know Your Platform -
Know Your Audience!
• Be where your customer is and inform and engage them.
• Current Active Alyce Paris Social Media Platforms:
- Facebook, Twitter, Instagram, Vine, Youtube, Pinterest, Google+
• Facebook, Twitter, Instagram & Vine for Social
Engagements
You are able to better control the type of content (messaging & images) which
different sectors of our audience come in contact with by understanding “who”
is on each of these platforms

23. Who Do We Want To Reach?
Instagram:
- Fastest growing & most well-liked social media platform for pre-teens/teens in the world!
Twitter:
- The platform people turn to if they want to engage with a brand/multinational organization
- As a brand, we MUST be on this platform to offer the best customer service to our vendors & their
customers
Vine:
- Owned by Twitter, think of this as Twitter’s video platform.
- A forum in which to have a little fun with the brand and engage directly with fashion-lovers, Vine is used
by a high percentage of pre-teens/teens, Vine also allows you to share high quality videos on various
other social platforms
Facebook:
- Think of Facebook as the original social media platform… This means the whole family is on it!
- Don’t forget that mom & grandma are on Facebook too – This means you are selling directly to the
person holding the purse strings

25. Your profile Images
should be your logo
or an image that
represents your
brand.
Mirror, mirror on the wall... Which
#FallFashion is most stylish of them all?
#AlyceParis
Be #Empowering from every angle
when you wear an original design by
#AlyceParis!
Wall to wall #Style is the hottest
#Fashion trend this year! #AlyceParis
*Use hashtags and website address in posts
and/or page

26. “Behind the Scenes”
#alyceparis
.

27. Best practices for Instagram
Tell your story
They say a picture is worth a thousand words. By sharing what your brand is doing on
Instagram, you’re telling your brand’s story more effectively than with just words alone.
Go behind-the-scenes
People love thinking they have the inside scoop. Share behind-the-scenes photos to provide
your customers insight of what’s to come.
Post consistently
Post daily, three times a week or once a week–frequency doesn’t matter, but consistency does.
Create and monitor brand-related hashtags
Create unique hashtags for your brand or its products. Encourage your customers to use these
when posting photos about you.

28. Best practices for Instagram
Know what your community likes
Keep track of what kinds of content your followers engage with most.
Highlight fan content
You brand should show your fans some love. If they post a photo and say something nice
about your brand, “regram” their content and thank them.
Engage with your fans
Instagram isn’t just about posting and liking photos. Fans can leave comments and ask
questions too—be sure to acknowledge and respond to those.
Run photo contests
Running a contest for a chance to win a product or gift card is a great way to engage
your fans.
Stop #hashtagabuse
Make sure the hashtags you use are relevant to the content you’re posting. The wrong
hashtag can lead to unintended negative consequences.

30. Best practices for Vine
Share a Story Based off a Strategy
Making a great Vine requires a strategy. Vines only last six seconds, which
may seem short but six seconds is enough time to get a message across and
tell a story- but it is also challenging in that the time limit means you must be
sharper, smarter and more creative.
Stay Focused
Try to focus on just two to three concepts, since you are only designated a
short amount of time, you need to keep the video concise so that it doesn’t look
jumpy and so that viewers can easily follow.

31. Best practices for Vine
Make Your Content Premium
You are expected to deliver a certain level of production quality, and while great
ideas are necessary, it is also imperative to follow through when it comes to
execution.

33. Best practices for Facebook
Utilize Facebook Page Insights
Facebook Insights is an incredible tool that will help you gain valuable information about the people
who Like your page.
Target the right audience on each post
With the information gathered on Facebook Insights you’ll be able to target your posts and make sure
they’re shown to the people who want to see them.
Incorporate videos into your posts
In case you didn’t hear, video posts are getting way more organic reach (and engagement) than any
other type of post on Facebook.
Create a series of Facebook ads aimed at the same goal
Showing a series of ads around the same goal is essentially telling your target audience a story to
pique their interest.

34. Best practices for Facebook
Respond to Comments and Questions in a timely manner
Customers expect support if you have page. Always respond quickly and
kindly. Questions to Fan Base can help with merchandising.
Facebook content needs to be familiar, timely or novel if you want it to be
shared
You need to create a variety of posts, with different lengths of headlines,
pictures or videos that strike an emotional chord and links that are valuable to
your target audience.
Run a Facebook Contest with a specific goal in mind: Running a contest on
Facebook is a great way to get new emails and leads.
Photo contests grow brand awareness and keep your fans engaged by allowing
them to vote. Use your page to gauge new product offerings.

35. Setting Your Goals
Goals are easier to achieve if you SET them!
You will want to set some benchmarks for your company on social media
You want to be interacting with your online audience in a timely manner
and in a consistently brand appropriate voice to increase engagement
(Likes, Favorites, Comments, Shares), increase your reach, bring
customers into your stores & ultimately get them to make their special
occasion purchases from you!