1. eCommerce Marketing Strategies
www.ajaxunion.com
http://www.facebook.com/ajaxunion
http://www.twitter.com/ajaxunion
http://www.linkedin.com/company/ajax-union

2. Selling Products Online: Ecommerce
Internet Marketing and Sales Strategies
Connect with Joe!
facebook.com/joeapfelbaum
twitter.com/joeapfelbaum
linkedin.com/in/joeapfelbaum
JOE APFELBAUM

3. Your Customers are online – are you?
97%
of consumers research products online before
buying
Source: BIA/Kelsey Group, User View Wave VII, May 2010

4. Did You Know?
 More than 80% of the online population has used the
internet to purchase something
 More than 50% of the online population has shopped
online more than once
 50% of e-commerce sites ask for the same information
more than once from shoppers
 24% of e-commerce sites require an account to purchase
items

5. eCommerce is a growing industry…

6. Why do people like shopping online?

7. What can YOU do to better sell
your products online?

8. Today We’ll Discuss…
AMAZON VS EBAY
WEBSITE VS MARKETPLACES
WEBSITE ROI OPTIMIZATION
SEO (SEARCH ENGINE OPTIMIZATION)
SMO (SOCIAL MEDIA OPTIMIZATION)
SEM (SEARCH ENGINE MARKETING)
CSE (COMPARISON SHOPPING ENGINES)
EMAIL MARKETING
SOCIAL SHOPPING
AFFILIATE NETWORKS
DEALS SITES

10. Website Vs Marketplaces
 Amazon Ownes The Customer
 Must Use Merchant Svcs
 Sell Only Approved Things
 Price Driven
 You Own The Customer
 You Choose Your Merchant Svcs
 Sell Anything You Want
 Other Competitive Advantages

11. Website ROI Optimization
 Straight-forward Homepage
 Organized Categories
 Detailed Products
 Check-Out Cart
 Security logos
 Call To Action! (above the fold)
 Phone/Email/Livechat Options
 Clear Shipping Instructions
 Order Processing Time
 Return Information

12. Onsite SEO: Content and Best Practices
Search Engine Optimization | Content Writing Tips
 Makes Your Website Come Up In  Make sure to use: relevant
Search Engines keywords; prose that Google won't
recognize as spam; and linkable
 Helps Your Business Be Seen content.
Online
 Incorporate your keywords into
 Gives You Credibility On The your backlinks to reinforce the
Internet keywords for Google.
 Allows you to get leads and make
sales  Don’t overstuff your text with
keywords. Keywords should be 5 –
7 % of the total copy.

13. SEO: Search Engine Optimization Tips
 Blogging: Why should you blog?
• Share information with fellow business people
• Generate back links
• Boosts traffic to your website
• Relatively free online marketing device
• Builds trust of viewers (potential clients)
 Press Releases
• http://www.prweb.com/
• http://www.prnewswire.com/
• https://news.google.com/
A few good rules to live by for SEO press releases…
1. Never sacrifice readability when optimizing your press release.
2. Always have a newsworthy angle.
3. Don’t write press releases that read like advertisements.

14. SMO: Social Media Optimization

15. PPC: Pay Per Click
 Google AdWords Get started at Google.com/adwords
 Search VS Display Networks
• Get relevant traffic to your website.
• Only pay when people come to your site
• Optimize for the keywords that convert
• Target people in your geographic area
• Customize your message
• Spend as much or as little as you like
• Banner advertising can tap into 80% of
users
• Most effective return on adspend
• Measurable ROI

16. CSE: Comparison Shopping Engine
 Pricegrabber
Remember to…
 Shopzilla 1. Include a Call-To-Action
2. Allow Buying Without Registering
 Nextag 3. Improve Product Data
 Amazon 4. Install User Surveys
5. Remove Non-Performing Products
 Google 6. Ensure Accurate Categorization
 Bing
 TheFind

17. Email Marketing
 Blast emails to opt-in lists
 Here are email services that
you can use:
 Mailchimp.com
 Constantcontact.com

18. Social Shopping
 Stylehive
• 77% of Internet users SEARCH on a
 Thisnext daily basis
 Kaboodle • 71% of online Americans have bought
a product via the web.
• One in three searches has local intent.

19. Affiliate Networks
The Google Affiliate
Network “helps
advertisers increase
online conversions on a
performance basis and
enables publishers to
monetize traffic with
affiliate ads.”
Other Affiliate Networks:
http://www.cj.com/

20. Deals Sites
 Groupon ,
LivingSocial, Zulily
 68% of daily deal buyers returned to the
establishment even without another
discount.
 58% of businesses cited customer
acquisition as the top reason for liking
daily deals.
 53% of daily deal buyers went on to
become regular customers.

21. Quick Recap
 Website Vs Market Places
 Website ROI Optimization
 SEO (Search Engine Optimization)
 SMO (Social Media Optimization)
 SEM (search Engine marketing)
 CSE (Comparison Shopping Engines)
 Email marketing
 Social Shopping
 Affiliate Networks
 Deals Sites
…Questions, Comments, Concerns?

22. www.ajaxunion.com/webinar