ASD Vegas 2017

1. To The Next Level
Take Your Ecommerce Business

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. 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. ✓ To attract more site traffic
✓ Convert visitors into
customers
✓ Increase repeat purchases
✓ Analyze how your marketing
is contributing to the bottom
line.

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. 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. 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. 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. 1.79b
16% y-o-y
600m
20% y-o-y
465m
18% y-o-y
150m
69% y-o-y
Social Growth

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. Content Marketing

16. More Leads, Better Engagement
WooBox
Heyo
Short Stack

17. The average
female millennial
spends more than
5 hours a week
doing this?

18. 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

19. 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

20. ✴ 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.

21. famebit.com

22. grapevinelogic.com

23. brandbacker.com

24. Marketing Automation
Marketing automation refers to software that helps in
automating marketing actions.
✴ Email
✴ Social media posting
✴ Inbound marketing
✴ List building
✴ List management
✴ CRM

25. eMail Marketing Tools

26. CRM Tools (usual suspects)

27. CRM Tools (emerging)

30. Ads Formula
✴ “R” is Relevant
✴ “E” is Enticing value prop
✴ “V” is Visual
✴ “S” is Strong call to action

31. Right Column Ad
✴ R - Relevant to audience
✴ E - Enticing value proposition
✴ V - Visual
✴ S - Strong words that convert:
“Get”

32. ✴ R - Relevant to audience
✴ E - Enticing value proposition
✴ V - Visual
✴ S - Strong Call to Action
Catalog Ad

33. Product Suggestion Bundles
✴ Brining this successful
Instagram strategy to
Facebook advertising

34. My Site Needs MORE Traffic

35. 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.

36. 3 Types of Traffic
1. Paid
2. Earned
3. Owned
ALL TRAFFIC IS NOT THE SAME

37. EARNED TRAFFIC

39. Owned
THE MONEY IS IN THE LIST!!!

40. Building a Funnel

41. 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.

42. Fiverr.com

46. The Trip Wire

47. Core Offer

48. Profit Maximizer

49. Facebook ad
Landing page offer

50. 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

51. My 3 Objectives Today…
2. Evaluate the landscape and trends going
forward in ecommerce.
✴ Marketing automation
✴ Conversation testing tools

52. 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

54. Get these slides HERE
http://johnlawson.com/scoreslides