Operating an online retail business is not that different than running a traditional "bricks and mortar" shop. Having a good online marketing strategy is essential to your success. This presentation is developed for the Online Retailer Exp and Conference 2010 workshop - Retailers' Essential Guide to E-Retailing Workshop.

1. Marketing Your Retail WebsiteContent, Search, Social Sarah Mitchell

3. Define Content Marketing and describe it’s components

5. Consumers are Doing Their Own Research Online Publishers – Internet Activity Index Monthly “Time Spent” in Internet Activity Table

7. Content

10. 75% is off your site where you have less control

11. Inbound links

12. External links

13. Search engine recommendations

14. Pay Per Click (PPC) ads

16. The days of self-serving, self-promoting “blah, blah, blah” are overMarketing = Publishing

18. Facebook

19. Twitter

20. Blogs

21. Linked

22. YouTube

23. It’s about relationships“Conversation without content is mere networking. Content without conversation is just dead content.” Tipping Point Labs

25. Google adwords

26. Google AlertsFind the intersection between your solution and your prospect’s information needs Develop content to address the deficiency Make yourself findable (SEO) Give your content legs (Social Media)

28. The drill vs. The hole

29. eMail vs. meMail

32. Where Are You? – Tips for SEO Start with a descriptive domain name Provide great content to develop trust Add keywords in titles of all content Ensure relevance between paid search ads and website keywords Use keywords your prospects are using Add location to your website to attract local customers List your company in free online directories Create profiles on LinkedIn, Twitter and Facebook and keep active Blog, blog, and blog some more Never try to trick the search engines. Only use white hat techniques and avoid link farms Invest in SEO services. Focus on the value of the results, not the cost of the service

33. Leave Your Prints A great way to improve you SEO is to leave comments on blogs, articles and discussion forums.

34. Social Media – Fad or Trend?

35. Don’t “Post and Hope”

37. Tailored to your business

38. Targets key prospects

39. Contributes to lead nurturing

40. Positions you for competitive advantage

41. Asset-based investment you own