Before we jump right in to it, let’s look at how not to approach your digital strategy.
I call this the “Leroy Jenkins” approach. (jumping straight into it because we think we know best. We don’t
Before we jump right in to it, let’s look at how not to approach your digital strategy.
I call this the “Leroy Jenkins” approach. (jumping straight into it because we think we know best. We don’t
**issues we face with internal teams**
Lack of understanding in terms of HOW to actually communicate and work with the relevant teams.
There’s also a lack of understanding of what other teams actually do
We don’t take enough interest in how other teams work outside of our SEO / PPC bubble
We don’t have set meeting times or plan in times to liaise with other teams outside of the usual “weekly” performance meeting
If you’re an agency bod, then you have to make sure that you know how the different parts of the eCom brand slot together and who does what
Lack of understanding in terms of HOW to actually communicate and work with the relevant teams.
There’s also a lack of understanding of what other teams actually do
We don’t take enough interest in how other teams work outside of our SEO / PPC bubble
We don’t have set meeting times or plan in times to liaise with other teams outside of the usual “weekly” performance meeting
If you’re an agency bod, then you have to make sure that you know how the different parts of the eCom brand slot together and who does what
Before we jump right in to it, let’s look at how not to approach your digital strategy.
I call this the “Leroy Jenkins” approach. (jumping straight into it because we think we know best. We don’t
Before we jump right in to it, let’s look at how not to approach your digital strategy.
I call this the “Leroy Jenkins” approach. (jumping straight into it because we think we know best. We don’t
Our own ego’s can prevent us from moving forwards in the interests of the company as a whole
Before we jump right in to it, let’s look at how not to approach your digital strategy.
I call this the “Leroy Jenkins” approach. (jumping straight into it because we think we know best. We don’t
This refers to when products aren’t planned in to be pushed via marketing channels within your overall marketing plan with enough time to gain traction.
Product sales can be bias depending on how visible they are already (SEO) and how much spend has been put in to them (PPC)
We need to look at margins so we can formulate a proper marketing strategy
Internal targets could be to achieve X margin
Supplier targets would be overall sales targets from suppliers that were promised
Time spent in the wrong areas, even if not actual money is spent can mean that team utilisation is costing the company money
Your pushing spend behind products that might either be A) not giving a fantastic ROI or B) have really poor magins.
Even products with a higher ticket price can often carry poor margins, don’t just push the most expensive products.
Categorise and forecast your products against ad spend and be as specific as you can
Do you push for more overall sales or do you look by chanel what how you want to approach this?
SEO is free traffic so do we take a broader approach here?
PPC costs, do you only focus on higher margin products?
There is good news though!
Daily meeting with other teams, even if you don’t have a specific agenda
Work with your buying / product teams to put together realistic forecasts by channel.
This way no one is surprised by the outcome and everyone is super clear on what needs to be achieved
Work with your buying / product teams to put together realistic forecasts by channel.
This way no one is surprised by the outcome and everyone is super clear on what needs to be achieved
Product and buying teams will often
They are acutely aware of everything that happens in your niche from a product perspective.
If you build a good relationship then you will be able to have more honest conversations and get key information about product locations sooner / even advise on this from a search perspective
You’ll be able to align your goals for marketing products.
You’ll have knowledge of which products are being put where on the site, no point in spending loads of cash driving users to a category for a product that has been “demoted”
These teams will know the audience intimately (or should) because they buy in and arrange the products on the website based on research and data
Ask your product and buying teams to really dig in to and ask suppliers what is selling well and working in the market at the moment.
They might not be able to give specific figures, but they may be able to give a steer as to what is selling well and working for other similar brands to yours
Ask your product and buying teams to really dig in to and ask suppliers what is selling well and working in the market at the moment.
They might not be able to give specific figures, but they may be able to give a steer as to what is selling well and working for other similar brands to yours
This is key, working as one unified team will help push the company performance forward as everyone will have shared goals and accountabilities
Why would we help them hit their targets?
Because we control where the traffic goes - if they have specific, new products that need pushing we can allocate time and spend (if running PPC) to push products
This is key, working as one unified team will help push the company performance forward as everyone will have shared goals and accountabilities
A lot of companies don’t plan this well enough or early enough
You should plan very early on, this allows plenty of time internally for content and ad campaigns sign off
You should plan very early on, this allows plenty of time internally for content and ad campaigns sign off
You should plan very early on, this allows plenty of time internally for content and ad campaigns sign off
You should plan very early on, this allows plenty of time internally for content and ad campaigns sign off
This traffic likely won’t convert
This traffic likely won’t convert
Build audiences based on the content that has driven traffic earlier to retarget nearer the time.
Main benefit of this is that the customer has already seen your business, it is familiar to them..
Accept this traffic won’t convert and allow spent allocation for this.
This data will prove really valuable in the build up to the main event..
Build audiences based on the content that has driven traffic earlier to retarget nearer the time.
Main benefit of this is that the customer has already seen your business, it is familiar to them..
Build audiences based on the content that has driven traffic earlier to retarget nearer the time.
Main benefit of this is that the customer has already seen your business, it is familiar to them..
Some quick and painless tips
use date and year in titles and metas
Allow for a small ish budget and set up dynamic search ads campaigns pointing to competitor sites but leave traffic source untagged.
This will allow us to see firstly which keywords Google associates with competitor websites at a category or URL level.
Secondly this will show us actual search interest in the form of clicks on certain keywords.
Great way of doing a bit of keyword research, but be aware ads might now always show if they are also running ads so this will be lower volume.
This drives up CTR and can help drive more relevant traffic
Optimised this page months ago...
Companies like redbrain will take your affiliate feed and run Google Shopping campaigns via their CSS - you only pay for sales and NOT ad spend
Allow for a small ish budget and set up dynamic search ads campaigns pointing to competitor sites but leave traffic source untagged.
This will allow us to see firstly which keywords Google associates with competitor websites at a category or URL level.
Secondly this will show us actual search interest in the form of clicks on certain keywords.
Great way of doing a bit of keyword research, but be aware ads might now always show if they are also running ads so this will be lower volume.
Allow for a small ish budget and set up dynamic search ads campaigns pointing to competitor sites but leave traffic source untagged.
This will allow us to see firstly which keywords Google associates with competitor websites at a category or URL level.
Secondly this will show us actual search interest in the form of clicks on certain keywords.
Great way of doing a bit of keyword research, but be aware ads might now always show if they are also running ads so this will be lower volume.
Allow for a small ish budget and set up dynamic search ads campaigns pointing to competitor sites but leave traffic source untagged.
This will allow us to see firstly which keywords Google associates with competitor websites at a category or URL level.
Secondly this will show us actual search interest in the form of clicks on certain keywords.
Great way of doing a bit of keyword research, but be aware ads might now always show if they are also running ads so this will be lower volume.