a blueprint to blowing up a site
DESCRIPTION
Learn how to explode your online business using a multi channeled approach with a case study taking a site from creation to over 3000 Facebook fans, first page of Google, and multiple sales per day. Experience level: Intermediate, Advanced Target audience: Affiliates/Publishers, Other Niche/vertical: Strategy Joshua Ziering, Owner, Full Speed Marketing (Twitter @JoshuaZiering)TRANSCRIPT
Blowing Up YourOnline Business:
Lessons From The Trenches
Joshua Ziering
• Owner, Full Speed Marketing
• @JoshuaZiering
How did we end up here?
Jumping In On A Trend
“Black and Yellow” Makes Green
Correlation Or Causation?
Why Snapback Hats?
• Small Product, Low Cost, High Margin
• High Search Volume (74k In March, 90k Now)
• Heavy Ties To Pop Culture
Tenets Of Our Business
Super Flexible Return Policy? MIT's Sloan Management Reviewfeatured an article from J. PetersenAnd V. Kumar. They monitored anonline apparel company for two years. What did they find?
MIT Sloan Managment Review
Tenets Of Our Business
Same company. Two different years. Strict vs. Lenient Return Policy DOUBLED Referrals .8 vs 1.6 Average Purchase Increased 30% Average Profit Increased
MIT Sloan Managment Review
Tenets Of Our Business
Did it work for us? In 4 months.... 1 Return 1 Chargeback 1 Almost Fraud
Tenets Of Our Business
Great Pictures Great Service Easy to use cart.
Tenets Of Our Business
Minimal 1 Page Check Out NO CC Without Product
Tenets Of Our Business
Minimal 1 Page Check Out NO CC Without Product
Promoting Our Site
Exact Match Domain Twitter (Fail) Facebook
Have awesome pictures. Watermark it.
Consider NOT touting your brand but your product. Passionate engagement. Let the community decideon standards.
Facebook Sidebar Picture
Identify with the fan. Extoll benefits. Clear CTA Minor Plug To Site “Battlecry” People still asked Where to buy hats.
Facebook Posts and Engagement
Ask questions to create engagement. Create a FB Fan Deal. Don't hide your page behind a like.
Facebook Posts and Engagement
Know Your Audience.
Facebook Posts and Engagement
Know Your Audience.
Facebook Posts and Engagement
Know Your Audience.
Facebook Advertising
Know Your Audience.
Started advertising one night with $5. Targeted two rappers, urban clothing stores, and young people. When ad started running, budget was gone in less time than it took to update.
Facebook Advertising
The Ad
Facebook Advertising
The Other Ad
Facebook Advertising
The Ad
Drive people to the fan page. Foster the idea of community. Identify their likes. Targeted advertising remember?
Facebook Advertising
The Ad
.08 CPM About .10 per Like Insanely Cheap For Repeat Marketing
Facebook Advertising
Refining The Ad
Use Facebook analytics Look for top clicks in Gender, Region. Make new ads targeting those people. Use Small Budget CPC to test, CPM to run.
Bolstering Facebook
Side Notes Include a handwritten note that the best deals are on our FB page in eachorder. Beware people spamming. Handle themquietly and discreetly. Targeting is an acquired skill. Practice.
Bolstering Facebook
Side Notes TRACK EVERYTHING. TRACK EVERYTHING. TRACK EVERYTHING.
Google Analytics Get Clicky Specific Coupon Codes
Bolstering Facebook
Side Notes Let people think they're “getting one over on you”. Canadians in particular.
Bolstering Facebook
Side Notes Use the socialwidget to buildsocial proofdirectly intoyour website.
How Important is Facebook ?
How Did It End Up?
7,500 fans.
150 new fans/week organically.
The day after GQ emails us – the trend was being brought to the firing sqad.
Thank YouComments? Questions? Haters?
Joshua Ziering@JoshuaZiering
FullSpeedMarketing.com