Merchant, Meet Marketer

The Five Marketers Your eCommerce Business Needs

Ryan Lunka, Digital Marketing Director

For the most part, we are

struggling with eCommerce.

Just how bad are we talking?

eCommerce businesses fail within 120 days. -- Trade Gecko, https://goo.gl/mHHQXk90

%

Task failure rate on eCommerce websites.-- Target Marketing Magazine, http://goo.gl/7gkzsc

45% Retail startups still open

after 4 years.-- Tech.co, http://goo.gl/8Jd5s047

% Failure rate for new eCommerce websites.-- Practical eCommerce, http://goo.gl/AyqKDt80

%

Please guys have a look and help me generate my first sale.

- daj_louis

The one thing I'm still perplexed about is gaining traffic. I don't know how to do it and I don't know what I'm doing wrong.

I have used FB Ads in the past. I have Google Shopping currently. I use Ad Words currently. I give out free items to fashion bloggers. I post regularly on instagram, twitter, fb, google + and tumblr. I blog on my website. I use other free marketing tools such as online forums, wheretogetit, and more.

Still nothing.

- GalBoss16I have already made some sales, but it seems that most of the people that I attract to the website, leave because something is confusing or not clear.

- bourgarbui

reddit.com/r/ecommerce

Failure to properly staff. Not enough quality content. Poorly designed website. Lack of

differentiation from competitors. Inability to plan and forecast. Trying to sell everything to everyone. Poor customer experience. Lack of budgeting and financial control. Unable to accurately measure

success. Poor technology selection. Offers aren’t good enough. Lack of compelling calls to action. Lack of security and credibility. Too few payment

options. Unfocused business owner. Non-optimized site navigation. Lack of industry knowledge.

Mismanagement of inventory. Low quality product photography. Inability to drive traffic.

Failure to properly staff. Not enough quality content. Poorly designed website. Lack of

differentiation from competitors. Inability to plan and forecast. Trying to sell everything

to everyone. Poor customer experience. Lack of budgeting and financial control. Unable to

accurately measure success. Poor technology selection. Offers aren’t good

enough. Lack of compelling calls to action. Lack of security and credibility. Too few

payment options. Unfocused business owner. Non-optimized site navigation. Lack of

industry knowledge. Mismanagement of inventory. Low quality product photography. Inability to

drive traffic.

Inbound Marketer

Writer & Storytelle

r

Content Strategist

Marketing

Technologist

Data Analyst

Inbound Marketer• Search Engine

Optimization• Blogging• Social Media• Email Marketing

If you build it, he will come.

Understand the buyer’s journey…

...understand your customer personas.

Writer &Storyteller• Creates Content• Builds Emotional

Connection• Inspires Action

555,782,547Number of Blog Posts Published on WordPress.com in 2014

http://goo.gl/Vg94LY

If you don’t offer compelling, differentiated experiences, your current customers will research, look, purchase, and become loyal elsewhere.-- Robert Rose & Carla Johnson from Experiences: The 7th Era of Marketing

You need to tell a story.

https://goo.gl/5Asbqh

Content Strategist• Science of Web Content• Information Architecture• Site Design and Layout

Your product and

category pages are

your most important

content!

Your visitors are lost.

Your visitors are REALLY lost.

Your content doesn’t make any sense.

The content strategist is a rare breed who's often willing and able to embrace whatever role is necessary to deliver on the promise of useful, useable content. -- Kristina Halvorson, Content Strategy For the WebOrganizeAuditCreateManage

AdviseMeasureResearchBrand

OptimizeIdeateAnalyzeCatalog

Marketing Technologist• Marketing + IT• Technology Integration• Platform Architecture

Marketer TechnologistMarketing Technologi

st

So far I’ve challenged you to…

Attract customers with blogging & social media.

Tell stories that create an emotional bond.

Architect and organize your content.

Build a technology platform to support it all.

DataAnalyst• Analyze Web & Sales Data• Utilize Third Party Data• Make Recomendations

Failure to properly staff. Not enough quality content. Poorly designed website. Lack of

differentiation from competitors. Inability to plan and forecast. Trying to sell everything

to everyone. Poor customer experience. Lack of budgeting and financial control. Unable to

accurately measure success. Poor technology selection. Offers aren’t good

enough. Lack of compelling calls to action. Lack of security and credibility. Too few

payment options. Unfocused business owner. Non-optimized site navigation. Lack of

industry knowledge. Mismanagement of inventory. Low quality product photography. Inability to

drive traffic.

Inbound Marketer

Writer & Storytelle

r

Content Strategist

Marketing

Technologist

Data Analyst

Thank you!Follow me:

@rlunkawww.ryanlunka.com

Follow nChannel:

@nChannelCloudwww.nchannel.com/blog/www.slideshare.net/nChannelCloud

I’ll post these slides.