nChannel Presentation | 2nd Annual eCommerce Expo South Florida
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Transcript of nChannel Presentation | 2nd Annual eCommerce Expo South Florida
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Merchant, Meet Marketer
The Five Marketers Your eCommerce Business Needs
Ryan Lunka, Digital Marketing Director
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For the most part, we are
struggling with eCommerce.
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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
%
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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
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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.
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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.
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Inbound Marketer
Writer & Storytelle
r
Content Strategist
Marketing
Technologist
Data Analyst
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Inbound Marketer• Search Engine
Optimization• Blogging• Social Media• Email Marketing
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If you build it, he will come.
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Understand the buyer’s journey…
...understand your customer personas.
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Writer &Storyteller• Creates Content• Builds Emotional
Connection• Inspires Action
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555,782,547Number of Blog Posts Published on WordPress.com in 2014
http://goo.gl/Vg94LY
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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
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You need to tell a story.
https://goo.gl/5Asbqh
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Content Strategist• Science of Web Content• Information Architecture• Site Design and Layout
Your product and
category pages are
your most important
content!
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Your visitors are lost.
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Your visitors are REALLY lost.
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Your content doesn’t make any sense.
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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
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Marketing Technologist• Marketing + IT• Technology Integration• Platform Architecture
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Marketer TechnologistMarketing Technologi
st
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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.
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DataAnalyst• Analyze Web & Sales Data• Utilize Third Party Data• Make Recomendations
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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.
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Inbound Marketer
Writer & Storytelle
r
Content Strategist
Marketing
Technologist
Data Analyst
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Thank you!Follow me:
@rlunkawww.ryanlunka.com
Follow nChannel:
@nChannelCloudwww.nchannel.com/blog/www.slideshare.net/nChannelCloud
I’ll post these slides.