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5 essential marketing
tools to accelerate your
business
David ChristyManaging Director, Commerce
Weidenhammer
@gurubtgdave
Who We Are
While you may not need all of these services today, it is our belief that as your digital commerce business grows – there is value in partnering with Weidenhammer so we can help you accelerate your growth. We can bring to bear all he resources required to succeed.
01. Magento SEO Best Practices
What is SEO and Why it is Important
• SEO or Search Engine Optimization is
how you tell Google, Bing, etc.… to find
your site, products or content.
• We like to say it’s the equivalent of making
sure your brick & mortar store is listed in
the yellow pages or on maps for your
specific store type.
• Search engines the same way, love
webstore sitemaps because it makes their
job easier – it’s a great, one-stop shop
filled with valuable information about the
structure your site uses and what’s
offered.
Utilize Headers and Title Tags
• Magento creates title
tags automatically
• Create predefined title
tags (Meta Title)
• Make sure you use
Header Tags properly
• Heading tags aren’t
meant to be used for
their design.
Bent Into Shape Example
Optimize Product Page URLs
• You should only use top-level URLs, meaning don’t include the
category in the path.
• By default, Magento sets product page URLs like this:
www.yourwebsite.com/category/product
• You probably don’t know that another URL is generated, like this
one: www.yourwebsite.com/product. We call this a top-level URL.
• Since products can be grouped by categories, Magento creates
duplicate URL addresses. Just like with duplicate content, this is a
wrong signal for search engines.
Optimize Product Page URLs
• Edit this option for
your website under:
Stores >
Configuration >
Catalog > Search
Engine
Optimization →
select ‘No’ for ‘Use
Categories Path for
Product URLs
Make Use of ‘Nofollow’ Link via Robots.txt
• There are many pages
you don’t want to be
indexed
• There are no benefits of
allowing Google to
index them
• Edit this option for your
website under:
Content > Design >
Configuration> Search
Engine Robots
(for your site’s theme).
Set up Your Sitemap Priorities & Include Images
• Prioritize categories,
products & CMS
pages
• Put your most valuable
content first
• Be sure to include
images
Edit this option for your website
under: Stores > Configuration >
Catalog > XML Sitemap
Walck’s 4WD Sample
Walck’s 4WD Results
• March 2017 – M1
• March 2018 - M2
Optimize Your Website’s Homepage Title & Descriptions
• Add your highly
optimized name that
includes at least one
keyword and store
name.
• Try to keep within 50 -
60 characters.
• Edit this option for your website under: Content >
Design> Configuration > Design > HTML Head (for
your site’s theme).
Use an Integrated Digital
Marketing Tool
02.
Email Marketing Commonly Used Campaigns
Why email? Cheapest and first
marketing tool of commerce champions
• Email Signup Forms & Popups
• Email Welcome Series
• Email Series to Prime First Experience
• Email Series to Sweeten the Next Sale
Email Marketing Commonly Used Campaigns
• Email Series for the Sour (non-repeat
customers)
• Abandoned Cart
• Email Newsletter
Email Marketing Welcome Series Samples
Email Marketing Welcome Series Results
Since Jan 2018
Selecting the Right Digital Marketing Tool
• Many different email service providers (ESP) in the Magento
marketplace
• Select an ESP that offers automated rules and funnels
• Should be a mature, trusted integration with Magento
• Fits your budget!
• A beginner, with zero or limited budget would be a great fit for
Mailchimp
• Dotmailer & Listrak are the next step up, after you get your
feet wet, great capabilities
• Emarsys is feature-rich digital marketing automation platform
03. Visual Merchandiser &
Related Product Rules
What is Magento’s Visual Merchandiser
• Product Sorting: allows
you to manually position
products by drag and drop.
• Display Modes: option to
work in visual mode.
• Smart-Category Rules:
Category product rules let
you dynamically assign
products.
Effectively Using Visual Merchandiser
• Effectively placing your
products just like Wal-Mart or
Target does in store.
• Retail stores place their
products strategically to
increase Average Order
Value.
• Magento offers several tools
to easily sort merchandise
categories.
• Categories can also be
created using Automated
Rules.
Using Related Product Rules
• Related Product Rules
allow you to auto
create.
• These can display on
Product Pages and
within the Cart.
• Effective management
can help nudge up the
AOV for your store.
Bent Into Shape Related Product Sample
04. Social Integrations
Social Sharing and Logins
• Social Media is an
essential aspect of
today's digital world.
• 86% of users don’t like
creating new accounts
on e-commerce
websites.
• By 2020, 50% of the
American workforce will
consist of millennial who
are avid fans of social
media Magestore, Aheadworks and
Plumrocket all have great extensions
Magento Social
• With built-in integration to
Facebook, you can easily
add Like/Share buttons.
• Setup your own
connected Facebook
store.
• All transactions take place
from your Magento Store
on Facebook.
• Why? Greater reach to
potential customers which
equals more SALES.
Social Shopping
05. Channel Integrations
eBay and Amazon Feeds
• Several solutions
exist to help you
connect and sell your
select products on
eBay and Amazon.
• M2E Pro allows a 2-
way sync between the
channel and Magento.
• Amazon channel
integration will be part
of base build in a
future release.
Product Shopping Feeds
• If you just want to publish your
products to feeds like Google
Shopping, Bing Shopping,
Amazon; there are extensions that
are easy to use and configure.
• Amasty, Xtento and Wyomind have
available, robust extensions on the
Marketplace.
Recap of the 5 essential
marketing tools
1. SEO Best Practices
2. Use an integrated Digital Marketing Tool
3. Visual Merchandiser & Related Product
4. Social Integrations
5. Channel Integrations
David ChristyManaging Director, Commerce
www.hammer.net
DISCUSSION
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