Best Ecommerce Digital Marketing Practices for SMBs and Start-Ups - Singapore

DIGITAL MARKETING MUST-HAVES BEST PRACTICES FOR ECOMMERCE

AUGUST 2016

Hello!

Today we're going to focus on digital marketing best practices for three key areas:

1 Get people to your e-store 2 Get them

to buy 3 Get them to come back

First and foremost… You must know your business goals and

who your customers are

WHY?

Because whatever you learn from me today won’t work unless you are clear on what

your business needs, your customer needs and how you measure that success

SET CLEAR BUSINESS GOALS

Business goals should ultimately help you either

SAVE MONEY

MAKE MONEY

BUILD BRAND

LOYALTY

80% of small business owners don’t keep track of their business goals.

77% have yet to achieve their vision.

Business goals are like destinations, they help give you something to work towards and

be accountable for in the next 3-5 years

Business goals usually fall into four categories:

Service Goals

Social Goals

Profit Goals

Growth Goals

CUSTOMER RETENTION, IMPROVING CUSTOMER SERVICE SATISFACTION

INCREASING PROFITS BY A SPECIFIC AMOUNT OR

PERCENTAGE

EXPANDING TO NEW MARKETS OR REGIONS,

HIRING MORE EMPLOYEES

GIVING BACK TO THE COMMUNITY THROUGH VOLUNTEER ORGS, ETC

§ Specific § Measurable § Action-Oriented § Realistic § Time-Specific

GOALS ARE CLEAR AND SPECIFIC

HAVE A MEASURABLE VALUE OR FIGURE

WHAT ACTIONS AND BY WHO

ACHEIVABLE AND WITHIN MEANS OF REACHING

HAVE A TIME FRAME TO TRACK AGAINST

Achieve your business goals by breaking them into bite-size chunks. Create short-term SMART goals

GOALS ARE CLEAR AND SPECIFIC

HAVE A MEASURABLE VALUE OR FIGURE

WHAT ACTIONS AND BY WHO

ACHEIVABLE AND WITHIN MEANS OF REACHING

HAVE A TIME FRAME TO TRACK AGAINST

I will increase my sales 2% each month by launching a social media marketing campaign and running a once a month free workshop till the end of the year

by increasing awareness and footfall to my store.

Increase sales annually by 24%

✓ ✗

SMART Goal/Objective

✓

Business Goal

✓

KNOW YOUR CUSTOMERS

In today’s age you have to know who your customers are and their ‘buckets’ aka

customer segments.

This will help you know how to service, sell and build a relationship with them. All things

digital marketing can help you with.

HOW?

You look at your customers demographic data and psychographic data, group them by shared characteristics and put them in

‘buckets’.

Once you have your buckets you label them. You have now created customer

segments.

Demographics HELPS YOU UNDERSTAND WHO BUYS

Psychographics HELPS YOU UNDERSTAND WHY THEY BUY

§ Age  § Location § Gender §  Income level § Education level § Marital or family status § Occupation § Ethnic background § Household type

§ Personality § Attitudes § Values §  Interests / hobbies § Lifestyles § Behaviour § Culture

UNDERSTAND THE CONSUMER PURCHASE JOURNEY

GET PEOPLE TO YOUR ONLINE STORE

GET THEM TO BUY

GET THEM TO COME BACK

AWARENESS

CONSIDERATION

INTENT

PURCHASE

LOYALTY

ADVOCACY

The consumer purchase journey helps you determine how and when to engage with your customers SEO & SEM

Pay Per Click (PPC) Affiliate & Partner Marketing

Online Advertising Online PR

Social Media Marketing (& Chat)

Email Marketing Social CRM

Customer Service & Support Content M

SEM & SEO Email Marketing

Offers & Promos Behavioral Targeted Banner Ads

Re-Targeted Banner Ads Social Media Marketing (& Chat)

Home & Landing Page Optimisation

GET THEM TO YOUR ONLINE STORE (AWARENESS)

WEB ADDRESSES (also known as URLs)

Don’t underestimate the importance of having a web

address that people will remember and recognise as

your brand.

It will make it easier for them to find you.

If your brand name is not available remember your

business goals and determine strategy from there.

Do target a specific location if your business is local.

Also may help if the .com isn’t

available.

Future-proof. If both the .com and .com.sg are available get

both.

Also think of the length of your URL and shorten appropriately

WORK WITH INFLUENCERS (also known as influencer marketing)

92% of people trust recommendations from individuals (even if they don’t know

them) over brands.

51% of marketers believe they get better customers from influencer marketing.

That’s because the relationship began with trust in the influencer.

WHAT IS INFLUENCER MAREKTING?

“Successful influencer marketing converts influencers into fans of your business'

products/services and encourages them to help you get your message out to their

audience through their blogs, social media accounts and email newsletters.”

General Assembly SG Influencer Marketing course description

Make sure the influencers you select resonate with your

customers and fits your brand.

And the content that is

created reflects authenticity and what’s really happening

right now.

If you are not authentic the backlash will be quick and you

can lose customers trust.

Don’t try to pass off advertising as a customer

review

There are different types of Influencer Marketing Campaign tactics you can use. Pick one, set your

objectives clearly and test how well it works.

§ Honest Review § Unboxing § Try-on Clothing § How to / Tutorial § First Impression § Giveaway / Contest

The best strategy for picking the right influencer?

§ Context § Past Partnerships § Audience Responsiveness § Reach (who and where) § Building a long-term relationship

GET THEM TO BUY (CONSIDERATION, INTENT &

PURCHASE)

AD RETARGETING CAMPAIGNS (also known as Ad Remarketing on

Facebook)

Online studies show that only 2% of users purchase something on their first visit

71% will leave a digital checkout before

they finish ordering.

That means you are going to have quite a few customers coming and going before

they buy from you.

Which is why you need to make sure they keep coming back.

So what is Ad Retargeting?

User visits your website, looks at a few pages, maybe leaves

something in cart, leaves

They see your retargeting ads of product while they

browse after

User can select ad to return to your site,

browse and/or purchase

LEAVES RETURNS VISITS

Ad Retargeting can bring back 26% of customers who left something in their cart.

Without it you are looking at about 8%.

72% of millennial shoppers are favorable to retargeting.

Ad Retargeting in action:

Some things to consider to get the most out of your retargeting campaigns

§ Give customers an offer to sweeten the deal coming back. Yankee Candle increased conversion rates 600% with this simple offer.

§ Update the ad you are retargeting by using different copy and images to avoid users ignoring your ad because they are used to it. A study showed a 50% decrease in effectiveness over a 5 month time frame of the same ad.

§ Don’t stalk your customers and annoy them! Know if they have purchased the item and set a limit to how many times you will re-target them.

GUEST CHECKOUT

23% of users will abandon their shopping cart if they have to create a new user

account.

Don’t make users have to create an account to buy something from you.

Always give them a guest option.

If you have a membership-model and believe firmly in it, then

make sure an account can be created by signing in with

Facebook or Google.

GET THEM TO COME BACK (LOYALTY & ADVOCACY)

USE YOUR DATA!

When you move into loyalty and advocacy within your consumer journey you need to

use the same demographic and psychographic data we talked about earlier with the additional transactional and user

history to better service, personalise and build relationships with your customers.

Define Measure

Process

Generate

Evaluate

Optimize

Determine & Gather Success Metrics

Determine the KPIs to track

Eg. Online Cart Checkout Rate, New Customers vs Returning Customers

Make sure your data is complete and good!

Ensure data quality & integrity

Eg. Make sure there isn’t duplicates, blank cells, incorrect info or data

entry, etc.

Create Effective Reports Automate & deliver meaningful stats

Eg. Present all metrics with respect to the conversions, perform customer segmentation

Deliver Actionable Insights Deep-dive analysis with machine learning

Eg. Identify cross-sell opportunities, new features

Use your Business Goals Align key corporate objectives, targets & benchmarks

Eg. Increase Customer Acquisition by 10%

Test Recommendations Validate hypothesis & implement

Eg. Test different variations to ascertain which approach to use

DATA-TO-INTELLIGENCE FRAMEWORK

WHY?

It costs 500% more to acquire new customers than it does to keep current

ones.

WHY?

More than 50% of shoppers say they would pay a higher price for the customer experiences they

value most.

77% would be more loyal to stores that provide their personal top three customer experiences.

WHY?

56% of customers are more likely to buy with a personalized experience.

41% of consumers say they purchase more from retailers that send them personalized emails based

on past behavior.

WHY?

74% of consumers get frustrated with websites when content (e.g. offers, ads, promotions) appears that has

nothing to do with their interests.

A customer is 4x more likely to buy from a competitor if the problem is service related vs. price or product

related.

THANK YOU!

GERARD LIM MANAGING DIRECTOR / SINGAPORE [email protected] MELISSA WILFLEY EXPEIENCE DESIGN DIRECTOR / APAC [email protected]