Marketing is attempting to increase the perceived value of the product in the customers eyes whilst increasing the number of eyes that value the product that see it… More eyes + High Perceived Value = Increased Traffic + Increased Conversions = More Sales
Core Objectives of Marketing
Improving Search Engine Ranking for Website – more value + more eyes
Improving Amazon Search Results Ranking – more eyes
Increase Social Following & Engagement – more value + more eyes
Articulate Brand Value that speaks to our customers across all mediums, in everything we do, in a crystal clear manner – more value
Design products in line with the perceived customer premium value – more value
WHAT: Improving Search Engine Ranking for Website
WHY: The sub-aims are:
- To increase the buyer traffic through the site
- To provide brand validation to assist in:
- Increasing social following on Instagram
- Onboarding influencers
- Increasing conversion rate on Amazon
HOW: The tactics used are:
- Target long tail keywords in weekly blog articles to capture organic search traffic
- Implement good on-page SEO
- Build an optimized backlink profile of varying authority and power links
- Optimise website configuration for speed
- Search Engine Optimise product listing pages
Ultimate Measure:
- Increased “Organic Searches” in Google Analytics
WHAT: Improving Amazon Search Results Ranking
WHY: The sub aims are:
- To increase and maintain sales to target
- To make products more profitable
- To increase listing Conversion Rate Optimisation (CRO)
HOW: The tactics used are:
- Monitor sales and run promotions to maintain sales velocity
- Build and maintain an email list to be used in running promotions
- Optimise product listing text content for Amazon search algorithm
- Keyword and Conversion Rate Optimise Product Listing Images
- Run PPC to drive rank for target keywords
- Encourage high quality Video, Text and Image reviews on all product listings
Ultimate Measure:
- Global Sales Revenue
- Global Profit Margin
WHAT: Increase Social Following & Engagement
WHY: The sub aims are:
- To provide brand validation to assist in:
- Onboarding influencers
- Increasing conversion rate on Amazon
- To attract “influencers” for collaborations to assist in:
- Getting high quality, text, image and video reviews on Amazon
- Building quality backlinks from blogs and news sites
HOW: The tactics used are:
- Daily posting and reposting on Instagram, Facebook and Twitter
- Interacting with relevant posts and accounts
Ultimate Measure:
- Number of actively collaborating influencers on board
WHAT: Articulate Brand Value that speaks to our customers across all mediums, in everything we do, in a crystal clear manner
WHY: The sub aims are:
- Justify our premium pricing
- Generate repeat customers
- Provide customers with a “story worth telling” online assisting in:
- Generating high quality text, image and video reviews
- Increasing social following and Engagement
HOW: The tactics used are:
- Text and Images That Emphasise Brand Value in Amazon Brand Assets – EBC, Storefront, Product Listings
- Text and Images That Emphasise Brand Value on Website
- Text and Images That Emphasise Brand Value on Social Media
- Text and Images That Emphasise Brand Value on Emails
- Text and Images That Emphasise Brand Value on Product Inserts
- Text, Images and Media That Emphasise Brand Value on all outward facing communications and platforms
Ultimate Measure:
- Number of customers voluntarily sharing our content and articulating our brand values
WHAT: Design products in line with the perceived customer premium value
WHY: The sub aims are:
- To deliver profitable sales on products
- To deliver successful product launches which deliver ROI quickly
- To grow the business revenue and profit
HOW: The tactics used are:
- General Product Research on Amazon
- Product Design & Development
- Keyword Research and Analysis on Amazon
- Customer Feedback Review – ours and competitor products
- Competitor Product copy-and-improve
Ultimate Measure:
- Number of highly profitable products launched
- Level of profit margin achieved on new products
How is this all achieved?
- Onboarding team members
- Training team members
- Managing team members
- Creating a feedback loop for learning through team members
Mechanism for onboarding, training and managing team members:
- Team site with videos and written summaries explaining the company and our objectives
- Team site with videos and written summaries showing exactly what to do, why we’re doing it and how to do it
- Weekly reviews and coaching
- Team forum for capturing lessons and sharing resources, categorised by task area
- Weekly / monthly company video-newsletter / performance report recognising achievements etc.
Marketing Assistant’s Goals and Activities
Increase search engine visibility
- Backlinking
- Well constructed content
Achieve engagement with social media channels, measured by growth
- Comments
- Post likes & shares
- Follower & page like count increases at growing rate
Build and maintain a sense of brand consistency in every form of communication
Building online relationships
Commenting on blog posts
Searching for collaborators
Creating Brand Assets
Organising and curating photography
Creation of graphics for online and offline purposes
- Product listings
- Web pages
- Brochures
- Leaflets and cards
- Emails
- Social pages
- Social posts
Organisation, creation and curation of Video content
Blog management
Sourcing blog content (paid)
Uploading and Styling blog posts
Finding and inserting images into blog posts
Building in links between blog posts using relevant keyword link anchor text
Upload blog article to website – post to content aggregators, setup social media sharing schedule
Searching for guest bloggers (unpaid or paid)
Searching for blogs we could guest blog for
Social media Management
General
Schedule “sign up to email list” posts on social media channels
Arranging competitions using social media
Create content for Instagram daily
Follow, like and comment on competitors followers Instagram posts daily (or setup a bot to do it)
Searching for influencer marketers
Arranging influencer marketing campaigns
Post content to Facebook daily
Invite people who like our posts to like our FB page daily
Email marketing
Send email marketing messages to vip members and blog subscribers
Send latest blog post out to vip members and blog subscribers
create campaigns around time of year, holidays, occasions etc.
Write marketing emails
Constructing email automation sequences
Build email list
- Embed signup forms
- Run email signup competitions
- Promote email list across other channels
Copywriting
Emails
Email copy
Subject line
Intro text
Landing Pages
Landing page copy
Headlines
Call to action
Product Listing / Sales Pages
Sales page copy
F-A-B (Features Advantages Benefits)
Headlines
Social Posts
Intrigue, call to action
Web Pages
General web page copy
Ad Copywriting
Copy for paid Ads
Paid Social advertising
Creation of image content for Ads
Writing copy for Ads
Setting up Ads
- Audiences and targeting
- Performance monitoring
- A/B testing
- Scaling
Using Re-targeting to drive customers through the marketing funnel
Constructing marketing funnels
Cross platform construction of funnels that drive action
Actions and calls to action should change as people progress through the funnel
Competitions
Organising and running competitions with various entry criteria
- Email list signup
- Social share
- Social engagement
- Social posting
- Following and liking
- Messaging
- Commenting
Create and manage mechanisms for competition
- Landing pages
- Social posts
- Autoresponder and automation
- Web page pop ups
- Competition management platforms
- Emails
- Selecting a winner
- Organising the prize and delivery
- Creating graphics and assets