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Ecommerce & Retail Marketing

Grow Your Ecommerce With PPC Remarketing

November 14, 2016 by Justin Miller 1 Comment

The U.S. Commerce Department reports that web sales (Ecommerce) have been increasing 10+% year over year since 2010. Last year (2015), web sales were over $300 billion and are expected to exceed $500 billion in the next 5 years. As a retailer, are your online sales rising with the industry or are you losing out to competitors who are attracting more customers online?

There are many factors that go into a retailer’s online success – user experience, ease of completing a transaction, mobile-friendliness, and more. This post is going to focus on driving repeat visits and sales through the art of Remarketing.

eCommerce is growing with PPC remarketing

What is PPC Remarketing?

Remarketing is targeting your Pay per Click ads to users who have or are similar to those who have, interacted with your brand via the web. This interaction could include previously visiting your site, watching one of your YouTube videos, or voluntarily giving you their email address. I am sure that you have visited a site and have then noticed that their ads seem to “follow” you as you visit other sites – this is an example of remarketing.

Why Utilize PPC Remarketing Efforts?

Reach users that are more likely to purchase because they have previously interacted with your brand.

Bring back current customers – people that purchased that winter coat may be in the need for gloves, scarves, hats, and other winter clothes
Rescue abandoned shopping carts – A person did “window shopping” on your site and created a wishlist or shopping cart, but never purchased. Reach him or her with a remarketing ad and close the potential sale.

In addition to that short list, remarketing can often lead to higher conversions (sales from ad clicks) at a lower cost (CPA) which means higher margins and Return on Ad Spend (ROA) for you! If you have questions or would like help leveraging remarketing to boost your sales and Return on Ad Spend, contact DaBrian Marketing Group today or leave a comment below.

Filed Under: Ecommerce & Retail Marketing, Mobile Marketing, Paid Search (PPC) Tagged With: eCommerce, Pay Per Click, PPC, remarketing

Ecommerce Tips for Marketing to Millennials

October 31, 2016 by Dabrian Marketing Group 2 Comments

Millennials, we’re the worst, aren’t we? A generation full of young people that seem to be disconnected from the real world, and more entranced in the digital realm. A generation who is associated with being anti-social in person, but obsessed with social media. A generation, that many businesses are missing out on. As we (millennials) grow older, our economic impact and purchasing power increases. Targeting millennials is imperative to your business’ success. The most common way to reach them is to utilize Ecommerce on your website. Follow these SEO tips to get started.

1. Need and Availability Override Brand Loyalty

Millennials, known for challenging the status quo, can be a challenge to market to. We’re not worried about staying loyal to specific brands. We want a product/service, and we want it NOW. In a society engulfed by a ‘hustle and bustle’ mentality, we don’t have the time to extensively search, and we don’t want to settle on an alternative option from a familiar brand. Make sure your website is optimized, and your products are readily available. This will not only increase your search visibility (the amount of times you appear for a given search), but also your probability of sales.

2. Local SEO and Mobile: Can I find you on the go?

In 2016, it may surprise you that , most businesses don’t just exist online. Shocker, right? With that being said, finding your store is a lot different than how Grandpa used to do it. Today, mobile is our new local directory. Before we even think about leaving the sanctity of our homes and experiencing the unknown (aka the outdoors), we use our smartphones to find stores within our area. That means local SEO is extremely important. If you don’t rank in your backyard, how can you expect your business to show up anywhere? Still not convinced? Well check out these statistics from Think with Google.

SEO Tips for Ecommerce business Marketing to Millennials - Reading, Pa

Optimizing your website for locality is an extensive an ongoing process. Here are some tips and techniques to follow to help you dominate the local market:

  • Have your name, address, and phone number (NAP) consistently accurate all throughout your site (I suggest in your footer).Embed Google Maps (viewing your location) on your contact us page.
  • Be listed on major local listing platforms such as Google My Business, Facebook and Bing Places.
  • Use local Business Schema markup.
  • Use local keywords in your URLs, TTD’s, and content, where appropriate.

3. Does Your Website Function properly?

As many of you know, Millennials aren’t known for having a great attention span. In fact, our attention spans are now down to 8 SECONDS! We’re basically a bunch of goldfish with smartphones. That means if your site does not work properly, or we can’t quickly find the product/service we want, we’re on to the next one (your competitors). To prevent that from happening, make these tips and issues a priority.

  • Site speed:
    • Not only is site speed a ranking factor, but studies show that slower load speeds lead to high bounce rates and cause a decrease in online sales.
  • Technical errors:
    • Have redirects set up properly for pages with 404 errors.
    • Resolve duplicate content issues.
    • Learn more about technical issues that impact your organic search.
  • Have the following function properly to ensure a smooth purchasing process:
    • Search Site functionality
    • Discount/Coupon Codes (Please, we’re broke.)
    • Shopping cart works – Being able to add as you shop, and return to shopping without losing products.
  • Customer Service:
    • If your site doesn’t function properly, or a potential customer has questions, you need to have someone readily available to provide assistance and secure a sale.

4. Matching the Online Experience With the Real Deal

If you want your online store to perform as well (or better) as your physical location, you need to treat them the same. Don’t be that parent that has a favorite child, Dad. Your customers expect the same experience online, as they receive in person. To do so, make sure all of your in-store products are online and offer customer support. The better experience your customers have online, the higher probability that they will either purchase the product, and/or visit your store in person.

Ecommerce Tips For Marketing to Millennials - Reading, Pa

Wrapping Things Up

We, millennials, are more than just a target demographic. We are your business’ future. Make sure your business prospers for years to come. For more advice about Ecommerce, watch our 5-Step Guide to improving your Ecommerce website (my mom thinks I look handsome in it) or download the ebook!

Still not enough? Feel free to drop a comment below or contact us today!

By: David McDowell

Filed Under: Ecommerce & Retail Marketing, Marketing Strategy, Mobile Marketing, Search Engine Optimization (SEO) Tagged With: eCommerce, local seo, Millennials, mobile, seo

Which Social Media Sites Are Right For Your Business?

September 27, 2016 by Dabrian Marketing Group Leave a Comment

For 2016, Statista reports that 78% of U.S. Americans have a social media account. You can assume that most of your customers, clients, and employees are all part of this percentage (because really, who doesn’t actually have a Facebook?). So, reaching your customers through social media marketing should be easy… right? Not exactly. Most of us aren’t on every social media platform, so picking any random one will not guarantee you’ll reach the right people. Utilize the ones that your industry’s audience frequently uses while creating a social media marketing strategy to raise brand awareness and connect with your customers.

Let’s find out. Are you using the right social media channels for your industry?

Home and Garden

Within the home and garden industry, your job is to create a beautiful space for your customers. This should easily be carried over onto your social networks. A unique social channel that works extremely well to aid in becoming a thought-leader of this industry is Pinterest. Pinterest is essentially a way to organize your innovative ideas and thoughts. Whether you design home decor or landscaping, you can create specific Pinterest Board’s based on certain areas of the home or by specific locations. Better Homes and Gardens has created 185 today of everything from holiday boards, to casserole dishes, to one called “Let’s Get Organized.” Users can follow the page itself or only the boards that pertain to them.

Pinterest Boards - Social Media Marketing
Better Homes and Garden Pinterest Boards: https://www.pinterest.com/bhg/

Hospitality

Instagram works great for companies who offer entertainment, lodging, and tourism locations. It is used for sharing a feed of videos and pictures that can be edited directly on the application. One piece of advice when creating a strategy for Instagram is to maintain the same look throughout each post. This could be one particular filter or border for every picture you post. While this is not essential, it does help with brand consistency. Staples, an office supplies company, simply adds their branded Staples’ name to the right-hand corner of each image.

Maintaining Brand Identity on Instagram - Social Media Marketing
Staple's Instagram Account: https://www.instagram.com/staples/

Non-Profit

Most non-profits have a lot of freedom on how to promote their services. Snapchat offers a lot of room for customization and building brand awareness that can definitely be taken advantage of. First off, a non-profit location could design a geotag that can be used by its guests when they visit. This will allow friends and families to see where they are volunteering and visiting. Another idea would be to allow a few departments access to the Snapchat account. If it is an Animal Rescue League, the head of the cat room, kennels, and any other department can easily share the adoptable animals and the day-to-day routine of what it’s like to work there.

Snapchat for Businesses and non-profits
Snapchat Photo from: 11 Reasons Why PETA’s Snapchat Game Is on Point

Ecommerce and Retail

Ecommerce and retail businesses where you are selling a variety of products should be simple to run Instagram, Snapchat, or Pinterest for. Michael Kors, an apparel and accessory retail store, sticks to a common theme for a certain period of time. The company will take a seasonal color or pattern and promote it in roughly 8-12 photos before moving on to another one.

How to use instagram for businesses
Michael Kors’s Instagram Account: www.instagram.com/michaelkors

Social Media Marketing Takeaways

While this blog is focused on one particular social media platform per industry, you should never only devote your time to only one social media platform. Take the time to create a plan for a few social media accounts that will work best for you company and will reach your target audience. Common social platform, such as Facebook and Twitter, are two platforms that any industry should be utilizing since they are the most common for all demographics and businesses.

If you do not know how to begin with social media marketing or have any other questions, let us know in the comments below, or contact us today!

Filed Under: Ecommerce & Retail Marketing, Home Improvement Marketing, Home Services, Hospitality & Travel, Landscaping Marketing, Lawn Care Marketing, Non-Profit Marketing, Social Media Marketing & Management Tagged With: digital marketing, social media, social media marketing

Our New eBook, Your New 5-Step Guide to Ecommerce

August 15, 2016 by Dabrian Marketing Group Leave a Comment

The Ecommerce Revolution

Shopping, today, is different for consumers when compared to traditional methods and practices. Where people once had to travel to stores and order from paperback catalogs for nearly every purchase, people currently sit down with a phone or tablet in their hands. Ecommerce – online shopping – has transformed the marketplace for retail companies.

The New Marketplace

The act of researching products online – finding their basic information, availability, and price – is almost a prerequisite to visiting a company’s physical location. Similarly, increasing amounts of people choose to purchase products through online stores in addition to visiting physical stores. This overall trend in consumer behavior is the reason that DaBrian Marketing Group’s new eBook, A 5-Step Guide to Improve the Performance of Your Ecommerce, has been written.

DaBrian Marketing’s Solution to Your Problem

Watch our SEO Consultant, David McDowell explain Ecommerce.

Within your FREE Guide to Ecommerce, our Bing Ads-certified team details the five major objectives that work to maintain an effective online store for your company:

  • Create a strategy
  • Use the right Point Of Sale (POS) system.
  • Study your customers’ journey.
  • Meet expectations.
  • Invest in the right channels.

Inside of this FREE eBook, find valuable information about today’s marketplace from reputable sources within the digital marketing industry. Get recommendations for several online shopping platforms that are easy to use and actually make shopping easier for your customers. 

To keep customers buying from your company, let them make purchases in the most convenient way: online. Download your FREE Guide to Ecommerce, today.

Filed Under: Ecommerce & Retail Marketing, Marketing Strategy, Mobile Marketing, Web Design Tagged With: eCommerce, marketing strategy, marketing tips, web design

Tips for Enhanced Ecommerce Reporting with Google Analytics

March 14, 2016 by Daniel Laws Leave a Comment

Enhanced Ecommerce Reporting with Google Analytics

Good morning. My name is Daniel Laws, and I am the Principal Owner of DaBrian Marketing Group, an advertising agency in Reading, PA. I’ve been fielding a few questions around Enhanced Ecommerce reporting with Google Analytics. Today, what I want to talk about is exactly that, Enhanced Ecommerce reporting with Google Analytics. What I’m going to address today is what it is, and first and foremost, how is it different from the existing reporting that’s there. Also, how do you set it up? When you should set it up, where to set it up, as well as who needs to be involved in setting up those elements. Why you should care. What’s the value for your business for you to have those pieces set up.

With that being said, I’d like to kick this off with a little bit of information. Don’t mind me. I’m looking at dual screens here where I’ll drag a few things in, and obviously try to show you what I can. Obviously because of confidentiality with some of our clients and showing you their Google Analytics, can’t necessarily do that, but I’ll do my best to make it as informative, and give you the appropriate resources, and also load this information to our blog so that you might be able to get links directly to the assets. With that being said, I’m going to kick this off. Bear with me one moment while I share my screen. First and foremost, what I want to talk about is what is Enhanced reporting. With that being said, we’ve got Enhanced reporting. What you can see here is Enhanced reporting is going to give you more granular information than what you would get typically from Google Analytics as it pertains to shopping behavior, performance behavior, sales, product performance, sales performance. Those types of components will be more informative to you.

I’m looking for the screenshot here of something that’s actually going to be of value. What you can see here in this particular area is that it’s able to give you information as far as shopping activity, where the abandonments are happening simply from the shopping behavior components, as far as adding things to the cart, abandonment from cart, abandonment from checkout, those types of pieces. It can give you more information as well but at a high-level, I think one of the things that you’re going to be able to see … I know you’re going to be able to see is the shopping behavior, as well as a number of other items that will help you to make better business decisions around what sales items are working, perhaps identifying opportunities to fix the site, what have you.

How is this different from AdWords Shopping? From an AdWords Shopping perspective, you’re going to get high level information as far as clicks. You’re going to get information as far as Ecommerce revenue, conversion rate, those types of things, cost per click, to be a little bit specific. It’s going to give you some of those components if you’re running shopping. Obviously, this is a blank scenario. That’s why I used it in a test environment, so to speak. Obviously, it’s going to give you that type of information within the reporting, which is uniquely different than what you’re going to get from an overview of shopping behavior types of components. Now, what we’re looking at is shopping related information, revenue affiliates, campaigns, transactions. Those types of things are going to populate within the shopping. As you can see, it’s rather different than the other components.

The other piece of this is how do you set it up. I think one of the best resources that are out there are … Obviously you’re going to want to go to the Enhanced Ecommerce reporting section. Again, I’ll put this link towards the conclusion of the video. You’re going to want to get that information around Enhanced reporting. How you set it up can be complicated. I don’t want to say it’s very complicated, but it can be complicated in some scenarios. You want to make sure you have the most up to date analytics component there. What I mean by that is if you take a look, if you’re not on the most up to date Google Analytics version, if you’re not on analytics.js, you will run into issues and will need to migrate. Again, this is the information that’s there. You’ll need to migrate to that. You do have two options. You can migrate in an existing component or you can create a new property. In most cases people are going to want to have some of that historical data, be able to look at it in one fell swoop. The migration can become a little bit cumbersome in order to make that happen. Perhaps at a later date I’ll be able to shed some light on that for you as well.

You want to make sure that you have a measurement plan, first and foremost, before you go on this. Why are you doing what you need to do in order to capture this information? What metrics and KPIs? How are you going to troubleshoot and validate everything that’s there? Looking at some of those high-level components within the measurement plan … I’m not going to get into the details. If you haven’t done or looked at a measurement plan, I would recommend that you take a look at Google Analytics Academy, which gives you a high level overview of a measurement plan and how to break that down. Make sure that you have all those metrics, those elements, goals and objectives lined out prior to implementing the Enhanced Ecommerce reporting with Google Analytics.

When should you set this up? In most cases, people are already going to have some type of data already established, some campaigns, things that you’re already doing. I would say as quickly as humanly possible. The reason why I say that is it’s going to shed some light on a number of different areas, as I eluded to earlier, and perhaps help you to identify some low hanging fruit. With that being said, you want to do it now. If you can’t do it now, do you schedule regular updates for Google Analytics in order to roll out new capabilities? When you roll out those updated capabilities, I think that is when you’re going to want to take a look at updating the code and implementing the necessary components.

The reason why I say that is that it goes back to what you’re going to want to enable first and foremost, the tracking capabilities in itself and turn on Enhanced reporting. One of the prerequisites for this, as you can see here, is to turn on that particular element. That is inside the Admin Console. Due to confidentiality, obviously, I won’t show you that right now. If you want to go to that particular area, you go into Google Analytics. You go to Admin, and then you navigate to the view area of Ecommerce Settings, enable that particular piece, and that should be able to help you with some of those elements. Obviously you want to save, and then you want to implement the appropriate tags. That’s where it goes back to the Google developer components of what needs to be there and establishing that plug-in. It’s a great resource for that type of information as far as impression data, product data, and action data, as far as what needs to be required within updating that code.

Perhaps the other option for when you should set this up is when you roll out new products, new site features, whatever it might be, is incorporating that into that roll out if you can’t get it out now. You’ve heard me talk a little bit about the code, and updating the code, and what do you need, and those types of things. The other piece of this is who needs to be involved. To some degree you’re going to need somebody with some programming skills, familiarity with Google Analytics code, so a web analyst or someone who can obviously read through some of the material and the reference materials within the guides, and assist with those elements. In general, that’s going to be a programmer, somebody with familiarity with JavaScript, HTML, CSS if necessary. That’s generally not often required. It’s usually JavaScript, HTML code, PHP, those types of things, depending upon what your site is built on.

Where does this information go? Obviously, what you need is a site, as I eluded to before, you need to enable this inside your Google Analytics as I showed you before. You’re also going to want to have access and administrative access to Google Analytics when you bring the necessary parties involved. You may opt to implement this from a Tag Manager perspective. For the purposes of right now, I would say test it, get it up in the test environment. If you have the appropriate Google Analytics configuration, you’ll generally have an unfiltered view, a master view, and in the test view, I would say get those elements up and running first and foremost. If you’re going to use Tag Manager, make sure that you’re utilizing something within a test environment with Tag Manager to populate that information. When I say Tag Manager, I’m referring to Google Tag Manager specifically.

Why should you care? Number one, it integrates with your Ecommerce site, which is uniquely different from the shopping campaigns. The shopping campaigns and AdWords are very specific to you utilizing shopping campaigns via Google Analytics, no more no less. With the Enhanced Ecommerce Shopping, will allow you to gauge opt in opt … Not necessarily opt-in but abandonment rate, check out issues, sales performance issues, as it pertains to your Ecommerce site without running a campaign in its entirety, or without the necessity to have to run a campaign, if that makes sense. With that being said, it gives you an opportunity to improve revenues, increase revenues, identify broken processes that are impacting conversion rates. Why are people abandoning the shopping process? Why are people not putting items in the cart? At the same time, identifying ways to improve the average order value and the efficiency of your marketing. Where does the efficiency of your marketing come in? Comes very much so into play with internal promotions, and order coupons, and being able to get that information within Enhanced Ecommerce reporting with Google Analytics.

One of the other pieces of this, as I eluded to, is obviously the checkout, the shopping behavior, the checkout behavior analysis, their performance, product performance, sales performance. There’s also the internal promotions, order, and coupons just to name a few others that are going to provide you with information on what is working, what products are moving, what sales are performing well, do you modify things, and being able to collect that information based upon the measurement plan that I had mentioned earlier, and looking at those core metrics and being very focused on the goals and objectives to be able to pull out those insights and to do something about it.

With that being said, what’s the value to your business? The Bottom line is this information is going to help you to increase sales and revenue. It’s going to help you to improve marketing efficiency. It’s going to help you to prioritize items that are going to impact growth. One of the things that we often see is you have business owners that are running their business themselves and are handling their Ecommerce site, or working with a vendor directly, or they’ve got a marketing manager that is all encompassing. You’ve got a huge organization where not all of the pieces are connected. Where do you prioritize what’s going to have the maximum impact on the business?

By implementing the Enhanced Ecommerce reporting with Google Analytics, it gives you the opportunity to prioritize that information more specifically, look at those low hanging fruits that can impact revenue and growth, and to make sure that you can allocate time with things that are going to have the maximum impact, as opposed to trying to tackle everything. In most cases, there’s a lot to tackle from an Ecommerce perspective. We’re talking about SEO. We’re talking about advertising, paid search, banner ads, shopping campaigns, remarketing, a number of different things from an Ecommerce perspective, and retail perspective is everything from inventory ads.

Where do you prioritize your time? I think by enabling Enhanced reporting, it gives you a little bit more visibility into that. It gives you better metrics and allows you to justify advertising spent. Listen to me again, allows you to justify advertising spent. Many times we’re spending money on SEO. We’re spending money on pay per click. We’re spending money on email campaigns. We’re able to see what’s generating revenues, what items are being bogged down. You can slice and dice that data by segment, by marketing tactics so to speak, whether it’s the source medium. From a Google Analytics perspective, allow you to slice and dice that information and look at that shopping information very specifically.

With that being said, what I’ll do is I’ll load some of these resources to our blog when the video is live, point you in a right direction. Perhaps at a later date, we can get a little bit more granular on implementation of the code. Maybe we’ll get our buddy, our resident programmer webmaster here, Brett, to actually walk through some of those components for you. With that being said, thank you very much. Hope it was useful. Please let us know if we can add anything else of value. Thank you very much.

Resources:

https://support.google.com/analytics/answer/6014841?

https://support.google.com/adwords/answer/3455481?https://developers.google.com/analytics/devguides/collection/upgrade/

Filed Under: Digital Analytics, Ecommerce & Retail Marketing, Google Analytics Tagged With: Analytics, eCommerce, Google Analytics, video, web analytics

DaBrian Marketing Group Designs Local Coffee Shop’s Website

February 3, 2016 by Dabrian Marketing Group Leave a Comment

DaBrian Marketing Group Designs Local Coffee Shop, American Coffee House, Ecommerce Website

Reading, PA-based American Coffee House has selected full-service digital marketing agency DaBrian Marketing Group, LLC to design and develop its company’s ecommerce website.

american-coffee-house-logo

American Coffee House is situated in the heart of downtown Reading, PA. They provide their café menu items with the freshest ingredients hand-picked from our talented local vendors. They have over 29 years of coffee experience, and they work to bring a smile to their customers and provide a warm environment to share with your family and ours.

Jennifer Kovacs, from American Coffee House stated, that “DaBrian Marketing Group is a wonderful company to do business with, they kept us informed of every step and created a fantastic website for our company.”

The new American Coffee House website can be found at americancoffeehouse.org

Filed Under: Ecommerce & Retail Marketing, Web Design Tagged With: eCommerce, website

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