Marketing Your Online Business - Paypalobjects

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First steps in marketingyour businessYour online business is up and running. You’vetaken steps to ensure that your site is trustworthy,and that it provides a seamless shoppingexperience. But there’s more you can do. Now it’stime to focus on marketing your business, so youcan attract even more new customers while keepingyour current ones engaged and satisfied.

Ecommerce marketing may seemdaunting at first but building a loyalcustomer base – and your brand –can be fun. And, it may not be astime-consuming or as difficult as youthink. This guide will help you getstarted on this new adventure, withhelpful tips on how to:Understand your customersRaise your profileGet serious about using social mediaDeliver a personal shopping experienceMeet customers’ high expectations for emailReward your best customersExpand your presenceBe proactive about planning for keyshopping seasons

4Your cheat sheetUNDERSTAND YOUR CUSTOMERSAND THEIR JOURNEYUSE SEM, SEO AND AFFILIATEMARKETING TO RAISE YOUR PROFILEUse what you know about customers to createcustomised experiences that help people find thethings they want to buy.SEM and SEO can get you noticed in search engineresults, while affiliate marketing rewards others forbringing you customers.USE SOCIAL MEDIA TO HAVECONVERSATIONS AND DRIVE SALESPick the right platforms for your business, use lots ofvisual content, encourage user-generated content andstart a conversation with your customers.GET MORE STRATEGIC WITHEMAIL MARKETINGEmail is still a top marketing tool. Make sure yourmarketing mails are powerful and professional.SELL ON POPULAR ONLINEMARKETPLACESUse popular marketplaces to reach new customers andtest new markets. Also, explore their free tools.USE PERSONALISED CONTENT FORONE-TO-ONE MARKETINGEffective personalisation makes a better, moreengaging, customer experience. Make visits to your sitepersonal and follow up with meaningful (andrespectful) retargeting.DEVELOP LOYALTY AND REWARDSPROGRAMMESShow your customers how valued they are and earn their loyalty.RAMP UP EARLY FOR SELLING AROUNDMAJOR HOLIDAYSAttract business before, during and after majorholidays with great deals and discounts. Focus onsearch engine optimisation (SEO), making your siteeasy to navigate, and monitoring search trends.


6Understand yourcustomersIf you understand who your customers are, and learnabout their interests and priorities, you can more easilyprovide the products and services they are seeking.The first stage is to create a profile, or persona, of yourtypical customer. For example, are they young, single meninterested in fitness and healthy living, or are they oldermarried women with professional jobs, plenty of moneybut not much free time?Throughout this guide, you’ll find tips and ideas forlearning more about your customers: using social media,exploring marketplaces and affiliates, learning from SEMand SEO.

As you build a customer profile (andyou may have 2 or 3 different ones),think about the following:How old are theyIs gender an important factorAre they single or marriedDo they have childrenWhere do they live and workWhat is their income levelWhere do they hang out onlineWhat are their interests

8What stage of the buyerjourney are they on?When a shopper discovers your brand, explores whatyou’re selling and decides whether to make a purchase,they are on a “buyer journey”. If you learn what stage ofthe journey they’re at, you can provide the informationthey need to move them along to the next stage.The buyer journey is a bit like a funnel. There will be a lotof people at the initial, awareness stage. They are hearingabout your business for the first time and wanting toknow more. At the other end of the funnel, the decisionstage, there will be a small proportion who have decidedthat they want to buy from you. They are fewer innumber, but much more valuable because they are justabout to spend money with you.

The following diagram will help you see the different stages of the buyer journey and the marketing tactics that work best at each stage.Use this to consider the tactics that will be best for you as you read the rest of this guide.BUYER JOURNEYFUNNELMARKETING TACTICSEXAMPLESAwareness Display Video Social & content networksInterest Retargeting Lead nurture DisplayConsideration Display Topic SEM Social mediaIntent Competitor SEM Influencers and UGC Social MediaSEOContent marketing Demo videos Influencer content promoted on blogs Affiliate marketing SEM Retargeting EmailEvaluationDecision Display ads Affiliate marketing SEM Display ads on related websites SEM Influencer marketing Social media ads Retarget website visitors Outreach to existing customerswith email etc.As you plan your marketing tactics, think about how to measure success, based on what you want your customers to do at each stage.For example, it might be the number of video views, number of sign-ups to your email list or a reduction in shopping cartabandonment rate.


11Use search enginemarketing (SEM) toboost trafficSearch engine marketing (SEM) can help your businessstand out from the crowd. It uses targeted advertising toraise the visibility of your business on search engineresults pages, making customers more likely to encounteryour brand as they search for specific products or services.SEM ads range in size and format, from text-basedmessages to visual display ads. Advertisers bid onkeywords that shoppers use when they search. The priceyou pay for a keyword depends on factors like how oftenpeople search for it, how much competition there is forthe keyword, and how specific it is.

Keep control of your SEM spendPay-per-click (PPC) ads can get expensive without careful planning. Follow these 3 tipsto help stay in control of your spend:KNOW YOUR AUDIENCEThen, use the search engines’ targeting filters to make sure your ads reach theaudience most likely to click through and buy your product.KEYWORDS ARE KEYPopular, generic keywords can be expensive and may only bring browsersrather than shoppers. Think about more focused terms that may bringshoppers who are more likely to buy; for example, “blue, silk shirt” rather thansimply “shirt”. Use a tool like Google Keyword Planner to help find the bestkeywords for your business.“When you start out,you rarely have anymoney, so I adopted astrategy of picking acountry and allocatingjust US 1 per day forsearch enginemarketing. When I gotmy money back, Iwould increase theinvestment and pickanother country.”TEST, TEST, TESTRun lots of small campaigns initially, ideally as A/B tests where you compare 2versions to see which performs better. Test different keywords, messages,artwork and colours. Experiment with different targeting filters, as well. Onceyou know which ads are most effective, you can invest more.With pay-per-click, you are buying visitors for your site. Make sure you are paying forthose most likely to turn into buyers.Wayne Bower,Founder-ownerof costumespecialist,

13Review your SEOOn-page SEO (search engine optimisation) is the process of helping your website appearnearer to the top of search engine results by changing the structure and content of yourweb pages. The words you use (including keywords), the structure of headings and theway you describe images can all affect how easily a search engine “understands” what’son your site.There are lots of online resources to help you improve SEO, but also remember that theway shoppers search is changing all the time. Try to stay current and consider these 3important trends:MOBILEIs your website optimised for mobile users? Many search engines nowprioritise search results from sites that are mobile-friendly.VOICEVoice-based, spoken queries are increasingly popular. While short keywordsare still important, you should try to include more natural language in yourSEO. Include the answers to “spoken” questions such as, “Where can I buy ablue, silk shirt?”.VISUALVideos and visual search are also increasingly popular. Include keywords in thetitles and descriptions of your videos. Use descriptive file names (for example,blue-silk-shirt.jpg, not 123ab.jpg) and “alt text” for your still images.

14Only pay for resultswith affiliate marketingWith affiliate marketing, other businesses (affiliates)market your products or services for you, using whateverchannel they believe will work best. Often, they havediscounted access to unsold ad space on popular sites.Best of all, most affiliate programmes work on acommission basis, so you only pay when a customer,delivered by an affiliate, completes a sale. No sale, no fee.You can also use affiliates on a cost-per-action (CPA) basis,where you pay for each customer performing the actionyou want: registration, subscription or installing your app.You can work directly with individual affiliates, but, youmay find it easier to start with an affiliate network. Thesehave a large number of affiliates so that you can find onesthat best match your product or service. They also haveadmin tools to help track commissions etc.


16Engage with customers on theplatforms they preferBuilding relationships with customers through social channels such as Facebook,Instagram and Twitter can help you grow your brand and generate sales.Follow these 7 tips to develop an effective social strategy.Choose the channelthat’s best for yourbusinessBe patient –building an audiencetakes timeBe prepared toinvest time inyour social mediaFocus on ontent (UGC)Use paid contentto promote yourbusinessUse your data toimprove yourstrategy

CHOOSE THE CHANNEL THAT’S BESTFOR YOUR BUSINESSBE PREPARED TO INVEST TIME INYOUR SOCIAL MEDIADon’t leap onto every social media channelavailable. Look at the most popularchannels in your target market and choosethe one that’s best for your business – theone where your customers are, and whichsuits your products.Social media marketing can be verytime-consuming. You need to post fresh,new content regularly to gain followers.Scheduling tools can help you make bestuse of your time and they help you postupdates at the best time for your audienceto see them. Scheduling is a free optionon Facebook.“Social listening” can be a good way to start– following conversations on social mediaand forums to understand how audiencesfeel about a subject. This can also help youlearn the words and phrases people useregularly. Search online or use the toolsprovided by each social media network toexplore the demographics you could reach.1Remember that when a customer sends amessage, posts a comment or otherwiseconnects with you on social media, youshould always respond promptly,otherwise you risk damaging yourbusiness’s reputation.

BE PATIENT – BUILDING ANAUDIENCE TAKES TIMEENCOURAGE USER-GENERATEDCONTENT (UGC)Social media can be a powerful channel, butit takes time to build a following and to getengaged with your audience. Focus oncreating a presence and building anaudience, then think about how to plugyour selling posts into your stream.Make it easy for customers to share theirown product-related comments andimages. UGC is a powerful enabler of sales,especially at the Interest and Evaluationstages of the buyer journey, so let userscreate favourites and wish-lists on yoursite. Use social sharing buttons for each ofyour products and encourage customers toshare images or videos of them usingyour products.

FOCUS ON BUILDINGRELATIONSHIPS FIRSTUSE YOUR DATA TO IMPROVEYOUR STRATEGYPeople follow people, not sellers, so focusfirst on posting images and informationthat your readers will want to share. Thinkabout the conversation, and sales willfollow. Readers are quick to unfollowbusinesses who push their sales too hard.Social media platforms provide fantasticfree data and analytical tools. Use them tounderstand your audience. Who are theyand where are they located? Are youengaging the people you intended? Andwhat type of content is getting results?What about timing: do posts on a Saturdayperform well but not on a Monday? Reviewyour results regularly and adjust yourstrategy accordingly.Follow people on social media who mightto be interested in your products,especially if they already have a largefollowing. Look for opportunities to replyto their posts with suggestions or feedback.USE PAID CONTENT TO PROMOTE YOUR BUSINESSOnce you understand what works best, try amplifying your successful posts with paid promotion.Each platform has its own tools and guides to help you target specific sub-sets of audience and getyour message in front of them.

20Sell on socialMake it easy for customers to shop with you, even if theyare not on your site.Social commerce – buying directly from a social mediaplatform – is already popular in some countries andgrowing fast everywhere. See which of your chosenplatforms would be best for selling direct and startexperimenting with shoppable posts.PayPal can help. With, you can create apersonalised link to send to customers by email,WhatsApp or any other messenger service. You can evenshare it on the phone.“One of the biggest hurdles we hadwas people telling us how to dothings. We were told we neededInstagram and Twitter, but if youlook at our demographic, Facebookwas key. It’s all about lifestyle andposting pictures of babies.”Victoria Molyneux,Founder,Want That Trend

Use video and visualcontent to attractthe eyeOnline shopping is very visual. Shoppers, especially onsmaller phone screens, often prefer to view high qualityimages or eye-catching videos instead of reading textdescriptions. They can help boost sales, too. Online buyerscan’t inspect your goods as if they were in a shop – youneed to let videos and images do that job for them.Short-form video has become very popular, especially witha younger audience. If this is your market, explore how youcan use video to promote your products.“People shop with their eyes,especially in the evening, when wereceive most of our orders. They’renot ploughing through the productdescriptions every time.”James Washington,Founder, GadgetPark


23Make interactionsmeaningful andmemorablePersonalised content is a powerful way to catchcustomers’ attention in an increasingly noisy world.Try these 3 tactics to help you stand out:On-site personalisationPersonalised retargetingPersonalised email

ON-SITE PERSONALISATIONHelp shoppers to personalise their visits to your site(and make their return visits even better). Givethem the ability to create wish-lists, to markfavourite items and easily share them on socialmedia. You can also personalise what they see basedon their previous history on the site or even thelocal weather.Look out for the many low-cost (and even free)solutions designed for the needs of smallerbusinesses. These can make it easy to automaticallytailor your site content based on customers’preferences and interactions.

PERSONALISED RETARGETINGRetargeting – also known as remarketing – can be a huge opportunity for your business.On average, only 1-3% of visitors to your sitewill be buyers.2 The rest will browse and leave.With retargeting, you can track users’ behaviour on your site (with their permission).This information can then be used with email marketing, online ads or social media tohelp bring those browsers back to your site.The main search and social media platforms each offer their own retargeting servicesand these are often the simplest way to get started. For example, try these:Facebook RetargetingGoogle RemarketingThese services help you target (or retarget) your own customers and they can also helpyou comply with local privacy laws like the European Union’s GDPR.

PERSONALISED EMAILYou want all your customers to feel like VIPs, but that won’t be thecase if you send them generic emails or always seem to be sellingsomething. Instead, use personalised emails to inform and entertain (aswell as sell). Send links to related blog posts, online videos ornewsletters etc. And, don’t forget simple things like sending customersbirthday emails with special offers.You can use customers’ order history or on-site behaviour torecommend related, complementary items and to send targeted,personal discounts. Don’t forget to send a thank-you email after theirfirst purchase or perhaps ask for feedback after a purchase.Where shoppers have created wish-lists or favourite items, use emailreminders, perhaps with a discount to encourage them to buy.Email can be an effective marketing tool but remember that, in manymarkets, it is illegal to send marketing emails without consent. Alwaysask customers to actively opt in to continue receiving emails from you.You may wish to check out marketing automation solutions that cansave you time.

27Two things to rememberPersonalisation can be a powerful tool to build engagement and drive sales.But, be careful of these 2 things:THE RIGHT LEVEL OFPERSONALISATIONCOMPLYING WITHPRIVACY LAWSPoor personalisation – for example,simply putting “Dear John” at the startof a generic sales mail – can be worsethan no personalisation at all. But also,beware of over-using the data youhave. No-one likes to feel stalked andtoo much personalisation soonbecomes “creepy”.Today, shoppers are often concernedabout privacy issues and the possiblemisuse of their personal data. Makesure you comply with the local privacylaws of any countries you target.Examples include Singapore PersonalData Protection Act (PDPA)3, theEuropean Union’s General DataProtection Regulation (GDPR)4 andthe California Consumer Privacy Act(CCPA).5

28Offer a personalisedpayment experienceOnline shoppers often abandon their shopping cartswithout completing the transaction. In fact, the averageabandonment rate is 3 in 46 and this is often because ofthe payment experience.PayPal delivers smart payment experiences designed tohelp lift conversion rates and personalise the way yourcustomers shop.

Here are some ways to personalise your customers’ payment experience:PROVIDE ADDITIONAL PAYMENT OPTIONS AUTOMATICALLYOur payment buttons adapt to each customer and their location, showing locallyrelevant payment options to help drive sales.SELL GLOBALLY – AND OFFER LOCAL CURRENCIES SEAMLESSLYWith PayPal, you can give many customers the option to pay in their local currencyor yours. Depending on your market, a single PayPal account enables you to receivepayments and sell to customers in around 200 other markets using up to 25currencies.Check your local PayPal User Agreement to see the currency features that areavailable to you.SUPPORT THE DEVICES SHOPPERS PREFERPayPal provides a simple checkout experience whichever device your customerprefers: mobile phone, desktop computer or tablet. Mobile is fast becoming thedevice of choice and PayPal is optimised for users on a small, touchpad screen.MAKE CHECKOUT EVEN FASTERPayPal One Touch makes the payment experience even faster and moreconvenient. PayPal shoppers can move easily from site to site without re-enteringtheir PayPal credentials each time.


31Use professional-looking,targeted emails toincrease open ratesWith so many social media platforms and new digitalofferings like online chat, you might think email isold-fashioned and no longer relevant. In fact, almostthe opposite is true. While we are often overwhelmedby our social media feeds, we typically have morecontrol over (and are more protective of) our emailin-boxes. If you respect readers’ privacy and theircommunications preferences, email is still a powerfulsales tool.

Follow these tips to create a professional email marketing strategy:USE CRISP, CONCISE SUBJECT LINES AND RESPONSIVE TEMPLATESGet to the point quickly and encourage readers to open your mail. Rememberthat emails are often read on a mobile phone: long subject-lines will be cut off.Use responsive templates that adapt to multiple devices and screen sizes.HAVE A CLEAR AND SIMPLE CALL TO ACTIONMake it easy for the reader to do what you want (e.g. visit a web page). Have asingle action that you repeat in the header, body and bottom of your mail.Features like a button labelled “Learn more” can be compelling.AVOID SPAMMING YOUR CUSTOMERSDon’t send too many emails and be sure to balance sales emails withinformation that your customers will value. Segment your customer list topersonalise messages, for example to new contacts, leads, opportunities andloyal customers. Readers will quickly unsubscribe from a mailing list that sendsonly hard-sell emails.CREATE AN EMAIL CALENDARIt’s important to be strategic with the number and timing of the emails yousend. Organising your email strategy into a calendar helps you visualize howmany emails you’re sending.

More ways to help ensure asuccessful email programmeHere are some additional tips to keep in mind when creating an email programme:A/B test your emailsManage your mailing lists and understand local lawsInvestigate marketing automation technologyConsider working with a third-party provider

A/B TEST YOUR EMAILSIn an A/B test, you compare 2 versions of somethingto see which performs better. For example, you cantest 2 subject lines for better open rates; testclick-through rates by changing the style, length,and voice of the email’s body copy; and even testdifferent colours of your call-to-action buttons.Keep records of your tests so you can implementthe winning versions and iterate your tests.

MANAGE YOUR MAILING LISTS ANDUNDERSTAND LOCAL LAWSHave an email sign-up option on every page of yoursite and at the bottom of your emails (in case thereader shares your mail with others). But, be sureyou also include an Unsubscribe option on everymail. Make it easy for customers to manage theircommunication preferences and be sure to complywith the privacy laws in your target markets (suchas GDPR in the European Union). The fines fornon-compliance can be severe.

INVESTIGATE MARKETINGAUTOMATION TECHNOLOGYMarketing automation solutions can save you timeand make it easier to manage professional emailcampaigns. Consider using a Customer RelationshipManagement (CRM) system, a tool that helps you tokeep track of interactions with prospects andcustomers, throughout their lifecycle. CRM toolsallow you to segment your database intomarketable lists, from which you can createtargeted, automated email campaigns to nurturethe customer relationship at every stage.

CONSIDER WORKING WITH ATHIRD-PARTY PROVIDERThere’s no need for you to reinvent the wheel whenemail providers have years of experience developingbest practices for email marketing. A professionalemail marketing agency can help you comply withregulations, provide insightful data and their emailservers should be whitelisted, so you don’t need toworry about being categorised as a spammer.


39Understand loyaltyand rewardsprogramme optionsRewards and loyalty programmes show yourcustomers how much their business is valued, andthey can help increase customer engagement, whichcan equate to higher spend.According to Accenture, membersof loyalty programmes generatebetween 12% and 18%more incremental revenue growthper year than non-members.7

There are various types of programmes:Loyalty programmes create a personal connection between thebrand and the consumer, tailoring offers based on the consumer’sprofile. These programmes are often called “consumer engagementprogrammes” since they provide personalized offers based on thecustomer’s experience with the brand.Rewards programmes are based on behaviour, not so much on thecustomer profile. Successful rewards programmes use a tieredapproach, offering customers an easy-to-earn reward forparticipating in the programme – and greater rewards as theirengagement increases. For example, points programmes letcustomers earn points for certain behaviour, which they can thenredeem for rewards.Experiential rewards can generate higher engagement and loyaltyand can actually cost less money. A tiered programme (e.g., silver,gold, and platinum levels) allows customers to participate in differenttypes of rewards, such as private shopping opportunities.

41How to plan yourloyalty/rewardsprogrammeThere are many apps and loyalty platforms availablethat you can easily integrate with your site. However,before you start developing a loyalty or rewardsprogramme, consider the following points:Define the goalDefine your customersBuild your value offer based on customer experienceHow will you promote your programme?

Here are some considerations to help planyour loyalty or rewards programme:DEFINE THE GOALWhat do you hope to achieve? Is it new customers, increased visits or purchasesfrom existing customers, or higher average order values?DEFINE YOUR CUSTOMERSTo understand what motivates your customers, examine each customer segment andwhether you want that segment included in your programme. For instance, identifyingregular buyers is important because their repeat business is key to your long-termsuccess. Providing status, recognition and appreciation, along with access to exclusiveexperiences or rewards, goes a long way to increasing engagement with this segment.BUILD YOUR VALUE OFFER BASED ON CUSTOMER EXPERIENCEOnce you’ve defined your goals and customers, you can begin to build yourprogramme. Keep in mind what motivates your target customers and focus onproviding value that will excite those customers.HOW WILL YOU PROMOTE YOUR PROGRAMME?Give your customers plenty of opportunity to sign up to your programme – and makesure the process is simple. Then, remind them of the great offers and other benefitsthey receive.Once you’ve launched your programme, use the data you receive to better understand yourcustomer segments and to constantly refresh your programme. You could offer different one-timepromotions to each segment based on what is appealing to them and what you want to achieve.


44Expanding your customer base?Use marketplacesWith millions of users around the world, online marketplaces can help you sell locallyor internationally. Many of the best-known marketplace sites are general retailers,but it’s worth exploring those that specialise in the products you sell or are popularin your target countries. They may have a smaller audience, but those visitors maybe more likely to buy from you.Haider Ali launched his mobile phone accessory business, Finest Bazaar, on eBay.The business has grown quickly on domestic and international sales.“With the turnover we have, we’re just touching the tip of the iceberg,” he says.“We haven’t maximised eBay, yet. We’ve only localised about 5 percent of ourlistings for international markets. That’s the first job. Then we want to grow ourother sales channels. Once you have the stock, you may as well open it to as manycustomers as possible – providing you don’t drop your standards.”


46Attract new businessyou can keep all yearMajor holidays present an opportunity for your businessto earn new customers and deepen relationships withexisting ones by offering special promotions. Think abouthow you can use deals and discounts to attract newcustomers and reward loyal ones. You need to plan ahead.Here are some tips:Optimise for searchCreate “quick navigation” pathsExpand email listsBuild holiday promotions into yoursocial media efforts

Follow these tips to engage your customers all year round:OPTIMISE FOR SEARCHUpdate your keywords for better SEO, adding any product or category keywordsyou know will be hot sellers this year (for example, “Singles’ Day gifts” or“Christmas”). If you have the budget, consider investing in paid search campaigns.You bid for ad placement in a search engine’s sponsored links for keywordsrelated to your business; you pay the search engine a small fee for each click.CREATE “QUICK NAVIGATION” PATHSMake it easy for customers to find what they came looking for – and what theydidn’t even know they wanted – by adding navigational elements (“quick links”)to your home page, linking shoppers directly to seasonal bestsellers.EXPAND EMAIL LISTSMake it easy for customers to opt in to your email marketing programme andprovide their email address. Enticing them with a special offer when they arriveon your site, such as “10% off your first purchase,” can help. Follow up with anemail campaign, thanking them for visiting and letting them know aboutproducts, services or offers they might have missed.BUILD HOLIDAY PROMOTIONS INTO YOUR SOCIAL MEDIA EFFORTSLaunch a holiday promotion through your Facebook page and Twitter account,offering special coupons to people who follow you online. Fans are likely toforward promotions and discount offers to family and friends, bringing morefirst-time visitors to your website during major holidays – and all year round.

Another tip:use Google tools tostay on top of holidayshopping trends.Optimise your online ad strategies during major holidaysby monitoring Google Trends pages to see the searchesmost popular in geographic regions around the globe. Thesite can help you identify emerging searches that mightbenefit your business.For example, if you sell clothing, and you notice there is aspike in searches for cocktail dresses among shoppers inSao Paolo, you can get in front of those customers onlinewith a locally targeted Google AdWords campaign.Read more about using Google AdWords to target ads tospecific geographic locations here.

49Set a course forsales successYou don’t have to adopt all of the steps we’vediscussed to attract more new customers whilekeeping your c

marketing (SEM) to boost tra c Search engine marketing (SEM) can help your business stand out from the crowd. It uses targeted advertising to raise the visibility of your business on search engine results pages, making customers more likely to encounter your brand as they search for specific products or services.

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