“Twitter #Ecommerce Q: What would you do if you had a fixed budget of £10k to market an ecommerce site for the next year?” @danbarker
Well, in the perfect world you would invest it in content, writing enough high quality content and it would get magically picked up by Google to drive quality content, the downside is that this typically doesn’t quite work as well as it should – It is the right long term approach (spread over 5 years) but my view is that quality content requires quite a bit more promotion than many content marketing evangelists will tell you, quality content alone doesn’t bring you the SEO benefit.
There are levels of “SEO” and quite honestly, SEO’ing a site can be practically free to well, 10k without too much difficulty – an how many products, how much time is required to SEO each of them, by SEO I mean unique titles, descriptions and other metadata as well as the onpage content.
Without content the marketing will fail, and 2ks worth of content will provide you with the ability to use services for budget content that won’t be perfect but should give boost the SEO work that is being done – by content in this context I really mean text – and generally this is expanding on the content that is already on the site with the products etc.. which would fall more under the SEO.
For an ecommerce site – the killer source of content is unfortunately Froogle, google base, Google shopping – what ever you want to call it – this is where your products can be matched to buyers within Google – a ppc budget of 6k unfortunately isn’t going to last as long as it should – it may be that seasonality works to your advantage ….
The invisible budget
There is of course email marketing and social media which for some reason I lump together – I think they are often best served together (in one team) and whilst there are costs associated, it’s a piece of string question – does the time and effort required get included in the budget above? I mean are you working for free? Email marketing isn’t really hard (to start with) despite how many people do it wrong – its actually something that when done simply and free can work really well, the same goes for social media – it is something that can be grown in year two, but should be cultivated in year one.
this is a “brain dump” post which I would probably like to come back to later, it is literally me thinking as I type …!