How to Sell Anything Online The Ultimate Marketing Playbook to Grow Your Online Business
| Autor principal: | |
|---|---|
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Newark :
John Wiley & Sons, Incorporated
2024.
|
| Edición: | 1st ed |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009843337306719 |
Tabla de Contenidos:
- Cover
- Title Page
- Copyright Page
- Contents
- About the author
- Acknowledgements
- How to use this book
- Part I: The 5 core pillars of business
- Part II: Understanding the marketing funnel
- Part III: The secret sauce
- Part IV: The magic bucket
- Part V: What's next?
- Introduction
- From employee to business owner
- My seven business beliefs
- 1. Be everywhere, all at once, at any given point in time, in the cheapest way possible
- 2. There are no magic spells
- 3. Don't work for every sale
- 4. Build relationships
- 5. Stop giving a fuck
- 6. Have a brag book
- 7. Be delusional
- A business is easy to start, but difficult to grow
- Part I The 5 core pillars of business
- Chapter 1 Craft a distinct competitive advantage
- Peter Alexander: The sleepwear king
- Go-To Skincare: founder-driven following
- Hero Packaging: Making sustainability fun
- Chapter 2 Master your cashflow
- How it should work
- Set cash aside daily
- Put the cash into a high-interest bank account
- Chapter 3 The power of protectable IP
- Chapter 4 Build your digital assets
- Chapter 5 Consistency will win the game
- The rule of 1000
- Part II Understanding the marketing funnel
- Stage 1: Capturing your cold audience in the TOFU
- Chapter 6 TOFU strategy #1: Facebook (Meta) ads
- The structure of Meta ads
- Campaign level: The objective
- Campaign level: The budget
- Ad set level: Interest-based targeting
- Creating the ad
- Ad copy for TOFU campaigns
- Advantage plus (ADV+) campaigns
- Why do you need two TOFU Meta campaigns?
- Chapter 7 TOFU strategy #2: Influencer marketing
- How much should you pay for an influencer?
- Understanding the add-on fees
- How to find the right influencers
- Influencer strategies
- Chapter 8 TOFU strategy #3: Digital PR
- How to get PR for your brand
- Linkby as a DIY tool.
- HARO: Help a Reporter Out
- Engaging a PR agency
- Winning awards
- Chapter 9 TOFU strategy #4: Brand collaborations
- Types of brand collaborations
- Product co-creation
- Not-for-profit
- Sponsorship
- Cross-promotion bundle
- Chapter 10 TOFU strategy #5: TikTok
- Hack your algorithm
- Have a business account, not a creator account
- Watch TikTok intentionally
- Think like a creator, not like a business
- 1. It's all about the hook
- 2. Take note of the trends
- 3. Edit with CapCut
- Always have a list
- Film B-roll content (and make it a habit)
- Think of ONE story to share per day
- Use the BE SEEN framework
- Behind the scenes (BTS)
- Enemy
- Storytelling
- Expertise
- Experience
- Newsjacking
- Chapter 11 TOFU strategy #6: TikTok ads
- 10x your followers and engagement
- Objective
- Budget
- Audience
- Optimisation goal
- Ad creation
- Chapter 12 TOFU strategy #7: Instagram
- 1. Follow Instagram experts
- 2. Watch the trends
- 3. Focus on high-quality content (obviously!)
- Useful industry knowledge
- Storytelling
- Product tips, hacks, secret features
- Current news story or pop-culture event
- Stage 2: Warming up the audience in the MOFU
- Chapter 13 MOFU strategy #1: Meta ads
- Meta ads MOFU strategy
- Chapter 14 MOFU strategy #2: Email marketing
- 'But I don't want them to unsubscribe'
- Email strategy part 1: How to get subscribers
- The dreaded popup
- Instagram story promotions
- Run a giveaway
- Brand collaboration
- Use a lead magnet
- Email strategy part 2: Email flows and email campaigns
- Email flows
- Create an email newsletter
- Chapter 15 MOFU strategy #3: Google Ads
- Types of Google Ads
- Branded search ads
- Keyword-focused search ads
- Performance max (PMAX) ads
- Chapter 16 MOFU strategy #4: SEO
- But, how does SEO actually work?
- Relevant and useful content.
- Site user experience (UX)
- On-page SEO
- Backlinks
- Chapter 17 MOFU strategy #5: Instagram
- My best Instagram stories tips
- Stage 3: Converting customers in the BOFU
- Chapter 18 BOFU strategy #1: Website optimisation
- Before you make any changes
- Homepage
- The top announcement bar: Essential info
- The header: The face of your brand
- The menu: Your store's roadmap
- The value bar: Showcase your unique selling proposition (USP)
- Main banner: First impressions count
- Product tiles or collection tiles: Your bestsellers on display
- Product pages
- Consistency in image shapes
- A range of image types
- Descriptive product names
- Buy-now, pay-later options
- Reviews and social proof
- Size chart
- High-contrast add-to-cart button
- Subscription sales
- Accordion-style product description
- Product-specific FAQs
- Frequently bought together
- Shoppable videos
- Comparison charts
- Collections pages
- Display all collections
- Filters
- Include product details
- Add-to-cart button
- Cart
- Upsell cart
- Display payment options and warranties
- Shipping information
- Frequently bought together with
- Chapter 19 BOFU strategy #2: Email marketing
- Cart abandonment email flow
- Abandoned cart email 1
- Abandoned cart email 2
- Chapter 20 BOFU strategy #3: TikTok Shop
- How do you set it up?
- Part III The secret sauce
- Chapter 21 Retention strategy #1: How to create an exceptional customer experience
- Customer service touchpoints
- Dispatch and delivery
- Returns and exchanges
- Chapter 22 Retention strategy #2: How to use email marketing to bring customers back to your store
- Post-purchase email flows
- Thank you for your purchase flow
- Product review email flow
- Replenishment email flow
- Back-in-stock flow
- Email campaigns
- Cross-sells and upsells
- Product hacks
- Staff picks.
- Repeat purchase incentives
- Chapter 23 Retention strategy #3: How to use Meta ads to retarget your customers
- Ad creative
- Copy
- Part IV The magic bucket
- Chapter 24 Magic bucket strategy #1: Creating a loyalty program that works
- 1. Points-based loyalty programs
- 2. Tiered loyalty programs
- 3. Paid loyalty programs
- Chapter 25 Magic bucket strategy #2: Giving your customers a place to chat
- Chapter 26 Magic bucket strategy #3: Giving your customers FOMO
- Chapter 27 Magic bucket strategy #4: Treating customers like VIPs
- Chapter 28 Magic bucket strategy #5: Using email marketing to make customers feel special
- Email flow: Celebration emails
- Email campaigns
- Top 5 per cent
- Free points
- Exclusive or early access
- Chapter 29 Magic bucket strategy #6: Building a personal brand
- 1. Know where you want to go
- 2. Build out your channels
- 3. Apply the layering method
- 4. Be over prepared
- 5. Stop talking about yourself
- Flex Mami: Becoming an icon
- The genesis of Flex Mami
- Shooting her shot
- Learning to pivot
- Listening to her mum
- Posting on social media
- Know yourself before you know the work
- Part V What's next?
- Chapter 30 Advice from Mark Bouris: How to build a personal brand that spans decades
- 1. Understand and profile your audience
- 2. Only speak to the people who like you
- 3. Trust is the key to staying relevant
- 4. Where attention goes, money flows
- 5. Stop comparing yourself to the 2 per cent
- 6. Be ready for any opportunity
- Chapter 31 How to build a community
- 1. Make an enemy
- 2. BFF chit chat
- 3. Charismatic leader
- What are the steps to becoming a charismatic leader?
- Chapter 32 Bringing it all together
- Measuring marketing success
- How to structure your weeks
- Your weekly plan
- The final recap
- My last piece of advice
- EULA.
