What marketing strategies for online stores get the best ROI?

strategies for online storesNote: This post originated from this question being asked on Quora, that I then answered. I’m expanding on it here.

The question:  What marketing strategies for online stores get the best ROI?

Most social media “experts” will convince you to make the mistake of trying to be everywhere all at once. You may have heard something like, “You need to be marketing on Facebook, Twitter, LinkedIn, Snapchat, Tumblr, YouTube, Periscope, Instagram and all the rest.”

That is terrible advice. Particularly if you are a small to medium size business.

Here are the three reasons why:

1. You are an expert on your business and the product/service that you sell. You are not an expert at social media marketing. Chances are the person in your business who claims to be an expert, can’t really help you get a ROI either. You may know social media, but that doesn’t mean you know how to generate a real ROI using all of these platforms.

2. You don’t have the time to be GREAT at marketing on all of these platforms. Social media marketing planning and execution takes time. Your time has to be spend working on your business, not in it.

3. You don’t have money to waste. Time is money. Also, if you are attempting to do any paid social advertising, your money can be easily wasted there too if you don’t know what you are really doing.

4. Trying to be everywhere all the time, and doing it poorly, could hurt your brand image and influence – the reverse of what you were after. You are better off staying off of Twitter for example, then having a small presence that gives the impression you are small time or don’t know what you are doing.

My advice is to focus on one platform at a time, get GREAT at that social marketing platform the move to the next.

The exception? If you have an agency partner you trust, then they may be able to help with strategy and campaign management.

The solution? Start with one and market on that one platform really really well. Then move on to master the next.

Which one should I start with?

Immerse yourself in Facebook marketing. Promoted posts, Campaigns/Ads. Focus on doing giveaways to get momentum. Giveaways that require people to like, comment and share your posts in order to enter into the giveaway.  Also, you can have people opt-in to your email list in order to enter the giveaway. It’s amazing what people will do for the smallest item giveaway.

For example?

My wife’s company went from 0 to now almost 40,000 authentic Facebook fans within a year by spending $5/day on promoted posts and running a few Facebook advertising campaigns. The ROI? Over $30,000 a month in gross sales revenue and climbing. Hundreds of products shipping each day out of our home. Deal sites have pick up her items and feature her, and this has also directed traffic to her site and she’s building her own list. You can see for yourself how she is doing this on her Facebook page: Girly Bowtique

On this image below of one of her Facebook posts (boosted for $5 only) you can see that her giveaway promotion gained 287 likes, 111 shares, and 354 comments. This resulted in over 200 new orders.


The advantage she has had is I own a marketing agency that specializes in this, but now she’s running most of the marketing on her own and it takes her just a few minutes a day.

Facebook marketing and advertising is just a start – but I’m confident it’s the best place to start to reach your target audience, no matter what you are selling online.

Share your comments and thoughts below!


Social Selling: Is Social Media Part of Your Sales Process?

social sellingSocial media should be part of your sales process. Not something separate that you “add.”

If you are a sales professional (and most everyone is in one way or another), and you aren’t rocking it on social media to fuel your sales process, then you don’t get it.

Or you are making it way too hard.

Social selling is here to stay.

Think about it. What are successful salespeople great at?


Prospecting and connecting.

Building rapport.

Adding value.



Following up.

Social media gives you the tools to do these things more effectively than ever before. If you know how to use them. If you are willing to immerse yourself in learning how to make the most of them.

You can use LinkedIn alone to accomplish the list above. But you probably haven’t devoted yourself to mastering your craft enough to figure the tools out.

One more thing.

Master your smart phone. I can tell how successful people are at selling through social media by looking at the apps they have (or don’t have) on their phone.

Everything you need to master your sales process is on your smart phone.

I’ll do a post later on the apps you should have.

Free Ebook- The Social Salesperson’s

How Big is Google’s Mobile-Friendly Update?

Untitled designGoogle’s Zineb Ait Bahajji from the Webmaster Trends team was quoted as saying at SMX Munich that the upcoming mobile-friendly ranking algorithm that will launch on April 21st will have more of an impact on Google’s search results than the Google Panda and Penguin update did.

Google did say when they announced the mobile-friendly ranking algorithm that this would have a “significant impact” on the mobile search results. This is the key, it is only impacting the mobile results and even so, it will have more of an impact than Panda or Penguin.

Zineb from Google did not specifically release a percentage of queries impacted. It is also believes that about 50% of all searches done on Google are on mobile devices.

The big takeaway from this is that if your site is not mobile-friendly, get to work now on it. If more than 40% of your traffic from Google comes from mobile devices, it sounds like if you are not mobile-friendly that virtually all of that traffic from mobile is at huge risk.

I also noticed that most of the top 10 mobile search results are Local listings or Informative websites. This makes it even more important to have proper local listings for your business on top local directories and review sites.