PDF Smart marketing For Product-BaSed BuSineSSeS

Smart Marketing For Product-Based Businesses

Module Two: Website

Pg. 1

? Marie Forleo International



CONTENTS

Questions question 1 -- I have a vision for my website and I'm having trouble seeing how I can incorporate opt-ins. How can I apply all of this wisdom to my online shop? page 4

question 2 -- Since I sell a product, is WordPress really the best platform for me? Is there an e-commerce plugin I could use? page 12

question 3 -- PayPal seems pretty common for online product sales. Is it OK to use? If you don't use it, why not? page 16

question 4 -- How should I approach Module Two if I have a retail business and I want to drive people to my brick and mortar store? page 21

Even Deeper: page 56 -- More Insights on Module Two

Spotlight Case Studies: page 57 -- Megan Petersen page 58 -- Tracy Matthews page 60 -- Nell Foster

It's "You" Time: page 61 -- Your Notes on Module Two

question 5 -- I know we're focusing on websites, but I'm curious how to engage with my clients in person too. Do I need to do both or does this just need to happen online? page 26

question 6 -- What are some good opt-in offers or freebies for a product-based business like an art gallery or a clothing store? page 32

question 7 -- Since I'm selling a product and not coaching or a service, do I need to put my photo front and center on my website? Do I need to introduce myself at all? page 37

question 8 -- I want my site to have a premium, clean look. How can I add opt-ins and freebies to the mix without my site looking like an infomercial? page 41

question 9 -- Do I have to have a newsletter as a product-based business owner? page 44

question 10 -- My website is up but I'm hesitant to open an online store. How can I make sure I meet demand there as well as in my brick-andmortar shop? page 45

question 11 -- Best practices are clear for a service-based website, but mine will be for e-commerce. How can I balance my online store with engaging content? page 49

question 12 -- I love using Etsy to sell my product, but all my marketing efforts take traffic to my website. Should I be using Shopify (or something else) to sell directly? page 52

Pg. 2

? Marie Forleo International



Welcome!

Welcome to the second PDF in our series devoted to B-Schoolers with product-based businesses. Here, we'll walk through some of the toughest questions we get asked about selling products online, making your website work for you (from your online shop to your about page), and much more.

We've collected a ton of insights and personal stories from a number of B-School grads who've faced--and conquered-- their own website challenges. You'll also find three more inspiring grad case studies. Don't forget to use the space at the very back--it's there for you to take notes and get those big thoughts down on paper.

Pg. 3

? Marie Forleo International



Question 1

I don't want my site to be this unclassy, opt-in crazy place since it is a super simple and classy online jewelry shop. I cannot imagine putting an opt-in on my about page which is so clean, although I can see adding more copy. I know my website is a cash machine but I want my buyers to feel "safe" and not constantly pitched too. If I had an information-based business I think it would be different because I would have so much free content and there would be a huge reason to opt in. I want to implement all of this B-School wisdom and don't want to miss the chance to have a successful website. Does anyone else with an online shop have this problem or maybe some solutions? Also, do you have any ideas for resource pages for an online shop with no real content? Would my resource pages just be my product pages?

answers

Marie Says: Pure Genius From Our Guest Contributor Derek!

"I totally get where you're coming from. I also want my buyers to feel safe and not constantly pitched to. I also wouldn't want to run an un-classy, opt-in crazy website. So it looks like we agree there. But I'd like to challenge you for a second.

You mentioned that you understand how this works for an information-based business, but you don't believe it would work for an online shop. So I'd like to share a few examples, and I hope this might provide some inspiration for you and others running an online shop. There's a fashion company that sells a lot of high-end clothing. They sell John Varvatos, Versace, and things like that. Loads of people use and love them. How do they do it? When you browse their website, they ask you for your email. If you don't give them an email, you can't browse their website. They are that aggressive. But it never feels that way. What's the company? It's called Gilt. Click around and you'll notice how they ask you for an email address every chance they get. But notice how they don't call it an email list, they call it a membership.

There's another clothing company that took off over the last few years. They don't even have a website you can browse until you `request an invite' to join their service. How do you request an invite? You must provide them with an email address and your zip code. It's called JackThreads.

My personal favorite suit-maker is a company called Ermenegildo Zegna. If you're not familiar with them, they create high-end men's clothing and suits. What happens when you browse their site? They'll hit you with a pop-up form with a request to sign-up for their email list every chance they get.

Pg. 4

? Marie Forleo International



answers

Question 1

What does this all mean? Don't look at it like `building an email list.' Instead, build an `insiders' club' where people who sign-up for your mailing list get preferential deals and prices. Don't make it public, make people request a membership just like JackThreads. Or if that's not your style, instead of building an email list, simply `require' people to `log in' by providing their email. You could grant them features like the ability to save their shopping cart from day to day, and things like that. You'll find people will log in for these features. You'll build your email list; they'll get convenience just like Gilt. (Or you could just take the Zegna route.)

You know your products are awesome. You're not scared to build your email list because you know your customers will happily sign up. You'll know your customers want to hear about all the new products and promotions you have lined up. I hope this helps provide some inspiration and insight!"

- Derek Halpern

"Opt-ins do not have to be busy or cluttered. You could add a simple bar at the top like , or a basic pop-up like . They come in and out smoothly and can be easily put away by the viewer. Pop-up opt-ins get a bad wrap because of all the old pop-up ads of the old internet, but studies show that people will use that opt-in more than any other on your site.

As far as a resource page, it could be anything you share that helps you do what you do. Maybe it's links to some inspirational sites you enjoy, supply shops you use for your products, links to your shops and/or your hosting companies, or people that do products that complement yours. It could even be lists of things you do when you're not working--decompression time. You're only limited to your own imagination here."

- Dave Conrey

Pg. 5

? Marie Forleo International



 ................
................

In order to avoid copyright disputes, this page is only a partial summary.

Google Online Preview   Download