Build Your Holiday Marketing Plan

Lesson 8 of 18

Mobile Responsive Websites, SEO, & Wholesale

 

Build Your Holiday Marketing Plan

Lesson 8 of 18

Mobile Responsive Websites, SEO, & Wholesale

 

Lesson Info

Mobile Responsive Websites, SEO, & Wholesale

Then a mobile responsive website this is essential as we know that forty five percent of holiday traffic is happening on mobile it's essential for time crunched holiday shoppers they want to be able to pull up your website on their phone look and find the thing that they need and move on. So is your web site built on a mobile responsive either theme or platform you're selling on etc? You're done, they've already solved that problem for you so that's really nice if you are selling on another platform, make sure that you've chosen a theme that works so this is my my online shop it's built on shopify and I just pulled a theme that was mobile responsive so this is what it looks like when you're you know, on your browser this is what it looks like on the phone, then test it. Look at it on your phone located on somebody else's phone look at it on your tablet, make sure that it looks good on every single one and here's why I will say having and this might be controversial. Having a mobile res...

ponsive theme is more important than having one that is one hundred percent branded to you you can go in later and make the changes, but if you're like, oh, but I love my theme and I did it three years ago and it's amazing it's not amazing if people can't look at it on the devices that they're trying to use so you might have to let go of that old theme get in there there's so many good ones that are mobile responsive make sure that you've got that on there. The other thing to consider is can customers save items to a wish list or shopping cart to complete purchases later again if you're selling on that scene problem solved they can do that if you're selling on something like shopify you know make sure you've got the right aps installed to do that so I used to things on chop aside to make it happen in my sight so I have an optional sign in for people they can one hundred percent complete the checkout process without signing in that's important to if they're only gonna buy one from your web say there they don't want to create an account and they don't have to on line that's why I have it set up but they have the option to create an account and then I installed a second app called persistent cart it is going to the shopify app store for those viewers shopify users and google persistent cart on dh what that does is if someone is signed into their account on one device and they added to their cart it will show up when they get to their other device or another browser another computer if you don't have that installed in shopify store, I don't think it carries over, so make sure that you've got something like that because the people are looking and thinking on their phone you want them to be able to come to their browser and just pull it up without having to then open their phone and say ok, what things did I add to the car and now where are they again in the store? You know, this is something that if it's beyond your coding capabilities it's okay, let it go don't stress too much about it, but if you could make it happen, it will make people's lives so much easier and then again, I know we talked about this and email, but I want to emphasize it again now that we're talking about mobile responsive is your email form mobile friendly? This is fine because it doesn't take away from my content ah pop up that someone can't get through that's the end they're just going to click off your site to make sure that you've got that and then the last piece that's really essential for those online holiday sales is good, eh? Theo good search engine optimization for your brand so what I see most people doing with s e o is that they're thinking about it the wrong way they're thinking about ceo as trying to win generic keywords for new customer acquisition but you're not that's not how people buy your product. No one goes into google and types steel necklace with stone if they haven't already heard of me and truthfully, even if they've heard of me that's not what they're searching and google they don't know what to search for it's really hard to win at that, but remember, twenty percent of all holiday sales come from search and it's because people don't bookmark, they don't save, and so really what searches about is helping people who have already found you find you again. And so that's what we want to make sure we're optimized for in the holiday season. So making sure that your business name and any key product names or collection names are optimized and this is something that definitely has to undo your pre holiday marketing because it can take a little while to really win, right? The fbo game? Yes, I'm a little lost. Yeah, no, I understand what you're saying. You have no idea how did like this help. The first thing is that you want to find out where you are if it's a problem or not, so you want to check, do you rank on the first page of google for your business name and for miss spellings of your business name? People saw my last name wrong all the time. It's fine, they still get to my web site. In fact, I think I did. Yeah, that's not how you spell my last name, but it gets you all of me, so making sure that you're there, so if you're not there that's when you can start to solve the problem, so we don't have time to obviously go very into detail about how a ceo works, but making sure that your business name is in every element of your pages. So your site header your meta data there's a. If you're what's your web site built on squarespace, I do not know anything about their back end, but I am sure that there is a ton of resource is so if you google how to improve ceo for squarespace that she really help you out, I'm guessing there's probably a class in the catalog there's a class for that, and in fact, we also just did a class on square space as well and using and how to get up and running on those schism might be s e o information on that. But yes, we certainly do have classes on a ceo as well. Yeah, andre, really, but the reality is that just the more that you have your business name out there for the name of your party to the name of collection, the more things that link back to your site and you talk about it and really talking about yourself, the better this is going to be on dh so I can show you an example the u s then the other thing is, are you using concrete and memorable product and collection names that customers can find later via search? So if you so this is where people fail in their ceo as a maker in a crafter, so they try to use search for really generic terms for customer acquisition, which they might find you. But the problem is going to find a lot of your competitors, but they're probably never going to remember or feel connected to that product name. So I just launched a new collection a couple months ago called the contra collection wearing it, and I very intentionally to not use the name of the stone. I invented a name for that collection on ly two and a half months in, so I also searched checked to make sure that there wasn't anything super competing on my search term before any in the collection. If you search contra collection, I'm already on the first page now there's a couple of star wars things that happened, but nothing you know, I'm still there, and if you search meghan almond contra collection on the whole first page, so making sure that you're using memorable names and if you search, I check some variations of research contra ring there's a lot of things that you can search that will pop either myself or an image of my product up very highly so making sure that you're using things so people can remember because really ceo isn't about getting new customers is helping those other people find you. So go through and check those pieces right make sure that your name comes up and your product names come up and if they don't that's when you want to turn to those s ceo resource is to figure out how to make that work for you through other questions about the piece I know it's a it's a big topic so yeah, it is it is a big topic with maybe just for people who s ceo is like brand new to yeah, just describe what you even mean. This is for pam rothberg what does it actually mean to optimize business and product? Yes, so search engine optimization literally means that one someone searches the term that you want, you come up high on search, so optimizing means I want to show up here and the way that you do that is incredibly complicated, but the easiest way is to use memorable non generic business and product names, because if there's less competition it's so much easier to win, I did nothing to get the contra collection to come up on the first page I actually don't pay attention desio other than to make sure that I'm there and part of the way that I do that is by using these non generic names it helps that I have a non generic name myself but making sure that you're not trying to win on I don't want to be the steal jewelry company because that's gonna win there so that's really the kind of key is just it's really all about how high up you are in google so if you haven't googled your business name and your product your key product names that's really your homework here google those things and if they don't come up in the first page then you know you have a problem and you want to check out those other you know check out the great classifying creative live on seo search ceo for whatever platform you're on and if you do come out withem great you're done move on so that's really the key there is just making sure you're there so then the last piece is if wholesale is part of your holiday marking you also need a line sheet or a method for online wholesale ordering so that's important to you we want to put this on your to do list and again we're not going to get into the details of how to make a line sheet here because I go over that and sell your products to retailers, they're in a super expensive, but I want you to add this to your to do list so either that now you can use an online ordering platform instead of a line sheet. They have s e wholesale now there's a few other platforms that exist, but you want to keep in mind who you're buyers are my store buyers are older and etc wholesale trips them up, sending them align shape works totally fine, so if your buyers skew younger, you could pick an online platform, drop your products in and move on, or you can build a line sheet but add that to your list if that's one of your goals if you don't already have one and because this might come up as a question, I do a new line sheet twice a year. So that's a that's a good target, as I do want in january february for that season, and then I do another one in july and august for that season. So you and if your products don't change that much, you could probably get away with once a year as well.

Class Description

Take advantage of seasonal excitement and market your products when people are buying! In Build Your Holiday Marketing Plan, Megan Auman will help you develop a reliable system for aligning yourself with the shopping seasons. 

Megan is an admired designer, maker, educator, and entrepreneur. In this class, she’ll show you how to build a marketing plan that feels authentic and energizing. You’ll learn how to: 

  • Create a step-by-step plan for holiday promotions and events 
  • Incorporate timely images and graphics into your marketing 
  • Set monthly, weekly, and daily action steps for a successful season 

You’ll find out how far out in advance you should communicate about your holiday promotions and develop a rhythm for keeping your customers informed without venturing into overkill. Megan will help you set solid goals and teach you how to develop a marketing plan tailored to meet them. 

If you continue to find yourself scrambling around the holidays and stressing about sales, Build Your Holiday Marketing Plan with Megan Auman is your opportunity to change that. You’ll learn how to build a sane and sustainable seasonal marketing plan that brings in those holiday sales – the smart way. 


Click here to download the Kickstart Your Profit Bonus Material.

Reviews

Loralee
 

It was SO helpful to actually see Megan's (tentative) schedule for her marketing plan. It's great to see people who are makers and how they run their business rather than teaching what they 'would' do or 'could' do. Thanks Megan!