VIDEO: Turbocharge Your Ecommerce Store With Organic Marketing (Kevin Indig) (2)
VIDEO: Turbocharge Your Ecommerce Store With Organic Marketing (Kevin Indig)
Turbocharge Your Ecommerce Store With Organic Marketing
This is a summary of the presentation held by Kevin Indig, Director of SEO at
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The slides used in this summary have been resized down significantly, the full res slides are in the pdf that you can download, link below:
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So what was the presentation about?
At the beginning of the speech, Kevin mentioned 3 main trends in the ecommerce space.
Direct To Consumer
Kevin starts with a few words about the Direct To Consumer trends that we see happening in the online space.
It’s all about building direct relationships with customers, without having to go through a marketplace or aggregator.
I was surprised to hear that as much as 77% of apparel and accessory companies are doing DTC already.
To put things into perspective, Amazon has generated $300B in sales in 2020 and Shopify based brands were able to pull in $119B.
That's not bad at all, considering that basically the whole world shops on Amazon.
And the trend continues, many big brands are switching to DTC (Nestle, Nike, Kraft Heinz).
Social commerce
Selling on social networks directly to consumers is the new norm.
All social networks have native features now that you can use to sell your products directly on those platforms.
Anyone who wants to use the power of organic marketing has to utilize these.
Differentiation vs. Commoditization
The truth is, all product pages look the same on aggregators and marketplaces, which makes it very hard to stand out.
Basically the only differentiator is the price and maybe delivery date. It’s more important than ever to position yourself in some way and the organic channels are where you can do that.
What is organic marketing?
It comes down to SEO, Organic Social, Content Marketing + maybe email.
The platforms to focus on are Google + TikTok + IG + FB + Pinterest + Youtube + SNapchat + Twitter.
Kevin used 3 Examples of brands that are doing organic marketing right, each in a different way.
Bullet Journal - This brand reached great success with HQ content marketing.
As a result, they experienced strong organic google growth.
They focus on generic KWs (not brand related).
What works for them are tutorials, guides, ideas articles.
Basically useful and great quality content on the blog.
Kevin shared some screens of the keywords and how much traffic they bring in, you can see that in the downloadable PDF.
Carmats.co.uk - This brand is great at technical SEO.
Main focus has been put on detailed product pages with content that customers are looking for (customer service focused).
Their product pages are showing reviews, FAQ section (great for SEO, google loves QA pages, these are natural SEO kws).
Samples of KWs are in the slides again.
Audry Rose - This is a jewelry brand with a great social media strategy.
They gained a large following on all social platforms.
Multi channel strategy definitely works well for them.
What they are doing is posting customer stories and providing great support directly on FB, on average, they do 2 posts on FB per day.
As for Instagram - they basically use all that the platform offers: highlighted stories, using all the formats (reels, photos, IG TV).
On Pinterest, they use the same consistent strategy, product categories, same feel. They engage with comments, giving customers the feeling that they are heard.
To sum it up, they are on all the major platforms, but not just to have a profile! They explore each platforms options and utilize them to the max.
The final part of Kevin’s speech focuses on 3 larger concepts that you have to keep in mind when doing organic marketing.
Shorthead vs Longtail
This one relates to SEO and Google in particular. Higher search volume equals more competition.
High volume short KWs have way higher search volume, but longtail keywords have way more intent and can generate more business.
Go after niches, create content for questions, target low competition kws when you start out.
Zero-sum Games - one winner, many losers.
This one is directly related to the first concept.
To put it simply, there are just 10 results in google, you’re either on page 1 or you’ve lost.
It’s better to win a long tail KW than have 2nd page results on a high volume short KW.
Product-Market/Fit
In order to win the organic marketing game, your product must be a great fit for the market.
You can measure the strength of your product by following a few signs.
These are high direct traffic, links from blogs or publishers, lots of social shares, returning customers, low acquisition costs and solid margins.
The more you see of these, the better fit your product is for the market.
But how to make sure your product is a great market fit?
Continuously ask for feedback, be honest about pain points, find out what WOWs your customers, what makes them share your product on social media (presentation, marketing, strong cause).
If you can figure this out, your customers will pretty much work as marketing people and share the word about whatever you sell.
And that’s it for today.
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>> DOWNLOAD ALL THE SLIDES HERE <<
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