How to Sell Anything Online : The Ultimate Marketing Playbook to Grow Your Online Business.

Format:

Book

Author/Creator:

Sarkar, Anaita.

Language:

English

Subjects (All):

Electronic commerce.

Internet marketing.

Physical Description:

1 online resource (333 pages)

Edition:

1st ed.

Place of Publication:

Newark : John Wiley & Sons, Incorporated, 2024.

Summary:

This book, authored by Anaita Sarkar, offers a comprehensive guide to selling products online, specifically targeting e-commerce businesses. It outlines essential marketing strategies and techniques to grow online businesses effectively. The content is structured into five parts, covering topics such as establishing a strong business foundation, understanding the marketing funnel, creating exceptional customer experiences, and building customer loyalty. The book provides actionable insights into using digital marketing tools like Facebook Ads, TikTok, and email marketing to capture, engage, and convert audiences. Sarkar draws from her experience as co-founder of Hero Packaging and Sell Anything Online, providing practical advice for entrepreneurs and business owners looking to enhance their marketing efforts. The intended audience includes business owners, marketers, and anyone interested in expanding their online sales capabilities. Generated by AI.

Contents:

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

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

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.

Notes:

Description based on publisher supplied metadata and other sources.

Part of the metadata in this record was created by AI, based on the text of the resource.

ISBN:

9781394270828

OCLC:

1453210224