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