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Content Marketing for the PPE Industry

August 24, 2020 by danma Leave a Comment

Content Marketing is generally an investment in time. Looking at all the benefits that Content Marketing has to offer it is worth the investment if done correctly.

Education: Your sales force should know what they are selling and your customers will want to know what they are buying.
Trust factor: Being an industry leader brings a lot of trust.
The Buying Funnel: Reaching your consumers on their buying cycles is a thing–communicate effectively.
Recycle Content through Email Campaigns.
SEO: The breathed & Depth of your online knowledge in your industry brings more organic traffic.
What is the buying funnel?
The Buying Funnel

Articles I wrote for Spirit Sanitizer:

  1. How to Protect Your Hearing
  2. Choosing Disposable Food Handling Gloves
  3. Different Types of Disposables Gloves & Their Grades
  4. How to Spot a Counterfeit N95 Mask
  5. The Shortage of PPE Disposable Gloves in the World
  6. The Use of HOCl For COVID-19 PPE
  7. The Shortage of PPE Disinfectant Wipes in the World
  8. The Rise of Toxic Hand Sanitizers

Rise in Organic Traffic in August Correlates with Content Marketing

Filed Under: Marketing, Work Show Case Tagged With: Spirit Sanitizer

Organic Search for Spirit Sanitizer

August 5, 2020 by danma 4 Comments

Prior to working at Spirit Sanitizer in June, their organic traffic was at zero. Now it is showing some visibility.

The dips in the graph are usually on a Sunday. The top ten keywords are not very specific and the relevance is very refined. If we wanted to see better results we would have to start a content marketing campaign, but I don’t believe the company is ready for that.

Update: 8/10

Google Trends

Google search on HOCI. Top results:

  1. Hypochlorous acid – Wikipedia
  2. Hypochlorous Acid: A Review – NCBI
  3. The science of chlorine-based disinfectant
  4. hypochlorous acid – Amazon.com

Filed Under: SEO & SMO Tagged With: Spirit Sanitizer

Amazon PPC Sponsored Products

August 4, 2020 by danma 4 Comments

I am exploring Amazon’s “cost per click” (PPC) advertising. This test will be running for a week (8/4 – 8/11). The Budget is $10 daily. Campaign targeting is on Automatic targeting. Below is the Campaign bidding strategy options:

  • Dynamic bids – down only: We’ll lower your bids in real time when your ad may be less likely to convert to a sale. Any campaigns created before January 2019 used this setting.
  • Dynamic bids – up and down: We’ll raise your bids (by a maximum of 100%) in real time when your ad may be more likely to convert to a sale, and lower your bids when less likely to convert to a sale.
  • Fixed bids: We’ll use your exact bid and any manual adjustments you set, and won’t change your bids based on likelihood of a sale.

Adjust bids by placement (replaces Bid+): In addition to your bidding strategy, you can increase bids by up to 900%.

  • Top of search (first page): Example: A $1.00 bid will remain $1.00 for this placement.
  • Product pages: Example: A $1.00 bid will remain $1.00 for this placement.

1st Test: Keyword Research

  • Campaign name: 8 Ounce Spray 8/4 – 8/11
  • Schedule: 8/4 – 8/11
  • Campaign targeting: Automatic targeting
  • Campaign bidding strategy: Dynamic bids – down only
  • Adjust bids by placement: No selections

2nd Test:

  • Campaign name: 8 Ounce Spray 8/11 – 8/18
  • Schedule: 8/11 – 8/18
  • Campaign targeting: Manual targeting: Broad
  • Campaign bidding strategy: Dynamic bids – up and down
  • Adjust bids by placement: 100% Top of search (first page).

3rd Test

  • Campaign name: 8 Ounce Spray 8/18 – 8/25
  • Schedule: 8/18 – 8/25
  • Campaign targeting: Manual targeting: Broad & Exact
  • Campaign bidding strategy: Dynamic bids – up and down
  • Adjust bids by placement: 100% Top of search (first page).

4th Test

I created two tests this time:

  1. a test for high CPC’s (hand sanitizer & liquid hand sanitizer) with a Dynamic bids – down only and no Adjust bids.
  2. an auto targeting campaign for Dynamic bids – up and down and no Adjust bids.
  • Campaign name:
    • 8oz 8/25 – 9/1 (high CPC)
    • 8oz 8/25 – 9/1 (auto targeting)
  • Schedule: 8/25 – 9/1
  • Campaign targeting:
    • Manual targeting: Broad, Phrase, & Exact
    • Automatic targeting
  • Campaign bidding strategy:
    • Dynamic bids – down only
    • Dynamic bids – up and down
  • Adjust bids by placement:
    • no preference.
    • no preference.

5th Test

Data says that Mondays & Thursdays have significantly more orders than the other days. This sample is segmented for high-rolling Friday & Monday with a limited budget for the rest of the week. Gloves are another story.

  • Campaign name:
    1. 8oz 9/3 (high CPC): $30
    2. 8oz 9/7 (high CPC): $30
    3. 8oz Spray 9/1 – 9/2 (morning): $10
    4. 8oz Spray 9/4 – 9/6 (morning): $10
    5. Vinyl Gloves 8/30 – 9/5 (keyword discovery): $10
    6. Nitrile Gloves 8/30 – 9/5 (keyword discovery): $10
  • Schedule: segmented
  • Campaign targeting:
    1. Manual targeting: Broad & Exact
    2. Manual targeting: Broad & Exact
    3. Manual targeting: Broad & Exact
    4. Manual targeting: Broad & Exact
    5. Automatic targeting
    6. Automatic targeting
  • Campaign bidding strategy:
    1. Dynamic bids – up and down
    2. Dynamic bids – up and down
    3. Dynamic bids – up and down
    4. Dynamic bids – up and down
    5. Dynamic bids – up and down
    6. Dynamic bids – up and down
  • Adjust bids by placement:
    1. Top of search (first page): 100%
    2. Top of search (first page): 100%
    3. Top of search (first page): 100%
    4. Top of search (first page): 100%
    5. Top of search (first page): 100%
    6. Top of search (first page): 100%

6th Test

This test spans 9/7 (Monday) – 9/13 (Sunday). I will reuse the best out of the two, and rename to: 8oz Spray: $10.

  1. Campaign:8oz Spray 9/1 to 9/2 (morning): $10
  2. Campaign:8oz Spray 9/4 to 9/7 (morning): $10

I anticipate that this test will be successful. If my prediction is correct, I will reuse it for Mondays & Thursdays.

  1. Campaign:8oz 9/3 (high CPC): $30

Discovery

  • The “High CPC” ($30) campaign did not last the morning and only netted one order.
    • I am thinking about placing this ad on a Monday, Tuesday, or Wednesday to check the competition on those days.
      • I could change the Top of search (first page) setting to 50% for next Thursday.
  • I think it would be productive to try reusing past successful campaigns and turning them on when I leave the office, and turn them off in the morning.
    • Currently I am looking at these two for the 8oz spray:
      • High CPC: $30
      • 2nd Test: $10
  • Campaign Key

The Key:

  • wu mei pai:
    • vinyl all sizes
  • wing chun:
    • all liquid hand sanitizer
    • Works well for Product Pages to open up the catalog
  • jkd:
    • 8oz
    • high CPCs
  • iron shirt:
    • nitrile all sizes

Days:

  • Gloves:
    • Mondays
    • Tuesday
    • Thursdays
    • Fridays
  • Liquid Hand Sanitizer:
    • Monday
    • Tuesday
    • Thursday

Filed Under: Marketing Tagged With: PPC, Spirit Sanitizer

Amazon Marketplace SEO

August 3, 2020 by danma 1 Comment

Spirit Sanitizer’s Amazon Marketplace was born on 4/28/2020. Since taking up management on this project in June, I have increased visibility based on the number of Amazon orders from zero to 87 in three months. There was a lot of initial work that had to be done before working in Amazon’s Marketplace. I had to redesign their labels, take product shots, and then place them. My reasoning behind this initiative was to help build trust factors, because if your product images look poor then generally your sales will be poor.

The “Buy Box” Verses “See All Buying Options”

My campaign won the Buy Box in early August. Sources say that 80% of Amazon sales go through the Buy Box, which is something you have to earn. As you can see from the images below, without the Buy Box, the consumer isn’t able to see the product cost from the browsing page unless they click to the product page, then click “See All Buying Option”. That makes pricing information two clicks away! Whilst the Buy Box, gives the customer instant access to the product’s pricing.

  • No Pricing Info On Browsing
  • See All Buying Option
  • Two Clicks to See Pricing
  • Pricing Info On Browsing
  • The Buy Box

Updates

  • 7/17/2020: Trust factors
  • 8/2/2020: We won the coveted and all important Buy Box! Not just on the 8 oz liquid spray, but on all active products on Amazon.
  • 8/4/2020: I started an Amazon PPC campaign as a one week long test, which I intend to create following tests so that we can dial down the cheapest best performing ad for this product. If proven successful I will do the same for each active item.
  • 8/27/2020: We are looking to optimize our shipping so that we can turn a profit.

Filed Under: SEO & SMO, Work Show Case Tagged With: Spirit Sanitizer

Trust Factors

July 17, 2020 by danma Leave a Comment

Trust is extremely important for most avenues of life, but if you are a relatively unknown business wanting to sell online in a competitive space, it should be a priority. Here are some before and after examples of my work.

Before

  • Poor Label Design
  • Poor Quality Images
  • Sterile Category Pages

After

  • Improved Label Design
  • Professional Looking Images
  • A Simple Hero Banner Goes A Long Way…

Update 7/17

We are going to put our best product (our champion) to the test with:

  1. AMZ Fake Reviews: I usually like to adhere to white hat techniques, but the way that Amazon is gamed it is too hard to become visible.
  2. AMZ Promotions: Once we are able to get some good ratings on our champ, we should do some ad testing.

Update 8/10

All categories have hero images and all product images have passable pictures. I have also created a number of landing pages for the two sales people. The BBB said that we are two months shy from getting accreditation, said she would reach out to me.

Filed Under: Layout, Marketing, Work Show Case Tagged With: Spirit Sanitizer

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