Development of your digital marketing plan for your Online Shop

Here is the last part about Digital Marketing in the How to business series. I will have more post about how my business is going, behind the scenes, the joy of essential oils and fun stuff. Until then this is a most serious and grown up How To Business / GirlBoss almost academic type stuff. 

What to blog about? It starts with heart then KEYWORDS

  • Actually it starts with setting your goals then you can bring your heart into it.
  • Information is broken down and rebuilt into usable sound bites. 
  • Content is crafted using keywords thus ensuring SEO love. 

How to find Keywords for your business blog

Using keywords will help you SEO and can result in getting you some serious first page Google action. It is simple - answer the 5 W,s and the H about your product. 

  1. What is you product. 

  2. Who is your product for? Who are you? 

  3. When is it wise to use your product?

  4. Where can I buy it? Where can I use it?

  5. Why would I use your product? 

  6. How does your product work? 

"Pretend you are a detective or a teacher and integrate the LIFE out of your product. For us, here at Fleet and Flower, we are passionate about essential oils (we use them), we love plugs and tunnels (we wear them), we are in love with our copper crowns (I wear mine as a hairband and love it, obvs!) and we are in awe of our candle oil ( yup, cause we use it). If you are in love with your products then talking about them, describing them, writing about them will be a realise, a joy, a blessing." Michelle King

Also, you can use Google Keyword Tool.

This answers the: who, what, when are where part of the process in order to reach goals. Ensuring that the creation, execution, scheduling, sharing, and engagement are given to members within the marketing team, all of whom have user polices and detailed plans laid out. An example would be the content creator receives keywords from the SEO researcher and relevant infograph to write a more powerful and sharable blog post.

Examples of Keywords for an Artisan Perfumer

  • An example for us at Fleet and Flower would be writing about blog post on essential oils for a healing perfume blend, or the holistic and grounding qualities of copper, or how to use candle oil to infuse the candle with your intentions/wishes, or ear stretching advice, each post with the following and relevant keywords: organic, vegan, cruelty free, chemical free, not tested on animals, healing, calming, magic, perfume, green, essential oils, flower, flowers, forest, ya books, organic perfume brands, organic perfume business, organic perfume Ireland, recipes, diy, perfume making, made easy, pregnancy, no alcohol, non alcoholic, natural,  ingredients, bookish perfume, perfume inspired by a book, The Night Circus, Erin Morgenstern, smells like a book, ya, yaie, book club, Ireland, hand blended, made in small batches with love, perfumer, artisan perfumer, Irish, crystal infused organic perfume,Organic Orange Essential Oil *Sweet* (Citrus sinensis), Organic Lavender Essential Oil (Lavandula angustifolia), Organic Geranium Essential Oil - Rose (Pelargonium graveolens roseum), Organic Ylang Ylang Complete Essential Oil (Cananga odorata var. genuina) Superior grade, Organic Peppermint Essential Oil (Mentha piperita), Organic Red Thyme Thymol Essential Oil (Thymus zygis), Organic Sandalwood (Santalum spicatum), Organic Vetivert Essential Oil (Vetiveria zizanoides), Organic Bergamot Essential Oil (Citrus bergamia), Wild Spruce Essential Oil - Black (Picea mariana), Organic Jojoba Oil (Simmondsia chinensis), roll on, roller ball, ideal for travel, help overcome fear of flying, business, brand, buy



Examples of keywords for a ethereal esoteric product

Candle, crystals, mystic, yogic-science,  spiritual, holistic, alternative, fun, wishes, birthday candles, magick, wiccan, the secret, how to make intentions a reality, internalising your intentions using magical thinking wishes to create a better life design and automatically and unthinkingly work towards it (if you have read this far well done - as an aside this candle oil stuff works), spells, the craft, for love, for broken hearts, for finding a path, for money, for protection, for job, light a candle, coven, moon phases, altar, how does candle magic work, cleansing, flame, anointing a candle, shop, Ireland, buy.

Examples of keywords for alternative earrings (plugs and tunnels)

Plugs, tunnels, gauge, earrings, alternative, o-rings, stretch up, ear stretching, ear stretching history, culture, body modification, lobe, flare, ear pierce, ear piercing, kit, sizes, chart, body mods, how to stretch, stainless steel, gold, diamond plugs, urban, cool, Ireland, shop, buy.

I wrote all of these keywords for Fleet and Flower with no research and in under two minutes because I cannot wait to talk about our products, the perfume, the ingredients, the candle magic, the copper crowns, the plugs and tunnels. I love them, I use them, I make them. 


Control of your digital marketing plan i.e is it working?

‘Digital marketing is measurable - This gives brands the opportunity to build tailored, optimised brand experiences for consumers.’ (Kinsella, 2014)

Without measurement how can we reflect, adapt and reach our goals? Landing pages, home page, services, shopping cart can all be tracked and the data analysed. So too can links shared on social media. All of this information can help you what is working and what’s not: Which results in changing your strategy. This cyclical process can lead to more conversions. Google analytics, Google webmaster, Facebook insights, Google shortner are just some of the ways analysis can be monitored. For example when I share links to my social media platforms I use the analytics in RSS feeder to measure hits, CTRs, shares, and referring sites. This information is then used to determine which SM sites have the best stats and the times. So I can share my next posts at popular times on the best performing SM platforms. 

Most importantly, you have got to DO THE WORK. And put research, thinking, and reading into ACTION! No one else can start your business for you (unless you pay them a lot of money) but YOU.

The End

Here is part one in the how to business series - Digital Marketing - How to market your Online Shop, we have another in the series on Digital Marketing Strategies for your Online Shop, and here is one on How to set up an eCommerce Business.


And remember, if you want, you can always shop here to buy perfume or crowns or candle oil. Sign up to our newsletter and follow us on SM if you like BTS.