Marketing an Ecommerce Site on a £10k Budget

Here are lots of good, useful, interesting answers to the hypothetical question: “How would you market an ecommerce site on a £10k per year budget?”.

£10k Marketing Budget Challenge

What would you do if you had a fixed £10k budget to market an ecommerce site for the next year?

Storified by dan barker· Wed, Feb 27 2013 14:58:33

Twitter #Ecommerce Q: What would you do if you had a fixed budget of £10k to market an ecommerce site for the next year?dan barker
@danbarker 1) Hire a part-time writer that understands the brand and social. 2) Produce and distribute shitloads of quality content.Chris Lake
@danbarker what @lakey said plus a good customer based post-order email strategy and ways to maximise UGCAlex Moss
@danbarker Need to show ROI to gain next contract. Your decisions become crucial – what provides more return – PPC, SEO or CRO?Future State Digital
@dergal @danbarker I’d probably do the same. You’ve only got a year to build the business, just don’t spunk it all in the first 2 weeks.Matty Curry
@danbarker produce lots of words and pictures relevant to market & put them online w/value add for subscribers.Ruben Lightfoot
@danbarker Depending on an agreeable CPA, it’d be PPC. Then again, I am biased :-)Shaun Causer
@danbarker develop an email mkt strategy that coincides with your social media and web content strategy.Matthew Adams
@danbarker Hire a freelance/part time copywriter and generate as much quality and meaningful content as possibleMike Upton
@danbarker Got to capture the status quo first. To be honest, 10k on improving stock control could "make money" for the clientFuture State Digital
@danbarker conversion optimisation 1st, then some retargeting and look-alike modeling campaigns. Not sure if 10k will take you very far thouKarine Nascimento
@danbarker save it all and go large in December :)Rob Barham
@danbarker for the next year, eh? I like the PPC method, so long as it was tailored + reinvestable. Content might take too long to pay back.Charlie Southwell
Interesting in the response to that ‘£10k marketing budget’ question – Lots of people define ‘conversion optimisation’ as marketing. You?dan barker
@danbarker I agree. I do it, and ‘marketing’ is in my job title. There ya go!Michel Hendriks
@danbarker Normally comes from same budget "pot" but of course you need traffic before you can testRob Barham
@danbarker conversion optimisation assumes there’s already traffic.Ruben Lightfoot
@SEMantiks @danbarker my view is that as we know nothing about this "ecom site" we’re marketing, building on-page value is key.Ruben Lightfoot
@SEMantiks @danbarker but if the site is good and tells a good story, CPA PPC is a good way to ensure good ROI.Ruben Lightfoot
@rubenlightfoot @SEMantiks @danbarker indeedy, as long as you have a good product and decent site, your priority should be volumeMatty Curry
@mattycurry @rubenlightfoot @danbarker I’d agree Matty, like Dan said, where does UX and conversion optimisation end and marketing start.Shaun Causer
@danbarker optimisation part of marketing. So are surveys, usability + other market research, I think. Original q more about promotion.Tim Leighton-Boyce
“@timlb: @danbarker optimisation part of marketing. Usability I would qn!!Mark Pinkerton
@timlb @danbarker Dan – nice topic. Im not sure it does fall under Marketing.. I’m getting some ideas for a blog post… 🙂 Great convo!Daniel (WebAnalyst)
@SEMantiks @mattycurry @danbarker Broadly, UX & CRO = changing what you already have. Marketing = Adding something new.Ruben Lightfoot
@danbarker Content, content, content, social and email. In that order.Dan Goodfellow
@danbarker Test and develop conversion funnel, build an audience through blog and email, then SEO and landing pages.9.9k. £100 for beerDaniel Truman
@danbarker Point 2 – blogging, wordpress, tweeting and linking without spamming and using these keywords can still help with traffic drive!Eddie Stopford
Thoughts? RT @danbarker: What would you do if you had a fixed budget of £10k to market an ecommerce site for the next year?Chris Lake
@lakey @danbarker Pray your sales target isn’t >£1m!Andy Harding
@lakey @danbarker Get another job.Manley
@lakey @danbarker spend it on wine then panic.Alexander Velky
@AlexanderVelky @danbarker Most realistic answer yet.Chris Lake
@danbarker outreach to influential people to promote the product/ brand. Maybe a nice gift basket of product.Mike Robertson
@danbarker depends on the sector. If it was seasonal and I’d get another 10k next year, I’d probably blow the lot on in season ppc.Joshua Geake
Nice! @dergal put together his thoughts on "what to do with a fixed £10k marketing budget": #thedigitalsdan barker

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