Marketing Expert Neil Patel Shares Effective Strategies to Outperform Your Competition
December 9, 2015 27 min read
Neil Patel is a name that the e-commerce world has engraved on a gold heart locket. He's the content marketing expert who runs the extremely popular advice blog Quicksprout, that focuses on providing SEO content writing tips and strategies. If you haven't heard of Neil Patel, then you better start preparing your notes because he's about to educate you.
In the Twelfth episode of Skubana’s E-Commerce Mastery Series where we invite experts of their respected fields to share their best practices for success, our host, Dr. Jeremy Weisz of InspiredInsider.com interviews Neil Patel of Quicksprout.
Essential Marketing Questions Answered:
- How do I generate more traffic when you have no time for content/social media marketing campaigns?
- What tools do you recommend to lower cart abandonment?
- What are the most common mistakes e-commerce businesses make right away?
- What can I learn from Amazon without attempting to replicate Amazon?
- How should I write my SEO content to hook the readers and retain customers?
Raw Transcript: Neil Patel of Quicksprout
"The common question I end up getting with e-commerce founders is, 'Hey, how do I end up generating more traffic when I can't do things like content marketing or social media marketing because it's not sexy with our e-commerce business?' That's not always true. You can do some of those things. But where e-commerce companies tend to lack is they don't focus enough on link building. You can still do a ton of manual outreach, which works. They do a lot of broken link building. That, again, still works. They don't focus on optimizing their conversions. They focus on more traffic instead of optimizing conversions. Once you do the conversion part, you can now open yourself up to paying way more for paid ads. Paid advertising always goes up over time. So if your conversion rate stays the same, it's not economical. But if you can increase your conversion rate to double, you can spend, in theory, double on paid ads." (03:45)
"Focus on conversions. You're going to get a ton of buyers. Focus on conversions because if you can increase it, it will allow you to do things like spend more on ads and capture more of the Q4 audience or maybe, you may be able to even do things like free shipping. Free shipping, even though you don't make as much, it's the number one conversion driver that we've seen for e-commerce companies." (05:41)
"So things like that help you get more traffic. Another thing you can do is you go to Twitter, you look at all the people who have tweeted similar content because there's a search feature on there, and then a lot of those people have bios. In their bios, they're linked to their website. You could end up going to their website, getting their e-mail address, e-mailing them saying, 'Hey, John. I noticed that you tweeted this article,' and then put the author's name or by XYZ author, 'last week. I actually have a similar piece of content coming out or much more detailed piece. It's like a guide or epic piece of content in the space. I think you'll love it. Let me know if you want to see it before it comes out.' Then when you release it, you send it to him in e-mail, you'd be like, 'Here you go, John. Enjoy.' A lot of those people will tweet it out or share." (09:23)
"Don't ever think about what should you be doing that other people are. It's more so, 'Watch, I'll give you one.' Amazon doesn't just make changes, they do a lot of surveying. So they look at their analytics, see where there's the holes. So that's one part. And quantitative data only gives you half the piece of the puzzle. The other part is qualitative. So they also do a lot of surveying. Both of those, they get feedback. The feedback helps them determine what they should or shouldn't be doing. The change is perspective because then you'll create tests that have a much more likelihood of winning versus just screening a ton of tests that fail." (12:00)
"Write in a very passive tone...not passive, a conversational tone. Use the words, you or I. That's like, 'Hey John. How are you doing today? Probably not so well, right? Why? Because you're reading this article? Just talking about why your e-commerce sales dropped by 50% and what you should be doing next. Well, don't worry. I actually have a few solutions for you that will help you grow your e-commerce business.' Light, conversational tone. I know it's not as smooth, but I just came out of it or came up with that right now. What happens is when it's conversational, people won't think of it as a lecture, and you're much more likely to create a conversation through comments, engagement, interaction. Make sure you respond to each of the comments. All those types of things help increase engagement." (14:25)
Be sure to utilize this real insight from a real marketing expert to help your e-commerce business grow and succeed. Stay tuned - this will be an ongoing weekly series featuring a variety of e-commerce experts looking to provide you with hard-won knowledge free of charge.
Work Smart. Sell More.
Written By Chad Rubin
Chad Rubin is the co-founder and chief executive officer of Skubana, a multichannel e-commerce software the enables brands to unlock growth by unifying their back-office operations.