Ultimate Guide to Marketing a Store - Chapter 5 Content Promotion

How to Plan Your eCommerce Promotion

Promotion to a brand new website can be really difficult.

First, it is hard to convince website owners to link to a website that has nothing to offer. Think about it. Will an established website link to a website that doesn’t have subscribers and traffic? Heck no!

Second, building backlinks to a brand new website requires a crazy amount of work. It requires reaching out to dozens of websites everyday as well as trying to submit your link in any place possible. It is overwhelming and downright exhausting.

Third, the available backlink building guides on the Internet are setting up new website owners for failure. Try downloading a free guide and you’ll see advice like ‘submit to thousands of directories’ or ‘submit to web 2.0 websites’. With all the search engine algorithm changes, these strategies simply don’t work anymore.

So what works?

Well, you should just focus on strategies that will get you sales. It’s as simple as that.

So don’t aim for backlinks. That doesn’t work.

Instead, aim for recommendations from authorities or highly relevant website in your niche.


It is for maximum results - real sales and money flowing into your bank account.

Think about it. Would you rather get thousands of links that have no impact on your website’s sales or a dozen links that gets you sales?

I’m pretty sure you’ll choose the latter.

Today, I am going to show you 3 promotion strategies that have worked for me. These are perfect for getting your brand out there and getting massive traffic and sales.

How to Create Super Shareable Content

In a study by Fractl and BuzzStream, they found that list posts were the most shareable. They found this as they study over 220,000 articles.

A study from Buzzsumo and Okdork confirmed this and just have an extra type of post that is more effective than the list post: the infographic. They got their results from studying over 100 million articles.

But do you want to know something surprising?

These numbers change every day. Just look at how varied the numbers are depending on the day.

And look at how the numbers change per month.

With that in mind, what should you do to find out the type of content that gets the most shares?

Fortunately, there is a tool for that.

Buzzsumo is an online tool that allows you to search for articles that have the most shares. And this goes for just about any topic.

Here’s how you can use Buzzsumo.

First, put in your main keyword.

The results will include articles that has the most shares.

As you can see, this takes the guesswork out of what will get shares and what will be ignored. You’ll instantly get a list of most-shared articles for any keyword.

However, there are some things that you must keep in mind when selecting topics.

1. Don’t Copy – It is important to use this tool merely for inspiration and to not use it to copy titles word for word. Instead, try to create an article around the same keyword with the same format. And if you found a list, you should aim to create more items or have a more in-depth explanation. Definitely aim to create something better.

2. Check the Date – Be wary of recent articles. If an influencer has already published an article on that topic, then it will be really hard to get attention to it. It has recently got some shares. These people would not be willing to share a rewrite of the article.

3. Consider the Social Channel – not all social channels are relevant. Some social channels may be more relevant to your products so take note of that. Don’t just go promoting your website everywhere. Choose the channels with the best conversions.

Once you have chosen a topic, it is time to do the work. Outsource the writing if you need to.

Once that’s set, you can now proceed to promoting your content. You can do the next strategies to help you with that.

How to Get Backlinks by Spying on Competitors

Most new website owners try to reinvent the wheel. But that is a grave mistake.

Here’s what you should do instead.

Competitor analysis.

Why competitor analysis? This is because you should learn about what worked for your competitors and do that.

As I have said earlier, don’t reinvent the wheel. Instead, copy what your competitors have done to build their websites to where they are.

Fortunately, competitor analysis is easy. In fact, it just involves 3 simple steps.

STEP 1: Choose a Competitor in the Same Niche

STEP 2: Look at their Backlinks

STEP 3: Steal the Link

Here’s the breakdown of each step.

STEP 1: Choose a Competitor in the Same Niche

First, you need to find a competitor that is in the same niche as you. Why do you need to do this? Well, you need relevant backlinks and competitors in other niches will not give that to you.

The reason is quite obvious.

Let’s say that you are in the health niche. Do you think a marketing link worths a lot to you?

Not really.

So look for competitors in the same niche.

Fortunately, there’s Google to help you with that. Simply use the following search query:

Best [main keyword] blog


[main keyword] inurl:blog

This will instantly give you a long list of highly relevant competitors.

Just look at the competitors that I have found.

STEP 2: Look at their Backlinks

Now: it is time to dissect your competitors’ websites to see what makes them tick. Fortunately, this doesn’t involve taking the website apart. You can just use a tool like Ahrefs for that.

Here’s how you can do this.

First, key in your competitor’s URL.

Then, look at their backlinks.

Be sure to visit the link to see where the competitor URL is in. This would come in handy when you do your outreach later.

NOTE: Ahrefs is a paid tool. You can get a free 30-day trial but you have to pay later. In my opinion, it is a really valuable tool that’s worth every cent. So go ahead and get it if you don’t have it yet.

STEP 3: Steal the Link

With a list on hand, it is time to put your ninja mask and start getting your competitor’s links. You can do this through two things: (1) examining their backlinks and (2) approaching the website owner.

The first step is very important. You have to visit each link and examine it. This helps you to approach the linker in the right manner.

For example, here is a link to http://kristihines.com/ from https://blog.kissmetrics.com/guide-to-guest-blogging/. This link is a guest post link.

What can you do with this type of link?

Do the same. Write a guest post that is even better than what your competitor has written and approach the website owner.

Now: You’ll find that some links are easier to acquire than others. Some links can even look impossible to acquire (ex. PBN links). However, don’t focus too much on acquiring as many links as you can. Focus on the quality of the link as well. If the website looks automated and it doesn’t contain a lot of posts and engagement, then it is not worth getting any link from that website.

PRO TIP: You can also activate Mentions in Ahrefs. This will allow you to stay on top of the new backlinks of your competitors and swoop in at the

right moment - ask for a link before your competitor does. However, this can only work if your website’s content is at par or better than your competitor’s. This shows how important shareable content is.

How to Use Influencer Marketing for Promotion

Promoting products can cost a lot of money.

Not only will you have to spend on the creation of an advertisement which includes video shooting and editing, you also need to hire a model and pay a hefty advertising fee.

Hiring influencers online are not really cheap either.

For example, there is British fashionista Zoella. She reportedly gets around 15 million monthly views on her YouTube channel (1.4 million views per video). Her engagement is at a considerable amount of 7.3 per cent.

Here’s the problem: She is asking a whopping 100,000 Euros for a promotion!

That’s an awful lot of money.

So what can a small e-Commerce website owner do?

Hire a mini influencer.

As e-Commerce website owners, we thrive because of the products that we sell. One strategy that helped my website a lot is by leveraging the power of what I call as ‘mini-influencers’.

What are Mini Influencers?

These are influencers with a considerable amount of followers (around 2,000 to 10,000) and have their content with a considerable amount of shares. It doesn’t need to be explosive like that of celebrities but their reach is significant for retail business owners.

A common sign of a mini influencer is that the influencer usually works by him or herself. She doesn’t have an agency or a manager. Instead, he or she talks to you directly when you contact him or her.

Here’s a simple 3-step process on how you can get these mini-influencers to promote you.

STEP 1: Scour Social Media Channels for Mini Influencers

Mini influencers are everywhere. Most of them are on Instagram and YouTube.

The key is to find a mini-influencer who has the same target market as your e-Commerce website.

So if you are running an e-Commerce website for make-up, you should target beauty vloggers.

Some popular vloggers are Ravinder Osahn and Taylor Shymanski.


STEP 2: Approach Them

You’ll be surprised to see how these mini influencers usually have their contact information in their channels. They put this out so that they can continue to get sponsorship or review requests.

Just take a look at this mini-influencer from Instagram.

She has her e-mail on her profile description.

For other mini-influencers, their contact information are usually in their blogs.

Be sure to visit that as well.

These contact information are actually baits for business owners like you and me to use them for reviews and recommendations.

STEP 3: Ask for a Review or Recommendation

Once you have their contact information, it is just a matter of asking for a review or recommendation.

You can do this by sending them a free sample of your products and asking them to promote your website in their channel. Some e-Commerce website owners even go another mile by sending these mini-influencers a box of goodies to review.

Why do e-Commerce website owners do this?

That’s because this type of promotion works.

As for rates, it is usually very affordable. In fact, Sponsokit indicated that you can go as low as 1 euro for engagement.

For example, a video costs 1,000 euros. If that video gets 6,000 views with 1,000 engagements, then that is only 1 euro per engagement - Really affordable!

When it comes to mini-influencer promotion, it is important to think long-term. It may look like you are losing a lot of money in the beginning. But the traction that you’ll get from the word-of-mouth marketing will eventually pay for what you have spent.

The Stage is Set

Recap: There are 3 powerful strategies for promoting a brand new e-Commerce website. These are:

Strategy #1: Create Highly Shareable Content

Strategy #2: Steal Your Competitor’s Backlinks

Strategy #3: Leverage Mini Influencers

The promotion stage is comprised of three elements: (1) highly shareable content, (2) competitor backlinks and (3) mini-influencer promotion.

Once the stage is set, there is no turning back.

You have to brace yourself for the overwhelming traffic and sales.

Yes. It can happen even if you are just starting out.

You see, these strategies are really powerful. It is structured in a way that no one will even care if your website is new. Once you have highly shareable content along with mini-influencer recommendations, no one can stop you.

Do it and tell me all about your experience below.


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