Three months to save my job

5 replies
Ok I need your help, I have been given the role of digital marketing manager for an a company that has an e-commerce site selling office supplies, they have a new website aimed at customers rather than businesses and it gets about 300 visits a day.

Budget is 2k a month, pouring it all into google ads at the moment - this website is operating at a loss at the moment

In 3 months my contract is up and if i don't turn things around i.e. make it profitable, then I'm toast

products are supercheap so customers will buy, we just need traffic to the site and fast - any ideas?

Google Ads is doing ok but there must be more that I can to bring fast traffic and get a good ROI

thanks for your help guys - you may just save my career
#job #months #save
  • Profile picture of the author Rbtmarshall
    So you overhyped and oversold yourself with services you cant provide but you know it's what the client wants to hear.
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  • Profile picture of the author ronrule
    What's the average conversion rate for the site?

    If you're in a time crunch, you need to identify your best sellers and target those products specifically (make sure your ads aren't taking people to your home page ... target what they are looking for and take them right to that page). Also, re-engage past customers and create a purchase incentive - coupon, gift card, etc. Email them weekly with specials.
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    Ron Rule
    http://ronrule.com

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  • Profile picture of the author WebPen
    The problem with office supplies...

    They're office supplies. There's generally nothing special about em, so people just buy based on cost.

    But like Ron said, if you re-engage by building an email list of customers, you can keep marketing to them through discounts, sales, etc.

    Relationships, or having some very unique kind of marketing campaign, might be your best bet.

    It definitely worked for Dollar Shave Club, anyways.
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    • Profile picture of the author VinnyBock
      Dumping your whole budget into Google ads when its not working really doesn't make sense... If it's not working why keep doing it...

      There's plenty of other cheaper traffic sources and you do have enough time to test with 3 months. You should be trying multiple traffic sources, make sure you track results diligently and then you can ramp up whats working and eliminate the duds...
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      • Profile picture of the author JohnMcCabe
        I was going to give you two suggestions, but Ron already covered the first one - target your best sellers and drive traffic to those.

        The second suggestion probably pertains more to mom-and-pop type businesses more than the guy or gal who hits up the local Staples every so often when the copy paper is low in the printer.

        When it comes to commodities like office supplies, people buy on price and convenience. Take a cue from the continuity products like coffee, skin goop, etc.

        Let Joe's Pizza set up a basket of stuff he buys all the time - dry erase markers for the special boards, paper for the printer, pens for the counter, time cards, etc. Set up a monthly order where you automatically bill his business credit card and ship his regular basket. Get a couple of hundred of these set up, and show the growth (and profit) potential, and you can likely keep your job.
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