Intuitive site navigation and relevant site search are common ways to connect customers to products, but efficiency is an issue and bounce rates are high. Personalization through algorithms helps make intelligent predictions and product recommendations.
Big retailers may choose proprietary systems in-house, but small businesses can do this through Software as a Service solutions. They’re powered by customer information, product information, and store information. Personalization can work if it gets relevant search results, goes to a 404 page with well-placed recommendations, uses out-of-stock pages to redirect visitors, and utilizes Thank You pages well.
Links are integral to the web and fundamental to SEO, and require intentional, strategic effort to secure. Recognize the importance of strategy versus a handful of tactics. A campaign should be customized to factors such as current marketing initiatives, target audiences, brand affinity, partnerships, community engagement, press coverage, and linkable assets. SEO needs to address quality, brand representation, integration, and scalability for top-of-the-funnel marketing.
A proposal for a campaign must include strategy assessment, campaign goals, proposed tactics, site/audience analysis, potential obstacles, expected results, and budget. You need to build brand equity, start with opportunity analysis, and scale your campaign with human effort.
To create a buzz, start with your event. It must be unique, personal, and relevant. State how you’ll help customers. Then, you need to send it somewhere. Post on your blog and website, then link to social media feeds, and send out press releases and print ads.
After that, you will need readers and followers to move your message. But don’t worry if you aren’t getting the response you want; just posting it means someone may see the info and pass it along. Make sure your message is short but detailed. Use message boards, e-mail, and user groups to spread news. Pitch to trade publications – don’t eschew traditional outlets. Soon, you’ll have lots of customers.
Pinterest is one of the highest converting social sites, especially for e-commerce products. It accounts for 25 percent of retail referral traffic and generates more revenue per click than Twitter or Facebook. About 47 percent of U.S. online consumers have bought based on recommendations from Pinterest.
First, fill out your Pinterest profile completely. Then, verify your site so you can implement Rich Pins and have a verified icon. Share a link to your profile via email, your website, blogs, and other networks. Follow your competitors’ boards. Create 5-10 boards of your own across a range of topics, and try to create new ones every week. Use long descriptions, use hashtags, and re-pin.
Facebook is now excluding engagement clicks (likes, comments, shares) from link clicks and only charging for link clicks. The key is to use audience targeting to get a better relevancy score. You should create audience personas to base your ads on. Use Google Analytics, don’t neglect your fans, and find lookalike audiences.
Get granular by targeting based on devices, demographics, interests, locations, and behaviors. Schedule your ads around your audience, and find out the optimal times to show them. Use compelling images for each audience, and rotate them out every 7-10 days. Write enticing ad copy geared towards individuals. Be authentic.
First, review. Look at your landing pages and make sure they focus on customer needs. Target keywords and concepts for landing pages to make sure they meet your business goals. Conduct a technical SEO audit. Re-evaluate.
Do some long-tail keyword research and figure out your next steps. Brainstorm opportunities and take a fresh look. Create a content plan for new ideas. Then, receive. Talk to your sales team to learn about business trends and customer feedback. This can indicate ways the site can be restructured to prioritize, and may identify user experience or content gaps.