Posts Tagged ‘google’

Understanding Today’s Content & Media Strategy to Grow Your eCommerce Business

Monday, February 3rd, 2014

Posted by: Laura Hills

With all of the media choices available, do you know the best optioUnderstanding-Todays-Content-Media-Strategy-to-Grow-Your-eCommerce-Businessns to promote your business?  The first step is to understand the variety of media available to support your content management marketing strategy.

Let’s start with your company’s website.  This is often the first impression that a customer or potential customer has for your business.  Your website is media that you own and control, whether you physically maintain the site yourself or have someone else do this for you. Your site should always be up-to-date, easy-to-navigate, function properly and be an inviting source of information about your company and products.  It is important that your site is search engine optimized (SEO) to be sure that those searching for your company or products have the best chance of finding you.

Your website is a place to feature your active social media channels, blog postings, relevant publications including catalogues, newsletters, videos, webinars or other content that you publish.  Email blasts and direct mail that you produce and distribute are other forms of content. All of this is an important part of your content strategy.

Depending upon your business strategy, public relations and other outreach efforts can promote your products or company with placements in magazines, newspapers, broadcast media or online to help tell your story and get you noticed. Good public relations doesn’t have to involve using an agency to represent you. Today this media includes blogger and social media channels that enable you to gain greater exposure for your message.  Whether you write your own blogs or follow and post comments to other blogs, have your own social media pages or follow and comment on others, you are spreading the word about your company.  And, in spreading the word through social channels, you are driving attention back to your website or storefront.

Providing information on relevant and timely topics, whether through articles in newspapers, magazines or internet channels helps your company gain recognition.  To supplement your content management strategy you should take time to cultivate opportunities and business connections through attending industry events, writing blogs (your own and/or guest blogs for others), reaching out to any local media outlets and being active in social media channels. Quality content tends to get shared which helps to increase recognition and is an important component to overall content strategy.

Another area to consider is paid media which includes any type of promotion or advertising that you pay for.  There are limitless opportunities to buy advertising space for your company including all forms of print and online ads, product and service directories, radio and TV spots and all forms of online search advertising including pay-per-click (PPC), Google and LinkedIn sponsored content. Facebook now offers paid advertising and it’s said that Twitter won’t be far behind.

Budgets play a big role in the type of paid media you can utilize.  Determine where your customers and potential shoppers are likely to see your ads; where do you see your competitors advertising?  It pays to know your shoppers – are they internet savvy and online most of the time? Do they read or subscribe to magazines or newsletters that would be a good fit to promote your products? Don’t be afraid to test new outlets for your message. It is important that you blend available media options to create a cohesive and targeted content strategy.

For additional information on developing a converged media content strategy, read Jayson DeMers’ article, How to Execute a Converged Media Content Strategy (And Why You Should) which appeared in Forbes online Entrepreneurs column.

 

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Posted in Customer Satisfaction, Ecommerce, Email Marketing, Freestyle Commerce, Industry News, Inventory & Order Management, Multichannel Order Manager, Search Marketing | No Comments »

New M.O.M. Update Available!

Tuesday, September 20th, 2011

Posted by: Michael Nardini, VP of Customer Satisfaction

As of September 22,2011 Google Base will be changing the requirements for the Google Merchant Center and Google Product Search. In order to ensure that you will still be able to publish your Google base data feed from M.O.M. to the Google Merchant Center, you must download the latest executable dates 09/20/11. In this update, we have added the new standards for the product base data feed.

Without the new standards, you will no longer be able to update your Google Base feed from M.O.M. These  new standard includes the addition of several new fields for product search including:

  • Product Category
  • Availability
  • Gender, Size
  •  Color
  • Pattern
  •  Material
  • Gender

For more information about setting up your Google base feed in M.O.M., Check out this document on our user forum.

Along with the Google Base standards, this update includes a number of fixes that will help improve your M.O.M. system.

If you have any questions or trouble updating, The Dydacomp Support team is available Mon – Thurs 9 AM – 6:45 PM EST and Fri 9 AM – 4:45 PM EST by calling 973-237-0300. You can also contact Support via the online ticketing system by clicking here.

 

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Posted in Dydacomp News, Multichannel Order Manager | No Comments »

Tis the Season for Ecommerce

Tuesday, November 23rd, 2010

Posted by Rob Coon, President of Dydacomp

Thanksgiving is right around the corner which means that the holiday shopping rush is upon all merchants that take and process orders in online shopping carts, offline or through multiple channels. Most retailers, including catalog fulfillment and traditional brick-and-mortar stores, have thoughtfully and strategically planned for the 2010 holiday season and are anxiously anticipating results from their tireless efforts. For those that concentrated on ecommerce and online shopping carts, the forecast looks good.

Ecommerce sales for this holiday season are expected to increase 14.3% from last year, according to eMarketer, with an expected $51.4 billion in ecommerce spending during the 4th quarter of 2010. This increase in expected ecommerce spending is a direct result of consumers’ willingness to make purchases online. eMarketer predicts that customers are 58% more likely to buy gifts online and more than 46% of online retailers are expecting a double digit online revenue growth this holiday season.

The opportunity for ecommerce revenue is at an all time high, but in order to capitalize on this potential, retailers must ensure that their ecommerce stores are able to offer consumers an optimal shopping experience.  Many miss out on important sales opportunities by overlooking the importance of tools to provide their customers with the best online shopping experience possible. Many fail to realize that additions to ecommerce stores, such as product reviews, personalized shopping experiences like wishlists, social networking integration, database driven cross-sells and recommendations, substitute items, and easy-to-navigate stores, can make all the difference.

The focus for this holiday season should revolve around going above and beyond customers’ expectations. This involves keeping your ecommerce store dynamic with new features that can help to attract customers.  For example, consumers respond well to buyer reviews, multiple product images, zoom functions, and much more.  It is also a good idea to provide customers with personalized promotional messages as an attempt to drive them to your site.

Once a customer visits your site, make sure it is easy to navigate and purchase products. Customers are likely to abandon their shopping cart if they feel it is too difficult or time consuming to purchase items. To help you gain a better understanding of your customers, monitor your site activity and performance with services like Google Analytics to ensure that you are able to make improvements to enhance customer experiences.

Though the next month is a crucial time to capture sales, it is important to remember that many consumers will continue to shop and spend into January. Therefore, retailers must continue their efforts beyond the holiday season into the new year to capture more ecommerce revenue.

Consumers are more willing than ever to shop online and therefore ecommerce merchants have a real opportunity to enjoy their best online shopping season yet and a 2011 that is even better.

Look forward to your comments about the 2010 holiday season and things you are doing in your ecommerce store and online shopping cart to help your 2011.

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Posted in Ecommerce, Industry News | No Comments »

Want to Increase Your Search Ranking? Take a Look at the Your Product Pages Today!

Friday, November 19th, 2010

Posted by Rob Coon, President of Dydacomp

Google can do a lot but it can’t look at the photos and videos on your website and know what they contain so they can serve your content up when they get a visitor searching for a product like yours.  They can count key words on your product pages which was the original premise of Google way back when.  So if you are looking to increase your search rankings, let’s start with the descriptions on your product pages.

If you get a chance this weekend, take a look at your top 50 product pages and see what the words and terms say about the product.  Are they very descriptive?  Does the description include the way someone may search on that product?  Does it link to other pages on your site for more information?  We looked at the 200 pages on the Dydacomp website and rewrote most of them using this formula.  Take a look at a before and after of one of the pages:

BEFORE

AFTER

Now there are many other things you can do to improve your rankings like naming your pages with the product’s name the page describes, getting more links to your site from reputable third party sources and blogs, but our recommendation is to start with content and by the looks of many of your sites this might be a fast and inexpensive pick up for you.  We can help if you don’t have time to do it.  We’ll improve the key word density of the top 50 pages of your site for $995.  Over a couple of month period as your click throughs improve from this exercise,  Google will start to reward you for “being found”  and the more Google visitors that click on you the higher your ranking goes as well.  Caution:  You will also need to continue to refresh this content to remain relevant to the search engines.

All of this information applies regardless if you are using our cloud hosted SiteLINK ecommerce solution or another shopping cart that you have plugged into Multichannel Order Manager.

I didn’t mean to give you a homework assignment for this weekend but it is one that I think will get you a really good grade for your website.

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Posted in Ecommerce, Search Marketing | No Comments »