Posts Tagged ‘PPC’

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 »

Big Retail is Winning Online

Monday, November 22nd, 2010

Posted by John Healy, CEO of Dydacomp

According to a recent report from Comscore, a research company that tracks a consumer’s online advertising and purchasing patterns, there has been a significant upswing in the last year in overall ecommerce sales to the top 25 retailers.  Check it out:

Some of that number is misleading.  For instance on a ton of small business ecommerce happens through their Seller’s Central channel but gets counted as Amazon sales, the same is true for eBay.  These marketplaces are so important to most of our clients that we have build integrations to Multichannel Order Manager (M.O.M.) to work more efficiently with them.

Expect Amazon to have aggressive, increased competition from the top 25 retailers because other big multichannel players are catching on.  Both Wal Mart and Sears have created marketplaces for small merchants that have unique product lines.  So the good news is you’ll have more channels, but the bad news is you won’t be in control when there is a rule change and these marketplaces will change the rules on you often just like eBay Power Sellers have found out.

Our advice to clients is to take a more balanced marketing approach than ever before.  One potential strategy is to:

1) sell on your website using SEO and PPC tactics to drive inbound traffic (with an appropriate ROI)

2) merchandise certain items on the big marketplaces like Amazon

3) liquidate seasonal/old stock on eBay

4) insert your catalog in the orders shipped to Amazon and eBay customers (all marketplaces actually)

5) email weekly to your customer file and try to segment it as best you can

6) stay in or get back in the mail to distribute a catalog or promotional materials for acquisition, continuity and reactivation

A lot of folks might think I am off base recommending mailings.  It is my heritage so I have a bias, but, you are not going to be on page 4 of a Google search in a mailbox that belongs to a past customer or a high potential prospect.  Plus, “Big Retail” can’t out PPC you on every keyword term imaginable in the mail.  Finally, there is no solution online that lets a consumer look at 300 different items from you in a manner of minutes like a 48 page catalog.  Never mind the fact, that consumers will usually keep your catalog around for a little while and refer back to it more than once.  Yes, in all likelihood they will put the order in online at your SiteLINK store or other shopping cart, but the attention, interest and desire for your product will come from their experience with your catalog.

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Do You Remember When it Was All About Your Catalog?

Wednesday, April 28th, 2010

John Healy, Dydacomp CEO

Posted by John V. Healy, CEO of Dydacomp

So you just put up your company’s new Facebook page and you have even started to Tweet about an item you are selling, all while working non-stop to get your SEO rankings up. You are even thinking about trying PPC to see if you can make that work profitably. You have (or should have) done major changes to your website so prospects will convert more easily: features like product reviews, cross-sell, up-sell, and product recommendations to name just a few. You email more often to your existing customers to bring them back to your franchise. You are selling on marketplaces like eBay and Amazon to expand your reach. You are so totally wired now you might even be a source of electricity for a small community.

How are you doing with what got you here? You remember….Direct Mail and, more specifically, your catalog. Now the US Post Office has made it almost impossible for you to mail profitably but there are still many ways to make the mail work… even for prospecting.  Smart multi-channel merchants that I’ve talked to recently are telling me that they are going back into the mail, very selectively, but still they are mailing.  In fact, in Q4 of last year the USPS was down 18% on Standard Mail Flat mailings as compared to 21% in Q3 – a slight improvement. I suspect when the Q1 numbers come out we will see more encouraging news.

So it’s time to get back to the basics.  Try the mail again and get some help, especially for prospecting from companies like Abacus or i-Behavior.  Use the Mail Order Manager List Management Module (LMM)  more aggressively to find customers in your housefile that you might be able to mail more often.  Here is a link to give you a refresher on LMM:

Good luck and good mailing!

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