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10 Internal Search Tips Worth A Million [w/ 4 via @Scenttrail]

10 Internal Search Tips Worth A Million [w/ 4 via @Scenttrail] | Content Creation, Curation, Management | Scoop.it

A couple weeks ago, we dug into internal site search & found that in some cases, searches performed by only 10% of the site's total traffic made up nea

Tip #1 - Make sure search boar is visible.

Tip #2 - Use auto-complete, suggestions and create Top 10 Search results content.

Tip #3 - Show most "relevant" results first (see tip #10).

Tip #4 - Deliver results in "local language" i.e. call things the same as your audience.

Tip #5 - Offer multiple ways users can filter results (price, category, best reviewed, most shared).

Tip #6 - Include product reviews, in-stock status and purchasing buttons.


Tip #7: Mine internal search to guide merchandising.

Tip 8: Keep SEO Spiders away from internal search results to avoid duplicate content and no social support problems.

Tip #9: Give customers the ability to save searches to MyProfile.

Tip #10 Use an algorithm to fire search results based on predictive analytics (persona based if possible).

Marty Note
When I was a Director of Ecommerce we used Internal search to help make our aggressive growth goals. I added 7 - 10 because internal search is every ecommerce team's best ally. Internal search is a goldmine of information. Follow these ten tips to mine the gold internal search provides.



Via Martin (Marty) Smith, Brian Yanish - MarketingHits.com
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Storytelling Is The New SEO via @CrowdFunde

Storytelling Is The New SEO via @CrowdFunde | Content Creation, Curation, Management | Scoop.it
Storytelling is the new SEO shares examples of how your website and online marketing can tell engaging stories to win the NEW SEO.

Via Martin (Marty) Smith
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Responsive Email Marketing An Ecom MUST In A Mobile World [Tips]

Besides a quick explanation of what responsive email design is; I take a look at what’s possible, going through some of the responsive layout patterns we’ve

Via paulo oliveira, Martin (Marty) Smith
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Martin (Marty) Smith's curator insight, April 21, 2013 9:42 AM

Email The Register Of Ecommerce
Email out performed all other channels when I was an Ecom director. Email contributed more margin to the bottom line and was the cash register of other "lost leader" channels such as PPC. 

Email also creates important diversification. People on YOUR list put you in control at least as far as you don't irritate or spam. If more than a tiny group on your list complains you are marketing insensitive to their needs (spamming in other words) and your ISP will black ball your website and it can be hellish to get off. 

 

Email As Mobile Life Curator
Email marketing is not without its new challenges. Batch and blast the same message means conversion will go down as spam complaints go up. Email's role is changing with the dominance of smart phones.

Smart phones and pads are the easiest way to manage emails. Email deletion is easiest on mobile and mobile fills up the free time of waiting in lines and sitting on the subway. Wonder why your open rates are going DOWN? A: Smart phones. 

All of this means you need personas and segments AND responsive emails in your email marketing these days. You MUST create relevant messages. Use personas, fully articulated archetypes for between 3 and 7 "super groups" within your list. 

Know what segments within your list such as "multi-buyers" or VIPs are the most profitable. Combine personas, which THEY ARE with your financial segments what THEY MEAN to you to create campaigns that will appeal to THEM and make money for YOU. 

Email Marketing In Mobile World Tips
* Subject Line is beyond important.

* Create responsive email (email must look great on all devices).  

* Use PERSONAS and SEGMENTS together.

* Tell STORIES over TIME.

* Curate User Generated Content INTO your email marketing.

* Count and trend unopens as a NO.

* Create & Trend new KPIs such as $ / sent, $ / opens.

* Keep emails OFF your website (dupe content and hurt heuristics).

 

This last bullet needs some explanation. Your email marketing needs a "can't see this email view it here" link, but keep your creative in a NON-SPIDERED folder.

 

Allowing your emails to get spidered can cause duplicate content problems and the heuristics of your emails don't help since, if you are creating great Call To Action emails, your audience will not spend much time on your emails as they are simply attention getter pass through to points of conversion. 

Martin (Marty) Smith's comment, April 21, 2013 4:57 PM
Thanks for the Scoop Massimo. Marty
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What Does Red Bull Know About Online Marketing? LOTS To Steal via @HaikuDeck

What Does Red Bull Know About Online Marketing? LOTS To Steal via @HaikuDeck | Content Creation, Curation, Management | Scoop.it
Connection, our human ability to listen, share and respond, is the new ecommerce. This Haiku Deck is in support of Marty Smith's Keynote talk at FedEx Connection Conference 7.30.14.



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Email Still Trumps Social Media for Online Marketing [INFOGRAPHIC]

Email Still Trumps Social Media for Online Marketing [INFOGRAPHIC] | Content Creation, Curation, Management | Scoop.it
The customer acquisition landscape is constantly in flux. The introduction of disruptive technologies and tools over the last few years has spawned enormous changes in online marketing.

Via Brian Yanish - MarketingHits.com, Martin (Marty) Smith
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Martin (Marty) Smith's curator insight, October 22, 2013 3:47 PM

Despite BIG changes in email such as MOBILE email remains #1 customer acquistion and converison tool for most online marketers.

Brien Shanahan's curator insight, October 23, 2013 1:11 PM

SEO still the best way to get customers.