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Content is key to search engine visibility and SEO #infographic Search engine optimization (SEO) is
Shared this excellent content marketing leads to traffic leads to money infographic in Ecommerce Revolution because solving the left brain engineering and right brain creativity of content marketing for ecommerce will be a priority of the New Ecommerce that began emerging after Google's Panda algorithm changes.
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Great Infographic - Andrew Ghezzi
4 eCommerce packaging trends that we will see in 2014. Discover different companies that are using their packaging with additional value to sell more.
Here is my take:Green Packaging (unless the supply chain has gotten vastly better I don't agree. If mainstream packaging suppliers are offering green alternatives that are price competitive a smart ecom site could riff marketing value greater than the cost. 2nd Life Packaging - this is an interesting trend. Think of it as can you easy include instructions on making something new from your packaging. If you can then instead of one and done you packing and may have a longer shelf life right along with your marketing message. Longer YOUR packing is in THEIR home and not the landfill the better. Functional packaging - much like the last trend creating packaging that helps solve pain points is good for branding. Mixing and Matching packaging concepts - selling baby clothes in sushi packaging and so making your brand and line of baby clothes more "purple".
One of the most important elements of email marketing is writing subject lines that get people to open your emails.
My favorite is #4 TELL don't SELL. Other solid email marketing tips in this deck. I would add:* Never one than one thing unless NEWSLETTER.
* Ask a question in our subject you partially answer in the email (their tip #5).
* Always include social share button in prominent position.
* Always include a "can't see" URL as that promotes social shares too. * Always have a LIVE FROM address not "NoResponse@YourURL ...but you must monitor responses too.
If you've been using email marketing, chances are you're already familiar with some if these. But I'm sure you'll also find new ones and it's a good checklist for inspiration to have available for your next campaign.
Great article, especially for educators. I think a lot of students don't read our emails either, because the titles sound so boring!
At AddShoppers we have been busy number crunching. “Why?” We wanted to help eCommerce store owners and social experts understand a monetary value for soc
Wow, helpful stats for pitching the "new ecom" to the c-level here.
Learn how web design can affect your brain when you see these:
- Testimonials - Endorsements - Social media shares - Social media widgets - Trust seals - Numbers of Happy Customers - Most Popular Best Seller - Studies and Stats - As Seen in Press Mentions - Reviews - Plans and Pricing Pages - Limited Supply - Early Bird Registration, Countdown Clocks - Trial periods, free samples - Colors and action
It's fascinating. Click for details and examples.
"Remember, 100% of your target audience has brains. B2B or B2C, lead generation, or ecommerce, it doesn’t matter. Keep those brains in mind in your marketing. And as consumers, we should be aware of how marketers are taking advantage of our own biases."
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Love "neuromarketing" and of the tactics Peg mentions I've used:* Testimonials. & Endorsements.* Social Media.* Trust Seals.* Counters and thermometers (numbers of happy customers).* Best Sellers (one of my favs). * As Seen In mentions (loved it when Oprah got anywhere near our stuff). * REVIEWS (very important). * Plans and pricing (or shipping) page especially at holidays. * Limited supply and EXCLUSIVE.
* Deadlines, free trail, gifts with purchase. So great list and Scoop by @Peg Corwin.
Marketing driven commerce is about engaging your customers whenever and wherever they are. Get started in creating new marketing strategies and optimizing current ones with guidance from these white p
Excellent ecommerce white paper from Bronto my favorite email marketing tool. Trends include:* Mobile Pushes desktop to the side.* Content is KING but focus is Queen.* Retargeting works but know when to stop.
* Value comes from relevance. * Beware of ISPs & online services bearing gifts.
* Automation is your friend, but don't forget PEOPLE. Excellent report especially on mobile and how mobile is changing everything.
All you need to know about repricing on Amazon and eBay: how to get started, differences between marketplaces, the "race to the bottom" and repricing tools. Marty Note Price arbitrage is TOUGH. If you are an online merchant you need to stay within reaching distance of Amazon or lose more than a sale - you can lose credibility too. You can't beat Amazon, but there are great tools in this post that will help you "price arbitrage" too. If you are on online merchant, you need to read this post since PRICE is more than PRICE. Price helps create your online brand too. Here are strategies I used to defeat the Amazon price arbitrage monster: * Created merchandising bundles that were unique to us. * Made sure to check Amazon in 3 ways (front door, email and price comparison engines). * Hired Scott Wingo's company Channel Advisor to help structure feeds. * Gave free gifts with each purchase. Hope you can find ways to beat the monster too.
This infographic from WisePricer digs into the data around showrooming and provides some great tips on how SMBs can fight the trend in store and online. (If you have a brick-and-mortar store, you are probably painfully aware of showrooming.
Smart web-only merchants WANT showrooming. Let THEM (bricks and mortar) carry costs and you (online merchant) get sales. If I still ran an Ecommerce website there would be Showrooming Tips all over (lol).
...Did you know that color accounts for 85% of the reason why you purchased a specific product? Or that full-colored ads in magazines are recognized 26% more than black and white ads?
The psychological elements go even deeper when you look at the specific meanings of colors. For example, if you use the color blue on your products, it will give your customers a calming effect…while black, on the other hand, gives your customers a sense of exclusivity.
So, the real question that comes to mind is: how should you use color within your marketing?...
Love honing in on conversion and color. We tested button colors often and it was conextually variable (so not easy). Helpful infographic.
What color does your marketing sing?
Designers ignore this at your peril and marketers make sure your designers knows, becuase they don't always like 'evidence' to spoil their scheme...
Interesting article - the blue & orange combination to attract impulse buyers is evident on most eCommerce sites - now I know why!
Checkout abandonment continues to be a major topic in ecommerce, and one which retailers have plenty of options to deal with. (Checkout abandonment rates in Q2 2013 averaged 75.5% across all industry verticals.
YES Enclose That Checkout As a Director of Ecommerce I came to think of checkout as similar to a plane landing. When a plane is landing its wheels are down, flaps set and they are coming in UNLESS there is a distraction or a danger. Checking out should be like landing a plane - clear, well mapped and without distractions or dangers. Enclosing the checkout reduces distractions. You worked so hard to get your customers into a checkout process you should ENCLOSE the process by reducing or eliminating upsale, navigation and other distractions and this post shows you how.
Scale Is The Game & Amazon is WINNING The web game is different than bricks and mortar. On the Internet scale is what matters. Doubt that? Look at Amazon's amazingly quick catch-up on social media marketing. From laggards to Kings: * 22M Facebook Likes. * 1M Twitter Followers.
* Traffic Rank #5 (US where lower is better).
* 1M inbound links. * 38M pages in Google. Amazon doesn't care if it makes money on a particular product because they know scale creates money. Soon they will make more money from their web services than from selling goods. Amazon had to build a vast network of warehouses and servers. Once that network was built it presented a new revenue opportunity - Amazon web services. Amazon knows they don't find that new pot of gold without their aggressive actions on merchandising and creation of their partner network. Amazon also knows the people who make the real money in a gold rush are the merchants supplying the shovels and tools. The shovel and tool business is always good as long as merchants are smart enough to know when one thing is almost over in order to move on to the next. Unfortunately for all Amazon, largely thanks to the Wall Street roots, seems adroit at knowing when to pivot, twist and what dance will be next. Bezos' Wall Street thinking where everything is an arbitrage and you diversify your portfolio, act fast and think long term has helped the company to rule the web.
Not sure why ComScore expected strong online sales late in the season. With shipping concerns, weather and other December issues the holidays begin to shut down online around 1.15 and sales become very quiet by 1.20. This year that trend was accelerated by the calendar with Christmas in the middle of the week. As we discussed in our Ecommies piece for Curatti (Is Ecommerce Stuck In The Mud http://curatti.com/is-ecommerce-stuck-in-the-mud/ ) ecommerce wasn't very inspiring this year. Ecommerce merchants are caught in tectonic shifts in the mobile/social web. Online merchants are slowly realizing social marketing is more than one way communication. Social marketing is a conversation, but few online merchants treat social media marketing like an active two way conversation. The mobile revolution is about much more than smart phones too, yet few online e-retailers are organized around a "mobile first" idea. Battles continue on free shipping, battles that should be all but over as leaders have adopted free shipping out and back (i.e. for returns too) especially in December. Free shipping out and back is now a meme, a meme that will take over by 2015 (if not before) since it is easier to understand than using coupons or trigger points. If ecommerce is going to dig itself out of the mud embracing social/mobile will be a good first step.
Letting go of print catalog and bricks and mortar behavior online would be a great second step (though much harder to realize).
Sending all traffic to a generic landing page can be a mistake for ecommerce owners. Remember that shoppers who found your store via paid search are different from those who ...
Landing pages are mostly thought of as B2B capture pages, places relationship SaaS sellers gather names to convert later. A product page is another name for a B2C landing page and tools on this list can help B2C or B2B teams create better (i.e. higher converting) landing pages.
Loved this post from a Swedish game company with the 5 Pillars of video game design: * Story Is Everything. * World - Creating A World, Take It Seriously. * Player Is In Charge. * Trust Players. * Allow Themes To Emerge From Play. Now just put "customer" where "player" is and you have the RX for a successful content marketing B2B or ecommmerce B2C website.
A blog about ecommerce marketing, running an online business and updates to Shopify's ecommerce community.Great Peg Corwin Insight
Creative ways that ecommerce sites are using content marketing:
- Make how to videos
- Answer FAQs in clever ways
- Use photos
- Get a blog and be a media outlet
- Stay in the know
Quote: "Content. It’s the material you create to inspire existing customers and the audience you hope to reach (your next customers are out there somewhere!) Ecommerce sites across the web are taking advantage of content’s power."
If you like this scoop, please consider a thumbs up or share.Marty NoteWhen I was a Director of Ecommerce I LOVED #contentmarketing, but it rarely loved us back (lol). An ecommerce site is divided between right brain creative (buy) and left brain engineering (Q&A, content marketing). The more content we put on a product page the worse it converted. Video and reviews were the single exceptions and videos took some serious tweaking until we got it right (short, product as hero, VO narration, show the product working and bring in review summary from our Buzz Team). Never forget the first 5 minute video we testing with a hard rock score that was WAY too loud. I could watch conversions tank in real time (advantage of having 14,000 unique visitors a day). That video lasted less than a day, but it taught us to shorten and quiet our content. Eventually we found a formula that put new life in best sellers and rocketed any product with momentum. Video wasn't a miracle worker. When we tried to rehabilitate a product long gone from the Best Seller list video alone wasn't sufficient. Big Trend Train Running - CONTEXTAs I was leaving Ecommerce three years ago context was starting to play an increasing rule in the increasingly visual language we needed to speak. Saw a great example of this in the DWR.com catalog. The Design Within Reach Catalog features a Food Truck with DWR chairs, shelving and lighting. Amazing how much more interesting these "high design" products looked in a real world setting. DRW.com is so Bauhaus WHITE it hurts the eyes and the pretension can be a bit much. Buy mixing high and low art the FUN factor goes up 10x and their products LOOKED LIKE something you might want in you home (instead of an operating theater lol). One of the BIG implications of our visual marketing trend is more relevant context like DWR's food truck meets the Bauhaus two page spread. BIG MISS by DWR for not sharing that print spread online. MISS by Fox Restaurants creators of the wood fired pizza food truck called the ROCKET (picture above) too since a page about their DWR shoot would have earned social shares, praise and UGC (User Generated Content). A cool food company like http://www.foxrc.com should know better!
Small design tweaks to an eCommerce website can make a BIG difference. Let’s take a look at what tweaks you can make to convert visitors into buyers.
Like these tips and have used several of them as a Director of Ecommerce. My favorite is bread crumbs to clearly map the check out progress. The more "in flight" awareness you create smoother the landing (i.e. conversion).
Small tweaks to an ecommerce website can make a BIG difference to your BOTTOM LINE. So, make the tweaks that you feel are most appropriate for your online store to increase more sales. Take a look at seven shopping cart tweaks that helps you to convert visitors into buyers.
From tweets to posts and even likes, this webinar covers the basics of social media marketing. Learn how your peers are leveraging social media in their practices and hear what works - and what doesn't.Marty Note
Received an email I can't show you other than the graphic from CIO White Papers that points to some easy things to change to make your email marketing more effective. The link on this post goes to the "landing page" presented after clicking on the Call To Action (Click Here To Read This Report Now) button on the email. The landing page is confusing. I couldn't figure out how to either share my information or get the report and who has the time to figure out YOUR landing page? A: No One!Tip #1: Make your FORM easy to fill out and only ask for things you REALLY need (name, email). I can't share the email because there is no social share widgets and there isn't a "Can't see this email, see it on the web" option. Always include social share widgets above the fold and include a server based email URL since that is what most publishers will share. Tip #2: Always include a server URL and social share widgets.
I love the size of the Call-to-Action (CTA), but blue copy on orange wouldn't be my first choice since it makes the button hard to read. Tip #3: Big CTAs with clearly contrasting colors. The email, the one I can't show you because there is no URL, goes on and on and on. Never do that. Never share more than a single idea in an email. No one reads your emails the way you do. People have LIVES and when you put 8 things in an email with a long scroll you look out of touch with real people. Not a good thing. Tip #4: Never market more than one thing in an email. The subject line lives within my 7 word rule "
Saavy Social Media: From Facebook to TwitterNot a bad subject line except for the spelling. Ouch! Little things undercut credibility. Little things like a site called CIO White Papers misspelling savvy.Tip #5: Check Your Spelling before you mail 50,000 people.
5 Consejos fáciles para mejorar tu Email Marketing.
Consejos que ayudarán a tu email marketing a romper la barrera cada vez más artificial entre el social media marketing y el email marketing.
Old Ecommerce Is Dead, Hail New EcommerceDr. Dobb'sSellvana is a new, open source ecommerce solution newly announced this week as a project offering a limited preview to developers.
A new Magento that develops faster (and hopefully serves faster) would be cool. Magento has been rolling up major ecommerce websites for the last few years. Problem is for all of Magento's amazing business rules (the math that powers special offers online) it is slow and HEAVY. No doubt we will solve "the new ecommerce" with open source and great to have an AVIS to Magento's Hertz.
For this post I've pulled together a big list – a very big list – of the top 1,000 eBay sellers worldwide. Who do you think comes out on top?
What makes an Ebay seller TOPS?Here is what they sell:
1Phones & Accessories1732Clothing, Shoes & Accessories1383Home & Garden1324Jewelry & Watches1115Auto Parts706Computers577Business & Industrial528Books449Crafts3410Toys & Hobbies29
Top US Ebay sellers?Eforcity
Lots of media sellers (movies and books in the top. Great question in the comments asking if those businesses are sustainable. They may not be, but the authority these sites built is not easily duplicated. We live in a time when selling is not as important or difficult as winning the hearts, minds and trust of shoppers. Once you have a tribe who LOVES you finding something to sell is easy.
Mark Schaefer's "content shock" says what all content marketers know. Content marketing sustainable. Crowdfunding is sustainable & perfect for New SEO.
Stop Using StockStop Using Stock & Increase Ecommerce Conversion In 2014If your #ecommerce website uses #stockphotography and you want to make more money in 2014 then stop. This post has ideas for weaning off of stock such as:* Use @HaikuDeck (http://www.haikudeck.com) to mine creative commons. * Ask customers / visitors to share their photos. * Tell the story of your products (another great plase for UGC User Generated Contests). * Embed a photographer (hire a photographer to live in your company for a few days, week or a month). * Ask your employees to hellp bet many of them take pictures when I was Director Marketing at Atlantic BT there where three or four GREAT photographers. * Shoot a lot of video (videos tell great visual stories and are also a great place for UGC see my Scoop on Vidrack http://sco.lt/8ePWtN .
Netflix data shows "binge watching" is up. How do we create content marketing to encourage a binge? Creating Binge Worthy Content for Ecommerce sites helps master the New SEO, but the process is different than for B2B because: * B2C ecom content needs more UGC (User Generated Content). * Ecom content needs to tell great stories fast so VIDEO.
* UGC needs engagement support so gamification.
* Tribal key for ecommerce, so needs to be highly social.
* Don't like to pull attention away from HERO, so selectively visual.
* Need to curate more "binge worthy content" from UGC and social. That last bullet demonstrates the core difference. B2C ecommerce is an act of curation as much as creation. Customers trust each other often MORE than the websites they visit. The more UGC an ecom website has the richer it is. UGC can take many forms on an ecommerce site such as: * Reviews. * Profiles (MyAccount). * Comments. * Response to contests and games. * Review the reviewer (was this review helpful?). * Social shares. * Blog or social commentary (use only with permission as you will have to rake into your website with an Online Reputation Management tool). Stories and content are no less important to an ecommerce website, but there are distinct difference in the type of content that will help and not hurt conversions.
Marty (@ScentTrail) NoteAs a former Director of Ecommerce I know what trends will be a "must respond" while others are "nice to haves" if time allows. Here is my rating for the 5 Ecommerce Trends outlined by FourthSource:Wearable Tech - Nice To HaveSure I would blog about wearable tech and I would make sure whatever I was doing had a large PHONE and PAD component, but turning the battle ship to face the wind on "wearable tech" feels way to premature. Give it a year to let the gems emerge and then MAYBE wearable tech becomes a "must have". Automation - Must HaveYeah automation of front and back end processes is critical to ecommerce health. The "ship the same day" banner being thrown down by ebay and Amazon means some merchants may need to look HARD at their 80/20 rule (80% of most websites volume comes from 20% of their products) and create faster delivery options for the 20% especially to their VIPs. The other "automation" trend I see in 2014 but not mentioned here is front end dyanmic presentation based on predictive modeling. We can't keep batching and blasting the same content to every one. Use of personas and segments combined with dynamic zones, zones you fill based on what you know about the visitor either from their "new" or "returning' status, a cookie you previously planted or their behavior. Websites must act more like email with relevant information getting to the right group faster. Tablets and Mobile - Must HaveThe discussion of tablets and mobile misses the mark a tad for me. Biggest issue is how we ARCHITECT information now. Content needs to become a series of highly visual "rich snippets" held together by a flexible map of tags, interconnection, glue and chewing gum (lol). Mobile is a revolution not a thing, so think Mobile First in 2014. Oliver Jäger's rap at the end is essential:"In a day and age where information and connectivity have become an indispensable part of a modern lifestyle, it’s not just bricks-and-mortar retailers that need a new strategy. Online retailers are increasingly also having to adapt to the new multichannel, information-rich reality.
What this means is that in 2014 we’ll continue to see more and more retailers moving into the content space. Modern consumers are much more demanding and sophisticated, expecting their shopping experience to be a holistic and comprehensive one. "Right on Oliver!
1.Compile an In-depth Keyword Research Report Centering around your business products, services, brand, industry and demographics of your targeted customers, you’ll have to pick specific long ta (10 Effective Tips on Ways to Use Search Engine Optimization...
1. Compile an In-depth Keyword Research Report
Agree, always a good idea and go as far as 1,000 keys layered from single words to phrases and rated in some way for value to you.
2. Check your Site’s Structure. Make sure it is Easy to Use
More than "easy" it damn well better be FAST and not have any spider traps (so flat and simple is good).
3. On-Site SEO is Crucial
Agree and that is titles, alt text, body copy and supporting social shares.
4. Create and utilize an e-Commerce Site Blog Often
Yeah, blog daily at least. Unique URLs mean you can push content several times a day and it can still find enough social shares to earn full faith and credit from Google.
5. Integrate Social Media for Services and Product Sharing
YES, no shares = no SEO value so focus on shares and know the difference between sharing YOU and YOUR CONTENT (about page, home page = examples of sharing you, posts = sharing content).
6. Customer Satisfaction and Reputation Management Yes, use ORM (Online Reputation Management) tools remember he who owns the conversation owns the traffic.
7. Make your Site Mobile Friendly
Yes, responsive code SEOs better, but keep in mind mobile revolution isn't about the phone it is about the appification of everything.
8. Catchy Content Marketing
Yes, you need awesome content as the price of the poker we all play now. Why I like to create a LOT of content since statistical chances for greatness go up and there is more data to help shape and react to success.
9. Acquire Authority Backlinks Only
Yes, don't get spam links and disavow if you have too.
10. Form Relevant Social Media Channels for Increased Visibility You are a publisher, TV programmer, magazine editor and journalist now.
Look at someone like Red Bull for how to be a multi-channel publishing genius.
One of the take aways from this article is to have a blog on your e-commerce site. The article indicates that many entrepreneurs could potentially improve their results following this strategy.
Thanks for sharing these tips
North Carolina Museum Of Art and Art of Internet Marketing Kudos to whoever is managing the digital marketing team at the North Carolina Museum of Art (NCMA). I got a nice tweeted thank you for my Wall Street, Texans and a Thief story about the Porsche By Design exhibit (http://sco.lt/6mfIMD ). I visited Porsche By Design yesterday as I attempt to wander my way through the CrowdFunde business plan, but that is another story. NCMA's web team included a Win A Porsche raffle (so a viral contest) and some of the most amazing pictures of cars I've ever seen. KUDOS! The didn't include the picture above, but I wanted to take a moment and share Internet marketing image tips learned during my 7 year Director of Ecommerce tenure. The picture above makes a great HERO (largest images on webpage are called 'heroes") because: * High contrast (white car with red car in immediate background). * Action since the photographer is focusing and people are milling. * People milling create interest. Note how none of the "milling people" are looking AT the camera so they don't distract since we would follow their eye sight lines if they were looking at the camera). * The milling crowd moves out and then back into the white car because of the way the RED CAR is pointed (brilliant again). * The car becomes a huge POINTER, so putting a CTA (Call-To-Action) under it would get lots of clicks. * The photographer becomes a pointer too since many would click anything immediately below him.
* Gaze follows the photographer’s camera and the sight lines of people in the picture (note the guy LOOKING at the photographer who is focusing on the car = BRILLIANT). This photograph is GEINUS since it creates excitement, provides amazing pointers that would direct visitor eyes to Calls-To-Action and its basic color, high contrast would work well within any web design. My question is are you thinking about your hero images this deeply? If not you are NUTS since serendipity is not a scalable Internet marketing strategy (lol). Quick tips for Heroes: * Remember to look for pointers that will direct your visitors’ gaze. * We look at PEOPLE more than things. * We also look WHERE people are looking. * We really LOOK at babies, but same rules apply (we look where they look). * The direct gaze at the camera is welcoming and creates engagement.
* Two people talking heads turned away is a disaster (excludes visitors). * Don't over use the direct gaze idea. * Crowds can work, as they do here, but be aware that visitors will follow their sight lines too. * When people's sight lines aren't available we look for and find other directional clues. This last bullet is the real RUB of using images on your website. THINK about how any image moves visitors to the next step. Images (and video) can help or hurt your website's goals. Follow these simple tips and images will HELP move visitors to subscribers, contributors, advocates and buyers.