marketing strategy



12 May 13

Las Vegas: Social media consultant Warren Whitlock, publisher of this blog and others has been named a “Forbes top 10 social media power influencer”

Social Media Consultant

Social Media Consultant Warren Whitlock

Social Media Consultant Warren Whitlock

Whitlock, active online for the last 32 years, best-selling author, speaker and serial entrepreneur in publishing, advertising and marketing consulting and more commented “I am always happy to be acknowledged by these lists. None of these accolades suggest that there’s some competition and a winner but it’s nice to be included with colleagues that I know are helping business take advantage of the revolution in marketing that we currently call social media

“Social media tools that we have today have helped to enable a change from the 20th-century model of doing business where a centralized organization could push out a marketing message to the masses, limited only by the large budgets it took to communicate one way

“thanks to the Internet and especially these tools, consumers have the expectation that communications will be two-way conversations. Those businesses that learn to implement this in every part of their business will see their best years ever while those who continue to try to control a message and push consumers into old models will go downhill.”

Whitlock is the author of two best-selling books on social media, including the first book about Twitter and mobile marketing “Twitter Revolution: How Social Media and Mobile Marketing are Changing the Way We Do Business” and “Profitable Social Media: Business Results without Playing Games”


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1 Mar 13

We’re all taught that gossip — talking about someone when he or she isn’t there — is not only rude but also possibly hurtful to feelings or damaging to reputations. And yet everyone does it. It would be difficult to find an office where there wasn’t some sort of chatter about people who aren’t present. Should you be polite and stay above it all? Or does it make sense to get involved in this information sharing?

What the Experts SayGossip is an important part of life, not just office culture. “We learn who we are through what people say to us and about us,” says Kathleen Reardon, a professor of management at the University of Southern California Marshall School of Business and author of Comebacks at Work: Using Conversation to Master Confrontation. Because we’re social beings, we want to connect to people and talking about others is one way to do that. It’s particularly difficult to avoid in an office setting. “Gossip happens all the time so you’re going to hear it,” says Linda Hill, the Wallace Brett Donham Professor of Business Administration at Harvard Business School and coauthor of Being the Boss: The 3 Imperatives for Becoming a Great Leader. And chances are that you sometimes perpetuate it too. “Research shows that everyone participates in all kinds of gossip: positive, neutral, and negative,” says Joe LaBianca, a Gatton Endowed Associate Professor of Management at the University of Kentucky’s LINKS Center for Research on Social Networks in Business. Is that wise? Or should you try harder to refrain? Here are several principles to help you decide when to stay above the fray and when to get involved.

Differentiate between useful and negative Not all gossip is created equal however, and some chatter does have negative implications. “Once you find yourself listening to comments about someone’s family or personal life, you’ve crossed the line,” Reardon says. It’s also a problem if people are talking about others so often that everyone’s afraid of being gossiped about. However, negative gossip is far more rare than we think. “Most of what we call gossip is usually positive or neutral,” says LaBianca, and that kind can be quite useful to listen to and pass on.

Remember that it reflects on youBefore you feed information into the grapevine, make sure to consider how you’ll be perceived as a result. Listeners might wonder if they can trust you with their information. Negative gossip especially can affect how others think of you. “You want to think about what you’re passing on. The person receiving that information is going to use it to evaluate your character,” says Hill.


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19 Feb 13

The company packages eco-friendly, generated water in cardboard boxes to effectively reduce the amount of wasteful plastic one will use on a daily basis.

A whopping 76% of the box is produced from renewable sources and is hand-picked from a certified managed forest.

For every tree taken from this particular lot, one is replanted to continue the reduction of CO2 emissions in the air.

footer_bottomThe aptly named ‘Boxed Water is Better’ brand clearly states the obvious in the name of its company. The company packages eco-friendly, generated water in cardboard boxes to effectively reduce the amount of wasteful plastic one will use on a daily basis. A whopping 76% of the box is produced from renewable sources and is hand-picked from a certified managed forest.

The aptly named ‘Boxed Water is Better’ brand clearly states the obvious in the name of its company. The company packages eco-friendly, generated water in cardboard boxes to effectively reduce the amount of wasteful plastic one will use on a daily basis. A whopping 76% of the box is produced from renewable sources and is hand-picked from a certified managed forest.

The Boxed Water is Better and donates 10% of its profits to reforestation efforts, as well as another 10% to clean the world’s water supply.

Image courtesy of trendhunter.com


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21 Sep 12

In the age of digital marketing and fluid consumer trends, identifying a successful marketing strategy that is sure to be a wise investment is no easy feat.  Nonetheless, three marketing solutions have withstood the test of time.  By being highly user friendly, multifunctional, and easy to integrate with other online marketing campaigns and technology, these three popular internet marketing methods should be taken advantage of by any business looking to boost its online presence.

The Facebook Marketing Phenomenon

Facebook is an incredible tool for businesses looking to promote brand recognition, increase sales, or drive online traffic.  Using Facebook as a marketing tool allows businesses the opportunity to tap into a wide variety of marketing services.

For free marketing services, businesses can establish a fan page.  This will allow other users to “like” the page, follow the page, and even comment.  To build a successful fan page, businesses should build and establish a strong company profile with full details, provide links to products, post useful notes and photos, promote customer satisfaction by encouraging comments, educate and inform potential customers, and more.  The content should be relevant, unique, and always interesting.  Fun facts, user tips, and exciting announcements are great ideas for generating content and conversation.

Facebook even has the added benefit of allowing applications that users can incorporate with other social media platforms to automatically link and publish content.  Twitter, Pinterest, YouTube, and most blogs will allow for an automatic syncing and updating between the various platforms.  Users need only to log into their respective accounts and activate the syncing options.

Additionally, businesses can utilize Facebook’s paid advertising and reach even more potential customers.  Interested businesses can find out more about this marketing technique by visiting Facebook’s Facebook Marketing fan page.

Effective Marketing through Email

With email marketing, the concept is as simple as sending a desired message via email to potential customers.  Businesses can take advantage of this marketing technique by doing more than simply emailing advertisements. Thank you messages, important notifications, exciting announcements, and consumer tips are great ways to improve customer experience.  Although the concept sounds simple, the logistics of email marketing may be a bit more complex.  Some email marketing systems are complicated by spam filters, massive recipient list, and complex digital content.  For these businesses, investing in an email marketing service will help to organize the task.  Email marketing can also provide businesses with a more in-depth look at return on investments over non-digital advertisements (billboards, for example).  Businesses can add email tracking and call tracking services to their advertising in order to monitor the conversions.  Additionally, recipient friendly features, such as opt-in options, easy unsubscribe options, and convenient links to social media platforms, can reward businesses with positive customer service feedback.

Although email marketing is considered one of the most effective current marketing techniques, there are a few drawbacks.  First, businesses should be aware of the various legal requirements that may apply to email marketing.  With increasing market globalization and the incredible reach of internet advertising, many businesses participating in email marketing may fall under the jurisdictions of local and international spamming laws.  Next, businesses should be aware of the undeliverable emails that may be on their email lists.  Transcription errors, out of date email addresses, and false addresses can contribute to the undeliverable rate.  Finally, it is not uncommon for legitimate marketing materials or business interactions to be blocked by spam filters.  While this problem may appear to overlap with other disadvantages, it is separate and distinct.  Businesses experiencing spam blocking may need to contact the host server or the blocked recipient’s email vendor to rectify the problem.

Harness the power of blogging

Blogs are perhaps the most versatile marketing weapon that businesses have in their arsenal.  The capabilities are absolutely endless.  Similar to email marketing, businesses can use blogs to promote products, provide announcements and notifications, and even promote other marketing campaigns.  Most importantly, blogs can link customers to every other marketing solution and every other marketing solution can link potential customers back to the business blog and provide a point of sale!

Maintaining a good blog can be a lot of work though.  Businesses should constantly provide new and up to date content, create user friendly features, and have an attractive design.  Blogs can be linked to many other social media outlets so that information is published simultaneously from several platforms and link back to the business website and blog.  This enables the viewers to share the information with their group of friends and expand your marketing reach.

The current state of marketing leads to many short term trends and gimmicks.  However, these three marketing solutions have consistently held their ground as the top producers in the marketing industry.  Businesses looking to invest in sound and sturdy marketing vehicles should seriously consider these three affordable solutions and determine whether the marketing methods fit their needs.

This article is an original contribution by Comm100.

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21 Sep 12

Infographics are made for sharing on Google+, Facebook, Twitter and other social media outlets

Infographics are made for sharing on Google+, Facebook, Twitter and other social media outlets

If you have a lot of complex information that you need to get across to your clients, customers or potential contacts in an interesting, informative way, infographics could be well worth a look.

And when it comes to your broader content marketing strategy, infographics have an important role to play. Infographics, according to Search Engine Land’s Andy Atkins-Kruger, “make life bearable to those of us who would dearly like to win back time”.

But in addition to providing a quick snapshot of sometimes-complex information for a time-poor target audience, there are a number of other reasons why infographics are great for your content strategy.

Infographics are made for sharing

Whether your social network of choice is Facebook, Twitter or even relative newcomers like Pinterest and Google+, infographics are an awesome way to share information and attract attention from a broader audience than you might reach from your website alone.

Infographics also represent an excellent opportunity to attract inbound links – if other website owners and bloggers think your content is worth sharing (or in other words, that your content is relevant or engaging), they will point visitors in your direction!

Infographics give your company authority

Presenting complex information in a clear, concise and visually aesthetic way is a great way to communicate with your target audience. By creating content that your readers are engaged with, you can help to establish your organisation as a leading voice within your industry – earning you credibility and trust.

Infographics foster new ways of communicating with your audience

According to Andy Atkins-Kruger, all good content marketing strategies should be focused on sharing targeted, relevant knowledge with your customer base. Not only can infographics help you to establish your authority, but they can help you to share knowledge and communicate information in a visually-relevant way.

Did you know that Castleford Media offers infographics packages? Find out more about our original, white-label infographics and contact us for more information.

Posted by Kaitlyn Critchley

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20 Sep 12


LAWRENCEVILLE, N.J., Sept. 20, 2012 /PRNewswire/ – Special Olympics New Jersey announced today that it is partnering with leading digital and direct interactive agency Rosetta to develop and implement a new marketing strategy and brand positioning to raise awareness for the organization’s regular events held across the state of New Jersey and generate excitement for Team New Jersey going into the 2014 Special Olympics USA National Games, which will be held in New Jersey.

(Logo:  http://photos.prnewswire.com/prnh/20120920/NY78543LOGO )

Rosetta began working with Special Olympics in early 2011 on its brand positioning and online marketing strategy.  As part of the assignment, Rosetta is designing and developing a new website that is expected to launch by the end of the year; developing and integrating all social media components; and leading the strategy and execution of a digital media and outdoor advertising campaign.

“We’re honored to partner with and support Special Olympics New Jersey, an organization that does so much genuine good for the children and adults with intellectual disabilities across New Jersey, individuals who meet the challenge and overcome adversity…on the playing field, in their school and in their community,” said Rosetta Chief Executive Chris Kuenne. “This is an organization that makes a difference on a local level each and every day and we see plenty of room to grow its base of passionate and loyal supporters through stronger connections and greater awareness of the regular events that are held across the state of New Jersey.” 

Special Olympics New Jersey currently serves more than 22,000 children and adults in New Jersey and conducts nearly 200 competitions and fundraisers each year with the help of a network of 20,000 volunteers. Through work in sports, health education and community building, Special Olympics addresses inactivity, injustice, intolerance and social isolation by encouraging and empowering people with intellectual disabilities which leads to a more welcoming and inclusive society.

“The Rosetta Team has demonstrated a sincere passion and pride in creating an extraordinary strategy for Special Olympics New Jersey to advance the lives of the athletes we serve,” stated Marc Edenzon, President of Special Olympics New Jersey.  “Every Rosetta Team member embraced the project, each playing a dynamic role in creating a multi-dimensional campaign and online communication that positions our organization for program expansion and outreach going into the 2014 USA Games and beyond.”

Rosetta, which is headquartered in Princeton, New Jersey, operates as an independent brand in the Publicis Groupe of global agencies and is one of the nation’s largest digital and direct interactive agencies. The Special Olympics New Jersey project is being managed out of Rosetta’s New Jersey headquarters. 

ABOUT ROSETTA

Rosetta is a consulting-centered interactive agency engineered to transform marketing for the connected world. Our mission is to be a catalyst for growth, driving material business impact by translating deep consumer insights into personally relevant brand experiences across touch points and over time. Our differentiated approach for transforming consumers to customers and ultimately advocates for your brand includes a delivery model that identifies, engages and activates customers within four core solution areas: Consulting Insights, Branded Interactions, Commerce+, and Customer Relationship Management. Our unique capabilities and the way we activate them have enabled our market leadership position, operating as an independent brand in the Publicis Groupe of global agencies. For more information, visit www.rosetta.com.

ABOUT SONJ

Special Olympics New Jersey provides year-round sports training and athletic competition in 24 Olympic-type sports for more than 22,000 children and adults with intellectual disabilities, completely free of charge, giving them continuing opportunities to develop physical fitness, demonstrate courage, experience joy and participate in a sharing of gifts, skills and friendship with their families, other Special Olympics athletes and the community. For more information, visit www.sonj.org.

Contact: Doreen Pustizzi Sr. Director of Communications Special Olympics New Jersey 609.896.8000 ext. 274 [email protected] @SONewJersey

SOURCE Special Olympics New Jersey


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20 Sep 12

how to get hired as an inbound marketing strategy professionalIn case you hadn’t noticed, this Inbound Marketing thing is getting pretty big. 46% of consumers globally are now using social media to drive purchase decisions, and companies are wising up that consumers prefer search engines, eBooks, blogs and Twitter over billboards and direct mail. There’s a real need for savvy digital marketing geeks who can effectively sell their skills to businesses and get started increasing their ROI. Until someone rolls out an accredited degree program for Inbound Marketers, candidates are forced to demonstrate, showcase and prove their skills. Here are 7 ways to get started searching for work as an inbound marketing rockstar:

1. Go Back to School

Here’s a not-so-little secret: none of our Inbound Marketing Agents have a BA in Inbound Marketing Strategy. Sure, we’ve got relevant and varied backgrounds – Isaiah was a brand strategist at a major crowdsourcing group, Richard is a WordPress Master and graphic design guru, and Jasmine balanced technical writing with freelancing business blogs and eBooks. We’ve worked to develop a skill set that can take our clients from zero to crushing their competitors.

One thing all of Agents have in common is passing Hubspot’s Inbound Marketing University with high distinction. Class at IMU consists of 18 video lectures, which are all approximately 1-hour long. Students are offered optional homework assignments and supplementary reading materials. “Professors” include Mike Volpe of Hubspot, Ann Handley of Marketing Profs and Guy Kawasaki. The final exam is comprised of 50 questions in 50 minutes. For beginners, we recommend planning on spending around 25 hours in total preparing for the exam. Seasoned experts may be able to pass with less effort. Regardless, it’s the best free, comprehensive certification to prove your skills we’ve encountered. For more on our experience passing IMU with flying colors, see here.

2. Write Content

Search engines can’t find your website unless it contains content. Developing irresistible content offers is one of the best ways to generate leads, and email marketing is particularly effective at converting leads into customers. Content is the center of any inbound marketing strategy, and every inbound marketer needs to have a proven track record of delivering smart written, graphic or video content. Get started as soon as possible with a personal blog and guest posts in order to develop a portfolio.

3. Work On Your Social Skills

You know what else an Inbound Marketing Agency is going to check for before hiring you? An active presence on major social media networks like Twitter, Facebook and LinkedIn. YouTube, Pinterest and Quora may or may not be a requirement, but it never hurts to display your profiles on your resume if you’re going to be handling or writing about social media. Having a Twitter handle of your very own isn’t enough. You need to demonstrate that you can use the networks well, on a consistent basis, generate followers and spark engagement.

4. Make Friends With Excel

Those of us who are already helping businesses with their inbound marketing strategy know that it’s not a fluffy profession. Social media for business is a far more complex than tweeting pictures of over sized cupcakes via Instagram. For starters, businesses are using social media to increase their bottom line. You can’t determine exactly how you’re doing or begin to improve without marketing analytics. While you typically don’t need graduate-level experience in forecasting or market research, a working knowledge of basic inbound marketing analytics can give you a real boost.

5. Don’t Shy Away From Technology

Here’s the thing about inbound marketing: it’s centered around the use of new, cutting-edge technology. Most content, graphic design, web development and consulting specialists tend to be tech-savvy, early adopters. We’re not saying that you need to be an HTML 5 master (though it certainly won’t hurt) but the ability to learn new software and social media networks quickly, use a CRM software well, use WordPress and maybe tweak websites a bit is going to give your resume a serious boost. Hubspot recommends that aspiring Inbound Marketers develop a familiarity with technology that at a minimum includes “comfort, coachability, and the ability to self-teach.” Social media and search algorithms are dynamic, and being quick on your feet is the best skill you can have.

6. Don’t Drop Out of School

Did we mention that Inbound Marketing is dynamic? Keep yourself up to date by taking advantage of some of the best resources. Fill your RSS feeds with some seriously smart marketing blogs, follow marketing masters on Twitter and feed yourself with content from Mashable, Inc. and other technology-based news sources. Once you’ve landed your first gig as an Inbound Marketing Rockstar, continuing education will remain part of your daily work if you want to remain effective.

7. Be Inbound

Chances are if you’re a recent grad, you’ve noticed that the job market is a little tough. How can you star? By fully utilizing cutting-edge platforms and technologies. Hubspot’s Experiments Manager Sam Mallikarjunan created a website titled HireMeHubSpot to showcase his skills for content creation, landing page design, webinars, social media distribution and more! IMA Content Creator Jasmine skipped the traditional cover letter in favor of something that more resembled a piece of blog content, addressing several of our potential objections to bringing her on our team. While you probably don’t need to go to quite the same lengths as Sam, consider sending a Tweet to a potential employer, filming a video or creating an infographic of your skills to really stand out.

Did We Mention We’re Actively Seeking a Nashville Inbound Marketing Intern? If you’re sharp, savvy and well-prepared to answer the big question of “What is Inbound Marketing?,” Contact Us on Social Media for More Details!

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This article originally appeared on Inbound Marketing Blog and has been republished with permission.

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20 Sep 12

Michael Haynes

Michael Haynes

Hello again, Everyone,

As we are approaching the last quarter of the calendar year, if you have not already begun so, it is imperative to start thinking about the goals you have for the 2013 calendar year and how your organisation is going to achieve them. For most organisations, driving organic growth and improving on business performance will still be key objectives.

However, the harsh reality is that traditional ways of B2B marketing simply are not going to enable your organisation to achieve your aggressive targets for growth and improved performance. As I have stated in my previous posts, volatility, uncertainty and tough economic conditions are all here to stay.  Furthermore, the playing field of B2B is tougher than ever before. Your business customers themselves have aggressive targets in terms of growth, key customers they want to acquire (and likely having a tough time doing so), big contracts and deals they want to win. The business owners and senior executives at these organisations will also have their own personal agendas such as key people they want to meet, companies they want to do business with in hopes of achieving their full bonuses, getting that big promotion or positioning themselves for the ‘next big move’.

What does this mean?

As it is the decision makers (ie. the executives and business owners) within your business customers that are driving their companies’ strategies and performance targets, must become the focal point of your B2B marketing efforts.

Therefore, the role of B2B marketing needs to take a fundamental shift. It is no longer sufficient for B2B companies to get their marketing departments to periodically gain customer feedback, modify their products and services and then generate marketing programs to build awareness, educate and support for your company’s offerings.

Success in today’s B2B markets requires a new B2B marketing paradigm. Senior executives must step up and take both a leading and active role in driving executive level customer engagement. They must ensure that they have a strong understanding of the executive’s needs, objectives and priorities – both professionally and personally and that their organizations are helping their executive customers to meet those needs.

However, it does not stop there. B2B executives must go even further and provide opportunities for their executive customers to:

  • Provide strategic input/guidance,
  • obtain thought leadership to address executive level key issues,
  • collaborate and co-create to develop new products and services,
  • meet executive peers to network, exchange ideas and develop best practices, and
  • provide introductions to speaking and media opportunities.

These objectives can be achieved through a planned program of executive customer initiatives including:

  • Customer advisory boards,
  • customer forums,
  • strategic customer discussions, and
  • customer co-creation processes.

Benefits

Effective executive customer engagement produces significant benefits including:

  • Increased share of wallet,
  • improved customer retention,
  • references, testimonials and referrals – all of which are a key part of the B2B buying process and hence integral to increased sales/revenues,
  • improved strategy, and
  • improved products and service delivery.

Studies conducted by the Geehan Group show that firms that target decision makers in customer engagement programs achieve customer retention rates of 90% and account growth which is three times that of those companies who did not target decision makers specifically.

Companies that have effectively undertaken executive level customer engagement initiatives to drive their performance include Oracle, HCL Technologies, Microsoft, Springer Science+Business Media and Wells Fargo.

That does not mean that executive level customer programs are solely for large corporations. Given the challenges that today’s B2B executives are facing, they are now more than ever open to new approaches as well as working with smaller and niche providers if it will help them achieve their objectives. Therefore, this poses significant opportunities for small and medium size organisations. They are often more nimble and customer centric to undertake such executive customer programs to develop relationships and win business and develop relationships that are typically won by their larger competitors.

Prerequisites for executive level customer engagement

It is important to realise that in order for your executive level customer engagement programs to be a success, your company must have the following:

  • Executive level championing and involvement: this is EXECUTIVE customer engagement so it is not something to be left to middle/junior level staff,
  • analytical and strategic capabilities: your company must be able to ascertain which issues and priorities to focus on, for which customers and the impacts to both your company and theirs, and
  • processes for initiative execution and management: there is simply no point putting in all of this time and effort to engage with your executive customers if you are not able to act on it.

Without a doubt, executive customer programs will take hard work and commitment from your executive team and many other members of your organisation. But remember, we are B2B and even significant improvements with even just a couple of key customers can have a massive impact on your company’s financial performance.

Good luck!

 


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19 Sep 12

Conductor C3 logoEnterprise SEO teams often fall into the trap of looking at high-level metrics and missing context, according to Hugo Guzman, Senior Manager of Online Marketing for HSN (Home Shopping Network’s eCommerce site, HSN.com). Speaking to SEW on the phone, Guzman gave a candid preview of his presentation entitled “Building SEO Goals KPIs for Your Organization” ahead of Conductor’s C3 event on Thursday 19th September. His presentation will focus on how SEO teams can “manage up” to the C-suite and across departments to drive significant incremental profits.

The Top-Down Strategy

As I’m sure many can attest to, the relationship between SEOs and the CMO is still one of education and empowerment because the role search and online strategies play are second fiddle to the wider and overall concerns of the C-Suite. With concerns such as price point, customer services, brand development – and the direction of any company being as much about it’s resource allocation and staffing as it’s marketing strategy – search is justifiably an afterthought.

However, with the marketing intelligence yielded from big data SEO platforms, like Conductor, SEOs are increasingly likely to take a seat at the C-Suite table. And according to Guzman, the winning approach to SEO is to do the opposite of what you might have done as a division manager. Namely, that to focus on higher level metrics could leave you blind sided to the most profitable opportunities for your department and your internal liaisons.

“There are two ways to execute on tactical SEO methodology,” said Guzman, “you can take a top down perspective which focusses on the performance of entire categories or divisions. Or you can take a ‘bottom up strategy’ – a granular approach to improve day to day tactical efforts – which aims to be nimble around the incoming data.”

In Guzman’s experience, the top down approach can run out of mileage as there is a tendency towards a portfolio approach which focusses on known business drivers, such as high volume search terms or high volume of conversions. As a result, from a distance, all converting keywords tend to look like just one of a million converting products.

A Bottom-Up Approach

By contrast, Guzman recommends identifying what he calls, “on-the-cusp” keywords, which may not drive much traffic currently but show a consistent “propensity to sell.” These low traffic but consistently converting terms can operate in a dual capacity; both as a kind of ‘divining rod’ for greater profits or ‘a canary in the coal mine’ forecasting trouble ahead.

“Where there is a track record of conversion on low traffic terms, digging deeper into the context of the conversion reveals site architecture concerns and opportunities that you just would not have identified from a top down view,” said Guzman, “periodic issues, such as a global redirect strategy, can often bury these smaller barriers to conversion.”

Simply by fixing these small things, bigger opportunities emerge, “when you do this kind of work, from the ground up, you all of sudden uncover new keyword opportunities that fit into the market segment or category.”

HSN new dresses hubIn turn, these new search queries or, put another way, ‘keyword intelligence’ around a product category lead to a content marketing strategy which helps to squeeze more ROI from that section of the site. It can even breed new sections. Guzman told SEW that there is a direct relationship between the concept of “product assortment” for a retailer – not just total inventory in terms of stock, but also length, variety and consistency in a product line – and the search traffic and ROI an eCommerce site can expect to generate.

Managing Up

“Every day we are looking at data coming in and finding new keyword that have never before driven revenue,” continued Guzman, “and it’s important to empower the merchant teams with search data. We are constantly feeding them data in terms of search volume and revenue. We use Conductor to find terms that show for queries that show internally consistent trends to inform merchandizers about what we are not stocking and how they can use that information to improve their product line.”

For example, “in our home decor category, the phrase ‘tufted’ emerged as a frequently used keyword modifier for more generic queries in that category.” Subsequently HSN.com was able to optimize around that product description. Citing another example, Guzman said, “we were able to identify that dresses were a growing traffic segment (with plenty of modifiers such as ‘A-line’ and ‘Maxis’) but we we had gaps in coverage, because we did not have enough assortment. As a result of search data and other data, the business decided to create and stock a dress shop, we now have an entire hub of dresses on HSN.”

HSN dresses hub

“We’ve really only scratched the surface of what we could be doing and we continue to do a lot to educate and empower our marketing counterparts. Conductor been a great partner in helping us integrate ROI data from our analytics solution, Coremetrics, and create automated reports that are customized around the priorities of the various stakeholders, from Home Decor and Kitchen merchants to Health Beauty merchants.”

So next time a someone says to you, “SEO, that’s all about meta tags right?”, remember this story. With special attention payed to low volume search terms and query modifiers, SEOs concentrating on the little things can find themselves making a big difference to the rest of the company. Expect an invite to dinner from the CMO who will be wanting to know what this search thing is all about.

Learn More at Conductor C3 #C3ny

For more stories like this tune into to our coverage of Conductor C3 on Thursday, September 19, which SEW will be tweeting on the #C3ny hashtag and writing up over the next few days. We’ll be joining brands such as HSN, FedEx, Logitech, Bing and Google to discuss, “Why 2013 Will Be the Year of the SEO”.


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19 Sep 12

 ”We use white papers very frequently and effectively, but it’s the relevancy and interest of the content that matters. We also blog and tweet to promote our content. Video is quickly becoming a mainstay of our content strategy because it’s so easy and entertaining for our audience. We also did a survey through one of our industry publications this year with very good results. The great part about surveys is that you can turn them into multiple types of content, such as white papers, blogs and webinars.”

“We developed an app that helps support the selling and technical conversations that our customers need to have with their patients. And our expert blog and our white papers provide technical and growth insights. Both have been well-received. Our social media programs help to drive even more traffic to the blog and white papers, while our more traditional marketing tactics help drive customers to our social and online communities. We really work hard to offer relevant content. That way we position ourselves well in our industry, and it also shifts our communications concerns from frequency of communication to a focus on the value of the communication.”

“As we produce various pieces of content, we think in a 360-degree format. We don’t want to produce a standalone video featuring just one of our products, technology or application experts. Rather, our content marketing strategy is to produce a video in the context of the larger, outbound consumption streams, and then merchandise the content to its fullest extent. In this example, the video exists as a call to action, [but] it could also reside on our YouTube channel with links to our many other social media outlets—and the transcript of the video could be turned into a white paper, the subject of a blog posting and the content for an infographic.”


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