The Sales Stocking Stuffer: Presenting Seven Online Sales Tips to Warm Up Your Winter
#3 — Track All Avenues to Your Website
If you don’t know where your customers come from, you fall victim to the “Wannamaker Syndrome” — “I know I’m wasting half of my ad budget, I just don’t know which half.”
Solution: Tracking web activity from online initiatives is easy. Tracking the same for offline initiatives is much harder, but doable. For an in-depth discussion of web tracking challenges, refer to the “All Roads Lead to the Web” white paper, available at: http://www.sendtec.com/white-papers.aspx.
#4 — Watch Your Search Budget
Bidding can get crazy as more and more sellers bid on the same keywords, driving up prices. If you get caught up in this frenzy, you will be paying way too much for your clicks. If the conversion rate remains flat, you will be likely to lose money.
Solution: Make sure your pay-per-click manager has specific instructions and a strategy for maximizing sales in a bidding war environment. By monitoring keywords on a daily basis, you will prevent excessive spends on a keyword that is unprofitable, as well as maximize return on the ones where your budget should be expanded.
#5 — SEO Can’t Do Much in the Short Term
SEO takes a lot of effort and time to bear fruit. Unless you have an ongoing optimization program that was started at least six months prior to your peak season, putting resources behind SEO at this point will be pointless.
Solution: Concentrate on PPC for immediate results and start an SEO initiative only in the New Year.
#6 — Take Another Look at Your Search Engine Marketing Copy
With limited character space and stringent editorial guidelines that restrict what words can be used, standing out from the crowd is no easy task for a copywriter. General copy can lead to unqualified clicks, but copy that is too restricting can lead to no clicks at all.
Solution: Write relevant copy that encourages consumers to click, while discouraging all but the most qualified consumers. Create a strong call-to-action using words like “Join,” “Buy,” “Sign-up,” expressing your expectations from the consumer upfront. For more resources on effective copywriting, refer to: “The Write Stuff for SEM,” available at http://multichannelmerchant.com/
webchannel/seo/write_stuff_sem_08012006.
#7 —Understand TV’s impact on Online Sales
Running TV commercials will have a direct impact on your online sales and search results. Failing to recognize the importance of a TV campaign can result in a lack of brand recognition.
Solution: TV integrated with your online activities can lead to amazing results, as TV “raises the water level” across all facets of your business. It’s a game changer. If you don’t already utilize TV as a medium, start planning a campaign for the New Year. To learn more about the relationship between TV and Search Engine Marketing refer to: “The effects of DRTV on Search Engine Marketing,” available at: http://www.envisiontv.com/DRTV_SEO.pdf
There’s a lot more you can do that takes time, but these practical tips can be implemented for the 2006 shopping season — but only if you move fast.
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