It’s a fact that very few independent retailers do meaningful e-commerce. At the core, the reason for so few success stories is the sheer difficulty of the process and the breadth of personnel resources and skills sets that are needed to create and manage the technology platform and the online marketing strategy. Only after the right technology is in place can a meaningful marketing message be delivered and the analytical insights discovered, for a strong return on the advertising and marketing investment.
We often hear about SEO or search engine optimization, but we hear little about SEM or search engine marketing. Often people use these terms interchangeably, but it’s important to note the difference between them. Think of SEM as the umbrella term for increasing visibility of a website online. SEO and PPC or pay per click advertising fall within this SEM umbrella. Thus, search engine marketing is more comprehensive than SEO and includes a much wider diversity of marketing techniques.
The famous saying goes “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.” Well, Jamie Blomquist, agency development manager at Google, can tell you exactly which half it is. Except that jewelers aren’t wasting just half, they’re wasting three-fourths of their advertising money.
There’s no doubt that one of the biggest problems in e-commerce is customer retention. Nearly two-thirds of customers who make a purchase never return to make a second one. Jewelers have two valid avenues to remedy this situation. The first is to make a concerted effort to continue the relationship with those customers who have made a purchase; the second is to secure a steady supply of new customers.
Don’t sabotage the success of your marketing campaigns by directing all your visitors to your homepage. Last week we learned about Attention Ratio, and explained the basic principles of landing pages. In Part 2 here, we learn what goes into making a successful landing page.
Not long-ago SEO, for independent jewelers, wasn’t often recommended or needed. This was primarily due to budget restraints and the lack of sophisticated competition (digitally speaking) on a local level. That is to say, five years ago most independent retailers had poor website experiences. So, if you were to of developed a fantastic website experience, at that time, chances are you would have been miles ahead of your competition locally.
You want to dominate your local market online, right?
That means you have to maximize your local search potential. You may want to discuss the following advice with your current marketing provider, to make sure they are taking all the right steps to increase your local visibility.
The basics, unsexy as they are, still work, and are often overlooked. The three tactics below may seem overly simplistic, but they’re important and can really catapult your website’s rankings in the search results.