What is Greenvelope? Greenvelope.com is a Seattle based start-up rethinking event planning. Our event planning services allow people to custom design and send digital invitations and easily manage events with integrated tools such as RSVP and plus one tracking, Google map direction integration, ticketing sales, donation facilitation and more. It makes planning anything from a […]
When many people think of SEO, their minds automatically go to the actual practice of optimizing for search. Things like AdWords campaigns, blogging, crafting meta d
Strategies VS. Tactics
When making any plan, there is a distinct difference between a strategy and a tactic. A strategy is your overall guiding principle while a tactic is the specific action that supports that principle or goal. Simply put, a strategy tells you what you want to achieve and a tactic gets you there.
(To see actionable examples of competitive SEO strategies, click here)
Every strategy likely has multiple supporting tactics. An example could be the SEO strategy to increase sales of a particular new product. Some tactics to help make that happen could include running an AdWords campaign to boost visibility, posting blogs related to the topic and creating a powerful landing page for the item complete with a killer meta description, page title and other on-page SEO features.
Balancing Investment And Payoff
At its heart and soul, SEO is a long-term proposition. Looking at it any other way will only find you sorely disappointed in your results. That said, not all SEO tactics are created equal. Some can be quite affordable and offer virtually immediate results. Resist the temptation to rely solely on such tactics and instead opt for a good mix of SEO activities.
An ideal SEO campaign will include a blend activities designed to yield results at different times in different ways. This multi-prong approach is the most holistic and natural way to approach your SEO. An example campaign might look something like this:
Level of Investment
Fast search impact, especially for niche terms
With a continual emphasis on a mixture of SEO tactics, your business will be well-poised to take advantage of more search engine ranking factors.
A Living Process
SEO is not something you do once and are done with. You must continue to "do" SEO all of the time. That includes reviewing your strategy and adjusting your tactics as appropriate-and not just in light of new Google algorithm updates. News or changes specific to your industry can affect your SEO strategy. The other important factor you must always consider is your own set of analytics.
Because some SEO tactics will yield result data faster than others, you must make decisions based upon this information appropriately. Sometimes you need to let things play out for a bit before reacting. Other times, immediate action is called for.
If you think of SEO visually, you should have an image of a circle in your mind. At the top can be your initial strategy and along the path are individual tactics. As you move around the circle clockwise, you will come to your analytics and review phase and then back to your strategy. This is what good SEO is and should be-a continual, closed-loop process with an eye on today, tomorrow and beyond all at the same time.
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I founded Chronic Tacos with my friend Dan when I was 26 and I never spent a day in college. Anyone can do it, right? It sounds easy enough to skip the college degree in favor of pursuing your dreams. And with entrepreneurs out there, like Bill Gates and Richard Branson, acting as the perfect […]
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Here's a scenario: you own a small online store that sells products and you are struggling to get enough traffic or conversions. Despite the fact that you have probably spent a lot of money on pay per click and SEO campaigns, you are not seeing results that are long-lasting or viable.
Here are 5 ways you can get traffic to your e-commerce website that you may not have thought of before.
1. Product Listing Ads
One of the most effective ways to get people that are looking for your products is to create product listing ads (PLAs) in Google Adwords. In order to create PLAs, you first need to create a product feed, which follows Google's feed specifications.
Once you have the feed generated, the next step is to login to the Google's Merchant Center. If you do not have an account yet, you will need to create one.
The next step is to upload your feed. You can either choose to manually upload it, or choose to host the feed file on your website so that Google can fetch it on a scheduled basis. The feed only lasts 1 month, so if you manually upload it, you will need to do so every month.
When your feed has been successfully uploaded and processed, you should see products in your Merchant Center. Once they are approved (usually takes a few hours), you are ready to jump to Adwords where you will create your PLAs and start driving some seriously targeted traffic.
2. Affiliate Marketing
Another way to get some traffic is to simply enroll your website into an affiliate marketing program. There are many companies that manage affiliate campaigns, but I have a pretty good experience with PeerFly.
The way affiliate marketing works is you essentially allow other website owners to promote your products and in return, you pay them a commission every time they send a customer your way that purchases your product. This is called CPA (cost per action) method of advertising.
So why is this a good way to drive traffic? Because it simply doesn't require much work on your end. Most of the heavy lifting is done by each publisher who chooses to promote your product.
3. Organic Search
If affiliate marketing is not your thing, then you can try organic search. Wait, let me guess. You've already tried organic search and failed pretty bad at it, right? If you are in that position, then you should not give up just yet. Chances are you just need a better strategy.
Organic search engine rankings are determine by hundreds of different factors, but main ones being quality of content and backlinks. There's many ways an e-commerce store can build backlinks, but one effective way is to let other bloggers review your products.
For example, if you are selling shoes, send a pair of shoes to 10 popular shoe blog owners and let them review your shoes. In return, they will probably link to your website when they review your shoes as well as send targeted traffic that might be interested in buying those shoes. It's a win-win for everyone.
In addition to that, you should also have a blog section on your website where you can share valuable tips about your products or the industry in general. In our previous shoe example, we might have articles that show users how to restore damaged shoes, how to keep their shoes in mint condition, how to match their shoes to their clothes, where to get discounts to buy shoes, and so on.
4. Email Marketing
Ok, the next thing we'll talk about is email marketing. Everyone has heard of this before, yet not many are utilizing this channel.
Email marketing simply refers to keeping a list of email addresses that have bought or are interested in your products.
If you are sending emails to your previous customers, a good way to get their business again is to offer them coupons. You've probably received "loyal customer" coupons before, and there is no denying it, it probably made you feel good for a bit. You have to reach the customers and make them feel special enough to want to buy from you again.
If you are sending emails to people that have never bought before, then you can try to tell them a story. Show them why your products are superior to your competitors' products. Let them know why they need your product. You will basically have to create a perceived need to get their business.
And finally we have retargeting. Many people are confused about what targeting really is and how it works. Retargeting is a way to show ads to people that have viewed your website previously. The way it works is that a cookie is set on a user's browser when they view your website, and then when they load other websites later, that cookie can be utilized to show them your website ads.
Retargeting is great because it is usually much cheaper than traditional CPC and usually it's based on CPM (cost per thousand impressions) model. It is also good because the users are usually familiar with your products already so they just need a little nudge to complete the purchase, instead of you selling the whole story to them again.
As you can see, there are quite a few different ways to get good, quality, and targeted traffic to your e-commerce website. It is crucial for you to test each method and find which works best for you and your business.
Two California brother in-laws, Jason Arriola and Will Regan, teamed up to start a business and now these two Skateboarding dads are living the dream of entrepreneurism. So how did they do it? Tired of always seeing his twin boys' heads bobbing around when they fell asleep in the back seat of the car, Jason […]
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Welcome back to my brief Introduction to Twitter Advertising! In case you missed it: In this three-part series, Ill be walking you through three of the most important questions to consider before you get started with advertising on Twitter:
1. What is your objective?
2. Who is your target audience?
3. How are you going to measure your success?
Ive already discussed how Twitter can help you meet your marketing objectives, so lets move on to possibly the most important part of any Twitter campaign: Targeting. After all
Who Is Your Target Audience?
You probably know who you want to target " but can that audience be found on Twitter? Heres a breakdown of how to navigate Twitters targeting options.
- Reach people that search, tweet about, or engage with specific keywords. These are best used to promote events (#NYFW), product interest (#iPhone6) or purchase intent (travel ideas).
- A slightly less-specific version of Keyword targeting, Interest targeting permits you to select Interest groups that have been predetermined by Twitter. Twitters two-level hierarchical targeting options allow for you to get pretty specific " for instance, within the broad Books and literature category, there are several more specific genre/category options, like Cookbooks or Romance. Interest categories are a great option if youre looking for a broader reach.
- Target the audiences of specific Twitter handles. This can help you find new audiences, demonstrate brand expertise on a specific topic or gain publicity. By targeting an influencer in your industry, youll be able to reach their audience and demonstrate your business expertise. You could also try targeting your competitors audiences to generate awareness of how your business can help solve their pain points.
- Target the second-screeners. I saw this a lot during Shark Week " brands were leveraging #SharkWeek to attract attention from those who were engaging with Shark Weeks programming. While this option is less applicable for most businesses, it can be very successful for others. Jacobs Creek Winery, for example, leveraged ABCs The Bachelor and encouraged fans to tweet with the hashtag #MoscatoMonday. And it caught on " encouraging social watching also generated product awareness of their delicious Moscato.
- Have a CRM list of emails? Put it to use on Twitter. New to the self-serve platform (previously, you could only access this level of targeting via a 3rd party vendor), you can now upload a list of email addresses & target them directly on Twitter. I would recommend this tactic only if you have a rather large email list at your dispense as the match rate of emails to @handles could be <50%. Also, note that it can take a few hours for the uploading/matching process to happen.
- Also new to the self-serve platform, you can now generate a remarketing code to place on your landing page and use to retarget users on Twitter. This would be an especially useful tactic to encourage donations, contest entries or event sign-ups.
Once you know your objective, its imperative to reach the right people in order to get your message across. As with all campaigns, its certainly easier to cast a wide net and get your message out to many people, but the only users who will take action are those who share an affinity with your message. As such, dont be afraid to call out specific groups and use images that speak directly to your target audience.
Coming soon: Part 3 of my Introduction to Twitter Advertising, where Ill discuss how to measure your success. Stay tuned!
- How To Do Twitter Advertising " Part 1: Objective (Victoria Hoffman)
- The Quick Guide to Timing Your Tweets (Jade Furubayashi)
- Keyword Targeting on Twitter: The Right Place, The Right Time (Chris Atkinson)
- How To Really Use Twitter Hashtags (Jessica Davis)
Affiliated Business is a social network of bloggers, webmasters, and Internet entrepreneurs. It allows you to publish and share your news and to discover the best resources, tips, and ideas concerning affiliate marketing, blogging, homebusiness and making money online. You can submit your stories, vote for interesting news, take part in discussions, and network with other site users.