SEM: Competitive on a Budget
For example, faced with a situation involving an e-commerce system that provided effective merchandising and inventory features but not many options for search engine optimization, online retailer Baby Bella added a blog to its site in October 2007.
The blog was announced to the Baby Bella e-mail list and quickly became one of the top sources of referring Web site traffic to the main Baby Bella Web site behind Google and Yahoo.
Brick-and-mortar retailer J&O Fabrics Center added a blog to its online retail site as a way to archive a monthly newsletter online. Within three months, a part-time writer was hired to post to the blog on a regular basis. The blog now includes entertaining and informative posts that send customers directly to product purchase pages. The links from the blog to the main Web site have helped rankings. J&O Fabrics now competes online with much larger competitors like Jo-Ann Fabrics and enjoys rankings on Google like No. 3 for “fabric stores.”
Get Social Media
Whether it’s Flickr, Facebook, Twitter, YouTube or StumbleUpon, there’s no doubt consumers increasingly spend time on social networks. If you think social media is a trend, then you may choose to ignore the numbers from Hitwise stating MySpace is the third most popular Web site after Google and Yahoo Mail, but take a look at all the 5- to 12-year-olds growing up on Club Penguin and Webkinz. They’re growing up on social media.
Rather than jumping into the social media world as a marketer, it’s more important to understand the different social media channels and how participants relate and consume information. Marketers can do that by becoming participants.
Social media participation basics include:
• Register and create a profile;
• Explore the community and “make friends”; and
• Vote, comment on and submit content.