Direct-to-Customer Commerce

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Strategic insights into the direct commerce industry, including ecommerce, direct marketing and related fields

The Inconvenient Truth about SEO

I like this title, in part because of the parody of Gore’s book on the environment.  But this article is a revelation about SEO, warrants your reading and review … here’s a link to the article in Smashing Magazine.

Paul Boag waxes eloquently about what SEO is truly about, and why you don’t need a consultant to optimize your web site for SEO.  You just need the discipline to develop content about your business.  And if you don’t know more about your business than some consultant, then shame on you.

Boag’s also makes the case which I began in an earlier post on this blog … that social media is really about your own publishing business.  You have to develop and editorial plan of action for posting new content daily, weekly monthly … whatever frequency is warranted by your business.  Start slow and build, because it may be a new skill set.  You may even need to hire someone specifically for this task, as Boag suggests.

Content marketing or management is mostly about content development.  Without development, there is nothing to manage, and no marketing.

 

Filed under: Opinion, , , , ,

The fifth step to multichannel commerce

Step five is building a content management system … a nice overview of CMS appears in Wikipedia — click here.

The principle idea behind CMS is to both capture all the content you develop about your company, your products, your services, your people, etc.  And make it available, in a consistent way, for use in any media.

Of course, the most common use is on web sites and in emails.  But it can also be used in the social media … and should be.  Because at its essence, social media is a private publishing solution, which enables you to build your own subscriber base, present your own content, and advertise your own company.

Thus, content becomes a significant asset, which should be created, maintained and leveraged as much as possible.  A CMS enables these functions.

When you consider how difficult it can be to create good content for your company, and the increasing opportunities to leverage that effort across multiple media for multiple purposes, the obvious value of content management simply explodes.

Filed under: Ideas, multichannel commerce, Opinion, , , , , , ,

The State of Social Marketing — a report

Awareness Social Media Software has just released a set of three white papers under the heading of The State of Social Marketing.  You can register and download the reports at their web site.

Of course, the purpose of the reports is to promote their Social Marketing Hub, an integrated solution for social media marketing management.  I’ll leave you to evaluate that.

However, these reports are pretty interesting reading.  And informative.  They’re worth a look.

Overall, the reports tell me that social marketers still have not figured out what this is about.  There seems to be a tendency to measure things that are relevant to social media, but not relevant to increasing sales.  One of the reports, entitled “New ROI Framework” presents some real world formulae for calculating meaningful measurements of social media.  Very useful.

I continue to believe that too many businesses engaged in social media don’t know why there are there … they just believe they need to be there.  Which is probably true, but without a rationale and strategy — a point-of-view — a business can spend a lot of money without knowing the value.

I continue to believe social media should be viewed as private publishing — subscribers, content/editorial, advertising — it’s all under your own control.

Developing content may be the most difficult for a business to get their hands around.  But just as in any publishing business, content is the reason for the channel’s existence — from a business’ point of view.

Filed under: Ideas, Opinion, , , , , , ,

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