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Showing posts with label E-COMMERCE. Show all posts

Microsite Marketing




Printwear Magazine, November 2011.

In the sport of darts, we like to use the phrase “aim small, miss small.” This adage has everything to do with focus and keeping aim on-target. I recently wondered how this same saying could apply to focusing on a target audience in terms of marketing, brand awareness and selling online. The answer comes in a small package called the microsite.

Small, compact and effective, microsites can help you improve your search engine traffic as well as target specific audiences and/or demographics. Read Novembers Internet Strategies and consider the benefits you may find suitable for your online marketing efforts.

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Optimize Google Product Search




Printwear Magazine, February 2011.

Google Product Search is a great tool for online merchants to take advantage of, and in my February Internet Strategies column I thought I'd share some tips on how to get started, create and submit your data feed along with tips on how to optimize that feed in order to get the best results.

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After the read, you might enjoy the convenience of the following links:

Sample Feed
Submit Your Feed
Data Feeds Overview
Success Stories
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Turn Leads into Sales Through an Organized Website




Printwear Magazine, November 2010.

It's a no-brainer that a well designed web site will produce more leads and sales than a plain vanilla Internet presence, but what exactly are the key elements of the design that generate the most leads and sales? In this months Internet Strategies column we take a look at those elements and how you can utilize them to increase the number of contacts coming from your web site.

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Capturing Leads: A Questionable Approach




I recently submitted my column to Printwear on the subject of optimizing your web site for capturing leads. That will be in an upcoming issue before the end of the year. I have been reflecting on my comments and suggestions in that column this week, as I ran into what I consider to be a negative approach to capturing leads.

The long and short of it is this: Your web site a virtual door that leads visitors into your business. Therefore your home page and/or landing pages should be as friendly and welcoming as you are when a customer walks into your place of business. Naturally you'd greet them with kindness, introduce yourself and begin the process of giving them the best service possible. Hopefully you'll close the sale, if not you're sure to get a business card and/or information from them to follow up at a later date. Thus capturing a lead.

This week I saw an ad for sublimation equipment that caught my attention. I have been searching for another printing solution for my busy dart shirts web site. Having an hour or so free to research their products I was off to their web site to spend some time browsing the equipment, warranties, financing options, getting an idea of pricing etc...

My hour of research - as well as my interest in doing business with that company - ended within a minute and a half. Why?

Landing on their home page I was greeted with a few options to click on for their equipment, and a login box accompanied by a "register now" link. When I clicked on the equipment links I was redirected to a page telling me I must register before I can enter their web site. And that was the end of my interest as well as the time I spent at their web site.

That approach may make sense to some hardcore sales reps as the site immediately asks for the users contact information and details, but in my opinion it is forceful and disruptive if not damaging to that companies online sales efforts. Consider entering a physical location to shop for something and being greeted at the door by a sales rep who hands you a clipboard with a form to fill out providing all of your contact information before you're even greeted with a handshake. Imagine having to provide them that form before you could even take a glance at what they had to offer.

In my opinion capturing leads is a method blended in with courtesy and consideration for the customer, making them comfortable with providing their contact information and doing business with you. Forcing users to provide their personal information in order to capture leads is a bold, car salesman type of approach that in the end could be detrimental to business.

That's my two cents anyway...
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Getting OUT of the CafePress Marketplace




CafePress Shopkeepers will no doubt recall their decision to change the marketplace. I recall the chaos in the forums as I was very active there at the time, and my advice to everyone was simple. Opt out of the marketplace.

This meant making sure none of you images were tagged at all, and that you had opted out through your shops settings. As it happens I've discovered there can be a flaw so I wanted to bring it to shopkeepers' attention.

I left one - just one - bumper sticker tagged which made it available in the marketplace. The bumper sticker includes mydartshirts.com under the design, so I thought maybe that would be some way of reaching the marketplace without actually being in the marketplace. Ever since I've removed all the tags from my images and opted out of the marketplace things have been fine. Until this week...

Two straight days this week I received notification for sales from the marketplace for a total of 11 shirts. The designs were NOT tagged nor am I opted into the marketplace. I just don't know how I'm going to spend the $18 and change CafePress seems to think my work is valued to be. I sell 11 shirts and I get less than a Jackson?

How can this happen? Naturally I went off to investigate...

To see if any of your designs are tagged at all, type in your shop URL with the following modification:

http://www.cafepress.com/sk/yourshop

By doing that I discovered that visitors shopping the marketplace can easily wind up on that page, and even if you only have one design tagged they can discover your shop and purchase anything. Armed with the discounted CafePress marketplace cookie that pushes then through as a marketplace sale.

So... Shopkeepers check your status by using the URL with that /sk inserted and double check your designs. You may think you're unreachable from the marketplace and find out otherwise.

Holiday Marketing




Printwear Magazine, September 2010.

As we approach the last quarter and feel the Holiday season approaching, now is the time to begin planning your Internet Marketing strategies for the 2010 Holiday season. This issue of Printwear suggests a few ways to approach your marketing plan and includes a calendar of events to follow and kwwp your campaign on track.

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Do you have social media sharing buttons on your web site or blog?

Providing your visitors with social media sharing buttons provides them one click access for sharing your content. I can add social media sharing functionality with buttons that compliment your site for just $35.00!

Add this important feature to your site today!

Design and Install Social Sharing Functionality to One Web Site or Blog

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Internet Inevitability




I was recently contacted for a little Q&A by Printwear's Associate Editor, Heather B. Fried. My Printwear issue arrived today and her article Internet Inevitability provides a great look into today's Internet marketplace and the in's and out's apparel decorators should be aware of. Especially if you have not jumped into the world of e-commerce, or at a minimum created an online presence for your business.

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Accepting Payments: The Death of the Money Order




Last week I experienced something new in terms of receiving payment for services rendered. The first of the month arrived and as usual the pile of bills that go with it. So when sending current invoices I offered clients a discount for fast payment in order to rest assured I could get everything paid up quickly for the month.

To start an interesting chain of events, one customer submitted payment online via PayPal. Trouble is, it was to the wrong email address. It was one of my email addresses, but not the email address connected to my PayPal account.

This no doubt brings a question to my mind: "Why is PayPal accepting payments to non existing accounts?". I was offered the opportunity to add that email address to my existing PayPal account. But that is beside the point. What if it had NOT been to one of my email addresses? Could the recipient have claimed my funds? I had to email my customer and have them pull the payment, which I assume was just sitting in CyberSpace waiting for someone to take it.

I was on the road that day on a field trip to Oklahoma to meet a client, and it was then I discovered that when using my Blackberry to send email an advertisement was being included with my outgoing mail just after my sig file. One in particular that caught my eye was "Pay me through PayPal" with my email address included in the ad. Clearly it was that which created the confusion in the days PayPal transaction going to the wrong account, and something I need to take up with my provider.

My customer then decided to send payment overnight, and rather than write a check they sent a money order to save me any problems getting it cashed. Often banks will hold out of state checks for several days, and almost every check cashing service has some sort of verification process. I - as well as my customer - thought that a money order was just as good as cash.

We were wrong.

My first stop was my local Cash Express. I like the place because for a small fee - much less than banks charge me - I can cash my checks quickly and easily, along with reloading my credit card if necessary. I can also pay many utility bills there all in one stop. I was told that they couldn't cash the money order without verifying it with the issuing bank, which was closed due to the time difference. I then took it to my local bank which informed me they won't cash a money order unless it is issued from a branch of their bank. Two more banks gave the the same answer.

On to the grocery stores. Same thing. You can buy money orders all day, however they will not cash any unless you bought the money order from them. I've never felt so poor with that much money in my pocket before. The feeling is quite disturbing actually.

Later that day I received a check in the mail and returned to Cash Express. While they were cashing my check I explained my afternoon adventure in Money Order Chaos and was told that Money Orders are likely about to be a thing of the past. Apparently they have become very easy to create and/or have become popular in cases of fraud. I was told that every establishment has these strict policies due to that, and it would be in my best interest to stick to online payments and receiving checks.

Just passing along that experience. I am no longer going to accept Money Orders, and having learned that little lesson in finance I'd suggest everyone review their own policies before any hassles arrive in your mail box.
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Order On The Court




A good friend of mine in the dart league runs a business called Pioneer Sports Flooring, specializing in maple and synthetic sports surfaces for basketball, volleyball, athletic and recreational facilities. Realizing the need for a solid web presence to educate their existing customers as well as reach new clients and expand their market I was asked to build them a simple, straight forward informational web site.



During the process I was reminded of how important it is to have a web presence in todays business world. The Internet has become as common as a refrigerator and television set in homes around the world. Consumers are using the web to research products and services before picking up the phone or looking through the Yellow Pages, if they even keep a phone book handy anymore.

If there's one thing all of my new clients have in common, it is coming to terms with the fact that a web presence has become so critical. All of them admit that the majority of new customers that contact them ask the same question, "do you have a web site I can go look at to learn more about your business and see examples of what you have to offer?".

Despite the current economic situation, the Internet still thrives and maintains itself as a huge cog in the gears of commerce. Don't leave potential customers out there for your competitors, if you don't have a web site yet consider getting started right away!