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;DE\nj%Zfd includes many online exclusive features. Here is a rundown of what is coming up only on DMNews.com.
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?fn [f @ klie dp jfZ`Xc d\[`X Zfddle`kp `ekf X dXib\k`e^ Xjj\k6 “Position yourself as the ‘expert authority’ within your network regarding your company offering,” recommends ;Xe`\c D\p\ifm, CEO of Fecp9lj`e\jj%Zfd. “One great way to do this is to pass along helpful news. Share news and tips from industry organizations, headlines and your company’s own experience. You can also create a question and provide the answer. Your how-to tip should be knowledgeable, brief and accessible, with links to additional info sources.” It also helps to offer kudos to other experts or organizations in your field, he says, because this shows expertise and camaraderie. And, ask questions. “Surveys help your network get involved, and provide you with a wealth of info to go back to them with,” he says.
DXiZ_ ) :Xi\\ij1 >\kk`e^ kf Befn¿ DMNews’ Web editor Kevin McKeefery chats with a top industry executive about the challenges, pleasures and day-to-day intricacies of his or her position. DXiZ_ 0 :ID Jfclk`fej1 GifYc\d Jfcm\i A CRM expert offers three tips to solve a customer relationship managment problem. DXiZ_ (J\XiZ_1 È, K`gjÉ It’s more important than ever to make sure customers can find you online when they search, as well as be sure they see the results you want. Five experts offer ways to spiff up your search engine optimization. DXiZ_ )* ;fj Xe[ ;feËkj1 @ej\ikj Industry experts share their top “dos and don’ts” when it comes to taking advantage of the insert channel.
?fn ZXe @ ^\k dfi\ jXc\j flk f] dp gX`[ b\pnfi[j6 “The first step is to find out which are working the best and jettison those that aren’t delivering,” says :_i`j N`e\, director of product marketing for DXi`e Jf]knXi\. “Use analytics tools to measure completed sales — or, if you’re after leads, completed forms or e-mail addresses entered — that result from specific keywords or campaigns. Also, measure hidden conversions, such as store lookups and sales that happen on affiliate sites. “Take the best-performing keywords and set a maximum price per lead for each based on the sales outcome – this price can sometimes be higher than the original maximum bid you created,” he adds. “Lastly, make sure your site has landing pages optimized for each of your top-performing keywords. Anything less and you leave sales on the table.”
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?fn ZXe @ ^\k k_\ dfjk d`c\X^\ ]ifd dp ZfdgXepËj gif[lZk m`[\fj6 “Many companies post their product videos to their corporate Web site, but it’s critical to place your story where it matters most — in front of your prospective customer,” answers I`Zb DXik`e, CEO of J\ccGf`ek. “If you want to engage consumers in the act of shopping, consider using a digital video network that, through a single point of contact, can ‘feed’ your branded video to the product pages of every online merchant carrying them. Another option is to embed video product tours in e-mails. “You also could include a product video tour in a banner ad or Web site sweepstakes with a condition that entrants must view the tour to participate,” he adds. “You can also showcase your video product tours at tradeshows or conferences by running them from a display or digital photo frame at your booth.”
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?fn ZXe pfl dX`ekX`e fi \m\e Yffjk Zfem\ij`fe iXk\j `e k_`j \Zfefdp6 “Take advantage of data your shoppers seek to make sound buying decisions, such as product guides, user reviews and product attributes,” replies A\jj\ >fc[dXe, <e[\ZX’s global lead for the retail industry. “Bring this valuable information into more of your shopping experience — don’t just bury it on individual product pages.” It’s also advisable to invest in new search engine optimization strategies, he adds. “For example, advances in dynamic site SEO generate vastly more pages than alternatives,” he says. “You can also maximize the value of each new lead coming to your site with targeted landing pages for top queries and other categories keywords. Employ technologies and tools that give merchandisers and marketers more control over pages.” @ek\i\jk\[ `e j_Xi`e^ pfli k`gj Xe[ ki`Zbj6 <$dX`c cXli\e%Y\cc7[de\nj%Zfd kf Zfeki`Ylk\ kf KffcYfo