Ecom Revolution
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April 20, 2013

SEO and The New Now via ScentTrail Marketing
Martin (Marty) Smith

There is a new sheriff in town. There are two new sheriffs in town an angry Penguin and a pining penguin.


Google's algorithm changes add gasoline to a fire that was already burning - marketing in REAL TIME or The New Now!

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April 16, 2013

Reviews Are Critical User Generated Content: Review of Reviews [Infographic + Marty Tips]
Martin (Marty) Smith
It’s not even just e-commerce sites that allow reviews either. Local Directory sites allow customers to review businesses, whether the business encourages them or not.
Martin (Marty) Smith:

Ecom & Reviews Birds of a Feather
You can't run a successful ecommerce website without reviews. I would go further and say you can run a successful #Ecom website without User Generated Content (UGC). Excellent infographic explains why.

 

5 Tips For How To GET Reviews & UGC

* Gamify - provide social capital as reinforcement.

* Glorify - Reviewer of the month and other accolades.

* Review Reviewers - ask community to rate reviewers, brand the best of them.

* Contests - make becoming a reviewer a hard won prize like Amazon.

* Give 'em a Job - once you find the 1% willing to contribute gives them a "job" and that will help recruit others in kind.

BTW, I don't agree that a negative review means your company is dead. I posted on how to turn negative reviews around not long ago:

 


Turn Negative Reviews Into Money
http://scenttrail.blogspot.com/2011/07/turn-negative-reviews-into-money.html

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February 6, 2013

Why UCA Is The New USP: Share YOUR Input On A New Marketing Concept

Martin (Marty) Smith

Unique Customer Aspirations
UCA stands for Unique Customer Aspirations. I am creating this idea right now on Atlantic BT's blog. The concept is a mashup of an idea discussed in Seth Godin's new book The Icarus Deception and Jim Stengel's book about how brand ideals should drive called Grow (both highly recommended).

I was taught to sell by P&G back in the day. P&G stressed USP, or unique selling propositions. USPs was the unique brand quality of P&G products such as Ivory soap's "so pure it floats". 

The concept of USPs was matured by Kim's book Blue Ocean Strategies. Kim stressed the development of Unique Value Propositions or UVPs such as how Cirque du Soleil changed the concept of "circus". I've discussed the importance of USPs and UVPs on a ScentTrail Marketing Video.

 

Marketing has changed so much, but our understanding of those changes is running behind. I believe there is a new concept called Unique Customer Aspiration or UCA and undrestanding UCAs is critical to successful Internet marketing. 

UCAs are about how your product or services change, empower and help people, customers, friends and so create brand advocates. I'm writing about this new UCA idea now for Atlantic BT's blog.


Want to help define a new concept? Want to lend your ideas to UCA? Share your thoughts in comments here or email Martin.Smith(at)Atlanticbt.com. 

Look for my first draft tomorrow.  


Great comment by Phil Buckley (@1918) about UCA on Google Plus: https://plus.google.com/u/0/102639884404823294558/posts/fsR8GLTC6g5 

 


Martin (Marty) Smith:

UCA is going to be a key Ecom concept. 

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January 22, 2013

5 Ways Your E-Commerce Website's Internal Search Feature Converts Better
Martin (Marty) Smith
Compared to other metrics, site search usually gets passed over as one of those things you’ll improve soon. But taking steps to improve your site search can improve conversion rates.
Martin (Marty) Smith:

When I was a Director of Ecommerce I was a HUGE believer in "internal search". We purchased an expensive, $30K a year, SaaS to help.


I will never forget our CFO sneering that we would, "Never pay for such an expensive addon".  We paid for a year's worth of better internal search in a week and we didn't even know how to use the tool yet. 

Searching is THE paradigm. Google has trained every web surfer instant and relevant results are only a click away. Frustrate that desire for meaningful results by visitors to your website at your absolute peril.

This great KISSmetrics article explains how to tune your internal search to make even more money. Did I ever convince my old CEO? Not so much, but doesn't matter. I don't work for or with him anymore (lol).  

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December 11, 2012

Want Your Website To Convert 42% Of Its Traffic? Steal From These Top 10 Converting Sites
Martin (Marty) Smith
Internet marketing isn't what you think. This post explains why top converting sites convert at many times typical 4% to 6% and how your website can too.
Martin (Marty) Smith:

Internet Marketing Isn't What You Think It Is
Wrote this piece yesterday explaining the difference between highly converting websites and everyone else. I haven't figured the average conversion rate of these ten sites, but Schwan's is #1 at 42% of its traffic.

If your ecommerce website is struggling to reach 6% conversion (as mine did), STEAL from these Top 10 Converting Websites. 

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