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Archive | December, 2011
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If the strategy fits, wear it.
The more I think about online business in general – and especially online sales strategy – the more it connects back to what I learned when I had a bricks and mortar Planet 13 clothing store.
Online and offline businesses – are they really that different?
Attracting Customers To The Store
Traffic for an online business obviously equals walk-in customers for a physical clothing store.
The better your store’s physical location and the better your marketing, the more walk-in custom you get in your store. Obviously rental on the High Street of the city center is much higher than for a back-lane in the suburbs so it often means only the “big boys” can afford the prime locations.
The most valuable location online is Number 1 in Google for your main keywords. But the beauty is that this position is open to anyone who focuses on the right SEO marketing and social media strategies. These then drive traffic to your online business and the “rental” costs may be absolutely minimal (as little as the cost of hosting and labour costs for SEO.)
“Why Don’t You Try It On?”
It’s become more and more obvious to me how the best online sales strategies mirror what we used to do in the clothing store.
When the customer walked in to Planet 13 our sales staff didn’t ask them straight away if they wanted to buy a Metallica or Slipknot T-shirt. The first step was getting them to the changing rooms so that they could feel and see for themselves how great it looked on them.
Similarly with an online sales strategy what you need to be thinking about is “how do I move the customer along in the sales process?”
Too many online business owners force the issue by concentrating immediately on getting the sale, whereas in reality there’s a process involved and the customer will only buy when they’re good and ready.
So Where Are the Online Changing Rooms?
Online, a typical example when a prospect comes to you might be this:
- They find you through organic search and land on your home page, where there is an offer to opt in for a free report.
- They choose to opt in and provide their email address – that’s the first step to the “changing rooms”!
- An autoresponder email then delivers the free report to their inbox or directs them to where they can download it.
- Follow-up emails over the course of the next couple of weeks let them know a bit more about who you are, what your services are and let them know you are available to help if they need it.
- This has opened a communication channel between the two of you and has brought them, effectively to your online “changing room” where they can begin to feel comfortable with you and your product.
- There has been some bonding and engagement between you and you have built credibility and authority with them – and they have seen that you provide products and services that can solve their problems; they are ready to buy from you, just the same as that Metallica t-shirt fits perfectly and looks and feels fantastic and the price is right for them.
Do you see how online and offline sales are a series of steps that you need to have clear of in your own mind? Then you can use them to guide the customers through until the transaction and beyond.
Many of the same steps apply to t-shirts or online business services! You can pick up plenty more tips like this in the series of videos available on the learning section of the Melbourne SEO website. Just click here to learn more.
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From your favorite sports highlights and dance competitions to make-up tutorials, science experiments and great movies, there’s a ton of great stuff on YouTube—over 3 billion views worth per day by last count. More and more, behind every great video is a great Channel, and with our announcement last month that more of them are coming to YouTube, we want to make it easier for you to find and keep tabs of what you want to watch.So, today we’re introducing a new homepage, Channel design and a fresh coat of digital paint. Here are three ways these updates will improve your life on YouTube: 1. A new homepage
The YouTube homepage is your gateway to a vast entertainment universe. To help you get more into YouTube, we’re making it easier to find and follow great Channels when you arrive. On the left side of the homepage you can create your own, personal, customizable YouTube Channel line-up. Sign in, or create a YouTube account. Then you can browse recommended Channels; customize your homepage’s feed; even link your YouTube account to Google+ and Facebook to see what your friends are sharing. The new homepage feed we launched earlier this year is now front and center on the homepage. You can switch between feeds by clicking on different Channels on the left. For step by step instructions on using the new YouTube homepage, you can go to our help center. 2. Simpler, customizable Channels
Given the homepage’s new focus on helping you find and organize your favorite Channels, we would be remiss if we didn’t update the look and feel of the Channels themselves. Today we’re launching an improved Channel design focused on what matters most: helping users find great videos. As different uploaders have different goals, we’ve created new Channel templates to meet your needs whether you produce one video a week or have thousands of videos for a fan to browse. Some partners have even uploaded videos talking about the features, or giving tips on how they’re taking advantage of the new design. To learn how to opt-in to and test this new Channel design, check out our help center. 3. A new overall design
To bring the new homepage and Channels designs together we’ve also applied a fresh coat of digital paint across the whole site. In July, we unveiled an experimental design called Cosmic Panda. We’ve used your feedback to improve our overall design, and today, we’re presenting a cleaner and simpler YouTube, with a consistent gray background, bigger video thumbnails and a more streamlined watch page. Ready to get started? Your new YouTube is already shipped and waiting for you at YouTube.com, and like every new toy, we included an instruction manual (and video) to help. Our recent Channels expansion, our grants and educational programs, and this new design are all focused on helping you discover a broader range of entertainment on YouTube. We’re always innovating and testing new stuff out to make the experience the best it can be for you. We rely on your feedback to figure out when we’ve gotten it right and when it needs further tweaks. So let us know what you think. Posted by the YouTube team