Catalogers Embrace Search Marketing

May 19, 2006
By Patricia Hursh

SEARCH ADVICE GIVEN AT ACCM

Catalog marketers turned out in droves to learn more about effective search engine marketing techniques at the recent ACCM Catalog Conference, held at Chicago’s McCormick Place May 8 – 10. Catalogers realize that their customers are also busy visiting search engines such as Google, Yahoo and MSN and going to shopping sites such as Shopping.com and BizRate. Savvy marketers know that it is imperative that their products and services are highly visible in the search engine results. And the more prominent and compelling the message, the better!

The tricky part is... search marketing can occur in more than one way. Some catalog marketers run text ads and offers (i.e. pay-per-click advertising). Others engage in search engine optimization (SEO), making changes to their websites to improve their visibility in natural or organic search results. And most are involved in both search advertising and optimization.

I had the privilege of participating on a panel titled “Sizzling Hot Search Ideas for Merchants” at this year’s ACCM Catalog Conference. Lee Odden of TopRank Online Marketing and Lisa Papageras, eCommerce Manager at Universal Screen Arts, also joined the panel. Lee’s tips focused on optimization, public relations, RSS feeds and blogs. Lisa offered suggestions on the best ways to integrate advertising and optimization as well as tips on measuring the impact of multiple marketing channels. I focused on pay-per-click search advertising techniques.

Here is a re-cap of some of the most compelling ideas shared with the standing room only crowd.

SEARCH ENGINE OPTIMIZATION TIPS

Use Site Maps
The first step to improving search engine results is to ensure that your online catalog is included, or fully indexed, by the search engines. Text-based site maps are a great way to do this. A Site Map is helpful for shoppers as well as search engine spiders.

Add Site Content
Blogs are an efficient way to add fresh content on a regular basis. Catalogers should consider creating a product blog that delivers information on product demos, features, updates and customer testimonials.

Utilize RSS Feeds
Offer visitors a RSS feed. This ensures that new content is instantly and automatically distributed to those who have asked to receive it. Ideas for RSS content include newsletters, promotions and new product announcements.

Optimize Press Releases
Press releases provide an excellent opportunity to increase search engine visibility and results, as well as a way to build powerful in-bound links. Make sure that product press releases have been “optimized” to include your key phrases for search. Submit press releases to online services such as PRWeb.

SEARCH ADVERTISING TIPS

Pre-qualifying clickers.
Don’t pay for visitors who are unlikely to become customers. Be specific about what you offer. Instead of describing products or services in a literal fashion, use “qualifiers.” For example, if your catalog focuses on high-end window coverings, don’t just say “wood blinds.” Rather, use more descriptive, qualifying words in your ads like “highest quality, exotic wood blinds.”

Use unique, compelling calls to action
The days of “click here” and “buy now” are gone. Generic calls-to-action are not unique or compelling. Find a specific way to differentiate your products. For example, one company posts customer testimonials on their website using MP3 audio files. Their search ads include a call to action to “hear what our customers are saying.”

Help Consumers Comparison Shop
Catalogers should actually help people comparison shop. Why? Because they are going to do it anyway! At least this way you have a voice in the process. Place a comparison chart on your landing page that summarizes your unique selling proposition relative to the competition. Ad copy should entice people to “see how we compare.”

INTEGRATION TIPS

Integrate Search Efforts
Merchants engaged in search advertising will quickly identify their best converting keyword phrases. Integrate these lessons learned and make sure your optimization efforts are also targeting these important money-generating phrases.

Account for Multiple Channels
Often times both a print catalog and a search ad contribute to a sale. Through a “match-back” process, merchants can compare PPC-generated orders against the catalog mailing list. Understanding the marketing source, or sources, allows catalogers to gain a better understanding of their true ROI for each channel.

SUMMARY

It looks like search engine marketing is an essential skill for any successful online cataloger. The questions asked by many conference attendees indicate that this group of marketers is quite sophisticated in the ways they use search engines to drive catalog sales.

About the Author
Patricia Hursh is president and founder of SmartSearch Marketing, Boulder, CO, which offers search engine marketing solutions for clients in consumer and business-to-business markets

Posted on May 19, 2006 09:02 AM

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