Strategic Interactive Search Marketing

What is the harmonious definition of Strategic Interactive Search Marketing? For your all of your marketing campaigns to flow in the strategic direction you wish, it is very necessary to coordinate every last aspect with findability and crafted, specific choices including any interactive experiences you offer your potential and existing customers. This should of course include cross sells and up sells.

So are we really talking about strategic findability? In many aspects, yes that’s exactly what should be on your digital assets search menu. With the heavy emphasis currently placed on real-time search streams, in-video content search as well as universal search that allows your individual media assets to be located external to your site, I predict that strategic findability under the auspices of  strategic interactive search marketing is where the market must head.

To put this is in plain English, this all means that people are beginning to conceptualize, understand en mass and implement the knowledge that as a critical part of any web or search-based marketing campaign they must build-in the ability for all their digital assets to be surfaced with a simple search. So when a banner ad is being designed the Alt tags on the banner are filled with descriptive keywords. Top-notch photography is being employed for use in the small thumbnail images that are slowly being allowed in Google’s Adwords search results and these images are being optimized for findability as well.

The interactivity of search extends to include cross sells and up sells on your ecommerce sites after your products are found in a search due to your marketing efforts. All of your cross sell and up sell related products should utilize keywords related to the main product in the basket when possible to further energize your integrated efforts. So Harmony Technologies recommends that if you’re selling wedding tuxedos, you insure that as a related item you offer not just a cummerbund, but “cumber buns”, a related misspelling, and/or tuxedos shirts and cummerbund vests: which are not only perefectly related products but mirror the keyword strings in the high volume related searches. This approach significantly enhances latent semantic indexing (LSI) which causes pages to rank for more diverse, long tail, unique and obscure terms that tend to convert well.

Interactive Online Marketing Cross-Sell Opportunities

Identifying and capitalizing on  interactive cross-sell and up-sell opportunities within your sites Online can dramatically increase the value of your sites products and services to your customers—ultimately resulting in higher customer retention rates. There are a few things to keep in mind when designing online marketing promotions in order to be as effective as possible and remain faithful to the character of your online brand.

Goal

The goal of cross selling is two-fold:

1. To increase revenues, and
2. To enhance and prolong our customer relationships

Customer retention increases in proportion with the number of your products and services used: the more products used, the longer a customer will remain with your site. This arrangement is beneficial to both the customer and to you.

Approach

Every cross-sell suggestion should add value to the customer experience. You must offer solutions to a need and simplifying the online experience with your product and service suggestions. When the customer’s best interest remains your primary motivation, your suggestions become trusted advice. Allow the search engines to better capture your related products names by using “related keywords” when possible.

When it comes to creating campaigns and promotions, ask questions like, ‘Will this enhance the customer’s experience on my site?’ and ‘Will this help my customer?’ Once the value of a cross-sell recommendation is legitimized, copy should be crafted with your Online Voice and Tone guidelines in mind. Below is a chart showing where that voice should be;