The Roaring PJ - A Social Media Blog

5 Things to Prepare Your Business For Black Friday Promotions and Cyber Monday Sales

Posted on by Kent Yunk

The approaching flood of shoppers interested in purchasing deals Thanksgiving weekend can seem intimidating. Forty percent (40%) of shoppers are looking for Black Friday promotions. With more than half of consumers intending to do some of their holiday shopping online, Cyber Monday sales have great potential too. As a result, businesses need to improve each area of the shopping experience in order to maximize customer sales through the Holiday shopping season.

Black Friday PromotionsKeeping these factors in mind, here are some suggestions for preparing for Black Friday and beyond:

  1. Make sure your site can handle the extra traffic. Both online and physical locations can benefit from load testing to make certain the systems and processes can handle the extra volume.
  2. Plan out all your promotions for the holiday season. Your promotions will likely include Black Friday, Cyber Monday and countdown promotions so it is critical they all “fit” together. There is nothing worse than poorly planned product specials. With today’s sophisticated shoppers there is little patience for unsatisfactory buying experiences.
  3. Make sure your inventory supports each promotion. Excellence in inventory management is critical to success starting with your Black Friday promotions and throughout the holiday retail season. The challenge for online and brick & mortar businesses is not only understanding which products to buy and what quantities but also planning for possible last minute reorders. Product availability is not helped when several of the major US shipping ports are heavily backlogged, so have contingency plans in place.
  4. Notify everyone on your team about Black Friday Promotions and Cyber Monday Sales. Inform key team members in your holiday business plans: Search Engine Optimization Strategist, Pay Per Click Consultant, Social Media Manager, Marketing Director, Sales Staff, Store Manager, Customer Service and any other additional team members and/or floor staff. A more educated staff means a better the customer experience. Verify all personnel understand the goals for both Black Friday promotions and Cyber Monday sales. Help your teams not only get the conversation going with shoppers, but keep open dialogs with those customers to make sure they find the right promotions.
  5. Plan for “out-of-stock” situations. The best and worst case scenario will eventually happen. Confirm there is a solid strategy for up-selling or cross-selling to satisfy customer demand when the out-of-stock situation happens. The worst thing that can happen is loss of sales due to low inventory for high demand products.

In the words of Bobby Unser, “Success is where preparation and opportunity meet.” Ensure everything is in place prior to the first of your Black Friday promotions and your business will be better equipped for the rush of holiday shoppers looking for deals.

Feel free to share your Black Friday promotions or other deals you have in the works for the Holiday season in the comments below.

 

Strategic Video SEO Tips To Improve Your YouTube Ranking

Posted on by Melanie Yunk

Following a video SEO strategy can boost your YouTube ranking and increase your chances of reaching your target audience. With 100 hours of videos uploaded every minute, each video you post is instantly competing with hundreds or even thousands of others. How can you give your video an edge over the competition? The answer is by optimizing your video SEO to achieve maximum results when interested viewers search for content like yours.

YouTube Video, Video SEO

For those of you who don’t know the basics, familiarize yourself with 3 important content elements to quickly make a difference in the success of your YouTube videos: keywords, descriptions and tags.

Keywords are Key

Keywords should be used in your video’s title, description, video script and “About Us” section. Effective keywords sound natural and should not be obnoxiously over used in your video or in your text. Also, prior to uploading a video, change the filename to include your main keyword or keyword phrase (e.g. keyword.mpv).

Create Relevant Readable Descriptions

YouTube better ranks a video and understands content with a well-written description. One easy way to improve YouTube ranking is to upload a transcript directly into the description field. An even more effective method is to write a description including your keywords and other on-topic words in a natural way. Incorporate just enough detail to increase YouTube ranking without discouraging your audience from actually needing to watch your video.

Tags Help Searchers and Search Engines

Tags are not seen on the published video page but are instrumental in helping users find your content. Keep in mind YouTube does not like unclear tags, so stick with 10-20 specific and relevant tags for the best results. Adding your channel name into your tags is incredibly helpful to getting videos seen. This will allow the search engines to collect all your related videos within your channel together giving them all a boost in the rankings when searched.

Additional Video SEO Strategies

After the basics, follow these tips to further improve your YouTube ranking:

  • Publish videos regularly and consistently. Having more content influences your ranking.
  • Publish your videos on a channel and on playlists. An active channel is favorable to search engines. Plus, videos included on playlists carry more weight than those not on playlists.
  • Boost your video SEO by providing quality content people want to watch all the way through. YouTube’s ranking algorithm factors in how long your videos are viewed.
  • Encourage social sharing. Likes, favorites, shares and activity in the comments section all influence whether your video is seen. Don’t forget to respond to comments as this encourages additional engagement and boosts your ranking as well.
  • 
Embed your video on your website to create a backlink. Creating backlinks builds your credibility with YouTube. Beware, too many backlinks created at one time or suspicious links to your video can negatively impact your video’s success.

If you optimize your videos in the ways mentioned above, you are giving them a better chance of reaching your target audience and achieving success. Once you have carried out these video SEO strategies, remember to share your videos via social networks for maximum overall impact.

Do you have any additional video SEO methods you use to improve your YouTube ranking? Share your tips below.

Halloween Search Marketing

Posted on by Kent Yunk

If you are like me, you love to study keywords and search behavior. Ok, I am not so self-absorbed to assume you are like me, but please understand knowing how people search is what I love to do.

Anyway, I was poking around in the keyword planner and Google trends, something I sometimes do for fun, and I found some interesting points relating to Halloween search terms.

Finding 1. Searchers for Halloween terms are predominantly in the United States with Canada and Guam following.


 
 
Seeing the geographic areas of searchers certainly assists the potential content owner in determining the regions to advertise. Viewing geographic data also provides clues to help understand the culture in each region and when other search terms might be popular or desirable. Finding 2: Search demand for Halloween costume and party terms are declining.

What this graph is telling us in terms of overall trending is interesting. Even more fascinating would be to overlay search trending for these keywords from Facebook, Pinterest, eBay and Amazon. The likely results would show keywords searches increasing for several of these other sites as users move away from organic search to channel and branded searches. What this means is that growth for a presence (paid or organic) on Facebook, Amazon or even Pinterest could mean the difference between company sales growth or stagnation but this is the subject of another blog post.

Finding 3: Top search terms from Halloween and generic costumes move to specific costume types.

generic costumes, specific costumes, Halloween costumes
What we see in this data is the value of the specific costume is probably higher due to the fact the searcher for the specific costume is a likely buyer. This user interest and intent shows up in the high level of “paid” competition for these keywords.

 

Halloween_wonder_womanSERP

 

And look at the search results page for “wonder woman costume”. Google has effectively pushed the first organic result to just above the fold. Search terms with a high level of paid search bidding get more of the page dedicated to ads. On this specific page there are 9 organic listings and 19 paid listings.

These are just a few ways to view search term popularity and user intent. To potentially rank higher, select more specific or long-tail terms with much less search demand. This approach will mean far less traffic. However, if you have great content, you can get more desirable targeted traffic more quickly. Do you have plans to create Halloween Search Marketing content?

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  • Melanie Yunk Founder Melanie Yunk cooks up the perfect recipe for building customer engagement using her fresh take on digital marketing strategies as the key ingredient. Melanie launched Yunk Consulting in January 2009 and began creating social marketing campaigns and optimizing sites for clients. Today, Melanie’s successful business grows under the Roaring Pajamas name. As social media and search engine optimization change rapidly, Melanie and her team are available to provide creative digital solutions for your business.
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