Search Engine Optimization
Search engine optimization (SEO) refers to a system of creative techniques, tactics, and strategies that are used to increase the number of visitors to a website by attaining a higher-ranking placement in the results page of Google, Yahoo, Bing, or other search engines. SEO aims at ensuring that a website is not only accessible to popular search engines but also increases the chances that it would be found more readily and in the top results. It is a widespread practice for Internet users not to click through many pages of research results. For example, a user will only click on results found in the first two results pages and neglect the rest. If what he/she is looking for cannot be found in the initial result pages, they will change the search terms altogether since they believe that the websites in the later pages cannot contain what they are searching for. Therefore, where a website ranks in a search is important for directing more traffic towards the website; the higher the rank, the greater the possibility of more traffic.
LinenTableCloth has been using SEO to drive up sales by attracting customers. Using content marketing and link generation strategies, they have been able to attract more than 71,000 likes on Facebook. After teaming up with ShopSocially, they gained 3000 likes in three weeks. The company has significantly improved user engagement, thereby converting users to actual buyers at a high rate. These strategies have been more effective than Facebook and Google advertising, helping the company to generate more than $20 million in revenues (Ewald 1).
LinenTableCloth values its customers since they are the drivers of word-of-mouth marketing. By engaging them and the community, the business has been able to attain a steady flow of customers while retaining existing ones. It has also been supporting local events as a way of helping complementary businesses to grow (Ewald 1). Other social responsibility factors that the company should consider include domain of reach and frequency of events. The business can introduce its social services to other locations apart from its Portland headquarters. For instance, it can get involved in environmental conservation programs in China, where its wares are located. In the same vein, it can set up its own events to showcase its range of products. Currently, it is mainly collaborating with other organizations in event planning. Having independent events will ensure that it does not share the spotlight with another business. Consequently, this will increase its visibility within the community.
Currently, LinenTableCloth is using the data mining business intelligence strategy to leverage its data analysis processes. Data mining is the process of searching for essential information in a large database, data mart, or data warehouse (Rainer & Cegielski 319). LinenTableCloth is mining its data in online tools, such as Google Analytics, YouTube viewing data, Pinterest Web Analytics. The company is using these platforms to monitor its keywords as well as traffic patterns. This shows that it is mainly focused on improving its online visibility. It can use other strategies to leverage its practices.
In the recent past, LinenTableCloth has been engaging with smartphone users to attract and track customers. With the number of smartphone users increasing at a high rate, the business should consider using mobile analytics to monitor customer behavior. This can be achieved through reality mining, which involves analyzing data extracted from usage patterns of wireless devices, such as mobile phones. Another tool that will complement the company’s data mining is the geographic information system (GIS). This system captures, integrates, manipulates, and displays data using digitalized maps (Rainer & Cegielski 338). Using GIS, LinenTableCloth will be able to identify where most users and customers are located. This will help it to streamline its services. In addition, it would be able to segment its markets appropriately, focusing on locations where most of its customers reside even as it strives to convert potential customers from other places.
Customer Relationship Management
LinenTableCloth has a robust customer relationship management strategy. It has employed a number of employees to ensure that customers are serviced promptly across technological all platforms. Through this strategy, the company has been able to reward new and return customers. However, it appears that LinenTableCloth has focused on dealing with employees through online platforms, with Facebook being its social media help desk (Ewald 1). While this practice is commendable, the firm should consider encouraging fans to approach customer service agents at its physical store, especially those customers that reside around Portland. Since it has a strong online presence, it can easily discern the location of a user. If it perceives that one is in the vicinity of its premises, it can advise him/her to visit the store for more personalized service. In dealing with customers face to face, the company will be able to interact with them more closely. Physical interaction also tends to be more honest. Furthermore, it can request them to fill out surveys that will play a vital role in enhancing business operations.
Ewald, Kristin. “How to Make Your E-Commerce Website Social.” Intuit, 17 July 2013. Web. 15 April. 2014. <http://blog.intuit.com/marketing/how-to-make-your-e-commerce-website-social/#ixzz2iLUpg5iq>
Rainer, Kelly & Casey Cegielski. Introduction to Information Systems: Supporting and Transforming Business, 4th Edition. New York: John Wiley & Sons, 2012. Print.