- What is search engine optimization (SEO), and how did LinenTablecloth use SEO to its advantage as part of its marketing strategy?
Search engine optimization (SEO) is the process of optimizing a website so that it easier for search engines like Yahoo, Google to find and rank them. The whole aim of SEO is to come on the first ten results for a search term. In other words, when people are looking for linen table clothes, then Linentablecloth.com should come in the first ten results in Google and/or Yahoo. SEO is fundamental to the success of any online business.
LinenTablecloth has used SEO to rank for keywords targeting wedding and special events markets. This means that if a customer searches for wedding linen table clothes, linentablecloth.com will be ranking for that keyword. Furthermore, they are using content marketing and link generation strategies to improve their rankings further. It is also spending $20,000 annually on pay-per-click advertising, where it is essentially paying Google to show their results when a user searches for their target keyword.
As a part of their SEO, they are also leveraging the power of social media to increase brand awareness and customer engagement. They have a strong presence on all major social networks like Facebook, Twitter, Pinterest and YouTube. The reason behind their success is that they tailor their message according to the platform they are posting. Lastly, they are also using email marketing to increase their traffic and sales. They have grown their list organically and its users are highly engaged.
- Why is social responsibility important to LinenTablecloth? Based on your reading from Chapter 2, what other social responsibility factors should the company consider as part of their corporate culture?
Corporate social responsibility is a part of their marketing strategy. LinenTablecloth believes that when others grow, they grow too as they are in the B2B business. If they help businesses to grow, the businesses will then increase their sales with LinenTablecloth. They also believe that it takes a community to create a dream event. For instance, LinenTablecloth is providing a new local café called Seriously Cupcakes with its high quality linens so that it can enhance their photo shoot. LinenTablecloth will then post these pictures on Facebook, homepage and her blog.
Another social responsibility factor that the company can consider as a part of its company culture is to give charity. It can donate a small part of its profits to the local charity. For instance, it can announce that it will donate 2 percent of its revenue to the local church or charity.
A third social responsibility factor that LinenTablecloth can apply is to hire disabled people. As most of marketing work by LinenTablecloth can be done while sitting down, the company can hire people that have only one leg.
- What business intelligence (BI) strategies is LinenTablecloth currently leveraging? Based on your reading from Chapter 12, what other strategies might LinenTablecloth put into use to help it analyze data?
Business intelligence is the use and analysis of raw data to identify opportunities in the market. LinenTablecloth base all the business decisions on data. For instance, they use A/B testing to measure which headline performs best, or which offer converts more. They use Google Analytics to monitor user behavior. They also use other tools like YouTube viewing data, Moz and Pinterest Web Analytics to identify which keywords are people using to stumble upon their website, and what is the traffic pattern.
LinenTablecloth can use the search terms that people use on its site to improve their SEO. Furthermore, this data can help them identify new product opportunities. For instance, if they learnt after analyzing the data that people really like zebra stripes, then they can start manufacturing them and sell it. Similarly, they can have an online survey in which they ask their existing customers regarding their pain points. They can also use social analytics to monitor customer behavior. For instance, they can upload a picture of new linen on Facebook, and ask its followers whether they like it or not. This way they could ascertain the demand for new products.
LinenTablecloth can also use business intelligence to enhance the design of their website. For instance, they can use “content experiments” in Google Analytics to learn which copy or web design converts better. Furthermore, LinenTablecloth can use BI strategies like competitor research to identify new opportunities in the industry. It can identify the ways the competitors are building links and ranking faster than LinenTable cloth.
- LinenTablecloth has a clear marketing strategy noted in the case study. Based on your reading from Chapter 11, how could the company also take advantage of customer relationship management (CRM) systems in its current marketing plan to support customer retention, increased revenue, or customer service?
A customer relationship management (CRM) system helps in managing the relationship with the customer. At LinenTablecloth, customer care is the biggest department that is driving the SEO, social media and email marketing campaigns. CRM software can be used to offer existing customers a discount on their next order. Furthermore, CRM software can be used to offer social apps. For instance, they can offer a discount on the next purchase if you share the purchase with your friends on Facebook, Twitter or email. CRM software can also be used to track past purchase history and offer a loyalty program. Another way to engage customers would be to offer a discount when they “like” the company on Facebook. To support customer service, a CRM software can be used to increase word of mouth marketing. Customers orders can be tracked through a CRM software. The agent can retrieve the address, order size and name of the person through a CRM software.
