What influences an online buying decision?
From a tactical level, news on the burgeoning trend of social commerce tells us:
“Retailers who currently host the ‘like’ button on their site demonstrated 80 percent higher average three-month traffic.” Digital IQ Index Specialty Retail report (download pdf)
From a more philosophical business perspective, however, what this data truly tells us is that while technology may lead to enhancements – little carries more weight over a buying decision than a personal, trusted testimonial.
In an ecommerce landscape that is coming to be defined by ‘social,’ understanding the referring sources and content that lead to online sales is only one step towards success. To truly succeed, companies must understand what referring sources and content drive customers or prospects to trust (or ‘like’) the brand.
In a newly launched Search Engine Optimization (SEO) and social media marketing program with TopRank® Online Marketing, ecommerce music retailer ActiveMusician will discover and act on the referring sources – and content – that transform website visitors into social consumers.
Tactics deployed as part of this program will include:
- Optimization of online content, offering everything from cool amps to children’s guitars
- Creation of trust inducing blog content, covering subjects ranging from buying a first keyboard to purchasing cool gifts for the musician who (thinks) they have everything
- Integration of new and existing online content into appropriate social channels
“We understand, inherently, the need to build trust and awareness in online and social channels in order to succeed as an online music retailer,” states Chris Sung, a founder of ActiveMusician. “In working with TopRank, we know that we are working with an SEO and social media consultant that understands how to transform the online marketing tactics we deploy into the online awareness and trust we need.”