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Question about caused-based retail store and SEO

by KeithAdv
3 replies
I'm working with a client with a retail site that sells fair trade products. They are using it to support a cause they've created. The problem they're working through right now is applying traditional SEO to this site.

Now, I'm starting to wonder how much they can rely on SEO, period or if they should concentrate most of their efforts on other methods to drive traffic. The people who are interested in the cause aren't necessarily searching for the product, and vice-versa. I'm not sure I could come up with a long-tail keyword for this.

Perhaps some of you have been in similar situations? What did you do?

I'm very strong when it comes to branding and the parts of marketing that don't rely on spreadsheets. :-) But when it comes to flat-out selling strategies, I can always use mentoring. Thanks for all input!
#causedbased #question #retail #seo #store
  • Profile picture of the author salegurus
    If you want to know about SEO then post in the SEO FORUM!

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  • Profile picture of the author Steve B
    KeithAdv,

    For the people who are interested in the cause, you've got to be very targeted in order to be seen by them and to appeal to their passion for the cause. General advertising won't cut it. If at all possible, see if you can get a list broker to find a targeted and segmented list focusing on people that have shown an interest in the cause. Or maybe the organization (the cause) has a mailing list. Email marketing will be your best bet.

    For people interested in the fair trade product(s) that are being sold, there would be no special way to market to them . . . other than to, again, be super targeted in who you contact. Find people ready to purchase the products. Put your ads in front of people ready to buy. They may care less about the cause - but that's alright - it's the sale that is going to help your client.

    Steve
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    • Profile picture of the author KeithAdv
      Originally Posted by Steve B View Post

      KeithAdv,

      For the people who are interested in the cause, you've got to be very targeted in order to be seen by them....

      Steve
      Thank you, Steve! Your reply tends to confirm my suspicion that SEO may not be an area of concentration. I think the exercise of getting to the best keyword(s) is good, but only because it helps them understand the "one thing" that is their brand. However, in the end, I don't think the solution here lies in their target customers searching for them but in them searching for their customers. Like I said, I don't pretend to be a sales expert, but I do think email might be the real solution.
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