20 Ways to Build Links Using Blogger Outreach

You probably know that an optimized website and great content are an important part of SEO and they can help you get found in the search engines. At this point in 2019, you’re probably no stranger to the other massively important ranking factor either. I’m talking about link building. Why Link Building? Link building, or … Continue reading “20 Ways to Build Links Using Blogger Outreach”
The post 20 Ways to Build Links Using Blogger Outreach appeared first on OutreachMama.

Reblogged 1 month ago from www.outreachmama.com

6 marketing strategies to build your online presence

Digital marketing has changed the way publicity and advertising work – you can reach millions of users globally with a random click or tap into thousands of opinions with a brimming fan base.

Inbound
marketing strategies help claim your brand’s online presence by helping you
focus on your target audience much more proactively and rapidly than outbound.

Below you’ll find 6 marketing strategies that can help you boost your brand’s online presence.

1. Content marketing – blogs

The first step to
establish your brand’s
online presence
is to create a responsive and visually-appealing
website – a platform where you can help your customers solve their problems.

Next, develop a marketing strategy that focuses on content. Not only does content build trust among your audience, it also fuels your other marketing activities such as email, social, and PPC. Like driving a car without wheels, marketing your brand without content will get you nowhere.   

Blog and guest-posting

Create a blog on
your website to attract your target audience towards your brand niche. For
instance, take a look at how Ahrefs, a
leading software developer
, markets its industry blog towards its
consumers.

The majority of
its blogs focus on the subtle promotion of its suite to attract customers to buy.
Its product blog, however, inspires customer interaction and communication. Covering
an array of industry news and trends, the brand uses content to pique the
interests of its readers.

These statistics highlight the regularity of blog publications. Publishing regular, high quality content will help your site become an authoritative, trustworthy source of information in your niche and search engines such as Google. Plus, the more thought-leading content you produce, the more customer trust you’ll earn.  

You can also write content for industry-related websites as guest posts and link back to your website by embedding URLs to your landing pages. This will help your target audience find you and learn about your products and services.

2. Content marketing – podcasts and videos

According to
Google, content
marketing
is compelling enough to turn visitors into leads and then into
customers. That’s because of all the different content formats which help to
simulate interest over time and across a large audience-base.

Try adhering to content types such as podcasts and webinars, or videos like tutorials and how-to guides. Moreover, collaborating with other B2B marketers to appear on their podcasts, webinars, and videos can boost your online presence.

3. Email marketing

Consumers have been activity using email to communicate since its very inception. Email marketing, which supports your content marketing endeavors, is the most popular channel for bolstering your online presence. 93% of business-to-business marketers say so.

If done right, email marketing can serve as one of the most lucrative platforms for boosting your online presence. According to the Data Marketing Association, every $1 you spend on your campaign generates on average a return of $41.

  • Nurture your visitors into leads by capturing their email address to send them your newsletter and other product-related emails. For instance, entice them through a ‘free download’ of an exclusive ebook (which you can create with Designrr) or special discount coupon. Maybe tempt them with a free video tutorial that’s only available to premium or paid users.
  • Segment your mailing list by targeting your loyal customers, such as repeat purchasers. Send product- or service-related news, trends, and blog links to consumers who’ve shown an active interest.
  • Try A/B testing: Send your subscribers targeted emails to assess which ones bring the most conversions and why. Split testing will also help you to analyze whether you should go ahead with your email marketing campaign or not.

4. Get on the search engine

With 53% of internet traffic and 92% of the global market share dominated by Google alone, search engines play a major role in promoting online visibility of a brand. Approximately 93% of ecommerce consumers begin their journey searching for competitive results online.

Promoting your brand on a search engine won’t only help Google accredit your reputation, but also motivate consumers to learn more about your business’s legacy.

  • Optimize on-page SEO by writing content for your website that has the capability to rank higher. For instance, search industry-related keywords on Ahrefs or any other paid or unpaid keyword research tool to discover words that people are searching for.
  • Consider using long-tail search keywords throughout your content, including your blog, web copy, meta title and description, and tags, since they are easier to rank due to less search volume and competitiveness.
  • Optimize off-page SEO content by referring to link-building strategies through earned media. Either collaborate with B2B partners and embed your website’s URL within the shared content, or link your landing pages by adding CTAs within your content on social media.

From 2009 to 2017, the aforementioned statistics for search engine results have skyrocketed, making it one of the most profound channels for boosting brand visibility and consumer engagement.

5. Social media marketing

Today, millennials and Gen-Z users are hoarding time on social media for reasons other than networking, such as passing their time scrolling through the internet. Social media marketing helps garner the attention of your target customers, and there are two ways which you can build your brand’s publicity:

  • Engage on the social channels that matter to your target audience; then you’ll be able to gauge their interests better
  • Use social media listening tools to assess the number of clicks and views your content generates

Pay attention to the stats above. Consider installing social listening tools to find out which platforms hold the majority of your target audience. You’ll also learn about negative and positive feedback, allowing you to improve your content proactively for better sales and conversion rates.

6. Paid advertising

Besides promoting organically via link-building strategies and keyword-ranking techniques, consider paid advertising. These ads, which are within third party ad spaces, will help to rank your website better.

  • Google AdWords uses Pay-Per-Click (PPC) advertising techniques to display ads on the right- or left-most bar of search engine results pages. Google’s ads can also be displayed on your preferred websites as well. With every click on the ad, you not only earn a visitor to your website but also revenue in return.
  • Learn where your target audience is. You can also choose Facebook or YouTube to display your brand’s ads for better outreach.

The above chart is a simple guide that helps you understand the cost per click on ad placement for display on Facebook’s news feed and the right-most column on the page.

The final verdict

Many brick-and-mortar store entrepreneurs still staunchly follow the old outbound marketing route, foregoing the lucrative opportunity of building a worthwhile online presence of their brand.

In order to build and boost your brand’s online presence, it’s high time you jumped on the digital bandwagon and catered to the whims of the internet. This will scale your brand’s recognition far and wide.   

For more digital inspiration, download this cheatsheet on how to target your customers.

The post 6 marketing strategies to build your online presence appeared first on dotdigital blog.

Reblogged 1 month ago from blog.dotdigital.com

How to build customer loyalty during peak season?

According to eMarketer, only around 46% of customers claim that the overall price is the number one reason why they buy gifts from a particular retailer. This leaves plenty of room for other forms of customer retention that don’t involve ridiculous price drops, which compromise your company’s profit margin.

On top of that, more and more companies are realizing that brand loyalty cannot be gained through discounts. Private White, a British outerwear brand for men decided to launch a Black Friday campaign that offers 0% off. See James Eden’s LinkedIn post for more details on why they left the price wars for the competition.

Here are the three most powerful practices that ensure shoppers stay with you – even after the holiday craze has quieted down.

1. Personalized emails

If there is something customers like, it’s being treated like a VIP by their favorite company. Sending your customers a message or newsletter that is tailored to their shopping persona will no doubt make them feel appreciated.

Make sure to craft an email template that reflects relevant information. Don’t stop at simple data such as the name, spice up the message with product recommendations that match their purchase history. Pay attention to subtle additions as well, such as changing the backdrop to match the recipients favorite color or showcasing a tier-specific logo. The possibilities are endless, so be creative!

Harvey Nichols loyalty program

It goes without saying that your emails should reflect the atmosphere of the current season. To add more spice to your campaign, consider assigning different pictures and content to male and female customers, or creating higher quality designs for top-tier members.

2. Loyalty program

Launching a loyalty program is a valuable way to increase customer engagement, especially during the retail rush.

  • A loyalty program elevates your existing customer retention strategies
  • Reward additional actions that aren’t related to the buying cycle, such working out or referring friends
  • Use points, or scrap points altogether; both systems work
  • Add alluring bonuses, like discounts or free shipping, or take the concept to the next level and use experiential rewards to give customers personal treatment

On the other hand, loyalty programs can help you better understand your customers because you can reward customers for taking part in surveys or completing their profile. Doing so provides valuable information that could be later used for personalization. Think about the rich data you could acquire, such as birthday, gender, sizing, favorite color or brand preference.

It’s also worth mentioning that the concept of Recognition Loyalty™ further expands the possibilities by introducing the concept of membership tiers.

Represent loyalty structure

To give you an example, Represent, a shared client of dotmailer and Antavo, has six tiers. Each tier offers incremental benefits. Participants are ranked according to their overall spending value, which motivates them to increase their purchase frequency throughout the year, so they can climb the ladder and unlock more rewards.

3. Memorable experiences

My final piece of advice for improving customer retention during peak retail seasons is to focus on surprise and delight elements. People love to receive gifts, and the gesture is even more impactful when the recipients aren’t expecting it.

So, what should be in your gift box? Sweepstakes are a good start because they have a game-like feeling. During Christmas, a calendar that offers limited-time bonuses each day would amaze your customers, no doubt about it.

Of course, no one can resist a great deal, especially if there is a time limit attached to it. Granting double or triple points for products during the holidays has the power to mobilize shoppers.

Luisaviaroma loyalty program

To illustrate the power of surprise and delight, look at the email campaign of one of Antavo’s clients, LuisaViaRoma. Their birthday emails not only increased the active members of the Privilege Program by 50%, but these emails ended up among the company’s Top 3 highest netting campaigns.

Maintaining Engagement Requires Constant Effort

If you really wish to stand out from the competition and keep the customers you gather during the peak season, then you need a constantly-evolving strategy that implements the latest innovations.

The time of ‘set it and forget it’ or ‘one size fits all’ solutions are over; customers want a more personalized experience that constantly gives them new opportunities to interact with your brand –not just when they open their wallets, but also when they’re living their lives, outside the buying cycle.

Interested in learning more about customer retention and engaging your customers in a meaningful way? Here is the Definitive Guide to Creating a Successful Loyalty Program that dives even deeper into the topic.

The post How to build customer loyalty during peak season? appeared first on The Marketing Automation Blog.

Reblogged 9 months ago from blog.dotmailer.com

How to Build a Facebook Funnel That Converts – Whiteboard Friday

Posted by ryanwashere

How are you using remarketing on Facebook? If you’ve ever felt frustrated about the ROI on FB ads, it just may be time to give them another chance. In today’s guest-hosted Whiteboard Friday, Ryan Stewart outlines his process for using remarketing and targeted content creation to get more conversions out of your Facebook ad spend.

Click on the whiteboard image above to open a high-resolution version in a new tab!

Video Transcription

Hello, Moz fans. My name is Ryan Stewart. I own digital consultancy agency WEBRIS, and I am ecstatic to be doing this week’s version of Whiteboard Friday.

Now, as a marketing consultant I get the pleasure of talking to fellow marketers and business owners all the time, and one of the first questions I ask them is what they’re doing on Facebook, because I firmly believe there’s no better way to spend your money online right now. Nine times out of ten, what they tell me is this. “Hey, look Ryan, we spent some money, we got some fans, we got some video views, we got a lot of clicks, but ultimately that return on investment wasn’t quite there, so we stopped.” So I’m going to show you a framework today that’s going to help you get more return on investment from your Facebook ad spend.

Common key mistakes when it comes to Facebook ads

Before we get into that framework, there are a couple of key things that I want to just check off right off the bat that might help you. These are key mistakes that I see people making all the time.

  1. The misuse of Facebook technology. What that means is not having the pixel installed, not using custom conversions, not using a tag management solution to help you out, and not really understanding and using custom audiences the right way, because those are ultimately what make remarketing and really what make this whole funnel thing really drive through. We need to understand and use custom audiences the right way, and I’m going to talk about that in here.
  2. We need between six to nine brand touchpoints. Another thing, and I kind of call this the SEO mentality, we think that just because somebody is interested or searching for red shoes that means they want to buy it. It’s not the case. Especially on Facebook, there’s a completely different mentality on Facebook, and we need to understand that. There’s a lot of studies that show that we need between six to nine brand touchpoints before somebody is an interested sales prospect or lead, and…
  3. We need to build that value, that relationship and really build that purchase intent. We do that through content, which I’m going to talk about in depth over here as well.
  4. The lack of trust in Facebook. Again, the SEO mentality that we’re constantly working against Google, Facebook is a complete opposite. They have done an amazing job optimizing their platform. All you have to do is tell it what you want it to do and it will go out and it will find the right audiences. Just have faith in the process. Trust that Facebook will get it done for you, and then you can focus on what really matters.

The Facebook marketing funnel framework

This is the framework that I have drawn up over here. It looks like your traditional marketing funnel. It’s got your awareness, interest, consideration, and purchase. But what’s in it is specific to this process and Facebook ads in particular.

Now I’m going to start actually not at the top. I’m going to run you through the whole thing, but I’m going to start here with interest, because this is where most people start. They build a landing page, a squeeze page that says, “Hey, opt in for our free e-book,” and they just start promoting it. They push it to fans. They push it to audiences that they think are interested in it. Unless you’re a huge brand that has all of these touchpoints and awareness taken care of, it’s very tough because people don’t know who you are and they’re not just going to start giving you their information and start buying just because you put up a nice landing page.

1. Build your content — whatever form works best for you.

So what we need to do is build the content on top of that. That’s what I have right here. So you can I’ve got different types of content that you can use — videos, blog posts, webinars, e-books. Whatever it is, it doesn’t really matter.

Create something that you’re comfortable with. But what you need to focus on is really two things.

  1. Making sure that it’s on your website, because then we can retarget people and get them down that funnel.
  2. Creating and building value for the people that you’re targeting. So again, if you’re Moz and you sell a bunch of different products — you’ve got your local solutions, you’ve got your keyword research, you’ve got link building solutions — we don’t want to just create one piece of content. We want to create specific pieces of content that are engaging to those little sub-niches of the audience and relevant to the product, and that’s key because it allows us to expand and scale this out.

2. Gather insights from people that are already aware to inform your lookalike audiences.

Now once you’ve got that content built, what I like to start doing is promoting it to what I call warm audience. These are people that are already aware. These are your Facebook fans, your website retargeting list, your customer list, all of these people. You start by promoting the content to them, and you start analyzing the data and see what’s performing best.

Understand the audience segments that are driving the most engagement, driving the most purchases right off the bat, because what we can do is create lookalike audiences based on these and we can pivot into promoting this to cold audiences. Again, this is really where you can start to scale, because this is only going to take you so far. Unless you’re a massive brand, it’s not going to take you very far. This is really mostly for data analysis and getting some initial people into the funnel.

This up here, the cold audiences, is where you really start to make your money. So again, lookalike audiences are a tremendous thing. You need to trust in Facebook that what you tell it to do, it’s going to go out and find the right people. But there’s other stuff you can do as well. Again, because we’re not taking a landing page, we can actually go out and do some form of outreach to get more eyeballs on the page. We can go to Facebook groups. We can go to other Facebook Pages. We can say, “Hey, I’ve got this really great guide, ’19 Things To Do to Build Links for Local SEO.” We can start to do some exchanges. All we need to do is start getting people to here, getting people to this content, because once they’re on this content, they’re in our funnel. So let me show you how this works, and this is where the Facebook ads really start to pick up and retargeting really starts to come into play.

3. Remarket with an initial offer to move your audience from aware to interested.

What we want to do is we want to set parameters that tell Facebook, “Hey, anytime somebody’s been to this blog post but hasn’t been to our landing page, show them this ad.” I love to use video in this case, again because video is a great way to build the brand, to hack those touchpoints, to get your face out there, and to start getting some recognition. So I like to use a video that says, “Hey, thank you for checking out our blog posts, our webinar. We really appreciate it. But we left some things out, and those things are included on this page.” That’s how you can start to introduce your offer and get people to your landing page, your squeeze page, or your product page.

4. Use another remarketing ad to move them from the interested stage to consideration.

We’re not done there, because there are some other things that we can do on Facebook to start really building this thing up and driving a lot more conversions.

Once we get people to the landing page, not everyone is going to convert. So what we can do is we can set up another remarketing ad that’s says, “Hey Facebook, anytime that somebody has been to our landing page but hasn’t been to the next page, which is our trial page, our thank you page, whatever that may be, we want to run this ad.” Again, I like to use video again, and we can say, “Hey, thank you for checking out our landing page, but you didn’t opt in. Did you know that we have a free trial? Did you know that we offer a discount? Did you know we have a free e-book?”

Whatever it is that you’re offering to get people to opt in, run that. What happens is then you get your people in your email sequence, your traditional marketing sequence. You run that on the side, but again we’re not done. Because we found these people on Facebook, they’re still on Facebook. There’s still more that we can do.

5. Build trust with ads that share benefits, testimonials, etc.

If you’ve got a free trial that you’re giving away, a free consultation, whatever it is, a discount for your products, we want to tell people about it. We want to make sure that they’re taking advantage of it, because again you know once you get somebody on email, you might have a 20% open rate, you’re cutting off 80% of people. But we know they’re on Facebook, so what we can do is run another remarketing ad that says, “Hey Facebook, anytime that somebody has been to our free trial page but hasn’t actually purchased, let’s drive people to use it.” You can start talking about the benefits of your product, start showing testimonials from people. Whatever it is that you can drive people to use your product and really build trust in your product, you want to take advantage of that.

6. Use your final remarketing ad to sweeten the pot and ask for the hard sell.

Finally, we’re still not done, because we still haven’t asked for that hard sell. This is where we use our final ad that says, “Hey Facebook, anytime that somebody has used our trial but hasn’t been to our ultimate checkout page, we want to run this final ad.” What I did, I have a course that I use that I sold using Facebook ads. What I did, I ran a very personalized video ad that said, “Hey, thank you for checking out my content. Thank you for attending my webinar. Thank you for checking out the free trial. Look it, there’s something that’s holding you up from purchasing. I am willing to jump on a call with you and answer any questions that you may have.” Obviously, that’s not going to apply to every business. But figure out a final piece of value that you can add to those people to really drive them to purchase and ask for that hard sell.

Again, this is kind of a quick overview of this process, but the key point here is that this part from down here’s automated. All you have to focus on now is building more content and building more traffic to that content, because once you get traffic to this content — and you know tons of ways to do that, you can even rank it in organic search and get people in your funnel that way — all you have to do is focus on getting people in here. This whole funnel is automated, and it’s a beautiful thing. When you do this, it takes patience. You’re not going to get as many email conversions upfront, but it works.

I’m telling you, if you just have faith in this process and use this to your advantage, use remarketing with everything that you can do, it will work.

Again guys, my name is Ryan Stewart. Hopefully you enjoyed this presentation. For more information, again there’s a ton of stuff on Moz. I have some stuff on my blog. I appreciate your time. Take care.

Video transcription by Speechpad.com

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!

Reblogged 2 years ago from tracking.feedpress.it

Darryl, the man behind dotmailer’s Custom Technical Solutions team

Why did you decide to come to dotmailer?

I first got to know dotmailer when the company was just a bunch of young enthusiastic web developers called Ellipsis Media back in 1999. I was introduced by one of my suppliers and we decided to bring them on board to build a recruitment website for one of our clients. That client was Amnesty International and the job role was Secretary General. Not bad for a Croydon company whose biggest client before that was Scobles the plumber’s merchants. So, I was probably dotmailer’s first ever corporate client! After that, I used dotmailer at each company I worked for and then one day they approached a colleague and me and asked us if we wanted to work for them. That was 2013.  We grabbed the opportunity with both hands and haven’t looked back since.

Tell us a bit about your role

I’m the Global Head of Technical Solutions which actually gives me responsibility for 2 teams. First, Custom Technical Solutions (CTS), who build bespoke applications and tools for customers that allow them to integrate more closely with dotmailer and make life easier. Second, Technical Pre-sales, which spans our 3 territories (EMEA, US and APAC) and works with prospective and existing clients to figure out the best solution and fit within dotmailer.

What accomplishments are you most proud of from your dotmailer time so far?

I would say so far it has to be helping to turn the CTS team from just 2 people into a group of 7 highly skilled and dedicated men and women who have become an intrinsic and valued part of the dotmailer organization. Also I really enjoy being part of the Senior Technical Management team. Here we have the ability to influence the direction and structure of the platform on a daily basis.

Meet Darryl Clark – the cheese and peanut butter sandwich lover

Can you speak a bit about your background and that of your team? What experience and expertise is required to join this team?

My background is quite diverse from a stint in the Army, through design college, web development, business analysis to heading up my current teams. I would say the most valuable skill that I have is being highly analytical. I love nothing more than listening to a client’s requirements and digging deep to work out how we can answer these if not exceed them.

As a team, we love nothing more than brainstorming our ideas. Every member has a valid input and we listen. Everyone has the opportunity to influence what we do and our motto is “there is no such thing as a stupid question.”

To work in my teams you have to be analytical but open minded to the fact that other people may have a better answer than you. Embrace other people’s input and use it to give our clients the best possible solution. We are hugely detail conscious, but have to be acutely aware that we need to tailor what we say to our audience so being able to talk to anyone at any level is hugely valuable.

How much of the dotmailer platform is easily customizable and when does it cross over into something that requires your team’s expertise? How much time is spent on these custom solutions one-time or ongoing?

I’ll let you in on a little secret here. We don’t actually do anything that our customers can’t do with dotmailer given the right knowledge and resources. This is because we build all of our solutions using the dotmailer public API. The API has hundreds of methods in both SOAP and REST versions, which allows you to do a huge amount with the dotmailer platform. We do have a vast amount of experience and knowledge in the team so we may well be able to build a solution quicker than our customers. We are more than happy to help them and their development teams build a solution using us on a consultancy basis to lessen the steepness of the learning curve.

Our aim when building a solution for a customer is that it runs silently in the background and does what it should without any fuss.

What are your plans for the Custom Tech Solutions team going forward?

The great thing about Custom Technical Solutions is you never know what is around the corner as our customers have very diverse needs. What we are concentrating on at the moment is refining our processes to ensure that they are as streamlined as possible and allow us to give as much information to the customer as we can. We are also always looking at the technology and coding approaches that we use to make sure that we build the most innovative and robust solutions.

We are also looking at our external marketing and sharing our knowledge through blogs so keep an eye on the website for our insights.

What are the most common questions that you get when speaking to a prospective customer?

Most questions seem to revolve around reassurance such as “Have you done this before?”, “How safe is my data?”, “What about security?”, “Can you talk to my developers?”, “Do I need to do anything?”.  In most instances, we are the ones asking the questions as we need to find out information as soon as possible so that we can analyse it to ensure that we have the right detail to provide the right solution.

Can you tell us about the dotmailer differentiators you highlight when speaking to prospective customers that seem to really resonate?

We talk a lot about working with best of breed so for example a customer can use our Channel Extensions in automation programs to fire out an SMS to a contact using their existing provider. We don’t force customers down one route, we like to let them decide for themselves.

Also, I really like to emphasize the fact that there is always more than one way to do something within the dotmailer platform. This means we can usually find a way to do something that works for a client within the platform. If not, then we call in CTS to work out if there is a way that we can build something that will — whether this is automating uploads for a small client or mass sending from thousands of child accounts for an enterprise level one.

What do you see as the future of marketing automation technology?  Will one size ever fit all? Or more customization going forward?

The 64 million dollar question. One size will never fit all. Companies and their systems are too organic for that. There isn’t one car that suits every driver or one racquet that suits every sport. Working with a top drawer partner network and building our system to be as open as possible from an integration perspective means that our customers can make dotmailer mold to their business and not the other way round…and adding to that the fact that we are building lots of features in the platform that will blow your socks off.

Tell us a bit about yourself – favorite sports team, favorite food, guilty pleasure, favorite band, favorite vacation spot?

I’m a dyed in the wool Gooner (aka Arsenal Football Club fan) thanks to my Grandfather leading me down the right path as a child. If you are still reading this after that bombshell, then food-wise I pretty much like everything apart from coriander which as far as I’m concerned is the Devils own spawn. I don’t really have a favorite band, but am partial to a bit of Level 42 and Kings of Leon and you will also find me listening to 90s drum and bass and proper old school hip hop. My favorite holiday destination is any decent villa that I can relax in and spend time with my family and I went to Paris recently and loved that. Guilty pleasure – well that probably has to be confessing to liking Coldplay or the fact that my favorite sandwich is peanut butter, cheese and salad cream. Go on try it, you’ll love it.

Want to meet more of the dotmailer team? Say hi to Darren Hockley, Global Head of Support, and Dan Morris, EVP for North America.

Reblogged 2 years ago from blog.dotmailer.com

Meet Dan Morris, Executive Vice President, North America

  1. Why did you decide to come to dotmailer?

The top three reasons were People, Product and Opportunity. I met the people who make up our business and heard their stories from the past 18 years, learned about the platform and market leading status they had built in the UK, and saw that I could add value with my U.S. high growth business experience. I’ve been working with marketers, entrepreneurs and business owners for years across a series of different roles, and saw that I could apply what I’d learned from that and the start-up space to dotmailer’s U.S. operation. dotmailer has had clients in the U.S. for 12 years and we’re positioned to grow the user base of our powerful and easy-to-use platform significantly. I knew I could make a difference here, and what closed the deal for me was the people.  Every single person I’ve met is deeply committed to the business, to the success of our customers and to making our solution simple and efficient.  We’re a great group of passionate people and I’m proud to have joined the dotfamily.

Dan Morris, dotmailer’s EVP for North America in the new NYC office

      1. Tell us a bit about your new role

dotmailer has been in business and in this space for more than 18 years. We were a web agency, then a Systems Integrator, and we got into the email business that way, ultimately building the dotmailer platform thousands of people use daily. This means we know this space better than anyone and we have the perfect solutions to align closely with our customers and the solutions flexible enough to grow with them.  My role is to take all that experience and the platform and grow our U.S. presence. My early focus has been on identifying the right team to execute our growth plans. We want to be the market leader in the U.S. in the next three years – just like we’ve done in the UK –  so getting the right people in the right spots was critical.  We quickly assessed the skills of the U.S. team and made changes that were necessary in order to provide the right focus on customer success. Next, we set out to completely rebuild dotmailer’s commercial approach in the U.S.  We simplified our offers to three bundles, so that pricing and what’s included in those bundles is transparent to our customers.  We’ve heard great things about this already from clients and partners. We’re also increasing our resources on customer success and support.  We’re intensely focused on ease of on-boarding, ease of use and speed of use.  We consistently hear how easy and smooth a process it is to use dotmailer’s tools.  That’s key for us – when you buy a dotmailer solution, we want to onboard you quickly and make sure you have all of your questions answered right away so that you can move right into using it.  Customers are raving about this, so we know it’s working well.

  1. What early accomplishments are you most proud of from your dotmailer time so far?

I’ve been at dotmailer for eight months now and I’m really proud of all we’ve accomplished together.  We spent a lot of time assessing where we needed to restructure and where we needed to invest.  We made the changes we needed, invested in our partner program, localized tech support, customer on-boarding and added customer success team members.  We have the right people in the right roles and it’s making a difference.  We have a commercial approach that is clear with the complete transparency that we wanted to provide our customers.  We’ve got a more customer-focused approach and we’re on-boarding customers quickly so they’re up and running faster.  We have happier customers than ever before and that’s the key to everything we do.

  1. You’ve moved the U.S. team to a new office. Can you tell us why and a bit about the new space?

I thought it was very important to create a NY office space that was tied to branding and other offices around the world, and also had its own NY energy and culture for our team here – to foster collaboration and to have some fun.  It was also important for us that we had a flexible space where we could welcome customers, partners and resellers, and also hold classes and dotUniversity training sessions. I’m really grateful to the team who worked on the space because it really reflects our team and what we care about.   At any given time, you’ll see a training session happening, the team collaborating, a customer dropping in to ask a few questions or a partner dropping in to work from here.  We love our new, NYC space.

We had a spectacular reception this week to celebrate the opening of this office with customers, partners and the dotmailer leadership team in attendance. Please take a look at the photos from our event on Facebook.

Guests and the team at dotmailer's new NYC office warming party

Guests and the team at dotmailer’s new NYC office warming party

  1. What did you learn from your days in the start-up space that you’re applying at dotmailer?

The start-up space is a great place to learn. You have to know where every dollar is going and coming from, so every choice you make needs to be backed up with a business case for that investment.  You try lots of different things to see if they’ll work and you’re ready to turn those tactics up or down quickly based on an assessment of the results. You also learn things don’t have to stay the way they are, and can change if you make them change. You always listen and learn – to customers, partners, industry veterans, advisors, etc. to better understand what’s working and not working.  dotmailer has been in business for 18 years now, and so there are so many great contributors across the business who know how things have worked and yet are always keen to keep improving.  I am constantly in listening and learning mode so that I can understand all of the unique perspectives our team brings and what we need to act on.

  1. What are your plans for the U.S. and the sales function there?

On our path to being the market leader in the U.S., I’m focused on three things going forward: 1 – I want our customers to be truly happy.  It’s already a big focus in the dotmailer organization – and we’re working hard to understand their challenges and goals so we can take product and service to the next level. 2 – Creating an even more robust program around partners, resellers and further building out our channel partners to continuously improve sales and customer service programs. We recently launched a certification program to ensure partners have all the training and resources they need to support our mutual customers.  3 – We have an aggressive growth plan for the U.S. and I’m very focused on making sure our team is well trained, and that we remain thoughtful and measured as we take the steps to grow.  We want to always keep an eye on what we’re known for – tools that are powerful and simple to use – and make sure everything else we offer remains accessible and valuable as we execute our growth plans.

  1. What are the most common questions that you get when speaking to a prospective customer?

The questions we usually get are around price, service level and flexibility.  How much does dotmailer cost?  How well are you going to look after my business?  How will you integrate into my existing stack and then my plans for future growth? We now have three transparent bundle options with specifics around what’s included published right on our website.  We have introduced a customer success team that’s focused only on taking great care of our customers and we’re hearing stories every day that tells me this is working.  And we have all of the tools to support our customers as they grow and to also integrate into their existing stacks – often integrating so well that you can use dotmailer from within Magento, Salesforce or Dynamics, for example.

  1. Can you tell us about the dotmailer differentiators you highlight when speaking to prospective customers that seem to really resonate?

In addition to the ones above – ease of use, speed of use and the ability to scale with you. With dotmailer’s tiered program, you can start with a lighter level of functionality and grow into more advanced functionality as you need it. The platform itself is so easy to use that most marketers are able to build campaigns in minutes that would have taken hours on other platforms. Our customer success team is also with you all the way if ever you want or need help.  We’ve built a very powerful platform and we have a fantastic team to help you with personalized service as an extended part of your team and we’re ready to grow with you.

  1. How much time is your team on the road vs. in the office? Any road warrior tips to share?

I’ve spent a lot of time on the road, one year I attended 22 tradeshows! Top tip when flying is to be willing to give up your seat for families or groups once you’re at the airport gate, as you’ll often be rewarded with a better seat for helping the airline make the family or group happy. Win win! Since joining dotmailer, I’m focused on being in office and present for the team and customers as much as possible. I can usually be found in our new, NYC office where I spend a lot of time with our team, in customer meetings, in trainings and other hosted events, sales conversations or marketing meetings. I’m here to help the team, clients and partners to succeed, and will always do my best to say yes! Once our prospective customers see how quickly and efficiently they can execute tasks with dotmailer solutions vs. their existing solutions, it’s a no-brainer for them.  I love seeing and hearing their reactions.

  1. Tell us a bit about yourself – favorite sports team, favorite food, guilty pleasure, favorite band, favorite vacation spot?

I’m originally from Yorkshire in England, and grew up just outside York. I moved to the U.S. about seven years ago to join a very fast growing startup, we took it from 5 to well over 300 people which was a fantastic experience. I moved to NYC almost two years ago, and I love exploring this great city.  There’s so much to see and do.  Outside of dotmailer, my passion is cars, and I also enjoy skeet shooting, almost all types of music, and I love to travel – my goal is to get to India, Thailand, Australia and Japan in the near future.

Want to find out more about the dotfamily? Check out our recent post about Darren Hockley, Global Head of Support.

Reblogged 3 years ago from blog.dotmailer.com