​Inbound Lead Generation: eCommerce Marketing’s Missing Link

Posted by Everett

If eCommerce businesses hope to remain competitive with Amazon, eBay, big box brands, and other online retail juggernauts, they’ll need to learn how to conduct content marketing, lead generation, and contact nurturing as part of a comprehensive inbound marketing strategy.

First, I will discuss some of the ways most online retailers are approaching email from the bottom of the funnel upward, and why this needs to be turned around. Then we can explore how to go about doing this within the framework of “Inbound Marketing” for eCommerce businesses. Lastly, popular marketing automation and email marketing solutions are discussed in the context of inbound marketing for eCommerce.

Key differences between eCommerce and lead generation approaches to email

Different list growth strategies

Email acquisition sources differ greatly between lead gen. sites and online stores. The biggest driver of email acquisition for most eCommerce businesses are their shoppers, especially when the business doesn’t collect an email address for their contact database until the shopper provides it during the check-out process—possibly, not until the very end.

With most B2B/B2C lead gen. websites, the entire purpose of every landing page is to get visitors to submit a contact form or pick up the phone. Often, the price tag for their products or services is much higher than those of an eCommerce site or involves recurring payments. In other words, what they’re selling is more difficult to sell. People take longer to make those purchasing decisions. For this reason, leads—in the form of contact names and email addresses—are typically acquired and nurtured without having first become a customer.

Contacts vs. leads

Whether it is a B2B or B2C website, lead gen. contacts (called leads) are thought of as potential customers (clients, subscribers, patients) who need to be nurtured to the point of becoming “sales qualified,” meaning they’ll eventually get a sales call or email that attempts to convert them into a customer.

On the other hand, eCommerce contacts are often thought of primarily as existing customers to whom the marketing team can blast coupons and other offers by email.

Retail sites typically don’t capture leads at the top or middle of the funnel. Only once a shopper has checked out do they get added to the list. Historically, the buying cycle has been short enough that eCommerce sites could move many first-time visitors directly to customers in a single visit.
But this has changed.

Unless your brand is very strong—possibly a luxury brand or one with an offline retail presence—it is probably getting more difficult (i.e. expensive) to acquire new customers. At the same time, attrition rates are rising. Conversion optimization helps by converting more bottom of the funnel visitors. SEO helps drive more traffic into the site, but mostly for middle-of-funnel (category page) and bottom-of-funnel (product page) visitors who may not also be price/feature comparison shopping, or are unable to convert right away because of device or time limitations.

Even savvy retailers publishing content for shoppers higher up in the funnel, such as buyer guides and reviews, aren’t getting an email address and are missing a lot of opportunities because of it.

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Here’s a thought. If your eCommerce site has a 10 percent conversion rate, you’re doing pretty good by most standards. But what happened to the other 90 percent of those visitors? Will you have the opportunity to connect with them again? Even if you bump that up a few percentage points with retargeting, a lot of potential revenue has seeped out of your funnel without a trace.

I don’t mean to bash the eCommerce marketing community with generalizations. Most lead gen. sites aren’t doing anything spectacular either, and a lot of opportunity is missed all around.

There are many eCommerce brands doing great things marketing-wise. I’m a big fan of
Crutchfield for their educational resources targeting early-funnel traffic, and Neman Tools, Saddleback Leather and Feltraiger for the stories they tell. Amazon is hard to beat when it comes to scalability, product suggestions and user-generated reviews.

Sadly, most eCommerce sites (including many of the major household brands) still approach marketing in this way…

The ol’ bait n’ switch: promising value and delivering spam

Established eCommerce brands have gigantic mailing lists (compared with lead gen. counterparts), to whom they typically send out at least one email each week with “offers” like free shipping, $ off, buy-one-get-one, or % off their next purchase. The lists are minimally segmented, if at all. For example, there might be lists for repeat customers, best customers, unresponsive contacts, recent purchasers, shoppers with abandoned carts, purchases by category, etc.

The missing points of segmentation include which campaign resulted in the initial contact (sometimes referred to as a cohort) and—most importantly—the persona and buying cycle stage that best applies to each contact.

Online retailers often send frequent “blasts” to their entire list or to a few of the large segments mentioned above. Lack of segmentation means contacts aren’t receiving emails based on their interests, problems, or buying cycle stage, but instead, are receiving what they perceive as “generic” emails.

The result of these missing segments and the lack of overarching strategy looks something like this:

My, What a Big LIST You Have!

iStock_000017047747Medium.jpg

TIME reported in 2012 on stats from Responsys that the average online retailer sent out between five and six emails the week after Thanksgiving. Around the same time, the Wall Street Journal reported that the top 100 online retailers sent an average of 177 emails apiece to each of their contacts in 2011. Averaged out, that’s somewhere between three and four emails each week that the contact is receiving from these retailers.

The better to SPAM you with!

iStock_000016088853Medium.jpg

A 2014 whitepaper from SimpleRelevance titled
Email Fail: An In-Depth Evaluation of Top 20 Internet Retailer’s Email Personalization Capabilities (
PDF) found that, while 70 percent of marketing executives believed personalization was of “utmost importance” to their business…

“Only 17 percent of marketing leaders are going beyond basic transactional data to deliver personalized messages to consumers.”

Speaking of email overload, the same report found that some major online retailers sent ten or more emails per week!

simplerelevance-email-report-frequency.png

The result?

All too often, the eCommerce business will carry around big, dead lists of contacts who don’t even bother reading their emails anymore. They end up scrambling toward other channels to “drive more demand,” but because the real problems were never addressed, this ends up increasing new customer acquisition costs.

The cycle looks something like this:

  1. Spend a fortune driving in unqualified traffic from top-of-the-funnel channels
  2. Ignore the majority of those visitors who aren’t ready to purchase
  3. Capture email addresses only for the few visitors who made a purchase
  4. Spam the hell out of those people until they unsubscribe
  5. Spend a bunch more money trying to fill the top of the funnel with even more traffic

It’s like trying to fill your funnel with a bucket full of holes, some of them patched with band-aids.

The real problems

  1. Lack of a cohesive strategy across marketing channels
  2. Lack of a cohesive content strategy throughout all stages of the buying cycle
  3. Lack of persona, buying cycle stage, and cohort-based list segmentation to nurture contacts
  4. Lack of tracking across customer touchpoints and devices
  5. Lack of gated content that provides enough value to early-funnel visitors to get them to provide their email address

So, what’s the answer?

Inbound marketing allows online retailers to stop competing with Amazon and other “price focused” competitors with leaky funnels, and to instead focus on:

  1. Persona-based content marketing campaigns designed to acquire email addresses from high-quality leads (potential customers) by offering them the right content for each stage in their buyer’s journey
  2. A robust marketing automation system that makes true personalization scalable
  3. Automated contact nurturing emails triggered by certain events, such as viewing specific content, abandoning their shopping cart, adding items to their wish list or performing micro-conversions like downloading a look book
  4. Intelligent SMM campaigns that match visitors and customers with social accounts by email addresses, interests and demographics—as well as social monitoring
  5. Hyper-segmented email contact lists to support the marketing automation described above, as well as to provide highly-customized email and shopping experiences
  6. Cross-channel, closed loop reporting to provide a complete “omnichannel” view of online marketing efforts and how they assist offline conversions, if applicable

Each of these areas will be covered in more detail below. First, let’s take a quick step back and define what it is we’re talking about here.

Inbound marketing: a primer

A lot of people think “inbound marketing” is just a way some SEO agencies are re-cloaking themselves to avoid negative associations with search engine optimization. Others think it’s synonymous with “internet marketing.” I think it goes more like this:

Inbound marketing is to Internet marketing as SEO is to inbound marketing: One piece of a larger whole.

There are many ways to define inbound marketing. A cursory review of definitions from several trusted sources reveals some fundamental similarities :

Rand Fishkin

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“Inbound Marketing is the practice of earning traffic and attention for your business on the web rather than buying it or interrupting people to get it. Inbound channels include organic search, social media, community-building content, opt-in email, word of mouth, and many others. Inbound marketing is particularly powerful because it appeals to what people are looking for and what they want, rather than trying to get between them and what they’re trying to do with advertising. Inbound’s also powerful due to the flywheel-effect it creates. The more you invest in Inbound and the more success you have, the less effort required to earn additional benefit.”


Mike King

mikeking.jpeg

“Inbound Marketing is a collection of marketing activities that leverage remarkable content to penetrate earned media channels such as Organic Search, Social Media, Email, News and the Blogosphere with the goal of engaging prospects when they are specifically interested in what the brand has to offer.”

This quote is from 2012, and is still just as accurate today. It’s from an
Inbound.org comment thread where you can also see many other takes on it from the likes of Ian Lurie, Jonathon Colman, and Larry Kim.


Inflow

inflow-logo.jpeg

“Inbound Marketing is a multi-channel, buyer-centric approach to online marketing that involves attracting, engaging, nurturing and converting potential customers from wherever they are in the buying cycle.”

From Inflow’s
Inbound Services page.


Wikipedia

wikipedia.jpeg

“Inbound marketing refers to marketing activities that bring visitors in, rather than marketers having to go out to get prospects’ attention. Inbound marketing earns the attention of customers, makes the company easy to be found, and draws customers to the website by producing interesting content.”

From
Inbound Marketing – Wikipedia.


Larry-Kim.jpeg

Larry Kim

“Inbound marketing” refers to marketing activities that bring leads and customers in when they’re ready, rather than you having to go out and wave your arms to try to get people’s attention.”

Via
Marketing Land in 2013. You can also read more of Larry Kim’s interpretation, along with many others, on Inbound.org.


Hubspot

“Instead of the old outbound marketing methods of buying ads, buying email lists, and praying for leads, inbound marketing focuses on creating quality content that pulls people toward your company and product, where they naturally want to be.”

Via
Hubspot, a marketing automation platform for inbound marketing.

When everyone has their own definition of something, it helps to think about what they have in common, as opposed to how they differ. In the case of inbound, this includes concepts such as:

  • Pull (inbound) vs. push (interruption) marketing
  • “Earning” media coverage, search engine rankings, visitors and customers with outstanding content
  • Marketing across channels
  • Meeting potential customers where they are in their buyer’s journey

Running your first eCommerce inbound marketing campaign

Audience personas—priority no. 1

The magic happens when retailers begin to hyper-segment their list based on buyer personas and other relevant information (i.e. what they’ve downloaded, what they’ve purchased, if they abandoned their cart…). This all starts with audience research to develop personas. If you need more information on persona development, try these resources:

Once personas are developed, retailers should choose one on which to focus. A complete campaign strategy should be developed around this persona, with the aim of providing the “right value” to them at the “right time” in their buyer’s journey.

Ready to get started?

We’ve developed a quick-start guide in the form of a checklist for eCommerce marketers who want to get started with inbound marketing, which you can access below.

inbound ecommerce checklist

Hands-on experience running one campaign will teach you more about inbound marketing than a dozen articles. My advice: Just do one. You will make mistakes. Learn from them and get better each time.

Example inbound marketing campaign

Below is an example of how a hypothetical inbound marketing campaign might play out, assuming you have completed all of the steps in the checklist above. Imagine you handle marketing for an online retailer of high-end sporting goods.

AT Hiker Tommy campaign: From awareness to purchase

When segmenting visitors and customers for a “high-end sporting goods / camping retailer” based on the East Coast, you identified a segment of “Trail Hikers.” These are people with disposable income who care about high-quality gear, and will pay top dollar if they know it is tested and reliable. The top trail on their list of destinations is the
Appalachian Trail (AT).

Top of the Funnel: SEO & Strategic Content Marketing

at-tommy.jpg

Tommy’s first action is to do “top of the funnel” research from search engines (one reason why SEO is still so important to a complete inbound marketing strategy).

A search for “Hiking the Appalachian Trail” turns up your article titled “What NOT to Pack When Hiking the Appalachian Trail,” which lists common items that are bulky/heavy, and highlights slimmer, lighter alternatives from your online catalog.

It also highlights the difference between cheap gear and the kind that won’t let you down on your 2,181 mile journey through the wilderness of Appalachia, something you learned was important to Tommy when developing his persona. This allows you to get the company’s value proposition of “tested, high-end, quality gear only” in front of readers very early in their buyer’s journey—important if you want to differentiate your site from all of the retailers racing Amazon to the bottom of their profit margins.

So far you have yet to make “contact” with AT Hiker Tommy. The key to “acquiring” a contact before the potential customer is ready to make a purchase is to provide something of value to that specific type of person (i.e. their persona) at that specific point in time (i.e. their buying cycle stage).

In this case, we need to provide value to AT Hiker Tommy while he is getting started on his research about hiking the Appalachian Trail. He has an idea of what gear not to bring, as well as some lighter, higher-end options sold on your site. At this point, however, he is not ready to buy anything without researching the trail more. This is where retailers lose most of their potential customers. But not you. Not this time…

Middle of the funnel: Content offers, personalization, social & email nurturing

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On the “What NOT to Pack When Hiking the Appalachian Trail” article (and probably several others), you have placed a call-to-action (CTA) in the form of a button that offers something like:

Download our Free 122-page Guide to Hiking the Appalachian Trail

This takes Tommy to a landing page showcasing some of the quotes from the book, and highlighting things like:

“We interviewed over 50 ‘thru-hikers’ who completed the AT and have curated and organized the best first-hand tips, along with our own significant research to develop a free eBook that should answer most of your questions about the trail.”

By entering their email address potential customers agree to allow you to send them the free PDF downloadable guide to hiking the AT, and other relevant information about hiking.

An automated email is sent with a link to the downloadable PDF guide, and several other useful content links, such as “The AT Hiker’s Guide to Gear for the Appalachian Trail”—content designed to move Tommy further toward the purchase of hiking gear.

If Tommy still has not made a purchase within the next two weeks, another automated email is sent asking for feedback about the PDF guide (providing the link again), and to again provide the link to the “AT Hiker’s Guide to Gear…” along with a compelling offer just for him, perhaps “Get 20% off your first hiking gear purchase, and a free wall map of the AT!”

Having Tommy’s email address also allows you to hyper-target him on social channels, while also leveraging his initial visit to initiate retargeting efforts.

Bottom of the funnel: Email nurturing & strategic, segmented offers

Eventually Tommy makes a purchase, and he may or may not receive further emails related to this campaign, such as post-purchase emails for reviews, up-sells and cross-sells.

Upon checkout, Tommy checked the box to opt-in to weekly promotional emails. He is now on multiple lists. Your marketing automation system will automatically update Tommy’s status from “Contact” or lead, to “Customer” and potentially remove or deactivate him from the marketing automation system database. This is accomplished either by default integration features, or with the help of integration tools like
Zapier and IFTTT.

You have now nurtured Tommy from his initial research on Google all the way to his first purchase without ever having sent a spammy newsletter email full of irrelevant coupons and other offers. However, now that he is a loyal customer, Tommy finds value in these bottom-of-funnel email offers.

And this is just the start

Every inbound marketing campaign will have its own mix of appropriate channels. This post has focused mostly on email because acquiring the initial permission to contact the person is what fuels most of the other features offered by marketing automation systems, including:

  • Personalization of offers and other content on the site.
  • Knowing exactly which visitors are interacting on social media
  • Knowing where visitors and social followers are in the buying cycle and which persona best represents them, among other things.
  • Smart forms that don’t require visitors to put in the same information twice and allow you to build out more detailed profiles of them over time.
  • Blogging platforms that tie into email and marketing automation systems
  • Analytics data that isn’t blocked by Google and is tied directly to real people.
  • Closed-loop reporting that integrates with call-tracking and Google’s Data Import tool
  • Up-sell, cross-sell, and abandoned cart reclamation features
Three more things…
  1. If you can figure out a way to get Tommy to “log in” when he comes to your site, the personalization possibilities are nearly limitless.
  2. The persona above is based on a real customer segment. I named it after my friend Tommy Bailey, who actually did write the eBook
    Guide to Hiking the Appalachian Trail, featured in the image above.
  3. This Moz post is part of an inbound marketing campaign targeting eCommerce marketers, a segment Inflow identified while building out our own personas. Our hope, and the whole point of inbound marketing, is that it provides value to you.

Current state of the inbound marketing industry

Inbound has, for the the most part, been applied to businesses in which the website objective is to generate leads for a sales team to follow-up with and close the deal. An examination of various marketing automation platforms—a key component of scalable inbound marketing programs—highlights this issue.

Popular marketing automation systems

Most of the major marketing automation systems can be be used very effectively as the backbone of an inbound marketing program for eCommerce businesses. However, only one of them (Silverpop) has made significant efforts to court the eCommerce market with content and out-of-box features. The next closest thing is Hubspot, so let’s start with those two:

Silverpop – an IBMⓇ Company

silver-pop.jpeg

Unlike the other platforms below, right out of the box Silverpop allows marketers to tap into very specific behaviors, including the items purchased or left in the cart.

You can easily segment based on metrics like the Recency, Frequency and Monetary Value (RFM) of purchases:

silverpop triggered campaigns

You can automate personalized shopping cart abandonment recovery emails:

silverpop cart abandonment recovery

You can integrate with many leading brands offering complementary services, including: couponing, CRM, analytics, email deliverability enhancement, social and most major eCommerce platforms.

What you can’t do with Silverpop is blog, find pricing info on their website, get a free trial on their website or have a modern-looking user experience. Sounds like an IBMⓇ company, doesn’t it?

HubSpot

Out of all the marketing automation platforms on this list, HubSpot is the most capable of handling “inbound marketing” campaigns from start to finish. This should come as no surprise, given the phrase is credited to
Brian Halligan, HubSpot’s co-founder and CEO.

While they don’t specifically cater to eCommerce marketing needs with the same gusto they give to lead gen. marketing, HubSpot does have
an eCommerce landing page and a demo landing page for eCommerce leads, which suggests that their own personas include eCommerce marketers. Additionally, there is some good content on their blog written specifically for eCommerce.

HubSpot has allowed some key partners to develop plug-ins that integrate with leading eCommerce platforms. This approach works well with curation, and is not dissimilar to how Google handles Android or Apple handles their approved apps.

magento and hubspot

The
Magento Connector for HubSpot, which costs $80 per month, was developed by EYEMAGiNE, a creative design firm for eCommerce websites. A similar HubSpot-approved third-party integration is on the way for Bigcommerce.

Another eCommerce integration for Hubspot is a Shopify plug-in called
HubShoply, which was developed by Groove Commerce and costs $100 per month.

You can also use HubSpot’s native integration capabilities with
Zapier to sync data between HubSpot and most major eCommerce SaaS vendors, including the ones above, as well as WooCommerce, Shopify, PayPal, Infusionsoft and more. However, the same could be said of some of the other marketing automation platforms, and using these third-party solutions can sometimes feel like fitting a square peg into a round hole.

HubSpot can and does handle inbound marketing for eCommerce websites. All of the features are there, or easy enough to integrate. But let’s put some pressure on them to up their eCommerce game even more. The least they can do is put an eCommerce link in the footer:

hubspot menus

Despite the lack of clear navigation to their eCommerce content, HubSpot seems to be paying more attention to the needs of eCommerce businesses than the rest of the platforms below.

Marketo

Nothing about Marketo’s in-house marketing strategy suggests “Ecommerce Director Bob” might be one of their personas. The description for each of
their marketing automation packages (from Spark to Enterprise) mentions that it is “for B2B” websites.

marketo screenshot

Driving Sales could apply to a retail business so I clicked on the link. Nope. Clearly, this is for lead generation.

marketo marketing automation

Passing “purchase-ready leads” over to your “sales reps” is a good example of the type of language used throughout the site.

Make no mistake, Marketo is a top-notch marketing automation platform. Powerful and clean, it’s a shame they don’t launch a full-scale eCommerce version of their core product. In the meantime, there’s the
Magento Integration for Marketo Plug-in developed by an agency out of Australia called Hoosh Marketing.

magento marketo integration

I’ve never used this integration, but it’s part of Marketo’s
LaunchPoint directory, which I imagine is vetted, and Hoosh seems like a reputable agency.

Their
pricing page is blurred and gated, which is annoying, but perhaps they’ll come on here and tell everyone how much they charge.

marketo pricing page

As with all others except Silverpop, the Marketo navigation provides no easy paths to landing pages that would appeal to “Ecommerce Director Bob.”

Pardot

This option is a
SalesForce product, so—though I’ve never had the opportunity to use it—I can imagine Pardot is heavy on B2B/Sales and very light on B2C marketing for retail sites.

The hero image on their homepage says as much.

pardot tagline

pardot marketing automationAgain, no mention of eCommerce or retail, but clear navigation to lead gen and sales.

Eloqua / OMC

eloqua-logo.jpeg

Eloqua, now part of the Oracle Marketing Cloud (OMC), has a landing page
for the retail industry, on which they proclaim:

“Retail marketers know that the path to lifelong loyalty and increased revenue goes through building and growing deep client relationships.”

Since when did retail marketers start calling customers clients?

eloqua integration

The Integration tab on OMC’s “…Retail.html” page helpfully informs eCommerce marketers that their sales teams can continue using CRM systems like SalesForce and Microsoft Dynamics but doesn’t mention anything about eCommerce platforms and other SaaS solutions for eCommerce businesses.

Others

There are many other players in this arena. Though I haven’t used them yet, three I would love to try out are
SharpSpring, Hatchbuck and Act-On. But none of them appear to be any better suited to handle the concerns of eCommerce websites.

Where there’s a gap, there’s opportunity

The purpose of the section above wasn’t to highlight deficiencies in the tools themselves, but to illustrate a gap in who they are being marketed to and developed for.

So far, most of your eCommerce competitors probably aren’t using tools like these because they are not marketed to by the platforms, and don’t know how to apply the technology to online retail in a way that would justify the expense.

The thing is, a tool is just a tool

The
key concepts behind inbound marketing apply just as much to online retail as they do to lead generation.

In order to “do inbound marketing,” a marketing automation system isn’t even strictly necessary (in theory). They just help make the activities scalable for most businesses.

They also bring a lot of different marketing activities under one roof, which saves time and allows data to be moved and utilized between channels and systems. For example, what a customer is doing on social could influence the emails they receive, or content they see on your site. Here are some potential uses for most of the platforms above:

Automated marketing uses

  • Personalized abandoned cart emails
  • Post-purchase nurturing/reorder marketing
  • Welcome campaigns for the newsletter (other free offer) signups
  • Winback campaigns
  • Lead-nurturing email campaigns for cohorts and persona-based segments

Content marketing uses

  • Optimized, strategic blogging platforms, and frameworks
  • Landing pages for pre-transactional/educational offers or contests
  • Social media reporting, monitoring, and publishing
  • Personalization of content and user experience

Reporting uses

  • Revenue reporting (by segment or marketing action)
  • Attribution reporting (by campaign or content)

Assuming you don’t have the budget for a marketing automation system, but already have a good email marketing platform, you can still get started with inbound marketing. Eventually, however, you may want to graduate to a dedicated marketing automation solution to reap the full benefits.

Email marketing platforms

Most of the marketing automation systems claim to replace your email marketing platform, while many email marketing platforms claim to be marketing automation systems. Neither statement is completely accurate.

Marketing automation systems, especially those created specifically for the type of “inbound” campaigns described above, provide a powerful suite of tools all in one place. On the other hand, dedicated email platforms tend to offer “email marketing” features that are better, and more robust, than those offered by marketing automation systems. Some of them are also considerably cheaper—such as
MailChimp—but those are often light on even the email-specific features for eCommerce.

A different type of campaign

Email “blasts” in the form of B.O.G.O., $10 off or free shipping offers can still be very successful in generating incremental revenue boosts — especially for existing customers and seasonal campaigns.

The conversion rate on a 20% off coupon sent to existing customers, for instance, would likely pulverize the conversion rate of an email going out to middle-of-funnel contacts with a link to content (at least with how CR is currently being calculated by email platforms).

Inbound marketing campaigns can also offer quick wins, but they tend to focus mostly on non-customers after the first segmentation campaign (a campaign for the purpose of segmenting your list, such as an incentivised survey). This means lower initial conversion rates, but long-term success with the growth of new customers.

Here’s a good bet if works with your budget: Rely on a marketing automation system for inbound marketing to drive new customer acquisition from initial visit to first purchase, while using a good email marketing platform to run your “promotional email” campaigns to existing customers.

If you have to choose one or the other, I’d go with a robust marketing automation system.

Some of the most popular email platforms used by eCommerce businesses, with a focus on how they handle various Inbound Marketing activities, include:

Bronto

bronto.jpeg

This platform builds in features like abandoned cart recovery, advanced email list segmentation and automated email workflows that nurture contacts over time.

They also offer a host of eCommerce-related
features that you just don’t get with marketing automation systems like Hubspot and Marketo. This includes easy integration with a variety of eCommerce platforms like ATG, Demandware, Magento, Miva Merchant, Mozu and MarketLive, not to mention apps for coupons, product recommendations, social shopping and more. Integration with enterprise eCommerce platforms is one reason why Bronto is seen over and over again when browsing the Internet Retailer Top 500 reports.

On the other hand, Bronto—like the rest of these email platforms—doesn’t have many of the features that assist with content marketing outside of emails. As an “inbound” marketing automation system, it is incomplete because it focuses almost solely on one channel: email.

Vertical Response

verticalresponse.jpeg

Another juggernaut in eCommerce email marketing platforms, Vertical Response, has even fewer inbound-related features than Bronto, though it is a good email platform with a free version that includes up to 1,000 contacts and 4,000 emails per month (i.e. 4 emails to a full list of 1,000).

Oracle Marketing Cloud (OMC)

Responsys (the email platform), like Eloqua (the marketing automation system) was gobbled up by Oracle and is now part of their “Marketing Cloud.”

It has been my experience that when a big technology firm like IBM or Oracle buys a great product, it isn’t “great” for the users. Time will tell.

Listrak

listrak.jpeg

Out of the established email platforms for eCommerce, Listrak may do the best job at positioning themselves as a full inbound marketing platform.

Listrak’s value proposition is that they’re an “Omnichannel” solution. Everything is all in one “Single, Integrated Digital Marketing Platform for Retailers.” The homepage image promises solutions for Email, Mobile, Social, Web and In-Store channels.

I haven’t had the opportunity to work with Listrak yet, but would love to hear feedback in the comments on whether they could handle the kind of persona-based content marketing and automated email nurturing campaigns described in the example campaign above.

Key takeaways

Congratulations for making this far! Here are a few things I hope you’ll take away from this post:

  • There is a lot of opportunity right now for eCommerce sites to take advantage of marketing automation systems and robust email marketing platforms as the infrastructure to run comprehensive inbound marketing campaigns.
  • There is a lot of opportunity right now for marketing automation systems to develop content and build in eCommerce-specific features to lure eCommerce marketers.
  • Inbound marketing isn’t email marketing, although email is an important piece to inbound because it allows you to begin forming lasting relationships with potential customers much earlier in the buying cycle.
  • To see the full benefits of inbound marketing, you should focus on getting the right content to the right person at the right time in their shopping journey. This necessarily involves several different channels, including search, social and email. One of the many benefits of marketing automation systems is their ability to track your efforts here across marketing channels, devices and touch-points.

Tools, resources, and further reading

There is a lot of great content on the topic of Inbound marketing, some of which has greatly informed my own understanding and approach. Here are a few resources you may find useful as well.

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Google’s Physical Web and its Impact on Search

Posted by Tom-Anthony

In early October, Google announced a new project called ”
The Physical Web,” which they explain like this:

The Physical Web is an approach to unleash the core superpower of the web: interaction on demand. People should be able to walk up to any smart device – a vending machine, a poster, a toy, a bus stop, a rental car – and not have to download an app first. Everything should be just a tap away.

At the moment this is an experimental project which is designed to promote establishing an open standard by which this mechanism could work. The two key elements of this initiative are:

URLs: The project proposes that all ‘smart devices’ should advertise a URL by which you can interact with that device. The device broadcasts its URL to anyone in the vicinity, who can detect it via their smartphone (with the eventual goal being this functionality is built into the smart phone operating systems rather than needing third-party apps).


Beacons:
Not well known until Apple recently jumped on the bandwagon announcing iBeacons, beacon technology has been around for a couple of years now. Using a streamlined sibling of Bluetooth, called Bluetooth Low Energy (no pairing, range of ~70 metres / ~230 feet) it allows smartphones to detect the presence of nearby beacons and their approximate distance. Until now they’ve mostly been used to ‘hyper-local’ location based applications (check this blog post of mine for some thoughts on how this might impact SEO).

The project proposes adapting and augmenting the signal that Beacons send out to include a URL by which nearby users might interact with a smart device.

This post is about looking to the future at ways this could potentially impact search. It isn’t likely that any serious impact will happen within the next 18 months, and it is hard to predict exactly how things will pan out, but this post is designed to prompt you to think about things proactively.

Usage examples

To help wrap your head around this, lets look at a few examples of possible uses:

Bus times: This is one of the examples Google gives, where you walk up to a bus stop and on detecting the smart device embedded into the stop your phone allows you to pull the latest bus times and travel info.

Item finder: Imagine when you go to the store looking for a specific item. You could pull out your phone and check stock of the item, as well as being directed to the specific part of the store where you can find it.

Check in: Combined with using URLs that are only accessible on local wifi / intranet, you could make a flexible and consistent check in mechanism for people in a variety of situations.

I’m sure there are many many more applications that are yet to be thought up. One thing to notice is that there is no reason you can’t bookmark these advertised URLs and use them elsewhere, so you can’t be sure that someone accessing the URL is actually by the device in question. You can get some of the way there by using URLs that are only accessible within a certain network, but that isn’t going to be a general solution.

Also, note that these URLs don’t need to be constrained to just website URLs; they could just as well be
deep links into apps which you might have installed.

Parallels to the web and ranking

There are some obvious parallels to the web (which is likely why Google named it the way they did). There will be many smart devices which will map to URLs which anyone can go to. A corollary of this is that there will be similar issues to those we see in search engines today. Google already identified one such issue—ranking—on the page for the project:

At first, the nearby smart devices will be small, but if we’re successful, there will be many to choose from and that raises an important UX issue. This is where ranking comes in. Today, we are perfectly happy typing “tennis” into a search engine and getting millions of results back, we trust that the first 10 are the best ones. The same applies here. The phone agent can sort by both signal strength as well as personal preference and history, among many other possible factors. Clearly there is lots of work to be done here.

So there is immediately a parallel between with Google’s role on the world wide web and their potential role on this new physical web; there is a suggestion here that someone needs to rank beacons if they become so numerous that our phones or wearable devices are often picking up a variety of beacons. 

Google proposes proximity as the primary measure of ranking, but the proximity range of BLE technology is very imprecise, so I imagine in dense urban areas that just using proximity won’t be sufficient. Furthermore, given the beacons are cheap (in bulk, $5 per piece will get you standalone beacons with a year-long battery) I imagine there could be “smart device spam.”

At that point, you need some sort of ranking mechanism and that will inevitably lead to people trying to optimise (be it manipulative or a more white-hat approach).
However, I don’t think that will be the sole impact on search. There are several other possible outcomes.

Further impacts on the search industry

1. Locating out-of-range smart devices

Imagine that these smart devices became fairly widespread and were constantly advertising information to anyone nearby with a smart devices. I imagine, in a similar vein to schema.org actions which provide a standard way for websites to describe what they enable someone to do (“affordances,” for the academics), we could establish similar semantic standards for smart devices enabling them to advertise what services/goods they provide.

Now imagine you are looking for a specific product or service, which you want as quickly as possible (e.g “I need to pick up a charger for my phone,” or “I need to charge my phone on the move”). You could imagine that Google or some other search engine will have mapped these smart devices. If the above section was about “ranking,” then this is about “indexing.”

You could even imagine they could keep track of what is in stock at each of these places, enabling “environment-aware” searches. How might this work? Users in the vicinity whose devices have picked up the beacons, and read their (standardised) list of services could then record this into Google’s index. It sounds like a strange paradigm, but it is exactly how Google’s app indexing methodology works.

2. Added context

Context is becoming increasingly important for all searches that we do. Beyond your search phrase, Google look at what device you are on, where you are, what you have recently searched for, who you know, and quite a bit more. It makes our search experiences significantly better, and we should expect that they are going to continue to try to refine their understanding of our context ever more.

It is not hard to see that knowing what beacons people are near adds various facets of context. It can help refine location even further, giving indications to the environment you are in, what you are doing, and even what you might be looking for.

3. Passive searches

I’ve spoken a little bit about passive searches before; this is when Google runs searches for you based entirely off your context with no explicit search. Google Now is currently the embodiment of this technology, but I expect we’ll see it become more and more

I believe could even see see a more explicit element of this become a reality, with the rise of conversational search. Conversational search is already at a point where a search queries can have persistent aspects (“How old is Tom Cruise?”, then “How tall is he?” – the pronoun ‘he’ refers back to previous search). I expect we’ll see this expand more into multi-stage searches (“Sushi restaurant within 10 minutes of here.”, and then “Just those with 4 stars or more”).

So, I could easily imagine that these elements combine with “environment-aware” searches (whether they are powered in the fashion I described above or not) to enable multi-stage searches that result in explicit passive searches. For example, “nearby shops with iPhone 6 cables in stock,” to which Google fails to find a suitable result (“there are no suitable shops nearby”) and you might then answer “let me know when there is.”

Wrap up

It seems certain that embedded smart devices of some sort are coming, and this project from Google looks like a strong candidate to establish a standard. With the rise of smart devices, whichever form they end up taking and standard they end up using, it is certain this is going to impact the way people interact with their environments and use their smart phones and wearables.

It is hard to believe this won’t also have a heavy impact upon marketing and business. What remains less clear is the scale of impact that this will have on SEO. Hopefully this post has got your brain going a bit so as and industry, we can start to prepare ourselves for the rise of smart devices.

I’d love to hear in the comments what other ideas people have and how you guys think this stuff might affect us.

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Reblogged 3 years ago from feedproxy.google.com

Convincing Old-School Clients that Things Have Changed

Posted by Kristina Kledzik

There’s a reason we use the terms 
“white hat” and “black hat” for SEO: it used to be the Wild West. Black hat tactics were so effective, they were almost necessary to market online. Paying a few thousand dollars to an SEO could get you to rank #1 for almost any term (before you let them go and your competitor paid them the same to outrank you). You only got a few thousand dollars in return for that ranking, though, since there weren’t many people shopping online yet.

Fast forward to today: Ranking well on Google is
insanely profitable—much more so than it ever was in the early days—and Google’s algorithm has advanced dramatically. But former SEOs and people outside our industry still hold on to that idea that a few thousand dollars of “technical SEO” can make them magically rank #1. 

So, how do you convince your old school clients things have changed?

The immediate answer

When this comes up in conversation, I have a few trump phrases that usually bring clients around:

  • “Yeah, that used to be a great tactic, but now it puts you at risk for getting a penalty.” (Really, any response that includes the word “penalty” stops clients in their tracks.)
  • “That makes sense, but Matt Cutts said…” / “Good point, but Google’s official blog recommends…”
  • “I / another coworker / another client / a Mozzer has tried that, and it had disastrous results…”

Basically, acknowledge their idea as valid so you don’t insult them, then explain why it won’t work in a way that scares the shit out of them by mentioning real repercussions. Or, you know, just persuade them gently with logic.

If you can’t persuade/scare the shit out of them, tell them you’ll do some research and get back to them. Then do it.

If that doesn’t work…

Okay, so you have answers for on-the-spot questions now. They will work anywhere from moderately well to amazingly well, depending on your delivery and the respect you’ve gained from your client. But the client may ask for more research, or be skeptical of your answer. To be really effective, the right answer has to be coupled with a lot of respect and a logical, well-delivered explanation. 

Many of you are probably thinking, “I establish respect by being right / talking professionally / offering a lot of case studies during the sales process.” That’s the sort of thinking that
doesn’t earn respect. You gain respect by consistently being:

1. Respectful, even if your clients are wrong

It’s embarrassing to be wrong. When your client says, “What meta keywords should we put on this page?” and you chuckle and say, “Gosh, meta keywords haven’t been used in so long—I don’t even think Google ever used them,” your client is going to fight you on it, not because they’re particularly invested in the idea of using meta keywords, but because you’ve made them feel wrong.


So when your client is wrong, start by validating their idea
. Then, explain the right solution, not necessarily digging into why their solution is wrong:

Client: What meta keywords should we put on this page?

You: Well, I’m going to put together some keywords to target on this page next week, but making them meta keywords won’t make much of a difference. Google doesn’t look at them because it’s so easy to spam (wouldn’t it be nice if they did?). Anyway, when I send you those keywords that we should target, I’ll also include what we need to change on the page in order to target them.

Answering like this will keep your conversations positive and your clients open to your ideas, even if your ideas conflict directly with theirs. 

2. Honest

You’re probably smart enough not to make up client anecdotes or lie about what Matt Cutts has said. Where I usually see dishonesty in consulting is when consultants screw up and their clients call them on it. 

It looks bad to be wrong, especially when someone is paying you to be right. It’s even worse to be caught in a lie or look dishonest. Here’s my mantra:
It’s not wrong to make an honest mistake. When clients tell you you’ve done something wrong, consider it a misunderstanding. Explain where you were coming from and why you did what you did briefly, then fix it.

(Note: this obviously doesn’t work if you made a stupid mistake. If you made a stupid mistake, apologize and offer to fix it, free of charge. It’ll lose you some money up front, but it’ll be worth it in the long run.)

3. Direct

This is the best outline for any answer:

  1. Brief answer, in one sentence
  2. Deeper explanation of answer
  3. Information to back it up
  4. Reiteration of brief answer

I can’t tell you how many times I’ve heard another consultant (or myself) not be entirely sure of an answer and ramble on for a couple of minutes before stopping to complete silence from their client. Or know the answer but think it’s too complicated and deliver an answer that only confuses their client more.

By starting with the answer, the client already knows what’s coming, so all other information you give after that will naturally support your answer as you go, rather than possibly leading them down the wrong path. Consider these alternatives:

Standard answer:

Client: How much will this increase our rankings?

You: Competition is always a huge part of the equation, so we’ll have to look into that. It’s easier to rank for, say, “yellow sapphire necklaces” than “blue sapphire necklaces” because there are more blue sapphire necklaces out there. But this is definitely what we should do to increase our rankings.

Direct answer:

Client: How much will this increase our rankings?

You: I don’t know, it’s not something that we can definitively say in SEO, unfortunately. Competition is a huge part of the equation, so we’ll have to look into that. But, regardless, this is the most effective action that we could take to increase our rankings.

The more direct answer admits doubt, but is still much more convincing in the end (though both are vague and obviously top-of-mind examples… just ignore that). 

4. Complimentary and inclusive

It’s called the 
Benjamin Franklin Effect: “He that has once done you a kindness will be more ready to do you another, than he whom you yourself have obliged.” (Props to Rob Ousbey for telling me about this.)

When your client has done something right, compliment them on how they’ve made your job easier since you don’t have to fix their mistakes. When your client has done something wrong, let them know what they should do to fix it, but help them share in the work to make the change. It’ll make the client feel valued and it’ll take a big part of the workload off of you.

5. Proactive

Good project management is the key to effective consulting. When clients don’t know what you’re working on, they get worried that you’re wasting their money. Make sure that you consistently:

  • Meet; I like to have scheduled meetings once a week
  • Share a 3-6 month project plan, with dates and deliverables outlined
  • Ship those deliverables on time
  • Respond to emails within a day or two, even if the answer is “Great question! I’m prioritizing [other project for the same client right now], can I get back to you in a week or so?”
  • Follow up with open questions; if a client asks you a question in a meeting you don’t know, admit you don’t know, say you’ll get back to them after you research it, then actually do that

I think that project management is often dropped because it seems so easy that it’s de-prioritized. Don’t believe that: this may be the most important of the five traits I’ve listed.

To sum it up: be honest, selfless, and proactive, and your clients are going to love you.

Even if you’re a terrible SEO (though try your best to be a good one), clients are going to respect consultants who put their clients’ business first, are open and honest about what they’re doing and thinking, and get their work done without being micromanaged.

Now that you’ve earned your client’s respect, they will be open to you changing their mind. You just have to give them a reason to.

Nail it with a great argument

When a client says, “Can we rank for ‘trucks’ by putting the word ‘truck’ as the alt text to each image on this page?” our mind immediately says, “No, why would you think that?” That’s not going to win the argument for you.

The reason we SEOs say “why would you think that?” is because we know the answer. So, teach your client. Start by validating their idea (what did we just learn about clients being wrong?), then explain the right answer, then explain why their answer won’t work:

Client: Can we rank for “trucks” by putting the word “truck” as the alt text to each image on this page?

You: Well, that would certainly get “trucks” on the page more often! To really optimize the page for “trucks,” though, we’ll need to put it in the page title, and a few times in the body of the page. SEO is all about competition, and our competition is doing that. We have to at least match them. Once the page is optimized for “trucks,” though, we’ll still have to work to get more backlinks and mentions around the web to compete with Wikipedia, which ranks #1 right now for “trucks.”

Don’t focus too much on their mistake.The more time you spend on the disagreement, the more frustrated your client will get; the more time you spend on your solution, the more impressed they’ll be with you.

If that doesn’t work, do the research to tell an even better story:

  • Give examples from other clients. Don’t give away too many names, of course, but knowing that you’ve solved this problem or a problem like it in the past makes clients feel much more confident in you.
  • If you’ve never seen this problem before, reach out to your SEO community. One of the best parts of working at Distilled is that when a client off-handedly emails me a question, I can email all Distilled consultants and usually get an answer (or at least an educated guess) within an hour or so. If you work on your own, build a community online, through Moz or another online portal, and ask them.
  • Forecast the effects of your solution. I’ll be the first to admit, I’m not good at this because it can take a long time. But if your client is resistant, it’s definitely worth the trouble. Take clients through how you worked out the forecasting so they can see how much they’ll gain by working with you.

Once you’ve got proof behind your argument, restate your position, add your new arguments, and then follow up with your position and what you recommend your client does now. Make sure that you end in an action so there’s something concrete for them to focus on. 

Practice, practice, practice delivery

You can have the perfect explanation and a great relationship with your client, but if you trip over your own words or confuse your client, you won’t be convincing.

Written reports

Edit the paper multiple times. Only include the information that directly leads to an action item, don’t include all of the information that they already know, or that just shows you did your homework. That stuff is boring, and will encourage your client to skim, which will often lead to misinterpretations. Next, have a friend who’s been in SEO for awhile and knows about this old school stuff edit it. It’s hard to know where your descriptions might break down without someone else’s perspective.

Verbal presentations 

Practice your presentation ahead of time: talk through your recommendations to a friend or coworker. Have them interrupt you, because you will definitely be interrupted when you’re talking to your client. Make sure that you’re okay with that, that you can have a separate conversation, then jump back in to the report.

For presentations that are brief and over the phone, make sure that you’ve already sent your client something written. If it’s a report, make it clear and to the point (as described above), if it’s not, outline the action items in an email or a spreadsheet, so your client has something concrete to look at as you discuss. I’ve also found clients are able to digest information much better when they’ve already read it.

For big presentations – the ones that need an accompanying PowerPoint, follow the same advice as I gave in the written report section: Edit to be succinct, and get feedback.

This is pretty much a post on good consulting

I’ve consulted clients on technical SEO, promotions / outreach, creative, and content strategy-based projects, and I’ve found that the key to being effective in every one is a) coming up with a good answer, and b) everything discussed in this post. Building respect and communicating effectively is the foundation that supports your answers in almost every relationship, consulting, in house, or even personal. The key to convincing your clients that their black hat, overly white hat, or completely UX-based solutions are wrong is all sort of the same.

So what do you think? What resistance have you come up against in your consulting projects? Share in the comments below!

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Reblogged 3 years ago from feedproxy.google.com

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