Examples of brands with excellent omnichannel experiences

The birth of omnichannel has led to a revolution in the digital marketing world. Marketers have long since known about the advantages and effectiveness of omnichannel’s success; putting it in to practice has been challenging. Juxtapose that with the expectation of today’s consumer that every brand interaction be seamless.

So, let’s define what omnichannel really means. Omnichannel is about delivering a consistent and cohesive customer experience via any channel the customer chooses.

Take Domino’s, for example. The pizza you’ve ordered needs to taste, look and smell the same whether it was ordered online, through an app or in store. Similarly, the product needs to be consistent – whether it’s collected in store or delivered by one of Domino’s’ drivers.

Let’s take a look at the companies we believe are winning over consumers by going truly omnichannel.

Domino’s

Domino’s receives most of its orders on digital channels and is now classed less as a restaurant and more as an ecommerce company.

Domino’s operates 14,000 stores in more than 85 countries around the world and gets more than 50 percent of its sales through digital channels — with half of those coming from mobile.

Domino’s succeeds in an on-demand world by adapting to consumer behavior. Ordering pizzas with emojis and voice commands are not just a ploy – voice-related searches and the use of emojis reflect how people are interacting with each other and with brands in the post-digital age.

CEO Patrick Doyle challenged the company’s Information Technology team to “make it so a customer could order a pizza while waiting for a stoplight”, as he understood that mobile was, and remains, ingrained in this kind of behavior.

You can also order Domino’s pizzas through an increasing number of channels and devices which go beyond Twitter and the Amazon Echo. These include apps, Facebook messenger, Apple Watch and smart televisions.

Domino’s is a great example of creating the right experience for the consumer, channel and device.

 

An overview of Domino’s’ omnichannel reach:

  • Email
  • SMS
  • App
  • Social media
  • Facebook Messenger
  • Dom. The AI Bot.
  • Bricks and Mortar

Topshop

Recent studies (McKinsey Research and Harvard Business Review) have shown that customers who use more than one channel spend more and have a higher lifetime value than those customers who use fewer channels.

It has taken several years for bricks and mortar and digital to become truly integrated in retail but finally, we are seeing mobile, desktop and in-store shopping coalesce.

The growth of apps has also empowered shoppers to locate items, check availability, take advantage of offers, promotions and vouchers and participate in loyalty schemes more easily and conveniently. Topshop’s ‘On the go’ app creates a seamless experience between physical and digital worlds – a barcode scanner that links users to nearby store locations and highlights its available stock.

Asthma UK

Asthma UK runs a 12-week asthma support programme using dotmailer’s automation studio to send a mix of email and SMS content to send free, personalized advice to motivate patients to manage their asthma well.

Patients need to be qualified by Asthma UK by reviewing a patient’s answer to a short 8 question eligibility questionnaire to gain access to the content of the program, which was designed and developed by asthma clinicians and health psychology experts.

What really works for this program is how Asthma UK utilizes long-form content within email to deliver useful and key pieces of information. Plus, the non-profit also leverages SMS to deliver short-form content to manage expectations for what’s coming next.

For example: ‘Look out for your first email tomorrow’. Or, you could drive traffic to vital pieces of content, i.e.: ‘if you haven’t watched our welcome video, why not watch it now <insert link>’.

As this program is ongoing, Asthma UK utilizes a test-and-learn approach with all its emails. This allows subscribers to respond to the usefulness of the content at the bottom of their email, as well as a post-program questionnaire to gain valuable feedback.

 

Check out Asthma UK’s winning entries for this year’s dotties: the charity won the non-profit and omnichannel campaign categories.

Starbucks

Starbucks is at the top of its game with omnichannel right now, and it comes as no surprise, with over 28,000 stores worldwide and approximately 15 million active members of its loyalty program.

What makes Starbucks so great with omnichannel? You can use its mobile app to place an order and pay ahead of arriving at one of its bricks-and-mortar stores.

After placing the order, the app suggests nearby Starbucks stores and lets you know the estimated wait time for your order at each one. No more bun fights in a morning on your way to the office!

When you’ve selected which store to collect your coffee, it gives you directions to get there. You can pay for said coffee using the Starbucks card and can check the balance anywhere, at any time, using either your phone, the app, the website or in store.

This is a great example of how to leverage your customers’ devices and your own channels for a better experience.

 

Oasis

Oasis is at the leading edge of omnichannel, using its ecommerce site, mobile app and brick-and-mortar stores in to one simple, seamless shopping experience.

If you take a visit to one of its stores, you’re greeted with sales assistants holding iPads that are available to give you up-to-date, accurate and on-the-spot product information.

This iPad also acts as a cash register, making it more convenient to purchase your product/s. If it appears that something is out of stock, the staff can instantly place an online order for you to have the item delivered direct to your home address. For online shoppers, if an item is sold out then customers can also use their ‘Seek & Send’ service.

Overall, Oasis provides a well-managed experience that reduces the lines between online and offline. The brand endeavours to get that sale, no matter what channel is used, and without being pushy and demanding too much attention from the customer.

Three tips on implementing omnichannel for your brand:

  1. Develop an omnichannel location data strategy. Once you understand every touch point your customer uses, ensure that your brand is visible on each one through location data.
  2. Understand your customer’s omnichannel journey. Examine the entire journey your customer takes from home to store. Understanding your customer’s omnichannel journey will require you to employ tools such as journey maps, which designers use to research and depict the customer experience journey.
  3. Create next moments appropriate for each channel. As I mentioned in this article a “next moment” is the action that occurs after someone finds your brand through a search. The next moment needs to maximize and capitalize on the unique attributes of each channel and device (e.g. highly visual content for Instagram).

In short: more connected channels = more revenue.

Want to discover omnichannel in more detail? Download our whitepaper here.

The post Examples of brands with excellent omnichannel experiences appeared first on The Marketing Automation Blog.

Reblogged 3 weeks ago from blog.dotmailer.com

The Linkbait Bump: How Viral Content Creates Long-Term Lift in Organic Traffic – Whiteboard Friday

Posted by randfish

A single fantastic (or “10x”) piece of content can lift a site’s traffic curves long beyond the popularity of that one piece. In today’s Whiteboard Friday, Rand talks about why those curves settle into a “new normal,” and how you can go about creating the content that drives that change.

For reference, here’s a still of this week’s whiteboard. Click on it to open a high resolution image in a new tab!

Video Transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we’re chatting about the linkbait bump, classic phrase in the SEO world and almost a little dated. I think today we’re talking a little bit more about viral content and how high-quality content, content that really is the cornerstone of a brand or a website’s content can be an incredible and powerful driver of traffic, not just when it initially launches but over time.

So let’s take a look.

This is a classic linkbait bump, viral content bump analytics chart. I’m seeing over here my traffic and over here the different months of the year. You know, January, February, March, like I’m under a thousand. Maybe I’m at 500 visits or something, and then I have this big piece of viral content. It performs outstandingly well from a relative standpoint for my site. It gets 10,000 or more visits, drives a ton more people to my site, and then what happens is that that traffic falls back down. But the new normal down here, new normal is higher than the old normal was. So the new normal might be at 1,000, 1,500 or 2,000 visits whereas before I was at 500.

Why does this happen?

A lot of folks see an analytics chart like this, see examples of content that’s done this for websites, and they want to know: Why does this happen and how can I replicate that effect? The reasons why are it sort of feeds back into that viral loop or the flywheel, which we’ve talked about in previous Whiteboard Fridays, where essentially you start with a piece of content. That content does well, and then you have things like more social followers on your brand’s accounts. So now next time you go to amplify content or share content socially, you’re reaching more potential people. You have a bigger audience. You have more people who share your content because they’ve seen that that content performs well for them in social. So they want to find other content from you that might help their social accounts perform well.

You see more RSS and email subscribers because people see your interesting content and go, “Hey, I want to see when these guys produce something else.” You see more branded search traffic because people are looking specifically for content from you, not necessarily just around this viral piece, although that’s often a big part of it, but around other pieces as well, especially if you do a good job of exposing them to that additional content. You get more bookmark and type in traffic, more searchers biased by personalization because they’ve already visited your site. So now when they search and they’re logged into their accounts, they’re going to see your site ranking higher than they normally would otherwise, and you get an organic SEO lift from all the links and shares and engagement.

So there’s a ton of different factors that feed into this, and you kind of want to hit all of these things. If you have a piece of content that gets a lot of shares, a lot of links, but then doesn’t promote engagement, doesn’t get more people signing up, doesn’t get more people searching for your brand or searching for that content specifically, then it’s not going to have the same impact. Your traffic might fall further and more quickly.

How do you achieve this?

How do we get content that’s going to do this? Well, we’re going to talk through a number of things that we’ve talked about previously on Whiteboard Friday. But there are some additional ones as well. This isn’t just creating good content or creating high quality content, it’s creating a particular kind of content. So for this what you want is a deep understanding, not necessarily of what your standard users or standard customers are interested in, but a deep understanding of what influencers in your niche will share and promote and why they do that.

This often means that you follow a lot of sharers and influencers in your field, and you understand, hey, they’re all sharing X piece of content. Why? Oh, because it does this, because it makes them look good, because it helps their authority in the field, because it provides a lot of value to their followers, because they know it’s going to get a lot of retweets and shares and traffic. Whatever that because is, you have to have a deep understanding of it in order to have success with viral kinds of content.

Next, you want to have empathy for users and what will give them the best possible experience. So if you know, for example, that a lot of people are coming on mobile and are going to be sharing on mobile, which is true of almost all viral content today, FYI, you need to be providing a great mobile and desktop experience. Oftentimes that mobile experience has to be different, not just responsive design, but actually a different format, a different way of being able to scroll through or watch or see or experience that content.

There are some good examples out there of content that does that. It makes a very different user experience based on the browser or the device you’re using.

You also need to be aware of what will turn them off. So promotional messages, pop-ups, trying to sell to them, oftentimes that diminishes user experience. It means that content that could have been more viral, that could have gotten more shares won’t.

Unique value and attributes that separate your content from everything else in the field. So if there’s like ABCD and whoa, what’s that? That’s very unique. That stands out from the crowd. That provides a different form of value in a different way than what everyone else is doing. That uniqueness is often a big reason why content spreads virally, why it gets more shared than just the normal stuff.

I’ve talk about this a number of times, but content that’s 10X better than what the competition provides. So unique value from the competition, but also quality that is not just a step up, but 10X better, massively, massively better than what else you can get out there. That makes it unique enough. That makes it stand out from the crowd, and that’s a very hard thing to do, but that’s why this is so rare and so valuable.

This is a critical one, and I think one that, I’ll just say, many organizations fail at. That is the freedom and support to fail many times, to try to create these types of effects, to have this impact many times before you hit on a success. A lot of managers and clients and teams and execs just don’t give marketing teams and content teams the freedom to say, “Yeah, you know what? You spent a month and developer resources and designer resources and spent some money to go do some research and contracted with this third party, and it wasn’t a hit. It didn’t work. We didn’t get the viral content bump. It just kind of did okay. You know what? We believe in you. You’ve got a lot of chances. You should try this another 9 or 10 times before we throw it out. We really want to have a success here.”

That is something that very few teams invest in. The powerful thing is because so few people are willing to invest that way, the ones that do, the ones that believe in this, the ones that invest long term, the ones that are willing to take those failures are going to have a much better shot at success, and they can stand out from the crowd. They can get these bumps. It’s powerful.

Not a requirement, but it really, really helps to have a strong engaged community, either on your site and around your brand, or at least in your niche and your topic area that will help, that wants to see you, your brand, your content succeed. If you’re in a space that has no community, I would work on building one, even if it’s very small. We’re not talking about building a community of thousands or tens of thousands. A community of 100 people, a community of 50 people even can be powerful enough to help content get that catalyst, that first bump that’ll boost it into viral potential.

Then finally, for this type of content, you need to have a logical and not overly promotional match between your brand and the content itself. You can see many sites in what I call sketchy niches. So like a criminal law site or a casino site or a pharmaceutical site that’s offering like an interactive musical experience widget, and you’re like, “Why in the world is this brand promoting this content? Why did they even make it? How does that match up with what they do? Oh, it’s clearly just intentionally promotional.”

Look, many of these brands go out there and they say, “Hey, the average web user doesn’t know and doesn’t care.” I agree. But the average web user is not an influencer. Influencers know. Well, they’re very, very suspicious of why content is being produced and promoted, and they’re very skeptical of promoting content that they don’t think is altruistic. So this kills a lot of content for brands that try and invest in it when there’s no match. So I think you really need that.

Now, when you do these linkbait bump kinds of things, I would strongly recommend that you follow up, that you consider the quality of the content that you’re producing. Thereafter, that you invest in reproducing these resources, keeping those resources updated, and that you don’t simply give up on content production after this. However, if you’re a small business site, a small or medium business, you might think about only doing one or two of these a year. If you are a heavy content player, you’re doing a lot of content marketing, content marketing is how you’re investing in web traffic, I’d probably be considering these weekly or monthly at the least.

All right, everyone. Look forward to your experiences with the linkbait bump, and I will see you again next week for another edition of Whiteboard Friday. Take care.

Video transcription by Speechpad.com

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Reblogged 3 years ago from tracking.feedpress.it

8 Ways Content Marketers Can Hack Facebook Multi-Product Ads

Posted by Alan_Coleman

The trick most content marketers are missing

Creating great content is the first half of success in content marketing. Getting quality content read by, and amplified to, a relevant audience is the oft overlooked second half of success. Facebook can be a content marketer’s best friend for this challenge. For reach, relevance and amplification potential, Facebook is unrivaled.

  1. Reach: 1 in 6 mobile minutes on planet earth is somebody reading something on Facebook.
  2. Relevance: Facebook is a lean mean interest and demo targeting machine. There is no online or offline media that owns as much juicy interest and demographic information on its audience and certainly no media has allowed advertisers to utilise this information as effectively as Facebook has.
  3. Amplification: Facebook is literally built to encourage sharing. Here’s the first 10 words from their mission statement: “Facebook’s mission is to give people the power to share…”, Enough said!

Because of these three digital marketing truths, if a content marketer gets their paid promotion* right on Facebook, the battle for eyeballs and amplification is already won.

For this reason it’s crucial that content marketers keep a close eye on Facebook advertising innovations and seek out ways to use them in new and creative ways.

In this post I will share with you eight ways we’ve hacked a new Facebook ad format to deliver content marketing success.

Multi-Product Ads (MPAs)

In 2014, Facebook unveiled multi-product ads (MPAs) for US advertisers, we got them in Europe earlier this year. They allow retailers to show multiple products in a carousel-type ad unit.

They look like this:

If the user clicks on the featured product, they are guided directly to the landing page for that specific product, from where they can make a purchase.

You could say MPAs are Facebook’s answer to Google Shopping.

Facebook’s mistake is a content marketer’s gain

I believe Facebook has misunderstood how people want to use their social network and the transaction-focused format is OK at best for selling products. People aren’t really on Facebook to hit the “buy now” button. I’m a daily Facebook user and I can’t recall a time this year where I have gone directly from Facebook to an e-commerce website and transacted. Can you remember a recent time when you did?

So, this isn’t an innovation that removes a layer of friction from something that we are all doing online already (as the most effective innovations do). Instead, it’s a bit of a “hit and hope” that, by providing this functionality, Facebook would encourage people to try to buy online in a way they never have before.

The Wolfgang crew felt the MPA format would be much more useful to marketers and users if they were leveraging Facebook for the behaviour we all demonstrate on the platform every day, guiding users to relevant content. We attempted to see if Facebook Ads Manager would accept MPAs promoting content rather than products. We plugged in the images, copy and landing pages, hit “place order”, and lo and behold the ads became active. We’re happy to say that the engagement rates, and more importantly the amplification rates, are fantastic!

Multi-Content Ads

We’ve re-invented the MPA format for multi-advertisers in multi-ways, eight ways to be exact! Here’s eight MPA Hacks that have worked well for us. All eight hacks use the MPA format to promote content rather than promote products.

Hack #1: Multi-Package Ads

Our first variation wasn’t a million miles away from multi-product ads; we were promoting the various packages offered by a travel operator.

By looking at the number of likes, comments, and shares (in blue below the ads) you can see the ads were a hit with Facebook users and they earned lots of free engagement and amplification.

NB: If you have selected “clicks to website” as your advertising objective, all those likes, comments and shares are free!

Independent Travel Multi Product Ad

The ad sparked plenty of conversation amongst Facebook friends in the comments section.

Comments on a Facebook MPA

Hack #2: Multi-Offer Ads

Everybody knows the Internet loves a bargain. So we decided to try another variation moving away from specific packages, focusing instead on deals for a different travel operator.

Here’s how the ads looked:

These ads got valuable amplification beyond the share. In the comments section, you can see people tagging specific friends. This led to the MPAs receiving further amplification, and a very targeted and personalised form of amplification to boot.

Abbey Travel Facebook Ad Comments

Word of mouth referrals have been a trader’s best friend since the stone age. These “personalised” word of mouth referrals en masse are a powerful marketing proposition. It’s worth mentioning again that those engagements are free!

Hack #3: Multi-Locations Ads

Putting the Lo in SOLOMO.

This multi-product feed ad was hacked to promote numerous locations of a waterpark. “Where to go?” is among the first questions somebody asks when researching a holiday. In creating this top of funnel content, we can communicate with our target audience at the very beginning of their research process. A simple truth of digital marketing is: the more interactions you have with your target market on their journey to purchase, the more likely they are to seal the deal with you when it comes time to hit the “buy now” button. Starting your relationship early gives you an advantage over those competitors who are hanging around the bottom of the purchase funnel hoping to make a quick and easy conversion.

Abbey Travel SplashWorld Facebook MPA

What was surprising here, was that because we expected to reach people at the very beginning of their research journey, we expected the booking enquiries to be some time away. What actually happened was these ads sparked an enquiry frenzy as Facebook users could see other people enquiring and the holidays selling out in real time.

Abbey Travel comments and replies

In fact nearly all of the 35 comments on this ad were booking enquiries. This means what we were measuring as an “engagement” was actually a cold hard “conversion”! You don’t need me to tell you a booking enquiry is far closer to the money than a Facebook like.

The three examples outlined so far are for travel companies. Travel is a great fit for Facebook as it sits naturally in the Facebook feed, my Facebook feed is full of envy-inducing friends’ holiday pictures right now. Another interesting reason why travel is a great fit for Facebook ads is because typically there are multiple parties to a travel purchase. What happened here is the comments section actually became a very visible and measurable forum for discussion between friends and family before becoming a stampede inducing medium of enquiry.

So, stepping outside of the travel industry, how do other industries fare with hacked MPAs?

Hack #3a: Multi-Location Ads (combined with location targeting)

Location, location, location. For a property listings website, we applied location targeting and repeated our Multi-Location Ad format to advertise properties for sale to people in and around that location.

Hack #4: Multi-Big Content Ad

“The future of big content is multi platform”

– Cyrus Shepard

The same property website had produced a report and an accompanying infographic to provide their audience with unique and up-to-the-minute market information via their blog. We used the MPA format to promote the report, the infographic and the search rentals page of the website. This brought their big content piece to a larger audience via a new platform.

Rental Report Multi Product Ad

Hack #5: Multi-Episode Ad

This MPA hack was for an online TV player. As you can see we advertised the most recent episodes of a TV show set in a fictional Dublin police station, Red Rock.

Engagement was high, opinion was divided.

TV3s Red Rock viewer feedback

LOL.

Hack #6: Multi-People Ads

In the cosmetic surgery world, past patients’ stories are valuable marketing material. Particularly when the past patients are celebrities. We recycled some previously published stories from celebrity patients using multi-people ads and targeted them to a very specific audience.

Avoca Clinic Multi People Ads

Hack #7: Multi-UGC Ads

Have you witnessed the power of user generated content (UGC) in your marketing yet? We’ve found interaction rates with authentic UGC images can be up to 10 fold of those of the usual stylised images. In order to encourage further UGC, we posted a number of customer’s images in our Multi-UGC Ads.

The CTR on the above ads was 6% (2% is the average CTR for Facebook News feed ads according to our study). Strong CTRs earn you more traffic for your budget. Facebook’s relevancy score lowers your CPC as your CTR increases.

When it comes to the conversion, UGC is a power player, we’ve learned that “customers attracting new customers” is a powerful acquisition tool.

Hack #8: Target past customers for amplification

“Who will support and amplify this content and why?”

– Rand Fishkin

Your happy customers Rand, that’s the who and the why! Check out these Multi-Package Ads targeted to past customers via custom audiences. The Camino walkers have already told all their friends about their great trip, now allow them to share their great experiences on Facebook and connect the tour operator with their Facebook friends via a valuable word of mouth referral. Just look at the ratio of share:likes and shares:comments. Astonishingly sharable ads!

Camino Ways Mulit Product Ads

Targeting past converters in an intelligent manner is a super smart way to find an audience ready to share your content.

How will hacking Multi-Product Ads work for you?

People don’t share ads, but they do share great content. So why not hack MPAs to promote your content and reap the rewards of the world’s greatest content sharing machine: Facebook.

MPAs allow you to tell a richer story by allowing you to promote multiple pieces of content simultaneously. So consider which pieces of content you have that will work well as “content bundles” and who the relevant audience for each “content bundle” is.

As Hack #8 above illustrates, the big wins come when you match a smart use of the format with the clever and relevant targeting Facebook allows. We’re massive fans of custom audiences so if you aren’t sure where to start, I’d suggest starting there.

So ponder your upcoming content pieces, consider your older content you’d like to breathe some new life into and perhaps you could become a Facebook Ads Hacker.

I’d love to hear about your ideas for turning Multi-Product Ads into Multi-Content Ads in the comments section below.

We could even take the conversation offline at Mozcon!

Happy hacking.


*Yes I did say paid promotion, it’s no secret that Facebook’s organic reach continues to dwindle. The cold commercial reality is you need to pay to play on FB. The good news is that if you select ‘website clicks’ as your objective you only pay for website traffic and engagement while amplification by likes, comments, and shares are free! Those website clicks you pay for are typically substantially cheaper than Adwords, Taboola, Outbrain, Twitter or LinkedIn. How does it compare to display? It doesn’t. Paying for clicks is always preferable to paying for impressions. If you are spending money on display advertising I’d urge you to fling a few spondoolas towards Facebook ads and compare results. You will be pleasantly surprised.

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Exposing The Generational Content Gap: Three Ways to Reach Multiple Generations

Posted by AndreaLehr

With more people of all ages online than ever before, marketers must create content that resonates with multiple generations. Successful marketers realize that each generation has unique expectations, values and experiences that influence consumer behaviors, and that offering your audience content that reflects their shared interests is a powerful way to connect with them and inspire them to take action.

We’re in the midst of a generational shift, with
Millennials expected to surpass Baby Boomers in 2015 as the largest living generation. In order to be competitive, marketers need to realize where key distinctions and similarities lie in terms of how these different generations consume content and share it with with others.

To better understand the habits of each generation,
BuzzStream and Fractl surveyed over 1,200 individuals and segmented their responses into three groups: Millennials (born between 1977–1995), Generation X (born between 1965–1976), and Baby Boomers (born between 1946–1964). [Eds note: The official breakdown for each group is as follows: Millennials (1981-1997), Generation X (1965-1980), and Boomers (1946-1964)]

Our survey asked them to identify their preferences for over 15 different content types while also noting their opinions on long-form versus short-form content and different genres (e.g., politics, technology, and entertainment).

We compared their responses and found similar habits and unique trends among all three generations.

Here’s our breakdown of the three key takeaways you can use to elevate your future campaigns:

1. Baby Boomers are consuming the most content

However, they have a tendency to enjoy it earlier in the day than Gen Xers and Millennials.

Although we found striking similarities between the younger generations, the oldest generation distinguished itself by consuming the most content. Over 25 percent of Baby Boomers consume 20 or more hours of content each week. Additional findings:

  • Baby Boomers also hold a strong lead in the 15–20 hours bracket at 17 percent, edging out Gen Xers and Millennials at 12 and 11 percent, respectively
  • A majority of Gen Xers and Millennials—just over 22 percent each—consume between 5 and 10 hours per week
  • Less than 10 percent of Gen Xers consume less than five hours of content a week—the lowest of all three groups

We also compared the times of day that each generation enjoys consuming content. The results show that most of our respondents—over 30 percent— consume content between 8 p.m. and midnight. However, there are similar trends that distinguish the oldest generation from the younger ones:

  • Baby Boomers consume a majority of their content in the morning. Nearly 40 percent of respondents are online between 5 a.m. and noon.
  • The least popular time for most respondents to engage with content online is late at night, between midnight and 5 a.m., earning less than 10 percent from each generation
  • Gen X is the only generation to dip below 10 percent in the three U.S. time zones: 5 a.m. to 9 a.m., 6 to 8 p.m., and midnight to 5 a.m.

When Do We Consume Content

When it comes to which device each generation uses to consume content, laptops are the most common, followed by desktops. The biggest distinction is in mobile usage: Over 50 percent of respondents who use their mobile as their primary device for content consumption are Millennials. Other results reveal:

  • Not only do Baby Boomers use laptops the most (43 percent), but they also use their tablets the most. (40 percent of all primary tablet users are Baby Boomers).
  • Over 25 percent of Millennials use a mobile device as their primary source for content
  • Gen Xers are the least active tablet users, with less than 8 percent of respondents using it as their primary device

Device To Consume Content2. Preferred content types and lengths span all three generations

One thing every generation agrees on is the type of content they enjoy seeing online. Our results reveal that the top four content types— blog articles, images, comments, and eBooks—are exactly the same for Baby Boomers, Gen Xers, and Millennials. Additional comparisons indicate:

  • The least preferred content types—flipbooks, SlideShares, webinars, and white papers—are the same across generations, too (although not in the exact same order)
  • Surprisingly, Gen Xers and Millennials list quizzes as one of their five least favorite content types

Most Consumed Content Type

All three generations also agree on ideal content length, around 300 words. Further analysis reveals:

  • Baby Boomers have the highest preference for articles under 200 words, at 18 percent
  • Gen Xers have a strong preference for articles over 500 words compared to other generations. Over 20 percent of respondents favor long-form articles, while only 15 percent of Baby Boomers and Millennials share the same sentiment.
  • Gen Xers also prefer short articles the least, with less than 10 percent preferring articles under 200 words

Content Length PreferencesHowever, in regards to verticals or genres, where they consume their content, each generation has their own unique preference:

  • Baby Boomers have a comfortable lead in world news and politics, at 18 percent and 12 percent, respectively
  • Millennials hold a strong lead in technology, at 18 percent, while Baby Boomers come in at 10 percent in the same category
  • Gen Xers fall between Millennials and Baby Boomers in most verticals, although they have slight leads in personal finance, parenting, and healthy living
  • Although entertainment is the top genre for each generation, Millennials and Baby Boomers prefer it slightly more than than Gen Xers do

Favorite Content Genres

3. Facebook is the preferred content sharing platform across all three generations

Facebook remains king in terms of content sharing, and is used by about 60 percent of respondents in each generation studied. Surprisingly, YouTube came in second, followed by Twitter, Google+, and LinkedIn, respectively. Additional findings:

  • Baby Boomers share on Facebook the most, edging out Millennials by only a fraction of a percent
  • Although Gen Xers use Facebook slightly less than other generations, they lead in both YouTube and Twitter, at 15 percent and 10 percent, respectively
  • Google+ is most popular with Baby Boomers, at 8 percent, nearly double that of both Gen Xers and Millennials

Preferred Social PlatformAlthough a majority of each generation is sharing content on Facebook, the type of content they are sharing, especially visuals, varies by each age group. The oldest generation prefers more traditional content, such as images and videos. Millennials prefer newer content types, such as memes and GIFs, while Gen X predictably falls in between the two generations in all categories except SlideShares. Other findings:

  • The most popular content type for Baby Boomers is video, at 27 percent
  • Parallax is the least popular type for every generation, earning 1 percent or less in each age group
  • Millennials share memes the most, while less than 10 percent of Baby Boomers share similar content

Most Shared Visual ContentMarketing to several generations can be challenging, given the different values and ideas that resonate with each group. With the number of online content consumers growing daily, it’s essential for marketers to understand the specific types of content that each of their audiences connect with, and align it with their content marketing strategy accordingly.

Although there is no one-size-fits-all campaign, successful marketers can create content that multiple generations will want to share. If you feel you need more information getting started, you can review this deck of additional insights, which includes the preferred video length and weekend consuming habits of each generation discussed in this post.

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​We Want Your Stories: Accepting MozCon Ignite Pitches

Posted by EricaMcGillivray

We’re thrilled to announce the addition of a networking and Ignite-style event for attendees on Tuesday night at MozCon. For years, you’ve asked us for more networking and relaxing times, and this is what we’ve dreamed up. But we need your help!

We want you to share your stories, passions, and experiences. There are 16—yes, 16—speaking slots. Ignite-style talks are 5 minutes in length and slides auto-advance. That’s right, there’s no going back, and once it’s done, it’s done!

In order to encourage relaxation, none of these talks will be about online marketing. Instead, we want to use this opportunity to get to know our fellow community members better. We want to hear about your passion projects, interests, and the things that fascinate you outside marketing. Tell us about how you spend weekends making support banners for your favorite soccer team or why you mentor high school students, for example.

The basic details

  • To submit, just fill out the form below.
  • Please only submit one talk! We want the one you’re most excited about.
  • Talks cannot be about online marketing.
  • They are only 5 minutes in length, so plan accordingly.
  • If you are already speaking on the MozCon stage, you cannot pitch for this event.
  • Submissions close on Sunday, May 17 at 5pm PDT.
  • Selection decisions are final and will be made in late May / early June.
  • All presentations must adhere to the MozCon Code of Conduct.
  • You must attend MozCon, July 13-15, and the Tuesday night event in person, in Seattle.

If selected, you will get the following

  • 5 minutes on the Tuesday night stage to share with our audience. The event lasts from 7-10pm and will be at Benaroya Hall (where the Seattle Symphony plays).
  • $300 off a regular priced ticket to MozCon. (If you already purchased yours, we’ll issue a $300 refund for regular priced ticket or $100 for an early bird ticket. Discount not available for super early bird special.)
  • We will work with you to hone your talk!

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As we want to ensure every single speaker feels both comfortable and gives their best talk possible, myself and Matt Roney are here to help you. We’ll review your topic, settle on the title, walk through your presentation with you, and give you a tour of the stage earlier in the evening. While you do the great work, we’re here to help in anyway possible.

Unfortunately, we cannot provide travel coverage for these MozCon Ignite speaking slots.

What makes a great pitch

  • Focus on the five minute length.
  • Be passionate about what you’re speaking about. Tell us what’s great about it.
  • For extra credit, include links to videos of you doing public speaking.
  • Follow the guidelines. Yes, the word counts are limited on purpose. Do not submit links to Google Docs, etc. for more information. Tricky and multiple submissions will be disqualified.

We’re all super-excited about these talks, and we can’t wait to hear what you might talk about. Whether you want to tell us about how Frenchies are really English dogs or which coffee shop is the best in Seattle, this is going to be blast! The amazing Geraldine DeRuiter, known for her travel blogging and witty ways, will be emceeing this event.

If you’re still needing inspiration or a little confused about an Ignite talk, watch Geraldine’s talk from a few years ago about sharing personal news online:

Like our other speaker selections, we have a small committee at Moz running through these topics to get the best variety and fun possible. While we cannot vet your topic, feel free to ask questions in the comments.

Everyone who submits an Ignite pitch will be informed either way. Best of luck!


Haven’t bought your MozCon ticket?

Buy your ticket now

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​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.

attract-convert-grow-funnel-inflow-2.jpg

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

randfishkin.jpeg

“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

at-hiker-ebook.png

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.

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!

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It’s Your Turn: Now Accepting Community Speaker Pitches for MozCon 2015

Posted by EricaMcGillivray

Yep, it’s that time of year, friends. Time to submit your online marketing talk pitch for MozCon 2015. I’m super excited this year as we’ll have 6 community speaker slots! That’s right—you all are so amazing that we want to see more from you.

The basic details:

  • To submit, just fill out the form below.
  • Talks must be about online marketing and are only 15 minutes in length.
  • Submissions close on Sunday, April 12 at 5pm PDT.
  • Final decisions are final and will be made in late April.
  • All presentations must adhere to the MozCon Code of Conduct.
  • You must attend MozCon in person, July 13-15 in Seattle.

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If you are selected, you will get the following:

  • 15 minutes on the MozCon stage to share with our audience, plus 5 minutes of Q&A.
  • A free ticket to MozCon. (If you already purchased yours, we’ll either refund or transfer the ticket to someone else.)
  • Four nights of lodging covered by us at our partner hotel.
  • A reimbursement for your travel (flight, train, car, etc.), up to $500 domestic and $750 international.
  • A free ticket for you to give to anyone you would like and a code for $300 off another ticket.
  • An invitation for you and your significant other to join us for the speakers’ dinner.

We work with you!

Pitching for a community speaker slot can feel intimidating. A lot of times, our ideas feel like an old hat and done a million times before. (When I say “our” here, I mean “mine.”)

At MozCon, we work with every single speaker to ensure your presentation is the best it can be. Myself and Matt Roney dedicate ourselves to helping you. Seriously, you get our personal cell phone numbers. Don’t get me wrong—you do the heavy lifting and the incredible work. But we set up calls, review sessions, and even take you up on the stage pre-MozCon to ensure that you feel awesome about your talk.


We’re happy to help, including:

  • Calls to discuss and refine your topic.
  • Assistance honing topic title and description.
  • Reviews of outlines and drafts (as many as you want!).
  • Best practices and guidance for slide decks, specifically for our stage.
  • A comprehensive, step-by-step guide for show flow.
  • Serving as an audience for practicing your talk.
  • Reviewing your final deck.
  • Sunday night pre-MozCon tour of the stage to meet our A/V crew, see your presentation on the screens, and test the clicker.
  • A dedicated crew to make your A/V outstanding.
  • Anything else we can do to make you successful.

Most of the above are required as part of the speaker process, so even those of you who don’t always ask for help (again, talking about myself here), will be sure to get it. We want you to know that anyone, regardless of experience or level of knowledge, can submit and present a great talk at MozCon. One of our past community speakers Zeph Snapp wrote a great post about his experiences with our process and at the show.


For great proposals:

  • Make sure to check out the confirmed MozCon 2015 topics from our other speakers so you don’t overlap.
  • Read about what makes a great pitch.
  • For extra jazz, include links to videos of you doing public speaking and your slide deck work in the optional fields.
  • Follow the guidelines. Yes, the word counts are limited on purpose. Do not submit links to Google Docs, etc. for more information. Tricky submissions will be disqualified.

While I can’t give direct pitch coaching—it would be unfair to others—I’m happy to answer your questions in the comments.

Submissions are reviewed by a selection committee at Moz, so multiple people look at and give their opinions on each pitch. The first run-through looks at pitches without speaker information attached to them in order to give an unbiased look at topics. Around 50% of pitches are weeded out here. The second run-through includes speaker bio information in order to get a more holistic view of the speaker and what your talk might be like in front of 1,400 people.

Everyone who submits a community speaker pitch will be informed either way. If your submission doesn’t make it and you’re wondering why, we can talk further on email as there’s always next year.

Finally, a big thank you to our wonderful community speakers from past MozCons including Stephanie BeadellMark TraphagenZeph SnappJustin Briggs, Darren Shaw, Dana Lookadoo, Fabio Ricotta, Jeff McRitchie, Sha Menz, Mike Arnesen, A. Litsa, and Kelsey Libert, who’ve all been so amazing.


Still need to confirm you’ll join us?

Buy your ticket!

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 3 years ago from tracking.feedpress.it