Is Australia the land of opportunity for your retail brand?

Australia has a resident population of more than 24 million and, according to eMarketer, the country’s ecommerce sales are predicted to reach A$32.56 billion by 2017. The country’s remote location in the APAC region means that unlike European countries or the USA, traditionally there have been a lack of global brands sold locally.

Of course, we also know that many expatriates, particularly from inside the Commonwealth, have made Australia their home and are keen to buy products they know and love from their country of origin.

All of these factors present a huge and potentially lucrative opportunity for non-Australian brands wanting to open up their new and innovative products to a fresh market, or compete for market share.

But it’s not just non-Australian retailers who are at an advantage here: Australia was late to the ecommerce party because native, established brands were trading well without it. Subsequently, Australian retailers’ ecommerce technology stacks are much more recent and not burdened by legacy systems. This makes it much easier to extend, or get started with, best-of-breed technologies and cash in on a market that’s booming. To put some of this into perspective, Magento’s innovative ecommerce platform currently takes 42% of Australia’s market share and the world’s first adopter of Magento 2.0 was an Australian brand.

The GST loophole

At the moment, local retailers are campaigning against a rule that exempts foreign websites from being charged a 10% general sales tax (GST) on purchases under A$1,000. And in 2013, Australian consumers made $3.11 billion worth of purchases under A$1,000.[1]

While the current GST break appears to put non-Australian retailers at an advantage, Australian-based brands such as Harvey Norman are using it to their advantage by setting up ecommerce operations in Asia to enjoy the GST benefit.

Australian consumers have also countered the argument by saying that price isn’t always the motivator when it comes to making purchasing decisions.

It’s not a place where no man has gone before

Often, concerns around meeting local compliance and lack of overseas business knowledge prevent outsiders from taking the leap into cross-border trade. However, this ecommerce passport, created by Ecommerce Worldwide and NORA, is designed to support those considering selling in Australia. The guide provides a comprehensive look into everything from the country’s economy and trade status, to logistics and dealing with international payments.

Global expansion success stories are also invaluable sources of information. For instance, it’s not just lower-end retailers that are fitting the bill, with brands like online luxury fashion retailer Net-a-Porter naming Australia as one of its biggest markets.

How tech-savvy are the Aussies?

One of the concerns you might have as a new entrant into the market is how you’ll reach and sell to your new audience, particularly without having a physical presence. The good news is that more than 80% of the country is digitally enabled and 60% of mobile phone users own a smartphone – so online is deeply rooted into the majority of Australians’ lives. [2]

Marketing your brand

Heard the saying “Fire bullets then fire cannonballs”? In any case, you’ll want to test the waters and gauge people’s reactions to your product or service.

It all starts with the website because, without it, you’re not discoverable or searchable, and you’ve nowhere to drive people to when running campaigns. SEO and SEM should definitely be a priority, and an online store that can handle multiple regions and storefronts, like Magento, will make your life easier. A mobile-first mentality and well thought-out UX will also place you in a good position.

Once your new web store is set up, you should be making every effort to collect visitors’ email addresses, perhaps via a popover. Why? Firstly, email is one of the top three priority areas for Australian retailers, because it’s a cost-effective, scalable marketing channel that enables true personalization.

Secondly, email marketing automation empowers you to deliver the customer experience today’s consumer expects, as well as enabling you to communicate with them throughout the lifecycle. Check out our ‘Do customer experience masters really exist?’ whitepaper for some real-life success stories.

Like the Magento platform, dotmailer is set up to handle multiple languages, regions and accounts, and is designed to grow with you.

In summary, there’s great scope for ecommerce success in Australia, whether you’re a native bricks-and-mortar retailer, a start-up or a non-Australian merchant. The barriers to cross-border trade are falling and Australia is one of APAC’s most developed regions in terms of purchasing power and tech savviness.

We recently worked with ecommerce expert Chloe Thomas to produce a whitepaper on cross-border trade, which goes into much more detail on how to market and sell successfully in new territories. You can download a free copy here.

[1] Australian Passport 2015: Cross-Border Trading Report

[2] Australian Passport 2015: Cross-Border Trading Report

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dotmailer becomes EU-U.S. Privacy Shield certified

On 12 August we were accepted for the U.S. Department of Commerce’s voluntary privacy certification program. The news is a great milestone for dotmailer, because it recognizes the years of work we’ve put into protecting our customers’ data and privacy. For instance, just look at our comprehensive trust center and involvement in both the International Association of Privacy Professionals (IAPP) and Email Sender & Provider Coalition (ESPC).

To become certified our Chief Privacy Officer, James Koons, made the application to the U.S. Department of Commerce, who audited dotmailer’s privacy statement. (Interesting fact: James actually completed the application process while on vacation climbing Mt. Rainer in Washington state!)

By self-certifying and agreeing to the Privacy Shield Principles, it means that our commitment is enforceable under the Federal Trade Commission (FTC).

What does it mean for you (our customers)?

As we continue to expand globally, this certification is one more important privacy precedent. The aim of the EU-U.S. Privacy Shield, which was recently finalized, provides businesses with stronger protection for the exchange of transatlantic data. If you haven’t seen it already, you might be interested in reading about the recent email privacy war between Microsoft and the U.S. government.

As a certified company, it means we must provide you with adequate privacy protection – a requirement for the transfer of personal data outside of the European Union under the EU Data Protection Directive. Each year, we must self-certify to the U.S. Department of Commerce’s International Trade Administration (ITA), to ensure we adhere to the Privacy Shield Principles.

What does our Chief Privacy Officer think?

James Koons, who has 20 years’ experience in the information systems and security industry, explained why he’s pleased about the news: “I am delighted that dotmailer has been recognized as a good steward of data through the Privacy Shield Certification.

“As a company that has a culture of privacy and security as its core, I believe the certification simply highlights the great work we have already been doing.”

What happened to the Safe Harbour agreement?

The EU-U.S. Privacy Shield replaces the former Safe Harbour agreement for transatlantic data transfers.

Want to know more about what the Privacy Shield means?

You can check out the official Privacy Shield website here, which gives a more detailed overview of the program and requirements for participating organizations.

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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.

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The Incredible Shrinking SERP – 2015 Edition

Posted by Dr-Pete

In the beginning, there were 10 results, and it was good. Then, came expanded site-links and Google’s 
7-result SERP. Around the middle of 2014, we started to hear reports of SERPs with odd numbers of organic results – 9, 8, 6, 5, and even 4 page-1 results. At first, these were sporadic and hard to replicate, but they quietly expanded. This is a recent 4-result SERP for “autism speaks”:

By some counts, there are as many as 16 non-paid links on this page (not counting images), but by traditional SEO standards, there are only 4 true organic positions for which you can compete. So, what’s going on here? Is it just random, or is there a method to Google’s madness?

It’s all in the news

For a couple of months, I just assumed these strange result counts were some kind of glitch. Then I noticed an unusual pattern. Last October, Google rolled out the 
“In The News” Update. This update expanded news results to many new sources, but it also seemed to change the pattern of when news results appear. This is 28 days of data from MozCast’s Feature Graph (10K queries):

The presence of News results seemed to be cyclical, dipping early in the week and peaking later in the week. I don’t follow News results closely, so it was just a curiosity at first, until I saw another bit of data. This is the average page-1 result count for that same period:

While the scale of the change was much smaller (please note that both graphs have a restricted Y-axis to make the effect more visible), the opposing shapes of the curves seemed like more than a coincidence. As News results increased, the average page-1 organic result count decreased.

It’s a vertical, vertical world

Spot-checking various SERPs, I was able to confirm this effect. If page 1 had a News box, then the organic result count would be decreased by one (to either 9 results or 6, depending on the starting point). Here’s a sample SERP (I’ve removed snippets to simplify the image) for “samsung galaxy tab”:

This is a basic 10-result SERP, but when a News box comes into play, we’re only left with 9 organic results. This raised the question – were other verticals having a similar impact? Digging deeper, I found that, in addition to News results, Image results and In-depth Articles also occupied one organic position. Remember the example at the top of the post? It’s a brand query, resulting in a 7-result SERP, but it also has News results, Image results, and In-depth Articles. If we do the math: 7 – 1 – 1 – 1 = 4 results. It’s not random at all.

In the interest of being more methodical, what if we looked at the average page-1 organic result across every combination of verticals in our data set? We’ll stick with a starting point of 10 results, to keep the data clean. Here’s a table with the average counts by vertical combination:

I’ve taken the average out to two decimal places just to be more transparent, but what we’re seeing here is little more than a tiny bit of measurement error. Generally speaking, each instance of a vertical result type (as a whole, not individual links within these verticals) costs a 10-result SERP one organic ranking position. It’s worth nothing that SERPs with all 3 verticals are pretty rare, but when they occur, each of those 3 verticals costs one position and one opportunity for you to rank on page 1.

It’s always something

So, do the same rules apply to 7-result SERPs? Well, Google isn’t a big fan of making my life easy, so it turns out this gets a bit more complicated. When 7-result SERPs originally launched, our data showed that they almost always came with expanded sitelinks in the #1 organic position. By “expanded sitelinks”, I mean something like the following:

Sitelinks usually appear for queries that either have a strong brand connotation or at least a dominant interpretation. While we typically use 6-packs of expanded sitelinks as an example, actual counts can vary from 1 to 6. Originally, the presence of any sitelinks yielded a 7-result SERP. Now, it’s gotten a bit more complicated, as shown by the table below:

Since each row of sitelinks can contain up to 2 links, the general logic seems to be that 1 row of sitelinks equates to 1 additional organic result. If you have 3 rows of sitelinks, then Google will remove 3 organic results from page 1.

Google’s logic here seems to revolve around the actual display of information and length of the page. As they add some elements, they’re going to subtract others. Since the physical display length of of most elements can vary quite a bit, the rules right now are pretty simplistic, but the core logic seems to be based on constraining the total number of results displayed on page 1.

It’s time to rethink organic

All of this raises a difficult question – what is an organic result? As SEOs, we typically don’t think of vertical results as “organic” by our fairly narrow definition, but they’re much more organic than paid results or even Knowledge Graph. What’s more, Google is starting to blur the lines with verticals.

For example, in the past couple of weeks, Google has redesigned the look of In-depth Articles twice. You might think “So what? It’s just a design change,” but take a closer look. At the end of March, Googled removed the “In-depth articles” header. Here’s an example of the new design (for the query “jobs”):

While the thumbnail images and horizontal dividers still set these results apart somewhat, Google’s intent seems to be to make them appear more organic. Keep in mind, too, that other, organic results use thumbnails as well (including videos and recipes).

Then, just a couple of weeks later (our systems detected this on the morning of April 8th), Google went much farther, removing the thumbnails and even the byline. Here’s part of a screenshot for “Putin”:

Can you spot the true organic results here? They’re the first two – the rest of this screenshot is In-depth Articles. The only real clue, beside the count and source-code markers, is the horizontal divider on either end of the 3-pack. On mobile, even the dividers are gone, as every result is treated like a “card” (see below).

As an SEO, I’m still inclined to call these results “vertical” for two reasons: (1) historical precedent, and (2) these results play by different ranking rules. I think reason #2 is the more important one – In-depth Articles are currently dominated by a core set of big publishers, and the algorithm differs quite a bit from regular, organic results.

It’s only the beginning…

You wanna get really crazy? Let’s look at an entire SERP for “polar” on an Android device (Moto G). This result also includes In-depth Articles (warning: scrolling ahead):

Let’s do the math. For starters, it’s a branded result with expanded sitelinks, so we should have a 7-result page. Remember that those last 3 results are In-depth Articles, so we’ll subtract 1, leaving us with what should be 6 results. See the “app pack” in the middle? That’s an Android-specific vertical, and instead of counting the pack as just 1 result, Google is counting each link as a result. So, we’re only left with 3 traditional organic results on this SERP, despite it being packed with information.

I strongly suspect this trend will continue, and it will probably expand. The definition of “organic” is blurring, and I think that all of these vertical results represent SEO opportunities that can’t be ignored. If we’re stuck in the mindset of only one “true” organic, then our opportunities are going to keep shrinking every day.

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Headline Writing and Title Tag SEO in a Clickbait World – Whiteboard Friday

Posted by randfish

When writing headlines and title tags, we’re often conflicted in what we’re trying to say and (more to the point) how we’re trying to say it. Do we want it to help the page rank in SERPs? Do we want people to be intrigued enough to click through? Or are we trying to best satisfy the searcher’s intent? We’d like all three, but a headline that achieves them all is incredibly difficult to write.

In today’s Whiteboard Friday, Rand illustrates just how small the intersection of those goals is, and offers a process you can use to find the best way forward.

For reference, here’s a still of this week’s whiteboard!

Video transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we’re going to chat about writing titles and headlines, both for SEO and in this new click-bait, Facebook social world. This is kind of a challenge, because I think many folks are seeing and observing that a lot of the ranking signals that can help a page perform well are often preceded or well correlated with social activity, which would kind of bias us towards saying, “Hey, how can I do these click-baity, link-baity sorts of social viral pieces,” versus we’re also a challenge with, “Gosh, those things aren’t as traditionally well performing in search results from a perhaps click-through rate and certainly from a search conversion perspective. So how do we balance out these two and make them work together for us based on our marketing goals?” So I want to try and help with that.

Let’s look at a search query for Viking battles, in Google. These are the top two results. One is from Wikipedia. It’s a category page — Battles Involving the Vikings. That’s pretty darn straightforward. But then our second result — actually this might be a third result, I think there’s a indented second Wikipedia result — is the seven most bad ass last stands in the history of battles. It turns out that there happen to be a number of Viking related battles in there, and you can see that in the meta description that Google pulls. This one’s from Crack.com.

These are pretty representative of the two different kinds of results or of content pieces that I’m talking about. One is very, very viral, very social focused, clearly designed to sort of do well in the Facebook world. One is much more classic search focused, clearly designed to help answer the user query — here’s a list of Viking battles and their prominence and importance in history, and structure, and all those kinds of things.

Okay. Here’s another query — Viking jewelry. Going to stick with my Viking theme, because why not? We can see a website from Viking jewelry. This one’s on JellDragon.com. It’s an eCommerce site. They’re selling sterling silver and bronze Viking jewelry. They’ve actually done very classic SEO focus. Not only do they have Viking jewelry mentioned twice, in the second instance of Viking jewelry, I think they’ve intentionally — I hope it was intentionally — misspelled the word “jewelry” to hopefully catch misspellings. That’s some old-school SEO. I would actually not recommend this for any purpose.

But I thought it was interesting to highlight versus in this search result it takes until page three until I could really find a viral, social, targeted, more link-baity, click-baity type of article, this one from io9 — 1,000 Year-old Viking Jewelry Found On Danish Farm. You know what the interesting part is? In this case, both of these are on powerful domains. They both have quite a few links to them from many external sources. They’re pretty well SEO’d pages.

In this case, the first two pages of results are all kind of small jewelry website stores and a few results from like Etsy and Amazon, more powerful authoritative domains. But it really takes a long time before you get these, what I’d consider, very powerful, very strong attempts at ranking for Viking jewelry from more of your click-bait, social, headline, viral sites. io9 certainly, I would kind of expect them to perform higher, except that this doesn’t serve the searcher intent.

I think Google knows that when people look for Viking jewelry, they’re not looking for the history of Viking jewelry or where recent archeological finds of Viking jewelry happened. They’re looking specifically for eCommerce sites. They’re trying to transact and buy, or at least view and see what Viking jewelry looks like. So they’re looking for photo heavy, visual heavy, potentially places where they might buy stuff. Maybe it’s some people looking for artifacts as well, to view the images of those, but less of the click-bait focus kind of stuff.

This one I think it’s very likely that this does indeed perform well for this search query, and lots of people do click on that as a positive result for what they’re looking for from Viking battles, because they’d like to see, “Okay, what were the coolest, most amazing Viking battles that happened in history?”

You can kind of see what’s happened here with two things. One is with Hummingbird and Google’s focus on topic modeling, and the other with searcher intent and how Google has gotten so incredibly good at pattern matching to serve user intent. This is really important from an SEO perspective to understand as well, and I like how these two examples highlight it. One is saying, “Hey, just because you have the most links, the strongest domain, the best keyword targeting, doesn’t necessarily mean you’ll rank if you’re not serving searcher intent.”

Now, when we think about doing this for ourselves, that click-bait versus searched optimized experience for our content, what is it about? It’s really about choosing. It’s about choosing searcher intent, our website and marketing goals, or click-bait types of goals. I’ve visualized the intersection here with a Venn diagram. So these in pink here, the click-bait pieces that are going to resonate in social media — Facebook, Twitter, etc. Blue is the intent of searchers, and purple is your marketing goals, what you want to achieve when visitors get to your site, the reason you’re trying to attract this traffic in the first place.

This intersection, as you will notice, is super, uber tiny. It is miniscule. It is molecule sized, and it’s a very, very hard intersection to hit. In fact, for the vast majority of content pieces, I’m going to say that it’s going to be close to, not always, but close to impossible to get that perfect mix of click-bait, intent of searchers, and your marketing goals. The times when it works best is really when you’re trying to educate your audience or provide them with informational value, and that’s also something that’s going to resonate in the social web and something searchers are going to be looking for. It works pretty well in B2B types of things, particularly in spaces where there’s lots of influencers and amplifiers who also care about educating their followers. It doesn’t work so well when you’re trying to target Viking battles or Viking jewelry. What can I say, the historians of the Viking world simply aren’t that huge on Twitter yet. I hope they will be one day.

This is kind of the process that I would use to think about the structure of these and how to choose between them. First off, I think you need to ask, “Should I create a single piece of content to target all of these, or should I instead be thinking about individual pieces that hit one or two at a time?”

So it could be the case that maybe you’ve got an intersection of intent for searchers and your marketing goals. This happens quite a bit, and oftentimes for these folks, for the Jell Dragon Viking Jewelry, the intent of searchers and what they’re trying to accomplish on their site, perfectly in harmony, but definitely not with click-bait pieces that are going to resonate on the web. More challenging for io9 with this kind of a thing, because searchers just aren’t looking for that around Viking jewelry. They might instead be thinking about, “Hey, we’re trying to target the specific news item. We want anyone who looks for Viking jewelry in Danish farm, or Viking jewelry found, or those kind of things to be finding our site.”

Then, I would ask, “How can I best serve my own marketing goals, the marketing goals of my website through the pages that are targeted at search or social?” Sometimes that’s going to be very direct, like it is over here with JellDagon.com trying to convert folks and folks looking for Viking jewelry to buy.

Sometimes it’s going to be indirect,. A Moz Whiteboard Friday, for example, is a very indirect example. We’re trying to serve the intent of searchers and in the long term eventually, maybe sometime in the future some folks who watch this video might be interested in Moz’ tools or going to MozCon or signing up for an email list, or whatever it is. But our marketing goals are secondary and they’re further in the future. You could also think about that happening at the very end of a funnel, coming in if someone searches for say Moz versus Searchmetrics and maybe Searchmetrics has a great page comparing what’s better about their service versus Moz’ service and those types of things, and getting right in at the end of the funnel. So that should be a consideration as well. Same thing with social.

Then lastly, where are you going to focus that keyword targeting and the content foci efforts? What kind of content are you going to build? How are you going to keyword target them best to achieve this, and how much you interlink between those pages?

I’ll give you a quick example over here, but this can be expanded upon. So for my conversion page, I may try and target the same keywords or a slightly more commercial variation on the search terms I’m targeting with my more informational style content versus entertainment social style content. Then, conversion page might be separate, depending on how I’m structuring things and what the intent of searchers is. My click-bait piece may be not very keyword focused at all. I might write that headline and say, “I don’t care about the keywords at all. I don’t need to rank here. I’m trying to go viral on social media. I’m trying to achieve my click-bait goals. My goal is to drive traffic, get some links, get some topical authority around this subject matter, and later hopefully rank with this page or maybe even this page in search engines.” That’s a viable goal as well.

When you do that, what you want to do then is have a link structure that optimizes around this. So your click-bait piece, a lot of times with click-bait pieces they’re going to perform worse if you go over and try and link directly to your conversion page, because it looks like you’re trying to sell people something. That’s not what plays on Facebook, on Twitter, on social media in general. What plays is, “Hey, this is just entertainment, and I can just visit this piece and it’s fun and funny and interesting.”

What plays well in search, however, is something that let’s someone accomplish their tasks. So it’s fine to have information and then a call to action, and that call to action can point to the conversion page. The click-bait pieces content can do a great job of helping to send link equity, ranking signals, and maybe some visitor traffic who’s interested in truly learning more over to the informational page that you want ranking for search. This is kind of a beautiful way to think about the interaction between the three of these when you have these different levels of foci, when you have these different searcher versus click-bait intents, and how to bring them all together.

All right everyone, hope to see you again next week for another edition of Whiteboard Friday. Take care.

Video transcription by Speechpad.com

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