​Inbound Lead Generation: eCommerce Marketing’s Missing Link

Posted by Everett

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

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

Key differences between eCommerce and lead generation approaches to email

Different list growth strategies

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

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

Contacts vs. leads

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

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

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

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

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

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

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

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

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

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

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

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

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

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

My, What a Big LIST You Have!

iStock_000017047747Medium.jpg

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

The better to SPAM you with!

iStock_000016088853Medium.jpg

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

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

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

simplerelevance-email-report-frequency.png

The result?

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

The cycle looks something like this:

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

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

The real problems

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

So, what’s the answer?

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

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

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

Inbound marketing: a primer

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

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

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

Rand Fishkin

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


Mike King

mikeking.jpeg

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

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


Inflow

inflow-logo.jpeg

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

From Inflow’s
Inbound Services page.


Wikipedia

wikipedia.jpeg

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

From
Inbound Marketing – Wikipedia.


Larry-Kim.jpeg

Larry Kim

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

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


Hubspot

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

Via
Hubspot, a marketing automation platform for inbound marketing.

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

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

Running your first eCommerce inbound marketing campaign

Audience personas—priority no. 1

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

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

Ready to get started?

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

inbound ecommerce checklist

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

Example inbound marketing campaign

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

AT Hiker Tommy campaign: From awareness to purchase

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

Top of the Funnel: SEO & Strategic Content Marketing

at-tommy.jpg

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

And this is just the start

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

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

Current state of the inbound marketing industry

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

Popular marketing automation systems

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

Silverpop – an IBMⓇ Company

silver-pop.jpeg

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

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

silverpop triggered campaigns

You can automate personalized shopping cart abandonment recovery emails:

silverpop cart abandonment recovery

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

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

HubSpot

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

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

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

magento and hubspot

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

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

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

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

hubspot menus

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

Marketo

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

marketo screenshot

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

marketo marketing automation

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

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

magento marketo integration

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

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

marketo pricing page

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

Pardot

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

The hero image on their homepage says as much.

pardot tagline

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

Eloqua / OMC

eloqua-logo.jpeg

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

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

Since when did retail marketers start calling customers clients?

eloqua integration

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

Others

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

Where there’s a gap, there’s opportunity

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

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

The thing is, a tool is just a tool

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

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

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

Automated marketing uses

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

Content marketing uses

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

Reporting uses

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

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

Email marketing platforms

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

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

A different type of campaign

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

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

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

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

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

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

Bronto

bronto.jpeg

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

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

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

Vertical Response

verticalresponse.jpeg

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

Oracle Marketing Cloud (OMC)

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

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

Listrak

listrak.jpeg

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

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

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

Key takeaways

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

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

Tools, resources, and further reading

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

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Reblogged 4 years ago from tracking.feedpress.it

Is It Possible to Have Good SEO Simply by Having Great Content – Whiteboard Friday

Posted by randfish

This question, posed by Alex Moravek in our Q&A section, has a somewhat complicated answer. In today’s Whiteboard Friday, Rand discusses how organizations might perform well in search rankings without doing any link building at all, relying instead on the strength of their content to be deemed relevant and important by Google.

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 chatting about is it possible to have good SEO simply by focusing on great content to the exclusion of link building.

This question was posed in the Moz Q&A Forum, which I deeply love, by Alex Moravek — I might not be saying your name right, Alex, and for that I apologize — from SEO Agencias in Madrid. My Spanish is poor, but my love for churros is so strong.

Alex, I think this is a great question. In fact, we get asked this all the time by all sorts of folks, particularly people in the blogging world and people with small and medium businesses who hear about SEO and go, “Okay, I think can make my website accessible, and yes, I can produce great content, but I just either don’t feel comfortable, don’t have time and energy, don’t understand, or just don’t feel okay with doing link building.” Link acquisition through an outreach and a manual process is beyond the scope of what they can fit into their marketing activities.

In fact, it is possible kind of, sort of. It is possible, but what you desperately need in order for this strategy to be possible are really two things. One is content exposure, and two you need time. I’ll explain why you need both of these things.

I’m going to dramatically simplify Google’s ranking algorithm. In fact, I’m going to simplify it so much that those of you who are SEO professionals are going to be like, “Oh God, Rand, you’re killing me.” I apologize in advance. Just bear with me a second.

We basically have keywords and on-page stuff, topical relevance, etc. All your topic modeling stuff might go in there. There’s content quality, all the factors that Google and Bing might measure around a content’s quality. There’s domain authority. There’s link-based authority based on the links that point to all the pages on a given domain that tell Google or Bing how important pages on this particular domain are.

There are probably some topical relevance elements in there, too. There’s page level authority. These could be all the algorithms you’ve heard of like PageRank and TrustRank, etc., and all the much more modern ones of those.

I’m not specifically talking about Moz scores here, the Moz scores DA and PA. Those are rough interpretations of these much more sophisticated formulas that the engines have.

There’s user and usage data, which we know the engines are using. They’ve talked about using that. There’s spam analysis.

Super simplistic. There are these six things, six broad categories of ranking elements. If you have just these four — keywords, on-page content quality, user and usage data, spam analysis, you’re not spammy — without these, without any domain authority or any page authority, it’s next to impossible to rank for competitive terms and very challenging and very unlikely to rank even for stuff in the chunky middle and long tail. Long tail you might rank for a few things if it’s very, very long tail. But these things taken together give you a sense of ranking ability.

Here’s what some marketers, some bloggers, some folks who invest in content nearly to the exclusion of links have found. They have had success with this strategy. They’ve basically elected to entirely ignore link building and let links come to them.

Instead of focusing on link building, they’re going to focus on product quality, press and public relations, social media, offline marketing, word of mouth, content strategy, email marketing, these other channels that can potentially earn them things. Advertising as well potentially could be in here.

What they rely on is that people find them through these other channels. They find them through social, through ads, through offline, through blogs, through very long tail search, through their content, maybe their email marketing list, word of mouth, press. All of these things are discovery mechanisms that are not search.

Once people get to the site, then these websites rely on the fact that, because of the experience people have, the quality of their products, of their content, because all of that stuff is so good, they’re going to earn links naturally.

This is a leap. In fact, for many SEOs, this is kind of a crazy leap to make, because there are so many things that you can do that will nudge people in this link earning direction. We’ve talked about a number of those at Moz. Of course, if you visit the link building section of our blog, there are hundreds if not thousands of great strategies around this.

These folks have elected to ignore all that link building stuff, let the links come to them, and these signals, these people who visit via other channels eventually lead to links which lead to DA, PA ranking ability. I don’t think this strategy is for everyone, but it is possible.

I think in the utopia that Larry Page and Sergey Brin from Google imagined when they were building their first search engine this is, in fact, how they hoped that the web would work. They hoped that people wouldn’t be out actively gaming and manipulating the web’s link graph, but rather that all the links would be earned naturally and editorially.

I think that’s a very, very optimistic and almost naive way of thinking about it. Remember, they were college students at the time. Maybe they were eating their granola, and dancing around, and hoping that everyone on the web would link only for editorial reasons. Not to make fun of granola. I love granola, especially, oh man, with those acai berries. Bowls of those things are great.

This is a potential strategy if you are very uncomfortable with link building and you feel like you can optimize this process. You have all of these channels going on.

For SEOs who are thinking, “Rand, I’m never going to ignore link building,” you can still get a tremendous amount out of thinking about how you optimize the return on investment and especially the exposure that you receive from these and how that might translate naturally into links.

I find looking at websites that accomplish SEO without active link building fascinating, because they have editorially earned those links through very little intentional effort on their own. I think there’s a tremendous amount that we can take away from that process and optimize around this.

Alex, yes, this is possible. Would I recommend it? Only in a very few instances. I think that there’s a ton that SEOs can do to optimize and nudge and create intelligent, non-manipulative ways of earning links that are a little more powerful than just sitting back and waiting, but it is possible.

All right, everyone. Thanks for joining us, and we’ll see you again next week for another edition of Whiteboard Friday. Take care.

Video transcription by Speechpad.com

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2014 Inbound Marketing Trends

Posted by Kurtis

It’s no secret that 2014 holds several promising opportunities for inbound marketers. The industry is projected to see a lot of continued growth aided by increased budgets for the year. Earlier this year, Cyrus wrote a post announcing the Moz Industry survey results. According to that survey, there seem to be a few slight shifts in demand for certain marketing activities, which ultimately has an effect on where marketers are allocating most of their time.

Though some of the data in this post includes data from the Industry survey, most of what you will find is a collection of information from 12 other sources. For more granular details, you can dive into the Slideshare embed at the end of the post. Let’s dig in!


Marketers reported that demand for content creation increased by 70.94% in 2013, falling in line with most projections from early 2013. This trend is also expected to continue throughout 2014. Analytics was the second highest in demand, with an increase of 64.46%.

Link Building saw the biggest decrease in demand at 20.2%, followed by Email Marketing at 12.06%, Keyword Research at 11.03% and Link Removal at 10.87%.

When comparing demand vs. the percent of what Marketers are spending their time doing, the matchup is very similar. It makes sense. The biggest demands go hand in hand with where Marketers are allocating their time—Analytics, Content Creation, Social Media Marketing, and Keyword Research.

The Inbound Marketing industry is constantly changing and sees a ton of new, useful information on the regular. Keeping up on the latest industry knowledge is key; but what are the most popular avenues to stay up to date on the latest industry trends?

Surprise! (Not really.) 93.97% of Marketers use blogs as their go-to source to keep up with the latest industry shifts. Not too far behind were Social Media at 74.01% and Online Guides at 73.37%.

Of those surveyed, 45% say they spend more than 2 days per month researching and learning about the latest trends in SEO—more than any other area of digital marketing. I think it’s fair to say SEOs are like a bunch of sponges soaking up water. Except in this case, the water is actually knowledge. SEOs = Content Carnivores!


SEO

Key takeaway: Budget increases are helping companies implement more marketing automation.

The results from the Moz Industry Survey reveal that Digital Marketers will have increased budgets in 2014, if projections stand correct. That’s great news for the industry as a whole and shows the SEO industry continues to grow.

According to ExactTarget, 73% of those surveyed are currently using SEO/SEM in their marketing efforts and 71% are using some form of Content Management platform. The current and projected similarities between the two are across the board, due to the fact that both go hand in hand with one another, though Content is projected to grow slightly more than SEO/SEM in 2014.

Marketing Automation tops the list for where most Marketers plan to increase budgets, according to ExactTarget. It is clearly one of the most popular avenues for increase budgets this year, but it is imperative to understand that it helps scale your efforts; not actually do marketing for you. Once you’ve determined that it’s time to invest in marketing automation, consider the platform that best suits your goals. HubSpot has
a great learning guide that does a fantastic job explaining everything you need to know before making the financial commitment, and I strongly encourage you to read it; even if you aren’t planning on adding it to your mix of tools this year.


Content

Key takeaway: Create a strategy so you have time for the king.

It is clear that Content is, and will continue to be, king of 2014. A large percentage of B2B Marketers are or plan to spend a decent amount of their budgets on Content this year, but it looks like there is still plenty of room for improvement. Data from CMI indicates 49.5% of Marketers don’t have a documented content strategy and are challenged with producing engaging content.

Not having enough time is also a common thing we hear when it comes to content creation. The first step in the right direction is coming up with a strategy. Once there is a plan in place and you have nailed down your target market, you are one step closer to writing content specifically tailored to the group you want to reach. Creating a list of topics and a schedule for the posts is the next vital step. Believe it or not, schedules do help save time; it’s just a matter of putting in the time to save time.


Social

Key takeaway: Use the network your target demographic is using.

Facebook continues to be the Social network of choice for most internet users, though
some suggest it has reached its peak usage from the younger demographic. Despite those claims, Facebook continues to have the highest frequency of Social Media site use with 63% daily visits, according to PEW Research Center. With the highest number AND the most engaged users, Facebook continues to dominate the social landscape.

The key takeaway with Social Networks boils down to what channel your target market happens to be using. For example, if you are primarily targeting a female audience, consider focusing on Pinterest. According to a survey from Pew Research Center, one third of women in the U.S. use Pinterest. If you are able to focus on multiple Social Networks, look at the cross tabulation of Social Platforms for your target demographic to help determine where you should allocate your time and effort.


Mobile

Key takeaway: Put responsive design in your 2014 roadmap!

More and more people are purchasing smartphones these days, and the trend continues to climb the charts. On top of that, sales of tablets are also taking off—outperforming both PCs and laptops in the last quarter of 2014, according to IDC. Consumers have
over 100 tablets to choose from these days, and the number of options continues to increase. Pew Research Center says that 90% of all Americans own a phone; 58% of which are smartphones. Of those, 63% mostly use their phone to access the internet. If your website isn’t responsive, it is highly likely that you are missing out on an ever growing user-base.

With location-based services on mobile devices, we can connect in ways that were unimaginable only four years ago. Most people don’t let their mobile out of their sight—44% of cell owners have slept with their phone next to their bed because they wanted to make sure they didn’t miss any calls, text messages, or other updates during the night. We have the ability to know where our customers are and what their schedule looks like (through their calendar). Are we far off from walking into a store and automagically receiving special offers on our phone without using foursquare to check-in? The sky is the limit!

Whether you decide to make a mobile app or create a responsive website, 2014 is the year to get mobile on your roadmap.


Local

Key takeaway: Local mobile searches convert, so make sure you’re the one that shows up.

The evolution of local has rapidly improved over the past year and will continue to do so throughout 2014. As mobile usage continues an inevitable upward trend, local searches on mobile devices will also soar.
According to LocalVox, 88% of local mobile searches convert to a phone call or visit within 24 hours. It’s clear that not keeping up with your local SEO will only help your competitors.


Email

Key takeaway: Email marketing increasingly provides a great value for a low cost.

Email is one traditional marketing channel that continues to show steady growth.
According to ExactTarget, “98% of marketers plan to increase or maintain their spend in 2014. Email Marketing was among the top five at 58%.” Being among the lowest cost per lead, also producing high quality and quantity of leads, it’s no wonder Email Marketing continues to be one of the favorite channels amongst online marketers.

Despite what you may think, email marketing is a channel that continues to grow as marketers fine-tune their message to be more personal and capture the readers’ interest. In the past, it was common for email marketing to be impersonal and somewhat spammy. As time has passed, we have learned how to better reach our audiences through video, high quality photos, responsive newsletter templates, and of course, well written content that all comes together to make readers want more.


For a more in-depth look at the data, feel free to take a gander at the slides on SlideShare!

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Video Marketing Guide – Why is video important for business?

http://www.captive8media.com A video guide to some of the reasons why companies and business should incorporate video into their marketing activities.Filmed …

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