Making the most of your Black Friday campaign

It’s, therefore, safe to say that getting your Black Friday campaign right is essential.

Over the last ten years, we’ve seen a massive shift in Black Friday sales. Traditionally an in-store shopping extravaganza, Black Friday deals are now being scooped up by online shoppers, sparking a clicks vs. bricks war. A whopping $6.2bn was spent online in the US on Black Friday – up 23.6% in 2017.

Consumers are clearly shunning the stores in favor of a more accessible and stress-free way to bag the shopping day’s deals. This presents a tricky challenge to ecommerce brands; while high-street retailers are rewarded with limited rivalry, online stores are fighting in an arena where their voices can be silenced by the sheer size of the competition. Our November send volume is proof that consumers’ inboxes were groaning with messages from brands: 1.6 billion emails were sent from the platform, peaking over the Black Friday weekend.

Shopping day turned shopping week

An extended Black Friday shopping period – sometimes
referred to by retailers as the Black Tag or Cyber Week event – has been a
growing trend over the last couple of years. Have too many brands jumped on the
bandwagon and saturated the market, resulting in a lack of sales on the day
itself?

Michele Dupré from Verizon Enterprise Solutions thinks that
consumers now see Black Friday as a marathon and not a sprint: “Retailers need
to be prepared. Everything used to be built around Black Friday. Now, shopping
starts in early November and continues to December 24. Retailers must keep
consumers engaged throughout.”

And, on that very note, we thought it was about time we checked on some of the big brands to see how they made the most of their Black Friday campaigns.

Trends and findings

A prominent observation from our research was that retailers
see Black Friday as a weekend-long or even week-long event.

None of the brands we looked at restricted discounting to one day. 100% of retailers who participated in the occasion offered a sale for four days or more, however email promos and previews often spanned beyond that period. There were variations on the name of the shopping event, however, most were branded Black Friday, the Black Tag Event, or Cyber Week.

66% of retailers didn’t try and claw back the abandoned cart

Using email to combat cart abandonment was a proven tactic
that was missed by 56% of the brands in our 2018 Hitting the mark report. It
seems as though the retailers have still not realized the huge revenue
potential of cart recovery emails, with 66% of brands we looked at failing to follow
up on the lost sale.

Abandoned cart automations are easily set up and can often
deliver ROI in a matter of weeks, if not days. And with the global shopping
cart abandonment rate sitting at around 75.6%, we’re baffled as to why more
retailers aren’t utilizing this ROI-generating automation.

44% of brands didn’t use email effectively

14 of our sample of 32 retailers didn’t adopt email as a
method to market Black Friday deals, despite 22 of the brands participating in
the promotion. This surprised us considering email delivers the best ROI of all
the marketing channels, with average returns of $44 for every $1 spent.

However, as you’ll see from the next set of stats, there were many brands that had a heavy reliance on email when it came to amplifying shopping day sales.

Consumers received an average of 18 emails a day during the period

We received a total of 130 Black Friday-related emails that arrived before, during and in the final throes of the shopping event. That means over the week-long period, an average of 18 emails landed in our inbox every day.

What we found was that brands tended to use email to tease us with previews in the run-up to the event, then went hard on the day. For the remainder of the event, it was common to receive countdown reminders or category-specific product deals.

Black Friday still reigns in the US

Black Friday has swept its way across the world with
retailers in the UK, France and New Zealand jumping on board. But it seems that
US-based brands are still the ones who go the biggest on Black Friday.

We received a total of 95 emails from US brands, compared to just 27 from UK-based retailers. This isn’t totally surprising seeing as the Black Friday shopping period is tied to Thanksgiving and its origins as the United States’ start of the Christmas season. However, there were some American brands that were quite aggressive in their use of email. For example, Overstock sent us 18 emails over the week but it was Best Buy who smashed that number with a total of 26 emails over the seven-day event, averaging four emails a day.

Noteworthy brands

Easy opportunities to boost sales are still being missed by
companies of all sizes in all sectors. We decided to home in on a few retailers
who performed highly, along with a couple which surprised us. From this, we
hope to inspire you to branch out and try something new for this years’ Black
Friday marketing campaign.

ASOS

ASOS is a global fashion destination for 20-somethings, selling cutting-edge fashion and offering a wide variety of fashion-related content. The brand scooped the top spot in our 2017 Hitting the Mark report, collecting the highest number of points for email marketing compared to the other 99 retailers.

ASOS ranked above the rest for timeliness, its use of
automation and cross-channel promotion. But how did it fare on Black Friday?

The fashion retailer ran a site-wide 20% discount over the four-day period from Black Friday. It was widely promoted via email and as an appropriately themed homepage takeover. What we really liked was that despite offering 20% off all its products, ASOS targeted us with a gender-specific promo email that homed in on a category we’d shown an interest in previously.

ASOS Black Friday event

After browsing the ASOS website, adding something to our
cart and abandoning the site, a few days passed but we received no cart
recovery message. The lack of an abandoned cart email surprised us as the
fashion retailer scored highly for this automation program in our previous study.
One recommendation would be to use the abandoned cart program as a last-ditch
attempt to bag the sale on the last day of the event.

John Lewis

John Lewis is a chain of upmarket department stores operating throughout the United Kingdom. In 2017’s Hitting the Mark, the retailer was crowned the King of Customer Experience, scoring 32 points from a possible 35.

For a well-respected brand like John Lewis, a shopping event
like Black Friday necessitates a careful balancing act of attracting custom yet
without cheapening its name. And no surprises, the department store did it in
admirable style.

The John Lewis homepage tastefully reflected its Black Friday campaign which complemented its existing design. What’s more, the retailer fought back the competition by advertising that it was price matching a close competitor’s promotion.

At the start of the event and on the final day, John Lewis
used on-brand responsive emails to promote its offer and link us off to the
various price-dropped product categories.

John Lewis Black Friday abandoned cart

Finally, we were impressed to see that John Lewis followed up with after a well-designed abandoned cart email to encourage us to complete our purchase. The cart recovery program delivered the email the day after we’d placed the item in our basket. We especially liked John Lewis’s emphasis on free and easy returns if we weren’t happy with the product once it arrived.

Timpson

Timpson is a British retailer specializing in shoe repairs, key cutting, and engraving, as well as dry cleaning and photo processing.

The brand came 96 out of 100 in our main report – did it
improve its tactics for Black Friday?

In short, no. A year and a half on from joining the company’s mailing list – and a couple of months later buying a product – we still hadn’t received a marketing email. Timpson didn’t jump on the Black Friday bandwagon and this was evident from its homepage and website.

Timpson Black Friday homepage

In the 2017 study, Timpson lost points for failing to send a
cart recovery email. We tried again for this Black Friday special, to no avail.

Ralph Lauren

Ralph Lauren is a leader in the design, marketing, and distribution of premium apparel, homeware, accessories, and fragrances. In our 2017 report, the retailer performed quite poorly, coming in at 86 out of 100. However, we were pleasantly surprised by its efforts on Black Friday.

Understated Black Friday design appeared to be a theme for premium brands. Ralph Lauren named its event ‘Cyber Weekend Deals’ and the style of its website promotion was very much aligned with its typical brand colors.

Ralph Lauren used email to the max during its Black Friday campaign, first offering us exclusive early access to its deals and then catching us with a cart email after ‘forgetting’ to purchase our chosen item.

Notonthehighstreet.com

Notonthehighstreet.com is the leading curated modern marketplace, connecting the best small creative businesses with the world. The brand came up trumps in Hitting the Mark 2017, coming in at joint 11th place – and it didn’t disappoint in our Black Friday review!

We really liked Notonthehighstreet.com’s cute Black Friday homepage banner styled out as a handmade typographic tapestry. Like many other retailers we reviewed, its Black Friday event spanned beyond the day itself.

Notonthehighstreet.com made sure we knew about its Black Friday campaign with an email to wake up to. It was creative and eye-catching with a GIF taking center stage, along with light-hearted copy to encourage us to click.

The Notonthehighstreet.com abandoned cart email was equally original, with witty words and helpful touches in case we were having issues checking out. A perfectly executed Black Friday campaign.

Notonthehighstreet abandoned cart

Key takeaways for 2019

Once an in-store shopping day, Black Friday has successfully
merged with Cyber Monday to become one mammoth event.

Smartphones contribute more than $2bn of the $6.2bn from online sales, so mobile-readiness is essential. We witnessed some great examples of mobile-friendly emails, particularly from John Lewis and ASOS who used optimized templates, images, and copy, plus responsive content blocks.

However, what was jarring was the brands’ lack of use of email marketing automation, namely abandoned cart programs. Overall, there was a lack of personalization and a penchant for one-size-fits-all offers. Using smart segmentation and marketing automation these can be easily avoided.

Implement today

Our advice for this years’ Black Friday campaign would be to focus on key customer segments using Engagement Cloud’s RFM personas. Using these, you’ll be able to differentiate your new customers from your inactive users and loyal shoppers, making it easier to take each segment on a personalized, automated journeys.

For more inspiration, check out our Hitting the mark: Black Friday special report.


Keep reading

The post Making the most of your Black Friday campaign appeared first on dotdigital blog.

Reblogged 1 month ago from blog.dotdigital.com

How Amazon Moments affects customer loyalty in the most unexpected way

Zsuzsa is
co-founder and CMO at Antavo, the leading customer loyalty technology partner of
dotdigital, specialized in helping
fashion and retail brands in Europe. They provide technology and strategy to
create customer retention programs so brands can form real connections with
their customers through engagement, exclusivity and advocacy. Their clients
include LuisaViaRoma, Represent, and Jimmy Jazz.

Amazon Moments

This year Amazon
gave a very unique Valentine’s Day gift to CRM teams all around world: Amazon
Moments
. The concept in itself was enough to turn everyone’s head:
imagine a cross-platform marketing tool where you can quickly and easily set up
campaigns that reward various customer interactions – most of which aren’t tied
directly to transactions – with tangible benefits. So, does this mean Amazon
has entered the ring of loyalty programs with its own product?

No, not really. As
you’ll soon see, Moments does not include several key features, which
top-of-the-line reward programs provide. Nevertheless, Amazon’s initiative
pushes customer retention in the right direction by proving that brands need to
move beyond transactional rewards.

How does
Amazon Moments work?

Before diving into the details, let’s examine what Amazon Moments offers marketers. The system is a framework that allows companies to set up industry-specific campaigns to reward customers when they meet the requirements of a custom trigger (called a ‘moment’).

For example, mobile game developers can give a free mobile skin to users who defeat the dragon on level 15. Any reward can be chosen from the company’s catalog, and Amazon will take care of the delivery.

Rewarding
every interaction, not just transactions

After a closer inspection, it’s clear that Amazon Moments is not a loyalty program, but a reward fulfilment platform that works on a global scale. Unlike a full-fledged loyalty program, Moments doesn’t offer any points or rewards tiers – which are very important elements in maintaining customer interest – and it also lacks a critical feature for marketers and CRM teams: insight.

Offering people rewards without understanding their needs and motivation is a huge gamble. So, if you don’t do your homework, you might end up losing money with this system.

But to give credit where credit is due, Amazon Moments has taken a very important step in customer retention by offering a reward model that uses physical and digital incentives instead of discounts.

Giving users a small token of appreciation for enjoying your product or service fosters true brand love and helps increase customer lifetime value. We’ve been on this soap box for years, telling brands and retailers that the future lies in engaging customers outside of the buying cycle.

This chart illustrates the tendency perfectly, and it’s gratifying to see that Amazon shares the sentiment.

Who will
win big with Amazon Moments?

After laying down
the pros and cons, let’s see who will benefit the most from using this new
feature:

  • Businesses that lack the
    fulfilment capabilities to reach a global audience
  • Small companies that always wanted
    a loyalty program, but never reached the point of designing one
  • Brands with a large audience that
    wish to deliver rewards quickly and easily
  • Ecommerce players who don’t want
    to compromise their profit margin with discounts, but still seek a potent
    customer retention campaign

…And
who should pass on the offer?

  • Companies in direct competition
    with Amazon
  • Businesses that have already
    established their own fulfilment channels
  • Luxury brands, because gifts from
    Amazon may feel off-brand – or even insulting – for affluent buyers
  • Retailers that seek a more
    fleshed-out loyalty program, which offers features like tiers, gamification, a
    single customer view and insights, as well as personalization

Whether or not you use Amazon Moments, you’ll be affected by its presence on the market. It will no doubt open up people’s eye to loyalty programs.

More and more companies will start offering their own campaigns, prompting brands and retailers to focus more on personalization, email marketing, gamification, and advanced loyalty solutions, such as Recognition Loyalty.

The post How Amazon Moments affects customer loyalty in the most unexpected way appeared first on dotdigital blog.

Reblogged 8 months ago from blog.dotdigital.com

People Ask Their Most Pressing SEO Questions — Our Experts Answer

Posted by TheMozTeam

We teamed up with our friends at Duda, a website design scaling platform service, who asked their agency customers to divulge their most pressing SEO questions, quandaries, and concerns. Our in-house SEO experts, always down for a challenge, hunkered down to collaborate on providing them with answers. From Schema.org to voice search to local targeting, we’re tackling real-world questions about organic search. Read on for digestible insights and further resources!


How do you optimize for international markets?

International sites can be multi-regional, multilingual, or both. The website setup will differ depending on that classification.

  • Multi-regional sites are those that target audiences from multiple countries. For example: a site that targets users in the U.S. and the U.K.
  • Multilingual sites are those that target speakers of multiple languages. For example, a site that targets both English and Spanish-speakers.

To geo-target sections of your site to different countries, you can use a country-specific domain (ccTLD) such as “.de” for Germany or subdomains/subdirectories on generic TLDs such as “example.com/de.”

For different language versions of your content, Google recommends using different URLs rather than using cookies to change the language of the content on the page. If you do this, make use of the hreflang tag to tell Google about alternate language versions of the page.

For more information on internationalization, visit Google’s “Managing multi-regional and multilingual sites” or Moz’s guide to international SEO.


How do we communicate to clients that SEO projects need ongoing maintenance work?

If your client is having difficulty understanding SEO as a continuous effort, rather than a one-and-done task, it can be helpful to highlight the changing nature of the web.

Say you created enough quality content and earned enough links to that content to earn yourself a spot at the top of page one. Because organic placement is earned and not paid for, you don’t have to keep paying to maintain that placement on page one. However, what happens when a competitor comes along with better content that has more links than your content? Because Google wants to surface the highest quality content, your page’s rankings will likely suffer in favor of this better page.

Maybe it’s not a competitor that depreciates your site’s rankings. Maybe new technology comes along and now your page is outdated or even broken in some areas.

Or how about pages that are ranking highly in search results, only to get crowded out by a featured snippet, a Knowledge Panel, Google Ads, or whatever the latest SERP feature is?

Set-it-and-forget-it is not an option. Your competitors are always on your heels, technology is always changing, and Google is constantly changing the search experience.

SEO specialists are here to ensure you stay at the forefront of all these changes because the cost of inaction is often the loss of previously earned organic visibility.


How do I see what subpages Google delivers on a search? (Such as when the main page shows an assortment of subpages below the result, via an indent.)

Sometimes, as part of a URL’s result snippet, Google will list additional subpages from that domain beneath the main title-url-description. These are called organic sitelinks. Site owners have no control over when and which URLs Google chooses to show here aside from deleting or NoIndexing the page from the site.

If you’re tracking keywords in a Moz Pro Campaign, you have the ability to see which SERP features (including sitelinks) your pages appear in.

The Moz Keyword Explorer research tool also allows you to view SERP features by keyword:


What are the best techniques for analyzing competitors?

One of the best ways to begin a competitor analysis is by identifying the URLs on your competitor’s site that you’re directly competing with. The idea of analyzing an entire website against your own can be overwhelming, so start with the areas of direct competition.

For example, if you’re targeting the keyword “best apple pie recipes,” identify the top ranking URL(s) for that particular query and evaluate them against your apple pie recipe page.

You should consider comparing qualities such as:

Moz also created the metrics Domain Authority (DA) and Page Authority (PA) to help website owners better understand their ranking ability compared to their competitors. For example, if your URL has a PA of 35 and your competitor’s URL has a PA of 40, it’s likely that their URL will rank more favorably in search results.

Competitor analysis is a great benchmarking tool and can give you great ideas for your own strategies, but remember, if your only strategy is emulation, the best you’ll ever be is the second-best version of your competitors!


As an SEO agency, can you put a backlink to your website on clients’ pages without getting a Google penalty? (Think the Google Penguin update.)

Many website design and digital marketing agencies add a link to their website in the footer of all their clients’ websites (usually via their logo or brand name). Google says in their quality guidelines that “creating links that weren’t editorially placed or vouched for by the site’s owner on a page, otherwise known as unnatural links, can be considered a violation of our guidelines” and they use the example of “widely distributed links in the footers or templates of various sites.” This does not mean that all such footer links are a violation of Google’s guidelines. What it does mean is that these links have to be vouched for by the site’s owner. For example, an agency cannot require this type of link on their clients’ websites as part of their terms of service or contract. You must allow your client the choice of using nofollow or removing the link.

The fourth update of the Google Penguin algorithm was rolled into Google’s core algorithm in September of 2016. This new “gentler” algorithm, described in the Google Algorithm Change History, devalues unnatural links, rather than penalizing sites, but link schemes that violate Google’s quality guidelines should still be avoided.


We’re working on a new website. How do we communicate the value of SEO to our customers?

When someone searches a word or phrase related to a business, good SEO ensures that the business’s website shows up prominently in the organic (non-ad) search results, that their result is informative and enticing enough to prompt searchers to click, and that the visitor has a positive experience with the website. In other words, good SEO helps a website get found, get chosen, and convert new business.

That’s done through activities that fall into three main categories:

  • Content: Website content should be written to address your audience’s needs at all stages of their purchase journey: from top-of-funnel, informational content to bottom-of-funnel, I-want-to-buy content. Search engine optimized content is really just content that is written around the topics your audience wants and in the formats they want it, with the purpose of converting or assisting conversions.
  • Links: Earning links to your web content from high-quality, relevant websites not only helps Google find your content, it signals that your site is trustworthy.
  • Accessibility: Ensuring that your website and its content can be found and understood by both search engines and people. A strong technical foundation also increases the likelihood that visitors to the website have a positive experience on any device.

Why is SEO valuable? Simply put, it’s one more place to get in front of people who need the products or services you offer. With 40–60 billion Google searches in the US every month, and more than 41% / 62% (mobile / desktop) of clicks going to organic, it’s an investment you can’t afford to ignore.


How do you optimize for voice search? Where do you find phrases used via tools like Google Analytics?

Google doesn’t yet separate out voice query data from text query data, but many queries don’t change drastically with the medium (speaking vs. typing the question), so the current keyword data we have can still be a valuable way to target voice searchers. It’s important here to draw the distinction between voice search (“Hey Google, where is the Space Needle?”) and voice commands (ex: “Hey Google, tell me about my day”) — the latter are not queries, but rather spoken tasks that certain voice assistant devices will respond to. These voice commands differ from what we’d type, but they are not the same as a search query.

Voice assistant devices typically pull their answers to informational queries from their Knowledge Graph or from the top of organic search results, which is often a featured snippet. That’s why one of the best ways to go after voice queries is to capture featured snippets.

If you’re a local business, it’s also important to have your GMB data completely and accurately filled out, as this can influence the results Google surfaces for voice assistance like, “Hey Google, find me a pizza place near me that’s open now.”


Should my clients use a service such as Yext? Do they work? Is it worth it?

Automated listings management can be hugely helpful, but there are some genuine pain points with Yext, in particular. These include pricing (very expensive) and the fact that Yext charges customers to push their data to many directories that see little, if any, human use. Most importantly, local business owners need to understand that Yext is basically putting a paid layer of good data over the top of bad data — sweeping dirt under the carpet, you might say. Once you stop paying Yext, they pull up the carpet and there’s all your dirt again. By contrast, services like Moz Local (automated citation management) and Whitespark (manual citation management) correct your bad data at the source, rather than just putting a temporary paid Band-Aid over it. So, investigate all options and choose wisely.


How do I best target specific towns and cities my clients want to be found in outside of their physical location?

If you market a service area business (like a plumber), create a great website landing page with consumer-centric, helpful, unique content for each of your major service cities. Also very interesting for service area businesses is the fact that Google just changed its handling of setting the service radius in your Google My Business dashboard so that it reflects your true service area instead of your physical address. If you market a brick-and-mortar business that customers come to from other areas, it’s typically not useful to create content saying, “People drive to us from X!” Rather, build relationships with neighboring communities in the real world, reflect them on your social outreach, and, if they’re really of interest, reflect them on your website. Both service area businesses and bricks-and-mortar models may need to invest in PPC to increase visibility in all desired locations.


How often should I change page titles and meta descriptions to help local SEO?

While it’s good to experiment, don’t change your major tags just for the sake of busy work. Rather, if some societal trend changes the way people talk about something you offer, consider editing your titles and descriptions. For example, an auto dealership could realize that its consumers have started searching for “EVs” more than electric vehicles because society has become comfortable enough with these products to refer to them in shorthand. If keyword research and trend analysis indicate a shift like this, then it may be time to re-optimize elements of your website. Changing any part of your optimization is only going to help you rank better if it reflects how customers are searching.

Read more about title tags and metas:


Should you service clients within the same niche, since there can only be one #1?

If your keywords have no local intent, then taking on two clients competing for the same terms nationally could certainly be unethical. But this is a great question, because it presents the opportunity to absorb the fact that for any keyword for which Google perceives a local intent, there is no longer only one #1. For these search terms, both local and many organic results are personalized to the location of the searcher.

Your Mexican restaurant client in downtown isn’t really competing with your Mexican restaurant client uptown when a user searches for “best tacos.” Searchers’ results will change depending on where they are in the city when they search. So unless you’ve got two identical businesses within the same couple of blocks in a city, you can serve them both, working hard to find the USP of each client to help them shine bright in their particular setting for searchers in close proximity.


Is it better to have a one-page format or break it into 3–5 pages for a local service company that does not have lengthy content?

This question is looking for an easy way out of publishing when you’ve become a publisher. Every business with a website is a publisher, and there’s no good excuse for not having adequate content to create a landing page for each of your services, and a landing page for each of the cities you serve. I believe this question (and it’s a common one!) arises from businesses not being sure what to write about to differentiate their services in one location from their services in another. The services are the same, but what’s different is the location!

Publish text and video reviews from customers there, showcase your best projects there, offer tips specific to the geography and regulations there, interview service people, interview experts, sponsor teams and events in those service locations, etc. These things require an investment of time, but you’re in the publishing business now, so invest the time and get publishing! All a one-page website shows is a lack of commitment to customer service. For more on this, read Overcoming Your Fear of Local Landing Pages.


How much content do you need for SEO?

Intent, intent, intent! Google’s ranking signals are going to vary depending on the intent behind the query, and thank goodness for that! This is why you don’t need a 3,000-word article for your product page to rank, for example.

The answer to “how much content does my page need?” is “enough content for it to be complete and comprehensive,” which is a subjective factor that is going to differ from query to query.

Whether you write 300 words or 3,000 words isn’t the issue. It’s whether you completely and thoroughly addressed the page topic.

Check out these Whiteboard Fridays around content for SEO:

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

Reblogged 9 months ago from tracking.feedpress.it

Make the Most of Your MozCon 2017 Adventure – A Seattle How-To

Posted by Danielle_Launders

There’s a little secret we keep here in Seattle: it doesn’t actually rain all the time (we just want people to think that so we can keep the beautiful summers all to ourselves). Those of you who have been to a MozCon before are in on that secret; those of you who are joining us for MozCon 2017 on July 17–19 will soon find out!

It can be hard coming to a new city and trying to find food and experiences off the beaten path, which is why Mozzers have come together to share some of their favorite places, both new and old, to help you make the most of your time in Seattle this summer. If you don’t have your ticket and don’t want to miss out on all the fun, grab yours now — they’re selling out!

Buy my MozCon 2017 ticket

Unfamiliar with MozCon and not sure what you’ll learn? Scope out the full agenda with all the juicy details on who’s speaking and what topics we’re covering.

Official MozCon activities

We want you to enjoy yourself, make new industry friends, and get the most out of your MozCon experience — which is why we have an assortment of events and activities to keep you busy.

Monday night #MozCrawl

Monday night is all about exploring and making new friends. Join us from 7–10pm for our annual #MozCrawl. This year we’re bringing it back to the Capitol Hill neighborhood! Get to know your fellow attendees and our six MozCon partners hosting the fun. You’ll be able to go at your own pace and in any order.

Bonus points: have your MozCon Passport stamped at all of the stops and enter our drawing to win a ticket to MozCon 2018.

Capitol Cider hosted by Klipfolio

Linda’s Tavern hosted by WordStream

The Runaway hosted by CallRail

Stout hosted by Jumpshot

Unicorn hosted by BuzzStream

Saint John’s Bar & Eatery hosted by Moz

Tuesday night MozCon Ignite

You’ll definitely laugh, you’ll likely cry, and most importantly you’ll enjoy yourself at MozCon Ignite. Listen to twelve of your fellow attendees share their journeys, life lessons, and unique hobbies in our five-minute Ignite-style passion talk series. MozCon Ignite will take place at Benaroya Hall from 7–10pm, where you’ll have time to relax, unwind, and mingle.

  • My Life with Guinea Pigs with Britt Kemp at Bishop Fox
  • A Disastrous Camping Trip with the Best Partner with JR Ridley at Go Fish Digital
  • My Wife, Actually: A Story of Being Gay Enough with Joy Brandon at Nebo Agency
  • Homebrewing 101: A 5-minute Primer on DIY Alcohol with Erin McCaul at Moz
  • This Too Shall Pass: The Blessing of Perspective with Yosef Silver at Search Interactions
  • The King of Swing: A Guide to Creative Fundraising with Cameron Rogowski at Double Dumplings
  • How Finding my Sister’s Mother Changed my Life with Ed Reese at JEB Commerce
  • Living My Life with an Identical Clone with Christopher Beck at Internet Marketing Inc.
  • How to Change Sex the Easy Way with Maura Hubbell at Moz
  • 4 Signs Your Friend or Loved One is a Birder with Jeremy Schwartz at MediaPro
  • How to Save Humanity in Twenty Minutes a Day with Andrea Dunlop, author & independent book marketing consultant
  • Traumatic Brain Injury & Why Self-Diagnosis Sucks with Blake Denman at RicketyRoo Inc.

Wednesday night MozCon Bash

Bowling: check! Karaoke: check! Photobooth: check! Join us for one last hurrah before we meet again at MozCon 2018. You won’t want to miss this closing night bash — we’ll have plenty of games, food, and fun as we mix and mingle, say “see ya soon” to friends new and old, and reminisce over our favorite lessons from the past 3 days.

Birds-of-a-feather lunch tables

At lunch, you’ll have the opportunity to connect with your fellow community members around the professional topics that matter most to you. There will be seven tables each day with different topics and facilitators; find one with a sign noting the topic and join the conversation to share advice, learn tips and tricks, and make new friends.

Monday, July 17

  • B2B Email Marketing hosted by Steve Manjarrez at Moz
  • E-commerce hosted by Everett Sizemore at Inflow
  • In-house SEO hosted by Kristin Fraccia at Magoosh
  • It’s Just Me — Digital Departments of One hosted by Liz Reuth at Le-vel
  • Linkbuilding hosted by Rachael Brandt at Magoosh
  • On-Page SEO hosted by Cyrus Shepard at Fazillion
  • Travel Website SEO hosted by Michael Cottam at Visual Itineraries

Tuesday, July 18

  • In-house SEO hosted by Jackson Lo at Tripadvisor
  • Link Building hosted by Russ Jones at Moz
  • Mobile Marketing hosted by Bridget Randolph at Hearst Magazines
  • Perceiving Brand Through Digital PR hosted by Manish Dudharejia at E2M Solutions
  • Product Marketing hosted by Brittani Dinsmore at Moz
  • Search Trends hosted by Gianluca Fiorelli at IloveSEO.net
  • Technical SEO hosted by Corey Eulas at Factorial Digital

Wednesday, July 19

Even more ideas for your Seattle adventure!

There are so many wonderful places to see, food to eat, and yes, coffee and craft beer to be consumed. Lots and lots of coffee and craft brews. That’s why a few Mozzers have pulled together their favorite places to check out during your stay in the Emerald City.

No Anchor
“By far my favorite place in Belltown. Incredibly unique beer selection and fresh local food combinations that you can’t find anywhere else.”
Abe Schmidt

Marination Ma Kai
“Marination is one of the top food trucks in the country and now they have several brick and mortar restaurants. Marination Ma Kai is located in West Seattle and has a big outdoor patio with gorgeous views of downtown Seattle, it’s a summer hotspot for a cool beverage and noms. Why is it quintessential Seattle? Not only is the food life changing, the view amazing, but getting there is an adventure! Just walk down to the waterfront and hop on the wonderful Seattle Water Taxi. The trip from downtown drops riders off right at the restaurant.”

Rapha Seattle
“If you LOVE bicycles this place is a must-visit. One of only five US Rapha Clubhouses, Rapha Seattle is home to delicious coffee, fine food, and bicycle events.

The atmosphere is cool and inviting. Visitors are surrounded by the coolest bicycle gear and memorabilia. You can rent a Canyon bicycle to explore the city (Which is a big deal because you cannot buy Canyon bikes in America, yet). Rapha also does guided bike rides for the public and member only rides.”
James Daugherty

Taylor Shellfish (Pioneer Square, Capitol Hill, or Queen Anne)
“The Puget Sound offers the best oysters in the world. What’s great about Taylor Shellfish is that it’s all about the oysters, the drinks and the people you’re with in a simple, unpretentious, come-as-you-are atmosphere. There’s nothing more quintessential to Seattle than that.”

The Point in Burien
“An all-around great bar to grab a bite and a drink if your flight is delayed or you need to kill some time near the airport. The Point is 10 minutes from SeaTac, has a fantastic menu (including lots of gluten free options), a great cocktail menu, tap list, and big-screen TVs.”
Brittani Dinsmore

Hattie’s Hat
“Ballard was an old fishing village. Hattie’s Hat bar has been in continuous operation for over 100 years and the bar that you sit at was installed in 1907 or something. Incredible. The bartenders are all in Seattle bands, some of them moderately famous from the 1990s. Go in the early afternoon. Ask for Lupe or Lara. Sit at the bar. You’ll thank me for it.“
Brian Childs

Holy Mountain Brewery
“Seattle is a beer city. Holy Mountain makes Seattle’s best beer. Go there.”
Evelyn Baek

The Whale Wins, Revel, Joule, and Fremont Brewing
“All are in the Fremont area and are each tasty in their own right. Besides if you don’t like those options there are plenty of places to choose from in Fremont”
Steve Manjarrez

Ada’s Technical Books and Cafe
“Coffee + super sleek bookstore that encourages women in tech and science. Need I say more?”
Meredith Crandell

Still hungry? Check out:

And don’t miss our posts from years past, which are full of even more recommendations: 2016, 2015, 2014, 2013, and 2012.

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Reblogged 2 years ago from tracking.feedpress.it

6 business types that reap the most reward from local SEO

Does your business serve a local market? Columnist Pratik Dholakiya shares tips for six business types that can really benefit from local search engine optimization.

The post 6 business types that reap the most reward from local SEO appeared first on Search Engine Land.

Please visit Search Engine Land for the full article.

Reblogged 2 years ago from feeds.searchengineland.com

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

Why did you decide to come to dotmailer?

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

Tell us a bit about your role

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

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

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

Meet Darryl Clark – the cheese and peanut butter sandwich lover

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Reblogged 3 years ago from blog.dotmailer.com

Meet Dan Morris, Executive Vice President, North America

  1. Why did you decide to come to dotmailer?

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

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

      1. Tell us a bit about your new role

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Reblogged 3 years ago from blog.dotmailer.com

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

Reblogged 3 years ago from blog.dotmailer.com