Take the 2018 Moz Local Search Marketing Industry Survey

Posted by MiriamEllis

Local search marketing is a dynamic and exciting discipline, but like many digital professions, it can be a bit isolating. You may find yourself running into questions that don’t have a ready answer, things like…

  • What sort of benchmarks should I be measuring my daily work by?
  • Do my clients’ needs align with what my colleagues are seeing?
  • Am I over/undervaluing the role of Google in my future work?

Here’s a chance to find out what your peers are observing and doing on a day-to-day basis.

The Moz Local Search Marketing Industry Survey will dive into job descriptions, industries served, most effective tactics, tool usage, and the non-stop growth of Google’s local features. We’ll even touch on how folks may have been impacted by the recent August 1 algorithm update, if at all. In-house local SEOs, agency local SEOs, and other digital marketers are all welcome! All participants will be entered into a drawing for a $100 Amazon gift card. The winner will be notified on 8/27/18.

Give just 5 minutes of your time and you’ll get insights and quotable statistics back when we publish the survey results. Be sure to participate by 8/24/2018. We sincerely appreciate your contributions!

Take the Local SEO Survey Now

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

Reblogged 3 months ago from tracking.feedpress.it

Take a shot this summer: how to use the World Cup to up your marketing game

One of the most interesting things I noticed right from the off was the lack of batch and blast marketing with bland, generic, slightly football related content. Of course, there will always be some. Supermarkets, take-outs and travel brands who have special World Cup offers – Ryanair have a limited time sale, Iceland and Co-op have offers on food and drink, and Uber Eats are offering 50% off first orders – but there has been a distinct lack of brands throwing caution to the wind and jumping on the World Cup bandwagon.

Instead, consumers are getting a hyper-personalized experienced via apps and social media. Do you want to know everything that’s happening as soon as it happens? Get the FIFA app. Interested in a free beer while watching the England game? Budweiser have an app for that.

Maybe you’re not interested in the football at all – that’s okay. The likes of Boohoo and ASOS scheduled push notifications about their sales to coincide with the kick-off of England’s World Cup campaign.

Unfortunately, these kinds of tactics are to be expected by big brands. But that doesn’t mean you should let this opportunity pass you by. So how can you make the most of the World Cup fever gripping the globe?

1) Think of your fans

There’s no point running a world cup themed campaign if your audience aren’t going to be engaged, so make sure whatever you do it’ll appeal to your customers. Domino’s’ social media campaign captures this perfectly. Branding themselves ‘The Official Food of not Going to International Football Tournaments’, they created a series of videos featuring former footballer Jimmy Bullard enjoying the World Cup from home. Its tongue-in-cheek humor and popular front man perfectly appeals to their target customers. On the flip side, NowTV is appealing to those hoping to escape the football by offering box set selections for those who ‘don’t give a damn’, are a ‘sore loser’, or have been ‘dumped for the football’.

World cup campaigns

2) Dominate the game

So far, mobile marketing – via apps, videos, and social media – is dominating World Cup comms. Whatever tactics you adopt, make sure you’re optimized for mobile. The summer is here, and people are making the most of it, so catch your customers wherever they are and make sure the journey you invite them on is one they will can enjoy. Get started with designing your emails for mobile by checking out our latest best practice guide.

3) Be ready for anything

One of the most exciting things about the World Cup is its unpredictability. Utilizing the moments nobody expects is a fantastic way to engage with your customers throughout the month when the world goes football mad. Amongst the biggest surprises so far has been Iceland’s draw with football aficionados Argentina. This has been wholeheartedly embraced by the Iceland Foods who has been filling its social media feeds with hilarious comments about their unexpected success.

Iceland tweets

4) Don’t score an own goal

Don’t ruin your chances of winning big. FIFA have strict rules about how you can and can’t advertise during the competition. Their “Official Marks” must not be used in unauthorized marketing. This includes the official emblem, trophy and mascot. Additionally, they have a range of “word marks” – specific wording relating to the event – that you can’t use in your promotions such as ‘FIFA World Cup’ and ‘Moscow 2018’. There are still plenty of ways to get in on the action. Sporting phrases and terms like ‘Summer of football’ are the best way around this. More information about the FIFA advertising guidelines can be found on their website.

5) Capture the spirit of the game

One of the most important things to remember is to have fun! It’s summertime and your marketing should embrace the fun and excitement that comes along with the World Cup. Your customers will have their highs and lows, or they may not care about it at all, but make the most of this opportunity to try new things. Did the underdog beat a top tier team? Follow one surprise with another and have a flash sale to celebrate! Are you looking to expand your contact list? Why not organize a world cup themed competition to encourage sign-ups? Maybe think about adapting your abandoned cart automation to include a “did you get distracted by the football” message.

 

For ideas and inspiration about how to improve your email game, head to our resources page today.

The post Take a shot this summer: how to use the World Cup to up your marketing game appeared first on The Marketing Automation Blog.

Reblogged 4 months ago from blog.dotmailer.com

Let us take the reins: campaign management hours

“If you change the way you look at things, the things you look at change” – Wayne Dyer

Email has changed the way we communicate – it empowers us as marketeers to give consumers exactly what they want and when they want it. What’s more, it continues to be the most powerful revenue-generating channel for brands to reach their customers; for every $1 spent on email, $32 are returned.

With more choice comes greater competition in the inbox, and – for email to stay relevant – innovation and transformation are both key. Today, consumers expect brand messages to be contextual, relevant to both their preferences and activity. And, to effectively achieve this seamless journey, it’s essential that you pair the right data with the right messages.

So, why not let our Digital Marketing Specialists provide a fresh perspective on your email marketing strategy? Whether you want to deliver a high-value showstopper, or just looking for interim support on the everyday stuff, we’re in the best position to step in and provide specialist support for great ROI.

Let us work alongside you to:

  1. Streamline your processes
  • We can take the pressure off by managing your daily sends in a convenient way, providing briefs and calendar templates alongside any amends you may require.
  • Let us look at what you’re currently doing and advise on whether we think something could be improved or implemented in a better way.
  1. Offer best practice
  • Are you optimizing your emails with dotmailer’s features? Let us check.
  • Our specialist team can guide you on content*, layout and design to make sure you get the very most out of your sends.
  1. Check your templates
  • Are your templates mobile-optimized? Let us do the hard work and test your templates across all major email clients to ensure your emails have the very best visibility.
  1. Experience our partners
  • We have an incredible range of partners coming up with new ideas and exciting concepts that can transform your email campaigns and enhance their performance; from rich and inspirational content to engagement generation tactics. Whether it be a countdown timer or pulling in a real-time weather forecast into an email, we’ve got you covered.

How do you stack up against other brands in their email marketing? Check out our Hitting the Mark benchmark report – a free download featuring the hottest insights into the email marketing strategy of 100 UK and US brands.

*Please speak to your Account Manager for more information on copywriting services and campaign management hours.

The post Let us take the reins: campaign management hours appeared first on The Marketing Automation Blog.

Reblogged 9 months ago from blog.dotmailer.com

Don’t just take our word for it

The concept of social proof is simple: if you see someone else – or a group of people – doing something, you’re more inclined to mirror the behavior yourself. The same is true in the world of commerce, in that consumers are more likely to be persuaded to buy if others like them have done so (and the experience was positive).

It’s no surprise then that dotmailer partner Trustpilot has a string of customers who are seeing significant conversion rate and revenue increases from reviews. Customer testimonials can bolster any kind of digital marketing, including PPC and SEM, yet email remains one of the most powerful ways to drive sales to your website. In fact, on average, email drives 18.4% of ecommerce orders[1], making it a very attractive marketing channel indeed.

The challenge for marketers is that not only are their emails fighting against a cluttered inbox, they’re also tasked with encouraging users to click through once the email is opened. Personalization, persuasive copy and relevancy go a long way to enhance the performance of email campaigns, but it’s social proof that adds the all-important layer of authenticity and trustworthiness. After all, consumers are more likely to listen to another consumer’s perspective of a product over a brand’s description.

How can I maximize social proof in my emails?

There are two ways to approach social proof in email marketing:

  1. Existing emails

Firstly, there’s the opportunity to add ratings, reviews and trust marks to existing emails. A simple tactic could be adding Trustpilot’s TrustScore to your email header or including a customer review in the footer.

If you’re featuring products in your email, you can also include customers’ star ratings to demonstrate popularity and credibility. In this instance you’ll want to ensure that the product page displays the correct rating and reviews, otherwise you might be doing more harm than good. Thankfully, Trustpilot enables you to add live ratings to your emails and website – so they’ll always be accurate.

Other emails that are worthy of ratings, reviews and trust marks are the welcome series and abandoned cart reminders. Welcome emails are designed to introduce your brand’s USPs and build trust with prospects, and social proof is the perfect way to back up your message. Abandoned cart emails remind customers that they didn’t check out and all it could take is some carefully placed social proof to get them across the line.

  1. Emails built around social proof

While your existing emails can benefit from a peppering of ratings and reviews, social proof can also define a new suite of campaigns:

  • Top reviewed products

You could create an email featuring your company’s top-reviewed products of the week or month, along with their accompanying ratings.

  • How you’ve used customers’ feedback

An email telling customers how you’ve used their feedback to make improvements to your product or service shows that you listen and act on comments.

  • Feedback emails

An obvious one, but email is the best way to collect reviews from people who’ve purchased a product or service from you. You can set up an automated email program to deliver the feedback request at the right time in the customer journey – e.g. a day or a few weeks after the order was placed, depending on your offering.

Social proof can go well beyond making your emails a customer-centric marketing device. In this free guide by Trustpilot and eCommerce MasterPlan, you’ll discover how it can also improve your company’s search rankings, bolster remarketing ads and improve AdWords performance.

[1] eCommerce Pulse – July 2016, Custora, 2016

The post Don’t just take our word for it appeared first on The Email Marketing Blog.

Reblogged 1 year 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 2 years ago from blog.dotmailer.com

What different consumer groups really want from local business websites

Columnist Myles Anderson takes a look at what consumers in different age groups are looking for when it comes to local business websites. Local SEO practitioners, take note!

The post What different consumer groups really want from local business websites appeared first on Search Engine Land.

Please visit Search Engine Land for the full article.

Reblogged 2 years ago from feeds.searchengineland.com