IRCE 2017: 4 Key Session Takeaways for Brands

The annual Internet Retailer Commerce & Expo (IRCE) show came to a close last week in Chicago. We had so much fun seeing our customers, partners and industry friends at one of the largest e-commerce trade shows of the year. We were inspired by some great sessions with some very common themes that e-commerce brands should consider right now to grow their business…use innovative technologies but be human, have fun – be authentic, get personal with your customers and think of one more creative idea to make it work.

Here are a few session takeaways that inspired us.

  • Shark Investor, “Shark Tank” TV Series, Barbara Corcoran – Barbara Corcoran shared her personal journey in creating her empire and $66 million dollar sale of her real estate business. Getting past failure, having more fun at work, “dress in your PJ’s, dress as nuns,” was threaded throughout her presentation. Corcoran’s message to e-commerce entrepreneurs, “Fun is good for business. If you have more fun at work you build more teams.” Corcoran also shared how all of the best things that happened to her happened on the heels of rejection and that setbacks are “the seeds to creativity and innovation.”
  • Mary Beth Laughton, SVP, Digital, Sephora“Feed her mobile addiction” with “teach, inspire and play” experiences was the theme of Mary Beth Laughton’s presentation. Laughton shared how mobile is Sephora’s fastest growing channel. Embedding “addictive mobile experiences” along the consumer journey, drawing on customer insights and following up quickly with personalized communications (personalized emails with tips on how that product looks, exclusives, early access experiences, etc) are all opportunities to get the customer to come back again.
  • Nicole Gardner, COO, Dormify – dotmailer’s featured customer Nicole Gardner, COO of Dormify, shared best marketing practices for converting tech-savvy Millennial and Gen Z shoppers. As an e-commerce business that is growing 50% year-over-year, Dormify continues to focus on fresh SEO techniques and layering great content and guidance at every touch-point of the customer journey. Gardner wrapped up the session by sharing the following advice, “Know your customer and know they will change. Be where they are (but don’t force it). Be useful. Help them build the ultimate _____. Be modular, not prescriptive. Provide choices and tools to help them make their own experience.”
  • George Hanson, VP, North America E-Commerce and Brand House Stores, Under Armour – This session gave an awesome look at wearables today and plans in the works. According to George Hanson, “data is the key to unlocking more personalization and product innovation.” Under Armour has a community of more than 200 million connected fitness consumers. This community informs Under Armour’s digital marketing experiences. Hanson emphasized that personalization needs to be connected and many brands have siloed solutions.

We look forward to continuing the discussion and hearing about your favorite takeaways. Fill out our dedicated survey to provide your feedback.

Please keep the conversation going at @dotmailer, #IRCE17!

 

 

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Reblogged 6 months ago from blog.dotmailer.com

3 tech takeaways from New York Fashion Week

More and more designers are turning to technology to help their brand stand out, a trend we can expect to continue into the future. From virtual reality to “coded couture”, here are five techie trends that the fashion industry is embracing.

Make your fashion dreams a (virtual) reality

It’s no secret that virtual reality has become one of tech’s biggest trends – now it’s fashion’s turn. Samsung unveiled some of its newest fashion technology at the National Retail Federation’s BIG show in January. Through Samsung’s virtual reality headsets, users would find themselves sitting front row at their favorite brand’s runway show – no ticket required. The app “Obsess” allows you to sit front row and even interact with the show, choosing your favorite looks and getting a link to the outfit via email for a quick and easy purchase. This virtual reality shopping spree just changed the game.

The store of the future

Rent the Runway (RTR) is making a big splash in the future of retail and tech. The once exclusively online brand just recently began opening brick-and-mortar retail locations and,  with the help of Samsung’s technology, are now leading the charge in “smart stores”. RTR’s smart store, found in NYC’s flatiron district, will guide your visit based on your past interactions with the brand across all platforms (online, in-app, in store). Digital screens line the walls and interactive mirrors give you tips while you find the perfect outfit. We’ve heard Neiman Marcus has been getting tutored in the art of smart as well. Keep a look out for some helpful mirrors.

You can have your data and wear it too

Touchscreen jackets, smart purses and coded couture…oh my! If Fashion Week has shown us anything, it’s that the future of fashion is digital. Olya Petrova Jackson’s line, Ab[Screenwear], is tech friendly, featuring fashionably fuzzy touch-screen gloves. Meanwhile, Rebecca Minkoff’s newest bags provide access codes to exclusive content, aiming to make everything a part of the #BornDigital wardrobe. In other news, Google and Ivyrevel will be stealing the (fashion) show with their new digital dresses, designed for you, by data collected from an app on your smartphone.

 

As Fashion Week in NYC continues to rage on, these are some of the techy trends that we can expect to continue throughout the season.

The post 3 tech takeaways from New York Fashion Week appeared first on The Email Marketing Blog.

Reblogged 9 months ago from blog.dotmailer.com

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

Posted by AndreaLehr

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

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

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

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

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

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

1. Baby Boomers are consuming the most content

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

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

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

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

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

When Do We Consume Content

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

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

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

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

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

Most Consumed Content Type

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

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

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

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

Favorite Content Genres

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

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

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

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

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

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

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

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Reblogged 2 years ago from tracking.feedpress.it

Give It Up for Our MozCon 2015 Community Speakers

Posted by EricaMcGillivray

Super thrilled that we’re able to announce this year’s community speakers for MozCon, July 13-15th in Seattle!

Wow. Each year I feel that I say the pool keeps getting more and more talented, but it’s the truth! We had more quality pitches this year than in the past, and quantity-wise, there were 241, around 100 more entries than years previously. Let me tell you, many of the review committee members filled our email thread with amazement at this.

And even though we had an unprecedented six slots, the choices seemed even tougher!

241 pitches
Let that number sink in for a little while.

Because we get numerous questions about what makes a great pitch, I wanted to share both information about the speakers and their great pitches—with some details removed for spoilers. (We’re still working with each speaker to polish and finalize their topic.) I’ve also included my or Matt Roney‘s own notes on each one from when we read them without knowing who the authors were.

Please congratulate our MozCon 2015 community speakers!

Adrian Vender

Adrian is the Director of Analytics at IMI and a general enthusiast of coding and digital marketing. He’s also a life-long drummer and lover of music. Follow him at @adrianvender.

Adrian’s pitch:

Content Tracking with Google Tag Manager

While marketers have matured in the use of web analytics tools, our ability to measure how users interact with our sites’ content needs improvement. Users are interacting with dynamic content that just aren’t captured in a pageview. While there are JavaScript tricks to help track these details, working with IT to place new code is usually the major hurdle that stops us.

Finally, Google Tag Manager is that bridge to advanced content analysis. GTM may appear technical, but it can easily be used by any digital marketer to track almost any action on a site. My goal is to make ALL attendees users of GTM.

My talk will cover the following GTM concepts:

[Adrian lists 8 highly-actionable tactics he’ll cover.]

I’ll share a client example of tracking content interaction in GA. I’ll also share a link to a GTM container file that can help people pre-load the above tag templates into their own GTM.

Matt’s notes: Could be good. I know a lot of people have questions about Tag Manager, and the ubiquity of GA should help it be pretty well-received.


Chris DayleyChris Dayley

Chris is a digital marketing expert and owner of Dayley Conversion. His company provides full-service A/B testing for businesses, including design, development, and test execution. Follow him at @chrisdayley.

Chris’ pitch:

I would like to present a super actionable 15 minute presentation focused on the first two major steps businesses should take to start A/B testing:

1. Radical Redesign Testing

2. Iterative Testing (Test EVERYTHING)

I am one of the few CROs out there that recommends businesses to start with a radical redesign test. My reasoning for doing so is that most businesses have done absolutely no testing on their current website, so the current landing page/website really isn’t a “best practice” design yet.

I will show several case studies where clients saw more than a 50% lift in conversion rates just from this first step of radical redesign testing, and will offer several tips for how to create a radical redesign test. Some of the tips include:

[Chris lists three direct and interesting tips he’ll share.]

Next I suggest moving into the iterative phase.

I will show several case studies of how to move through iterative testing so you eventually test every element on your page.

Erica’s notes: Direct, interesting, and with promise of multiple case studies.


Duane BrownDuane Brown

Duane is a digital marketer with 10 years’ experience having lived and worked in five cities across three continents. He’s currently at Unbounce. When not working, you can find Duane traveling to some far-flung location around the world to eat food and soak up the culture. Follow him at @DuaneBrown.

Duane’s pitch:

What Is Delightful Remarketing & How You Can Do It Too

A lot of people find remarketing creepy and weird. They don’t get why they are seeing those ads around the internet…. let alone how to make them stop showing.

This talk will focus on the different between remarketing & creating delightful remarketing that can help grow the revenue & profit at a company and not piss customers off. 50% of US marketers don’t use remarketing according to eMarketer (2013).

– [Duane’s direct how-to for e-commerce customers.] Over 60% of customers abandon a shopping cart each year: http://baymard.com/lists/cart-abandonment-rate (3 minute)

– Cover a SaaS company using retargeting to [Duane’s actionable item]. This remarketing helps show your products sticky features while showing off your benefits (3 minute)

– The Dos: [Duane’s actionable tip], a variety of creative & a dedicated landing page creates delightful remarketing that grows revenue (3 minute)

– Wrap up and review main points. (2 minutes)

Matt’s notes: Well-detailed, an area in which there’s a lot of room for improvement.


Gianluca FiorelliGianluca Fiorelli

Moz Associate, official blogger for StateofDigital.com and known international SEO and inbound strategist, Gianluca works in the digital marketing industry, but he still believes that he just know that he knows nothing. Follow him at @gfiorelli1.

Gianluca’s pitch:

Unusual Sources for Keyword and Topical Research

A big percentage of SEOs equal Keyword and Topical Research to using Keyword Planner and Google Suggest.

However, using only them, we cannot achieve a real deep knowledge of the interests, psychology and language of our target.

In this talk, I will present unusual sources and unnoticed features of very well-known tools, and offer a final example based on a true story.

Arguments touched in the speech (not necessarily in this order):

[Gianluca lists seven how-tos and one unique case study.]

Erica’s notes: Theme of Google not giving good keyword info. Lots of unique actionable points and resources. Will work in 15 minute time limit.


Ruth Burr ReedyRuth Burr Reedy

Ruth is the head of on-site SEO for BigWing Interactive, a full-service digital marketing agency in Oklahoma City, OK. At BigWing, she manages a team doing on-site, technical, and local SEO. Ruth has been working in SEO since 2006. Follow her at @ruthburr.

Ruth’s pitch:

Get Hired to Do SEO

This talk will go way beyond “just build your own website” and talk about specific ways SEOs can build evidence of their skills across the web, including:

[Ruth lists 7 how-tos with actionable examples.]

All in a funny, actionable, beautiful, easy-to-understand get-hired masterpiece.

Erica’s notes: Great takeaways. Wanted to do a session about building your resume as a marketer for a while.


Stephanie WallaceStephanie Wallace

Stephanie is director of SEO at Nebo, a digital agency in Atlanta. She helps clients navigate the ever-changing world of SEO by understanding their audience and helping them create a digital experience that both the user and Google appreciates. Follow her at @SWallaceSEO.

Stephanie’s pitch:

Everyone knows PPC and SEO complement one another – increased visibility in search results help increase perceived authority and drive more clickthroughs to your site overall. But are you actively leveraging the wealth of PPC data available to build on your existing SEO strategy? The key to effectively using this information lies in understanding how to test SEO tactics and how to apply the results to your on-page strategies. This session will delve into actionable strategies for using PPC campaign insights to influence on-page SEO and content strategies. Key takeaways include:

[Stephanie lists four how-tos.]

Erica’s notes: Nice and actionable. Like this a lot.


As mentioned, we had 241 entries, and many of them were stage quality. Notable runners up included AJ Wilcox, Ed Reese, and Daylan Pearce, and a big pat on the back to all those who tossed their hat in.

Also, a huge thank you to my fellow selection committee members for 2015: Charlene Inoncillo, Cyrus Shepard, Danie Launders, Jen Lopez, Matt Roney, Rand Fishkin, Renea Nielsen, and Trevor Klein.

Buy your ticket now

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Reblogged 2 years ago from tracking.feedpress.it

​Inbound Lead Generation: eCommerce Marketing’s Missing Link

Posted by Everett

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

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

Key differences between eCommerce and lead generation approaches to email

Different list growth strategies

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

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

Contacts vs. leads

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

My, What a Big LIST You Have!

iStock_000017047747Medium.jpg

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

The better to SPAM you with!

iStock_000016088853Medium.jpg

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

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

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

simplerelevance-email-report-frequency.png

The result?

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

The cycle looks something like this:

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

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

The real problems

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

So, what’s the answer?

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

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

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

Inbound marketing: a primer

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

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

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

Rand Fishkin

randfishkin.jpeg

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


Mike King

mikeking.jpeg

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

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


Inflow

inflow-logo.jpeg

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

From Inflow’s
Inbound Services page.


Wikipedia

wikipedia.jpeg

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

From
Inbound Marketing – Wikipedia.


Larry-Kim.jpeg

Larry Kim

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

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


Hubspot

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

Via
Hubspot, a marketing automation platform for inbound marketing.

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

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

Running your first eCommerce inbound marketing campaign

Audience personas—priority no. 1

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

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

Ready to get started?

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

inbound ecommerce checklist

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

Example inbound marketing campaign

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

AT Hiker Tommy campaign: From awareness to purchase

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

Top of the Funnel: SEO & Strategic Content Marketing

at-tommy.jpg

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

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

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

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

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

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

at-hiker-ebook.png

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

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

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

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

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

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

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

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

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

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

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

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

And this is just the start

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

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

Current state of the inbound marketing industry

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

Popular marketing automation systems

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

Silverpop – an IBMⓇ Company

silver-pop.jpeg

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

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

silverpop triggered campaigns

You can automate personalized shopping cart abandonment recovery emails:

silverpop cart abandonment recovery

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

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

HubSpot

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

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

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

magento and hubspot

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

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

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

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

hubspot menus

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

Marketo

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

marketo screenshot

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

marketo marketing automation

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

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

magento marketo integration

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

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

marketo pricing page

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

Pardot

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

The hero image on their homepage says as much.

pardot tagline

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

Eloqua / OMC

eloqua-logo.jpeg

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

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

Since when did retail marketers start calling customers clients?

eloqua integration

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

Others

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

Where there’s a gap, there’s opportunity

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

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

The thing is, a tool is just a tool

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

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

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

Automated marketing uses

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

Content marketing uses

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

Reporting uses

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

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

Email marketing platforms

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

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

A different type of campaign

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

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

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

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

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

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

Bronto

bronto.jpeg

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

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

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

Vertical Response

verticalresponse.jpeg

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

Oracle Marketing Cloud (OMC)

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

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

Listrak

listrak.jpeg

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

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

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

Key takeaways

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

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

Tools, resources, and further reading

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

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

Reblogged 2 years ago from tracking.feedpress.it

Get Unbeatable Insights into Local SEO: Buy the LocalUp Advanced Video Bundle

Posted by EricaMcGillivray

Missed LocalUp Advanced 2015? Forgot to take notes, or just want to relive the action? You can now 
purchase the bundle of 13 videos in order to get all the knowledge our speakers shared about local SEO in. Dive deep and learn how to wrangle content, get reviews, overcome technical mobile challenges, and so much more from top industry leaders.

Moz and
Local U are offering a super-special $99 deal for everyone—an unbeatable value for anyone looking to level-up their local SEO skills.

Buy the LocalUp Advanced Video Bundle


Get a preview of what you’ll learn and hear what attendees had to say about how much they enjoyed it:

LocalUp Advanced 2015 Video Sales Promo


In addition to the videos, you also get the slide decks. Follow along and go back as you start implementing these tips into your strategy and work. You can watch these videos and download them to any device you use: desktop, laptop, tablet, and mobile.


Watch the following great talks and more:

Getting Local Keyword Research and On-page Optimization Right with Mary Bowling
Local keyword data is often difficult to find, analyze, and prioritize. Get tips, tools, and processes for zeroing in on the best terms to target when optimizing your website and directory listings, and learn how and why to structure your website around them.

Exposing the Non-Obvious Elements of Local Businesses That Dominate on the Web with Rand Fishkin
In some categories and geographies, a local small business wholly dominates the rankings and visibility across channels. What are the secrets to this success, and how can small businesses with remarkable products/services showcase their traits best online? In this presentation, Rand digs deep into examples and highlight the recurring elements that help the best of the best stand out.

Rand Fishkin


Local Content + Scale + Creativity = Awesome with Mike Ramsey
If you are wondering who is crushing it with local content and how you can scale such efforts, then tune in as Mike Ramsey walks through ideas, examples, and lessons he has learned along the way.

Mike Ramsey


Don’t Just Show Up, Stand Out with Dana DiTomaso
Learn how to destroy your competitors by bringing personality to your marketing. Confront the challenges of making HIPPOs comfortable with unique voice, keep brand standards while injecting some fun, and stay in the forefront of your audience’s mind.

Dana DiTomaso


Playing to Your Local Strengths with David Mihm
Historically, local search has been one of the most level playing fields on the web with smaller, nimbler businesses having an advantage as larger enterprises struggled to adapt and keep up. Today, companies of both sizes can benefit from tactics that the other simply can’t leverage. David shares some of the most valuable tactics that scale—and don’t scale—in a presentation packed with actionable takeaways, no matter what size business you work with.

David Mihm

Wondering if it’s truly “advanced?”

79 percent of attendees found the information perfectly advanced

Seventy-nine percent of attendees found the LocalUp Advanced presentations to be at just the right level.

Buy the LocalUp Advanced Video Bundle

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

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Local Centroids are Now Individual Users: How Can We Optimize for Their Searches?

Posted by MiriamEllis

“Google is getting better at detecting location at a more granular level—even on the desktop.
The user is the new centroid.” – 
David Mihm

The history of the centroid

The above quote succinctly summarizes the current state of affairs for local business owners and their customers. The concept of a centroid—
a central point of relevance—is almost as old as local search. In 2008, people like Mike Blumenthal and Google Maps Manager Carter Maslan were sharing statistics like this:

“…research indicates that up to 80% of the variation in rank can be explained by distance from the centroid on certain searches.”

At that time, businesses located near town hall or a similar central hub appeared to be experiencing a ranking advantage.

Fast forward to 2013, and Mike weighed in again with 
an updated definition of “industry centroids”

“If you read their (Google’s) patents, they actually deal with the center of the industries … as defining the center of the search. So if all the lawyers are on the corner of Main and State, that typically defines the center of the search, rather than the center of the city… it isn’t even the centroid of the city that matters. It matters that you are near where the other people in your industry are.”

In other words, Google’s perception of a centralized location for auto dealerships could be completely different than that for medical practices, and that
neither might be located anywhere near the city center.

While the concepts of city and industry centroids may still play a part in some searches,
local search results in 2015 clearly indicate Google’s shift toward deeming the physical location of the desktop or mobile user a powerful factor in determining relevance. The relationship between where your customer is when he performs a search and where your business is physically located has never been more important.

Moreover, in this new, user-centric environment, Google has moved beyond simply detecting cities to detecting neighborhoods and even streets. What this means for local business owners is that
your hyperlocal information has become a powerful component of your business data. This post will teach you how to better serve your most local customers.

Seeing the centroid in action

If you do business in a small town with few competitors, ranking for your product/service + city terms is likely to cover most of your bases. The user-as-centroid phenomenon is most applicable in mid-to-large sized towns and cities with reasonable competition. I’ll be using two districts in San Francisco—Bernal Heights and North Beach—in these illustrations and we’ll be going on a hunt for pizza.

On a desktop, searching for “pizza north beach san francisco” or setting my location to this neighborhood and city while searching for the product, Google will show me something like this:

Performing this same search, but with “bernal heights” substituted, Google shows me pizzerias in a completely different part of the city:

local result bernal heights pizza san francisco

And, when I move over to my mobile device, Google narrows the initial results down to
just three enviable players in each district. These simple illustrations demonstrate Google’s increasing sensitivity to serving me nearby businesses offering what I want.

The physical address of your business is the most important factor in serving the user as centroid. This isn’t something you can control, but there are things you
can do to market your business as being highly relevant to your hyperlocal geography.

Specialized content for the user-centroid

We’ll break this down into four common business models to help get you thinking about planning content that serves your most local customers.

1. Single-location business

Make the shift toward viewing your business not just as “Tony’s Pizza in San Francisco”, but as “Tony’s Pizza
in North Beach, San Francisco”. Consider:

  • Improving core pages of your website or creating new pages to include references to the proud part you play in the neighborhood scene. Talk about the history of your area and where you fit into that.
  • Interview locals and ask them to share their memories about the neighborhood and what they like about living there.
  • Showcase your participation in local events.
  • Plan an event, contest or special for customers in your district.
  • Take pictures, label them with hyperlocal terms, post them on your site and share them socially.
  • Blog about local happenings that are relevant to you and your customers, such as a street market where you buy the tomatoes that top your pizzas or a local award you’ve won.
  • Depending on your industry, there will be opportunities for hyperlocal content specific to your business. For example, a restaurant can make sure its menu is in crawlable text and can name some favorite dishes after the neighborhood—The Bernal Heights Special. Meanwhile, a spa in North Beach can create a hyperlocal name for a service—The North Beach Organic Spa Package. Not only does this show district pride, but customers may mention these products and services by name in their reviews, reinforcing your local connection.

2. Multi-location business within a single city

All that applies to the single location applies to you, too, but you’ve got to find a way to scale building out content for each neighborhood.

  • If your resources are strong, build a local landing page for each of your locations, including basic optimization for the neighborhood name. Meanwhile, create blog categories for each neighborhood and rotate your efforts on a week by week basis. First week, blog about neighborhood A, next week, find something interesting to write about concerning neighborhood B. Over time, you’ll have developed a nice body of content proving your involvement in each district.
  • If you’re short on resources, you’ll still want to build out a basic landing page for each of your stores in your city and make the very best effort you can to showcase your neighborhood pride on these pages.

3. Multiple businesses, multiple cities

Again, scaling this is going to be key and how much you can do will depend upon your resources.

  • The minimum requirement will be a landing page on the site for each physical location, with basic optimization for your neighborhood terms.
  • Beyond this, you’ll be making a decision about how much hyperlocal content you can add to the site/blog for each district, or whether time can be utilized more effectively via off-site social outreach. If you’ve got lots of neighborhoods to cover in lots of different cities, designating a social representative for each store and giving him the keys to your profiles (after a training session in company policies) may make the most sense.

4. Service area businesses (SABs)

Very often, service area businesses are left out in the cold with various local developments, but in my own limited testing, Google is applying at least some hyperlocal care to these business models. I can search for a neighborhood plumber, just as I would a pizza:

local results plumber bernal heights san francisco

To be painstakingly honest, plumbers are going to have to be pretty ingenious to come up with a ton of engaging industry/neighborhood content and may be confined mainly to creating some decent service area landing pages that share a bit about their work in various neighborhoods. Other business models, like contractors, home staging firms and caterers should find it quite easy to talk about district architecture, curb appeal and events on a hyperlocal front.

While your SAB is still unlikely to beat out a competitor with a physical location in a given neighborhood, you still have a chance to associate your business with that area of your town with well-planned content.


Need creative inspiration for the writing projects ahead?
Don’t miss this awesome wildcard search tip Mary Bowling shared at LocalUp. Add an underscore or asterisk to your search terms and just look at the good stuff Google will suggest to you:

wildcard search content ideas

Does Tony’s patio make his business one of
Bernal Heights’ dog-friendly restaurants or does his rooftop view make his restaurant the most picturesque lunch spot in the district? If so, he’s got two new topics to write about, either on his basic landing pages or his blog.

Hop over to 
Whitespark’s favorite takeaways from Mike Ramsey’s LocalUp presentation, too.

Citations and reviews with the user centroid in mind

Here are the basics about citations, broken into the same four business models:

1. Single-location business

You get just one citation on each platform, unless you have multiple departments or practitioners. That means one Google+ Local page, one Yelp profile, one Best of the Web listing. etc. You do not get one citation for your city and another for your neighborhood. Very simple.

2. Multi-location business within a single city

As with the single location business, you are entitled to just one set of citations per physical location. That means one Google+ Local listing for your North Beach pizza place and another for your restaurant in Bernal Heights.

A regular FAQ here in the Moz Q&A Forum relates to how Google will differentiate between two businesses located in the same city. Here are some tips:

  • Google no longer supports the use of modifiers in the business name field, so you can no longer be Tony’s Pizza – Bernal Heights, unless your restaurant is actually named this. You can only be Tony’s Pizza.
  • Facebook’s policies are different than Google’s. To my understanding, Facebook won’t permit you to build more than one Facebook Place for the identical brand name. Thus, to comply with their guidelines, you must differentiate by using those neighborhood names or other modifiers. Given that this same rule applies to all of your competitors, this should not be seen as a danger to your NAP consistency, because apparently, no multi-location business creating Facebook Places will have 100% consistent NAP. The playing field is, then, even.
  • The correct place to differentiate your businesses on all other platforms is in the address field. Google will understand that one of your branches is on A St. and the other is on B St. and will choose which one they feel is most relevant to the user.
  • Google is not a fan of call centers. Unless it’s absolutely impossible to do so, use a unique local phone number for each physical location to prevent mix-ups on Google’s part, and use this number consistently across all web-based mentions of the business.
  • Though you can’t put your neighborhood name in the title, you can definitely include it in the business description field most citation platforms provide.
  • Link your citations to their respective local landing pages on your website, not to your homepage.

3. Multiple businesses, multiple cities

Everything in business model #2 applies to you as well. You are allowed one set of citations for each of your physical locations, and while you can’t modify your Google+ Local business name, you can mention your neighborhood in the description. Promote each location equally in all you do and then rely on Google to separate your locations for various users based on your addresses and phone numbers.

4. SABs

You are exactly like business model #1 when it comes to citations, with the exception of needing to abide by Google’s rules about hiding your address if you don’t serve customers at your place of business. Don’t build out additional citations for neighborhoods you serve, other cities you serve or various service offerings. Just create one citation set. You should be fine mentioning some neighborhoods in your citation descriptions, but don’t go overboard on this.

When it comes to review management, you’ll be managing unique sets of reviews for each of your physical locations. One method for preventing business owner burnout is to manage each location in rotation. One week, tend to owner responses for Business A. Do Business B the following week. In week three, ask for some reviews for Business A and do the same for B in week four. Vary the tasks and take your time unless faced with a sudden reputation crisis.

You can take some additional steps to “hyperlocalize” your review profiles:

  • Write about your neighborhood in the business description on your profile.
  • You can’t compel random customers to mention your neighborhood, but you can certainly do so from time to time when your write responses. “We’ve just installed the first soda fountain Bernal Heights has seen since 1959. Come have a cool drink on us this summer.”
  • Offer a neighborhood special to people who bring in a piece of mail with their address on it. Prepare a little handout for all-comers, highlighting a couple of review profiles where you’d love to hear how they liked the Bernal Heights special. Or, gather email addresses if possible and follow up via email shortly after the time of service.
  • If your business model is one that permits you to name your goods or service packages, don’t forget the tip mentioned earlier about thinking hyperlocal when brainstorming names. Pretty cool if you can get your customers talking about how your “North Beach Artichoke Pizza” is the best pie in town!

Investigate your social-hyperlocal opportunties

I still consider website-based content publication to be more than half the battle in ranking locally, but sometimes, real-time social outreach can accomplish things static articles or scheduled blog posts can’t. The amount of effort you invest in social outreach should be based on your resources and an assessment of how naturally your industry lends itself to socialization. Fire insurance salesmen are going to find it harder to light up their neighborhood community than yoga studios will. Consider your options:

Remember that you are investigating each opportunity to see how it stacks up not just to promoting your location in your city, but in your neighborhood.

Who are the people in your neighborhood?

Remember that Sesame Street jingle? It hails from a time when urban dwellers strongly identified with a certain district of hometown. People were “from the neighborhood.” If my grandfather was a Mission District fella, maybe yours was from Chinatown. Now, we’re shifting in fascinating directions. Even as we’ve settled into telecommuting to jobs in distant states or countries, Amazon is offering one hour home delivery to our neighbors in Manhattan. Doctors are making house calls again! Any day now, I’m expecting a milkman to start making his rounds around here. Commerce has stretched to span the globe and now it’s zooming in to meet the needs of the family next door.

If the big guys are setting their sights on near-instant services within your community, take note.
You live in that community. You talk, face-to-face, with your neighbors every day and know the flavor of the local scene better than any remote competitor can right now.

Now is the time to reinvigorate that old neighborhood pride in the way you’re visualizing your business, marketing it and personally communicating to customers that you’re right there for them.

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Reblogged 2 years ago from tracking.feedpress.it