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

Why did you decide to come to dotmailer?

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

Tell us a bit about your role

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

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

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

Meet Darryl Clark – the cheese and peanut butter sandwich lover

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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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

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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How to Create Boring-Industry Content that Gets Shared

Posted by ronell-smith

If you think creating content for boring industries is tough, try creating content for an expensive product that’ll be sold in a so-called boring industry. Such was the problem faced by Mike Jackson, head of sales for a large Denver-based company that was debuting a line of new high-end products for the fishing industry in 2009.

After years of pestering the executives of his traditional, non-flashy company to create a line of products that could be sold to anglers looking to buy premium items, he finally had his wish: a product so expensive only a small percentage of anglers could afford them.

(image source)

What looked like being boxed into a corner was actually part of the plan.

When asked how he could ever put his neck on the line for a product he’d find tough to sell and even tougher to market, he revealed his brilliant plan.

“I don’t need to sell one million of [these products] a year,” he said. “All I need to do is sell a few hundred thousand, which won’t be hard. And as far as marketing, that’s easy: I’m ignoring the folks who’ll buy the items. I’m targeting professional anglers, the folks the buyers are influenced by. If the pros, the influencers, talk about and use the products, people will buy them.”

Such was my first introduction to how it’s often wise to ignore who’ll buy the product in favor of marketing to those who’ll help you market and sell the product.

These influencers are a sweet spot in product marketing and they are largely ignored by many brands

Looking at content for boring industries all wrong

A few months back, I received a message in Google Plus that really piqued my interest: “What’s the best way to create content for my boring business? Just kidding. No one will read it, nor share information from a painter anyway.”

I went from being dismayed to disheartened. Dismayed because the business owner hadn’t yet found a way to connect with his prospects through meaningful content. Disheartened because he seemed to have given up trying.

You can successfully create content for boring industries. Doing so requires nothing out of the ordinary from what you’d normally do to create content for any industry. That’s the good news.

The bad news: Creating successful content for boring industries requires you think beyond content and SEO, focusing heavily on content strategy and outreach.

Successfully creating content for boring industries—or any industry, for that matter—comes down to who’ll share it and who’ll link to it, not who’ll read it, a point nicely summed up in this tweet:

So when businesses struggle with creating content for their respective industries, the culprits are typically easy to find:

  • They lack clarity on who they are creating content for (e.g., content strategy, personas)
  • There are no specific goals (e.g., traffic, links, conversions, etc.) assigned regarding the content, so measuring its effectiveness is impossible
  • They’re stuck in neutral thinking viral content is the only option, while ignoring the value of content amplification (e.g., PR/outreach)

Alone, these three elements are bad; taken together, though, they spell doom for your brand.

content does not equal amplification

If you lack clarity on who you’re creating content for, the best you can hope for is that sometimes you’ll create and share information members of your audience find useful, but you likely won’t be able to reach or engage them with the needed frequency to make content marketing successful.

Goals, or lack thereof, are the real bugaboo of content creation. The problem is even worse for boring industries, where the pressure is on to deliver a content vehicle that meets the threshold of interest to simply gain attention, much less, earn engagement.

For all the hype about viral content, it’s dismaying that so few marketers aren’t being honest on the topic: it’s typically hard to create, impossible to predict and typically has very, very little connection to conversions for most businesses.

What I’ve found is that businesses, regardless of category, struggle to create worthwhile content, leading me to believe there is no boring industry content, only content that’s boring.

“Whenever we label content as ‘boring,’ we’re really admitting we have no idea how to approach marketing something,” says Builtvisible’s Richard Baxter.

Now that we know what the impediments are to producing content for any industry, including boring industries, it’s time to tackle the solution.

Develop a link earning mindset

There are lots of article on the web regarding how to create content for boring industries, some of which have appeared on this very blog.

But, to my mind, the one issue they all suffer from is they all focus on what content should be created, not (a) what content is worthy of promotion, (b) how to identify those who could help with promotion, and (c) how to earn links from boring industry content. (Remember, much of the content that’s read is never shared; much of what’s shared is never read in its entirety; and some of the most linked-to content is neither heavily shared nor heavily read.)

This is why content creators in boring industries should scrap their notions of having the most-read and most-shared content, shifting their focus to creating content that can earn links in addition to generating traffic and social signals to the site.

After all, links and conversions are the main priorities for most businesses sharing content online, including so-called local businesses.

ranking factors survey results

(Image courtesy of the 2014 Moz Local Search Ranking Factors Survey)

If you’re ready to create link-earning, traffic-generating content for your boring-industry business follow the tips from the fictitious example of RZ’s Auto Repair, a Dallas, Texas, automobile shop.

With the Dallas-Forth Worth market being large and competitive, RZ’s has narrowed their speciality to storm repair, mainly hail damage, which is huge in the area. Even with the narrowed focus, however, they still have stiff competition from the major players in the vertical, including MAACO.

What the brand does have in its favor, however, is a solid website and a strong freelance copywriter to help produce content.

Remember, those three problems we mentioned above—lack of goals, lack of clarity and lack of focus on amplification—we’ll now put them to good use to drive our main objectives of traffic, links and conversions.

Setting the right goals

For RZ, this is easy: He needs sales, business (e.g., qualified leads and conversions), but he knows he must be patient since using paid media is not in the cards.

Therefore, he sits down with his partner, and they come up with what seems like the top five workable, important goals:

  1. Increased traffic on the website – He’s noticed that when traffic increases, so does his business.
  2. More phone calls – If they get a customer on the phone, the chances of closing the sale are around 75%.
  3. One blog per week on the site – The more often he blogs, the more web traffic, visits and phone calls increase.
  4. Links from some of the businesses in the area – He’s no dummy. He knows the importance of links, which are that much better when they come from a large company that could send him business.
  5. Develop relationships with small and midsize non-competing businesses in the area for cross promotions, events and the like.

Know the audience

marketing group discussing personas

(image source)

Too many businesses create cute blogs that might generate traffic but do nothing for sales. RZ isn’t falling for this trap. He’s all about identifying the audience who’s likely to do business with him.

Luckily, his secretary is a meticulous record keeper, allowing him to build a reasonable profile of his target persona based on past clients.

  • 21-35 years old
  • Drives a truck that’s less than fours years old
  • Has an income of $45,000-$59,000
  • Employed by a corporation with greater than 500 employees
  • Active on social media, especially Facebook and Twitter
  • Consumes most of their information online
  • Typically referred by a friend or a co-worker

This information will prove invaluable as he goes about creating content. Most important, these nuggets create a clearer picture of how he should go about looking for people and/or businesses to amplify his content.

PR and outreach: Your amplification engines

Armed with his goals and the knowledge of his audience, RZ can now focus on outreach for amplification, thinking along the lines of…

  • Who/what influences his core audience?
  • What could he offer them by way of content to earn their help?
  • What content would they find valuable enough to share and link to?
  • What challenges do they face that he could help them with?
  • How could his brand set itself apart from any other business looking for help from these potential outreach partners?

Putting it all together

Being the savvy businessperson he is, RZ pulls his small staff together and they put their thinking caps on.

Late spring through early fall is prime hail storm season in Dallas. The season accounts for 80 percent of his yearly business. (The other 20% is fender benders.) Also, they realize, many of the storms happen in the late afternoon/early evening, when people are on their way home from work and are stuck in traffic, or when they duck into the grocery store or hit the gym after work.

What’s more, says one of the staffers, often a huge group of clients will come at once, owing to having been parked in the same lot when a storm hits.

Eureka!

lightbulb

(image source)

That’s when RZ bolts out of his chair with the idea that could put his business on the map: Let’s create content for businesses getting a high volume of after-work traffic—sit-down restaurants, gyms, grocery stores, etc.

The businesses would be offering something of value to their customers, who’ll learn about precautions to take in the event of a hail storm, and RZ would have willing amplifiers for his content.

Content is only as boring as your outlook

First—and this is a fatal mistake too many content creators make—RZ visits the handful of local businesses he’d like to partner with. The key here, however, is he smartly makes them aware that he’s done his homework and is eager to help their patrons while making them aware of his service.

This is an integral part of outreach: there must be a clear benefit to the would-be benefactor.

After RZ learns that several of the businesses are amenable to sharing his business’s helpful information, he takes the next step and asks what form the content should take. For now, all he can get them to promote is a glossy one-sheeter, “How To Protect Your Vehicle Against Extensive Hail Damage,” that the biggest gym in the area will promote via a small display at the check-in in return for a 10% coupon for customers.

Three of the five others he talked to also agreed to promote the one-sheeter, though each said they’d be willing to promote other content investments provided they added value for their customers.

The untold truth about creating content for boring industries

When business owners reach out to me about putting together a content strategy for their boring brand, I make two things clear from the start:

  1. There are no boring brands. Those two words are a cop out. No matter what industry you serve, there are hoards of people who use the products or services who are quite smitten.
  2. What they see as boring, I see as an opportunity.

In almost every case, they want to discuss some of another big content piece that’s sure to draw eyes, engagement, and that maybe even leads to a few links. Sure, I say, if you have tons of money to spend.

big content example

(Amazing piece of interactive content created by BuiltVisible)

Assuming you don’t have money to burn, and you want a plan you can replicate easily over time, try what I call the 1-2-1 approach for monthly blog content:

1: A strong piece of local content (goal: organic reach, topical relevance, local SEO)

2: Two pieces of evergreen content (goal: traffic)

1: A link-worthy asset (goal: links)

This plan is not very hard at all to pull off, provided you have your ear to the street in the local market; have done your keyword research, identifying several long-tail keywords you have the ability to rank for; and you’re willing to continue with outreach.

What it does is allow the brand to create content with enough frequency to attain significance with the search engines, while also developing the habit of sharing, promoting and amplifying content as well. For example, all of the posts would be shared on Twitter, Google Plus, and Facebook. (Don’t sleep on paid promotion via Facebook.)

Also, for the link-worthy asset, there would be outreach in advance of its creation, then amplification, and continued promotion from the company and those who’ve agreed to support the content.

Create a winning trifecta: Outreach, promotion and amplification

To RZ’s credit, he didn’t dawdle, getting right to work creating worthwhile content via the 1-2-1 method:

1: “The Worst Places in Dallas to be When a Hail Storm Hits”
2: “Can Hail Damage Cause Structural Damage to Your Car?” and “Should You Buy a Car Damaged by Hail?”
1: “Big as Hail!” contest

This contest idea came from the owner of a large local gym. RZ’s will give $500 to the local homeowner who sends in the largest piece of hail, as judged by Facebook fans, during the season. In return, the gym will promote the contest at its multiple locations, link to the content promotion page on RZ’s website, and share images of its fans holding large pieces of hail via social media.

What does the gym get in return: A catchy slogan (e.g., it’s similar to “big as hell,” popular gym parlance) to market around during the hail season.

It’s a win-win for everyone involved, especially RZ.

He gets a link, but most important he realizes how to create content to nail each one of his goals. You can do the same. All it takes is a change in mindset. Away from content creation. Toward outreach, promote and amplify.

Summary

While the story of RZ’s entirely fictional, it is based on techniques I’ve used with other small and midsize businesses. The keys, I’ve found, are to get away from thinking about your industry/brand as being boring, even if it is, and marshal the resources to find the audience who’ll benefit from from your content and, most important, identify the influencers who’ll promote and amplify it.

What are your thoughts?

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​Inbound Lead Generation: eCommerce Marketing’s Missing Link

Posted by Everett

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

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

Key differences between eCommerce and lead generation approaches to email

Different list growth strategies

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

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

Contacts vs. leads

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

My, What a Big LIST You Have!

iStock_000017047747Medium.jpg

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

The better to SPAM you with!

iStock_000016088853Medium.jpg

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

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

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

simplerelevance-email-report-frequency.png

The result?

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

The cycle looks something like this:

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

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

The real problems

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

So, what’s the answer?

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

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

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

Inbound marketing: a primer

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

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

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

Rand Fishkin

randfishkin.jpeg

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


Mike King

mikeking.jpeg

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

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


Inflow

inflow-logo.jpeg

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

From Inflow’s
Inbound Services page.


Wikipedia

wikipedia.jpeg

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

From
Inbound Marketing – Wikipedia.


Larry-Kim.jpeg

Larry Kim

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

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


Hubspot

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

Via
Hubspot, a marketing automation platform for inbound marketing.

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

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

Running your first eCommerce inbound marketing campaign

Audience personas—priority no. 1

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

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

Ready to get started?

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

inbound ecommerce checklist

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

Example inbound marketing campaign

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

AT Hiker Tommy campaign: From awareness to purchase

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

Top of the Funnel: SEO & Strategic Content Marketing

at-tommy.jpg

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

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

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

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

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

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

at-hiker-ebook.png

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

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

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

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

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

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

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

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

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

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

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

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

And this is just the start

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

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

Current state of the inbound marketing industry

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

Popular marketing automation systems

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

Silverpop – an IBMⓇ Company

silver-pop.jpeg

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

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

silverpop triggered campaigns

You can automate personalized shopping cart abandonment recovery emails:

silverpop cart abandonment recovery

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

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

HubSpot

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

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

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

magento and hubspot

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

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

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

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

hubspot menus

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

Marketo

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

marketo screenshot

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

marketo marketing automation

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

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

magento marketo integration

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

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

marketo pricing page

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

Pardot

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

The hero image on their homepage says as much.

pardot tagline

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

Eloqua / OMC

eloqua-logo.jpeg

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

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

Since when did retail marketers start calling customers clients?

eloqua integration

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

Others

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

Where there’s a gap, there’s opportunity

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

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

The thing is, a tool is just a tool

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

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

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

Automated marketing uses

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

Content marketing uses

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

Reporting uses

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

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

Email marketing platforms

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

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

A different type of campaign

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

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

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

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

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

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

Bronto

bronto.jpeg

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

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

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

Vertical Response

verticalresponse.jpeg

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

Oracle Marketing Cloud (OMC)

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

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

Listrak

listrak.jpeg

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

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

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

Key takeaways

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

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

Tools, resources, and further reading

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

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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The Danger of Crossing Algorithms: Uncovering The Cloaked Panda Update During Penguin 3.0

Posted by GlennGabe

Penguin 3.0 was one of the most anticipated algorithm updates in recent years when it rolled out on October 17, 2014. Penguin hadn’t run for over a year at that point,
and there were many webmasters sitting in Penguin limbo waiting for recovery. They had cleaned up their link profiles, disavowed what they could, and were
simply waiting for the next update or refresh. Unfortunately, Google was wrestling with the algo internally and over twelve months passed without an
update.

So when Pierre Far finally
announced Penguin 3.0 a few days later on October 21, a few things
stood out. First, this was
not a new algorithm like Gary Illyes had explained it would be at SMX East. It was a refresh and underscored
the potential problems Google was battling with Penguin (cough, negative SEO).

Second, we were not seeing the impact that we expected. The rollout seemed to begin with a heavier international focus and the overall U.S impact has been
underwhelming to say the least. There were definitely many fresh hits globally, but there were a number of websites that should have recovered but didn’t
for some reason. And many are still waiting for recovery today.

Third, the rollout would be slow and steady and could take weeks to fully complete. That’s unusual, but makes sense given the microscope Penguin 3.0 was
under. And this third point (the extended rollout) is even more important than most people think. Many webmasters are already confused when they get hit
during an acute algorithm update (for example, when an algo update rolls out on one day). But the confusion gets exponentially worse when there is an
extended rollout.

The more time that goes by between the initial launch and the impact a website experiences, the more questions pop up. Was it Penguin 3.0 or was it
something else? Since I work heavily with algorithm updates, I’ve heard similar questions many times over the past several years. And the extended Penguin
3.0 rollout is a great example of why confusion can set in. That’s my focus today.


Penguin, Pirate, and the anomaly on October 24

With the Penguin 3.0 rollout, we also had
Pirate 2 rolling out. And yes, there are
some websites that could be impacted by both. That added a layer of complexity to the situation, but nothing like what was about to hit. You see, I picked
up a very a strange anomaly on October 24. And I clearly saw serious movement on that day (starting late in the day ET).

So, if there was a third algorithm update, then that’s
three potential algo updates rolling out at the same time. More about this soon,
but it underscores the confusion that can set in when we see extended rollouts, with a mix of confirmed and unconfirmed updates.


Penguin 3.0 tremors and analysis

Since I do a lot of Penguin work, and have researched many domains impacted by Penguin in the past, I heavily studied the Penguin 3.0 rollout. I 
published a blog post based on the first ten days of the update, which included some interesting findings for sure.

And based on the extended rollout, I definitely saw Penguin tremors beyond the initial October 17 launch. For example, check out the screenshot below of a
website seeing Penguin impact on October 17, 22, and 25.

But as mentioned earlier, something else happened on October 24 that set off sirens in my office. I started to see serious movement on sites impacted by
Panda, and not Penguin. And when I say serious movement, I’m referring to major traffic gains or losses all starting on October 24. Again, these were sites heavily dealing with Panda and had
clean link profiles. Check out the trending below from October 24 for several
sites that saw impact.


A good day for a Panda victim:



A bad day for a Panda victim:



And an incredibly frustrating day for a 9/5 recovery that went south on 10/24:

I saw this enough that I tweeted heavily about it and
included a section about Panda in my Penguin 3.0 blog post. And
that’s when something wonderful happened, and it highlights the true beauty and power of the internet.

As more people saw my tweets and read my post, I started receiving messages from other webmasters explaining that
they saw the same exact thing, and on their websites dealing with Panda and not Penguin. And not only
did they tell me about, they
showed me the impact.

I received emails containing screenshots and tweets with photos from Google Analytics and Google Webmaster Tools. It was amazing to see, and it confirmed
that we had just experienced a Panda update in the middle of a multi-week Penguin rollout. Yes, read that line again. Panda during Penguin, right when the
internet world was clearly focused on Penguin 3.0.

That was a sneaky move Google… very sneaky. 🙂

So, based on what I explained earlier about webmaster confusion and algorithms, can you tell what happened next? Yes, massive confusion ensued. We had the
trifecta of algorithm updates with Penguin, Pirate, and now Panda.


Webmaster confusion and a reminder of the algo sandwich from 2012

So, we had a major algorithm update during two other major algorithm updates (Penguin and Pirate) and webmaster confusion was hitting extremely high
levels. And I don’t blame anyone for being confused. I’m neck deep in this stuff and it confused me at first.

Was the October 24 update a Penguin tremor or was this something else? Could it be Pirate? And if it was indeed Panda, it would have been great if Google told
us it was Panda! Or did they want to throw off SEOs analyzing Penguin and Pirate? Does anyone have a padded room I can crawl into?

Once I realized this was Panda, and started to communicate the update via Twitter and my blog, I had a number of people ask me a very important question:


“Glenn, would Google really roll out two or three algorithm updates so close together, or at the same time?”

Why yes, they would. Anyone remember the algorithm sandwich from April of 2012? That’s when Google rolled out Panda on April 19, then Penguin 1.0 on April 24,
followed by Panda on April 27. Yes, we had three algorithm updates all within ten days. And let’s not forget that the Penguin update on April 24, 2012 was the
first of its kind! So yes, Google can, and will, roll out multiple major algos around the same time.

Where are we headed? It’s fascinating, but not pretty


Panda is near real-time now

When Panda 4.1 rolled out on September 23, 2014, I immediately disliked the title and version number of the update. Danny Sullivan named it 4.1, so it stuck. But for
me, that was not 4.1… not even close. It was more like 4.75. You see, there have been a number of Panda tremors and updates since P4.0 on May 20,
2014.

I saw what I was calling “tremors”
nearly weekly based on having access to a large amount of Panda data (across sites, categories, and countries).
And based on what I was seeing, I reached out to John Mueller at Google to clarify the tremors. John’s response was great and confirmed what I was seeing.
He explained that there
was not a set frequency for algorithms like Panda. Google can roll out an algorithm, analyze the
SERPs, refine the algo to get the desired results, and keep pushing it out. And that’s exactly what I was seeing (again, almost weekly since Panda 4.0).


When Panda and Penguin meet in real time…

…they will have a cup of coffee and laugh at us. 🙂 So, since Panda is near-real time, the crossing of major algorithm updates is going to happen.
And we just experienced an important one on October 24 with Penguin, Pirate, and Panda. But it could (and probably will) get more chaotic than what we have now.
We are quickly approaching a time where major algorithm updates crafted in a lab will be unleashed on the web in near-real time or in actual real time.

And if organic search traffic from Google is important to you, then pay attention. We’re about to take a quick trip into the future of Google and SEO. And
after hearing what I have to say, you might just want the past back…


Google’s brilliant object-oriented approach to fighting webspam

I have presented at the past two SES conferences about Panda, Penguin, and other miscellaneous disturbances in the force. More about those “other
disturbances” soon. In my presentation, one of my slides looks like this:

Over the past several years, Google has been using a brilliant, object-oriented approach to fighting webspam and low quality content. Webspam engineers can
craft external algorithms in a lab and then inject them into the real-time algorithm whenever they want. It’s brilliant because it isolates specific
problems, while also being extremely scalable. And by the way, it should scare the heck out of anyone breaking the rules.

For example, we have Panda, Penguin, Pirate, and Above the Fold. Each was crafted to target a specific problem and can be unleashed on the web whenever
Google wants. Sure, there are undoubtedly connections between them (either directly or indirectly), but each specific algo is its own black box. Again,
it’s object-oriented.

Now, Panda is a great example of an algorithm that has matured to where Google highly trusts it. That’s why Google announced in June of 2013 that Panda
would roll out monthly, over ten days. And that’s also why it matured even more with Panda 4.0 (and why I’ve seen tremors almost weekly.)

And then we had Gary Illyes explain that Penguin was moving along the same path. At SMX East,
Gary explained that the new Penguin algorithm (which clearly didn’t roll out on October 17) would be structured in a way where subsequent updates could be rolled out more easily.
You know, like Panda.

And by the way, what if this happens to Pirate, Above the Fold, and other algorithms that Google is crafting in its Frankenstein lab? Well my friends, then
we’ll have absolute chaos and society as we know it will crumble. OK, that’s a bit dramatic, but you get my point.

We already have massive confusion now… and a glimpse into the future reveals a continual flow of major algorithms running in real-time, each that
could pummel a site to the ground. And of course, with little or no sign of which algo actually caused the destruction. I don’t know about you, but I just
broke out in hives. 🙂


Actual example of what (near) real-time updates can do

After Panda 4.0, I saw some very strange Panda movement for sites impacted by recent updates. And it underscores the power of near-real time algo updates.
As a quick example,
temporary Panda recoveries can happen if you
don’t get out of the gray area enough. And now that we are seeing Panda tremors almost weekly, you can experience potential turbulence several times per
month.

Here is a screenshot from a site that recovered from Panda, didn’t get out of the gray area and reentered the strike zone, just five days later.

Holy cow, that was fast. I hope they didn’t plan any expensive trips in the near future. This is exactly what can happen when major algorithms roam the web
in real time. One week you’re looking good and the next week you’re in the dumps. Now, at least I knew this was Panda. The webmaster could tackle more
content problems and get out of the gray area… But the ups and downs of a Panda roller coaster ride can drive a webmaster insane. It’s one of the
reasons I recommend making
significant changes when
you’ve been hit by Panda. Get as far out of the gray area as possible.


An “automatic action viewer” in Google Webmaster Tools could help (and it’s actually being discussed internally by Google)

Based on webmaster confusion, many have asked Google to create an “automatic action viewer” in Google Webmaster Tools. It would be similar to the “manual
actions viewer,” but focused on algorithms that are demoting websites in the search results (versus penalties). Yes, there is a difference by the way.

The new viewer would help webmasters better understand the types of problems that are being impacted by algorithms like Panda, Penguin, Pirate, Above the
Fold, and others. Needless to say, this would be incredibly helpful to webmasters, business owners, and SEOs.

So, will we see that viewer any time soon? Google’s John Mueller
addressed this question during the November 3 webmaster hangout (at 38:30).

John explained they are trying to figure something out, but it’s not easy. There are so many algorithms running that they don’t want to provide feedback
that is vague or misleading. But, John did say they are discussing the automatic action viewer internally. So you never know…


A quick note about Matt Cutts

As many of you know, Matt Cutts took an extended leave this past summer (through the end of October). Well, he announced on Halloween that he is
extending his leave into 2015. I won’t go crazy here talking about his decision overall, but I will
focus on how this impacts webmasters as it relates to algorithm updates and webspam.

Matt does a lot more than just announce major algo updates… He actually gets involved when collateral damage rears its ugly head. And there’s not a
faster way to rectify a flawed algo update than to have Mr. Cutts involved. So before you dismiss Matt’s extended leave as uneventful, take a look at the
trending below:

Notice the temporary drop off a cliff, then 14 days of hell, only to see that traffic return? That’s because Matt got involved. That’s the
movie blog fiasco from early 2014 that I heavily analyzed. If
Matt was not notified of the drop via Twitter, and didn’t take action, I’m not sure the movie blogs that got hit would be around today. I told Peter from
SlashFilm that his fellow movie blog owners should all pay him a bonus this year. He’s the one that pinged Matt via Twitter and got the ball rolling.

It’s just one example of how having someone with power out front can nip potential problems in the bud. Sure, the sites experienced two weeks of utter
horror, but traffic returned once Google rectified the problem. Now that Matt isn’t actively helping or engaged, who will step up and be that guy? Will it
be John Mueller, Pierre Far, or someone else? John and Pierre are greatly helpful, but will they go to bat for a niche that just got destroyed? Will they
push changes through so sites can turn around? And even at its most basic level, will they even be aware the problem exists?

These are all great questions, and I don’t want to bog down this post (it’s already incredibly long). But don’t laugh off Matt Cutts taking an extended
leave. If he’s gone for good, you might only realize how important he was to the SEO community
after he’s gone. And hopefully it’s not because
your site just tanked as collateral damage during an algorithm update. Matt might be
running a marathon or trying on new Halloween costumes. Then where will you be?


Recommendations moving forward:

So where does this leave us? How can you prepare for the approaching storm of crossing algorithms? Below, I have provided several key bullets that I think
every webmaster should consider. I recommend taking a hard look at your site
now, before major algos are running in near-real time.

  • Truly understand the weaknesses with your website. Google will continue crafting external algos that can be injected into the real-time algorithm.
    And they will go real-time at some point. Be ready by cleaning up your site now.
  • Document all changes and fluctuations the best you can. Use annotations in Google Analytics and keep a spreadsheet updated with detailed
    information.
  • Along the same lines, download your Google Webmaster Tools data monthly (at least). After helping many companies with algorithm hits, that
    information is incredibly valuable, and can help lead you down the right recovery path.
  • Use a mix of audits and focus groups to truly understand the quality of your site. I mentioned in my post about

    aggressive advertising and Panda

    that human focus groups are worth their weight in gold (for surfacing Panda-related problems). Most business owners are too close to their own content and
    websites to accurately measure quality. Bias can be a nasty problem and can quickly lead to bamboo-overflow on a website.
  • Beyond on-site analysis, make sure you tackle your link profile as well. I recommend heavily analyzing your inbound links and weeding out unnatural
    links. And use the disavow tool for links you can’t remove. The combination of enhancing the quality of your content, boosting engagement, knocking down
    usability obstacles, and cleaning up your link profile can help you achieve long-term SEO success. Don’t tackle one quarter of your SEO problems. Address
    all of them.
  • Remove barriers that inhibit change and action. You need to move fast. You need to be decisive. And you need to remove red tape that can bog down
    the cycle of getting changes implemented. Don’t water down your efforts because there are too many chefs in the kitchen. Understand the changes that need
    to be implemented, and take action. That’s how you win SEO-wise.


Summary: Are you ready for the approaching storm?

SEO is continually moving and evolving, and it’s important that webmasters adapt quickly. Over the past few years, Google’s brilliant object-oriented
approach to fighting webspam and low quality content has yielded algorithms like Panda, Penguin, Pirate, and Above the Fold. And more are on their way. My
advice is to get your situation in order now, before crossing algorithms blend a recipe of confusion that make it exponentially harder to identify, and
then fix, problems riddling your website.

Now excuse me while I try to build a flux capacitor. 🙂

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