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5 Interesting Uses of Customer Data for Ecommerce Marketing - Practical Ecommerce

Each time a customer interacts with your business, you learn a little more about him.Each time a customer interacts with your business, you learn a little more about him.

Each time a retailer interacts with a customer there is an opportunity to learn a little more about that customer and how to better serve him. There is an opportunity to market to that shopper in new or better ways that improves his shopping experience and increase store profits.

At a personal level, when you meet someone you cannot help learning something about her. At the very least, you have a name and a basic description. The more you interact with this person, the more you learn. In the context of interpersonal relationships, this is obvious. It is also true for business relationships.

As an online or multichannel retail store interacts with a shopper, there is a similar exchange of information. Each party learns something about the other. Over time, if a customer makes several purchases or interacts with the retailer in other ways, the retailer will get to know that customer.

Armed with this sort of customer knowledge, the retailer can do much a better job of marketing. What follows are five ways to use data from customers to fine-tune your marketing.

1. Discover When Your Customers Shop

The Albertsons grocery store at 2500 Blaine Street in Caldwell, Idaho is open from 6:00 a.m. to midnight. The Walmart Supercenter a couple miles away at 5108 Cleveland Boulevard is open 5 a.m. to midnight.

Stores that might otherwise be open all night are closed in Caldwell, Idaho. These retailers understand when their customers shop.Stores that might otherwise be open all night are closed in Caldwell, Idaho. These retailers understand when their customers shop.

This is worth mentioning because both chains, Albertsons and Walmart, have plenty of stores that are open 24-hours a day. So why are their stores in this town of almost 50,000 closed at night? The simple answer is that Albertsons and Walmart know when their customers shop and they have adjusted their operations to match.

If an online retailer has a loyal customer who has made three purchases and each of those purchase were made between 7:30 p.m. and 9:30 p.m. it likely makes sense to market to this customer around this time.

Perhaps this shopper comes home from work at about 5:30 p.m., makes and eats dinner, and then sits down to stream a couple of shows on Hulu whilst casually reading emails and surfing the web from an iPad.

A marketing email personalized and timed for this customer may be significantly more effective than a similar message sent out in with a lump of other emails earlier in the day.

Adjust email or other personalized marketing to arrive when a specific customer is most likely to be interested and active.

2. Find Likely Product Affinities

A multichannel retailer in the northwestern United States uses customer purchase behavior to find likely product affinities or needs.

Among the items that this retailer sells are pet supplies. When a shopper purchases a set of items in combination, the retailer assumes that the customer has or is about to have a new pet. If a shopper buys a leash, collar, dog bed, and puppy food on one order, the odds are good she has a new puppy.

Using this information, the retailer begins an automated email marketing series offering related products. A new puppy owner will receive a message recommending pet food toppers, perhaps a chicken-and-liver dog food roll; cleaning and house training supplies; chew toys; and healthcare products, like dog vitamins.

Pet food toppers are a helpful product that some new dog owners may not know about.Pet food toppers are a helpful product that some new dog owners may not know about.

Your business could do this, too. What combination of items (that you sell) indicates a lifestyle or behavior? What can you do to support that lifestyle or behavior for your customer?

3. Identify Events or Special Occasions

An online toy retailer received an order from a woman in Canada. The toys, aimed at a five-to-seven-year-old boy, were to be shipped to an address in Florida. While there could have been any number of motivations for the purchase, this retailer assumed it was a special occasion perhaps a grandsons birthday and marked the customer for follow-up.

Some 11 months later, just prior to the presumed grandsons next birthday, the retailer sent this customer an email message, offering a selection of toys.

Look for patterns of buying, like the one described here, which may indicate a special occasion or event, and market to that event.

4. Recognize Subscription Opportunities

Subscription ecommerce is becoming increasingly popular with both shoppers and merchants. For shoppers, subscriptions can make it easier to replenish consumable items or discover new products. For merchants, the subscription makes inventory easier to manage and reduces costs.

You can monitor the kinds of products that customers order and reorder over time to find possible subscription opportunities that you might not have otherwise recognized.

One retailer noticed it had several customers who regularly ordered abrasive pads for angle grinders. Although one might not think of sandpaper as a good subscription product, it is, apparently.

5. Reward Your Best Customers

The same northwestern retailer that looks for new puppy owners is also introducing a new customer reward program based on surprising its best customers. Each quarter, the retailer is identifying shoppers who spent more than $500 in the previous three months.

Those customers meeting the $500 threshold will get an email with a $10 digital gift card attached. Shoppers who spent $750 receive a $20 digital gift card, and those who spent $1,000 will get a $50 gift card.

These loyal customers should be happily surprised. Whats more, the program can be easily automated and replicated. Your online store could easily use customer data to create a similar program.

27 Sep 2016
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How CIOs can improve B2B social marketing - CIO

B2B social marketing received a significant boost earlier this month when Microsoft acquired LinkedIn for $26.2 billion. In the future, CIOs and IT professionals can play a critical marketing role within their organizations, because marketers need advocates, educators, integrators and strategic advisors to help them weave through the complexities required to effectively use social media.

Much of the business-centric marketing that occurs on social media today is rudimentary and separate from other enterprise processes, but savvy marketers lean on the strengths of CIOs to elevate their campaigns. "CIOs can be critical to that ecosystem, because they're in charge of IT, and you can't do social media marketing unless there are solid IT underpinnings, not only for content creation, but distribution, analytics, and tying things into additional systems such as CRM," says Rebecca Lieb, an industry analyst and advisor.

[Related: Microsoft's big bet on LinkedIn not just about data]

Customers are also more likely than ever to interact with companies of interest on social media, according to Raul Castanon-Martinez, senior analyst at 451 Research. "CIOs should look at social media as another channel for customer service and lead generation," he says. "CIOs play a key role in helping organizations leverage social media, because they are responsible for providing the systems and infrastructure needed."

Finding the right social selling tools

CIOs can also help research technological requirements, according to Lieb. IT pros can ensure social marketing tools align with their organizations' strategies and that they're suitable for the staff that will use them, she says. "Marketing is really fueled by technology, and somebody has to understand that technology as well as the strategy behind it, so it's a question of alignment."

[Related:B2B marketers start to see value in social media]

However, it can be a significant challenge for CIOs to coordinate B2B social marketing efforts with other business objectives, according to Castanon-Martinez. To do so, CIOs must create synergies between social tools and business systems, such as CRM, ERP and content management systems, he says. If a customer reaches out on Facebook, for example, marketers must be ready and able to respond and provide necessary responses via the same platform.

"Everything is just becoming more and more connected, and people don't want social media to live in a vacuum anymore, nor should it," Lieb says. "This is all really complicated stuff, and it's not necessarily stuff that marketing understands. You really need deep technical expertise, which doesn't just happen and remain static It's a constantly changing landscape [and] you've got to figure out how the dots connect."

4 ways tech execs can accelerate social marketing

As enterprises add more tools and tech complexity to their marketing objectives, the challenges for CIOs continue to mount. Mary Shea, a principal analyst with Forrester Research who recently authored a report on the rise of B2B social marketing, shared four tips for CIOs who want to enhance social selling efforts :

CIOs can amplify the conversation throughout the C-suite and provide specific examples of how quality social marketing programs benefit the business.CIOs can assume leadership roles by communicating best practices to roll out and support social marketing initiatives, as well as how to measure progress.CIOs should ensure that social engagement platforms effectively link back to enterprise systems of record, to provide a comprehensive view of the accounts and contacts that enable contextual outreach.CIOs should partner and collaborate with their marketing counterparts to ensure the right controls and policies are in place to effectively manage related efforts, and then make sure they're communicated throughout the company.

"This is not an easy challenge for CIOs, but providing the systems needed to align social media efforts with the rest of the organization can have a significant impact in the company's results," Castanon-Martinez says. "Organizations have developed the know-how for B2B social marketing," but they still need to figure out "how to adequately support these efforts to produce results."

24 Jun 2016
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The 15 Basic Marketing Tools You Will Want to Use - Part 2 - Huffington Post

say hy radio show

NOTE: Hear an audio version of this blog about the 15 Basic Marketing Tools on our radio show: The Marketing Checklist

I am beginning this series of blog posts with the same question which people want answered:"What are the basic marketing tools I need?"We hear it all the time with someone who is going to hire us, or is thinking of hiring us, or honestly, wants to get some nugget of something from our conversation that he can use after we part.I began to write this when I was sitting in the back of a marketing seminar. I was going to be teaching the last hour of the day, and was hearing things said from the front of the room which were hard for the average business person in the room to implement if they did not hire the person presenting. Many of these basics have made themselves known throughout the writing of my last two books: "The Marketing Checklist... 80 Simple Ways to Master Your Marketing" and the soon to be released "The Marketing Checklist 2... 49 MORE Simple Ways to Master Your Marketing."So what are the basics? In this blog, my last blog and my next three, I am going to take a look at The Basic 15, three at a time.BEFORE WE START - This is important: In order to use any of these Basic 15 Marketing Tools, you MUST have a VERY clear idea of who is your main target market and who is your secondary target markets. Failure to know your audience is going to make most of this an exercise in futility. I have written extensively on demographic targeting of your markets, so you should take a look for those blogs before you begin here.Now on to the next three: Social Media, Your YouTube Channel, and having a Follow Up System

4. Social Media as one of the Basic Marketing ToolsFor the last 8 years, this has become a catch phrase in marketing. The magic elixir. The Silver Bullet.An entire industry has popped up comprised entirely of people who will tell you what to post and do it for you. Most of them have zero background in marketing, advertising, public relations or any other method of promoting a business. But they like Facebook.You might gather that I have a different view of social media (SM). You are right. I define SM as an online method of communication separate from your website. I think that you have to treat SM like any marketing tactic, which means you have to use my same marketing rules in using SM as you do any other marketing tactic: How you use SM for your business depends on your marketing goal.Here are 5 Marketing Goals for Social Media:1. Communication with clients. Let them know what is going on with your company. You should also share links to your blog posts on your social media. We always want to bring our clients off of our social media to our website, where they are more likely to buy or at least engage with you in the buying process. Pulling the curtain back, I am hoping that you were brought to this blog post from a link I shared on my social media. I invite you to stay awhile. Look around. See how we can help your business.2. Develop new business. The rule of thumb on a PERSONAL profile is that no more than one in 5 (I think it should be no more than one in 10) of your posts should be about business. On your BUSINESS page, it is the reverse. If you look at my Hank Yuloff facebook page, it is VERY different than my Sedona Marketing Retreats page.3. Act as a trusted referral source. I love it when I see someone on SM asking for a plumber. Or a real estate agent. Or a web developer. Or anything! I jump right into my "Rolodex" and put up some names. You want to be seen as a problem solver for your friends and clients. It has taken awhile, but I get calls and emails all the time from people asking me "Who Do I Know?"4. Share business tips. - In the online world, something that helps people live an easier life is now called a 'hack.' So giving business hacks, tips which will make their business more successful is a great thing to post.5. Amuse your community. - The first word in social media is SOCIAL. Always remember that this is a social interaction. People want to be amused by what they read and this is a great use of SM. For the last 5 years, each night at 8:30 pm PST, I have posted a question on facebook called the OK LATE NIGHT FACEBOOKERS question. It's purpose is to generate conversation between me and my audience and between my audience members themselves. Check it out at #OKLNFB. What do I post about? This brings us to another SM discussion: Content!One of the biggest comments we get when it comes to SM is "I don't know what to post." This leads to some mistakes being made. Let's talk about what NOT to post. They are the Basic 5 Rules of What NOT to Post on Social Media. I originally heard this list from a good friend, Kay Wallace, owner of Tools2Connect who was a social media expert before there were social media experts. FULL DISCLOSURE: I have knowingly broken every rule but at least it was with full1. We do not want to hear about who you are having sex with. Or your preferences. Or any of it. And for goodness sake, avoid anything more than PG-13 rated photos.2. We don't care about your political aspirations. I recently had one friend post "Thanks, Hank - you just gave me my first reason NOT to vote for X." That I remember that post is reason for me to be reminded that my posts about politics (especially in a Presidential election year) are just to make ME feel better, but does not gain me any business.3. Your posts will never change anyone's religious beliefs. Your relationship with the Universe, however you define Her, is up to you. Did I just make you say "HUH?!" You see my point.4. Even if they always win, let's not talk about our favorite sports teams. This does not include your child's Little League team. Or YOUR bowling team. But when it comes to institutional, or professional sports, just know you can turn off as many people as you excite. Example: in Los Angeles there is a big rivalry between UCLA and USC. Having gone to San Diego State, I don't take part, but when the graduates take to SM and scream their loyalty, and worst, how much the other university's sports teams, in their opinion, stink, it only causes negative feelings. Which brings us to...5. We should strive to avoid NEGATIVITY at all times. If you have a beef with McDonald's beef, restrict it to the letter you send to the corporate office. Hate your cable company? Don't share it on SM. People who do business with you will wonder what you will say about them if something ever happens in your business relationship.This part of the blog was taken from a several hour presentation which Sharyn is an expert at delivering - I hope you get to hear her give it soon!youtube image5. YouTube Channel as one of the Basic Marketing ToolsIf you have a G-Mail address, you have been gifted by Google a free YouTube channel. This is a place you can store all your business videos and share them to your website, your blog, and your social media. Since YouTube has become the number 2 search engine, it makes sense to have videos talking about what you do and sharing tips. THEN you are also inviting people to do business with you.Here are some tips dealing with YouTube.1. Do not just upload your videos to the site. Keep them backed up on your hard drive. If the video disappears from YouTube and you do not have it backed up, you just lost a permanent video asset.2. When you use a video in your blog, add the written blog into the description of the video. This gives you extra exposure because the search engines see your key words which you have included in your blog.3. Make your channel look like your website. This means use similar cover art. Make all your pages, social media, website, YouTube look the same.Video is not going away any time soon. We have seen statistics which show that it will continue to gain importance in how people find you.And, in case no one has told you, I have seen how you look on video and I am VERY impressed!6 Follow Up System as one of the Basic Marketing ToolsWe have all heard the expression that the fortune is in the follow up. What is incredible to me is the number of sales people who never make a follow up contact. If you are one of the sales people who DO, you are going to love these statistics:sales statistics

Pretty amazing, huh? If you would like a hard copy of this card to hang in your office, send me an email with your MAILING ADDRESS and we will get it to you.

These statistics show how important it is to have a system. There are tons of systems available. Most are electronic, but let's say you are an old fashioned business person who wants an off line way of doing it. Here is the most simple method:

But one of those accordion style pendaflex folders like this:

Daily folder Simple Follow up System

When you meet someone and they say to call back on the 10th of the month, staple their business card to a 3x5 card, add some notes, and slide it in to the spot for the 10th of the month. On the 10th, you will pull out all the cards for that day and call them. If they put you off, or you leave a message, you drop the card into the 11th. This way you stay on top of who you have to call on.

[caption id="attachment_3828" align="alignleft" width="300"]Simple Monthly Follow Up System Simple Monthly Follow Up System[/caption]

For longer term call backs, buy a month accordion file and drop the same card into the proper month. When you get to that month, pull out the cards and drop them in to the proper day.

We also use a follow up system based on greeting cards. We meet someone, add them in to our system, and have an 8 card "drip system" which we send them over a 3 month period. It is incredibly effective and costs less than $2 including postage. That is 8 touches (remember the statistics card from above?) for about $15. If you want a preview call us or click on this link to go to Full disclosure: If you buy it, we make a 20% commission. AND there is an opportunity for YOU to make 20% when YOUR clients use this system.

Would you like help with some of these basic marketing tools? Call me at 800-705-4265 and let's get you started down the right marketing path. You can check out more of my marketing blogs at You may even want to read my book, The Marketing Checklist, which is available on Amazon. This blog was previously posted on my blog at

11 Avr 2016
Admin · 123 vistas · Escribir un comentario

Web Design Tricks That The Pros Use

You will likely feel intimidated by starting a brand new website, but see it as an exciting new venture. You are probably wondering how much designing your website will cost and where to find a designer. Read on to learn some principles of basic web design planning so that you can do things the right way from the beginning.

Read on to find some advice which will cover all of the basics.

Do not use blinking, scrolling text or other animations. Also, steer clear of sounds or music that plays automatically. All of these things are distracting to users and provide nothing of value. In addition, connection speeds vary from one site visitor to the next, and everyone does not have the same speed. Those users with slower connections will resent the slow-loading elements of your site.

Have a site map. These are useful to your clients and the search engines, as they give a detailed overview of your entire website. It can be a guide for viewers searching for a certain part of your site, and also allow you to keep track of its structure and layout.

Use images wisely. Bitmap images do not tend to fare well for internet use, and some GIFs do not work well with lots of color. Image size is important as well, as larger images may make your viewers have to wait for them to download. Choose smaller images, and use them sparingly to make your site more manageable.

Make your links obvious. Customers do not like spending time wading through your site searching for something they are interested in. Having a site map, as well as providing big, prominent links will help your viewer find what they are looking for without wasting time in a hunt. Lead them to your information.

If you want your site visitors to spend as much time as possible on your site, make text easy to read. One of the most common design mistakes is using graphic backgrounds with patterns or dark colors combine this with equally dark text and you have a recipe for disaster. Unless the text is clear and easy to read, your site will not be a success.

When designing your website, you should utilize cascading style sheets, or CSS. These style sheets can be applied to every webpage on your website, and will ensure that the user experience is consistent throughout the website. They are also effective for making quick design changes to your website due to the fact that you only need to change the style sheet as opposed to making alterations on every webpage.

Learn how to use colors to influence your readers. Every color has a certain feeling that it can induce. For example, using black backgrounds or images could bring up feelings of depression and darkness. The use of a color like yellow is associated with happiness. Take the time to read up on the psychology of colors when determining your site's color scheme.

Anyone wishing to design a great-looking site should consider spending a lot of time on the header image. This is what visitors are noticing as soon as they log on to your website, so having something that's on topic and visually appealing is a good move. Creating your own instead of using a premade header is the best way to go.

Do your best to stay consistent with your efforts when you are learning web design. You don't want to learn a couple of things then come back a couple of weeks later and try to learn something new and already have forgotten the information that you had previously learned complicating your whole web design process.

When using links on a page be sure the link uses text content. When a link uses text content, it is easy for the visitor to see and understand where they are going. If you have links that have no text content, it may be possible to click them by accident and result in a key board shortcut.

When designing a website, you want to keep the privacy of your customer's information in mind. Set up proper encryption for submitting data, and never store customer passwords and such in a text document. Make sure you set up your website properly so that your customers know that interacting and visiting with your site is safe.

While it might free up some funds to use elsewhere on your site, hosting your own website is a bad idea. Having an experienced team of experts running your server for you, including upgrading the software and dealing with hardware failure, will leave you time to focus on your site itself.

Make sure your site has a tagline. When a visitor clicks onto your site, you only have a little bit of time to hook them with your mission, purpose, and theme. A tagline should beshort and clear, and explain what your site is about so that a visitor will be intrigued and remain on your site.

Remember that some people's connections aren't as fast as yours if you post videos on your website. It might be faster than some Internet connections allow for, even though a video that is converted to 5,000 kb/s will load faster on some computers. Before it even loads, people are likely to leave the page.

It might be best to look at alternatives to Flash. Flash can slow down visitors' computers, and make them unlikely to want to stay on your site. Also, you should keep in mind that a lot of mobile Internet tools, such as smartphones and tablets, will not display Flash. By using Flash, you could be cutting yourself off from a pretty large pool of potential visitors.

Now that you have digested this great information, hopefully you have discovered something new about web design. The importance of web design has hopefully been stressed adequately in this one, even though this is just one article out of many possible ones.

You've read the advice here and are ready to put it into action, so get ready to design your site! By sketching out a design and making lists of the content you'll need and you'll have your website online in no time, start.

People think of hours of coding and creating images when they think about web design, as stated before. They don't realize that web design isn't as complicated as they believe. Using the tips from this article, anyone will see how easy web design is and use it to create their own website.
01 Dic 2015
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What You Can Do To Optimize Your Website

dallas seo

When running your business website, you also have to keep in mind SEO tactics. Search engine optimization increases the ranking that search engines such as Google, give your website when users search for words that relate to your site. Read this article to learn more about it!

Tailoring the meta tags of a website for search engine optimization is a profitable endeavor. Their content is thoroughly checked by search engines, although meta tags are not usually visible to website visitors. This is a great area to pack with the most salient keywords the website owner wants to associate with his or her site.

To expand your customer base and bring more traffic to your site, use a product feed to boost your presence online. Such feeds provide detailed information about your offerings, such as pictures, descriptions and prices. Submit them to major search shopping and engines comparison sites. Your customers can receive each feed as it arrives, by using a feed reader.

Even though you want to search engine optimize your website, write for readers first and search engine bots second. Bots don't buy goods in online stores, sign up for newsletters or inquire about your services, although Google, MSN and Yahoo etc., now have some very intelligent bots crawling the internet. Humans visits have the potential to do all of those things, so while you need to include keywords in your text for SEO, keep the page readable.

You have to fully commit yourself to search engine optimization in order to succeed. Search engine algorithms are constantly changing so tactics that were successful 6 months ago may be redundant today. SEO requires you to create a long-term plan, regularly educate yourself about new changes and make appropriate adjustments to your methods.

It's a good idea to make sure that the first block of text on any website can be used as description tag for HTML. Some web crawlers search the first few sentences of an article instead of meta tags to rank your site. If your content is of poor quality, it can hurt your page rank.

Make sure that you occasionally tweet about other products or brands, to increase your loyalty to other companies, if you have a Twitter account. In turn, you should receive positive feedback and potentially free advertisement as repayment for the service that you provided. This can lead to extra profit, especially if you promote large organizations.

Find your keywords. Search through other sites to find out what keywords will be most likely to link back to your website. Use this information to plan the keywords you will use to increase volume to your site. The better matches you have, the more likely you will be to increase visitors.

To make sure search engine trackers can read your links, avoid using java-script drop down menus. Although this type of menu is aesthetically pleasing, search engines can not use them to find the pages they link to. For search engine optimization purposes, simple text links to your pages are always best.

With the massive flood of internet marketers over recent years, search engines are now becoming more selective than ever. The search engine may refuse to pull it up if you flood your content with links or even if you post a link that doesn't blend with the context of the content. You could even be punished as a result.

Never stop trying to get more inbound links for your site. If you only make an effort to get inbound links once, you will see a momentary boost in your rankings but it won't last. Having links coming in over time gives you higher credibility and improves your standing.

Search engine crawlers recognize hidden keywords as unethical ways to boost site rankings. So caution is needed, with SEO optimization, choose ways that will really boost your ratings instead of lowering them.

Keep your site off of link farms and avoid ever linking to one from your site. The search seo services dallas engines do not like link farms and being associated with one will eventually affect your search rankings. If you find yourself being linked from one, talk to the webmaster and request that they remove you.

Create a standing page with links to the updated content if you're writing on a single topic. Often, content will be updated as time passes, especially in the case of current events. It is best to create a summary page with links to the latest information and have that page rise to the top of the Search Engine Results Page (SERP).

Search engine spiders are constantly looking for new content, and using a blog to keep material on your website fresh is a good way to attract their attention. As an added benefit, if your content is really good you can expect it to be shared. The people who chose to share your articles will come back to your site, and their friends will too.

When writing your site's title tags, you should include the keywords this makes them more appealing and visible to searchers. Your brand name, if you choose to include it in your SEO strategy, should be positioned within the first five or six words. Otherwise, it should be placed near the end of your title tag.

You can optimize your blog for search engines by using SEO-friendly URLs for each blog post. If you are using your blog to make money, most blogging services offer this option, which is a must-do. Rather than allowing the service to assign a generic URL, create your own post URL that includes keywords.

You must make sure that each web page has its own specific and unique content. In other words, do not place the same article on more than one web page. The reason for this is that when you have two or more web pages with the same content, you will also have a set of inbound links that point to several pages rather than have the entire set of links point to one page. Since search engines take into account the number of inbound links, you want to consolidate as many of those inbound links into one web page. It is significantly better to have one high ranked web page than several lower ranked web pages.

The best way to make the most of SEO is to build incoming links that are solid, write a great title and META description, be sure your internal linking structure is strong, keep your content quality level extremely high, and don't worry too much about the keyword density level. You will see your rankings in the search engines climb if you do all of these things.

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30 Nov 2015
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