Editor’s Note: This article was originally published by Web Marketing Today. Practical Ecommerce acquired Web Marketing Today in 2012. In 2016, we merged the two sites, leaving Practical Ecommerce as the successor.
This week’s collection focuses on ways to increase conversions and sales by connecting with consumers. I also present tools and tactics to make your online marketing easier.
Customer Experience Strategies
“How to Create Landing Pages That Address the Emotional Needs of Prospects” by Talia Wolf, unbounce, January 12, 2015
Using Maslow’s hierarchy of needs, a theory on what motivates us as a people, the author illustrates how companies can employ Maslow’s five principles to increase conversion rates by connecting with consumers. Examples are offered, to put the ideas into actions.
“Why Your Customers’ Social Identities Matter” by Guy Champniss, Hugh N. Wilson, and Emma K. Macdonald, Harvard Business Review, January 2015
The authors discuss consumers’ social identities and how people self-assign, change, and can be influenced to change identities. In one example, a company was able to “manufacture” social identities for its consumers that led them to perform specific behaviors.
“How Retailers Can Sell on Value Over Price” by Bob Phibbs, The Retail Doctor’s Blog, January 8, 2015
The author makes the case that businesses, especially retailers, shouldn’t discount prices but should instead emphasize the value of the product or service. Three approaches are discussed, including customer communications, product mastery, and overcoming preconceptions.
“37% of SMBs plan to spend more on internet marketing in 2015” by Myles Anderson, BrightLocal, January 7, 2015
The article presents the results from the 2014 SMB Internet Marketing Survey conducted by BrightLocal in partnership with ChamberOfCommerce.com. The results address fourteen questions that explore how Internet marketing is used by small and medium-sized businesses and their use of consultants and agencies.
“Why Your Websites and Email Newsletters Will Always Beat Facebook Pages” by Ewan Spence, Forbes, January 10, 2015
The author makes the case for putting your marketing efforts into your website and email marketing newsletters. Many of the social networks limit exposure to your posts and may continue to change the rules. By putting effort into properties you control, you can ensure what information reaches your consumers and build your online presence.
Tools and Tactics
“10 IFTTT Recipes to Make You a Better Marketer” by Amanda DiSilvestro, Search Engine Journal, January 12, 2015
A free tool, IFTTT — “if this then that” — can help you manage your social media. This article provides ten recipes (pre-set actions) that will help you reuse assets, place items into spreadsheets on Google Drive, and monitor competitors.
“Local SEO in 2015 – Look At The Big Picture” by Greg Gifford, Search Engine Land, January 5, 2015
Local search is not about a single tactic and requires a strategy to succeed. This article reminds businesses that there is a process that needs to take place that includes creating good, local content, optimizing Google My Business, and cleaning up citations.
“17 Lead Generation – Demand Generation 2015 New Year’s Resolutions” by Paul Mosenson, CustomerThink, January 3, 2015
This article has a practical list of to-dos in the areas of content marketing, search marketing, paid media, and social media. Many of his resolutions are practical habits and will help you with your engagement and streamlining your online marketing strategies.
“The Ultimate Social Media Design Blueprint 2015” by Hammad Baig, covershub, January 9, 2015
Marketers and business owners know how important imagery is and how each social platform has its own image specifications. This infographic provides the needed dimensions for images on Facebook, Twitter, LinkedIn, Google+, Pinterest, Instagram, and YouTube.
“Who Should Ask for Reviews: Business Owner or Employee?” by Phil Rozek, Local Visibility System, January 12, 2015
Reviews are important for businesses as they provide social proof to others on the quality of service or how well a product functions. Who in your business should ask customers for their reviews? This article addresses the pros and cons of having the business owner instead of an employee ask for the review.
“The Top Six Fundamentals of Using Twitter” by Bryan Kramer, Bryan Kramer, January 5, 2015
A recent Twitter poll shows that 85 percent of users say that they feel more connected to a business after they follow them — on Twitter. Six strategies are presented, including promoting your Twitter handle, creating a strong profile, learning when and how to engage with your audience, and providing good content.
“How to Provide Unique Value in Your Content – Whiteboard Friday” by Rand Fishkin, The Moz Blog, January 9, 2015
This 12-minute video explains what content with “unique value” is and how to create it. Fishkin provides examples that contain elements such as (a) presenting material in an upgraded manner, (b) unique information found nowhere else, or (c) created with a differentiated voice or style.