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The Ultimate Guide to Marketing Jobs

If someone were to ask you, “Do you know what marketing is?” you’d probably say yes, right? But when asked to define marketing, you might struggle. That’s okay — I would, too.

Marketing is a seemingly simple concept on the surface, but it becomes more complex as you break it down. What do marketers do every day? How has technology expanded the marketing field? How do you land a marketing role, and how do you excel within one? Can you switch between marketing fields?

Let me be the first to tell you that marketing is fun. Marketing a company is essentially grabbing a bullhorn and saying, “Hey! We love this company, and here’s why you should, too!” Marketing is also an incredibly dynamic, diverse field that offers positions for people of all strengths. Whether you’re equipped with creative ability or analytical prowess, marketing’s got a spot for you.

In this article, we’ll break down what marketers do, how you can get into the marketing field, and the different marketing jobs that are available in today’s economy. By the end, you’ll be able to map out your budding marketing career and pinpoint your goals. Let’s get started!

According to the dictionary, marketing is “the process or technique of promoting, selling, and distributing a product or service.” But the job involves much, much more than that.

The day-to-day activities of a marketer depend on what they’re marketing, whom they’re targeting, and what platforms they use to promote products or services. There are too many marketing roles and functions to provide a single definition applicable to everyone in this field.

Before we dive into the various positions you can find within a marketing department, let’s discuss tools and education necessary to become a marketer.

What You Need to Be a Marketer

There’s not a single, definitive path to any job field. Marketing is comprised of people with all kinds of backgrounds — journalism, psychology, and more. I’ve mapped out a career path as it’s the most straightforward way to jump into a marketing job. Later in this article, I’ll dive into how to get a marketing job.

Education

If you’re serious about a long-term marketing career primed for growth and variety, a bachelor’s degree is the way to go. Four-year programs teach you the skills and competencies needed to join and excel in the competitive, fast-paced landscape that is the marketing world, including public speaking, creative problem-solving, logistics, sales, and analytics.

The following degree programs can lead to a career in marketing:

Marketing
Management
Business
Economics
Psychology
Communications
Public Relations
Journalism

Nowadays, it doesn’t matter as much what you major in as it does where you go to school or what you get involved in. Organizations like the American Marketing Association, National Association of Sales Professionals, or Pi Sigma Epsilon (a co-ed marketing fraternity) can help you get connected outside the classroom and off-campus.

Some marketers choose to extend (or return to) their schooling by pursuing a Master of Business Administration (MBA) or graduate degree in marketing. Both programs offer in-depth studies of marketing, but they differ in education specifics and structure. MBA programs focus on the humanity of business, such as people management, organizational behavior, and leadership. Graduate marketing programs study consumer behavior, changes in the domestic and international marketplace, and growing digital trends.

These programs can be combined, of course, but their cost and completion time can be an issue for most students. While we can’t tell you if graduate school is the right choice for you, we can encourage you to research your options for career success. Here’s a great quiz by The Princeton Review to help you better understand if an MBA or master’s program is for you.

Internships and Co-ops

While a degree (or three) may not be in the cards for you, an internship or co-op most certainly should. There’s no better education than real-life experience, and internships allow you to learn on the go while you’re still learning in the classroom.

Marketing internships are valuable because they help you determine what kind of marketing you want to do. Do you like the creative side of marketing, or do you like working with numbers and analytics? Does promoting a single product excite you, or would you prefer to work on overall brand awareness? Marketing departments are made up of lots of moving parts, and internships and co-ops help you determine exactly which projects and promotions you’d like to join.

Lastly, internships are valuable currency in today’s job market. Think about it: Thousands of students graduate each year and enter the workforce. That’s not even considering how many workers are changing their minds and careers to pursuing marketing jobs. With some real-life experience under your belt, you automatically become a highly desirable candidate to employers. Some internships can lead to full-time jobs, too!

Many educational institutions offer internships through their business or communications departments, so if you’re still in college, start there. Universities worldwide hold valuable relationships with local businesses that will hire students while still in school.

If going through your college or university isn’t an option, sites like WayUp and Internships.com can help you find open positions. Idealist is an internship site that focuses on non-profit roles, and Global Experiences helps you find international opportunities. And, of course, you can always find open internships through LinkedIn, Glassdoor, and Indeed.

Skills and Aptitudes

Surgeons possess incredible patience and stability, psychologists are fantastic listeners, and chefs have an excellent memory. Like any other professional role, great marketers tend to carry a particular set of skills. These can be skills you’re born with or skills you develop and fine-tune through schooling and real-life practice.

Either way, the following skills and aptitudes are typically required to excel in any marketing role:

Creativity. Whether you’re writing a business plan or a campaign brief, being able to creatively spell out your vision is a must in the marketing field. In today’s world, grabbing consumers’ attention isn’t very easy. Marketers have to constantly think up new ways to attract their audience and entice them to make a purchase — great marketers are creative.
Problem-solving. Imagine the conundrum marketers faced when DVR was released and commercials became futile. What about the overwhelming switch to mobile versus desktop? These trends in the marketplace forever changed the way businesses sold to us, and marketers were on the front lines of those shifts, huddling and figuring out to how to solve new problems that came their way. Great marketers are problem-solvers.
Passion for numbers. Even the most right-brained marketers have a passion for numbers and ROI. How else do companies know that their promotional efforts are working? Whether they’re tracking retweets, click-throughs, or video views, marketers live and breathe metrics. Great marketers are analytical so they can prove the value of their work.
Curiosity. The marketing landscape is ever-changing, and opportunities arise every day for businesses to promote their products in new and exciting ways. But marketers wouldn’t be able to seize these opportunities if they don’t continually ask, “What if?” Great marketers stay curious and are lifelong learners.

Now that you know what’s recommended (if not required) to thrive in a marketing role, let’s take a look at the job market for marketers. How many people are looking for marketing jobs, and what companies are looking for them? Is there room for growth and innovation?

The Marketing Job Market

According to Monster, there were over 200,000 marketing jobs in the United States in 2012. The same study projected that, by 2022, that number would increase by 12% — to 224,000.

But the marketing job market is increasing faster than anyone expected. The Bureau of Labor Statistics found that in 2016, almost 250,000 marketing jobs existed. That’s 10% more jobs than were expected — and eight years sooner.

The marketing profession is growing faster than the average for all other occupations, and it likely won’t stop anytime soon. Marketing and promotional campaigns are essential to every company, regardless of industry, as organizations seek to grow and maintain their market share.

That’s why marketing jobs are available at all kinds of organizations — large firms, startups, small businesses, and non-profits. But there are cities that have more opportunities than others, mostly due to size and population. This article from USA Today compiles a list of the top 10 cities for marketing jobs based on open listings and salary trends.

Do some companies offer better marketing jobs than others? No, not really. But there are some companies that excel at different types of marketing and offer opportunities for different kinds of employees.

Here are a few collections of top companies for marketers, based on a variety of factors:

10 companies hiring marketers right now (Forbes)
10 companies that pay marketers really well (Forbes)
10 companies that are defining innovation in marketing (Fast Company)
15 companies deemed the best places for UK marketers to work (Marketing Week)
25 of the best companies for content marketers (IZEA)
15 agencies that excel in social media marketing (The Manifest)
5 companies revolutionizing marketing analytics (Forbes)
7 companies hiring remote marketers (FlexJobs)

Today’s job market is thriving, and there’s more opportunity than ever to dip your toe into the proverbial marketing waters. But what are these specific opportunities, you ask? Below we’ll break down the various marketing jobs and marketing career paths available.

Marketing Jobs and Careers

Any given marketing department is made up of a variety of positions, projects, and goals. The difference between these roles can be minute or major — it all depends on what medium they’re working with, what they’re promoting, and who they’re promoting to.

Digital Marketing

Digital marketing refers to marketing through digital channels like search engines, websites, email, and mobile apps. In the last 30 years, the rise of the internet, smartphones, and big data has completely changed the way companies market and promote their products and services … and, in turn, created many new marketing careers.

Search Engine Optimization (SEO) / Search Engine Marketing (SEM) Specialist

Search engine optimization refers to organically optimizing web content to be indexed by search engines and easily found by your audience. Search engine marketing is paying for advertising space on said search engines. SEO, SEM, and their ever-changing trends have become such an influential part of online marketing that people are specializing in it — and companies are hiring for it, too.

The responsibilities of an SEO specialist include improving the ranking of a website on a search engine results page (SERP), conducting keyword research, making technical SEO recommendations and designing the site architecture, and analyzing and applying metrics on website and keyword performance. The responsibilities of an SEM specialist include leveraging search engines like Google and Bing to increase website visits, conversions, and revenue through paid advertisements.

The skills and qualifications required of both SEO and SEM specialists include experience interpreting and applying analytics, the ability to manage and allocate a marketing budget, the ability to read and apply website and search analytics, proficiency in Google AdWords and Google Analytics, and knowledge of search engine trends and news.

SEO specialists make between $31,000 and $64,000, with the median salary being $43,500. SEM specialists make between $34,000 and $65,000 with the median salary being $46,000.

Email Marketer

Email as a marketing medium may seem more traditional, but its effect is far from dead. Email marketing utilizes a single channel to reach current and potential customers through creatively-written emails and digital promotions.

The responsibilities of an email marketer include creating emails that recipients not only open but also engage with, increasing revenue and sales through digital marketing, growing and segmenting email lists, and reading and analyzing data to optimize promotions and open rates.

The skills and qualifications required of email marketers include proficiency in email marketing and tracking programs, excellent creative communication and design skills, HTML, and data analysis and interpretation.

Email marketers make between $39,000 and $70,000, with the median salary being $50,500.

Growth Marketer

Growth marketing (or hacking) is a relatively new term and refers to marketing that targets the entire funnel — not just the top few tiers. Growth marketing takes into account the fact that retention is a major factor of growth and therefore prioritizes both customer success and customer acquisition.

Growth marketers work with a variety of media and teams, including but not limited to SEO and SEM, social media, PR, and email. Because of this, the responsibilities of growth marketers can range from A/B testing to conversion funnel optimization to content creation and user experience design.

The skills and qualifications required of growth marketers include innovative and creative mindsets, quantitative and qualitative problem-solving skills, knowledge of a variety of digital marketing systems, and experience interpreting and applying data.

Growth marketers make between $41,000 and $140,000, with the median salary being $80,000.

Content Marketing

Content marketing, since it’s mainly executed online, could be considered a segment of digital marketing. But the career path has become so impactful that we believe it deserves its own section. In fact, according to LinkedIn, content marketing managers are one of the five fastest-growing jobs in 2018. Content marketing is paving its own way in the marketing world.

Content Marketer

Content like blogs, ebooks, white papers, and guides are critical components of a solid inbound marketing strategy, and content marketers are the people who create them. Content marketing refers to marketing via long-form content, websites, blogs, and even audio and video content.

The responsibilities of a content marketer include strategizing and executing content creation and delivery, tracking metrics that influence content strategy, and managing a team of writers, designers, and strategists.

The skills and qualifications required of a content marketer include strong writing and editing skills, proficiency with content creation and management tools, project management, and experience in online audience growth.

Content marketers make between $44,000 and $92,000, with the median salary being $64,000.

Graphic Designer

Graphic design is a subset of content marketing that focuses more on the visual appeal of web and print content. Graphic designers typically work on website design, ad designs, and any graphics or images used in marketing or promotions.

The responsibilities of a graphic designer include creating any visuals used in marketing materials or campaigns, both print and digital. Some graphic designers work on corporate identity and establish how a company will visually communicate its overall message and brand.

The skills and qualifications required of graphic designers include proficiency in graphic design programs like Photoshop, Illustrator, and InDesign, knowledge of design elements, excellent verbal and visual communication skills, and experience creating visual art for marketing purposes.

Graphic designers make between $31,000 and $61,000, with the median salary being $42,500.

Social Media Marketer

Social media marketing is another new marketing avenue that’s paved the way for its own specialists and experts. Social media marketing is leveraging social platforms like Facebook, Twitter, and Instagram to promote a company and its products and services as well as connect with its audience in new and authentic ways.

The responsibilities of social media marketers include managing a company’s social presence, monitoring online conversation, organizing customer service through social media, creating content for social channels, and staying up-to-date on social media trends and news.

The skills and qualifications required of a social media marketer include excellent verbal and digital communication skills, a creative and innovative approach to digital marketing, proficiency in all social channels, and experience in public relations or public brand management.

Social media marketers make between $33,000 and $78,000, with the median salary being $50,000.

Conversion Rate Optimization (CRO) Specialist

The main goal of content marketing is to use content to educate, interest, and convert readers into customers. But content can’t always do that on its own. That’s where CRO specialists come into play.

CRO specialists focus on optimizing websites, user flows, and content offers to drive the most conversions — whether a conversion means making a sale, securing a lead, or getting a subscriber. The responsibilities of a CRO marketer include auditing content to measure effectiveness and ROI, influencing content creation to ensure impact, measuring how visitors and readers interact with your content, and using this data to optimize for improved performance.

The skills and qualifications required of CRO specialists include experience auditing and creating digital content, ability to A/B test and measure content impact, and proficiency in online content platforms and analysis tools.

CRO specialists make between $32,000 and $130,000, with the median salary being $64,000.

Product Marketing

Product marketing is all about setting the tone for how, where, when, and why a company’s products and services are promoted. Product marketers are typically assigned to one product or product line and act as chief advocate and strategist for that product.

The responsibilities of a product marketer include determining overall messaging and positioning of the product, mapping the buyer’s journey to purchase the product, and collaborating with the product creators, designers, and other marketers.

The skills and qualifications required of product marketers include excellent verbal and written communication skills, collaborative working style, prior experience strategizing and analyzing marketing campaigns, and competitive intelligence skills.

Product marketers make between $55,000 and $120,000, with the median salary being $86,000.

Brand Marketing

In today’s economy, a company’s brand plays a major role in how consumers shop. In fact, 59% of shoppers would rather buy from brands they know, and 21% have purchased products solely because they like the brand itself. This budding consumer behavior has paved the way for roles in brand management and public relations.

The responsibilities of a public relations (PR) manager or brand marketer include creating and maintaining a company’s public image, working with other teams to ensure content and messaging is consistent, and crafting campaigns to promote and boost brand awareness.

The skills and qualifications required of a PR manager or brand marketer include excellent written and verbal communication skills, experience with brand and crisis management, proficiency with email and social media marketing, and ability to manage projects and people.

PR managers make between $40,000 and $97,000 with the median salary being $65,000. Brand marketers make between $48,000 and $110,000 with the median salary being $70,000.

Event Marketing

Company-run events are a popular way to interact with and entertain potential customers and clients. Events bring together your community, delight your customers, and put a friendly face to a brand name. In a study of marketing budget trends, almost 20% of respondents planned to increase their event budgets in the following year, citing events as majorly effective for B2B marketers. For this reason, companies need event marketers.

The responsibilities of an event marketer/manager include organizing and promoting events, creating messaging, designing and organizing marketing campaigns, connecting with audience members, and managing a team of marketers.]

The skills and qualifications required of event marketers/managers include excellent digital and written communication skills, willingness to work under pressure and on deadlines, and high-level negotiation and organizational skills.

Event marketers make between $35,000 and $72,000 with the median salary being $50,000.

Marketing Analysis

In the marketing world, numbers are king. No other factor has the power to shift campaigns, change budgets, hire and fire employees, and draw investors. That’s why the role of a data scientist is the fastest growing job in the United States.

Marketing analysis is a unique role. While most companies hire internal analysts, third-party consultants and agencies also exist to help businesses interpret and apply data findings. Regardless of whom they work for, data scientists — specifically marketing analysts — read and interpret digital data to help businesses and marketing departments make better business decisions.

The responsibilities of a marketing analyst include using data to influence campaign impact, allocate funds, determine how to design and optimize a website, set the prices of products and services and much, much more. Analysts also identify new opportunities and initiatives as well as develop metrics, benchmarks, and standards for future performance.

The skills and qualifications required of a marketing analyst include data analysis and management, fluency with programs like Microsoft Excel, SPSS Statistics, and SAS, and knowledge and experience with trends in big data.

Marketing analysts make between $39,000 and $76,000, with the median salary being $53,000.

Clearly, there’s no deficit of marketing jobs. But that doesn’t mean it’s not a highly competitive field. With ever-changing trends and ever-changing consumers, marketers must be at the top of their game when applying to and thriving within their roles. Next, we’ll dive into how to find, apply for, and get a marketing job in your chosen field.

How to Get a Marketing Job

Getting a marketing job might be complicated, but it’s not impossible. There are a few things you can do to ensure you’re applying for the right jobs and promoting the best version of yourself in the process.

Figure Out What Type of Role You Want

Before opening a job application, you must figure out what type of marketing job you want. As we explained above, there are plenty of marketing jobs available — and we hardly scratched the surface.

Do yourself (and your potential employers) a favor and perform some self-analysis before deciding which jobs to pursue. Review the jobs we’ve described above and research others that spark your interest. Take a look at how marketing impacts your day-to-day life and see which components intrigue you.

Do you find yourself gravitating towards the creative parts of marketing, or are you excited by the analytical side? Both play an important role in marketing, but the jobs for each will differ.

Make a list of what you’d like to do in your role. If I were building a list of “wants,” I’d say:

I like writing and telling stories
I like research
I like working with analytics only to help me create better content
I like working with a team

Determining what kind of marketing jobs interest you will give you much more clarity in your job search and will help you decipher which specific roles best match your interests and skills.

Find Jobs Matching Your Interests

There are a few ways to go about finding marketing jobs. First, throw your search query in Google. If you’ve decided you’d like to design marketing materials for a company, search “marketing design jobs” or “graphic design marketing jobs” and see what comes up.

Second, check out job board sites like Indeed, Glassdoor, and SimplyHired. These sites aggregate available jobs and make it easy to set filters for salary, location, company size, and more. They also include suggested jobs in the search results so you can easily discover related roles.

Lastly, check out available jobs on company websites. If you’ve discovered a few companies for which you’d love to work, go to their websites directly and see what kind of roles they have listed.

Also, some roles might have different names at different companies and might not come up in common search results on job boards. For example, a “blogger” at one company might be referred to as a “content creator” at another.

Review Job Descriptions

Once you’ve found a few open jobs to which you’d like to apply, take a close look at the job descriptions. This is when you’ll compare your list of “likes” from earlier to the terms in the job descriptions.

From my list above, I’d look for words like “writing,” “editing,” “content creation,” “research,” and more. This process will help you find the best-fit roles, which will, in turn, increase the likelihood of securing an interview — and the job.

Market Yourself

Outside of a job application, cover letter, and interview, there are other ways to boost your chances as an applicant. As a marketing candidate, you must be able to market yourself. In fact, your “marketability” speaks volumes to companies and managers, sometimes more so than your application material.

As you search for and apply to jobs, make sure your digital presence is spotless. Review your LinkedIn, Twitter, and other social channels and ensure they all promote the same message and self-image. Google your own name and make sure all results reflect positively on you.

Also, depending on what role(s) you’re pursuing, consider creating a portfolio or sample of your marketing chops. If you’d like to find a position in social media, create some sample posts to include in your application. If you’re pursuing a public relations role, build a contingency plan to discuss in your interview. These steps will help you stand out from the crowd of marketing applicants and will skyrocket your chances of landing the job.

Marketing Job Resources

You don’t have to pursue a marketing job on your own. Looking for some resources to help you better understand specific marketing components or brush up on your skills? Check out the tools and materials below. Bonus: Some of these certifications can make you a more desirable marketing candidate, too!

Courses and Communities

HubSpot’s free inbound marketing course and certification
Hootsuite’s free social media training and paid certification course
Google’s free Analytics Academy
Udemy’s SEO training course by Moz

ThinkGrowth.org on Medium
GrowthHub
GrowthHackers

For a carefully curated list of marketing books, check out our recent blog post.

Over to You

Marketing is an asset that’s in every company’s toolbelt. For that reason, the career path isn’t going away anytime soon… but it is becoming a more competitive and complex industry.

Between the influx of digital trends and the variety of available roles, you can no longer simply apply to be a “marketer.” To score a marketing job, you must define which specific positions you’d like, acquire the necessary skills and qualifications, and strategically pursue the role.

Thankfully, marketing remains one of the most dynamic and diverse fields. Whether you’re equipped with creative ability or analytical prowess, there’s a job for you.

Brand management

Read more: blog.hubspot.com

Multi-Channel Retailing and the Buyer’s Journey: Opportunities and Challenges

Multi-Channel Retailing

Most online sellers begin their journey from one sales channel, setting up shop through a website or marketplace.

Buyers, on the other hand, have many touchpoints and paths to purchase, so it becomes necessary for retailers to branch out.

Multi-channel retailing is the practice of selling merchandise on more than one sales channel.

It’s all about moving beyond your website and exploring channels such as marketplaces, social media, and comparison shopping engines.

Consumers Are Shopping in More Locations Than Ever

Shoppers have many sites to choose from, online and offline.

A report by BigCommerce confirms that buyers across several age groups are shopping from multiple sales channels.

According to the survey of American shoppers:

74% shopped at large retailers.
54% shopped at ecommerce marketplaces.
44% shopped at web stores.
36% shopped at category-specific online retailers.

Channel loyalty has become a thing of the past.

Let’s take Amazon Prime Day, for example.

Most people would assume that only Amazon sellers would benefit from the traffic boost, given that the sales event is intended for Prime members.

But according to a study by BazaarVoice, 76% of Prime Day shoppers plan to visit other channels before purchasing from Amazon.

Even Amazon shoppers compare pricing and reviews on various sites. They are looking at:

Walmart (46%)
Consumer electronics websites (45%)
Target (40%)
Home improvement websites (39%)
Brand websites (39%).

Multi-channel retailers that implement an effective diversification strategy will not only maximize reach but also sales opportunity.

Want more insights like this?

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Advantages of Multi-Channel Retailing

Multi-channel retailing helps ensure you reach your audience wherever they are on their buyer’s journey, as well as their device preferences.

With mobile devices handy, there’s no limit to where shoppers can discover and purchase items.

1. Target consumers at different stages of the buyer’s journey.

Multi-Channel Retailing channel buyers journey

Unless hit by a strong urgency, most shoppers who see your product for the first time are not ready to buy.

Most people like to browse, read reviews, and compare pricing.

In the age of free shipping, 2-day shipping, and ship-to-store options, consumers can afford to wait.

This is why understanding the buyer’s journey and adopting a multi-channel strategy can give you an edge over the competition.

On the top of the funnel, consumers might discover your product through social media, perhaps through an influencer they follow on Instagram or an image on Pinterest.

Affiliate marketing and educational content that answers user queries can also drive new visitors to your shop.

Other shoppers might not be searching for a specific product, but they are looking for content to help them solve a problem, such as how to clean a carpet stain or what to wear for a certain occasion.

Great SEO on your site, blog or product descriptions will help shoppers in the consideration stage.

Consumers with an intent to purchase will likely go directly to marketplaces or comparison shopping engines.

In fact, more than half of buyers start their product search on Amazon over Google.

These platforms offer not only traffic but also a trust factor through peer reviews.

2. Leverage the power of marketplaces and search engines.

Amazon, Walmart, eBay, and even Google are all competing for ecommerce market share, and retailers are smack in the middle. A single-channel seller might suffer if one company overpowers the other, but multi-channel sellers tend to have more freedom and flexibility.

Multi-Channel Retailing customer insights

The most important feature to look out for is artificial intelligence.

These tech giants are all working on creating personalized shopping experiences, helping consumers find the right product at the right time.

From marketplace algorithms to better search results, multi-channel retailing lets you harness this technology, allowing your products to be found.

The trust factor is also another reason to consider marketplaces and comparison shopping engines.

Fake reviews aside, most shoppers go to these sites due to their reputation and the availability of product ratings and peer reviews.

In fact, 65% of consumers surveyed by DigitalCommerce360 said that they felt comfortable purchasing from third-party sellers they never heard of before on marketplaces.

Disadvantages of Multi-Channel Retailing

While the opportunities for multi-channel sellers are plenty, there are also risks and challenges. Sellers too eager to jump on the multi-channel bandwagon could spread themselves too thin.

Brands must first do their research, do a cost–benefit analysis, and establish an infrastructure to support the multi-channel growth.

1. Selling on the wrong channels.

While diversification is key to reaching a larger audience, launching on an irrelevant channel can do more damage than good.

A spray and pray tactic will not work, as you risk promoting products to the wrong community, audience or industry.

If you’re selling computer parts, for instance, Newegg would be a better choice than Jet.

Before selling on these sites, you’ll need to make sure you’re targeting the right market, otherwise, you would just waste resources and manpower.

Aside from the listing fees, your team will have to deal with varying category trees, rules and policies, and backend platforms that could change from time to time. Not to mention, it takes time to write, publish, optimize and reprice listings for each of these channels.

On top of this, the channel may already be crowded with competitors.

A good way to minimize this risk is to carefully evaluate each marketplace and experiment until you find a niche for your business.

2. An infrastructure required to maintain multi-channel retailing.

Once you start selling on two or more platforms, you might start experiencing growth pains.

Listing on channels, maintaining inventory, processing orders, and providing customer service can all take a toll on your business if you do not have good processes and foundations in place.

There are two ways to fix this: scale your team or use automation tools to support your growth.

Without doing one or the other, you risk creating a backlog of orders, tasks, and refunds that could really hurt your brand and marketplace score.

Types of Sales Channels

Consumers today have become multi-channel shoppers, and retailers today must understand each channel type to determine its value.

Some channels work better for different stages of the buyer’s journey.

1. Social media channels.

Social media is a great way for people to discover new products and stores.

Influencers share their experiences every day and sponsored posts could drive traffic, if not sales.

Instagram and Pinterest allow you to tag products for purchase, and this trend only growing.

Even if you are a reseller or distributor of branded merchandise, you’ll want to invest in social media to engage and build relationships with your audience.

2. Your website and shopping cart.

A web store is an essential channel for all kinds of retailers, primarily because it lets you customize and personalize the shopping experience.

With a website, you can create educational content to solve user queries and attract new visitors.

You can also take advantage of email marketing for lead nurturing and brand advocacy.

3. Comparison shopping engines.

Price and convenience are the two most influential factors in purchasing decisions.

Multi-Channel Retailing shopper influences

Comparison shopping engines such as Google Shopping, Shopzilla, and PriceGrabber give fast pricing information to shoppers at their disposal.

As a seller, you can bid on traffic as part of your paid advertising strategy.

4. Marketplaces.

Marketplaces are best for buyers in the consideration and decision stages where shoppers have the intent to purchase and tend to already have a brand or product in mind.

There are three kinds of marketplaces: vertical, horizontal, and global ones, each with varying category and assortment levels.

Understanding Multi-Channel Inventory Management

Multi-Channel Retailing inventory management

Inventory management is easy if you sell on one or two channels. But when you scale the platforms you sell on, inventory tracking and forecasting become incredibly difficult.

When orders come in from disparate sources, real-time inventory syncing becomes necessary to achieve good fulfillment performance.

Multi-Channel Retailing-inventory-management

Poor scores and bad ratings can eventually lead to account suspension.

Things get further complicated when you add more partners into the mix.

As a multi-channel seller, you’ve probably explored new suppliers to increase product lines.

Similarly, fulfillment options such as Amazon FBA, drop shipping, and third-party logistics (3PLs) help accelerate growth.

The challenge is how to develop an infrastructure that can support this growth while also maintaining profit.

Managing stock through spreadsheets and outdated tracking systems will likely lead to overselling, understocking, and backorders, all of which lead to a negative customer experience.

On the other hand, overstocking and piling up dead inventory will tie up your cash flow, severely limiting your options.

This is where multi-channel inventory software comes in.

These programs are designed to connect with various channels and partners through API or EDI, so you can have real-time stock levels across your channels, warehouses, and fulfillment providers.

Multi-Channel Product Information Management

Multi-Channel Retailing PIM

As you expand to additional channels, the product information you use to market effectively in one channel will likely need to be altered and optimized for another channel.

Tracking this information and copy and pasting it from a Google Doc or Spreadsheet in manual, and can create errors.

Many brands use a Product Information Management system (PIM) as a single source of product information truth across channels.

Many of these systems can also help you to optimize your listings, as well as automate updates.

Whether you are listing to marketplaces like Amazon and eBay, or needing to launching international channels – or all of it, a PIM is how some of the world’s largest brand stay organized.

Steal Skullcandy’s Game-Changing Move

A 15% increase in checkout conversions in the first 6 months convinced the Skullcandy CIO that the move from Salesforce Cloud Commerce to BigCommerce was more than worth it. 

Of course, that wasn’t the only number that convinced him. 

Read their success story

Executive Summary

Social media, comparison shopping engines, marketplaces, and your website all target different stages of the buyer’s journey. By having a presence on all these channels, you’ll achieve maximum reach.

Do this effectively, and you’ll get shoppers to keep coming back for more.

Multi-channel retailing is a necessary strategy for growth, and it comes with its own challenges and opportunities.

It, too, is part of the seller’s journey – venturing out beyond your first sales channel – and going where the buyers are.

Want more insights like this?

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5 Ways to Make Automated Hotel Emails Feel Personal

There is no doubt that automating your hotel’s email marketing efforts can create remarkable productivity, allowing you to scale your efforts without losing accuracy. But, you don’t want your automated messages to feel automated. To build personal, one-to-one relationships with your guests, you need your marketing to feel personal.

Email marketing automation technology can be an outstanding tool for establishing these valuable relationships with your guests. But, as your marketing outreach scales up, you need to remember the following email marketing best practices to avoid losing that essential personal touch.

1. Sender Personalization

Some hotels are sending messages from “[email protected]” or “[email protected]” for email marketing automation purposes. Some are also signing messages with “Best respects, Hotel Name.”

In other words, the personalized factor is missing. Since personalized emails are more effective, you should be sending out messages from a real person–one who stands for the values of your hotel, as well as the appropriate message you’re trying to convey.

For example, an email asking a guest to leave feedback could come from the General Manager of the hotel. An email advertising a spa special could come from a favorite masseuse. Or, an email asking a guest about pillow preferences could come from the housekeeping manager. It’s all about conveying a sense of the personal touch in your communications.

2. Gather Detailed Information about Guests

It’s really hard to contact your guests as individuals if you don’t know anything about them. The very first thing to do is gather fundamental contact information (name, telephone number, and email). To get guests more comfortable with sharing this information, be transparent about what it is you intend to offer them.

3. Effective Engagement Measurement

Engagement measures how effective your content is, and whether it’s really connecting with your guests or not. If an email does poorly, try tweaking a few things next time. Consider matching the offer to the segment of your audience that you send to. You can also shorten your subject line, or the body of your email. Change your call-to-action. All of these things can affect engagement with your hotel’s marketing emails.

4. Audience Segmentation

Speaking of segmenting your audience, get this: It’s critical. Not every guest is the same. You need to cater to diverse types of guests, as every guest has distinctive needs to address. Sending one blast email won’t create a personal relationship with each guest. For example, if you are marketing internationally, segmenting according to geographic location is essential. A message written in the wrong language or an event invitation sent to the wrong continent will be totally ineffective.

5. Divide Customers into Buckets

At its core, personalization means connecting with a human voice. But when it comes to email marketing, this is a bit of a paradox, as the purpose of automation is to communicate with guests at scale. Every guest is a bit unique, but you can create a few categories to make your communications feel more personal. For example, items like age group, marital/familial status, and location are all good places to begin. But, you can get deeper. Look into interests like sports team affiliations, especially if you have a professional or popular college team in your hotel’s location. Find things like these that your guests have in common, and then build out a complete hypothetical prospect who is demographically like your guests. The more detailed, the better.

Want to learn more? CLICK HERE to watch our on-demand webinar, 5 Email Campaigns Your Hotel Should Be Running.

The post 5 Ways to Make Automated Hotel Emails Feel Personal appeared first on Revinate.

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Video Benchmark Report Projects B2B Video Content to Double Within 12 Months

New report from Vidyard shows 83% year-over-year increase in video production and growing use of video analytics within B2B marketing organizations

KITCHENER, Ontario – June 7, 2018 – Vidyard, the leading video platform for business, has released its second annual Video in Business Benchmark Report revealing the latest trends in video production, publishing, viewing and tracking by B2B marketing organizations. Analyzing first-party data from more than 250,000 videos published on the Vidyard platform in 2017, the report reveals exponential growth in the average number of videos being produced, a significant shift towards short-form video content, and increased ROI from the usage of video analytics to track and measure content performance.

Key findings from the 2018 report include:

The creation of video in business is exploding: Businesses have published 377 total videos on average and are adding 33 new videos per month (up 83% over previous year); video libraries are expected to double in size within 12 monthsIt’s faster to convey your message in video: 75% of all videos published were under 2 minutes in length, compared to only 56% in the previous yearDesktop is still king for video engagement: 89% of business video views happened on desktop computers, consistent year-over-yearWhen it comes to video, it’s not the size of your business that matters: Smaller businesses are publishing as much, if not more, video content than larger counterpartsVideo usage on non-traditional channels on the rise: There has been an increase in the use of video on distribution channels such as email marketing, landing pages and sales teamsThe use of video analytics is becoming more prevalent: Those using intermediate or advanced analytics and viewer engagement data to measure performance were 2x as likely to report that returns on their video investments are improving

“B2B buyers are wired to process visual information and remember stories, making video an ideal medium with which to engage them,” according to the October 2017 Forrester report, A Blueprint For Successful B2B Video Marketing. “As the amount of video web traffic continues to increase rapidly, B2B marketers must use video to differentiate their message, engage Millennial buyers, and explain complex ideas more simply.”

Video Production Benchmarks

Businesses are accelerating the number of videos they produce to support their marketing and sales programs. On average, businesses analyzed in the report now publish 33 new videos every month, up 83% from last year’s average of 18 per month. With an average of 377 total videos in their libraries, this trend would suggest that video libraries will double in size within the next 12 months.

While more videos are being created, the average length of those videos continues to decline to meet the changing expectations of today’s buyers. The average length of all videos published was roughly 9 minutes, but 75% of those videos were less than 2 minutes in length. This compares to an average of more than 11 minutes in the previous year with only 56% of those videos being less than 2 minutes. Video length also plays a big role in audience retention. Videos that are less than 90 seconds saw an average retention rate of 59%, compared to videos that were over 30 minutes which saw an average retention of only 14%.

Video Publishing Trends

Video is clearly no longer just for “big brands” either. For the first time, smaller businesses – particularly those in high-tech markets – are now producing as much, if not more, video content than their larger counterparts. This trend is being fuelled by the adoption of in-house video production practices and a greater focus on low-cost educational video content to support later stages of the buyer’s journey.

There has also been a significant jump in the use of video on non-traditional distribution channels suggesting that video is being used to support a wider range of marketing programs. 60% report using video on landing pages compared to just 49% in the previous year, while the number of businesses using video in email marketing jumped from 36% to 46%. Video use in sales conversations has also experienced a marked increase from 25% to 37%, suggesting that visual content is being used more frequently throughout the entire buying journey.

Video Viewing and Analytics Tracking

While consumption of consumer-based video content continues to rise on mobile devices, business-related videos are still predominantly consumed on desktop computers. In this year’s report, 89% of all viewing sessions occurred on desktops with only 11% on mobile devices, fairly consistent year-over-year. With a growing number of videos being produced to educate buyers and demonstrate products, it’s no surprise that the desktop is still king for video engagement in the business world. The most popular times for viewing these videos also remained consistent with Tuesday and Wednesday mornings between 7:00-11:00am PST being the most popular viewing times.

The use of video analytics to track video performance and audience engagement is becoming more prevalent, with 36% of businesses reporting the use of intermediate or advanced video analytics and only 13% reporting no use of video analytics of any kind. Those using advanced analytics and viewer engagement data were 2-times as likely to report that returns on their video investments are improving.

“As businesses expand their use of video across marketing and sales, it’s important to have relatable benchmarks to help them evaluate their success and identify opportunities,” says Michael Litt, CEO and Co-founder of Vidyard. “Brands are no longer asking if video is a worthwhile investment but how to leverage it in a scalable and strategic manner that helps them achieve their business goals. We hope this report helps them better understand the trends and benchmarks we’re seeing across more than 600 businesses leveraging the Vidyard platform.”

The 2018 Video in Business Benchmark Report was created and produced by Vidyard. Report findings are based on anonymized first-party video publishing data collected from the Vidyard video platform from more than 600 businesses and over 250,000 videos in a 12 month period ending November 30, 2017. It also includes anonymized viewership and engagement data from all video streams during that period. The results have also been compared to consistent data sets from the previous year’s benchmark report to offer insight into year-over-year trends in B2B video marketing.

More Information:

Download the full FREE report: https://www.vidyard.com/business-video-benchmarks/Blog Post: http://www.vidyard.com/6-video-benchmarks-you-need-to-see/Webinar – What You Need to Know: https://www.vidyard.com/resources/2018-video-in-business-benchmarks-what-you-need-to-know/

About Vidyard Vidyard is the video platform for business that helps organizations drive more revenue through the use of online video. Going beyond video hosting and management, Vidyard helps businesses drive greater engagement in their video content, track the viewing activities of each individual viewer, and turn those views into action. Global leaders such as Honeywell, LinkedIn, Citibank and Sharp rely on Vidyard to power their video content strategies and turn viewers into customers.

Media Contact: Sandy Pell, Senior Manager, Corporate Communications at Vidyard [email protected]

2018 Benchmark Report Infographic by Vidyard

2018 Benchmark Report Infographic by Vidyard

The post Video Benchmark Report Projects B2B Video Content to Double Within 12 Months appeared first on Vidyard.

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This Hotel Drove $135,960 with a Single Email Campaign

The 2015 edition of the TripAdvisor TripBarometer report asked hoteliers, “How important do you think each of the following is for your business?” The results? Eighty percent of hoteliers agree that increasing repeat business is ‘very important’ to the future of their hotels, and 77% of hoteliers want to increase direct bookings.

But, guest expectations are changing and the hospitality environment is becoming increasingly competitive. According to recent studies, email marketing is one of the most effective ways to reach guests. But, how do hotels differentiate themselves when nearly 82% of consumer inboxes are promotional or transactional in nature? How can hotels break through the noise?

To differentiate themselves, hotels need a way to reach guests with targeted marketing promotions based on their personal preferences, to drive items like room upgrades, spa bookings, or future stays. With a unified platform for managing every aspect of guest relations, hoteliers could enhance the guest experience before, during, and after the hotel stay, resulting in happier guests and increased revenue.

An additional problem? Hotel email marketing success has traditionally been difficult to quantify. Metrics like open and click rates were (and still are) used to measure the success or failure of campaigns. But, these metrics don’t provide a direct tie to revenue. Hotel marketers need to figure out which campaigns are actually driving revenue for the hotel and which are less successful money-makers, in order to prove value and quantify the impact of their email marketing efforts.

Fortunately, the technology exists to provide direct revenue attribution to each email campaign. Makena Beach & Golf Resort in Maui is a Revinate Marketing™ customer. The email below was sent to its database of past guests.

The result? Engagement, direct bookings, and directly attributable revenue. This campaign earned:

31.8% open rate
54 reservations
$135,960 in directly attributable revenue

Digital marketing

Of course, this success story isn’t just about the revenue generated. It’s about the direct attribution, which allows the hotel to tie revenue directly to specific campaigns. In email marketing, learning what works and what doesn’t is half the battle, and it’s clear from the revenue generated that this campaign worked. Makena Beach & Golf Resort is running a highly successful email marketing program, and they have the revenue data to prove it.

Are you attending HITEC 2016? CLICK HERE to set up a meeting with the Revinate team to learn more about the latest developments in hotel marketing and online reputation.

The post This Hotel Drove $135,960 with a Single Email Campaign appeared first on Revinate.

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3 Proven Digital Marketing Strategies for Small Hotels in 2018

The golden age of hotel digital marketing presents a huge advantage for big brand hotels. They have become their own publishers and agencies, creating hyper-targeted digital marketing campaigns.

Strategies like these leave smaller hotels feeling like they can’t keep up. So how can smaller brands capture the attention of prospective guests?

Check out these three proven digital marketing strategies your small hotel will want to focus on in 2018.

 

1. Inbound Marketing Strategies

Small hotels must operate transparently and communicate openly with inbound marketing. This represents a shift to strategic decision-making based on guests’ needs and preferences.

With inbound marketing, the emphasis is on earning, not buying, your guests’ attention. Do this by actively engaging on social media and producing fresh content such as blogs and videos. This combination creates a solid foundation for sales and marketing efficiency and growth.

Research has found that inbound marketing has a 75% likelihood of being the marketing approach of choice across all company types.

Companies are also 3X as likely to see a higher ROI on inbound marketing campaigns than on outbound. Inbound leverages the most prevalent consumer-driven approaches of the digital age and they are more cost-efficient than many traditional outbound strategies (PR, print, radio, TV advertising, etc.).

Struggling to come up with content that’s right for your hotel? Think about what your property has to offer. Don’t be afraid to take inspiration from other industries.

For example, check out Good Eggs, a web-based farmer’s market in the San Francisco Bay Area. Their Instagram account is full of ideas hotels can borrow. In the post below, Good Eggs provides timely value by giving followers an idea for DIY holiday gifts.

goodeggs instagram post

The value they get in return? The ingredients for the recipe are all available to purchase through the Good Eggs website.

goodeggs website screenshot

So how can hotels put this sort of inbound marketing strategy into action? Again, think about what your property has to offer and think about your goals.

Typical goals might be to attract the attention of new potential guests and encourage past guests to book again. In this case, producing items like guides on things to do in your area may be the right strategy for you.

For example, the L’Auberge de Sedona generated engagement from past and prospective guests with a Facebook post. They talked about a beautiful hike near their property. Building engagement with your brand is only the first step.

L'Auberge de Sedona facebook post

 

2. Marketing Automation

Next, engage with past guests on a one-to-one level to encourage them to book directly with you again and again. How? With an all-in-one marketing automation solution.

The biggest benefit is the ability to access in-depth marketing analytics on a single platform. The right solution gathers data from all your hotel systems to create a single customer view. You can use this data to build more effective, targeted email marketing campaigns.

How much more effective are they? According to the DMC National Client Email report, targeted email marketing campaigns produce 30% more opens and 50% higher click-through rates than undifferentiated messages.

What might this marketing strategy look like for a hotel?

First, think about sending automated email interactions to guests during the stay cycle.

Are you sending transactional emails that get higher open rates than promotional emails? What are you sending your guests pre-stay? During their stay? Post-stay?

Think about the ways you can leverage data to create a personalized guest experience.

 

3. Think Mobile

We live in a mobile-driven world. What does this mean for hotels?

It means that a hotel’s marketing team needs to put mobile first when it comes to email marketing and web design. Responsive web design (RWD) takes a mobile-first approach to ensure web content properly scales on devices of varying sizes. By creating a consistent display, RWD helps to prevent frustrating users.

Unfortunately, a surprising number of small businesses are late to the RWD party. Only a little more than half of small businesses have a responsive website. This can mean up to 90% fewer visits to your hotel’s site.

 

Want to leverage your advantage as an independent hotel? Watch this video to learn more about how Hotel Emma used Revinate Marketing™ to take their guest experience to the next level.

The post 3 Proven Digital Marketing Strategies for Small Hotels in 2018 appeared first on Revinate.

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How to Respond to Negative Hotel Reviews

In 2012, TripAdvisor and PhoCusWright reported a series of statistics that emphasize the importance of responding to online reviews. Most notably, the survey of 2,800 respondents showed that:

84% of users agree that an appropriate management response to a bad review “improves my impression of the hotel.”
64% of users agree that an aggressive/defensive management response to a bad review “makes me less likely to book that hotel.”

The message is clear that not only do hoteliers need to respond to negative reviews, but doing so in the right way is crucial. Having a bad review on TripAdvisor hurts your reputation. A proper response to a bad review can do two things for you. It can minimize the damage to your reputation by making prospective guests think more highly of you, and it can repair your relationship with unhappy reviewers.

How to Respond to Negative Hotel Reviews

In general, you want to show prospectives that your hotel reads, internalizes, and responds to reviews. You should personalize your responses to the guest review and show your brand voice. You should also research the issue before you respond so that you are aware of as many details of the guest’s stay as possible. Did the guest complain before checkout? Is there a record of his or her communications with your staff?

1. Thank the guest by name 

Even if the negative review is aggressive or hurtful, you should thank the guest for taking the time to give feedback. Take a minute and remember that all feedback is valuable. And, if you handle the situation gracefully, it can mitigate the effects of the bad review in the eyes of your prospective guests.

2. Apologize for the guest’s poor experience 

Remember, an apology is not an admission of guilt or wrongdoing. For whatever reason, this guest’s expectations were not met, which is disappointing for anybody. You should express sympathy that his or her experience fell short of expectation.

3. Highlight any changes you have made or intend to make 

This is a good opportunity to take the conversation offline to avoid further public conflict. If the situation warrants, “changes you have made or intend to make” can be as simple as inviting the guest to contact you, so you can make it right. Don’t promise any form of compensation online to avoid setting a precedent.

4. Evaluate the need for follow up procedures. 

If you have the guest’s contact information it’s a good idea to send them a personal email to express your apologies and offer compensation if appropriate. Additionally, you should ask the following questions about the review:

Did this guest experience a systemic problem that each customer could face? 

Is there an easy fix to the problem?

Is the problem unfounded or not likely to be repeated?

Or is the problem linked to something you cannot easily change, like infrastructure or design? 

Real World Example

Here’s an example of a situation where the problem is linked to something that cannot easily be changed.

Dear Patrice,

Thank you very much for your candid review of your recent stay at our hotel. Your feedback is extremely valuable to us, as we strive to improve with each and every stay. I greatly appreciate your comments about aspects of the room that need updating. It is a pleasure to announce that we will be implementing many of these upgrades to the property within the next couple of months. Our rooms will be getting new mattresses, bed skirts, window treatments, carpeting, in-room accessories, and much more! In taking great care of our charming hotel, our main priority is to be able to offer a very well-maintained and comfortable atmosphere. I hope that I can convince you to change your mind about another visit to our property. Please reach out to me directly at [email] if you would be willing to give us a chance to turn your experience around. It would be such a pleasure to personally welcome you back to our new and improved hotel!

With much appreciation,
Elanor L. | General Manager

Everything this manager says indicates both to the reviewer and any prospectives who might read the review, that she truly cares about her guests. Although she is unable to fix all the issues immediately, she takes care to highlight the aspects of the hotel that are getting an update. This is a great way to mitigate any damage to your reputation and potentially repair your relationship with an unhappy guest.

I’ve done everything I can, and the guest is still upset. What now?

When a guest goes online and writes a bad review, even after you’ve done everything you can, the next objective is damage control. You need to show any potential guests who see the review that you’ve done everything possible to resolve the issue. In the following example, this manager has clearly done everything he can in terms of following up with the issue. Sometimes there’s only so much you can do.

Dear James,

Thank you again for bringing this issue to our attention. The safety and security of our guests is always our top priority. As discussed in our previous conversations, our team has done everything possible—in cooperation with the Cincinnati Police Department—to investigate your claim. I am so sorry that we have not been able to resolve this. Please feel free to reach out to me directly at [email] if you have additional information to share. 

Kind regards,
Jim L | General Manager

When should I respond to negative hotel reviews?

Once you’ve researched the details of the guest’s stay, you should respond to negative hotel reviews ASAP. Responding as quickly as possible is one more step you can take to repair your relationship with your unhappy guest. It will also minimize the number of prospective guests that see the review online without your response. We recommend that you respond to 100% of negative reviews within 24 hours.

It’s also helpful to have a customer relationship management system that aggregates all your online reviews onto one platform and alerts you when you get a one- or two-star review online. This way, you know right away when a guest gives you negative feedback online and can respond promptly.

Want to learn more about review responses? CLICK HERE to access our free article, Responding to Online Reviews: A Guide for Hoteliers

The post How to Respond to Negative Hotel Reviews appeared first on Revinate.

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The Best Subject Lines Have Curves

Jennifer Lopez has them. Kim Kardashian definitely has them. And every subject line should have them. I’m talking about curves: They’re the secret to the success of not just your favorite celebrities, but also the most effective subject lines.

You’re probably wondering how a subject line can have curves, right? The C.U.R.V.E. formula was created by Alex Williams, the Creative Director & Digital Strategy Director at Trendline Interactive, who spent years writing and testing email subject lines. It stands for Curiosity, Urgency, Relevancy, Value and Emotion.

According to Mr. Williams, a good subject line must have at least two of the five C.U.R.V.E. elements to succeed in achieving high open rates. I’ve broken it all down for you here:

Curiosity

Human beings are curious creatures by nature. When crafting a marketing email, you should use a subject line that signifies that there is something to be discovered.

Example: Here’s what happens when you vacation in Maui
Example: This is what luxury should feel like

But, exercise caution. Don’t promise something in the subject line that the email itself does not deliver. Misleading people into opening your emails will hurt your credibility and they probably won’t open your next email.

Urgency

When people feel a sense of urgency, they’re more likely to make decisions quickly. Nobody wants to feel like they’ve missed out on a great opportunity or offer.

Example: Now’s your chance! Sale ends tomorrow.

Keep in mind that urgency is only effective when it’s associated with relevancy and/or value. If you’re going to offer a sale, make sure to offer more available dates than black-out dates. Otherwise, you may also damage your credibility.

Relevancy

It’s easier said than done, but the content you send out to your subscribers should be as relevant to them as possible. For example, sending a campaign with the subject line “The perfect summer family getaway awaits” to a subscriber with no children is a surefire way to get them to unsubscribe.

Instead, you want to segment your subscribers into groups based on their preferences and needs. You have endless amounts of data on your past guests stored in your PMS. Use it to your advantage. Customers at Revinate have found loads of success when segmenting their database by geography, past stay dates, and rate codes, just to name a few.

Value

The most important question you can ask yourself when crafting a subject line is, “If I were the recipient, would this be of value to me?”

If you want to build great relationships with the guests in your email database, you must always provide value and ask for very little in return.

Emotion

It’s no secret that humans make decisions based more on emotion than logic. That’s why it’s so important to trigger the right emotions in people, thus driving them to take action and open your e-mail.

One of the best ways to do that is to appeal to their senses by using words that convey sight, sound, touch, taste, and smell.

Here are some examples:

Sight – Water so blue, you have to see it with your own eyes
Sound – Fall asleep to the sounds of waves crashing. Upgrade to an ocean view.
Touch – Feel the warm sand between your toes this winter
Taste – Everything tastes better in paradise
Smell – Wake up and smell the pineapple

Keep these tips in mind the next time you write a subject line, and you’ll stay ahead of the curve!

The post The Best Subject Lines Have Curves appeared first on Revinate.

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Tips to Improve Your Mobile Content Marketing

Mobile Content Marketing

We love our smartphones and tablets. Usage of both devices has grown rapidly with people using their mobile devices more than their laptops. Given the fact that people are finding and consuming more content on tablets and smartphones, our inbound marketing tactics, specifically content marketing and search engine optimization, must support those devices seamlessly.

According to Google, if someone has a positive mobile experience when interacting with your brand, 89% of people are likely to recommend a brand. But if the experience is negative, 46% say they would not purchase from a brand again.

Seems rather harsh. But mobile users have expectations about the experience that should be delivered when viewing a web property from their mobile device.

What do you do when:

Web pages are slow to load
Website is not designed for smartphones
Navigation is difficult to use
Content is difficult to read

You probably go elsewhere to find what you are looking for.

Given that an increasing number of visitors are accessing your website from a mobile device, how do you give them a great experience so they stay, consume your content and build trust in your brand?

Content Marketing to Support Mobile Users

Implementing content marketing that effectively supports mobile can help you increase your conversions of visitors to leads. Consider implementing the following mobile content marketing tips to ensure mobile users can easily find and consume your content.

Convert your website to WordPress using a responsive theme

If you haven’t done this already, your website should be responsive. If your website is already using WordPress as a content management system, your first initiative needs to ready the hub of your online presence for mobile users. A responsive theme, as recommended by Google, turns your entire website, including your landing pages, into a mobile oasis for your marketing campaigns. Content gets formatted specifically for each device. Now your content is accessible across all devices providing a similar positive experience.

Responsive design is also a huge benefit to small businesses. A responsive website:

Eliminates the need for a separate mobile website.
Reduces your costs for development and maintenance.
Eliminates errors when updating the content because the same content is used across all devices.

There are many free and premium WordPress themes from which to choose. My theme framework recommendations based on experience are GeneratePress and SiteOrigin Vantage. Both offer many design features through the WordPress dashboard. Plus I use SiteOrigin’s Page Builder on both themes to make designing a quality experience easier.

Review your SEO to Incorporate Mobile SEO Best Practices

If you have already optimized your website for increased visibility, you should be in good shape for mobile search. Mobile SEO has best practices that ensure those using touch screens can search and find your business easily.

The basics – responsive design, short keyword phrases and getting listed on sites mobile users frequent – are still important activities for mobile SEO. The key is to be where mobile users search and that your web presence is easily accessible.

But now, mobile users are launching searches using voice search. And voice search is changing the way Google handles search queries and marketers handle SEO. You need to think about what the user intends to do when they search.

If someone searches for “change a tire”, are they looking for content on how to change a tire or are they stuck somewhere with a flat tire and needs a service to change a tire. Most likely using voice search, they will say “local service to change a tire”. Keep this in mind when writing content. Be more specific in your choice of keyword phrases and the intent of the person searching.

Ensure your email marketing service supports mobile

Those who have already opted into your email list may already be reading your eNewsletter or blog posts on their mobile device. Make sure you review your email on your mobile devices when you are testing the campaign to ensure it works as expected.

Also, investigate how your email service provide supports mobile devices and that it can be easily read whether they are on your website or reading it via email.

Given the importance of your content marketing activities, be creative on where and how you get people to opt-in to your list so you can provide them with the content they seek. Add your signup form to your Facebook Page. Use creative offers offline to encourage signups online.

Write your content for mobile first

When people speak about mobile first, it’s not to ignore those on a desktop. It’s about creating a better experience for all users, but especially those consuming your content on a smaller device.

Shorten your headlines to ensure the benefit of reading it is evident
Break your content into shorter paragraphs and use heading and subheadings throughout.
Use a larger font on your website.
Use bullets and white space so people can skim.
Proofread your content and eliminate unnecessary content.

Regardless of which platform the visitor is using to read your content, it has to offer value. Rich, informative content will keep your target reader engaged. When you have written the content that concisely answers the questions your customers want answered, then remember to structure the content for those on mobile devices.

Mobile is another marketing channel, not just a new technology

Marketing on the mobile channel can be quite complicated depending on what you are trying to accomplish. There are many strategies that can be used to reach your targeted buyer via their mobile device. If you want to implement mobile marketing, you need to develop a separate marketing plan specifically for mobile to ensure you can be effective.

But a good place to start is getting your mobile content marketing strategy implemented properly.

Write in-depth content to inform and educate your readers.
Update your website to a responsive design.
Ensure your email campaigns properly support mobile.
Confirm that your content is easily read on a smartphone.

Once this is in place, you can now define other marketing strategies to reach your mobile customer more easily. If you keep mobile support in mind whenever you consider new marketing campaigns, you will be in a better position than your competitors.

How are you incorporating mobile marketing into your overall marketing strategy?

content management system

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Can You Keep Up? The Kardashians Are Hiring an Email Marketing Manager

Pack up your Kylie Lip Kit, contour accessories and selfie stick — you now have the opportunity to keep up with the Kardashians professionally.

Kardashian Jenner Communications recently posted a job opening on LinkedIn for an email marketing manager, with a focus on beauty.

This is a full-time position in Calabasas, California, so applicants must be based out of Los Angeles. No word on whether you get to crash at one of the many mansions the brood owns, but here’s to hoping it’s with the Momager herself — aka Kris Jenner.

Before you quit your job and book a one-way flight to LA, know that the job requires at least two to three years of experience in email marketing in the beauty industry. The job posting’s skills criteria also includes leadership, e-commerce, project management and process optimization.  

And no, intimate knowledge of every single episode of “Keeping Up With the Kardashians” is not equivalent experience.

Become a Marketing Manager for the Kardashians

While working for the Kardashian/Jenner family conjures up images of LA decadence — Range Rovers, paparazzi, overpriced smoothie bowls and kombucha — keep in mind that this is a legitimate job. That means legitimate responsibilities.

The email marketing manager will be in charge of creating and managing email campaigns for the family’s signature brands. The position also requires audience analysis to best promote the products.

Here are some of the day-to-day duties:

Participate in weekly strategy meetings
Create,maintain and distribute the email marketing calendar
Manage multiple teams and coordinate their timelines
Run A/B testing on email campaigns and use results for improvement
Keep track of trends in the industry
Provide weekly, monthly and quarterly email performance reports

Ready to throw your hat in the ring? Check out the original job listing for more details and use your LinkedIn profile to apply!

Kaitlyn Blount is a staff writer at The Penny Hoarder. She’s actually never seen an episode of “Keeping Up With the Kardashians” but loves a good Kris Jenner meme.

This was originally published on The Penny Hoarder, which helps millions of readers worldwide earn and save money by sharing unique job opportunities, personal stories, freebies and more. The Inc. 5000 ranked The Penny Hoarder as the fastest-growing private media company in the U.S. in 2017.

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