2013 advice from 7 world leading online marketing authorities

What will you focus on in 2013? We asked 7 online marketing authorities for their best tips. Here’s what they said.

 Brad-Geddes-1 Brad Geddes | CertifiedKnowledge.org

This has probably been overstated, but I find that most companies are still not treating mobile properly. You should have a mobile site, dedicated mobile advertising, and track conversions and phone calls separately for mobile than for desktops. In just 2012, smart phone adoption increased 55% in the US; and that adoption trend is seen globally. If you don’t have a mobile friendly strategy, you will be left behind by your competition in 2013.

 rand-fishkin-1 Rand Fishkin | SEOmoz

Understand your audience before you market to them. You need to feel empathy where they feel pain, feel a desire to help where they have a thirst for knowledge, feel intellectual curiosity when you visit the sources they read – in short, you need to be in their shoes. This won’t just help you create specific marketing campaigns; it will tell you where to market, what to say, how to say it, and even find that perfect product/market fit.

 Bryan-Eisenberg Bryan Eisenberg | Best Selling Author

Success in 2013 will be all about improving your corporate metabolism and your marketing agility. Look for every opportunity (and the tools) to increase the speed to get things done in as close to real-time as possible.

 Neil-Patel Neil Patel | CrazyEgg & KISSmetrics

Write really good content. Don’t focus on building links, or getting press or trying to game search engines. Instead focus all of your seo efforts on content marketing as that will produce a higher ROI in the long run then link building.

 Ben-Jesson-Karl-Blanks Ben Jesson & Dr Karl Blanks | Conversion Rate Experts

Even if you end up outsourcing conversion, it’s becoming increasingly important that you know the basics yourself. It’s astonishing how many marketers still don’t understand the fundamental concepts, like those we describe in our Split-testing 101 article.

 Stephen-Pavlovich Stephen Pavlovich | Conversion Factory

As conversion optimization becomes more and more competitive, we need to find new ways to out-convert the competition. At the moment, companies that have an effective strategy across desktop, mobile and social are leading the way – and they’re building a massive advantage over other companies who are just focused on desktop conversions.

 Linda-Bustos Linda Bustos | Get Elastic

My top marketing tip for 2013 is to invest in working out attribution. Just over 1/2 of marketers (according to research by Adobe) use any form of attribution, and most of them use last-click. Though it’s challenging to work out the IT issues and to determine which approach to use, the result will be a better understanding of channel contribution to the bottom line (including offline, mobile and social touch-points), which will lead to better marketing decisions.

What is your best marketing tip for 2013? Feel free to comment below.

Getting started with email remarketing campaigns

7 out of every 10 customers abandon their online purchases, resulting in over 300 billion dollars of lost E-Commerce sales each year. The top 5 reasons for abandoning are split between price and timing. If a visitor leaves the shopping cart and does not return within the first hour, the probability of them returning to complete the sale is reduced by 90%.

Tribes - Abandoned cart reasons

With 90% unlikely to purchase from your site within the first 60 minutes of leaving, this means you have a very small window of opportunity to make an impact. Executing an effective remarketing campaign is difficult and why only 26% of e-commerce sites remarket.

Tribes - Only 26 percent brands remarket

Remarketing to web visitors that abandon your shopping cart is at the top of US marketers activity list, according to E-Consultancy, One of the main reasons for this is a recent report from Forrester Research that found that remarketing emails can generate nearly 4 times more revenue and 18 times greater net profits compared with marketing using simply non-ntargeted mailings.

Shoppers that abandon your website are visitors that almost purchased from you. It’s no surprise that real time, personalized emails within the first hour at highly effective. The more personal and relevant the email campaign is, the more likely the shopper will convert.

Many shopping cart recovery emails under perform because they look either like generic promotional emails or automated messages. Based on research from SeeWhy and E-Consultancy, there is a formula to getting the best out of your remarketing campaigns. Here are five tips for effective email remarketing:

1. Send your email remarketing campaigns within the first hour of abandonment in order to keep your brand at the forefront of the customers mind. Remember, they almost bought from you.

2. Personalize and tailor each remarketing campaign to the abandoned shopperr. Address them by name and offer your support in helping the visitor purchase your product or service. They may have left due to a technical error and are in need of assistance.

3. Tell your customer when his/ her shopping cart will expire. Make it clear that you will save the product/ service and you are happy to keep it until X(eg. 30) days before you put it back on sale on the site.

4. Show which item is in the shopping cart to remind the abandoned shopper what they almost purchased. Provide a clear image of the product and support it with guest reviews within the email.

5. Make your call to action prominent and link directly to the saved shopping cart. You want your abandoned shopper to see where to click within the email and that they arrive at the shopping cart checkout page. Do not send your shopper to your home page. Make it as easy as possible.

As online marketers look to find new ways to generate traffic and sales, get ahead of your competition and implement remarketing. For best in class campaigns, each email sent will probably be your most profitable campaign, generating up to 100 times the return that you would expect from a regular email campaign.

How you seen a significant increase in conversion rate since implementing email remarketing? Please share your comments below.