Get Your Seattle Exploration on at MozCon 2016!

Posted by EricaMcGillivray

MozCon is fast approaching us! On September 12-14—just two weeks away—1,400 online marketers will descend on Seattle, ready to learn about SEO, content, Google Tag Manager, conversion rate optimization, and so much more. We’ve got fewer than 60 tickets left, so grab yours now.

Buy your MozCon 2016 ticket!

If you haven’t done so, check out all the learning! This post is geared toward the things you can do when MozCon sessions aren’t happening.

Cindy Krum on the MozCon 2015 stage


Places you’ll want to go as recommended by Mozzers

While you’re in Seattle, we want to make sure you have a fabulous time. Seattle in September is beautiful. It’s still sunny outside, and it’s the time of year people come to Seattle and then want to move here. So we’ve complied a list of great activities and restaurants:

Sights


Brian Childs

Gasworks Park

“Incredible views of the city, float planes landing overhead, Space Needle in the background, Ivar’s Clam Chowder down the street, bikes all over the place.”

Brian Childs


Megan SingleyVolunteer Park

“This is my favorite place in all of Seattle! Stroll around the park and stop in the Seattle Asian Art Museum and the conservatory, then climb to the top of the water tower for an incredible view. You can also walk through the graveyard and see Bruce Lee and Brandon Lee’s grave. After all that walking, hop over to the adorable and delicious Volunteer Park Cafe.”

Megan Singley


James DaughertyElliott Bay Trail

“Amazing views, has a mini gravel beach, and lots of park space. Great for running and cycling. I ride my bike along EBT nearly everyday to Moz, and I fall in love with city over and over again.”

James Daugherty


Maura HubbellAlki Beach

“Alki is a beautiful walk with a spectacular view of Puget Sound and the Olympic Mountains. It’s got some good restaurants, and even a little history as the site of the original settlement.”

Maura Hubbell


Rachel MooreDiscovery Park

“If you’ve never been to the Pacific Northwest (or even if you have!), Discovery Park on a clear day is a great place to see the Olympic Mountains, Puget Sound, Mt. Rainier, and to get some quality forest walking done all in one fell swoop. Plus, it’s 20 minutes from downtown! (Pro tip: For the easiest view access, park in the lot on W Emerson just before 43rd Ave W.)”

Rachel Moore


Felicia CrawfordGreen Lake

“People of every ilk converge to exercise, feed ducks, play with dogs, and covet the dogs of others.”

Felicia Crawford


Activities, tours, and museums


Emily Smollen

The Underground Tour

“What a great way to hear about and experience early-Seattle’s history!”

Emily Smollen


Alyson MurphyFerry to Bainbridge Island

“Seattle is surrounded by water and mountains. The ferry is the easiest way to experience that scenery. The view of the city is amazing too!”

Alyson Murphy


Jo CameronThe Pinball Museum

“It is special to me because I’ve only been to Seattle once, as I work remotely in the UK. It was a joy the see how strong the love for pinball is in Seattle. The Pinball Museum houses the world’s biggest pinball machine, and it is really something to behold; it’s like hugging a dining room table.”

Jo Cameron


Restaurants and bars


Nicelle Herron

Linda’s

“Laid back, good music, cheap food, and nice people.”

Nicelle Herron


Chiaryn MirandaCyclops

“If you are a vegetarian (or love vegetarian food), the Happy Hippy Burger is a must. It is not only the best veggie burger in Seattle, but it’s the best I have ever had. Cyclops also has great drinks and food for the omnivores, too.”

Chiaryn Miranda


Jess StipePie Bar

“This hole in the wall has it all! Pie Bar serves up warm, freshly baked slices of heaven with a pint of bliss. Savory pies, sweet pies, pietinis, craft spirits, and beer…all nestled in an elegant, cozy venue where you won’t have to shout over a crowd 3-hipsters-deep to order. And if you’re done with your pie and ready for some pinball and arcade games, John John’s Game Room is directly next door!”

Jess Stipe


Tawny CaseOddfellows Cafe

“This hip little eatery has some awesomely tasty foods, a sweet little private back patio, a laidback atmosphere, and awesome drinks. Plus, it’s right in the heart of Capitol Hill, one of my favorite ‘hoods in the city.”

Tawny Case


Bonus! Lightning suggestions:


Brian Childs’ recommendation corner

“I put this Google map together for friends visiting the city. Includes lots of breweries, bars, restaurants, and things to do: Get the info!


Official MozCon evening events

For all our evening events, make sure to bring your conference badge AND your US ID or your passport.


Monday Night MozCrawl

From 7:00pm – 10:00pm, you can head to all the stops at your own pace and in any order. Visit all the stops, fill out your punch card, and return it to the swag store on Tuesday morning to enter to win a golden Roger!

Making new friends at MozCon 2015


Tuesday MozCon Ignite

If you’re looking for networking, this is event for you! Join us at from 7:00-10:00pm at McCaw Hall for a night of networking and five-minute, Ignite-style passion talks from your fellow attendees. This year, our talks will range from information and unique to heartwarming and life changing. You don’t want to miss this MozCon night.

  • 7:00-8:00pm Networking
  • 8:00-8:05pm Introduction with Geraldine DeRuiter
  • 8:05-8:10pm Help! I Can’t Stop Sweating – Hyperhidrosis with Adam Melson at Seer Interactive
  • 8:10-8:15pm A Plane Hacker’s Guide to Cheap *Luxury* Travel with Ed Fry at Hull.io
  • 8:15-8:20pm Life Lessons Learned as a Special Needs Parent with Adrian Vender at Internet Marketing Inc
  • 8:20-8:25pm How to Start an Underground Restaurant in Your Home with Nadya Khoja at Venngage Inc.
  • 8:25-8:30pm Embracing Fear, Potential Failure, and Plain Ol’ Discomfort with Daisy Quaker at AMSOIL INC.
  • 8:30-8:35pm How Pieces of Paper Can Change Lives with Anneke Kurt Godlewski at Charles E. Boyk Law Offices, LLC
  • 8:35-8:40pm Is Your Family Time for Sale? with Michael Cottam at Visual Itineraries
  • 8:40-9:20pm Networking with desserts and refreshments
  • 9:20-9:25pm Prison and a Girl that Loves Puppies with Caitlin Boroden at DragonSearch
  • 9:25-9:30pm Embracing Awkward: The Tale of a 5′ 10″ 6th Grader with Hannah Cooley at Seer Interactive
  • 9:35-9:40pm Finding Myself in Fiction: LGBTQUIA Stories with Lisa Hunt at Moz
  • 9:40-9:45pm Wooly Bits: Exploring the Binary of Yarn with Lindsay Dayton LaShell at Diamond + Branch Marketing Group
  • 9:45-9:50pm How a Cartoon Saved My Life with Steve Hammer at RankHammer
  • 9:50-9:55pm Flood Survival: Lessons from the Streets of ATL with Sarah Lively at Nebo Agency
  • 9:55-10:00pm Hornets, Soba, & Friends: A Race in Japan with Kevin Smythe at Moz

MozCon Ignite


Wednesday Night Bash!

From 7:00-12:00 midnight: Bowling, pool, Jenga, a slow-motion booth, a photo booth, karaoke, cupcakes, food, drinks, and more! You don’t want to miss our annual bash.

Rent some bowling shoes and go for a turkey. Sing your heart out just like you recently joined Journey. Snap photos with your friends while wearing silly hats. Show off how much of a ringer you are at pool. Get into a chicken strip-eating contest. Hang out with your new MozCon friends one last time, and celebrate all the learning!

Ryan and Char at MozCon Bash 2015


Birds of a Feather lunch tables

If you want to spend your lunchtime getting great advice from your fellow attendees about online marketing or meet people in your specialty, check out our birds of a feather lunch tables:

Monday, September 12

Tuesday, September 13

  • Local Search hosted by George Freitag at Moz
  • Growth Hacking hosted by Brittanie MacLean at Realty Austin
  • Continuing Marketing Education hosted by Rachel Goodman Moore at Moz
  • Marketing Automation hosted by Ed Fry at Hull.io
  • How to Smartly Mix Search and Content to Aid Overall Business Strategy by Ronell Smith at Ronell Smith Consulting
  • E-Commerce SEO hosted by Everett Sizemore at Inflow
  • SERP Features hosted by Jon White at Moz
  • Technical SEO hosted by Bill Sebald at Greenlane Search Marketing

Wednesday, September 14

  • Google Penalties hosted by Michael Cottam at Visual Itineraries
  • Advanced SEO hosted by Britney Muller at Moz
  • Marketing for USA Manufacturing Companies hosted by Crystal Hunt at Grassroots Fabric Pots
  • Work-Life Balance hosted by Keri Morgret at Inbound.org
  • Local Search hosted by George Freitag at Moz
  • Marketing Automation hosted by Ed Fry at Hull.io
  • Content Marketing hosted by Trevor Klein at Moz

Birds of a feather MozCon table from 2015


Join the Fitbit Group

Track your steps while networking and cheer on your fellow attendees!


Play Roger Patrol!

Ready for some friendly competition between your fellow attendees? We’ve built a special MozCon game just for you. You’ll play as starship, part of Roger Patrol! Try and beat the top score on Roger Patrol video game by zapping asteroids, destroying evil spaceships, and protecting Roger Mozbot’s universe. We’ll provide a download link for attendees, and you’ll also find three arcade-style boxes of the game throughout the MozCon venue.


Visit our Partner Hub, get your photo taken with Roger, and more arcade-style fun

As you head up to registration, entering MozCon, you won’t want to miss all the activities around you and happening when the conference isn’t in active session.


Say hello to our Partners

Every sulk through an exhibitor hall with your head down like you’re in middle school again? Us too. Which is why at MozCon, we wanted to do something different. Our invite-only partners are not only respectful, but we’ve vetted their activities and their products to make sure they are useful to you. So say hello, and we promise you might instead get a postcard to send home, a t-shirt, or a special MozCon coin.

STAT's partner hub from MozCon 2015

Our great partners:



Stop each day at the Swag Store!

After the first day, Registration will be transformed into a swag store. You don’t want to miss out on these goodies. On Tuesday, you’ll be able to pick up your official MozCon 2016 t-shirt. On Wednesday, you’ll get your own Lego Roger.

Lego Roger Mozbot


Meet Mozzers to give feedback or Ask an SEO

Make sure to stop by the Moz Hub. We’ll be there to answer your questions about Moz Pro and Moz Local. Learn about our latest offerings and updates. Get insights into how best to use the tools.

And by popular demand, we’ve added Ask an SEO. Mozzers and Associates with expertise in SEO will be there to answer your burning search questions and kickstart you with new ideas for your search campaigns.


Play the Roger claw machine

We’re bringing back the plushie claw machine! If you missed out getting one of our plushie Roger Mozbots, or you just need another as a small child or pet decided Roger was their best friend, now’s your chance. In order to play, you must visit one of our Partners or the Moz Hub for a special shiny coin. Then take that coin to the claw machine!

Don’t worry, we’ve put a TAGFEE spell on this machine, so you may find it a little easier than the ones in the malls of your childhood.😉


Take a photo with Roger Mozbot

A MozCon tradition you won’t want to miss. Get your annual photo (or maybe it’s your first!) taken with the cuddliest robot in the galaxy, Roger Mozbot.

Erica and Jacob over the years with Roger Mozbot


Donate to charity, on us!

Open up your Monday swag kit and inside you’ll find $5 Roger bucks. You get to donate this to one of three charities (charities selected by Mozzers):

Roger Mozbot will then count the bucks and write a check to each charity.


Push pin world map

Ever play pin the tail on the donkey? Well, this is like that, but pin the spot where you are from, minus the blindfold.


In Seattle on Thursday post-MozCon? We have MozPlex tours.

Every wonder where Roger Mozbot lives? Or heard of the stories of cereal bars and rooms named after starships and robots? Is is true that Mozzers have sit/stand desks? Don’t miss out on our Office Tours on Thursday 9/15. Sign up for your time slot.

Glenn at the MozPlex


Even more fun in Seattle

Don’t miss our posts from years past, which are full of restaurant, activity, and more recommendations: 2015, 2014, 2013, and 2012.


Activities happening around Seattle from Saturday, September 10 – Sunday, September 18


If you’re looking to connect with fellow attendees, please join our MozCon Facebook Group.

Buy your MozCon 2016 ticket!

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!

from Raymond Castleberry Blog http://raymondcastleberry.blogspot.com/2016/08/get-your-seattle-exploration-on-at_31.html
via http://raymondcastleberry.blogspot.com

Get Your Seattle Exploration on at MozCon 2016!

Posted by EricaMcGillivray

MozCon is fast approaching us! On September 12-14—just two weeks away—1,400 online marketers will descend on Seattle, ready to learn about SEO, content, Google Tag Manager, conversion rate optimization, and so much more. We’ve got fewer than 60 tickets left, so grab yours now.

Buy your MozCon 2016 ticket!

If you haven’t done so, check out all the learning! This post is geared toward the things you can do when MozCon sessions aren’t happening.

Cindy Krum on the MozCon 2015 stage


Places you’ll want to go as recommended by Mozzers

While you’re in Seattle, we want to make sure you have a fabulous time. Seattle in September is beautiful. It’s still sunny outside, and it’s the time of year people come to Seattle and then want to move here. So we’ve complied a list of great activities and restaurants:

Sights


Brian Childs

Gasworks Park

“Incredible views of the city, float planes landing overhead, Space Needle in the background, Ivar’s Clam Chowder down the street, bikes all over the place.”

Brian Childs


Megan SingleyVolunteer Park

“This is my favorite place in all of Seattle! Stroll around the park and stop in the Seattle Asian Art Museum and the conservatory, then climb to the top of the water tower for an incredible view. You can also walk through the graveyard and see Bruce Lee and Brandon Lee’s grave. After all that walking, hop over to the adorable and delicious Volunteer Park Cafe.”

Megan Singley


James DaughertyElliott Bay Trail

“Amazing views, has a mini gravel beach, and lots of park space. Great for running and cycling. I ride my bike along EBT nearly everyday to Moz, and I fall in love with city over and over again.”

James Daugherty


Maura HubbellAlki Beach

“Alki is a beautiful walk with a spectacular view of Puget Sound and the Olympic Mountains. It’s got some good restaurants, and even a little history as the site of the original settlement.”

Maura Hubbell


Rachel MooreDiscovery Park

“If you’ve never been to the Pacific Northwest (or even if you have!), Discovery Park on a clear day is a great place to see the Olympic Mountains, Puget Sound, Mt. Rainier, and to get some quality forest walking done all in one fell swoop. Plus, it’s 20 minutes from downtown! (Pro tip: For the easiest view access, park in the lot on W Emerson just before 43rd Ave W.)”

Rachel Moore


Felicia CrawfordGreen Lake

“People of every ilk converge to exercise, feed ducks, play with dogs, and covet the dogs of others.”

Felicia Crawford


Activities, tours, and museums


Emily Smollen

The Underground Tour

“What a great way to hear about and experience early-Seattle’s history!”

Emily Smollen


Alyson MurphyFerry to Bainbridge Island

“Seattle is surrounded by water and mountains. The ferry is the easiest way to experience that scenery. The view of the city is amazing too!”

Alyson Murphy


Jo CameronThe Pinball Museum

“It is special to me because I’ve only been to Seattle once, as I work remotely in the UK. It was a joy the see how strong the love for pinball is in Seattle. The Pinball Museum houses the world’s biggest pinball machine, and it is really something to behold; it’s like hugging a dining room table.”

Jo Cameron


Restaurants and bars


Nicelle Herron

Linda’s

“Laid back, good music, cheap food, and nice people.”

Nicelle Herron


Chiaryn MirandaCyclops

“If you are a vegetarian (or love vegetarian food), the Happy Hippy Burger is a must. It is not only the best veggie burger in Seattle, but it’s the best I have ever had. Cyclops also has great drinks and food for the omnivores, too.”

Chiaryn Miranda


Jess StipePie Bar

“This hole in the wall has it all! Pie Bar serves up warm, freshly baked slices of heaven with a pint of bliss. Savory pies, sweet pies, pietinis, craft spirits, and beer…all nestled in an elegant, cozy venue where you won’t have to shout over a crowd 3-hipsters-deep to order. And if you’re done with your pie and ready for some pinball and arcade games, John John’s Game Room is directly next door!”

Jess Stipe


Tawny CaseOddfellows Cafe

“This hip little eatery has some awesomely tasty foods, a sweet little private back patio, a laidback atmosphere, and awesome drinks. Plus, it’s right in the heart of Capitol Hill, one of my favorite ‘hoods in the city.”

Tawny Case


Bonus! Lightning suggestions:


Brian Childs’ recommendation corner

“I put this Google map together for friends visiting the city. Includes lots of breweries, bars, restaurants, and things to do: Get the info!


Official MozCon evening events

For all our evening events, make sure to bring your conference badge AND your US ID or your passport.


Monday Night MozCrawl

From 7:00pm – 10:00pm, you can head to all the stops at your own pace and in any order. Visit all the stops, fill out your punch card, and return it to the swag store on Tuesday morning to enter to win a golden Roger!

Making new friends at MozCon 2015


Tuesday MozCon Ignite

If you’re looking for networking, this is event for you! Join us at from 7:00-10:00pm at McCaw Hall for a night of networking and five-minute, Ignite-style passion talks from your fellow attendees. This year, our talks will range from information and unique to heartwarming and life changing. You don’t want to miss this MozCon night.

  • 7:00-8:00pm Networking
  • 8:00-8:05pm Introduction with Geraldine DeRuiter
  • 8:05-8:10pm Help! I Can’t Stop Sweating – Hyperhidrosis with Adam Melson at Seer Interactive
  • 8:10-8:15pm A Plane Hacker’s Guide to Cheap *Luxury* Travel with Ed Fry at Hull.io
  • 8:15-8:20pm Life Lessons Learned as a Special Needs Parent with Adrian Vender at Internet Marketing Inc
  • 8:20-8:25pm How to Start an Underground Restaurant in Your Home with Nadya Khoja at Venngage Inc.
  • 8:25-8:30pm Embracing Fear, Potential Failure, and Plain Ol’ Discomfort with Daisy Quaker at AMSOIL INC.
  • 8:30-8:35pm How Pieces of Paper Can Change Lives with Anneke Kurt Godlewski at Charles E. Boyk Law Offices, LLC
  • 8:35-8:40pm Is Your Family Time for Sale? with Michael Cottam at Visual Itineraries
  • 8:40-9:20pm Networking with desserts and refreshments
  • 9:20-9:25pm Prison and a Girl that Loves Puppies with Caitlin Boroden at DragonSearch
  • 9:25-9:30pm Embracing Awkward: The Tale of a 5′ 10″ 6th Grader with Hannah Cooley at Seer Interactive
  • 9:35-9:40pm Finding Myself in Fiction: LGBTQUIA Stories with Lisa Hunt at Moz
  • 9:40-9:45pm Wooly Bits: Exploring the Binary of Yarn with Lindsay Dayton LaShell at Diamond + Branch Marketing Group
  • 9:45-9:50pm How a Cartoon Saved My Life with Steve Hammer at RankHammer
  • 9:50-9:55pm Flood Survival: Lessons from the Streets of ATL with Sarah Lively at Nebo Agency
  • 9:55-10:00pm Hornets, Soba, & Friends: A Race in Japan with Kevin Smythe at Moz

MozCon Ignite


Wednesday Night Bash!

From 7:00-12:00 midnight: Bowling, pool, Jenga, a slow-motion booth, a photo booth, karaoke, cupcakes, food, drinks, and more! You don’t want to miss our annual bash.

Rent some bowling shoes and go for a turkey. Sing your heart out just like you recently joined Journey. Snap photos with your friends while wearing silly hats. Show off how much of a ringer you are at pool. Get into a chicken strip-eating contest. Hang out with your new MozCon friends one last time, and celebrate all the learning!

Ryan and Char at MozCon Bash 2015


Birds of a Feather lunch tables

If you want to spend your lunchtime getting great advice from your fellow attendees about online marketing or meet people in your specialty, check out our birds of a feather lunch tables:

Monday, September 12

Tuesday, September 13

  • Local Search hosted by George Freitag at Moz
  • Growth Hacking hosted by Brittanie MacLean at Realty Austin
  • Continuing Marketing Education hosted by Rachel Goodman Moore at Moz
  • Marketing Automation hosted by Ed Fry at Hull.io
  • How to Smartly Mix Search and Content to Aid Overall Business Strategy by Ronell Smith at Ronell Smith Consulting
  • E-Commerce SEO hosted by Everett Sizemore at Inflow
  • SERP Features hosted by Jon White at Moz
  • Technical SEO hosted by Bill Sebald at Greenlane Search Marketing

Wednesday, September 14

  • Google Penalties hosted by Michael Cottam at Visual Itineraries
  • Advanced SEO hosted by Britney Muller at Moz
  • Marketing for USA Manufacturing Companies hosted by Crystal Hunt at Grassroots Fabric Pots
  • Work-Life Balance hosted by Keri Morgret at Inbound.org
  • Local Search hosted by George Freitag at Moz
  • Marketing Automation hosted by Ed Fry at Hull.io
  • Content Marketing hosted by Trevor Klein at Moz

Birds of a feather MozCon table from 2015


Join the Fitbit Group

Track your steps while networking and cheer on your fellow attendees!


Play Roger Patrol!

Ready for some friendly competition between your fellow attendees? We’ve built a special MozCon game just for you. You’ll play as starship, part of Roger Patrol! Try and beat the top score on Roger Patrol video game by zapping asteroids, destroying evil spaceships, and protecting Roger Mozbot’s universe. We’ll provide a download link for attendees, and you’ll also find three arcade-style boxes of the game throughout the MozCon venue.


Visit our Partner Hub, get your photo taken with Roger, and more arcade-style fun

As you head up to registration, entering MozCon, you won’t want to miss all the activities around you and happening when the conference isn’t in active session.


Say hello to our Partners

Every sulk through an exhibitor hall with your head down like you’re in middle school again? Us too. Which is why at MozCon, we wanted to do something different. Our invite-only partners are not only respectful, but we’ve vetted their activities and their products to make sure they are useful to you. So say hello, and we promise you might instead get a postcard to send home, a t-shirt, or a special MozCon coin.

STAT's partner hub from MozCon 2015

Our great partners:



Stop each day at the Swag Store!

After the first day, Registration will be transformed into a swag store. You don’t want to miss out on these goodies. On Tuesday, you’ll be able to pick up your official MozCon 2016 t-shirt. On Wednesday, you’ll get your own Lego Roger.

Lego Roger Mozbot


Meet Mozzers to give feedback or Ask an SEO

Make sure to stop by the Moz Hub. We’ll be there to answer your questions about Moz Pro and Moz Local. Learn about our latest offerings and updates. Get insights into how best to use the tools.

And by popular demand, we’ve added Ask an SEO. Mozzers and Associates with expertise in SEO will be there to answer your burning search questions and kickstart you with new ideas for your search campaigns.


Play the Roger claw machine

We’re bringing back the plushie claw machine! If you missed out getting one of our plushie Roger Mozbots, or you just need another as a small child or pet decided Roger was their best friend, now’s your chance. In order to play, you must visit one of our Partners or the Moz Hub for a special shiny coin. Then take that coin to the claw machine!

Don’t worry, we’ve put a TAGFEE spell on this machine, so you may find it a little easier than the ones in the malls of your childhood.😉


Take a photo with Roger Mozbot

A MozCon tradition you won’t want to miss. Get your annual photo (or maybe it’s your first!) taken with the cuddliest robot in the galaxy, Roger Mozbot.

Erica and Jacob over the years with Roger Mozbot


Donate to charity, on us!

Open up your Monday swag kit and inside you’ll find $5 Roger bucks. You get to donate this to one of three charities (charities selected by Mozzers):

Roger Mozbot will then count the bucks and write a check to each charity.


Push pin world map

Ever play pin the tail on the donkey? Well, this is like that, but pin the spot where you are from, minus the blindfold.


In Seattle on Thursday post-MozCon? We have MozPlex tours.

Every wonder where Roger Mozbot lives? Or heard of the stories of cereal bars and rooms named after starships and robots? Is is true that Mozzers have sit/stand desks? Don’t miss out on our Office Tours on Thursday 9/15. Sign up for your time slot.

Glenn at the MozPlex


Even more fun in Seattle

Don’t miss our posts from years past, which are full of restaurant, activity, and more recommendations: 2015, 2014, 2013, and 2012.


Activities happening around Seattle from Saturday, September 10 – Sunday, September 18


If you’re looking to connect with fellow attendees, please join our MozCon Facebook Group.

Buy your MozCon 2016 ticket!

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!

from Raymond Castleberry Blog http://raymondcastleberry.blogspot.com/2016/08/get-your-seattle-exploration-on-at.html
via http://raymondcastleberry.blogspot.com

The Renewable Fuel Standard is Hurting Consumers and U.S. Refineries

Renewable Identification Numbers (RINs) are credits generated when biofuels such as ethanol and biodiesel are blended with gasoline and diesel fuel. RINs are used to show compliance with the Renewable Fuel Standard Program (RFS)—a program begun in 2005 and ramped up enormously in 2007–to force increasingly more renewable fuels into the transportation fuel market. They can be procured by purchasing renewable fuel with an attached RIN or by buying RINs on the open market. Companies that buy and blend more renewable fuel than required have RIN surpluses that they can sell at a profit to companies short on RINs.[i] But, the system is flawed in that refiners are forced to buy increasingly expensive credits because the levels of renewable fuels required are above the demand for transportation fuels. U.S. refiners are expected to pay record amounts this year for credits to comply with the RFS.

RFS and RINs

Today’s RFS requires more biofuels in transportation fuels than consumers want to buy because the RFS levels were initially determined on estimates of higher gasoline and diesel volumes than what is being demanded today. Demand for gasoline and diesel dropped in 2008 when the global recession hit and has not yet returned to pre-2008 levels. The volumes demanded today are much below the original levels expected when the RFS was passed. This forces refiners to buy RINs to meet the higher volume requirements of renewable fuels mandated by law, even though it is now clear the law was based on predictions which did not come true.

While the Environmental Protection Agency (EPA) can modify the RFS levels, the levels they set are still above the levels demanded. This year, the EPA is mandating 18.11 billion gallons of renewables be added to the transportation fuel pool, increasing to 18.80 billion gallons next year. In 2016, the percent of renewable fuel to be added to gasoline is 10.1 percent, breaching the 10 percent blend wall, which is the level that the industry deems acceptable based on regulatory and car performance levels. Many auto manufacturers will not warranty cars that use more ethanol than the 10 percent blend wall. The law is out of synch with reality but the law lives on and the EPA is enforcing it. In both 2016 and 2017, the renewable fuel levels set by EPA will breach the blend wall and refiners will have to purchase RINs.

RIN Prices                 

Last year, ethanol RINs averaged 55.2 cents per RIN and so far this year, the average price is 78.2 cents per RIN.[ii]

One refinery, CVR Refining that operates two medium-sized refineries in the Midwest, spent almost $500 million on RINs since 2013, and estimates RINs will cost the refinery between $200 million and $235 million this year. Last year, the company paid $123.9 million for RINs on revenues of $938.3 million.

Major refiners like Valero Energy Corp are expected to pay record amounts this year for RINs, which hurts their ability to stay in business. In the first half of 2016, a collection of 10 refinery owners including Marathon Petroleum Corp, spent over $1.1 billion buying RINs, which means this year they should surpass the record of $1.3 billion set in 2013. Refiners without blending or retail outlets, such as Delta Air Lines and CVR, have to buy a greater percentage of RINs. The price of credits has refineries such as Valero looking to increase exports, which are not subject to the regulations, as a way to escape the costs.[iii]

Conclusion

When Congress passed and President Bush signed the legislation containing the RFS, demand for transportation fuels was expected to increase each year and domestic oil production was expected to decline. As a result, legislators turned to renewable fuels to increase domestic production of energy and to rely less on foreign oil imports. The advent of hydraulic fracturing changed that landscape and domestic oil production is no longer in a decline but in a renaissance that was not anticipated. As a result, renewable transportation fuels are no longer needed for the purpose first intended.

That said, there are other benefits to using ethanol (e.g. as an octane booster) that still warrants its use. These benefits, however, do not require an RFS nor do they require the EPA to increase renewable fuel volumes each year, costing the refineries millions of dollars annually that they can ill afford. The RFS needs to be modified to reflect the current production and consumption landscape for transportation fuels, rather than having the EPA tweaking the numbers each year and trying to comply with a law that has proven itself to be based upon false premises. The old saying that the only law that always lives on is the law of unintended consequences is proven with the RFS program. Unfortunately, consumers will pay for this and U.S. refining will be hurt needlessly until something is done about it.


[i] Bloomberg, Another Billionaire Bailout?, August 24, 2016, http://www.reuters.com/article/us-usa-refinery-ethanol-idUSKCN10L2F6

[ii] Hellenic Shipping News, Compliance costs undermining the goal of the US Renewable Fuel Standard: Fuel for Thought, August 29, 2016, http://www.hellenicshippingnews.com/compliance-costs-undermining-the-goal-of-the-us-renewable-fuel-standard-fuel-for-thought/

[iii] Reuters, Refiners on track to spend record on U.S. clean fuel standards, August 10, 2016, http://www.reuters.com/article/us-usa-refinery-ethanol-idUSKCN10L2F6

 

The post The Renewable Fuel Standard is Hurting Consumers and U.S. Refineries appeared first on IER.

from Raymond Castleberry Blog http://raymondcastleberry.blogspot.com/2016/08/the-renewable-fuel-standard-is-hurting.html
via http://raymondcastleberry.blogspot.com

The Renewable Fuel Standard is Hurting Consumers and U.S. Refineries

Renewable Identification Numbers (RINs) are credits generated when biofuels such as ethanol and biodiesel are blended with gasoline and diesel fuel. RINs are used to show compliance with the Renewable Fuel Standard Program (RFS)—a program begun in 2005 and ramped up enormously in 2007–to force increasingly more renewable fuels into the transportation fuel market. They can be procured by purchasing renewable fuel with an attached RIN or by buying RINs on the open market. Companies that buy and blend more renewable fuel than required have RIN surpluses that they can sell at a profit to companies short on RINs.[i] But, the system is flawed in that refiners are forced to buy increasingly expensive credits because the levels of renewable fuels required are above the demand for transportation fuels. U.S. refiners are expected to pay record amounts this year for credits to comply with the RFS.

RFS and RINs

Today’s RFS requires more biofuels in transportation fuels than consumers want to buy because the RFS levels were initially determined on estimates of higher gasoline and diesel volumes than what is being demanded today. Demand for gasoline and diesel dropped in 2008 when the global recession hit and has not yet returned to pre-2008 levels. The volumes demanded today are much below the original levels expected when the RFS was passed. This forces refiners to buy RINs to meet the higher volume requirements of renewable fuels mandated by law, even though it is now clear the law was based on predictions which did not come true.

While the Environmental Protection Agency (EPA) can modify the RFS levels, the levels they set are still above the levels demanded. This year, the EPA is mandating 18.11 billion gallons of renewables be added to the transportation fuel pool, increasing to 18.80 billion gallons next year. In 2016, the percent of renewable fuel to be added to gasoline is 10.1 percent, breaching the 10 percent blend wall, which is the level that the industry deems acceptable based on regulatory and car performance levels. Many auto manufacturers will not warranty cars that use more ethanol than the 10 percent blend wall. The law is out of synch with reality but the law lives on and the EPA is enforcing it. In both 2016 and 2017, the renewable fuel levels set by EPA will breach the blend wall and refiners will have to purchase RINs.

RIN Prices                 

Last year, ethanol RINs averaged 55.2 cents per RIN and so far this year, the average price is 78.2 cents per RIN.[ii]

One refinery, CVR Refining that operates two medium-sized refineries in the Midwest, spent almost $500 million on RINs since 2013, and estimates RINs will cost the refinery between $200 million and $235 million this year. Last year, the company paid $123.9 million for RINs on revenues of $938.3 million.

Major refiners like Valero Energy Corp are expected to pay record amounts this year for RINs, which hurts their ability to stay in business. In the first half of 2016, a collection of 10 refinery owners including Marathon Petroleum Corp, spent over $1.1 billion buying RINs, which means this year they should surpass the record of $1.3 billion set in 2013. Refiners without blending or retail outlets, such as Delta Air Lines and CVR, have to buy a greater percentage of RINs. The price of credits has refineries such as Valero looking to increase exports, which are not subject to the regulations, as a way to escape the costs.[iii]

Conclusion

When Congress passed and President Bush signed the legislation containing the RFS, demand for transportation fuels was expected to increase each year and domestic oil production was expected to decline. As a result, legislators turned to renewable fuels to increase domestic production of energy and to rely less on foreign oil imports. The advent of hydraulic fracturing changed that landscape and domestic oil production is no longer in a decline but in a renaissance that was not anticipated. As a result, renewable transportation fuels are no longer needed for the purpose first intended.

That said, there are other benefits to using ethanol (e.g. as an octane booster) that still warrants its use. These benefits, however, do not require an RFS nor do they require the EPA to increase renewable fuel volumes each year, costing the refineries millions of dollars annually that they can ill afford. The RFS needs to be modified to reflect the current production and consumption landscape for transportation fuels, rather than having the EPA tweaking the numbers each year and trying to comply with a law that has proven itself to be based upon false premises. The old saying that the only law that always lives on is the law of unintended consequences is proven with the RFS program. Unfortunately, consumers will pay for this and U.S. refining will be hurt needlessly until something is done about it.


[i] Bloomberg, Another Billionaire Bailout?, August 24, 2016, http://www.reuters.com/article/us-usa-refinery-ethanol-idUSKCN10L2F6

[ii] Hellenic Shipping News, Compliance costs undermining the goal of the US Renewable Fuel Standard: Fuel for Thought, August 29, 2016, http://www.hellenicshippingnews.com/compliance-costs-undermining-the-goal-of-the-us-renewable-fuel-standard-fuel-for-thought/

[iii] Reuters, Refiners on track to spend record on U.S. clean fuel standards, August 10, 2016, http://www.reuters.com/article/us-usa-refinery-ethanol-idUSKCN10L2F6

 

The post The Renewable Fuel Standard is Hurting Consumers and U.S. Refineries appeared first on IER.

The Renewable Fuel Standard is Hurting Consumers and U.S. Refineries

Renewable Identification Numbers (RINs) are credits generated when biofuels such as ethanol and biodiesel are blended with gasoline and diesel fuel. RINs are used to show compliance with the Renewable Fuel Standard Program (RFS)—a program begun in 2005 and ramped up enormously in 2007–to force increasingly more renewable fuels into the transportation fuel market. They can be procured by purchasing renewable fuel with an attached RIN or by buying RINs on the open market. Companies that buy and blend more renewable fuel than required have RIN surpluses that they can sell at a profit to companies short on RINs.[i] But, the system is flawed in that refiners are forced to buy increasingly expensive credits because the levels of renewable fuels required are above the demand for transportation fuels. U.S. refiners are expected to pay record amounts this year for credits to comply with the RFS.

RFS and RINs

Today’s RFS requires more biofuels in transportation fuels than consumers want to buy because the RFS levels were initially determined on estimates of higher gasoline and diesel volumes than what is being demanded today. Demand for gasoline and diesel dropped in 2008 when the global recession hit and has not yet returned to pre-2008 levels. The volumes demanded today are much below the original levels expected when the RFS was passed. This forces refiners to buy RINs to meet the higher volume requirements of renewable fuels mandated by law, even though it is now clear the law was based on predictions which did not come true.

While the Environmental Protection Agency (EPA) can modify the RFS levels, the levels they set are still above the levels demanded. This year, the EPA is mandating 18.11 billion gallons of renewables be added to the transportation fuel pool, increasing to 18.80 billion gallons next year. In 2016, the percent of renewable fuel to be added to gasoline is 10.1 percent, breaching the 10 percent blend wall, which is the level that the industry deems acceptable based on regulatory and car performance levels. Many auto manufacturers will not warranty cars that use more ethanol than the 10 percent blend wall. The law is out of synch with reality but the law lives on and the EPA is enforcing it. In both 2016 and 2017, the renewable fuel levels set by EPA will breach the blend wall and refiners will have to purchase RINs.

RIN Prices                 

Last year, ethanol RINs averaged 55.2 cents per RIN and so far this year, the average price is 78.2 cents per RIN.[ii]

One refinery, CVR Refining that operates two medium-sized refineries in the Midwest, spent almost $500 million on RINs since 2013, and estimates RINs will cost the refinery between $200 million and $235 million this year. Last year, the company paid $123.9 million for RINs on revenues of $938.3 million.

Major refiners like Valero Energy Corp are expected to pay record amounts this year for RINs, which hurts their ability to stay in business. In the first half of 2016, a collection of 10 refinery owners including Marathon Petroleum Corp, spent over $1.1 billion buying RINs, which means this year they should surpass the record of $1.3 billion set in 2013. Refiners without blending or retail outlets, such as Delta Air Lines and CVR, have to buy a greater percentage of RINs. The price of credits has refineries such as Valero looking to increase exports, which are not subject to the regulations, as a way to escape the costs.[iii]

Conclusion

When Congress passed and President Bush signed the legislation containing the RFS, demand for transportation fuels was expected to increase each year and domestic oil production was expected to decline. As a result, legislators turned to renewable fuels to increase domestic production of energy and to rely less on foreign oil imports. The advent of hydraulic fracturing changed that landscape and domestic oil production is no longer in a decline but in a renaissance that was not anticipated. As a result, renewable transportation fuels are no longer needed for the purpose first intended.

That said, there are other benefits to using ethanol (e.g. as an octane booster) that still warrants its use. These benefits, however, do not require an RFS nor do they require the EPA to increase renewable fuel volumes each year, costing the refineries millions of dollars annually that they can ill afford. The RFS needs to be modified to reflect the current production and consumption landscape for transportation fuels, rather than having the EPA tweaking the numbers each year and trying to comply with a law that has proven itself to be based upon false premises. The old saying that the only law that always lives on is the law of unintended consequences is proven with the RFS program. Unfortunately, consumers will pay for this and U.S. refining will be hurt needlessly until something is done about it.


[i] Bloomberg, Another Billionaire Bailout?, August 24, 2016, http://www.reuters.com/article/us-usa-refinery-ethanol-idUSKCN10L2F6

[ii] Hellenic Shipping News, Compliance costs undermining the goal of the US Renewable Fuel Standard: Fuel for Thought, August 29, 2016, http://www.hellenicshippingnews.com/compliance-costs-undermining-the-goal-of-the-us-renewable-fuel-standard-fuel-for-thought/

[iii] Reuters, Refiners on track to spend record on U.S. clean fuel standards, August 10, 2016, http://www.reuters.com/article/us-usa-refinery-ethanol-idUSKCN10L2F6

 

The post The Renewable Fuel Standard is Hurting Consumers and U.S. Refineries appeared first on IER.

Combining Email and Facebook for a Dynamite Ecommerce Marketing Campaign

Posted by andrewchoco

Most people view email marketing and social advertising as two separate entities, and I’ll be honest, I used to think that as well. However, I’ve discovered that combining multiple different avenues for a coherent marketing campaign yields some pretty impressive results.

We’ve tried this tactic before at Directive Consulting, combining SEO and PPC; but in this blog post, I’m going to break down a few ways to combine email and social advertising for multi-channel success.

More specifically, you’ll learn:

  • How to create custom and lookalike audiences on Facebook from an email list
  • Best practices for launching email and social campaigns simultaneously
  • How we used this tactic to increase overall sessions and revenue
  • Some additional strategies to take your ecommerce campaigns to the next level

Using email lists to create Custom Audiences on Facebook

Most (if not all) ecommerce stores require an email address when completing a purchase, and many times you can see what item the person bought. Keeping an organized and segmented email list is the first step to social advertising success. If you’re an online clothing store that specializes in creative t-shirts for men and women, create individual lists segmenting categories (e.g., sports, funny, and cute) and gender. If you’re using a CRM such as Hubspot, Mailchimp, or Salesforce, you can export these contact lists as .CSV files and then upload those to Facebook under the “Audiences” section using Ads Manager.

Fs2UD3W.png

When logging onto your Ads Manager or Business Manager account, go to your ad account and select the drop-down hamburger menu in the top left-hand corner.

If “Audiences” doesn’t appear in the “Frequently Used” section, hit “All tools” and you’ll find it under the “Assets” section.

xaDakF7.png

2nMOsaV.png

After clicking on “create custom audience,” you’ll need to select the “customer file” section and then “choose a file or copy” and you’ll be prompted to upload your .CSV file into Facebook.

Facebook will then match up the emails with actual Facebook users (you can expect anywhere from a 20% – 70% match rate), but with ecommerce those numbers tend to be on the higher side.

Using email lists to create Facebook Audiences

Another great feature of Facebook ads is the ability to create lookalike audiences from previously uploaded email lists. Facebook will match up the corresponding profiles of your email lists with a broader group of people who have similar profiles based on interests, demographics, and behaviors. As long as your email list consists of more than 100 people, Facebook will be able to create a lookalike audience. Obviously, though, the more people you have in the original email list, the more similar the lookalike audience will be (because Facebook will have more data to pull from.)

tsTPLOb.png

When you create your lookalike audience, you select a country and choose anywhere from 1% – 10% of a country’s population.

3EbgXwD.png

But you don’t have to stop there. Once you have a lookalike audience (we usually use the 10% option so we capture the most people), you can layer additional targeting on top of the lookalike. For the clothing store example, you could take the audience of 20 million and add additional behavior targeting of men’s fashion buyers and online buyers. Now that’s a specific audience!

Launching simultaneous campaigns for maximum reach

Now how can you tie together email marketing and social advertising for optimal reach?

Anytime an ecommerce shop launches a promotion or sale, they send out an email blast.

I usually check my email in the morning, see the promotion, and then promptly forget about it five minutes later. It’s common knowledge that every opportunity needs multiple touches before they end up converting to a sale, but sending three emails a day promoting a sale is a good way to lose a lot of subscribers.

The solution? Launch a social promotion targeted at your specific email list. Then ramp up the budget to ensure that every person sees your ad at least once during the campaign. A good way to do this is by looking at the estimated reach when creating an ad campaign and making sure your budget is high enough that the estimated reach per day matches up with the amount of people on your email list.

n6MXvmG.png

We used this tactic with a client of ours who sells collectable banknotes from countries all around the world.

Their most popular is the Zimbabwean $100 trillion dollar banknote, so they ran a promotion for 10% off. We didn’t segment the audiences like I mentioned earlier, because they were only promoting one country’s banknote, but we did create two different ad images as well as a carousel ad so we could target everyone in the list with multiple products for the same price.

V1trZyg.png

While you may think this is an obnoxious ad and the red circle and arrow is overkill, this ad actually performed the best out of all of them, generating over 180 clicks in three days with a CTR of 8.7%. Little touches like this really draw in your audience’s attention and can lead to much higher engagement.

dMJ9rPk.png

Kk69pjX.png

Carousel ads are great for ecommerce shops because they can show off multiple products without increasing the price of your campaigns. We recently switched over to carousel ads for a client of ours who builds custom fences and had 3,000% more sessions on the site from the carousel ads.

We launched these ads for a three-day period while the sale was running and combed it with an email blast that went out at the beginning of the sale. These are the results we saw when comparing the week of the promotion to the previous week:

y5WTyll.png

We saw our sessions go up, as well as the pages per session and average session duration. We didn’t have a single transaction from Facebook the previous week, but had four during the sale, generating enough revenue to easily cover the cost of that campaign.

Another interesting thing we saw was that the email didn’t directly lead to any sales. I’m not saying it had no effect on the sales that week, but only launching an email campaign wouldn’t have had the same impact as combining these two platforms and working together to create additional touches throughout the sale period.

Additional strategies

1. Use lookalike audiences

For the above example, we only targeted our custom audience of email subscribers (the sale was a special promo just for those customers). But taking it even further, creating a broader audience from the lookalike audience would have been a great audience to target, as well.

What better way to introduce your brand and product to a potential customer than immediately offering a sale? You can also further target these audiences to get extremely specific. For our banknote client, our targeted lookalike audience looks something like this:

DQ9tzji.png

2. Create a new segmented list for sale buyers

If you’re launching a promotion for a sale using this tactic, segment each new email address you receive into its own list titled “sale buyers.” There’s a chance these people have been wanting to buy your product all along and finally waited until a sale came along to do it, but more likely, these people are impulse shoppers who made a purchase because of the exclusivity of the deal you’re promoting. This now gives you a list of customers that you know make purchases during sales, and you can test out other promotional deals later on. If you don’t offer free shipping regularly, have a two-day period when you do, and target these specific people.

3. Use Twitter as another platform to target your audience

Twitter is another social platform that gives you the ability to upload a .CSV of email addresses, and matches up twitter profiles with those corresponding emails.

NpP0NkO.png

In the Twitter Ads platform, go to “Tools” and then “Audience manager.”

RtTZwXV.png

Head over to “Create new audience” and upload your own .CSV, just like you did for Facebook. (A word of warning: You do need 500 or more matches for Twitter to allow you to use the audience for promotions.)

For ecommerce, most people will use their personal email for Twitter as well as buying a product, so this shouldn’t be an issue with a big enough email list.

Now it’s your turn

Now you’re prepared to launch a robust and successful email and social advertising campaign.

Remember, it’s important to ensure your budget aligns with the amount of people you’re trying to reach, and to use eye-popping images to catch your audience’s attention. Let me know in the comments if these tactics worked for you, or if you have any additional strategies for email and social success!

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!

from Raymond Castleberry Blog http://raymondcastleberry.blogspot.com/2016/08/combining-email-and-facebook-for_30.html
via http://raymondcastleberry.blogspot.com

Combining Email and Facebook for a Dynamite Ecommerce Marketing Campaign

Posted by andrewchoco

Most people view email marketing and social advertising as two separate entities, and I’ll be honest, I used to think that as well. However, I’ve discovered that combining multiple different avenues for a coherent marketing campaign yields some pretty impressive results.

We’ve tried this tactic before at Directive Consulting, combining SEO and PPC; but in this blog post, I’m going to break down a few ways to combine email and social advertising for multi-channel success.

More specifically, you’ll learn:

  • How to create custom and lookalike audiences on Facebook from an email list
  • Best practices for launching email and social campaigns simultaneously
  • How we used this tactic to increase overall sessions and revenue
  • Some additional strategies to take your ecommerce campaigns to the next level

Using email lists to create Custom Audiences on Facebook

Most (if not all) ecommerce stores require an email address when completing a purchase, and many times you can see what item the person bought. Keeping an organized and segmented email list is the first step to social advertising success. If you’re an online clothing store that specializes in creative t-shirts for men and women, create individual lists segmenting categories (e.g., sports, funny, and cute) and gender. If you’re using a CRM such as Hubspot, Mailchimp, or Salesforce, you can export these contact lists as .CSV files and then upload those to Facebook under the “Audiences” section using Ads Manager.

Fs2UD3W.png

When logging onto your Ads Manager or Business Manager account, go to your ad account and select the drop-down hamburger menu in the top left-hand corner.

If “Audiences” doesn’t appear in the “Frequently Used” section, hit “All tools” and you’ll find it under the “Assets” section.

xaDakF7.png

2nMOsaV.png

After clicking on “create custom audience,” you’ll need to select the “customer file” section and then “choose a file or copy” and you’ll be prompted to upload your .CSV file into Facebook.

Facebook will then match up the emails with actual Facebook users (you can expect anywhere from a 20% – 70% match rate), but with ecommerce those numbers tend to be on the higher side.

Using email lists to create Facebook Audiences

Another great feature of Facebook ads is the ability to create lookalike audiences from previously uploaded email lists. Facebook will match up the corresponding profiles of your email lists with a broader group of people who have similar profiles based on interests, demographics, and behaviors. As long as your email list consists of more than 100 people, Facebook will be able to create a lookalike audience. Obviously, though, the more people you have in the original email list, the more similar the lookalike audience will be (because Facebook will have more data to pull from.)

tsTPLOb.png

When you create your lookalike audience, you select a country and choose anywhere from 1% – 10% of a country’s population.

3EbgXwD.png

But you don’t have to stop there. Once you have a lookalike audience (we usually use the 10% option so we capture the most people), you can layer additional targeting on top of the lookalike. For the clothing store example, you could take the audience of 20 million and add additional behavior targeting of men’s fashion buyers and online buyers. Now that’s a specific audience!

Launching simultaneous campaigns for maximum reach

Now how can you tie together email marketing and social advertising for optimal reach?

Anytime an ecommerce shop launches a promotion or sale, they send out an email blast.

I usually check my email in the morning, see the promotion, and then promptly forget about it five minutes later. It’s common knowledge that every opportunity needs multiple touches before they end up converting to a sale, but sending three emails a day promoting a sale is a good way to lose a lot of subscribers.

The solution? Launch a social promotion targeted at your specific email list. Then ramp up the budget to ensure that every person sees your ad at least once during the campaign. A good way to do this is by looking at the estimated reach when creating an ad campaign and making sure your budget is high enough that the estimated reach per day matches up with the amount of people on your email list.

n6MXvmG.png

We used this tactic with a client of ours who sells collectable banknotes from countries all around the world.

Their most popular is the Zimbabwean $100 trillion dollar banknote, so they ran a promotion for 10% off. We didn’t segment the audiences like I mentioned earlier, because they were only promoting one country’s banknote, but we did create two different ad images as well as a carousel ad so we could target everyone in the list with multiple products for the same price.

V1trZyg.png

While you may think this is an obnoxious ad and the red circle and arrow is overkill, this ad actually performed the best out of all of them, generating over 180 clicks in three days with a CTR of 8.7%. Little touches like this really draw in your audience’s attention and can lead to much higher engagement.

dMJ9rPk.png

Kk69pjX.png

Carousel ads are great for ecommerce shops because they can show off multiple products without increasing the price of your campaigns. We recently switched over to carousel ads for a client of ours who builds custom fences and had 3,000% more sessions on the site from the carousel ads.

We launched these ads for a three-day period while the sale was running and combed it with an email blast that went out at the beginning of the sale. These are the results we saw when comparing the week of the promotion to the previous week:

y5WTyll.png

We saw our sessions go up, as well as the pages per session and average session duration. We didn’t have a single transaction from Facebook the previous week, but had four during the sale, generating enough revenue to easily cover the cost of that campaign.

Another interesting thing we saw was that the email didn’t directly lead to any sales. I’m not saying it had no effect on the sales that week, but only launching an email campaign wouldn’t have had the same impact as combining these two platforms and working together to create additional touches throughout the sale period.

Additional strategies

1. Use lookalike audiences

For the above example, we only targeted our custom audience of email subscribers (the sale was a special promo just for those customers). But taking it even further, creating a broader audience from the lookalike audience would have been a great audience to target, as well.

What better way to introduce your brand and product to a potential customer than immediately offering a sale? You can also further target these audiences to get extremely specific. For our banknote client, our targeted lookalike audience looks something like this:

DQ9tzji.png

2. Create a new segmented list for sale buyers

If you’re launching a promotion for a sale using this tactic, segment each new email address you receive into its own list titled “sale buyers.” There’s a chance these people have been wanting to buy your product all along and finally waited until a sale came along to do it, but more likely, these people are impulse shoppers who made a purchase because of the exclusivity of the deal you’re promoting. This now gives you a list of customers that you know make purchases during sales, and you can test out other promotional deals later on. If you don’t offer free shipping regularly, have a two-day period when you do, and target these specific people.

3. Use Twitter as another platform to target your audience

Twitter is another social platform that gives you the ability to upload a .CSV of email addresses, and matches up twitter profiles with those corresponding emails.

NpP0NkO.png

In the Twitter Ads platform, go to “Tools” and then “Audience manager.”

RtTZwXV.png

Head over to “Create new audience” and upload your own .CSV, just like you did for Facebook. (A word of warning: You do need 500 or more matches for Twitter to allow you to use the audience for promotions.)

For ecommerce, most people will use their personal email for Twitter as well as buying a product, so this shouldn’t be an issue with a big enough email list.

Now it’s your turn

Now you’re prepared to launch a robust and successful email and social advertising campaign.

Remember, it’s important to ensure your budget aligns with the amount of people you’re trying to reach, and to use eye-popping images to catch your audience’s attention. Let me know in the comments if these tactics worked for you, or if you have any additional strategies for email and social success!

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!

from Raymond Castleberry Blog http://raymondcastleberry.blogspot.com/2016/08/combining-email-and-facebook-for.html
via http://raymondcastleberry.blogspot.com