Yasha Harari https://yashaharari.com Helping You Be More Successful With Online Marketing Sat, 03 Nov 2018 09:00:47 +0000 en-US hourly 1 https://wordpress.org/?v=4.9.9 https://i0.wp.com/yashaharari.com/wp-content/uploads/2017/06/cropped-Screenshot-2017-06-23-14.57.37.png?fit=32%2C32&ssl=1 Yasha Harari https://yashaharari.com 32 32 131034309 Guerrilla Retail: Hacking Online with Brick-and-mortar https://yashaharari.com/guerrilla-retail-hacking-online-with-brick-and-mortar/ https://yashaharari.com/guerrilla-retail-hacking-online-with-brick-and-mortar/#respond Tue, 09 Jan 2018 08:42:47 +0000 http://new.thedailydose.com/yashaharari.com/?p=273 Retail Reloaded: Digital Growth Hacks for Brick-and-mortar Shops The death of the physical store has been greatly exaggerated. Still, there are real challenges which brick-and-mortar operations face as e-commerce booms. The battle between online and offline, as shown by shopping.fm, illustrates where online sales have the advantage – and where offline stores are turning the […]

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Retail Reloaded: Digital Growth Hacks for Brick-and-mortar Shops

digital killing brick-and-mortar? infographic illustration

The death of the physical store has been greatly exaggerated.

Still, there are real challenges which brick-and-mortar operations face as e-commerce booms. The battle between online and offline, as shown by shopping.fm, illustrates where online sales have the advantage – and where offline stores are turning the tables.

Many successful offline retailers of the future will hack some of their online competitors’ advantages to keep their business model on top. Here are few ways you can make the most of online marketing to keep your offline business growing.

1. Reality check

The stupendous growth of online shopping grabs plenty of headlines. Yet it trails offline by a wide margin.

First, the rate of online sales growth has actually been slowing down. Gone are the wild numbers found in the first years of this millennium – with annual expansion over 20%. While recent annual increases remain impressive (from 9% to 17%) the overall trend has been downward.

On the other hand, offline sales growth has generally been slower – only a third of that shown by e-commerce. Still, with a huge head start, brick-and-mortar remains the dominant force, with 10 times the revenue of online.

The opportunities in e-commerce are obvious. Yet, only focusing online means ignoring the much larger amount of financial success.

2. More transactions

With the growth of mobile, the chance to sell anytime, anywhere entices many to focus on e-commerce.

Still, the numbers tell a different story.

On average, customers complete fewer than two dozen online transactions annually. Asia leads the way with 22 per customer, followed by North America (19) and Western Europe (18).

Now, think about your average month. How many times will you stop gas? Home essentials? Groceries? Snacks? Dinner out? Clothing? Prescriptions?

I think you get the point: Brick-and-mortar transactions vastly outnumber online. Therefore, offline sales give you more opportunities to sell.

3. Offline advantages

Most Humans are social. We like to mix and mingle – to hear each others’ voices, see each others’ expressions, and look each other in the eye.

That can be challenging to do online.

These offline consumer experience advantages are ignored far too often when developing a business strategy. Great retail customer service can place the product in the hands of the consumer before it is sold. Seeing items, feeling them, trying them on – over half of all consumers list these reasons for shopping in a store.

So why not give them what they want?

Other reasons people say they prefer the in-store experience are trust related. Forty-one percent worry the product will look different than as advertised. And nearly a quarter say the product is too valuable to risk an online transaction. Over 10% do not trust online security.

Brick-and-mortar store employees interact with the shopper and build a relationship. As a result, these trust issues fade – and your store makes the sale.

4. Turnabout is fair play

E-commerce offers clear advantages, too. Nearly 60% of people surveyed say 24/7 availability is a top reason to shop online. Other top attractions include price comparison (54%), better online prices (46%), time savings (40%), and convenience (39%).

Even so, smart brick-and-mortar retailers can cherry-pick these advantages to snag customer dollars. Solid knowledge of your customers allows you to adjust your hours to their preferences. You can offer price comparisons in-store through signage or give customers access to a workstation or provide an app. Price match removes that online advantage.

And fast, excellent service mitigates the time savings and convenience of online shopping.

Rather than giving in to the online wave, the savvy retailer turns it to his or her advantage.

5. Reaching the right consumers

The typical online shopper is younger, wealthier and into technology, right?

Not so much.

While 15 or 20 years ago that may have been true, the online market has broadened well beyond those “early adopters.” Remember those online transaction numbers? When we break them down by generation, we find Millennials only average one more transaction annually (16) than Baby Boomers (15). And those in the middle – Gen Xers – actually average more than either (19). If you think about it, that makes sense, since Gen Xers were the first generation to really get their hands into ecommerce, in its infancy. And those Gen Xers are now middle-aged and have plenty of disposable income, much of it initially generated during the earlier years of their career, when ecommerce and the dot com era was new and booming.

Consumer preference provides a better strategy for reaching the right customers. Those “tactile” shoppers who want to see and feel the product come in all age groups. Yet those numbers peak (68%) among the 25-34 crowd. The 18-24 crowd lists instant gratification as a reason to shop in-store more than any other segment. And the simplicity of in-store returns is an important brick-and-mortar draw for both those 18-24 and those over 65.

Therefore, the moral of this little story is know your customer to provide the right experience.

6. Meeting expectations

Competition is fierce across and between all channels. Retailers must learn what their customers expect – and do what it takes to excel.

Perhaps the biggest unfulfilled opportunity here for brick-and-mortar locations is the real-time promotion. Online marketers learned this long ago. Almost every online item page or shopping cart includes a few “you might also like …” items.

Furthermore, many online sites present popup coupons, special offers, and shipping breaks to nudge the customer to the “buy” button.

Most notably, 47% of consumers say they want these messages. Yet, only 7% of brick-and-mortar stores offer them through their own e-commerce sites and apps.

Also, 42% of customers want to see coupons and discounts apply automatically at the in-store checkout. Yet only 16% of retailers offer this. Another 37% wish to get the convenience of a shopping list, item locator, and store navigation on the brand’s app. Still, currently, most retailers are falling short.

Today’s shoppers walk those aisles with phones in hand. You can give them the experience they want and increase your sales at the same time – resulting in happy customers and a happy retailer!

7. Doing it all

It should be clear by now: Successful brick-and-mortar retailers of the future will be omnichannel retailers.

What does that mean?

Choices.

As an example, some consumers want to research online then make the purchase in-store. Others want to look things over in-store then go home and buy online. Therefore, retailers need to provide both options.

Also, maintaining close contact with today’s consumer requires a broad, flexible, and adaptive online presence. That mobile device is your ticket to a customer relationship. Nearly 60% of global retailers have mobile phone apps allowing customers to make the purchase. The next frontiers in leveraging mobile for physical stores, like navigation, mobile-only specials, flash sales, etc., are already making an impact.

Are you ready to hack online’s advantages for your store?

Infographic source: https://love.shopping.fm/online-vs-offline/

This topic was also covered in S.01 E.15 of Yasha Harari’s Marketing Insights Podcast.

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How To Build Successful Content Strategy Campaigns in 10 Steps https://yashaharari.com/build-successful-content-strategy-campaigns-10-steps/ https://yashaharari.com/build-successful-content-strategy-campaigns-10-steps/#respond Sun, 22 Oct 2017 10:23:05 +0000 http://new.thedailydose.com/yashaharari.com/?p=244 How Should We Develop Our Content Strategy? So, we get asked how to create the best content strategy, a lot, probably 4 – 5 times a day, if not more.  And it’s a doozy. Basically, folks always ask us how they should build their content marketing strategy in order to reach certain marketing or business […]

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How Should We Develop Our Content Strategy?

So, we get asked how to create the best content strategy, a lot, probably 4 – 5 times a day, if not more.  And it’s a doozy. Basically, folks always ask us how they should build their content marketing strategy in order to reach certain marketing or business goals. Well, without further ado, here’s our current model for doing just that.

The best way to build the year-long content strategy is:

Time and Research

1. take your time. don’t rush it in 1 day! a solid, year-long plan should take you up to a month, or at least 2 weeks to plan correctly.  you can do it in 1 week if you really push hard.  yes you can do it in the big picture over coffee, but to really cover all your bases takes time that even a long lunch won’t cover.

2. develop your goals and write them down. make sure they are clear and understood by everyone involved in achieving and crushing the goals.

3. stay focused on doing the research related to the topic. use data to determine which topics to cover, what kind of content similar to it gets the most shares, comments, likes, followers, retweets, etc.  measure the potential audience sizes with tools like google adwords keyword planner, moz, semrush, etc.  use content research tools like google trends, buzzsumo, buzzfeed and reddit to discover communities of related topics that you can reach with well produced, relevant content.

Designas waterfalls flow downward, so too should gravity drive your visitors through to where they want to go to achieve the optimal level of engagement with your ocean of products / services

4. design your content strategically.  Address, with each piece, an answer to the question that the headline suggests.  In short, make sure that whatever the person came to the page looking to find, is on the page.  build your content architecture in silos, solar systems, intergalactic cluters, scattershots, sniper sites, or any shape you choose, just as long as you build them with a clear path to the money site / landing page / where visitors sign up to the event / customers take action for the product/service via a clear CTA to be seen above the fold.

4a. build up a list of content freelancers. Make and keep an updated roster of at least a few of each of these types of professionals:  content writers, infographics artists, video makers, audio producers, ebook publishers, etc.  you can certainly find them on fiverr, upwork, 99designs, as well as other marketplaces and online communities.

Create

5. create the content correctly.  Produce the materials (articles, infographics, ebooks, videos, podcasts, etc) according to these guidelines and the technical requirements necessary to publish the materials.

Implement

6. Implement distribution. Get the content published, re-published, linked-to, liked, commented, reviewed, shared, etc. This is the most time-intensive part of the work, and the one where you have to apply the greatest care to make sure everything gets out properly, on time, without any incidents, and with fast replies to any inquiries or issues that might pop-up.

6a. build up a list of freelance distributors. Make and keep an updated roster of at least a few of each of these types of professionals:  bloggers, social media marketers, content website publishers, podcasters, vloggers, influencers, seo specialists, sem / adwords / ppc specialists, facebook ads specialists, amazon ads specialists, pinterest ads specialists, instagram ads specialists, etc.  make sure they publish in places that are relevant to the topic you are promoting. you can certainly find them on upwork, fiverr, seoclerks as well as other marketplaces and online communities. make sure they give you their analysis, estimates and reports so that you can compare their forecasting and performance and see how it impacted the campaign.

7. Monitor the data. See what’s good, bad and ugly about the performance of the works. Tweak where possible. if something is bad or unoptimizable, dump it. if something’s working well, find ways to reinforce it in the same materials *if it will help*, and find places and ways to repeat it elsewhere.

Review Numbers & Performance

8. Analyze and Report Results. After all is said and done, do a final crunch of the numbers, a solid and present the findings to the relevant people.  make sure to cover wins and losses, good and bad, things learned and actionable to-dos to improve from that point forward. keep a critical eye on any paid campaigns, as they will cost you real money per click or visit or sale, and that can add up pretty quickly and get out of hand fast, if you neglect it. basically, always know what your spend is, and what your ROI is. if you’re losing money on ads, you’re doing it wrong.  so make sure you know the data so that you make sure any optimizations will pay off.

Just Do It … Again

9. Rinse & Repeat wherever possible. if the effort is worthwhile and may be done again, do it again, whether to reinforce the existing topic coverage, or for a different topic.  Success breeds success.  So when you have something good that you are doing, and you have no reason to stop, keep doing it!

10. That’s it! Good luck!

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New Marketing Podcast https://yashaharari.com/new-marketing-podcast/ https://yashaharari.com/new-marketing-podcast/#respond Tue, 03 Oct 2017 07:05:09 +0000 http://new.thedailydose.com/yashaharari.com/?p=212 NEW MARKETING PODCAST “YashaHarari.com” NOW AVAILABLE IN ITUNES Yasha Harari launches his Marketing Insights podcast from YashaHarari.com. People can subscribe to the podcast on iTunes. NEW YORK, October 3, 2017 / press release channel / — Yasha Harari’s Marketing Insights podcast, (http://YashaHarari.com), a podcast about marketing, has just been released and is available to listeners […]

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NEW MARKETING PODCAST “YashaHarari.com” NOW AVAILABLE IN ITUNES

Yasha Harari launches his Marketing Insights podcast from YashaHarari.com. People can subscribe to the yashaharari.com podcast mixed media photo art illustrationpodcast on iTunes.

NEW YORK, October 3, 2017 / press release channel / — Yasha Harari’s Marketing Insights podcast, (http://YashaHarari.com), a podcast about marketing, has just been released and is available to listeners for subscription in the iTunes store. The Marketing Insights podcast focuses on topics that cover all aspects of marketing, from offline to online, including B2B, B2C, B2B2C, LeadGen, Organic SEO, SEM, Social, WOM, Email, Billboard, Podcast, Vlogs, Video, TV, Radio etc. and is geared toward people who are doing marketing work, from beginners marketers, to accidental marketers, all the way up to highly advanced top professional marketers.

The inaugural episode of Marketing Insights with Yasha Harari features important coverage and information about Page Titles as the single most important web page element that someone can edit in order to make an impact on their SEO scores, reaching an audience of a small and growing number of highly connected and influential bleeding edge listeners / subscribers.

Podcast host Yasha Harari says, “Launching the Marketing Insights podcast has been one of the most thrilling experiences I have done in marketing. This would not be possible without the support of so many great people. We consider ourselves very fortunate to have so many positive, encouraging and excited friends and colleagues in the US and around the world. They are giving us amazing feedback just from what they’ve read in the news and heard in the trailers and promo clips, or what we’ve shared with them in private. We have a great series lined up for Season 1, and we are very excited to get the episodes out there for the best audience anywhere.”

Fans of the podcast can contact Yasha Harari via the YashaHarari.com website or social media (facebook, twitter, linkedin, google+), to provide feedback and ideas for the podcast.

To listen to the podcast, visit http://YashaHarari.com/podcast

About Yasha Harari’s Marketing Insights Podcast

Based in No Particular City or Country, Yasha Harari’s Marketing Insights podcast serves listeners interested in marketing topics, and specifically in coverage of high-level views, innovative and proven strategies along with effective tactics that help marketers reach higher levels of success at work. Hosted by Yasha Harari, the Marketing Insights podcast with Yasha Harari is released on a weekly basis and is available for subscription at Apple iTunes.

More information, contact Yasha Harari at (929) 248-4340 or visit the official website: http://YashaHarari.com

Related:

Blog about the first episode of the Marketing Insights Podcast with Yasha Harari.

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Page Titles – Podcast s.01 e.01: https://yashaharari.com/page-titles-podcast-s-01-e-01/ https://yashaharari.com/page-titles-podcast-s-01-e-01/#comments Sun, 24 Sep 2017 10:40:10 +0000 http://new.thedailydose.com/yashaharari.com/?p=197 Hi and thank you for being here, at the very first public podcast we have published for SEOs and online marketers. We’re so thrilled with how the launch went, and we’re ecstatic that you’re here to join in and enjoy all that we’re here to give you: Expert and Cutting-Edge insights into the world of […]

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Hi and thank you for being here, at the very first public podcast we have published for SEOs and online marketers. We’re so thrilled with how the launch went, and we’re ecstatic that you’re here to join in and enjoy all that we’re here to give you: Expert and Cutting-Edge insights into the world of marketing, that you simply won’t get elsewhere. And we do our best to keep it short, sweet and to the point, so that you gain from us as quickly as possible.

In this first public episode of Marketing Insights by Yasha Harari of YashaHarari.com, we cover the subject of yashaharari.com podcast itunes cover artPage Titles and look at how important they are to your OnSite SEO work.

In fact, page titles are the single most important thing you can edit to make an impact on your rankings and SEO performance within a relatively short period of time.

Yasha goes over some facts that may surprise even a veteran SEO, and are sure to help a newcomer to the field.

We hope you find this episode useful and share it with anyone you know who might benefit from it.

Thanks for listening, and Be sure to tune in next time, to the next episode of Marketing Insights by Yasha Harari.

Podcast details:

Season: 01
Episode: 01
Title: Page Titles
By: Yasha Harari
Via: YashaHarari.com
Date: September 24, 2017
iTunes location: in iTunes Store Podcasts

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Hello world! https://yashaharari.com/hello-world/ https://yashaharari.com/hello-world/#respond Thu, 22 Jun 2017 20:51:32 +0000 http://new.thedailydose.com/yashaharari.com/?p=1 Welcome to WordPress. This is your first post. Edit or delete it, then start writing!

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Welcome to WordPress. This is your first post. Edit or delete it, then start writing!

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