i love coming back to tumblr once a month to post art for shit that nobody ever followed me for ANYWAYS. you guys will not fucking believe what i just got hyperfixated on

Too late? -a tyrus fic pt 1/2

*this is super loosely inspired by that scene from Love, Simon* *note its like time jumped so there no underage stuff going on* *TW tho theres a lot of drinking*

TJs POV

It took about 2 hours of debate but I decided to go to Cyrus's party. I've also decided that I was finally going to tell him how Ive felt, Ive waited just about 5 years to tell him and I think its time. I picked out my nicest tshirt and matched it with black jeans and made my way over.

I got there and was greeted at the door by a bubbly and excited Cyrus

"Hey TJ glad u could make it. Come on"

He ushered me in and I smiled at him, i contemplated telling him in that moment but decided I needed to work up the nerve since there was way more people here than i expectdd. I walked over to the kitchen and grabbed myself a beer from the cooler.

About 2 hours and 6 beers later i finally decided to tell Cyrus. I looked around and couldn't find him so I decided to ask buffy

"Hey have you seen Cyrus?"

"Uh yeah I think he went upstairs Why?"

"I need to talk to him"

"Finally telling him about your crush?"

"I-i dont know what youre talking about"

"Its okay TJ its cute, go talk to ya mans"

I shoved her playfully laughing. And turned to go upstairs I made my way to Cyrus's room rather quickly i wasn't looking up and opened the door slowly stepping in

"Hey Cyrus I really need to talk to-"

I looked up and see Cyrus sitting in the lap of some guy without a shirt making out, I felt my heart sink

"I-Im so sorry I d-didnt know"

I ran out the room not stopping even though i heard Cyrus call out for me I ran past Buffy who stopped me by grabbing hold of my arm

"What happened?"

"He was up there with some half naked guy"

"He what!? Why would he do that hes like in love with you

"Obviously not." I turned back to see a messy haired Cyrus running toward me

"I got to go" i grumbled to Buffy before quickly making an exit. As unathletic as he says he is, Cyrus can run fast when he wants he caught me outside as I was getting off the porch

"TJ please wait its not what you think"

"It looked pretty clear"

"Its not like that I swear"

"What am I supposed to think, if I didnt walk in you werent going to get in bed with that guy" I felt jealousy run through me my tone a lot more harsh than I meant.

"TJ whats this about why are you so mad?"

"It doesnt matter anymore its too late I know the truth"

"TJ please I swear-"

"Whatever Cyrus I have to go"

"TJ-"

I ignored his call and kept walking home. When I went home I realized nobody was home and just screamed into the darkness of the house I punched the wall

"IM SO STUPID" I yelled into the darkness as I slid down the wall crying. I pulled my phone out and stared at pictures of me and Cyrus. My phone was blowing up. Cyrus wanted to explain himself, Buffy wanted to know if Im okay, and Amber wanted to know where I was. I texted back Amber to let her know I walked home, and told Buffy I was fine but ignored Cyrus. I drank a few more beers that I had in the fridge before I went to bed and cried myself to sleep. I was woke up by Amber who sat at the edge of my bed with water and an asprin.

"I dont know how much you drank last night but I thought youd want this" she handed it to me and I groaned in response to sitting up and smiled at her thankfully as i took the aspirin.

"TJ what happened last night"

My heart sunk as I remembered the sequence of events last night. I looked down at my hand which was bruised and cut up from hitting the wall. I never cleaned it so there was still some dried blood on my knuckles.

"Is this what happened to the wall?"

I looked down at the glass of water I held in my lap a tear rolling down my eyes

"TJ come on talk to me what happened?"

"I was too late I missed my chance"

"What do you mean"

"I finally decided to tell Cyrus the truth. Buffy told me he was up in his room so I went to find him.."

"Oh no what was he doing?"

"He was sitting in the lap of some half naked guy who was probably more attractive that me"

"Did you see who it was?"

"No Cyrus's head was blocking the guys face."

"TJ im so sorry. Did Cyrus say anything?"

"He followed me outside and tried to say it wasn't what it looked like. I snapped at him I just- I couldnt even look at him. Hes been texting me all night I think i have a load of missed calls and texts from him"

"Whatd he say?"

"He wants to talk about what happened"

"TJ you should really talk to him tell him the truth"

"Theres no point I was too late if he was ever into me, hes not now"

"You dont know that. Come on tell me you havent hooked up with at least one guy because you were drunk off your high horse"

I looked down at my hands to avoid her gaze.

"Thats what I thought. Text him back"

She walked out of my room and closed the door softly. I looked down at my phone and read Cyrus's texts.

TJ im so sorry you saw that

TJ I swear its not what you think

TJ! Answer my texts what are you doing stop ignoring me!

I stared at my phone and contemplated just erasing his number entirely. But I couldnt bring myself to hit erase. I stared at the picture Id chosen as his icon and smiled. I felt tears rolling down my cheek. And texted him back

It sure looked like what I thought Cyrus. Whats there to talk about

He replied almost immediately, as if he was staring at his phone waiting for me to respond

Tj please I swear its not like that. I didn't even know that guys last name

Oh because that makes it so much better. I think Im better off just not texting you. See you around

TJ stop please text me back

TJ call me

Dammit TJ if you dont respond Im going to just show up at your house

I read his last text and sighed

Theres nothing to talk about

Fine then Whatever I'll see you in about half an hour then

Don't come over Cyrus I dont want to see you.

He didn't respond and I wondered if he was really coming over. I made my way downstairs to the kitchen and opened the fridge. I didnt pay any attention to Amber who was sitting at the counter, who I knew was staring at me. I reached toward the back of the fridge and grabbed a beer. Before i could even pick it up I heard Amber's voice behind me

"You dont need that"

"Mind your own damn buisness"

"TJ idk how much you drank at the party but you drank an entire six pack here."

I sighed did I really drink that much last night? I looked at Amber, who mustve sensed my disbelief,as she motioned towards the counter. 6 empty beer bottles sat there

"Those were all you TJ. Youre worrying me, youve never drink this much. You never day drink either"

I didnt respond and put the beer on the counter. I walked over to the empty bottles and grabbed them shoving them into the recycling box before grabbing my full one and walking away.

"TJ.."

"Im fine Amber" I snapped at her and instantly felt kind of bad, I sighed.

"Its just one beer"

"Yeah right now but how do I know its not going to turn to 3 then 5 and so on."

"I just need to not remember Amber I need to forget" I replied harshly

"Thats not the right way" Amber sounded like she was going to cry and I sighed, opening the beer anyway. Defeated, Amber sighed and went upstairs to her room. I opened the fridge and grabbed a full six pack and took it up to my room. About 25 minutes later I heard Amber open the door. I assumed she was going out. I heard it click shut and heard her talking to someone. I sighed and looked around I already finished off the one beer and then three more from the six pack. The empty bottles sprawled across my bed, I was half way through my 5th beer two more in the six pack. I wiped tears away from my face, I didnt realize I was crying. I heard a knock on my door and sighed

"Im not in the mood Amber"

My door creaked open and I looked up to see Cyrus poking his head in the room. He looked at my surroundings and sighed. I guess Amber told him her worries. He stepped inside and shut the door behind him.

"You showed up" I said taking a drink

"TJ youre drinking too much you need to slow down"

Cyrus motioned towards the beer bottles on my bed and I scoffed.

"Look I dont know what Amber told you but shes delusional"

"Show me your hand"

"Why"

"Just show me"

I put my hand out, I still havent cleaned it so it looked a lot worse than it felt. Cyrus sighed and walked into the bathroom, he came out with a washcloth and some bandages.

"Youre going to get an infection if you leave it like this"

I watched as he cleaned and bandaged my hand "I dont know why you care so much dont you have Mr. No-Name to catch up with?"

"TJ why are you acting like this? I told you Im not into him. Either way you have no right to be all jealous"

"Im not jealous"

HONORING MY LATE HUSBAND NICKOLAI COWELL, Screamin' Olaff Maginski, NEW SONG ROAD SCORE ONIONS I am baaaack. I am having an INTENSE physical transformation. In my 10 Years of horrific illness, I had thousands of tumors/graulomas, and many many badly broken and dissinetegated bones. I had numerous surgeries, including 2 prostetic hips, other human bones, screws, and countless stiches in my throat where they kept on having to save my life with IVs sewed into my neck, for my blood was teribly infected, I had DVT blood clots, and my veins had collapsed. I know it is BEYOND a miracle I am here, typing this, smiling, breathing. I am trying to find that balance that I always struggle with between helping make the world a better place and caring for myself. The past few days, as it was most of the last 10 years, I lost hearing in my left ear and every noise that came to me was garbled into torturous pain in my left ear and eye where so many tumors recently melted, leaving holes so to speak. Since I coud not use music at all, I deeply mediated on the places and people I love so dearly and healed healed healed, am healing healing healing. I am almost COMPLETELY off narcotics, just had to add a bit back with he recent intense pain. I realize I am not yet strong enogh to travel on a plane, so I will not make it to the Portland Memorals May 6 and Music May 7 for my dear late husband, 'Nickolai' Nicholas Cowell, Screamin' Olaf Mcginski. My songs will be there, a dozen of them, on recycled paper, as will my spirit, and I will be there on some form of social media. Every single person that was attracted to the wonderous light of my husbad is an exceptional person, I assure you will not be let down if you attend and meet some of his glorious 'extended family'. This is a small event for friends and family organized by his parents and brother. He never had a friend he didn't consider family, so in that vein: all are very welcome, kids too of course! I will post information soon about the event(s), timing and more details. I am working with my dear sisier on a Funeral close to home, in Massachusets perhaps. My nephew and I will be playing songs, and we are planning some beautiful rituals. I will be honoring this brillinat man for the rest of my life, so after Portland will be a Mass/NJ event, one in Telluride, CO, and on from there Interntionally eventually. This hubmle brilliant unseen man in his lifetime deserves the world, and I internd to give it to him now that I am alive again, taking care to first feed and love and heal myself, which I am deepy working on now. He is truly helping me write the Album, Band of Peace, letting all beings know they are dearly loved, powefrul, and thet unity and peace and susainability are all possible! There will be a non-proft fund in his name associated with this evetually. I have been offline, completely had my phone shut off, and have been in a deep cuccoon. I will check messages and emails etc. soon. I was able to listen to music again starting yesterday!!!!!!!! YEAH! I will be working with many many msicinas! SO EXCITED! Today, I wrote the song Road Score Onions about meeting and inevitably falling deepy in love wih my late husband, Screamin' Olaf Mcginski. The greif is deep, for he is my True Love. The music helps immensely, and I am trying to remind myself not to be so sad, for he is here with me!!! Cheers and peace, y'all! No matter what is going on in your world around you, peace is possible-for is inside you!!! I will be recording music videos of Whanganui River and Road Score Onions soon, as my ear pain allows me to, gives me the green light!!@@ ROAD SCORE ONIONS ************************************** Darlin', you brought me road score onions and I was all in. Singing by the fire your face floated through centuries in my dreams. We had the same visions passions hearts right from the start. Always before I thought I was on a holy mission alone. Until you became my only home I've ever really known. I knew I was on a mission to bring sustanability to our people, solar power to every steeple. But oh, how you gloriously stopped me in my tracks. To join me. There is no looking back. Sundays were our days. You taught me how to telemark ski. You moved with me to New Jersey. To move in with grandma so she didnt have to go alone to a sterile home. To Unite. To fight for new state laws for solar wind and earth energy sustainability afforability city. You designed engineered and installed solar all over. You taught biodisel. Your gigantic heart is so damn lethal! We did what we loved for work. Busmans holidays. Neverending passions to create on earth a new and true heaven from seven stars from very far away, away. Oh, how i remember how tender your touch. It is too much to not have you here as I have awakened. No, I am mistaken. For you are writing this with me! Holy!!!! It was way too much. How sick I fell. We went down the deepest well. It was pure hell. Unable to talk. Unable to walk. You never left me, my darling. 10 loooonnng years, beyond our deepest fears. The waxing new moon lends me these tunes. Any days of breath I have left I give honor to the holy father and deep thanks to you. You. You remove my blue. My boo. My true blue. So may Nick names for the man that means the word to me, Nickolai, how you do Fly, Fly. Fly!! My one true new moon. Bloom. Boom. Bloom. You bring me love from my deepest dreams you benevolnt being! How your life was taken mid-steam. No! I am mistaken! You were not taken! For you are here healing with me. I remember it all so clearly. So dearly. You would sing to me Bob Marley and Michael Franti tunes, under our Harvest Moon. We would dance. dance. dance. Into a trance. Until I could no longer stand. How you always held my aching hand. You demanded peace. In all you did. But for your own self. Self less you are my dar'ling. You couldn't see your worth. Your love is so healing, healing, healing. How it removes my ceilings. So many more peaceful warriors I love so are in heaven. Watching over us. They will rise with us again soon, under a glorious winter solstice afternoon. We have a love so true. I have gone so deep down iside. Where you reside. I am your bride. With deep pride. I have been deep in my cuccoon with you and the moon. Thanks and praises to the one above working with you to heal this weary dove. Oh, how you still bring me road score onions straight to my heart. In the end and right from the start. The number of times we saved eachothers lives. Forged in fire. You satisfy my every desire. Spiritually we are steemed from trees. Fom Luxor, Nepal, Tibet. Peru. We are never through. We come from Water. Earth. Air. Dust. Don't despair. All that is true and holy and sacred will soon rise. Stop the illusions and our people's confusion. Ashes to ashes. Dust to dust. In the Great Spirit I put all my trust. You must know you will never leave my heart. Your essence from me cannot part. Our trip to Nicaragua. Sabana Grade Village. Our Holy Pillage. Staying with our humble loving beautiful family on their earthen floor, teaching eachother about sustainability. Singing dancing so very free! We learned how to make solar panels. Change the channels. Flooding all lies. Bridge the divide. House sitting in straw bale heaven adobe. Riding horses from the mountian peaks to the sea. Dancing underneath the glorious full moon. For you, I do forever swoon. My big spoon. Look at the moon. Planting gardens composting making the most of what we were given. You were always forgiven. Livin' I am again. Your humble brilliant hands they do heal this sacred land. Oh, how your glance and dance does put me into a trance. Come into my arms. Away from all harm. Sway with me to the rhythum of the soft afternoon. Watch the new blooms. Please, deliver me from evil!. All the countries you worked for peace in. To my deep chagrin too brillant you were for the darkness here you are now devoid of fears darling, you are so damn pure!! I can feel you, ever-presently near. Oh, how my days are filled with rain and my nights are filled with sorrow. The thought of loving you brings me rainbows of tomorrow. The kind bones in your face defy space. Your soothing voice is so very gentle. So choice. Your brilliant mind so divine. Your gigantic heart melted me right from the start. Your addictions and earthly afflictions haunt me. I try to remember that now you are finally at peace. You are my peaceful warrior. How you do deliver me from pain. You are a white buffalo in my dreams: dancin' prancin' singing a dancin' and and a bell ringing. You light my fire deep within, my love twin. Sing to me as we sway to the wind in the trees lighting beings. Erupting into a violet orange sky, no longer shy. His white orange violet indigo blue silver gold halo showed me past lifetimes with this precius soul. I right then did know. I would never go. When I was down, you would bring me kittens donkeys and love poems. How I know them all by heart. You are my man. We are taking a stand with this album you are helping me write. People, Unite!!! You took my hand all over this glorious land. Man oh man. When I was long captured underwater and could not talk or sing, I would bring my visions to the pure of heart above. Owlie was sent to Nahko to sing to you this love song, 'She breaks free a flower. Catches the wave of the wind. She plants it South, far below the canyon walls. We are the mighty rivers, emptying at the mouth and joining currents. Currently, I am waiting for the midnight hour when the moon undresses in all her glory. You are my shell. My ocean as well. Put your mouth to my mouth, breathe along. You are my shell my ocean as well. Put your mouth to my mouth breathe along', he croons. How every single night was freight with the deepest strife. I could not even be touched or held. How tears welled and felled. Of course you had to check out!!@@ I do shout! Your addictions and our afflictions were to much to bear. Bear. Bere. Bare. But for our deep deep undying love, and uconditional love from the one above. I swear, I am being miraculously healed. All was reveled. It happened so damn fast. You did not believe your eyes. You tried and tried while I cried and cried for you to wake up. I had to leave to set you free like you had so often delivered to me. After all is said and done, You returned to me! See!! These songs you are writing with me! Glory!! I open my mouth south to your breath. Dissolving the tumors in my brain, my breasts. Your violet eyes Singing and dancing together on the hightest peaks. In your arms I find the deepest releif. The light in your soul. How it roll roll rolls. Over and over with you down the valleys, we met at the mouth of the river where we are finally delivered back into eachothers' arms. I finally received your ashes. I have been planting them all over. Rebirth Rebirth Rebirth. I will show you your worth that you couldn't see in this particular form on Earth. Oh perfect storm! I will always remember your water. We shall recover. All that was lost. lost. Roots run deep. True love doth forever seep. Oh, in my heart how you bring me road score onions every day to keep me sane. I will always honor your true name, my darlin'! Galloping on horses to the sparkling waters in Dominica. You are a fantastic humble leader. Watching all you do the classes you hold. You are so very bold. A sight to behold. You have zero ego, ergo my heart sings for your ring. Your humble brilliance was definately heaven sent. My love for you does rise rise rise. I will always be your bride. We will not be denied. My Darlin', My Serapin. My Dolphin. My Holy Love Twin Deep Within. Oh. How you bring me road score onions every day. It is a miracle I am healing at all. I can feel you holding me carressing me right underneath me singing to me writing these songs with me. How your mighty heart cures my disease. Please. Pleease. Don't leave me. I deeply believe. In you. My boo. I will soon be honoring you across the world 'From the west coast to the east coast blazing a trail of gold', as our wedding song Katharina wrote us our story is Told. Oh, at first glance, you took a deep stance in my heart. Your exceptional kindness, brilliance, humbleness, compassion, deep beauty had me from day 1. You Sacred Sun. We had to meet to consolodate our grants under the same ubmbrella nonprofit Atals Arkology. Steeprock Jointery. Led by the late, the great, the brilliant, the dear my brother from another mother: Glen Harcourt. Dear Brother, I know you are with my lover in Heaven. Creating glorious breathable buildings that sing! Structures that venerate and create love. They self illuminate, never to take. My grant was for green bulding code changes and education series. His was for Biodiesel for town busses and trucks. What Divine luck. That smile. I could see for miles. Your kindness. Your gentle kiss, that sweet abyss. Many many laughs. I crocheted your favorite hat. After our first weekend together, you left me the most heavenly letter. On the back of a macaroni package. That said 'You are like a perfect red apple on top of a tall twisted tree in a desolate land.' Not long after, you asked for my hand. Photon belt. Starseed Gateway. Gravity. Weightless. Unity. Blue Cosmic Hands Across this Sacred Land. Time to take a Stand. A Stand. On our first date after our grants were given to my house in Telluride you had driven. From your Biodisel Warehouse in Montrose. Our date to the potluck at our friends yurt that glorius fall night by the fire. Your face removed all my hurt, You beamed through centuries in my deepest dreams. I knew that road score onions had been planted so deep in my heat. Right from the start. Oh, darling. I 'aint leaving you again. You breathe life into me eveytime I remember you showing up with your road score onions in my heart. They took deep root right from the start. -Elizabeth Robbins April 29, 2017

NY car insurance question for a new driver?

NY car insurance question for a new driver?

Okay, I ve had my permit for like a year because I didn t have a car to care if I had a license or not. Now that I m getting a car. I was wondering how about how much insurance would cost. I have to wait a couple weeks from the car insurance place so please no get a quote I just want an approximate estimate of about how much it would cost. I don t have drivers ed or anything. Just a license at 17 on my parents insurance. I would have my own car but it d be on their insurance so that s 3 cars on 1 insurer. The car I am going to get is a 84 Volvo wagon. Please just a month average price of how much more my parents insurance would go up. ( like they pay 100 and it d be 250/mo. So i pay 150 a month.) something like that. I just want to know if my job will cover my own difference Thankyou. ,I would recommend one to try this web page where you can compare quotes from the best companies:

BEST ANSWER: Try this site where you can compare free quotes :HELP-INSURE.NET

SOURCES:

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Affordable, Stat-Based Retail Strategy For Your Agency’s Clients

Posted by MiriamEllis

Retail clients are battling tough economics offline and tough competitors online. They need every bit of help your agency can give them. 

I was heartened when 75 percent of the 1,400+ respondents to the Moz State of Local SEO Industry Report 2019 shared that they contribute to offline strategy recommendations either frequently or at least some of the time. I can’t think of a market where good and relatively inexpensive experiments are more needed than in embattled retail. The ripple effect of a single new idea, offered up generously, can spread out to encompass new revenue streams for the client and new levels of retention for your agency.

And that’s why win-win seemed written all over three statistics from a 2018 Yes Marketing retail survey when I read it because they speak to motivating about one quarter to half of 1,000 polled customers without going to any extreme expense. Take a look:

I highly recommend downloading Yes Marketing’s complete survey which is chock-full of great data, but today, let’s look at just three valuable stats from it to come up with an actionable strategy you can gift your offline retail clients at your next meeting.

Getting it right: A little market near me

For the past 16 years, I’ve been observing the local business scene with a combination of professional scrutiny and personal regard. I’m inspired by businesses that open and thrive and am saddened by those that open and close.

Right now, I’m especially intrigued by a very small, independently-owned grocery store which set up shop last year in what I’ll lovingly describe as a rural, half-a-horse town not far from me. This locale has a single main street with less than 20 businesses on it, but I’m predicting the shop’s ultimate success based on several factors. A strong one is that the community is flanked by several much larger towns with lots of through traffic and the market is several miles from any competitor. But other factors which match point-for-point with the data in the Yes Marketing survey make me feel especially confident that this small business is going to “get it right”. 

Encourage your retail clients to explore the following tips.

1) The store is visually appealing

43–58 percent of Yes Marketing’s surveyed retail customers say they’d be motivated to shop with a retailer who has cool product displays, murals, etc. Retail shoppers of all ages are seeking appealing experiences.

At the market near me, there are many things going on in its favor. The building is historic on the outside and full of natural light on this inside, and the staff sets up creative displays, such as all of the ingredients you need to make a hearty winter soup gathered up on a vintage table. The Instagram crowd can have selfie fun here, and more mature customers will appreciate the aesthetic simplicity of this uncluttered, human-scale shopping experience.

For your retail clients, it won’t break the bank to become more visually appealing. Design cues are everywhere!

Share these suggestions with a worthy client:

Basic cleanliness is the starting point

This is an old survey, but I think we’re safe to say that at least 45 percent of retail customers are still put off by dirty premises — especially restrooms. Janitorial duties are already built into the budget of most businesses and only need to be accomplished properly. I continuously notice how many reviewers proclaim the word “clean” when a business deserves it.

Inspiration is affordable

Whatever employees are already being paid is the cost of engaging them to lend their creativity to creating merchandise displays that draw attention and/or solve problems. My hearty winter soup example is one idea (complete with boxed broth, pasta, veggies, bowls, and cookware). 

For your retail client? It might be everything a consumer needs to recover from a cold (medicine, citrus fruit, electric blanket, herbal tea, tissue, a paperback, a sympathetic stuffed animal, etc.). Or everything one needs to winterize a car, take a trip to a beach, build a beautiful window box, or pamper a pet. Retailers can inexpensively encourage the hidden artistic talents in staff.

Feeling stuck? The Internet is full of free retail display tips, design magazines cost a few bucks, and your clients’ cable bills already cover a subscription to channels like HGTV and the DIY network that trade on style. A client who knows that interior designers are all using grey-and-white palettes and that one TV ad after another features women wearing denim blue with aspen yellow right now is well on their way to catching customers’ eyes.

Aspiring artists live near your client and need work

The national average cost to have a large wall mural professionally painted is about $8,000, with much less expensive options available. Some retailers even hold contests surrounding logo design, and an artist near your client may work quite inexpensively if they are trying to build up their portfolio. I can’t predict how long the Instagram mural trend will last, but wall art has been a crowd-pleaser since Paleolithic times. Any shopper who stops to snap a photo of themselves has been brought in close proximity to your front door.

I pulled this word cloud out of the reviews of the little grocery store:

While your clients’ industries and aesthetics will vary, tell them they can aim for a similar, positive response from at least 49 percent of their customers with a little more care put into the shopping environment.

2) The store offers additional services beyond the sale of products

19–40 percent of survey respondents are influenced by value-adds. Doubtless, you’ve seen the TV commercials in which banks double as coffee houses to appeal to the young, and small hardware chains emphasize staff expertise over loneliness in a warehouse. That’s what this is all about, and it can be done at a smaller scale, without overly-strapping your retail clients.

At the market near me, reviews like this are coming in:

The market has worked out a very economic arrangement with a massage therapist, who can build up their clientele out of the deal, so it’s a win for everybody.

For your retail clients, sharing these examples could inspire appealing added services:

A small pet food chain is offering health consults in addition to selling merchandise.

Even small clothing boutiques can provide personal styling sessions.

I know of a particular auto parts store where salespeople show you how to change windshield wipers and headlight bulbs for free and it brings our household back almost every time..

It’s common for shops like toy stores to have kids’ birthday clubs, but sophisticated businesses offer loyalty programs, too

I wrote about offering shipping last year as an additional service with self-evident value in this age of convenience.

The cost of these efforts is either the salary of an employee, nominal or free.

3) The store hosts local events

20–36 percent of customers feel the appeal of retailers becoming destinations for things to learn and do. Coincidentally, this corresponds with two of the tasks Google dubbed micro-moments a couple of years back, and while not everyone loves that terminology, we can at least agree that large numbers of people use the Internet to discover local resources.

At the market near me, they’re doing open-mic readings, and this is a trend in many cities to which Google Calendar attests:

For your clients, the last two words of that event description are key. When there’s a local wish to build community, retail businesses can lend the space and the stage. This can look like:

Any type of class, like these ones that teach how to operate an appliance or machinery, how to re-skill at something like wilderness survival, or how to cook/make things.

Any type of event, like the open mic night I’ve cited, above, or celebrations, or appearances by well-known locals such as authors, or ongoing club meetups.

Any type of special appeal, like this recycling deal gifting participants $20 off new jeans if they donate their old ones, or housing a drop-off point for light bulbs, batteries or charitable giving, or hosting the kick-off of a neighborhood cleanup with some added benefit to participants like a breakfast or discount.

Again, costs here can be quite modest and you’ll be bringing the community together under the banner of your business.

Putting it in writing

The last item on the budget for any of these ventures is whatever it costs to publicize it. For sure, your client will want:

A homepage announcement and/or one or more blog posts

Google Posts, Q&A, photos and related features

Social mentions

If the concept is large enough (or the community is small) some outreach to local news in hopes of a write-up and inclusion of local/social calendars

Link building would be great if the client can afford a reasonable investment in your services, where necessary

And, of course, be sure your client’s local business listings are accurate so that newcomers aren’t getting lost on their way to finding the cool new offering

Getting the word out about events, features, and other desirable attributes don’t have to be exorbitant, but it will put the finishing touch on ensuring a community knows the business is ready to offer the desired experience.

Seeing opportunity

Sometimes, you’ll find yourself in a client meeting and things will be a bit flat. Maybe the client has been disengaged from your contract lately, or sales have been leveling out for lack of new ideas. That’s the perfect time to put something fresh on the table, demonstrating that you’re thinking about the client’s whole picture beyond CTR and citations.

One thing that I find to be an inspiring practice for agencies is to do an audit of competitors’ reviews looking for “holes” In many communities, shopping is really dull and reviews reflect that, with few shoppers feeling genuinely excited by a particular vertical’s local offerings. Your client could be the one to change that, with a little extra attention from you.

Every possibility won’t be the perfect match for every business, but if you can help the company see a new opportunity, the few minutes spent brainstorming could benefit you both.

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 The Moz Blog http://tracking.feedpress.it/link/9375/11109719

Affordable, Stat-Based Retail Strategy For Your Agency’s Clients

Posted by MiriamEllis

Retail clients are battling tough economics offline and tough competitors online. They need every bit of help your agency can give them. 

I was heartened when 75 percent of the 1,400+ respondents to the Moz State of Local SEO Industry Report 2019 shared that they contribute to offline strategy recommendations either frequently or at least some of the time. I can’t think of a market where good and relatively inexpensive experiments are more needed than in embattled retail. The ripple effect of a single new idea, offered up generously, can spread out to encompass new revenue streams for the client and new levels of retention for your agency.

And that’s why win-win seemed written all over three statistics from a 2018 Yes Marketing retail survey when I read it because they speak to motivating about one quarter to half of 1,000 polled customers without going to any extreme expense. Take a look:

I highly recommend downloading Yes Marketing’s complete survey which is chock-full of great data, but today, let’s look at just three valuable stats from it to come up with an actionable strategy you can gift your offline retail clients at your next meeting.

Getting it right: A little market near me

For the past 16 years, I’ve been observing the local business scene with a combination of professional scrutiny and personal regard. I’m inspired by businesses that open and thrive and am saddened by those that open and close.

Right now, I’m especially intrigued by a very small, independently-owned grocery store which set up shop last year in what I’ll lovingly describe as a rural, half-a-horse town not far from me. This locale has a single main street with less than 20 businesses on it, but I’m predicting the shop’s ultimate success based on several factors. A strong one is that the community is flanked by several much larger towns with lots of through traffic and the market is several miles from any competitor. But other factors which match point-for-point with the data in the Yes Marketing survey make me feel especially confident that this small business is going to “get it right”. 

Encourage your retail clients to explore the following tips.

1) The store is visually appealing

43–58 percent of Yes Marketing’s surveyed retail customers say they’d be motivated to shop with a retailer who has cool product displays, murals, etc. Retail shoppers of all ages are seeking appealing experiences.

At the market near me, there are many things going on in its favor. The building is historic on the outside and full of natural light on this inside, and the staff sets up creative displays, such as all of the ingredients you need to make a hearty winter soup gathered up on a vintage table. The Instagram crowd can have selfie fun here, and more mature customers will appreciate the aesthetic simplicity of this uncluttered, human-scale shopping experience.

For your retail clients, it won’t break the bank to become more visually appealing. Design cues are everywhere!

Share these suggestions with a worthy client:

Basic cleanliness is the starting point

This is an old survey, but I think we’re safe to say that at least 45 percent of retail customers are still put off by dirty premises — especially restrooms. Janitorial duties are already built into the budget of most businesses and only need to be accomplished properly. I continuously notice how many reviewers proclaim the word “clean” when a business deserves it.

Inspiration is affordable

Whatever employees are already being paid is the cost of engaging them to lend their creativity to creating merchandise displays that draw attention and/or solve problems. My hearty winter soup example is one idea (complete with boxed broth, pasta, veggies, bowls, and cookware). 

For your retail client? It might be everything a consumer needs to recover from a cold (medicine, citrus fruit, electric blanket, herbal tea, tissue, a paperback, a sympathetic stuffed animal, etc.). Or everything one needs to winterize a car, take a trip to a beach, build a beautiful window box, or pamper a pet. Retailers can inexpensively encourage the hidden artistic talents in staff.

Feeling stuck? The Internet is full of free retail display tips, design magazines cost a few bucks, and your clients’ cable bills already cover a subscription to channels like HGTV and the DIY network that trade on style. A client who knows that interior designers are all using grey-and-white palettes and that one TV ad after another features women wearing denim blue with aspen yellow right now is well on their way to catching customers’ eyes.

Aspiring artists live near your client and need work

The national average cost to have a large wall mural professionally painted is about $8,000, with much less expensive options available. Some retailers even hold contests surrounding logo design, and an artist near your client may work quite inexpensively if they are trying to build up their portfolio. I can’t predict how long the Instagram mural trend will last, but wall art has been a crowd-pleaser since Paleolithic times. Any shopper who stops to snap a photo of themselves has been brought in close proximity to your front door.

I pulled this word cloud out of the reviews of the little grocery store:

While your clients’ industries and aesthetics will vary, tell them they can aim for a similar, positive response from at least 49 percent of their customers with a little more care put into the shopping environment.

2) The store offers additional services beyond the sale of products

19–40 percent of survey respondents are influenced by value-adds. Doubtless, you’ve seen the TV commercials in which banks double as coffee houses to appeal to the young, and small hardware chains emphasize staff expertise over loneliness in a warehouse. That’s what this is all about, and it can be done at a smaller scale, without overly-strapping your retail clients.

At the market near me, reviews like this are coming in:

The market has worked out a very economic arrangement with a massage therapist, who can build up their clientele out of the deal, so it’s a win for everybody.

For your retail clients, sharing these examples could inspire appealing added services:

A small pet food chain is offering health consults in addition to selling merchandise.

Even small clothing boutiques can provide personal styling sessions.

I know of a particular auto parts store where salespeople show you how to change windshield wipers and headlight bulbs for free and it brings our household back almost every time..

It��s common for shops like toy stores to have kids’ birthday clubs, but sophisticated businesses offer loyalty programs, too

I wrote about offering shipping last year as an additional service with self-evident value in this age of convenience.

The cost of these efforts is either the salary of an employee, nominal or free.

3) The store hosts local events

20–36 percent of customers feel the appeal of retailers becoming destinations for things to learn and do. Coincidentally, this corresponds with two of the tasks Google dubbed micro-moments a couple of years back, and while not everyone loves that terminology, we can at least agree that large numbers of people use the Internet to discover local resources.

At the market near me, they’re doing open-mic readings, and this is a trend in many cities to which Google Calendar attests:

For your clients, the last two words of that event description are key. When there’s a local wish to build community, retail businesses can lend the space and the stage. This can look like:

Any type of class, like these ones that teach how to operate an appliance or machinery, how to re-skill at something like wilderness survival, or how to cook/make things.

Any type of event, like the open mic night I’ve cited, above, or celebrations, or appearances by well-known locals such as authors, or ongoing club meetups.

Any type of special appeal, like this recycling deal gifting participants $20 off new jeans if they donate their old ones, or housing a drop-off point for light bulbs, batteries or charitable giving, or hosting the kick-off of a neighborhood cleanup with some added benefit to participants like a breakfast or discount.

Again, costs here can be quite modest and you’ll be bringing the community together under the banner of your business.

Putting it in writing

The last item on the budget for any of these ventures is whatever it costs to publicize it. For sure, your client will want:

A homepage announcement and/or one or more blog posts

Google Posts, Q&A, photos and related features

Social mentions

If the concept is large enough (or the community is small) some outreach to local news in hopes of a write-up and inclusion of local/social calendars

Link building would be great if the client can afford a reasonable investment in your services, where necessary

And, of course, be sure your client’s local business listings are accurate so that newcomers aren’t getting lost on their way to finding the cool new offering

Getting the word out about events, features, and other desirable attributes don’t have to be exorbitant, but it will put the finishing touch on ensuring a community knows the business is ready to offer the desired experience.

Seeing opportunity

Sometimes, you’ll find yourself in a client meeting and things will be a bit flat. Maybe the client has been disengaged from your contract lately, or sales have been leveling out for lack of new ideas. That’s the perfect time to put something fresh on the table, demonstrating that you’re thinking about the client’s whole picture beyond CTR and citations.

One thing that I find to be an inspiring practice for agencies is to do an audit of competitors’ reviews looking for “holes” In many communities, shopping is really dull and reviews reflect that, with few shoppers feeling genuinely excited by a particular vertical’s local offerings. Your client could be the one to change that, with a little extra attention from you.

Every possibility won’t be the perfect match for every business, but if you can help the company see a new opportunity, the few minutes spent brainstorming could benefit you both.

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 The Moz Blog http://tracking.feedpress.it/link/9375/11109719

Affordable, Stat-Based Retail Strategy For Your Agency’s Clients

Posted by MiriamEllis

Retail clients are battling tough economics offline and tough competitors online. They need every bit of help your agency can give them. 

I was heartened when 75 percent of the 1,400+ respondents to the Moz State of Local SEO Industry Report 2019 shared that they contribute to offline strategy recommendations either frequently or at least some of the time. I can’t think of a market where good and relatively inexpensive experiments are more needed than in embattled retail. The ripple effect of a single new idea, offered up generously, can spread out to encompass new revenue streams for the client and new levels of retention for your agency.

And that’s why win-win seemed written all over three statistics from a 2018 Yes Marketing retail survey when I read it because they speak to motivating about one quarter to half of 1,000 polled customers without going to any extreme expense. Take a look:

I highly recommend downloading Yes Marketing’s complete survey which is chock-full of great data, but today, let’s look at just three valuable stats from it to come up with an actionable strategy you can gift your offline retail clients at your next meeting.

Getting it right: A little market near me

For the past 16 years, I’ve been observing the local business scene with a combination of professional scrutiny and personal regard. I’m inspired by businesses that open and thrive and am saddened by those that open and close.

Right now, I’m especially intrigued by a very small, independently-owned grocery store which set up shop last year in what I’ll lovingly describe as a rural, half-a-horse town not far from me. This locale has a single main street with less than 20 businesses on it, but I’m predicting the shop’s ultimate success based on several factors. A strong one is that the community is flanked by several much larger towns with lots of through traffic and the market is several miles from any competitor. But other factors which match point-for-point with the data in the Yes Marketing survey make me feel especially confident that this small business is going to “get it right”. 

Encourage your retail clients to explore the following tips.

1) The store is visually appealing

43–58 percent of Yes Marketing’s surveyed retail customers say they’d be motivated to shop with a retailer who has cool product displays, murals, etc. Retail shoppers of all ages are seeking appealing experiences.

At the market near me, there are many things going on in its favor. The building is historic on the outside and full of natural light on this inside, and the staff sets up creative displays, such as all of the ingredients you need to make a hearty winter soup gathered up on a vintage table. The Instagram crowd can have selfie fun here, and more mature customers will appreciate the aesthetic simplicity of this uncluttered, human-scale shopping experience.

For your retail clients, it won’t break the bank to become more visually appealing. Design cues are everywhere!

Share these suggestions with a worthy client:

Basic cleanliness is the starting point

This is an old survey, but I think we’re safe to say that at least 45 percent of retail customers are still put off by dirty premises — especially restrooms. Janitorial duties are already built into the budget of most businesses and only need to be accomplished properly. I continuously notice how many reviewers proclaim the word “clean” when a business deserves it.

Inspiration is affordable

Whatever employees are already being paid is the cost of engaging them to lend their creativity to creating merchandise displays that draw attention and/or solve problems. My hearty winter soup example is one idea (complete with boxed broth, pasta, veggies, bowls, and cookware). 

For your retail client? It might be everything a consumer needs to recover from a cold (medicine, citrus fruit, electric blanket, herbal tea, tissue, a paperback, a sympathetic stuffed animal, etc.). Or everything one needs to winterize a car, take a trip to a beach, build a beautiful window box, or pamper a pet. Retailers can inexpensively encourage the hidden artistic talents in staff.

Feeling stuck? The Internet is full of free retail display tips, design magazines cost a few bucks, and your clients’ cable bills already cover a subscription to channels like HGTV and the DIY network that trade on style. A client who knows that interior designers are all using grey-and-white palettes and that one TV ad after another features women wearing denim blue with aspen yellow right now is well on their way to catching customers’ eyes.

Aspiring artists live near your client and need work

The national average cost to have a large wall mural professionally painted is about $8,000, with much less expensive options available. Some retailers even hold contests surrounding logo design, and an artist near your client may work quite inexpensively if they are trying to build up their portfolio. I can’t predict how long the Instagram mural trend will last, but wall art has been a crowd-pleaser since Paleolithic times. Any shopper who stops to snap a photo of themselves has been brought in close proximity to your front door.

I pulled this word cloud out of the reviews of the little grocery store:

While your clients’ industries and aesthetics will vary, tell them they can aim for a similar, positive response from at least 49 percent of their customers with a little more care put into the shopping environment.

2) The store offers additional services beyond the sale of products

19–40 percent of survey respondents are influenced by value-adds. Doubtless, you’ve seen the TV commercials in which banks double as coffee houses to appeal to the young, and small hardware chains emphasize staff expertise over loneliness in a warehouse. That’s what this is all about, and it can be done at a smaller scale, without overly-strapping your retail clients.

At the market near me, reviews like this are coming in:

The market has worked out a very economic arrangement with a massage therapist, who can build up their clientele out of the deal, so it’s a win for everybody.

For your retail clients, sharing these examples could inspire appealing added services:

A small pet food chain is offering health consults in addition to selling merchandise.

Even small clothing boutiques can provide personal styling sessions.

I know of a particular auto parts store where salespeople show you how to change windshield wipers and headlight bulbs for free and it brings our household back almost every time..

It’s common for shops like toy stores to have kids’ birthday clubs, but sophisticated businesses offer loyalty programs, too

I wrote about offering shipping last year as an additional service with self-evident value in this age of convenience.

The cost of these efforts is either the salary of an employee, nominal or free.

3) The store hosts local events

20–36 percent of customers feel the appeal of retailers becoming destinations for things to learn and do. Coincidentally, this corresponds with two of the tasks Google dubbed micro-moments a couple of years back, and while not everyone loves that terminology, we can at least agree that large numbers of people use the Internet to discover local resources.

At the market near me, they’re doing open-mic readings, and this is a trend in many cities to which Google Calendar attests:

For your clients, the last two words of that event description are key. When there’s a local wish to build community, retail businesses can lend the space and the stage. This can look like:

Any type of class, like these ones that teach how to operate an appliance or machinery, how to re-skill at something like wilderness survival, or how to cook/make things.

Any type of event, like the open mic night I’ve cited, above, or celebrations, or appearances by well-known locals such as authors, or ongoing club meetups.

Any type of special appeal, like this recycling deal gifting participants $20 off new jeans if they donate their old ones, or housing a drop-off point for light bulbs, batteries or charitable giving, or hosting the kick-off of a neighborhood cleanup with some added benefit to participants like a breakfast or discount.

Again, costs here can be quite modest and you’ll be bringing the community together under the banner of your business.

Putting it in writing

The last item on the budget for any of these ventures is whatever it costs to publicize it. For sure, your client will want:

A homepage announcement and/or one or more blog posts

Google Posts, Q&A, photos and related features

Social mentions

If the concept is large enough (or the community is small) some outreach to local news in hopes of a write-up and inclusion of local/social calendars

Link building would be great if the client can afford a reasonable investment in your services, where necessary

And, of course, be sure your client’s local business listings are accurate so that newcomers aren’t getting lost on their way to finding the cool new offering

Getting the word out about events, features, and other desirable attributes don’t have to be exorbitant, but it will put the finishing touch on ensuring a community knows the business is ready to offer the desired experience.

Seeing opportunity

Sometimes, you’ll find yourself in a client meeting and things will be a bit flat. Maybe the client has been disengaged from your contract lately, or sales have been leveling out for lack of new ideas. That’s the perfect time to put something fresh on the table, demonstrating that you’re thinking about the client’s whole picture beyond CTR and citations.

One thing that I find to be an inspiring practice for agencies is to do an audit of competitors’ reviews looking for “holes” In many communities, shopping is really dull and reviews reflect that, with few shoppers feeling genuinely excited by a particular vertical’s local offerings. Your client could be the one to change that, with a little extra attention from you.

Every possibility won’t be the perfect match for every business, but if you can help the company see a new opportunity, the few minutes spent brainstorming could benefit you both.

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!

Affordable, Stat-Based Retail Strategy For Your Agency’s Clients

Affordable, Stat-Based Retail Strategy For Your Agency’s Clients

Posted by MiriamEllis

Retail clients are battling tough economics offline and tough competitors online. They need every bit of help your agency can give them. 

I was heartened when 75 percent of the 1,400+ respondents to the Moz State of Local SEO Industry Report 2019 shared that they contribute to offline strategy recommendations either frequently or at least some of the time. I can’t think of a market where good and relatively inexpensive experiments are more needed than in embattled retail. The ripple effect of a single new idea, offered up generously, can spread out to encompass new revenue streams for the client and new levels of retention for your agency.

And that’s why win-win seemed written all over three statistics from a 2018 Yes Marketing retail survey when I read it because they speak to motivating about one quarter to half of 1,000 polled customers without going to any extreme expense. Take a look:

I highly recommend downloading Yes Marketing’s complete survey which is chock-full of great data, but today, let’s look at just three valuable stats from it to come up with an actionable strategy you can gift your offline retail clients at your next meeting.

Getting it right: A little market near me

For the past 16 years, I’ve been observing the local business scene with a combination of professional scrutiny and personal regard. I’m inspired by businesses that open and thrive and am saddened by those that open and close.

Right now, I’m especially intrigued by a very small, independently-owned grocery store which set up shop last year in what I’ll lovingly describe as a rural, half-a-horse town not far from me. This locale has a single main street with less than 20 businesses on it, but I’m predicting the shop’s ultimate success based on several factors. A strong one is that the community is flanked by several much larger towns with lots of through traffic and the market is several miles from any competitor. But other factors which match point-for-point with the data in the Yes Marketing survey make me feel especially confident that this small business is going to “get it right”. 

Encourage your retail clients to explore the following tips.

1) The store is visually appealing

43–58 percent of Yes Marketing’s surveyed retail customers say they’d be motivated to shop with a retailer who has cool product displays, murals, etc. Retail shoppers of all ages are seeking appealing experiences.

At the market near me, there are many things going on in its favor. The building is historic on the outside and full of natural light on this inside, and the staff sets up creative displays, such as all of the ingredients you need to make a hearty winter soup gathered up on a vintage table. The Instagram crowd can have selfie fun here, and more mature customers will appreciate the aesthetic simplicity of this uncluttered, human-scale shopping experience.

For your retail clients, it won’t break the bank to become more visually appealing. Design cues are everywhere!

Share these suggestions with a worthy client:

Basic cleanliness is the starting point

This is an old survey, but I think we’re safe to say that at least 45 percent of retail customers are still put off by dirty premises — especially restrooms. Janitorial duties are already built into the budget of most businesses and only need to be accomplished properly. I continuously notice how many reviewers proclaim the word “clean” when a business deserves it.

Inspiration is affordable

Whatever employees are already being paid is the cost of engaging them to lend their creativity to creating merchandise displays that draw attention and/or solve problems. My hearty winter soup example is one idea (complete with boxed broth, pasta, veggies, bowls, and cookware). 

For your retail client? It might be everything a consumer needs to recover from a cold (medicine, citrus fruit, electric blanket, herbal tea, tissue, a paperback, a sympathetic stuffed animal, etc.). Or everything one needs to winterize a car, take a trip to a beach, build a beautiful window box, or pamper a pet. Retailers can inexpensively encourage the hidden artistic talents in staff.

Feeling stuck? The Internet is full of free retail display tips, design magazines cost a few bucks, and your clients’ cable bills already cover a subscription to channels like HGTV and the DIY network that trade on style. A client who knows that interior designers are all using grey-and-white palettes and that one TV ad after another features women wearing denim blue with aspen yellow right now is well on their way to catching customers’ eyes.

Aspiring artists live near your client and need work

The national average cost to have a large wall mural professionally painted is about $8,000, with much less expensive options available. Some retailers even hold contests surrounding logo design, and an artist near your client may work quite inexpensively if they are trying to build up their portfolio. I can’t predict how long the Instagram mural trend will last, but wall art has been a crowd-pleaser since Paleolithic times. Any shopper who stops to snap a photo of themselves has been brought in close proximity to your front door.

I pulled this word cloud out of the reviews of the little grocery store:

While your clients’ industries and aesthetics will vary, tell them they can aim for a similar, positive response from at least 49 percent of their customers with a little more care put into the shopping environment.

2) The store offers additional services beyond the sale of products

19–40 percent of survey respondents are influenced by value-adds. Doubtless, you’ve seen the TV commercials in which banks double as coffee houses to appeal to the young, and small hardware chains emphasize staff expertise over loneliness in a warehouse. That’s what this is all about, and it can be done at a smaller scale, without overly-strapping your retail clients.

At the market near me, reviews like this are coming in:

The market has worked out a very economic arrangement with a massage therapist, who can build up their clientele out of the deal, so it’s a win for everybody.

For your retail clients, sharing these examples could inspire appealing added services:

A small pet food chain is offering health consults in addition to selling merchandise.

Even small clothing boutiques can provide personal styling sessions.

I know of a particular auto parts store where salespeople show you how to change windshield wipers and headlight bulbs for free and it brings our household back almost every time..

It’s common for shops like toy stores to have kids’ birthday clubs, but sophisticated businesses offer loyalty programs, too

I wrote about offering shipping last year as an additional service with self-evident value in this age of convenience.

The cost of these efforts is either the salary of an employee, nominal or free.

3) The store hosts local events

20–36 percent of customers feel the appeal of retailers becoming destinations for things to learn and do. Coincidentally, this corresponds with two of the tasks Google dubbed micro-moments a couple of years back, and while not everyone loves that terminology, we can at least agree that large numbers of people use the Internet to discover local resources.

At the market near me, they’re doing open-mic readings, and this is a trend in many cities to which Google Calendar attests:

For your clients, the last two words of that event description are key. When there’s a local wish to build community, retail businesses can lend the space and the stage. This can look like:

Any type of class, like these ones that teach how to operate an appliance or machinery, how to re-skill at something like wilderness survival, or how to cook/make things.

Any type of event, like the open mic night I’ve cited, above, or celebrations, or appearances by well-known locals such as authors, or ongoing club meetups.

Any type of special appeal, like this recycling deal gifting participants $20 off new jeans if they donate their old ones, or housing a drop-off point for light bulbs, batteries or charitable giving, or hosting the kick-off of a neighborhood cleanup with some added benefit to participants like a breakfast or discount.

Again, costs here can be quite modest and you’ll be bringing the community together under the banner of your business.

Putting it in writing

The last item on the budget for any of these ventures is whatever it costs to publicize it. For sure, your client will want:

A homepage announcement and/or one or more blog posts

Google Posts, Q&A, photos and related features

Social mentions

If the concept is large enough (or the community is small) some outreach to local news in hopes of a write-up and inclusion of local/social calendars

Link building would be great if the client can afford a reasonable investment in your services, where necessary

And, of course, be sure your client’s local business listings are accurate so that newcomers aren’t getting lost on their way to finding the cool new offering

Getting the word out about events, features, and other desirable attributes don’t have to be exorbitant, but it will put the finishing touch on ensuring a community knows the business is ready to offer the desired experience.

Seeing opportunity

Sometimes, you’ll find yourself in a client meeting and things will be a bit flat. Maybe the client has been disengaged from your contract lately, or sales have been leveling out for lack of new ideas. That’s the perfect time to put something fresh on the table, demonstrating that you’re thinking about the client’s whole picture beyond CTR and citations.

One thing that I find to be an inspiring practice for agencies is to do an audit of competitors’ reviews looking for “holes” In many communities, shopping is really dull and reviews reflect that, with few shoppers feeling genuinely excited by a particular vertical’s local offerings. Your client could be the one to change that, with a little extra attention from you.

Every possibility won’t be the perfect match for every business, but if you can help the company see a new opportunity, the few minutes spent brainstorming could benefit you both.

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 The Moz Blog https://ift.tt/2H3SEsm via IFTTT

Affordable, Stat-Based Retail Strategy For Your Agency’s Clients

Posted by MiriamEllis

Retail clients are battling tough economics offline and tough competitors online. They need every bit of help your agency can give them. 

I was heartened when 75 percent of the 1,400+ respondents to the Moz State of Local SEO Industry Report 2019 shared that they contribute to offline strategy recommendations either frequently or at least some of the time. I can’t think of a market where good and relatively inexpensive experiments are more needed than in embattled retail. The ripple effect of a single new idea, offered up generously, can spread out to encompass new revenue streams for the client and new levels of retention for your agency.

And that’s why win-win seemed written all over three statistics from a 2018 Yes Marketing retail survey when I read it because they speak to motivating about one quarter to half of 1,000 polled customers without going to any extreme expense. Take a look:

I highly recommend downloading Yes Marketing’s complete survey which is chock-full of great data, but today, let’s look at just three valuable stats from it to come up with an actionable strategy you can gift your offline retail clients at your next meeting.

Getting it right: A little market near me

For the past 16 years, I’ve been observing the local business scene with a combination of professional scrutiny and personal regard. I’m inspired by businesses that open and thrive and am saddened by those that open and close.

Right now, I’m especially intrigued by a very small, independently-owned grocery store which set up shop last year in what I’ll lovingly describe as a rural, half-a-horse town not far from me. This locale has a single main street with less than 20 businesses on it, but I’m predicting the shop’s ultimate success based on several factors. A strong one is that the community is flanked by several much larger towns with lots of through traffic and the market is several miles from any competitor. But other factors which match point-for-point with the data in the Yes Marketing survey make me feel especially confident that this small business is going to “get it right”. 

Encourage your retail clients to explore the following tips.

1) The store is visually appealing

43–58 percent of Yes Marketing’s surveyed retail customers say they’d be motivated to shop with a retailer who has cool product displays, murals, etc. Retail shoppers of all ages are seeking appealing experiences.

At the market near me, there are many things going on in its favor. The building is historic on the outside and full of natural light on this inside, and the staff sets up creative displays, such as all of the ingredients you need to make a hearty winter soup gathered up on a vintage table. The Instagram crowd can have selfie fun here, and more mature customers will appreciate the aesthetic simplicity of this uncluttered, human-scale shopping experience.

For your retail clients, it won’t break the bank to become more visually appealing. Design cues are everywhere!

Share these suggestions with a worthy client:

Basic cleanliness is the starting point

This is an old survey, but I think we’re safe to say that at least 45 percent of retail customers are still put off by dirty premises — especially restrooms. Janitorial duties are already built into the budget of most businesses and only need to be accomplished properly. I continuously notice how many reviewers proclaim the word “clean” when a business deserves it.

Inspiration is affordable

Whatever employees are already being paid is the cost of engaging them to lend their creativity to creating merchandise displays that draw attention and/or solve problems. My hearty winter soup example is one idea (complete with boxed broth, pasta, veggies, bowls, and cookware). 

For your retail client? It might be everything a consumer needs to recover from a cold (medicine, citrus fruit, electric blanket, herbal tea, tissue, a paperback, a sympathetic stuffed animal, etc.). Or everything one needs to winterize a car, take a trip to a beach, build a beautiful window box, or pamper a pet. Retailers can inexpensively encourage the hidden artistic talents in staff.

Feeling stuck? The Internet is full of free retail display tips, design magazines cost a few bucks, and your clients’ cable bills already cover a subscription to channels like HGTV and the DIY network that trade on style. A client who knows that interior designers are all using grey-and-white palettes and that one TV ad after another features women wearing denim blue with aspen yellow right now is well on their way to catching customers’ eyes.

Aspiring artists live near your client and need work

The national average cost to have a large wall mural professionally painted is about $8,000, with much less expensive options available. Some retailers even hold contests surrounding logo design, and an artist near your client may work quite inexpensively if they are trying to build up their portfolio. I can’t predict how long the Instagram mural trend will last, but wall art has been a crowd-pleaser since Paleolithic times. Any shopper who stops to snap a photo of themselves has been brought in close proximity to your front door.

I pulled this word cloud out of the reviews of the little grocery store:

While your clients’ industries and aesthetics will vary, tell them they can aim for a similar, positive response from at least 49 percent of their customers with a little more care put into the shopping environment.

2) The store offers additional services beyond the sale of products

19–40 percent of survey respondents are influenced by value-adds. Doubtless, you’ve seen the TV commercials in which banks double as coffee houses to appeal to the young, and small hardware chains emphasize staff expertise over loneliness in a warehouse. That’s what this is all about, and it can be done at a smaller scale, without overly-strapping your retail clients.

At the market near me, reviews like this are coming in:

The market has worked out a very economic arrangement with a massage therapist, who can build up their clientele out of the deal, so it’s a win for everybody.

For your retail clients, sharing these examples could inspire appealing added services:

A small pet food chain is offering health consults in addition to selling merchandise.

Even small clothing boutiques can provide personal styling sessions.

I know of a particular auto parts store where salespeople show you how to change windshield wipers and headlight bulbs for free and it brings our household back almost every time..

It’s common for shops like toy stores to have kids’ birthday clubs, but sophisticated businesses offer loyalty programs, too

I wrote about offering shipping last year as an additional service with self-evident value in this age of convenience.

The cost of these efforts is either the salary of an employee, nominal or free.

3) The store hosts local events

20–36 percent of customers feel the appeal of retailers becoming destinations for things to learn and do. Coincidentally, this corresponds with two of the tasks Google dubbed micro-moments a couple of years back, and while not everyone loves that terminology, we can at least agree that large numbers of people use the Internet to discover local resources.

At the market near me, they’re doing open-mic readings, and this is a trend in many cities to which Google Calendar attests:

For your clients, the last two words of that event description are key. When there’s a local wish to build community, retail businesses can lend the space and the stage. This can look like:

Any type of class, like these ones that teach how to operate an appliance or machinery, how to re-skill at something like wilderness survival, or how to cook/make things.

Any type of event, like the open mic night I’ve cited, above, or celebrations, or appearances by well-known locals such as authors, or ongoing club meetups.

Any type of special appeal, like this recycling deal gifting participants $20 off new jeans if they donate their old ones, or housing a drop-off point for light bulbs, batteries or charitable giving, or hosting the kick-off of a neighborhood cleanup with some added benefit to participants like a breakfast or discount.

Again, costs here can be quite modest and you’ll be bringing the community together under the banner of your business.

Putting it in writing

The last item on the budget for any of these ventures is whatever it costs to publicize it. For sure, your client will want:

A homepage announcement and/or one or more blog posts

Google Posts, Q&A, photos and related features

Social mentions

If the concept is large enough (or the community is small) some outreach to local news in hopes of a write-up and inclusion of local/social calendars

Link building would be great if the client can afford a reasonable investment in your services, where necessary

And, of course, be sure your client’s local business listings are accurate so that newcomers aren’t getting lost on their way to finding the cool new offering

Getting the word out about events, features, and other desirable attributes don’t have to be exorbitant, but it will put the finishing touch on ensuring a community knows the business is ready to offer the desired experience.

Seeing opportunity

Sometimes, you’ll find yourself in a client meeting and things will be a bit flat. Maybe the client has been disengaged from your contract lately, or sales have been leveling out for lack of new ideas. That’s the perfect time to put something fresh on the table, demonstrating that you’re thinking about the client’s whole picture beyond CTR and citations.

One thing that I find to be an inspiring practice for agencies is to do an audit of competitors’ reviews looking for “holes” In many communities, shopping is really dull and reviews reflect that, with few shoppers feeling genuinely excited by a particular vertical’s local offerings. Your client could be the one to change that, with a little extra attention from you.

Every possibility won’t be the perfect match for every business, but if you can help the company see a new opportunity, the few minutes spent brainstorming could benefit you both.

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!

Affordable, Stat-Based Retail Strategy For Your Agency’s Clients

Posted by MiriamEllis

Retail clients are battling tough economics offline and tough competitors online. They need every bit of help your agency can give them. 

I was heartened when 75 percent of the 1,400+ respondents to the Moz State of Local SEO Industry Report 2019 shared that they contribute to offline strategy recommendations either frequently or at least some of the time. I can’t think of a market where good and relatively inexpensive experiments are more needed than in embattled retail. The ripple effect of a single new idea, offered up generously, can spread out to encompass new revenue streams for the client and new levels of retention for your agency.

And that’s why win-win seemed written all over three statistics from a 2018 Yes Marketing retail survey when I read it because they speak to motivating about one quarter to half of 1,000 polled customers without going to any extreme expense. Take a look:

I highly recommend downloading Yes Marketing’s complete survey which is chock-full of great data, but today, let’s look at just three valuable stats from it to come up with an actionable strategy you can gift your offline retail clients at your next meeting.

Getting it right: A little market near me

For the past 16 years, I’ve been observing the local business scene with a combination of professional scrutiny and personal regard. I’m inspired by businesses that open and thrive and am saddened by those that open and close.

Right now, I’m especially intrigued by a very small, independently-owned grocery store which set up shop last year in what I’ll lovingly describe as a rural, half-a-horse town not far from me. This locale has a single main street with less than 20 businesses on it, but I’m predicting the shop’s ultimate success based on several factors. A strong one is that the community is flanked by several much larger towns with lots of through traffic and the market is several miles from any competitor. But other factors which match point-for-point with the data in the Yes Marketing survey make me feel especially confident that this small business is going to “get it right”. 

Encourage your retail clients to explore the following tips.

1) The store is visually appealing

43–58 percent of Yes Marketing’s surveyed retail customers say they’d be motivated to shop with a retailer who has cool product displays, murals, etc. Retail shoppers of all ages are seeking appealing experiences.

At the market near me, there are many things going on in its favor. The building is historic on the outside and full of natural light on this inside, and the staff sets up creative displays, such as all of the ingredients you need to make a hearty winter soup gathered up on a vintage table. The Instagram crowd can have selfie fun here, and more mature customers will appreciate the aesthetic simplicity of this uncluttered, human-scale shopping experience.

For your retail clients, it won’t break the bank to become more visually appealing. Design cues are everywhere!

Share these suggestions with a worthy client:

Basic cleanliness is the starting point

This is an old survey, but I think we’re safe to say that at least 45 percent of retail customers are still put off by dirty premises — especially restrooms. Janitorial duties are already built into the budget of most businesses and only need to be accomplished properly. I continuously notice how many reviewers proclaim the word “clean” when a business deserves it.

Inspiration is affordable

Whatever employees are already being paid is the cost of engaging them to lend their creativity to creating merchandise displays that draw attention and/or solve problems. My hearty winter soup example is one idea (complete with boxed broth, pasta, veggies, bowls, and cookware). 

For your retail client? It might be everything a consumer needs to recover from a cold (medicine, citrus fruit, electric blanket, herbal tea, tissue, a paperback, a sympathetic stuffed animal, etc.). Or everything one needs to winterize a car, take a trip to a beach, build a beautiful window box, or pamper a pet. Retailers can inexpensively encourage the hidden artistic talents in staff.

Feeling stuck? The Internet is full of free retail display tips, design magazines cost a few bucks, and your clients’ cable bills already cover a subscription to channels like HGTV and the DIY network that trade on style. A client who knows that interior designers are all using grey-and-white palettes and that one TV ad after another features women wearing denim blue with aspen yellow right now is well on their way to catching customers’ eyes.

Aspiring artists live near your client and need work

The national average cost to have a large wall mural professionally painted is about $8,000, with much less expensive options available. Some retailers even hold contests surrounding logo design, and an artist near your client may work quite inexpensively if they are trying to build up their portfolio. I can’t predict how long the Instagram mural trend will last, but wall art has been a crowd-pleaser since Paleolithic times. Any shopper who stops to snap a photo of themselves has been brought in close proximity to your front door.

I pulled this word cloud out of the reviews of the little grocery store:

While your clients’ industries and aesthetics will vary, tell them they can aim for a similar, positive response from at least 49 percent of their customers with a little more care put into the shopping environment.

2) The store offers additional services beyond the sale of products

19–40 percent of survey respondents are influenced by value-adds. Doubtless, you’ve seen the TV commercials in which banks double as coffee houses to appeal to the young, and small hardware chains emphasize staff expertise over loneliness in a warehouse. That’s what this is all about, and it can be done at a smaller scale, without overly-strapping your retail clients.

At the market near me, reviews like this are coming in:

The market has worked out a very economic arrangement with a massage therapist, who can build up their clientele out of the deal, so it’s a win for everybody.

For your retail clients, sharing these examples could inspire appealing added services:

A small pet food chain is offering health consults in addition to selling merchandise.

Even small clothing boutiques can provide personal styling sessions.

I know of a particular auto parts store where salespeople show you how to change windshield wipers and headlight bulbs for free and it brings our household back almost every time..

It’s common for shops like toy stores to have kids’ birthday clubs, but sophisticated businesses offer loyalty programs, too

I wrote about offering shipping last year as an additional service with self-evident value in this age of convenience.

The cost of these efforts is either the salary of an employee, nominal or free.

3) The store hosts local events

20–36 percent of customers feel the appeal of retailers becoming destinations for things to learn and do. Coincidentally, this corresponds with two of the tasks Google dubbed micro-moments a couple of years back, and while not everyone loves that terminology, we can at least agree that large numbers of people use the Internet to discover local resources.

At the market near me, they’re doing open-mic readings, and this is a trend in many cities to which Google Calendar attests:

For your clients, the last two words of that event description are key. When there’s a local wish to build community, retail businesses can lend the space and the stage. This can look like:

Any type of class, like these ones that teach how to operate an appliance or machinery, how to re-skill at something like wilderness survival, or how to cook/make things.

Any type of event, like the open mic night I’ve cited, above, or celebrations, or appearances by well-known locals such as authors, or ongoing club meetups.

Any type of special appeal, like this recycling deal gifting participants $20 off new jeans if they donate their old ones, or housing a drop-off point for light bulbs, batteries or charitable giving, or hosting the kick-off of a neighborhood cleanup with some added benefit to participants like a breakfast or discount.

Again, costs here can be quite modest and you’ll be bringing the community together under the banner of your business.

Putting it in writing

The last item on the budget for any of these ventures is whatever it costs to publicize it. For sure, your client will want:

A homepage announcement and/or one or more blog posts

Google Posts, Q&A, photos and related features

Social mentions

If the concept is large enough (or the community is small) some outreach to local news in hopes of a write-up and inclusion of local/social calendars

Link building would be great if the client can afford a reasonable investment in your services, where necessary

And, of course, be sure your client’s local business listings are accurate so that newcomers aren’t getting lost on their way to finding the cool new offering

Getting the word out about events, features, and other desirable attributes don’t have to be exorbitant, but it will put the finishing touch on ensuring a community knows the business is ready to offer the desired experience.

Seeing opportunity

Sometimes, you’ll find yourself in a client meeting and things will be a bit flat. Maybe the client has been disengaged from your contract lately, or sales have been leveling out for lack of new ideas. That’s the perfect time to put something fresh on the table, demonstrating that you’re thinking about the client’s whole picture beyond CTR and citations.

One thing that I find to be an inspiring practice for agencies is to do an audit of competitors’ reviews looking for “holes” In many communities, shopping is really dull and reviews reflect that, with few shoppers feeling genuinely excited by a particular vertical’s local offerings. Your client could be the one to change that, with a little extra attention from you.

Every possibility won’t be the perfect match for every business, but if you can help the company see a new opportunity, the few minutes spent brainstorming could benefit you both.

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!

Affordable, Stat-Based Retail Strategy For Your Agency’s Clients

Posted by MiriamEllis

Retail clients are battling tough economics offline and tough competitors online. They need every bit of help your agency can give them. 

I was heartened when 75 percent of the 1,400+ respondents to the Moz State of Local SEO Industry Report 2019 shared that they contribute to offline strategy recommendations either frequently or at least some of the time. I can’t think of a market where good and relatively inexpensive experiments are more needed than in embattled retail. The ripple effect of a single new idea, offered up generously, can spread out to encompass new revenue streams for the client and new levels of retention for your agency.

And that’s why win-win seemed written all over three statistics from a 2018 Yes Marketing retail survey when I read it because they speak to motivating about one quarter to half of 1,000 polled customers without going to any extreme expense. Take a look:

I highly recommend downloading Yes Marketing’s complete survey which is chock-full of great data, but today, let’s look at just three valuable stats from it to come up with an actionable strategy you can gift your offline retail clients at your next meeting.

Getting it right: A little market near me

For the past 16 years, I’ve been observing the local business scene with a combination of professional scrutiny and personal regard. I’m inspired by businesses that open and thrive and am saddened by those that open and close.

Right now, I’m especially intrigued by a very small, independently-owned grocery store which set up shop last year in what I’ll lovingly describe as a rural, half-a-horse town not far from me. This locale has a single main street with less than 20 businesses on it, but I’m predicting the shop’s ultimate success based on several factors. A strong one is that the community is flanked by several much larger towns with lots of through traffic and the market is several miles from any competitor. But other factors which match point-for-point with the data in the Yes Marketing survey make me feel especially confident that this small business is going to “get it right”. 

Encourage your retail clients to explore the following tips.

1) The store is visually appealing

43–58 percent of Yes Marketing’s surveyed retail customers say they’d be motivated to shop with a retailer who has cool product displays, murals, etc. Retail shoppers of all ages are seeking appealing experiences.

At the market near me, there are many things going on in its favor. The building is historic on the outside and full of natural light on this inside, and the staff sets up creative displays, such as all of the ingredients you need to make a hearty winter soup gathered up on a vintage table. The Instagram crowd can have selfie fun here, and more mature customers will appreciate the aesthetic simplicity of this uncluttered, human-scale shopping experience.

For your retail clients, it won’t break the bank to become more visually appealing. Design cues are everywhere!

Share these suggestions with a worthy client:

Basic cleanliness is the starting point

This is an old survey, but I think we’re safe to say that at least 45 percent of retail customers are still put off by dirty premises — especially restrooms. Janitorial duties are already built into the budget of most businesses and only need to be accomplished properly. I continuously notice how many reviewers proclaim the word “clean” when a business deserves it.

Inspiration is affordable

Whatever employees are already being paid is the cost of engaging them to lend their creativity to creating merchandise displays that draw attention and/or solve problems. My hearty winter soup example is one idea (complete with boxed broth, pasta, veggies, bowls, and cookware). 

For your retail client? It might be everything a consumer needs to recover from a cold (medicine, citrus fruit, electric blanket, herbal tea, tissue, a paperback, a sympathetic stuffed animal, etc.). Or everything one needs to winterize a car, take a trip to a beach, build a beautiful window box, or pamper a pet. Retailers can inexpensively encourage the hidden artistic talents in staff.

Feeling stuck? The Internet is full of free retail display tips, design magazines cost a few bucks, and your clients’ cable bills already cover a subscription to channels like HGTV and the DIY network that trade on style. A client who knows that interior designers are all using grey-and-white palettes and that one TV ad after another features women wearing denim blue with aspen yellow right now is well on their way to catching customers’ eyes.

Aspiring artists live near your client and need work

The national average cost to have a large wall mural professionally painted is about $8,000, with much less expensive options available. Some retailers even hold contests surrounding logo design, and an artist near your client may work quite inexpensively if they are trying to build up their portfolio. I can’t predict how long the Instagram mural trend will last, but wall art has been a crowd-pleaser since Paleolithic times. Any shopper who stops to snap a photo of themselves has been brought in close proximity to your front door.

I pulled this word cloud out of the reviews of the little grocery store:

While your clients’ industries and aesthetics will vary, tell them they can aim for a similar, positive response from at least 49 percent of their customers with a little more care put into the shopping environment.

2) The store offers additional services beyond the sale of products

19–40 percent of survey respondents are influenced by value-adds. Doubtless, you’ve seen the TV commercials in which banks double as coffee houses to appeal to the young, and small hardware chains emphasize staff expertise over loneliness in a warehouse. That’s what this is all about, and it can be done at a smaller scale, without overly-strapping your retail clients.

At the market near me, reviews like this are coming in:

The market has worked out a very economic arrangement with a massage therapist, who can build up their clientele out of the deal, so it’s a win for everybody.

For your retail clients, sharing these examples could inspire appealing added services:

A small pet food chain is offering health consults in addition to selling merchandise.

Even small clothing boutiques can provide personal styling sessions.

I know of a particular auto parts store where salespeople show you how to change windshield wipers and headlight bulbs for free and it brings our household back almost every time..

It’s common for shops like toy stores to have kids’ birthday clubs, but sophisticated businesses offer loyalty programs, too

I wrote about offering shipping last year as an additional service with self-evident value in this age of convenience.

The cost of these efforts is either the salary of an employee, nominal or free.

3) The store hosts local events

20–36 percent of customers feel the appeal of retailers becoming destinations for things to learn and do. Coincidentally, this corresponds with two of the tasks Google dubbed micro-moments a couple of years back, and while not everyone loves that terminology, we can at least agree that large numbers of people use the Internet to discover local resources.

At the market near me, they’re doing open-mic readings, and this is a trend in many cities to which Google Calendar attests:

For your clients, the last two words of that event description are key. When there’s a local wish to build community, retail businesses can lend the space and the stage. This can look like:

Any type of class, like these ones that teach how to operate an appliance or machinery, how to re-skill at something like wilderness survival, or how to cook/make things.

Any type of event, like the open mic night I’ve cited, above, or celebrations, or appearances by well-known locals such as authors, or ongoing club meetups.

Any type of special appeal, like this recycling deal gifting participants $20 off new jeans if they donate their old ones, or housing a drop-off point for light bulbs, batteries or charitable giving, or hosting the kick-off of a neighborhood cleanup with some added benefit to participants like a breakfast or discount.

Again, costs here can be quite modest and you’ll be bringing the community together under the banner of your business.

Putting it in writing

The last item on the budget for any of these ventures is whatever it costs to publicize it. For sure, your client will want:

A homepage announcement and/or one or more blog posts

Google Posts, Q&A, photos and related features

Social mentions

If the concept is large enough (or the community is small) some outreach to local news in hopes of a write-up and inclusion of local/social calendars

Link building would be great if the client can afford a reasonable investment in your services, where necessary

And, of course, be sure your client’s local business listings are accurate so that newcomers aren’t getting lost on their way to finding the cool new offering

Getting the word out about events, features, and other desirable attributes don’t have to be exorbitant, but it will put the finishing touch on ensuring a community knows the business is ready to offer the desired experience.

Seeing opportunity

Sometimes, you’ll find yourself in a client meeting and things will be a bit flat. Maybe the client has been disengaged from your contract lately, or sales have been leveling out for lack of new ideas. That’s the perfect time to put something fresh on the table, demonstrating that you’re thinking about the client’s whole picture beyond CTR and citations.

One thing that I find to be an inspiring practice for agencies is to do an audit of competitors’ reviews looking for “holes” In many communities, shopping is really dull and reviews reflect that, with few shoppers feeling genuinely excited by a particular vertical’s local offerings. Your client could be the one to change that, with a little extra attention from you.

Every possibility won’t be the perfect match for every business, but if you can help the company see a new opportunity, the few minutes spent brainstorming could benefit you both.

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!

Affordable, Stat-Based Retail Strategy For Your Agency’s Clients

Posted by MiriamEllis

Retail clients are battling tough economics offline and tough competitors online. They need every bit of help your agency can give them. 

I was heartened when 75 percent of the 1,400+ respondents to the Moz State of Local SEO Industry Report 2019 shared that they contribute to offline strategy recommendations either frequently or at least some of the time. I can’t think of a market where good and relatively inexpensive experiments are more needed than in embattled retail. The ripple effect of a single new idea, offered up generously, can spread out to encompass new revenue streams for the client and new levels of retention for your agency.

And that’s why win-win seemed written all over three statistics from a 2018 Yes Marketing retail survey when I read it because they speak to motivating about one quarter to half of 1,000 polled customers without going to any extreme expense. Take a look:

I highly recommend downloading Yes Marketing’s complete survey which is chock-full of great data, but today, let’s look at just three valuable stats from it to come up with an actionable strategy you can gift your offline retail clients at your next meeting.

Getting it right: A little market near me

For the past 16 years, I’ve been observing the local business scene with a combination of professional scrutiny and personal regard. I’m inspired by businesses that open and thrive and am saddened by those that open and close.

Right now, I’m especially intrigued by a very small, independently-owned grocery store which set up shop last year in what I’ll lovingly describe as a rural, half-a-horse town not far from me. This locale has a single main street with less than 20 businesses on it, but I’m predicting the shop’s ultimate success based on several factors. A strong one is that the community is flanked by several much larger towns with lots of through traffic and the market is several miles from any competitor. But other factors which match point-for-point with the data in the Yes Marketing survey make me feel especially confident that this small business is going to “get it right”. 

Encourage your retail clients to explore the following tips.

1) The store is visually appealing

43–58 percent of Yes Marketing’s surveyed retail customers say they’d be motivated to shop with a retailer who has cool product displays, murals, etc. Retail shoppers of all ages are seeking appealing experiences.

At the market near me, there are many things going on in its favor. The building is historic on the outside and full of natural light on this inside, and the staff sets up creative displays, such as all of the ingredients you need to make a hearty winter soup gathered up on a vintage table. The Instagram crowd can have selfie fun here, and more mature customers will appreciate the aesthetic simplicity of this uncluttered, human-scale shopping experience.

For your retail clients, it won’t break the bank to become more visually appealing. Design cues are everywhere!

Share these suggestions with a worthy client:

Basic cleanliness is the starting point

This is an old survey, but I think we’re safe to say that at least 45 percent of retail customers are still put off by dirty premises — especially restrooms. Janitorial duties are already built into the budget of most businesses and only need to be accomplished properly. I continuously notice how many reviewers proclaim the word “clean” when a business deserves it.

Inspiration is affordable

Whatever employees are already being paid is the cost of engaging them to lend their creativity to creating merchandise displays that draw attention and/or solve problems. My hearty winter soup example is one idea (complete with boxed broth, pasta, veggies, bowls, and cookware). 

For your retail client? It might be everything a consumer needs to recover from a cold (medicine, citrus fruit, electric blanket, herbal tea, tissue, a paperback, a sympathetic stuffed animal, etc.). Or everything one needs to winterize a car, take a trip to a beach, build a beautiful window box, or pamper a pet. Retailers can inexpensively encourage the hidden artistic talents in staff.

Feeling stuck? The Internet is full of free retail display tips, design magazines cost a few bucks, and your clients’ cable bills already cover a subscription to channels like HGTV and the DIY network that trade on style. A client who knows that interior designers are all using grey-and-white palettes and that one TV ad after another features women wearing denim blue with aspen yellow right now is well on their way to catching customers’ eyes.

Aspiring artists live near your client and need work

The national average cost to have a large wall mural professionally painted is about $8,000, with much less expensive options available. Some retailers even hold contests surrounding logo design, and an artist near your client may work quite inexpensively if they are trying to build up their portfolio. I can’t predict how long the Instagram mural trend will last, but wall art has been a crowd-pleaser since Paleolithic times. Any shopper who stops to snap a photo of themselves has been brought in close proximity to your front door.

I pulled this word cloud out of the reviews of the little grocery store:

While your clients’ industries and aesthetics will vary, tell them they can aim for a similar, positive response from at least 49 percent of their customers with a little more care put into the shopping environment.

2) The store offers additional services beyond the sale of products

19–40 percent of survey respondents are influenced by value-adds. Doubtless, you’ve seen the TV commercials in which banks double as coffee houses to appeal to the young, and small hardware chains emphasize staff expertise over loneliness in a warehouse. That’s what this is all about, and it can be done at a smaller scale, without overly-strapping your retail clients.

At the market near me, reviews like this are coming in:

The market has worked out a very economic arrangement with a massage therapist, who can build up their clientele out of the deal, so it’s a win for everybody.

For your retail clients, sharing these examples could inspire appealing added services:

A small pet food chain is offering health consults in addition to selling merchandise.

Even small clothing boutiques can provide personal styling sessions.

I know of a particular auto parts store where salespeople show you how to change windshield wipers and headlight bulbs for free and it brings our household back almost every time..

It’s common for shops like toy stores to have kids’ birthday clubs, but sophisticated businesses offer loyalty programs, too

I wrote about offering shipping last year as an additional service with self-evident value in this age of convenience.

The cost of these efforts is either the salary of an employee, nominal or free.

3) The store hosts local events

20–36 percent of customers feel the appeal of retailers becoming destinations for things to learn and do. Coincidentally, this corresponds with two of the tasks Google dubbed micro-moments a couple of years back, and while not everyone loves that terminology, we can at least agree that large numbers of people use the Internet to discover local resources.

At the market near me, they’re doing open-mic readings, and this is a trend in many cities to which Google Calendar attests:

For your clients, the last two words of that event description are key. When there’s a local wish to build community, retail businesses can lend the space and the stage. This can look like:

Any type of class, like these ones that teach how to operate an appliance or machinery, how to re-skill at something like wilderness survival, or how to cook/make things.

Any type of event, like the open mic night I’ve cited, above, or celebrations, or appearances by well-known locals such as authors, or ongoing club meetups.

Any type of special appeal, like this recycling deal gifting participants $20 off new jeans if they donate their old ones, or housing a drop-off point for light bulbs, batteries or charitable giving, or hosting the kick-off of a neighborhood cleanup with some added benefit to participants like a breakfast or discount.

Again, costs here can be quite modest and you’ll be bringing the community together under the banner of your business.

Putting it in writing

The last item on the budget for any of these ventures is whatever it costs to publicize it. For sure, your client will want:

A homepage announcement and/or one or more blog posts

Google Posts, Q&A, photos and related features

Social mentions

If the concept is large enough (or the community is small) some outreach to local news in hopes of a write-up and inclusion of local/social calendars

Link building would be great if the client can afford a reasonable investment in your services, where necessary

And, of course, be sure your client’s local business listings are accurate so that newcomers aren’t getting lost on their way to finding the cool new offering

Getting the word out about events, features, and other desirable attributes don’t have to be exorbitant, but it will put the finishing touch on ensuring a community knows the business is ready to offer the desired experience.

Seeing opportunity

Sometimes, you’ll find yourself in a client meeting and things will be a bit flat. Maybe the client has been disengaged from your contract lately, or sales have been leveling out for lack of new ideas. That’s the perfect time to put something fresh on the table, demonstrating that you’re thinking about the client’s whole picture beyond CTR and citations.

One thing that I find to be an inspiring practice for agencies is to do an audit of competitors’ reviews looking for “holes” In many communities, shopping is really dull and reviews reflect that, with few shoppers feeling genuinely excited by a particular vertical’s local offerings. Your client could be the one to change that, with a little extra attention from you.

Every possibility won’t be the perfect match for every business, but if you can help the company see a new opportunity, the few minutes spent brainstorming could benefit you both.

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!

Affordable, Stat-Based Retail Strategy For Your Agency’s Clients

Posted by MiriamEllis

Retail clients are battling tough economics offline and tough competitors online. They need every bit of help your agency can give them. 

I was heartened when 75 percent of the 1,400+ respondents to the Moz State of Local SEO Industry Report 2019 shared that they contribute to offline strategy recommendations either frequently or at least some of the time. I can’t think of a market where good and relatively inexpensive experiments are more needed than in embattled retail. The ripple effect of a single new idea, offered up generously, can spread out to encompass new revenue streams for the client and new levels of retention for your agency.

And that’s why win-win seemed written all over three statistics from a 2018 Yes Marketing retail survey when I read it because they speak to motivating about one quarter to half of 1,000 polled customers without going to any extreme expense. Take a look:

I highly recommend downloading Yes Marketing’s complete survey which is chock-full of great data, but today, let’s look at just three valuable stats from it to come up with an actionable strategy you can gift your offline retail clients at your next meeting.

Getting it right: A little market near me

For the past 16 years, I’ve been observing the local business scene with a combination of professional scrutiny and personal regard. I’m inspired by businesses that open and thrive and am saddened by those that open and close.

Right now, I’m especially intrigued by a very small, independently-owned grocery store which set up shop last year in what I’ll lovingly describe as a rural, half-a-horse town not far from me. This locale has a single main street with less than 20 businesses on it, but I’m predicting the shop’s ultimate success based on several factors. A strong one is that the community is flanked by several much larger towns with lots of through traffic and the market is several miles from any competitor. But other factors which match point-for-point with the data in the Yes Marketing survey make me feel especially confident that this small business is going to “get it right”. 

Encourage your retail clients to explore the following tips.

1) The store is visually appealing

43–58 percent of Yes Marketing’s surveyed retail customers say they’d be motivated to shop with a retailer who has cool product displays, murals, etc. Retail shoppers of all ages are seeking appealing experiences.

At the market near me, there are many things going on in its favor. The building is historic on the outside and full of natural light on this inside, and the staff sets up creative displays, such as all of the ingredients you need to make a hearty winter soup gathered up on a vintage table. The Instagram crowd can have selfie fun here, and more mature customers will appreciate the aesthetic simplicity of this uncluttered, human-scale shopping experience.

For your retail clients, it won’t break the bank to become more visually appealing. Design cues are everywhere!

Share these suggestions with a worthy client:

Basic cleanliness is the starting point

This is an old survey, but I think we’re safe to say that at least 45 percent of retail customers are still put off by dirty premises — especially restrooms. Janitorial duties are already built into the budget of most businesses and only need to be accomplished properly. I continuously notice how many reviewers proclaim the word “clean” when a business deserves it.

Inspiration is affordable

Whatever employees are already being paid is the cost of engaging them to lend their creativity to creating merchandise displays that draw attention and/or solve problems. My hearty winter soup example is one idea (complete with boxed broth, pasta, veggies, bowls, and cookware). 

For your retail client? It might be everything a consumer needs to recover from a cold (medicine, citrus fruit, electric blanket, herbal tea, tissue, a paperback, a sympathetic stuffed animal, etc.). Or everything one needs to winterize a car, take a trip to a beach, build a beautiful window box, or pamper a pet. Retailers can inexpensively encourage the hidden artistic talents in staff.

Feeling stuck? The Internet is full of free retail display tips, design magazines cost a few bucks, and your clients’ cable bills already cover a subscription to channels like HGTV and the DIY network that trade on style. A client who knows that interior designers are all using grey-and-white palettes and that one TV ad after another features women wearing denim blue with aspen yellow right now is well on their way to catching customers’ eyes.

Aspiring artists live near your client and need work

The national average cost to have a large wall mural professionally painted is about $8,000, with much less expensive options available. Some retailers even hold contests surrounding logo design, and an artist near your client may work quite inexpensively if they are trying to build up their portfolio. I can’t predict how long the Instagram mural trend will last, but wall art has been a crowd-pleaser since Paleolithic times. Any shopper who stops to snap a photo of themselves has been brought in close proximity to your front door.

I pulled this word cloud out of the reviews of the little grocery store:

While your clients’ industries and aesthetics will vary, tell them they can aim for a similar, positive response from at least 49 percent of their customers with a little more care put into the shopping environment.

2) The store offers additional services beyond the sale of products

19–40 percent of survey respondents are influenced by value-adds. Doubtless, you’ve seen the TV commercials in which banks double as coffee houses to appeal to the young, and small hardware chains emphasize staff expertise over loneliness in a warehouse. That’s what this is all about, and it can be done at a smaller scale, without overly-strapping your retail clients.

At the market near me, reviews like this are coming in:

The market has worked out a very economic arrangement with a massage therapist, who can build up their clientele out of the deal, so it’s a win for everybody.

For your retail clients, sharing these examples could inspire appealing added services:

A small pet food chain is offering health consults in addition to selling merchandise.

Even small clothing boutiques can provide personal styling sessions.

I know of a particular auto parts store where salespeople show you how to change windshield wipers and headlight bulbs for free and it brings our household back almost every time..

It’s common for shops like toy stores to have kids’ birthday clubs, but sophisticated businesses offer loyalty programs, too

I wrote about offering shipping last year as an additional service with self-evident value in this age of convenience.

The cost of these efforts is either the salary of an employee, nominal or free.

3) The store hosts local events

20–36 percent of customers feel the appeal of retailers becoming destinations for things to learn and do. Coincidentally, this corresponds with two of the tasks Google dubbed micro-moments a couple of years back, and while not everyone loves that terminology, we can at least agree that large numbers of people use the Internet to discover local resources.

At the market near me, they’re doing open-mic readings, and this is a trend in many cities to which Google Calendar attests:

For your clients, the last two words of that event description are key. When there’s a local wish to build community, retail businesses can lend the space and the stage. This can look like:

Any type of class, like these ones that teach how to operate an appliance or machinery, how to re-skill at something like wilderness survival, or how to cook/make things.

Any type of event, like the open mic night I’ve cited, above, or celebrations, or appearances by well-known locals such as authors, or ongoing club meetups.

Any type of special appeal, like this recycling deal gifting participants $20 off new jeans if they donate their old ones, or housing a drop-off point for light bulbs, batteries or charitable giving, or hosting the kick-off of a neighborhood cleanup with some added benefit to participants like a breakfast or discount.

Again, costs here can be quite modest and you’ll be bringing the community together under the banner of your business.

Putting it in writing

The last item on the budget for any of these ventures is whatever it costs to publicize it. For sure, your client will want:

A homepage announcement and/or one or more blog posts

Google Posts, Q&A, photos and related features

Social mentions

If the concept is large enough (or the community is small) some outreach to local news in hopes of a write-up and inclusion of local/social calendars

Link building would be great if the client can afford a reasonable investment in your services, where necessary

And, of course, be sure your client’s local business listings are accurate so that newcomers aren’t getting lost on their way to finding the cool new offering

Getting the word out about events, features, and other desirable attributes don’t have to be exorbitant, but it will put the finishing touch on ensuring a community knows the business is ready to offer the desired experience.

Seeing opportunity

Sometimes, you’ll find yourself in a client meeting and things will be a bit flat. Maybe the client has been disengaged from your contract lately, or sales have been leveling out for lack of new ideas. That’s the perfect time to put something fresh on the table, demonstrating that you’re thinking about the client’s whole picture beyond CTR and citations.

One thing that I find to be an inspiring practice for agencies is to do an audit of competitors’ reviews looking for “holes” In many communities, shopping is really dull and reviews reflect that, with few shoppers feeling genuinely excited by a particular vertical’s local offerings. Your client could be the one to change that, with a little extra attention from you.

Every possibility won’t be the perfect match for every business, but if you can help the company see a new opportunity, the few minutes spent brainstorming could benefit you both.

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!

Affordable, Stat-Based Retail Strategy For Your Agency’s Clients

Posted by MiriamEllis

Retail clients are battling tough economics offline and tough competitors online. They need every bit of help your agency can give them. 

I was heartened when 75 percent of the 1,400+ respondents to the Moz State of Local SEO Industry Report 2019 shared that they contribute to offline strategy recommendations either frequently or at least some of the time. I can’t think of a market where good and relatively inexpensive experiments are more needed than in embattled retail. The ripple effect of a single new idea, offered up generously, can spread out to encompass new revenue streams for the client and new levels of retention for your agency.

And that’s why win-win seemed written all over three statistics from a 2018 Yes Marketing retail survey when I read it because they speak to motivating about one quarter to half of 1,000 polled customers without going to any extreme expense. Take a look:

I highly recommend downloading Yes Marketing’s complete survey which is chock-full of great data, but today, let’s look at just three valuable stats from it to come up with an actionable strategy you can gift your offline retail clients at your next meeting.

Getting it right: A little market near me

For the past 16 years, I’ve been observing the local business scene with a combination of professional scrutiny and personal regard. I’m inspired by businesses that open and thrive and am saddened by those that open and close.

Right now, I’m especially intrigued by a very small, independently-owned grocery store which set up shop last year in what I’ll lovingly describe as a rural, half-a-horse town not far from me. This locale has a single main street with less than 20 businesses on it, but I’m predicting the shop’s ultimate success based on several factors. A strong one is that the community is flanked by several much larger towns with lots of through traffic and the market is several miles from any competitor. But other factors which match point-for-point with the data in the Yes Marketing survey make me feel especially confident that this small business is going to “get it right”. 

Encourage your retail clients to explore the following tips.

1) The store is visually appealing

43–58 percent of Yes Marketing’s surveyed retail customers say they’d be motivated to shop with a retailer who has cool product displays, murals, etc. Retail shoppers of all ages are seeking appealing experiences.

At the market near me, there are many things going on in its favor. The building is historic on the outside and full of natural light on this inside, and the staff sets up creative displays, such as all of the ingredients you need to make a hearty winter soup gathered up on a vintage table. The Instagram crowd can have selfie fun here, and more mature customers will appreciate the aesthetic simplicity of this uncluttered, human-scale shopping experience.

For your retail clients, it won’t break the bank to become more visually appealing. Design cues are everywhere!

Share these suggestions with a worthy client:

Basic cleanliness is the starting point

This is an old survey, but I think we’re safe to say that at least 45 percent of retail customers are still put off by dirty premises — especially restrooms. Janitorial duties are already built into the budget of most businesses and only need to be accomplished properly. I continuously notice how many reviewers proclaim the word “clean” when a business deserves it.

Inspiration is affordable

Whatever employees are already being paid is the cost of engaging them to lend their creativity to creating merchandise displays that draw attention and/or solve problems. My hearty winter soup example is one idea (complete with boxed broth, pasta, veggies, bowls, and cookware). 

For your retail client? It might be everything a consumer needs to recover from a cold (medicine, citrus fruit, electric blanket, herbal tea, tissue, a paperback, a sympathetic stuffed animal, etc.). Or everything one needs to winterize a car, take a trip to a beach, build a beautiful window box, or pamper a pet. Retailers can inexpensively encourage the hidden artistic talents in staff.

Feeling stuck? The Internet is full of free retail display tips, design magazines cost a few bucks, and your clients’ cable bills already cover a subscription to channels like HGTV and the DIY network that trade on style. A client who knows that interior designers are all using grey-and-white palettes and that one TV ad after another features women wearing denim blue with aspen yellow right now is well on their way to catching customers’ eyes.

Aspiring artists live near your client and need work

The national average cost to have a large wall mural professionally painted is about $8,000, with much less expensive options available. Some retailers even hold contests surrounding logo design, and an artist near your client may work quite inexpensively if they are trying to build up their portfolio. I can’t predict how long the Instagram mural trend will last, but wall art has been a crowd-pleaser since Paleolithic times. Any shopper who stops to snap a photo of themselves has been brought in close proximity to your front door.

I pulled this word cloud out of the reviews of the little grocery store:

While your clients’ industries and aesthetics will vary, tell them they can aim for a similar, positive response from at least 49 percent of their customers with a little more care put into the shopping environment.

2) The store offers additional services beyond the sale of products

19–40 percent of survey respondents are influenced by value-adds. Doubtless, you’ve seen the TV commercials in which banks double as coffee houses to appeal to the young, and small hardware chains emphasize staff expertise over loneliness in a warehouse. That’s what this is all about, and it can be done at a smaller scale, without overly-strapping your retail clients.

At the market near me, reviews like this are coming in:

The market has worked out a very economic arrangement with a massage therapist, who can build up their clientele out of the deal, so it’s a win for everybody.

For your retail clients, sharing these examples could inspire appealing added services:

A small pet food chain is offering health consults in addition to selling merchandise.

Even small clothing boutiques can provide personal styling sessions.

I know of a particular auto parts store where salespeople show you how to change windshield wipers and headlight bulbs for free and it brings our household back almost every time..

It’s common for shops like toy stores to have kids’ birthday clubs, but sophisticated businesses offer loyalty programs, too

I wrote about offering shipping last year as an additional service with self-evident value in this age of convenience.

The cost of these efforts is either the salary of an employee, nominal or free.

3) The store hosts local events

20–36 percent of customers feel the appeal of retailers becoming destinations for things to learn and do. Coincidentally, this corresponds with two of the tasks Google dubbed micro-moments a couple of years back, and while not everyone loves that terminology, we can at least agree that large numbers of people use the Internet to discover local resources.

At the market near me, they’re doing open-mic readings, and this is a trend in many cities to which Google Calendar attests:

For your clients, the last two words of that event description are key. When there’s a local wish to build community, retail businesses can lend the space and the stage. This can look like:

Any type of class, like these ones that teach how to operate an appliance or machinery, how to re-skill at something like wilderness survival, or how to cook/make things.

Any type of event, like the open mic night I’ve cited, above, or celebrations, or appearances by well-known locals such as authors, or ongoing club meetups.

Any type of special appeal, like this recycling deal gifting participants $20 off new jeans if they donate their old ones, or housing a drop-off point for light bulbs, batteries or charitable giving, or hosting the kick-off of a neighborhood cleanup with some added benefit to participants like a breakfast or discount.

Again, costs here can be quite modest and you’ll be bringing the community together under the banner of your business.

Putting it in writing

The last item on the budget for any of these ventures is whatever it costs to publicize it. For sure, your client will want:

A homepage announcement and/or one or more blog posts

Google Posts, Q&A, photos and related features

Social mentions

If the concept is large enough (or the community is small) some outreach to local news in hopes of a write-up and inclusion of local/social calendars

Link building would be great if the client can afford a reasonable investment in your services, where necessary

And, of course, be sure your client’s local business listings are accurate so that newcomers aren’t getting lost on their way to finding the cool new offering

Getting the word out about events, features, and other desirable attributes don’t have to be exorbitant, but it will put the finishing touch on ensuring a community knows the business is ready to offer the desired experience.

Seeing opportunity

Sometimes, you’ll find yourself in a client meeting and things will be a bit flat. Maybe the client has been disengaged from your contract lately, or sales have been leveling out for lack of new ideas. That’s the perfect time to put something fresh on the table, demonstrating that you’re thinking about the client’s whole picture beyond CTR and citations.

One thing that I find to be an inspiring practice for agencies is to do an audit of competitors’ reviews looking for “holes” In many communities, shopping is really dull and reviews reflect that, with few shoppers feeling genuinely excited by a particular vertical’s local offerings. Your client could be the one to change that, with a little extra attention from you.

Every possibility won’t be the perfect match for every business, but if you can help the company see a new opportunity, the few minutes spent brainstorming could benefit you both.

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!

Read more here - https://moz.com/blog/affordable-stat-based-retail-strategy-for-your-agency-s-clients

Affordable, Stat-Based Retail Strategy For Your Agency’s Clients

Posted by MiriamEllis

Retail clients are battling tough economics offline and tough competitors online. They need every bit of help your agency can give them. 

I was heartened when 75 percent of the 1,400+ respondents to the Moz State of Local SEO Industry Report 2019 shared that they contribute to offline strategy recommendations either frequently or at least some of the time. I can’t think of a market where good and relatively inexpensive experiments are more needed than in embattled retail. The ripple effect of a single new idea, offered up generously, can spread out to encompass new revenue streams for the client and new levels of retention for your agency.

And that’s why win-win seemed written all over three statistics from a 2018 Yes Marketing retail survey when I read it because they speak to motivating about one quarter to half of 1,000 polled customers without going to any extreme expense. Take a look:

I highly recommend downloading Yes Marketing’s complete survey which is chock-full of great data, but today, let’s look at just three valuable stats from it to come up with an actionable strategy you can gift your offline retail clients at your next meeting.

Getting it right: A little market near me

For the past 16 years, I’ve been observing the local business scene with a combination of professional scrutiny and personal regard. I’m inspired by businesses that open and thrive and am saddened by those that open and close.

Right now, I’m especially intrigued by a very small, independently-owned grocery store which set up shop last year in what I’ll lovingly describe as a rural, half-a-horse town not far from me. This locale has a single main street with less than 20 businesses on it, but I’m predicting the shop’s ultimate success based on several factors. A strong one is that the community is flanked by several much larger towns with lots of through traffic and the market is several miles from any competitor. But other factors which match point-for-point with the data in the Yes Marketing survey make me feel especially confident that this small business is going to “get it right”. 

Encourage your retail clients to explore the following tips.

1) The store is visually appealing

43–58 percent of Yes Marketing’s surveyed retail customers say they’d be motivated to shop with a retailer who has cool product displays, murals, etc. Retail shoppers of all ages are seeking appealing experiences.

At the market near me, there are many things going on in its favor. The building is historic on the outside and full of natural light on this inside, and the staff sets up creative displays, such as all of the ingredients you need to make a hearty winter soup gathered up on a vintage table. The Instagram crowd can have selfie fun here, and more mature customers will appreciate the aesthetic simplicity of this uncluttered, human-scale shopping experience.

For your retail clients, it won’t break the bank to become more visually appealing. Design cues are everywhere!

Share these suggestions with a worthy client:

Basic cleanliness is the starting point

This is an old survey, but I think we’re safe to say that at least 45 percent of retail customers are still put off by dirty premises — especially restrooms. Janitorial duties are already built into the budget of most businesses and only need to be accomplished properly. I continuously notice how many reviewers proclaim the word “clean” when a business deserves it.

Inspiration is affordable

Whatever employees are already being paid is the cost of engaging them to lend their creativity to creating merchandise displays that draw attention and/or solve problems. My hearty winter soup example is one idea (complete with boxed broth, pasta, veggies, bowls, and cookware). 

For your retail client? It might be everything a consumer needs to recover from a cold (medicine, citrus fruit, electric blanket, herbal tea, tissue, a paperback, a sympathetic stuffed animal, etc.). Or everything one needs to winterize a car, take a trip to a beach, build a beautiful window box, or pamper a pet. Retailers can inexpensively encourage the hidden artistic talents in staff.

Feeling stuck? The Internet is full of free retail display tips, design magazines cost a few bucks, and your clients’ cable bills already cover a subscription to channels like HGTV and the DIY network that trade on style. A client who knows that interior designers are all using grey-and-white palettes and that one TV ad after another features women wearing denim blue with aspen yellow right now is well on their way to catching customers’ eyes.

Aspiring artists live near your client and need work

The national average cost to have a large wall mural professionally painted is about $8,000, with much less expensive options available. Some retailers even hold contests surrounding logo design, and an artist near your client may work quite inexpensively if they are trying to build up their portfolio. I can’t predict how long the Instagram mural trend will last, but wall art has been a crowd-pleaser since Paleolithic times. Any shopper who stops to snap a photo of themselves has been brought in close proximity to your front door.

I pulled this word cloud out of the reviews of the little grocery store:

While your clients’ industries and aesthetics will vary, tell them they can aim for a similar, positive response from at least 49 percent of their customers with a little more care put into the shopping environment.

2) The store offers additional services beyond the sale of products

19–40 percent of survey respondents are influenced by value-adds. Doubtless, you’ve seen the TV commercials in which banks double as coffee houses to appeal to the young, and small hardware chains emphasize staff expertise over loneliness in a warehouse. That’s what this is all about, and it can be done at a smaller scale, without overly-strapping your retail clients.

At the market near me, reviews like this are coming in:

The market has worked out a very economic arrangement with a massage therapist, who can build up their clientele out of the deal, so it’s a win for everybody.

For your retail clients, sharing these examples could inspire appealing added services:

A small pet food chain is offering health consults in addition to selling merchandise.

Even small clothing boutiques can provide personal styling sessions.

I know of a particular auto parts store where salespeople show you how to change windshield wipers and headlight bulbs for free and it brings our household back almost every time..

It’s common for shops like toy stores to have kids’ birthday clubs, but sophisticated businesses offer loyalty programs, too

I wrote about offering shipping last year as an additional service with self-evident value in this age of convenience.

The cost of these efforts is either the salary of an employee, nominal or free.

3) The store hosts local events

20–36 percent of customers feel the appeal of retailers becoming destinations for things to learn and do. Coincidentally, this corresponds with two of the tasks Google dubbed micro-moments a couple of years back, and while not everyone loves that terminology, we can at least agree that large numbers of people use the Internet to discover local resources.

At the market near me, they’re doing open-mic readings, and this is a trend in many cities to which Google Calendar attests:

For your clients, the last two words of that event description are key. When there’s a local wish to build community, retail businesses can lend the space and the stage. This can look like:

Any type of class, like these ones that teach how to operate an appliance or machinery, how to re-skill at something like wilderness survival, or how to cook/make things.

Any type of event, like the open mic night I’ve cited, above, or celebrations, or appearances by well-known locals such as authors, or ongoing club meetups.

Any type of special appeal, like this recycling deal gifting participants $20 off new jeans if they donate their old ones, or housing a drop-off point for light bulbs, batteries or charitable giving, or hosting the kick-off of a neighborhood cleanup with some added benefit to participants like a breakfast or discount.

Again, costs here can be quite modest and you’ll be bringing the community together under the banner of your business.

Putting it in writing

The last item on the budget for any of these ventures is whatever it costs to publicize it. For sure, your client will want:

A homepage announcement and/or one or more blog posts

Google Posts, Q&A, photos and related features

Social mentions

If the concept is large enough (or the community is small) some outreach to local news in hopes of a write-up and inclusion of local/social calendars

Link building would be great if the client can afford a reasonable investment in your services, where necessary

And, of course, be sure your client’s local business listings are accurate so that newcomers aren’t getting lost on their way to finding the cool new offering

Getting the word out about events, features, and other desirable attributes don’t have to be exorbitant, but it will put the finishing touch on ensuring a community knows the business is ready to offer the desired experience.

Seeing opportunity

Sometimes, you’ll find yourself in a client meeting and things will be a bit flat. Maybe the client has been disengaged from your contract lately, or sales have been leveling out for lack of new ideas. That’s the perfect time to put something fresh on the table, demonstrating that you’re thinking about the client’s whole picture beyond CTR and citations.

One thing that I find to be an inspiring practice for agencies is to do an audit of competitors’ reviews looking for “holes” In many communities, shopping is really dull and reviews reflect that, with few shoppers feeling genuinely excited by a particular vertical’s local offerings. Your client could be the one to change that, with a little extra attention from you.

Every possibility won’t be the perfect match for every business, but if you can help the company see a new opportunity, the few minutes spent brainstorming could benefit you both.

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!

Affordable, Stat-Based Retail Strategy For Your Agency’s Clients

Posted by MiriamEllis

Retail clients are battling tough economics offline and tough competitors online. They need every bit of help your agency can give them. 

I was heartened when 75 percent of the 1,400+ respondents to the Moz State of Local SEO Industry Report 2019 shared that they contribute to offline strategy recommendations either frequently or at least some of the time. I can’t think of a market where good and relatively inexpensive experiments are more needed than in embattled retail. The ripple effect of a single new idea, offered up generously, can spread out to encompass new revenue streams for the client and new levels of retention for your agency.

And that’s why win-win seemed written all over three statistics from a 2018 Yes Marketing retail survey when I read it because they speak to motivating about one quarter to half of 1,000 polled customers without going to any extreme expense. Take a look:

I highly recommend downloading Yes Marketing’s complete survey which is chock-full of great data, but today, let’s look at just three valuable stats from it to come up with an actionable strategy you can gift your offline retail clients at your next meeting.

Getting it right: A little market near me

For the past 16 years, I’ve been observing the local business scene with a combination of professional scrutiny and personal regard. I’m inspired by businesses that open and thrive and am saddened by those that open and close.

Right now, I’m especially intrigued by a very small, independently-owned grocery store which set up shop last year in what I’ll lovingly describe as a rural, half-a-horse town not far from me. This locale has a single main street with less than 20 businesses on it, but I’m predicting the shop’s ultimate success based on several factors. A strong one is that the community is flanked by several much larger towns with lots of through traffic and the market is several miles from any competitor. But other factors which match point-for-point with the data in the Yes Marketing survey make me feel especially confident that this small business is going to “get it right”. 

Encourage your retail clients to explore the following tips.

1) The store is visually appealing

43–58 percent of Yes Marketing’s surveyed retail customers say they’d be motivated to shop with a retailer who has cool product displays, murals, etc. Retail shoppers of all ages are seeking appealing experiences.

At the market near me, there are many things going on in its favor. The building is historic on the outside and full of natural light on this inside, and the staff sets up creative displays, such as all of the ingredients you need to make a hearty winter soup gathered up on a vintage table. The Instagram crowd can have selfie fun here, and more mature customers will appreciate the aesthetic simplicity of this uncluttered, human-scale shopping experience.

For your retail clients, it won’t break the bank to become more visually appealing. Design cues are everywhere!

Share these suggestions with a worthy client:

Basic cleanliness is the starting point

This is an old survey, but I think we’re safe to say that at least 45 percent of retail customers are still put off by dirty premises — especially restrooms. Janitorial duties are already built into the budget of most businesses and only need to be accomplished properly. I continuously notice how many reviewers proclaim the word “clean” when a business deserves it.

Inspiration is affordable

Whatever employees are already being paid is the cost of engaging them to lend their creativity to creating merchandise displays that draw attention and/or solve problems. My hearty winter soup example is one idea (complete with boxed broth, pasta, veggies, bowls, and cookware). 

For your retail client? It might be everything a consumer needs to recover from a cold (medicine, citrus fruit, electric blanket, herbal tea, tissue, a paperback, a sympathetic stuffed animal, etc.). Or everything one needs to winterize a car, take a trip to a beach, build a beautiful window box, or pamper a pet. Retailers can inexpensively encourage the hidden artistic talents in staff.

Feeling stuck? The Internet is full of free retail display tips, design magazines cost a few bucks, and your clients’ cable bills already cover a subscription to channels like HGTV and the DIY network that trade on style. A client who knows that interior designers are all using grey-and-white palettes and that one TV ad after another features women wearing denim blue with aspen yellow right now is well on their way to catching customers’ eyes.

Aspiring artists live near your client and need work

The national average cost to have a large wall mural professionally painted is about $8,000, with much less expensive options available. Some retailers even hold contests surrounding logo design, and an artist near your client may work quite inexpensively if they are trying to build up their portfolio. I can’t predict how long the Instagram mural trend will last, but wall art has been a crowd-pleaser since Paleolithic times. Any shopper who stops to snap a photo of themselves has been brought in close proximity to your front door.

I pulled this word cloud out of the reviews of the little grocery store:

While your clients’ industries and aesthetics will vary, tell them they can aim for a similar, positive response from at least 49 percent of their customers with a little more care put into the shopping environment.

2) The store offers additional services beyond the sale of products

19–40 percent of survey respondents are influenced by value-adds. Doubtless, you’ve seen the TV commercials in which banks double as coffee houses to appeal to the young, and small hardware chains emphasize staff expertise over loneliness in a warehouse. That’s what this is all about, and it can be done at a smaller scale, without overly-strapping your retail clients.

At the market near me, reviews like this are coming in:

The market has worked out a very economic arrangement with a massage therapist, who can build up their clientele out of the deal, so it’s a win for everybody.

For your retail clients, sharing these examples could inspire appealing added services:

A small pet food chain is offering health consults in addition to selling merchandise.

Even small clothing boutiques can provide personal styling sessions.

I know of a particular auto parts store where salespeople show you how to change windshield wipers and headlight bulbs for free and it brings our household back almost every time..

It’s common for shops like toy stores to have kids’ birthday clubs, but sophisticated businesses offer loyalty programs, too

I wrote about offering shipping last year as an additional service with self-evident value in this age of convenience.

The cost of these efforts is either the salary of an employee, nominal or free.

3) The store hosts local events

20–36 percent of customers feel the appeal of retailers becoming destinations for things to learn and do. Coincidentally, this corresponds with two of the tasks Google dubbed micro-moments a couple of years back, and while not everyone loves that terminology, we can at least agree that large numbers of people use the Internet to discover local resources.

At the market near me, they’re doing open-mic readings, and this is a trend in many cities to which Google Calendar attests:

For your clients, the last two words of that event description are key. When there’s a local wish to build community, retail businesses can lend the space and the stage. This can look like:

Any type of class, like these ones that teach how to operate an appliance or machinery, how to re-skill at something like wilderness survival, or how to cook/make things.

Any type of event, like the open mic night I’ve cited, above, or celebrations, or appearances by well-known locals such as authors, or ongoing club meetups.

Any type of special appeal, like this recycling deal gifting participants $20 off new jeans if they donate their old ones, or housing a drop-off point for light bulbs, batteries or charitable giving, or hosting the kick-off of a neighborhood cleanup with some added benefit to participants like a breakfast or discount.

Again, costs here can be quite modest and you’ll be bringing the community together under the banner of your business.

Putting it in writing

The last item on the budget for any of these ventures is whatever it costs to publicize it. For sure, your client will want:

A homepage announcement and/or one or more blog posts

Google Posts, Q&A, photos and related features

Social mentions

If the concept is large enough (or the community is small) some outreach to local news in hopes of a write-up and inclusion of local/social calendars

Link building would be great if the client can afford a reasonable investment in your services, where necessary

And, of course, be sure your client’s local business listings are accurate so that newcomers aren’t getting lost on their way to finding the cool new offering

Getting the word out about events, features, and other desirable attributes don’t have to be exorbitant, but it will put the finishing touch on ensuring a community knows the business is ready to offer the desired experience.

Seeing opportunity

Sometimes, you’ll find yourself in a client meeting and things will be a bit flat. Maybe the client has been disengaged from your contract lately, or sales have been leveling out for lack of new ideas. That’s the perfect time to put something fresh on the table, demonstrating that you’re thinking about the client’s whole picture beyond CTR and citations.

One thing that I find to be an inspiring practice for agencies is to do an audit of competitors’ reviews looking for “holes” In many communities, shopping is really dull and reviews reflect that, with few shoppers feeling genuinely excited by a particular vertical’s local offerings. Your client could be the one to change that, with a little extra attention from you.

Every possibility won’t be the perfect match for every business, but if you can help the company see a new opportunity, the few minutes spent brainstorming could benefit you both.

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