Pagezii – Alyssa, please tell us a bit about yourself.
Alyssa – I’m the Digital Marketing Manager at Thinkwrap Commerce. I’m six months into this position. Previously, I spent four years in the marketing department at CanvasPop, a pure-play eCommerce retailer that turns photos into art prints.
I’ve lived and worked across Canada and am now back in my hometown of Ottawa, for the foreseeable future at least. I’m a computer gamer and love all things tech. When I’m not chasing my two small kids and pugs – well the pugs mostly laze about, as pugs do – I enjoy gaming, baking and listening to music. Oh and I’m learning to code right now.
Pagezii – What got you started in marketing?
Alyssa – After abandoning my childhood dream of becoming a music journalist, I channeled my passion into business, specifically the SME program at Algonquin College. I come from a family of entrepreneurs and have always been passionate about the startup life. The marketing and advertising components of the program really resonated with me. I loved the idea that I could apply creativity to business in a way that generated real, measurable results. I moved out to Vancouver upon graduating and immediately landed a sweet gig as the marketing coordinator for a wine & spirits agency. I’ve spent the last 12 years honing my skills working with major brands and startups alike.
I’ve always been passionate about the startup life
Pagezii – What is ThinkWrap?
Alyssa – Thinkwrap Commerce is an eCommerce integration partner with offices in Ottawa, Canada and Valencia, Spain. We work with some of the biggest brands in Canada, the US and around the world to develop leading-edge eCommerce experiences. Our customers are retailers and B2B brands who want to grow their revenue, increase online and in-store traffic and create a world-class shopping experience for their customers. We manage everything from strategy through design, development, optimization and operational support.
Our “Customer for Life” philosophy means we go beyond the initial implementation by providing ongoing support and optimization to constantly find new ways to bring our customers success.
Pagezii – What key marketing metrics do you measure in your campaigns?
Alyssa – Content marketing plays a major role in our overall strategy. Our customer life cycle is LONG, and our customers need to be nurtured for many months before they’re ready to make a decision. A big part of our strategy revolves around creating and sharing interesting and engaging content. We measure our success via traffic to the site and blog, time spent interacting with each piece of content, form submissions/whitepaper downloads, and typical things like social interaction i.e. likes, shares, RTs, etc.
HubSpot has empowered us to leverage our content in a way we couldn’t do a year ago. We track visitor interaction and use progressive profiling to gain a better understanding of our buyer personas.
Pagezii – What has been a memorable marketing campaign for you?
Alyssa – Last April Fool’s Day – when I was still at CanvasPop – we wanted to come up with something really quirky so we invented an online matchmaking service as an offshoot of our core business, which was a personalized photo printing service. It basically paired people up based on their photo uploads. We had a lot of fun coming up with the concept and supporting visuals and video. Our campaign was featured in top-tier publications including TIME and AdWeek, but the best part was that we had actual customers calling into our support team to ask about the service. Guess it wasn’t such a far-fetched idea after all!
Pagezii – What Marketing Tech would you recommend to our readers?
Tools to manage content ourselves are increasingly valuable
Alyssa – Right after I joined Thinkwrap we started developing an inbound marketing, marketing automation strategy. We researched a few leading solutions and decided to move forward with HubSpot. Rather than just adopting their inbound methodology, we went all in and moved our existing WordPress site over to HubSpot’s CMS.
They actually offer a free migration service and a few months of support to get new users up and running. The migration itself was pretty painless, I think it took a couple of weeks for them to move everything over. The 3-months of support was helpful but we got more out of just getting into the system and getting our hands dirty building campaigns. We already had a good idea of how we would use the system beforehand.
Our marketing department operates as a lean team, and we don’t have to deal with multiple layers of approval when we want to publish content, allowing us to respond quickly to trends. We needed something that gave us full control over site content as well as the ability to publish new content regularly. Since we don’t have the need for a full-time developer on the marketing team, tools that make it easier for us to manage content ourselves are increasingly valuable.
Pagezii – Thank you, Alyssa, for sharing your insights into the world of digital marketing.