In our session, UX Will Be A Critical SEO Factor in 2021… How Can You Prepare Now?, Whereoware’s Analytics and Search Manager, Anna Yunker, shared actionable tips to align with Google’s new Page Experience, Core Web Vitals, and existing search signals.
It’s never too early to start preparing your website for this important change and protect your critical search visibility. Get the presentation slidesand download the checklist to learn what updates you can make today, tips for building the right foundation for a superior user experience (UX), and best practices to optimize your content strategy.
Adding a direct-to-consumer channel to your B2B company is not unlike opening a brand-new business. The B2C space is saturated with competition and heightened consumer expectations, and your B2B authority won’t automatically carry over.
What’s more, B2C means you’re competing directly with Amazon and other large retailers and dot coms, and that demands delivering on immediate shipping, price competition, simple returns, and an elevated product experience.
But don’t try to boil the ocean all at once – you won’t become a nationally-known brand overnight. Instead, think clearly on what distinguishes you from the competition, whether it’s your products, customer service, shipping speed, pricing, loyal fanbase, or overall customer experience. Exploit these key differentiators across your website, social, email, and advertising campaigns.
The first decision you need to make is how you’ll handle your e-commerce plan, as your approach to your website will impact all areas of your marketing efforts. (We’ve outlined key considerations to determine your best website strategy here.)
Next, with the right e-commerce foundation in place, you’ll need to build your B2C brand through sheer tenacity, differentiation, and a smart, multi-channel digital strategy.
Impression by impression, social share by social share, and interaction by interaction, you’ll start to build and grow your B2C identity. We’ve outlined some critical marketing considerations to get you started.
COVID-19’s impact on business was immediate and continues to be unimaginable, closing retail stores and restaurants throughout the country, canceling events, affecting supply chains, and mandating company-wide work-from-home policies.
Wholesale vendors and retailers had to pivot their business plans seemingly overnight. Some scrambled to stand up e-commerce websites fast (the only channel largely unaffected – and growing – during the pandemic). In fact, McKinsey & Company reported how in just three months, e-commerce penetration in the U.S. market grew more quickly than it had in the last ten years combined.
Many refocused efforts on marketing. Giftbeat reported that 53% of independent gift stores have increased their marketing activity compared to this time last year.
Companies with existing e-commerce websites and online brand authority were better positioned to withstand the uncertainty, but the force of change and dissolution of traditional sales channels left many vendors questioning: should I expand into the consumer market and establish a consumer-focused go-to-market strategy?
Customer acquisition is more important—and challenging—than ever. In fact, Hubspot reports that 61% of marketers consider lead acquisition their biggest challenge in 2020.
The market changed with the COVID-19 pandemic, and while we can’t predict the future, it’s clear that “business as usual” just won’t cut it in a rapidly changing environment. To set up your business for future growth and withstand market uncertainty, a continuous, multichannel customer acquisition strategy is critical to engage, entice, and convert new customers.
Create (and Maximize) Compelling Content
Customer journeys and buying cycles are no longer linear, and every customer is different. Today’s empowered customers seek out information across channels – bouncing from a Google search to your website, to cost comparing on Amazon or reading reviews on social media. Each channel interaction is an opportunity to acquire a new customer. Of course, capturing and maintaining attention across this multichannel journey can be challenging, and that’s where content comes in.
Informative content helps you “meet them where they are” and introduce your brand to new prospects via search results, social, and more. It’s food for your channel strategy. You’ll build credibility with potential customers by supplying answers, inspiration, and opinion, and can guide deeper interactions with your brand. Meanwhile, you gain insights into your customers’ questions or topics that interest them, giving you better ammunition for personalized follow up.
In a flash, COVID-19 transformed business as we know it and forced marketers to learn a hard lesson. Amidst the recent global crisis, along with constantly evolving consumer preferences, external disruptions, new technology, and more, e-commerce brands need to be able to adapt – fast.
How can your business effectively and confidently revolutionize your plan in the face of today’s rapid speed of change? In an article featured in Advertising Week 360, Whereoware’s VP of Customer Success and Marketing, Randi Mohr, offers her expertise on how to pivot and crisis-proof your digital strategy by placing your data and customers at the epicenter.
“Stay laser-focused on your customers. Turn your strategy on a dime by using data to understand your customers’ current context and proactively respond to their needs. Provide relevant value at every turn. Then, measure the results of your efforts to tailor your strategy ongoing,” she advises.
Customer acquisition is critical, but it’s also more challenging, competitive, and costly than ever. In fact, Episerver’s recent report, B2B Digital Experiences Report 2020, found that heightened customer expectations and rising acquisition costs tie for B2B leaders’ biggest external threat.
How can you meet the elevated demands of today’s customers and provide a superior online buying experience, while standing out against the competition and reducing acquisition costs?
“By taking an existing investment – your website – and have it pull double duty. With a few tweaks your website can be one of your most important sales channels and a customer acquisition machine,” says Alyson Hunter.
In an article featured on CustomerThink, Whereoware’s Director of Marketing, Alyson Hunter, shares actionable tips for optimizing your website to capture and convert more customers and deliver a winning customer experience (CX).
Thank you to all who joined us for our webinar, Google Makes UX a Search Ranking Factor in 2021 – What Do You Need To Do Now?.
In our 30-minute webinar, co-presented by our partners at Episerver, we shared updates you can make today to ready your website for Google’s important change and protect your search rankings.
Watch the recording below to learn actions to take now for aligning with Google’s Page Experience signals, Core Web Vitals, and existing search signals. Tune in to discover tools to measure and maximize your website’s User Experience (UX), as well as tactical tips for better usability and content optimization.
Whereoware is proud to have a majority woman workforce, particularly in the male-dominated tech industry. We’re recognizing our WOW women and their achievements in both tech and leadership, and sharing their thoughtful insight for the next generation of women in the workplace.
In this edition of WOW Women in Leadership, meet Teya Tuccio-Flick, Partner & Executive VP of Operations at Whereoware.
How has your background prepared you for success in the industry?
I started off as an electrical engineer, but soon after I started working, I realized that engineering wasn’t quite the right fit for me. I went back to school to get my MBA and to pivot my career into business.
Nevertheless, I carry through a lot of the problem solving skills and data processing from my first career into the agency life. That mix between engineering and business has served me well, allowing me to make wiser and more informed decisions along the way.
To Earn Distinction, Whereoware Has Satisfied Premium Sales, Training, Certification and Specialization Requirements from Episerver
Whereoware, an award-winning, full-service agency driving smart growth for clients through digital marketing strategy and activation, today announced it has been certified as a Platinum Partner of Episerver, the customer-centric digital experience company. Whereoware is one of only three Platinum Partners in the United States.
Whereoware completed a thorough certification process including Episerver Education training and having a significant quantity of Episerver Certified Developers and multiple Episerver Specializations to earn the prestigious Platinum Partner status in Episerver’s Partner Success Program and to join as a qualified, value-add seller of Episerver’s Customer-Centric Digital Experience Platform (DXP). As a Platinum Partner, Whereoware has comprehensive competency and implementation experience, comprehensive product expertise, and a large number of certified resources and specializations in Episerver solutions.