All posts by Wheroware Staff

Facebook Advertising 101 Slides, Recording + Cheatsheet

Thank you to everyone who joined our webinar: Facebook Advertising 101. We hope you have a solid basis of how to advertise on Facebook to increase engagement and drive traffic to your website.

If you missed the webinar or need a refresher:

Review the slides  HERE
Watch the Webinar:

Download the cheatsheet:



Digital Dialogs: Your 2020 Digital Strategy

Digital-Dialogs-BannerThank you to everyone who came to our AmericasMart Digital Dialogs breakfast session: Your 2020 Digital Strategy.

If you missed the session or would like a refresher:

Get Your Presentation Slides here >>

Whereoware’s Digital Dialogs is an educational breakfast series geared towards Gift and Home industry vendors. Led by Whereoware and select industry leaders, these sessions simplify tough digital concepts in a casual and collaborative environment, and offer practical and actionable takeaways vendors can implement right away to grow their business.

Today, Whereoware and Eller Enterprises introduced the changed B2B sales landscape: how the acceleration of technology and evolving B2B buyer expectations are restructuring sales teams and displacing traditional sales channels; all in a race to achieve a consistent buying experience online and offline. The conversation centered on common challenges, huge opportunities, and simple, concrete steps every business can take to thrive in a digital-first sales environment.

Get the Presentation slides here or contact us for more information.

Web Tip – Why We Choose Episerver: Commerce + Content = Success

Whereoware clients, prospects, and industry friends frequently ask about our technology partners, and why we chose them.

Episerver

Today, we’re giving a shout out to our CMS and commerce vendor pal Episerver.

See how Episerver played a part in bringing Whereoware’s vision to fruition, and why the experts are taking notice.

Seeking: A Personalization Partner

As a website design and development agency, Whereoware is always on the lookout for technology partners, platforms, applications, and tools to expand our solutions and capabilities. We have a diverse client base, so we employ a wide-breadth of technical talent and cross-platform expertise, rather than limiting ourselves to just one platform or tool.

Episerver Icons

In 2013, Whereoware was seeking a CMS partner to help bring our vision to life: combining automation, analytics, and personalization to build authentic relationships online.

As brands upped their online game with personalized services and offers (COUGH Amazon), all consumers would expect these hyper-relevant and personalized online experiences. (My shopping experience is so simple on Amazon – why can’t it be this easy everywhere?)

We wanted to bridge the experience gap – helping clients create the same simple, pleasant, personal, and genuine interactions online they achieved offline (and vice versa).

We had extensive expertise in automation and personalization, but were seeking a simple and intuitive, cloud-based platform that’d let us deliver a holistic, personalized user experience from email, mobile, and digital ads, to the e-commerce and content-based websites we built and designed for clients.

Enter Episerver

Whereoware ultimately partnered with Episerver, a global provider of a single platform to smartly manage digital content, commerce, and marketing in the cloud.

Episerver balances commerce and content in a flexible, cloud-based platform. They’re uniquely well-versed in B2B and B2C e-commerce business requirements, and those of Service companies.

Episerver is flexible and agile enough to integrate with our automation platforms and other third-party tools. We also loved that it was exceedingly simple to use; letting marketers drag and drop products or messaging to create targeted product pages, or develop hyper-personal visitor groups, in minutes.

We’ve had considerable success using Episerver to build personalized e-commerce and CMS websites for clients. Check out a sample site from Mud Pie.

In the News

We’re not the only ones praising Episerver recently. Check out what the experts are saying in some recent press below:

2017 Gartner Magic Quadrant for Digital Commerce. The Gartner Magic Quadrant report evaluates 21 providers of digital commerce platforms to provide context and clarity to organizations considering vendors and platforms. Gartner named Episerver a “Challenger” and awarded top marks for the critical capabilities of Agility, Customer Experience, Time to Productivity, and Total Cost of Ownership. Read the full report here.

The Forrester Wave™: Web Content Management Systems, Q1 2017. This report evaluates web content management systems providers based on their current offering, strategy, and market presence. Episerver was included as one of the 15 most significant web content management systems, and categorized as a Leader for its core web CMS extensibility and architecture, testing, and personalization functionality. Read the full report here.

Episerver Graphs

Want More Info on Episerver and Whereoware?

Whereoware is a longstanding Episerver partner. In recent years, we’ve won Episerver’s 2016 North American Ascender of the Year award, 2015 Commerce Site of the Year award, and 2014 Best Digital Marketing Site award. See examples of our work here.

Want to talk about Episerver and Whereoware’s combined capabilities? Reach out to us.

Behind the Glasses – Erin

Each month, we interview one of our awesome Whereoware employees. For June, we get to know Erin Alemdar, our Digital Marketing Manager, a little better.

Erin-Alemdar

WHO:

What’s your name? Erin Alemdar (fun fact: no middle name)
Job title: Digital Marketing Manager

BACKGROUND:

Favorite food: Anything Spicy
Hidden talents: Finding the bright side / silver lining
If there were a movie of my life, I’d be played by: A cartoon version of myself
One item you would bring with you to a desert island and why: A boat to get me back to the mainland

NERD QUIZ:

Facebook or Twitter: Instagram
iOS or Android: iOS
‘Nerd’ or ‘Geek’: Nerd
Star Wars or Star Trek? Star Wars

What’s the best part about working at Whereoware?

Being around people who get just as nerd-ily excited as I do about tech and marketing. There’s also a really robust learning environment here. We’re in a rapidly changing and highly competitive field, so making training and development a priority is a must!

Email Tip – Father’s Day Emails We Love

Father’s Day is just a few short weeks away and we have started to receive numerous emails in anticipation of the holiday.

Check out some of our favorite below and get some gift ideas while you read!

Gift Guides

Gift guides make it easy to cut through the clutter on a website and see what stand out items the retailer thinks are perfect for a holiday. We like that Kiehl’s shows both individual and kits that would make great gifts for dad. And we like the top 5 gifts guide from Mark & Graham – especially the S-curve layout of the email!

Segmentation

Is your dad the creative type? Or is he more of a sports guy? Emails that segment gift suggestions to a certain “type” of guy help you to determine where to focus your interest. Is your dude on the cusp or more than one type? Mix and match gifts from different segments for a personalized gift! We like how Bergdorf Goodman and Nordstrom Rack approached this email style.

Promotions and Deals

Who doesn’t love a sale? Cabela’s and Artifact Uprising sent emails highlighting the deals and site-wide sales they have. This is especially great if you need to buy multiple gifts for the men in your life celebrating Father’s Day. Paper Culture sent an email about a specific product they are running a special on that they think would make a great Father’s Day gift.

Gift Cards

Gift cards give you a lot of flexibility in your gift giving. Services like Stitch Fix offer gift cards that can be emailed, printed, or mailed to the recipient to fit your needs. Ahead of the game? Get a physical gift card gift boxed and sent to the recipient or sent to you to give to them in person. Looking for a list minute gift? Email them the gift card with the retrieval code.

SEO Tip – Create Topic Clusters for Better SEO

Google Strikes Again

We survived Mobilegeddon in 2015 and the most recent resurgence of Mobilegeddon 2.0, but recently Google has again changed the way their algorithms are scanning content and producing search results.

Enter, topic clusters. A topic cluster is a collection of content that cover smaller themes within an overarching topic. Though topic clusters is not a new concept, Google’s algorithm changes, are making them increasingly important.

Google search algorithms now understand phrases and topics not just individual keywords. For example, previously you might search for “content marketing” hoping to get an article explaining what is content marketing; where today you would search “what is content marketing?” and you would hope the first search result would answer your question exactly.

How Will This Work?

Think of topic clusters as umbrellas that house individual sub-topics and keywords. If we continue with content marketing as the topic cluster some of the other ideas that fall under this would be: blogging, case studies, lead generation, etc.
If you have content pages around the keywords such as “5 Tips to the Perfect Blog Post” or “Get the Leads You Want – Lead Generation Tips”, then those pages would link back a main page that explains what content marketing is and how it breaks down. That main page is called a pillar page.

Still confused? Check out the image below from HubSpot that shows the visual relationship of pages on your website with the pillar pages:

Cluster Structure

How Can I Get Started?

First, take a breath. Then comb through the pages and content on your website and start to make a list of the keywords and topics of each page. Once you can see what you have written about see if there are any overarching topics of themes that can be your cluster topics. Next, determine if you have adequate pillar pages for those cluster topics or if you need to create new content to anchor the other smaller sub-topics.

Remember, the pillar pages should answer any overarching topic question (what is it, how can I use it, etc), but also makes sense for other pages to link back to this page.

Why Should I bother?

While you may initially think about making this change just for the sake of search result pages, it’s also a good exercise to review what content you have and what could be added. If you see you have a lot of similar content, see what page could be a pillar page to link it all together; or conversely if you have a lot of random topics on your website, think about creating more pillar pages to root the content under a few umbrellas.

Not only will it boost your search engine standings, it will provide more relevant and helpful content for your readers and those people are why you created the content in the first place.

Webinar: Getting Started with SEO

Getting Started with SEO

Are you playing hard to get? If someone searches for your company on Google, does it return on the first page of search results? If you answered no, then join our free webinar to learn how to get started with SEO!

SAVE YOUR SPOT

Why should I care about SEO?
SEO (Search Engine Optimization) is a collection of best practices to help popular search engines (namely, Google) understand and boost your webpage to the top of search results. This is vital -Hubspot found that 75% of users never scroll past the first page of search results.

Having your website appear on the first page of a Google search increases your company’s visibility on the web and the likelihood that browsers find and visit your website.

We recently hosted a local workshop on SEO and, due to its high success rate, decided to open it up as a webinar. It doesn’t matter what your experience level is; anyone can learn to use SEO.

SAVE YOUR SPOT

You will learn:
• How search engines work
• The basics of search engine optimization
• Usability and content ideas
• Useful SEO tools

When: Wednesday, June 28, 2017 from 11:00 a.m. to 12:00 p.m. EDT

Marketing Tip – Relational Tables 101

Are you an e-commerce company that sells hundreds of products in various iterations and your customers come back to order from you time and time again? Are you pulling your hair out trying to house all the data you have on your customers into one database? Stop. Relational databases and tables will become your new best friend.

Ali Nazam

We welcome Digital Marketing Manager, Ali Nazam to explain what a relational database is and why as an e-commerce marketer you should use them.

Continue reading Marketing Tip – Relational Tables 101

Getting Started With SEO Checklist + Slides

Thank you to everyone who joined our webinar: Getting Started with SEO. We hope you have a solid basis of what SEO is and how you can make easy changes to your website to increase your search result page positioning.

If you missed the webinar or need a refresher:

Review the slides  HERE
Watch the Webinar:

Download the 5 Step checklist below:


Mobile Tip – Understand 3D Touch or Risk “Cool Mom” Status

Emilyann

This week we welcome Emilyann Key, our Digital Marketing Coordinator, to talk through 3D touch and what it means for marketers. 

As digital marketers, we strive to create excellent online experiences by speaking customers’ language. Just as slang changes over time, so does the technology we use to engage customers. If we fail to evolve our digital marketing strategies with technology, we’re analogous to the “cool mom” using outdated slang – in other words, we may as well go fly a kite!

3D touch is a newer feature of the iPhone 6s and all subsequent iPhone models, enhancing users’ functionality based on the pressure of their touch.

In digital marketing, we aim to reduce conversion resistance by streamlining each users’ journey. We minimize the number of clicks required to check out or reduce the fields in webforms, so it’s simple and pleasant for customers to complete actions.

3D touch strives to do the same for iPhone users – offering more navigation options, based on the degree of pressure placed on the screen, instead of forcing the user to navigate to separate screens or click additional home buttons.

While this is exciting news for iPhone users, it tilts the playing field for digital marketers. Today, we’ll talk through how 3D touch impacts users’ email and website experiences, and ideas for how marketers can adapt.

Users Can Write an Email from the Home Screen

Before: Users entered their inbox to start a new email. This subtly forced users to check inboxes at their leisure and every time they wanted to send a new email.

With 3D touch: Applying fingertip pressure on the iPhone mail app opens a menu where users can start a new email, view all inboxes, view VIP, and search their inbox.

3D Touch Mail

Potential Impact on Marketers: Customers no longer have to open their inbox, and might miss many of the new emails in their inbox. While this will do wonders for user productivity (at least mine), it will likely affect email open frequency and overall email performance, especially for time-sensitive campaigns.

Users Can Sneak a Peek

Before: Only from-name, subject line, and pre-header text (for Pete’s sake, use pre-header text!) was visible in the mobile inbox prior to opening.

With 3D touch: With a press and hold, users see a truncated view of the top half of an email or webpage without officially opening.

3D Touch Email Peek

Potential Impact on Marketers: Peeks provide all the excitement of opening an email or visiting a webpage, without the extensive time commitment and physical exertion of actually opening or visiting.

This function affects marketer analysis and design. Peeks will count as opens for email and visits for webpages. Most ESPs and web-tracking platforms do not yet have a unique metric to separate peeks from opens, which makes it trickier to accurately analyze email and web performance.

Before 3D touch, we’d conclude that an A/B tested email design that received 100 opens and only 2 CTA clicks probably suffered from an ineffective CTA. Now, we must recalibrate our reporting, and consider the fact that a portion of “opens” or “visits” might have only experienced the top half of the email/page.

Marketers should consider consolidating the intended user journey. Don’t panic – this isn’t a drastic change requiring a copywriting overhaul. After all, even before peeks, we front-loaded emails and webpages to entice users to scroll down the page.

If a large portion of your customers open/visit on 3D-enabled devices, consider shaking up your designs. Maybe put your navigation bar beneath the hero image or place your value proposition in plain, peek-able sight. Measure how these changes influence email performance and adjust from there.

Get Contact-Cozy with Customers

Before: To view an email sender’s contact information, users had to open the email and press from-name/email address, to open the contact’s record in the Contacts app.

With 3D touch: By pressing the from-name in an opened email, you can view a contact’s profile, save the contact, etc.

3D Touch From Name

Potential Impact on Marketers: For most companies, asking customers to “save as contacts” seems somewhat outdated. Due to 3D touch, this may become a resurging trend, particularly for email campaigns sent from individual sales-reps.

By encouraging customers to save their sales-rep’s contact information, companies can make it easier for users to call or text (and of course, reply via email) from within the opened-email interface.

We’d love to see companies utilize the contact photo space for further branding. Go on – put yourself out there and encourage customers to save your promotional email address as a contact. Make it even easier by providing a link to automatically save all your promotional contact information and create a branded logo designed for the contact photo size!

Over time, marketers will test and develop clever ways to deliver unique engagements using 3D touch. Today, we’re in that exciting stage before 3D touch’s status quo is established in the marketing space. So, go forth and be adventurous!
Explore new ideas of using 3D touch to give your customers the very best marketing experience. Don’t stop there, press on – but remember, not too hard, or you might save us as a contact!