Category Archives: Marketing

Goodbye Website Window Shoppers: 3 Re-Engagement Campaign Best Practices to Maximize Every Customer

Your marketing team works tirelessly to drive consistent, high-quality traffic to your site. However, according to ReTargeter, only a mere two percent of web traffic converts on the first visit. Do you have a plan in place to recapture the attention of the other 98%?

To foster continued, sustainable growth for your business, it’s vital that you actively nurture new prospects, while motivating existing customers to come back time and time again. In fact, Bain & Company research found that repeat purchasers spend more frequently, generate larger transactions, and are more likely to recommend your brand and motivate new business.

Need help converting your website’s window shoppers into new customers, and nurturing existing buyers into loyal brand fans? A proactive re-engagement plan will raise brand awareness, increase website traffic, cultivate more personalized interactions, and grow sales – ultimately driving long-term customer loyalty and profitability. 

Learn how retargeting and remarketing strategies work and campaign optimization best practices to amplify your customer acquisition, retention, and maximization success. 

Retargeting and Remarketing – What’s the Difference? 

Frequently used interchangeably, retargeting and remarketing are valuable nurturing tactics to target and engage audiences who have already shown interest in your brand.

In both instances, a visitor browses your website, but leaves before converting. When you remarket or retarget, you attempt to bring them back to your website by reminding them of your brand, products, or services at a later moment. The visitor sees your advertisement when they’re browsing a different website or social network, or they’ll receive your email.  

The difference between retargeting and remarketing is in the channels used to accomplish these goals. Retargeting primarily uses paid digital ads to reconnect with visitors interacting on your website or social profiles, such as making a purchase, completing a webform, or leaving items in their shopping cart. Similarly, remarketing uses email to re-engage visitors who have previously taken action on your website.

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Adding B2C To Your B2B Business: What’s Your Marketing Plan?

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.

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To Get More Customers, You Need a Multichannel Customer Acquisition 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.

Continue reading To Get More Customers, You Need a Multichannel Customer Acquisition Strategy

Data-Driven Marketing in Crisis: How to Use Data to Turn Your Strategy on a Dime

Originally published in Advertising Week 360.

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.

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B2B Marketers Must Be Nimble for Online Holiday Strategy

Originally published in Digital Commerce 360.

The global COVID-19 crisis has led to dramatic economic shifts and an upheaval of the retail landscape, leading to uncertainty around the 2020 holiday season.

In Digital Commerce 360, Whereoware CEO Michael Mathias shares strategies for B2B marketers to start thinking creatively and prepare for changing tides.

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How to Ensure Your B2B Business is Ready for the 2020 Holiday Season

Originally published in BizReport.

Is your B2B business ready for an unprecedented holiday season?

In an insightful interview with BizReport, Whereoware CEO, Michael Mathias, provides a forecast for a holiday season impacted by COVID-19.

“If you haven’t already, it’s past time to embrace digital in a big way. E-commerce is the fastest growing channel for most B2B manufacturers – the Coronavirus’ impact will only accelerate that trend,” says Mathias.

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4 Social Media Strategies to Generate Holiday Revenue

This holiday season is sure to be unlike any other. In the midst of a turbulent year, marked by a global pandemic that sent consumers dashing to the web due to store closures, public restrictions, and enduring discomfort, more families are shopping from the safety of their homes.

According to a Digital Commerce 360 and Bizrate Insights survey, 77% of shoppers plan to do more than half of their holiday spending online. What’s more, with changing buying behaviors and e-commerce penetration rising faster than ever, Digital Commerce 360 forecasts that “U.S. consumers are poised to spend an unprecedented $198.73 billion with online retailers this holiday season.”

Social media can serve as an impactful channel to stay top-of-mind in the hustle and bustle of the holidays, while fueling traffic to your website, increasing sales, and driving business growth. In fact, 54% of social browsers use social media to discover and research products, and social networking platforms are the among the leading sources of inspiration for purchasing decisions.

It’s time to step up your social media strategy and take advantage of all the different features each platform has to offer to maximize your holiday marketing success. We’re sharing four key social media selling tactics for deepening engagement and enhancing product discovery to ultimately boost online conversions and generate greater revenue during the season-of-giving.

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Webinar Recap: Amplifying Lead Acquisition and Nurture

Thank you to all who joined us for our webinar, Amplifying Lead Acquisition and Nurture.

In 30 minutes, we shared ideas to supercharge your lead acquisition and nurture strategy using tools you already have – your website, content, and marketing platform.

Watch the recording to discover best practices to expand and engage your email list, tactics to nurture and convert prospects to customers fast, and tips for delivering “hot” leads to your Sales team.

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3 E-commerce Features for A Better B2B Buying Experience

Originally published in CustomerThink.

Amidst the global COVID-19 pandemic, the e-commerce landscape is undergoing profound transformation – leading to sudden changes in demand and an unprecedented spike in online transactions, as well as shifting consumer purchasing habits and priorities.

3 E-commerce Features for A Better B2B Buying Experience Featured on CustomerThink

In an article featured on CustomerThink, Whereoware’s Chief Revenue Officer, Joe Harris, shares key strategies and essential e-commerce features for delivering a superior B2B buying journey, resolving common pain points, and reducing customer churn.

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Webinar Recap: 3 Steps to Safeguard Email Deliverability

Thank you to all who joined us for our webinar, 3 Steps to Safeguard Email Deliverability.

In 30 minutes, we covered how to use IP warming, authentication, data cleansing and validation, and email best practices to reduce deliverability issues and reach your target subscribers.

Email deliverability is challenging in the best circumstances, but is recently at-risk by marketers abruptly changing their email cadences due to COVID-19.

Read on to get the resources and quick tips to protect your sender performance and thoughtfully adapt your email marketing strategy.

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