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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Yamaha Continues Digital Transformation with New Websites and Mobile Apps

Coinciding with their 2021 product launch, Yamaha WaterCraft Group launched redesigned websites for YamahaBoats.com and YamahaWaveRunners.com and two integrated mobile applications, both built by Whereoware, a full-service agency driving smart growth for clients through digital marketing strategy and activation.

The immersive online experiences guide customers through a personalized buying journey, furthering Yamaha’s digital transformation ambition of selling a lifestyle, not just a product.

The new websites, built on the powerful Episerver Digital Experience Platform, feature bold design and an elevated user experience (UX). Streaming video, animations, and high-quality photography show off every angle of the boats and WaveRunners®, helping users visualize themselves out on the water. Streamlined content makes it easy to compare different models within a series and download specs, while selecting the “Share” feature lets users email product pages to friends and family, without leaving the website.

“By partnering with Whereoware, we deliver an engaging online experience that closely connects our customers to Boats and WaveRunners that elevate their on the water lifestyle. With the 2021 WaterCraft launch, the new websites and apps celebrate the phenomenal interest and demand in our products and guide customers down the path to purchase, while streamlining the sale for our dealership partners.” said Andrew Cullen, Sr. Manager, Digital Marketing and Communications, Yamaha WaterCraft Group.

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2020 MarTech Conference: UX Impacts SEO in 2021 Session Resources

We had a blast connecting (virtually) at this year’s MarTech Conference!

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 slides and 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.

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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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Should You Add B2C to Your B2B Business? E-commerce Strategy

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?

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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.

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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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How A Better Website Reduces Customer Acquisition Costs

Originally published in CustomerThink.

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).

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Cuisinart Embraces Digital Transformation with New E-Commerce Website, Built by Whereoware

New website adds direct-to-consumer e-commerce sales and supports retail partners

Cuisinart, a division of the Conair Corporation, launched the new Cuisinart.com: a data-driven e-commerce website, built by award-winning full-service digital agency Whereoware. (Whereoware is also Cuisinart’s agency for data optimization and email marketing services.)

The website replatform drives business growth for retail partners, while advancing Cuisinart’s long-term goals for digital transformation, customer journey optimization, and direct-to-consumer sales.

“We are so grateful to have partnered with Whereoware on our website launch. The new website is heavily data-driven, with over a dozen complex integrations, and Whereoware successfully completed the project in just six months,” said Mary M. Rodgers, Director of Marketing Communications for Cuisinart.

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Webinar Recap: Google Makes UX a Search Ranking Factor in 2021 – What Do You Need To Do Now?

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.

Watch the Recording

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