All posts by Whereoware Staff

Webinar Recap: Google’s Upcoming Page Experience Update – Are You Ready?

Thank you to all who joined us for our webinar, Google’s Upcoming Page Experience Update – Are You Ready?

In our 30-minute webinar, 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 to align with Google’s Page Experience: 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

Continue reading Webinar Recap: Google’s Upcoming Page Experience Update – Are You Ready?

4 SEO Strategies for Voice Search

Speech recognition technology used by Amazon Alexa, Google Home, iPhone’s Siri, and more, makes it easy for users to search for information and products via verbal commands.  

Its adoption is growing. According to Gartner research, 39% of the U.S. population uses voice assistants on their smartphones and 26% use smart speakers at least once a week. What’s more, an Adobe survey found that 94% of users consider voice technology easy to use and say it does more than save time – it improves their quality of life.

When stating voice commands, people frequently phrase questions differently than they would typing into a search engine. They are more conversational and likely ask direct questions. As voice search adoption becomes more widespread, marketers need to incorporate voice search into their overall search engine optimization (SEO) plan.

Optimizing for voice search means answering questions in featured snippets, paying attention to local SEO, and perfecting mobile-friendliness. Listen up: we’re sharing four voice search optimization best practices to level up your search ranking success.

Voice Search SEO Tip #1: Conversational

People are conversational when using smartphones and virtual assistants to conduct in-the-moment voice searches. Voice searches also tend to be longer and in complete sentences, rather than short, keyword-driven, text-based searches.

For example, a user might ask their at-home Alexa device “what is the weather today in Washington, D.C.?,” as opposed to typing “weather Washington, D.C.” into Google’s search bar.

Continue reading 4 SEO Strategies for Voice Search

3 Digital Marketing Strategy Mistakes You’re Making

Originally published in Destination CRM.

The digital marketing space evolves at breakneck speed. Technologies, trends, buyer preferences, and sales environments are always changing, and adept marketers must modify their existing plans to capitalize on every opportunity to engage and nurture their customers.

This is particularly true in 2021, as marketers are challenged to recoup lost revenue from pandemic-impacted 2020.

To help marketers maximize success and build a solid digital strategy, Whereoware’s Vice President of Strategic Solutions, Lynne DeRoché, shared three common marketing strategy mistakes with Destination CRM.

The first mistake? Not basing your digital marketing strategy on data and tying it to measurable goals. The best strategies “document business goals and set KPIs against each goal, and then build out the campaigns and channels you’ll use to reach these goals.” 

By using data to set goals, and then defining the metrics to measure campaign results to achieve each goal, marketers have a logical, data-driven plan to achieve desired outcomes, and the optimization foundation to improve results.

Visit Destination CRM to hear from DeRoché on the remaining all-to-common mistakes marketers make that decrease their digital marketing success.

Digital Strategy Mistakes to Fix for 2021

The once-in-a-lifetime challenges of 2020 accelerated the adoption of e-commerce and online sales. In fact, during just the first 3 months of the pandemic, e-commerce penetration in the U.S. grew more quickly than it had in the last 10 years combined.

A tumultuous year likely left your digital marketing strategy under intense pressure to perform in 2021. As digital has become the primary (if not only) way to reach your customers, delivering a stand-out customer experience is more important than ever.

According to eConsultancy, 88% of online consumers are less likely to return to a website after a single bad experience. Don’t let this happen – a strong digital strategy is your best tool for achieving a better customer experience.

As a digital agency for 20+ years, we help our clients understand their customers needs and motivations to deliver compelling content and offers that guide their next action. Our marketing experts continuously optimize digital strategies to achieve our clients’ business goals.

Our work is centered on creating genuine customer experiences online (albeit, this can be complex and easier said that done). Through the years, we’ve noticed patterns with the types of issues our clients come to us to solve, including:

  • “We can’t keep up with our customers’ changing demands.”
  • “Abandonment rates are high and customers are losing interest.”
  • “We set up automated campaigns, but we’re not seeing results.”

Sound familiar? Let’s address these common digital strategy mistakes and share quick tips on how to get back on track for the year ahead.

Continue reading Digital Strategy Mistakes to Fix for 2021

Digital Strategy During a Pandemic

When “normal” is thrown for a loop, smart marketers look to their data to understand the most effective ways to pivot their digital strategy.

Data-informed marketing is the focus of a sit down between Whereoware’s Vice President of Customer Success and Marketing, Randi Mohr, and the eCommerce Marketing Podcast. Mohr shares how marketers can continue to engage and sell throughout the pandemic by letting customer-focused data drive decision making.

“To truly be successful, your digital strategy has to be centered around the customer. Every strategic instinct should be focused on meeting the needs of your customers and motivating them to take a desired action,” Mohr says. “To genuinely be customer-focused, you need to harness, understand, and pay close attention to your data. The data tells a powerful story, giving you insights into what’s working for your customers (or in some cases, what’s not), so you can implement a successful digital strategy utilizing that information.”

Listen to the full interview below and reach out to Whereoware if you have any questions or ideas to maximize your digital strategy.

5 Non-Intuitive Ways to Grow Your Marketing Career

Image for post

Originally published in Authority Magazine.

Whereoware’s Chief Executive Officer, Michael Mathias, was interviewed by Authority Magazine as part of the Marketing Strategy Series, where marketing professionals at the top of their game share their insight and advice on growing your marketing career.

Mathias shares from his experience non-intuitive ways to grow in the marketing industry.

When asked for what advice he would give marketers to thrive and avoid burnout, Mathias’ advice is twofold:

“On the agency or supplier side, don’t ever stop talking to your clients,” says Mathias. “As a service provider, you can talk yourself into so many things that aren’t pertinent or real (shiny object syndrome), but nothing creates focus like the tangible needs of your clients. Anchor your growth roadmap on what’s best for your clients.”

Continue reading 5 Non-Intuitive Ways to Grow Your Marketing Career

2021 Marketing Predictions

Featured in Marketing Tech.

2020 brought unparalleled challenges across the globe, with COVID-19 impacting communities and economies.

In 2021, digital is expected to expand its market share, as businesses and consumers go online to complete tasks they traditionally completed in person. Marketers are in a tough position to recoup last year’s lost revenue and consistently deliver effective multichannel campaigns in a highly competitive sales environment

Whereoware’s Chief Executive Officer, Michael Mathias, teamed with Marketing Tech to share his marketing predictions for 2021.

According to Mathias, marketers’ foundation remains the same – make your business easy to find and buy from. A powerful website and an integrated, multichannel digital marketing strategy is the surest way to meet customers’ heightened digital expectations and deliver the best customer experience.

“Don’t chase shiny buzzwords or innovate for innovations sake – take painstaking care to deliver on every customer promise, optimize flawless digital experiences, and rigorously uphold operational excellence,” Mathias advises.

Continue reading 2021 Marketing Predictions

Episerver Becomes Optimizely in Strategic Rebrand

We are excited to share that our long-standing technology partner Episerver announced yesterday that they’re rebranding to OptimizelyTM, following the acquisition of Optimizely last year.

Focused on helping customers unlock their digital potential, the combination of Episerver and Optimizely offers robust capabilities for data, content, commerce, and optimization. Marketers, merchandisers, and developers are empowered with tools to understand each customers’ digital experience, an experimentation playground to optimize performance on-the-fly, and a powerful digital platform to launch omni channel experiences at a moment’s notice. See Episerver’s full press release on the combined company below.

As a full-service digital agency, Whereoware has built our business on marketing optimization and activation – extending experimentation and optimization across email, ads, and of course, Episerver websites.

Episerver has continuously evolved to make it easier for us to optimize multi-channel performance. It’s just one reason we so value their partnership, and one reason so many reputable brands like Yamaha and Cuisinart choose Whereoware to design and build their Episerver websites and drive continuous revenue through our full-service digital marketing and activation offerings.

Whereoware and Optimizely [Episerver]

As a Platinum Partner and member of Episerver’s Partner Advisory Board, Whereoware has always valued Episerver’s relentless commitment to helping marketers deliver better digital experiences, most recently, through the powerful combination of Optimizely and Episerver.

We’ll remain steadfast in our partnership to Episerver, now Optimizely, and are eager to work with them through this transition and help build the optimization-as-a-service offering. By bringing experimentation to the center of every customer journey, Episerver proves once again they know what marketers need to deliver the extraordinary digital experiences their customers expect.

Hot Off The Press

Episerver Reintroduces Itself as Optimizely with Strategic Rebrand Focused on Optimizing Every Digital Experience

NEW YORK, January 27, 2021 – EpiserverTM, today announced it has rebranded to OptimizelyTM, following its acquisition of the business last year. Rooted in a proud heritage as a customer-centric digital experience platform (DXP) and Experimentation leader, the new brand reflects the endless innovation potential of digital experiences. It takes a data-driven, digital-first approach to drive forward the company’s mission: to empower people to unlock digital potential – unleashing them to create and optimize excellent experiences that result in outsized outcomes.

“Digital experience is a journey without a finish line,” said Alex Atzberger, CEO of Optimizely. “Ultimately, our customers want to innovate and use data to confidentially create and optimize every customer experience based on actual outcomes. The Optimizely brand very much galvanizes this vision and uniquely positions us to define the future of DXP market.”

Continue reading Episerver Becomes Optimizely in Strategic Rebrand

The Numbers Are In: A Cyber Monday for the Record Books

Despite the significant economic hardships unique to 2020, holiday spending is up nearly 28% from 2019.  

While overall brick-and-mortar retail sales are predictably down due in part to stay-at-home directives, Cyber Monday 2020 set records for the largest online shopping day in U.S. history. Cyber Monday online spending increased 15.1% over last year, totaling $10.8 billion in sales. During Cyber Week (the five days from Thanksgiving to Cyber Monday) shoppers spent $34.36 billion, 21% more than they did last year.

Early shopping was the theme, driven in part by shipping, financial, and logistics concerns. Retailers encouraged holiday spending by offering deals and promotions as early as October. The National Retail Federation reports that 52% of holiday shoppers took advantage of early holiday sales this year.

The 2020 holiday season presented a unique set of opportunities and challenges. Ever resilient, people continued to buy gifts for their friends and family, looking for deals and incentives for both personal and professional purchases. Both B2C and B2B shoppers demonstrated a growing preference for e-commerce, putting the pressure on vendors and retailers to deliver a seamless online experience.

So what’s the key lesson learned from Cyber Week 2020? The influence of digital is only getting bigger.

B2B is beginning to look a lot like B2C in terms of buyer preferences. E-commerce adoption is only going to grow in 2021, so brands need to get on board or risk being left behind. Lastly, don’t underestimate the power of a smart digital strategy to maximize every customer opportunity, regardless of changing sales models, preferences, and trends.

Continue reading The Numbers Are In: A Cyber Monday for the Record Books

Local SEO and PPC Increase Conversions 147%

Read the case study to see how McCrea Heating and Air Conditioning Services increased conversions 147% by combining search engine optimization (SEO) and pay-per-click (PPC) advertising.

Solution:

McCrea partnered with Whereoware, a full-service agency driving smart growth for clients through digital marketing strategy and activation. Whereoware first undertook a comprehensive audit of McCrea’s audiences, website, webforms, conversions, content, search, and pay-per-click strategy to identify missed opportunities and areas for optimization.

Whereoware executed a strategic search engine optimization (SEO) and pay-per-click (PPC) advertising plan to drive high quality leads to McCrea’s website and service technicians.

RESULTS:

Read the full case study to see how Whereoware maximized Google’s local search capabilities and optimized their advertising and content strategy, ultimately seeing over a five-month period:

  • 147% increase in form conversion
  • 37% decrease in cost-per-action (CPA) compared to national average 
  • 25% increase in overall paid traffic (without an increase in spend YOY)
  • 10% increase in overall organic traffic YOY