Category Archives: Marketing

4-Step Framework for a Successful Marketing Campaign

We hear it all the time: marketers work tirelessly to run multiple, simultaneous campaigns, but struggle to show clear ROI.  In fact, according to Forrester, 46% of brands report measuring marketing ROI is a challenge.

Don’t run yourself ragged. We’ve teamed up with our partners at HubSpot to share a flexible framework to build and measure customer-centric marketing campaigns that maximize ROI. The following framework removes the guessing game with a proven process that’s sure to help you hit your marketing targets seamlessly.

Turn your best campaign ideas into a winning strategy by taking these 4 essential steps to implement your next marketing campaign.

1. Mission: Reconnaissance – Segment and Target the Right Audience

First, determine your target audience to develop a personalized customer journey and content,

To develop your persona(s), look for actionable data from across your organization to predict the audience’s motivations, questions, and concerns. Take a look at sales and return data, reviews, customer service call logs, and other places customers input data.

Website and marketing analytics can show patterns of frequency, seasonality, demographics, and much more. If all else fails, or your data is less than reliable, go straight to the source with a customer survey.

The goal is to learn as much as possible about your audience to develop distinct and hyper-relevant personas, which will inform how best to market them with your new campaign.

2. On Your (Bench)mark, Get Set…

Set yourself up for success with SMART goals: Specific, Measurable, Attainable, Relevant, and Timely. The SMART criteria help you establish benchmarks for what you’re trying to accomplish, how, and why.

For example: “our goal is to increase revenue by 10% over Q1.” This is a SMART goal because it specifically states a measurable increase that is attainable, relevant, and timely for a marketing team to achieve over the first quarter.

Establishing SMART goals not only provides you with focus and direction to prove ROI, but it also focuses your optimization efforts. Continuously return to your goals and identify small changes to make incremental improvements. These agile optimizations will add up to improve campaign performance, while giving you critical data on what resonates with your audience.

3. Building a Multichannel Strategy

With your goals established, it’s time to map out the customer journey and determine the action you‘re promoting for customers to take.

First, establish your value proposition for the campaign: what are you offering customers? Build a campaign landing page that answers that question and provides a clear call-to-action prompting customers to complete the next step.

Make sure you’re optimizing your landing page for SEO—your best landing page is only as good as the traffic it drives, and an optimized page will generate traffic long after you’ve stopped actively promoting it. Analyze search intent and incorporate associated keywords throughout your copy. Ensure you’re answering all logical questions, delivering complete and comprehensive content, and creating trust and credibility.

Consider other channels to promote your campaign, including your brand’s blog and social media platforms, or paid search. Maximize your content and campaign assets by integrating your campaign across channels. This results in a seamless experience for customers and allows you to utilize data and findings from each channel to inform the others.

On any channel where you’re linking your landing page, be sure to track your URLs. This will help you determine where your traffic is coming from and how visitors are finding you.

4. You’ve Successfully Built Your Campaign…Now What?

The campaign doesn’t end when leads convert on your landing page. Campaign planning also extends to creating a follow-up plan and reporting on your successes.

Your leads took the next step and have converted into customers – success! You now have access to even more actionable data related to their individual wants and needs. By leveraging customer data, you can create a personalized remarketing email campaign and nurture them through your funnel.

After the campaign has ended, don’t forget to return to your SMART goals. With clear metrics established, reporting on your success is simple. Use your findings to optimize future campaigns and stay ahead of the curve.

Hubspot Makes Marketing Success Simple

HubSpot marketing automation software helps you attract the right audience, convert more visitors into customers, and run complete inbound marketing campaigns at scale — all on one powerful, easy-to-use platform.

With powerful marketing automation tools like HubSpot, running a marketing campaign no longer means crossing your fingers and hoping things work.

Go Forth and Conquer Your Next Marketing Campaign

With these 4 essential steps, you have the framework to maximize your marketing spend on every campaign. For more marketing must-haves, check out the 3 Digital Strategy Mistakes to Fix for 2021 and 4 Ways to Use Digital Marketing to Increase Customer Lifetime Value.

Don’t Push Pause On Your Digital Transformation

One Way signage with a mountain backdrop.

Originally published in CMS Wire.

The unique temperament of daily upheaval meets social quiet made 2020 feel like it lasted a decade. Yet for most businesses, 2020 passed at breakneck speed, marked by compulsory transformation and disruption.

Most every business is competing on customer experience, and your customers won’t accept the inflexible, siloed, or archaic normal business pitfalls of past. Don’t let a pursuit of normal reverse progress. Instead, continue to embrace change to drive competitive momentum and meet customers’ evolving expectations.

Whereoware CEO, Michael Mathias, sat down with CMS Wire to discuss putting the pedal to the metal in the post-pandemic world of digital marketing and e-commerce. A few highlights:

  • Get Out of the Way – Embrace Digital Transformation: Before the crisis, execs expected it would take 585 days to change their organization to meet increased customer demands for online purchasing/services. When COVID-19 forced execs’ hands, it took 21.9 days — a 27-times acceleration. To put it simply, anything can happen when we get out of our own way, if the risks we take are tempered, based in data, and centered in customer value.
  • Future-Proof Your Business – Embrace Channel Diversity: Your customers got used to browsing and buying online, and 70-80% of B2B decision makers now prefer remote interactions or digital self-service. Future-proof your business and protect it against external forces by diversifying your channel mix to give customers’ the purchasing power and options they expect.
  • Give Customers What They Crave – Embrace Flexibility: 75% of customers have used some form of buy online and pick up in store program in the last 12 months. As businesses shift from panic mode to a calmer next normal, stay committed to improving the digital conveniences most critical to your customers’ experience. Determine the pieces of your digital strategy and execution to handle in-house and outsource the rest, but don’t push pause on your business evolution.
  • Don’t Slow Down: Do your business and customers a favor and don’t abandon this momentum. Instead, thrive in unending transformation. Commit to continuous testing and learning. Grow in areas you’d never imagine, and tirelessly seek ways to improve your value offering for your customers.

To read the full article on leaning into the “new normal” we marketers face, head over to CMS Wire.

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.

COVID-19 Changed B2B Buying Forever

COVID-19 impacted nearly every aspect of everyday life. The B2B landscape was not immune to those changes – buyer expectations, preferences, and behaviors rapidly shifted, bucking “business as usual” for good.

The pandemic ushered in digital adoption in a massive way. The shift may have started as a crisis response, but it has transformed into the next normal, with implications for how buyers and sellers will continue to do business in 2021 and beyond. Buyers and buying cycles have changed, and there’s no going back.

We’re sharing how both B2B buyers and traditional buying cycles changed as a result of the pandemic, and how you can adapt your business to thrive in the new normal.

COVID-19 Increases B2B Online Buying

The lines between B2B and B2C continue to blur, and buyers expect the buying journey to mimic the consumer experience, offering the same online buying options. McKinsey found that 70-80% of B2B decision makers prefer digital self-service and remote sales rep interactions, due to safety precautions, ease of scheduling, travel cost savings, and a faster buyer experience.

More and more, B2B buyers were adopting self-service options in recent years, but they’ve often been limited to reordering products or making smaller purchases. Failing to expand beyond these options is a missed opportunity – 70% of buyers are now willing to independently purchase new items online in excess of $50,000, and 27% of buyers are comfortable purchasing in excess of half a million dollars.

We don’t expect buyers’ preference for convenient self-service tools to go away. In fact, 90% of B2B buyers reported that they expect the remote and digital buying model to stay for the long haul, and three out of four believe the new standard is as or more effective than the old model.

To meet this demand, a strong e-commerce presence and digital strategy is critical.

Continue reading COVID-19 Changed B2B Buying Forever

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.

Webinar Recap: Optimizing Email for Dark Mode

Thank you to all who joined us for our webinar, The Dark Side of the Inbox: Optimizing Email for Dark Mode.

In 20 minutes, we shed light on what dark mode is, why your subscribers are embracing the trend, and practical tips for designing and building emails optimized for both light and dark themes.

Watch the recording and get the webinar slides to learn how to embrace the dark side. Discover how to evolve your marketing strategy to meet this growing user preference and deliver dark-mode-friendly email experiences.

Watch the Recording

Continue reading Webinar Recap: Optimizing Email for Dark Mode

5 Non-Intuitive Ways to Grow Your Marketing Career

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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

Webinar Recap: Digital Strategy Mistakes You’re Making and How to Fix Them

Thank you to all who joined us for our webinar, Digital Strategy Mistakes You’re Making and How to Fix Them.

In 30-minutes, we uncovered common digital strategy pitfalls and how to use data-driven insights to recalibrate your efforts for a winning marketing plan for 2021 and beyond.

Watch the recording and get the webinar slides to learn how to create and execute a smart, agile multichannel strategy that bridges the gap between your business goals and customers’ evolving needs. Discover how to maximize your marketing tactics across channels and optimize your strategy to consistently improve results.

Watch the Recording

Continue reading Webinar Recap: Digital Strategy Mistakes You’re Making and How to Fix Them