Category Archives: Marketing

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

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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

4 Ways to Use Digital Marketing to Increase Customer Lifetime Value

Research shows it’s far more expensive to acquire a new customer than to retain an existing one. Just consider the marketing or sales resources, proposal or RFP responses, multichannel acquisition campaigns, and more, that go into landing a new client, compared to the endless opportunities and automated efforts that drive repeat sales from a loyal customer.

While converting prospects into new customers is a crucial aspect of every business strategy, customer retention focuses on driving loyalty among your strongest supporters. According to Crazy Egg, returning customers spend 31% more than new customers. Moreover, when you release new products, existing customers are 50% more likely to try them out.

Data from eConsultancy supports this trend, finding that revenue add-to-cart rate for a repeat customer is 23.5%, versus a new shopper’s 5.29%. What’s more, returning customers drive $10.67 revenue per session, versus a new shopper’s $1.73 – an increase of 517%.

How are you keeping loyal customers coming back for more? The key to customer loyalty lies in delivering a consistent and simple multichannel customer journey. Think about a vacation you’ve taken: the better the experience, the more likely you are to plan a return trip.

The best customer experiences are easy. They may not be flashy or sexy, but they stand out for not standing out. Your customer get answers to their questions quickly, find the perfect products, get a refund without a hassle, autofill credit card information, access invoices fast – the list goes on.

Does your website provide a frictionless, intuitive user experience (UX) that helps customers find the products and information they need – and fast? Is your marketing on-brand, consistent, contextual, and providing value? We’re sharing four must-have digital strategies to deliver an easy and enjoyable shopping experience, deepen relationships, increase order frequency, and continuously drive repeat sales.

Continue reading 4 Ways to Use Digital Marketing to Increase Customer Lifetime Value

5 Product Detail Page Must-Haves to Maximize Revenue

Web design conversations frequently focus on the homepage. While the homepage may be the “virtual storefront” of your e-commerce business, most of the “action” on your site doesn’t happen on the homepage, but rather on your product detail pages. According to Salsify, 88% of shoppers say that product content is highly important to their purchase decision.

Product detail pages (PDPs) serve three purposes: inform, entice, and convert. They’re a key decision point for customers — to add-to-cart or abandon. When optimized for design and user experience (UX) best practices, product detail pages generate customer loyalty, establish trust, maintain brand identity, and of course, capture revenue.

Think of your product detail pages like an interview. The customer is the hiring manager and each product they research is a candidate. How are you ensuring your product pages seal the deal? Are they providing the right information, impression, and experience?

Here are five product detail page must-haves to improve customers’ shopping experience and maximize revenue.

1. Compelling Product Names and Descriptions

Each product detail page should prominently feature a unique and descriptive product name. The product name distinguishes the product from similar items and should be specific and meaningful to the audience, incorporating keywords.

For example, internally, you may refer to a couch as “The Ashley,” but this generic name means nothing to your audience. Instead, your product name could be “The Ashley 3-Piece Chaise Sectional, Gray.” This not only enables a customer to refer to the product by name, if they’re in your store or talking to sales or customer service, but it also offers information for customers searching for the right product.

Invest some time performing keyword research to develop a list of terms your audience is likely to search. Then, include those keywords in your product names, page titles, and product descriptions. Next, write a clear and concise statement that describes the product and its key features and benefits, as well as high-level details that answer common customer questions before they arise. This is where planning ahead and doing your research to understand your customer really comes in handy, so you’re able to anticipate their needs or problems that your products can solve.

Continue reading 5 Product Detail Page Must-Haves to Maximize Revenue