Web tip – Content marketing from all angles

See Woodstock Chimes’
multi-channel marketing campaign.

Woodstock Chimes, designer and distributor of windchimes, musical instruments, and toys, undertook a multi-channel marketing campaign to raise awareness for autism. From videos to a social media blitz to national news outreach, Woodstock Chimes did not quit until Chimes for Autism was picked up by popular media sites Huffington Post and Upworthy.

Find out how Woodstock Chimes marketed their Chimes for Autism campaign in an entirely new, dynamic way.

Email tip – want clean data? Ask your customers.

Update your dataToday’s businesses are lucky to have easy access to a ton of customer data. By collecting and analyzing our customers’ data (location, demographics, mobile device, and online behavior, to name a few), we build a pretty clear picture of our audience. We understand what they want to hear about, when they want to hear it, and what device they prefer to use.

Unfortunately, the nature of data collection is you sometimes make incorrect assumptions or contact information changes and becomes out-of-date.

For example, you might capture that a contact bought a ski jacket and shipped it to Vermont – this contact’s a cold weather person, right? In reality, maybe the ski jacket was for a friend and the customer really lives in a cozy beach town 200 miles away.

You’ll eventually catch on, as the contact buys swim suits and sandals and updates their correct address, but incorrect assumptions are missed opportunities to deliver targeted content and products. One of the easiest ways to fix incorrect data is to simply ask customers directly for accurate information.

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Behind the Glasses – Allan

Whereoware's VP Sales Allan BarmakThis month’s behind the glasses is especially exciting! Please help us welcome our new Vice President of Sales Allan!

WHO:

What’s your name?  Allan Barmak
Job title:  VP of Sales

BACKGROUND:

Favorite food:  Burger + fries
Hidden Talent:   I play guitar + piano
If there were a movie of my life, I’d be played by:  I’ve been told I look like either Adam Sandler or Ben Affleck. Nothing against Happy Gilmore, but I’m going with Ben.
One item you would bring with you to a desert island and why:  an iPad, so I could at least binge-watch everything on Netflix.
In a zombie apocalypse, my weapon of choice would be:  Montblanc Black Meisterstuck Platinum Line LeGrand Rollerball Pen… at that price, I believe the pen will be mightier than the sword.

NERD QUIZ:

Facebook or Twitter:  Facebook
iOS or Android:  iOS
‘Nerd’ or ‘Geek’:  Geek
Star Wars or Star Trek?  JJ Abrams Star Trek

What’s the best part about working at Whereoware?
Is it sucking up to say “my co-workers”? Who cares… that’s what I’m going with!

Google analytics tip – Use analytics to kick off your 2015 strategy!

Use Google analytics to discover what worked and what didn’t in 2014 and then apply those lessons to 2015.

How to look at last year’s data

Starting with the big picture, examine your previous year as a whole. Note the overall trends and weigh them against relevant circumstances. Next, identify outstanding data – the numbers that are at either extreme end of your average range. These numbers mark an impactful occurrence in your marketing. In the image below, the positive and negative milestones throughout the year are apparent, making it easy to isolate and focus on specific events.
GA blog post

Next, we use detective skills to place our highs and lows in context. For numbers that are unusually low, think back to specific factors that caused or influenced the negative trend. In what way were you unprepared for the outcome?

Look at the traffic sources around the date in question. Go to your marketing plan to identify events that may have been influential.  Once identified, you can learn from the event, predict its reoccurrence, and build a creative solution into your marketing strategy to avoid a similarly negative event in the future.

Maybe you notice a big drop in email traffic. You look back to activities around the event and realize you’d suspended the email campaigns to update them. Next year, you can copy the emails in advance to update them without suspending them, so you don’t interrupt your traffic flow and  the transition is seamless.

Perhaps you see a normal seasonal drop that occurs annually. By predicting the seasonal drop, you can brainstorm activities to keep the momentum going – reach out to blogs, develop a new asset, email a creative promotion, or invest in pay-per-click ads. Be proactive and take measures to minimize your losses.

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Whereoware wins Best Social Media/Digital/Web Agency at the 2014 Ace Awards

We made the A-list! Whereoware wins best Social Media/Digital/Web Agency on the 2014 Ace Awards A-list, presented by Ragan Communications and PR Daily. Congratulations to all of the winners!

The A-list represents agencies, individuals, and teams in PR and marketing who, day in and day out, are THE best.

In their words, “Whereoware took digital marketing automation to a new level by personalizing websites and apps to each unique audience group. Working with both consumer-facing sites as well as internal management apps, the agency achieved some impressive results (for example, a 42 percent increase in conversion rates within the particular campaign’s first month). What’s really impressive, however, is that these automated campaigns enabled clients to better connect with audience members and employees for positive, lasting results.”

Read more about the 2014 Ace Awards here.

Whereoware wins Best B2B Mobile Application at the 2014 MobileWebAwards

Whereoware’s Spotlight Sales Application won Best B2B Mobile Application at the 2014 MobileWebAwards, presented by the Web Marketing Association. The MobileWebAward recognizes excellence in the exploding world of mobile development.  Warm congratulations to the other winners!

Whereoware’s Spotlight Sales app increases sales and improves accountability of sales teams’ daily activity. With Spotlight, companies showcase products, categories, catalogs, branded product sheets, and wishlists. Reps take orders and review order history from anywhere (no WiFi required). Integrated with marketing automation tool Silverpop, Spotlight features a scoring model incorporating leads online behavior (emails opened, webpages visited, etc.) and offline behavior (interactions in meetings). The integration provides reps a 360° view of past engagement, order history, and positioning within the sales cycle.

Address verification and proximity search empower reps to work the most promising leads first, close sales on the road, and increase operational efficiency. Meanwhile, management monitors sales activity in real-time to personalize rep training and boost productivity.

See the full award entry here.

See Spotlight in action! Check out our Spotlight case studies and the full breadth of Spotlight’s unique functionality on our website.

Free – 3 holiday email templates

Enjoy your free holiday email templates!

It’s a safe bet that your customers received a TON of holiday-themed emails since Thanksgiving. It’s hard to keep coming up with fresh email designs that will stand out from the crowd. We’ve got a treat for you – three free email templates that you can download and customize to make your own!

We’ve included everything you need – the fonts used in the design, Photoshop design file, and images. Email 1 is a basic email design and email 2 features an animated GIF. Email 3 – drumroll please – is responsive to ensure your growing mobile audience sees a fantastic email design from any device. Enjoy your free templates!

Web tip – 4 easy website updates to attract holiday shoppers

The hectic holiday shopping season is here! If you haven’t optimized your website for holiday shoppers, don’t fret, there’s still time! Procrastinators rejoice – follow our simple last minute tips to update your website for holiday shoppers.

Maximize your homepage - Update your hero image to show off top-selling products, special holiday sales, or gift guides. Place sales and special offers center stage. Grab browsers attention right away and compel them to shop.

Mud Pie Cyber Week Website Example
Create urgency – Tell visitors exactly how many days are left to ship their gifts in time for the holidays.

Crate + Barrel holiday website example
Land of Nod Holiday example
Make holiday items easy to find - Change up site navigation to include your best-selling gifts and holiday decorations. Similarly, call out gift guides in your navigation. Busy shoppers will appreciate how easily they can find “Gifts for Her” or “Gifts $25 + under” to cross everyone off their shopping list.

West Elm Holiday Deals
Make it mobile-friendly Banana Republic Mobile WebsiteCyber Monday mobile traffic accounted for 41.2% of all online traffic, up 30.1% over 2013. Mobile sales were also strong, reaching 22% of total Cyber Monday online sales, an increase of 27.6% year-over-year.

This trend will continue, so make sure your site is ready to handle mobile shoppers! If you don’t have time to build a responsive site, simplify the site you have – remove clutter (tons of graphics + calls-to-action, text-heavy content), use larger fonts, place critical information above the fold, and utilize big buttons that are easy to press with clumsy fingers.

Takeaways

Optimize your website for the busy holiday shopping season – it pays off! By making it easy for customers to find gifts for everyone on their list, you’ll increase sales and boost their loyalty towards your brand. Happy shoppers are more likely to return to your site for their gift giving needs all year round.

Get your free e-commerce holiday calendar

Each year, it feels like the holiday shopping season comes a few days earlier and lasts a few days longer. It can be overwhelming to maximize every marketing opportunity brought forth by the “most wonderful time of the year.” 

To de-stress this season, we’ve developed an easy-to-follow e-commerce holiday calendar, to remind our clients of all the major shopping days. Set promotions or deals to correspond with these days, and make sure you advertise them to your customers. Check out our calendar below, and click to print it for yourself.

2014 E-commerce Holiday Shopping Calendar