All posts by Wheroware Staff

Getting Started With SEO Checklist + Slides

Thank you to everyone who joined our webinar: Getting Started with SEO. We hope you have a solid basis of what SEO is and how you can make easy changes to your website to increase your search result page positioning.

If you missed the webinar or need a refresher:

Review the slides  HERE
Watch the Webinar:

Download the 5 Step checklist below:


Mobile Tip – Understand 3D Touch or Risk “Cool Mom” Status

Emilyann

This week we welcome Emilyann Key, our Digital Marketing Coordinator, to talk through 3D touch and what it means for marketers. 

As digital marketers, we strive to create excellent online experiences by speaking customers’ language. Just as slang changes over time, so does the technology we use to engage customers. If we fail to evolve our digital marketing strategies with technology, we’re analogous to the “cool mom” using outdated slang – in other words, we may as well go fly a kite!

3D touch is a newer feature of the iPhone 6s and all subsequent iPhone models, enhancing users’ functionality based on the pressure of their touch.

In digital marketing, we aim to reduce conversion resistance by streamlining each users’ journey. We minimize the number of clicks required to check out or reduce the fields in webforms, so it’s simple and pleasant for customers to complete actions.

3D touch strives to do the same for iPhone users – offering more navigation options, based on the degree of pressure placed on the screen, instead of forcing the user to navigate to separate screens or click additional home buttons.

While this is exciting news for iPhone users, it tilts the playing field for digital marketers. Today, we’ll talk through how 3D touch impacts users’ email and website experiences, and ideas for how marketers can adapt.

Users Can Write an Email from the Home Screen

Before: Users entered their inbox to start a new email. This subtly forced users to check inboxes at their leisure and every time they wanted to send a new email.

With 3D touch: Applying fingertip pressure on the iPhone mail app opens a menu where users can start a new email, view all inboxes, view VIP, and search their inbox.

3D Touch Mail

Potential Impact on Marketers: Customers no longer have to open their inbox, and might miss many of the new emails in their inbox. While this will do wonders for user productivity (at least mine), it will likely affect email open frequency and overall email performance, especially for time-sensitive campaigns.

Users Can Sneak a Peek

Before: Only from-name, subject line, and pre-header text (for Pete’s sake, use pre-header text!) was visible in the mobile inbox prior to opening.

With 3D touch: With a press and hold, users see a truncated view of the top half of an email or webpage without officially opening.

3D Touch Email Peek

Potential Impact on Marketers: Peeks provide all the excitement of opening an email or visiting a webpage, without the extensive time commitment and physical exertion of actually opening or visiting.

This function affects marketer analysis and design. Peeks will count as opens for email and visits for webpages. Most ESPs and web-tracking platforms do not yet have a unique metric to separate peeks from opens, which makes it trickier to accurately analyze email and web performance.

Before 3D touch, we’d conclude that an A/B tested email design that received 100 opens and only 2 CTA clicks probably suffered from an ineffective CTA. Now, we must recalibrate our reporting, and consider the fact that a portion of “opens” or “visits” might have only experienced the top half of the email/page.

Marketers should consider consolidating the intended user journey. Don’t panic – this isn’t a drastic change requiring a copywriting overhaul. After all, even before peeks, we front-loaded emails and webpages to entice users to scroll down the page.

If a large portion of your customers open/visit on 3D-enabled devices, consider shaking up your designs. Maybe put your navigation bar beneath the hero image or place your value proposition in plain, peek-able sight. Measure how these changes influence email performance and adjust from there.

Get Contact-Cozy with Customers

Before: To view an email sender’s contact information, users had to open the email and press from-name/email address, to open the contact’s record in the Contacts app.

With 3D touch: By pressing the from-name in an opened email, you can view a contact’s profile, save the contact, etc.

3D Touch From Name

Potential Impact on Marketers: For most companies, asking customers to “save as contacts” seems somewhat outdated. Due to 3D touch, this may become a resurging trend, particularly for email campaigns sent from individual sales-reps.

By encouraging customers to save their sales-rep’s contact information, companies can make it easier for users to call or text (and of course, reply via email) from within the opened-email interface.

We’d love to see companies utilize the contact photo space for further branding. Go on – put yourself out there and encourage customers to save your promotional email address as a contact. Make it even easier by providing a link to automatically save all your promotional contact information and create a branded logo designed for the contact photo size!

Over time, marketers will test and develop clever ways to deliver unique engagements using 3D touch. Today, we’re in that exciting stage before 3D touch’s status quo is established in the marketing space. So, go forth and be adventurous!
Explore new ideas of using 3D touch to give your customers the very best marketing experience. Don’t stop there, press on – but remember, not too hard, or you might save us as a contact!

IBM Tip – API Playbook



Thank you to all who attended our session “A Marketer’s Practical Guide to the IBM Marketing Cloud API” at Amplify!

Whether you’ve never used the Watson Campaign Automation API or the only time you did was for the certification, this playbook will help you understand why the API test harness should be your BFF. As a marketers we have a lot of tools in our marketing toolkits and the API test harness is extremely valuable.

Extend the functionality of the Watson Campaign Automation UI by diving deeper into reporting, mass calculate queries, add and remove data, and so much more.

We share tips and tricks, how to get started, and breakdown each section of XML for one of our favorite API calls.

What Retailers Want Infographic

Digital-Dialogs-Banner



Thank you for joining our Digital Dialogs breakfast session “What Retailers Want” at High Point this week!

You can download the infographic we shared by filling out the form.

Marketing Tip – MailChimp 101

So, What Exactly is MailChimp?

MailChimp is an email service provider (ESP) for small to midsize companies with a range of communication needs. MailChimp offers an easy to use user interface with capabilities that personalize the experience for the sender and recipient.

How to Send an Email in MailChimp

MailChimp provides numerous campaign types and templates to customize for your needs. No HTML or CSS coding is necessary to use MailChimp with easy plug-and-chug systems in place. Follow along to see how to send an email:
Step 1
Locate and navigate to “Campaigns” in the top menu. Click “Create Campaign” to get started. Select the type of campaign you would like to build. In this case, we’ll start small. Let’s choose “Regular Campaign.”

MailChimp-Campaigns

Step 2
Choose your list. This is pretty simple – just select which of your lists you would like to send to from the drop-down menu. You then see the option to choose segments. This is where you would apply a specific set of rules to a targeted audience – or, just send to the whole list. (Hint – segmenting does wonders!)

MailChimp-Sender

Step 3
Complete your mailing settings. This includes all of the basics: mailing name, subject line, from name, from email address and tracking. MailChimp provides the option to personalize the “to” field based on data, or check different methods of tracing. The screenshot below shows the generic options – which suffice for a typical send.

MailChimp-MailingSettings

Step 4
Now, the fun begins! Don’t get overwhelmed with the mailing template options, go into this step with a general idea of how you would like to layout your email.

You may choose from basic templates, themes, saved templates (from previous sends), set campaigns, or code your own. Once you have your bearings within MailChimp, you can create a saved template with standardized assets such as your logo, header, and footer. For all future sends, you can select that saved template rather than starting from scratch each time.

For now, we will select a simple 1:2 Column Banded template.

MailChimp-Templates

Step 5
Design to your heart’s content! This is your chance to play with the drag and drop functionality within the platform. Pull different content blocks from the right side and insert images and copy to make the email your own. The template you start with is just a jumping off point, customize it to your needs.

The right panel also offers you styling options per content block. Anytime a content block (image, text, column, etc.) is selected on the left, it’s settings will appear on the right. That’s where you can style based on color, size, linking and more.

Here’s a simple before and after:
Before

MailChimp-Template-Before
After

MailChimp-Template-After

Step 6
You’re almost there! Let’s quickly pause and review what we’ve accomplished. You chose the send list, completed the mailing settings, selected and styled the template. Now you can finally press the “send” button to send now, or you can schedule the mailing for a future send time! Always use an email checklist and send with a buddy to ensure your send is successful.

MailChimp-Send

Is MailChimp Only Used for Sending Email?

Nope! MailChimp has many integrations that can be set up to extend its functionality to fit your needs. Let’s break down some of the popular options:

E-commerce Integrations
The more you know about your customer’s shopping behaviors the better you can target and personalize the customer journey. MailChimp has integration capabilities with numerous e-commerce, such as Shopify, Magento, and ShipStation to name a few.

CRM Integrations
Not only is it important to track online behaviors, but it is also necessary to track offline behaviors customers have with sales or customer service reps. Connect this data with MailChimp, through CRM integrations, such as Salesforce or SugarCRM.

Social Integrations
Facebook
Build single image or carousal image Facebook ads, using the same plug-and-chug tools that you use for email. There is no extra fee for this feature within MailChimp, just pay what you would for Facebook sponsored content. Not only can you setup and trigger Facebook Ads within MailChimp, you can set up custom audiences, and access holistic campaign reporting.

Twitter
Easily integrate Twitter information in your campaigns or post to Twitter all within MailChimp.

Is MailChimp Right for Me?

The best ESP for you depends on your needs (and wants) for the tool and your budget. MailChimp is a great resource if you have a smaller in-house team, who are unfamiliar with coding templates from the ground up. We’d love to talk to more about how MailChimp or another ESP would be best to fit your organization.

The State of Online Sales in 2017

Do you still feel the need to go into a store to checkout a product in person before purchasing?  According to Invesp, 78% of online shoppers don’t look at a product in a store before buying it online.

Buyer behavior has shifted with free shipping, convenient free returns, sizing tools, and more. This shift has led to a change in the retail climate which will allow some retailers to flourish and others to perish. The National Retail Federation has stated, “online and nonstore (catalogs, etc.) sales are projected to nearly triple the year-over-year growth rate for the entire retail industry in 2017”

Continue reading The State of Online Sales in 2017

IBM Tip – 3 Things to Know About Your Watson Campaign Automation + Salesforce Integration

Watson Campaign Automation is the IBM solution formerly known as IBM Marketing Cloud / Silverpop.

Is Salesforce integrated with your Watson Campaign Automation instance? Great! But, as a marketer what does that mean and how does it impact the day-to-day function of your leads? We’re here to help. This week we introduce Internal Marketing Manager, Nora Luongo, to share her 3 things every marketer should know about their Watson Campaign Automation + Salesforce integration.

Before we begin, there are some terms I’m going to talk about in this post that are Salesforce specific that you need to understand in context with Watson Campaign Automation:
Leads: Records that are synced to Salesforce and have not been converted to a Contact
Contacts: Records that have been converted and attached to an Account
Accounts: Company name object, that houses contacts and opportunities
Campaigns: A marketing activity that you can, plan and track within Salesforce
Campaign ID: ID for the specific Campaign you would like to add records to (found in the URL for the campaign in Salesforce).
Campaign Status: Status of Leads/Contacts in your Campaign (Sent/Responded or custom values)

1) Email, Last Name, Company Name

When synching leads bi-directionally between the two systems or just from Watson Campaign Automation to SFDC, every record must have values for three fields: Email, Last Name, and Company Name. If these are left blank, the record will not sync over to Salesforce. If you do not know Last Name or Company Name put an X or another phrase to indicate it is a temporary placeholder and update it when known. Just remember, if you do use X or another phrase in these fields and you use these fields for personalization in mailings, you will need to put in safeguards to make sure the recipient doesn’t see the fake value.

2) CRM Settings in Organization Settings Is Your BFF

Note: You must be an Admin of your Watson Campaign Automation org to see Organizational Settings

There are more sections within the CRM settings, but I will just highlight the 3 tabs I use most often:

a) Status Checklist
The CRM Integration Status Checklist catalogs all the sync agents that are currently enabled/disabled for your organization. Unfortunately sync agents are not stealthy secret agents, they are the kind of syncs that are set up to run between Watson Campaign Automation + Salesforce.com. Looking at the picture below, each of the categories: Profile Data for Leads, Contacts, and Accounts; Alerts to Chatter/Tasks; and are all sync agents. You will only have the ones applicable to your organization enabled and you can remove/add any later if you need to.

If you see green checks across the board and the last successful sync date/time is within 1-2 hours of checking – you’re good to go! But if you see that you have green arrows, but the last successful sync was at 8 AM and you’re checking at 1 PM, this can indicate a sync stall; open a support case if you see this. Also, open a support case if you see a red exclamation point – this means the sync has stopped, which indicates a bigger problem.
Salesforce-Sync-Agents

b) Field Mappings
The field mapping tab can be a bit confusing so let’s break it down. There are two tabs on left called “Active Mapping” and “Working Copy”. Active Mapping is the default view and shows you what fields are currently set to sync, one way or bi-directionally. Working copy is where you can go to add or remove mappings. There are also 4 tabs to the right, “Leads”, “Contacts”, “Accounts”, and “Review”.
If you click on Leads, Contacts, or Accounts you will automatically see their Active Mapping. If you want to update the mappings for Leads, Contacts, or Accounts that must be done in Working Copy, then you must go to the “Review” tab,at the far right,  to activate your new mapping(s). If you do not activate in the “Review” tab after making changes to your mappings in the working copy tab, they will not save.

Note: Your mapping will look different based on your field names and sync directions
FieldMappings-Leads

c) Alerts
Alerts are used to identify contacts “flagged” with an issue. These are not like lead alerts which you create, instead these alerts are created by the system when a record that is set to sync has an issue that does not allow it to sync. Using the “Search In Records” feature for a desired time frame, you can find if a specific record yields an alert. An alert may identify a contact with a missing Email, Last Name, or Company Name for example. Or that the campaign ID associated with the record is not the correct number of digits. If you do not understand how to correct the issue related to the alert, open a support case.
Alerts

The CRM settings are a great governance resource a lot of marketers don’t know exists. If you do not currently have admin permission, but you are the resource who would handle these items, request admin status from the current organization administrator.

3) Syncing Form Submissions

Did you know you can set Watson Campaign Automation forms to sync contacts on submit with Salesforce.com? Did you also know you can push those submitted contacts to a campaign in Salesforce.com? If you answered no to one or both – stick with me! In Watson Campaign Automation, go to the landing page that has the webform you would like to sync. Click directly on the form name and under Form Settings you will see the checkbox (default is unchecked) to “Enable sync record to CRM on ‘Submit’” and underneath that, two text fields relating to campaigns. Adding campaign information is optional, but you must have the checkbox ticked if you do add campaign information otherwise it won’t work. You can paste the campaign ID from Salesforce to the Default campaign code text box in the forms. If you would like to set the status of all contacts who submit the form and are added to the campaign, you can do that in the Campaign Status text box. Save and publish the landing page to activate.
FormSync-Settings

Did you Learn Something New?

I hope my 3 things (okay, more like 5 things) to know about your Watson Campaign Automation + Salesforce integration were helpful. I learned from speaking with other marketers they didn’t know how to optimize or oversee their sync – they just knew it was set up. Hopefully knowing these items will help streamline your sync and save time in your daily tasks.

Behind the Glasses – MoonYoung

Each month we get to know one of our fantastic Whereoware employees better. This month, we go Behind the Glasses with MoonYoung Cortez, our Web Designer.

WHO

Whereoware Web Designer MoonYoungWhat’s your name? MoonYoung Cortez
Job title: Web Designer

BACKGROUND

Favorite food: I like a lot of different cuisine, but Japanese food is my favorite.
Hidden talents: Fruit picking. Pretty much everyone who went with me to self service fruit picking comment on how good I am at finding the good ones and quickly developing techniques on knocking them off the tree efficiently.
If there were a movie of my life, I’d be played by: Maggie Q.
In a zombie apocalypse, my weapon of choice would be: Optimism and Survivalist mind – Without those, no one can survive the apocalypse.
One item you would bring with you to a desert island and why: Duct tape because it’s durability makes for a good survival kit (Not entirely sure of how that would work in real desert, but I once saw a duct tape episode in Mythbusters so I’m pretty convinced).

NERD QUIZ

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

What’s the best part about working at Whereoware?

Working with people who are friendly and supportive and smart are the perks!