October 2018 Orange Report: eCommerce & Digital Marketing Tips

October 2018 Orange Report: eCommerce & Digital Marketing Tips

OCTOBER 2018 ORANGE REPORT

For this month’s Orange Report, we’re sharing a few of our best and most recent blogs that speak on all things Magento, eCommerce, and Digital Marketing. Like always, we encourage everyone using Magento to make the most of its functionalities by incorporating the very best Magento extensions and news.

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Everything you need to know about eCommerce, digital marketing, and Magento.

Digital Marketing Trends That Are Crushing it in 2018

A great marketing strategy is fluid and able to adapt to the different industry trends in order to stay ahead of the pack. These are the top digital marketing trends of 2018 that are sure to get more traffic to your eCommerce business.

Why B2B Companies That Embrace eCommerce Perform Better

B2B Commerce has evolved – and in order to keep customers happy and maintain revenue growth – you must too. In today’s world, that means embracing eCommerce.

Are You Ready to Upgrade to Magento Commerce?

Every eCommerce business needs a set of metrics to make sure their website platform still fits them well. These are the signs indicating the need to upgrade to a platform like Magento Commerce.

Why B2B Companies That Embrace eCommerce Perform Better

Why B2B Companies That Embrace eCommerce Perform Better

B2B companies have traditionally sold their products via a long sales process with multiple stakeholders and purchase influencers culminating with a handshake and a written contract. These days, that just doesn’t cut it. Buyers want to take care of business quickly, with one or two clicks, rather than back and forth calling or emailing. B2B commerce has evolved – and in order to keep customers happy and maintain revenue growth – you must too. Now, we know that B2B eCommerce can often be more complex than B2C eCommerce. B2C sales usually entail fixed prices and straightforward information. With B2B, that’s not necessarily the case. Some companies sell products that are too complex to be sold online, and that’s ok. eCommerce websites can do more than complete a sale. They serve as sources of information (about both the products and the company) and can help walk buyers down the purchase path. Whether a B2B eCommerce site serves as a purely informational tool or contains multiple catalogs of products, it still benefits B2B companies overall. Here’s why:

Increased Customer Satisfaction

It’s no surprise: B2B buyer preferences have changed in recent years. The rise of online shopping and technology usage continues to grow at a rapid pace and people seem to be in agreement: B2C retail practices have influenced customer expectations. Those practices, namely personalization, online catalogs, and SEO continue to be the top three B2C practices that influence revenue for B2B companies. So if the buyer preferences have changed, why hasn’t your B2B company adapted? SAP Customer Experience states that business buyers are planning to make 55% of their work purchases online within the next two years. If buyers need a product, they expect to be able to compare prices or information quickly. eCommerce sites allow this information to be shared immediately, and (if feasible for that specific company) allow for an order to be processed shortly after. An article from Magento indicates that “almost 80% of ‘digitally-mature’ companies surveyed report that their current set of B2B eCommerce technologies have been ‘very’ or ‘extremely helpful’ in improving their overall customer satisfaction and revenue.” In order to stay relevant in the ever-changing sphere of commerce, you have to stay up to date on what the customer wants. In this case, they want company and product information at their disposal at all times.

It’s Efficient

Traditional purchasing methods simply aren’t as efficient as eCommerce. Technology eliminates the need for informational pamphlets or booklets, and in doing so, simplifies the buying process. When customers are able to visit a website and get almost all of the information they need,  it speeds up the purchase process. Plus, if orders can be completed completely online, then errors from handling multiple orders are reduced. It’s convenient to complete a purchase at the snap of a finger, and even more convenient to be able to track a purchase instantaneously.

Development Has Been Simplified

In the past, upgrading to an e-commerce business was a long and arduous process. Now days, platforms have been updated to make the switch more palatable. There are agencies, such as InteractOne, whose sole purpose is to migrate clients onto the best possible platform for their mission and products. Though a significant project (like a new site build) will take a fair amount of time and be a financial investment, it’s worth it when taking into account the boosted revenue and satisfied customers. Outsourcing help for a big project like a migration or site build is usually a good idea. It grants the customer the flexibility and focus to keep their company the main priority while allowing them to get the help they need from trained and experienced developers.

It Gives You A Competitive Advantage

Take a look at your competitors. Have they already launched an eCommerce store? If so, you probably already know the answer to this one. Companies who have already launched on an eCommerce platform are likely capturing some of your business. Buyers are using their knowledge and experience with eCommerce and have begun incorporating it into their work lives, welcoming the simplicity it brings them. And if they haven’t, get ahead of the game! Don’t be afraid to trail blaze – competitors will most likely follow in your footsteps shortly or immediately after. How Should You Proceed? Explore your options and do your research. But, as Magento Certified Developers, we certainly recommend looking into Magento Commerce 2.2 for the many core capabilities it provides. Namely:
  • Company account management: Supports sales for companies with multiple buyers or differing organizational structures. Self-service tools allow customers to track their quotes, orders, and credit without having to fax or phone you.
  • Custom catalogs and pricing: Allows for custom catalogs and price lists to ensure unique contract terms are supported online.
  • Quick ordering: Quick order forms, requisition lists, and easy reordering make online purchasing easy and efficient.
  • Mobile-ready sites: A mobile-first strategy is obviously important. With a fully responsive Magento site, orders can be taken on the go at any time.
If you are a B2B company looking into the possibilities that eCommerce can provide for your company, feel free to contact us today or feel free to check out some of our experience working with B2B companies.
Are You Ready to Upgrade to Magento Commerce?

Are You Ready to Upgrade to Magento Commerce?

magento commerce upgrade

Whatever eCommerce platform your website is currently running on, it’s important to have a set of metrics you can continuously monitor to make sure you’re still benefiting from a well-tuned, right-sized solution. These metrics will help you determine if the platform you use is still viable or if you would be better off upgrading to a new one, like Magento Commerce. Whether your site is currently powered by Magento Open Source or a Software-as-a-Service (SaaS) platform such as Shopify, these are the signs you should upgrade to a more high-powered and advanced platform like Magento Commerce:

Sign #1: Visitors Are Overloading Your Current Site

Lower cost SaaS platforms and open source solutions are great for smaller eCommerce merchants looking for support and reliability. While these platforms work wonders for many businesses, a significant increase in traffic can push the limits and overload them, leading to slower load times, broken pages, and even total website crashes. Considering that a staggering 79% of shoppers reported they wouldn’t return to make a purchase from a website with slow load speeds, it’s critical to make sure the platform you’re using can handle spikes in traffic.

Magento Commerce is built with enhanced caching and databasing capabilities that deliver the extra-needed muscle during high traffic times to keep your website running speedily.

Sign #2: You Want to Expand Your Customer Base

Even if your website is currently doing a good job of handling a significant increase in traffic, there may come a point in time where you want to start selling your product to new customers in new markets. Magento Commerce has more than enough capabilities to ensure successful growth and scalability in any area, including expansions from B2B to B2C, the introduction of a new vertical, and even jumping into a new geographical area for business. Additionally, the platform offers target content and promotion, Google tag management, Enterprise business analytics, and integration with best in class third-party marketing technologies. If your business is growing in any of these directions, it’s important to consider upgrading to a platform such as Magento Commerce to ensure you’ll be ready.

Sign #3: Fulfillment is Challenging

If your website has been seeing a steady increase in purchases, fulfillment can start to become challenging. The fulfillment process may already complicated, with a number of factors outside of your eCommerce platform like warehousing and carriers that can influence your ability to deliver. This makes it all the more important to ensure your website can handle an increased capacity and is able to push orders to internal and external fulfillment models.

Magento Commerce has a number of features that can accommodate an increase in demand:

  • Improved database support: Create both a faster front and back-end experience with Magento’s multiple databases.
  • Streamlined admin experience: Manage orders more effectively with the upgraded Magento admin interface.
  • Customer-initiated returns: Free up admin time by allowing customers to begin their own returns process.
  • Broadened Magento Marketplace: Access exclusive extensions available only to Magento Commerce merchants.

Sign #4: You Haven’t Updated Your Website in Years

The average lifespan of a website is less than 3 years. This means that in order to keep up with the latest design trends and technologies, eCommerce merchants must redesign their website frequently. If your business hasn’t updated their website in a number of years, it might be smartest to pair your redesign with an upgrade to your platform too.

Magento Commerce is one of the most advanced platforms available to merchants, ensuring that your website will be ahead of the next trend. If you need an expert opinion on whether or not your eCommerce business should upgrade to Magento Commerce, contact us today.

Digital Marketing Trends That Are Crushing it in 2018

Digital Marketing Trends That Are Crushing it in 2018

Digital Marketing Trends

Great marketing requires fluidity; you must be able to adapt to different trends, implement new tactics, and test out new powerful tools in order to stay ahead of the game. Consumers are constantly shifting and changing, so no matter what industry you work in or whether you’re a B2B or B2C company, you have to be continually looking towards the future.

Whether you’re crushing it with your current strategy or you need some new ideas to spice things up, you should consider these latest trends when implementing your marketing strategy.

General Marketing Trends

Marketing is a pretty broad term; there is brand marketing, content marketing, product marketing, search marketing, the list goes on and on… That’s why we decided to split the different trends into their respective categories.

Despite the many sectors of marketing, there are some trends that apply to every aspect of the marketing process. Whether you’re a social media marketer, a content marketer, or you work exclusively with SEO, these trends are something you should be paying attention to.

Customers as Marketers

Word-of-mouth is now, without a doubt, the single most valuable marketing tool in a merchant’s utility belt. That means the name of the game is no longer just acquiring customers – it’s creating a wonderful customer experience that influences them to be an advocate for your brand. Implement some strategies that ensure an enjoyable customer experience for all of your consumers.

  • Focus on customer service – both online and in-person (if applicable)
  • Engage with customers on social media and address any complaints as soon as they arise (be sure to avoid these common social media mistakes)
  • Reward loyal customers with discount codes or free shipping to incentivize consumers to continue shopping with the company

Content Marketing Trends

As the year progresses, all kinds of businesses are rolling out new blogs or investing in content-related advertisements. Why? Because statistics don’t lie: 47% of buyers viewed 3-5 pieces of content before reaching out to a sales rep and 70% of people would rather learn about new products through content rather than ads.

Starting a blog is a great way to begin producing content, but in order to successfully engage with your audience, you must curate content that your audience interacts with and enjoys.

Two specific types of content have reigned superior this year (so far): personalized content and bite-sized content.

Personalized Content

As machine learning capabilities increase, customers are becoming more used to one-on-one experiences. Customers want to feel singled out; they enjoy when their buying experience is customized to fit their needs and wants. Statistics back up that theory: 78% of customers say that personalized content increases their purchase intentions and studies show that personalization can increase profits by 500%.

When personalizing content, follow these tips:

  • Engage customers personally at every level. Include their first and last name in emails, curate your website experience to them personally using cookies, and try to respond to them in a personal manner on social media.
  • Collect more data. More data equals more personalization. So ask for the first and last name before they download your guide or subscribe to your monthly newsletter. That way, you have at least the beginning of a leg to stand on when it comes to curating a customer experience.

Bite-sized Content

Did you know that Microsoft published a study showing that people’s average attention span is 8 seconds? You need to be keying in on customer’s critical issues, questions, and concerns with bite-sized content.

  • GIFs, tweets, and short videos are all valuable content types that grab a user’s attention quickly.
  • Try to convey the most important information during this short time. Also, even though the content length is short, you still need to brand. Get your brand in their brains in a repetitive, consistent way.

Social Media Marketing Trends

Social media has been rapidly changing this year. Instagram stories, IGTV, Facebook Stories, the list goes on and on. Social media marketing is crucial for eCommerce and can even increase sales, so make sure your platforms are up to date. Let’s take a look at where 2018 is heading when it comes to social media.

Permanent vs. Ephemeral Content

Instagram stories have really changed the game when it comes to content. There is now permanent content and temporary content to pay attention to. You need to be juggling both and coming out with fresh content both ways.

  • Ephemeral content gives you a good chance to experiment and get a little raw. It’s temporary, so don’t funnel a bunch of funds into it. Keep it light-hearted and engaging.
  • Remember: don’t lose focus on permanent content because you are experimenting with Snapchat or stories. Permanent content is just that: permanent. That content will be out there forever, so make sure it’s engaging and successfully branding your company.

Micro-influencers

Influencers have become a popular trend in modern day marketing. The process usually involves sending your products or services to an influencer, having them test out the products, and then featuring your company or products to their followers depending on the agreement.

Influencers as a whole have really risen this year, but micro-influencers, in particular, have been killing it.

A micro-influencer is a social media promoter with a smaller following – they aren’t technically celebrities, but many have die-hard fan bases that trust their judgment.

  • Find people who would seem like a natural fit with your buyer’s persona. Don’t put your herbal products on the page of a competitive eater – it doesn’t make sense. The whole reason micro-influencers work is that their engagement levels are much higher than celebrities. People trust them. Make sure your products are naturally placed for the best ROI’s.

Search Marketing Trends

SEO marketers should be used to changing up their tactics on the fly. Google’s consistent shifting of algorithm patterns has forced many merchants to learn to adapt quickly. For 2018, one of the most significant SEO trends is the growth of Voice Search.

Voice Search

(We’ve already written an article on this topic, but in order to stress its importance, we’ll put the highlights in this article as well.)

When is the last time you used Siri? Or Alexa? Or Cortana? The list of voice-based assistants continues to grow and it is now predicted that by 2020, over 50% of searches will be voice searches. SEO marketers need to adapt to the way that voice queries search, and continue building a framework that adapts to voice while being consistent on Google search.

  • A good first step is to start doing your research on voice trends. Voice search usually uses queries that are posed as a question. Keep that in mind.

GDPR’s Impact on Marketing

This year we all saw tons of privacy rules and regulations coming out of both North America and Europe. For us in the United States, GDPR required us to adapt to new policies regarding privacy.

General Data Protection Regulation

GDPR significantly changed the nature of how we deal with online privacy. We all use data to market, so make sure that you are compliant with GDPR (even if you don’t think you sell in Europe) because the fines are high and the negative publicity that comes with it can be even worse.

Those are a few of the many marketing trends we are tracking this year. If you are looking for more ways to market your eCommerce store or have questions regarding staying up to date with the latest regulations and marketing strategies, contact us today.

September 2018 Orange Report: eCommerce & Digital Marketing Tips

September 2018 Orange Report: eCommerce & Digital Marketing Tips

SEPTEMBER 2018 ORANGE REPORT

The September 2018 Orange Report talks Magento 1’s EOL, how M2 is evolving, and how to decide between hiring and outsourcing. Like always, we encourage everyone using Magento to make the most of its functionalities by incorporating the very best Magento extensions and news.

SIGN UP FOR THE ORANGE REPORT

Everything you need to know about eCommerce, digital marketing, and Magento.

Magento 1 End of Life: When is it? What Does it Mean?

Magento has announced that support will continue for both Open Souce and Commerce 1 through June 2020. Although EOL was initially speculated to be at the year’s end, Magento extended the date to ensure their customers have enough time and confidence to upgrade when they feel the need to.

Our Thoughts on the Evolution of Magento 2

It’s no secret that feelings about Magento 2 range from utter delight to hair-pulling frustration. The platform can be downright confusing at times, but also offers a variety of benefits. This wide variety of opinion can make it hard to decide whether to upgrade to Magento 2 or switch platforms altogether.

Hiring vs. Outsourcing: What's Best for Your eCommerce Project?

Should you hire permanent staff? Is it best to outsource resources? While the hiring vs. outsourcing decision may seem complicated, it’s actually quite simple when taking into consideration the project’s needs, budget, and timeline.

When eCommerce Merchants can Expect Magento 2.3

Magento 2.3 is anticipated to make an even bigger splash than 2.2, which focused mostly on smaller bug fixes and refinements. The update promises an exciting mix of new core features paired with smaller optimizations and back-end efficiencies designed to take the developer experience to the next level.