Boost Your Conversions with Rich Content

Boost Your Conversions with Rich Content

by | Jan 26, 2023 | Digital Marketing, eCommerce, News | 0 comments

After hours of writing and rewriting the content, scheduling the ideal publishing time, and promoting it on social media, your content is bringing in traffic but not converting…now what?
Cross your fingers and hope that eventually, enough people see it, and it begins to bring in the numbers your team forecasted?

Hubspot research found that over 60% of marketers measure the success of their content marketing strategy through sales. However, the most successful marketers understand that an effective content strategy that converts browsers into lifelong customers is the foundation of any successful marketing campaign.

That’s why in this blog post, we’ll provide you and your team with tips to boost conversion rates ranging from refocused SEO to CTA tweaks. And the best part is that all these tips are things your content team could start doing immediately.

So get ready to take notes.

What do we mean when we say ‘content marketing’ and ‘conversions’?

Before we jump into the helpful tips, let’s define what content marketing and conversions mean.

​​Content marketing is explaining to customers how your product or service can solve their issues through written text, images, or videos. It is intended not to be sales-y, but educational, explaining how a product works, its benefits, and the issues it can solve. For more on content marketing, read our blog post, Content is King.

Conversions are centered around a user completing a pre-determined action on your website. For instance, a conversion could be a user sharing one of your blog posts, clicking on a product recommendation, or subscribing to your newsletter. The percentage of users that complete the desired action is your conversion rate.

How to boost conversions with content

Ultimately, the content your team creates aims to increase your conversions. Simply put, your content should be enticing and direct your audience to take action. So, how can your eCommerce website’s content achieve this?

  • Increasing awareness: Your content should be designed to be sharable across multiple  social media platforms. While the nature of these various platforms prevents your content from being perfect or ideal across all your sites, you can take a larger piece of content and break it up so that it works more efficiently on other platforms. Example: a 10-minute Youtube livestream doesn’t stream or upload directly to Twitter. But you can take that 10-minute Youtube livestream and share short clips uploaded directly to Youtube. This means that visitors to your e-Commerce site who read your content are more likely to share it themselves – which quickly and easily increases the reach of your content and your company. By reaching more people, you can increase brand, service, and product awareness, ultimately leading to more conversions.
  • Linking your products/services: Whether you want people to book your services, or buy your products, ensure that all of your content links back to what you are trying to get viewers to purchase. By linking your content to your product or services page, you provide potential customers with a positive user experience by making purchasing quick and easy. For instance, add your product links to the very top of the video description on your business’ Youtube. 
  • Building brand authority: Whatever your industry may be, tailoring your content according to your audience’s needs and pain points helps show how much industry knowledge your company has and can quickly establish your brand as a go-to. It can boost your website’s standing and help build trust with customers, who may be more likely to make a booking or purchase from your site over the competition.

How will you optimize your content for better conversion?

  • Improve the content on your landing page/site to be mobile-friendly: Even though mobile commerce now has a sizable user base, the industry’s growth shows no signs of slowing. According to BigCommerce, by 2022, mobile e-commerce sales are expected to account for 6.9% of all US retail sales, double the sales percentage in 2018.  When creating dynamic content on mobile, think about how users navigate Instagram and other social media platforms – the content is usually swipeable and scrollable with large, bright buttons as they move from Point A to Point B. Your content pages should follow similar principles – be easy to navigate with minimal interruption and aim to make a seamless experience for users to navigate to your predetermined CTA.
  • Visible and robust CTA’s: First, ensure your CTA is easily noticeable for your customer. And while you want a clear and straightforward call to action, you still want it to be descriptive. That goes back to good content being inspiring! For instance, would you be more likely to read a story about a man in love or a man whose heart does the cha-cha every time the love of his life enters a room? Depending on your choice, you can see that specifics make a difference. So instead of writing, “Try this free trial,” you could say, “Become more mindful by completing our free 30-day yoga trial.” The specifics will help your customer understand what they will get from the deal. The key here? It won’t matter how well-written your CTA is if the viewer cannot see it or skim right past it.
  • Incorporate client testimonials and customer reviews: According to BigCommerce, 92% of shoppers read internet reviews before purchasing. Therefore, including testimonials and reviews on your website might demonstrate your professionalism and industry expertise. Case studies are one way of doing this, as they can help you present relevant data on how your clients have grown due to utilizing your services or benefits. 
  • Increasing traffic: Stay on top of relevant trends, create “how-to” blog posts, and frequently update older content to ensure you continue serving your audience with valuable and timely information. You can even accomplish this by updating content long after it’s initially published. Regularly updating your content can organically drive more traffic to your website and more traffic means more opportunities for conversions and, ultimately, more sales.
  • Shorten your sign-up forms: Long forms can quickly frustrate customers and make them less likely to convert. For instance, if you have a lengthy form, people may not want to fill it out because it takes too much time and can lead them to abandon your site altogether. It’s your job to eliminate that doubt by making your forms short and painless. That’s why we recommend asking for the bare minimum, such as their name, email, and phone number – this makes it quick, easy, and less likely that they’ll abandon the form midway through. 
  • Skimmable content: No matter the industry or brand, unfortunately, most website visitors won’t read every carefully produced word on a webpage. And although having a lot of content on your website is beneficial for SEO, you don’t want to overwhelm your visitors. Therefore, ensuring your content is formatted to highlight the essential parts of your blog, products, or services pages is important. Some formatting tips we recommend incorporating include eye-catching headlines (see below for more tips), short paragraphs, incorporation of videos and eye-grabbing imagery, and bulleted or numbered lists. 
  • Well-written headlines: You have just seconds to grab your customers’ attention when they reach your website. Luckily, that’s what your headlines are for. Some tips we recommend when creating well-written headlines include:
    • Give the right amount of information and fast – tell them what they want to know about your product or service within ten words or less.
    • Nobody likes clickbait, so make sure your headline aligns with the ad copy or content used to get them to click on your site.
    • Don’t over-promise and under-deliver. Some customers will go on to read the rest of the content on the page, so make sure your headline matches up with what’s to come.

Bringing it all together

At its core, increasing conversions is all about creating exciting and engaging content to get people to click on from a Web search and stick around on your site through purchase. 

Are you looking for a way to capture the attention of potential customers by presenting meaningful content from a position of authority and converting them into buyers?

We can help you build brand awareness, trust, and loyalty with your audience through excellent site content. Whether that entails helping you develop a site content strategy or direction for your copy by either writing it for you or working with you to edit existing content – we are here to help.

    Get expert help today!

    An InteractOne Senior Team Member will get back to you within a day.

    Drop Us a Line At:

    Or, if you prefer an old-fashioned phone call:
    Phone (USA): (513) 469-3346

    4665 Cornell Rd. Suite 255
    Cincinnati, OH 45241

    The Tech & Trends Shaping Automotive in 2023

    The Tech & Trends Shaping Automotive in 2023

    by | Jan 9, 2023 | Automotive eCommerce, eCommerce, News, Technology | 0 comments

    The automotive industry is amid a period of change and challenges. Supply chain issues continue to trouble manufacturers, while dealers face rising costs and a growing regulatory landscape. Meanwhile, the industry appears to be in transition toward a bigger focus on electric vehicles (EVs), digitalization, and a mix of other technological innovations, making it hard for some companies and consumers to keep up.

    In this blog post, we will highlight the answer to this exact question and how this is similar to other disruptions we have seen in the past – think Nokia and Apple.

    The Top Tech Disruptors

    The automotive industry is at a crossroads where the vehicle itself and consumer experiences are rapidly transitioning from physical to digital. More and more, consumers are shopping online to educate themselves, compare features and prices and also make the major investment of purchasing totally online. To capitalize on these disruptions, automakers will need to shift from their conventional, disconnected, and analog manufacturing methods to a connected and digitized environment.

    Strict Regulations: New regulations and testing approvals are pushing traditional automakers to acquire or collaborate with innovative autonomous start-ups. For instance, many states and localities, such as the EPA and the California Air Resources Board, have upped their emissions standards, which immediately impacts your bottom line. In addition, the kinds of vehicles that can be designed to reduce emissions will be costly both in time and money. These incentives will further push manufacturers to include more electric and hybrid cars in their fleets and set the stage for rapid competitive consolidation. In other words, strap up because there’s a massive disruption ahead, and Tesla is winning the race. Consumers need to know the total cost of long term ownership of these vehicles and how it also impacts their bottom line.

    Batteries and Motors: The most prominent disruptive trend has to be the innovations in the past couple of years in battery and motor technology. Lithium batteries and electric motors are not a new concept or technology; however, they, along with electric motors, will soon become products every company will try to recreate a better version of, almost like the individual parts of smartphones or PCs. Customers are more likely to look at who makes the best batteries than who brought about the use of lithium batteries. In around a decade, Tesla could own 15% of worldwide EV battery production, which will only give a minor competitive advantage. Likewise consumers need to know the value and life of these new batteries and motors–but how do they learn?

    Increased cutting-edge production: Modern technologies are reshaping how the automobile industry manufactures cars. One such breakthrough technology is 3D printing to make vehicle parts. Additive manufacturing or 3D printing is an excellent source of product innovation. Metal 3D printing is already becoming mainstream, and this is just the beginning of what is to come in the automotive industry.

    Augmented reality: Auto giant Toyota has joined forces with some digital transformation companies to create an augmented reality system that requires no mobile application and enables consumers to get to know the car models without even setting foot in the brand showroom. Using VR capabilities, auto companies can allow consumers to see inside and outside their potential new model and hear authentic sound effects with 360 degrees. Even on websites like TrueCar and Edmunds, all pertinent buying information is available in a second and at the click of a button. Another AR innovation that will take consumers by storm is displaying information on windshields. This technological safety advancement will allow drivers to process important data without taking their eyes off the road.

    Internet on things (IoT): Used to describe the ever-growing networks of physical objects that are online, connected, and capable of communicating and sharing information with us and with each other. The total number of Internet of Things (IoT) devices is projected to surpass 43 billion by 2023. As a result, enterprises have begun to adapt to this growing imperative for connectivity, from our homes to smart TVs, connected kitchen appliances, smart alarm systems, and more. The number of businesses deploying IoT technologies has nearly doubled in less than a decade. Still, the pace of past evolution doesn’t compare to what we’ll see in the near future, especially in the automotive industry.

    EV pay-per-mile vehicles: We expect companies that develop new, innovative pay-per-mile users-based models, especially in the commercial vehicles and buses space, to attract huge investments. Even during the most challenging periods of the pandemic, EV start-ups continued to pull in sizable funding investments. By showing us carbon-free ways to transform how people and goods are transported, backed by low CAPEX and lifecycle total cost of ownership models, they have put themselves in a position of strength.

    Software Integration: Another significant disruption to the auto industry is Tesla and how it’s proving its autonomy of innovations to be the best in the industry. For instance, they are responsible for creating a single integrated computer system that controls their vehicles. Creating a system designed by the combination of separate incompatible computer systems from different suppliers could revolutionize the way Tesla and other companies who want to keep up with this competitive advantage build their products. In addition, Tesla is trying to perfect its Autopilot system to make it the best in the field; however other companies, such as Waymo, are already expanding self-driving cars to public transit. So the question is, how well does your autonomy need to be? How many companies could achieve that? Not to mention that data systems are changing daily, and every innovation must adapt to them, making it hard to keep up.

    Evolving Customer Behavior

    Current ecological, social, and technological trends are encouraging innovative manufacturers to offer consumers something much more than a typical metal box powered by engines. Carmakers are also showing interest in making good cars on the road and an enclosed space with high-end technology. For many years, carmakers were primarily focused on enhancing manufacturing to become more efficient at scale; the future is about redefining the role of the vehicle.

    Consumers are looking for environmentally-friendly vehicles: People’s quest to search for environmentally-friendly cars is increasing. Green earth is a new concept that is attracting wide attention. Moreover, recent wildfires and glacier melting incidents have triggered people to focus on climate change. Henceforth, people look for electric vehicles (EVs) to minimize carbon emissions.

    Demand for luxury/premium: Take trucks here as an example. Most people used to associate trucks with off-roading and rugged work, but those are assumptions of the past. Over the years, trucks have become more than that, with consumers preferring to buy luxury and power trucks as a status symbol. In addition to power, luxury trucks have features like extra towing capabilities, spacious seating, panoramic sunroof, rear-seat touchscreen entertainment, advanced safety features, and motorized tailgate and running boards that maximize comfort and style.

    Spike in millennial purchasing habits: ​​While many think millennials are not buying cars, the data available tells a different story. In the first quarter of 2018 alone, millennials accounted for all new car sales growth in the Northern American auto industry, with a 6.45% growth in the same period. This statistic has drastically increased since then, as more millennials buy cars when triggered by life-changing events such as switching jobs, getting married, or having children. Consider this statistic when marketing and focus targeted messaging on this segment.

    Consumers doing online research: Buying a car is not a task most consumers look forward to, as it can be stressful and time-consuming. Still, since mobile phones have become a part of everyday life, it is easy to look for everything online, vehicles included. A report unravels that eight in ten car buyers use online sources as part of their vehicle purchase process. Moreover, of all online resources, automotive marketplaces are the most popular source used by 77% of new and used buyers. Insert Carvana, who jumped on this opportunity and changed the customer experience by giving power back to customers and letting them find their perfect car from their homes without having to haggle with salespeople. Online does not only mean a Chat bot feature but a real person and toll-free number to connect with for a better experience.

    Disdain for the Retail Experience

    For most people, buying a car is the second-biggest purchase they will make in life. And while it’s an exciting milestone, many also find it to be full of anxiety and time-consuming. And as more and more consumers discover that they can buy a new car (or leasing?) from the comfort of their home – with voluminous information available about vehicles they’re considering – they’re unlikely to ever return to the old way of doing business. The ability to negotiate with multiple dealers simultaneously without the pressure of the showroom and the time spent going from dealer to dealer will likely become an expectation. Dealerships that adapt will thrive, while those that don’t, will suffer.

    How to adapt to DTC purchasing behavior

    Unfortunately, no silver bullet can overcome the traditional automotive purchase model. However, there are still significant opportunities for automobile marketers to get up to speed with direct-to-consumer automotive in incremental ways:

    1. One significant DTC opportunity is selling aftermarket parts, which offers big margins and comes directly from the manufacturer.
    2. End-user services related to data connectivity or insurance and financing provider, may provide other possibilities.
    3. Replicating showrooms and sales interactions online.

    The digital transformation of some aspects of the buying process is a starting point for building and sustaining connections directly with consumers.

    The Future of Car Retail

    As the world has already approached digital transformation, the automotive industry is increasingly making technological breakthroughs to stay relevant in today’s competitive landscape. From autonomous vehicles to connected cars and augmented reality dashboard displays to full integration with phones and smartwatches, the automotive industry is on the cusp of innovation, delivering users an enhanced automotive car experience.

    When it comes to this experience, Tesla and Carvana stand on top. Why are customers so fanatic about these brands? Is it their sleek design, innovative delivery features, or eco-friendly nature? It is all those things and the forward-thinking, innovative individuality they provide to their customers; which often leads to incredible loyalty and growth. Let’s dive a bit deeper into this.

    The hallmark of Tesla’s personalization efforts is its driver profiles. Each driver can change their settings with the single push of a button. For example, instead of manually adjusting things like the wheel and mirror location, Tesla vehicles can make those changes automatically based on who is driving. Other manufacturers may change the seat location setting based on which key is used to open the car door, but Tesla driver profiles go beyond typical car personalization to adjust things like suspension, braking, lights, radio presets, and even driving style to match each user.

    Carvana also has a competitive advantage because they meet its customers where they are and provide a solution to one major consumer pain point. They replaced consumers’ time-consuming car dealership visits with a virtual experience. Using their patented 360-degree photo technology, they captured vehicle details from every angle, allowing consumers to browse for a car and explore its features and any imperfections directly from their website or app. And they don’t stop there. They provide customers with the option to either pick up their car or have it delivered to their home. A great option for ecommerce business local or long distance to have this choice based on where they are and how quickly needed.

    Simply put, both of these manufacturers have a solid understanding of who their customers are. By understanding each customer, what they are looking for in a driving experience, and why they decided to shop with them, both companies can tailor the experience and change how the car drives to best meet their needs. For instance, a busy professional with a long commute will have different needs and, therefore, a different driving experience than a mom driving her kids around town. In addition, by staying in tune with data, Tesla and Carvana can regularly update their digital offerings, finetune their software and build experiences and features that resonate with each user.

    Bringing it all together

    As you can see, the decade ahead is going to be very interesting and exciting for the automotive industry, and for you as well. And we’ve only scratched the surface of all of the new developments occurring and forthcoming. Maybe we’ll see Google, Samsung, or Apple enter the market in the future. Maybe cars will begin gathering data on traffic conditions, air quality, and the weather.

    Are you ready to capitalize on these disruptions and shift your current manufacturing and customer sales methods to increase your capital and gain a competitive advantage? Schedule a call with a member of our team today.

      Get expert help today!

      An InteractOne Senior Team Member will get back to you within a day.

      Drop Us a Line At:

      Or, if you prefer an old-fashioned phone call:
      Phone (USA): (513) 469-3346

      4665 Cornell Rd. Suite 255
      Cincinnati, OH 45241

      A B2B Marketer’s GA4 Migration Guide

      A B2B Marketer’s GA4 Migration Guide

      by | Nov 28, 2022 | B2B, News, Technology | 0 comments

      Announced in October 2020, GA4 is primed to officially replace UA on July 1, 2023, which means UA will stop processing site visitor activity on that day. Since this announcement, Google has given digital marketing agencies and brands almost three years to prepare their team and business to make the critical switch. Migrating sooner rather than later will help you get acquainted with new capabilities, prevent data loss, and ensure that integrations are reconfigured. 

      In today’s blog post, we decided to help make migrating to GA4 easier. If you already have experience using UA, you’re two steps ahead. And, if you don’t have experience, we are here to help guide you.

      Are you ready for the new Google Analytics 4? Let’s dive in to find out what GA4 is all about—and why you need to learn how to migrate to Google Analytics 4.

      What is New in Google Analytics 4

      GA4 is designed to give B2B marketers a richer, more accurate picture of their customers journey to purchase? across devices and channels. Some of the latest features of GA4 include the following:

      • Cross-device measurement: GA4 can link together multiple devices used by the same person to give you a complete view of their behavior.
      • Offline data: GA4 can track offline conversions, such as phone calls or in-store purchases, and attribute them to your online marketing campaigns. This is incredibly helpful for complex B2B account-based marketing (ABM) campaigns.
      • Enhanced customer journey reporting: GA4’s new funnel reports show how customers move through the various stages of your marketing funnel.

      If your team uses Universal Analytics (UA), you can migrate your tracking code to GA4. However, GA4 offers a different data model than UA, so it’s essential to understand the differences between the two platforms before migrating and to be careful during the migration process. For more on that, check out our blog, GA4 Has Landed. Then explore the Next Generation of Google Analytics.

      Migrate in Phases: Steps for Migrating to Google Analytics 4

      Are you constantly seeing prompts to migrate to the new Google Analytics? With just eleven months to go, it’s becoming even more crucial to start the migration soon. 

      While migrating to the new Google Analytics does not necessarily mean losing current data collection and reporting capabilities, you need to prepare for a different way to view, analyze, and leverage data generated by event-based measurement. 

      This is why we recommend a phased approach — migrating to GA4 in stages to ensure that the platform is appropriately set up for your needs. It’s best to set up a GA4 property as soon as possible and use it simultaneously with your current UA so you can see and learn the differences before upgrading custom reports and dashboards to the new Analytics. So let’s dive deeper into those steps at a high level. 

      Phase 1: Create a new GA4 property for standard tracking – GA4 is a fresh start in every sense of the word, so before you move to the new platform, you must create a new GA4 property. You can do this using the Upgrade Assistant or by clicking on the Create New Property button in the admin menu. 

      Remember that if you use Google Tag Manager, you can create a new GA4 Configuration tag on all pages. In contrast, if you’re coding, you’ll need to add the GA4 tag to your website’s pages. Once these are completed, you can see core data in the GA4 property.

      Phase 2: Track events and other KPI-related metrics – In line with GA4’s move to event-based tracking, you’ll be able to configure data collection based on relevant events that indicate user behaviors and interactions. For example, in the new GA4, you will see that the Event Category is now called Event Name. Moreover, you will be able to define the data parameters under Action and Label, allowing you to track all relevant data. In addition, any goals that you previously defined as destination goals will need to be added as events to ensure they are measured.

      Phase 3: Set up tracking for eCommerce and additional custom tracking – For eCommerce sites, this is one of the most crucial steps of the migration process that can be done on GA4 to ensure accurate revenue measurement. We recommend working with developers, like our InteractOne team of experts, to help your team implement your website’s appropriate eCommerce tracking codes.

      Phase 4: Post-migration audit and adjustments –  ​​Once your migration is complete, conducting a full implementation audit is crucial to identify gaps and errors and adjust as needed. This includes debugging, ensuring that all tracked data are funneled to the correct events, and reviewing your GA settings for the new GA4 property. Finally, ensure all KPIs are reflected as goals, and relevant events are marked as conversions.

      Get ahead of event-based tracking and build a full view of the customer journey across devices and platforms.

      Things to Keep in Mind

      One of the most important things to remember when using GA4 is that it’s a very new platform. As such, there are bound to be some bugs and limitations. Google is actively working to address these issues, but it’s essential to be aware of them before you make the switch.

      Another thing to keep in mind is that GA4 doesn’t yet have all of UA’s features. Some of the most notable features that are missing from GA4 include the following:

      • Custom dimensions
      • Custom metrics
      • Content groups
      • Attribution modeling

      If any of the above features are important to your tracking, you should run both UA and GA4 simultaneously until you make the final switch.

      Bringing it all together

      Old habits die hard, especially those that have made your business successful. UA has undoubtedly been one of the most effective tools in recent years. Leaving it behind and moving to a new platform can sound time-consuming, stressful, and challenging. But remember that GA4 is pretty much the same as UA, except it’s better. In Google Analytics 4, you have more efficient tracking features, improved customization options, and greater data security. So if you wonder whether all the stress is worth it, the answer is a resounding yes.

      Want to get ahead of the GA4 curve and get your migration started? Book a chat with one of our team members today. Our team of experts has extensive experience configuring and optimizing GA4, as well as a variety of other tracking systems. As a result, we can help you maximize the effectiveness of your tracking ecosystem so that you know precisely how effective your marketing dollars are.

        Get expert help today!

        An InteractOne Senior Team Member will get back to you within a day.

        Drop Us a Line At:

        Or, if you prefer an old-fashioned phone call:
        Phone (USA): (513) 469-3346

        4665 Cornell Rd. Suite 255
        Cincinnati, OH 45241

        Adobe Commerce B2B Tech Innovations You Must Have

        Adobe Commerce B2B Tech Innovations You Must Have

        by | Nov 7, 2022 | Adobe/Magento, B2B, News | 0 comments

        How much of your marketing experience is one-size-fits-all?

        We live in a world where increasingly, the customer holds the buying power. This means that for many business-to-business (B2B) brands to be successful, they need to turn individual users into product champions to help simplify complex buying journeys.

        But you already know that trying to speak to everyone in B2B means diluting the power of your message to your actual target audiences. On the other hand, a personalized marketing approach creates a better experience that leads to faster conversions and stronger prospect relationships.

        Personalized marketing can take up your team’s time and resources. But, if you’re a fast-growing company dealing with volumes of data and different types of users, personalization reaps the biggest results at scale. The more you can cut through the noise to personalize the ideal customer experience, the more successful your marketing will be.

        So where do you start — and what makes personalized marketing worth the effort?

        In this blog, we’ll discuss some new innovations that can help your business use personalization to achieve better conversion results.

        A Dynamic Duo for Revenue Growth

        How much of your marketing experience is one-size-fits-all?

        We live in a world where increasingly, the customer holds the buying power. This means that for many business-to-business (B2B) brands to be successful, they need to turn individual users into product champions to help simplify complex buying journeys.

        But you already know that trying to speak to everyone in B2B means diluting the power of your message to your actual target audiences. On the other hand, a personalized marketing approach creates a better experience that leads to faster conversions and stronger prospect relationships.

        Personalized marketing can take up your team’s time and resources. But, if you’re a fast-growing company dealing with volumes of data and different types of users, personalization reaps the biggest results at scale. The more you can cut through the noise to personalize the ideal customer experience, the more successful your marketing will be.

        So where do you start — and what makes personalized marketing worth the effort?

        In this blog, we’ll discuss some new innovations that can help your business use personalization to achieve better conversion results.

        Deploying the Appropriate Level of Personalization

        To give customers the tailored experiences they value, brands need to create a large amount of content across multiple channels – social, email, blogs, and more – because a personalized experience is just as much about the conversation as it is about the content. 

        Adobe announced Dynamic Chat for Marketo Engage to give website visitors the tailored and interactive experience they expect. Dynamic Chat enables brands to build vital connections when customers are ready. For example, site visitors can book a meeting with your sales team via chat technology, simplifying and accelerating their buyer journey. In addition, your team can quickly deploy the right chat based on detailed lead and account attributes to fully integrate chat into their cross-channel lead or account-based strategies. Your team will also be able to quickly analyze how many conversations have occurred, interaction rates, conversation completion, or abandonment rates, and that is just the tip of the iceberg. 

        To streamline cross-channel engagement beyond Marketo Engage, your team will now be able to create custom API-based campaigns and workflow actions that can be accessed in the UI and used in bringing campaigns to life.

        Web Developer

        Coordination between your marketing and sales teams is critical when engaging with the same accounts. To help streamline the process, Adobe is announcing a solution, Predictive Lead and Account Scoring, to help these two teams focus on the right prospects and act as one. This new solution will utilize article intelligence powered by Adobe Sensei to predict how likely a potential lead is to purchase a product or service based on certain attributes, such as site interactions, forms filled out, and more. 

        Sales representatives will also be able to prioritize leads and accounts that might otherwise close with Sales Insight from Marketo Engage. Sales Insight provides your sales team with multi-step engagement tools and content right inside your customer relationship management (CRM) for a complete workflow without the need to toggle between multiple applications. 

        With a single system for customer activity across teams, your team will have the capability to automatically start and stop campaigns based on sales engagement, and see all the activity marketing efforts for their accounts together in a single view. The result is more consistent and personalized experiences for customers, more effective sales teams, and higher marketing ROI.

        Bringing it all together

        Even though Adobe offers an excellent array of B2B innovations, these out-of-the-box solutions will still require personalization to be fully functional with any large eCommerce store.

        That’s where we come in. If you want to learn more about these new features or you simply want to make the most of your current store, schedule a call with a member of our Dev team today.

          Get expert help today!

          An InteractOne Senior Team Member will get back to you within a day.

          Drop Us a Line At:

          Or, if you prefer an old-fashioned phone call:
          Phone (USA): (513) 469-3346

          4665 Cornell Rd. Suite 255
          Cincinnati, OH 45241

          The 5 Most Vital Roles for any B2B eCommerce Team

          The 5 Most Vital Roles for any B2B eCommerce Team

          by | Oct 25, 2022 | B2B, eCommerce, News | 0 comments

          Running a successful B2B eCommerce business requires a lot of teamwork. From marketing and product development to fulfillment and customer service, each role is critical to the success of your online shop. In our previous blog, How to Build a Successful B2B eCommerce Team, we analyzed the strategy for building a team. In Part 2 of this series, we’ll look at who to staff on your B2B eCommerce team so that your vision can be executed. 

          Without further to-do, here are five key roles you need on your B2B team to make your eCommerce business thrive.

          Manager!

          The old saying goes, “a business is only as good as its management.” Old sayings and clichés become so ubiquitous and a part of our day-to-day lives because they are often true. And this is no different when it comes to managing an eCommerce team. A competent eCommerce manager is essential for ensuring that a business runs smoothly and efficiently. No matter what staff or plan you have in place, it will be for nothing if you fail as a manager or select the wrong team leader. A good manager must plan and organize work tasks, delegate responsibilities, and keep track of progress all while strategizing and keeping an eye on the long term. A successful manager must be able to spot potential problems and take steps to resolve them before they become serious. In short, a successful manager is essential for ensuring that a business runs smoothly and meets goals. In this current marketplace with all its unique challenges, finding and retaining a manager who can be all these things for you may be the toughest HR test to complete. Let’s be frank; it’s much easier to fill many other roles we’ve discussed through gig sites like Fiverr or Upwork, staffing firms, networking, or simple outreach. But you can’t afford to have a revolving door or an incompetent person in your manager role and still expect your eCommerce store to run well. This role is your highest priority.

          Digital Copywriter

          When it comes to B2B eCommerce, a qualified and experienced copywriter is truly crucial. These professionals understand the language and selling points that appeal to online businesses. More importantly, they effectively communicate these points through website content, product descriptions, advertisements, emails, social posts, and more. For the sake of conversation, let’s say you are in the financial services industry and require a copywriter. You may have a financial services copywriter at your disposal with a long track record of traditional marketing, but if they lack experience writing in the digital space, their financial services expertise may be lost on your audience. Writing for a digital audience differs entirely from writing for print or other traditional marketing avenues. The strategies that work in a mailer or a brochure do not always translate to social posts and subject lines. 

          A skilled B2B copywriter also knows how to incorporate essential keywords for SEO purposes, helping your eCommerce site rank higher on search engines. In addition, they provide insights on how to engage B2B customers through email campaigns, social media strategies, and other digital marketing tactics. Overall, having an experienced B2B copywriter on your eCommerce team can increase sales inquiries and conversions in a highly competitive market.

          Web Developer

          For any business working in the digital space, having a highly skilled web developer on your B2B eCommerce team isn’t just a significant asset; it’s a must. Your website is often the first point of contact for potential B2B clients, and a well-designed site with smooth functionality can make all the difference in closing a sale. An experienced web developer also helps you stay ahead of current trends and technologies, ensuring that your own B2B eCommerce efforts are modern and effective and can be applied to your clients. Developers also see a unique set of problems and pain points than creative types since they are the ones working the back-end of websites. They see for themselves what logistically works and what doesn’t. They provide valuable user experience insights, helping improve customer satisfaction and increase conversions. Their unique insights can be used to build better sales campaigns, troubleshoot problems, and present a greater image of your company. Also, having a developer on staff will make your digital life much easier. There will always be functionality and programming issues arising from your site and its various appendages, and you’ll need a developer to fix them.

          Designer

          When it comes to B2B eCommerce, having a talented designer on your team makes a huge difference in your status and public perception. A good designer has the skills and experience to create visually appealing and professional web pages and promotional material. They understand the importance of functionality, ensuring that your company’s visual messaging matches the intended audience and your own internal standards. The odds are that the first exposure potential clients have to your brand will be created by your designer. Whether that’s a display ad, a social media post, or the header image on an email, your designer will have had a hand in creating that. As the old saying goes, you never get a second chance to make a first impression. The branded material you share with the world needs to make a strong impression that informs and directs your audience to take action. You can’t expect clients to put their faith in you if the elements that bear your company name aren’t good enough.

          Marketing Director

          Having a strong leader at the helm of your team is crucial. This level of leadership goes for any organization in any line of work. An experienced marketing director understands the intricacies of B2B sales and how to navigate the digital world. They also bring a wealth of expertise on how to reach and communicate with other businesses effectively. Furthermore, a skilled leader will know how to guide their team towards success, ensuring that all efforts are strategically aligned with overall company goals. In short, B2B eCommerce is a unique and ever-evolving space, so take notice of the value of an experienced marketing director as your team’s captain.

          As a business-to-business company, a marketing director needs to think and plan for the long term. They need to have a strong understanding of current trends in eCommerce and how they may change in the future. This level of experience requires not only being able to analyze data and consumer behavior but also having creativity and foresight when it comes to developing marketing strategies. In addition, the marketing director must serve as a leader within the company, inspiring and guiding their team towards successful campaigns that drive profits and meet our long-term goals. A successful B2B marketing director must think about more than just the here and now but envision where we want to be in the future and create a plan to get there

          Bringing it all together

          Now that you know what your B2B eCommerce team needs and who they need, it’s time to get to work! We hope this guide comes in handy. But remember, there is no better teacher than ‘doing.’ So go find your eCommerce all-stars, put our strategies to work and always be nimble.

          If you’d like a little more guidance on the B2B marketplace and how to succeed, book a chat with one of our team members today.

            Get expert help today!

            An InteractOne Senior Team Member will get back to you within a day.

            Drop Us a Line At:

            Or, if you prefer an old-fashioned phone call:
            Phone (USA): (513) 469-3346

            4665 Cornell Rd. Suite 255
            Cincinnati, OH 45241

            How to Build a Successful B2B eCommerce Team

            How to Build a Successful B2B eCommerce Team

            by | Oct 20, 2022 | B2B, eCommerce, News | 0 comments

            We’ve been in the B2B eCommerce business for some time now, nearly 25 years, to be exact. And we’ve learned a thing or two about the industry, but we’ve also banked a couple of lessons about internal success as well. The B2B eCommerce world comes with its own unique challenges. You need to have a team and structure in place that is capable of overcoming them. Part 1 of our B2B Team Building series will explain how to fill, support, and manage a successful B2B eCommerce team in today’s digital, remote age.

            Seek Talent with Digital Marketing Experience

            While there’s no doubt that traditional marketing has its place, the truth is today’s digital world, experience in digital marketing is becoming increasingly important. For one thing, how consumers interact with brands has changed dramatically in recent years, with more and more people using digital to research products and make purchase decisions. To reach and engage these consumers, businesses must have a solid digital presence. Additionally, digital marketing offers several advantages over traditional marketing, including tracking results and measuring ROI more effectively. As the importance of digital marketing continues to grow, experience in this field is becoming increasingly valuable.

            Don’t be Afraid of B2C Talent

            When it comes to business, there are two types of customers: business-to-consumer (B2C) and business-to-business (B2B). Each type of customer has its own needs and wants, and it’s important to understand the difference when it comes to marketing and sales. Too often, B2B businesses overlook people with B2C experience, thinking they can’t transfer their skills to the B2B world. However, this couldn’t be further from the truth. In reality, B2C experience can be precious in a B2B setting. B2C businesses are experts in understanding customer needs and desires, and they know how to craft messaging that resonates. They’re also skilled in managing customer relationships, using data to drive decisions, and creating loyalty programs. All of these skills are transferable to the B2B world. Businesses that overlook people with B2C experience miss out on a real asset. And, let’s be honest, B2C employees use the same platforms and strategies as B2B employees – Salesforce, Mailchimp, Dropbox, Hootsuite, Hubspot, and all of their competitors are used by both B2B and B2C brands alike. None of their offerings or capabilities are exclusive to either B2B or B2C.

            Filling a Team via In-House or Outsource

            There are many factors to consider when deciding whether to build an in-house team or outsource team-building services. An in-house team requires a significant initial investment, including the cost of hiring and training staff. Outsourcing team building can be a more cost-effective option since you won’t need to cover overhead expenses.

            If you’re looking for team-building services that are highly specialized or cutting-edge, you’ll likely need to look outside of your organization. On the other hand, an in-house team may be a better option if you have a vision for your team-building activities. With an in-house team, you’ll have more control over the direction of the team-building process.

            Finally, you’ll need to consider the size and scope of your team’s needs. If you have a large, complex organization, opting for an in-house team may make more sense. However, outsourcing may be the more practical solution if your team-building needs are more modest.

            Be Flexible with Remote Employees

            Working from home has become the new normal for many people, but that doesn’t mean it’s been a smooth transition. As an eCommerce employer, it’s essential to be flexible regarding remote workers. If you’re not open to Remote Employees, you will limit your talent pool severely. Your perfect, most ideal, most punctual, and productive employee is out there and is ready to join your team, but if you can’t get over the fact that they are in a different time zone, then you’ve already lost that resource.

            Simply put, our digital eCommerce space gives us the ability to allow for more flexibility and  give our employees the time and space some of them need to be their most productive. Some people may prefer to work early in the morning, while others may choose to work late at night. Some people may need regular breaks to take care of family members, and others may need to juggle childcare responsibilities. The key is to provide employees with the freedom to work when and how they need to be productive. It may be hard to let go of the reins as an owner or manager, but it’s a must in today’s job economy. You can still schedule regular meetings and check-ins. There is no reason your deadlines or expectations need to shift just because your eCommerce employees are working a schedule considered ‘non-traditional.’ 

            Additionally, it’s essential to make yourself available for questions and concerns. Remote workers often feel isolated, so it’s important to check in regularly and create a supportive environment. By being flexible and understanding, you can create an extremely productive and happy workforce.

            Make Purchases as Easy as Possible 

            According to a recent study, even B2B customers prefer to do their business online versus through a sales rep. This mindset is a shift from previous years when the personal touch of a sales rep was seen as essential in B2B transactions. However, the study found that B2B buyers now see the Internet as a more efficient and convenient way to purchase products. In addition, buyers believe that they can get a better deal by purchasing online. As a result, B2B eCommerce companies that do not have an eCommerce presence are at a significant disadvantage.

            There are several reasons for this shift. First, the Internet has made it easier for all buyers to research products and compare prices. Buyers can also read reviews and get insights from other customers. Second, the rise of social media has made it easier for buyers to connect with each other and share information. Finally, the growth of mobile commerce made it possible for buyers to purchase products and services anytime, anywhere. It can’t be overstated how phone-adverse many people have become. They prefer to have their interactions be digital rather than face-to-face. 

            This shift to online purchasing is likely to continue as more buyers prefer the convenience and efficiency of the Internet. B2B. Companies that do not have an eCommerce presence will need to adapt or risk being left behind. What does this mean for your B2B eCommerce business? It means that your website needs to do more than host case studies. Your website needs to present prices, details, and timelines of your products and services. You need to design it so potential companies and partners can click PURCHASE on your Content Creation offerings just as easily as they would on Amazon. If clients want to reach out to a Sales Rep and do business the ‘old fashioned way,’ then give them that option. But just as your eCommerce brand wants to remove barriers to purchase for your client’s websites, you need to do the same to yours. Applying a little bit of B2C ease-of-purchase to your B2B site could go a long way.

             

            Bringing it all together

            This all may seem like a lot, and a tad overwhelming. If you’re feeling that way, it’s ok, because this is a lot and it can be very overwhelming. Staffing and leading a successful B2B eCommerce team will be one of the deciding factors in your success. Check back in next week as we break down the most vital roles for your B2B eCommerce team.

            We’ve learned a lot about building and eCommerce team in our 25 years. We’ve also learned a lot about eCommerce as well. We’re more than happy to share our knowledge and experience with you, but you have to let us know you’re interested in learning more. Click here to contact us or use the form below.

              Get expert help today!

              An InteractOne Senior Team Member will get back to you within a day.

              Drop Us a Line At:

              Or, if you prefer an old-fashioned phone call:
              Phone (USA): (513) 469-3346

              4665 Cornell Rd. Suite 255
              Cincinnati, OH 45241