Tallwave https://tallwave.com The Customer Experience Design Company Mon, 18 Mar 2024 15:24:40 +0000 en-US hourly 1 https://wordpress.org/?v=6.4.3 https://tallwave.com/wp-content/uploads/2020/07/cropped-tallwave-favicon-3-512-1-32x32.png Tallwave https://tallwave.com 32 32 Building a business-ready website: Beyond the surface of your website strategy https://tallwave.com/blog/website-strategy/ Mon, 18 Mar 2024 15:24:38 +0000 https://tallwave.com/?p=2119 Your website isn't just a digital brochure; it's a powerful tool with the power to shape your business’s success.

The post Building a business-ready website: Beyond the surface of your website strategy first appeared on Tallwave.

]]>
In the fast-evolving digital landscape, a website is more than a digital brand extension— it’s a dynamic tool that can either advance or inhibit business. Creating a high-performing website requires moving beyond surface-level aesthetics to consider the functionality required to meet business goals effectively.

A website is arguably the most persistent external expression of a brand and one of the hardest working tools in the digital marketing arsenal. It’s the digital front door of your business and a frequent destination for customers at multiple points in their journeys. And yet, website strategy is often only skin deep, focused heavily on how a website looks rather than on how it functions. And it’s often short-term, considering the roles your website plays for your customers and your business today and note how it will need to evolve to meet needs in the future. When it comes to creating high-performing websites built to go the distance for both brands and customers, three is the magic number. 

The magic triangle: Role, goals, and audience

A triangulated approach that considers roles, goals, and audience can help you plan for successful and sustainable websites. This interconnected approach ensures that the website is not only visually appealing but also aligned with the broader business objectives. Let’s break down the elements:

Role: The purpose of your website

Understanding the role your website plays in your business is the first consideration in this website strategy power trio. At a basic level, websites can play two roles: business-enabling and revenue-driving. 

Business-enabling websites can support your business in a number of ways, including:

  • Acting as a support system for external revenue channels: Business-enabling websites act as a powerful support system for your existing revenue channels, such as your sales force. They don’t directly generate revenue themselves, but they play a critical role in nurturing leads, building brand awareness, and ultimately driving conversions through those external channels.
  • Encouraging high-value microconversions: While not the final sale, business-enabling websites excel at capturing high-value microconversions. These actions represent significant steps forward in the customer journey, indicating a prospect’s growing interest in your brand. Examples include lead capture forms, content downloads (e.g., white papers, ebooks), and newsletter signups.
  • Fueling the customer journey: Business-enabling websites are instrumental in moving potential customers through the buyer’s journey and down the sales funnel. By providing valuable content, educational resources, and clear calls to action, these websites nurture leads, build trust, and position your brand as a leader in your industry.

On the other hand, revenue-driving websites support transactions and encourage conversion, directly contributing to a brand’s bottom line. Consider how revenue-driving websites can support your business:

  • Acting as a revenue generating powerhouse platform: Revenue-driving websites are the engines that directly power your business’s revenue generation. These websites are transactional in nature, facilitating online purchases and financial transactions. Examples include traditional e-commerce stores selling physical goods, food delivery platforms where customers can order meals, travel booking websites where users can reserve flights and accommodations, and service-oriented e-commerce sites.
  • Encouraging transactions: The primary function of revenue-driving websites is to facilitate secure and seamless online transactions. This includes features like shopping carts, secure payment gateways, and clear order fulfillment processes.
  • Suiting your needs: Revenue-driving websites encompass a wide range of e-commerce models. From traditional product sales through an online store to service-based transactions, these websites cater to a variety of industries and customer needs.

Clearly defining whether your website plays a business-enabling or revenue-driving role for your business sets the foundation for the subsequent decisions in your strategy, from critical KPIs to key features and functionality, necessary integrations, and more. It also sets the stage for the expectations users will have when visiting your website.

Goals: What you seek to accomplish with your website

Now that you understand the role your website plays in your business, it’s time to define your website goals. You might consider setting these objectives with SMART goals: specific, measurable, achievable, relevant, and time-bound.

Website goals will vary depending on your website’s role and your overall business objectives. 

Consider the following examples:

  • Business-enabling website goals:
    • Generate a set number of qualified leads per month
    • Increase brand awareness and website traffic
    • Drive event registrations or webinar signups
    • Improve content engagement through downloads or shares
  • Revenue-driving website goals:
    • Increase online sales by a specific percentage
    • Grow average order value
    • Reduce cart abandonment rates
    • Improve customer lifetime value

Establishing clear and measurable website goals can help you track progress, identify areas for improvement, and ensure that your website strategy aligns directly with your business objectives.

Audience: Who your website is speaking to

Your target audience plays a critical role in shaping your website’s design, content, information architecture, and functionality. Here’s why understanding your audience analysis is vital when thinking about website strategy:

  • Tailored user experience: By understanding your audience’s needs, preferences, and online behavior, you can create a user experience (UX) that resonates with them. This translates to a website that’s easy to navigate, informative, and facilitates desired actions, ultimately influencing conversion rates.
  • Content strategy alignment: Knowing your audience empowers you to develop a content strategy that truly connects. This means crafting content that addresses their pain points, interests them, and guides them through the buying journey.
  • Personalization potential: Audience insights can unlock personalization opportunities. This could involve tailoring website elements, product recommendations, or even entire landing pages to specific audience segments, leading to a more relevant and engaging experience.
  • Search engine visibility: Understanding your audience paves the way for essential SEO optimizations fueled by linguistic profiling and search journey analysis. Implementing data-driven optimizations based on these findings can improve search engine rankings and organic visibility for your business.

Having a clear understanding of your target audience is the bridge that connects your website’s features and functionality with the user experience that drives results. Effective audience analysis involves:

  • Buyer persona development: Create detailed profiles of your ideal customers, including demographics, valuegraphics, needs, challenges, and preferred online behavior.
  • Website analytics review: Utilize website traffic data to understand visitor demographics, interests, and content consumption patterns.
  • Market research: Conduct market research to gain insights into broader industry trends and competitor audience strategies.

By combining these methods, you can create a comprehensive understanding of your target audience and leverage that knowledge to build a website that truly resonates with them.

Evaluating your website’s business readiness: Beyond the surface

While websites serve as prominent brand outposts, often acting as the initial point, their multifaceted nature can pose a challenge. Teams can get caught up in the aesthetics – visuals, interactive elements, and the like – neglecting to truly get under the hood and identify underlying strengths and opportunities.

Before you put your website to work, it’s essential to get down to business and review your site under the following lenses:

  • Technical infrastructure: Is the website’s technical foundation robust enough to support your business goals seamlessly, both today and into the future? This includes aspects like website speed, mobile-friendliness, security measures, and content delivery efficiency.
  • Customer experience (CX): Does the customer journey feel intuitive and cater to your target audience’s needs? Assess whether the website is optimized for high-value conversions aligned with your business objectives.
  • Accessibility: Is your website accessible for users with disabilities? Ensure that your website’s design and content adhere to WCAG guidelines. This means implementing features like alt text for images, keyboard navigation options, and proper headings.
  • Navigation paths and flows: Does your website seamlessly guide visitors toward their next steps, building upon interactions with other digital touchpoints in your brand ecosystem? A well-structured website anticipates user intent and facilitates a smooth journey towards conversions.
  • Design: Does the website effectively reflect your brand identity? Validate your website against your brand guidelines to determine if the visual elements, as well as content, are applied consistently across all pages.
  • Marketing and sales strategy alignment: Is your website an active participant in driving your marketing and sales efforts? It is important to make sure your website integrates with your marketing automation tools, facilitates lead capture, and effectively supports your sales funnel. It’s also critical to ensure the content management system on which your website is built supports the frequency with which updates may need to be made and the level of technical skill of those who will be responsible for making them.

This multifaceted evaluation approach can help uncover hidden roadblocks and optimization opportunities that ensure your website is not just visually appealing but strategically positioned to support your business goals.

Ongoing optimizations: Sustainable website strategy

Your website is a living entity, not a static brochure. Don’t “set it and forget it.” To maintain your website’s strategic effectiveness, you must plan for ongoing and iterative optimizations. Here are some key practices to keep in mind post-launch:

  • A/B testing: Test different website elements, like headlines, call-to-action buttons, or page layouts, to see what resonates best with your audience and drives conversions.
  • Data-driven decision-making: Leverage website analytics and user behavior data to inform website improvements and prioritize resources effectively.
  • SEO optimizations and content enhancements: Regularly update your website content with fresh, keyword-rich, relevant information to maintain user engagement and improve search engine ranking.
  • Mobile-first approach: Even in B2B scenarios, first contact often happens in the palms of your customers’ hands. Ensure your website is responsive and optimized for mobile devices.
  • Security maintenance: Regularly update your website’s security measures to protect user data and website functionality, especially when relying on cloud-based tools and data storage.

A well-defined website strategy is no longer optional – it’s a necessity. By understanding the role your website plays in your business strategy, your target audience, and your desired goals, you can create a website that is not just visually appealing, but strategically designed to drive impactful results.

And you don’t have to go at it alone. Tallwave is eager to create website strategy solutions that align with your consumers and meet them where they are when they need you most. Let’s talk.

The post Building a business-ready website: Beyond the surface of your website strategy first appeared on Tallwave.

]]>
Holistic search strategy: A Grandmaster’s approach  https://tallwave.com/blog/holistic-search-strategy/ Mon, 11 Mar 2024 15:54:07 +0000 https://tallwave.com/?p=2111 Are you ready to checkmate the competition? Check out the grandmaster moves for a winning holistic search strategy.

The post Holistic search strategy: A Grandmaster’s approach  first appeared on Tallwave.

]]>
Conquering the digital landscape to boost online visibility and establish brand presence requires a strategic approach that mirrors mastering a chess game. It’s all about drawing up and executing a holistic search strategy that covers every angle of the digital marketing board. 

With time and money on the clock, crafting a holistic search strategy looks like the meticulous planning and execution required in a high-stakes game. Achieving grandmaster marketing status isn’t merely about making moves; it’s about anticipating your opponent’s next steps. And by combining search engine optimization, search engine marketing, and other winning tactics with a holistic approach, you’ll be prepared for success at every turn.

The opening gambit: Unveiling the holistic search strategy

A holistic search strategy breaks down silos between paid search and organic search efforts. By analyzing data from both channels together, you can create a unified strategy that maximizes your visibility across search engine results pages. This approach ensures your website aligns with user needs at every stage of the customer journey, ultimately driving overall search performance.

It’s about weaving together the threads of customer behavior, market trends, and competitive intelligence to inform strategic decisions with optimism and purpose. By gathering and leveraging data from diverse sources, such as search engine analytics, valuegraphics, and market research, a holistic search strategy strives to optimize many facets of a brand’s online presence. 

Much like a well-executed gambit, implementing a holistic search strategy can maximize ROI by aligning marketing efforts with the evolving audience needs and preferences, ensuring sustained success in the digital board.

The middle game: Key elements in play

SEM, SEO, and conversion rate optimization are a triple threat in the digital realm and serve as the key elements in a holistic search and integrated marketing strategy. 

SEM: The Rook

Our agile rook, SEM, charges forth with paid campaigns, reaching engaged audiences, amplifying brand visibility in search engines, and driving traffic to websites. Unlike the organic approach of SEO, paid search utilizes paid advertising platforms to quickly reach engaged audiences and achieve faster visibility. 

Like a rook on a chessboard, SEM is a very powerful piece in a marketing plan, but it requires strategic planning to effectively deploy:

  • Keyword strategy: Leverage organic keyword research to inform which keywords you will bid on and which keywords you want to exclude from campaigns. Include a healthy mix of brand and non-brand keywords, and test bid strategies on those keywords.
  • Aligned ad and landing page copy: It is important that the ad copy aligns with the copy on the landing page it drives traffic to. This helps ensure a cohesive user experience, which generally results in better performance.
  • Use your assets: Don’t settle for just headlines and descriptions— take advantage of site links, callouts, structured snippets, phone extensions, lead forms, locations, prices, and promotional features to capture user attention and drive immediate action.

SEO: The Queen

The queen of your strategy, SEO orchestrates content, keywords, and technical aspects, ensuring your website ranks high on the digital field of play. Imagine it as the most versatile force, attracting organic traffic through optimized content, targeted keywords, and a user-friendly website structure. Think of SEO as building a sturdy, well-defended castle, organically attracting visitors with relevant content and strategic placement with vast mobility. 

Here, SEO serves as that central force:

  • Keyword research: Like a skilled scout, SEO identifies the most relevant search queries and key phrases your target audience is using.
  • Content creation: Drawing on these insights, SEO transforms into an informed storyteller, crafting engaging, informative content that resonates with your audience and answers their burning questions.
  • On-page optimization: Finally, SEO acts as the architect, meticulously optimizing website elements like title tags, meta descriptions, and internal linking, ensuring search engines can easily understand and index your content.

See our latest client success story to understand how SEO and content strategy can lay the foundation for success in the SERPs.

Conversion Rate Optimization (CRO): The King

As the game nears its climax, we focus on conversion rate optimization (CRO). Much like a well-executed endgame, CRO ensures that every move, or every click, counts. 

Here’s how:

  • A/B testing: A/B testing allows you to explore different variations of elements like landing page design, call-to-action placement, and content structure. This data-driven approach helps refine your tactics, uncover winning combinations, and constantly improve your conversion rate. Meticulously testing different strategies can help identify the most effective approach for your target audience.
  • Strategic landing page optimization: Landing pages guide visitors toward desired actions, such as making a purchase or subscribing to a newsletter. By optimizing them for seamless user experience and clear calls to action, you convert interest into tangible results. Think of landing pages as kings capturing website visitors by providing a clear path to desired actions.

SERP dominance: Checkmate

Securing top positions on the SERPs and winning clicks is the endgame in a holistic search strategy. Success looks like seeing your brand in the top positions for relevant keywords, increasing your brand visibility, and driving significant organic traffic toward your website. From organic and paid search results to Google Shopping ads, answer boxes, featured snippets, videos, and images, provide search engines and users with a clear understanding of your content and increase the click-through rate for your organic listings. Think of SERP dominance as securing the king’s position and establishing your brand as a leader in the digital landscape.

The ever-evolving chessboard: Adapting to change

The digital realm is dynamic, constantly shifting and evolving. Just as Garry Kasparov adapted in response to every single one of Deep Blue’s moves, brands too must be adaptable and responsive in their holistic search strategies. 

Here are some key moves to keep your holistic search strategy at the top of its game:

  • Embrace new technologies: Stay informed about emerging technology and industry trends, such as voice search and SGE, and incorporate them into your strategy. Get started with our blog about SEO trends in 2024.
  • Monitor algorithm updates: Search engines regularly update their algorithms, which can impact your rankings. Stay informed about these updates and adjust your strategy accordingly.
  • Analyze your data: Regularly analyze your website traffic and user behavior data with GA4’s new metrics to identify areas for improvement and optimize your strategy for long-term success.
  • Keep learning, keep growing: The digital marketing landscape is constantly evolving, so continuous learning is essential. Stay up-to-date with industry trends, attend workshops, and actively seek new knowledge.

Take the board with purpose (and Tallwave)

Just as in a friendly game of chess, adopting a holistic search strategy means thinking ahead, staying flexible, and making smart moves to outmaneuver the competition. In this dynamic arena, where algorithms are always changing and search trends are in flux from day to day, taking an integrated approach will help your brand stay sharp and ahead of the curve.

And when you’re ready to level up your search strategy and capture the king, Tallwave is ready to support your success. We’ve got all the pieces arranged on the board; take the first two squares forward by reaching out to us now.

The post Holistic search strategy: A Grandmaster’s approach  first appeared on Tallwave.

]]>
Microconversions: Unlocking the power of incremental steps in your conversion funnel https://tallwave.com/blog/microconversions-small-steps-big-impact/ Mon, 04 Mar 2024 15:59:19 +0000 https://tallwave.com/?p=2106 Microconversions are small actions that signal user interest and pave the way for bigger wins.

The post Microconversions: Unlocking the power of incremental steps in your conversion funnel first appeared on Tallwave.

]]>

Introduction: What is a microconversion?

In the dynamic world of digital marketing, where every click and interaction matters, understanding microconversions is crucial. But what exactly are they? Let’s start by demystifying this term.

What is a microconversion?

A microconversion is any incremental step a user takes to show initial interest in your brand or product. Unlike the grand finale of a macroconversion, like a product purchase or subscription that constitutes a final goal and often achieves a financial outcome, microconversions are the incremental steps along the way that lead up to those final actions. Imagine a visitor to your website as a curious explorer embarking on a journey. Along the way, they encounter various signposts, each representing a microconversion. These small actions might not lead immediately to a purchase, but they’re part of the breadcrumb trail that leads prospective customers to that final transaction.

Why do microconversions matter?

1. Trust building and brand advocacy

Microconversions are like the first handshake between you and your potential customer. At the earlier stages of the buying journey, some common microconversions include:

  • Email newsletter sign-up: When a visitor subscribes to your newsletter, they express interest in staying connected. This small commitment builds trust and opens the door for further communication.
  • Social media sharing: When someone shares your content on social platforms, they vouch for your brand. Their endorsement reaches a wider audience, potentially attracting new visitors and signaling trust and confidence in your brand.

2. Insights into user behavior and intent

Microconversions provide valuable insights into user behavior. By tracking these smaller interactions, you gain a deeper understanding of what resonates with your audience and gain insights into the stage of the buyer’s journey they’re in and their needs at that stage. Examples include:

  • Page views: The number of pages a visitor views indicates their level of engagement. High page views suggest interest, while low views may signal disinterest. The nature of the content on the pages viewed can also illuminate stage and intent. For example, if a visitor navigates to specific product pages, adds products to a cart, or reviews a page on returns, those behaviors are all microconversions on the path to purchase that signal a higher degree of intent than a visitor that lands on your home page and then leaves.
  • Comments on blog articles: Engaged users often leave comments. These interactions reveal their preferences and pain points.

3. Optimization opportunities

Microconversions act as breadcrumbs leading you through the forest of user experience. They can also serve as a “canary in the coalmine” of your digital engagements, signaling friction that can then be resolved and highlighting areas for improvement. Consider:

  • Process milestones: These are linear steps toward the primary macroconversion. Analyzing them helps identify bottlenecks and UX pain points. For example, for one client, we pinpointed significant dropoff between the process milestones of viewing a product page and adding the product to a cart, particularly for mobile users. We discovered this was due to an issue causing the “add to cart” button to display much further down the page than intended, causing many users to overlook it and abandon the page. Addressing this issue allowed us to increase add-to-cart actions by 3.8x.
  • Secondary actions: These desirable but non-primary goals indicate potential future macroconversions. Examples include downloading an ebook, creating an account, or watching a video. Using these secondary actions as opportunities to deploy targeted outreach can be a great way to optimize the path to purchase with stage-specific content and messaging that nurtures prospective customers toward other high-value actions.

Monitoring and measuring microconversions: Enhancing your conversion insights

Understanding what microconversions are and the signals they represent is only half the battle. Unlocking their power to gain insights into the path to macroconversions and inform strategies for optimizing digital experiences to improve conversion requires ongoing monitoring and measurement. Both the types of data each microconversion produces and the methods for collecting and analyzing that data vary:

Qualitative data

Qualitative data can be invaluable for getting a sense for how effectively website visitors are navigating to and completing microconversions and where they may be encountering roadblocks in the path toward macroconversions. Here are some common approaches for gathering qualitative data on microconversions and examples of these measurement methodologies in action:

Heat mapping & scroll mapping

Heat mapping is like having a thermal camera for your website. It visually represents user behavior by highlighting the “hot” and “cold” areas of a webpage based on where users click, scroll, hover, and otherwise interact with the page (and where they don’t). Here’s how it works:

  • Heat maps: These colorful overlays show where users click, move their mouse, or spend the most time. Red and orange areas indicate high activity, while blue and green areas are less frequented.
  • Scroll maps: These reveal how far users scroll down a page. Understanding where visitors drop off helps optimize content placement.

Example: Imagine an e-commerce site. A heat map reveals that users consistently click on the “Add to Cart” button but rarely explore the footer links. This insight prompts you to enhance the checkout process and reposition critical links.

Session recording

Session recording is like a digital surveillance system for your website. It records user sessions, capturing every click, scroll, and interaction through the eyes of the user. Key points:

  • User behavior: Watch real users navigate your site. Understand their pain points, hesitations, and moments of delight.
  • Error identification: Spot usability issues, broken links, or confusing forms.

Example: You notice users repeatedly abandoning their cart during the payment step. Session recordings reveal that a confusing coupon code field is causing frustration. Fixing this leads to higher conversions.

Quantitative data

Quantitative data brings a numerical lens illuminating actions that can be counted, measured, or otherwise described in numbers. Where qualitative data can help you channel the perspectives and feelings of website visitors, quantitative can put that data into perspective in terms of its frequency and impact. Here’s how quantitative data on microconversions is often collected:

Basic analytics tools

  • Google Analytics (GA): The Swiss Army knife of web analytics, GA tracks user behavior, traffic sources, custom website conversion rates, and more. It’s free and essential for any website.
  • Built-in e-commerce analytics: Platforms like Shopify, WooCommerce, or Magento offer built-in analytics. They provide insights specific to e-commerce, such as product performance, revenue, and customer demographics.

Example: GA shows that your blog attracts high traffic, but few readers proceed to the product pages. You optimize the blog-to-product link placement, resulting in increased sales.

Funnel reports

Funnel reports visualize the user journey. They break down the conversion process into stages:

  1. Awareness: Visitors arrive on your site.
  2. Interest: They explore content, view products, or sign up.
  3. Consideration: Users add items to their carts or engage with your services.
  4. Conversion: The final purchase or desired action.

Example: An e-learning platform’s funnel report reveals that most users drop off during the “Interest” stage. You tweak the landing page content, leading to better engagement.

Remember, microconversions are the stepping stones that pave the way for macro success. By combining qualitative and quantitative insights, you’ll create a conversion funnel that’s both user-friendly and revenue-boosting! 

Making the most of microconversions: Optimizing for conversion

The final step is putting qualitative and quantitative data-driven insights to work to optimize the digital experience to increase the microconversions (and ultimately macroconversions) your audience is successfully completing. This can be done broadly to optimize the digital experience as a whole or more narrowly to optimize for a specific high-value action through two distinct but interrelated approaches: 

Digital Experience Optimization (DXO)

Digital Experience Optimization (DXO) is the strategic process of enhancing user interactions with digital technologies to drive superior customer experiences. It encompasses a holistic approach to improving every touchpoint where users engage with your brand online. DXO aims to create seamless, personalized, and delightful experiences across websites, mobile apps, social media, and other digital channels.

Why does DXO matter?

  • Customer expectations: In today’s digital landscape, customers expect smooth, relevant interactions. DXO ensures you meet these expectations.
  • Business impact: Positive digital experiences lead to increased customer loyalty, higher conversion rates, and improved brand perception.

We discovered this was due to an issue causing the “add to cart” button to display much further down the page than intended, causing many users to overlook it and abandon the page. Addressing this issue allowed us to increase add-to-cart actions by 3.8x.

Conversion Rate Optimization (CRO)

Conversion Rate Optimization (CRO) focuses on improving the percentage of website visitors who take a desired action, such as making a purchase, signing up, or downloading content. It involves data-driven experimentation to enhance user experience and drive conversions.

Core elements of CRO

CRO applies a systematic approach to increasing high-value action completion by identifying and testing solutions to resolve friction points along the path to conversion to continuously improve performance. This process includes:

  1. Setting expectations: Clearly define goals and success metrics for each conversion action.
  2. User insights: Understand user behavior through analytics, heatmaps, and session recordings.
  3. Hypothesis development: Formulate hypotheses about what changes will improve conversions.
  4. Testing velocity: Regularly test variations (A/B tests, multivariate tests) to validate hypotheses.
  5. Cross-device testing: Ensure consistent experiences across different devices.
  6. Pre-test prototypes: Validate ideas before full implementation.
  7. Limit changes: Focus on impactful modifications rather than overwhelming redesigns.

Best practices for optimization

While CRO is focused on a specific digital experience, doing it effectively requires considerations that extend well beyond the specific microconversions you’re trying to improve, including:

  • Keyword research: Understand user intent and optimize content accordingly.
  • On-page SEO: Optimize meta tags, headings, and content for search engines.
  • User experience (UX): Prioritize intuitive navigation, fast loading times, and mobile responsiveness.
  • Content quality: Create valuable, relevant content that resonates with your audience.
  • Backlink building: Earn high-quality backlinks to improve authority.

Remember, DXO and CRO are ongoing processes. Continuously analyze, test, and optimize to create exceptional digital experiences and drive conversions. Let us show you how to incorporate this must-have continuous improvement cycle into your business!

The post Microconversions: Unlocking the power of incremental steps in your conversion funnel first appeared on Tallwave.

]]>
Swipe right on SEO: Can keywords play Cupid? https://tallwave.com/blog/swipe-right-on-seo/ Mon, 12 Feb 2024 15:47:13 +0000 https://tallwave.com/?p=2092 Is love written in the code? 💖
See the surprising connection between dating apps and search engines, and how you can master both.

The post Swipe right on SEO: Can keywords play Cupid? first appeared on Tallwave.

]]>
Algorithms are inescapable. They have the power to influence, nudge, and sometimes even manipulate our choices. Algorithms curate social media feeds, direct us to products we don’t even know we need (but somehow do), recommend movies we are practically guaranteed to like, and, for many of us, dictate our search for the perfect romantic partner.

According to a recent Pew Research Center report, 3 in 10 adults in the U.S. admit to having used a dating app or site in their quests for love (or at least some kind of companionship). Just like Google’s algorithm sorts through billions of web pages to find the best answer to our most pressing questions, dating apps use hidden algorithms to curate your potential matches. 

And many of the same factors that influence search algorithms also influence dating app algorithms. It’s totally possible to optimize your dating profile to find the best matches, just as you can optimize a website with SEO for the best rankings.

When two become one: Where search algorithms and dating app algorithms overlap

In technical terms, algorithms define a finite set of instructions executed in a predetermined order to achieve a desired result. 

But in application, you might think of algorithms as the secret blueprints behind every search or swipe. Just like Google or Bing connect you to the information you need, dating apps, like Bumble and Hinge, are compasses for navigating a sea of potential partners. When an advanced algorithm is at the helm, instead of randomly riding the waves and going with the flow, data drives a curated path.

Whether you’re looking for a quick answer to a trivia question with Google or swiping through an app to find a Valentine’s Day date, here are some things to keep in mind to help you maximize the “perfect match potential” of any algorithm, from search engines to dating apps:

Gathering data

Just as search engines analyze your search history and preferences, dating apps collect information from your profile, behavior—likes, profiles viewed per session, swipes, messages—and even survey responses. This data, which would be considered engagement metrics in SEO, becomes their digital recipe for understanding your unique “type.”

Identifying patterns

Think of algorithms as pattern information investigators, always on the lookout for recurring themes. If you consistently swipe right on outdoorsy extroverts with healthcare careers, the algorithm takes note and adjusts your match pool accordingly. It’s like Google noticing you frequently look for hiking trails and medical journals, and then prioritizing those in your search results.

Prioritizing profile

Once patterns are identified, the algorithm takes charge of your potential matches. It’s like Google ranking web pages with quality content based on relevance and authority. In the dating world, this means profiles that align with your preferences get bumped to the top of your swiping deck, while those that don’t match your “type” fade into the background.

Constant learning and adapting

Algorithms aren’t static; they’re constantly evolving based on new data and user interactions. Each swipe, message, or profile visit provides feedback for the algorithm to refine its understanding of your preferences. It’s like search engines updating their algorithms to reflect changes in user behavior and search trends.

While each platform might have its unique approach, they all follow a version of these basic steps. And just like you can use SEO for social media algorithm success, you can also rely on similar search engine optimization techniques to find your perfect match on the dating app of your choice. 

Organic magic: How to find love with SEO

The connection between dating apps and search engines goes beyond the algorithms. In fact, the processes of creating a dating app profile and optimizing a website for SEO have the exact same desired outcomes: to increase organic visibility and encourage action. Just like a business wants to see its products at the top of the SERPs, encourage clicks, and win conversions, the singles swiping on dating apps want to be on top of the stack, nudge potential matches to swipe right, and ultimately win a chance at love.

So, with these commonalities in mind, it’s time to consider using basic SEO practices to improve your dating app strategy. Here are some actions you can take to optimize algorithmic awesomeness, regardless of whether you’re working with a website or matters of the heart.

Consider user and keyword intent

Successfully optimizing a website or a dating profile means understanding your audience and their unique intentions. If you’re seeking high-funnel customers (or more casual matches) who are just browsing, aim for broad and informational keywords to pique their interest in general. If you’re looking for customers (or potential partners) closer to conversion (or a relationship), more specific and transactional keywords might be a better choice to build momentum and encourage a journey with the end result in mind.

Use linguistic profiling to speak your audience’s language

Linguistics plays a huge role in how we consume content and how we form relationships. Google and potential partners both use latent semantic indexing to understand relevency, and this means you must share high-quality content worded particularly for your perfect match.

Let’s say you’re looking for someone who is a bit of a homebody, great conversationalist, creative in the kitchen, and shares an affinity for little white dogs. Consider using terms semantically related to these traits like “cozy comfort,” “witty banter,” “culinary artistry,” and “petite powderpuff pups” to further display relevancy and spark a playful exchange.

Create compelling content

High-quality content reigns supreme in SERPs and dating apps. Share authentic anecdotes that reveal your unique qualities in your dating app profile just as you would with value propositions on your website. Visuals and creative content count, too.

Stay active and online

Consistent engagement encourages both search engine rankings and dating app views. For dating app users, this means logging in frequently and replying to messages promptly. When it comes to website optimizations, this means regularly posting new content and encouraging crawlers.

End on a call-to-action

We all need a little push sometimes. Call-to-action (CTA) language is essential for guiding clarity and direction. CTAs provide clear instructions and next steps, guiding your audience toward the desired action, whether it’s buying a product, subscribing to a newsletter, downloading content, sending a message, or even asking for a date. Without a CTA, users might be left confused and unsure of what to do next, leading to missed opportunities.

Whether searching for love or online success, you can use SEO strategies to find your perfect match. Remember, a clear call to action is critical to converting that click into a connection.

Ready to fall in love with SEO success?

While Tallwave doesn’t usually offer dating advice, we have written digital marketing love stories and we help businesses find their perfect matches online with powerful, integrated solutions. Reach out for a consultation today. 💕

The post Swipe right on SEO: Can keywords play Cupid? first appeared on Tallwave.

]]>
Beyond hype and hashtags: The complicated connection between SEO and influencer marketing  https://tallwave.com/blog/seo-and-influencer-marketing/ Mon, 05 Feb 2024 15:51:42 +0000 https://tallwave.com/?p=2088 Online chatter alone won't build lasting brands, but leveraging SEO and influencer marketing together might.

The post Beyond hype and hashtags: The complicated connection between SEO and influencer marketing  first appeared on Tallwave.

]]>
The allure of influencer marketing is undeniable. Just like organic SEO, influencer marketing can bring brands amplified awareness, improved engagement metrics, and perhaps most importantly, a boost in conversion rates.

Influencer marketing and SEO can even be powerful tools when used strategically and in concert with each other. However, relying on influencer marketing to improve your organic reach can be complicated. 

How does influencer marketing relate to SEO? 

Though distinct players in the marketing game, influencer marketing and SEO share a complicated relationship. Even Google has acknowledged the link between the two strategies. Both SEO and influencer marketing offer unique advantages and challenges, and understanding the complex relationship between them is key to unlocking the full potential of both.

Here’s how influencer marketing and SEO can complement each other:

  • Increased brand awareness: Both strategies aim to get your brand in front of more people. Influencer marketing leverages influencers’ established audiences, while SEO optimizes your website for search engines, making it more discoverable to an even broader audience.
  • Improved brand trust: Positive influencer endorsements can build trust with their audience, which can translate to your brand. Similarly, high-quality, informative content created for SEO can signal trust to search engine algorithms, not only boosting your rankings, but potentially earning you visibility among Google’s rich results and establishing the expertise of your brand.
  • Content creation: Influencers can create valuable content (e.g., blog posts, social media posts) featuring your brand, which you can then leverage on your website or social media for SEO benefits.
  • Backlinks: If influencers link to your website in their web-based content, it can boost your SEO ranking through high-quality backlinks. (But remember, most social media links are “no-follow” and won’t count as backlinks.)

Here’s how influencer marketing and SEO are different

  • Sustainability: Influencer marketing often delivers short-term bursts of traffic and engagement, while SEO aims for long-term, sustained organic growth.
  • Control: You have limited control over influencer content and messaging, while you have full control over your website and its SEO strategy.
  • Scalability: Reaching a large audience through influencer marketing can be expensive, while SEO can be scaled more efficiently with ongoing effort.
  • Measurement: Measuring the direct impact of influencer marketing can be complex, while SEO metrics are typically more well-defined and trackable.

You might summarize the relationship and differences like this: use influencer marketing for building brand awareness, social proof, and potentially generating high-quality content. Use SEO for building long-term organic traffic, establishing your brand as an authority, and improving overall website visibility. And of course, let’s not forget the links between SEO and social media, too! 

Let’s talk about Lashgate and its impact on SEO

TikTok beauty influencer, Mikayla Noguiera, is no stranger to controversy, but last year’s “Lashgate” has gone down in social media history. In early 2023, Nogueira posted a TikTok video review, in paid partnership with L’Oreal, showing off the conspicuous results of the brand’s new Telescopic Lift mascara. But the drama began to unfold when another app user posted a video asserting she had proof that Nogueira was wearing artificial eyelashes — specifically Ardell Wispies — in her review, which cast doubt on the mascara’s results. Nogueira posted the review that inspired Lashgate on Jan. 24, 2023. As of Jan. 24, 2024, exactly one year later, the video has garnered more than 60.5 million views on TikTok. 

According to organic search data from SEMRush, “Telescopic Lift Mascara” was searched 320 times in January 2023 (before Lashgate and shortly after the product launched). Monthly searches jumped to 5,400 in March 2023 as the drama peaked, and as of January 2024, the phrase has averaged 9,900 searches per month.

Even though the search volume for the product exploded by more than 4,200%, it’s not all good news. Branded search volume for the product largely included long-tail modifiers like “drama,” “controversy,” and “fake reviews.” 

On the flip side: What happened to Wispies?

Ardell false eyelashes hit the market more than half a century ago and have been a beauty industry favorite since. However, they have a slightly different SEO story to tell.

Let’s look at monthly search volumes for the term “Ardell Wispies”:

  • January 2023 (before Lashgate): 5,400
  • March 2023 (peak of Lashgate): 6,600
  • January 2024 (1 year after Lashgate): 5,400

Even though Noguiera’s paid partner was L’Oreal and not Ardell, the latter benefited from a modest-but-fleeting lift in monthly search volume when interest in the Lashgate controversy peaked. And this is how influencer marketing, regardless of hype or drama, typically works: a brand or product will see a surge in organic search volume and traffic after a product goes viral, but these figures fall back to the status quo when the hype dies down. 

While the short-term impact of influencer marketing can drive a rapid, short-term increase in brand visibility that could translate to a temporary positive impact on your brand’s bottom line there are no guarantees except that results will be fleeting.  Long-term organic search success comes from investing in a healthy, ongoing SEO strategy.

Connecting the dots between influencer marketing and SEO for long-term growth

Now that we’ve unraveled some of the nuances in the complex relationship between influencer marketing and SEO. Here are some actionable steps to craft a strategy that maximizes the potential of both to amplify your brand’s reach and build lasting organic visibility:

1. Align your influencers with your SEO goals:

  • Consider micro-influencers: They often engage in deeper connections with their audiences, creating content that feels more authentic and resonates better with search engines.
  • Prioritize content quality over reach: Choose influencers who align with your brand values and can create informative, engaging content that optimizes for relevant keywords.
  • Invest in evergreen topics: Don’t just chase fleeting trends. Collaborate on content that has long-term appeal and relevance, offering lasting value to your audience and search engines alike. 

2. Capitalize on content synergies and measure impact:

  • Repurpose influencer-generated content: Share their social media posts, blog articles, or video snippets on your website and optimize them for relevant keywords.
  • Leverage backlinks: Encourage influencers to link to your website within their content, providing valuable backlinks that boost your SEO ranking.
  • Track and analyze: Use analytics tools to monitor the performance of your influencer campaigns, both in terms of audience engagement and organic search traffic.

3. Build a robust SEO foundation to sustain the momentum:

  • Optimize your website: Ensure your website is technically sound, with fast loading times and mobile-friendliness. Incorporate relevant keywords strategically throughout your website content.
  • Focus on quality backlinks: Beyond influencer partnerships, actively pursue high-quality backlinks from reputable websites in your niche.
  • Create valuable content consistently: Don’t rely solely on influencer content. Publish informative blog posts, articles, and other valuable resources on your website to demonstrate your brand’s expertise and attract organic traffic.

Influencer marketing and SEO are both powerful tools, but don’t rely on influencers alone to expect long-term results. By implementing these actionable steps and a strong SEO strategy, you can leverage their combined strengths to build a brand that shines online, both in the spotlight of an influencer’s collaboration and in the steady glow of long-term organic success.


Ready to see for yourself? Let’s discuss how a full-funnel marketing program leveraging organic SEO can equal outstanding experiences and ongoing success. Here’s to the start of a great partnership.

The post Beyond hype and hashtags: The complicated connection between SEO and influencer marketing  first appeared on Tallwave.

]]>
Cloud security management: Safeguarding your data https://tallwave.com/blog/cloud-security-management/ Mon, 29 Jan 2024 14:55:40 +0000 https://tallwave.com/?p=2084 Is cloud security management part of your information technology strategy? It should be. Keep your data safe with these best practices.

The post Cloud security management: Safeguarding your data first appeared on Tallwave.

]]>
Over the past few years marketing and IT teams have been flying high with cloud-based innovations. These servers and software “in the sky” are aimed at improving flexibility, scalability, and efficiency of handling and accessing the data that empowers marketers to make the informed decisions they need to reach their target audiences and provide great consumer experiences. From collecting and storing paid media analytics to scheduling automated campaigns, the cloud seems to be the key fueling your brand’s digital ascent. 

But as you soar amidst the data-driven clouds, a question whispers in the wind: is your data safe?

Enter cloud security management, the vigilant guardian in this digital sky. It’s the framework, the set of tools, the sleepless protector ensuring your prized marketing data navigates the cloud with confidence and integrity.

The cloud security landscape: From seedling to towering tree

Cloud security’s journey began decades ago, as a tiny sapling sprouting from concerns about online data vulnerability. Today, it stands tall as a mighty oak, offering robust solutions across industries. But for marketers and IT teams who rely on high-quality data to drive actionable insight, understanding where you are in this forest is crucial. Are you just planting the seeds of cloud adoption, or do you have sprawling data ecosystems nestled within its branches? Identifying your stage sets the foundation for your cloud security management journey.

Understanding data protection: The roots of secure marketing

The heart of cloud security management is data protection. For many marketing teams, this translates to safeguarding customer information, campaign creatives, and brand-sensitive data. For others, like those who rely on healthcare web analytics data, the roots are even deeper. 

However, cloud security management isn’t without a few thorns. Today’s marketing landscape throws myriad security challenges our way:

  • Evolving threats: Hackers, malware, and data breaches constantly evolve, demanding dynamic, adaptable security measures.
  • Fragmented ecosystems: Multi-cloud environments and third-party integrations multiply data touchpoints, creating a complex security puzzle.
  • Human error: Accidental data leaks or inadequate employee training can unintentionally expose vulnerabilities.

To combat these growing threats, marketing and IT teams might consider an approach with two branches:

1. Data classification and encryption

Prioritize your data, classifying it based on sensitivity and implementing robust encryption measures for high-value information. Secure cloud storage solutions further solidify your digital fortress.

2. Cloud security standards

Adopt industry-standard practices like strong password policies, access controls, and regular security audits. Remember, prevention now is always better than breakfixes later.

So, having acknowledged the critical role of data protection, the question that begs to be asked is: how can we actively implement best practices and tools to build a data sanctuary within the cloud that protects and enables our marketing initiatives?

Best practices for cloud security management: Building your data a secure shelter

Let’s delve deeper and explore the practical tools and best practices marketers and IT teams can leverage to ensure data stays safe in the cloud.

Cloud security monitoring and threat detection

Invest in tools that continuously monitor your cloud environment for suspicious activity and potential threats. Early detection is key to swift and effective containment. Tools can vary by cloud provider. Those using AWS might look to GuardDuty or Amazon Inspector, while those on Azure might consider Microsoft Defender for Cloud or Log Analytics.

Future-proof your environment

Stay ahead of the curve by constantly evaluating and updating your cloud security measures. Remember, the digital landscape is ever-shifting, and so must your defense mechanisms.

Secure cloud storage

Choose reliable cloud storage solutions that offer robust security features, data redundancy, and disaster recovery options. Your marketing data deserves a digital vault, not a cardboard box.

Cloud security policy

Craft a comprehensive cloud security policy that outlines data handling procedures, employee training protocols, and incident response plans. Clear guidelines are your best friend in crisis mode.

Regulations like GDPR and HIPAA add another layer of complexity to the cloud security puzzle. Risk management in cloud security is key, by regularly assessing compliance and actively managing potential risks, you can chart a secure course through the regulatory waters. Other guidelines, like SOC 2 and ISO 27001, provide a roadmap for achieving and maintaining compliance, earning you precious trust and peace of mind.

Embarking on your secure cloud journey

Cloud security management may seem daunting and like a maze of risks and regulations. But remember, you don’t have to navigate it alone. Cloud security solutions abound, offering tools, expertise, and managed services to guide you every step of the way.


At Tallwave, we understand the intricacies of cloud security, especially in the dynamic world of digital marketing. Our team of marketing data strategy experts is ready to equip you with the knowledge, tools, and confidence to conquer the cloud’s highest peaks. Tallwave is just a cloud hop away; we’re here to help when you need us.

The post Cloud security management: Safeguarding your data first appeared on Tallwave.

]]>
Search evolution: The state of SEO in 2024 https://tallwave.com/blog/seo-in-2024/ Mon, 22 Jan 2024 15:22:39 +0000 https://tallwave.com/?p=2071 Preparing for long-term SEO success requires proactive, data-driven, and user-centric approaches in 2024.

The post Search evolution: The state of SEO in 2024 first appeared on Tallwave.

]]>
2023 brought tectonic transformation to SEO. Emerging technologies and the adoption of generative AI upheaved the state of the SERPs, resulting in disruptive and unprecedented volatility. But one thing has held true even as the sands shift around us: SEO is alive and well as we drill into 2024.

The state of SEO in 2024 will bring on  a continuing landslide of coming changes. We anticipate the drifts of digital evolution to show us a relentless and fiercely competitive environment where maintaining visibility and boosting efficiency to drive faster execution of search optimization efforts (and impacts) is increasingly critical. Deeper AI integration into the search experience and continued emphasis on expert-created content will continue to erupt and gain momentum over the coming year. 

However, one bedrock principle remains unaltered: SEO will continue to be an important part of a healthy full-funnel marketing strategy as we navigate into 2024.

SEO in 2024: What SEO trends will have staying power?

While the future of SEO is always evolving, each change creates a layer, just like you’ll see in sedimentary stone. While the foundation stays the same, faults and intrusions can create a changing landscape in nature — just like we see online. Here are some SEO changes from 2023 that will create lasting impacts in 2024.

E-E-A-T remains at the epicenter of SEO

One acronym has served as the ground zero for the SERP seismic shakeup: E-E-A-T.

Google recently upgraded its basic E-A-T guidelines to the more advanced E-E-A-T (experience, expertise, authoritativeness, and trustworthiness) guidelines. We’ve already seen that E-E-A-T will continue to be the line where SEO content strategy and SERP rankings meet as we move forward in the coming year. 

What does E-E-A-T look like in 2024? Consider the following:

  • Experience: While experience is closely tied to the other three elements of E-E-A-T, it emphasizes knowledge gained from real-world experience rather than through ingestion and synthesis of existing information. Consider this example: a skincare company wants an expert article on the benefits of their newest product. They could have a dermatologist or esthetician write the article based on their general knowledge of skin and the impact of certain ingredients. Or, they could invite a skin care professional who has actually recommended the product to their clients and consumers who have actually used the product to contribute to the article. The second approach is an example of prioritizing information informed by real-world experience
  • Expertise: Content can display expertise in many different ways. One of the most impactful is to meet searcher’s needs from an expert perspective. For example, an endocrinologist would have the expertise and insight to write an article about how hormones impact sleep for searchers seeking to conquer insomnia (and an endocrinologist who has actually worked with patients struggling with insomnia would have the experience in addition to the expertise).
  • Authoritativeness: SEO depends on site authority, and you can establish this necessary credibility through backlinks, social media mentions, and even metrics based on on-site user behavior. An authoritative website shows established trust and relevance in the eyes of both users and search engines with accurate and well-researched content, clear navigation, regular updates, and technical stability.
  • Trustworthiness: Technical SEO success can help establish trustworthiness in Google’s eyes, starting with quick load times, HTTPS security, and user-friendly URL structures. It might also come from external links pointing to other credible sources, stating a physical location, and having an accessible Terms and Conditions page.

Helpful Content Update is more than an aftershock in 2024

E-E-A-T might be at the epicenter of SEO, but Google’s Helpful Content Update in 2023 wasn’t just a tremor – it was an eruption, reshaping the SEO landscape with noticeable volatility. 

The chart shows SERP volatility after Google's HCU.
This image shows SERP volatility in September 2023 as Google’s latest Helpful Content Update was released.

In 2024, we’ll see the aftershocks continue in the SERPs, with Google and other search engines emphasizing content that’s not just well-written, but truly helpful, user-centric, and bursting with value. Google will continue to prioritize content that answers searcher’s queries directly and will continue to reward the most effective and user-friendly answers with position-zero placements and featured snippets.

Product reviews in SEO: Digging for trust and transparency

Product-focused websites have a hidden goldmine that will continue to create SEO value in 2024: product reviews. Google algorithms now dig deeper for reviews that gleam with honesty, detail, and user-centric value. Gone are the days of shallow, surface-level assessments or over-the-top influencer endorsements; what Google wants is content that strikes it rich in terms of trustworthiness and transparency.

Building a mountain of trustworthy reviews will be essential for e-commerce sites in 2024. Here are three ways you can leverage reviews for an SEO boost in the coming year:

  1. Mine the depths of authenticity: Let your customers speak for themselves about your products and services. Prioritize showing reviews on product pages and across website content.
  2. Uncover hidden layers of detail: Don’t just skim the surface – highlight reviews that drill down into the product’s functionalities, strengths, and weaknesses, leaving no crevice unexplored.
  3. Incorporate the user’s voice: User-generated content is the volcanic heat that keeps reviews dynamic. Encourage comments, questions, and comparisons on blog posts and through other channels (email, social media) to capture a rich tapestry of perspectives that can be leveraged into site content.

Tapping into product reviews for SEO 2024 isn’t about glittering facades; it’s about unearthing genuine value for users.

Riding the waves of the Search Generative Experience

The surge of AI is swelling, and SGE (search generative experience) is becoming an unstoppable force. These features are like tectonic plates, shifting the landscape of how users find information – and organic search optimization strategies need to adapt.

Here are some things to keep in mind when navigating the SEO shift toward SGE:

  • Speak in your customers’ language: SGE leverages AI to personalize search results based on individual user profiles. To ride this wave, optimize your content for specific user personas and the language they use to ensure clarity and relevance. Consider adapting your content for conversational queries, optimize for long-tail keywords, and ensure mobile-friendliness for conversational AI and voice assistants.
  • Click-through rate: Don’t be surprised if SGE leads to traffic drops. Recent research sheds light on how SGE impacts click-through rates for different content types, and it’s not always pretty. To prepare for the potential impact, analyze search impressions and clicks to tailor your content toward formats and features that resonate with SGE audiences.
  • AI as a guide: Embrace AI not as a competitor or a content copywriter, but as a guide. Consider using AI-powered SEO tools to understand user intent, and optimize headlines and meta descriptions for increased visibility. Humans should take the lead when it comes to strategy and brands should continue to create high-value content for humans — and not algorithms.

Charting rock-solid SEO strategy in 2024

By embracing the changing digital landscape, you can chart your course to organic search victory. Personalized search, visual search, and user experience are surfacing as even more significant SEO factors in the coming year. 

Here’s how you can look around the curve and start charting what’s next based on our 2024 SEO predictions.

Personalize search for individualized online experiences: 

  • Understand your audiences: Research and understand specific user profiles, tailoring content to their unique needs and preferences.
  • Diversify your keyword strategy: Include long-tail keywords and conversational queries that reflect personalized searches.
  • Embrace AI tools: Use semantic analysis and topic modeling to personalize content and optimize for individual intent.

Let visual searches help you scale the pixel peak:

  • Invest in high-quality creative assets: Prioritize professional images, engaging videos, and infographics to capture attention and improve engagement.
  • Optimize image meta descriptions and alt text: Use relevant keywords and concise descriptions to ensure your visuals get seen.
  • Embrace structured data markup: Implement schema markup to help search engines understand the context and content of your visual assets

Prepare for increasing UX emphasis:

  • Conduct user testing: Understand your audience’s pain points and preferences through A/B testing and user surveys.
  • Streamline navigation and layout: Prioritize user-friendly interfaces, intuitive design, and mobile responsiveness.
  • Improve site speed with technical optimizations: Invest in page speed optimization tools and techniques for lightning-fast loading times.

SEO isn’t stagnant. It’s always shifting and evolving, which means there are constant opportunities for actionable steps to improve SERP rankings and visibility. Keeping these considerations top of mind will help you improve search visibility and perceived relevance, increase organic site traffic, and deliver a high-quality website experience from the first pageview.

Ready for what’s next in SEO? We are.

Don’t become a fossil; know that leveraging long-term SEO success requires proactive, data-driven, and user-centric approaches. Tallwave is eager to implement future-forward SEO and digital marketing strategies that will keep you ready for what’s around the corner in 2024 and beyond.  Let’s talk.

The post Search evolution: The state of SEO in 2024 first appeared on Tallwave.

]]>
The analytics evolution: Embracing the power of GA4 metrics https://tallwave.com/blog/ga4-metrics/ Wed, 17 Jan 2024 17:55:47 +0000 https://tallwave.com/?p=2070 See how GA4 metrics capture user engagement and offer more accurate insights than its predecessor.

The post The analytics evolution: Embracing the power of GA4 metrics first appeared on Tallwave.

]]>
Now that we’ve all had a few months of working exclusively within Google Analytics 4 (GA4), it’s worth taking a moment to explicitly define some of the new metrics within the platform and how they compare to Universal Analytics metrics.

As clients and marketers navigate this transition and consider these metrics, understanding their distinct functionalities and how they diverge from their Universal Analytics counterparts becomes paramount for harnessing the true potential of GA4. This is especially true when it comes to metrics related to average duration.

Decoding the differences between Universal Analytics and GA4 metrics

In Universal Analytics (sometimes called GA3), metrics like Average Time on Page and Average Session Duration were widely used to measure user engagement. However, with GA4, there’s a shift in how engagement and user behavior analytics are measured. GA4 introduces Average Engagement Time, which is an entirely different way of measuring user engagement. Let’s compare the differences with the new metrics in GA4.

1. Average Time on Page vs. Average Engagement Time

In Universal Analytics, Average Time on Page measured how long users spent on specific pages. It was calculated by measuring the time between consecutive pageviews, assuming that the last page of a session didn’t require a subsequent view. However, GA4’s Average Engagement Time takes a more nuanced, user-centric approach. This metric assesses the actual time a user actively engages with the page, disregarding instances where the tab loses focus. For instance, if a user switches to another tab or app, GA4 doesn’t consider this time in the calculation, providing a more accurate depiction of user interaction and true engagement duration. Let’s take a look at more examples below:

Average Time on Page (Universal Analytics):

Calculation method:

Utilizes the time between two-page hits to compute the average time on a specific page within a session.

Measurement Scenarios:

  • Sequential Page View Scenario:
    • Scenario: User visits “Page A” for 10 minutes, moves to “Page B” for 25 minutes, and leaves.
    • Calculation: “Page A” registers a time on page of 10 minutes, but with no next page to feed into the model, no time on page data is captured for “Page B.”
  • Interruption In Session Scenario:
    • Scenario: User spends 5 minutes on “Page A,” switches to another site for 5 minutes, then returns to spend 25 minutes on “Page B.”
    • Calculation: “Page A” registers a time on page of 10 minutes, but “Page B” remains unmeasured due to interruption.
  • Bounce Scenario:
    • Scenario: User bounces from “Page A” after spending 30 minutes, with no subsequent page views.
    • Calculation: “Page A” shows no recorded time due to the absence of subsequent page visits.

Average Engagement Time (GA4):

Calculation method:

Measures the average length of time the website remains in focus in the browser, excluding time when the tab loses focus.

Accurate measurement scenarios:

  • Sequential Page Views:
    • Scenario: User spends 10 minutes on “Page A,” then 25 minutes on “Page B.”
    • Calculation: “Page A” registers 10 minutes and “Page B” registers 25 minutes.
  • Interruption in Session:
    • Scenario: User spends 5 minutes on “Page A,” loses focus for 5 minutes, returns to spend 25 minutes on “Page B.”
    • Calculation: “Page A” accounts for 5 minutes, while “Page B” registers 25 minutes.
  • Bounce Scenario:
    • Scenario: User spend 30 minutes on “Page A” then bounces.
    • Calculation: “Page A” registers 30 minutes.

2. Average Session Duration in Universal Analytics vs. GA4

The Average Session Duration in Universal Analytics was a fundamental metric used to gauge overall session length. It calculated the total duration of a session from the first to the last hit, including the time spent on exits or bounces. Conversely, GA4 approaches this with a subtle yet crucial difference. Instead of calculating the entire session time, it focuses on active engagement within the session, excluding periods of inactivity or when the browser tab loses focus. This shift emphasizes active engagement, providing insights that are more indicative of genuine user interest and intent.

3. Implications of transitioning metrics

The transition from Average Time on Page/Average Session Duration to be more focused on Average Engagement Time results in some implications for Marketers who are trying to interpret user behavior. The new methodology in GA4 aligns more closely with actual user engagement, offering a more precise view of user interaction on the website. This transition necessitates a shift in perspective, especially for those accustomed to Universal Analytics metrics. Embracing this change unlocks the potential for more accurate insights into user behavior, ultimately empowering businesses to tailor their content strategies more effectively based on genuine user engagement patterns.

This shift in perspective empowers marketers and businesses to ditch vanity metrics like average pageviews and prioritize meaningful interactions. They can craft targeted campaigns based on engagement patterns, identify conversion pathways hidden in passive metrics, and ultimately, drive growth based on genuine user interest.

So long Universal Analytics, it’s time to embrace GA4 and all that comes with it

As we bid adieu to the familiar metrics of Universal Analytics and embrace the increased customer centricity of GA4, it’s like saying goodbye to an old friend and welcoming a more insightful companion. The shift from both Average Time on Page and Average Session Duration to Average Engagement Time empowers marketers to better understand true user behavior.

By equipping yourself with the right tools and knowledge, you can leverage GA4’s advanced capabilities to gain a deeper understanding of user behavior to uncover hidden conversion paths and personalize experiences for targeted segments. Embracing GA4 and its new measures will also let you prepare for the future of digital analytics with a platform built for flexibility and adaptability. And you don’t have to go at it alone. We’re just a click away and can help you build a meaningful data strategy that enables actionable insight.

The post The analytics evolution: Embracing the power of GA4 metrics first appeared on Tallwave.

]]>
Omnichannel vs. multichannel marketing: Four considerations to upgrade your strategy https://tallwave.com/blog/omnichannel-vs-multichannel/ Mon, 08 Jan 2024 16:24:16 +0000 https://tallwave.com/?p=2064 You might think of multichannel marketing like a single-round sparring session. Omnichannel marketing is more like a multi-round professional prize fight.

The post Omnichannel vs. multichannel marketing: Four considerations to upgrade your strategy first appeared on Tallwave.

]]>
In today’s complex and ever-evolving digital landscape, understanding the nuances and differences between omnichannel and multichannel marketing is essential to providing your customer with a great experience. It’s more than just a battle of the buzzwords; marketers need to understand that omnichannel marketing is the natural evolution of its predecessor, multichannel marketing. 

This isn’t about picking one over the other; it’s about embracing the journey toward a more sophisticated, integrated approach that better meets consumer expectations. We’re talking about a strategy that resonates deeply with today’s customers who crave not just interactions but meaningful, connected, personalized experiences across multiple touchpoints in the channels of their choice. It’s about painting a bigger picture, where every channel tells a part of your brand’s story, cohesively and compellingly.

You might think of multichannel marketing like a single-round sparring session. You make the best use you can of marketing strategies and techniques within a single round (or channel), learning and iterating on the fly without the benefit of insight into how a given sparring partner (consumer) has behaved in other rounds (channels). Omnichannel marketing is more like a multi-round professional prize fight where marketing heavyweights consider their opponents’ moves in each round so that, round to round (or channel to channel), their marketing strikes are strategically choreographed around their expanding knowledge of consumers’ preferences and prior actions.

By the book: Omnichannel vs multichannel marketing

“Omnichannel” and “multichannel” are often mentioned when discussing digital marketing strategies. But there’s not always a clear distinction between the two approaches. Let’s cut through the confusion and clarify what omnichannel marketing and multichannel marketing actually are. 

  • Multichannel marketing refers to using various channels — paid and organic search, social media, email, or even in-store experiences — to engage with customers. It’s about being present and visible in multiple places, but often, these channels operate in silos with strategies that consider the best practices for each individual channel, but don’t connect to touchpoints consumers have with the same brand in different channels at different stages of their journeys.
  • Omnichannel marketing takes a more holistic and customer-centric view. It’s not just about being present on multiple channels; it’s about creating a seamless, integrated experience across all touchpoints that reflects customer preferences and behaviors across channels. Omnichannel commerce ensures that whether a customer interacts with your brand online, through an app, or in a physical store, their experience is consistent and interconnected. An omnichannel marketing strategy ensures that customers receive an experience that’s brand-consistent no matter the channel but personalized to them based on real-time interaction across channels as their behavior evolves, aiding in their decision-making process, and encouraging high-value actions. 

With these definitions and differences in mind, you can put your marketing strategy on the path to omnichannel prizefighter status.

Four ways omnichannel marketing can give your strategy a fighting edge

Exploring the differences and nuances between omnichannel and multichannel marketing isn’t just academic or informative; it serves as a practical guide to aligning your marketing strategy with the evolving expectations of today’s consumers and taking an integrated approach.

There are several ways omnichannel methods can level up your marketing strategy, from focus to flexibility:

1. Focus: Product vs. Consumer

In multichannel marketing, the focus often leans toward the product, service, or brand. Each channel works independently to highlight the offering, sometimes leading to a disjointed customer experience. 

Omnichannel marketing shifts this focus to the customer. The focus is on crafting a narrative around the customer’s needs and preferences, ensuring a unified and engaging experience across all touchpoints. Tallwave embraced a similar holistic methodology in our recent engagement with the Arizona Governor’s Office and AZ OnTrack when we took a customer-centric approach to messaging and channel selection.

2. Integration: Connected vs. siloed

The hallmark of an effective omnichannel strategy is its integrated nature. Unlike multichannel strategies where each channel might operate in a vacuum, omnichannel marketing strives for connection. This integration means data and insights are shared across channels, ensuring that the customer journey is not just multichannel but truly interconnected. 

Consider this example: a customer visits an e-commerce apparel website and visits the product page for a particular top. They even add the top to their cart, but ultimately abandon it before completing the purchase. The abandoned cart and purchase history data is used to trigger retargeting and the consumer sees an ad for that same top later on Facebook. It also triggers an email reminding them of the item in their cart. A few days later, they receive an exclusive promo text with a discount that applies to the time in their cart. In this example, we have a consumer interacting with a brand on three different channels, website, social media, and text. With an omnichannel strategy, every one of these touchpoints reflects the consumer’s preferences (they’re interested in tops), behaviors (they showed interest in a particular top), and journey stage (adding the top to the cart suggests an intent to purchase). Data makes it possible.  

3. Personalization: Tailored vs. generalized

Personalization is the heartbeat of omnichannel marketing. While multichannel marketing can sometimes result in generic messaging across various platforms, omnichannel marketing leverages data from all touchpoints to create a tailored, personalized experience. It’s about understanding the customer’s journey and reflecting that in every interaction at every stage of the funnel

To understand what that looks like in practice, consider the previous example, but this time imagine that the reason the consumer visited the e-commerce apparel website in the first place was that they received a text message announcing the the arrival of a new spring collection triggered by the fact that multiple months had passed since the consumer’s last purchase. And imagine that when they landed on the home page, they were greeted by featured products personalized for them based on past site and purchase behavior. That’s omnichannel marketing at work to create a highly personalized experience powered by an integrated data strategy.

4. Flexibility: Controlled vs. Agile

Omnichannel marketing is inherently more flexible and agile compared to its multichannel counterpart. With the latter, strategies are often rigid, with each channel functioning within its predefined scope and data being collected and housed in channel-specific silos. Omnichannel marketing, however, thrives on adaptability, responding in real-time to changes in customer behavior. 

Consider this last example: a customer visits a software company’s website and reviews two related products on the website. Not finding quite enough information to decide between them, the customer clicks into the website’s chatbot to ask some questions about the two products. Because there’s some complexity to the answers, the chatbot escalates to a live sales rep. Rather than greeting the customer with a “How can I assist you today?” the rep greets the customer by saying they understand the customer has questions about two products, mentioning them by name. And in addition to answering the customer’s questions, the rep highlights the new integrations on one of the product offers with another that the customer purchased several months ago. That’s the power of omnichannel marketing to an exceptionally personalized, integrated, and customer-centric experience in real time.  

Embracing the right approach in your marketing strategy

Embracing omnichannel marketing means you’re not just using multiple channels; you’re masterfully blending them to create a narrative that speaks directly to your customers. It also means you’re reaping the benefits of an omnichannel approach to data and analytics that creates a 360-degree view of the customer, making omnichannel customer experience possible.  It’s a savvy move for any marketer aiming to make a real impact in this digital age. This holistic, customer-centric approach is not just the way forward; it’s the key to unlocking deeper connections and lasting loyalty with your audience. 

Giving your digital strategy a bright future

As we look ahead to the future of digital marketing, the trend is clearly skewing toward more integrated, personalized experiences. Brands that understand and implement omnichannel strategies are poised to build stronger connections with their customers, leading an optimized conversion journey and enhanced brand loyalty.

Whether you choose omnichannel marketing, or want to innovate further with a convergent commerce approach, you should always focus on delivering value to your customers. By understanding the nuances of each approach and aligning them with your business goals and customer expectations, you can create a marketing strategy that not only meets the demands of today’s digital landscape but also sets the foundation for future growth and success. And with a mature data strategy that prioritizes a single source of truth for customer data, you can bring that strategy to life.

And you don’t have to go at it alone. From increasing visibility with future-proof SGE-informed search strategies to embracing data centricity, Tallwave is eager to implement digital marketing strategies that align with your consumers and meet them where they are when they need you most. Let’s talk.

The post Omnichannel vs. multichannel marketing: Four considerations to upgrade your strategy first appeared on Tallwave.

]]>
Tallwave year in review: Creating value, contributing knowledge, and pursuing growth in 2023 https://tallwave.com/blog/2023-year-in-review/ Tue, 26 Dec 2023 17:26:48 +0000 https://tallwave.com/?p=2048 Let’s raise a glass to the past and look ahead to a bright future as we review how a great 2023 set the foundation for an even better 2024.

The post Tallwave year in review: Creating value, contributing knowledge, and pursuing growth in 2023 first appeared on Tallwave.

]]>
As we draw near the close of 2023, our sights are set on the year ahead and in true Tallwave fashion, we’re turning our focus to the challenges and possibilities of a new year. But before we run headlong into 2024, we’re taking a moment to reflect on all we accomplished this year. 

Our incredibly talented teams executed high-value work that made a real impact on our clients’ businesses. The brilliant thought leaders among our ranks contributed knowledge to the benefit of prospective clients, partners, and business leaders of all stripes. And Tallwavers at every level of the organization seized opportunities to learn, develop, and grow, demonstrating that our value of relentless pursuit isn’t just a series of words, but words we live by. In the spirit of honoring auld lang syne (times long past), here are the highlights the Tallwave team will be toasting as we ring in the new year.

Creating value for our clients

Looking back over our work in 2023, data enablement and modernizing the technology and strategies for delivering on customer needs stand out as themes in some of the most ambitious challenges we helped our clients tackle.  

Powering up a customer portal strategy

In 2022, we were engaged by a private, independent energy company with over 35 years of experience in the industry. They’d always been technology-forward thinkers, and their customer connect portal was already a differentiator that set them apart from competitors and contributed to their number one ranking in the industry for customer service. As a tech-forward company, they were planning for ongoing evolution of their portal into a best-in-class solution that continued to meet the needs of their customers. 

After evaluating their portal and making strategic recommendations in late 2022, the stage was set to translate strategy into action in 2023. Over the course of the year, we’ve worked with our client to design, test, and validate a new customer connect portal 3.0 solution, implement a measurement strategy to evaluate the performance of the new portal solution, and provide ongoing analytics maintenance, reporting, and strategic insights for a portal that’s always evolving, improving, and creating value for our client’s customers.

Enabling growth through an upleveled internal asset management strategy

One of our largest, most complex clients, a multinational financial services corporation, enlisted our help to establish the proper team and organizational structure, improve data quality to unlock insights that empower decision making, standardize global policies and procedures, and strengthen relationships that align into the broader enterprise with the right engagement models. These desired outcomes coincided with an increase in demand for internal technology assets, intensifying hardware budget management demands, and the increasingly complex logistics for supporting a global workforce’s technology needs.

They initially engaged us to help them create a playbook of standard operating procedures to drive predictability, agility, and efficiency in servicing employee tech needs. But as we helped them imagine the art of the possible, we set our sights higher, ultimately building a strategy for service automation and digital experiences that work in concert with SOPs and designing an MVP solution and a framework to continually build upon their internal product ecosystem to drive efficiency, scale, accuracy, and predictability. This, in turn, will help our client optimize their internal technology asset investments, reduce risk, and improve the quality of service to colleagues.

Enabling data-driven business processes by translating between business needs and infrastructure parameters

CP Skin Health Group, Inc., a division of Colgate-Palmolive focused on product and service innovation for dermatologists, estheticians, and other skin health professionals, found themselves in a position common among our clients. Rapid growth, including the merging and acquisition of well-established and high-performing brands, led to a fractured data ecosystem. They were leveraging multiple disparate data sources and systems across their business units and many of the processes required for their business relied on manual data entry, which negatively impacted their sales and marketing teams’ ability to operate effectively at scale and created a poor customer experience. They needed a partner to work alongside their Global IT team to create a more unified technology and data infrastructure to serve the needs of the business.

We brought business stakeholders together with their Global IT team to map their data environment, identify and document technical limitations and risks in their data inventory, and define problem statements. As a result of our work, the skin health division and the Global IT team were able to align on a shared data strategy and vision that would pave the way for better support for the skin health division’s business needs and lay the foundation for future data analytics capabilities. This allowed the skin health division’s marketing team to operate more effectively and efficiently and optimized sales processes to deliver better customer experiences and business outcomes.

Bringing a new mobile app to life at the speed of light

Working with one of our development partners, we embarked on a journey to redesign and develop a new mobile application for a national broadband communications provider. The new application required some complex features—like account registration and management, bill pay, service appointment scheduling, and more—that also played high-stakes roles for the customers who would ultimately use them. And the timeline for getting it done was tight. But that’s just the kind of ambitious challenge the Tallwave team thrives on.

We mobilized our wildly talented product design team to quickly develop a digital brand UI kit, UX/UI designs for 3 new complex user flows, front-end code acceleration training, and consultation on UX/UI execution, usability, and accessibility in the span of just a few weeks. The team’s work was a shining example of our ability to deliver great mobile app design at the speed of light without sacrificing our commitment to deliver a great CX for consumers.

A power-packed, end-of-year kickoff for a 2024 product strategy 

We partnered with a new client, an energy management services, procurement, and energy infrastructure development firm, in December to help them define and package their intellectual capital and expertise into an ongoing and scalable data-as-a-service (DaaS) product. Starting our engagement this late in the year, it would have been easy to assume we’d kick off in January. But with a client who shares our bias toward rapid action, we decided there’s no time like the present to get the ball rolling. 

This month, we mobilized our team to head out to the client’s offices in Texas to lead them through a full-day workshop with their senior leadership team to understand the energy ecosystem and value chain and begin to formulate ways to package their unique value to customers. Seizing the moment to begin our work now puts us in a strong position to advance our plans to design, develop, and test the product concept with prospective customers and develop a go-to-market plan that drives immediate adoption upon launch in the new year.

Contributing thought leadership to the industry

The work we did for our clients wasn’t the only way we created value in 2023. Tallwavers showed up as thought leaders, contributing their knowledge and perspectives on hot industry topics like data unification and enablement, conversion rate optimization, and more at industry events and a few of our own. Some standout moments include:

On the physical stage at Brand Innovators

At the Brand Innovators Sports Marketing Upfronts in Scottsdale, Arizona in February, Tallwave Partner, Robert Wallace, had the privilege of moderating a panel session with members of the marketing team from Riddell Sports Group, a leader in high-performance football gear.  

Tallwave Partner Robert Wallace speaks with marketers from Riddell Sports Group.

On the virtual stage at the GDS CX Innovation Summit

Our SVP of Marketing, Jessica Pumo, hit the big screen at the GDS CX Innovation Summit in May, presenting a Masterclass Keynote on bridging the data divide. The topic of overcoming fractured data ecosystems to harness the business power of data resonated so much, she gave a special live encore presentation at our invite-only dinner for current and prospective clients focused on data unification and enablement in August. 

Tallwave's SVP of Marketing, Jessica Pumo, have a keynote presentation at the GDS CX Innovation Summit in May

Spreading the word on the value of CRO

Conversion rate optimization can be an extremely effective strategy for improving conversion rates and maximizing return on investment in traffic-driving marketing. But it requires a highly integrated approach to execute, making it difficult for clients and many other digital agencies to capitalize on. Our Integrated Marketing team brought their knowledge, experience, and expertise to conversion-conscious brands of all kinds in a CRO webinar in May. 

Pursuing personal and professional growth

Our ability to do great work for clients and contribute thought leadership to our industry is fueled by our relentless pursuit of growth. In 2023, Tallwavers fed their brains, expanded their knowledge, and refined their perspectives on a wide range of topics through conferences, events, and other personal and professional development opportunities. Here are two that really blew us away:

Making quality connections at KPMG /Michigan Ross QuantumShift

Tallwave CEO, Jeff Pruitt, had the rare opportunity to attend QuantumShift, an exclusive four-day peer-to-peer learning experience for the top decision-makers of fast-growing private companies. This experience took Jeff out of his day-to-day business environment to share with, learn from, and collaborate with leading CEOs from around the country as well as top professors from the University of Michigan’s world-renowned Stephen M. Ross School of Business. It was a highly impactful experience that allowed him to live our value of thoughtful rigor in a whole new way while embracing the power of human connection.

Having flurries of fun at the Snowflake Data Cloud World Tour

Senior Data Strategist, Brooke Weidenbaker, and Engagement Manager, Rikki Ebenal attended the Snowflake Data Cloud World Tour event in Austin, Texas where they plowed through presentations, demos, and customer breakout sessions celebrating data centricity and came away with new ideas and examples to share with clients as we help them navigate the data maturity curve.

Raising a glass to the past and focusing on the future

Reflecting on all we’ve done, everywhere we’ve been, and everything we’ve accomplished, we’re proud of the year we’ve had. And we’ll be raising a glass in gratitude for the opportunities it’s brought us to learn, grow, and evolve and to help others do the same. It’s been a year worthy of celebration. But when the clock strikes midnight on December 31, our gaze will be squarely focused on the future and all the opportunities that lie ahead to help our clients dream bigger about the growth possible for their brands, discover a path to achieve it, and not just do what it takes to get there, but to constantly strive to do better together.

The post Tallwave year in review: Creating value, contributing knowledge, and pursuing growth in 2023 first appeared on Tallwave.

]]>
It’s never the end: Continuously evolving product improvement https://tallwave.com/blog/continuously-evolving-product-improvement/ Mon, 18 Dec 2023 15:55:33 +0000 https://tallwave.com/?p=2041 The business value of great design: Part 3

The post It’s never the end: Continuously evolving product improvement first appeared on Tallwave.

]]>
About this series: Great products are built using good problem-solving, and the best way to solve problems is to define needs and then meet them in every user interaction. Alignment across teams and channels ensures that expectations are set correctly and delivered on effectively at every stage of the user journey. Great design starts way back at defining the problem and extends through the entire product lifecycle, continuing long after launch and into the ongoing iterations of product development. Great design is a cornerstone for great products, driving great business, and creating opportunity. Read on to learn how ongoing iteration and innovation in the product design process makes great product design and the business value it creates sustainable. If you missed the first two installments, be sure to check out the other blogs in our series: 

The design journey continues post-launch

Embarking on a successful product launch is a journey that requires planning, strategic collaboration, and continuous improvement. Crafting an effective launch strategy is the foundation, involving comprehensive market research, targeted messaging, and utilizing diverse marketing channels to build awareness and demand. Integrating a motivated and informed team becomes paramount as the launch unfolds, fostering a collaborative environment where each member contributes to the product’s success. Post-launch, the journey doesn’t end; it transforms into a dynamic cycle of continuous improvement. User feedback emerges as a guiding force, steering the development team toward iterative enhancements that align with evolving user needs. The importance of great design in this phase cannot be overstated, as design systems, seamless handoffs, and branding alignment contribute to a visually cohesive and engaging user experience. 

Crafting effective launch strategies for product success

Launching a new product is challenging and the foundation for success is laid in the earliest stages of product development with a well-thought-out strategy centered around a clear and strong problem statement. That problem statement should provide connective tissue through the product development process and into planning for the product launch, including product positioning and go-to-marketing messaging. Ensuring that your product strategy as a whole is driven by a clear problem statement will help ensure consistency and alignment at every stage of the product journey. Additionally, you must leverage the right mix of marketing channels based on your target audience’s preferences and behaviors, such as social media, email, and influencers. This ensures a broad reach and sustained interest leading up to the launch. This comprehensive approach creates excitement and establishes a strong foundation for the product’s success in the market.

An effective internal launch paves the way for a successful external launch. Creating buzz and anticipation across your cross-functional team is a crucial aspect of a successful product launch. A cohesive team that is well-informed and motivated can significantly impact the outcome. Communication is key; share the vision, goals, and milestones with your team to foster a sense of unity and purpose. This will ensure that a single vision will be promoted across the team and translate seamlessly into the customer experience. When every person on the team knows how the pitch will go, they can all use their collective resources to lean into launch.

Allowing team members to contribute their unique perspectives by encouraging open dialogue and idea-sharing is also important as you consider external launch. By involving everyone in the process, from marketing and sales to product development, you harness the collective energy and expertise of your team. This collaborative approach not only generates creative ideas, but also ensures that everyone is aligned and committed to the launch’s success. Crafting an effective internal and external launch strategy is a dynamic process that requires adaptability and ongoing assessment to ensure the success of your product in the ever-evolving market.

Driving iteration with user feedback in the continuous improvement process

As a new product is launched to the market, it’s easy to assume that’s where the product team’s job ends and the marketing team’s job begins. But in truth, product launch is a phase that should bring these teams even closer together to bring the product to market while closing the feedback loop to drive continuous product improvement. Following launch, monitoring the performance of the product and features is paramount. This holistic approach to performance evaluation provides valuable insights into customer preferences and behavior. Utilize analytics tools to track key metrics, such as user engagement, conversion rates, and customer feedback. By analyzing the broader landscape, you can adapt your strategies and address any issues that may arise swiftly. 

Continuous improvement is a cornerstone of long-term success, and by keeping a close eye on performance metrics, you can make data-driven decisions to refine your product and marketing strategies for sustained growth. Regular updates and releases based on user insights not only demonstrate responsiveness to customer needs but also foster a sense of trust and loyalty. This iterative approach transforms the product development process into a dynamic, user-centric journey, where each iteration builds upon the last, leading to a more refined and valuable end product.

The role of design in continuous improvement strategies

Great design plays a critical role in driving iteration and responding to user feedback effectively. Design systems provide a framework for consistency, enabling seamless integration of new features while maintaining a cohesive user experience. Additionally, well-managed handoffs between design and development teams streamline the implementation of design changes, reducing friction and accelerating the iteration process. Aligning branding elements across marketing channels and into the product will ensure user expectations are met at every turn. During iterations, a holistic approach to design, design systems, handoffs, and branding alignment ensures that the process is not only efficient but also results in a cohesive and engaging user experience.

Product success factors and the pursuit of excellence

In the ongoing journey of product development, launch is never the end; it’s the beginning and it launches the team into a cycle of perpetual refinement. Our products can exceed audiences’ expectations by embracing user feedback and integrating it into the continuous improvement process. The collaborative spirit within teams and the strategic planning behind launches form the basis of success. Throughout this dynamic journey, it’s important to celebrate the milestones achieved, learn from the challenges faced, and remain committed to the pursuit of innovation. The combination of effective launch strategies, user needs-driven iteration, and thoughtful design ensures that  products stay relevant and evolve into solutions that resonate deeply with users. Here’s to the continuous pursuit of excellence in product development and the exciting possibilities that lie ahead on this ever-evolving path of innovation.

Are you ready to pursue product design excellence with a team that understands cross-functional teams and embraces continuous innovation? We are. Let’s talk.

The post It’s never the end: Continuously evolving product improvement first appeared on Tallwave.

]]>
Unlocking success: The impact of collaborative product development https://tallwave.com/blog/collaborative-product-design/ Mon, 11 Dec 2023 18:10:34 +0000 https://tallwave.com/?p=2038 The business value of great design: Part 2

The post Unlocking success: The impact of collaborative product development first appeared on Tallwave.

]]>
About this series: Great products are not just about great functionality, pretty graphics, or even revenue. Great products are about solving problems for the people who use them so well that they return again and again. It’s easy to miss the needs those humans have when focusing on the individual components from a specific (and inherently limited) perspective. Each department in your business sees a different part of the story and a different way that customers engage with products. As we continue to explore the business value of great design, remember that only the BEST problem statements deliver the best designs. And when it comes to delivering the best problem statements, cross-functional teams have the advantage. Let’s unlock the potential of great design as the ultimate path to great business and how cross functionality advances it.

See the first installment of our three-part series here: Define the problem, not the solution.

What happens when teams align?

Design excellence requires more than individual brilliance; it demands diverse talents and perspectives. Digital products today are so easy to build that great digital products must shine brighter than most, which means solutions must be sourced from across the business landscape and not just from one person or team. Collaboration is pivotal for exceptional design and each player has a vital role toward innovation in product development and customer experience. 

There is power that arises when different disciplines converge, contributing their unique insights to sculpt a solution and then align on building that experience together. Let’s look at the magic that happens when teams align for collaborative product development.

Introduction to cross-functional teamwork

The concept of cross-functional teamwork is easy to grasp; when more perspectives are available, there should be fewer gaps during design and build. Executing well on a cross-functional team, however, can be incredibly challenging and depends on many factors, including leadership, organizational structure, time and talent available, and individual personalities. Much of the challenge of effective teamwork in general is alignment. It can be difficult for a company to work toward a single strategic goal if one team is doing something radically different. Cross-functional teams have a distinct advantage in this situation as they can draw on team members’ experiences from various disciplines to move toward a singular goal. Collaborative product development enhances efficiency and becomes a cornerstone for cultivating a culture of creativity and adaptability within an organization.

When companies organize by customer experience or mission rather than by feature or technology stack, there is a lot of opportunity to build cross-functional teams with shared goals. This strategic approach allows a customer outcome to be analyzed and improved from various perspectives, unlocking gaps or opportunities that might have otherwise been missed. Think about a customer that is signing up for a new software product. In that single customer experience, they will likely encounter the general marketing of the company and the product itself, as well as welcome emails, onboarding tutorials, and probably a community of users, not to mention new targeted social media ads. In a cross-functional team, there are a lot fewer gaps than if different team members handle each of those customer touch points. 

Building cross-functional teams

At the heart of building effective cross-functional teams lies the intentional structure of diverse skill sets to propel creative problem-solving. That doesn’t mean that all skill sets are required all the time. Building a cross-functional team is as much about communication and timing around when and how skill sets are brought together. Understanding how and when to bring team members in and out of the conversation (with the right amount of context and background) is a skill that each organization must build and refine. 

As we shared in the first part of this series, great design starts with a strong problem statement. But problem statement development can also be the starting point for effective cross-functional collaboration.  Sharing qualitative and quantitative UX research results across a diverse team to build a great problem statement will ensure that the right team members are being consulted for the cross-functional team to create the best customer experience to solve that problem. It’s useful to bring various stakeholders together during a solutioning conversation, essentially beginning with the ‘entire’ team to get perspectives on the customer experience and potential solutions. It might seem like a design or marketing team is all that’s needed in this ideation stage, but it’s incredibly valuable to bring varying perspectives in at this point. After that, it’s more useful to think of all of those participants as stakeholders who need to be ‘informed,’ but the responsibility will shift from department to department as the development progresses. 

As in the example above, there are various customer touchpoints that different teams might own, but all of the stakeholders involved need to be informed each step of the way in order to ensure a cohesive customer experience. For example, when the marketing website for a new product is being launched, the product design team needs to ensure that the expectations set on the marketing website reflect the realities of the final product. Similarly, the customer success team needs to ensure they aren’t asking customers for information they’ve already provided via the marketing website or other pre-sales activity. By keeping these cross-functional team members informed, they can hold each other accountable for gaps, missed opportunities or missed expectations throughout the customer experience.

We know a thing or two about communication across teams. Learn more about how Tallwave builds bridges between business and technology.

Critical information for critical stakeholders

Cross-functional teamwork is vital to the success of a good product but that doesn’t mean that each stakeholder must be present for each conversation. Being efficient when sharing critical information can really elevate the communication across team members. Documentation and communication needs to go beyond live, collaborative communication to consider how to effectively institutionalize critical information in a way that contextualizes it for different stakeholders while driving alignment to an overarching vision and topline business goals. These versatile communications become more than just documents or “updates;” they evolve into powerful tools that communicate a unified vision, fostering cohesion and alignment among teams and organizations. A well-built roadmap is an excellent example of a flexible communication strategy that can share the most critical information to a variety of stakeholders. When presenting to leadership, the roadmap can be collapsed to only show the highest level strategy and initiatives. As conversation is required and/or different stakeholders are included, the roadmap can be expanded to show various tasks and strategies that will come together to deliver the initiatives. Leveraging communication tools that can adapt to the intended audience is a valuable way to keep communication up to date across team members.

Summing it up: Embrace a collaborative process

Creating and fostering a strong cross-functional and collaborative culture may not be the most obvious enabler to exceptional product design. But the impact of driving diverse perspectives into the product design process is key to unlocking its full business value. It can be difficult to create a highly collaborative environment, particularly when time is tight, the strategic importance of collaboration isn’t clear, and organizational silos get in the way. Enlisting the help of a neutral third party can be an effective way to broker buy-in on the value of strong cross-functional collaboration, align priorities across different teams and departments, and challenge historical organizational silos. Beyond the product design strategy and execution support we provide to our clients, we often find that the role we play in uniting cross-functional teams behind a common goal and achieving a shared point of view is equally valuable. 

Are you ready to embrace a cross-functional and collaborative design process led by a strategic partner? Tallwave is ready to get to work and help your organization excel. Let’s talk.

The post Unlocking success: The impact of collaborative product development first appeared on Tallwave.

]]>
UX design: Define the problem, not the solution https://tallwave.com/blog/define-the-problem/ Mon, 04 Dec 2023 17:12:38 +0000 https://tallwave.com/?p=2013 The business value of great design: Part 1

The post UX design: Define the problem, not the solution first appeared on Tallwave.

]]>
About this series: In the fast-paced business world, it’s all too common to hear about companies striving to become “product-led” and chasing after metrics like velocity and conversion rates. While these numbers undoubtedly hold significance, they often overshadow the underlying force that drives the success of great products: design. Design is not just about aesthetics; it’s about understanding your customers, empathizing with their needs, and crafting solutions that meet and exceed their expectations. In this exciting three-part blog series, we will dive deep into the realm of design and design strategy and its pivotal role in achieving business goals. Let’s unlock the potential of great design as the ultimate path to great business.

Understanding the cornerstones of great product design

In the ever-evolving landscape of product design, success hinges on the ability to navigate a maze of user needs and expectations. Understanding the need at hand and then defining the actual problem is a crucial first step that can make or break the entire journey. You might have a fantastic idea for a product but if you aren’t drilling down to the true problem that this product is solving, then you aren’t going to be able to truly satisfy customers. This design stage uncovers true pain points for customers to ensure your product is solving the right problem and a real problem. Understanding user needs and defining the problem are cornerstones of successful products, ultimately paving the way for continually high business value.

Empathy: The heart of a user’s needs

User needs are the foundation of good design, placing the customer at the very heart of the product development process.  It’s imperative to empathize with users’ unique experiences, desires, and pain points when creating designs that resonate. User needs specific to a problem serve as a constant reminder that humans (specifically users) are at the core of the design process. By placing the human at the center of design, user needs act as constant reminders that the end goal is not just a product but a solution that addresses real-life challenges.

Moving from good to great design requires more than just a surface-level understanding of desired functionality. It requires a combination of both qualitative and quantitative UX research techniques that delve deep into user needs. First, quantitative UX research methods provide a structured and data-driven approach to learning about user behavior and preferences. Understanding the numerical data and statistical analysis can help you quantify user interactions, preferences, and performance. Surveys, questionnaires, A/B testing, and analytics tools are common examples of quantitative research techniques. Teams don’t need to use all of them every time, but carefully selecting a combination of methods will bring some helpful data to the surface as you assess user needs. These methods allow for the identification of patterns and trends, enabling UX researchers to create informed hypotheses about user needs. Quantitative research complements qualitative research by offering a more objective and measurable perspective, providing the necessary data to think through problems and have support for business decisions.

Qualitative user experience research methods provide valuable insights into the intricacies of user behavior, emotions, and perceptions. These methods delve deep into the more nuanced and harder to quantify psychological aspects of user interactions, aiming to understand what users do and why they do it. Qualitative research techniques, such as in-depth interviews, usability testing, and ethnographic studies, offer a way to channel the individual perspectives and experiences of users. Open-ended questions and real-time observations can help researchers uncover users’ needs, pain points, and desires, shedding light on the nuances that quantitative data often cannot capture. Qualitative research is an indispensable tool for human-centered design, enabling designers and businesses to truly understand user needs on a deeper level.

User needs are the baseline of effective design and encapsulate the essence of what the user truly desires and values. Before jumping to solutions or pixels, design teams must first empathize with their target audience, truly understanding their hopes, aspirations, and pain points. Taking the time to crystallize the human-focused needs and desires of the users ensures that every design decision is rooted in empathy and a genuine desire to enhance the user experience. Businesses that research, prioritize, and build products for these needs are not only better equipped to stay competitive in an ever-changing market but also to forge lasting, meaningful connections with their customers.

We know a thing or two about consumer values. Check out our post on the new persona playbook.

Crafting the perfect product design problem statement

With a solid understanding of user needs in hand, next up is crafting a clear problem statement to fuel product creation. A well-defined problem statement encapsulates the precise challenge that needs to be addressed, serving as instructions for design teams. Outlining the problem’s scope and context ensures that the design effort remains aligned with the customers’ real pain points and needs, allowing for a solution that truly resonates with them. This clarity and alignment fosters creativity and innovation in finding the optimal solution. It ensures that the entire team is headed in one direction, toward solving one problem. A well-crafted problem statement that is based on solid UX research guides the design process toward an excellent customer experience.

When thinking about the parts of a perfect problem statement, you must consider the person as well as the problem. This might be a problem that only a certain type of person has or a problem that lots of people have but only at specific moments in their lives. The person in the middle of the problem is just as important as the problem itself and cannot be separated from the problem statement. In addition to the who, problem statements must also consider the why but without the how. When the right amount of research has been done, there should be no trouble succinctly explaining for whom the problem exists and why. As the team sets out to create a solution for this problem, user needs and problem statements come into play. The goal is to reach an actionable problem statement that defines for whom you’re  building the product or feature and why.

The positive impact of a clear problem statement reverberates through the entire business ecosystem. First and foremost, it reduces the risk of costly missteps in product creation. By defining the problem clearly, teams can avoid the pitfall of investing time and resources into solutions that do not address the root issues. It ensures that design efforts are aligned with the actual needs and pain points of the target audience and that the team is setting out to solve for the user and their why. As a result, products are more likely to resonate with and create value for users, leading to enhanced customer satisfaction, loyalty, and advocacy. A great problem statement empowers businesses to differentiate themselves in the market, gain a competitive edge, and drive sustainable growth. In sum, a clear problem statement acts as the catalyst for great design, and when design excels, so does business.

Wrapping Up: Great design, greater user experience

In the realm of product design and business success, two critical elements stand out as paramount: crafting well-defined user needs statements and clear problem statements. These statements act as the guiding light that illuminates the path to exceptional design and, in turn, outstanding business performance. User needs statements distill the essence of what customers truly value, enabling design teams to create products that resonate, cultivate customer loyalty, and fuel lasting trust. Clear problem statements also serve as a map for design, defining the challenge, scope, and objectives. They streamline decision-making, stimulate innovation, and ensure that design efforts align with real customer needs, ultimately reducing the risk of costly errors. The result is a positive ripple effect that enhances customer satisfaction, differentiation in the market, and sustainable business growth. In sum, these foundational statements are the key to unlocking the synergy between great design and great business.

Are you ready to embrace great design and improve customer experiences? We’re all ears. Let’s talk about your next project. And there’s more on the way; stay tuned for the second installment of this series! We’ll delve into how collaboration leads to the best design outcomes.

The post UX design: Define the problem, not the solution first appeared on Tallwave.

]]>
Data-centricity: Takeaways from the Snowflake Data Cloud World Tour  https://tallwave.com/blog/data-centricity-takeaways-from-the-snowflake-data-cloud-world-tour/ Mon, 20 Nov 2023 19:34:53 +0000 https://tallwave.com/?p=1997 The cold, hard truth is undeniable: Just like an iceberg, data centricity goes much deeper than meets the eye. Learn more from data experts at Tallwave.

The post Data-centricity: Takeaways from the Snowflake Data Cloud World Tour  first appeared on Tallwave.

]]>
We recently had the privilege of attending the Snowflake Data Cloud World Tour event in Austin, Texas. It was a full day of presentations, demos, and customer breakout sessions dedicated to discussing the technical and cultural challenges that organizations face as they strive to become more data-driven. Industry leaders who have harnessed the power of Snowflake’s data processing technologies and platform experts convened to shed light on the evolving landscape of data utilization and the critical need for businesses to adapt.

In today’s business environment, where access to data has reached unprecedented levels, success hinges not on the sheer volume of data you have access to but on how effectively you can leverage it to make informed decisions on an ongoing basis. In fact, research by Mckinsey & Company found that insight-driven companies report above-market growth and EBITDA (earnings before interest, taxes, depreciation, and amortization) increases of up to 25%.

Our most significant takeaway from the event was the pervasive sense of urgency, coupled with encouragement, that resonated throughout the sessions we attended. In the fast-paced world of business, staying ahead of the curve is imperative. The lifeblood of modern organizations is data, and if your company hasn’t already placed your first-party data at the forefront of your decision-making process, you risk falling behind. While it’s one thing for decision-makers to prioritize data, it’s another to instill a data-centric culture throughout your entire organization.

During the event, heard from business leaders who recounted their early efforts to get their data houses in order. Some of these efforts date back to 2017 and 2018 when these visionaries recognized the transformative power of data and embarked on a strategic journey. Fast forward, as 2024 approaches, data isn’t merely a choice—it’s a necessity. If your organization hasn’t embraced a data-centric approach yet, the time to dive in is now.

Right after returning from the event, we received a timely report from Experian Research, focusing on the “Data Quality Revolution.” The message was crystal clear: if your business isn’t placing a strong emphasis on access to high-quality data, you should be, and the time to act is now. Continue reading as we explore the key takeaways from both the Snowflake event and the complementary Experian report.

The shift towards data-centricity: Where we stand

In the realm of data-driven decision-making, businesses are no longer tentatively testing the waters; they’re taking a deep dive. As highlighted in the Experian research report, “Over a third of business leaders say that better and faster decisions using data is a top priority to respond to market pressures. A continuous influx of accurate data enables team members—technical or not—to act with confidence. This is a claim that we see year after year and is vital in a market that is moving faster than ever.” 

This sentiment echoes the progressive strides made by forward-thinking companies showcased at the Snowflake event. For instance, the Senior Director of Data Architecture, Engineering, and Platforms at a Fortune 500 athletic retailer shared insights into their innovative use of real-time data. By monitoring inventory levels and analyzing optimal pricing strategies in real-time, they’ve effectively maximized space utilization and ensured optimal profitability without compromising margins. This sophisticated approach underscores how organizations at advanced stages of data maturity leverage their data reservoirs to tackle genuine business challenges. Experian defines data maturity as “the extent to which your business can collect valuable data, derive meaning from it, and leverage this information in the decision-making process.” 

Successful companies are often able to point to a mature data strategy that is disseminated throughout the organization that lends them a competitive edge. Consider Netflix or Amazon, for example. Both companies utilize their data to personalize content and provide product recommendations that increase customer satisfaction and ultimately drive greater customer engagement, retention, and overall revenue. 

However, this level of sophistication isn’t universal. For numerous organizations, the journey along the data maturity curve is just beginning. Bridging the gap between recognizing the potential of data-centricity and effectively implementing it remains a common challenge encountered across various industries.

A graph going the data maturity curve

The challenges: Technical and cultural hurdles

One of the key challenges emphasized at the event was the demand for tools that can expedite the transition to data-centricity without subjecting organizations to extended development timelines. In today’s fast-paced business landscape, waiting months for development to design and implement complex systems is simply not feasible and leads to frustration throughout the organization. 

What businesses need are solutions that are agile, efficient, and user-friendly. Experian “[s]urveyed businesses are looking at their technology to plan for scaling, expanding, and innovating data quality initiatives including easy-to-use tools for business users (50%).”  The emphasis on user-friendly tools highlights a critical aspect of overcoming technical hurdles—providing accessible platforms that empower business users, regardless of their technical backgrounds, to harness the full potential of data, ensuring that the journey towards data-centricity is smooth and collaborative.

Learn more about building bridges between business and technology.

Embracing the potential, feeling the pain

Many organizations now find themselves at a crossroads—they’re acutely aware of the immense potential that a data-centric approach offers, but they are equally familiar with the growing pains that accompany this transformative journey. The heightened awareness of the benefits is juxtaposed with the acknowledgment of the challenges. This duality can be both motivating and overwhelming. The Experian research report echoes this sentiment, revealing a profound truth: “Year after year, we find that data investment equates to business growth. Our study shows that 95% of super performers—these high-achieving and data-mature leaders—believe that data quality is fundamental to business operations going forward.”

This statistic underscores the critical importance of data quality in the contemporary business landscape. It’s not merely a matter of investing in data; it’s about investing in high-quality, accurate data that can fuel informed decision-making and drive business growth. The realization that data quality is intrinsically linked to future success is a powerful motivator for organizations navigating the complexities of the data-centric journey. It signifies a shift in mindset from viewing data as a mere asset to recognizing it as a cornerstone upon which robust business operations are built.

While the challenges are palpable, so are the rewards. Embracing the potential of a data-driven approach means not only understanding the significance of data quality, but also taking proactive steps to address it. As organizations grapple with the intricacies of data utilization, this awareness becomes a guiding light, illuminating the path toward transformative change. By investing in data quality, businesses not only mitigate risks but also position themselves for sustained growth and innovation.

In this landscape of shifting paradigms, Tallwave stands as a strategic partner, ready to navigate the complexities of the data revolution alongside your organization. We offer tailored solutions designed to guide you and your teams to think through what data matters to your organization and build a culture that ensures your business is not just prepared for the future but actively shaping it. Let’s embark on this transformative journey together—where challenges become opportunities and data becomes the cornerstone of your success.

Tallwave: Your partner in the data journey

If your organization is ready to embark on the journey of embracing data-centricity but you’re uncertain about where to start, Tallwave is here to provide expert guidance. We know the intricacies of this transformation, offering expertise in both technical solutions and cultural adaptations across various teams in your organization. Our approach is tailored to your specific needs, ensuring a seamless integration of data-centric practices into your existing framework.

Ready to make the shift?

Don’t wait until you’re left further behind—take action now. Discover the business benefits, navigate the challenges, and transform your data potential into tangible results. Your journey toward a data-centric future starts today. We’re ready to lead the way.

The post Data-centricity: Takeaways from the Snowflake Data Cloud World Tour  first appeared on Tallwave.

]]>
Convergent commerce: Going beyond omnichannel retail this shopping season https://tallwave.com/blog/convergent-commerce-goes-beyond/ Mon, 13 Nov 2023 15:52:21 +0000 https://tallwave.com/?p=1988 See how brands can ring in the holiday season with a friction-free, customer-centric experience.

The post Convergent commerce: Going beyond omnichannel retail this shopping season first appeared on Tallwave.

]]>
The holiday season is just around the corner, and that means Black Friday, Cyber Monday, and the annual avalanche of gifts, deals, and shopping sprees is practically upon us. It’s that time of year when consumers embark on an epic quest to find the perfect presents and snag the best bargains. But for frenzied holiday shoppers, a poor shopping experience goes over about as well as coal in the stocking. 

While overall holiday spending is expected to stay relatively flat with last year, shoppers are expected to purchase fewer gifts to balance the effects of inflation. That means retailers are likely competing for fewer total purchases. At a time when cost consciousness is high and consumer loyalty is low, brands that can offer consumers a friction-free, customer-centric experience all tied up with a bow will be the winners this holiday shopping season. 

Let’s delve into the latest shopping trends, highlight some common shopping experience pitfalls, and provide valuable recommendations to ensure a seamless and enjoyable holiday shopping experience for your customers that puts your brand on the nice list.

Macro Trend: What is convergent commerce?

Shopping has become an increasingly multi-channel experience, blurring the lines between digital and physical shopping experiences. While data suggested that preference for online retail was waning heading into 2023, e-commerce is expected to be a major channel for holiday spending with over 60% of consumers planning to do at least 40% of their shopping in that channel. But with channels evolving and new channels emerging, channel preferences get increasingly difficult to predict. It also makes the notion of omni-channel retail where a seamless shopping experience across several channels a less desirable goal. 

Consumers are less interested in retailers creating curated multi-channel experiences and more interested in climbing into the driver’s seat themselves. Consumers want an anytime, anywhere commerce experience where they call the shots and execute their shopping activities—from browsing products on live streams to comparing prices across brand apps and AI-powered search, checking items in person for quality, ordering online to ship directly to gift recipients and everything between—wherever they want, whenever they want based on their changing preferences. That’s convergent commerce. It’s a shift from an experience that offers optionality (online vs. in-store) with parity, to frictionless fluidity. 

If that sounds like a tall order, that’s because it is. Shifting from either/or considerations for the retail channels you engage in to activating across multiple channels at once in an integrated and seamless way requires considerable thoughtfulness. Convergent commerce relies on a data-informed (and frequently validated) understanding of what your customers value and their shopping preferences, strong data quality management, and a commitment to breaking down silos across teams, technology stacks, decision-making processes, virtually every facet of your business.

But it’s also a tremendous opportunity to create a consumer experience that’s truly differentiated. Consumers aren’t looking for more of the same; they want experiences that are uniquely tailored to them. And for brands that embrace the concept of convergent commerce, a powerfully divergent experience that sets them apart from competitors can be the reward. 

Micro Trends: Delivering a better customer experience now

According to the National Retail Federation, this holiday shopping season is already underway with over 40% of consumers reporting they planned to begin their holiday shopping in October or earlier. That means today’s consumers can’t wait for your brand’s future convergent commerce strategies to take shape. And brands can’t let perfect be the enemy of progress when it comes to making this year’s shopping experience the best it can be. So what can brands do to better meet the needs of holiday shoppers right now? Reflecting on my own shopping experience, there may be more opportunities for quick wins than many retailers realize.

As both a holiday gift giver and receiver, my shopping considerations are the same as a lot of other holiday shoppers this season. Even though I regularly start my shopping before November, I’m always short on time. So convenience is key for me and online shopping is a great fit. I want to give gifts that feel personal and thoughtful, but with family all over the country, I’m concerned about the costs and potential delays of shipping. So like 55% of Americans who will buy at least one gift card this holiday season, experiential gifts in the form of gift cards, passes, tickets, etc. are high on my list. In what will be the dominant shopping channel (online) focusing on items that are subject to fewer inventory, stocking, and supply chain disruptions than a lot of other gift categories (gift cards), my shopping experiences have included a surprising amount of friction. So my gift to you is three ways you can ensure the holiday shopping experiences you’re serving up don’t leave consumers with a “bah humbug” feeling:

Consider the End-to-End Experience Gifting Experience

The actual purchase is only half the journey, but the gifting experience begins and ends outside the shopping cart. From the ability to effectively manage an influx of traffic from holiday browsers to ensuring gifts can easily be returned or exchanged, brands must consider the end-to-end experience to eliminate friction for both gift buyers and recipients. 

There have definitely been times in my own shopping experiences where a slow, laggy, friction-filled experience has driven me to abandon ship. In fact, this year I’ve begun using the app released by one of my favorite body care retailers. I’m a bargain hunter, but I’m not great about remembering to use my coupons before they expire. I was drawn into the app by the wallet and loyalty points features that keep track of both and give me anytime, anywhere access to them right from my phone. I could shop from the app, but I like to be able to “smell before I buy” when it comes to body products and using the “pick up in store” feature allows me to browse only the inventory I can actually test in the store. Unfortunately, the popup for selecting a store by zip code or my current location just spins. This has been the case up to the time of writing this post despite multiple app updates. So I’ve got two choices when faced with this friction: I can abandon the app and move to the website in hopes of a better experience or I can say “Scrooge it” and move onto something else. 

If you want to avoid turning gift givers and recipients into Grinches here are some tips for ensuring your delivering a gifting experience that sleighs from the first mile to the last:

  • Get your website traffic-ready: There’s nothing more frustrating than a website that takes forever to load. Consumers have zero patience during the holiday rush. A slow website will send them searching for alternatives so your website should be a well-oiled machine. Test its loading speed, ensure mobile-friendliness, and fix any broken links or errors. A smooth online journey will make customers stay and shop. 
  • Take deals directly to customers: Utilize customer data to provide personalized recommendations and offers. Making your customers feel special by proactively showing them that you understand their needs and preferences will help bring them to you.
  • Offer clear and flexible pickup and returns: With consumers moving between physical and digital channels across the customer journey, offering clarity around return policies and flexible pickup and return options will better allow you to meet customers in their channels of choice. Offer the option for customers to order online and pick up items in-store or return online purchases at your physical location for maximum convenience.
  • Have strong support standing by: The holiday season means long hours for your customer support team. Failing to respond promptly to inquiries or complaints can lead to disgruntled customers who won’t hesitate to share their grievances on social media. Implement chatbots, and set up a system for addressing inquiries and complaints promptly. Social media monitoring can help you spot and address issues early.

Make conversion dead simple

Optimizing high-value actions like purchases to the fullest extent means thinking beyond the point-of-purchase mechanics of your e-commerce platform to other experiential elements. Using language within the purchase experience that makes sense to consumers, providing the information consumers need to solidify buying decisions, making relevant payment options easy to use, and ensuring parity of experience across device types can make or break the buying experience. 

I was recently on the website for my favorite purveyor of chocolates with the goal of building a custom box of chocolates and I found myself getting tripped up at key points in the experience. After selecting the size and type of box I wanted to fill, it was time to select my candies. I specifically wanted dark chocolate and was surprised that there didn’t appear to be any search filters on the page; there was just a typical-looking search bar with “Search for flavors” as the hint text and a magnifying glass at the right edge of the box. I scrolled around the site to make sure the filters weren’t just oddly placed and after finding none, I begrudgingly opted to use the search. As I clicked into the box to search the word, “dark,” I discovered that what was designed to look like a typical search bar was actually a drop-down set of filters, which included a filter for dark chocolate. I proceeded to fill my box and initiated the checkout process and got all the way to the payment screen—the final conversion point—before realizing there was no option to select a store for pickup. At no point in the process did I have an option to choose a fulfillment option other than shipping (which also had a cost). Ultimately, I abandoned my cart after the experience left me with a bad taste in my mouth. 

Here are a few tips for ensuring your conversion experience is as sweet as a box of chocolates:

  • Simplify checkout processes: Your customers are looking for a seamless shopping experience, not a labyrinth of forms and confusing steps during checkout. So your checkout process should be as easy. Offer guest checkout options that prioritize speed and simplicity, enable auto-fill features, and provide multiple payment options. Simplify the process, and you’ll see a boost in completed purchases.
  • Avoid hidden fees and charges: Shoppers hate surprises, especially when it involves extra costs at checkout. Display all costs clearly and be upfront about shipping fees, taxes, and any other charges. A transparent pricing strategy builds trust and encourages purchases.
  • Reduce the pain of out-of-stock items: Nothing’s worse than finding the perfect gift only to discover it’s out of stock, so it’s critical to stay on top of your inventory. Ensure your inventory management software is equipped to prevent overselling, notify customers promptly if a product is out of stock, and suggest similar items to keep them engaged.

Consider people and process

Successful convergent commerce experiences require a seamless transition from one channel to the next. That means that the people and processes underpinning the in-store experience need to be equipped with the tools, training, policies, etc. needed to support customers who began their shopping journey in a digital channel (and vice versa). 

I was gifted a digital gift card to one of my favorite restaurants. Because I have three kids, I tend to opt for take-out and delivery more than in-restaurant dining, and I was looking forward to redeeming my gift card for dinner after a particularly hectic day. However, I discovered I wasn’t able to redeem the gift card on my favorite food delivery app or the restaurant’s website. I had to call in and have them run the gift card over the phone. And because the restaurant offers delivery through its app partners only, I was forced to place an order for pickup rather than delivery. The restaurant is in a very busy area, and having to drive, park, and go into the restaurant completely undercut the reason why I decided to order instead of cook. To make matters worse, the staff working seemed to be confused and inexperienced with the restaurant’s pick-up processes. As a result, I spent 20 minutes sitting at the bar waiting for them to sort it out before I could pick up the dinner I’d originally intended to have delivered. I really love their food, so the experience won’t keep me away entirely. But I can tell you their gift cards won’t appear on my wish list until they offer the ability to redeem them for delivery.

Here are a couple of tips for keeping customers from going from joyed to annoyed as they transition between digital and physical experiences:  

  • Drive brand consistency across touchpoints: Your online and in-store experiences should feel like two sides of the same joyful holiday coin. That means these experiences should feel connected in every way. Avoid creating functional silos between in-store and online experiences when it comes to ease of purchase; redemption of gift cards, coupons, and promotions; and returns and ensure where differences do exist—like offering a broader range of product options online or running online and in-store exclusive promotions—they feel purposed and beneficial to your customers. 
  • Prepare your in-store team: Train your in-store staff to be knowledgeable about your online offerings and promotions. They should be ready to assist customers in placing online orders, redeeming digital gift cards, and answering product-related queries.

In the world of holiday gifting, experience is everything. Shoppers are looking for convenience, transparency, and joy during their quest for the perfect gifts. And gift recipients are looking for ease and flexibility when it comes to redeeming, exchanging, returning, and using gifts. By staying ahead of the latest trends, addressing common pitfalls, and implementing our recommendations, your business can ensure a memorable holiday shopping experience for your customers. Even if achieving truly convergent commerce is still a future destination on your roadmap, implementing these strategies will help you deliver a cohesive shopping experience that supports customers as they transition between online and in-store shopping. This flexibility not only meets the evolving demands of today’s consumers, but also positions your brand as one that truly values creating a differentiated experience that puts customers at the center. No matter where your brand is in your convergent commerce journey, we can help you ensure each step along the way creates value for your customers and your business.  

The post Convergent commerce: Going beyond omnichannel retail this shopping season first appeared on Tallwave.

]]>
The smart money is on treating marketing as an operating expense https://tallwave.com/blog/marketing-as-operating-expense/ Mon, 06 Nov 2023 18:40:00 +0000 https://tallwave.com/?p=1972 Discover why classifying marketing as an operating expense (OpEx) offers many advantages.

The post The smart money is on treating marketing as an operating expense first appeared on Tallwave.

]]>
As a digital agency CEO with a strong financial bent and a finance leader with deep experience in the agency space, we’ve seen the financial dance between marketing and finance teams more times than we can count. And we’ve heard some pretty creative approaches for classifying marketing expenses in different ways. While there’s no hard and fast rule that’s 100% right 100% of the time, more often than not the most compelling case is for treating marketing as an operating expense. This decision isn’t just a matter of semantics; it can have a significant impact on your business’s financial health and agility. 

Operating vs. Capital expenses

Before we dive into why you should treat marketing as an operating expense, let’s clarify the difference between operating and capital expenses.

What Is an operating expense?

Operating expenses, often referred to as OpEx, are day-to-day costs incurred to keep your business running. Think salaries, rent, utilities, and yes, marketing expenses. OpEx is immediately deductible against your revenue, reducing your taxable income.

What is a capital expense?

Capital expenses, often referred to as CapEx, are investments in long-term assets, like buying a new factory or upgrading your IT infrastructure. CapEx is typically depreciated over time, which means it’s deducted gradually over several years.

Now that we’ve defined these two expense types, let’s talk about why we recommend putting marketing investment on the OpEx side of the ledger.

The temptation of a capital expense classification

While we believe the strongest argument is for classifying marketing as an operating expense, we understand why some companies may be tempted to categorize it as a capital expense. It can inflate the company’s assets on the balance sheet, potentially presenting a more favorable financial picture to investors and stakeholders. Additionally, tax implications can sometimes favor capitalizing marketing expenses, especially when a company is looking to spread out deductions over several years to minimize immediate tax liability. However, it’s essential to weigh these potential benefits against the flexibility and transparency that come with treating marketing as an operating expense to make an informed decision that aligns with the company’s overall strategy.

 In cases where marketing initiatives have long-lasting effects, such as brand-building campaigns, there might be an argument for considering them as capital investments. One area where this argument tends to be the strongest is in investment in digital properties like websites.

Websites can serve as long-term assets, contributing to a company’s brand image, customer acquisition, and revenue generation over an extended period. This aligns with the capital expense criteria of enduring benefits and a useful life spanning several years, so classifying website investment as a capital expense has its merits. By capitalizing website development costs, companies can gradually expense them over time, smoothing out the financial impact.

However, there’s a counterargument to consider. Capitalizing certain marketing costs so they don’t hit your expense line and EBITDA can be enticing, but in the future, these become dead expenses because they’re being depreciated. Doing this over multiple years will lead to carrying depreciated expenses that you’re not realizing tangible return on, which hinders your marketing team from driving a full return on each year’s expenses.

Additionally, the digital landscape evolves rapidly, and website technology becomes outdated quicker than many other capital assets. Treating website development as an operating expense recognizes the need for continuous updates, improvements, and adaptations to keep pace with changing user expectations and technological advancements. Moreover, categorizing website investment as OpEx offers immediate tax benefits, as these expenses are fully deductible in the year they occur, potentially reducing tax liability in the short term.

Ultimately, the classification of website investment as a capital or operating expense depends on the specific circumstances and strategic goals of the company. CFOs and finance teams must carefully assess whether the long-term benefits and gradual expense recognition of capitalizing website costs outweigh the agility and tax advantages offered by treating them as an operating expense. It’s a balancing act that requires a nuanced understanding of the company’s digital strategy and financial priorities.

The argument for marketing as an operating expense

Potential exceptions like website investment aside, marketing investments represent ongoing, essential costs incurred to sustain day-to-day business operations, promote revenue generation, and adapt to dynamic market conditions. Treating marketing as an operating expense aligns with the constantly evolving nature of the marketing landscape and offers a host of advantages:

It gives you the flexibility needed to adapt to rapid change

One of the primary reasons to treat marketing as an operating expense is that it reflects the reality of the marketing landscape today. Marketing isn’t a one-time investment; it’s an ongoing effort to connect with your audience, build brand awareness, and drive sales. In today’s fast-paced digital world, consumer preferences can change on a whim and marketing campaigns must be able to adapt rapidly. When it comes to marketing, you can’t simply “set it and forget it” like you would with a capital asset.

When it comes to marketing, you can’t simply “set it and forget it” like you would with a capital asset.

Treating marketing as OpEx provides greater financial flexibility, allowing you to adjust your marketing budget more easily in response to changing market conditions or business needs. When marketing is a capital expense, you’re stuck with the initial investment, whether it’s performing as expected or not, which can limit your ability to evolve and adapt. As companies take greater control over their data and leverage technologies like AI and ML to execute data-driven decision making at scale, the capacity for ongoing, real-time optimization of marketing activity to drive performance improvement will only increase. With OpEx, you can scale your marketing spend up or down as needed, allocate resources to new marketing channels, and pivot your strategy without making the same level of long-term commitment from a finance and accounting standpoint and without the burden of depreciating assets.

It enables better ROI tracking and more accurate financial reporting

Accurate financial reporting is essential for making informed business decisions. When it comes to marketing investment, treating marketing as an operating expense ensures your income statement accurately reflects the real cost of doing business. This transparency helps you understand the true profitability of your operations and facilitates more accurate forecasting.

For its part, marketing efforts have high expectations for delivering quantifiable returns, whether it’s in the context of return on ad spend, reduced cost of acquisition, improved lifetime value, or any number of other metrics used to evaluate return on marketing investment. When marketing is categorized as OpEx, it’s easier to track and measure its ROI in real-time. You can see how your marketing efforts impact revenue and adjust your strategy accordingly. With CapEx, ROI calculations become more complex and less immediate.

It makes your CFO’s job easier

Given our roles and backgrounds in financial stewardship, we know the importance of prudent financial management. And we know that’s the love language of most CFOs. Treating marketing as OpEx actually makes your CFO’s job easier. Here’s how:

  • Clearer financial statements: Treating marketing as OpEx leads to cleaner, more straightforward financial statements, simplifying your job in preparing financial reports and ensuring transparency for all stakeholders.
  • Easier budget management: With marketing as OpEx, you have greater control over the budget. You can allocate resources more dynamically, responding to changes in the market or business priorities. It’s easier to manage and forecast expenses when they align with the business’s actual needs.
  • Reduced risk: Capital expenses carry inherent risks. What if the asset becomes obsolete or doesn’t perform as expected? Treating marketing as OpEx eliminates the risk associated with depreciating assets, offering a more predictable financial landscape.

Take it from us, it’s a great way to endear yourself to your head of finance, which can grease the wheels when you’re looking for approval on decisions that need to be made quickly.

It can send the right signal to strategic marketing hires

This last advantage of classifying marketing as OpEx is an easy one to overlook, but it can be really impactful. Top marketing talent often prefers companies that treat marketing as an operating expense. You might be surprised if this question comes up in an interview for a strategic marketing hire. But when a candidate poses this question, it can be a great indicator of strategic thinking about the level of ongoing business value your company ascribes to marketing. Because they know it demonstrates a commitment to staying current and competitive, being able to tell candidates that you classify marketing as OpEx shows that your company views marketing as a dynamic and mission-critical function and is willing to invest in it continually for long-term success.

Betting on marketing as a dynamic driver of growth

Things are rarely cut and dry when it comes to strategic budgeting, and marketing is no exception. There will always be a need to balance near-term and long-term financial constraints, business goals, and the marketing strategies and assets that support them. And there may be sound business reasons to capitalize on certain marketing investments under particular circumstances. But in general, treating marketing costs as operational versus capital expenses provides the greatest benefit when it comes to optimizing marketing performance, maximizing ROI, simplifying marketing budget management, and positioning marketing as the dynamic level for driving business growth that it is. 

Regardless of how you classify marketing expenses on your budget sheet, fostering collaboration between marketing and financial leadership is key. Driving ongoing conversations between marketing and finance will help ensure that your finance team has a clear understanding of the business context for marketing investment, including the roles that various marketing investments play in achieving business goals, how return on those investments is defined, and what short- and long-term management and stewardship of those investments looks like and requires. It will also help your marketing team understand the broader financial parameter and requirements within which the business operates and the considerations that go into expense classification. 

Sometimes the best way to foster understanding between your marketing and finance teams is with a partner who understands both sides of the coin and can translate between their unique points of view. If you’re looking for guidance or support bringing these critical business functions closer together, let’s talk.

The post The smart money is on treating marketing as an operating expense first appeared on Tallwave.

]]>
Mastering full-funnel marketing for lasting growth https://tallwave.com/blog/full-funnel-marketing-strategy/ Mon, 30 Oct 2023 21:45:17 +0000 https://tallwave.com/?p=1963 Beware of over-indexing on bottom-of-funnel marketing! Explore the intricacies of full-funnel marketing strategy and its undeniable impact on the customer journey.

The post Mastering full-funnel marketing for lasting growth first appeared on Tallwave.

]]>
Many companies have shifted their focus to bottom-of-funnel tactics, like paid search and retargeting ads, as economic uncertainty drives budget constraints and increases the pressure to make sales. However, this imbalanced approach will almost certainly have a lagging negative impact on revenue and ROI.

Implementing a full-funnel marketing strategy can fix the imbalance and ensure long-term growth and sustainability. Let’s look at the full marketing funnel, why stage-specific engagement matters, and how to bring them to life.

What are the stages of full-funnel marketing?

Marketing strategy is often compared to a funnel because of the shape it takes as consumers move through the purchase journey. 

A chart showing the conversion funnel.

Stage 1: Top-of-funnel

Awareness tactics (at the top of the funnel) are broad and cast a wide net to reach consumers. This might include things like radio ads, billboard ads, blogs, or public relations campaigns. 

The purpose of top-of-funnel tactics is to get your brand in front of your audience and generate brand awareness. As such, success for these individual tactics should be measured by publisher metrics like impressions, reach, frequency, and video completion rates or through survey metrics like lift in brand awareness and ad recall. A common misstep we see marketers make is trying to measure the success of a top-of-funnel tactic by the number of conversions it drives. Billboards aren’t going to result in a click-through conversion, but they do influence consumers who may not even know they want to buy your product or service yet. Similarly, an attribution model that ignores the role top-of-funnel tactics play as part of the confluence of factors that ultimately drive conversion can work against you.

Stage 2: Mid-funnel

Consideration tactics (in the middle of the funnel) focus on consumers who are familiar with and evaluating the brand. Tactics deployed at this might include product-specific emails, FAQ pages, and organic search strategy. 

This is the stage where we start to see consumers interacting with the brand so success metrics look different than those in the top of the funnel. Here, we are interested in engagement metrics like click-through rates, social media interactions, rich media interactions, average time on site, pages visited per website engagement, scroll depth, and non-conversion website events (e.g., PDF downloads, webinar registrations, video completions, etc.).

Stage 3: Bottom of the funnel

Conversion tactics (at the bottom of the funnel) get in front of consumers who are ready to make a purchase. Paid search is a major tactic at this stage of the funnel, but tactics might also include website content like comparison charts or savings calculators.

This is the stage at which we measure tactical success in terms of conversions. Consumers, influenced by the awareness and consideration driven higher up in the funnel from other tactics, are now ready to make a purchase or submit a lead form.

But it doesn’t end there! After consumers convert, they move into the loyalty part of the funnel. The tactics in this part of the funnel keep consumers coming back. It might include things like personalized content, rewards and loyalty programs, or incentive campaigns.

The success of your loyalty program can be measured by customer retention rate, customer lifetime value, and repeat purchases.

The lowest part of the funnel is advocacy, which is all about getting consumers to tell their friends about your brand. This often takes the form of customer reviews and referral programs and can be measured by metrics like customer satisfaction scores, online reviews and sentiment analysis, and social listening insights.

Why does a full-funnel marketing strategy matter?

Although marketers like to position their strategy into a nice, neat little funnel, the reality is that the consumer journey is not so nice and neat. It’s also not linear. On average, it takes 8-12 touchpoints with a brand to convert a customer! 

An image depicting the unclear path that often occurs between the first point of contact and conversion.

The beauty of a full-funnel marketing strategy is that it helps you meet consumers where they are in their journeys. It is a holistic, integrated approach that drives repeat exposure and facilitates multiple touch points with customers at different stages of their journey, which is critical for ensuring your brand is top of mind when the moment of truth comes and a buying decision is made.

The negative impact of a bottom-of-funnel approach

Conversion-focused tactics often get the most attention because they produce the most conversions. But consumers can’t convert if they aren’t aware of your brand. Consumers won’t convert if they know about your brand, but haven’t taken the time to consider what it means to them. By neglecting the upper parts of the funnel, you choke the funnel and restrict your ability to drive conversions in the long term.

Unfortunately, many companies get overly focused on the bottom-of-funnel tactics due to the very real and understandable pressure that marketers get from leaders focused only on transactional KPIs. This is especially true in times of economic uncertainty (check out our white paper on how to optimize your customer experience for recession resilience) when driving revenue takes on a heightened priority.

A broken funnel can manifest in many ways:

Poor engagement rates

If you skipped over the awareness part of the funnel, consumers may not be familiar with your brand. Trust and credibility have yet to be established and so they are not prepared to engage with your content.

High engagement, but low conversion

Similarly, if consumers are clicking, but not converting, may not be meeting them at the right point in their journey.

Conversion stagnation

Often a symptom of low-funnel strategies, you may have tapped out your available audience by ignoring critical awareness tactics.

Unintentionally over-indexing on first-time customers

It is 5-7 times more expensive to acquire new customers than to retain existing ones. If your customer base is over-indexed on new customers, you may need to double down on your retention efforts.

Decrease in branded searches

Customers can’t search for you if they don’t know about your brand. Investing in top-of-funnel tactics is crucial to driving brand awareness.

Increase in costs to convert

Persistent increases in cost per lead (CPL) or cost per acquisition (CPA) signal that you are competing for a finite, over-indexed audience and would benefit from upper-funnel tactics.

Bringing a full-funnel marketing strategy to life

If any of the scenarios above sound familiar, it’s probably time to evolve your marketing strategy to adopt a full-funnel approach.

Here are some key considerations when establishing a full-funnel marketing strategy: 

Teamwork makes the dream work

A full-funnel marketing strategy requires collaboration across multiple teams (think strategy, brand, paid media, creative, content, design, PR, email, loyalty… the list goes on!) to ensure thoughtful, cohesive customer experiences. Make sure you are pulling in representatives from all the appropriate teams to drive alignment and ensure consistency.

Measurement matters

An appropriate measurement strategy is key to keeping a full-funnel strategy on the rails. As we described when defining the stages of the funnel, KPIs must reflect where tactics sit within the funnel to properly measure success and make informed marketing decisions.

Similarly, an attribution model can make or break your strategy. Last-click attribution models in particular can influence over-indexing on bottom-of-funnel tactics by assigning credit to the last touch before a conversion. This model puts a thumb on the scale for bottom-of-funnel tactics, limiting the ability to optimize for the distinct goals of tactics that play other roles in the funnel. Linear or data-driven models are generally more effective at assigning appropriate value to tactics throughout the funnel. 

Be patient

The impact of a full-funnel strategy won’t be felt immediately. Upper-funnel efforts build future demand. Building loyalty and driving advocacy takes time. But this strategy sustains growth marketing investment in the long term by allowing you to reach more potential customers, extending the lifetime value of those customers, and generating more profit for less investment by driving efficiencies across the program.

The bottom line: full-funnel marketing strategies work

A recent Nielsen study of CPG brands showed that those with a full-funnel strategy had 45% higher ROI and a 7% increase in offline sales compared to marketing campaigns running in a single purchase stage.

We recently published a case study about how we helped a nonprofit client of ours drive efficiencies in their paid media program by enhancing their bottom-of-funnel paid media program to a full-funnel one. In the first year of running this full-funnel program, our client spent 9% more on paid media year over year, but produced 61% more donations.

Designing holistic customer experiences that drive growth is our strength. Because full-funnel marketing strategy is a team sport that requires participation from multiple teams, internal silos are the enemy of creating a holistic, integrated strategy. At Tallwave, we pride ourselves on two things: 1) relentlessly keeping the customer at the center of what we do at every stage of the journey and 2) driving integration and collaboration in the strategies that drive the customer experience so we can deliver successfully against your customers’ needs and your business goals. 

Ready to learn more about how Tallwave can help enhance your marketing program? Give us a shout!

The post Mastering full-funnel marketing for lasting growth first appeared on Tallwave.

]]>
Driven by values: The new persona playbook https://tallwave.com/blog/values-and-persona-playbook/ Wed, 25 Oct 2023 19:46:14 +0000 https://tallwave.com/?p=1943 Are you working from a persona playbook? Drive customer engagement and boost your business's success with valuegraphics.

The post Driven by values: The new persona playbook first appeared on Tallwave.

]]>
Target audience research and persona profiles have become a standard part of the marketing toolkit. Despite the changes I’ve experienced in my 20 years as a marketer as new technologies have emerged, channels have evolved, and customer expectations have become more demanding, the importance of persona profiles has been one of the few constants. A rich persona can be hugely beneficial in driving and informing how we engage with prospective customers, certainly through marketing efforts, but more broadly as well. 

Despite the rapid rate of change that has shaped the marketing landscape, how we approach persona profiles hasn’t changed all that much. I’ve seen personas with different levels of depth and layouts, but they’re generally pretty similar at their core. Most of the time, they include a combination of what your audience looks like, with details like their age, income, job title, and marital status. The more creative ones even include fictitious names and pictures. And the rest is some combination of consumer behaviors, statements, pain points, and information gathered from a fairly small number of representatives of your audience, often through interviews. 

But there’s one big problem with the traditional approach to personas. Nearly all the information they include has very little to do with what you care about most: WHY your customers buy and HOW to get prospective customers to do the same. The good news is we believe we have a better approach. In this post, I’ll share a method for audience research and persona development that taps into a huge repository of existing data to deliver insights on the values that drive your customers’ decisions.

Why Values Matter for Driving Consumer Behavior

Roy E. Disney, nephew of Walt Disney and longtime senior executive for the Walt Disney Company, put the power of values into the most succinct statement I’ve seen yet: “When your values are clear to you, making decisions becomes easier.” He understood that, just like our customers, we make decisions every day, not based on our demographics or our past behaviors, but on our values. And brands can tap into that power. If you know which values your best customers share, the values that motivate the buying behaviors you’re trying to inspire in prospective customers, you have the power to know what to do and say to get existing customers to say yes more often and to drive new customers to purchase.

The Disconnect between Values and Demographics

As it turns out, our values have little to do with our demographics. Our demographics might be part of the reason we don’t take a particular action. For example, odds are if I don’t have children, I’m not searching for pediatricians or childcare options. Being childless, which is part of my demographics, is the reason for my inaction. But for people who share the demographic condition of parents, that common characteristic only determines that searching for and selecting a pediatrician or a childcare option is a choice they’re likely to make. The demographic condition of being a parent has nothing to do with which choice they make and why. If it did, all parents would make the same choices. But of course, they don’t. They make different choices based on what they value. That’s why using demographics alone to connect with and influence your audience doesn’t really work. 

I think the values gap that exists within a traditional demographic and psychographic approach to audience research and persona profile development is something that most marketers recognize intuitively. But there haven’t been a lot of better options for uncovering the nuances of what an audience values in a scalable way. That is, until I listened to episode 331 of the Digital Marketing Podcast, The Death of Demographics, An Interview With David Allison. In it, David Allison talked about his book, The Death of Demographics, and the research data behind it that spawned the first big data tool that makes a scalable, data-driven approach to values-centric audience research and persona creation possible. 

The book is the product of a massive global research study known as the Valuegraphics Project (more on that in a minute) that finds that when it comes to values, humans agree about 8% of the time as a baseline. When you group by any demographic cohort—age, gender, income, marital status, you name it—that agreement only increases by 2.5%. So building a marketing campaign around what you think “Gen Z” or “working moms” or “retirees” care about is going to be only slightly more effective than throwing the spaghetti at the wall and deploying your campaign to anyone and everyone. Because while the year you were born, whether you have kids, and your employment status may influence decisions you will or won’t make, they don’t have anything to do with the “why” behind them.

So what will be more effective? The answer is valuegraphics.

The Valuegraphics Project

The Valuegraphics Project is a global mapping of core human values, the drivers behind all our decision making. Through nearly a million surveys deployed in 152 languages in 180 countries across the world evaluating 436 values-related metrics, 56 core human values emerged. And 15 statistical clusters of agreement around subsets of those values, which the architects of this project call “archetypes,” emerged from that research data. Those 15 archetypes can be used as the basis for valuegraphic personas, each representing an audience that is demographically diverse, but highly aligned on values.

So building a marketing campaign around what you think “Gen Z” or “working moms” or “retirees” care about is going to be only slightly more effective than throwing the spaghetti at the wall and deploying your campaign to anyone and everyone.

This focus on values doesn’t mean demographics and psychographics don’t have a place—they do. They can be practical and effective ways to limit your audience based on functional barriers to making the decisions you want them to make. But demographics and psychographics won’t help you understand what actually drives those decisions. You need valuegraphics for that. That audience data triad of demographics, psychographics, and valuegraphics all come together with your audience engagement strategy in the Value Thinking process.

A Venn Diagram showing Values Thinking. Values Thinking is a process for identifying the underlying values that motivate your target audience so you can build an engagement strategy around those values.
Values Thinking is a process for identifying the underlying values that motivate your target audience so you can build an engagement strategy around those values.

Valuegraphics in Action

Chart showing Value Graphics in Action: The U.S. vs the world.
Value Graphics in Action: The U.S. vs the world.

So how do you go about putting valuegraphics to work to better understand and engage your audience? It starts with understanding the valuegraphics profile for your target regions and then surveying your target audience to illuminate their dominant and least dominant valuegraphic archetypes. 

Regional Valuegraphic Profiles

One of the outputs of the Valuegraphics Project is a set of region-specific profiles that tell you the top values for each region. Looking at the regional valuegraphics profile for the US, we know that belonging, family, relationships, personal growth, and health and wellbeing make up the top 5 values for the region. Looking at the top 5 values for the US compared to the rest of the world, we see that family and relationships are valued similarly. But there’s significant divergence between the US and the rest of the world when it comes to belonging and health and wellbeing. 

If you’re targeting a US-based audience, that’s already much more useful than any demographic or psychographic data when it comes to not just getting in front of, but influencing your audience to take a particular action. No matter what else you say, if you can connect your product or service to the values of belonging and health and wellbeing, your efforts will be much more effective at striking a chord than they would be with demographic and psychographic data alone.

Valuegraphic Archetypes

Value Graphics in Action. This chart shows "The Adventurer" archetype.
Value Graphics in Action: Adventurer Archetype.

With the valuegraphic profile for your target region, you’re ready to uncover the most and least dominant valuegraphic archetypes of your audience. Let’s say you’ve surveyed members of your audience and determined that the dominant valuegraphic archetype among them is the Adventurer. This is the 7th most common archetype globally representing 10% of the population. So you’re already getting much more narrow than the regional profile. When you get down to archetypes and the values they contain, you’re tapping into a currency that not only drives human behavior, but drives it in remarkably similar ways for those who share these values. 

Comparing the regional valuegraphic profile of the US with this specific archetype, two points of meaningful distinction in the top 5 values are immediately apparent. Experiences aren’t in the top values for the region at all, so focusing on this value will be uniquely resonant to this group. Personal growth is in the top 5 values for the region, but it’s ranked much higher for this particular archetype. Tapping into these values will create an engagement strategy that’s uniquely relevant for this specific audience. So in this example, we’ve deployed a valuegraphic survey to the kinds of customers we want to find more of. And in analyzing that data, we uncovered the Adventurer as the dominant archetype. How do we get from here to a values-driven persona that marketing and other teams within our business can sink their teeth into? 

Building a Better Customer Profile: Valuegraphic Personas

We’ve taken this process one step further to create personas based on the valuegraphic profiles we’ve built around specific audiences. One of the first things that makes these personas stand out from the traditional fare is what they don’t include. What you won’t see in this kind of persona are the demographic elements you typically see (a picture, fake name, age, and bio). That’s by design because they generally have nothing to do with the action we want to compel. And including them can imply that they do. Best case scenario, it’s not helpful. Worst case scenario, it can cause us to arbitrarily limit our audience and cut us off from engaging with values-aligned prospective customers.

Here’s what you will find in one of our valuegraphic personas:

  • The valuegraphic archetype(s) represented and a brief description of it, including contextual statements from people who share the archetype(s)
  • Statistics on how common this persona is in your region and their degree of values alignment
  • Highlights of the most and least dominant values, which serve as driver and detractor values respectively
  • A list of qualities and characteristics that are virtually certain (in that they’re true for 90%+) and highly likely (75-89%) to be shared by people who represent the persona and implications for your brand

The information in the first three bullets helps us start to get inside the minds of this persona. But the last bullet contains the gold nuggets that have actionable impact on marketing and beyond. The certainties and likelihoods for valuegraphic personas cover broad and sometimes unexpected ground, from unique perspectives on values to common behaviors and preferences related to travel, mobility, money management, leisure, the list goes on. And they can inspire insights that can influence everything from product and service innovation to content and creative, targeting, affinity and partnership marketing, and more. And these insights aren’t the product of a handful of qualitative interviews; they’re the product of a massive global research study that included analyses on massive quantities of research data at a level of statistical rigor that would exceed the requirements of most major universities. 

Beyond B2C: The Value of Valuegraphics for B2B Brands

It’s easy to see how a valuegraphics-based approach to target audience research and persona profile development applies to B2C companies. But the applicability to B2B companies might not seem as obvious because in these scenarios, we tend to adopt an institutional view of our buyers. In reality, purchase decisions for businesses are still made by human beings (and in most cases, multiple human beings). That means that not only is the concept of connecting with the values of your buyers still very much in play, one could argue that the impact is compounded given that purchase decisions are made by multiple decision makers. So if you’re engaging in a way that’s not aligned to your target audience’s values, you’re going to hit the same snags over and over again with multiple decision makers. 

In the context of the traditional approach to target audience research for B2B companies, it would be typical to develop buyer persona profiles for the different stakeholders who play a role in making purchase decisions and develop distinct persona-specific value propositions for those different decision makers. In the context of valuegraphics, the same logic holds. Illuminating the values that drive decision making for your cadre of B2B buyers will make you more successful in aligning to those values and compelling the desired action.

Evolving Your Approach to Understanding and Driving Consumer Behavior

With the execution of the Valuegraphics Project, we now have a way to leverage a much bigger body of data in the art and science of developing persona profiles. As marketers and growth drivers for our businesses, that gives us the ability to develop a deeper understanding of our audience at scale and parlay that understanding into action both within and beyond our marketing strategies to align better, resonate more, and compel action more effectively. As the world around us grows increasingly privacy-sensitive and the data at our disposal to drive reach with our audiences becomes more limited and nuanced, the brands who know their audiences best will have the greatest advantage. 

If you’re ready to evolve your approach to target audience research and harness the power of valuegraphics data to drive your market engagement strategies, I highly recommend checking out David Allison’s book, The Death of Demographics. Or better yet, give us a call for the CliffsNotes and our playbook for putting it into action.

The post Driven by values: The new persona playbook first appeared on Tallwave.

]]>
Customer at the center: Why human-centric CX matters now more than ever https://tallwave.com/blog/customer-at-the-center/ Mon, 23 Oct 2023 15:23:39 +0000 https://tallwave.com/?p=1939 The customer experience is in decline and it’s hurting your business. Learn about uncovering siloed structures, automation pitfalls, and data chaos.

The post Customer at the center: Why human-centric CX matters now more than ever first appeared on Tallwave.

]]>
Customers continue to be dissatisfied with digital experiences. The Wall Street Journal reported on the National Customer Rage Survey in March about the increasing issues Americans are experiencing with products and services. There are so many things to think about when we talk about “Customer Experience”, it is easy to misplace goals like “Best in Class Customer Experience.” At times, it just feels like a buzzword that digital products must use.  When you take inputs into account (like usage data, retention metrics or KPIs) without considering the human customer at the center, you put the quality of your CX at risk. Putting the customer at the center of all experiences will allow companies to return to excellently designed customer experiences. Learn what’s at stake when it comes to CX and how to put and keep the focus of your digital product strategy where it belongs: on the wants and needs of your customers.

The customer has spoken: Experience is everything

Customers care about experiences and they are not afraid to report on those experiences online. Social media and review sites are full of issues and complaints about experiences that fell short of customer expectations. And they’re not afraid to deploy “revenge” tactics to make companies pay extra for their bad experiences. 

To avoid negative interactions (and their cost to brand reputation), companies need to put customer problems directly in the center of their digital experience. Don’t solve for the perceived problem, solve for the human involved. Great digital products and services come from a human-centric approach to design that will take your customer’s experience from good to great. As Tallwave CEO, Jeff Pruitt, outlined in a LinkedIn article earlier this year, there are three key considerations for leaders who want to put their customer in the center.

Curate great automation

Automation can relieve the burden of live customer support on teams and lower costs for operations. It seems so simple to line up a workflow that customers experience often and give carefully scripted responses to their questions. When it works, it can save customers time and save companies money. Unfortunately, automation can easily fail. One misplaced automation step or edge case can trap customers in a maddening circular workflow or drive them to give up altogether. 

Automation can and should be used for straightforward and simple scenarios, but there should always be an exit strategy. Don’t let your customers get caught in a loop of wrong answers or assumptions.  Automation creation and testing is a great time to utilize cross-team collaboration. Working with multiple teams illuminates biases so you can eliminate them. Your customer support team probably has lots of examples of workflows that could be built into automation that would be good for customers. Giving a variety of teams an opportunity to test automation will bring a unified approach to automation experiences. 

Unify data collection

Many, many years after the Big Data revolution, we are still trying to figure out how to collect, manage, and utilize the vast amounts of data available to us. In digital products, we can collect and curate data on the usage of our own product as well as many other contributing factors to the customer experience (demographics, device type, traffic, etc). When we leave the marketing data up to the marketers, the usage data to the product team, and the support data to the service team, we miss the opportunity to visualize the entire customer journey through all relevant lenses. Centralizing and using quantitative data as an input in all company decisions, but especially decisions about digital product strategy, is critical for keeping the customer at the center of CX. Quantitative data isn’t the only input— research, field studies, and classic conversations about experiences are still important—but it can drive internal discussions across teams to act in a holistic way to enhance customer experience.

Fix organizational silos

How often has your company reorganized its teams in the last 5 years? Especially for growing companies, re-orgs feel like second nature. Your team may do it to shake things up or to re-align as priorities move or the market changes. While changing your organizational structure can certainly be commonplace, organizational silos shouldn’t be. Don’t let the company changing around you break your focus from cross-team collaboration and overall company strategy toward great customer interactions. 

Even without the fracturing effects of restructuring, preventing siloing between teams that all play a role in CX delivery is important. Product-led companies, in particular, need to align on problem statements across marketing, customer service, product development, and support. If a single team is out of step with the others, customers end up confused or misguided by the experience. When the customer problem statement is forefront in everyone’s mind, the alignment can be spectacular. Every single team across the organization working to solve customer problems with great customer experiences can create really powerful momentum and the collaborative relationships it fosters between teams can help solve automation and data issues that can pop up. When you focus on creating great cross-team dynamics, you will be surprised at what else will start to fall in line.

(Want to know more about AI/SGE trends, data collection and silos, and CX heartbreak? We have more on these topics, too.)

The bottom line: Delight and ignite

Keeping the customer at the center of digital experiences is more vital than ever. It won’t just create loyalty from both customers and staff, it will also change how you consider customer experience design. People learn and change every day and we must stay ahead if we want to succeed in delighting them. Being thoughtful and inclusive about when and where to deploy automation will break down organizational silos and keep customers feeling supported. Unifying data collection and usage across teams will keep alignment on the central issues and ensure teams are talking realistically about what the data is telling you. Keeping the customer at the center of the experience will create opportunities to work across teams, solve problems together and create great experiences that delight your customers and ignite your products. Are you ready to create human-centered solutions and experiences for your customers? We’re ready to roll up our sleeves to delight and ignite. Let’s chat.

The post Customer at the center: Why human-centric CX matters now more than ever first appeared on Tallwave.

]]>
Building bridges between business and technology https://tallwave.com/blog/tech-and-business-communication/ Tue, 10 Oct 2023 00:38:18 +0000 https://tallwave.com/?p=1934 Learn how clear communication, shared language, and collaboration can supercharge your organization's success. Explore actionable strategies to foster alignment and boost innovation.

The post Building bridges between business and technology first appeared on Tallwave.

]]>
There’s often a substantial divide between business and technology teams. It’s more than mere miscommunication; it’s a foundational misunderstanding of each other’s domains and a lack of shared context for each other’s needs and goals. Imagine architects striving to convey their visions to builders without comprehending the construction process, or builders attempting to decipher architectural blueprints without a sense of the broader design. This disconnect between business and technical realms can lead to frustration, costly errors, and missed opportunities. This is especially true for marketers and developers or technology partners.

There’s a unique power that comes with aligning technical teams with marketers to ensure a seamless and productive collaboration. When these two crucial functions get on the same page, the results can be transformative. Clear communication and a shared context for business goals, needs, and priorities eliminate confusion, accelerate project timelines, and enhance innovation. By bridging the gap between tech and marketing, you unlock the potential for more creative and data-driven strategies, resulting in a competitive edge. In case you don’t happen to have a magical marketing-to-tech translator, here are some tips for achieving shared understanding.

Speaking in Tongues: Bridging the Understanding Gap

There are many reasons communication breakdowns occur between business and technology teams. In many cases, divergent communication styles and thought processes are responsible for misunderstandings, but there’s often more to the story. Here are three common gaps and possible solutions to align teams and come together.

1. Language and Jargon: Standardizing Terminology for Clarity

One thing business and technical teams have in common is they love their jargon and acronyms. Ironically, that’s also the root of many communication breakdowns that occur between them. In many organizations, seemingly straightforward terms can have very different meanings when used in different ways or by different teams. For example, will terms like “lead” or “account” be interpreted the exact same way to your sales, marketing, and engineering teams? Odds are they won’t.

Standardization of terminology: Bridging this language gap requires standardizing terminology across organizational departments where possible, especially for terms that apply to the business as a whole. Ensuring a shared understanding of standard terms within the organization can eliminate a significant hurdle to effective communication and collaboration between business and technical teams.

2. Lack of Context: Fostering Alignment with Business Goals

Miscommunication often springs from a lack of context. This can happen when team members occasionally lose sight of overarching business objectives. But more often, the challenge is that different teams don’t understand one another’s roles in supporting shared business goals and the intersection points between them. This context deficit can lead to misinterpretations and misaligned efforts and expectations, impeding collaboration between business and technical teams.

Clarity in business goals: Shared context begins with a shared understanding of business goals. Whether achieving growth, reducing costs, enhancing customer satisfaction, or another objective entirely, each team needs to have a clear line of sight into business goals. Connecting actions to goals: Besides clarifying the business goals, teams need to understand their roles in supporting them. For example, a developer or technical SEO optimizing website performance may need help to grasp how their work directly impacts customer satisfaction and revenue growth. 

Transparent communication: Transparent and consistent communication on progress toward and contributions to business goals can be a potent tool for bridging the context gap. Regularly sharing updates on progress toward goals and highlighting how various teams’ contributions fit into the broader strategy can help drive alignment across groups and foster shared understanding and ownership over goals. 

3. Communicative Friction: Creating a Safe Space to Negotiate Meaning

Miscommunication is typically unintentional. Individuals introduce their own mental models, biases, and past experiences into what they say, hear, and interpret. People also tend to prioritize their own perspectives, needs, and priorities without considering the viewpoint of others, often without realizing it. This can lead to misunderstandings, even when the message seems clear. For example, a statement about cost-cutting measures may be perceived positively by one team and negatively by another, depending on their prior experiences.

Fostering a culture of open communication: Encouraging empathy, active listening, and open dialogue can help individuals become more aware of their biases and better understand the perspectives of others. Organizations should strive to create a culture of open communication where employees feel comfortable seeking clarification and providing feedback. This can help prevent misunderstandings from festering and becoming more significant issues foster a more positive work environment, and enhance overall productivity and collaboration.

Come Together / Connect / Bridge the Gap

Understanding the three common challenges outlined above can help you avoid some of the most frequent culprits of the divide between tech and business teams. Here are a few actionable steps you can take across your organization to further bridge the gap, prevent miscommunication, and drive shared understanding.

Set shared and aligned goals

They say what gets measured gets done. If that adage is true, what gets measured collectively gets done collaboratively. In setting goals, ensuring clear connections between individual goals, team/department goals, and company goals can help get disparate teams rowing in the same direction. And when appropriate, establishing shared goals that require collaboration to achieve can incentivize teams to work together toward a common objective. 

Establish clear communication protocols

Develop and document communication protocols that outline the preferred methods of communication, frequency of updates, and responsible parties for different types of projects or initiatives. This will help ensure everyone understands the expectations and processes for sharing information.

Implement a project management tool 

Invest in a robust project management tool to centralize project-related information, tasks, and progress updates. This tool should be accessible to both technical and business teams, making it easier for everyone to stay informed and track project status.

Cross-train team members 

Encourage cross-training between technical and business team members to enhance mutual understanding. When team members understand each other’s roles and responsibilities, they are better equipped to communicate effectively and anticipate each other’s needs.

Foster a culture of transparency 

Promote a culture of openness and transparency within your organization. Encourage employees to share information, ask questions, and provide feedback without fear of repercussions. When information flows freely, it reduces the chances of misunderstandings and miscommunications.

Conduct regular feedback sessions 

Organize periodic feedback sessions where team members can discuss their experiences and challenges related to communication. Use this feedback to identify areas for improvement and implement necessary changes.

Use visual aids and documentation 

Encourage the use of visual aids, diagrams, and well-structured documentation to convey complex technical information more efficiently for non-technical team members.

Monitor and adapt 

Regularly assess the effectiveness of your communication strategies and adjust them as needed. Solicit feedback from team members and stakeholders to ensure that the solutions you implement address the specific challenges in your organization.

By implementing these solutions, you can foster better communication and collaboration between technical and business teams, ultimately bridging the gap and reducing the chances of miscommunication that can hinder your organization’s success.​​

Let a strategic partner facilitate clear communication

Just like a therapist can provide a trained, empathetic ear to overcome discord in personal relationships, enlisting a neutral third party can help break through the silos between business and tech teams to achieve mutual understanding. With a team of experts proficient in technical, marketing, and business strategy, our ability to translate between business stakeholders and technical teams is just as valuable to our clients as the work we do as data, marketing, and business strategists and practitioners.

By partnering with Tallwave, our clients gain more than an intermediary; they acquire a strategic ally capable of fostering collaboration and alignment across cross-functional teams and projects to create real impact for their businesses. Just as architects and builders seamlessly collaborate based on a shared blueprint, Tallwave facilitates the fusion of business and technology worlds, ensuring that your organization’s goals are not just spoken but realized.

Ready to bridge the gap? Let’s talk.

The post Building bridges between business and technology first appeared on Tallwave.

]]>