Ten Questions To Help You Hire The Best CRO Agency

Ten Questions To Help You Hire The Best CRO Agency

Unbounce reports 44% of brands across the world spend more than $10,000 every year on A/B testing their products! How much are you investing in booming your brand?

The good news is you don’t need a big budget to supersede your competition. However, you need a dedicated Conversion Rate Optimization (CRO) team to ensure you’re constantly growing.

  • Did you know former President Barack Obama raised $60 million through A/B testing?
  • In 2011, even Google ran 7,000 A/B tests.

CRO tools can increase your ROI by an average of 223%.

It should come as no surprise that outsourcing to the top CRO agency will still cost you much less than hiring in-house CRO specialists.

So, let’s walk you through why you need CRO and how you can select the best CRO partner for your brand.

Value Added Through Conversion Rate Optimization

Just a refresher, Conversion rate optimization (CRO) includes all the practices and strategies that help increase the percentage of users performing the action you want them to take on your site.

From macro-conversions like clicking the ‘add to cart’ or purchasing your product to micro-conversions like signing up for your services or filling out forms, you need CRO to succeed, period.

Why Your Brand Needs Conversion Rate Optimization

Hint: Not following the “best practices” is in your brand’s best interest. Take a look at these famous CRO case studies:

1. Basecamp’s Counterintuitive Decision To Remove Trust Elements

In 2007, Basecamp, a powerful project management tool, released Highrise, a CRM solution that allowed users to easily share contacts and manage communications. Since its launch, Basecamp wanted to scale its signup rates. So, they experimented with a completely new design.

Take a look at their original page:

project management tool

It checks all best practices:

  • Testimonials
  • Bold CTAs and other visual cues
  • Good use of color contrast

And yet, they wanted better conversions. So, they decided to revamp the entire site!

Take a look at the six redesigns and their conversion rates:

conversion rates

  • Smiling faces are welcoming and boosts trust.
  • Highlighting the best testimonial that addresses their services and the value provided made more impact.
  • They had a cleaner, simpler design.

The aftereffect? 102% rise in their conversion rate!

2. World Wildlife Fund’s Straightforward And Intuitive Web Page

The famous World Wildlife Fund wanted to get more signups to their newsletters. Here’s how their landing page originally looked:

newsletter conversion rate

Following their intuition and experimenting allowed them to stand against “best practices,” and here’s the redesign:

newsletter conversion rate 1

“Best practices” then enlisted:

  • having a clear CTA that stands out
  • gathering as much data from your reader
  • having more fields on the contact form.

Although their new design wasn’t too different from the original, it went against all best practices.

But, adding a few extra details (like telling readers exactly what they’re signing up for), changing the CTA to the left, and removing unnecessary fields was the best conversion rate optimization strategy to follow.

The aftereffect? 83% increase in newsletter signups!

There are many other examples of how conversion rate optimization can help your brand make decisions in its best interest. Blindly relying on industry standards or best practices isn’t always in your best interest.

Many conversion rate optimization agencies don’t always have the experience to suggest you the right strategies. That’s what differentiates the top CRO agencies from the rest.

Let’s understand how to select the right CRO agency for your brand:

Questions To Help You Select The Right Conversion Rate Optimization Agency

There are multitudes of CRO marketing agencies today, and to help you select the right partner for your brand, here are a few questions to ask the sales representatives of your shortlisted CRO agencies.

1. Do you have a CRO specialty?

A jack of all trades is bound to be a master of none.

Sure, a CRO consultant can provide services like web design, front-end development, or copywriting, but a specialist will help you bring home the prize.

2. What is your process/ methodology?

CRO is solely data-based. Let no one tell you otherwise.

  • Is the answer to this question providing you with real insights into the agency’s process or methodology of working?
  • Are they instead talking about their intuition never failing them?
  • Are they thinking strategically?
  • Do they ask you questions about your metrics (traffic overview, average order value, current conversion rate, and revenue)?
  • Are their strategies user-driven?

Don’t just partner with the first result you find when you type “CRO agency near me” on search engines.

3. What shapes consumer choices?

Simply changing the prices or mindlessly switching up your web design won’t result in increased conversions.

The agency needs to live and breathe consumer psychology.

Ask them about their knowledge:

  • What books do they consume?
  • How many clients have they worked with?
  • Examples from their work on how consumer psychology drove sales.

Don’t forget to ask them for their case studies for successful projects so you know what to expect.

4. Which was your least successful project, and why?

Every brand faces setbacks. If the conversion optimization agency denies this, it can mean one of three things:

  • They’re very new to the industry
  • They’re lying
  • They don’t have concrete learnings from their setbacks.

Better you move on.

5. What is the average experience of your CRO experts?

Experience sheds a lot of insight on expertise. And conversion optimization needs that expertise, versatility, and patience that only experience can bring.

Let’s look at the skills manager from a CRO marketing agency has:

  • Analytical skills
  • Well-versed with consumer psychology
  • Sound knowledge in HTML
  • Proficient in SEO & digital marketing
  • A clear understanding of web design

When you get on a call with the sales rep of a conversion optimization agency, they usually connect you with the manager.

That’s why you must explicitly ask for the portfolio of the CRO expert that would eventually manage your account. Then, get on a call with your potential agents. Ask them a few of these qualifying questions:

  • What’s the difference between a Conversion Rate Optimization Agency, an SEO agency, and a Digital Marketing Consultancy? Of course, do your research beforehand. But this question will give you some insight into their understanding and expertise.
  • Many firms believe that an agency specializing in eCommerce acquisition (AdWords agency or an SEO agency) would optimize your landing pages for conversion. However, don’t expect web designers, AdWords specialists, or SEO experts to specialize in CRO. Far from it. If this is your consultant’s understanding, you’re better off continuing your search.
  • With the abundance in the availability of knowledge, a lot of agencies do know basic CRO techniques. But only true CRO specialists know how to execute these methods strategically. For example, scaling your leads isn’t the same as scaling your ROI. For all we know, non-specialists would tell you to have discounts on your products. This results in increased traffic to your website, but your bottom line remains the same.

If they’re hesitant to share those details with you, you should move on to the next agency on your list.

6. What tools do you use?

CRO marketing agencies have access to multiple tools. Most of them are for A/B testing:

Optimizely
AB Tasty
Convertize
Google Optimize 360

Apart from running A/B tests, A few other useful CRO tools are:

Your conversion optimization agency should help you understand the tools and how they would use them for your brand.

7. Are there any additional costs apart from your quoted charges?

Conversion rate optimization tends to involve some hidden costs. But if you ask about this upfront, it need not be hidden. Here are some cases where your CRO marketing agency might charge you additionally:

  • Suppose you don’t have access to an AB Testing tool to monitor your site. Then, depending on your volume of visitors, these charges can go upwards of £1000 each month!
  • Heatmap tools, Funnel Analysis platforms, and Survey platforms can quickly increase your overhead.
  • Depending on the complexity of your project, staff costs could increase for the number of hours spent.

This is why we suggest you ask about these details upfront. Make an informed decision.

8. How will you measure success in this project?

As with other partnerships, understand and ask for the goals and performance indicators (KPIs) proposed by the conversion optimization agency.

  • If you’re an eCommerce site, you want increased sales that don’t shrink your margins. However, if your CRO agent is insistent on you focusing primarily on micro-conversions (the clicks on an ‘add to cart’ button), they’re probably not worth their salt.
  • If you’re in the SaaS industry, you need increased subscribers who eventually become paid users. Here, micro-conversions count.
  • If you have a lead generation site, your conversions are an increase in lead generations.

The points we mentioned above account for high traffic to your website. Suppose your traffic isn’t as high to gain significant insights. Then, your CRO agency will rely on evaluating qualitative data.

Also, note that measuring success isn’t about the immediate goals. You can evaluate your future CRO partnership through the lens of:

  • Transfer of skills from the agency to your team
  • Well defined KPIs at the start of your project
  • A clear-cut strategy for success

9. What do you need from my team?

CRO is a complicated process. Also, remember it is a partnership you’re entering into. Sometimes there would be a need for give-and-take. For example, your conversion optimization agency might need your resources like the intervention of your web developers and design team.

Some questions to ask:

  • What format would you deliver the new designs to us in? For example, do you generally use simple Wireframes, PSD, or HMTL?
  • Do you need assistance with Front-End resources for launching A/B tests?

10. Do you guarantee increased conversion rates?

While NOTHING can be guaranteed, we’ve added this question to help you screen out agencies that do. CRO is too complex, with too many variables to have written guarantees. Top CRO agencies know this and will always explain to you all the variables and factors outside their control.

Just as an example, If you decide to run a Native Advertising campaign, and all this while you’ve been getting visitors from Search Adwords campaigns, this would certainly affect the search intentions of your traffic. Furthermore, it would reflect in your conversion rates.

How dishonest would it be then for an agency to assure you a rise in your conversion rates?

In the end

You now have ten great questions to help you weed out all the agencies that don’t have your best interest at heart. From the two case studies we shared, you know how important it is for you to scale your conversion rates. So, next time you search for ‘CRO agency near me,’ you’ll be prepared to select the right partner for your brand.

WebSpero has successfully increased the conversion rates of our clients up to 15X for the past decade. As a result, we’ve grown our clientele globally. More than 700 of our clients vary across all industries. So, if you’re looking for a conversion optimization agency, schedule a free consultation now.

Search Engine Optimization (SEO) FAQ – Top 55+ With Answers!

Search Engine Optimization (SEO) FAQ – Top 55+ With Answers!

Scratching your head for these SEO terms –  Analytics, Keywords, SERPs? 

Or have some other SEO queries? 

Then, welcome to our SEO FAQ blog.

It is quite challenging to understand the concept of SEO. Not only beginners, even people with some knowledge on this topic  are also not familiar with many SEO things. 

Luckily, we can help. Being a digital marketing agency, we answer a lot of client questions about it. Among those questions, the top 50+  SEO FAQs are listed in this blog. 

** Worry not, we have explained everything as if the blog is written for a kid.**

Let’s Start With Basic SEO FAQ:

1. What is a Search Engine?

 

As the name indicates, a search engine is where you search for something online. Ever heard – Google this, Google that or Google it? Google is a search engine. It gives you results (websites/videos/blogs etc.) that match with your search term from the World Wide Web. 

But Google is not the only search engine available. There are others as well, like BING, YAHOO, MSN and more.

 

2.What is ‘Search Engine Optimization’?

When you search anything on search engines you get different results on your screen, and most of the time you only click on the top result. Right? 

Search Engine Optimization (SEO) is the process of making a website appear on that top position without using ads.

** According to BrightEdge, SEO offers 1000% more traffic in comparison to social media. **

 

3.How does it work?

When a user initiates a search, crawlers of search engines immediately check out the database of the World Wide Web and look for websites that precisely match the search term. If your website has the relevant information of the search query and is well optimized for search engines, the crawlers will show it on the search results. The more well optimized your website, the higher it appears on the top of search results. 

4.How Does Optimization Occur?

There are a lot of techniques and strategies that come under optimization. Digital marketing agencies are aware of these strategies inside out. So, business owners hire them to get their website on the top. 

5.What are crawlers? 

A crawler is a bot also known as a spider which search engines use to crawl web pages. It reads the information on the web page and then chooses the relevant ones to display in the SERPs. 

Its other function is to index new websites on the search engine database. 

6.What are SERPs?

SERPs stands for Search Engine Result Pages. The page (with the results) that you see when you hit enter after typing your search query. 

7.What is the relationship between the web and search engine optimization?

 

People use search engines to find sites that provide information they are looking for.  So, search engines are essential tools that provide a web environment where users can quickly find the information they want. To make better use of these tools is ‘Search Engine Optimization. It helps search engines to know which website contains the information that the user is searching for and put that website in the SERPs. 

8.Where is my website stored on the web?

The servers of the World Wide Web store your website. It is indexed into search engines’ databases. 

9.What is the indexing of websites? 

Websites are indexed in search engines. Search engines add them to their database. 

10.How much does it cost to index your site in search engines?

Indexing your site requires no registration or fees. Websites are automatically discovered and indexed by search engines. Or, you can add them manually as well. 

11.Why is SEO important?

Without SEO, you won’t be able to reach your potential customers unless you opt for paid advertising – PPC or SEM. Search engine optimization of the websites ensures that the crawlers can clearly understand what the website is about. Consequently, they make them appear on the top results of relevant searches. Such top ranking sites in the list will generate more visits and therefore potentially more conversions. The benefits of SEO is a response to the needs of businesses. The tougher the competition, the more essential it is to use SEO.

12.What is PPC?

PPC is Pay Per Click advertising offered by search engines. It is similar to renting a billboard to display your ads but with a difference. When advertising on billboards, your ads reach all those that pass by no matter if they are looking for that particular ad or not. 

In PPC advertising, search engines will show your advertisement only to those who are looking for the services you provide. Suppose you own a bakery in XYZ city. If you advertise your bakery website using PPC, search engines will show it to people searching for “cakes in XYZ CITY” or whatever the search query you choose to advertise for. In return, you have to pay a fee 

whenever a user clicks on your website from the search results. So, it is a strategy to purchase visits to your website. 

13.What is a  landing page?

A landing webpage is the page of your website that the user visits when they click your ad.

14.What are keywords?

For you, whatever you search on the internet eventually becomes a keyword when more and more people search the same thing using the same phrase or words, like “Dominos near me” to “Wedding planner in LA”. In other words, the search queries people use to search on the internet become keywords if their search volume becomes high. 

Note: Keywords are not just exact search queries. It can also be a relative term to search queries. For example, if the search query is “ digital marketing”, it can relate to “online marketing”. So, we can also use online marketing as the keyword. 

For search engines, Keywords are those words that describe your content. 

15.What is the meaning of keyword search volume?

Keyword search volume is a metric that tells how many people have searched that particular query in a month. Like if the keyword volume of a keyword is 202/month, that means 202 people are searching for the particular keyword in a month on a regular basis. 

16.Does Keyword volume vary from place to place?

It varies for different countries. The search volume of a keyword in the US may not be the same as in the UK or Australia. 

17.What are different types of keywords?

Mainly there are three comprehensive types of keywords in SEO – Short Tail or Generic, Mid Tail and Long Tail. 

Note: Keywords in SEO can be categorized into many types based on different factors. You can read about this in detail here – types of keywords in SEO

NEED TO MENTION: The keywords in SEM are different from SEO. There you will find – Broad Keywords, Broad-Match Keywords, Phrase Keywords and Exact Keywords. Moreover, SEM prefers dynamic keyword insertion

18.What are Short Tail Keywords? 

These are also called Seed, Generic and Broad keywords. Broad search terms that have a very high search volume come under this category. These terms are very competitive and generally have one or two words in length. They are also known as Seed keywords. 

Example: Plumbing Company

19.What are Mid-Tail Keywords?

These search terms contain two or more words and are more explanatory than short-tail keywords. Since they are more explanatory, they have less competition than generic keywords.

** Around 70% of searches on search engines contain more than three words – Ahrefs. **

Example: Best Plumbing Repair Company

20.Can you please elaborate Long-Tail Keywords?

As their name indicates, these keywords usually have multiple words. These search terms aim at a certain topic or specific audience. These are very less competitive in nature and thus offer greater chances of ranking in search engines. 

Example: best plumbing companies with free estimates in NYC

21.What is keyword competition? 

It is a metric that describes the difficulty to rank a website for that particular keyword. There are many websites that may wish to rank for the same keyword. Depending on how many websites are in your competition and their position on SERP, determines the keyword competition. This metric helps marketers to evaluate how much time and effort it will take to rank a website at the top position on SERP for that particular keyword.

 

22.Is there any specific tool to search keyword volume?

There are many paid and free tools available on the internet for this purpose. But we suggest Google keyword planner. 

23.What is SEM?

SEM – Search Engine Marketing – is paid internet marketing. There are different ways to increase the visibility of your website on a search engine. All of these come under SEM. In other words, it is the act of using paid strategies to improve your website’s ranking in the SERPs.

24.Which is better – SEO or SEM?

Both are good on their own terms. The major difference is that SEM is paid and SEO is organic positioning, that is, free. The only thing that will cost you is the time you dedicate to it. This is the first difference but it is not the only one. 

With SEO you will not get instant results but they will be lasting over time. On the contrary, with SEM, the results are immediate but will last as soon as you stop paying.  

With SEM, high technical knowledge is not required so any website can use it. However, with SEO, certain technical knowledge is required. That’s where the hiring agency comes into play. 

25.Can Anyone guarantee top ranking in search results? 

No one can guarantee the ranking of search engine results. But for greater visibility, it’s important to understand that Google, Bing, and Naver search engines favour high-quality content that informs their audiences. This means that efforts must be made to understand the intent of the user and to engage in interactions that reflect the customer experience. 

26.Do search engines affiliate SEO?

Google and search engines do not have any affiliation with or authorize any particular SEO company or agency to rank. 

27.Isn’t there a tool that can help you easily do search engine optimization?

 

Depending on the nature of the site and the amount of information, there are many different forms of search engine optimization. Therefore, there is no tool that can help you optimize every site with simple tricks. 

There are some paid tools such as web analyzers, ranking analyzers, and link makers on the market, but these tools are not proven effective. Most search engines provide specialized tools such as ‘Webmaster Tools’ to help webmasters use search engines more effectively. These tools give you free basic information about your website, such as how your site is searched, which pages are getting the most traffic and what keywords users use to visit your site.

Here are 3 such tools:

Google Analytics: this tool is used to monitor website visits.

Google Search Console: useful to help monitor, maintain and improve the presence of a website in Google search results.

Google Keyword Planner Tool: This keyword tool helps users identify what their target audience is searching for.

We have used all of them ourselves and we know how good they are, we hope they will be useful for you so that you can start.

28.How can I improve the positioning of my website? 

There is much more behind a beautiful painting than just the colors. The same goes for optimizing a website for search engines. There are many things to take into account.

It needs to be visually attractive. The size of the font must be adequate. There should be a harmony of colors along with simple navigation. It must be adapted to both a computer and a smartphone and should be responsive to both platforms. The loading time is essential to be fast because nobody likes to wait. Finally, the content you want to show to your target audience must be original, relevant and of quality.

These are some aspects that you can put into practice right now, if you still see that your website does not upload positions, send us an email to see how we can help you.

29.Is SEO a one-time task?

Like creating and maintaining a site requires ongoing efforts, so does SEO. Search engines are constantly improving their search algorithms to get the best results for their users. To cope up with these algorithms, making the site helpful to the needs of real users should be a priority. Thus, SEO is not a one-time task. 

30.What Does Page and Domain Authority mean?

Domain Authority DA, also known as Website Authority represents the reputation of a website on the internet. The higher the domain authority, the higher the chances of the website to rank on particular terms with SEO efforts. It ranges from 1 to 100. Page Authority PA tells you the same thing about a single webpage. Remember, DA & PA are Moz’s metrics, not Google’s. 

31.What Do You Mean By  Alexa Ranking?

The Alexa rank of a website tells you about the popularity of that website in comparison to other sites. You can use it as a key performance indicator or parameter for competitive analysis. 

32.Do Alexa Ranking Affect Google Ranking Improvement?

Alexa ranking offers insights on popularity of a website. However, it is not true that the ranking information provided by Alexa relates to the ranking algorithm of search engines. Just understand Google’s announcement of core updates and try to improve the quality of your content.  

33.Does link building help improve SEO quality?

Participating in link building is a good SEO activity. However, it is necessary to determine the nature of the site included in the backlink. Increasing the number of links with sites of completely different nature will not help you. Moreover, the anchor text in the backlink should be a keyword that you wish your website to rank for.

 

34.Can you please define the term link building? 

Link building is simply building links with other websites on the internet. Either they link to you or you link to them. 

Like, have you ever been directed to a new website by clicking on something? For example: when you click on social media icons on a website, they take you to the relevant social media page.

Basically, you visit the new website because there was a link between that something you clicked on and the new website. This is called link building.

 

35.What Should I Need To Know About Outbound and Inbound Links?

 

Outbound links are those that you give to other websites. Inbound links are those that others give to you. Both types of links from/to high domain authority websites help to improve the website’s ranking.  

36. What can I do with Google Search Console and Analytics?

With Google Search Console, you can check site information and whether there are any crawling errors. Crawling informs you about which web pages are in the index of search engines and which are not. 

With its Search Analytics, you can examine how many times visitors visit your website – on which page – at what timings – for which search term. You can also view stats by specific options, such as page, country, device, search type, and date.

37. What is a sitemap?

A sitemap is a map of the structure of your website. It stores a list of all the pages and other elements present on your website and how they all are correlated. Having a sitemap on your website helps search engines to understand which pages are important. Moreover, when you submit your sitemap, it aids in indexing your website in search engines. 

38.Why always most refer to Google as a search engine in SEO?

 

Simply because Google is the world’s leading search engine.

** Among total traffic on the World Wide Web, 92.96% is from Google Searches, Maps and Images. SOURCE **

There are other search engines like Duckduckgo, Yahoo, Bing, etc but few people use them.

 

39.Do different search engines have different logic for SEO?

 

Each engine has its own  response logic but we often find the same priority principles (site structure, quality of content, links, keywords)

40.What is a Search Engine algorithm?

An SEO algorithm is a set of rules that search engines use to evaluate the significance of a website or webpage. It keeps on updating with time. The search engine places the site if it meets the algorithm’s rules. The more the conditions are met, the better the positioning in SERPs. The criteria changes regularly and no one really knows what they are.

You can read about the latest SEO algorithm updates here – [NEW BLOG]

41.What is the relation between site rank position and SEO?

SEO  is a set of techniques and know-how to get the best seat possible in the results pages of search engines. The positioning corresponds to that place.

 

42.What do you mean by organic search results?

Organic search results are those results that you get with the help of SEO not by paid advertising. Similarly, all the results that you get from paid advertisements are non-organic.

 

43.What is one tip for SEO content?

You have to detect the search intent (keywords, phrases, questions) and answer it in the best possible way. Engines more readily understand such content. 

44.What are the tasks of SEO?

 

SEO generally involves Research, SEO AUDIT, On and Off-site optimizations (keywords, site structure, content, links) etc. Further, these tasks are divided into many microtasks. 

45.Is SEO free?

 

SEO is free, in the sense that the site owner does not pay any fees to the search engine to get top position in SERPs. This is not the case in paid search. But you need to hire a digital marketing agency to get your site search engine optimized. 

46.How much does SEO cost?

 

Although SEO does not require investing in paid advertisements, it still requires a significant budget for work that will be done over time. Generally, the cost of SEO depends on the time spent working on the project. The cost may be different for different websites depending on the service provided – audit, optimization, backlinks, etc. The costs can also vary  depending on the website, and the issues. Only after analyzing the objectives to be achieved, it is possible to quantify the cost. 

47.How to check your SEO?

To know if your SEO campaign is successful, examine the objectives you set: increase in traffic, conversion etc. This will help you to know whether you have achieved the results or not.  In any case, keep in mind that SEO takes at least a month to show results.

48.Can we do SEO on a WordPress, Wix, etc. site?

Yes, you can.

49.What is local SEO?

 

Implementing SEO strategies to boost your site’s positioning in the local search results.

Simply put, it helps to rank a website on particular keywords related to a locality such as “AC repair in NYC” or “wedding planners in LA”.

50.How to improve SEO?

The priority is to find the most frequently typed queries in the search bar in order to answer them in the content of the site. It is also necessary to ensure that the sites do not have technical blocking points. Ideally, the page to be positioned should also obtain quality natural links from other websites to gain popularity.

51.Can we pay engines like Google to be well ranked in SEO?

No, but you can pay for Google ads that will appear on search engine results pages. It has no direct connection with SEO. Moreover, if you use paid advertisements, these results are indicated as “ads” in the search results. 

52.How to choose the right keywords?

 

A generic term is not very legitimate in terms of conversions. Very competitive terms require more budget, more manpower and more time to come first. The best is to associate a locality or a particular target audience with keywords. It increases the chances of conversions.

 

53.What is conversion?

A conversion is when a visitor visits your website and makes a purchase of your product/service or fulfils the desired goal like subscribing to your newsletter. 

54.What is the conversion rate?

 

Conversion rate is the number of conversions out of the total number of visitors on your website.

55.Do SEO results stay fixed? 

Fixed positioning of a website on top with SEO cannot be guaranteed although SEO results lasts longer. Algorithms change often, search results move with the birth and death of websites. The mode of operation of the engines is still unknown.

 

56.Is SEO only a thing of big companies?

Not at all. Any company of any size can invest in SEO. In fact, there are small companies that have come to beat large companies simply by doing better SEO or hiring the right agency for it.

 

57.Is SEO something fixed on Google?

Not at all. Google from time to time changes the rules of the game. Therefore, when it comes to SEO, you should always stay focused on the latest updates and keep on optimizing your website as per new rules.

 

58.How important is having a blog for SEO?

Not just important, it is crucial. With the blog and articles optimized for SEO, we will get search engines to identify new URLs and ultimately movement on said website. Moreover, you can direct different keywords on different blogs which will boost your traffic if those pages get ranked for the assigned keywords. 

59.Are images important for SEO?

Of course. Just ensure that these are not heavy and are uploaded to the web with a  keyword in the alt tag. You can choose any keyword related to that webpage. 

60.How can Google Adwords help me?

Google Adwords allows you to bid daily for certain keywords to increase your website positioning and visibility on the web. An investment is practically necessary in any digital marketing campaign.

61.What is the best content manager for my company’s SEO?

Without a doubt, WordPress is the best platform to make your website. It is easy to use and its Yoast SEO plugin greatly helps to position the content according to Google’s requirements.

62.What can I do to improve my local SEO?

Register your business on Google my Business and other local directories and hire an agency that offers local SEO service. 

63. How does Analytics help us in SEO? What configurations can be made?

It will help you understand which web pages of your websites visitors are observing, where they are interacting the most, what kind of information they are looking for etc. You can prepare your future strategy based on this information.

 

64. What is the difference between SEO on-page and SEO off-page?

 

The difference between the two is important. On the one hand, on-site/ on-page SEO is concerned with things that need to be done on a website to make it SEO friendly. Such things include keyword optimization, load time, user experience, code optimization and URL format. While off-page SEO is mainly about mentions on other websites, presence in social networks.
Hope we have been able to answer your SEO queries. If not, feel free to comment your queries below. We will keep on updating this list!

[Case Studies] What We Learned From The Top Five Direct-To-Consumer (D2C) Brands

[Case Studies] What We Learned From The Top Five Direct-To-Consumer (D2C) Brands

Did you know that 55% of customers worldwide want to buy products directly from a brand? Since brand websites offer more information about the product than retail sites, over 50% of customers choose to visit them for information related to the products.

More than a third of customers said they bought products directly from a manufacturer’s website in just the last year.

To meet this demand, 78% of direct-to-consumer brands have already increased their marketing budgets. As logistics and digital infrastructure continue to develop at warp speeds, more and more brands choose to communicate directly with their customers.

Why?

It’s because they’re in control of creating personalized experiences for their customers. By cutting out the middlemen and implementing customer feedback faster, a D2C brand communicates how much they value their customers.  

When your customer feels valued and heard, they become evangelists for your brand.

No wonder we’ve seen a tremendous increase in D2C brands in the past decade. Retailers and wholesalers are also joining in. They’re starting to include a D2C channel in their overall strategy.  

Take a look at this Google trends chart. We can see an increase in the So direct-to-consumer approach in the past five years.

Google trends chart

In the graph below, we note how eCommerce is shifting its ways and embracing a more direct approach with consumers in the graph that follows.

D2C eCommerce

The pandemic has a lot to do with this shift. With the lockdown causing more and more brick-and-mortar stores to shut down, it brought many eCommerce owners online.

We mean 100% online.

Through this post, we hope to show you how the legendary disruptors of eCommerce found success with their brands. In addition, we want to provide you with actionable steps you can take to boom your brand.

So, whether you use a B2C or a direct-to-consumer strategy, we’re certain you’ll find this article useful.

Top Disruptors Of eCommerce That Found Success Going Direct To Consumer:

1.Warby Parker

Warby Parker

Brief Outline

The disruption Warby Parker caused in the eyewear industry makes them a pioneer D2C brand.

Four friends, Andy Hunt, Dave Gilboa, Jeff Raider, and Neil Blumenthal, started Warby Parker in the Wharton School of the University of Pennsylvania as part of their Venture Initiation Program.

They realized how expensive and inconvenient it was to buy a pair of glasses. Warby Parker took on the goliaths of the designer prescription eyewear industry by introducing a “try at home and buy” scheme.

The company came into existence in 2010, and they hit the sales target for their first year in just three weeks!

The Challenge

“Glasses are too expensive.” Fashion prescription eyeglasses cost people hundreds of dollars. The founders of Warby Parker wanted to change this problem.

They wanted to create a brand that would allow the masses to own a pair of designer glasses at radically lower prices. Additionally, they wanted to be a socially conscious brand.

For decades, Luxottica dominated the eyewear industry with an 80% market share. They owned brands like Ray-Ban, Lenscrafters, Oakley, Sunglass Hut, and Pearle Vision.

This monopoly was the reason for such artificially inflated prices for designer eyewear. People could buy eyewear only after shelling hundreds of dollars at their optometrist’s office.

Their Solution

Warby Parker tackled the expensive, bloated supply chain head-on. Through the verticle integration model of eCommerce, they could drastically cut down the rates of their eyeglasses and ensure control over the entire customer experience.

The model was simple. Customers could select five frames they liked, and they would receive these in the mail for a five-day try-on period. There’s even a prepaid return label included to ensure a free trial. During these five days, customers can place their final order online.

With fast and efficient eCommerce shipping, 30 days return or exchange policy, and exceptional customer care, Warby Parker became the new favorite brand for eyewear for all within the first year of their launch.

Since their marketing budget wasn’t too high during the initial days, the company hired a PR firm to create buzz. This PR firm was able to get an interview with both GQ and Vogue magazine. 

The founders had to expedite the launch of their website because both magazines advanced the article’s release date. Unfortunately, this acceleration resulted in their website crashing on launch day. There was a long waitlist of 20,000 people.

But, all four founders got to working and individually sent out an email to apologize for the delay. People loved this human touch and transparency! The brand was a disruptor of eCommerce marketing and a pioneer in D2C marketing.

Key Stats

Key Stats

Key Stats 1

Warby Parker3

Warby Parker1

Key Takeaways

  1. Customers Love Transparency.
  • When Warby Parker had to launch their website sooner than expected, their team immediately sent out an apology email to all those on the waiting list.
  • And this transparency in their general execution of business was why early adopters turned into brand advocates.
  1. Be a Visionary in Streamlining your Operations:
  • The strategy to vertically integrate the eCommerce operations allowed Warby Parker to completely control their supply chain and distribution. This strategy allowed them to lower their prices drastically.
  • It also meant that the customers and the brand had a direct communication line. This communication line further meant Warby Parker could implement customer feedback immediately. The brand was what the customers needed them to be.
  1. Your Customer Feedback and Data Drive your Brand:
  • The biggest reason for the growth of this D2C brand was how quickly they could reflect the feedback given to them.
  • Warby Parker looked at data they gathered right from the get-go, and this very data ran through every business decision.
  • This data also included opening up brick and mortar stores when the customers needed it, even though they wanted to be a digital eyewear brand.

2. Casper

Casper

Brief Outline

Mattress selection is an overwhelming process. But you need a mattress, and so, you have to go through this struggle. No wonder it was a $14 billion industry even as early as 2014.

In April 2014, Casper disrupted the mattress industry with its famous “bed-in-a-box” concept. Founders Jeff Chapin, Philip Krim, Neil Parikh, Gabe Flateman, Luke Sherwin, had a simple idea:

  • Simplify the mattress selection process by creating a single model.
  • Give the customer the best mattress at a budget-friendly price.
  • Deliver free and fast with a trial period of 100 days.

Casper’s customer-first approach worked wonders. They hit $1 million in sales in their first month! Casper then raised a venture capital of $70 million and grew to hit $100 million in sales with a team of 120 people.

The Challenge

An average luxury mattress clocks in at $3000 or even more. Add to this the inconvenience of moving a heavy mattress.

Luke Sherwin and Neil Parikh were living in a fourth-floor walkup in New York. So when they needed to get a mattress from their door to the bedroom, they knew there had to be a better way.

Thus came the idea of Casper, a novel idea of having a mattress-in-a-box that would be affordable and convenient.

A monopolistic supply chain and a sales structure that ran on commissions ruled the mattress industry for decades. No wonder the inflated prices and high margins. Plus, the customer’s experience was never in the conversation for these goliaths.

Their Solution

Casper’s vision to redefine an established and thriving industry meant they had to revolutionize the way customers thought about their mattresses.

They served their customers with an excellent, custom multi-layer foam mattress they could squeeze into a 3.5 ft tall box and ship across North America.

Casper's vision

Their headless eCommerce site allowed customers to make their transactions directly with the brand. This control in communications further allowed them to:

  • Be in control of their customer’s experience.
  • Have control over how customers engage with Casper.
  • Acquire customer data to improve their strategies.
  • Lower the costs significantly by cutting out wholesalers and retailers.

But these points were a given for a D2C brand like Casper.

What helped Casper make headway into the mattress industry was mostly content marketing. They positioned themselves as the experts in not just the mattress industry but the sleep industry!

Having content marketing as their central strategy allowed them to leverage the power of blog posts, videos, and social media posts and placed themselves as the sleep industry experts.

The results were astounding from day one. On the day their website went live, Casper sold out its entire inventory (40 mattresses). The founders expected to sell $1.4 million worth of mattresses in the first year, but they hit their target in just two months!

Key Stats

casper's Key Stats

casper's Key Stats1

Casper

casper's Key Stats2

casper's Key Stats3

Key Takeaways

  1. Boldly Reinvent your Customer’s Buying Experience

Casper’s mattress-in-a-box concept wasn’t one that anybody ever imagined before. Of course, this out-of-the-box thinking is highly risky. But, as with high risks, when they stick, they pay great returns.

To boost customer engagement, Casper encourages its customers to send them a video of their unboxing experience. They have a special section dedicated in their FAQ section to address this point:

boost customer engagement

  1. Leverage the Potential of Content Marketing

Casper relentlessly puts out content that their users are searching for. Casper has successfully established itself as the industry expert by comparing products, talking about benefits, or providing general information about sleep.

Add this to the customer reviews and other content from customer engagement; the brand builds loyalty and trust through their social credibility.

  1. Generate More Leads Through Re-Targeting.

Did you know that 97% of your visitors don’t buy from you the first time they visit your site? Enter: retargeting. The CTR for retargeted ads, on average, is 10X higher than display ads.

Research suggests you can increase your CRO up to 150% through retargeting your customers.

3.Allbirds

Allbirds

Brief Outline

Allbirds is a sustainable footwear brand created by Tim Brown and Joey Zwillinger. They became famous for using New Zealand’s merino wool to create simple, muted, and comfortable sneakers that people could wear everywhere.

Tim was an eight-year professional soccer player and New Zealand’s vice-captain in 2016. Post his retirement from soccer, Tim gained his master’s in management from the London School of Economics in 2013.

Then began the journey of Allbirds, Tim’s vision of having a sustainable sneaker brand made from wool. A certified B corporation, Allbirds has achieved tremendous growth. Today, this D2C brand has a $1.4 billion valuation.

The Challenge

Everywhere you see, you can find brightly colored, heavily branded shoes. This lack of simplicity was Tim’s struggle too. He wanted a pair of simple shoes that were comfortable for long-wear.

This idea of being a whisperer amidst all the chaos and noise was why he started Allbirds. Together with Zwilligner, Allbirds set out to solve the following problems:

  • Simple, clean, non-branded shoes were too difficult to find.
  • Comfortable shoes that can function well as gym shoes and casual wear were rare.
  • The footwear industry had a large carbon footprint.

Their Solution

Tim Brown, a native of New Zealand, wanted to highlight his cultural heritage within his brand.

Even “Allbirds” references New Zealand’s first inhabitants who found no animals when they came to the land of “all birds.”

Partnering with a wool industry research group and government agricultural scientists, they patented a shoe material made of merino wool.

For the soles, they formulated a combination of foam and rubber, and some models even use castor bean-based components that are more sustainable.

The shoes were :

  • Durable
  • Sustainable
  • Fashionable
  • Comfortable
  • Affordable

For their launch, Brown started a Kickstarter campaign. He described his minimalist sneakers as “world’s first woolen running shoes designed to be worn sockless.” They highlighted the ease of use, the comfort of wear, the durability and resilience, and of course, how beneficial to the environment the shoes were.  

Wanting to raise $30,000, Allbirds ended up selling 1064 pairs of shoes and raising $120,000 in funds. A Time magazine profile on the launch day for the wool runners helped catapult the brand’s success. Soon, The New York Times called Allbirds the “Silicon Valley’s cobblers.”

The more funds Allbirds raised, the more their sales, and vice-versa.

Soon A-list celebrities like Oprah Winfrey, Gwyneth Paltrow, Matthew McConaughey, Mila Kunis, and Jennifer Garner started sporting these shoes, and the brand continues to grow today.

Today, Allbirds has a valuation of upwards of $1.4 billion.

Key Stats

Allbirds Key Stats

Allbirds Key Stats1

Allbirds

Key Takeaways

  1. Prioritize the Quality of Products Over Sustainability

People aren’t loyal to a brand just for its sustainable business model. Being eco-friendly is a push for people to purchase an already excellent product.

Allbirds is big on sustainability, but they’re even big on their product quality. This focus on quality ensures people love the product.

Over and above, they feel proud to take part in conserving the environment. Never the other way around.

  1. Sustainable eCommerce is a Rewarding Strategy

Setting up a sustainable eCommerce brand takes a lot of effort. First, you need to get all the certifications to prove you are a sustainable brand. Secondly, you need to focus on strategies to reduce your overhead in the initial days.

But, 6 in 10 customers are willing to pay more if the brand is eco-conscious. Simple steps like the following can help you transition into an eco-conscious brand:

  • Reduce packaging.
  • Reduce energy waste.
  • Create recycling policies.
  • Create a marketplace to resell used merchandise.
  1. Build Credibility

Whether it’s gathering social proof for your product quality or gaining patents for the originality of your products, building credibility is important.

Allbirds took the time to create a unique product and got all the certifications needed to highlight the authenticity. Then a community of people shared their trust with the brand.

Building a community whose values align with yours will propel your sales perpetually. 77% of consumers want to buy from brands that share similar values as them.

4. Everlane

Everlane

Brief Outline

Everlane is a vertically integrated apparel store that focuses on the ethical sourcing of high-quality garments for men and women.

  • What sets them apart is their radically transparent approach.
  • The clothes last for decades.
  • Each customer knows where their clothing is coming from.
  • In addition, customers know the markup percentage.

Founded in 2010, Everlane’s strategy to be a transparent and ethical brand resulted in today’s success.  

The Challenge

Everlane was started in 2010 when customers were paying ten times the cost to make the apparel. So they set out to challenge the fashion industry, nay, disrupt the industry with their radical approach. Everlane’s founders Michael Preysman and Jesse Farmer wanted to address the following concerns their customers had:

  • Are the factories that create the apparel ethical in their dealings?
  • Why don’t the customers know the price breakdown?
  • Do the garments last long, or are they trend-centric?

Their Solution

The only way Everlane could address the concerns mentioned above was to use the direct-to-consumer route. They had total control over their entire funnel.

While creating a radically transparent brand that’s adamant about delivering ethically sourced, high-quality deliverables, their focus on what mattered most is what helped this niche-centric brand thrive.

Unlike other brands that try to please all consumers, Everlane focused on serving consumers that:

  • Appreciated ethically sourced apparel. This sourcing includes details about the entire supply chain (factories, raw materials, labor laws, etc.)
  • Looked for long-lasting quality over trends. This quality over trend approach meant they sought customers who would pay for designer wear dresses as long as the price justified the shelf-life.
  • Welcomed a minimalistic style. This style meant that the garments wouldn’t be fancy or loud, rather simple staples. This strategy also set them apart from many of their competitors that tried to cater to the masses.

Being radically transparent about their prices and markups worked in their favor. It became Everlane’s USP. In addition, their pre-launch program to get a product for a certain amount of referrals worked wonders.

Although the brand had 1,500 T-shirts in their inventory, their referral invite list popularly won 60,000 subscribers within five days. Finding their audience on Tumbler and using infographics to reach them was a clever way to attract their audience while creating buzz.

People appreciated and honored the transparency.

In 2015, Everlane received a seed funding of $1.1 million. In addition, partnering with Postmates as their delivery partner allowed them to provide customers with same-day delivery options, which further boosted their growth.

Their affiliate program added to their returns.

Everlane originally started with the idea of being an online store. Still, because they listened to the needs of their customers, they realized the value of opening brick-and-mortar stores.

Listening to your customers and delivering their requests ensures loyalty and referrals.

True to their claims of being radically transparent with their prices, Everlane introduced the “choose what you pay” pricing model for their merchandise. The lowest price would cover production and shipping costs, and the higher price points would include overhead.

The success of each strategy is visible today. In 2017, the company’s valuation was at over $250 million.

Key Stats

Everlane Key Stats

Everlane Key Stats1

Everlane Key Stats 2

Everlane Key Stats 3

Everlane Key Stats 4

Key Takeaways

  1. Clarity in Vision

When Everlane launched, they had a clear-cut strategy on how they would like to proceed. Being transparent has a long list of challenges. You have to be willing to let go of a percentage of the revenue pie if needed.

Also, we’ve noticed many brands start with big claims but sustaining the same becomes challenging a few years in the running. However, Everlane maintains its vision and mission statements, and customers reward their efforts.

  1. A Solid Pre-Launch Strategy

With Everlane’s prelaunch, they gave tiered rewards to all users who referred their friends to the prelaunch. The prelaunch went on for over six months. This period meant there was enough time for them to create some buzz. The mystery that something exciting is coming was enough for over 60,000 subscribers to sign up for the launch.

Their strategy to reach a young audience through Tumbler was unprecedented for the times. They created infographics about their business model and pricing strategies which received a lot of attention and shares. This strategy speaks to how creative the brand was and how they were unafraid to push boundaries.

  1. A Great Affiliate Program

Although affiliate marketing is a part of many eCommerce strategies today, Everlane was creative to infuse an affiliate program into its strategy in those days. Their robust affiliate program allows affiliates to be excited and ready to spread the word. Affiliate programs can result in a 15-30% increase in your profits. If you’re an eCommerce brand, this is a strategy to include in your marketing efforts.

5. Dollar Shave Club

Dollar Shave Club

Brief Outline

Our list would be incomplete without mentioning the billion-dollar exit of Dollar Shave Club. A company that started from scratch by founders Michael Dubin and Mark Levine scaled to becoming the major competition for the monopolistic reign of Gillette, eating away over 25% of its market share, finally getting Unilever to buy out DSC for a billion dollars in 2016.

The Challenge

Mark Levine came to Michael Dubin with a specific problem. He had 250,000 razors he sourced from Asia, and he wanted Michael to help him sell them.  

In 2011, when the duo was discussing business plans, the two challenges in the market at the time were:

  • Razors were unnecessarily expensive.
  • Buying razors is a frustrating experience.

The monopoly over the market share by the likes of Gillette and Schick made the markup on razors high. Michael Dubin wanted to go head to head with the goliaths of the razors, and thus came the idea for Dollar Shave Company.

Their Solution

Even though millions used razors, the problem of a few brands owning major chunks of the market share caused the markups to be ridiculously high. Michael Dubin wanted to stand against this very challenge. And he did so successfully right from the launch video of Dollar Shave Club.

Their “our blades aren’t just good; they’re f*ing great” made the masses go wild, and they received 12,000 new subscribers within 48 hours of the video going live. The Gillettes and Schicks began to notice a significant portion of their market share going Dollar Shave Club’s way.

Defining a target audience: people in their twenties and thirties who didn’t have enough funds to buy expensive blades and weren’t loyal to big names like Gillette. This specificity allowed the founders to craft their video commercials uniquely for their audience. This streamlining of their strategies was a major reason behind their billion-dollar buy-out.

Another reason for the brand’s success is its futuristic business model. These days, we understand firsthand how valuable a subscription model is. But in 2011, combining a trading model (purchasing products in bulk from smaller companies and selling them at a profit) and a subscription model (investing in customers and acting as a club for its customers, a.k.a. members) was visionary.

Key Stats

Dollar Shave Club key stats

Dollar Shave Club key stats 1

Dollar Shave Club key stats 2

Key Takeaways

  1. Membership Programs Over Loyalty Programs

Gone are the days when people wanted rewards for being loyal to your brand. A retail loyalty program will get your participant to spend $42.33 over a regular customer. But 49% of shoppers are already part of a subscription model, according to research from McKinsey.

Customers today seek value. They want exclusive insider benefits. Customers want to feel part of your brand and its story. They want to feel part of your community. A membership program will allow you to have a steady source of revenue.

  1. Use the Power of Videos to Gain Success

The most viral commercial that introduced Dollar Shave Club gained 4.75 million views. This video, although simple, addressed every pain point a customer had. The video generated 12,000 orders in just 48 hours.

The Aberdeen Groups research shows that companies who add video marketing to their strategy have witnessed a 49% faster Y-o-Y. In addition, they receive 34% higher conversions and a 41% boost in web traffic.

  1. Communicate the Future your Brand Wishes to Prevent

DSC showed men what a future would look like if this ‘one dollar a shave’ alternative weren’t present. Having a great razor for just a dollar and a subscription model to get replacement blades every month was the best decision for a customer to make.

Adding to this, the fun names of products (One wipe Charlie) and a successful membership program allowed them to tap into their audience’s emotions. This strategy led to a lasting relationship between their whales and the brand.

Direct To Consumer Trends To Look Out For In 2022

Now that we’ve seen the major examples of direct-to-consumer successes, as promised, here are the trends to remember as you strategize your D2C business model. Marketing is changing as the internet evolves.

Brands are readily embracing new trends and adapting faster than ever.

However, with all this competition, it also becomes easy to stand out as long as you have a unique brand voice. Integrating the following trends can help you create a data-centered brand voice that’s unique to you.

Here are seven trends for 2022 we predict will be the future of D2C strategies:

AI Chatbots

AI Chatbots

To build strong relationships with your customers, as a direct-to-consumer brand, it’s worth noting that 92% more brands use chatbots as part of their conversational marketing strategies. Since 2019, 11.9% of customers have started communicating with brands using chatbots.

Now with more intelligent AI chatbots, you can expect:

  • faster and more reliable customer support
  • human-like conversations with your customers
  • reduced overhead by decreasing the hiring of live chat representatives

Some statistics to note:

Chatbots are getting smarter. Customers and companies are loving them each day. As the screengrab from Google Trends shows, chatbots are here to stay.

Voice Search

Voice Search

As a D2C brand owner, SEO (Search Engine Optimization) and SEM (Search Engine Marketing) drive your sales and web traffic. 65% of users (ages 25-49) are already talking to their voice-enabled devices every day. Social Media Today reports that 50% of users use voice-based search to research products. These numbers are constantly growing.

Some statistics you can’t ignore:

  • Close to 10% of voice searches start with words like “who/ what/ where/ when/ why and how). This change in search is why you need to optimize your website content for voice search.
  • Google reports that 52% of voice searches happen in the living room, 25% in the bedroom, and 22% in the kitchen.  
  • According to Search Engine Land, keywords you should focus on ranking for voice search include topics related to instructions instead of purchase-related terms.
  • 26% of customers who own smart speakers have used them while purchasing online. And this number is growing daily.

Voice search is getting even more popular as days go by. Optimizing your eCommerce store for voice and implementing a content marketing strategy is the best way to establish your D2C brand as the leader in your niche.

Personalized Brand Experiences

Personalized Brand Experiences

Today, most established retail brands include a direct-to-consumer channel. Research shows 51% of customers already expect brands to predict their needs and make appropriate suggestions. While personalization once meant:

  • Including the customer’s first name in emails.
  • Content that’s written in first/second-person perspective.
  • Suggesting product recommendations and ads based on user history.

But in 2021, these are a given. In the future, personalized experiences would mean your brand develops a better way to personalize your customer’s exposure to your store.

As an example, take a look at Fit Liberty, the D2C line from Universal Standard. Within a year of purchase, their shoppers can exchange any clothing item at no extra cost. This elevated shopping experience is extremely personalized to the customer, thereby increasing brand loyalty.

Global Retail

Global Retail

Shopify’s research suggests 42% of eCommerce transactions are happening in China. International markets are rapidly growing. Shopify predicts that one-fifth of direct-to-consumer sales will be cross-border purchases.

With more and more eCommerce platforms implementing better experiences for your customer, like multi-currency options, tax calculators, etc., the new D2C trend is to sell globally.

Even the World Trade Report suggests that 97% of small businesses are already exporting globally.

Adopting Omnichannel Strategies

Adopting Omnichannel Strategies

BigCommerce’s survey reveals that more and more Gen Z customers are purchasing online. Also, only 31.04% of millennials and 27.5% of Gen X customers buy products from brick and mortar stores.

Since 2020, retail has become a mix of physical stores and online store experiences. This fluidity in shopping is the reason behind needing an omnichannel approach to your eCommerce strategies.

Some stats to consider:

The future beholds D2C brands getting serious about creating more ways to engage their customers using a mix of physical and online channels.

Video Marketing and Brand Storytelling

Video Marketing and Brand Storytelling

Up to 99% of brands are already using video marketing because videos are 600% more effective than other marketing strategies.

Here are a few things you need to consider:

  • The average customer already has 9.5 video streaming apps installed on their mobile phones.
  • Short-form videos (IG reels & Tiktoks) are gaining more popularity.
  • Users coming to your eCommerce store through UGC (user-generated content) have a 184% chance of purchasing from you.
  • Data-driven storytelling is the future for brands to share their values. This strategy builds loyalty.

(PS. For more information on how you can leverage videos and other marketing strategies to boom your brand, have a look at our article on the same)

Subscription Business Model Over Loyalty Programs

Subscription Business Model Over Loyalty Programs

McKinsey reports that D2C subscription brands grow over 100% Y-o-Y. Also, 15% of consumers enjoy the subscription model. Our example of Dollar Shave Club reflects how a brand can go from 0 to $1 billion using a subscription model.

Some stats for you to consider are:

  • 53% of software revenue will directly come from a subscription model.
  • 70% of marketers report they will implement a subscription model in their marketing strategies in the coming year.
  • 53% of CFO’s attribute 40% of their organization’s revenue to be recurring, thanks to subscription models.

Loyalty programs are losing the charm they once had. Your customers want to have an exclusive insider relationship with your brand. Membership models provide just that personalized brand experience.

Over To You

With all the stats trends we’ve shown you, it’s apparent that D2C is the future. Even for well-established brands, embracing a direct-to-consumer channel will provide you with a direct communication line to your consumers. This line will not only ensure a personalized experience but build strong loyalty.

The number one reason for the humongous success of many D2C brands is that they are great at solving their customer’s problems.

There is a customer need that has gone unmet for years on end, and finally, a direct-to-consumer brand comes and solves the problem while competing head-on with the giants in the industry.

Whether we look at Warby Parker, Casper, Everlane, Allbirds, or Dollar Shave Club, they worked towards ending the monopoly of the existing giants in the industry. Here’s where the disruption takes place.

A few questions you can ask yourself as a potential retail disruptor:

  • How can my company end ___ problem of my target audience?
  • What is one service my audience wants from me that no one else can provide?
  • What are some stale business practices still prevalent in my industry I can solve?
  • What business model can I create to increase recurring revenue?
  • What are the core values that will drive my business for years to come?

These action points will help you find your business edge and brand philosophy. That said, parenting with a D2C expert like WebSpero can save you all the hassles of finding the right strategies. We’ve helped hundreds of our clients find success and we can do the same for you. Let us take care of your D2C strategies so you can focus on what matters most to you: your clients. Schedule a discovery call now.

D2C Marketing: Top Challenges Faced By D2C Brands In 2021

D2C Marketing: Top Challenges Faced By D2C Brands In 2021

direct to consumer brand owner wondering how to overcome common D2C challenges? Well, we have expert tips lined up for you!

We’re not wasting time with “what is D2C” and “D2C vs. B2C” and other questions of that manner. You already know that. We’ve answered the seven most common challenges our clients come to us with here at WebSpero.

As a bonus, the action points at the end of each problem help challenge your mindset for success. So, at the end of this article, you’ll have the information you need to succeed in your D2C marketing.

Take a look at our expert tips on how you can tackle these D2C challenges head-on:

1. Product Differentiation

D2C trends project that 40% of people will buy from D2C companies in the coming five years. However, with all the available brands today, it doesn’t take a sharp eye to notice that many brands within a niche look the same.

Whether it’s similar packaging, similar target markets, or similar messaging, brands have to find ways to differentiate their selling points from their competition.

While we understand that there’s a strategy to looking like other brands in your niche, ensure you build your following through a distinct brand message. Whether that’s your brand values or an offering that sets you apart, find an emotional connection with your customers.

Think, what is my unique selling point, and how can I build a community that resonates with my messaging?

2. Changing Customer Habits

D2C Marketing

Millennials are leading the world when it comes to online shopping. And 75% of the average US citizen is open to trying new brands. This means they’re switching brands at an unusual rate! McKinsey’s research notes that Gen Z is most likely to continue switching brands.

Another thing to note is that thanks to auto-sync turned on in their browsers, your users are browsing your site seamlessly across various devices.

For example, they might have stumbled upon your blog post on your product while using their laptop at work. Thanks to cookies, your social media advertisements target them on their phone, and they continue to purchase from your IG store.

Are you prepared to wow your customer through this journey?

Think, how can you combine new-age technologies (AR, VR, IoT, etc.) to make your customer experience more seamless?

3. Rise In Competition

With the rise in social media and other digital opportunities, more and more brands embrace a direct-to-consumer model. And this shows that the competition within the D2C sector is ever increasing. So, how can you win in your niche?

The answer lies in Differentiation. So how do you stand apart from the rest of your competitors?

Millennials, for example, love to buy from brands that stand for a cause. Alternatively, you could make your brand voice and values one that your audience resonate with. Even taking small steps like ensuring your SEO efforts are up to the mark will help you retain more customers.

Think, what’s one thing you do differently than others in your niche?

4. Demanding Customers

With increased control over brand messaging and customer engagement, almost all brands are waking up to meet the rising challenges in pleasing the customers.

This means customer expectations are soaring high! What was once a “wow-factor” has now become the baseline.

This high expectation isn’t necessarily a bad thing for your brand. Understand basic human psychology: WE ALL WANT TO FEEL SEEN/ HEARD. We all want to feel important.

You don’t necessarily have to have high budgets to pamper your customer. Simple things like:

  • Addressing each customer’s comments on your social media accounts.
  • Implementing feedback and reassuring the customer of the same.
  • Personalizing your customer’s experience across all channels.
  • Running “surveys as campaigns” to gather data about your customers, then integrating this data within future campaigns.

51% of your customers expect to have a personalized experience with your brand. The above list is just a kick-off point.

Think, how can you personalize the experiences your customers have in each interaction with your brand?

5. Growth Challenges

  • Facebook advertisement costs have almost doubled Y-o-Y 2018-2019.
  • Social media platforms are getting crowded in every possible niche you can think of.
  • Organic growth remains a challenge when we consider the time it takes to scale a brand.  

These results can be disheartening, especially if you’re starting your  D2C company. But, here’s all you need to remember:

  • Content marketing is booming.
  • Customers are getting wiser trying to wean out quality content from the rest.
  • Social media still proves useful in building communities around your product.

Invest in content marketing strategies. Build content around your product in different formats: podcasts, blogs, social media posts, etc.

This will ensure a wide range of people connects with your message.

Think, what are five topics that can talk about the value my product brings to my customers?

6. Technical Infrastructure

  • Within 24 hours of the first contact, 54% of your customers expect you to give them a personalized discount.
  • 26% of your customers want higher security and greater user experience on your website.
  • 22% of your customers expect you to provide them with a same-day delivery option.

Sure, when you look at D2C vs. B2C, there are many benefits of reaching your customers directly, but here are the technical aspects (infrastructure, means & modalities, etc.) of business that you’ll have to think of.

You can build your technical infrastructure by adopting MACH architecture (Microservices based, API-first, Cloud-native, and Headless). Ditch the legacy monolith systems. 

Think, how can I future-proof my customer’s digital experience with my brand?

7. Omnichannel Shopping

  • Up to 71% of in-store shoppers surveyed have reported that smartphones have become extremely important to their in-store experience.
  • Add this to the fact, more than 45% of brands are already saying their top priority is creating omnichannel experiences for their customer.
  • Your customers who shop both in-store and online produce a 30% lifetime value over other customers.

It’s no surprise that in 2021, your customers expect a seamless connection with your brand. As an example, customers check for discounts online while they’re shopping with you in-store.

Our expert tip would be to include a headless commerce architecture within your brand strategies. This means to decouple your backend services and UIs. It would allow you to handle your eCommerce functionalities in the backend.

Think, which APIs bring in flexibility in the front-end operations? Which custom interface allows for a seamless experience for my customers?

In conclusion

These were the seven most common challenges D2C brands face and our expert tips to overcome them. Stay tuned for other articles that will help you with proven & rewarding strategies to scale your D2C marketing efforts. For starters, check out this article on detailed strategies used by the leading D2C brands and trends and projections for 2022. We specialize in propelling vertically integrated eCommerce brands. We help you scale your ROI through our data-centered strategies that boost your conversion rates. Speak to our experts today!

Marketing Flywheel Guide 2021 – Everything You Need To Know

Marketing Flywheel Guide 2021 – Everything You Need To Know

Nowadays, marketing flywheel has seen dominating the internet. From Amazon to Hubspot, flywheel has proven to be a successful marketing approach. Many popular and experienced marketers suggest it as a great strategy to increase customers. But what is a flywheel? Is it better than a funnel? How to build it?

Here’s everything that you are looking for.

What Is A Marketing Flywheel?

Marketing Flywheel

Image Credit: brandpoint

According to Jon Dick of HubSpot, a Marketing Flywheel is a “circular process where clients feed growth.” It is the upgraded version of the traditional marketing funnel.

CHECK OUT OUR DETAILED GUIDE ON MARKETING FUNNEL IF THIS TERM SOUNDS NEW TO YOU!

If you have marketing funnel awareness, it will be easy for you to understand the marketing flywheel concept. Unlike the marketing funnel, the flywheel does not end after the customers reach the last stage of the buyer’s journey- conversion. Instead, it uses the existing customers to boost new leads and the overall growth of your business.

Practical Example: There’s this guy named Sam, looking to purchase a new pair of shoes online. He searched for “Nike Air shopping” on Google and clicked on the first website on his search results. Sam scrolled through the collection, added his favorite pair of shoes in the cart, entered the payment information, and placed the order. That’s not the end of the story.

He became a loyal customer of the brand and started promoting it to others. But why did he do that? Because he entered the marketing flywheel of that business which encouraged him to stick with them for a long time. That’s how a marketing flywheel uses existing customers to attract new leads.

Things To Focus – How did Sam get attracted to that brand’s website in the first place? Because he saw it on the top of his search results. “Do you know that 56.36% of all clicks go to the top-ranked website”? Either that brand might have used PPC or SEO to achieve that rank. You can do the same.

LEARN TO RANK HIGH USING SEO

AND CLICK HERE FOR AN IN-DEPTH PPC GUIDE!

Now when you know what a marketing flywheel is and how it brings more sales and leads, it’s time to dig a little deeper. Let’s discover what a marketing funnel is made up of- its components:

Components Of Marketing Flywheel

Components Of Marketing Flywheel

In a traditional marketing funnel, a customer’s journey is described in numerous stages starting from awareness and often ending at conversion or purchase. The structure of the flywheel is quite similar. But it consists of only 3 phases:

Attract- In this stage, potential customers get aware of your business. They develop an interest in your brand, assuming you provide a solution to their problems.

Engage- This phase includes providing education, solutions, and personalized customer services to the visitors.

Delight- In this step, businesses focus on creating a positive shopping experience and strong relationship with the customers so that they become your promoters, helping the flywheel spin back to the first stage.

Let’s unfold these phases from deep and understand which marketing tactics are used in each:

First Phase- Attract

The first step of an inbound marketing flywheel is all about attracting people to enter the wheel. This step is similar to the first step of the marketing funnel. Attracting your potential customers isn’t hard if you give them hope that you can solve their issues. This phase focuses on encouraging the customers to start their buyer’s journey.

Example- Sam was scrolling through his Facebook account when he came across an advertisement for an organic hair shampoo that “controls hair fall within one week.” Sam got curious to know more about that product. He clicks on it, visits the website, and enters the marketing flywheel of that brand.

Real-Time Example: Inshorts

Real-Time Example: Inshorts

This is an Instagram ad for Inshorts. By asking the question like- “don’t have time to read the newspaper?”, it grabs the attention of the user. And the caption below creates interest, encouraging the visitor to click on “Install Now” and discover if it’s really possible to read a newspaper in 2 minutes. And that’s when this brand succeeded in making a visitor enter its flywheel.

Following are the tactics you can use to gain your target lead’s attention and bring them to your website:

  • Content marketing and blog posts
  • Social media presence- both paid and organic
  • On-page SEO, off-page SEO, and keyword strategy.
  • PPC and video campaigns

Second Phase – Engage

After the customer reaches your website or enters the first stage of your flywheel, the next step is to offer them more quality content or information. Your focus should be on convincing them to purchase your product or services. And the only way to convince them is to resolve some of their issues through your content.

Example: Sam is now reading the product description of that organic shampoo. The brand has provided lots of useful content about the product, like how it controls the hair fall, the benefits of ingredients present in it, and much more. But it isn’t enough to convince him about purchasing it. So he watches a few videos of the product, goes through some reviews, and reads testimonials of previous customers, all of which is provided by the seller. Now he has everything needed to make his decision. Sam is convinced to purchase this product because he was suffering from hair fall issues, and he is completely sure that this shampoo is the right cure to it.

Practical Example: Amazon

Amazon

  • The brand grabs visitors’ attention by offering them a great deal.
  • Leads get interested to know more about it so they click on the ad.
  • The ad directs them to the landing page where they find various products, in our case they are shoes.
  • The prices are affordable so users scroll down the collection.
  • They pick a product to learn more about it in detail through the description.
  • The product was fulfilling their needs so they decided to finalize their choice.

And that’s how Amazon brings their visitor to its flywheel sales model and successfully moves them on to the second phase.

Fill your website with as much useful and quality information as you can. It will help you build a stronger and long-lasting relationship with your customers. The tactics you can use in the engage phase are:

  • Segmented email campaigns
  • Free demos and gated content like downloadable templates, eBooks, and whitepapers.
  • Visual content like detailed explainer videos and webinars.
  • Offering a free trial of your services or products.

Example: Amazon

IPHONE amazon

It is one of those brands using the above tactics. In most of their product pages, they include detailed explainer videos to help the user better understand the product. This way they increase their user engagement rate, strengthening their customer-business relationship.

Third Phase- Delight

delight customers

This is the phase that separates the marketing flywheel from the marketing funnel. What happens in a funnel is-

  • Visitors get attracted to your brand.
  • They engage with your content.
  • They decide to convert into customers.
  • Finally, they purchase your product or services and get converted into clients.
  • They exit the funnel, and the process starts from the top again.

Do you notice something? The marketing funnel does not give any reason to your clients to come back again. But the flywheel does. If you have reached this phase and helped your visitors gain solutions for their specific issues, all while providing them extraordinary customer services along the way, then you have gold in your hands.

You have successfully created a happy customer that values more than gold. In this phase, your job is to nurture this relationship you have created.

“In The Third Phase, Your Goal Is To Create Promoters For Your Brand.”

This is how the cycle of the flywheel will be completed. By creating the promoters, you can ensure that the wheel keeps on moving, thus ensuring the constant growth of your business.

Example: It has been weeks since Sam ordered that shampoo. He had some issues with the delivery, but they all got resolved because of the premium customer support of the brand. Sam is now recommending all his friends and acquaintances to try products from that company. He has become a loyal customer because that brand offered him superior quality services from the starting itself.

Harriet, the co-founder of CocoFinder says- “one of the biggest and notably the most important advantages of using the Flywheel Model is that it helps focus on enhancing a customer’s journey even after they’ve matured into a customer. Nurture them from the very first moment they become a customer up until the stage when they turn into subject matter experts (gain expertise in our product and/or service) and brand advocates.”

Following are the list of tacts that you can use in this phase to make your customers loyal to your business:

  • Hosting networking events.
  • Offering exclusive “premium membership only” content in the form of webinars or eBooks.
  • Personalized email campaigns
  • Creating referral programs
  • Inviting the clients to try new products, services, and features.

Just like the marketing funnel, there are various types of marketing flywheels. Let’s give you a few examples:

Popular Types Of Flywheel

Organic Flywheel

Organic Flywheel

In an organic marketing flywheel, you have to publish the highest quality SEO-friendly content on your website and then promote it across online channels like- email, social media, etc. Doing this attracts target visitors who will engage, share and visit your content multiple times, boosting your website’s authority, helping you rank better on search engines.

Why Named Organic?

This flywheel is named organic because it uses organic tactics like SEO to attract organic attention. To keep your organic leads engaged with your website for a long time, you can take the help of a chatbox.

This facility makes it easy to start a conversation with the visitor. There are so many companies that have benefited from the organic flywheel, including Bugger, HubSpot, Moz, Drift, and many more. If they are getting results from it, why can’t you?

PR Flywheel

PR Flywheel

In the PR flywheel model marketing, creative ideas are the starting point. In this flywheel, you create relationships with the press and media, priming your pitches. The ideas you produce help you become viral and gain media attention. The buzz about your brand increases your visibility at a larger scale and attracts more fans and loyal customers, who will promote your business further.

Freemium Flywheel

In this flywheel, customers are provided free access to limited features of your services and products. If they find your service or product useful, they will promote it to others in exchange for unlocking more features for free or at a discounted price. This flywheel attracts a good amount of paid and free users, helping you increase your business growth.

Dropbox used the same flywheel to propel immense growth. Users could get only 2GB of free storage, and they can increase the limit by inviting their friends to the platform.

Referral Flywheel

You won’t believe it, but famous email newsletters like The Hustle have also used the referral flywheel to drive massive growth. First, to attract new subscribers, they use paid ads. When subscribers invite their friends to join, they get rewards. The more referrals a user generates, the bigger rewards he receives.

You can use the same strategy for your firm. However, to receive maximum results, you can personalize this flywheel according to your needs.

But wait, do you know how to create a marketing flywheel? Probably not. Then let’s learn how to build it:

How To Create A Marketing FlyWheel – Read And Create

If you search on Google, you’ll find numerous bloggers suggesting so many ways to create a flywheel. And yes, there isn’t only one method to do so. Different businesses have different needs, and so their flywheel includes different steps.

To help you understand the basics of building a flywheel, we have put together the whole process into three simple steps:

Step One – Create Content For Your Buyer’s Journey

The first step in building your marketing flywheel is mapping out your buyer’s journey and creating content according to it. Follow the same steps that you did in the marketing funnel. Start by awaring people about your business, followed by other steps- interest, consideration, intent, evaluation, and purchase.

At different stages of the flywheel structure, use different types of content. Here’s the content strategy you should follow:

#1 Awareness Stage
The content should aware people about your expertise and how you can solve their problem. Remember- you don’t have to give the whole solution. But just an idea that you have their solution and to obtain that, they have to visit your website.

#2 Consideration Stage
At this stage, the visitor is convinced that you have a solution for their issues. Now you have to provide them useful and valuable content that proves that your product or services can resolve all their problems.

#3 Decision Stage
This is the game changer stage, and the content you provide here directly impacts your sales. Create content that helps your audience decide that your services or products are the best fit.

“Remember- Not Every Visitor Will Become Your Customer. So Do Not Try To Oversell Your Services Or Products.”

Help Tip: Apart from providing valuable content, give your customers something worth making their final decision in your favour. It can be free consultations, freemium tool offers, information regarding new webinars, etc.

Step Two: Use Topic Clusters

In this step we focus on gaining organic traffic from search engines like Google through topic clusters. A topic cluster is a way to create and organize your content to establish your website’s authority on specific topics. An increase in the authority will attract more target organic traffic to your website.

Applying topic clusters on your blogs helps you rank high on Google, giving you exposure to a wider audience. Here’s how you can create your cluster:

  • Start with identifying the key topic that you would like to cover in your blogs.
  • Once you know your topics, then comes the role of research. Research each topic in detail and identify subtopics for them.
  • Then create content for each of these subheadings.
  • Build a landing page to publish your content.
  • Now place inbound links in your webpage with various topics.

That’s all! This is how you create clusters that will help your website gain authority.

Now when you have created the right content for your website and know which content strategy to apply at which stage, it’s time to complete the wheel.

Step Three – Complete The Wheel

The last step in creating a marketing flywheel is providing your customers a reason to promote you. Flywheel revolves when your existing customers promote your business and bring more clients to your website. Offering quality products or services isn’t enough to convince them that you are worth dealing with more than once. You have to create a positive and long relationship with your customers. And here are some ways to do that:

  • By providing superior quality customer support during and after the whole buyer’s journey.
  • Give them side benefits of promoting your business like- discounts or free coupons on a certain number of shares.
  • Take surveys and ask their opinions about your services. Make them believe their opinions matter to you.

These are a few ways to complete your flywheel and successfully produce customers that will act as promoters for your brand.

Business Owners Views on Flywheel Approach

Let’s see what people who are using this approach in their business says about it:

Rex, CEO of Gadget Review:

“We use the marketing flywheel strategy as a comprehensive means of improving the customer experience and continuously building upon interconnected efforts to achieve the end goal. Marketing flywheel is a solid structure that helps us tie together all the elements of our business. Instead of just focusing on the straight line to a sale, we have taken into account the gradual nature of the customer experience and everything that plays into that.”

Alina Clark, Growth Manager and Co-founder of CocoDoc:

“A flywheel is a system designed to store kinetic energy as efficiently as possible. At first, spinning a flywheel is difficult. However, once momentum is created, this form of contraption can spin and sustain its motion on its own. This concept is the foundation of the marketing wheel.

Companies can best serve their audience by combining marketing, distribution, and customer success departments, which creates momentum and produces both repeat sales and new consumers through word-of-mouth marketing.

You can use the flywheel to push referrals and repeat purchases by using the energy of your satisfied customers. In a nutshell, the company continues to run.”

Simon Elkjær, the Chief Marketing Officer of avXperten, home of Denmark’s most affordable electronics:

“Adopting the marketing flywheel model has opened our business to realizing our full potential and other multiple benefits. Besides making our customers feel more included in the entire process, it has also shifted our focus into further improving our products, service, and the overall experience we provide our customers with. In simpler terms, a marketing flywheel has made it easier for us to reach new customers while also making sure that we meet the demands of our industry.”

Daivat, Director of Operations at Force by Mojio:

“ We use the marketing flywheel as an alternative to the more traditional marketing funnel model. The marketing flywheel guides our decisions on everything from product design to our customer success phone line messages. It gives all of our employees and managers an easy way to visualize the important role that customers play in our company. We aren’t just laser-focused on creating new customers. We want to help, support, and nurture the experiences of our customers.

The flywheel has helped us set goals for our customer success team. Rather than think about customers in terms of retention and churn, we focus on how every aspect of the business can support customer experience before, during, and after they reach out with a concern or complaint.”

Ravi Parikh, CEO, RoverPass Campground Management Software:

“The marketing flywheel is an important part of how RoverPass brings teams together to set and reach common goals. Instead of viewing marketing, sales, and customer success as different stages of a process (like the funnel does), we look at all of these teams as critical for giving the best overall experience possible during the customer lifecycle.

We have found it easier to provide guidance and standards for employees in sales, marketing, and customer success when we take a customer-centered approach.”

After reading all the above comments, clearly, marketing flywheel is a must-try approach for businesses. It revolves around customer relationship management and is the future of marketing. But what is that core element that makes this strategy successful? The answer is:

Compound Effect Of Marketing Flywheels

When you include a marketing flywheel into your client’s buying process, you’ll discover how powerful it is. Flywheel shows a compounding effect in which you start receiving bigger results with the least efforts. Let study this effect in detail:

Learn: How Flywheel Is Better Than Funnel Using Mathematics

** Tip: If you hate mathematics just skip to the case study lines.**

The formula given below represents a business as a whole funnel. The formula determines the new customer growth which further helps to understand how efficiently you are spending your sales and marketing budget to gain new customers.

The Funnel Equation For Customer Growth:

NCfunnel = ((TSE + TME) / CPL) x Conv

Where:

  • NCfunnel= New Customers
  • TSE= Total Sales Expenditures
  • TME= Total Marketing Expenditures
  • CPL= Cost Per Lead
  • Conv= Conversion Rate(of leads to customer)

So, New Customers= ((Total Sales Expenditures + Total Marketing Expenditures) / Cost Per Lead) x Conversion Rate

K-factor in Flywheel:

The k-factor is a simple and straightforward way to measure how your existing customers will help your company grow by measuring how willing and effective they are at promoting or referring your brand to more customers. It helps to measure a client’s willingness and ability to attract other people to your business. You can also say that the K-factor measures organic growth or “an action-based measure of happiness”.

The formula for K-factor is as follows:

K= (i)(C)

Where:

  • i= number of referrals per customer
  • c= conversion rate of each referral

Suppose, every one of your customers tells 20 friends (i= 20) about your business and each one of the referrals has a 35% chance of getting converted (c= 0.35). Therefore, K= 7.

The Impact Of K-factors On Your Customer Growth

Remember- Happy customers aren’t good to have, they are a must-have.

Let’s learn how K-factor impacts your customer growth:

So the first formula we learned was: NCfunnel = ((TSE + TME) / CPL) x Conv

Now, add the K-factor for flywheel in it, the formula becomes:

Note: Instead of just knowing only the new customers, we are using (1 + K) to represent the total number of new customers including the existing customer base.

NCflywheel = [ ((TSE + TME) / CPL) x Conv ] x (1 + K)

OR

NC flywheel = NC funnel (1+K)

There the result comes out to be NC flywheel > NC funnel (1+K); as long as k > 0

So with a marketing flywheel, you can find ways to convert your customers into your brand ambassadors who can refer you to new people. And these new people are undoubtedly your new leads. That’s how Flywheel marketing is better than Funnel marketing.

Let’s explain this with a case study: Your firm has a total marketing and sales budget of around $20,000 and you have 100 new customers. Let’s find out how many more customers these new ones will bring:

NCfunnel= 100

Suppose K factors is 1, then

k= 1; NCfunnel= 100 (1 + k) = 100 (1 + 1) = 100 (2) = 200

This means that every 100 new customers brought you an extra 100 customers. This proves the benefit of the k-factor and thus marketing flywheel. A flywheel is the best way to increase the k-factor and thus new leads.

Know The Power Of Compounding From This REAL CASE STUDY of Hubspot

As said above, compounding is the effect when you receive additional benefits or interest from your investment. Here is an example of the Hubspot flywheel that will show you the power of compounding. Look at this Hubspot’s organic traffic growth chart showing the results for compounding of marketing flywheel:

organic

In July 2016, Hubspot was getting around 1M organic traffic every month. They used the compounding effect of a marketing flywheel to increase their traffic. What they did was- they offered their customers interactive live sessions on social media, free eBooks, and other amazing features to make their visitor’s buyer journey more seamless.

And as you can see, From January 2017, their monthly traffic raised from 1M to 2.5M. And after July 2016, they have literally doubled their traffic. And today, Hubspot is getting 4 times more organic traffic than what they were getting in 2016. They have been earning the interest on their investments they have done in the earlier days in the form of increased traffic.

Momentum Is The Growth
The flywheel generates momentum as it spins. The faster the spinning, the more it builds momentum. And with each spin, your brand creates a large pool full of happy and satisfied customers.

Those clients are highly motivated to engage with your brand more- buy more of your services or products and promote your brand to others. This results in more new leads, increasing the momentum of your marketing flywheel.

Just Imagine
Imagine a metal flywheel in a factory. It weighs quite high. You are trying to rotate it on the axle, putting in lots of effort. At first, it moved a little bit. Then finally, it completes a full round. The more you push, the faster it rotates.

Flywheel Multiplies The Marketing Efforts

Each round of the flywheel is the result of the efforts you placed earlier. It’s called compounding your investment of effort. First, one thousand times faster, then five thousand and then ten hundred thousand faster. The huge and heavy wheel keeps on rotating with almost an unstoppable momentum. That’s what a marketing flywheel is known for.

It makes your marketing efforts many times more powerful, effective, and efficient. At the same time, with increasing momentum, it becomes easier to generate results. Hence, the faster a flywheel spins, the more momentum it builds and the greater your business grows.

Final Takeaways

Experts say that Marketing Flywheel is the key strategy behind the success of many popular brands. The most relevant example is Amazon. They have been practicing their version of this tactic way long before it got into the spotlight.

Their wheel looked like this: in the early stages, Amazon lowered the price that increased its customers’ visits. They focused on providing quality services at all the stages of their buyer’s journey.

As the number of customers increased, so did their sales volume, loyal customers, new leads, and commission from third-party vendors. That’s how their flywheel helped them grow back then and serve its purpose till today!

So, that’s all on market flywheels.

DO YOU WANT TO KNOW MORE WAYS TO GAIN IMMENSE TRAFFIC ON YOUR WEBSITE AND INCREASE YOUR NET SALES? LET US HELP YOU OUT!

Contact Us

 

How To Optimize SEO For WordPress Website?

How To Optimize SEO For WordPress Website?

WordPress is the most famous and widely used content management system (CMS) in the world. Moreover, it acquires 40.6% of all websites on the internet. Here are few interesting facts that you should know about WordPress:

  1. WordPress hosts blogs written in 120 languages worldwide, including 71% of blogs in English and 29% of WordPress blogs written in other languages.
  2. Around 70 million new posts and 77 million new comments are published each month.
  3. Over 409 million people view more than 20 billion pages each month.
  4. 500+ Websites are built daily on WordPress while 60-80 each day on Platforms like Shopify, Wix, and Squarespace.
  5. Many well-known brands and magazines are using WordPress websites, and they are no doubt very successful like BBC America, Bloomberg Professionals, Sony Music, Thewaltdisneycompany, and Microsoft news.

Why WordPress Is Good for SEO?

1. Open Source and Free to use: It is free software that means you can download, install and use it without any costs. One can create any website for any business and blog. There is a catch: you still need a domain name and web hosting for the installation of WordPress.

2. WordPress is multilingual: You can easily convert your WordPress website into many languages with the help of a plugin. This provides an opportunity to optimize your WordPress website for multiple languages. Here are a few plugins you could try:

3. Adaptable to your requirements: Nowadays, people use WordPress to create blogs and other types of websites like Galleries, eCommerce sites, Rating websites, and many more. You can easily build these types of websites with some plugins without wasting much time and easily optimizing SEO.

4. Multimedia Support: On WordPress, you can easily integrate videos either by embedding codes or by uploading them. You can also add images, audio, and other media types to engage the people and make your website more interactive. Media types like embedded youtube videos, Instagram images, SoundCloud audios, Tweets, etc., on the web page also help reduce the website’s bounce rate.

5. SEO Friendly: WordPress is an SEO-friendly platform as it gives you full access to make changes according to your SEO strategies, while other Platforms don’t give you that level of freedom.

For example, you can create URLs in WordPress by changing some settings from your dashboard. At the same time, other platforms like Shopify have a default URL structure that you can’t change.

6. Fast and Responsive: All WordPress themes are responsive and mobile-friendly. So, optimizing website speed is easy in WordPress as compared to other platforms. Choose an easy to load and fast WordPress theme. Google gives priority to the websites in search results that load fast.

Here’s how to improve SEO on WordPress:

SEO Friendly Website Structure

Website Structure should be SEO-friendly and optimized according to users’ perspectives.

  1. Before adding any content to the website, you should decide the structure of your website and set a goal for your website.
  2. Your intent should be clear about what you want to show to your audience on your website. Ask yourself, is it your services, products, or information that you intend to sell?
  3. Making a hierarchy of your website will help you build a good SEO-friendly website structure.

For Blog Website

Home Page > Categories > Subcategories (if any) > Posts

For Service/Business Website

Home Page > Parent Page > Subpages(if any)

For Service/Business Website

Improve WordPress SEO by optimizing these key points while setting up your website:

1. Choosing WordPress Themes: Mindfully select a theme that is similar to your business. The theme should be easy to customize and fast. Search engines prefer fast websites, and it also helps to lower the bounce rate of your website.

2. Category Pages: Categorize your website carefully, whether it is your blog website or service website.

3. Subcategory Pages: Create subcategories only if you have many pages. Maintain a balance between the categories and subcategories.

4. Individual Pages/Posts: Create main pages of your website that are important. You can create blog posts from the admin panel. Even if you have a service or eCommerce website, you can still add blogs to add more information on your website. More Pages and content leads to an increase in the number of ranking keywords for your website in search results.

5. Main Menu/ Navigation: Your Menu should be clean and user-friendly. The main menu must have all the important pages of your website like your service pages, about page, contact us page, etc. This allows search engines to find all your main pages easily.

6. Breadcrumbs: Breadcrumbs shows the navigation path on the website and determines the user’s position. A Breadcrumbs trail has clickable navigation links that you can use to move on to the previous pages you have already visited.

Now, the Breadcrumbs trail is also visible in the search results. This helps the user to get an idea about the path landing page of the website.

Breadcrumbs

You can add the breadcrumbs from the theme customization settings or with the help of plugins like Yoast.

7. WordPress tags: A default tool you can use to categorize your WordPress posts is a WordPress tag. You can add multiple tags to each post. Visitors can use these tags to find other posts similar to the topic at hand using these tags.

Although it’s optional to add tags on your WordPress posts, using them can easily allow users to filter/ search similar content.

While tags are great from the user’s perspective, there are a few things to consider when it comes to SEO.

Each tag you use creates a distinct archive page that lists all other posts that contain the same tag.

While it’s great for humans to find the content they enjoy, it’s a different story for search bots. These tags create low-quality duplicate pages. All your posts are listed on your main blog archive page and have their individual URL. This is what creates the issue of duplicacy.

Instead of wasting Google’s time with all these tag archive pages, use the noindex directive, which tells Google not to index your tag archives.

To make tags nofollow, you need to enable the advanced settings pages:

  • Click on the SEO link in your WordPress dashboard sidebar
  • Go to the Features tab
  • Enable Advanced settings pages
  • Save your changes

WordPress tags

Then:

  • Go to SEO → Titles & Metas
  • Click on the Taxonomies tab
  • Find the Tags section
  • Choose noindex under Meta Robots
  • Save your changes

yoast seo tags

Check Your WordPress Visibility Settings: WordPress has an inbuilt option to hide the complete website from search engines. It is helpful when your website is not ready to go public and you don’t want to show it to search engines. You can find this option under Settings of your admin panel, then select Reading, and then you need to scroll to find the option Discourage search engines from indexing this site.

wordpress tags

When your site is ready to go public, then uncheck this option and Save the settings.

Use SSL: Security is a must for any website. Buy and install an SSL certificate to your WordPress site for security purposes.

ON-Page/Technical SEO

Now that you’re all set with your website structure, it’s time to optimize your WordPress website’s On-Page SEO. Let’s do it!

SEO Friendly URLs

Search engines prefer clean and meaningful URLs. This is why you need to ensure your website’s URLs are clean and SEO friendly. In WordPress, you can change the URL structure from the admin panel. Settings>Permalinks

wordpress website

The default URL structure in WordPress is not as SEO friendly it should be

URL structure

This default structure is not clean and does not specify the intent of the page/post. You can select any URL type according to your website/business requirements from the options available as shown below.

URL structure

After selecting the desired URL type, don’t forget to Save Changes.

2. Optimize Headings on the website

Heading tags are the best opportunity to add our targeting keywords that most of us miss while optimizing the website. You can use H1 to H6 heading tags on a web page. But in most cases, we only use the H1 tag, and other tags remain missing. Using the H1 tag is not bad, but using it more than one time is called over-optimizing. We use other heading tags H2, H3, H4, H5, and H6 headings with some keyword variations to avoid this.

Here is a simple heading structure:

H1: For the main heading, or it can be the page’s main title.
H2: For the secondary level subheading of the page
H3: For the 3rd level subheading of the page
and so on for H4, H5, and H6

Optimize Headings

3. Website Speed

website page speed is a really important ranking factor. Ensure your website loads fast. Search engines, as well as users, love fast-loading websites.

Here are some points that you should consider while optimizing your website’s page speed.

Optimize images: Compress large-size images without any quality loss. Large-size images slow the speed of your website. You can optimize your website images with the help of these plugins.

Optimize CSS and JS: You should minify the CSS and JS of your website to improve the website’s speed.

Leverage browsing cache: Leverage browsing caching helps you store files locally in the browser. When a user visits the website multiple times, then pages load faster and speed up your WordPress website. You can use the following plugins for the cache:

Remove extra installed themes and plugins: If you have any extra themes and plugins installed and are not going to use them, you should remove them. It also helps a little to improve the page speed.

4. Choose an SEO Plugin

Install an SEO plugin to optimize the SEO of your website. With the help of these plugins, you can add meta tags (title and descriptions). You can install any SEO plugins. Some best SEO plugins for WordPress are mentioned below:

5. Use XML Sitemaps for WordPress

Search engines use a sitemap to crawl your website pages. You can add a sitemap with the help of the WordPress SEO Plugins mentioned above. Don’t forget to submit it to the search console.

6. Use HTML Sitemap

HTML sitemap is used to improve the user experience of your website. This helps the users know more about your website’s structure and find the desired pages from the list of all pages.

You can create an HTML Sitemap with the help of the plugin mentioned below.

Simple Sitemap

7. Schemas

Google uses Schema/Structured data to crawl and index the webpage correctly. It determines the intent of your website pages, whether it is a service page, Product Page, and Article/Blog page, by applying different schemas for different pages.

You can create these types of schema markups for different types of websites:

Common Schema Markups that can be used in all type of websites

  • Organizations
  • Frequently Asked Questions
  • Authors
  • Breadcrumbs
  • Blog/Article

Schema Markups for ECommerce Website

  • Product and Offer
  • Rating and Review Schema

For Critics Website

  • Critic reviews

For Food Websites that share Recipes

  • Recipes

For Movies related websites

  • Movies

For Websites that have all info about their organized events

  • Events

For Local Business websites

  • Local Business

For Courses Website

  • Course

For Job Post websites

  • Job Posting

You can use the following plugin to add the Schema to your website:

Schema: This plugin is easy to set up and use. You can easily implement different types of Schema by just adding information like logo, contact, about, etc., to them.

8. Internally Link Your Site

Internal links point to the other web pages of your website. You should add internal links where they can be added. This helps to pass the link juice of web pages, and users will find more topics and featured content on your website.

Internally Link Your Site

9. Incorporate Meta Title and Description tags

Ever wondered how to add meta keywords in WordPress? Meta tags are snippets shown in the search results.

search snippet

Now you have added an SEO plugin to your website. You can add meta title and meta description to each webpage you create.

SEO Meta Title and description

10. External links

You can add a high authority website’s external links to improve the website’s authority. Search engines count them as 3rd party votes. Make sure to add the Nofollow tag to the external links.

Keyword Research for Your Website

Doing keyword research is not so difficult if you have a set goal. With the help of the key points mentioned below, you can easily find good keywords for your website.

Build a list of seed keywords: Seed keywords are the primary keywords (consisting of one or two words) that are the most relevant to your business. These are keywords used to find other related keywords for your website.

Focus on service pages rather than other pages: Services are the most important for a business and its website. The main motive of creating a website for a business is to sell their services online, so we should focus on services pages more than other normal pages of a website.

Use Long-Tail Keywords: These are longer, specific phrases your visitor uses when they know exactly what they’re looking for. Voice searches also use long-tail keywords (for example, red Nike shoes size 10 near me). Using long-tail keywords can be a great source to increase traffic to your website.

Consider high Search Volume: Find keywords with a high average monthly search volume and low competition rates. You can rank keywords in a few months with low competition rates and high search volume keywords that direct more traffic towards your website.

Check competitors ranking keywords: Ranking keywords of your competitors can help you find related keywords for your products or services. Find your competitors & review their keywords. Your competitors’ keywords can give you more ideas so you have the best SEO for WordPress.

Already ranking keywords of your website: Keep an eye on the already ranking top keywords so that you’re aware of whether they fall. You can use these keywords in website page content and Blog pages.

 

Content Optimization

Content Optimization

What is good content?

It’s great if you already know, and don’t worry if you don’t know about good content structure. Everyone knows Content is King, and having good content on your website will help your rank better in search engines. Stay tuned to know these seven key points to create good content.

Original and Unique Content: Make sure your content is unique and plagiarism-free. Google penalizes websites that have duplicate content. And unique quality content will help you rank better in search results. To keep your content original and unique from the other thousands of content copies, add your own experiences and stories. Your real-life examples will make a great impact, and this will make your content copy more interesting.

Content Freshness: Update your already existing old content according to time. This adds a new value to your old content. And users will notice it. Write your content as if you’re storytelling. Add related information & your personal examples and anecdotes to it. Your content should be niche-specific.

To keep your content evergreen and fresh, collaborate with your colleagues, hold meetings and seminars to get original and brilliant ideas for your content.

Make your content actionable: Be clear about what your goal is with the content you are creating. Add CTAs before and after the folds to make your content actionable. For example: Add a Book now/Buy now/Call us button if you are writing about a particular service and your goal is to convert users into your valuable customers.

Make sure the intent of your content is clear for the next step.

Make your content grammatically error-free: Make sure your content is grammatically correct. Proofread your content regularly to make sure it is correct. Run Spell checks. Use copywriters to double-check.

Ensure your content is formatted: Skim your content and check whether it is easy to skim/read. Ensure your content pieces are separate and clean from each other. Use Space to separate/break your content pieces. Bullets points can help with readability. Use proper headings and subheadings in the content. Make sure it looks clean and properly formatted.

Include source links: Add original source links if you use someone else’s original ideas or lines. Only use trusted sources.

Make sure your content is concise: Keep your content simple and concise and include Call to action. This will make a good impact on your readers.

Off-Page SEO

Build high-quality: High-quality backlinks help to improve the keywords ranking in search results. Backlinks from high DA(domain authority), PA(page authority) websites increase website ranking, traffic, and authority of websites.

Question/Answer Platforms: Find questions related to your business niche that users struggle with and answer them. It is also a great way to create backlinks for your WordPress website.

Content Marketing: Content marketing is a great way to increase your brand/ business awareness. You can consider the following points to improve your content marketing strategies.

  • Guest Posting: Do niche outreach and try to get backlinks from high authority and quality traffic websites. This will help to increase the website’s authority and traffic.
  • HARO: Help a Reporter Out – connects journalists from top publication houses and media outlets to sources with relevant information to answer a reporter’s question. If reporters find the information useful, they add it to their articles. The sources, on the other hand, get their name mentioned on the reporter’s website. They also receive a link to their official website. Here is a Business.com article that features WebSpero CEO Rahul Vij. Only the quote belongs to Mr. Rahul.

https://www.business.com/articles/pros-and-cons-of-monitoring-employees/

  • Outreach Industry Journals: Outreach to the famous industry journals in your niche and try to get backlinks by publishing informative and quality content. Getting Featured in famous journals helps increase brand awareness and the website’s authority & trustworthiness.
  • Contests: Organize contests with exciting winning prizes. This will help attract new users while retaining old customers. This will also improve your brand awareness and boost sales.

SEO Plugins to use

Here are some of the best and high rated SEO plugins for WordPress websites. These plugins can help you to optimize your SEO.

1. Yoast SEO: Yoast SEO for WordPress provides the best resources and support.

  • Keywords performance for ON-page and readability check is also available for each page and content you will create.
  • A Search Snippet preview for your meta title and description is also available on every page.
  • The premium plugin of Yoast SEO provides a redirect manager, content insights, and an ad-free interface on the backend.
  • Can enable auto-generated sitemap (customizable) and enable breadcrumbs feature for your website.

yoast seo plugin

2. Rankmath: Rankmath is an easy-to-use, powerful and lightweight plugin that allows you to use many features in one plugin.

  • You can integrate the Google Search Console with it and see the insights into your WordPress website dashboard, like ranking keywords, impressions, and errors.
  • It also has an inbuilt 404 errors monitoring feature and a redirection module to fix those errors.
  • All the other features like XML Sitemaps, breadcrumbs, Rich Snippets, and automatically add Images ALT text with a clean user- interface are available.

rankmath SEO Plugin

3. SEO Squirrly: SEO Squirrly is another WordPress SEO plugin that suggests WordPress SEO optimizations for your site. But it does this differently from the other plugins we’ve listed.

When you type in your content topic and add the desired keywords, it activates a series of green lights as you write your content. It’s as if there’s an expert there with you as you write.

  • Unlike Yoast, where you have to save the content to see the suggestions to optimize SEO, Squirrly allows you to optimize while writing.
  • The best part is Squirrly keeps all of your settings from a previous SEO plugin when you decide to switch to the app.
  • Squirrly also provides content reports that you can send to others in your organization. For example, as a writer, you might need some SEO input from the team. So, after writing your article, you send a content report to your SEO team through Squirrly.
  • You can monitor your progress weekly and get recent tweets about your topics. This way, you’re always inspired by more ways to improve your content.

SEO Squirrely

4. The SEO Framework: This is a fast and lightweight SEO plugin that also saves you from the annoyance of ads. The SEO Framework is a great alternative to Yoast. Best part? You can add multiple keywords as synonyms.

  • Everything you need for WordPress SEO optimization, The SEO Framework comes ready with.
  • The plugin has a user-friendly way to check your post’s performance on Google: a visual colored meter.
  • With the extension for comment spamming, you don’t need any other plugins.
  • The plugin allows you to write more naturally, with relevant synonyms as it focuses on your subject, instead of focusing on a focus keyword, like other plugins. This makes your writing Google-friendly.

Conclusion

There you have it, all the tools you need to optimize your WordPress SEO yourself. However, this article a WordPress SEO checklist. Remember WordPress is expanding its reach each day. With that, it becomes imperative to understand the SEO implications that come with the platform.

Here’s where our expertise as a seasoned WordPress SEO company comes in. Exceeding your business targets is the force that propels us. We excel at the WordPress SEO services we provide.

With close to a decade of experience in helping hundreds of our clients rank on the first page of search results consistently, our team of WordPress SEO experts can boost your ROI 15X in the most cost-efficient way for your brand. Schedule your free discovery call here.