Local SEO Trends in 2023: What You Need to Know – Mannix Marketing, Inc.

As we all know by now, SEO isn’t static. In this fast-paced ever-changing environment, staying ahead of the trends can mean the difference between a highly-profitable year, instead of a transitional one. 

In short, some of the most important local SEO trends in 2023 will be:

  1. Switching to GA4
  2. User Experience (UX) is everything
  3. The impact of reviews
  4. Search features, rich results, and schema
  5. Get found outside of Google

What is Local SEO?

As we outlined in our recent blog, “Local SEO is a component of SEO strategy that focuses on optimizing your business’s ability to rank for a particular location or region in local search results for all search engines.”

For many of our clients, local SEO is the bread and butter of their new business acquisition, making it more important than ever to know what the future holds.

Switching to GA4 – The Importance For Local SEO in 2023

As you may have heard by now in July 2023 Google will be pausing all data collection from Universal Analytics (UA) properties. This means that if you don’t have the latest version of Google Analytics, GA4, already set up on your site then you’ll need to follow this guide or one of the many out there to do it yourself, or you can contact our team who can save you the time and headaches by doing it for you.

As my fellow SEO Jess put it in her blog “Upgrading Google Analytics to GA4: What You Need to Know”, GA4 offers “new features, updates to the user interface, and provides a completely new way to view and analyze data, with a stronger focus being placed on event tracking.”

As the digital world moves towards stronger privacy regulations, GA4’s cookieless advanced tracking features are built for the future of data collection. The earlier that this data collection is set up on your site, the sooner you can accurately compare year-on-year data in the future. 

For hotel and hospitality sites that integrate with third-party booking engines, such as FareHarbor, InnRoads, etc, many of these have or are in the process of implementing a GA4 integration, making it easy to make the switch.

For Local SEO User Experience (UX) is Everything in 2023

If we learned anything from the past year of local SEO then it’s this: creating helpful content and a great UX are among the top factors for a website to rank highly on Google.

You may think that this is obvious, but how many times have you seen a beautifully designed website with a video background that takes almost a minute to load on your phone? Or having to scroll on a mobile device through endless menus, ads, and irrelevant content to find the answer/product/statistic you were looking for?

Google is now indexing all new websites using mobile-first indexing, meaning a good mobile UX will have a large sway in rankings. Is the font big enough on your mobile design? Are the most important links and pieces of information easily found right away? These are going to be the important questions for websites in 2023.

Most brands will also need to consider accessibility when it comes to positive UX. While it is not a current federal legal requirement (January 2023), there are state and local regulations that have resulted in lawsuits for sites that are not compliant. Because of these cases, ADA-compliant website design is on the rise. 

The vast majority of the ADA recommendations will improve UX for all users, especially on mobile devices, meaning an investment in accessibility can be an investment in your local search rankings and bottom line.

Our team specializes in a great mobile-first UX web design and regularly builds and maintains ADA and WCAG-compliant websites. Contact our team to learn more.

The Impact of Reviews on Local SEO in 2023

We all know the importance of having customers leave reviews on Google, Yelp, Facebook, etc for a small business. But did you know a study in 2022 found that businesses with 10 or more reviews rank higher in search results?

What’s even more important than generating reviews is responding to them. Good or bad, regularly replying to all reviews, and questions, will have a positive impact on online exposure. 

If someone didn’t enjoy their meal at a restaurant after visiting for the first time and left a scathing review, this could turn thousands of potential customers away. With a carefully crafted invitation to come back and try another dish for free (if they leave reviews regularly and aren’t looking for a free meal), turning trolls into triumphs.

While this does take a time commitment, it is invaluable to have control over your online reputation. While most platforms do send review notifications, Google doesn’t email you when someone asks a question on a Google My Business Profile, so regularly checking, and updating your profile is essential to your local SEO.

Local SEO Search Features, Rich Results, and Schema

Searchers decide what to click on Google in 15 seconds or less, meaning how and how many times your business appears in search results is more important than ever. 

Did you know there are more than 10 different ways your local business can show on Google’s first page?

Organic search results – webpages that Google most closely associates as high-quality answers to the search query.

Google My Business profile – It’s free, people can call straight from Google, get verified and you can add photos, reply to reviews and questions and make your business stand out.

Paid Ads – Targeted campaigns can help your business appear at the top of search results for your specific audience and keywords.

Featured Snippets – A few sentences or short paragraph pulled from a trusted site that answers the search query’s question without actually going onto the site.

Video – Youtube videos that answer a query with appropriate clips queued ready to play.

Local Pack – “…near me”, “…nearby” and “…in {enter city/town/state}” queries show business profile results displayed on a map. In mobile searches, this dominates the results.

Shopping – Products pulled from Google Merchant Center accounts that best match the search query.

“People also ask” and “Related searches” – Google generates related questions and provides answers in the form of featured snippets. This can appear in multiple places in the search results.

Aggregate Sites – Listing sites such as clutch.co for PR can provide great exposure and additional reviews/engagement with customers.

Social Media – Branded searches can return your Facebook, Twitter, and LinkedIn profiles, increasing your brand exposure and leaving a route to your business if your site experiences issues. Tweets are also displayed as search results when relevant.

With 9 of these 10 result types being free, increasing your local SEO exposure on relevant searches is attainable for any business.

Adding schema to a site can also improve your chances of being shown in these rich results. Schema is a type of structured data that makes it easier for a search engine to crawl a site and understand what information is valuable. Schema.org contains categories for local business schema so they are able to code in important information depending on what services or products the business offers. Other types of schema properties that could enhance visibility for local businesses are review, aggregate rating, FAQ page, department, and products.

Get Found Outside of Google in 2023

Social media is quickly becoming a popular way to search for businesses, products, and services with younger audiences. In 2023 this will continue to grow exponentially. By maintaining profiles on popular platforms, (this is the important bit) that resonate with your target customers, you can be discovered, engaged, and shared in multiple ways.

Struggling to put out high-quality content already? Repurposing content to stay relevant has never been easier. Transcribing sites such as Rev and Temi can turn video interviews into SEO-worthy long-form articles in minutes. Free podcasting app Anchor (from Spotify) can take any audio clips or videos, add catchy a jingle, and distribute a freshly made podcast across 7+ platforms all on a very easy-to-use interface. 

2023 will be the year customers want to find you on YouTube on their TV, browse your rooms while scrolling through TikTok on their phone, make a booking on your site on a tablet 2 days later and confirm their reservation on their smartwatch 2 months after that.

Ensuring that you can #1 be found and #2 provide a seamless, enjoyable, brand-uplifting experience across all devices is essential.

Are Your Digital Marketing and Local SEO Strategies Ready For 2023?

Have questions about how to take your strategy to the next level this year? Browse our SEO case studies, check out our awards, and get in touch with our team of experts today.



Source link

#Local #SEO #Trends #Mannix #Marketing

Fuckbook Chat Local Fuck Book Online! – Zoewebs

We obtain it. You’re fed track of dating apps that don’t function, going to the club investing a great number of cocktails and dollars on trapped up females who don’t placed out. What if I said it doesn’t need to be like that.

It’s no secret that many girls are looking to hookup casually, but finding them isn’t always that easy. That’s why we made Sex Hookup Mobile app, for guys such as you and me looking for an less difficult method to get laid at will.

It’s real, given that lockdown from corona virus, many young girls are getting by means of daily life with out their sexual desires satisfied. They’re looking for guys just like you to step up and provide them some no strings sex.

Free Fuck Sites Are Better Than Mainstream Hookup Apps & Sites

Dating websites and apps nowadays are identified by their amazing characteristics as well as the finest up-dates on a regular basis. When you have planned currently anyone to have pleasant night time, you require centering on a wide range of important things in the beginning. You are able to speak to the trustworthy program where you could accessibility genuine critiques of sex dating sites and web sites made to fulfil your dating objectives.

Every person is happy to meet single men and women with likeminded pursuits in fuck sites and relaxed sex. They could check out sites where singles normally meet single people on the web no sign-up prerequisite. If you want to find sex nearby me, they get the absolute guidance and fulfil wishes fuckbook chat about how to be smart in their approach to use the free sex hookup recommended by happy users. They concentrate on sweet and short information of end users of the dating sites at any time they appreciate to select and time using these adults. They can be happy and comfortable to get into dating iphone app from everywhere at any moment as predicted.

Need an alternative to traditional Hookup sites?

You are entitled to sex when you wish it. So, why not try this new controversial app that has guys everywhere getting girls to hop in an uber and hookup in under 45 minutes?

Also good to be true? What’s the capture? There’s no catch, current developments in details handling and synthetic intellect empowers our straightforward-to-use hookup to look numerous dating profiles over all key dating software and sites.

The effect? We merely link up you with matches that are down to hookup in the following 2 hours. No bullshit, no rejections, no bogus contact numbers.

THE New FREE Hookup SITES GUIDE FOR 2021

How effortless is our method to work with and how straightforward can a grown-up dating site get? Properly with SexHookup you just need to enter in your e-mail address and go through the free registration process and you’re set up having a information, the capability to deliver emails and to respond to cost-free personals. We don’t ask for economic information no credit card needed! Our form is very easy and needs almost no details. Our product is by doing this since we streamlined it to be as fast and non-intrusive as is possible. We know that you’re searching for popular limited pussy to fuck. You don’t have on a regular basis worldwide to mess with long, difficult, and nosy kinds. We receive everything. That’s why our process features one of many easiest and simplest kinds to fill up on earth of on the web relaxed dating.

Are you interested in Local Hookups but nothing serious

Find neighborhood single people who definitely are such as you scouring the web and trying to find an answer to the age old issue “How to locate a sex hookup close to me? “. Which grown-up dating site can arrange a simple neighborhood hook up with out too much fuss? For that query we will be your solution, signing up requires just a few a few minutes. And after that you can expect to quickly anticipate to connect internet and locate sex with your geographic area in the privacy and comfort of your very own residence! Our people will almost always be waiting for new arrivals for the totally free sex connect so rush up and complete the straightforward be a part of type on this page and acquire started out without delay!

Our site is not going to execute member evaluating so that we can never assure how the participant is definitely who he/she says they are so remember to try and stay secure when meeting up offline. He or she is probably not who people say they can be so usually attempt to satisfy up inside a open public place and never hand out any private information before you know your identiity dealing with. To get more tips on keeping risk-free when you are performing on the internet dating click here to find articles on hooking up with people you meet on-line.

With that in mind, don’t waste your time and effort along with other so named relaxed dating sites that promise you 1000’s of everyday experiences and no strings connected dating but give you only a nasty taste in your oral cavity as well as an vacant budget. Sex dating at this website is completely totally free as being a real hook up web site ought to be. Develop a bad-butt user profile with a few images which will immediately catch the attention of any individual surfing around our website. You might be by using an grown-up dating website focussed on hooking up for sex so keep that in mind when making your information, love is not really something our people are seeking. But one never knows what may possibly take place, proper?

FAQ

What sex dating sites are free for women?

The reality is that dating apps make it very easy for women to find sex. Most substantial-scored dating sites supply women free of charge memberships (mostly to balance the men/women proportion on their own web site). Gender web sites that are totally free for women include and Pure.

When I’m Establishing My Account over a Dating Web site or sex dating Website, The Number Of Pics Must I Use?

Four is probably glowing. A maximum of 6. Bear in mind, it’s human being character to evaluate photos. As well as build concepts about a individual around a photo you can see. Instead keep something to the creative thinking. Quit a person from producing assumptions. Let them talk with you instead of generating up their thoughts depending on photos that tell them very little.

When Am I Above-Eager over a Platform or Iphone app?

Excitement is nice. Generally. No problem with conveying the two when you’re enthusiastic about an individual. But DON’T seem stalkerish. round the clock between replies are perfect for a start.

Are Hookup Sex Areas True?

Sure, absolutely. All similar-minded individuals produce communities on the web, and customers who are looking for hookups, no strings attached, and matters usually are not an exception to this rule to the guideline. You’d be blown away to understand just how many people enjoy the opportunity discuss opinions, make new friends, enjoy yourself, have sex with out concern with getting evaluated or stigmatized.

OneNightFriend and AshleyMadison possess the greatest hookup sex residential areas.OneNightFriend.com Contrary to popular sex, belief and hookups are not really the only subject areas which can be discussed from the people-a great deal of platforms permit end users reply to each other’s publish, become a member of chat areas, produce new online community content about anything at all, so sure, you can find this kind of residential areas, therefore we feel that is amazing.

Source link

#Fuckbook #Chat #Local #Fuck #Book #Online #Zoewebs

[AdWords] How to Boost Conversions by 41% While Cutting Costs 33%

When I was reviewing one of our client’s accounts in Google Ads, I started to notice that our client was consistently generating more conversions at a lower cost per conversion.  When I took a closer look, I was pleasantly surprised to see conversions were up 41% and cost per conversion was down 33% since the campaign was launched.

My first reaction was to uncover “the secret.”  What was the “one thing” that allowed this campaign to consistently improve, month after month?

Turns out, there is no secret…  There wasn’t just one thing… The success of this campaign was the result of doing the right things over and over and over again, month after month after month.

It’s a lot like working out.  When you monitor your progress week by week or even month by month, then you may not notice changes in your strength, endurance, and weight.  But if you stick with your routine and review your progress over many months, then you’ll likely see a dramatic difference.  In other words, small, incremental changes can add up to significant improvements.

So here are five steps for how to boost conversions through important incremental changes we made to this particular account.

Google Ads Case Study

#1: Structure the Campaign Correctly

First things first, you must set up your campaigns correctly.  By this, I mean structuring your account into logical campaigns to give you more control over your budgets, ad scheduling, and geo-targeting.  Plus, a logical campaign structure will make it easier for you to monitor performance across the account.

For example, in our case study, the business provides appliance repair services for washing machines, dryers, refrigerators, freezers, ovens, stoves, and dishwashers.  Knowing this, you might be thinking you should create campaigns for each service.  And that’s a great idea!

A good rule of thumb is to create different campaigns for each service you offer.  Again, this will give you more control to allocate your marketing budget to specific services.  Plus, you may want to use different ad scheduling and different targeting per service.

Before we move on, it’s important to note that campaign structure can change over time.  For example, over time you may want to create a separate campaign for all of your top-performing keywords for a particular service.  This would allow you to allocate the majority of your budget to keywords you already know perform best while limiting your budget spent on keywords you want to test.

OK, let’s move on to another critical step…

#2: Set Up Conversion Tracking

You’ll notice in the graph above, I’m reporting on the number of conversions and the cost per conversion.  In this case, the vast majority of conversions are phone call leads from the website.  Conversions and cost per conversion are two of the most important metrics because they indicate how well your ads are performing.

Google Ads has conversion tracking that allows you to track many different key actions on your website, including phone calls, contact form submissions, quote requests, appointment requests, and even offline sales.

But there’s a catch… Google Ads will not track any conversions unless you set up conversion tracking!  Conversion tracking is not on by default.  You must set this up yourself or with the help of your web developer.

Note that none of the steps below can be completed until you get conversion tracking set up correctly.  Do not skip this step and do not assume conversion tracking is working just because it was set up in the past.  As changes are made to your website it’s possible that the conversion code could be altered or even removed completely.

#3: Remove Keyword Rot

Of all the incremental changes, this one is likely the most important.  The reality with Google Ads is that some keywords simply will not perform well.  They’ll have low click-through rates and low Quality Scores.

The problem is that low Quality Score keywords can drag down your entire account.  Think of it like a bad apple that will eventually rot the entire bushel.  Low Quality Score keywords will rot your account!

One way to improve Quality Scores is to find and either block irrelevant search terms or target top-performing search terms.  To do this, go to your Keywords tab, then click on the “Search terms” sub-navigation button (see below).

search-terms-report

From this report, you’ll be able to identify irrelevant search terms and add them to your Negative keyword list so your ads are no longer triggered.  Plus, you’ll be able to identify top-performing search terms to add to your account as Exact match keywords.

By regularly combing through this report, you’ll prevent keyword rot and ensure your ads are targeting the best keywords for your business.

#4: Optimize Campaign Budgets

If you structured your campaigns properly (see step #1 above), then you have the ability to optimize your campaign budgets.  I already hinted at this above.

It sounds simple, but this can have a big impact on campaign performance.  Think of it as an investment portfolio.  If you had $100,000 to invest, would it make more sense to put it all into a risky new startup?  Or would you diversify that investment into a combination of safer and riskier investments?  Hint: That’s a rhetorical question. 🙂

The same is true with Google Ads.  You’ll want to allocate the majority of your budget toward what’s proven to perform well.  Then use your remaining budget to test new keywords, new targeting options, new offers, or even new ad outlets like Bing Ads or Facebook Ads.

#5: Optimize Ad Copy

Most people are familiar with the idea of A/B split testing your ad copy.  But do you know why it’s so important in Google Ads?

When your ads get a high click-through rate, then that leads to more traffic, leads, and sales.  That part is obvious.  What’s not so obvious is that a high click-through rate will also lead to lower costs!

That’s because your click-through rate is the biggest factor in your Quality Score.  And when you have a higher Quality Score, then you can get better ad positioning for less cost.  This is why ad copy optimization is so critically important for your campaign performance.

Conclusion

In isolation, none of the incremental changes above appear to be game-changers.  But when you combine them together and focus on incremental improvements, month after month, then I guarantee you’ll see positive changes.

Like any workout routine, the hardest part is actually sticking to the plan.  Anyone can do one of the workouts.  Few can complete them all day in and day out.  That’s the same mindset you need to see continual improvement in your Google Ads campaigns.

Want help with Google Ads?

Would you like us to generate these types of results for your business?

We can set up and manage your Google Ads campaigns for you, so you attract more customers every month.

Contact us today for a free Google Ads quote



Source link

#AdWords #Boost #Conversions #Cutting #Costs

How to Fix Twitter login issues (Takes 15 Seconds!)

“How to fix Twitter login issues” is one of the most popular questions I have gotten from readers of this blog.

This is unsurprising because Twitter is among the biggest social networking platforms in the world.

It is a powerful tool for communication and a channel for sharing opinions and molding perceptions of events around us.

It is also an entertaining space as it allows users to crack jokes and share memes, funny videos and GIFs.

It is an outlet for relaxing and easing off stress. Millions of people check their Twitter feed at least once a day.

This proves Twitter’s value as an open, diverse and engaging community.

However, it can be very annoying when you encounter issues while trying to log into Twitter, especially after a tedious day in the office or workplace.

Twitter login issues can affect mobile devices (iOS & Android) and even PC browsers.

I understand how vexing this is, but it is not an isolated case. It affects lots of other users too.

Twitter is also aware of them. Sometimes, the source of the problem emanates from Twitter’s servers. Other times, the issue may originate from the user.

In either case, Twitter login issues are easily rectifiable. Depending on their complexity, they can clear off in less than two days, particularly if the fault is from Twitter.

They will be quick to work on the problem because they don’t want it to hamper the user experience.

However, if the problem is from your end, it is crucial that you explore solutions that will help you fix it.

This is what this article is about. Let me show you ways in which you can fix Twitter login issues.

Ways to Fix Twitter Login Issues

As I mentioned earlier, there are numerous reasons why you may experience login issues while trying to login into Twitter.

I suggest you check the fixes below and see if you can successfully log into your account on Twitter.

Try them one after the other until you find the right solution for the issue you are facing.

Refresh the Twitter Page or App

The first fix is to refresh the Twitter log-in page on your browser, whether on Microsoft Edge, Brave, Opera Mini or Google Chrome.

Click the reload icon (circular arrow) next to the address bar.

If you are logging in with the Twitter mobile app on your iOS device or Android smartphone, quit it and restart it.

Access Twitter on a Different Device

This fix is simple.

Let’s assume you are currently experiencing login issues when trying to sign into Twitter on your account on your mobile device (iOS or Android).

The next course of action is to attempt a Twitter sign-in from your web browser.

Alternatively, if you log in via a specific browser and experience issues, you can try another browser.

If the problem still persists, proceed to the next solution below.

Ensure Your Login Credentials are Accurate

Your login credentials (password and username) can make or break the entire login process.

So ensure you recheck your Twitter password and username, looking over their spelling before logging in.

Once you have made the necessary corrections, input your name and password to sign in.

Confirm that You Have a Stable Internet Connection

Oftentimes, you may experience Twitter login issues when your internet connection is poor or weak.

Do a speed test to confirm the strength of your internet connection.

If it is far from stable, ensure you rectify this by resetting your broadband modem or WiFi router.

Also, place your device in close proximity to your WiFi router for a stronger network signal.

Clear Your Twitter Cache

Another major cause of Twitter login issues is corrupt or misconfigured cache files.

To fix this, you must clear the cache file from the Twitter app or your web browser.

Follow these steps to clear your cache on the Twitter app:

  • On your Android smartphone, access the Settings menu.
  • Navigate to Apps & Notification from the list of options.
  • Tap Twitter.
  • Next, head to Storage.
  • Select Clear Cache.

For iOS device users, you will have to reinstall the Twitter app to clear the cache easily.

Here’s how to clear cookies on the Twitter website.

Launch your web browser. Select the icon that looks like a padlock beside the address bar on the Twitter website.

  • Tap Cookies.
  • Select Twitter.com
  • Select the Remove option.

Update the Twitter App

It is easy to update your Twitter app to the latest version. If you are an Android smartphone user, access the Google Play Store. For iOS device users, visit the App Store.

  • Navigate to the search field and input “Twitter.”
  • Select the Twitter App,
  • Select Update.

Twitter Login Issues FAQs

Why can’t I retrieve my Twitter account?

It is possible that your account has been deactivated for more than thirty days.

Twitter allows users who have deactivated their accounts for a window period of thirty days to retrieve their accounts.

Your account will be wiped out of Twitter’s system if this deadline passes.

The only solution is to set up a new account.

Twitter has locked my account. How long will this last?

It depends on the reason for the action taken on your account in the first place. It can last for twelve hours to a week.

Can Twitter ban your account forever?

Yes, your account can be banned permanently if it is due to offensive tweets or actions.

If your account has breached Twitter rules multiple times, there is a likelihood that it may be banned.

For instance, accounts that are involved in blackmailing other users or spreading fake news can be permanently suspended.

What are some signs that my Twitter account has been hacked?

One of the biggest signs of a hacked account on Twitter is unexpected tweets or DMs sent from your account without your direct approval.

Unfollowing, blocking or following other users is another sign.

At times, Twitter may notify you that someone may have compromised your account.

Why is my account locked?

If you are notified that your Twitter account has been locked for security reasons, it shows that you have discovered some unusual behavior.

This implies that there has been an attempt to hack your account.

What are some challenges in promoting my business on Twitter?

It is expensive: Having a presence on Twitter may demand a lot of time and attention.

Twitter is known for its criticism and negativity: Customers may use this avenue to badmouth your service offerings and products.

Time critical: If you tweet at a time your followers are not online, no one will pay attention to it.

Is there a way to find out if you are in Twitter Jail?

If you get notified about an error when you want to post a tweet, send a message or post a retweet after you have been active, it is a sign that you are in Twitter Jail.

Can I sign in to Twitter via Gmail?

Access the Twitter mobile app. Select the “Continue with Google” option.

An option that lets you select an account will pop up.

Tap the Google account you wish to utilize.

Has my Twitter account been banned temporarily or permanently?

Oftentimes, Twitter bans accounts temporarily, and you can rectify this by making a few changes, such as authenticating your identity or removing a tweet that violates the guidelines.

Why are people quitting Twitter?

When Elon Musk bought Twitter for 44 billion dollars, people raised concerns over bugs and the growth of hateful content. Analysts predict that over 30 million users may quit the app in the next five years.

What should Twitter users stay away from?

Offensive content like pornography and violence: Never post content that is sexually explicit or promotes violence, whether in profile, live video or header photos.

My Twitter account is locked. Why?

If you get notified that your account is locked due to security reasons, it implies that Twitter has discovered an unusual behavior. This means that there may have been an attempt to hack your account. The whole process is to safeguard your business.

What is the duration for Twitter to unlock your account?

Twitter can take around 3 days to unlock your account, and will send you notifications via email and Twitter once the process is finalized.

Conclusion

This completes our guide on “How to fix Twitter login issues.”

We have outlined several solutions to these problems.

Generally, it is hard for average users to rectify these login issues.

This is because there is no further information given whenever the user encounters these issues.

With this article, our goal is to offer you every step you wish to try as a user to solve this confusing issue.

We hope this article has made it simpler for you to sign in to Twitter without any hassles.

Also Read:



Source link

#Fix #Twitter #login #issues #Takes #Seconds

App development process: 7 Key-steps to build your mobile app

Is it possible to imagine your everyday life without smartphones and mobile apps? It’s a resounding no! Therefore, the mobile app development process has become crucial to the success of a business. The market ultimately has to generate what people are consuming. There is no other option.

Regardless of the industry realm to which individuals belong or how long they have been in business. If there is a strategy to grow your business in the current technology era, it would be to develop a popular app for the public.

In many areas of our daily life, ideas that we formerly reserved for science fiction movies or books have long since become ordinary. All of these technologies—AR, VR, machine learning, and the Internet of Things—bring about a revolution in their respective fields.

What effects or changes have these technologies made to mobile app development or its process?

The idea is that creating apps is not the same as merely lounging in parks. It calls for a deliberate and systematic approach to get the desired results.

The mobile app industry has evolved along with technological advancements. Mobile app development is a requirement for everyone, from the Fintech and Insurance sectors to the fashion and retail industries.

What began as a basic successful app called Flappy Bird has progressed to the point that it can now meet all human requirements.

Want to learn more about mobile application development services and their process?

Let’s look at our thorough guide to the mobile app development process if you’re thinking about making one. We’ve broken down the guide into a few important steps to make it easier to grasp.

Mobile app development process – Key steps to build a successful app

Although each app is unique, the development process is nearly identical. Depending on the app’s requirements, our approaches are continually evolving.

We’ve compiled common approaches and stages for creating a mobile app. So let’s take a peek!

Step 1. Idea generation

Idea generation is the first step of the mobile app development process. You need to consider the following questions when developing an app idea:

  • App’s goal: What does your app try to accomplish? What issue will it resolve?
  • Target audience: Who is going to download the app?
  • USP: What features might draw people to your app?
  • Investment: How will you divide your time, money, and effort?
  • Competitor analysis: Do your competitors have mobile applications?
  • Time frame: When do you want the app to be launched?
  • Marketing: How will your intended users know about the app?
  • Maintenance: How will you ensure that the app is functional and updated?

Ideas are the foundation of every app development process. It sounds straightforward and obvious.

However, this is the cornerstone of success if you want to see your app launched and downloaded. Your concept must address issues in the actual world and be fantastic in your imagination. And that raises more than one question about the app’s goal.

Step 2. Market research

After the idea generation, it’s time for market research. You can imagine the fierce competition, given that millions of mobile apps are available (and new ones start appearing on the market daily). Studying the market in your specialized area is crucial for this reason. You must be aware of the advantages and disadvantages of your competitors and the factors that contributed to their success.

A business analyst is typically in charge of market research because millions of mobile apps are available, and more are constantly being released. This expert identifies your competitors, examines their goods, users’ responses to them, etc. You can improve your product’s features to draw in more customers after completing market research to learn more about the wants of your potential users.

A few advantages of undertaking market research are as follows:

  • It makes it possible for you to comprehend your clientele better.
  • Assist you in making the appropriate language, structure, and technology choices.
  • You may gain a thorough grasp of your competitors through market research.
  • It helps in properly evaluating your product before you market it.
  • Assists you in determining how to approach your target audience.

Overall, with good market research, you can reduce the risks of an app failure and control the costs.

Step 3. Analysis and planning

Establishing use cases and determining detailed functional requirements are the first steps in planning and analysis after market research.

  • Create a software development roadmap after determining your app’s requirements. This entails selecting and organizing your mobile app’s features into measurable milestones.
  • You must build a list of the required technologies, whether developing a native mobile app, a hybrid mobile app, or a progressive web app.
  • If you’re short on resources, time, or money, identify the Minimum Viable Product (MVP) and focus on it for your app’s initial release.
  • Different app development technology stacks must make your app available on iOS and Android platforms. It also entails recruiting or hiring iOS and Android developers.
  • And finally, choose a distinctive name for your app after conducting thorough research in each app store to ensure it is not already in use!

Step 4. UI/UX design

When a user opens your application, what do they initially see? In the end, it’s not the features you offer but how they interact with your app. If users can’t use an app’s features in real life, having those features is pointless. Users will either choose another mobile app or give you bad reviews if your app provides a poor user experience.

How can that be prevented? Make UI/UX design a priority.

User interface (UI)

User interaction with your app takes place through the user interface. Among other things, it has menu bars, buttons, and icons.

How do you develop a creative layout that will set your app apart from countless others? Here are a few helpful tips:

  • Keep the interface simple and clean: It should be nearly invisible to users if a UI is reasonable. If not, your app won’t function properly for them. All user interface (UI) parts ought to have unambiguous labels.
  • Make sure the design is recognizable to users: When developing the UI, adhere to the established design standards from Apple or Google. They enable the creation of a user interface (UI) that is streamlined and familiar to iOS and Android users.
  • Keep your UI updated: Even the most cutting-edge and practical designs will eventually become antiquated. There will be new, more practical techniques to user interface design that you shouldn’t adopt before your competitors do.

User experience (UX)

The quality of a user’s interaction with an app is referred to as the user experience (UX). It includes everything from branding to usability, making the app simple, and attending to users’ needs and pain areas. An app should be pleasing, appealing, and up-to-date on design trends.

Think about whether the design you’ve chosen for your mobile application:

  • Matches your goals
  • Is well-elaborated
  • Is user-friendly

App design should aim to provide a seamless user experience with a small footprint. There is no doubt that a good app design makes your app engaging, intuitive, and user-friendly to keep people interested.

Let’s talk about how an app is designed:

a) Create a UX wireframe

This procedure creates the general structure of the suggested application. The designer creates an intuitive and user-friendly experience by designing the mobile screen layout, navigation bars, interactive features, and other interface elements.

  • Using wireframes, UX designers may avoid issues like a mismatch between the information architecture and the content structure that could occur later in the design process.
  • They find it simple to understand how each should be designed and organized.
  • Additionally, it enables your UX Team to conduct more user testing and confirm the logic of their solution.
  • To illustrate the connection between each screen and how users will traverse the app, you also need to make a roadmap or storyboard.
  • Find ways to combine your brand, concentrate on the user experience, and remember how people use mobile apps and websites differently.

b) Develop style guide

Style guides are “living documents” that specify an application’s style requirements throughout the app development process, from branding regulations to navigation icons.

Consider the following elements when creating design guidelines for mobile apps:

  • Attractive fonts
  • Interactive graphics
  • Appealing colors
  • Less Complicated Components

When designing mobile apps, style guides can assist you in developing an app strategy.

c) Create a clickable prototype

Develop a quick prototype. The experience of touching something can only be fully understood after you have touched it. As a result, create a working prototype as soon as feasible to test the app’s functionality for the most typical use cases.

  • For this phase, use basic, incomplete wireframes. Using this, businesses can determine whether they are moving appropriately.
  • Include the stakeholders in this process; by giving them access to the prototype, you will receive their comments and be able to incorporate them into your work.
  • Additionally, the prototype will give various stakeholders a first impression of your app and aid in verifying the data you’ve obtained.

Step 5. App development

How to build an app?

Developing an app starts after the app design stage is complete. You must consider a few things, such as the technology stack and the app’s technical architecture.

In addition, there are three essential components to mobile app development:

a) Back-end/Server technology: This section of mobile app development provides all app functionality and the necessary database and server-side objects.

  • To support the performance and scalability of a mobile app, database and server-side objects are necessary.
  • If you use an existing back-end platform, modifications can be required to enable the desired app functionality.
  • As for the back-end database, you can use practically any web programming language.

b) API: An application programming interface (API) is a means of communication between the app and a back-end server or database, as well as between the app and existing business software tools and systems and OS components.

c) Mobile app front-end: Front-end development encompasses everything a user sees and interacts with on the app screen (often referred to as the client side). JavaScript, HTML, and CSS are used to create interfaces on the front-end.

Step 6. Testing

After the development phase, your app will go through a testing phase so you can determine whether or not all of its features are functioning as intended. Ensuring the app’s high performance, security, and functionality during quality assurance testing is vital in developing mobile apps.

The right test cases must be prepared, covering all of the app’s crucial testing stages:

Documentation testing

Documentation testing is performed initially while developing a mobile app. Additionally, it is known as the preparatory stage.

  • The first things the mobile app development strategy considers are screen layouts, nautical charts, and other crucial elements that are difficult to see in the design.
  • You must now verify the completeness and consistency of all the desired features.
  • Before the app’s creation begins, all developers discover and correct any differences during this phase.

Functional testing

It helps you assess the performance of your mobile app in line with standards set by the sector. As you perform functional testing for your mobile app, the following elements should be considered.

  • Business functionality
  • Target audience
  • Distribution channels

Usability testing

This round of testing verifies that your app provides a user-friendly interface that complies with industry standards and enables comfortable browsing for all your clients. It offers quick and simple mobile apps that might draw users. These three factors are used to evaluate the usability of your app:

  • Satisfaction
  • Efficiency
  • Effectiveness

Compatibility testing

According to the device size, version, screen resolution, hardware, etc., compatibility/configuration testing ensures that your mobile app performs at its best. Compatibility testing also addresses the following:

  • Database configuration
  • OS configuration
  • Browser configuration
  • Network configuration
  • Device configuration

Performance testing

Performance testing can assist you in evaluating the responsiveness and consistency of your mobile application under a particular demand. We will now demonstrate numerous performance testing types, including:

  • Load testing
  • Volume testing
  • Stability testing
  • Concurrency testing
  • Stress testing

Security testing

This testing procedure verifies your application’s security concern. Additionally, it assesses the dangers of malware, infections, security, and illegal access to all critical data.

Step 7. Support and deployment

Once the testing phase is over, it’s time to submit your mobile application to the app stores for Apple and Android before releasing it. Before you can distribute the app, you’ll need an Apple Store developer account and a Google Play Store account.

App store submission or optimization requires metadata such as the following:

  • The application’s name
  • Key phrases
  • App description
  • Category or genre
  • Launch icon
  • App Store screenshots

Once an app is submitted for review to the Apple app store, it will be subjected to a review, which might take anywhere from a few days, depending on the app’s quality and how well it follows the iOS app development standards and guidelines. If an app requires users to log in, the developer must offer a test user account to Apple.

Monitor app usage using mobile analytics and analyze your Key Performance Indicators (KPIs) to determine the app’s success rate once it has been released in the app stores. You must also investigate crash reports and other user-reported defects regularly.

Mobile app development

Front-end development vs. Back-end development

The two independent but related web and software development components are front-end and back-end.

Understanding the distinction between front-end and back-end development facilitates the efficient division of work within a web development project, ensuring that all project-related tasks are completed. Additionally, it gives developers a greater grasp of a project’s technical needs and constraints, empowering them to decide wisely and create efficient solutions.

Front-end development

This method is used to create what is displayed to app users. When designing and developing the front-end of a mobile app, a mobile app developer must consider several factors.

  • Local data storage
  • UI upgrades and development
  • Proper data synchronization
  • Clear wireframing

This also includes the MVP of the product. The MVP assists you in understanding and knowing what your product requires right now from the client’s perspective.

The necessary items are prioritized based on development and requirement. You can list all the changes that can be made later in the app. This method gives you a clear vision and purpose and ensures that the app’s main functionality is effectively developed.

The goal is to provide a straightforward experience with a low learning curve. It should also be in sync with the back-end to easily transfer information.

Back-end development

This is the most important aspect of one of the app development steps. Your app will be more powerful if your back-end is more robust. The back-end must be maintained and continuously evolve for scalability and improved performance.

As much as your app’s design and UI/UX, the server is responsible for its back-end performance and scalability. Back-end development primarily entails writing code while considering the language, database, wireframe, APIs, and other factors.

  • Push notification service proportion
  • Server-side logic development
  • Explaining the structure of the back-end
  • Integration of data

Impact of new technologies on mobile app development

Along with the creation of mobile applications, technological breakthroughs like cloud computing, artificial intelligence (AI), augmented reality (AR), etc., enable organizations to achieve much more. As a result, building reliable mobile applications has become more complicated.

Future-ready apps need to have many advanced features, and some of them are:

  • Data security
  • Picture recognition
  • Gamified interface
  • Payment processing
  • Data personalization
  • Content sharing

Let’s get to the most crucial portion of our article and discuss how to develop an app from scratch.

The process we follow at Markovate

Strategy, Design, Development, and Maintenance are the four phases of the process flow for developing mobile applications typically used by mobile application development companies.

Let’s examine them in more detail:

app development process: Markovate

1. The first call

It all begins with a phone call. After the potential customer submits a question on our Contact Us Form with a brief description of their app, we set up a call.

We have members of the business development team and our head of pre-sales, knowledgeable about the technology used to create the app, participate in the call.

Our primary goal is to comprehend the client’s business concept and assess the degree of difficulty of their mobile application during the initial conversation.

2. NDA

An NDA follows the call. To ensure that our prospects’ ideas will not be used or shared by other businesses, we sign and send nondisclosure agreements to them.

3. Scoping

We develop a scope of work after the prospect becomes a customer. The scope of work is a document that includes information about the idea, technology stack, and amount of time needed to complete the development process for an app. The foundation of the entire mobile app architecture is the tech stack that is mentioned in the scope of work.

4. Agile sprint

We begin the development process as soon as the client approves the scope of work. We adhere to the Agile Methodology for development. Our designers, mobile app developers, QA team, and clients are all actively involved throughout the process and its associated iterations because the success of the Agile methodology depends on their participation.

In every sprint, we manage a variety of app development procedures.

Design: For our mobile app to be user-friendly and evoke the desired emotions in our users, we adhere to Google Material Design and the iOS Human Interface Guidelines.

Development: Following that, we combine various technology stacks capable of managing complicated mobile application development life cycles that support scalability.

Testing: Agile sprints naturally include mobile app testing. Each component of the app created during a sprint is tested there.

5. MVP

MVPs follow sprints. In some cases, we develop MVP instead of the complete product. This happens mostly when a client needs an MVP to show to the investors.

Our next step is to get feedback from a subset of prospective users on the MVP.

We firmly believe in MVP as a concept. It greatly reduces the time and expense of testing an app on the ground.

We already have a detailed blog on how to develop a lean MVP that scales.

6. Post-launch app maintenance

App Maintenance is the final yet ongoing step in our procedure. It will continue to be our priority to ensure that millions of people have adopted the app intended for them.

The following are some advantages of post-launch maintenance during the app development process:

  • Improved user experience: Routine maintenance can improve user experience, address bug repairs and enhance the app’s general operation.
  • Better compatibility: Maintenance can make the app more widely available, ensuring it is compatible with the latest hardware and software.
  • Maintained market relevance: A regularly updated app can maintain market relevance, attract new users, and retain existing ones.
  • Increased reliability: Regular maintenance lowers downtime and increases reliability by ensuring that the app functions effectively and smoothly.

Contact Banner

Commonly asked questions

1. How much does it cost to build an app?

Creating a mobile app might cost anywhere between $40,000 and $500,000.

However, the app’s complexity & features, app platform, UI/UX design, back-end infrastructure, app administration, app category, location, and timeline all affect how much it costs to design an app.

We already addressed this in our previous blog about how much an app development costs.

2. How long does it typically take to develop an app?

If you compare apps with varied degrees of complexity and feature density, the usual app development timeline will look like this:

  • Simple App Development – 3-4 months
  • Average App Development – 4-6 months
  • Complex App Development – more than 9 months

Depending on its complexity and the available resources, each app will take various times to develop.

We already addressed this in our previous blog about the app development timeline.

3. What technologies are used to develop mobile apps?

The main programming languages for creating Android mobile apps include Java, Kotlin, Python, R programming, C++, HTML5, and C#. Programming languages, including Swift, Objective-C, C#, and HTML5, power iOS mobile apps.

Wrapping up

As technology advances, the process of developing an app will continue, from selecting a partner to Product Discovery to app deployment and maintenance. It’s also crucial to remember that creating an app is a continuous process. As previously stated, the app’s features and functionality need to be continually improved after its introduction and in accordance with market trends.

Finally, after reading this, we hope you understand the entire mobile app development process better.

Hiring a reputable mobile app development company is crucial before you begin developing the app. You might, for instance, search for a mobile app development company like Markovate, where our knowledgeable team will assist you with your needs and questions.

It all begins with the Contact Us form. Move forward through this.

App development process: Detailed info-graphic

app development process: Info-graphics

Source link

#App #development #process #Keysteps #build #mobile #app

Content People: Relationships, Therapy and The Power of Entrepreneurship | Brafton

On Content People, Meredith Farley interviews creative professionals and leaders to get a behind-the-scenes look at their career experiences and turn that into actionable advice for listeners. Tune in to hear from experts in various media, and get inspired to find contentment in your own creative career.

Episode #8 Summary

Chatting with Meredith Farley, Jessica Holton, the co-CEO and co-founder of Ours, discusses how childhood experiences made her the entrepreneur she is today. She also covers therapy, content creation and the one big secret to great relationships. Listen in to get the answers you’ve been looking for.


In the eighth episode of Content People, I chat with Jessica Holton, one of the co-CEOs and co-founders of Ours. It’s a company based on modern relationship health, particularly for engaged couples, and it was profiled by the New York Times — but pull back the curtain and you’ll find so much more.

According to Jessica, it all started when her parents opened a children’s science museum. At what she calls her “second home,” she watched families learning and playing together. That’s how she realized the power of entrepreneurship.

This led to business school, which led to forming a nonprofit, which led to an interest in strengthening relationships through therapy. And that’s where content creation comes in.

Part of Ours’ innovative structure is its discussion prompts and exercises, which encourage users to put new skills into practice. To make it happen, Jessica says there’s a lot of research — and building, testing, cross-checking and studying, too. Who says content creation isn’t a science?

Here are just a few more things we chat about:

  • The power of brands and businesses.
  • Being a team member vs. being a cog in the wheel.
  • Building communities through therapy.
  • Research, expertise and content that helps change lives.

View on Zencastr

And if you’re here to learn the secret to relationships — well, Jessica has it. You’ll just have to enjoy the podcast and find out for yourself!

Thanks for listening!

– Meredith Farley, Creator and Host of Content People


More Content for Content People

Learn About Relationships: Ours isn’t just couples’ therapy. It’s a new way to invest in your relationship.

See The NYT Profile: Here’s what the Times had to say about Ours.

Brafton: We have the secret to great relationships … with your customers, that is. Check out our digital marketing newsletter.

Meredith’s newsletter: Check out Meredith’s newsletter (also called Content People).


Podcast Transcript:

Meredith Farley: Hello and welcome to Content People, a podcast where we talk to creative professionals and leaders to get a behind the scenes look at their career experiences, and we try to turn that into actionable advice for you guys, our listeners. Tune in to hear from experts in various media and get inspired to find contentment in your own career.

I’m your host Meredith Farley. I’m formerly the COO at Brafton, where I oversaw creative project management and consulting teams. I’m no longer with the company, but Brafton is still producing this podcast. So thank you Brafton. We recorded this episode a while ago. I probably make mention of my former role, just fyi.

And if you wanna keep up with what I’m doing now, you can check me out on LinkedIn and subscribe to my newsletter, which is also called Content People. We’ll link it out in the show notes, give it a shot. It’s a once a week send where I share thoughts and actionable advice based on my 15 years of creative leadership.

You can also listen, rate and subscribe to content people wherever you get your podcasts. With me as always is Ian Servin, creative director of video at Brafton and the producer of this show. Hello. Hi, Ian.

Ian Servin: Hey everybody. Hey Meredith, today’s show is super exiting. We actually got to talk with Jessica Hilton, the CEO, and co-founder of Ours.

Ours is a relationship health company and it’s really cool. It combines sort of normally what you would expect, counseling, but also self-guided sessions through an app and it helps people build stronger personal relationships.

Yeah. In, I mean, in creative services industry relationships are such an important part of our work experience, whether it’s our relationships with coworkers, bosses, relationships with clients, collaborators, vendors.

We talk with Jess about some of the fundamentals of healthy relationships and also her journey in building Ours and what she’s learned, creating a company that relies so much on content in addition to traditional counseling.

We really hope you enjoy our chat with Jessica here

Meredith Farley: We are super excited to have you. I was wondering if you could kind of intro yourself a little bit to our audience. And then there’s so many questions that I have for you about the business that you’ve launched and are working on. I’m really excited to jump into this conversation with you.

Jessica Holton: Oh, thank you. I’m really excited as well. My name is Jessica Holton. I am one of the co-CEOs and co-founders of Ours, which is a modern relationship health company. And I’m based in Brooklyn. I have a boyfriend and a puppy who I love. And I’m really excited to talk about Ours.

Meredith Farley: Yeah, so I want so I’m really excited to talk about Ours as well. And maybe before we get to it and kind of explain to folks what it is, you’ve had a really interesting career journey thus far. You went to some very impressive schools, then you’re kind of in finance for a bit. And now you’re doing this really interesting entrepreneurial thing. I was wondering if you could walk our listeners through your professional journey thus far.

Jessica Holton: Definitely. Well, thank you. I so I like to think that my professional journey started as a little kid, because started that actually sounds very sad, but it’s really fun. My parents started a Children’s Science Museum when I was four, and they ran it until I was about 14. So my dad was a high school physics teacher, my mom had a business background. And this was essentially my second home. I basically grew up there. So I did everything from like checking customers into thinking about what memberships could look like or birthday parties for kids. But really, what I came away from that was, or what I took away from that was, I watched tens of thousands of families walk through the door, and they would spend hours playing together and learning together.

And I saw them build these bonds and these memories through this experience. So that colored my entire understanding of the power of business, the power of entrepreneurship, the power of building experiences for families. So I carried that through. I knew that I wanted to do something related to business. I ended up going to Georgetown University for undergrad, where I majored in accounting and finance. And I went into finance right after graduating. So I was at Morgan Stanley in the financial sponsors group doing classical investment banking, and then went into private equity at Carlisle and the consumer retail group. And while I was at Carlisle investing in really, really cool personal care and wellness concepts, that’s when I fell in love with the power of brands and their ability in particular to impact women’s lives and help people have better lives.

So after going to business school at Stanford, I started a nonprofit, and then kind of found myself interested in going to couples therapy personally, looked into it, and the rest is history, because that’s what really started the journey of building hours with Adam and Liz.

Meredith Farley: I love that. It’s really, it’s interesting to think about little Jessica, and it reminds me there’s this nice like pizza shop around the corner from our apartment. And there is this maybe 13, not even 13. I think he’s like an 11-year-old boy who gets his family’s place. He is the most like, officious, diligent customer service, like thoughtful person. I’m always like, that kid’s gonna be a billionaire in like 10 years.

Jessica Holton: He probably knows the best what customers like and what their frustrations are and what they want more of or less of. You know, it’s like, as a kid, that’s what I soaked in. And I just, I just fell in love with the power of creating something that changes people’s lives.

Meredith Farley: That is so cool. Alright, well, I want to jump to Ours in a second. But also, I’m super curious now, what sparked your parents to start the what it was a Children’s Science Museum, you said that’s super interesting. What was the story there?

Jessica Holton: I think it was my parents dream, I think in particular, it was my dad’s dream for a while. He had taught physics for so long to high school students. And my mom, they actually met over like science homework. So science always played a role for them. And they they found that there was no as we were kids, there was no Children’s Science Museum in central New Jersey, where I grew up.

And nearly all of our family vacations were to go to see Children’s Science Museums. So it was like, why, they had a dream of building something in central Jersey that didn’t exist, that could really facilitate families learning and playing. And their whole, their whole thing was science could be so fun, if you get to play and learn at the same time. So they built that. And I mean, I had all of my birthday parties there and sleepovers there. And I went there when I was sick and stayed home from school. So it really was such a character in my life.

Meredith Farley: Wow, it’s like entrepreneurship, being in your blood a little bit. All right, cool. So well, now you are co-CEO and founder of Hours. Could you kind of give people a quick rundown of what Hours is?

Jessica Holton: Yeah, I’ll share what Hours is. I’ll also share why I got interested in this space. So Hours is a modern relationship health company. And we offer couples a way to align for their future, talk about the big stuff, invest in the most important part of their lives, their relationships. Our mission is to create a happier, healthier, kinder world through stronger relationships. I got really interested in this because I started looking into couples therapy for me and my boyfriend. We had been together for about four or so years at that point, and things were really good. I loved our relationship. We had all the normal ups and downs. But I wanted to protect what we had and learn more about each other and our relationship.

So we started looking into couples therapy. And we called, I think about 20 or 30 therapists and left voicemails. And kind of got called back by some of them, but not all of them. It was really hard to get started. But the biggest thing that I felt was shame, because therapists would ask, what’s wrong? What brings you here? What are we solving today? And my friends would say, oh, my gosh, I didn’t realize things were so wrong. I didn’t realize you were going to break up. And that feeling of, yeah, it was like, it was like, totally different. It was like, internal in my relationship, there was none of that. And external, like, all of a sudden, because I was looking into couples counseling, this came up.

So that feeling just felt so I, to think that there are millions of other couples, and in particular, for me, women who were made to feel like they felt ashamed of seeking out support in their relationship is really what inspired me to think about what could couples therapy look like if it were truly built from scratch with the modern couple in mind.

Meredith Farley: No, I mean, that makes so much sense to me.

So you so hours, would you call it an app? Is it right to say hours is an app? Or do you think about more as like a broader service?

Jessica Holton: It’s an experience or a brand that has tech is very tech enabled. And the product is the experience in a lot of ways. But we don’t call it an app because the guides, the therapist, the live human touch is such a big part of the experience that couples go through.

Meredith Farley: Got it. And so how did you find your co-found after you had this like kernel of an idea? How did you find your co-founders? And what was your process like to get funding, figure out the product, get it off the ground?

Jessica Holton: I could talk about this forever. So thank you for asking the question. I got so lucky with the co-founder search. I was building, I was starting to after I had this experience in couples therapy personally, I was starting to prototype a few different things within relationship health. And I was meeting everyone in the relationship health space just to do interviews, get to know, and a friend of a friend of a friend, maybe of a friend introduced me to Adam, who was working at the time on a kind of venture studio model to build text message based technology apps to help foster proactive relationship health.

So we got on the phone because we were like, oh, let’s partner together. We could just get to know each other. And we had scheduled that phone call for about 30 minutes. This was April and 2020, the very beginning of the pandemic. And our conversation went on for two hours. And by the end, we were literally finishing each other sentences. And we, we were very interested in partnering together, we were like, we definitely could partner and build together. But by two weeks later, we said, you know, we could just build one company in such a more special magical way together. So we decided to be co-founders pretty quickly, and haven’t looked back since.

And then one of our advisors, we asked so Adam and I are both not therapists. And we asked one of our advisors to introduce us to the best couples therapists that he knew. And he introduced us to Liz and Liz. And we had an incredible first conversation. And we got off the phone and we were like, How could we get to work with someone like Liz? And over the next few months got to know Liz really well. And she’s just an absolutely incredible person. And we got really lucky when we decided and she decided to work with us. So closely. And it’s been about two years of building altogether and testing and iterating. And it’s we feel very lucky about our relationship as co-founders.

Meredith Farley: Yeah, that sounds like some really nice chemistry and kismet. And that sounds lovely. So then. So it was like two years I’d imagine of like, wild building. And you guys are in kind of a launch phase right now. Is that right?

Jessica Holton: That’s right

Meredith Farley: And can and like if can anybody utilize Ours right now? Or is it currently? Do you need to have a connection of some kind to to get it on early stage version of it?

Jessica Holton: Yeah, so we just recently launched officially in the public. And right now it is open to any couple who is engaged. So to take a step back, our big mission is to serve all close relationships, romantic and non romantic. So something you can do with your sibling or with your parents or your best childhood friend. So the only qualifications that we have right now are that you are a romantic couple and you are engaged because we’re focused right now on building the best premarital counseling experience possible.

Meredith Farley: So I’m really curious for your thoughts on this because someone or I feel like I’ve seen some posts on LinkedIn to the effect of like, therapy should be a pre-rack for being a manager, which I actually think I wholly agree with. But I’m curious, you feel like every couple should go through premarital counseling before they get married? I guess that’s redundant. Should every couple go through premarital counseling?

Jessica Holton: I believe that every couple should go to couples counseling before they become a couple.

Meredith Farley: What?

Jessica Holton: I truly truly believe this. So look, we as individuals learn about relationships and how to be a partner in a relationship only from the adults in our lives growing up. And that could have been in my case, 30 plus years ago. And so, while relationships are the number one factor behind our health and happiness and the health of our relationships really does matter, we don’t have any way in the entire education system in life, we don’t have any way of knowing how to or learning how to be in a relationship.

So we are by not doing couples counseling with a potential partner, we’re leaving up to chance that we understand each other that we have the same communication styles that we have the same needs that we can compromise together that we can resolve conflict which is inevitably going to come up that we can build our dreams together. All of those things and so so so much more, we’re leaving up to chance if we don’t be intentional about our relationships. So what I believe, and I don’t think we’re that far off from a future where this is true, is that every couple should have those really intentional relationship conversations very, very early and often, and that having experts and all of the supporting community and the know-how that exists out there influence the way that we learn about relationships so we can really be our best self as our partner, but also so that we can get more out of this life by getting more out of relationships.

Meredith Farley: That’s so interesting. I was looking, I think this it was like, someone on TikTok was talking about how we don’t do enough like personal finance education in school, maybe one semester of one class, but basically huge wildly important on encompassing life skill that we just have to kind of self educate or learn on, because you’re talking about I’m thinking man, I guess, yeah, same thing around relationships that is, that’s really, really interesting to think about.

And so I feel like therapy on the whole has basically lost its stigma. But as you touched on earlier, I think there is anxiety or shame around couples counseling, like, if a friend confides in you that they’re going to it, it’s like, Oh, God, like what’s going on with them. And I know Ours is kind of working to change that. I’m curious, like, why do you think we’ve kind of lost our shame or anxieties around individual therapy, but that couples therapy bias is still haunting us a little bit.

Jessica Holton: Yeah. So a few thoughts here. One, internally, as a team, we, we hypothesized that the de-stigmatization of couples therapy, and couples counseling is about five years behind the de-stigmatization of individual therapy, where, where in the last 10 years, we’ve seen this explosion in embracing individual counseling. We talk in society about my therapist and about what my therapist said, and we give recommendations between individuals for therapists. And we’re starting to see that more and more in couples counseling.

So a few, I think things to dig in there. I’m curious to hear what you’re most interested in. I think one is therapy, especially as an individual with a therapist is such a private, vulnerable experience where you’re talking about things that you might talk about for the very first time with your therapist that you have literally never even said to yourself. And couples counseling, it’s scary to open up that circle and bring someone new into that circle of vulnerability with a third party. And you don’t know what to expect. And you’re kind of looking at your partner and saying, I trust this relationship so much that I trust it in this new environment. So it is a scary thing to do this new thing. But I think that I think that the pandemic has played a big role in one highlighting just how important our relationships are when we were stuck in the same place with a partner. And that made us so happy or that did not make us so happy. It highlighted it magnified anything that was going on in relationships.

And then I think that the conversation just more broadly around mental health and emotional health in general is embracing all kinds of therapy and couples therapy is very much a part of that. But we’re still it’s still something that you know, we talk to potential investors, it’s really interesting because there are some investors who are who are like, this is what I need right now. I’m so excited about this. And then there are some investors who say, I can see why some other couples would need this. And there’s still very much that kind of I think we’re lessening the shame associated with going to couples therapy, but we’re still not at the point where couples are on the whole saying that should be me doing couples therapy. So I think it’s happening very quickly as a result of the pandemic. But definitely is it’s still behind individual therapy. And that’s why we get so excited about playing a big role in spearheading the momentum behind the relationship health movement. And we think that in 10 years, we’ll be looking back and saying, okay, we as society have figured out how to take care of our physical bodies, we’ve figured out how to take care of our mental and emotional health. And now we’ve figured out how to take care of our relationship health.

Meredith Farley: Yeah, no, that’s really interesting, I guess. I wonder, I’m curious if you feel like, I think over the pandemic, you know, mental health just became something that everyone was suddenly a lot more comfortable talking about, even in the workplace, it was like, how do managers support their team’s mental health, how do businesses create policies and processes that support people, their mental health.

And I wonder if you tell me like, is personal therapy like a gateway drug to couples therapy where you’re like, okay, I don’t have to be broken to be made more whole or dig deeper and have fun and enjoy like, you know, that’s the word I’m looking for, I guess just kind of like, exploring your own psyche a bit. And then the idea that like, ah, this would be so fascinating to really see like, not just what makes me tick, but what is what makes like, me and my partner tick and like, how are we working together? So does that are you, do you think there’s a trend there? Or do you think it’s it’s separate?

Jessica Holton: I do think there’s a trend there. I think so, if you look at the couples that we serve today, usually, but not always, one, at least one partner in the relationship has either gone to therapy, or has been really interested in going to therapy, and comes back from that and says, wow, I, what could this, what could happen if the two of us go to therapy and talk about our relationship? And there’s a statistic, something like, I think 70 or so percent of what is talked about in individual therapy is relationships. So I think that it kind of opens up the possibility of, okay, I can talk about my relationship to another person.

What could this all feel like if another person was there, another person with us. But the other thing is, our program and our brand is, we’re all about making this really fun and meaningful and special. And it’s, it feels what we’re building this experience feels like a microcosm of what a relationship ideally feels like, where in a relationship, we have ups and downs, and we have so much laughter and so much joy and heartbreak and problems that we have to figure out how to navigate and adventures that we get to go on. There’s so many emotions in any given relationship.

And that’s the experience that we’re building as well. There’s ups and downs. It’s not always happy, but it’s really, really meaningful and beautiful. And I think that that’s important because I think we have this picture of what couples therapy looks like in our heads from media or from movies that always show it in like very grim situations. And we’re kind of like flipping that on its head and making it something that is celebrated and is an experience versus something that you have to go do or that you’re dragging yourself to go do. It’s something that you really want to do. You crave just like you might crave working out.

Meredith Farley: Like, have you seen the show couples therapy on show time?

Jessica Holton: Yeah.

Meredith Farley: Yeah. I saw the first episode this past weekend and I was like, oh, I’m really excited to talk to Jessica, especially about it and just made me more excited for this combo. But like that show is wild. It is so interesting. And I feel like in some ways, maybe because it’s sensationalized, I presume, I don’t know, but a bit of a depiction of probably more traditionally, I’d say what we think of as couples therapy where it’s like, you’ve been together for a while, and you’re like, we have a problem, we need some help like working through XYZ as opposed to like a proactive or super fun experience like you’re describing. So what is for a couple who was like, yeah, we really want to do this, let’s do Ours. What would the process be like?

Jessica Holton: Well, first of all, if anyone is saying that welcome, we are excited to have you. So right now, we are a premarital counseling experience. And what that means is that for four weeks, couples get a hybrid approach to couples wellness and relationship health. We are actually not therapy right now. And it’s a couples wellness program, an experience that couples go through the overarching goals being talk about the big stuff, align for the future, and have really meaningful, special time talking about something that you might not have talked about otherwise. So the experience is a we take the best of the human touch and the magic that happens between a third person, seeing you as a couple and understanding where you came from and where you want to go.

We marry that to the power of technology and content, and provide a hybrid approach to relationship health. So couples are doing a mix of meeting with their guide, all of our guides are licensed therapists at the master’s level or higher, and they’re meeting with their guide live over zoom, and doing 45 minute sessions that way, combined with doing what we call love where sessions lovers are product. So it’s like software for your love. And those love where sessions are really where the work happens. So they’re doing sessions on things like, what should our finances look like when we are married, if different from today, do we want to have a family? What does that family look like? How do we resolve conflict together? How do we make each other feel hurt?

All of these various sessions that they do are on love where so it’s asynchronous and on their own time. And throughout these four weeks, they’re doing challenges, talking about the big stuff, and getting supported by their guide along the way. And we’ve designed it to be the most important thing in the couple’s life at that given time. So we encourage couples to do it when they have about a month to really focus on hours, and focus on having these conversations and making these plans and working through things that might come up from that, and really celebrate each other and celebrate the, the happy work that goes into building a relationship and a future.

Meredith Farley: Got it. And so I’m curious, because there have been a lot of more, I’d say tech based counseling alternatives that have popped up over the past couple of years, I think because of the pandemic, so like talk space and better health, things like that. Why do you think that kind, that kind of those kind of tools are becoming so popular?

And I’m really curious to know how you think therapeutic tools and tech is going to keep evolving over the next several years? What do you think is next several years? What do you think the future of counseling is? Do you think it’s in person? Do you think it’s remote? Or do you think it’s Ours, like a mix of kind of personal and then tech based work?

Jessica Holton: So I think that they are popping up a lot more and becoming more in our consciousness. One, because people want them, people want to talk about their emotions, they want to work on their mental health, they want to invest time in their emotions and take care of their mental health, just like we take care of our physical health. So I think that tech companies are following that trend and really following what consumers are asking for. Why I think like tech companies in particular are popping up more and more. I think it’s a combination of individuals who want to maybe dip their toes in the water of going to therapy or going to counseling, but don’t quite want to, you know, open their front door, get in the car, go to an office to go to a therapist. But they want to feel what it’s like and kind of understand what this experience could feel like.

And they also, I think tech companies, and as a tech company, we try to make it as easy as possible to get started in an industry that is notoriously really hard to find therapists and to make the scheduling work and to figure out insurance and payments and logistics and who the right match is. I think one of the biggest pain points that mental health tech startups are working through is how to make getting started easier and more convenient and more accessible and approachable. In terms of thinking about the future and what this looks like, I love that question because I love thinking about where the future is headed. I think we’ll see a lot of innovation in this space. I think one, we might start to see more branded in person offerings, especially as we kind of reemerge from the pandemic back into in person, we’re all craving this in person human connection. And I think within mental health, that is absolutely at the center of it.

So I think that might be something we see, I think for better or for worse, and I’m always optimistic. So we’ll see. But I think that we’ll start seeing even more kind of like AI, tech driven startups that potentially serve to replace the therapist or replace kind of the personal element of this. And then I think we’ll see different models of mental wellness. So I think, again, for better or for worse, and, you know, I think there are a lot of nuances to these innovations, but I think we’ll see more and more class based offerings within mental health or peer to peer models or group models, all in favor of making mental health more accessible and more doable.

I think, I think that our hybrid approach, where we take the best of the human touch and marry it to technology is at that sweet spot of, there’s just this magic that can’t be replaced from knowing your guide and knowing a therapist and building that relationship. So I think that we’ll probably see even more exploration around this hybrid approach, where a guide or therapist might be there, but also so is the tech and the content and kind of that asynchronous piece that exists already.

Meredith Farley: Wow, thanks. So when early on in that response, you said you think you might see more kind of branded counseling or therapeutic experiences. What does that mean?

Jessica Holton: So I think, you know, SoulCycle was one of the first branded cycling classes. I think that we will see so I think it’s kind of two things. One, I think that we’ll see destinations almost like spas that are for mental health. And I think that because before the pandemic, I wanted to start something like that where there was a studio that we could go to for this kind of community feeling. So I think that this is like an in person retail kind of trend where it’s not only going closing the door and seeing your individual therapist, but it’s a community, it’s a spot, it’s a destination that you go to to work on mental health or be around other like minded people and feel that connection.

The second thing is, I think that from a branded perspective, I think that there are potentially going to be different ways of delivering this service to individuals and to couples and to anyone seeking out mental health, whether it be working with other brands and partnering with them or white labeling technology to be in therapist hands, but amplify their efforts and expand their efforts.

I think that it’s becoming therapy more and more is kind of this like status symbol in a way where we as society, and I think this is a really good thing is that we’re proud to go to therapy. So I think that that means we will see more and more brands that are built for both millennials and Gen Z in particular crop up.

Meredith Farley: Thinking of SoulCycle as like a version of that as kind of like your one stop therapy shop. You’ve got your one on ones, your group sessions, your crop ins, your exercises, like that’s super interesting. Maybe that is the millennial Gen Z, the bridge we need to get together.

Jessica Holton: That’s brilliant.

Meredith Farley: Wow, that’s like, that’s so interesting. And also the idea of like white label technology for counselors or therapists, like therapists maybe has an app or you like, I don’t know, answer questions once a week or something. That’s super. Thanks for walking me through that.

And then so I know from past conversations we’ve had that you mentioned how Ours is kind of a uniquely good experience for counselors and therapists. And you kind of like educated me a little bit about historically how counselors and therapists haven’t always been set up for success by their employing entities. I found that really interesting. And I was wondering if you could kind of talk about that a little bit and also how Ours has engaged differently with therapists and professional counselors.

Jessica Holton: I would love to. I have to give all of the credit to my co founder Liz, who is an incredible therapist. She’s been a therapist for years and years. And she’s had experiences all over the map in terms of positive and very, very negative experiences. And what I’ve learned from her and interviewing so many like truly hundreds of therapists, is that therapists, they have such an incredibly demanding and special job that their clients rely on them for their lives. And they therapists have they are they’re working hourly.

So they’re only getting paid for times when they’re seeing clients. This is generally and then I’ll talk about hours. They are holding all of their clients and of course they’re trained to do this and are excellent at this. They’re trained to hold their clients emotions, they care for their clients, there’s so much emotional energy and investment going out there. And yet they are being paid very, very little and it depends on where they are in the country, it depends on what if they’re in a private practice group practice, just starting out really experienced, but they get paid so little relative to the impact that they have on people’s lives. So as it relates to Ours, we do things so differently. We are therapists who work with us. They are Ours. And and I mean by that, what I mean by that is, they are the company and they are the experience that couples have. They’re the heartbeat of what couples do with us.

So several different ways. One, we employ our therapists, whether part time or full time, but not as contractors, they are truly part of the team. A lot of other places don’t employ therapists to get their insights. Instead, they are kind of cogs in the wheel or inputs or, you know, things that could be easily flexed up and down. We employ therapists, therapists are part of our co founding team, they are part of our leadership team, they are our advisors, our employees, we they are just they are our team. So I think one is just tactically the employment model of therapists who now can get paid throughout the week and throughout the month, regardless of demand, and if clients show up that day or not. So having that financial stability plus benefits, and the ability to take time off is something that just doesn’t exist. On average.

Secondly, we are a fully remote company. So we allow for a lot of flexibility. And therapists can work part time with us full time. As we grow and have more optionality, we really are optimizing for flexibility. So therapists might want to work with Ours to see couples. And then they might in their private practice be working with individuals. So it’s a really great way to kind of have autonomy over where they’re spending energy in their career.

And the second and or the third and fourth, we, because of this full time model that we have with therapists, what we’re building is truly an interdisciplinary team where a therapist who works with Ours can, in the same day, see couples, talk to couples, work with couples, and maybe create content or create be part of the marketing campaigns or lead what we think the strategy for the product should be, or provide feedback or talk to customers or look at the financials or anything part of, you know, flexing their creativity and other analytical skills, and kind of marry that to doing therapy, it really helps kind of broaden if someone’s interested in doing something beyond helps grow and learn and lead.

And then lastly, our particular model. So therapists who work with Ours are working with, of course, our couples who tend to be way more proactive and preventative in nature. And it gives therapists who are often working with some of some really hard cases. It gives them kind of variety and who they’re seeing. So it helps them see couples who are earlier in their relationship, perhaps therapists feel like they can have even more of an impact because it is earlier in their relationship. And they’re really eager to couples are really eager to dive in. So all of those things have been intentionally designed to make sure that our therapists love working for Ours and feel seen, recognized, understood, and are truly, truly part of the team.

Meredith Farley: Wow. So it’s like a different pay model.

Jessica Holton: Yeah, employees not hourly. Yes, opportunity to learn about different facets of the business. If that’s something they want to leverage or explore later.

Meredith Farley: And then I think I understand what you’re saying, which is that newer couples volunteering to proactively go through a pleasant experience like this might be a different beat in their week than folks who are in a slightly a different situation who need a different type of support. That makes sense. That’s really interesting.

Jessica Holton: Yeah. And I think like the the other thing that we are building is a community. And I know that that sounds like what every business should be building. But we really think that for therapists, it’s again, like they’re they’re going into these rooms or on to zoom. And they’re having these conversations with their client. And then they’re going to the next one and then the next one. And it’s really hard to know if they’re doing a good job or if they’re having the impact they want to have.

And they have questions on like, how could I do this even better? And it’s a really lonely job in a lot of ways. And so we are building we have a network that is open to any therapist, it doesn’t have to be someone who’s working in terms of like an employment with Ours. Any therapist who’s working with couples is invited to join the network. And it’s we’re building a community where therapists can get to know each other, support each other, learn from each other, challenge each other, and really just support each other. And that’s not something that necessarily exists in a lot of places.

Meredith Farley: Yeah, I can totally see that like an actual community and workplace. Yes. Well, alright, so the podcast is called content people. And I know that Ours and you referenced it like has been a lot a lot of time on the content that users will engage with.

It sounds like you’ve done a ton of interviews and research with counselors and therapists about what the content should be about what the question should entail. And I was wondering if you could talk us through what that research and content creation process has been like for you. I’m very curious.

Jessica Holton: Yeah, so content is almost everything for us. And we are currently in a sprints around even more revamping our content and our content process. So this is very top of mind. So content is what we think about as content is the all of the content that goes into the hours experience to drive knowledge to drive the experience and be really the foundation of what couples go through when working with Ours.

So our content takes takes shape in our love war sessions. And what our love war sessions are, are designed to be hour long conversations basically, that have discussion prompts, they have psycho education, where couples are learning new skills, they’re putting those skills right into practice with discussion prompts and exercises and activities, they might be asked to draw something or go on a scavenger hunt. And then come back and share with each other or they might be asked to guess something about their partner and see if they get it right. Or they might be prompted to have really meaningful discussions in a very structured way that feels really safe.

So there’s so much that goes into our content creation process on that front. And I kind of walk through like the inputs, the building and then the testing. So in terms of the inputs, we are very research backed and data driven. So we do a ton of internal research and external research. So in all of our sessions, we, we cross check and build into the sessions external research. So decades and decades of research around relationships and couples, and mental health and emotional health, and incorporate that into Ours.

We also do internal research. So for any given session that we’re building, we are under Liz’s direction, looking at what, what is the best way to build this for our proactive preventive couple, who might want to talk about this in a slightly different way so that they’re moving it forward, instead of a reactive way, which is where a lot of the research today is focused. So we kind of take all this input, we combine that with we talk to a ton of couples. So we do a lot of interviews throughout the week of both customers and couples and understand what they want to know and what they’re struggling with and what where those opportunities are. Then we take all of that and put it into a script. And the script is really where the content creation process happens.

So in that we are taking what we took from research, and building out a narrative that is super easy to understand and explain. And then we go through building out the individual exercises from there. So from the script, we say, okay, we are teaching or we want couples to learn maybe how to identify what their conflict pattern is. Then let’s do an exercise around a structured discussion that says, okay, let’s identify a conflict that we might have had a small one, and kind of dissect it and see what is our conflict pattern there and then synthesize the learnings that way. So that’s like the during the building of the content. And then the last part is the testing phase. And this is super important.

We test every single one of our sessions, every single piece of our content with several couples to make sure that it is achieving our goals, and that we’re every single time we test it incrementally improving it so that it is an amazing experience. And the three design principles that we generally use as a filter to make sure we’re on the right track is, does this change your life? Is it something that you’ll remember for 50 years? And is it fun?

So it’s like research expert input expertise, then kind of the second bit is exploring with the couples, what’s resonating with them, what, etc. figuring out like iterating and tinkering with the precise order and nature of the questions. And then like, you know, coming back to the guiding principles.

Meredith Farley: That sounds like so it sounds fascinating and so complex and interesting.

Jessica Holton: It is all of those things for sure.

Meredith Farley: Anything that really surprised you about the process like, do I’m really curious, what do you have a different perception of relationships now? And what it takes to have a healthy, intentional relationship than you did when you started this process?

Jessica Holton: I really do. What I have learned. What I’ve learned from seeing this is there’s really no right or wrong way to engage with a partner and to be in a relationship. And I think I came into building hours thinking I was going to help couples have the ideal relationship. And I think I had an image of what that looks like in my head.

And over the last couple of years, through all of these exercises that I mean, I’ve tested all of these with my boyfriend, and he has tested all of them with me. And I’ve seen hundreds and thousands of couples go through this. What I have learned is that there’s no right way to be in a relationship. And what works in a relationship today doesn’t necessarily work for those same two people in a relationship a year from now or 10 years from now or a week from now, because we’re just different human beings throughout.

And so my biggest takeaway and people ask me a lot because because I’m not a therapist, and I think we all think that therapists have secrets and they know like secrets to life that us regular people don’t know. And it is really true. But the secret that I feel like I’ve uncovered is that at the end of the day, relationships are meant to be enjoyed. And relationships are what make us the most human and that we have the most human experience because of relationships. And the relationships being meant or meant to be enjoyed means that I used to think that I had to kind of go through like a checklist of my relationship and say, this is working, this is not, this is really not what I need in five years, this is going to be an issue and have like office anxiety wrapped up and seeing if this relationship gets an A plus and should continue.

And as I’ve shifted my mindset there, it’s it’s really about am I the best person I can be in this relationship? Am I supporting my partner in the way that I want to support and be a partner? And are we having fun? Are we enjoying? Are we having an adventure that we want to have? And do we feel loved? And do we feel like life is better because of our relationship? So obviously, there’s a lot of nuances there. It’s not always so easy as should we continue because we’re enjoying each other’s company. There’s so many different parts there. But that’s I think the overall beauty of what we get to do is we support every single couple in wherever they are in their relationship in the ups and the downs and hopefully help them have a really meaningful experience.

Meredith Farley: Oh, well, thank you so much, Jessica for sharing all those and we’re kind of walking us through it. I think it’s so cool. I feel like I would say I have a pitch for a version of this that’s for managers.

Jessica Holton: Oh, I love it.

Meredith Farley: There is almost no people manager who wouldn’t benefit from some type of support in a formal capacity for all of the complicated emotions that they are holding and feeling and all of that too. So I’m so excited to see what Ours does next and to follow you guys.

Is there anything else you feel like I didn’t ask about that you’d want to maybe share or chat about?

Jessica Holton: I don’t think so. This was so fun.

Meredith Farley: Yeah, this was really fun. Thank you so much.

Jessica Holton: Yeah, thank you.

Meredith Farley: Hey everyone, we really hope you enjoyed our conversation with jessica.

Ian Servin: Next week we’ll be talking with Bratton’s own Dave Snyder. Dave is our chief services officer here at Brafton, and he has a ton of insight into why we do the things that we do at Brafton and the lessons that we’ve learned along the way.

Meredith Farley: And we’ll make a couple little plugs here to support the show. You can rate, review, and subscribe. We appreciate it. Those things make a big difference. And if you liked this conversation with Jess, you would probably enjoy my newsletter called Content People.

We’ll throw a link in the show notes to subscribe.

Ian Servin: And that’s it for today’s show. Thank you so much for listening. And if you wanna get in touch with us, you can always email us at [email protected].



Source link

#Content #People #Relationships #Therapy #Power #Entrepreneurship #Brafton

What Is an Advocate Marketing Program? (+ Examples) | Brafton

Promoter, backer, campaigner, champion … these are all synonyms for advocate, and precisely what an advocate marketing program is all about.

That’s a very surface-level intro to these campaigns — and what they help brands achieve. Here, we’ll expound on advocate marketing just as you might have your happy customers do for your products or services when you launch one of these initiatives. Buckle up!

We’re going to:

  • Give you an overview of advocate marketing.
  • Talk about some of the advantages of advocacy programs.
  • Explain the fundamental steps in building a solid campaign for your business.
  • And even give you some real-life examples of wildly successful advocate marketing campaigns from some of today’s most recognizable brands.

What Is Advocate Marketing?

Every brand wants to make advocates of their customers because it helps drive their growth, boost their credibility and, well, make them more money. It’s great when this happens naturally, and it often does when you have a solid product or service that people love.

But there’s nothing wrong with throwing a little fuel on the fire (in fact, we encourage it). An advocate marketing program is a type of campaign that intends to turn existing customers into brand advocates who champion your name and your offerings and encourage more people to buy what you’re selling.

An advocacy marketing strategy isn’t just for the little guys who’re just getting started, either. Some of the largest and most recognizable brands in the world deploy advocate marketing strategies (more on those later) that bring in hundreds of thousands, millions and sometimes, even billions of dollars in additional revenue.

Advocate vs. Affiliate vs. Referral Marketing: What’s the Difference?

You might be asking: What’s the difference between advocate marketing, affiliate marketing or even referral marketing? At first glance, these 3 strategies appear very similar — and in some senses, they are.

As with all marketing programs and campaigns, the ultimate goal is to attract more customers, but the differences here are in how exactly that is accomplished and in what ways the participants are awarded — if at all. Let’s break it down, short n’ sweet:

  • Advocate marketing: Encouraging a loyal customer to become an advocate for your brand with (usually) no incentive to do so; however, sometimes there is.
  • Affiliate marketing: Paying individuals, usually influencers, a commission for each purchase or sign-up they generate for your business. This may also be referred to as influencer marketing.
  • Referral marketing: Providing an incentive or reward for willing participants who recruit friends and family to purchase your products or sign up for your service.

Capeesh? Sometimes these terms may be used interchangeably among each other and, depending on the context, can mean the same thing — but this is how we’re distinguishing the strategies.

5 Advantages of Advocate Marketing for Your Business

There are plenty of benefits that come bundled with an effective advocate marketing program — some of which are better experienced through this particular method than they might be with others.

On top of all of the advantages we’re about to walk through, brands often save a generous amount of money with advocate marketing programs, because as we outlined above, handing out incentives and rewards isn’t necessary with this approach, which leads us to our first point.

1. Reduces Customer Acquisition Cost

Word of mouth (WOM) is a transcendent method of advertising. When brands focus on their engaged customers by deploying an advocacy marketing strategy, they build the foundation for more accurate and convincing WOM, which often leads to many other benefits that we’ll discuss.

2. Encourages User-Generated Content

User-generated content is a gold mine. Essentially, it’s free advertising. Sure, you may have to put some advertising spend up front to get the ball rolling, but once it’s in motion, it’s often perpetual. Advocate marketing could be as simple as encouraging customers to share a review of your product or a picture.

There’s a compelling case of this in one of the examples we’ll share below, so keep scrolling!

3. Increases Brand Engagement

A byproduct of user-generated content, advocate marketing programs help brands increase their engagement across the board. Increased interaction does wonders for your brand image and, obviously, is a large part of how a new customer will discover your business.

When you have an army of supporters championing your brand, it gets people interested.

4. Builds a Strong Brand Community

The feeling of being a part of a community is unmatched. The camaraderie, the shared interest, the feeling of belonging — who doesn’t want that? Advocate marketing programs are, in a lot of cases, built on this premise.

Plus, the bigger and stronger your community, the more influential you become. It’s a win-win for your business and your customers.

5. Makes You More Trustworthy and Reputable

When your brand has a roster of customer advocates and a strong community preaching about how great your products or services are, it’s very difficult to disagree or be skeptical. The strongest advocate marketing programs encourage thousands of people to engage with your brand and sing your praises, making you appear more trustworthy and reputable at first glance — and the people who join you will see that to be true even below the surface.

These advantages just scrape the surface of what customer advocacy marketing can do for a brand. Another rather large advantage of advocacy marketing is that it can complement your other content strategies, creating a well-rounded marketing ecosystem for your business.

These all sound great, don’t they?

But now you’re left asking: OK, but how can I do this for my brand? Well, stay with us. Some juicy examples for inspiration are coming your way!

Building an Advocate Marketing Program That Delivers

From a holistic view, advocacy marketing shines brightest when brands are able to provide a sense of community for their customers (and potential customers). One of the best ways to facilitate that today, while also passively encouraging sales, is with social selling or social advocacy.

We know what you’re thinking, and no, this doesn’t mean unwarranted Instagram DM’s — it’s more sophisticated than that. It’s a way of building relationships with your customers and nurturing their interest in your brand. Start by establishing yourself on social media and encouraging (and facilitating) a dialogue.

Social selling is different than social media marketing in that its foremost intent is not to directly advertise or sell your products or services to potential customers but to do so indirectly by:

  • Establishing a dialogue about your brand.
  • Building up a strong community with stronger relationships.
  • Bringing an active part of those relationships with your customers.

Advocate Marketing Strategies That Work

There are myriad ways to approach an advocacy program, and creativity is encouraged. That said, there are some fundamental strategies and tactics that we know are conducive to a program’s success. To make sure you’re getting off on the right foot, consider these 5 foundational elements:

1. Target the Right Audience

If your brand is already established, no matter to what extent, you likely know who your target audience is already. When developing your customer advocacy marketing campaign, you must target the right people — people who you know will have an interest in becoming a part of the community you’re building.

2. Make Becoming a Brand Advocate Easy

Think about how potential advocates will participate in the campaign. If you’re thinking about requiring registrations, sign-ups, or enrollments, make sure that instructions are clear and the requirements are straightforward. Of course, sign-ups are not necessary for a successful advocate marketing program, as we’ll learn from a couple of the upcoming examples.

3. Provide a Second-to-None Brand Experience

The better a brand or customer experience you can deliver, the more excited your customers will be about advocating for you … and they will! We suggest brainstorming about every possible interaction that someone might have with your brand — whether online or physically — and optimizing them for maximum enjoyment and satisfaction.

4. Take a Customer-First Approach

It’s a business cliche but put your customers first. When they feel valued, listened to and taken care of, they’ll be more inclined to become a brand advocate based on the stellar customer experience that you’re providing.

5. Make It Shareable

What good is brand advocacy if whatever you advertise cannot be easily shared? To get the most out of an advocate marketing campaign, you’ll have to strategize around how advocates will share amongst each other.

Take advantage of the fact that nearly everyone has a camera in their pocket and is on some form of social media. For advocacy marketing, hashtags are your best friend.

Examples of Great Advocate Marketing

We’ve arrived at the + Examples that this blog title teased, and these are some great ones! While all of these examples are from rather notable brands who, let’s be honest, would still be illustrious had they not deployed an advocate marketing program, they’re a pretty remarkable testament to what’s possible when done right.

Without further ado, here are three famed cases where advocate marketing has possibly shone the brightest.

Tesla’s Advocacy Scheme

Love it or hate it (or the people in charge of it), Tesla has been able to gamify its approach to advocacy marketing in a big way.

The electric vehicle titan has an ongoing advocacy program where loyal customers are incentivized to champion the company and, upon a successful referral, both parties are awarded a $1,000 discount on their next vehicle purchase.

This is their standard approach to advocacy marketing that, in a lot of ways, whispers tunes of referral marketing — but hey, the two are fairly similar anyway. Where things got really exciting is when the company offered a chance to purchase a limited edition Founder Series of their Model X (for bragging rights, I suppose) to people who could complete 10 successful referrals via brand advocacy. There was even mention of the first person to successfully do this getting the vehicle for free. Talk about a great prize!

Adidas Creators’ Club

This advocacy initiative from Adidas may be the pinnacle of advocacy programs.

Back in 2016 when this initiative first launched, it was monumental. It offered a ton of high-value rewards to advocates of the brand. But what did that include, exactly? Well:

  • Subscriptions to personal training apps.
  • Priority customer service.
  • VIP access to events.
  • Product personalization and customization opportunities.
  • Early access to product drops.
  • Celebrity meet and greets
  • Concert tickets, and more.

Advocates receive points and progress through levels and tiers, each with unique rewards. Through and through, Adidas understands what its target audience and customers want, and it offers these things to them in exchange for advocacy. Genius!

Lululemon’s Ambassador Program

Perhaps the most outwardly community-driven example of advocate marketing is Lululemon’s Ambassador Program.

The athleisure brand’s approach to advocate marketing strongly focuses on community, creativity and, of course, fitness. In Lulu’s own words, this is exactly how they work with their ambassadors:

  • Inspiration. Our ambassadors inform everything we do, from product and store design to how we show up in our communities.
  • Classes and Events. Our ambassadors teach classes and host don’t-miss events — online, in stores, and in your community.
  • Product. Our ambassadors sweat hard in our gear, give us critical feedback, and collaborate on product collections.
advocate marketing program ambassadors

Now you know what advocate marketing is all about, why it’s so effective and how you can develop your own campaign. And if these advocacy marketing examples are indicative of what these kinds of campaigns can achieve, then what are you waiting for?



Source link

#Advocate #Marketing #Program #Examples #Brafton

Google Search Network vs Display Network | Search vs Display Ads

To be blunt, it’s easy to waste a large percentage of your advertising budget with Google Ads. Google has designed the Google Ads platform with advertising professionals and analysts in mind and therefore choosing the correct setup for your campaign’s goals is often tricky. That is to say, one seemingly innocuous setting can throw off an entire campaign.

In this article, I’ll explain how to avoid one of the most common and costly mistakes businesses make with Google Ads…

Big Mistake: Targeting Both Search & Display Networks With the Same Ad Campaign

First, it’s important to point out why so many businesses make this mistake.

Google encourages advertisers to set up campaigns that target both the Search Network and the Display Network.  The first option when creating a new campaign is to target both networks and Google provides “advice” that this is the “Best opportunity to reach the most customers.”

Sure, targeting both networks will give you more reach, but that doesn’t mean it’s a good idea. The key to advertising is getting your product or service in front of the right audience, not just the biggest. A car dealership wouldn’t be well served to buy ads on a popular children’s show nor would a toy company do well advertising on late-night comedy shows. They’re both reaching a lot of people but not the right people.

Unfortunately, Google’s default advice to use both Search and Display networks in this example is self-serving.  The reality is that Google makes money when businesses spend more on advertising so it’s in their best interest to encourage businesses to expand reach (aka, expand budgets) regardless of whether or not the ad spend is profitable or effective.

Smart ad strategy is about getting the most for your dollar, and Google is in the business of making money — not giving free strategy advice which undercuts their revenue. Remember this whenever reading Google’s advice or talking to one of their reps.

Alright, let’s get back to why targeting both the Search and the Display network is such a bad idea…

Search vs. Display 101

When you think of Google Ads, you probably think of the ads that show up when you search on Google.com.

Those ads are on the Search Network.  That makes sense, right?  The Search Network gives advertisers the opportunity to display ads at the precise time when prospects are searching for their products or services.

You can think of the Search Network like the old Yellow Pages.  Prospects used to “search” in the Yellow Pages when they were about to make a purchase and businesses could prominently advertise their products and services.  Now, most prospects use Google.com to search and the Search Network is the new Yellow Pages.

However, the Display Network has nothing to do with searching on Google.com!

Display Network ads are displayed on other websites across the internet that are trying to make money from Google AdSense.  Any website can add AdSense ads to their website and then advertisers can use the Display Network to target those web pages.  According to Google, more than 38.3 million websites use AdSense, which gives you an idea of the enormous size and reach of the Display Network.

Again, the key difference is that when you target the Display Network, you’re not targeting prospects searching for your products or services;  You’re interrupting people as they visit one of the 38.3 million websites in the Display Network.  That’s why display advertising is sometimes referred to as “Interruption Marketing.”

That leads us to the first key takeaway in this article…

Takeaway #1: Each Network Requires Different Ads

When a prospect is searching on Google.com for a product or service, then there is an immediate need.  For example, if someone searches for a “math tutor in NYC” it’s obvious that this person is seeking to hire a math tutor in NYC.  Why else would anyone search that phrase on Google?

With that in mind, your ad copy for the Search Network should precisely match the keyword the prospect searched so that you’re presenting the best option.  If the keyword searched was “math tutor in NYC,” then the ad should mention that you are a math tutor in NYC and encourage the prospect to contact you.

Pretty straightforward, right?

Now let’s switch gears and consider someone surfing around online and reading an article about how to study for the math section of the SAT.

This person is clearly interested in learning more about math, but it’s not 100% clear if she wants or needs a math tutor.  There is no indication of an immediate need like there is in the Search Network.

See the difference? In this case, to be effective, your Display Network ads may need to make the case for why a tutor is the best option to ace the math section of the SAT.

As you can see from these two examples, your ad copy for the Search Network will almost always need to be different than your ad copy for the Display Network.  If you try to use one campaign for both networks, then it’s impossible to match your ad copy to the network.  That’s one reason why it’s never a good idea to target both networks in a single campaign.

Next, we can take this concept of matching ad copy a step further…

Takeaway #2: Each Network Requires Different Targeting

With a basic Search campaign, your primary targeting option is to use keywords.  When you target a keyword your ad will be displayed whenever a prospective customer searches for that particular keyword.

With a basic Display campaign, you have many more options…

First, you have contextual targeting.  In the Display Network example above, I assumed the ads were targeting a contextually relevant article about how to study for the math section of the SAT.  This is the most basic targeting option which relies on Google to match your keywords and ads to relevant web pages across over 2 million websites.

Another option in Google Ads is behavioral targeting. Behavioral targeting is a method of displaying your ads to prospects who appear to be interested in your product or service based on their Internet browsing history.

For example, if I visit a lot of test preparation and tutoring-related websites,  over time Google learns that I’m interested in this topic and will place me into the audience group called “Test Preparation & Tutoring.”  That allows advertisers to then target prospects who based on their browsing history appear to be a good fit for their products or services.

And yet another option is demographic targeting.  With demographic targeting, you can select male or female, parents, and different age ranges to laser target your ideal customers.

Once you understand contextual, behavioral, and demographic targeting, you need to match your ad copy to the targeting options you select. When you create separate Search and Display campaigns you then have the ability to perfectly match your ad copy to your target audience, ultimately leading to better ad performance.

Want Help with Google Ads?

Click here to request a quote for Google Ads management services



Source link

#Google #Search #Network #Display #Network #Search #Display #Ads

How to Optimize Your Online Business in Face of a Looming eCommerce Session

The COVID-19 pandemic brought eCommerce to the top but now a new recession tightens monetary policy and weakens global economic growth. With FAANG cutting their overhead expenses and staff, smaller businesses also follow the lead and even (in the worst-case scenario) forever close their doors. 

There is no denying that digital brands have been already affected and would further suffer the consequences throughout 2023. Declining sales, struggle to maintain performance, and technological optimization is among the most expected but not the most drastic changes.

In this piece, we’ll dwell on some facts about the current recession in eCommerce and how it will impact the industry, as well as provide recession-proof tips to help you survive the economic decline.

What’s a recession’s impact on eCommerce?

For eCommerce business owners, the economy plays a major role in both consumer habits and operating costs. Could the whole situation be as bad as back in 2008? Probably. Consumer spending is likely to decrease as people have less disposable income and try to delay or, at least, limit excessive purchases.

According to the World Economic Forum, eCommerce started to shrink in 2022, with traffic down by 13% in Q2, as well as conversion rates and revenues. In 2023, this negative trend will prevail. As a result, when a recession is imminent, business owners should plan ahead.

Since most eCommerce businesses compete in the same industry and attempt to retain sales even when consumer spending declines, there would be a sharp increase in competition.

However, there are more positive statistics that eCommerce will continue to grow despite struggling with the recession. And to make your business resilient, you just need to follow a few simple tips.

How to Make Recession Work in Your Favor

When everyone around you is falling and shrinking down, it’s nevertheless a good chance to pull ahead of your competitors in business. The trick is to follow recession-proof tips and keep developing even in face of the harshest challenges.

1. Automate routine tasks and cut overhead costs

The critical analysis of your operational efficiency is the first thing you should do. Having a clear understanding of your overhead expenditures is part of this (essential processes vs. those that can be streamlined or even eliminated).

For example, automatic inventory and product information management makes it easier to work with a wide range of products across numerous channels and minimizes the probability of human errors from manual inputs.

In addition to streamlining customer support and post-sale customer follow-up, outsourcing certain tasks to external agencies or freelancers can also reduce your overhead. In general, automating and streamlining your business processes will help you to top eCommerce during the recession and keep evolving when times are good again.

2. Identify best-selling products and highest-value customers

eCommerce should save wherever possible and give priority to the highest ROIs. Automate product segmentation by using real-time data to see which products are doing best and which are failing. With proper data insights, your sales and advertising approaches can hit more targets when you halt the promotion of clear outsiders.

Recent surveys show that the bulk of revenue is generated by repeat customers. As a result, focus on the clients that are frequent visitors to your website rather than cast a wide net to draw in new ones. This approach will help you review product offerings and pricing models.

When demand is high, stockouts can be avoided by keeping extra inventory. During a recession, however, demand declines and it’s unwise to spend money on excess inventory. Determine the minimum stock level that is viable (with due regard to your recurring customers and their needs), and keep to it.

3. Optimize your technology stack

Another way to cut costs during a recession is to reassess your technology stack. While SaaS eCommerce solutions are great for start-ups, they can ‘choke’ established businesses, especially in times of trouble.

In addition to hassle-free hosting, maintenance, security, and technical support, SaaS also comes with recurring fees and charges a percent off the total revenue. For example, BigCommerce monthly prices can range from $400/mo for stores making under $400,000 to $20,000/mo for enterprise websites.

Shopify Plus is even more expensive, with $2000/mo for stores making between $0 and $800,000 per month. If your store transacts more than $800,000 per month, the platform will charge an additional 0.25%.

When it comes to SaaS eCommerce solutions, you pay for ease of use and rich functionality, but it doesn’t mean that you can’t get the same-level tools for a smaller price or even for free. According to proven cases, open-source solutions have as many powerful tools and features and are more recession resistant.

For example, the nopCommerce open-source eCommerce platform offers enterprise functions (multi-store, B2B pricing catalogs, customer roles, etc.) at no cost at all. The source code provides almost unlimited customization options and helps the platform adapt to new market challenges and technological trends.

What’s more, open source is likely to survive and even grow during economic downturns, thanks to community contributions and innovations that are conditionally free. It works so efficiently and smoothly because the developer community produces only valuable functions and products for end consumers.

4. Adjust pricing models and make better offers

Consumer spending tends to decrease during times of uncertainty. Online shops should come up with fresh ideas for giving customers more immediate value in order to combat the eCommerce recession. Effective pricing strategies can increase profitability and sales more quickly than other growth tactics.

During a low-revenue period, price optimization helps maintain positive margins even when your sales slow down. In addition, there’re common pricing models that still work and you should totally keep them in mind:

  • Don’t price similar products exactly the same
  • Set a price that ends in 9 (‘charm pricing’)
  • Highlight price differences visually and graphically
  • Use the buy-one-get-one deal to sell less popular inventory.

5. Invest in SEO and brand PR

Does SEO still work in a recession? In fact, it’s second to none (especially if compared to PPC campaigns). Using targeted marketing is less effective during tough economic times because many people who might want your goods won’t be able to purchase them right away.

On the other hand, SEO is much more cost-effective and will continue to drive new leads to your website, regardless of their immediate readiness to buy. But once purchasing power is back, your product will be way ahead of competitors in the head of potential customers. Thus, content is important as ever, so take the time to research and create high-quality web pages.

Growing the audience on social media is another terrific approach during a recession. Use this tactic to give customers accurate and current information on a range of products in their usual environment. That way, you can still expand your business and attract new clients without squandering money on ineffective customer acquisition strategies.

Make The Most of Hard Economic Times

It is unpredictable to run an online store. Profits are impacted by the ups and downs of the economy, delays and disturbances in the supply chain, and shifting customer purchasing trends. Therefore, it’s a wise idea to have a plan in place so you can keep succeeding even under tough circumstances.

Keeping in mind the eCommerce trends of previous years, being adaptable to changes and flexible with available funds, both small and established businesses can survive the time of trouble with minimum losses (or even valuable gains).

Source link

#Optimize #Online #Business #Face #Looming #eCommerce #Session

How to Optimize Your Online Business in Face of a Looming eCommerce Recession

The COVID-19 pandemic brought eCommerce to the top but now a new recession tightens monetary policy and weakens global economic growth. With FAANG cutting their overhead expenses and staff, smaller businesses also follow the lead and even (in the worst-case scenario) forever close their doors. 

There is no denying that digital brands have been already affected and would further suffer the consequences throughout 2023. Declining sales, struggle to maintain performance, and technological optimization is among the most expected but not the most drastic changes.

In this piece, we’ll dwell on some facts about the current recession in eCommerce and how it will impact the industry, as well as provide recession-proof tips to help you survive the economic decline.

What’s a recession’s impact on eCommerce?

For eCommerce business owners, the economy plays a major role in both consumer habits and operating costs. Could the whole situation be as bad as back in 2008? Probably. Consumer spending is likely to decrease as people have less disposable income and try to delay or, at least, limit excessive purchases.

According to the World Economic Forum, eCommerce started to shrink in 2022, with traffic down by 13% in Q2, as well as conversion rates and revenues. In 2023, this negative trend will prevail. As a result, when a recession is imminent, business owners should plan ahead.

Since most eCommerce businesses compete in the same industry and attempt to retain sales even when consumer spending declines, there would be a sharp increase in competition.

However, there are more positive statistics that eCommerce will continue to grow despite struggling with the recession. And to make your business resilient, you just need to follow a few simple tips.

How to Make Recession Work in Your Favor

When everyone around you is falling and shrinking down, it’s nevertheless a good chance to pull ahead of your competitors in business. The trick is to follow recession-proof tips and keep developing even in face of the harshest challenges.

1. Automate routine tasks and cut overhead costs

The critical analysis of your operational efficiency is the first thing you should do. Having a clear understanding of your overhead expenditures is part of this (essential processes vs. those that can be streamlined or even eliminated).

For example, automatic inventory and product information management makes it easier to work with a wide range of products across numerous channels and minimizes the probability of human errors from manual inputs.

In addition to streamlining customer support and post-sale customer follow-up, outsourcing certain tasks to external agencies or freelancers can also reduce your overhead. In general, automating and streamlining your business processes will help you to top eCommerce during the recession and keep evolving when times are good again.

2. Identify best-selling products and highest-value customers

eCommerce should save wherever possible and give priority to the highest ROIs. Automate product segmentation by using real-time data to see which products are doing best and which are failing. With proper data insights, your sales and advertising approaches can hit more targets when you halt the promotion of clear outsiders.

Recent surveys show that the bulk of revenue is generated by repeat customers. As a result, focus on the clients that are frequent visitors to your website rather than cast a wide net to draw in new ones. This approach will help you review product offerings and pricing models.

When demand is high, stockouts can be avoided by keeping extra inventory. During a recession, however, demand declines and it’s unwise to spend money on excess inventory. Determine the minimum stock level that is viable (with due regard to your recurring customers and their needs), and keep to it.

3. Optimize your technology stack

Another way to cut costs during a recession is to reassess your technology stack. While SaaS eCommerce solutions are great for start-ups, they can ‘choke’ established businesses, especially in times of trouble.

In addition to hassle-free hosting, maintenance, security, and technical support, SaaS also comes with recurring fees and charges a percent off the total revenue. For example, BigCommerce monthly prices can range from $400/mo for stores making under $400,000 to $20,000/mo for enterprise websites.

Shopify Plus is even more expensive, with $2000/mo for stores making between $0 and $800,000 per month. If your store transacts more than $800,000 per month, the platform will charge an additional 0.25%.

When it comes to SaaS eCommerce solutions, you pay for ease of use and rich functionality, but it doesn’t mean that you can’t get the same-level tools for a smaller price or even for free. According to proven cases, open-source solutions have as many powerful tools and features and are more recession resistant.

For example, the nopCommerce open-source eCommerce platform offers enterprise functions (multi-store, B2B pricing catalogs, customer roles, etc.) at no cost at all. The source code provides almost unlimited customization options and helps the platform adapt to new market challenges and technological trends.

What’s more, open source is likely to survive and even grow during economic downturns, thanks to community contributions and innovations that are conditionally free. It works so efficiently and smoothly because the developer community produces only valuable functions and products for end consumers.

4. Adjust pricing models and make better offers

Consumer spending tends to decrease during times of uncertainty. Online shops should come up with fresh ideas for giving customers more immediate value in order to combat the eCommerce recession. Effective pricing strategies can increase profitability and sales more quickly than other growth tactics.

During a low-revenue period, price optimization helps maintain positive margins even when your sales slow down. In addition, there’re common pricing models that still work and you should totally keep them in mind:

  • Don’t price similar products exactly the same
  • Set a price that ends in 9 (‘charm pricing’)
  • Highlight price differences visually and graphically
  • Use the buy-one-get-one deal to sell less popular inventory.

5. Invest in SEO and brand PR

Does SEO still work in a recession? In fact, it’s second to none (especially if compared to PPC campaigns). Using targeted marketing is less effective during tough economic times because many people who might want your goods won’t be able to purchase them right away.

On the other hand, SEO is much more cost-effective and will continue to drive new leads to your website, regardless of their immediate readiness to buy. But once purchasing power is back, your product will be way ahead of competitors in the head of potential customers. Thus, content is important as ever, so take the time to research and create high-quality web pages.

Growing the audience on social media is another terrific approach during a recession. Use this tactic to give customers accurate and current information on a range of products in their usual environment. That way, you can still expand your business and attract new clients without squandering money on ineffective customer acquisition strategies.

Make The Most of Hard Economic Times

It is unpredictable to run an online store. Profits are impacted by the ups and downs of the economy, delays and disturbances in the supply chain, and shifting customer purchasing trends. Therefore, it’s a wise idea to have a plan in place so you can keep succeeding even under tough circumstances.

Keeping in mind the eCommerce trends of previous years, being adaptable to changes and flexible with available funds, both small and established businesses can survive the time of trouble with minimum losses (or even valuable gains).

Source link

#Optimize #Online #Business #Face #Looming #eCommerce #Recession