Fabian Geyrhalter

“But over time, not only has the way that shoppers search online become more sophisticated. The engines and the technology that exists has also become more advanced. So now we're able to have technology that can understand the intent behind what the user is looking for and return more relevant products.” On this bonus episode of Honest Ecommerce, we have Arv Natarajan. Arj is the director of product at GroupBy Inc., an eCommerce Search and Product Discovery SaaS technology provider that powers some of the largest B2B and B2C brands. We talk about driving revenue with better product discovery, adapting to modern, conversational search queries, building shopper trust through respectful customization, and so much more! Listen to the episode: https://bit.ly/HECBE52

26

3 Comments

Just created an example "storytelling play" for RB2B (a top performer for Sculpted clients). Script + Clay table template link in the comments. Why do I love this play so much? 🦾Eric Nowoslawski talks about demand gen vs demand capture. Demand gen - ie, approaching a stranger with an offer that's so juicy, they want it, even if they didn't know it was possible before - is the move for cold outreach. In this case, we're generating demand for RB2B by telling a story to the prospect, painting a picture of what life could be like if they had contact-level website visitor identification tech. It's a great way to pitch the product's benefits without coming off as too sales-y, and if you do it properly, there are also tons of possibilities to personalize the email. The example below is so customized, most wouldn't be able to tell it's AI. This looks manually researched and handwritten. Hope you enjoy! PS Shoutout to Nikki Gagnon for the original inspiration! #clay #rb2b #coldemail

51

12 Comments

Enhance your app's user experience with these key 6 psychology-based tips for better App UX : 1)Simplify Choices: Reduce options to speed up decision-making. 2) Use Progressive Disclosure: Gradually reveal information to prevent overload. 3) Optimize for Devices: Ensure accessibility across various screens. 4) Create Scarcity: Drive action with limited-time offers or exclusivity. 5) Spark Curiosity: Tease intriguing content to encourage exploration. 6) Arrange Visuals Wisely: Guide users with a clear hierarchy and layout. Get the full scoop by clicking the link below:: https://lnkd.in/dWyNr8xV #appdevelopment #uxdesign #psychology

3

✨✨ 40 different types of contracts for Creative Entrepreneurs?! Trust me, you don’t need all but you DO need some. We break down business contracts on DesignDash ✨✨ Check out this timely article for a good follow-up to the conversation about contract language: https://lnkd.in/gvGUcae3

23

Is your brand missing out on 80% of its online visual presence? If only 20% of images featuring your brand’s products or logos are tagged—you're missing out. Ditto Labs was created to fix that, with an AI-based way to search images. However, a new search standard called for a new way to create meaning from that visual content. That’s where Delve stepped in. We built a system that helps companies see the business impact of their Ditto search results. Take a closer look at our digital design for Ditto: https://lnkd.in/gWFDE3Vu #ProductDesign #OnlinePresence #BusinessImpact #AI

9

Focus Lab & Odi have signed the Clean Creatives pledge. A public commitment to not work with fossil fuel clients. 🌱 𝗣𝗹𝗮𝗻𝗲𝘁 𝗼𝘃𝗲𝗿 𝗣𝗿𝗼𝗳𝗶𝘁𝘀 🌎 "Branding has the power to create change. Whether it’s inviting a single customer to rethink their purchases or shifting cultural perceptions of an industry, branding shapes thought and behavior. And branding can create urgency — we need a bit of that right now." – Natalie Kent This is one positive step we can take to create a sustainable future. We're already a remote agency with a small pollution footprint, but... We can shrink it further by selectively choosing the industries we serve... and openly sharing that rationale. --- Read the full write-up here: https://lnkd.in/e_WYG-SP #earthday #brandingagency #creativeleadership #b2b

31

11 Comments

🏹 Brand building requires intentional progress. bronsonma.com Once you've identified your product-market fit and ideal customer profile (ICP), the next step is establishing brand visibility and awareness. As a new player in your market, your brand is largely unknown to your potential buyers. To succeed, you must begin with a clear vision of where you want your brand to go. Navigating the following stages is crucial to your go-to-market success: ➡ Unknown: Your buyers are unaware that your brand exists. ➡ Know of: Buyers may have seen or heard of your brand, but it hasn’t yet made a meaningful impact. ➡ Known for: Buyers are not only aware of your brand but understand exactly what it offers and stands for. Before launching any marketing efforts, define what you want your brand to be known for – this is your positioning. Ensure your positioning focuses on the problems you solve for your buyers, how you solve them, and the benefits they’ll gain from choosing your solution. Being known is not enough. You have to make sure you are being known for ___ (fill in the blank). ++++++++++++++++++++++++++++++++++++ #brandpositioning #brandstrategy #branding #brandawareness #brandvisibility #gotomarket

13

8 Comments

One of the things my clients always ask is, "How do I connect with my audience on a deeper level and make my brand stand out from the crowd?" The answer is brand storytelling. I wrote a blog post sharing how to use this technique on your website's About Us page. In this post, I dive into: ✨ The essence of brand storytelling ✨ Why it’s crucial for your business ✨ Tips for crafting a compelling narrative ✨ Real-world examples to inspire you Check out the post at the link below and see how to you can get started using this method of standing out and attracting your customers without being slimy or pushy. https://lnkd.in/g-gWBYzb

2

Marketers were quick to jump on the generative #AI trend, using it to draft content. But Abhay Parasnis, a former Adobe executive and the founder and CEO of AI marketing company Typeface, says most are only scratching the surface of the technology’s potential. Typeface Arc, released in May, isn’t “just generating one blog post or one email,” Parasnis says. It uses a variety of large language models to help orchestrate entire campaigns. #LLMs #ArtificialIntelligence #Marketing #TheFutureOfWork

9

No one got fired by buying IBM products back in the 80s. 🚪 When a brand is familiar to your buyers, it can establish creditability and trust. But don’t let familiarity be the only factor. Familiarity associated with certain brand attributes (positioning) is step two in defining a brand’s CEP (category entry point). In #B2B, if your brand is not familiar with your buyers, it remains risky in their minds. And risk equals negative associations with your brand, even though your brand is none of those associations. +++++++++++++++++++++++++++ So how can you become a familiar brand to your buyers so creditability and trust can be established? Start with these things (high-level): ➡ Define and know your ICP ➡ Create your positioning and differentiation that resonate with your ICP ➡ Bring your positioning and differentiation to life in messaging and visual identity ➡ Find the right channel to make your brand known (to become familiar with your buyers) ➡ Test, refine, repeat your marketing efforts +++++++++++++++++++++++++++ It will take time for your brand to be familiar to your buyers. There is no silver bullet in getting your buyers to buy at the right time. However, if your brand remains top of mind that triggers certain CEP, then you are one step closer to being considered when your buyer is ready to buy. #brandtrust #branding #brandbuilding #strongbrands

8

This one goes out to all the trigger-happy creatives and idea hoarders! If, like me, you tend to fall victim to inspiration overloads (the internet is always sending us down rabbit holes), this article from @The Social Media Examiner offers some excellent advice. Using the CODE (capturing, organizing, distilling, and expressing ideas) framework effectively, you can embrace your full creative potential and enhance your professional growth. https://bit.ly/4b1AToK #DigitalMarketing #Creativity #BestPractice

5

Wondering what's new in the world of early-stage innovation research? Katie Sheehan's team has helped many brands use conversational research to better explore unmet needs and whitespace territories, understand their real potential in the market, and refine ideas. Register for the next Reach3 Insights masterclass webinar featuring Katie and Matt Kleinschmit to hear what they're learning and best practices you can use right away: https://lnkd.in/gwrpUxga #innovation #marketresearch #productresearch

33

1 Comment

“Generative AI reduces the cost of producing false news even further,” per Kevin Aslett, speaking today on NPR’s Here and Now. “Instead of factchecking individual claims, we should factcheck the sources we’re using.” ETA link to the segment in the comments. So, is your brand a source? If so, how are you holding up to factchecking and skepticism? Many brands embrace a broad content strategy that comprises content marketing, social content sourced from user-generated content or commissioned to influencers, and simple reviews. They operate with the goal of getting more content to inform consumers’ decisions. Third-party reviews are especially valuable earned media for influencing purchase decisions. But say it with me: 👏 more content means more exposure. 👏 more content means more vulnerability. 👏 more content means more oversight. I don’t mean “exposure” in the good way; I mean it in the potential threat way. Ditto for vulnerability. Content from outside sources can compromise a brand and undermine trust if it’s produced without close attention to messaging and execution. But it’s not a reason to avoid a broad content strategy that incorporates content from a variety of sources. Quite the opposite: the rise of generative AI and increased social content in marketing underscores the need for clear message architecture, accessible governance guidelines, and transparency in details that build trust. (The pillars of voice, volume, and vulnerability that I describe in Trustworthy!) If your org is gearing up to incorporate more content, especially from outside influencers, flag this post. Smart marketing should mean they invest in content strategy for guidance and building trust as well. (Alt text for image: excerpt from a vintage Coca-Cola print ad with the headline “Quality you can trust.”) #generativeAI #socialcontent #contentstrategy #contentmarketing #ugc #trustworthybook

3

1 Comment

Design as a profession is dead. Everyone has the tools in their pocket to make something look snazzy. Line – shape – color – texture – type – composition can be controlled by template platforms and AI prompt engineering. But those tools lack the human ability to make unexpected connections that shape how people receive and respond to a communication. That's what separates design from decoration. So, while design as a commodity is not going away, design professionals — and insightful clients — can still do work that truly serves the message and the receiver. It just needs CPR: Context, Personality and Relevance. #design #communication #inspiration

9

1 Comment

Marketing written for PhDs wins industry awards… But marketing that is frictionless to consume makes money. As much as I love geeking out… We’re in the “making-our-clients-money” business at brandRUSSO. Simple > Complex.

9

Did you know that 94% of first impressions of your business are based on your website's design? Don’t let a lack of design experience hold you back from making a great impression. In our latest guide, we share insider tips on how to build a professional, industry-leading website—all without hiring a designer. Some topics: - Techniques to enhance your brand's visual impact - Crafting copy that converts visitors into customers - Proven tactics for structuring content and guiding users seamlessly - Effective approaches to building trust through design - Expert methods for optimizing your website’s performance Want more? Download our full guide and take your website to the next level. https://lnkd.in/eQ3MWNaJ

5

Strategists have an unhealthy love affair with frameworks. But how you organize things in your head is significantly more important than how you organize things on your screen. This week I’ll be sharing some thoughts on why process beats frameworks. If you have a great process that leads to great thinking it really doesn’t matter what framework you use. And if you don’t have a great process, I’ll give you one. #brandstrategy #frameworks #planneru #contentseries

8