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Customers are People, Too: How To Forge a First-Time Connection

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Customers are People, Too: How To Forge a First-Time Connection

What Does Every Potential Customer Have in Common? Marketers are a variable, often highly specialized group of people – which is worth celebrating as our field becomes more technically advanced and our skillset more nuanced. However, there is something to be said for shedding some expertise in the interest of empathizing with customers. What is […]

How to Set Up Your Brand for Optimal Online Conversions

The User Mindsets that Underlie Every Online Purchase Much like the businesses it fuels, marketing is not a get-rich-quick scheme. It takes keen strategy and pointed experimentation to drive effective marketing conversions. One framework that can help marketers understand the complexity of influencing online behavior is explained in the three stages of customers’ mindset formation. Initially, […]

The Simplest Way To Optimize for Speed

May 24, 2022
in Customer Experience, Search Engine Optimization
Richard Bergér

Here’s Why We Think Bullet Points Are Underrated Content marketers spend a lot of time thinking about getting a potential customer’s attention to draw them into rich storytelling. Headlines, sub-headers, infographics, images, and videos are prime real estate. Some experts argue that an underutilized format is so simple that it almost feels too obvious: the bullet […]

How Deep Is Your Customer Love?

A Fresh Perspective On Whether Marketing Can Be Selfless At its core, marketing is the art of being persuasive. I’ve written prior articles about the psychological and emotional appeals marketers make to customers in order to build trust, impart valuable information, and gain credibility. A recent provocation asks marketers to consider just how far they can go […]

Is Your Brand Serving Your Customer At Every Stage Of Their Journey?

March 30, 2021
in Consumer Behavior, Customer Experience
Richard Bergér

Here’s How Brands Can Act As Long-term Guides To Grow Audience Engagement Over Time Let’s face it – the touchpoints that exist between you and your customer do not follow a linear path. As a customer increases their awareness about a brand, chances are their journey is winding and complex. At the same time, the […]

Help Your Customers Make The Leap With Improved Calls-To-Action

How To Build Effectiveness Into Your Calls-To-Action Today’s digital marketers have so many tools at their disposal; it can be daunting to be an expert at everything. From SEO to programmatic marketing, traditional print ads to pay-per-click ads, social media to YouTube ads, there are many roads to a successfully marketed product or experience. No […]

Why Your Homepage Is Central To The Customer Experience

March 10, 2021
in Consumer Behavior, Customer Experience
Richard Bergér

The Case For Optimizing Your Homepage This Spring Many marketers think about campaigns as externally focused efforts that occur on channels outside of a brand’s main website. Yet, your homepage is essentially the front door of a customer’s experience when you think about the customer journey. Your homepage provides you with an opportunity to make a strong […]

What’s Truly Worth It for Customers? Here’s How Customers Assess and Perceive Value.

March 12, 2020
in Customer Experience
Richard Bergér

How To Optimize Your Customers’ Perception of Value Marketers and marketing scholars often speak of marketing like a performance – the way a brand stages its campaigns is not unlike the way performances work to enchant an audience. In this frame of thinking, there’s a barrier between your company and your target customer – on […]

How Can You Use Psychology To Strengthen Customers’ Confidence?

Psychology Teaches Us How To Increase Customer Confidence Imagine your customers feeling a sense of pride and satisfaction in choosing your brand, in making you their go-to destination for products and services. Gaining customers’ confidence is no easy task – and is an important area of focus for content marketers. So what can you do […]

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