This Week In TechCrunch Experts: Conversational UX, Brand Building 101, Marketing Survey

Before we review the expert articles published over the past two weeks, I would like to thank you Walter Thompson, Anna Heim, Annie Saunders, Richard Dal Porto and Ram Iyer for sharing ideas, stories, and changes that will keep this feature on track and move forward!

Software consulting

(TechCrunch +) Conquering the Great Resignation with data-driven techniques: Dr. Meisha-ann Martin, Director of People Analytics at Workhuman, wrote about how the pandemic has made many workers think about changing jobs. More than half of respondents in a survey who hope to stay in their current position said “because they like their company and / or their colleagues,” she wrote.

Two suggestions: Recurring weekly video calls with managers checking in can help remote workers feel more connected. Martin also recommends using “data-driven automation and analytics” to capture employee sentiment. “The best tools will also provide actionable insights that HR and managers can use to increase employee engagement.”

(TechCrunch +) Conversational UX: The missing piece in your chatbot strategy: Raghu Ravinutala, CEO and co-founder of, spoke about the flaws of chatbots and how companies can implement best practices that improve the customer experience. “With every new interface, the goal is to improve human-machine interaction and lead to a more intuitive experience for the user,” wrote Ravinutala.

“Conversational UX is more challenging because of the nuances of human language. It takes careful thought, empathy for the user, and significant design considerations to create carefully elegant experiences.”

(TechCrunch +) Apple’s App Store Connect opens this Christmas: Can developers benefit from it ?: To break with tradition, Apple’s App Store Connect will remain open to check for app updates and new submissions. “On the surface, this looks like a complete win for app developers and their customers, but an expert we spoke to warned that some developers could have unintended consequences if they don’t adapt to recent changes.” wrote Anna Heim.

To find out how app companies can benefit from this, she interviewed Georgina Lupu Florian, CEO of Wolfpack Digital, Jamie Shostak, founder of Appetiser, and Yasser Bashir, co-founder of the software development company Arbisoft.

Advisor: Wolfpack Digital
Recommended by: Anonymous
Transcript: “We decided to work with them because of the great communication and they were recommended to us. They helped us to start on time, to develop an attractive design and to support us with scalability. “

Growth marketing

Jamie Viggiano, Chief Marketing Officer at Fuel Capital, wrote a four-part series for TechCrunch + explaining how startups should begin developing their brands early on:

Part 1: (TechCrunch +) Start building your branding book with a visioning workshop

Part 2: (TechCrunch +) Create target customer personas to develop successful growth strategies

Part 3: (TechCrunch +) Create a place for your brand with a positioning statement

Part 4: (TechCrunch +) 2 exercises that bring your brand personality to life

(TechCrunch +) Demand curve: How the Ahrefs homepage informs prospective buyers: Homepages with high conversion rates have one thing in common: They make purchasing extremely easy for the customer. “People have short attention spans. If your homepage is confusing, they’ll be leaving it, ”said Joey Noble, Community Manager of Demand Curve, in his latest TechCrunch + post. In a detailed analysis of the homepage of the SEO agency Ahrefs ‘Noble explains how the site attracts readers’ attention, reduces friction and increases desire.

(TechCrunch) Demand Curve: Avoid These 10 Copywriting Mistakes To Get More Conversions: Joyce Chou, Senior Content Lead at Demand Curve, presented 10 common mistakes in copywriting and, more importantly, how to avoid them. Along with key basics like avoiding passivity, Chou shows how to create headlines and present social evidence that will make customers more confident in the delivery of their business.

(TechCrunch +) 10 growth marketing experts share their predictions for 2022 and their resolutions for the new year: I reached out to marketers we met through our expert program and asked them to make predictions for the New Year and reflect on some of the trends we saw. The answers and advice we received were as varied as those we interviewed, but almost all of them said that learning – e.g. B. Analysis training, getting started with AI tools, etc. – was at the top of their to-do list.

Marketer: Brent Payne, Loud interactive SEO
Recommended by: Brad Schnitzer, Techstars Chicago
Transcript: “He’s the best SEO in the Midwest. He led SEO for the Tribune and has now used those skills to help early stage founders achieve the same level of success. He’s honestly changed the careers of so many of the ~ 42 startups I’ve invested in over the past four years at Techstars Chicago. “

Marketer: SixSpoke
Recommended by: Anonymous
Transcript: “We worked with them based on their customer portfolio, previous experience and data-driven results. They helped us to create a differentiated positioning and to advance our awareness and our metrics for generating demand. “

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