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How Do Businesses Create Unforgettable Experiences that Span the Entire Buyer’s Journey?

Author: Eleanor Hecks Website Facebook Instagram LinkedIn

Today’s savvy consumers look for more than just price or quality in the products they buy. Shoppers also want a positive and engaging user experience (UX) that spans the entire buyer’s journey and beyond.

It’s natural to focus on finding new leads and getting them to make a purchase, but there are many steps before, during and after the sale that can impact how the user feels about your brand. The goal is to engage with them in a way that leaves them walking away with such a positive impression that they tell everyone they know and sing your praises via reviews and social media posts.

How can you improve the buyer’s journey and turn browsers into loyal customers and current clients into raving fans?

1. Know the Phases of the Buyer’s Journey

Before you can create an amazing experience, you must fully understand the path a consumer walks before they buy. In general, there are three phases to the process.

  1. Awareness
  2. Consideration
  3. Decision

Within each of those phases are various touch points to focus on if you wish to create a memorable encounter. Walk through the sales funnel as though you are a user at each phase. Does anything make you want to leave the site? Is there anything unclear or that could be easier to use?

2. Get Personal

It’s particularly crucial during the awareness phase to create content that speaks to the audience. Create buyer personas based on pain points the user has that drives them to you for a solution.

Once you understand your audience’s demographics, you can address the emotions behind each pain point. Create content that relieves fears, makes them laugh or helps them overcome the issue at hand.

Videos are one tool to engage new users and begin to move them from the awareness to the consideration phase. You must first teach them about what you do and why it would help them.

3. Improve Checkout

Zippia reports that the average shopping cart abandonment rate is 69.82% across all industries. Anything you can do to improve checkout will improve your revenue.

Users entering your checkout process are likely already in the decision stage and ready to make a purchase. Prevent any reasons to bounce away. Test the system, retest it and simplify things until closing the sale is as natural as clicking a single link.

Add features such as a one-click checkout and integrate with third-party payment providers like PayPal and Google so information is already stored and the user doesn’t have to think before hitting the checkout button.

4. Onboard New Visitors

Many experts now recommend taking a total experience (TX) approach with users. With TX, you have to look at every tiny detail. The way the colors on the page impact users emotionally may seem minor but can make a difference in the way the audience perceives your brand.

Take the time to welcome new visitors and teach them how to use your website or software. Break things down until even a small child could understand the next step and why to take it. Ensure call to action (CTA) buttons are easy to spot and the result is clear.

Don’t forget how many mobile interactions there are, as the numbers increase annually. Many shoppers may visit your site from smartphones, tablets and other devices.

5. Create Interactive Experiences

When the buyer’s journey reaches the consideration stage, focus on creating content that draws the user in and engages them. You might add a flip card, where you ask a question and the user clicks on the card for the answer about your product or service.

You might also host a webinar, offer online product demonstrations or tap into the power of augmented reality (AR). Ikea takes AR and adds it to their app for an immersive experience that sells furniture. The user points their cell phone at the room and plops the item into place. Instantly, they can consider how it looks and if it is the right item for their needs.

People move very quickly from consideration to decision when you give them the tools to do so.

6. Build Customer Loyalty

CX is a roughly $641 billion industry and growing. Companies are starting to understand why the steps a buyer goes through to become a customer are so crucial to building a loyal fan base.

One thing you can do to better understand your customers and create positive associations with your brand is to build a customer journey map. A map is something you should build as you walk through your site or shopping experience. Write down every touchpoint.

Next, ask if each interaction is all it can be or you should ramp things up. If something isn’t working, change it. Talk to customers and find out what they love and dislike about their experience.

7. Improve Multichannel Communication

Have you ever gone online and engaged a chatbot to fix an issue with a product or service? Perhaps you phoned and explained the issue only to be transferred and have to explain it all over again.

If you want to make a good impression on the buyer, you have to lessen their frustration when something does go wrong or they have a question. The best way to improve your customer service is by integrating all customer service channels into a single database.

Let’s say John went into the chatbot and tried to troubleshoot his new flashlight. Unfortunately, no live agents were available, and the bot couldn’t help, so the system asked him to phone.

John makes the call but has to explain the entire issue once again. The agent he reached isn’t in technical support and apologizes and transfers him to the correct department. Once there, guess what happens? John has to explain the entire problem yet again and hope this person can help him.

If you’re frustrating your customers like this, stop now. Train agents to look up the chain of communication and already know what the problem is so they can hit the ground running. “Hello John, I see that you tried to resolve this with our online live chat but were asked to phone in. Your new flashlight you just bought isn’t turning on and you want to know if you should return it. Is that correct?”

John is now less frustrated and you’ve improved the CX for him, making his experience unforgettable in a positive way.

Follow Up for the Best CX Imaginable

Creating an unforgettable experience happens when you stand out from the competition. You must show customers you care about them as individuals and give them a reason to trust you with their hard-earned dollars.

Following up after you have their money is one of the top ways to signal you care about more than just profit. You want them to be happy with their purchase and trust you in the future. Send an email checking on them and make sure they’re completely satisfied. Most will ignore the email, but a few might reach out for help or with a complaint. If they do, you now have the opportunity to solve the problem and secure your reputation with them.

With a little added effort during each part of the buyer’s journey, you’ll wind up with a skew of loyal fans who tell others how amazing you and your products are.

Eleanor Hecks is editor-in-chief at Designerly Magazine. Eleanor was the creative director and occasional blog writer at a prominent digital marketing agency before becoming her own boss in 2018. She lives in Philadelphia with her husband and dog, Bear.

The Key to Reaching Boomers to Gen Z through Multigenerational Marketing

Author: Eleanor Hecks Website Facebook Instagram LinkedIn

Marketing to acquire new customers can be a challenging task for any business. You have to know who your target audience is, what makes them tick and how your products or services can make a difference in their lives. Yet, when you add multiple generations into the mix of your marketing strategy, this can be a huge undertaking. A mass appeal to different ages requires careful planning, the right resources and a thorough understanding of each group.

Before diving into multigenerational marketing head-on, you will need a powerful strategy to ensure you are keeping all generations within reach. From baby boomers to Gen Z, here is how you can deepen your market penetration and broaden your customer base.

Defining Multigenerational Marketing

You likely already know that marketing requires more than a one-size-fits-all approach. Even if you are only selling one offer, you must adjust your content and advertising to attract different audiences through multigenerational marketing.

Multigenerational marketing is defined as the practice of communicating and promoting products or services to multiple age groups simultaneously. This marketing approach uses segmentation to include each demographic by acknowledging their unique needs, values and experiences.

Many businesses implement multigenerational marketing because it allows them to interact with a wider audience, cultivate more relationships and gain valuable insights. Additionally, it promotes inclusivity and diversity, which is helpful in enhancing brand appeal across each age group. When done right, your marketing team can set your business apart from the competition and create more opportunities for high conversions.

Who Is Each Generation?

To implement multigenerational marketing successfully, you must understand each demographic so you can devise a personalized marketing strategy to increase reach. Here is an overview of what the different generations are like:

Baby Boomers

The boomer generation was born between 1946-1964, making up 20.58% of the U.S. population. Baby boomers are the generation that grew up during the era of the white picket fence and significant technological advancements. They are often described as hardworking, resourceful and conservative.

When it comes to their consumer behavior, boomers value quality and are brand loyal. They are not as digitally native as their younger counterparts, which means traditional marketing methods work best. They prefer face-to-face communication, sales pitches and testimonials. Direct mail campaigns and videos with captions also work well for this audience.

Despite their slow adoption of technology, they still use the internet and shop online. They appreciate more detailed information, so clear and concise copy is key. This generation also has significant spending power but does not make decisions lightly, so building trust will also be worth your time.

Gen X

Generation X, born between 1965 and 1980, is often considered the “middle child” between baby boomers and millennials. This generation is autonomous and self-sufficient, having grown up in an era of two-income families.

Gen Xers are tech-savvy and adaptable, bridging the gap between digital and traditional media. They tend to be skeptical consumers who take time to research and read reviews before making a purchase decision. Additionally, Gen X appreciates email for communication and is more receptive to a high frequency of newsletters. Therefore, sending many emails over a period of time is fine for them.

They prefer transparency and straightforward marketing messages, but also enjoy personalized offers that cater to their interests. Values like stability and security are key to gaining their trust.

Millennials

Millennials were born between 1981 and 1996. This is a group that stands out from their predecessors because they have a unique set of characteristics. Millennials are highly diverse, tech-savvy and socially conscious.

They always feel the need to be constantly connected to social media and the internet, making them highly comfortable with technology and digital communication. However, that does not mean they like brands bombarding them with messages. Instead, they prefer slow and steady.

Additionally, millennials are driven by experiences and are constantly looking for ways to engage with others and share content on social media. They desire personalization and social impact, so they are more likely to support brands that share these same values.

Their purchase decisions often extend beyond the product itself, considering the brand’s reputation and ethical standards. Therefore, engaging with millennials means recognizing these attributes and what they believe in the most.

Gen Z

Generation Z, born from the mid-1990s to the early 2010s, makes up 40% of consumers in the U.S. This is a tech-savvy generation. Growing up in a digital era, Gen Zers are largely influenced by their continuous online presence. They are often guided by trends spotted on social media platforms like TikTok, Instagram and YouTube, and they have shorter attention spans than any other generation.

However, Gen Z places high importance on authenticity, social causes and inclusivity, making them likely to patronize brands that reflect these values. This generation also values speed and convenience, making them more likely to shop for products or services with one-click purchasing on their mobile devices.

They are quick to dislike messaging or advertising that disrupts their online experience and have a tight-knit relationship with technology that shapes their purchasing habits.

Tactics for Marketing to Each Generation

Here are some of the best marketing tactics for each generation:

  • Baby boomers: Prioritize traditional media channels like TV, radio and print, along with Facebook. Focus on providing specific details about your offerings and prioritize excellent customer service. Emphasize quality and cater to their price-conscious side.
  • Gen X: Utilize a mix of digital and traditional marketing channels. Adopt straightforward, honest marketing messages to appeal to their skeptical nature. Highlight the practicality and value-for-money aspects of the product.
  • Millennials: Leverage digital and social media platforms. Showcase social responsibility and ethical business practices. Provide personalized experiences and engage in two-way communication.
  • Gen Z: Prioritize mobile-friendly, quick and highly visual content. Avoid using “Gen Z” language and showcase authenticity instead. Utilize influencers and peer reviews, as Gen Z values opinions from people they trust.

Multigenerational Marketing for Success

Multigenerational marketing can be an effective way to reach a wide audience across various age demographics. However, it takes hard work and thorough research to understand each of their characteristics and what they value most.

Be sure to tailor your messaging to each generation. Personalization goes a long way in maintaining relevance, increasing engagement and building long-standing relationships.

Instagram, Pinterest, LinkedIn & TikTok’s Algorithm, Here’s What We Learned from Top Users & Experts

Author: Reddit Website Facebook LinkedIn

From Instagram’s focus on real-time engagement and relevance to Pinterest’s newly updated algorithm that curates based on user interaction and time spent, each platform has its unique way of ranking and promoting content. LinkedIn’s Post Discovery Algorithm uses your social network and geographic location to enhance search results, while TikTok’s content posting guide emphasizes the importance of understanding your audience and using trending hashtags.

However, across all platforms, one thing remains constant: the need for high-quality, engaging content. Whether it’s creating visually appealing pins on Pinterest, leveraging trending hashtags on TikTok, posting consistently on Instagram, or engaging with your network on LinkedIn, the key to increasing reach and engagement lies in understanding and adapting to each platform’s algorithm.

Join us as we unpack these algorithms, provide actionable tips, and share expert advice to help you navigate the dynamic landscape of social media. Whether you’re a marketer, a business owner, or an individual looking to boost your online presence, this article is your guide to understanding and leveraging the algorithms of Instagram, Pinterest, LinkedIn, and TikTok.

Understanding Instagram’s Homepage Algorithm

Instagram’s algorithm for the Explore Feed calculates your post’s real-time engagement relative to your follower count to target users, who are chosen based on their recent search queries. The post is then subjected to a 24/7 operating sensitivity control. Despite good performance on the explore page, the algorithm continuously assesses your content’s eligibility to rank on Instagram.

For the Home Feed, Instagram’s ranking system orders posts from the accounts you follow based on factors like engagement, relevance, and freshness. The way you discover and follow a user influences the visibility of their content on your home feed. If a follower doesn’t interact with your posts, your content has a lower chance of appearing on their homepage.

  • Instagram’s algorithm calculates the real-time engagement of your post relative to your follower count.
  • Instagram’s algorithm uses this data to target users with your content, selecting them based on their recent search queries on the explore page.
  • Posts are subjected to a sensitivity control, an algorithm that operates 24/7.
  • Even if your post is performing well on the Explore page, the algorithm continuously filters your content to determine its eligibility to rank on Instagram.
  • The Home Feed Ranking System orders posts from the accounts you follow based on factors such as engagement, relevance, and freshness.
  • The way you discover and follow a user influences the visibility of their content on your home feed.
  • If someone follows you but doesn’t interact with your posts, there’s a lower likelihood of your content appearing on their homepage.

The Instagram Hashtag Algorithm is Nonexistent

Instagram’s reach through hashtags is determined by its old “Write Path Classifier” algorithm, which ranks content based on its relevance to the post image and caption. If your content is relevant and receives enough engagement, it will rank on hashtags. The focus should be on creating content for the explore page rather than on hashtags. According to a 2022 study, using 3-4 hashtags impacts your engagement rate by 3.20%, while using 19-20 hashtags affects it by 3.14%. The number of hashtags used should not be a concern as the difference is minimal, only 0.7%.

  • The reach of your hashtags is due to Instagram’s previous algorithm, the “Write Path Classifier,” which applies to all content formats.
  • Your content’s ranking on hashtags is determined by its relevance to your post image and caption.
  • If your content is relevant and garners enough engagement to rank on hashtag size, it will rank on hashtags.
  • Cracking the hashtag algorithm isn’t difficult. The suggestion is not to focus too much on hashtags, but rather to concentrate on creating content for the explore page.
  • According to a 2022 hashtag research report, your engagement rate is impacted by 3.20% when using 3-4 hashtags
  • While using 19-20 hashtags affects the engagement rate by 3.14%. Don’t worry about the number of hashtags to use. The difference is only 0.7%!

Understanding LinkedIn’s Post-Discovery Algorithm

LinkedIn’s Post Discovery Algorithm improves search results by using your existing social network and geographic location. It verifies that the searched keyword is in the post to provide relevant results. The algorithm analyzes your current network usage and displays content based on two key factors: Content Quality Measurement and Relevance Quality Model. Relevance signals consider how the post’s comments and text relate to the search, and LinkedIn extracts metadata from posts for more relevant results. Content Quality signals are based on the engagement or click-through rate each time your post appears in a search. LinkedIn is still working on optimizing their algorithm for new video formats.

  • LinkedIn’s algorithm enhances your search results by utilizing your existing social network and geographic location. It employs a verification tool to ensure that the keyword users are searching for is present in the post, thereby providing relevant results.
  • A simplified explanation of LinkedIn’s search algorithm is that it analyzes your current network/usage and displays content for your search based on two key factors: Content Quality Measurement and Relevance Quality Model.
  • Relevance signals pertain to how the comments and text in the post relate to the search. LinkedIn also extracts metadata from posts to yield more relevant results. Content Quality signals are determined by the engagement rate or click-through rate every time your post appears in a search.
  • This information is gleaned from a report I read. The platform has also stated that they are still refining their algorithm to provide optimal results for new video formats.

Increasing your reach on TikTok can be achieved by following several strategies

TikTok’s official guide suggests that verified Business Accounts should post an average of 2.8 times per week. A content calendar is recommended for a successful marketing strategy. Three posting frequencies are advised: low frequency for major updates and events, medium frequency for behind-the-scenes content and business highlights, and high frequency to engage with niche trends and explore sub-niches for increased reach. Consistency in following these frequencies is encouraged for optimal results.

  • Understand Your Audience: Know who your audience is and what kind of content they enjoy.
  • Use Trending Hashtags and Sounds: TikTok’s algorithm tends to favor content that uses trending hashtags and sounds.
  • Post and Participate Regularly: Consistency is key on TikTok. Post regularly, but only if you have quality content and spend time on TikTok for each post you create. Active accounts receive more engagement, even when your activity is passive.
  • Engage with Your Audience: Respond to comments on your videos, engage with your followers, and participate in trends and challenges (smart ones).
  • Create High-Quality Content: Avoid videos that are blurry, have poor lighting, or are hard to follow may not perform as well. Great sound quality is essential.
  • Stitch and connect with Other TikTokers: Collaborations can help you reach a wider audience.
  • Analyze Your Performance: Use TikTok’s analytics to understand which of your videos are performing well and why.

Understanding Pinterest’s Recently Updated Algorithm

Pinterest’s updated algorithm curates the Home feed based on the user’s last 100 Pins and their actions like repinning, saving, hiding, and clicking. The algorithm takes into account the time spent on the platform and on individual pins.To prevent a decrease in user engagement, the algorithm is being adjusted to focus more on Repins and saves. These actions, Repins and saves, significantly impact how pins are ranked on the home feed. Marketers are advised to create engaging Call-To-Actions and visuals to encourage users to repin or save their content. This analysis is based on information from Pinterest’s Engineering Blogs and TikTok’s Business Blog.

  • The Home feed for a typical Pinterest user is curated based on the last 100 Pins they interacted with, and actions such as repinning, saving, hiding, and clicking.
  • Pins are promoted to a different section of your home feed based on actions.
  • The algorithm displays content based on the duration of your activity on the platform and the time you spend on a single pin.
  • Pinterest explains that user engagement varies significantly based on time spent.
  • Currently, they are modifying the algorithm to prevent a drop in user engagement.
  • Emphasize the importance of Repins and saves, these two actions will have the most significant impact on pin ranking on the home feed.
  • To counteract a decrease in “in-app engagement,” Pinterest is working to display the best content to users who aren’t as active.
  • For marketers, it’s crucial to ensure that your Call-To-Actions (CTAs) and visuals engage users with your pins.
  • Provide context and compelling reasons for users to repin or save your content.

All these algorithm analyses are derived from Engineering Blogs, official platform sources, analytics testing, and for TikTok, their Business Blog. Additionally, invaluable insights have been gathered from the dedicated Reddit users who live and breathe social media analytics.

This Type of Leader Is Necessary at a Growing Digital Marketing Agency

Author: Eleanor Hecks Website Facebook Instagram LinkedIn

With the world being highly interconnected, the marketing field is shifting at lightning speed. Each change brings fresh opportunities and new challenges. This makes digital marketing ever so vibrant, as it is constantly evolving. However, handling these shifts and leading a digital marketing agency to growth is no small feat — it calls for effective leadership.

Yet, with various types of leadership in the digital marketing space, there is one that champions the rest. This type of leader possesses a unique blend of foresight, adaptability and innovative thinking to guide a digital marketing agency towards success. If you are part of this fast-paced industry or aspire to be, you will know the truth in this — the right kind of leadership can turn challenges into stepping stones for growth.

The Unique Challenges of a Growing Digital Marketing Agency

Running a growing digital marketing agency comes with unique challenges. The rapid pace of change and evolution is the most prominent among them. Each day, new technologies, platforms and digital marketing strategies emerge. Algorithms update, consumer behavior shifts and marketing trends evolve at warp speed. As a leader, you must stay ahead of these changes, adapt quickly and ensure your team is well-equipped to navigate this changing landscape.

With this pace of change is the constant necessity for innovation and creativity. In the digital marketing space, there is no place for complacency. In fact, at least 50% of marketing agencies strongly agree creativity is essential to long-term growth. Therefore, it is always in your best interest to create continually and execute cutting-edge campaigns that reach your client’s target audience and resonate with them. Inspiring and fostering creativity among your team members is key to staying ahead.

Additionally, the digital marketing industry is fiercely competitive. Agencies need to build and maintain strong relationships with their clients to achieve growth. This requires a deep understanding of their business goals, proactive communication and consistent delivery of results. As a leader, you must cultivate a client-centric culture within your agency and ensure your team strives to exceed client expectations at every step.

Different Types of Leaders in Digital Marketing

In digital marketing, various leadership styles have been observed, each with strengths and limitations:

  • Transactional leaders: These leaders operate primarily based on routines and performance metrics. They reward or penalize their teams based on predefined targets and benchmarks. While this approach can ensure consistency and discipline, it may stifle creativity, which is vital in digital marketing.
  • Transformational leaders: Transformational leaders inspire and drive change. They are visionaries who motivate their teams to go above and beyond the call of duty. They cultivate an environment of trust, encouraging innovative thinking and embracing new marketing strategies.
  • Servant leaders: Servant leaders put the needs of their team and clients first. They focus on the growth and well-being of their staff, fostering a nurturing environment. This approach can lead to high team morale and superior client service, but it also requires the leader to balance being supportive with driving results.
  • Laissez-faire leaders: These leaders give their teams the autonomy to make decisions. They trust their team’s skills and expertise, offering guidance only when necessary. This leadership style can spur innovation and employee satisfaction. However, it requires a highly motivated and competent team to be effective.

The Ideal Leader for a Growing Digital Marketing Agency

In many respects, an ideal leader for growing a digital marketing agency aligns with the transformational leadership style. These leaders can facilitate continuous change, which is integral to managing the complexities of digital marketing. They motivate others to think more creatively while fostering a work environment that thrives on constant learning and adaptability. Transformational leaders maintain a strong visionary perspective, which aids in keeping the agency at the forefront of digital marketing.

Furthermore, transformational leaders instill purpose and provocation in their teams. They value their employees, promoting a culture that aligns individual goals with the overarching objectives of the agency. This approach ensures the staff remains agile and efficient in the face of industry changes.

A key example of a transformational leader is Neil Patel — a recognized figure in digital marketing. Under his leadership in Neil Patel Digital, he has succeeded in growth and sustainability. Patel is credited for establishing a solid company culture, emphasizing an innovative approach, and encouraging his employees to take risks and think outside the box.

His ability to inspire his team led his company to create groundbreaking marketing strategies and high-profile client wins. Patel’s leadership shows the potential of transformational leadership in driving growth in a digital marketing agency.

Cultivating Yourself Into the Ideal Leader

Becoming the ideal leader in a growing digital marketing agency involves intentional self-development. Here are some strategies to help you cultivate essential qualities:

  • Adaptability: Embrace change as the only constant. Stay updated with industry trends, learn new technologies and encourage your team to do the same. Create a flexible environment where change is an opportunity, not a threat.
  • Empathy: Understand the needs and concerns of your team and clients. Foster open communication and encourage feedback. Show genuine interest in the well-being of your team members, and they are more likely to reciprocate with loyalty and education.
  • Innovation: Encourage new ideas and be willing to take calculated risks. Be a culture where your company celebrates creativity and sees failure as a stepping stone to creation.
  • Continuous learning: Keep shaping yourself into the ideal leader for your digital marketing agency. Attend workshops, webinars, and conferences related to leadership and digital marketing. Reading and educating yourself about new strategies, tools, and industry developments will help you stay on top of your professional development.
  • Feedback and self-evaluation: Regularly assess your performance as a leader. Invite input from your team, reflect on it and make necessary adjustments. This process will help you improve and show your commitment to growth, inspiring other team members to do the same.

Growing as a Transformational Leader

Transformational leadership is the optimal style for a thriving digital marketing business. By inspiring change, fostering innovation and maintaining adaptability, transformational leaders can manage the industry’s challenges well.

As the leader of your agency, your role is pivotal in guiding your team toward growth. Embrace the qualities and cultivate yourself into a transformational leader, as it can be the key to unlocking immense potential in this highly evolving industry.

Eleanor Hecks is editor-in-chief at Designerly Magazine. Eleanor was the creative director and occasional blog writer at a prominent digital marketing agency before becoming her own boss in 2018. She lives in Philadelphia with her husband and dog, Bear.

Why Your Web Agency Should Be Committed to Creating Less E-Waste

Author: Eleanor Hecks Website Facebook Instagram LinkedIn

Old electronics — such as computers, televisions and cell phones — are considered e-waste. How you get rid of these items can impact the environment. Focusing on green production helps companies protect the environment for future generations, be good stewards of their local resources and reach like-minded consumers wanting to embrace an eco-cause.

Committing to reduced carbon output and preserving resources is easier than you might think. You will gain a lot of traction with those wanting to do business with eco-friendly companies. Here are some things you could do and why you should be doing them.

1. Recycle and Reuse

The Environmental Protection Agency mentions recycling electronics reduces pollution by lessening the amount of new materials necessary to produce new items. It also keeps old devices out of landfills. Some e-waste leaches into the soil and contaminates groundwater, impacting everything from local wildlife to human drinking water.

Upgrading a computer system rather than completely replacing it might also save your agency money. Electronics are a considerable expense, so stretching them further is sensible.

2. Sell Old Devices

Small businesses often need upgrades to keep software up to date or keep up with a growing enterprise. If you are scaling up by buying new electronics, consider how well the old ones work. Are they in a condition where you could reset them to factory settings, trade them in or sell them to make a few bucks?

You can even offset the cost of purchasing new electronics by selling your current equipment. You will reduce e-waste and get paid to do it.

3. Keep Devices Out of Landfills

It might be tempting to pitch that smartphone that no longer works and send it out with the trash. However, this is not the best way to dispose of electronic devices.

Experts estimate people around the globe contributed about 33.8 million metric tons of e-waste in 2010, but the number keeps rising as new phone models, computer hard drives and other modern electronics advance rapidly. Make it a policy to recycle responsibly if you must trade your old devices in for new ones.

4. Know the Laws in Your State

Regulations surrounding e-waste vary from state to state and even from one town to the next, so learn the rules where you run your business so you do not rack up any fines. Some laws are more stringent than others. If you are not sure you comply, talk with an expert on local regulations and ensure you change policies as necessary to meet expectations.

5. Pay Attention to Partnerships

Who does your web agency partner with and how do they handle e-waste? Look at all your service providers as well as suppliers. For example, if you work with a hosting company for your website, be aware of its ongoing impact on the environment and whether it throws old servers into landfills.

Web hosting is a $90.42 billion industry with steady growth. You can find an organization with similar policies to yours regarding reducing carbon footprint. Ask the tough questions to verify you are doing your part and any company you support is, too.

6. Be Aware of Toxic Substances

As electronic parts break down, they seep back into the environment, and can poison local land and water. Some items are worse than others. Do your due diligence and research how to reduce the toxic waste your enterprise produces. Also, take the time to look for ways to ensure your old electronics do not turn into a problem for future generations.

7. Fund Research

Taking items to dedicated recycling centers is sometimes the only option. However, scientists are researching how you can recycle different components and reuse them instead of just throwing them away.

For example, one European project called CROCODILE considers cobalt recycling and how old batteries can take on new life. Look for cutting-edge solutions to a growing problem and invest in them to improve the impact of e-waste in the future.

How Worried Should Your Brand Be About E-Waste?

It might seem like a small contribution to delay buying new machines or recycling responsibly. After all, giant corporations may not be overly concerned about doing the same and they have much more of an impact. It is crucial to remember that if smaller brands come together and do their part, they can set an example for the rest of the world and safeguard the environment.

Eleanor Hecks is editor-in-chief at Designerly Magazine. Eleanor was the creative director and occasional blog writer at a prominent digital marketing agency before becoming her own boss in 2018. She lives in Philadelphia with her husband and dog, Bear.

Shopify Food Sales Website Design

Author: Sean H. Website Facebook Instagram LinkedIn

Sinclair Smoked Salmon needed a custom Shopify website to sell smoked salmon online. We created an modern website design using custom illustrations from local artist Matt McDole, and a platform that is easy to manage and use for the client.

Case Study: Building a Successful eCommerce Presence for a Smoked Salmon Business

Introduction

In the bustling city of Louisville, Kentucky, a home-based smoked salmon business transformed into a prominent local establishment, all thanks to a well-designed website. This case study delves into the journey of this business, highlighting the importance of a strong online presence, especially in the food industry.

The Challenge

Starting a food business from home comes with its unique set of challenges. The primary concern was how to reach a wider audience and convince them to purchase a food product without tasting it first. The client needed a platform that was user-friendly, customizable, and could handle online orders and pre-orders seamlessly.

The Solution

  1. Choosing the Right Platform: Shopify was selected as the platform for the website. Known for its ease of use, customization options, and a seamless checkout process, Shopify is considered ideal for restaurants and food businesses.
  2. Incorporating Local Art: To give the website a unique touch and resonate with the local audience, artwork by a renowned Louisville artist, was integrated into the design.
  3. Prioritizing Packaging and Design: Recognizing the critical role of packaging in the food industry, a professional designer was hired. This ensured that the packaging not only preserved the quality of the smoked salmon but also appealed to potential customers.
  4. Professional Photography: To further enhance the website’s appeal, professional food photographers were recommended. Their expertise in styling and lighting food made the smoked salmon look irresistible.

Results

The website became more than just a sales platform; it was a tool to connect with customers and share the brand’s story. Even if the majority of sales didn’t come directly from the website, it played a pivotal role in brand awareness and customer engagement.

The client’s business saw significant growth, moving from a home-based setup to a prominent location in Louisville. The website’s design, combined with the quality of the smoked salmon, convinced customers to make a purchase without tasting the product first.

Conclusion

Starting a food business online might seem daunting, especially for those whose expertise lies in cooking rather than coding. However, with platforms like Shopify, businesses can establish a strong online presence without any technical experience. This case study underscores the importance of a well-designed website in the food industry, emphasizing branding, packaging, and professional photography.

For those looking to embark on a similar journey, remember: you don’t have to do it alone. With the right tools and guidance, you can build a successful online food business that resonates with your target audience.

Cleaning and Restoration Company Website Design

Author: Sean H. Website Facebook Instagram LinkedIn

As a website designer for a cleaning and restoration company, it is important to create a website that effectively markets the company’s services, experience, and expertise. This includes incorporating professional and polished design elements, showcasing customer testimonials, before and after photos, and providing detailed information about the services offered including emergency services as well as the unique and high-quality tools they offer clients.

Search engine optimization took a key focus in the website design to ensure that the company’s website appeared high in search engine results for relevant keywords. The website is also mobile-friendly and easy to navigate, making it easy for potential customers to find the information they need.

We were sure to incorporate an easy-to-use contact form, a phone number, and email address prominently displayed on the website, and additional integrated tools to make it easy for potential customers to reach the company to schedule an appointment or request a quote. Social media was also integrated into the design as it is also crucial for the company’s marketing efforts, providing a platform for the company to connect with potential customers and share its latest projects, services, and offers.

Email marketing campaigns were integrated into the website design, allowing the company to keep its customers informed about its latest services, promotions, and offers and to maintain a strong relationship with existing customers while attracting new ones.

Sports Center Website Design

Author: Sean H. Website Facebook Instagram LinkedIn

We, at Design Web Louisville, created a custom website for Smash Zone Baseball that features their trainers and events at their location. We included a custom editable birthday invitation template for their birthday events rental pages and an easy-to-edit back end. The website allows them to sell sign-ups and connect with parents and students. The website redesign was successful and exceeded their expectations. This baseball training center website design showcases state-of-the-art facilities, experienced trainers and, personalized training programs, testimonials, a schedule of classes and camps, making it easy for players and parents to find the right option they need to get in the batting cages and start swinging.

Small Business Retail Website & Logo Design

Author: Sean H. Website Facebook Instagram LinkedIn

We created a custom retro 1980s logo design with lettering that is ideal for maximum visibility on the store’s signage. A custom matching website was created with an easy-to-use and edit back end as well as an easy-to-sell e-commerce package. The site was up and running in just a few weeks, and now you can buy unique vintage one-of-a-kind hats from Slim Daddy hats any time of day.

What New Businesses Need to Know About Salesforce

Author: Eleanor Hecks Website Facebook Instagram LinkedIn

Starting a new business requires rising up the learning curve on a lot of different topics at one time. Even the software programs you choose to implement may require specialized training. Knowing the ins and outs of a particular option, such as Salesforce can help you hit the ground running and ensure you never miss an important step.

How Is Salesforce Helping Businesses?

The most recent statistics from the Small Business Administration show there were approximately one million new businesses opened and 833,458 closed, for a total of around  33.2 million small businesses in the United States alone. No matter how you look at it, you have competition for attention and possibly within your own niche.

One of the ways you can stand out is by automating as many processes as possible. Ensure your customer relationship management (CRM) skills are better than anyone else’s and you’ll not only gain customers but keep them for the long-term. 

Salesforce helps new businesses in many different ways with automation. Here are the things you need to know to take full advantage of the benefits. 

1. Know Your Customers

One of the best things you can do to ensure your messages are on target for your audience is to know who your customers are. With Salesforce, you gain access to a dashboard where you can run reports looking at demographics and other factors related to the people who already buy from you.

As you get to know the buyer persona most likely to become a loyal fan, it impacts every aspect of your new business from the inventory you order to how often you reach out to your clients. 

2. Backup Important Data

It’s hard on any company to go through a computer crash or loss of data. However, a new business may not be able to recover as easily from such a hit. The average cost of a data breach was around $4.24 million in costs, security measures and lost revenue. Of course, your loss may not be in the millions but it will have a similar impact on your ability to earn income. 

Salesforce automates your backups so you have fewer concerts over a database meltdown.

3. Get in the Cloud

Salesforce products are a software as a service (SaaS) that is cloud-based. Because the SaaS is in the cloud, it integrates easily with other cloud programs such as payment gateways, newsletter management and website content management programs. 

Being in the cloud also means you can access information anytime, anywhere. If you have field technicians, they can pull up customer data. If you want to work from home or let staff go remote, you are already set up for it with Salesforce. 

4. Implement a Chatbot

You can increase customer engagement by 90% by adding a chatbot to your site. Salesforce utilizes artificial intelligence so you can program responses or gather information before sending leads to a live agent. Not only will your system become more efficient but you’ll save money by letting the computer do some of the work. 

5. Lose the Cracks

In a traditional sales environment, you’ll sometimes lose a lead along the way. Someone fails to follow up or they say they’ll return a call and never do. Implementing a CRM software such as Salesforce ensures you get reminders to follow up with your leads. You’ll not forget to reach out when someone hasn’t placed an order in a while.

Other Advantages

The platform is completely customizable to your needs as a business. Think of it as a simple CRM solution where you can add on additional features as your business grows. Salesfoce easily scales up to meet the needs of small, medium and large businesses. 


Eleanor Hecks is editor-in-chief at Designerly Magazine. Eleanor was the creative director and occasional blog writer at a prominent digital marketing agency before becoming her own boss in 2018. She lives in Philadelphia with her husband and dog, Bear.