The DreamPix Studio

Web Design Trends in 2021

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Digital Trends of Focus 2021

The events of 2020 have greatly impacted the way that consumers consume information and the way businesses market products. Those changes will be reflected in web design trends in 2021. Specifically, it will be noticeable in user experiences and in brand positioning as companies seek to satisfy the customers who have emerged from the cover of Covid.

An Unforgettable User Experience

To make up for what we have lost in real-life experiences, web designers will blur the lines between reality and virtual reality by creating interactive digital experiences that wow. In-person events such as lectures and concerts have now found a new home on the web, and in many cases permanently. However, what began as static ‘Zoom’ videos have evolved into rich media productions with elaborate visual effects.

Personalization in web experiences will be brought to a new level. This appeals to the end-users sense of self. Our virtual identities with customized faces will take center stage on our screens feeding our unquenchable thirst for self-expression and individualism. Likewise, developers are offering flexible interfaces that allow users to customize their experience to suit their personal preferences.  These offerings all feed into the realization by brands that the customer and the customer experience are kings.

Brands Will Take a Stand

#BlackLiveMatter initiated a movement that inspired brands to be vocal about a cause that they believed in. Remaining silent sent an unspoken message that brands were in support of the status quo. Similarly, the recent crisis at the U.S. Capitol prompted an unprecedented number of brands, CEOs, and business groups to speak out against the riots and take strong public positions.

Organizations that promote the values and principles that are important to them will attract customers who share their sentiments and likewise feel connected to the product. This trend will likely continue. However, from a marketing perspective, brands should be cautious and consider the ramifications. Brands should look back at where they stood historically before changing lanes and inadvertently contradicting themselves. Also, they should refrain from speaking out on a subject that doesn’t warrant their brand’s voice or might potentially offend stakeholders.

Sensitivity to the Public Plight

It was a difficult year overall but 2020 did have its bright spots. For starters, brands have embraced the voice of optimism while unveiling their more sensitive and caring sides. Also, they have forged a united front in support of inclusive, healthy, and safe environments both on and off the web. With this new cloak of sensitivity comes a healthy dose of nostalgia for things that we may have been taken for granted before 2020. The flavor of retro will prevail across the web as brands strive to connect with the good old days!

Customer Marketing: Tactics to Boost Retention

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Customer Marketing
It costs 5 times more to acquire a new customer than to sell and retain an existing customer.

With all the noise in the market today, staying ahead of the competition and acquiring new customers is becoming more challenging. Did you know that it costs 5 times more to acquire a new customer than to sell and retain an existing customer? For this reason, companies who used to spend the majority of their budget on new leads are reallocating marketing dollars to focus on existing customer marketing. 

Research shows that customer retention is one of the main differences between companies that thrive and those that don’t. That doesn’t mean that companies should abandon the pursuit of new logos. However, they must remember that beating the competition begins with the customers who already know, like, and trust a brand. The bottom line is that the more customers a business can retain, the more likely they are to achieve business goals.

4 Reasons to Engage in Customer Marketing

  1. Existing customers have a greater propensity to buy if they are happy customers. 
  2. Targeting existing accounts removes the guesswork. For example, you already know their pain points, company, and personal preferences. 
  3. Brand loyalty is powerful. If a customer is happy with the product and service, they have no need to look elsewhere. Existing customers are easy to upsell and cross-sell. 
  4. Loyal customers should be an organization’s biggest advocate sending referrals that are 30% easier to convert than a lead. 

Five Simple Customer Retention Tactics

Where should you begin with a customer marketing program? The strategies below will help to keep existing customers happy for the long-term and boost profits.

  1. The Customer is King. Roll out the red carpet from the very beginning with a gushing welcome email and a superior onboarding process that wows them and leaves them wanting more.
  2. Don’t waste any time, the sooner you begin the nurturing process the sooner your customers will become brand advocates. Start by making the most of user generated content such as customer photos and positive feedback. This type of authentic advertising is impactful and you will reap the rewards. 
  3. Don’t miss the opportunity to highlight customer success stories, case studies, or testimonials. Your audience will be influenced by a recommendation that they consider genuine and trustworthy.   
  4. Be a good listener – that means responding thoughtfully on social media and carrying the conversation. Think of social media participation as being akin to be a good dinner guest.  Remember to always bring value to the table and don’t monopolize the conversation. After all, you want them to invite you back again!
  5. Don’t underestimate the value of rewards and giveaways whether they’re in-person or digital. Giveaways are a prime way to renew interest in your product while positioning yourself as engaged and thankful for their business.
  6. Be consistent with the distribution of your content. For example, don’t go radio silent for lengthy periods of time. Set reasonable goals and stick to those goals. 

Develop a Customer Marketing Strategy

Businesses today need to develop a succinct customer marketing strategy so that they can retain customers for the long haul. The ultimate goal is to turn customers into brand evangelists. The good news is that you already have an abundance of customer information at your fingertips which is half the battle in marketing. Here are a few ideas on what is trending in customer marketing for 2021.

How can Blogging Help a Business?

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Every business can benefit from a blog regardless of the nature of the business. Most websites today are built on a CMS platform that has a built-in blogging capability that should be utilized. At first glance, the idea may seem daunting and tiresome to many. Be mindful of the fact that a business blog is very different than a personal blog which often morphs into personal diaries and opinionated rants.

A business blog is a tool to help business owners communicate with existing and potential customers or employees. It is a way to share information, expertise, and generally to become an authority in your field.

Here are the facts:

  • Blogging is a fabulous way to boost traffic to your website, connect with customers, and build your reputation.
  • It’s simple. Anyone who is passionate about their business and has thoughts to share about the industry can participate by sharing ideas and valuable links through a blog post.
  • Blogging is an inexpensive way to keep fresh content on a website that may otherwise be stagnant. New and relative content will boost a website ranking with Google which makes blogging a win/win opportunity.

If a blogger goes one step further and familiarizes themselves with how to categorize content, the blog is sure to become an invaluable marketing tool that can bring a business to new heights.

Declutter your Website

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A website needs a seasonal cleaning just like a garage or a closet. Although the task may seem daunting at first there are a few rules of thumb to follow that should simplify the process.

  • Categorize material as trash or treasure and discard accordingly. For example, photos that are dated can be replaced and stale content can be refreshed. The old Facebook feed is no longer necessary as a simple button will do the trick.
  • Make use of negative space – a little breathing room is a good thing! It draws attention to the elements that matter and will more likely prompt a call to action especially for those viewing a website on a mobile device.
  • Remember the 80/20 rule. That is that 80 percent of the effect comes from 20 % of the causes. Which 20% of the content on your business website is the most important?
  • Reduce the number of navigation links and pages. The main navigation menu should have no more than 5 to 7 primary links. The bottom line – less is more.

Domain Names Gone Bad

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Your domain name can hugely impact the way people and robots perceive your website and how potential customers perceive you.

There is nothing inherently wrong with this domain name until you see it in print!

Here are a few things to keep in mind when making a Domain Name Selection:

  1. It should be memorable. Short & easy to spell. Keywords and search terms are ideal. Generic words are invaluable but don’t be afraid to add a twist.
  2. .com continues to be the extension of choice.
  3. Some sites, like Yahoo, list websites in alphabetical order therefore domain names that begin with ABC as opposed to XYZ are preferred.
  4. Avoid using dashes or numbers to replace words it is confusing and inhibits search-ability.
  5. Register your domain quickly as the competition is stiff and, like airline ticket deals, domain seem to disappear overnight.

Where is the best place to purchase a domain name? While there are many options my go-to source is Go Daddy.  They have inexpensive package deals, lots of promo codes, and good customer service comparatively.

Summer Website To-Do’s

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The lazy days of summer can be a great time for business owners to freshen up their website content before the fall season. Having a user-friendly and easily accessible website will certainly work in your favor so it is important that have you have just that. A complicated website can often put off visitors and you may miss out on crucial sales and website activity. Plus, with fewer people coming to your site, you might begin to rank lower on the search engine results page because it’s not being used. However, with the help of an SEO audit tool, you can encourage your site and its pages to rank higher on search engine results pages. In today’s climate, SEO is essential if you want your website to be a success so it’s something you must invest in if you want to be visible online. There are plenty of tools and resources that can be used to help you improve your SEO, or alternatively, reach out to a specialist who could help you. Here are a few ideas to put on your list that promise boost your ranking and help with SEO:

  • Update the Copyright information on your website or information that makes reference to ” … years in business”.
  • Double-check your business name to be sure that it is styled consistently.
  • Update products, services, bios, employee lists, directories, and contact information.
  • Freshen up portfolios, only include your best work.
  • Check for broken links.
  • Remove duplicate content to avoid being slapped by Google.
  • Add alt images tags, complete META descriptions, update page titles, and check for sitemaps to make the most of SEO.
  • Ensure Mobile Friendliness
  • Try writing a blog or two – both you and Google will like the results.

Thinking of starting a BLOG?

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bloggingWith an average of 50,000 new WordPress blogs being launched daily, you are not alone in your quest. In this age of information overload, quality content is king and can help to drive traffic to a website and ultimately boost sales.

Will your business benefit from a blog?

Here are 4 questions to ask yourself in making that determination:

  1. Does your business provide solutions that ease pain points for individuals or other businesses? Targeting pain points is a technique that should be taken advantage of, and blogging offers an opportunity to specifically target those pressure points in an open, very viral forum.
  2. Do you have valuable information to share? Most professionals bring knowledge and expertise to the table that can benefit others and, by osmosis, boost your own reputation as an authority in your field.
  3. Can you write? It isn’t necessary to be a literary expert but a blogger must be clear, concise, and communicate in a likable voice.
  4. Are you prepared to embrace the task? Blogging is a commitment in time and energy. It doesn’t help to leave your post unattended for months on end. If you want to have a successful blog make a resolution to be timely and consistent with your efforts.

If you decide to begin blogging (and yes, I do think you should!) Don’t expect miracles overnight but, in time, you will reap the rewards from your efforts.

Content Marketing: 3 Steps for Success

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Content Marketing is a huge buzz phrase in online marketing today. What does it really mean?

Content Marketing is a strategic approach to marketing based on creating valuable, relevant, and inclusive material that targets a particular market niche and provokes a call to action. Content marketing is more than a sales pitch. It is the art of communicating with customers in a way that educates them and builds a relationship where companies are ultimately rewarded with their loyalty and business.

The three components of content marketing can be simplified as follows:

Provide Value: This can best be classified by the act giving free advice and tips of the trade. For example, a retail store that gives tips on accessorizing is adding value to their social media discussions without any expectations. Sephora is a perfect example – check out their Facebook page. It’s like the “Giver’s Gain” philosophy that lies at the heart of BNI – the Business Network of which I am a part. That philosophy is one that can be applied in all aspects of work and play.

Be Relevant: Be creative with your content and remember that timing is everything. It is smart marketing and customers appreciate the fact that you are thinking for them by presenting ideas. PetSmart is always right on top of these opportunities, tugging at the heartstrings of pet owners, as is Best Friends in Boxford where I bring my Enzo.

Be inclusive: Don’t be afraid to recognize industry experts in your field. It takes a village to be successful and recognizing the contributors is a good thing.

What is a BLOG?

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One of the more common questions that customers ask me is … “What is a BLOG?”

Derived from the two words, weblog, a BLOG is a page on the internet that contains is a chronological complication of POSTS or articles that examine various topics. BLOGS are used by businesses, organizations, and individuals to spread the good word and build credibility in their field. I just completed a website for Ana Patuleia Ortins from PortugueseCooking.com and she plans to use her blog as a way to share recipes and Portuguese culture with her followers. In time, BLOGS can become a cluttered mess resembling a pile of loose papers. For this reason, most Blog POSTS have the ability to be sorted into CATEGORIES similar to folders in a file cabinet. Categories allow users to easily find what they are looking for. My Portuguese chef has categories for Recipes, Travel, Culture, and Hot of the Stove. She also has sub-categories for the Recipe category that include entrees, desserts, bread, and more. TAGS, another term that is tossed around, are used for SEO purposes so that BLOG POSTS be found in internet searches. They are keywords and keyword phrases that are attached to blog posts. Ana may attach the keywords Portuguese Holiday Food to a recipe for Portuguese Sweet Bread. While BLOGS may seem complicated at first glance, the actual function is similar to a Table of Contents and an Index in an old-fashioned book!

Web Content Managment

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home_widget_bluecopy2Web content management is a daunting process for most business owners – in particular those small business owners who do not have a dedicated staff of professionals to handle the task. Thankfully there are a variety of solutions today that provide brands with the opportunity to maintain a marketable presence on the web without much ado.

The acronym CMS has become part of that our vocabulary and is a computer application that allows users to organize, publish, and edit the content on the web in a manner that is friendly to laymen. There is a multitude of platforms from which to choose and they vary in performance and cost as one would expect. Some are more geared towards one industry or function than another but never fear, there is a program that will work for every business big or small.

With so many options, selecting the right vendor for your business can be intimidating as well. The most popular CMS in the world today is WordPress – an open-source PHP-based platform that is free but priceless. It can provide most any business with all the bells and whistles that they need to market and grow their business for years to come. Some of the most notable big brands that use WordPress are The New Yorker, BBC America, Variety Magazine, Sony Music, Beyonce, Playstation, and Best Buy. If you are considering building a website on WordPress you are in pretty good company.