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Creating Social Media Marketing Content to Connect With Consumers

Social media marketing has changed the way that businesses connect with consumers. Businesses that use social sites like Instagram, TikTok, and Facebook can post trending, engaging content that piques the interest of potential customers and builds a buzz around their brand. 

However, creating content that connects with your audience can be difficult. Consumer trends change quickly in the digital world and it’s easy to look out of touch if businesses aren’t constantly updating their approach. 

Companies that want to improve their social reach can connect with customers by tailoring their content to meet the genre expectations of each social platform. This can help marketers build a connection with a multi-generational audience, too, as different demographics have vastly different preferences in the digital world. 

Characteristics of Social Media Marketing

Understanding the difference between traditional marketing and digital marketing is key for any business that wants to improve its social following. While traditional marketing can be repurposed for social content, it’s usually best to adopt an entirely different strategy to target social sites. 

Digital marketing is an innately audience-focused approach to content creation. It’s less expensive than traditional marketing and can help businesses reach a global audience. Digital marketing on social media can significantly improve consumer connection, too, as social platforms offer businesses a two-way conversation in the form of direct messages, comments, and shared content. 

However, no two social platforms are the same. Each site has its own unique conventions and norms that dictate consumer preferences and content creation. These platforms can be categorized into five types of social media, including: 

  • Social networking (LinkedIn, Facebook, and Twitter);
  • Photo sharing (Instagram and Pinterest);
  • Video sharing (YouTube and Vimeo);
  • Interactive media (TikTok and Snapchat);
  • Blogging and Community Building (Reddit and Tumblr).

While there is overlap between these categories, distinguishing between them can help marketers produce creative content that connects with users. Once marketers understand the differences between social sites, they can start to plan and produce content that redirects users to omnichannel services for improved customer communication. 

Embracing Creativity

Creativity is a skill that can be refined with practice and the right approach. Businesses that want to be more creative with their content marketing should adopt an honest, research-driven approach to ideation. Even small changes, like encouraging internal collaboration, can have a huge impact on reach and engagement online. 

Marketing departments that have run out of creative marketing ideas can use the “Wonderland” game to produce unique and engaging content. The “Wonderland” game is an ideation technique used to discover connections between unrelated things. Marketers use Lewis Caroll’s iconic brain teaser “Why is a raven like a writing desk?” as inspiration to form their own questions. This can result in remarkable, eye-catching content ideas like: 

  • “What I learned about content marketing from my grandma”
  • “How I increased my open rate by 174% with a roll of duct tape”.

Even if marketing departments take a different direction, the “Wonderland” game is a great way to spark conversation and generate ideas. Ideally, the “Wonderland” game should be used in tandem with other social media trends like influencer marketing and video-based content. This ensures that posts are relevant to current consumer preferences. 

Embracing creativity is particularly important for businesses trying to reach a multi-generational audience. Content creators will have to get creative to adopt a Gen-Z or baby-boomer mindset when crafting digital content. 

Generational Marketing Tactics

Generational differences have a huge impact on customer preferences and digital behavior. Trend-driven marketing content may resonate with younger users but will likely put off older consumers who are looking for easy-to-understand posts. 

Ideally, businesses should use their social presence to target one or two generations online. This simplifies the content creation process and maximizes the impact of a business’s social media strategy. This is particularly important for businesses that want to use social media to break into a new market segment. 

Companies that want to connect with new users should use high-profile social pages to direct their content creation strategies. For example, if a business wants to create a buzz amongst Gen-Z consumers, it can follow Doritos’ example and post content that utilizes trending sounds and content. 

Using high-performing pages as a guide is a great way to streamline the content-generation process and create materials that connect with audiences. This will free up time for engagement and ensure that marketers can spend most of their time tracking key metrics and utilizing analytic data. 

Utilizing Analytics 

Social media is a treasure-trove for consumer data. Content creators who want to produce materials that connect with consumers must use data analytics to refine their approach and spot emerging trends. To get started, marketers should familiarize themselves with the basics of: 

  • TikTok Analytics;
  • Google Trends;
  • Instagram Insights;
  • Meta Business Suite.

These services are in-built analytic services that track key metrics like follower count, growth, engagement rate, and views. They’re largely user-friendly and can be used to direct future marketing strategies based on the performance of previous posts. 

Marketing professionals that want to amplify the impact of their social media content can look to external services like HootSuite, SproutSocial, and Brandwatch to improve their consumer connection. These sites help businesses track useful metrics and improve common key performance indicators (KPIs) like: 

  • Growth rate percentage;
  • Theoretical reach;
  • Social share of voice;
  • Engagement rate percentage.

These KPIs give marketers quantitative data to track and measure consumer connection. They give content creators a benchmark to measure performance and can even be used to plan future posts. This is particularly important today when stiff competition makes capturing a piece of the social pie harder than ever before. 

Conclusion

Creativity is key to successful social media marketing. Adopting an honest, research-driven approach to ideation and content generation can help businesses produce unique and engaging content that resonates with a multi-generational audience. 

Today’s marketers must become savvy data analysts, too. Data analytics are essential when refining existing campaigns and measuring performance. By tracking KPIs, businesses can improve their social media campaigns and produce content that authentically connects with consumers. 

Featured image by Pratik Gupta on Unsplash

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How Business Tech Can Help Build an Effective Localized Marketing Campaign

No matter what industry you operate in, you’re likely to face significant competition. While competition can be healthy, it can also be a hurdle to getting customers to engage with your unique and positive attributes. A healthy solution, therefore, is creating an effective marketing campaign to help you stand against the competition and stay successful. 

It’s important to remember that your efforts shouldn’t just be directed toward national or global demographics. The consumers in your local area can be great contributors to your company’s growth. Not to mention that you can forge meaningful supportive relationships with them that will be invaluable in the future. Local marketing campaigns should be a part of your wider strategy.

Your localized campaigns don’t need to be driven by the expertise of your marketing team alone, though. Let’s explore some business tech that can help you implement a more effective approach.  

Consumer Research Elements

Marketing campaigns tend to be most successful when backed by solid customer data. You’ll find data is especially important for localized campaigns. This is because the preferences and needs of your nearby customers may not always be the same as the national or international trending elements. Therefore, it’s important to adopt business tech that helps you to gather and analyze local customer research to drive your marketing efforts.

When used effectively, business tech helps you both obtain consumer insights and improve the diversity of your research base. Effective strategies here include utilizing social media posts to encourage comments and other forms of engagement related to the types of services locals of different generations want to interact with. Your online surveys should also be geared toward accessibility. Provide options for those with mobility challenges to screenshot their product preferences. Offer surveys in different languages to accommodate locals from different geographical and cultural backgrounds.

Another piece of business tech that can be an invaluable part of your consumer research is your customer relationship management (CRM) software. This tool essentially centralizes all the information gathered about consumer interactions and preferences from a range of different sources. In most instances, you can connect your website, loyalty program, consumer survey results, and customer purchase histories to these platforms. You can then filter data analytics results by geographic location, which provides your marketing team with insights into the behavior of local consumers.

Inventory Control Tools

Word of mouth is always an important part of localized marketing. Your reputation for being able to provide the community with reliable services and products when customers need them is key to your success. This has been particularly important to consumers following the product shortages during the COVID-19 pandemic. Therefore, you should consider utilizing business technology tools related to effective inventory management.

This should include a reliable software system that keeps track of the movement of products in the warehouse, the storage area of your local stores, and the storefront itself. Devices that utilize sensors on items to assess the number of products on the premises can interact with the management software. This keeps your inventory visible to staff and the platforms can usually automatically reorder when necessary. Wherever possible, choose platforms that are compatible with those of your supply chain partners, which tends to result in more efficient interactions.

Alongside the software, it’s also vital to have infrastructure that maintains the efficacy of inventory management tools. 5G networks can help minimize potential supply chain disruptions by ensuring your software and hardware inventory tools remain reliably connected. Networks with high bandwidth and low latency will ultimately ensure that large volumes of essential data can be quickly and reliably passed between systems. Particularly if you and your supply chain partners are using sensors in the Internet of Things (IoT) to track inventory items, 5G tends to result in more accurate and consistent real-time data transfers.

This control over your inventory doesn’t just mean you can boost your reputation for reliability among customers and draw more local foot traffic. From a marketing perspective, it also allows you to adjust your stock in an agile way in line with the engagement you’re seeing from your localized campaigns. In this way, your business tech and advertising feed off one another for mutual benefit.

Social Media Management Platforms 

There’s a tendency for small businesses to see social media marketing as a tool to reach primarily national and global audiences. However, it’s important to recognize that consumers in your nearby area will also be keen to engage with businesses on social media. It’s important, then, to ensure there is content and communication specifically directed toward your community. A business tool that can help with this is a reliable social media management platform.

These software services are particularly effective in reducing the amount of repetitive and time-consuming work involved with managing accounts. In most cases, they allow you to post across all your company accounts from a single hub. You’re also able to upload your content in advance and schedule when and where these are posted. Not only do these tools save time and energy, but they’re also essential in producing posts specifically directed to your local customers.

Social media management platforms are also useful to your localized marketing campaigns for the practical components of posting content. They also allow you or your social media managers to quickly respond to local consumers’ comments without having to switch between different accounts. This can be a vital form of additional customer service. 

It’s worth noting, too, that social media management platforms provide users with engagement data. This empowers you to easily ascertain what content your local consumers are particularly responsive to. Your marketing team can then lean into these topics or content styles, adapting in real time for a more agile localized campaign.

Conclusion

Business tech can play a key role in localized marketing campaigns. Online consumer research tools and CRM systems can provide your team with data to make your campaigns more relevant to locals. Inventory management platforms can boost your reputation for reliability and also be effectively influenced by local marketing engagement. Remember that social media management platforms can lighten the load of content creation, allowing you to create posts specifically focused on your community. This tech, along with some careful planning, can ensure you make effective local connections that help the growth of your business. 

Photo by Kindel Media on Pexels

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How To Design a Marketing Campaign that Reflects Your Company’s Values

Marketing is about more than selling a product or service. Today’s consumers crave more from the brands they trust. They want relationships and human qualities. With the average person dealing with thousands of advertisements each day, one of the best ways for your campaign and company to stand out is to reflect your values in everything you do. 

If you’re a marketing professional, you already understand the importance of connecting with your target audience. One of the best ways to do that is by being transparent about who you are and what you stand for. 

So, how can you design an effective marketing campaign that reflects your company’s values? 

First, let’s take a look at why value-based marketing matters, especially when you’re trying to connect with growing audiences like Generation Z. Then, we’ll take a closer look at how you can merge your company’s core values into your marketing campaigns with sincerity. 

The Benefit of Value-Based Marketing

While your company should always focus on having top-quality products, services, and experiences, advertising those things isn’t enough to entice today’s average consumer — especially when it comes to younger generations. 

Today, Gen Z makes up 40% of global consumerism. Their shopping habits are different from previous generations in a variety of ways. First, they’ve grown up surrounded by technology. They’ve never known a world without mobile phones and the Internet. So, they have certain expectations when it comes to UX, social media, and digital accessibility. 

They also have expectations regarding company values and beliefs. So much so that values tend to drive their buying behavior. They’re considered a critical consumer group and tend to focus on things like authenticity, sustainability, and transparency. Affordable, high-quality products are still important, but if that’s all your company offers, there’s a good chance this generation of shoppers will look elsewhere.  

Chances are, your company already stands on several strong values. Maybe you have a mission statement everyone lives by, or you support causes that mean a lot to your brand. But, are you marketing those values effectively? Does your target audience know what you stand for? If not, highlighting those values in your marketing campaigns can make a big difference in how people view your brand, and the type of loyal customer relationships you foster for years to come. 

How To Market Your Company’s Core Values

If you want to successfully include your company’s values in your marketing campaigns, you first have to define them. When considering how to decide on what your brand values are, take the following steps: 

  1. Assign a leader;
  2. Get team input;
  3. Get industry inspiration;
  4. Decide what your values mean for your business;
  5. Create a new company culture based on those values.

Consider what’s most important to you, and how that might resonate with today’s consumers. Some of the top issues people are interested in include sustainability, fast fashion, climate change, and waste production. If you’re also passionate about something like sustainability, make sure you establish a company culture that allows your consumers to see you’re taking the necessary steps to “go green”. 

Digital marketing, itself, is a more sustainable way of doing things. It allows greater access to information, can be used on devices backed by solar energy, and requires less paper use than traditional marketing forms. By making as many areas of your business as digital as possible, you can boost your sustainability and cut back on energy use. 

Don’t be afraid to capitalize on current trends when it comes to how you market your brand values. Things like hand-drawn illustrations, minimalism, 3D design, and vibrant nostalgia are all popular in the graphic design world. If you’re going through a shift in your company culture or you want your future campaigns to reflect your values in a new and exciting way, it might be time to change your design work – including your logo. Jumping on current design trends will help you stand out and get noticed, and will make it easier for your audience to see the effort you’re putting in to express your values. 

Most importantly, however, make sure you know your market and what they’d be most interested in. Following a trend only works if it makes sense for your audience. The more your interests and values align with your audience, the easier it will be to boost engagement — especially on social media. 

Avoid Purpose-Washing

If you’ve been in the marketing industry for any length of time, chances are you’ve heard of greenwashing. It’s an important thing to avoid, especially if you’re trying to promote values like sustainability. But, have you heard about purpose-washing? 

Purpose-washing occurs when a company claims to have a meaningful purpose and strong values, but they do nothing to back those values up. For example, if a business creates a marketing campaign suggesting that they’re dedicated to the health of the environment and waste reduction, but they don’t follow through, it is essentially lying to its audience. It’s misleading, and if your brand gets “caught” doing it, you could damage your reputation beyond repair. 

Because today’s consumers want transparency and relationships with the brands they frequent, a strong PR campaign and crafty marketing aren’t enough to entice people. Furthermore, if your business makes purpose promises and doesn’t live up to them, you’ll come across as deceitful. Not only will your audience be less likely to trust you, but your overall brand image will be tainted. 

Thankfully, it’s easy to avoid purpose-washing by choosing to practice what you preach. Keep the following tips in mind to remain transparent and genuine with your values: 

  • Be authentic with every change you make;
  • Make sure your marketing strategies align with your values;
  • Use evidence;
  • Participate in causes and social movements;
  • Engage with your audience.

While you shouldn’t completely change your marketing campaigns solely to appeal to the next generation, now is a good time to consider the importance of highlighting your company values. Not only can it help your future marketing endeavors, but it could end up creating a completely different, positive company culture within your business. Talk to your leaders about your company values and come up with honest, transparent ways to make them a part of your future campaigns without having to rely on splashy advertisements and unrealistic promises.

Photo by Dylan Gillis on Unsplash

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How Physicians Are Incorporating Multimedia Marketing Into Their Campaigns

The practice of medicine is a profound responsibility. It’s a sacred trust between clinicians, patients, and the people who love them.

But medicine is also a business, and if you want to be able to continue serving patients and their families, then you must strive to make that business profitable. Marketing, not surprisingly, is a critical component of that effort.

However, the ascendency of the internet in general and social media, in particular, has transformed the ways that healthcare facilities endeavor to reach their target audiences. Medical practices today depend largely on a multifaceted approach that not only combines traditional and new media but that also leverages the myriad forms of digital media marketing.

This article examines the various ways that physicians are incorporating multimedia marketing into their campaigns and explores the pros and cons of each.

Marketing in Medical Practice

Some clinicians may feel a bit wary in marketing their practices. They may feel leery about the prospect of “advertising” as traditional for-profit businesses do.

The reality, though, is that in an increasingly crowded and competitive industry notorious for its shrinking profit margins, practices must grow in order to survive. Marketing, then, isn’t about greed or selfishness. It’s about being able to endure and serve in a challenging market. 

When you’re marketing your medical practice, it’s helpful to remember that your conceptualization of “marketing” is probably going to need to change. Marketing in healthcare is far less about advertising products and services and far more about building relationships with prospective and established patients and their loved ones.

And because relationship-building lies at the heart of medical marketing, you’re going to need a proactive and comprehensive approach to make it work. This includes availing yourself of the various digital channels through which to connect with your target audience

In most cases, this will mean cultivating a robust online presence that includes a dedicated website with a blog and discussion forum, as well as an array of social media accounts. 

In addition to the use of new media, though, it’s also important to capitalize on traditional channels — from print, television, and radio promotions to billboards and direct mailers. This will help you reach a broader audience, including those who may not have reliable internet access.

The Pros and Cons of Multimedia

As suggested above, one of the greatest advantages of a multimedia marketing approach is that it enables you to reach a broad and diverse target audience using their preferred media. If your practice seeks to serve all age groups and income levels, then combining the enormous power of digital marketing with the proven techniques of traditional marketing is the way to go.

When you deploy a multimedia approach, it’s vital to be strategic and deliberate. One of the most significant downsides of this sort of saturation technique is that your strategy may lack coherence.

For instance, you will want to create a consistent brand style that will inform all of your campaigns, regardless of where and in what form they appear. The goal is to ensure, ultimately, that no matter where your target audience receives your content, they will be able to instantly recognize it as your brand. 

When you’re using such a multi-pronged approach, it’s also important to ensure that you have a clear, cohesive, and utilitarian communications strategy driving it. In other words, you need to have a reason behind every message you create, every content and design choice you make, and every decision concerning the timing and placement of your content. 

This means understanding exactly who the content is intended for and what needs the content is designed to meet for that audience. Likewise, you will need to be clear on why a chosen platform, time, and style will be the best for reaching and engaging your intended audience.

Using Video as a Digital Marketing Tool

In addition to using multimedia to build brand awareness and support business growth, you can also tap into the tremendous power of video marketing. For example, health consumers are increasingly turning to social media to learn more about health and health products. 

In an era in which medical technologies are often outpacing patient education, you may capitalize on your audience’s social media habits to educate them on services and products. You may, for instance, create explainer videos that introduce patients to new IoT medical devices, explore their benefits and drawbacks, and demonstrate how to use them safely and securely. 

This is an ideal way to engage your target audience while building trust and showcasing your professional expertise. The most significant disadvantage, though, is the potential to appear as if you are hawking these products or seeking only to profit from the provision of services. 

Remaining objective, measured, and forthcoming about the product or service, as well as any gain you may derive from them, is vital if you don’t want to come off as a snake oil salesperson.

Remote Events in Real Time

If these pandemic years have taught us anything, it’s that it’s not always feasible or desirable to meet patients in person. For this reason, clinicians are increasingly creating opportunities for patients and their loved ones to engage with their practice in virtual settings. Virtual healthcare is an ideal way to ensure that patients can access the medical care they need through real-time video and chat without exposing themselves to undue risk. 

Further, healthcare apps can also be used to help educate patients, monitor their health status, and promote self-care. Especially among vulnerable patient populations, health apps and virtual platforms can be a lifeline to patients’ physical, mental, and emotional well-being. 

But these tools do more than expand the scope, quality, and accessibility of care. They also serve as a form of interactive marketing insofar as they enable healthcare providers, patients, and families to safely come together in virtual environments. 

For this reason, clinicians are using not only one-on-one, private consultations in the virtual space but also live group events. This might include anything from a weekly course on nutrition to a daily exercise live stream. Clinicians may offer audiences the opportunity to participate in online health fairs, health education seminars, or online support groups. 

Such live events can be highly beneficial in nurturing patient relationships while also increasing brand awareness and driving the growth of the practice.

One potential downside, however, is that those in need of in-person care may neglect to get it. They may develop the misperception that virtual consults and online seminars are an adequate substitute in all cases. And this may end up doing some patients far more harm than good.

The Takeaway

In an increasingly challenging market environment, multimedia marketing can be an ideal way for physicians and health systems to achieve significant long-term growth. The effectiveness of the approach, though, depends on the ability to overcome the potential downsides of the myriad forms of traditional and new media marketing while maximizing their many advantages.

Featured Image by National Cancer Institute on Unsplash

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Designing an Effective and Sustainable Website with Limited Resources

Whether you sell buttons or beef, you need a website to achieve your business goals, especially when you consider the profit it can bring. The average eCommerce site earns just over $63,000 per month and a successful business blog can significantly improve your brand awareness. 

However, running an effective and sustainable website can be tricky. If you’re new to digital content, phrases like “bounce rate” and “click-through rate” (CTR) may make you feel like giving up on creating a site altogether. 

Fortunately, creating and maintaining a website is easier than ever before. Free website builders can help you put together a great site even if you can’t afford a full-time web developer. 

Why Get a Website? 

Creating and maintaining a website may require a lot of work. However, the effort may be worth it if you want to grow your business and reach new customers and many businesses already see this value. 51% of small businesses say that they’ve increased their interactions with customers thanks to their website and a further 36% say they complete all their business online. 

If you do build a website, you have to ensure that it is functional and meets consumers’ expectations. Consumers today spend an average of 2 minutes on each site they visit and need only half a second to form an opinion of a site. 

The cut-throat nature of online consumers means that you have to have an effective, user-friendly website design from day one. 

Website Design for Beginners 

Although website design is intimidating for the uninitiated, you don’t need to learn a coding language or become fluent in HTML to start building an effective website that you and your consumers love. Even a beginner can create a website in under a week. 

Start by defining your branding. Choose a color scheme and draft up a few logos that suit your business. Try to choose complementary colors that will be easy on the user’s eyes. 

Next, put together a sitemap that will act as a navigational guide for your business. What kind of pages do you want to create? How will they be connected? Include links in your site map, and try to structure the hierarchy of your site before you create any digital content. 

At this point, you’ll want to choose a web development site that suits your current business goals. Currently, the most popular website builders include: 

  • WordPress;
  • Wix;
  • Square Space;
  • Weebly;
  • Shopify.

Research the options available to you and choose a site that aligns with your business goals. Consider what you want to use your site for, as some builders are better for blogging and marketing while others are more suited to eCommerce sales. 

Familiarize yourself with the website builder you’ve chosen and build a few pages before you go live. Once the site has been up for a while, start setting KPIs that correspond with your overall business goals. Setting KPIs can help you spot ineffective areas of your site and improve your web presence. Consider a few common SEO KPIs like

  • Bounce Rate;
  • Conversion Rate;
  • Organic Visibility;
  • Keyword Rankings.

You should also aim to create a sustainable site that is both good for the world and your business. This will boost trust in your brand and ensure that you create evergreen content with a great user experience (UX). 

Sustainable Design

Consumers care about sustainability and climate change. They’ll flock to businesses that take their commitment to the environment seriously and will boycott businesses that do more harm than good — even those that don’t integrate sustainability into their website design. Currently, the average site produces 1.76g of carbon per visit. The more complex a site is, the more energy it requires to load. 

If you run an eCommerce site or blog, you can use your website to improve the sustainability of your small business by embracing green UX

Green UX is a principle of website design that pushes website engineers to create more sustainable digital content. Start by decluttering your website and reducing the amount of video content that you use per page. 


You can further reduce the carbon footprint of your site by running each page through a carbon calculator and assessing and identifying your most energy-intensive content. It may not be possible to eliminate all energy-intensive content, but you should still strive to minimize the energy required to load each page. 

It’s worth bearing in mind that digital businesses are inherently greener than brick-and-mortar businesses. Digital businesses can track and improve their sustainability by utilizing AI-driven ESG and IMM programs. Digital businesses can also use AI to quickly assess the impact of their business operations and spot areas for improvement. 

Evergreen Content 

Evergreen content can improve the longevity of your website and reduce the amount of maintenance you need to complete. Evergreen content is digital content that shouldn’t become irrelevant or dated within the next 5 years. 

Common examples of evergreen content include some “how-to” blog posts and consumer testimonials. Get more out of these pages by connecting them with landing pages. This will ensure that folks who land on “evergreen” posts can still access your most relevant pages today. 

Cyber Security

Cyber security is important for you and your consumers. If your website is compromised, a data breach may land you hefty fines and lost business. 

Most website builders come with cybersecurity built in. This means you don’t have to worry too much about the nuts and bolts of building a great cybersecurity program. However, you still need to do your part to ensure that malicious actors don’t gain access to your site and the confidential information you store. 

Start by ensuring that all your sensitive documents are password secured. Password-protecting PDFs is a great way to deter malicious actors, as the extra layer of protection is usually enough to put hackers and phishers off. 

You should also require two-factor authentication for all pages that require a sign-in. For example, if you offer a subscription service, make sure that users have to log in before they can access their personal data or make purchases. Two-factor authentication stops hackers from gaining easy access to accounts with compromised passwords and can reassure paranoid users. 

You can also use additional security plug-ins to further protect your site. Website builders like WordPress and SquareSpace have security plug-ins as part of their service. Utilizing them effectively can protect your site and ensure that your user’s data remains secure. 

Conclusion

Designing an effective website is easier than ever before. You can use free website builders to create the framework of your site. Ensure that your site is sustainable by minimizing the amount of energy-intensive content you use. Cut down on things like GIFS and videos and opt for more evergreen content with easy-to-read text and optimized images.

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