Category: BA 536

Posted on

Top 5 Takeaways from BA 536

Image created using OpenAI’s DALL-E

Reflecting on this course, I consider the direct and indirect applications of the material we covered. While much of what I learned may not directly impact my current role, I can already see the value these insights bring to those around me. Friends, family members, and coworkers involved in small businesses have benefited from the knowledge I shared from this course. I am glad I have shared insights that have enhanced their entrepreneurial efforts.

Customer Relationship Management

Image created using OpenAI’s DALL-E

The concept of Customer Relationship Management (CRM) stood out as particularly useful, and I genuinely wish I could implement a CRM system in my workplace. Unfortunately, our company policy restricts the use of most outside software, limiting our ability to streamline processes this way. Despite this limitation, learning about CRM systems has been valuable, as I could share this knowledge with a coworker seeking solutions for his family business. After discussing the CRM platform I reviewed, he became interested in its features – such as contact management, order tracking, and customer segmentation – and was excited about its potential to streamline operations and enhance customer interactions. He even saw opportunities to improve their internal organization with CRM tools. Inspired by our conversation, he has since set up a trial account to explore how a CRM system might address some of their communication and order retention challenges. His enthusiasm was a great reminder of the practical applications of CRM tools in a small business setting, which increased my appreciation for this study area.

Google Advertising

Image created using OpenAI’s DALL-E

Additionally, I found the information on Google and Facebook advertising both informative and inspiring. My sister, the artist behind Perceptionist Art, is incredibly talented and has achieved some visibility in the art community. However, she struggles with building a consistent income through her art alone. My insights into digital advertising strategies have sparked some ideas on how she might broaden her reach and connect with a larger audience. We discussed the potential of using both Google and Facebook ads to drive more traffic to her website. I believe investing in these platforms strategically could significantly enhance her online presence, increasing sales opportunities. The prospect of using data-driven advertising to support her art business has been exciting for both of us, and I’m eager to help her implement these ideas to expand her opportunities.

Search Engine Optimization

Image created using OpenAI’s DALL-E

Lastly, I found the Search Engine Optimization (SEO) section particularly enlightening. SEO is critical for any online business or website seeking to attract more visitors and improve its visibility in search engine results. For my sister’s art website, applying SEO best practices could lead to a substantial increase in traffic, potentially converting casual browsers into interested customers. Techniques such as optimizing keywords, improving site structure, and enhancing content quality are all strategies we intend to apply to make her website more discoverable. The hope is that with these adjustments, her site will rank higher in search results, ultimately bringing more art enthusiasts and potential buyers her way. Learning about SEO has given me a new perspective on how small changes in online presentation can significantly impact business visibility and growth.

Conclusion

Image created using OpenAI’s DALL-E

In conclusion, while this course may not directly impact my day-to-day work, it has equipped me with highly relevant tools in the broader world of business and marketing. The CRM insights have already benefited a coworker’s family business, the advertising knowledge is set to boost my sister’s art career, and the SEO strategies we’ve discussed have the potential to make her website more effective for attracting customers. Each of these lessons has real-world applicability that extends through many spheres of business and entrepreneurship. I look forward to applying these concepts, knowing they can empower those around me to achieve their business and marketing goals.

Posted on

Best Practices for Online Advertising and Affiliate Marketing

In today’s world, many consumers expect to complete purchases with just a click of a button rather than physically visiting a brick-and-mortar store. This shift toward online shopping has pushed businesses to improve their online advertising and affiliate marketing efforts to connect with customers more effectively. But what exactly are online advertising and affiliate marketing?

Online Advertising

brightly colored image of a computer with an ad and money and social media icons floating around
Image created using OpenAI’s DALL-E

Online advertising is a digital marketing strategy that capitalizes on Internet capabilities to reach and engage with target customers (Webb, 2024).  Online advertisements can take various forms, including emails, social media ads, banner displays, videos, and search engine marketing. These advertisements may appear organically on a company’s website or social media platforms or be promoted through affiliate marketers, expanding their reach and impact. The effectiveness of online advertising ties into its versatility and ability to target specific audiences based on data and analytics. This targeted approach allows businesses to tailor their messages for the strongest impact. For example, a fashion brand might use social media ads to reach younger demographics while using email campaigns to inform existing customers of new product launches.

Affiliate Marketing

A computer showing a shopping cart with dollar signs and buy boxes outside
Image created using OpenAI’s DALL-E

Affiliate marketing involves a company paying a commission to an intermediary, or affiliate, for assistance in promoting its products (BigCommerce Team, n.d.). Through analytics, affiliate marketers can identify the best strategies for reaching the target consumer groups, ensuring a focused marketing approach. The reach of an affiliate’s network depends largely on the number of websites and marketing lists at their disposal, which can significantly influence the breadth and impact of their promotional efforts (The Investopedia Team, 2024).

Best Practices in Affiliate Marketing

woman painting with social media style hearts above her head
Image created using OpenAI’s DALL-E

For a business to get the most out of affiliate marketing, it must start by selecting an affiliate who aligns with the brand’s target audience and values (Enfroy, 2024). Selecting the proper affiliate will ensure the promotional efforts reach the right people and feel authentic. For instance, an art gallery that features contemporary art could partner with affiliates within the art and design space, such as art bloggers, lifestyle websites, or social media influencers focused on interior design. By working with affiliates who appeal to art enthusiasts or interior decorators, the gallery can better reach customers interested in unique artwork for their homes or offices.

Another best practice involves creating content that is both targeted and personalized. Affiliates who produce valuable content – like blog posts on current art trends or video tours of new gallery exhibits-help foster a more engaging experience for potential buyers. As for the art gallery, affiliates could share curated collections of artworks tailored to different stylistic preferences, such as minimalist, abstract, perceptionist or vintage-inspired. This approach allows customers to choose the style that would best suite their  own spaces, adding a personal touch to the shopping experience.

Finally, it’s important to monitor and adjust performance continuously. Affiliates should regularly assess the effectiveness of their campaigns, using analytics to guide adjustments based on what generates the most engagement or conversions. In the art gallery’s case, affiliates may discover that certain types of content – like virtual exhibit walkthroughs or artist interviews- attract more clicks or lead to more sales. This insight allows affiliates to focus on high-performing content, refining their approach over time.

Conclusion

As the digital marketplace continues to evolve, businesses must adapt their advertising and affiliate marketing strategies to remain competitive. By embracing best practices – such as selecting affiliates that connect with the target audience, creating personalized and engaging content, and continuously monitoring performance- companies can improve their online presence and develop stronger connections with consumers. An effective online advertising and affiliate marketing strategy expands a business’s reach and creates more meaningful interactions with customers. The example of art galleries partnering with affiliates in the art and design sector demonstrates how a thoughtful approach to online advertising can drive sales and build brand loyalty in a crowded digital landscape.

References

BigCommerce Team. (n.d.). Affiliate Marketing 101: What it is and how to get started. Big Commerce. Retrieved October 31, 2024 from https://www.bigcommerce.com/articles/ecommerce/affiliate-marketing/

Enfroy, A. (2024, February 14). 10 Reasons why small businesses should use affiliate marketing. Business.com. Retrieved October 31, 2024 from https://www.business.com/articles/why-smbs-use-affiliate-marketing/

The Investopedia Team. (2024, July 25). Affiliate marketer: Definition, examples, and how to get started. Investopedia. Retrieved October 31, 2024 from https://www.investopedia.com/terms/a/affiliate-marketing.asp

OpenAI. (2024). DALL-E [AI image generation tool]. https://openai.com/dall-e

Webb, M. (2024, September 17). Online Advertising. Techopedia. Retrieved October 31, 2024 from https://www.techopedia.com/definition/26362/online-advertising.

Posted on

Comparing E-Commerce Platforms

E-commerce platforms have become integral to business transactions, from global corporations, such as Amazon, to a small local vendor at a farmers market. These platforms facilitate online sales and offer a variety of features tailored to different business needs. In today’s competitive market, choosing the right platform can improve operational efficiency and customer satisfaction. This comparison examines three e-commerce platforms, Shopify, Square, and Wix, focusing on the strengths, weaknesses, and overall suitability for different businesses or non-profits.

Shopify is a cloud-based subscription e-commerce platform that helps businesses establish and grow their online presence. Companies can either build an online store using Shopify’s store editor or integrate the platform with an existing website or social media platforms for seamless promotion and sales (Hitchcock, 2024). One of Shopify’s standout features is its inventory management system, which synchronizes inventory across both online and physical stores (Learn with Shopify, 2022). Rated 4.5 out of 5 stars in a Forbes Advisor comparison (Haan & Bottorff, 2024), Shopify provides robust capabilities, but it requires a monthly fee, regardless of whether any sales are made.

Square offers e-commerce services alongside point-of-sale hardware for in-person sales, as well as virtual integrations to connect with e-commerce sites. It also provides staff management tools that help streamline tasks such as scheduling, payroll, and internal communications. According to a Forbes Advisor, Square received 4.8 stars out of 5 (Haan & Bottorff, 2024). A key advantage of Square is that it does not require contracts, making it flexible for businesses. All Square accounts come with live phone support, dispute management, fraud prevention, and an easy-to-use interface (Haan & Bottorff, 2024). On the downside, Square’s free plan has some hefty processing fees, ranging from 2.6% to 3.5% per transaction, plus an additional $0.10 to $0.30 fee per transaction (square, n.d.).

Wix is another popular e-commerce platform that offers a variety of features, including website-building tools, templates, in-person sales capabilities with Wix Retail POS or mobile POS, marketplace sales, and the ability to sell internationally (WIX, n.d.) Premium subscribers receive a free custom domain for one year, though renewal costs range from $13.95 and $15.95 annually (Goldstein, 2024). Despite its range of features, Wix lacks the robustness of platforms like Square or Shopify. Forbes Advisor rated Wix 4.4 out of 5 stars, also noting that it has product limits and no free plans (Kilian, 2024).

Conclusion

Based on the analysis of these three e-commerce platforms, Square emerges as the best option for small or fledgling businesses. Its pay-as-you-go model and integrated inventory management tools make it a good option for businesses seeking to minimize costs while fostering growth. Also, its flexible pricing structure, paired with comprehensive support features, makes it particularly attractive for startups and side businesses. However, for more established small businesses with greater operational needs, Shopify’s comprehensive suite of features provides a more scalable and powerful solution. Its ability to manage larger inventories, integrate across various sales channels, and offer extensive customization options makes Shopify a better fit for businesses that require more robust functionality as they scale. Ultimately, the choice of platform depends on the size, needs, and growth trajectory of the business in question.

References

Goldstein, K. (2024, August 18). How to register a domain name for your website. WixBlog. Retrieved October 24, 2024 from https://www.wix.com/blog/how-to-register-a-domain-name

Haan, K., Bottorff, C. (2024, April 27). Square Vs. Shopify (2024 Comparison). Forbes Advisor. Retrieved October 24, 2024 from https://www.forbes.com/advisor/business/software/square-vs-shopify/

Hitchcock, J. (2024, October 2). What is Shopify and how does it work? (2024). Shopify. Retrieved October 24, 2024 from https://www.shopify.com/blog/what-is-shopify

Kilian, A. (2024, October 16). 10 Best E-Commerce Platforms of 2024. Forbes Advisor. Retrieved October 24, 2024 from https://www.forbes.com/advisor/business/software/best-ecommerce-platform/

Learn With Shopify. (2022, July 11). What is Shopify? How to use Shopify to make money online [Video]. YouTube. https://www.youtube.com/watch?v=X4lXu4TaS-A&t=285s

Square. (n.d.) Priced to help you grow and thrive. Square. Retrieved October 24, 2024 from https://squareup.com/us/en/pricing

WIX. (n.d.). Start selling immediately. Grow without limits. WIX. Retrieved October 24, 2024 from https://www.wix.com/ecommerce/website

Posted on

Creating a Customer Persona

Customer personas are fictitious representations of a business’s ideal customer. They are based on the demographics of the current customer base and anticipated future customers. These personas help marketing professionals customize campaigns to ensure the right audience receives the marketing message effectively.

Figure 1 – Starbucks Customer Persona: Jeanie Smith. This customer persona highlights Jeanie’s demographic details, behavior, preferences, and challenges, along with data for Starbucks purchasing habits in the United States. Visuals include a color-coded map of recent Starbucks purchases, app preferences, and an AI-driven photo representation of “Jeanie Smith.” Sources: Cafely.com (2024), Esri (2024), Esri (n.d.), Linder (2024), Pereira (2024), Starbucks Creative Expression (n.d.), OpenAI (2024).

When creating this persona, I began by researching Starbucks’ target market. After reviewing the general demographics of its current customer base, I synthesized a basic profile of a typical customer. This allowed me to develop some of the basic demographic information. I then used the tapestry segmentation profiles provided by Esri to look more specifically into what characteristics this customer may have.

Interestingly, the segment density of the three Esri Tapestry populations that best matched a typical Starbucks customer aligned with the density of recent Starbucks purchases shown in the above customer persona.

Text of the Customer Persona

Customer name: Jeanie Smith

Demographics:
Age: 25-40
Gender: Female
Income: $100K-$150K
Education: College Degree
Social Class: Upper Middle
Marital Status: Single or Married
Family: No children
Location: Urban Area, USA

Psychographics:
Values: Sustainability, Ethical Sourcing
Goals: Becoming a Chief Marketing Officer (CMO)
Personality: Creative, Friendly, Organized, Ambiverted
Lifestyle: Travel, Reading, Fitness, Technology

“Fuel your creativity with the perfect blend of bold ideas and rich coffee. Because in marketing – and in life – it’s all about finding the right balance.”

Biography:
Jeanie has been working over three years in the marketing department of a large tech firm. She has a bachelor’s degree in Business Administration and is preparing to pursue her master’s degree.
She is punctual, and enjoys starting her day with a cup of coffee. After work, she often heads to a nearby Starbucks to continue working on upcoming projects in a more relaxed setting.

Pain Points:
Jeanie doesn’t have the time to wait in long drive-thru lines. With her busy schedule, she needs a quick and convenient way to get her morning coffee without hassle.

Solutions:
The Starbucks App allows Jeanie to order ahead. New features will also give real-time updates as to when her coffee is ready. If the drive-thru line is long, Jeanie can stop inside to pick up her ready beverage.

App Preferences:

  • Instagram
  • Facebook
  • LinkedIn
  • Starbucks
  • Uber
  • Oura

Disclaimer:
This project is for educational purposes only and is not affiliated with, endorsed by, or authorized by Starbucks Corporation. The content, while sourced from publicly available company documents and business information, has been created independently and does not represent the official views or materials of Starbucks Corporation. All trademarks and logos remain the property of their respective owners.

Where customers get their information

Man reading a newspaper
Photo courtesy of: USAID, Historical Archive (Source: DVIDShub.net)

Another important consideration when developing a customer persona is identifying where these customers are most likely to get their information. For instance, a magazine campaign targeting a customer who primarily engages with social media will not likely achieve the desired impact for the business.

Posted on

Online Marketing Best Practices

In the fast-paced world of digital marketing, success hinges on seeing the customer journey through the customer’s own eyes (Forbes Business Council, 2021). To capture and retain attention, marketing professionals must carefully design every step of the online experience – from delivering clear, compelling messages to creating a seamless, intuitive navigation. A website that combines optimized functionality with appealing visuals does more than attract visitors; it encourages them to return, explore, and engage. Crafting an enjoyable user experience is essential for building customer loyalty and standing out in the ever-evolving digital landscape.

Icon representing user experience

The User Experience (UX)

Creating a positive user experience (UX) is essential to online marketing success. According to The Essential Guide to Marketing in a Digital World (Red & Yellow, 2022), a website should be carefully mapped out before development begins to ensure that the customer journey is logical and seamless. Planning a site in advance allows marketing teams to identify key touch points and areas where users might experience friction. To guarantee a smooth user experience, websites should be tested by both developers and users prior to going live, allowing teams to identify and resolve any potential usability issues early on (Forbes Business Council, 2021). 

Additionally, under Title III of the Americans with Disabilities Act (ADA), businesses open to the public must ensure that their websites are accessible to individuals with disabilities, prohibiting discrimination based on disability (ADA.gov, 2022). Accessibility is important in web design, ensuring all users, including those with disabilities, have equal access to information and services. An effective website design should also prioritize easy navigation with clear pathways to important information, fostering an engaged experience that encourages visitors to return (Forbes Business Council, 2021).

Icon of a Blog

Posting Blogs

When writing copy for a website, it is important to ensure that the text is clear, concise, and free from errors. This is particularly important when creating blog content for a business, as error-free copy enhances the creditability of the website (Red & Yellow, 2022). Additionally, blog content should be both engaging and relevant to the business and its target audience. By providing valuable and relevant information, blog posts can help build meaningful relationships with customers (C&I Studios, 2023). Including high-quality visuals, such as photos, graphics, or videos, can further increase the blog’s engagement and appeal, as visual elements tend to capture attention more effectively than text alone (Go, 2024). 

Beyond promoting a company or its products, well-planned blog posts can be a powerful tool to improve search engine optimization (SEO). Strategic use of keywords within blog content helps improve a website’s ranking on search engine result pages (SERPs), making the site more discoverable to potential customers. Using primary keywords and related terms is crucial to maximizing a blog post’s SEO impact (Red & Yellow, 2022).

Icon of a magnifying glass looking at a gear

Search Engine Optimization

Search Engine Optimization (SEO) refers to the process of making a website’s content more understandable to search engines, thereby making the site more discoverable to users (Google, 2024). One effective way to enhance on-page SEO is by including relevant keywords within blog posts. These keywords are terms that users are likely to search for, and incorporating them helps the website rank higher in search results, ultimately driving more traffic (Go, 2024). 

In addition to using keywords, it is important to include synonyms and related terms throughout the site to increase the probability of being found by search engines. This practice helps ensure the content is varied and natural while catering to SEO needs (Red & Yellow, 2022). 

Another important aspect of SEO is ensuring that the site performs well on mobile devices. Google now uses mobile-first indexing, which uses the mobile version of a site’s content for indexing and ranking (Google, 2024). With the rise in mobile device usage, optimizing for mobile is crucial to maintaining high search engine rankings.

Icon of a pencil hovering over a wireframe of a website

Website Design

While optimizing a website for mobile viewing is critical, it is equally important to ensure that text remains readable across all devices. Selecting an appropriate, legible font, using a cohesive color palette, and incorporating adequate white space are key design elements that help ensure the message is effectively conveyed (Danao & Main, 2024). White space, also known as negative space, refers to the empty areas between and within design elements (Soegaard, n.d.). The strategic use of white space not only enhances readability but also directs the viewer’s attention to specific focal points on the page, improving the overall user experience. 

Web designers must also ensure their sites load quickly and perform efficiently across different devices. Slow-loading pages can negatively impact SEO rankings and user satisfaction, reducing the likelihood of visitors returning to the site. Therefore, optimizing the website for speed and functionality is an essential aspect of overall design considerations (Google, 2024).

References

ADA.gov. (2022, March 18). Guidance on Web Accessibility and the ADA. ADA.gov. Retrieved October 3, 2024 from https://www.ada.gov/resources/web-guidance/

C&I Studios. (2023, April 17). How blogging can help you connect with your customers. C&I Studios. Retrieved October 3, 2024 from https://c-istudios.com/how-blogging-can-help-you-connect-with-your-customers/

Danao, M. & Main, K. (2024, September, 30). Small business website design best practices & examples. Forbes. Retrieved October 3, 2024 from https://www.forbes.com/advisor/business/software/small-business-website-design/

Forbes Business Council. (2021, September 28). 12 Best practices for great UX features on a website. Forbes. Retrieved October 3, 2024 from https://www.forbes.com/councils/forbesbusinesscouncil/2021/09/28/12-best-practices-for-great-ux-features-on-a-website/

Go, S. (2024, September 12). How to write an SEO blog post: 11 key tips. Semrush Blog. Retrieved October 3, 2024 from https://www.semrush.com/blog/seo-blog-post/

Google. (2024, September 2). Search engine optimization (SEO) starter guide. Google. Retrieved October 3, 2024 from https://developers.google.com/search/docs/fundamentals/seo-starter-guide

Google. (2024, September 9). Mobile site and mobile-first indexing best practices. Google. Retrieved October 3, 2024 from https://developers.google.com/search/docs/crawling-indexing/mobile/mobile-sites-mobile-first-indexing

Red & Yellow. (2022). The essential guide to marketing in a digital world (7th ed.). Red & Yellow Creative School of Business. 

Soegaard, M. (n.d.). The power of white space in design. Interaction-Design.org. Retrieved October 3, 2024 from https://www.interaction-design.org/literature/article/the-power-of-white-space

Posted on

About Me

Hello, I’m Crystal Burns, a graphic designer based near Little Rock, Arkansas. I currently work for the 19th Airlift Wing Public Affairs office at Little Rock Air Force Base as a Visual Information Specialist. In this role, I create visually compelling and mission-oriented graphic content that communicates internally with base personnel and externally to showcase the roles and capabilities of the base’s units and organizations. Over the years, I have developed a passion for producing clean, professional designs that align with current trends while effectively conveying critical messages. I particularly enjoy integrating artificial intelligence in my design process, as it allows me to enhance creativity and explore styles outside my comfort zone.

Travel remains one of my greatest passions, and I am always eager to explore new destinations and find inspiration in the richness of different cultures.

My journey into graphic design began during my time as a vocal performance major in college. While studying music, I took elective graphic design courses and secured a part-time job as an ad designer for a local newspaper. This early experience gave me a strong foundation in layout, design, typography, and understanding client needs – skills that have carried me through my career. 

Following this introduction to the design world, I joined the U.S. Army, where I served as a Public Affairs Specialist, or military journalist. My military experience not only refined my communication skills but also introduced me to media management on a larger scale. During my service, I was fortunate enough to travel to several countries, including Italy, France, Germany, Bulgaria, Georgia, and Romania. These international experiences broadened my global perspective and deepened my appreciation for diverse cultures, which continue to inspire my creative work today. Travel remains one of my greatest passions, and I am always eager to explore new destinations and find inspiration in the richness of different cultures. 

Bulgarian dancers perform with U.S. Army Pvt. 1st Class Lockett during the closing ceremony of a joint military exercise between the United State and Bulgaria. (U.S. Army photo by Spc. Crystal Abbott)

After five years of service in the Army, I decided to further my education and completed a bachelor’s degree in Emerging Media and Digital Art. During my studies, I worked in the marketing department of a hospital, where I had the opportunity to blend my design skills with strategic marketing. This role gave me valuable insight into branding, brand identity and how design influences public perception. Shortly after graduating, I secured my current position, where I continuously push my creative boundaries and embrace new challenges. 

Outside of my professional life, I’m a proud wife and a mother of two wonderful children who constantly inspire me to look at the world with fresh eyes. Thanks to them, I’ve learned more than I ever thought I would about dinosaurs, construction equipment, and volcanoes! Their curiosity fuels my own, reminding me of the importance of staying open to new ideas and perspectives. Our household is also home to two beloved pets – a dog and a cat – who bring additional joy and energy to our lives.

In my free time, I indulge in several hobbies that keep me creatively inspired. Music remains a significant part of my life, and I volunteer to sing the national anthem at various military and sporting events. I also play in a church bell choir, which allows me to connect with my community in a meaningful way. Photography is another passion of mine. I love capturing moments and landscapes that tell a story, and my camera often accompanies me on my travels. Exploring new destinations continues to inspire me, and I find great joy in learning about different cultures and drawing creative inspiration from my journeys.

As an active member of my community, I’m also involved with the Boy Scouts of America, where I serve as an assistant cub master, supporting the development and learning objectives of our den. These experiences continue to provide me valuable lessons in leadership, teamwork, and the importance of giving back to my community.

Ultimately, I see myself as a lifelong learner. Whether it’s honing my design skills, exploring new technologies, or working toward advanced degrees, I am committed to personal and professional growth. Creativity, to me, is a journey – one that is constantly evolving – and I look forward to seeing where it will take me next.

Thank you for visiting my site, and I hope you enjoy exploring my work.

Proudly powered by WordPress