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Sunday Oct 7th, 2018

Chase Two Rabbits, You Lose Them Both, So Find Your Focus

We’re not a generalist agency and we’re proud of that fact. We’ve curated our set of digital-marketing solutions carefully, abiding by one simple principle: if you want something done right, find a company that specializes in that thing.

At Werkbot, we’ve taken the time to thoroughly understand the challenges, regulations, and inner workings of four main industries:

  • Manufacturing
  • Finance
  • Healthcare
  • e-commerce

Less Is More With Manufacturing

Manufacturing Matters

When it comes to digital marketing for manufacturers, it’s all about cost-effective marketing that successfully identifies promising leads with pay-per-click ads and lead generation tools. To attract new customers and minimize wasted marketing dollars, we recommend account-based marketing (ABM). Using this strategy, we strive for a balance of organic and paid searches in order to help manufacturers target individual companies and the key decision-makers at those companies. When the margins are large enough, we’re able to craft entire campaigns around a single, highly-profitable account.

To distill this new-age strategy with an age-old adage, it’s about quality over quantity. The goal is to foster strong relationships with just a few crucial businesses at a time. By crafting individualized campaigns, you’re more likely to gain the attention and trust of the key decision-makers who have the power to decide that you’re the new best option.

The Fine Print of Finance

Financial Planning

The finance industry is packed with compliance requirements. For instance, through the Truth in Savings Act (Regulation DD), any advertorial content needs to be meticulously monitored for recency, accuracy, and compliance. However, you can also use your website as a means to meet the FDIC’s requirements. For instance, you can meet their electronic means of consent requirements by offering a checkbox and confirmation button right on the site.

The Americans with Disabilities Act (ADA) has also added an encyclopedia of regulations into the mix. The original goal of ADA requirements were to provide accessibility to people with disabilities in public locations. However, as of January 18, 2018, ADA compliance became a legal requirement for some websites.

Regardless of the industry, ADA compliance both on and offline is simply the right thing to do. Financial institutions, schools (including colleges, universities, and even daycares), healthcare offices, and government agencies must make sure that their websites adhere to ADA regulations. Everyone else should do it because it’s nice, and there’s a chance Google prefers it in ranking.

So how can you make sure your website is ADA compliant? Well, the law spells out precise requirements for each website element including:

  • Design: image color and contrast ratios, color perception adaptations, location and spacing for different site elements
  • Writing: page headers, multi-page stipulations, fonts and sizes
  • Development: text labels for each page element, code order, user technology integration

When building websites, Werkbot meticulously follows the the World Wide Web Consortium’s (W3C) guidelines to ensure our clients are meeting these digital requirements. Furthermore, we keep ourselves informed on the latest web content accessibility guidelines published by the W3C.

The Hurdles of Healthcare

Be Healthy

Under the Health Insurance Portability and Accountability Act (HIPAA), any organization in the healthcare industry is responsible for protecting the privacy of patient information. This includes electronic Protected Health Information (ePHI) and Electronic Health Records (EHR). In order to ensure that organizations take measures to combat cyber-security threats, HIPAA developed minimum security standards for businesses to follow.

Titled the HIPAA Security Rule, healthcare providers must implement digital safeguards to protect patient information that they create, receive, use, or maintain. These safeguards include:

  • Administrative safeguards: policies and training to prevent, detect, contain, and correct a breach
  • Physical safeguards: video surveillance, door locks, location of hardware
  • Technical safeguards: access limitations, data encryption, disaster recovery

Failing to protect your patients’ sensitive information can result in a hefty fine. Don’t make that mistake—ensure that your website meets these standards with a web designer that understands the intricacies and seriousness of this type of protection.

Because the healthcare industry is particularly susceptible to ADA compliance lawsuits, it’s important for your website to meet the necessary requirements. Similar to organizations working in the finance industry, healthcare providers should find a web development team that’s well-versed in the website regulations specified in the Americans with Disabilities Act (ADA).

eCommerce Shipping Challenges

Delivery Guy

We hear it all the time: why can’t we deliver our packages like Amazon does? That’s a fair question. But the truth is, Amazon is hemorrhaging money to land those brown boxes on your doorstep in record time. According to their 2017 Annual Report, shipping costs tallied up to a staggering $21.7 billion.

For mid-sized eCommerce companies, shipping inconsistencies, hidden fees, and returned items consistently plague the industry. To help you streamline your processes and minimize costs, we’ll find shipping channels that align with your site (USPS, UPS, FedEx, DHL). We’ll also design a clear Point Of Sale (POS) system. Lastly, we’ll help you with the logistics of shipping and return processes and with third-party vendors. In some cases, we’ve even designed our client’s product packaging.

Werkbot also understands that returns severely cut into an eCommerce business’s margin. Through user-friendly design that focuses on helping visitors quickly find what they want, we create websites that allow customers to make smart decisions, ultimately reducing return costs for your business.

Get Your Website To Work For You

Focus and Bokeh

There is a reason why we’ve carved out our niche: we enjoy doing great work, and we want to ensure the best work possible for each individual client.

Ultimately, the jack of all trades is the master of none.

Get ahold of us if you're looking for new partners to handle your eCommerce, manufacturing, finance, or healthcare digital marketing strategy.