The TL;DR September 15, 2020

TL,DR Bite-sized industry updates

This week we’re discussing ways to increase your audience response, guidelines for site usability and experience, and top priorities for brands on social media. Did you miss our last edition? Read it here.

7 Ways to Increase Your Audience Response

Looking to inspire more people to respond to your emails? Consider adapting one or more of these tactics that are based on behavioral science. Find more information on Content Marketing Institute.


  1. Temporal landmarks. Connect your email to days that represent transition points in our lives or a life event such as birthdays, graduations, or retirement.
  2. Inequity aversion. Appeal to your target’s sense of fairness and reaction to inequity.
  3. Input bias. Take advantage of input bias by talking about how much work and/or research went into creating your product or service.
  4. Make it rhyme. Rhyming phrases are judged to be more accurate than non-rhyming phrases, even if they communicate the same info.
  5. Autonomy bias. Give your audience more than one option to shift their question from, “Do I need this?” to “Which one do I want?”
  6. Hedonic bundling. Bundle more items into a package and emphasize a discount offer that will appear more beneficial to your audience.
  7. Labeling. Choose labels that reinforce how your target wants to be seen.

9 Guidelines for Exceptional Web Design, Usability, and User Experience

Though aesthetics are an important factor of website design, usability and user experience are more likely to have a stronger influence on the online success of your business. Take a look at these guidelines to put into practice and read more on HubSpot.


  1. Simplicity. Unnecessary design elements will only distract your visitors from whatever they wish to accomplish on your site.
  2. Visual hierarchy. Arrange and organize your website elements to guide visitors toward the most important elements first.
  3. Navigability. Make moving from A to B as simple as possible by including navigation in the footer of your site, using breadcrumbs on every page, and having a search bar near the top of the page.
  4. Consistency. Continuity is key – Create different layouts for specific types of pages so that your visitors can easily tell what type of info they will likely find on that page.
  5. Responsivity. Make sure your site is compatible with the various devices your visitors are using.
  6. Accessibility. Your website should be perceivable, operable, understandable, and robust to ensure user accessibility for all visitors.
  7. Conventionality. Find your balance between a memorable experience and meeting your visitors’ expectations.
  8. Credibility. Be clear and honest about your site’s products or services.
  9. User-centricity. Evaluate your site by conducting user testing, gathering feedback, and implementing changes if necessary.

Brand Awareness Proves a Top Priority for Brands on Social

Establishing brand awareness allows you to embed your name into customer lifestyles and lead to valuable success for your overall marketing goals. See what other marketing goals are high priority across social media platforms and find more info on Social Media Today.

infographic explaining social media marketing