Unlocking Growth: The Impact of Live Events at #IWBS23

The International WorkBoat Show in New Orleans isn’t just another event in the maritime industry’s calendar; it’s a melting pot of ideas, innovation, and invaluable networking. This year, we had the pleasure of attending this esteemed gathering, and the experience was nothing short of transformative for the team.

The primary motivation for attending the IWBS was to immerse ourselves in the heartbeat of the maritime industry. The event promised a unique platform to connect with both current and prospective clients, delve into the latest trends, and explore the challenges and opportunities shaping our sector.

Live events provide a real, tactile way to engage with the pulse of an industry. There’s an undeniable magic in live events. From brainstorming strategies to dissecting marketing campaigns, the face-to-face interactions at WorkBoat facilitated a level of depth and understanding seldom achieved in the virtual world.

A standout moment for me was engaging in lively discussions with some of our current clients. We dove into the nuances of targeting different demographic segments within the maritime industry, from ship owners to blue-collar workers, and the unique approaches required for each. Moreover, sharing a meal with people we normally only see on Zoom, including a memorable dinner- featuring some of the best oysters I’ve ever had, added a personal touch to our professional relationships.

The show was not without its challenges, including navigating a packed schedule, but thanks to the exceptional organizational skills of the Selland team, we managed to balance meetings, impromptu discussions, and valuable networking opportunities seamlessly. The show provided an excellent opportunity for our marketing team to collaborate in person and the face-to-face meetings with clients proved invaluable. These interactions led to new perspectives on applying marketing strategies to address their unique business challenges, some of which they hadn’t previously considered solvable.

Encouraged by our success at WorkBoat, we plan to continue our presence at industry events throughout the year. Our sights are set on the Inland Marine Expo in Nashville, with anticipation already building for next year’s IBWS24

The International WorkBoat Show wasn’t just an event; it was a catalyst for growth, learning, and forging stronger connections. For anyone considering attending, whether it’s WorkBoat or any other trade show, my advice is simple: embrace every opportunity to connect, learn, and be open to new approaches. The experiences you’ll gain are invaluable, both professionally and personally.

Building Connection: Multi-Demographic Connection in a Digital Era

It’s true- long-distance relationships get a bad wrap. It seemed like every mid-2000s romantic plot twist involved some variation of ‘let’s throw in a long-distance relationship to break these people up’. For many of us, those exaggerated movie depictions were often our sole reference for understanding communication and relationship dynamics.

Long-distance relationships definitely took a beating from Hollywood, but times have changed. Digital advancement has blown apart the old barriers. Virtual meetings and online connections are the new norm. The days when distance meant a communication death-sentence are gone.

And as tech evolves, so do our communication methods. It’s vital to keep up to connect effectively with different age groups in today’s digital world. When dealing with varying age demographics, it is important to keep these key points in mind:

  1. Be patient and understanding.  It’s important to remember that older adults may not be as familiar with technology as younger generations. They may need more time to learn new things and may not be as comfortable with online communication. While a younger client may want to avoid email entirely- opting for in-app communication instead- it is important to find a common ground so all team members involved have time to respond. Be patient- and don’t be afraid to repeat yourself or explain things in a different way. The fastest response may not always be the most comprehensive.
  2. Use simple language and avoid jargon. When communicating with any client, it’s important to use simple language and avoid jargon. They may not be familiar with technical terms or acronyms, so it’s important to explain things in a way that they can understand.
  3. Use visuals to help explain your points. Different demographics may learn better by seeing things than by hearing them. When explaining your work to them, use visuals to help illustrate your points. This could include charts, diagrams, mock ups, or even a screen share.
  4. Focus on the benefits of your work. When describing your work, emphasize the benefits it offers. Whether it’s saving time, money, or hassle, highlighting these advantages can make your contributions stand out. If seeking feedback, ensure these benefits remain at the forefront of the discussion. This ensures the entire team understands how your value perfectly aligns with their needs.
  5. Personalize your communication. When possible, personalize your communication to suit different age groups. This could mean addressing someone older by their title or name, asking them questions about their interests, or sharing stories that are relevant to their experiences. For someone younger, requesting a preferred name, or connecting on pop culture topics may do the trick.
  6. Be responsive. Older adults may not be as quick to respond to emails or phone calls as younger generations. Be patient and responsive when working with them, and don’t be afraid to follow up if you haven’t heard back. Understand that younger age groups are known for their hustle- don’t be surprised if you get a reply after hours. Remember, nobody’s diving into a strategy session at midnight. Just a quick acknowledgment keeps things moving smoothly.

By following these tips, you can increase your chances of connecting with and engaging older adults remotely, while bridging connection with across various age demographics. Remember to be patient, understanding, and focused on the benefits of your work. With a little effort, you can build strong relationships and help clients achieve their goals.

Here are some additional tips for increasing client engagement with older adults who may not understand the complexity of your work or are more comfortable with outdated forms of tech advertising:

  • Use case studies and testimonials. Case studies and testimonials from other clients can be a great way to show older adults how your work can benefit them. This is especially effective if the case studies or testimonials are from people they can relate to.
  • Offer free consultations. Offering free consultations is a great way to give older adults a chance to learn more about your work without any obligation. This can help them to see the value of your services and to decide if they are a good fit for them.
  • Be flexible with your communication methods. Older adults may not be as comfortable with email or phone calls as younger generations. Be flexible with your communication methods and offer to meet with them in person or to talk to them on the phone.
  • Use humor and storytelling. Older adults often appreciate humor and storytelling. When communicating with them, try to use humor and storytelling to make your points more engaging.
  • Be yourself. Older adults can spot a fake a mile away. Be yourself and let your personality shine through when you communicate with them. This will help to build trust and rapport.

This article was co-authored by Anthony Morris and LJ Johnson following current Selland Team procedures.

Optimizing Your GA4 Dashboard for Maximum Marketing Impact

As the digital space shifts rapidly, Google is known for its adept handling of emerging #trending waves. Among numerous analytics tools out there, Google Analytics 4 (GA4) stands out as a game-changer (with FREE), particularly for marketers aiming to maximize their impact. GA4 offers a comprehensive suite of features that set it apart from traditional analytics platforms. Its advanced tracking capabilities, robust reporting functionalities, and seamless integration with other Google tools make it a standout choice for modern marketers.

When it comes to technological trends, there’s always a learning curve. And when a new technology emerges during a surge in popularity, the excitement can sometimes eclipse the learning process. In this article, we’ll explore how leveraging GA4 can empower you to unlock actionable insights, optimize your marketing efforts, and ultimately drive superior results for your brand’s growth and success in the ever-evolving digital land

For those still determining a baseline strategy, it’s important to reach out to a specialist to ensure your strategy and analytics reporting aligns with your goals. However, if you are proficient in digital data collection, and looking for a shortcut and step by step break down to navigating Google Analytics 4, this guide is for you.

    Key Metrics and KPIs:

    Before diving into dashboard optimization, it’s crucial to identify the key metrics and key performance indicators (KPIs) that align with your marketing objectives. These may include website traffic, conversion rates, engagement metrics, and campaign performance indicators. By customizing your GA4 Dashboard to focus on these relevant metrics, actionable insights into marketing performance can be gained, allowing progress tracking to reach goals faster

    Dashboard Configuration:

    Customizing a GA4 Dashboard starts with organizing and configuring widgets, reports, and data visualization elements to suit a project’s specific needs. Begin by adding widgets that display the most critical metrics and KPIs you identified earlier. Arrange them in a logical order that allows for easy monitoring and analysis. Create multiple dashboards tailored to different stakeholders or marketing initiatives, ensuring each user has access to only the utmost relevant insights.

    Uncovering Insights

    Interpreting GA4 data effectively requires a combination of analytical skills and domain expertise. Data interpretation techniques should include looking beyond surface-level metrics to uncover deeper insights into user behavior and engagement patterns. Utilize segmentation, filters, and advanced analysis techniques to identify trends, anomalies, and opportunities for optimization. By understanding the story behind the data, informed decisions can be made to enhance marketing strategy and tactics.

    Certainly! Here’s a shortened version:

    “Effective data interpretation goes beyond surface-level metrics, revealing deeper insights into user behavior and engagement.”

    Goal Setting and Measurement:

    Setting clear, measurable goals is essential for driving marketing success and demonstrating ROI. Define SMART (Specific, Measurable, Achievable, Relevant, Time-bound) goals aligned with business objectives and KPIs. Utilize GA4’s goal tracking capabilities to monitor goal completions, conversion rates, and other key metrics. Regularly reviewing progress and adjusting strategies as needed ensures staying on track towards goal achievement.

    Continuous Improvement:

    Optimizing the GA4 Dashboard is an ongoing process that requires continuous monitoring, analysis, and refinement. Experimenting with different configurations, metrics, and reporting formats helps identify what works best for the organization. Implementing A/B testing, multivariate testing, and other experimentation techniques optimizes marketing campaigns and tactics. Stay ahead of the competition and drive long-term success by embracing a culture of continuous improvement.

    Case Studies and Examples:

    To illustrate the power of GA4 optimization, consider sharing real-world case studies and examples of businesses that have achieved significant results through dashboard optimization. Highlight specific challenges faced, the strategies implemented, and outcomes achieved. Whether it’s improving website conversion rates, optimizing ad spend, or enhancing user engagement, these success stories can inspire and inform future optimization efforts.


    Optimizing your GA4 Dashboard isn’t just about data organization—it’s about unlocking actionable insights that drive marketing success. By customizing the dashboard to focus on key metrics, interpreting data effectively, setting clear goals, and embracing a culture of continuous improvement, you can maximize your marketing efforts and achieve core business objectives. With GA4 as your trusted analytics partner, the possibilities are endless.

    Captivating Visuals: Strategies and Principles for Effective Website Imagery

    In the realm of website design and development, imagery plays a crucial role in capturing the attention of visitors and effectively conveying information about a brand, product, or service. This guide delves into the strategies and principles needed to create captivating visuals that enhance the user experience and achieve desired website impact.

    Strategies for Effective Website Imagery

    Choosing High-Quality Images

    It’s critical to select high-quality images to create a visually appealing website. Enhance professionalism and overall user experience by choosing clear, properly lit, and visually engaging images

    Relevance and Context

    Aligning imagery with the content it accompanies is essential. When selecting images that are directly relevant to your brand or product message, the understanding of the user is enhanced, and engagement is increased, thus avoiding generic stock photos that add little value is key.

    Visual Hierarchy and Composition

    Utilize visual hierarchy techniques to guide users’ attention and convey information effectively. Consider the rule of thirds to create balanced compositions and strategically employ white-space to provide visual breathing space and emphasize key elements.

    Consistency in Style and Branding

    Maintaining a consistent visual style throughout your website creates a cohesive and memorable user experience. Aligning imagery with your brand identity, incorporating consistent color palettes, typography, and overall aesthetics, reinforces brand recognition and professionalism.

    User-Centered Approach

    Keeping your target audience in mind is essential. Understanding their preferences, demographics, and expectations allows you to tailor the visuals to resonate with their needs and emotions, enhancing the overall user experience.

    Principles for Effective Website Imagery

    Principles provide a framework for optimizing website imagery, ensuring accessibility, performance, and legal compliance.

    Accessibility and Inclusivity

    Ensuring your website imagery is accessible to all users is crucial. Providing alternative text (alt text) for images allows visually impaired users to understand the content. Including captions or descriptions for complex or informative images further enhances inclusivity. Testing the website with accessibility tools guarantees an inclusive experience for all users.

    Performance Optimization

    Optimizing image files for the web is vital for website performance. Compressing images without compromising quality reduces loading times. Properly resizing and cropping images for different devices ensures optimal display. Leveraging techniques like lazy loading, responsive images, caching, and content delivery networks (CDNs) contributes to faster image delivery and improved performance.

    A/B Testing and Analytics

    Continuously evaluating the performance of website imagery through A/B testing allows you to compare different images and determine which ones drive better user engagement. Utilizing analytics tools provides valuable data-driven insights into the effectiveness of your visuals. By iterating and optimizing based on the results, you can continually improve the impact of your website imagery.

    Copyright Compliance and Licensing

    Adhering to copyright laws and obtaining proper licenses for all images used on your website is essential. Choosing royalty-free stock photos or creating original images helps avoid legal issues. Providing necessary credits to photographers or image sources ensures compliance with licensing requirements.


    Implementing effective strategies and adhering to the principles outlined in this guide will create visually captivating websites that engage users, reinforce brand messages, and deliver a memorable user experience. Embrace the power of imagery and continually refine and optimize your website visuals to stay ahead in the competitive online landscape.

    Why UX Design is Critical

    When it comes to design, what do most people think of? They want their product to look visually appealing, oftentimes visually stunning and unique while also conveying a specific message or branding. Maybe they want their design to be easy to look at and easy to use. These are all important factors in how design is created and built. But there is so much more underneath the surface to design that contributes to a successful end product, that the everyday person may not realize. 

    Most people can assume the basic principles of UI (User Interface ) design. UI is the type of design that focuses on these core solutions:

    • Do users find it attractive? 
    • Are the interactive elements intuitive?
    • Does the design feel natural and provoke a positive response?

    But the real magic happens when the UX (User Experience) is applied. UX is a science, using psychology, logic, and intuition to create designs that will take the beauty of UI and make it practical to use for the targeted user. UX core principles can be summed up as:

    • How do users feel about the website? 
    • How seamless is the users’ flow throughout the site?
    • How easy is it for users to accomplish their goals?

    Most people walk into a project knowing they want a beautiful design that will convey the value of the product or service. But the equally important and often overlooked portion of UX design is what can make or break a product. We have gathered 3 of the best examples in modern design history that best show how UX design is critical to the success of an overall end product. When done well, it can be life-changing, but when done wrong, results can be devastating.

    PCs Before Windows – or MS-DOS

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    Windows 1.0 was the first graphical operating system. Today  we are spoiled with great interfaces, so this may not look like much, but on the day of its release, it was revolutionary. Before Windows 1.0, there weren’t  many user-friendly options in the market. MS-DOS is a good example of what was available to the consumer in the 80s.  Windows successfully accommodated the use of a mouse, allowing it to work with several applications at once. Furthermore, the new operating system introduced a few of its own new apps such as Write and Paint. The biggest difference between the two systems is that before Windows, the user intent was only about task compilation. Windows gave attention to how the user will achieve his tasks, and how to make him comfortable in the process. Windows 1.0 revolutionized computer operating systems, paving the way for the future we enjoy today. 

    Searching the Web: Google vs AltaVista

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    Today, Google is a staple in our everyday lives. In fact, many people use it as a verb (how many times a day do you hear “Google it”?) In the 90’s, a plethora of other search engines existed: Excite, Webcrawler, and Yahoo just to name a few. AltaVista was one of the before-mentioned search engines. The biggest difference in the user experience was cognitive overload. AltaVista suggested so many topics from the get-go, that it was easy to forget what it was that you were looking for. Google simplified this by keeping it just  a space for users to search.

    The difference is in how Google thought about the user flow. Google understood that the user wanted to come and start his task (searching) immediately without distractions. It created the simplest task flow possible. That’s a good example of great UX – when the most important thing is to help the user to get from point A to point B with the least friction possible.

    Lincoln’s Disastrous Automobile Recall

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    In 2015, Lincoln needed to recall more than 10,000 cars. What happened? A button misplacement. Usually, long discussions about button placing sound petty and unneeded, and even I have to admit that sometimes they are, but not in this case. The “Turn Engine Off” button was placed right above the “Sport” button for spirited driving. This placement created a hazardous situation where a person that was driving at high speeds would press to turn their engine off. Lincoln recalled the cars and created a fast design fix, where they changed the location of the button. This simple design flaw cost Lincoln millions of dollars and put drivers’ lives at risk. 

    User Experience Design is not just a “nice-to-have” feature of design, rather it is a foundational principle of good design and critical for your end-product. When executed successfully, UX can often find a solution to a problem the user did not even know they had, and give the edge needed to cut through the rest of the competition. UX can elevate any product or service to improve its overall functionality and ultimately create happy and satisfied customers that keep coming back.

    Who is Selland Technologies?

    Selland Technologies is a new take on the modern technology, digital and marketing agency that solves the problems that you have had when trying to work with other providers. Most of our customers come to us after working with someone else and having a bad (or poor) experience. We bring a unique approach to building and managing teams that allows us to provide personal service and first-class technology, while being flexible enough to work with a wide variety of companies. 

    Have you worked with a freelancer and not been able to get a hold of them when you need help? We can help you with a dedicated point of contact for every project.

    Have you worked with an off-shore team who struggled to build what you had in mind? Our delivery management team works 1:1 with you to understand, document and plan your project before our engineering team builds it.

    Have you priced out a project and been shocked by the final price? Our fully distributed team provides first-class products in a highly efficient model, saving our clients time and money. We are often able to complete a project faster and at a substantially lower cost than other “boutique” digital and technology agencies.

    Have you developed a marketing campaign with another company and been confused by opaque numbers and confusing reporting? We work with you to understand your goals and develop unique marketing strategies that achieve your goals with clear and frequent reporting and touchpoints.

    Selland Technologies is not just another boutique web development shop or marketing firm. We pride ourselves on our ability to attract top talent from all over the world to tackle problems at every phase of a business journey.  We ensure the success of our clients by leading with 3 core principles to guide our company: 

    • Be Smart
    • Be Kind 
    • Be Ethical

    Being smart doesn’t necessarily mean you have to have a PhD. We look for employees who not only look good on paper but have the attitude and gumption to approach their work with passion and refuse to let setbacks or failure stop them from doing their best. We encourage big ideas and practical solutions. Our teams are passionate about their work and being masters of their craft. We firmly believe that there is always more to learn and room to grow, especially in the exponentially growing technology sector. 

    Being kind is an integral part of how we are so successful while being a fully remote team. We prioritize communication and teamwork, always looking for ways to help each other out and ensure our clients are satisfied and kept up to date. We promote team bonding and always look at any project as a group effort. Whatever problem you have in your business, Selland Technologies has a tight-knit team ready to provide a solution with a smile and a kind word. 

    Being ethical is a non-negotiable quality. In a sector where some companies specialize in churning out quick and poor-quality work to make a quick buck, and other service providers confuse customers with fancy jargon to overcharge, we take pride in our ability to provide quality work and simple solutions at affordable prices. This allows small businesses and start-ups to have access to the same quality of work as our biggest clients. Honesty and transparency is important to how we function and we always keep our clients up to date at every step of the process. 

    If you need a digital service for your business and want an agency you can trust, check out our website to request a free website audit or product strategy session. 

    We don’t acquire clients, we build partnerships. Come be a part of our family.