We have kept our most Spanish team member way to hidden, now we felt that it was time to share some words about websites from our web developer Pablo Castilla
– When a customer decides he wants a website, or an update/redo from their old web, the first question should be; do you really need a website?
It can sound a bit strange to ask that working as web developer, but it is a very valid question when today their are so many channels on the internet for your communication and a limited time for spending in your digital marketing, so here we are, asking the customer if they need a website. Ask yourself, do you? Well, if you have come to us, you most likely think you do! Well, let’s go through a short analysis of your company, the time you have and most important part: your audience.
So, a website, right. It is a piece of information about your company that will be accessible in internet via a URL, it has to comply to certain standards to be considered a good healthy website and it should be found when people are searching for the products or services you sell. That is a very short summary of what you need to know. There is much more (let me know if you are interested in learning more), but we can have it as a summary to start. So, do you need this platform to work?
There are other channels today, like social media (SOME), newsletters, Portfolio platforms, Video channels, Google Business options, that can be your main channel… you could even try to contact your public via a Tiktok account, so why a web? Well, it is the most global and easiest to reach. Not everyone will have a Facebook or even an email (really? Yes, that happens), or watch Youtube. I even refuse to download Tiktok. But almost everyone today has a telephone or a way to get in internet. And then, 92% will search via Google, and google most likely will need a website to show your company to people.
So, if you don’t have a very strong SOME channel or are very focused in a certain area, yes! You need a website to reach your public. And there is where the concept web strategy comes to play.
So I need a website. What is the next step?
Then let’s talk about web strategy then!
What is web strategy?
If you ask Google you will receive a bunch of different explanations but we can agree that it is what you do in your website to get a result. Everything you do in your website should have a meaning. If you have a medium to big company it is very likely you have a business plan, the web strategy is the activities we do in order to pursue that plan, with one or many goals to fulfill, in consonance with our business development strategy. If you don’t have a business plan, just think in the strategies you use to achieve something that you want with your website.
For example, if our website is a webshop, the main goal to fulfill usually is to sell our products online. The secondary goals would be to make the customer trust our brand, to communicate our offers, to make people subscribe to our newsletter, etc.
Once we have a web strategy, we know what we need, it is alot easier to decide how to build our digital presence, having always in mind our main and secondary goals. Every time you do something on the website you should pursue some goal, and each page should be built with that in mind, from the start page (usually the most important one) to each of the subpages the customer can visit.
So, what should I do then once I start?
You should build each page thinking of your audience. You want to have some call to action (CTA) telling the visitor what they should do (really? Do they not know what to do? Well, sometimes, make it easier for them and Google to know what you think a visitor should do). You should create the website texts according to what the people that is relevant to your business is searching, and definitely you should use some analytics tool to follow how are those fantastic goals that we have talked about going!
Are we talking about google analytics?
That is definitely the most popular web analytics service, and the easiest to use if you ask me. Once your website is online, how would you know if a campaign is working properly, if an advertisement is driving business or at least creating new users to your website that would come later and buy something? All those questions answer is Google Analytics. And Google has created a tool that is extremely easy to install and use. Once the tracking code you get creating your account is installed, you start to get information immediately. (ps. Google is soon doing a big update concerned to analytics and everyone should create a GA4 account, in order to compare to previous years and keep track of your stats, if you have not done it yet)
Now we can follow what the users are doing (once they have accepted to be tracked, don’t forget that part), so the next part is to create conversions in google Analytics that can give us information about our business goals.
What again? Conversions?
Google Analytics gives a ton of info, that can be interpreted and used, but remember what we said before: we have goals to achieve. Sell, create trust, subscribe customers to our newsletter, make people contact us… That is the most important info that we need to know, because it is the best way to see that we are using our website properly. Google analytics is best used once we have an amount of information to compare, looking how one year went in comparison with another, or how a campaign delivered against another. And the conversions are the events related to the website that we tell google we have achieved a goal:
The ”thank you” page that usually comes after successfully shopping online is usually counted as a conversion. If our goal is the get customers to send as an email, then clicking in our email address will be a conversion. Every other action that is interesting to us but doesn’t qualify as a conversion should also be saved, but instead as a conversion, we can save it as an event, a “lead” event that can develop to a conversion later.
Too much technical words now…
Agreed. Let’s make a short summary then.
Do you need a website? Look at your audience and the way you communicate with it.
Building a website should include a study in how the people is going to find you and customizing your goals to that public search intent. The website and the search engine should work seamlessly.
Once you know your channels, your public and how you are going to reach them, mark your digital goals via a web strategy and create a list of activities that can lead to fulfilling those goals. These goals should be possible to measure via a web statistic tool like Google Analytics.
Now you have all prepared: analysis, texts, goals, and strategies to achieve them, and a way to know if they are working. You are ready to go. Or perhaps you want us to help you? Give us a call. We are very happy to help you!
Pd. Are you interested in a further article about any of the topics in this one? Send us a mail or better, give a call or pay us a visit! We can talk in Swedish, English, Spanish and if you believe Christoffer, even Norwegian.
We have kept our most Spanish team member way to hidden, now we felt that it was time to share some words about websites from our web developer Pablo Castilla
– When a customer decides he wants a website, or an update/redo from their old web, the first question should be; do you really need a website?
It can sound a bit strange to ask that working as web developer, but it is a very valid question when today their are so many channels on the internet for your communication and a limited time for spending in your digital marketing, so here we are, asking the customer if they need a website. Ask yourself, do you? Well, if you have come to us, you most likely think you do! Well, let’s go through a short analysis of your company, the time you have and most important part: your audience.
So, a website, right. It is a piece of information about your company that will be accessible in internet via a URL, it has to comply to certain standards to be considered a good healthy website and it should be found when people are searching for the products or services you sell. That is a very short summary of what you need to know. There is much more (let me know if you are interested in learning more), but we can have it as a summary to start. So, do you need this platform to work?
There are other channels today, like social media (SOME), newsletters, Portfolio platforms, Video channels, Google Business options, that can be your main channel… you could even try to contact your public via a Tiktok account, so why a web? Well, it is the most global and easiest to reach. Not everyone will have a Facebook or even an email (really? Yes, that happens), or watch Youtube. I even refuse to download Tiktok. But almost everyone today has a telephone or a way to get in internet. And then, 92% will search via Google, and google most likely will need a website to show your company to people.
So, if you don’t have a very strong SOME channel or are very focused in a certain area, yes! You need a website to reach your public. And there is where the concept web strategy comes to play.
So I need a website. What is the next step?
Then let’s talk about web strategy then!
What is web strategy?
If you ask Google you will receive a bunch of different explanations but we can agree that it is what you do in your website to get a result. Everything you do in your website should have a meaning. If you have a medium to big company it is very likely you have a business plan, the web strategy is the activities we do in order to pursue that plan, with one or many goals to fulfill, in consonance with our business development strategy. If you don’t have a business plan, just think in the strategies you use to achieve something that you want with your website.
For example, if our website is a webshop, the main goal to fulfill usually is to sell our products online. The secondary goals would be to make the customer trust our brand, to communicate our offers, to make people subscribe to our newsletter, etc.
Once we have a web strategy, we know what we need, it is alot easier to decide how to build our digital presence, having always in mind our main and secondary goals. Every time you do something on the website you should pursue some goal, and each page should be built with that in mind, from the start page (usually the most important one) to each of the subpages the customer can visit.
So, what should I do then once I start?
You should build each page thinking of your audience. You want to have some call to action (CTA) telling the visitor what they should do (really? Do they not know what to do? Well, sometimes, make it easier for them and Google to know what you think a visitor should do). You should create the website texts according to what the people that is relevant to your business is searching, and definitely you should use some analytics tool to follow how are those fantastic goals that we have talked about going!
Are we talking about google analytics?
That is definitely the most popular web analytics service, and the easiest to use if you ask me. Once your website is online, how would you know if a campaign is working properly, if an advertisement is driving business or at least creating new users to your website that would come later and buy something? All those questions answer is Google Analytics. And Google has created a tool that is extremely easy to install and use. Once the tracking code you get creating your account is installed, you start to get information immediately. (ps. Google is soon doing a big update concerned to analytics and everyone should create a GA4 account, in order to compare to previous years and keep track of your stats, if you have not done it yet)
Now we can follow what the users are doing (once they have accepted to be tracked, don’t forget that part), so the next part is to create conversions in google Analytics that can give us information about our business goals.
What again? Conversions?
Google Analytics gives a ton of info, that can be interpreted and used, but remember what we said before: we have goals to achieve. Sell, create trust, subscribe customers to our newsletter, make people contact us… That is the most important info that we need to know, because it is the best way to see that we are using our website properly. Google analytics is best used once we have an amount of information to compare, looking how one year went in comparison with another, or how a campaign delivered against another. And the conversions are the events related to the website that we tell google we have achieved a goal:
The ”thank you” page that usually comes after successfully shopping online is usually counted as a conversion. If our goal is the get customers to send as an email, then clicking in our email address will be a conversion. Every other action that is interesting to us but doesn’t qualify as a conversion should also be saved, but instead as a conversion, we can save it as an event, a “lead” event that can develop to a conversion later.
Too much technical words now…
Agreed. Let’s make a short summary then.
Do you need a website? Look at your audience and the way you communicate with it.
Building a website should include a study in how the people is going to find you and customizing your goals to that public search intent. The website and the search engine should work seamlessly.
Once you know your channels, your public and how you are going to reach them, mark your digital goals via a web strategy and create a list of activities that can lead to fulfilling those goals. These goals should be possible to measure via a web statistic tool like Google Analytics.
Now you have all prepared: analysis, texts, goals, and strategies to achieve them, and a way to know if they are working. You are ready to go. Or perhaps you want us to help you? Give us a call. We are very happy to help you!
Pd. Are you interested in a further article about any of the topics in this one? Send us a mail or better, give a call or pay us a visit! We can talk in Swedish, English, Spanish and if you believe Christoffer, even Norwegian.
We have kept our most Spanish team member way to hidden, now we felt that it was time to share some words about websites from our web developer Pablo Castilla
– When a customer decides he wants a website, or an update/redo from their old web, the first question should be; do you really need a website?
It can sound a bit strange to ask that working as web developer, but it is a very valid question when today their are so many channels on the internet for your communication and a limited time for spending in your digital marketing, so here we are, asking the customer if they need a website. Ask yourself, do you? Well, if you have come to us, you most likely think you do! Well, let’s go through a short analysis of your company, the time you have and most important part: your audience.
So, a website, right. It is a piece of information about your company that will be accessible in internet via a URL, it has to comply to certain standards to be considered a good healthy website and it should be found when people are searching for the products or services you sell. That is a very short summary of what you need to know. There is much more (let me know if you are interested in learning more), but we can have it as a summary to start. So, do you need this platform to work?
There are other channels today, like social media (SOME), newsletters, Portfolio platforms, Video channels, Google Business options, that can be your main channel… you could even try to contact your public via a Tiktok account, so why a web? Well, it is the most global and easiest to reach. Not everyone will have a Facebook or even an email (really? Yes, that happens), or watch Youtube. I even refuse to download Tiktok. But almost everyone today has a telephone or a way to get in internet. And then, 92% will search via Google, and google most likely will need a website to show your company to people.
So, if you don’t have a very strong SOME channel or are very focused in a certain area, yes! You need a website to reach your public. And there is where the concept web strategy comes to play.
So I need a website. What is the next step?
Then let’s talk about web strategy then!
What is web strategy?
If you ask Google you will receive a bunch of different explanations but we can agree that it is what you do in your website to get a result. Everything you do in your website should have a meaning. If you have a medium to big company it is very likely you have a business plan, the web strategy is the activities we do in order to pursue that plan, with one or many goals to fulfill, in consonance with our business development strategy. If you don’t have a business plan, just think in the strategies you use to achieve something that you want with your website.
For example, if our website is a webshop, the main goal to fulfill usually is to sell our products online. The secondary goals would be to make the customer trust our brand, to communicate our offers, to make people subscribe to our newsletter, etc.
Once we have a web strategy, we know what we need, it is alot easier to decide how to build our digital presence, having always in mind our main and secondary goals. Every time you do something on the website you should pursue some goal, and each page should be built with that in mind, from the start page (usually the most important one) to each of the subpages the customer can visit.
So, what should I do then once I start?
You should build each page thinking of your audience. You want to have some call to action (CTA) telling the visitor what they should do (really? Do they not know what to do? Well, sometimes, make it easier for them and Google to know what you think a visitor should do). You should create the website texts according to what the people that is relevant to your business is searching, and definitely you should use some analytics tool to follow how are those fantastic goals that we have talked about going!
Are we talking about google analytics?
That is definitely the most popular web analytics service, and the easiest to use if you ask me. Once your website is online, how would you know if a campaign is working properly, if an advertisement is driving business or at least creating new users to your website that would come later and buy something? All those questions answer is Google Analytics. And Google has created a tool that is extremely easy to install and use. Once the tracking code you get creating your account is installed, you start to get information immediately. (ps. Google is soon doing a big update concerned to analytics and everyone should create a GA4 account, in order to compare to previous years and keep track of your stats, if you have not done it yet)
Now we can follow what the users are doing (once they have accepted to be tracked, don’t forget that part), so the next part is to create conversions in google Analytics that can give us information about our business goals.
What again? Conversions?
Google Analytics gives a ton of info, that can be interpreted and used, but remember what we said before: we have goals to achieve. Sell, create trust, subscribe customers to our newsletter, make people contact us… That is the most important info that we need to know, because it is the best way to see that we are using our website properly. Google analytics is best used once we have an amount of information to compare, looking how one year went in comparison with another, or how a campaign delivered against another. And the conversions are the events related to the website that we tell google we have achieved a goal:
The ”thank you” page that usually comes after successfully shopping online is usually counted as a conversion. If our goal is the get customers to send as an email, then clicking in our email address will be a conversion. Every other action that is interesting to us but doesn’t qualify as a conversion should also be saved, but instead as a conversion, we can save it as an event, a “lead” event that can develop to a conversion later.
Too much technical words now…
Agreed. Let’s make a short summary then.
Do you need a website? Look at your audience and the way you communicate with it.
Building a website should include a study in how the people is going to find you and customizing your goals to that public search intent. The website and the search engine should work seamlessly.
Once you know your channels, your public and how you are going to reach them, mark your digital goals via a web strategy and create a list of activities that can lead to fulfilling those goals. These goals should be possible to measure via a web statistic tool like Google Analytics.
Now you have all prepared: analysis, texts, goals, and strategies to achieve them, and a way to know if they are working. You are ready to go. Or perhaps you want us to help you? Give us a call. We are very happy to help you!
Pd. Are you interested in a further article about any of the topics in this one? Send us a mail or better, give a call or pay us a visit! We can talk in Swedish, English, Spanish and if you believe Christoffer, even Norwegian.
Det är fascinerande hur ofta det förflutna används som snuttefilt när framtiden känns obekväm. Ahmed Zaki Yamani, legendarisk f.d. oljeminister i Saudiarabien, konstaterade redan på 1990-talet att stenåldern inte tog slut på grund av stenbrist. Den tog slut för att vi hittade något bättre. Det borde vara en självklar läxa för alla insnöade nationalekonomer, industrimagnater, aktivistinvesterare, högerbloggare och populistpolitiker, men citatet tolkas alltjämt som en kuriositet i stället för ett strategiskt vägskäl.
När backspegeln blir frontkamera Världen står bokstavligen i brand och ändå ser vi just nu en återkomst av fossilromantiken. Direktreduktion av järnmalm med vätgas förlöjligas, vindkraft kallas fula fläktparker och subventionshaveri medan Northvolts kollaps används som bevis för att hela den gröna omställningen är ett luftslott. Argumentationen är vilseledande. Northvolt kraschade inte för att batterier är en dålig idé, utan för att bolaget agerade som om kapital, kompetens och kapacitet var oändligt. Ett strategiskt haveri som lika gärna kunde drabbat vilket traditionellt industriprojekt som helst.
Samtidigt göder EU ett protektionistiskt självbedrägeri med importtullar för kinesiska elbilar på mellan 17 och strax över 45 procent. Det står ganska klart att man inte löser ett teknikhandikapp med tullar; man förlänger bara den oundvikliga omställningen genom att fortsätta bygga 1900-talsprodukter för en världsmarknad som redan befinner sig en bra bit in på 2020-talet.
Misslyckandet från 1971 är Facit Liknelsen med det svenska industrihaveriet Facit är slående. Företaget och kronjuvelen inom svensk, mekanisk ingenjörskonst var en gång störst i världen på mekaniska räknemaskiner. 1971 lanserade Japanska Sharp en elektronisk, handhållen och batteridriven, räknemaskin som slog Facits stålmekanik på alla punkter. Men istället för att se elektronik som en framtida teknik och ett hot, såg ledningen det som en nischprodukt – och försökte istället förfina sina mekaniska maskiner. Två år senare var Facit historia. Inte för att världen saknade kugghjul, utan för att kunderna slutade fråga efter dem.
Fossilvurmarna tycks mena att stål, cement och flygresor aldrig kan bli klimatsmarta och att den teknik vi har idag – och haft i generationer – är utvecklingens gyllene krona. Det är en häpnadsväckande historielös position. Innovationer tar alltid sin början i någonting dyrt, klumpigt och ofullständigt – tills någon löser ekvationen och gör dem oumbärliga.
Efterfrågan gör utvecklingskurvan exponentiell Ta laddtider för elbilar som ett exempel. För fem år sedan var 30 minuter från 10 till 80 procents laddning ett ingenjörsmirakel. Nu visar kinesiska biltillverkaren BYD på fälttester där megawattladdning ger 40 mil fem minuter. Batteritillverkaren CATL kontrar med Shenxing-batterier som ger 52 mil på lika kort tid. Koreanska Samsung SDI skissar på solid-state-paket med 100 mils räckvidd och nio minuters laddning, medan Toyota siktar på liknande siffror i serieproduktion 2027. Visst kan man raljera över företagens pressmeddelanden, men utvecklingskurvan är bara linjär tills den plötsligt blir exponentiell.
Och märk väl batteriutvecklingen och materialskiftet: kinesiska BYD och CATL satsar på litium-järnfosfat med mangan, som i princip fria från dyra, politiskt tveksamma och försörjningskänsliga metaller. När råvaruargumentet faller, vad återstår då av kritiken?
En 17-årings långfinger åt det reaktionära Om någon tvivlar på att nyfikenhet slår cynism, är det bara att kolla in Robert Sansone. Den 17-årige amerikanske gymnasieeleven har byggt en prototyp till en elmotor som är fri från sällsynta jordartsmetaller och med 39 procent högre vridmoment än dagens synkronmotorer. Han har inte tillgång till några miljardsubventioner, men driver ändå fram en lösning som kan kapa både kostnad och klimatavtryck. Som dessutom är effektivare och bättre än dagens motorer.
Återigen upprepar sig alltså historien. Innovationen kommer ofta från oväntat håll och underminerar hela värdekedjor över en natt. Där styrelse och koncernledningen på Facit ignorerade kiselchippen, står den traditionella bilindustrin nästan lika handfallna inför elektriska drivlinor, nya motortopologier och additive manufacturing.
Inte slutet, inte ens början på slutet… Det krävs ingen djupare efterforskning eller ett strålande intellekt för att inse att ingen era tar slut för att en råvara tar slut eller ett teknikparadigm slutar fungera; den tar slut när en smartare lösning blir billigare, bättre eller bådadera. Vi har redan passerat den punkt där förnybar el är billigare än fossil i stora delar av världen. Batteritekniken jagar samma brytpunkt. När det inträffar kommer kommer det bli riktigt kämpigt att argumentera för och försvara fossilteknologier.
Så nästa gång någon självgod bakåtsträvare triumferande pekar på ett enskilt haveri – Northvolt eller annat – fråga om de verkligen vill sätta hela sin trovärdighet runt den industriella framtiden på ett kort, där utfallet redan historiskt visat sig oundvikligt. För de som äger stora visioner och driver fram nya lösningar kanske famlar ibland, men de går åtminstone framåt.
Jenny Andersson Eman var med och startade Formsmedjan 2008 och jobbade här fram till 2017. Efter åtta år som kommunikatör hos Bodenbo återvänder hon nu till Formsmedjan som projektledare och strateg.
-Det känns som att komma hem igen, säger Jenny med ett leende.
Jenny har haft stor betydelse för Formsmedjans utveckling. Redan under sin utbildning till industriell designer vid LTU gjorde hon sitt examensarbete hos det anrika skomakeri- och skinnhantverkarföretaget Kero. Ett samarbete som resulterade i att Kero blev Formsmedjans allra första kund.
-Något som utmärker Formsmedjan och som är ett kvalitetstecken i sig, är att byrån har väldigt långsiktiga kundrelationer. Kero är fortfarande kund efter mer än 15 år, säger Jenny.
Med Jennys återkomst kommer Formsmedjan att ha stor nytta av hennes erfarenhet och nya idéer, som kommer att stärka byråns utvecklingsarbete och kundrelationer ytterligare.
-När man har varit borta ett tag ser man på verksamheten med nya ögon. Jag hoppas kunna bidra med lite nya förslag och starta några spännande utvecklingsprojekt.
Formsmedjan har fått tillfällig förstärkning av praktikanterna Sara och Natalia, som är mitt uppe i sin tvååriga utbildning inom digital marknadsföring på IHM Business School.
–Vi har fått arbeta mycket med Google Ads och Google Analytics och hur systemen fungerar. Det har varit väldigt lärorikt, säger Sara och får medhåll av Natalia:
–Även efter kurserna på skolan i Google Ads finns det mycket att lära. Då är det jättebra att sitta nära och arbeta tillsammans med Pablo, han är duktig på det.
Både Sara och Natalia tycker att de på Formsmedjan har haft mycket nytta av kursen i medieplanering där de fick känna på hur man arbetar med kreativitet och strategiskt tänkande.
–På Formsmedjan har vi verkligen fått chansen att arbeta med kommunikation i ett helhetsperspektiv, med strategi och planering, samtidigt som vi har fått fördjupa oss i de digitala verktygen, berättar Sara.
–Jag har bland annat fått sitta med Christoffer och lägga upp grunden för en kunds varumärkesstrategiska modell. Det var jätteintressant, säger Natalia.
Och till några som går en utbildning i digital kommunikation är frågan given: vad trendar och kommer bli viktigt gällande digital kommunikation om tio år?
–AI så klart. Den tar plats överallt nu. Men än så länge behövs människan där och kontrollerar. TikTok kommer bli en allt viktigare marknadsföringskanal med sina reels, spår Sara.
Natalia håller med men hoppas att utvecklingen går åt ett annat håll.
–Det här ständiga bombarderandet av splittrad information är inte bra för våra hjärnors utveckling. Vi måste kunna reflektera, tänka och analysera också. Vi får inte fastna i den där 15-sekunders-fällan.
Det är fascinerande hur ofta det förflutna används som snuttefilt när framtiden känns obekväm. Ahmed Zaki Yamani, legendarisk f.d. oljeminister i Saudiarabien, konstaterade redan på 1990-talet att stenåldern inte tog slut på grund av stenbrist. Den tog slut för att vi hittade något bättre. Det borde vara en självklar läxa för alla insnöade nationalekonomer, industrimagnater, aktivistinvesterare, högerbloggare och populistpolitiker, men citatet tolkas alltjämt som en kuriositet i stället för ett strategiskt vägskäl.
När backspegeln blir frontkamera Världen står bokstavligen i brand och ändå ser vi just nu en återkomst av fossilromantiken. Direktreduktion av järnmalm med vätgas förlöjligas, vindkraft kallas fula fläktparker och subventionshaveri medan Northvolts kollaps används som bevis för att hela den gröna omställningen är ett luftslott. Argumentationen är vilseledande. Northvolt kraschade inte för att batterier är en dålig idé, utan för att bolaget agerade som om kapital, kompetens och kapacitet var oändligt. Ett strategiskt haveri som lika gärna kunde drabbat vilket traditionellt industriprojekt som helst.
Samtidigt göder EU ett protektionistiskt självbedrägeri med importtullar för kinesiska elbilar på mellan 17 och strax över 45 procent. Det står ganska klart att man inte löser ett teknikhandikapp med tullar; man förlänger bara den oundvikliga omställningen genom att fortsätta bygga 1900-talsprodukter för en världsmarknad som redan befinner sig en bra bit in på 2020-talet.
Misslyckandet från 1971 är Facit Liknelsen med det svenska industrihaveriet Facit är slående. Företaget och kronjuvelen inom svensk, mekanisk ingenjörskonst var en gång störst i världen på mekaniska räknemaskiner. 1971 lanserade Japanska Sharp en elektronisk, handhållen och batteridriven, räknemaskin som slog Facits stålmekanik på alla punkter. Men istället för att se elektronik som en framtida teknik och ett hot, såg ledningen det som en nischprodukt – och försökte istället förfina sina mekaniska maskiner. Två år senare var Facit historia. Inte för att världen saknade kugghjul, utan för att kunderna slutade fråga efter dem.
Fossilvurmarna tycks mena att stål, cement och flygresor aldrig kan bli klimatsmarta och att den teknik vi har idag – och haft i generationer – är utvecklingens gyllene krona. Det är en häpnadsväckande historielös position. Innovationer tar alltid sin början i någonting dyrt, klumpigt och ofullständigt – tills någon löser ekvationen och gör dem oumbärliga.
Efterfrågan gör utvecklingskurvan exponentiell Ta laddtider för elbilar som ett exempel. För fem år sedan var 30 minuter från 10 till 80 procents laddning ett ingenjörsmirakel. Nu visar kinesiska biltillverkaren BYD på fälttester där megawattladdning ger 40 mil fem minuter. Batteritillverkaren CATL kontrar med Shenxing-batterier som ger 52 mil på lika kort tid. Koreanska Samsung SDI skissar på solid-state-paket med 100 mils räckvidd och nio minuters laddning, medan Toyota siktar på liknande siffror i serieproduktion 2027. Visst kan man raljera över företagens pressmeddelanden, men utvecklingskurvan är bara linjär tills den plötsligt blir exponentiell.
Och märk väl batteriutvecklingen och materialskiftet: kinesiska BYD och CATL satsar på litium-järnfosfat med mangan, som i princip fria från dyra, politiskt tveksamma och försörjningskänsliga metaller. När råvaruargumentet faller, vad återstår då av kritiken?
En 17-årings långfinger åt det reaktionära Om någon tvivlar på att nyfikenhet slår cynism, är det bara att kolla in Robert Sansone. Den 17-årige amerikanske gymnasieeleven har byggt en prototyp till en elmotor som är fri från sällsynta jordartsmetaller och med 39 procent högre vridmoment än dagens synkronmotorer. Han har inte tillgång till några miljardsubventioner, men driver ändå fram en lösning som kan kapa både kostnad och klimatavtryck. Som dessutom är effektivare och bättre än dagens motorer.
Återigen upprepar sig alltså historien. Innovationen kommer ofta från oväntat håll och underminerar hela värdekedjor över en natt. Där styrelse och koncernledningen på Facit ignorerade kiselchippen, står den traditionella bilindustrin nästan lika handfallna inför elektriska drivlinor, nya motortopologier och additive manufacturing.
Inte slutet, inte ens början på slutet… Det krävs ingen djupare efterforskning eller ett strålande intellekt för att inse att ingen era tar slut för att en råvara tar slut eller ett teknikparadigm slutar fungera; den tar slut när en smartare lösning blir billigare, bättre eller bådadera. Vi har redan passerat den punkt där förnybar el är billigare än fossil i stora delar av världen. Batteritekniken jagar samma brytpunkt. När det inträffar kommer kommer det bli riktigt kämpigt att argumentera för och försvara fossilteknologier.
Så nästa gång någon självgod bakåtsträvare triumferande pekar på ett enskilt haveri – Northvolt eller annat – fråga om de verkligen vill sätta hela sin trovärdighet runt den industriella framtiden på ett kort, där utfallet redan historiskt visat sig oundvikligt. För de som äger stora visioner och driver fram nya lösningar kanske famlar ibland, men de går åtminstone framåt.
Jenny Andersson Eman var med och startade Formsmedjan 2008 och jobbade här fram till 2017. Efter åtta år som kommunikatör hos Bodenbo återvänder hon nu till Formsmedjan som projektledare och strateg.
-Det känns som att komma hem igen, säger Jenny med ett leende.
Jenny har haft stor betydelse för Formsmedjans utveckling. Redan under sin utbildning till industriell designer vid LTU gjorde hon sitt examensarbete hos det anrika skomakeri- och skinnhantverkarföretaget Kero. Ett samarbete som resulterade i att Kero blev Formsmedjans allra första kund.
-Något som utmärker Formsmedjan och som är ett kvalitetstecken i sig, är att byrån har väldigt långsiktiga kundrelationer. Kero är fortfarande kund efter mer än 15 år, säger Jenny.
Med Jennys återkomst kommer Formsmedjan att ha stor nytta av hennes erfarenhet och nya idéer, som kommer att stärka byråns utvecklingsarbete och kundrelationer ytterligare.
-När man har varit borta ett tag ser man på verksamheten med nya ögon. Jag hoppas kunna bidra med lite nya förslag och starta några spännande utvecklingsprojekt.
Formsmedjan har fått tillfällig förstärkning av praktikanterna Sara och Natalia, som är mitt uppe i sin tvååriga utbildning inom digital marknadsföring på IHM Business School.
–Vi har fått arbeta mycket med Google Ads och Google Analytics och hur systemen fungerar. Det har varit väldigt lärorikt, säger Sara och får medhåll av Natalia:
–Även efter kurserna på skolan i Google Ads finns det mycket att lära. Då är det jättebra att sitta nära och arbeta tillsammans med Pablo, han är duktig på det.
Både Sara och Natalia tycker att de på Formsmedjan har haft mycket nytta av kursen i medieplanering där de fick känna på hur man arbetar med kreativitet och strategiskt tänkande.
–På Formsmedjan har vi verkligen fått chansen att arbeta med kommunikation i ett helhetsperspektiv, med strategi och planering, samtidigt som vi har fått fördjupa oss i de digitala verktygen, berättar Sara.
–Jag har bland annat fått sitta med Christoffer och lägga upp grunden för en kunds varumärkesstrategiska modell. Det var jätteintressant, säger Natalia.
Och till några som går en utbildning i digital kommunikation är frågan given: vad trendar och kommer bli viktigt gällande digital kommunikation om tio år?
–AI så klart. Den tar plats överallt nu. Men än så länge behövs människan där och kontrollerar. TikTok kommer bli en allt viktigare marknadsföringskanal med sina reels, spår Sara.
Natalia håller med men hoppas att utvecklingen går åt ett annat håll.
–Det här ständiga bombarderandet av splittrad information är inte bra för våra hjärnors utveckling. Vi måste kunna reflektera, tänka och analysera också. Vi får inte fastna i den där 15-sekunders-fällan.
We have kept our most Spanish team member way to hidden, now we felt that it was time to share some words about websites from our web developer Pablo Castilla
– When a customer decides he wants a website, or an update/redo from their old web, the first question should be; do you really need a website?
It can sound a bit strange to ask that working as web developer, but it is a very valid question when today their are so many channels on the internet for your communication and a limited time for spending in your digital marketing, so here we are, asking the customer if they need a website. Ask yourself, do you? Well, if you have come to us, you most likely think you do! Well, let’s go through a short analysis of your company, the time you have and most important part: your audience.
So, a website, right. It is a piece of information about your company that will be accessible in internet via a URL, it has to comply to certain standards to be considered a good healthy website and it should be found when people are searching for the products or services you sell. That is a very short summary of what you need to know. There is much more (let me know if you are interested in learning more), but we can have it as a summary to start. So, do you need this platform to work?
There are other channels today, like social media (SOME), newsletters, Portfolio platforms, Video channels, Google Business options, that can be your main channel… you could even try to contact your public via a Tiktok account, so why a web? Well, it is the most global and easiest to reach. Not everyone will have a Facebook or even an email (really? Yes, that happens), or watch Youtube. I even refuse to download Tiktok. But almost everyone today has a telephone or a way to get in internet. And then, 92% will search via Google, and google most likely will need a website to show your company to people.
So, if you don’t have a very strong SOME channel or are very focused in a certain area, yes! You need a website to reach your public. And there is where the concept web strategy comes to play.
So I need a website. What is the next step?
Then let’s talk about web strategy then!
What is web strategy?
If you ask Google you will receive a bunch of different explanations but we can agree that it is what you do in your website to get a result. Everything you do in your website should have a meaning. If you have a medium to big company it is very likely you have a business plan, the web strategy is the activities we do in order to pursue that plan, with one or many goals to fulfill, in consonance with our business development strategy. If you don’t have a business plan, just think in the strategies you use to achieve something that you want with your website.
For example, if our website is a webshop, the main goal to fulfill usually is to sell our products online. The secondary goals would be to make the customer trust our brand, to communicate our offers, to make people subscribe to our newsletter, etc.
Once we have a web strategy, we know what we need, it is alot easier to decide how to build our digital presence, having always in mind our main and secondary goals. Every time you do something on the website you should pursue some goal, and each page should be built with that in mind, from the start page (usually the most important one) to each of the subpages the customer can visit.
So, what should I do then once I start?
You should build each page thinking of your audience. You want to have some call to action (CTA) telling the visitor what they should do (really? Do they not know what to do? Well, sometimes, make it easier for them and Google to know what you think a visitor should do). You should create the website texts according to what the people that is relevant to your business is searching, and definitely you should use some analytics tool to follow how are those fantastic goals that we have talked about going!
Are we talking about google analytics?
That is definitely the most popular web analytics service, and the easiest to use if you ask me. Once your website is online, how would you know if a campaign is working properly, if an advertisement is driving business or at least creating new users to your website that would come later and buy something? All those questions answer is Google Analytics. And Google has created a tool that is extremely easy to install and use. Once the tracking code you get creating your account is installed, you start to get information immediately. (ps. Google is soon doing a big update concerned to analytics and everyone should create a GA4 account, in order to compare to previous years and keep track of your stats, if you have not done it yet)
Now we can follow what the users are doing (once they have accepted to be tracked, don’t forget that part), so the next part is to create conversions in google Analytics that can give us information about our business goals.
What again? Conversions?
Google Analytics gives a ton of info, that can be interpreted and used, but remember what we said before: we have goals to achieve. Sell, create trust, subscribe customers to our newsletter, make people contact us… That is the most important info that we need to know, because it is the best way to see that we are using our website properly. Google analytics is best used once we have an amount of information to compare, looking how one year went in comparison with another, or how a campaign delivered against another. And the conversions are the events related to the website that we tell google we have achieved a goal:
The ”thank you” page that usually comes after successfully shopping online is usually counted as a conversion. If our goal is the get customers to send as an email, then clicking in our email address will be a conversion. Every other action that is interesting to us but doesn’t qualify as a conversion should also be saved, but instead as a conversion, we can save it as an event, a “lead” event that can develop to a conversion later.
Too much technical words now…
Agreed. Let’s make a short summary then.
Do you need a website? Look at your audience and the way you communicate with it.
Building a website should include a study in how the people is going to find you and customizing your goals to that public search intent. The website and the search engine should work seamlessly.
Once you know your channels, your public and how you are going to reach them, mark your digital goals via a web strategy and create a list of activities that can lead to fulfilling those goals. These goals should be possible to measure via a web statistic tool like Google Analytics.
Now you have all prepared: analysis, texts, goals, and strategies to achieve them, and a way to know if they are working. You are ready to go. Or perhaps you want us to help you? Give us a call. We are very happy to help you!
Pd. Are you interested in a further article about any of the topics in this one? Send us a mail or better, give a call or pay us a visit! We can talk in Swedish, English, Spanish and if you believe Christoffer, even Norwegian.
We have kept our most Spanish team member way to hidden, now we felt that it was time to share some words about websites from our web developer Pablo Castilla
– When a customer decides he wants a website, or an update/redo from their old web, the first question should be; do you really need a website?
It can sound a bit strange to ask that working as web developer, but it is a very valid question when today their are so many channels on the internet for your communication and a limited time for spending in your digital marketing, so here we are, asking the customer if they need a website. Ask yourself, do you? Well, if you have come to us, you most likely think you do! Well, let’s go through a short analysis of your company, the time you have and most important part: your audience.
So, a website, right. It is a piece of information about your company that will be accessible in internet via a URL, it has to comply to certain standards to be considered a good healthy website and it should be found when people are searching for the products or services you sell. That is a very short summary of what you need to know. There is much more (let me know if you are interested in learning more), but we can have it as a summary to start. So, do you need this platform to work?
There are other channels today, like social media (SOME), newsletters, Portfolio platforms, Video channels, Google Business options, that can be your main channel… you could even try to contact your public via a Tiktok account, so why a web? Well, it is the most global and easiest to reach. Not everyone will have a Facebook or even an email (really? Yes, that happens), or watch Youtube. I even refuse to download Tiktok. But almost everyone today has a telephone or a way to get in internet. And then, 92% will search via Google, and google most likely will need a website to show your company to people.
So, if you don’t have a very strong SOME channel or are very focused in a certain area, yes! You need a website to reach your public. And there is where the concept web strategy comes to play.
So I need a website. What is the next step?
Then let’s talk about web strategy then!
What is web strategy?
If you ask Google you will receive a bunch of different explanations but we can agree that it is what you do in your website to get a result. Everything you do in your website should have a meaning. If you have a medium to big company it is very likely you have a business plan, the web strategy is the activities we do in order to pursue that plan, with one or many goals to fulfill, in consonance with our business development strategy. If you don’t have a business plan, just think in the strategies you use to achieve something that you want with your website.
For example, if our website is a webshop, the main goal to fulfill usually is to sell our products online. The secondary goals would be to make the customer trust our brand, to communicate our offers, to make people subscribe to our newsletter, etc.
Once we have a web strategy, we know what we need, it is alot easier to decide how to build our digital presence, having always in mind our main and secondary goals. Every time you do something on the website you should pursue some goal, and each page should be built with that in mind, from the start page (usually the most important one) to each of the subpages the customer can visit.
So, what should I do then once I start?
You should build each page thinking of your audience. You want to have some call to action (CTA) telling the visitor what they should do (really? Do they not know what to do? Well, sometimes, make it easier for them and Google to know what you think a visitor should do). You should create the website texts according to what the people that is relevant to your business is searching, and definitely you should use some analytics tool to follow how are those fantastic goals that we have talked about going!
Are we talking about google analytics?
That is definitely the most popular web analytics service, and the easiest to use if you ask me. Once your website is online, how would you know if a campaign is working properly, if an advertisement is driving business or at least creating new users to your website that would come later and buy something? All those questions answer is Google Analytics. And Google has created a tool that is extremely easy to install and use. Once the tracking code you get creating your account is installed, you start to get information immediately. (ps. Google is soon doing a big update concerned to analytics and everyone should create a GA4 account, in order to compare to previous years and keep track of your stats, if you have not done it yet)
Now we can follow what the users are doing (once they have accepted to be tracked, don’t forget that part), so the next part is to create conversions in google Analytics that can give us information about our business goals.
What again? Conversions?
Google Analytics gives a ton of info, that can be interpreted and used, but remember what we said before: we have goals to achieve. Sell, create trust, subscribe customers to our newsletter, make people contact us… That is the most important info that we need to know, because it is the best way to see that we are using our website properly. Google analytics is best used once we have an amount of information to compare, looking how one year went in comparison with another, or how a campaign delivered against another. And the conversions are the events related to the website that we tell google we have achieved a goal:
The ”thank you” page that usually comes after successfully shopping online is usually counted as a conversion. If our goal is the get customers to send as an email, then clicking in our email address will be a conversion. Every other action that is interesting to us but doesn’t qualify as a conversion should also be saved, but instead as a conversion, we can save it as an event, a “lead” event that can develop to a conversion later.
Too much technical words now…
Agreed. Let’s make a short summary then.
Do you need a website? Look at your audience and the way you communicate with it.
Building a website should include a study in how the people is going to find you and customizing your goals to that public search intent. The website and the search engine should work seamlessly.
Once you know your channels, your public and how you are going to reach them, mark your digital goals via a web strategy and create a list of activities that can lead to fulfilling those goals. These goals should be possible to measure via a web statistic tool like Google Analytics.
Now you have all prepared: analysis, texts, goals, and strategies to achieve them, and a way to know if they are working. You are ready to go. Or perhaps you want us to help you? Give us a call. We are very happy to help you!
Pd. Are you interested in a further article about any of the topics in this one? Send us a mail or better, give a call or pay us a visit! We can talk in Swedish, English, Spanish and if you believe Christoffer, even Norwegian.
