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January 2020

IS IT TIME FOR AN ONLINE MARKETING MAKEOVER?

IS IT TIME FOR AN ONLINE MARKETING MAKEOVER? 900 600 Kari Switala

If your online marketing is looking a bit out of date, it may be time for a makeover! Giving your marketing a fresh look doesn’t always mean a complete overhaul – there are a few small things you can do that will make a big difference in your online appearance.

REFRESH YOUR TIRED LOGO

If your logo has been around a while, or if it no longer effectively represents your brand, it’s time for a refresh. Again, there’s no need to go overboard here – you don’t necessarily need a whole new logo. A few small changes can do the trick. For instance, you could add a symbol to your current logo or change the color scheme. Our logo has changed 3 times over the years! As you can see, we didn’t make major changes – just tweaked the color scheme each time. The color of your logo should reflect your brand’s persona (more on that in a bit). If your logo’s colors no longer do that, or if your brand’s personality or values have changed, a color refresh could be just what you need.

When making changes, keep current and upcoming design trends in mind to make sure your logo is relevant to today’s market. Simple/minimalist designs, geometric shapes, unusual fonts and gradients or neon colors are a few current trends to take note of. Ultimately, you want a logo that simply and effectively conveys your brand’s ideology and resonates with consumers.

SAY GOODBYE TO STOCK PHOTOS AND HELLO TO CUSTOM PHOTOGRAPHY

If your website is full of generic stock photos, adding some custom photography can make it much more engaging. Stock photos might look fine on your site, but they don’t show potential customers who you are as a company. We recently hired Dan at The Anthologie to do a photoshoot with our entire team and a bucket of props! Not only was it a lot of fun, but we ended up with great photos that represent who we are in a simple but effective way. Photos of your team also show potential clients who they will be working with. This helps consumers get to know you a bit before they even meet with you!

Updating your photos on a regular basis also shows potential clients that you’re keeping up with trends and are on top of things. This goes a long way to building consumer confidence. Also, make sure your photos are optimized for both desktop and mobile (a good photographer can help with that). And don’t forget your social media photos! Regularly changing photos on social media helps to keep engagement up. People are inundated with images every day – to stay relevant, you need to update your photos often.

 

SHAKE UP YOUR EMAILS WITH NEW HEADERS

Keep your emails fresh and relevant by using updated headers that reflect seasonal elements or highlight upcoming special events. It’s an easy change that doesn’t take a ton of time and helps make your emails more eye-catching. Your email header should grab people’s attention and make them want to continue reading. In order to do that, you need to change it up often. Your clients’ inboxes are likely filled with countless new emails on a daily basis, so make sure your email headers stand out in the crowd. We love using www.canva.com to create ours – check it out!

CREATE AN ONLINE LOOK THAT REFLECTS YOUR PERSONA

Ours is all about fun, passion & creativity…wait till you see our new website (coming soon)! What is your brand’s persona? If you’re not sure, imagine your brand as an actual human being. How would you describe them? What would their name be? How about their favorite color? Favorite food? How would they dress? Thinking of your brand in this way helps put into words who you are as a company, what your values are, and what you want to communicate to your clients and potential customers.

People love a good story. Use your online presence to tell the story of who you are. What are you passionate about as a business? How did your company get its start? Why do you do what you do? Everything on your site should help tell this story, from the words you use to your photos and color scheme. Consumers love this kind of personalization – it helps them feel connected to you, which in turn builds trust.

SPRING FOR A PROFESSIONAL HEADSHOT

Headshots can get dated quickly, as hair and clothing styles change often. If it’s been awhile since you last had your headshot taken, it’s time for a new one. Your headshot allows people to get to know you a bit before they meet you. As we’ve mentioned already, that puts people at ease and builds trust. This is crucial both for potential clients and potential employers! Therefore, it’s important to have an updated headshot on your website and all social media accounts – especially LinkedIn.

When you have your photos taken, make sure what you wear reflects your personality and your current or prospective career. Keep it simple with solid colors (avoid solid white or fluorescent colors, and choose darks or neutrals for outerwear). Bringing a tie or scarf and a couple of layers will give you options to choose from. And though you may feel silly doing it, practice your smile! Really – get in front of a mirror and practice to see what your smile looks like. You’re going for a relaxed, at ease smile.

These are just a few ideas to keep your online look fresh and relevant. Need help with any of these things, or more great ideas? We’d love to help you look fantastic online – contact us today to see what we can do for you!

TARGETED MARKETING…IS IT REALLY THAT IMPORTANT?

TARGETED MARKETING…IS IT REALLY THAT IMPORTANT? 900 600 Kari Switala

Targeted Marketing: Why It’s Important For Your Business To Consider Implementing

More and more businesses are using targeted marketing to reach new customers and engage more effectively with their long-term clients. If you’ve reached a plateau with your current marketing strategies, targeted marketing could be the jolt your business needs to start growing again.

 

What Is Targeted Marketing?

Targeted marketing uses artificial intelligence to predict what audience will be most likely to engage with your business, allowing you to focus your content on those demographics. It uses a wide variety of data to do this, including (but not limited to) things like location, age, type of device used, and what companies or products the consumer has engaged with online in the past. It’s a way to streamline your marketing, making it much more effective (and therefore saving you money!).

You may have noticed that as you browse the internet, the ads you see reflect websites you have visited, products you have searched for, and websites and products that are similar. This is a prime example of targeted marketing. Another example would be when you log into a site you have ordered items from before and the site not only offers you the option to re-order those products with the click of a button, but also suggests similar items to buy. The website has kept track of what you ordered in the past and used that data to personalize the content you see. If you have experienced this before, you know how effective this type of marketing can be.

Targeted marketing can be used with your CRM as well, allowing you to create relevant content like blog posts, emails and newsletters for your clients based on the information you have stored about them and how they have interacted with you in the past. This type of personalized interaction shows your clients that they, the individual, are important to you – they’re not just another consumer. In the digital world we live in, offering personalized content like this can be crucial to both increasing your customer base and retaining current clients.

How Can Targeted Marketing Positively Affect Your Business?

Every piece of content you put out there is an opportunity to create a positive impression in the minds of your readers. Content that is thoughtful and informative makes readers want to engage with you and know more about what your brand offers. It turns prospects into customers, and one-time customers into long-term clients. Which is exactly what we’re all looking for, right?

You may be thinking, “Sure, that sounds great, but does it really work?” Let’s take a look at some numbers.

  • More than 80% of consumers have purchased a product or service as a result of interacting with a company’s online content marketing, according to a 2018 Clutch survey.
  • The same survey noted that 53% of consumers are more likely to become repeat visitors to a company’s website after engaging with their online content. In other words, targeted marketing can significantly increase repeat traffic to your website (and boost your SEO ratings as well).
  • A ContentWriters study in 2019 showed that 61% of business marketers surveyed were publishing content several times per week, and 89% of those marketers reported getting higher quality leads from that content marketing vs other types of marketing.
  • 71% of consumers are willing to spend more to support companies they trust, and 82% say trust is the tiebreaker when deciding between similar products or services. (Reader’s Digest Most Trusted Brand Survey 2018). Targeted marketing is an opportunity to give consumers quality, relevant content every time they interact with you. This consistency builds trust, and establishing trust is a crucial first step to gaining repeat customers.
  • In fact, 96% of the most successful business-to-business content marketers say their targeted audience views them as a trusted and reliable source of information (B2B Content Marketing 2019 by Content Marketing Institute).

Targeted Marketing Is The Key To Your Success

You can see why in 2019, 82% of CMOs were planning to increase their digital content budgets by 50% (Nielsen 2018 CMO Report)! Companies are finding that targeted content marketing, including blogs, social media, video, and SEO, are indispensable to the success of their business.

If you’ve been on the fence about adding targeted content to your marketing strategy, now is the time to take the leap. Contact us to get started with targeted marketing today. Your business will reap the benefits of personalized content for years to come.