When we are asked to design a logo for a new business or update an existing business’s logo, customers often want to see numerous logo choices. The truth is, designing an excessive number of logos results in a lesser quality product. Think of it this way: you could buy six pairs of really cheap pants that don’t make it more than a few times through the wash or you could spend a little more on one really nice pair of pants that lasts for years. When it comes to logo design it needs to last. Continue reading
Once your company has determined the most successful content marketing and social media campaign, you’ll need to put those great ideas into real-time action. As the old saying goes, it’s easier said than done. How can you transition your content marketing ideas to the Web? What platforms should you be using to increase your social media campaign’s ROI?
This article will explore the specific steps involved in developing your most successful content marketing and social media campaign:
Identify Your Best Platforms
In the world of social media, there are literally hundreds of platforms you can use for your content marketing campaign. With so many Web 2.0 sites jostling for your time and attention, how can you know which one is the right one for your company?
First, you’ll need to identify if your company wants to engage in content marketing on specific niche social media sites, or on general sites. Additionally, you’ll need to eliminate the Web 2.0 sites that won’t allow you to maximize your social media campaign. For example, LinkedIn Marketing is a great platform for individuals looking to connect in their respective industry, but it might not be a great tool for companies looking to market content to the average customer. No matter which social media platforms you identify and use, be sure that your company has a Facebook account, a Twitter profile and a blog, as these are the most popular – and consumer-trusted – social media platforms online today.
Develop Your Best Team Possible
Once you’ve identified which social media platforms you’ll be using for your content marketing, you’ll need to find talented professionals who can help your campaign come to life. Your readers want to feel as though they’re communicating with real representatives of your company – and that’s where your team comes into play. A dedicated content marketing team can post regular updates, respond to reader comments and garner the kind of client feedback that can help your company improve its products and services.
Defining what kind of content you’ll be offering your readers is crucial to the online success of your business. However, once you’ve defined what you consider to be content marketing success, how will you ensure that you get there?
That’s where content marketing design comes into play. Content design is simply another way of determining what your overall content strategy will be, the types of content you’ll offer your readers, and what kinds of resources you’ll need to achieve your content marketing goals.
With that in mind, let’s take a closer look at designing the ins and outs of your content marketing strategy.
Developing A Content Strategy
Before you can develop content to offer your readers, you must first be able to identify how that content will fulfill their needs. In other words, to devise a strong content strategy, you’ll have to understand their fears, frustrations, hopes, and needs.
Monetizing Your Campaign
Once you’ve identified the fears and needs of your audience, you’ll need to decide how you can transform your content marketing strategies so that they bring in real-time income. Monetizing your social media and content marketing campaign means you’ll need to bridge the gap between offering free content to your readers and encouraging them with a strong call-to-action. For example, will you place a link on your social media account to your product’s landing page? Will your blogs be embedded with an affiliate link? These are all steps you can take to monetize your social media and content marketing campaigns.
Developing a Marketing Timeframe
An important part of developing your content marketing and social media campaigns is to identify how often you’ll be interacting with your readers. How often will you post updates? When will you post updates? Based on this editorial calendar – and the reactions of your readers – you’ll be able to determine which posts are more successful at optimizing your content marketing ROI.
Resources and Content Formats
Finally, you’ll need to isolate which content formats (i.e. audio, visual, or textual) will deliver your most successful marketing ROI. Be sure to pinpoint which content formats will require additional resources and how much those resources will cost.
Decision Theory is a diverse subject that attempts to research, analyze, and sometimes predict what decisions people will make when presented with certain choices. The simpler the choices are, the easier the decision is to make (and predict). Would you rather have $100 or a sharp stick in your arm? Not exactly hard to predict. Would you let me poke you in the arm with a sharp stick if I give you $100? Not quite as easy to predict.
If there are a variety of choices and they are equally desirable, the decision becomes more difficult to predict simply because the decision is based more on personal preference. Will your customer choose a blue one or a red one? It depends on what they prefer (although in the Western world, blue is generally a more popular color than red).
As a retailer, you want to be sure you offer enough variety to satisfy a broad spectrum of customers. However, the way you PRESENT that variety is critical because, when presented with too many choices, your customer may suffer what is known as The Paradox of Choice, a concept studied by psychologist Barry Schwartz in his 2004 book “The Paradox of Choice: Why More Is Less”. What happens is that, when too many choices are presented at the same time, a customer may become unable to make any choice at all. This could be from what is known as “analysis paralysis” in which they are constantly comparing, trying to figure out the best choice, or it could be simply that they are overwhelmed by the amount of input and cannot choose.
How does this relate to you and your website?
After a solid refresh of your website it’s important to take a look at your other promotional items and make sure they are on par with your new site. The last thing you want your customers to do is take your brochure, visit your website and think they are in the wrong place. Brand consistency is key in building a loyal clientele. Your website can be a great place to start when looking at refreshing your image.
Recently I couldn’t help but notice the push McDonald’s has been making in their advertising. They have some really bright and fresh designs, which is pretty much the opposite of what they have to offer. I found myself wondering what McDonald’s website looks like. As expected it is very fresh, bright, and interactive. In fact if you look at many major company web sites you can usually see some trendy/seasonal design going on (Nike, Caribou Coffee, Adidas and more). The large budgets of major corporations allow for them to embrace trends and take each promotion to the next level, especially if their main business isn’t done through their website (see Spin Art on McDonald’s website). Continue reading
Almost all businesses consider the idea of re-branding at one time or another. Staying relevant and competing against new, hipper-looking competitors can be a constant battle. However, re-branding isn’t always a good thing. Sometimes a simple refresh that keeps the integrity of your brand is a better option. Continue reading
At some point every company needs to think about developing a logo, whether it be a simple type treatment or an iconic graphic. Before starting work on your logo, you should ask yourself, “What problems will a logo solve? How will a logo help my business?”
The truth is, a logo alone won’t help your business. What will help your business is establishing a strong brand identity, which a professional logo will be a major part of.
Design, ease of navigation, and content are key in creating a successful website. With everything that is available on the web, users are looking for websites they find useful and skipping over the useless. Always be thinking of your site from the customer’s point of view.
We’re frequently asked about what “insider” or “expert” tools we use when designing and creating websites and, although we’re flattered people would think we have some sort of underground software that only those who know the secret handshake can possess, our list of tools and software is actually pretty common.
Of course, we still find people who aren’t using these tools, so here is a list of some of the software, resources, and tools that we use daily to save time and money.