Your company’s website is the front porch to the sales department. Blogs lead there. Google leads there. Organic search leads there.
In most markets today, there is little difference between products in purely functional terms. Sure, you feel your product stands head and shoulders above the rest. But chances are, customers think they’re all pretty much the same. So what tips the scale?
You know your website needs an update, but do you know what changes to make to make it as powerful as possible? The trends are always changing, and some are more important than others. Let’s look at some changes you can make to drive more traffic to your site, and keep visitors there once they’ve arrived.
Here’s a bet for you. I bet that you think your product/service is the best in its category. Absolutely. No questions asked. Right?
OK. Then I bet you’re telling that same brand story on your website, in your blogs, eBooks, social media, and so on. You’re the best.
There’s a problem though.
I saw a terrific video the other day from Mark Schaefer titled: What you’re selling may not be what they’re buying. Essentially, he was talking about all the marketing firms and advertising agencies that are selling content marketing, when only 20 – 30% of their audiences have a clue what it is.
There are many different elements that go into logo design. We’ve already blogged about the emotional impact of colors and fonts. Another consideration is shape. Different shapes convey different meanings, and must be chosen carefully during logo development.
When combined, the shape, color and font of your logo will communicate your brand to the consumer, so they all must be selected thoughtfully.
Topics: Logo design
While a logo is not a brand per se, it represents your brand. One of the most important considerations when designing your logo is the typeface. This will set the tone and communicate an emotional message. The typeface selected will add personality, and needs to be chosen carefully.
Serif typefaces are those that have edges at the ends of the strokes. They represent a look that is more formal or traditional in style. They relay a sense of respectability and reliability. Serif fonts are often used for law firms or accountants – business that rely on building a strong degree of trust with their clients.
The use of content marketing to promote a brand is on the rise. It attracts new customers by pulling them to your company through unique and educational information online. Instead of marketing to the masses, it’s marketing on more of a person-to-person basis. Instead of you finding customers, customers find you.
It includes the publishing of email, blogs, eBooks, videos, social posts and more to get the message out. Who has time for all that? In our minute-to-minute world, it’s important to make the time, since content marketing is on the rise.
Gone are the days when you could promote your brand simply by placing buys on TV, on radio and in print. The media landscape has changed dramatically over the past few years, and seems to be changing faster and faster as new opportunities enter the marketplace.
Because of all the fragmentation between traditional, online and new outlets like influencer marketing, it’s more important than ever to have a strategic brand identity and message that works across platforms.