AI Marketing Automation ConsultantAI Marketing Automation Consultant

Building your brand identity

Developing your identity

Your business’s identity is essential to how you present your products and services to customers.  The identity is the vision and essence of the business, and it’s how the business’s brand will showcase itself. Everything from the business’s attitude to the logo.

Things to consider when creating your brand’s identity:

  • Brand name
  • Affects of brand colors
  • Logo and Design

The brands name, color, logo, and design have to mean something. Research the name and make sure that the domain is available and that the name is not offensive or distasteful (to anyone or any group). Make sure that the colors are easy on the eyes and work well online or on print material. If you are unsure of what looks good for your brand, ask a friend, colleague, family member, or best of all, a total stranger for their honest opinion.

Creating an effective logo

How to Design Your Logo

If you’re creating a new business logo, it should be made simple. Simplistic logo designs are easily copied and facilitate clients to remember and recognize. Limit the number of colors in your business logo and stay from the mud in the tone color or tone patterns.

The logo of your company must have some relevance to your business. For example, A Christmas tree shape with a lightning strike won’t be effective for use with a business computer consulting company.

My suggestion is that if you can’t easily sketch your logo in 5 seconds then it is too complex.

Creating an executive summary

The Executive Summary

When developing your marketing strategy or business plan, the first step is the executive summary. The executive summary is an introduction to the business and covers topics of the business plan while giving the reader a synopsis of details.  

Things to consider:

  • What are your key products/services?
  • What industry does your business operate?
  • How does your business differ from its competitors?
  • Why would customers choose your business?
  • Where is your business anticipated to be in two to five years?
  • How does your business plan to achieve these objectives?

Identifying Business Goals and Selecting Metrics

Case Study:

Company Background:

CompanyEC (CEC) is a Dallas Texas based creative services company, which markets mainly to online consumers.  Its website has loads of content and offers services such as web design, graphic design, web marketing and dimensional and digital art. CEC’s website receives over 12,200 page views per month and their revenue model is advertising based. Their monthly online revenue is approximately $27,000.

CEC’s stakeholders have a little understanding of how well the website is performing. This includes the effectiveness of ad placement in driving in lead traffic. In addition, Currently CEC uses multiple analytics tools such as Google Analytics and JoomlaStats to monitor site visitors and page views.

Needs Identification:

In sitting down and identifying the needs of the company, we were able to establish a list of Key Performance Indicators (KPIs) that matter most to the company and its CEO. We have narrowed this list down to 3 major metrics in order to truly provide a clear picture of how the website is performing.

CEC has 2 major needs:

  • The ability to measure its Return on Investment (ROI)
  • Measuring its websites effectiveness in order to generate revenue

In speaking with CEC’s CEO, we have determined that the KPIs will be:

  • Average time a user spends on the site – To help measure how visitors are interacting with site content.
  • Unique visitors – to measure potential revenue and ROI (if these visitors were to convert)
  • Ratio of local audience to national audience – to measure which areas CEC needs to aim most of its marketing campaigns.

Tracking KPIs

Being that CEC mainly focuses within the online market, it is crucial that the company has some form of analytics set up within its website. Without analytics, it is difficult and near impossible to measure the true effectiveness of the website in order to improve the business’s bottom line. The fact is that without using analytics to monitor its website and company, CEC is making decisions blindly.

My first recommendation for CEC is to get a full understanding of which aspects of Google Analytics and JoomlaStats are most important to the company for reaching its goals and resolving its needs. It is also recommended that when implementing its analytics code, that CEC use meaningful page names. This method will allow for a more intuitive understanding when reading the analytics reports. Currently, not all pages meet these requirements.

Strategically using KPIs

After reviewing our analytics report, we can confidently make a conclusion about the sites current performance and identify actionable items that will help improve the KPI going forward. We can start be looking at the average time a user spends on the site. This report will be able to help us measure how visitors are interacting with the sites content. If we dig deeper, we should be able to see which pages are creating the longest stay and conversions and which pages users are not finding to be relevant toward their search. If we dig even further, we can begin to see which pages users last visited before abandoning the website.  If we see a common trend of user activity, we will be able to make the corrections as needed.

The other two metrics, unique visitors and ratio of local audience to national audience will be important to CEC because it will help CEC understand how engaging the website content is. These 2 metrics are also useful in helping with future marketing. With CEC having a true understanding of what its visitors are looking for, it will be able to advertise on relevant websites to accumulate more leads, which will lead to increased ROI.

CEC should take its KPIs and set up dashboards within its analytics programs to stay on top of its stats. This will help in analyzing trends and identify follow-up actions. This can also be done manually by exporting numbers from the analytics tools into Excel or customized dashboards within the analytics software.

The company’s KPIs should be revisited and fine-tuned often in order to remain relevant in an ever-changing marketplace.

Social Media Marketing Plan – Case Study

Whether you want to call it social media or Web 2.0, businesses have started joining into one of the fastest growing industries around. A survey by McKinsey & Company shows that nearly 1,700 businesses show that using Web 2.0 technologies have lead to increased conversions, successful marketing strategies, increased communication and the ability to provide better products.

“The most often-reported business benefits of Web 2.0 are a greater ability to share ideas, improved (and faster) access to knowledge experts, and reduced costs of communication, travel, and operations. (Chartier, 2009)”

Social media marketing

social media marketing plan should be aimed at creating an online presence within the micro-blogging networks such as Facebook and Twitter for your company.

By using an online platform such as Twitter and Facebook, it will allow for your company to promote the company name by blogging updates about the company as well as interact with followers and subscribers.

Along with blogging, other benefits of using a social media platform are:

  • Video updating and posting of commercials
  • Photos of events your company may have attended and posting new portfolio pieces
  • Discussion – allowing followers to ask questions directly from these platforms.
  • Link placement – adding back-links to texdesignstudio.com
  • Networking – allows for interacting with current and potential customers.

Facebook stats:

  • More than 350 million active users.
  • 50% of our active users log on to Facebook in any given day.
  • More than 35 million users update their status each day.
  • More than 700,000 local businesses have active Pages on Facebook.
  • Pages have created more than 5.3 billion fans.
  • Average user spends more than 55 minutes per day on Facebook (Facebook, 2010).

Twitter stats:

  • Total audience of roughly 18 million registered users.
  • Users are averaging 27.3 million tweets per day.
  • Annual run rate of 10 billion tweets (Ostrow, 2009).

Along with advertising your company for free using social media platforms, it will also allow for users to interact from their mobile devices.

Facebook and Twitter are also pushed as services that can and should be used through mobile devices. “Twitter users are more likely to use their cell phones to go online than the overall online population (Cheng, 2006).”

There are currently more than 65 million active users accessing Facebook through their mobile devices.

Knowing this will allow your company to further market to these users on their mobile devices as well as these social platforms. These users are also more likely to subscribe to syndicated feeds and text message advertising.

Our Audience:

Example: CompanyEC currently has a target audience of 18 years of age and above, and college graduates that have an income of $30k or above.

Quantcast user statistics:

Twitter:

  • 88% of Twitter users are 18 years and above in age.
  • 80% have a $30k and above income.
  • 55% are college graduates.

Facebook:

  • 79% of Facebook users are 18 years and above in age.
  • 84% have a $30k and above income.
  • 55% are college graduates.

Understanding the Audience

In order to better understand user response to this new marketing plan, we will provide users with a survey on texdesignstudio.com, which will ask questions regarding how and if they use these platforms.

  • Are they are interested in receiving news and discount updates from CompanyEC on these social platforms.
  • Do they currently follow CompanyEC on these platforms?

Twitter and Facebook currently make it simple for users to follow or become fans of users. If we add a “become a friend” widget on texdesignstudio.com, users can simply click on the widget and will instantly become a fan of CompanyEC’s facebook profile.

By adding a “follow us on Twitter” widget, users can click that widget and instantly start following CompanyEC with their Twitter profiles.

These platforms are relatively easy for any user to sign up with and start receiving updates within a few minutes. Users can link to CompanyEC’s profile and share with their friends on their own profiles.

CompanyEC will use these platforms to provide customers with article updates, blogs, discounts, and portfolio updates.

User Participation

Users will interact by contributing to articles and responding to blogs and other news and images that CompanyEC post within these platforms.

Marketing on these social platforms will allow CompanyEC to post information on corporate accomplishments and distribution of links that take users to corporate websites, promotional sites and other press release pages.

Social media user benefits:

  • Offer ‘insider’ discounts, specials and other values to followers only.
  • Participating in online social media groups will allow for CompanyEC to build a more personal relationship with past and potential customers.
  • Allows for quick access for customers to ask questions.

Being that texdesignstudio.com is written using a Joomla platform, we will be able to integrate it with Facebook and Twitter with little effort. By creating and adding a plug-in into this website, the content on these social platforms will automatically update once the website is updated by using the Application Programming Interface (API) provided by Facebook and Twitter.

Facebook and Twitter also have their own plugins that integrate with one another so that if information on one platform is updated, it will also update the other automatically.

Metrics

Google Analytics will help to show which platform users are linking from, how they explore the website and how visitor experiences can be enhanced. With this information, CompanyEC will have an improved return on investment, increase conversions and ultimately make more money on the web.

Tracking Users:

  • Allows for seeing how effective or ineffective the platforms are.
  • Which customer and customer segments are most valuable.
  • Which social media platform visitors are coming from and what they do on the website.
  • Will help to see what users like and dislike by analyzing bounce rate and time on website.
  • Which pages resonate with prospects and lead to conversions.

With using this metrics system we will also be able to get a better understanding of what site content users are most interested in and find out how effective our current content is.

 

Credits

Facebook (2010). Statistics. Retrieved January 29, 2010, from http://www.facebook.com/press/info.php?statistics

Ostrow, A. (2009). How many people actually use twitter? Retrieved January 29, 2010, from http://mashable.com/2009/04/28/twitter-active-users/

Cheng, J. (2006). Twitter users are mobile, urban, and engaged online. Retrieved January 29, 2010, from http://arstechnica.com/web/news/2009/02/study-twitter-users-are-mobile-urban-and-engaged-online.ars

Quantcast. (2010). Twitter.com monthly traffic. Retrieved January 29, 2010, from http://www.quantcast.com/twitter.com

Perez, S. (2009). 4 ways companies use twitter for business. Retrieved January 29, 2010, from http://www.readwriteweb.com/enterprise/2009/03/4-ways-companies-use-twitter-for-business.php

Chartier, D. (2009). McKinsey: businesses reaping benefits from web 2.0. Retrieved January 29, 2010, from http://arstechnica.com/business/news/2009/09/mckinsey-businesses-reaping-benefits-from-web-20.ars

Color Sound Off

Color is visual. It affects your mood, humor, and triggers cognitive meaning for website visitors. The colors you select for your website should not be your preferred dearest colors. Why? Because, those colors could be any number a visitors bête noire. When deciding upon what color palate to advantage,
here are helpful pointers:
  • Purpose three colors
    • Predominate
    • Marginal
    • Action
  • Frame your brand’s context with color
  • Test your color palate for RGB consistency

Treat your colors no differently than you would your keywords.

A balanced recipe equals impact. In other words, colors lend hand in convincing your website visitor your website has what he or she is in search of.

To sum up, your website colors should not be short on:

  • Brand differentiation
  • Hammering desired action(s)
  • Optimizing conversion

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