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July 19, 2017

MARKETING COMMUNICATION STRATEGIES TO INCREASE YOUR TARGET AUDIENCE

Marketing communications have been challenging business owners, startup founders, entrepreneurs and marketing directors alike since the term was dreamed up decades ago. Who to target, how to do so as well as when and where to do it are all critical questions that must be answered before beginning any outreach campaign.

While the goals of every company and campaign are different, there are many overlapping ways to reach and engage your audience effectively.

So what should you do to make the most of your marketing budget? Here are 3 must-use strategies to employ across campaigns and channels.

1.Content marketing drives audience

If you are not already leveraging content marketing in your campaigns, now is the time hop on the train. According to a recent survey conducted by eMarketer, content marketing is a top priority for a full 39% of corporate marketers in 2013. Content marketing takes many forms: news, videos, ebooks, white papers, case studies, infographics, photo galleries, webinars and even blog posts.

The basic idea behind it is to provide useful information to potential customers even though they may not be ready to buy your product or hire your services just yet. Every day people thoroughly research most purchases online before making a decision and by providing entertaining or educational content for them to use and enjoy, your brand can gain recognition and mindshare as a go-to source of valuable information. And that recognition as an expert and thought leader goes a long way the next time a potential customer needs to make a purchase.

2. Use video to drive engagement

With the enormous popularity of YouTube and other video sites, this may seem obvious but if you have the means, developing video for your company is an excellent way to increase leads and grow sales. Video puts a human face on your brand and offerings. A one or two minute video can explain your product’s advantages and benefits faster than a visitor can read about it on your website.

TV ads have long been recognized as more effective than print or radio simply by virtue of offering both audio and visual stimulation. A video on your homepage or posted via social media has another critical component going for it as well: interaction. Videos can be easily shared and linked to through external pages and can even ‘go viral’ if they strike the right chord among viewers, generating enormous return on investment.

3. Mobile is very critical

Talking heads have been banging on the mobile drum for a few years now but that doesn’t mean its importance is waning yet. Spending on mobile marketing hit $6.7 billion last year and the industry as a whole is projected to employ 1.4 million people by 2015.

People are on their smartphones and tablets constantly and having mobile-optimized content is a must for every enterprise. Whether through a branded app that delivers useful data or services to your customers, the ability to accept payment via mobile device at your point of sale or even just a simpler version of your website that displays well on small screens, being able to cater your content to smartphones means your prospects can access information on your business anytime, anywhere.

May 9, 2017

Weave your brand into everything you do.

Personal branding should be a large part of everything you do. It should be weaved into your life. It shouldn’t just be in the clothes you wear but in your every action with friends and business colleagues.

Your brand should show in how you blog online. For example, my personal brand always is helping entrepreneurs. When I attend networking events I try to have the same person you read about online, shine at networking events. If you try to be someone you’re not, it will show.

May 2, 2017

BRAND: Build your online PLATFORM!

Blogger, author, digital strategist, and speaker Jeff Bullas recommends that you, Build your own online platform such as a blog or website that you own, then amplify your content and engage with your audience on social networks. Be adds, Use LinkedIn, Facebook or Twitter or even Pinterest and Instagram. You have options. Find what social network resonates with you.?

The secret. Don?t wait to be perfect. Just start.?

Here are a couple of pointers to keep in mind when creating your brand;

Be authentic.
Have a unique voice.
Build an email list.
Have a memorable design.
Create a memorable slogan that expresses your mission and purpose
Empower your customers

Also don’t forget to harness the power of content marketing, guest blogging and networking.

April 10, 2017

Event Management – Plan and coordinate

Table, Event, Decorations, Roses, Wedding

Planning and coordination lays the foundation for a successful event. You need to consider what, who, why, where and when aspects of the event. While planning, set realistic expectations but also list down experimental aims. To start with,

Make a good team with differently skilled members for making agendas and preparing schedules
Understand your client’s expectation and identify the target audience
Analyze the cost and prepare a budget
Prepare an invitation and list down the programs in the event
Prepare a deadline for each activity
Collaborate consistently to ensure timely actions

April 7, 2017

How to manage the final day!

After all the hard work, you are anxiously waiting for the event to start. This is the time to ensure that all things are there and working as planned. Don’t assume; take control of things. On the day of the event,

- Arrive at the event’s location with volunteers and team members hours before the event time

- Check whether all the electronic equipment are working properly (microphones, lights, speakers, etc.)

- Setup a beautiful reception and helpdesk

- Allocate space for sponsors to place their banners

- Ensure that the host/anchor has details of the VIPs to avoid any blunder

- Hire a dedicated photographer to capture special moments, sponsor banners and key people
- Confirm stock of food, water, flowers, etc.

March 10, 2017

Static Vs Dynamic websites – spot the difference?

Client presentation about web development

What are static and dynamic websites?

There are many static websites on the Internet, you may not be able to tell immediately if it is a static or dynamic website, but the chances are, if the site looks basic and is for a smaller company, and simply delivers information without any bells and whistles, it could be a static website. Static websites can only really be updated by someone with a knowledge of website development. Static websites are the cheapest to develop and host, and many smaller companies still use these to get a web presence. Here at EDinteractive web development, we can advise or help to develop both static and dynamic websites.

Advantages of static websites

Quick to develop
Cheap to develop
Cheap to host

Disadvantages of static websites

Requires web development expertise to update site
Site not as useful for the user
Content can get stagnant

Dynamic sites on the other hand can be more expensive to develop initially, but the advantages are numerous. At a basic level, a dynamic website can give the website owner the ability to simply update and add new content to the site. For example, news and events could be posted to the site through a simple browser interface. Dynamic features of a site are only limited by imagination. Some examples of dynamic website features could be: content management system, e-commerce system, bulletin / discussion boards, intranet or extranet facilities, ability for clients or users to upload documents, ability for administrators or users to create content or add information to a site (dynamic publishing).

Advantages of dynamic websites

Much more functional website
Much easier to update
New content brings people back to the site and helps in the search engines
Can work as a system to allow staff or users to collaborate

Disadvantages of dynamic websites

Slower / more expensive to develop
Hosting costs a little more

Summary

Many sites from the last decade are static, but more and more people are realizing the advantages of having a dynamic website. Dynamic websites can make the most of your site and either use it as a tool or create a professional, interesting experience for your visitors.

This article aimed to tackle some of the questions faced by website owners. If you’d like to comment on this article or have any questions, please contact us.

February 23, 2017

Do Designers Always Have to Agree With Client Feedback?

Is it our duty to agree with the client’s feedback every time? Do we – as designers hired for a job – actually owe it to them?

I mean, there have been whole community websites launched only to cover various “client from hell” stories, so it’s not like designers collectively think that the client is always right.

On the one hand, our clients have trusted us with their hard-earned money, so they should have a lot of say in whatever we’re working on. But on the other, they’ve also hired us based on the belief that we know web design better than they do.

Where is the proper middle ground, then? Should we or should we not agree with all of their feedback?

This is one of the most common and difficult questions that web designers have to deal with, and especially designers who are new to the craft.

So what do you do if a client wants a different solution than what you’ve prepared, even though it might not be the most optimal one? Here’s our guide on how to proceed in situations like that:

Don’t Fall Victim to the Curse of Knowledge

The curse of knowledge is a rather peculiar problem. And it’s not just something that web designers suffer from. It’s, more or less, applicable to anyone who’s trying to explain “something” to another person.

Wikipedia defines it quite nicely:

“The curse of knowledge is a cognitive bias that occurs when an individual, communicating with other individuals, unknowingly assumes that the others have the background to understand.”

Adapting this to our client scenario, the problem occurs when we try to explain the reasons behind a specific direction we took with the project, but we fail to put ourselves in the client’s position. As in, we don’t talk using their language, but rather expect them to already possess some specific knowledge regarding design itself.

The problem, of course, being that your client is not a designer. They don’t know what you know. And although it seems obvious enough right now, it’s very easy to overlook the fact in the midst of a conversation.

Putting yourself in the client’s position and trying to look at things through their eyes isn’t easy, and requires constant attention on our part.

There is, however, one trick you can use: As you’re explaining things, focus on asking the right questions rather than on giving the right answers.

For example, when the client disagrees with your vision/work, it’s your responsibility to understand what they really mean – what the underlying worry is that they’re trying to convey. You gain that understanding only by asking good questions.

Having the client doing most of the talking simply allows you to really get to the bottom of the problem, and address the client’s objections head on rather than trying to list random solutions that might not be optimal.

Focus on the Target Audience

Depending on your client’s own preferences, it can be easy for them to disagree with the choices you’ve made in the design purely because they “don’t like it.”

However, it will be much more difficult for them to disagree if you shift the conversation to the target audience’s point of view.

For example, everybody has their favorite color, and whether we like it or not, that basic preference can have an impact on the business decisions we make. This goes for web design more than anything else, perhaps. It is how people who love blue end up with blue color schemes on their sites, and etc.

For a professional designer, realizing the difference between “what I like” and “what’s good for the audience” is obvious. We’ve learned to do so. But for a client, it’s a tough challenge. So it’s always your job to shift the conversation onto that target audience rather than the client’s personal bias.

“I think we should go for a lighter color scheme, and a more hopeful one. Maybe green?” – the client says. “Why?” – the designer asks – “Do you think that green is going to resonate with the audience better?”

Guiding the conversation like that, you’re forcing the client to come to grasp with their own biases and giving them second thoughts regarding what seemed like a valid point at first.

Even though this won’t make the client agree with you right away, it’s a good way to help them understand why you’ve taken certain steps while working on their project, and why a solution that doesn’t seem perfect to them on a personal level, might, in fact, be the right one for their target audience.

(There’s a very similar scenario described by Lou Levit in one of her client stories. Worth a read.)

And since we’re on the topic of conversation:

Listen, Ask, Guide

The value of conversation between you and your client is often the difference between a successful project and a failure.

When you think about it, you basically have only three options when a client objects to your vision:

you can say that they’re wrong, and then explain why you are right,
you can admit that they’re right, and do everything they’re asking for, or
you can ask “why” – as in why the client thinks that the solutions you’re proposing aren’t entirely good.

And out of the three, the latter approach is the only one that allows you to get to the bottom of the problem.

Again, maybe the client’s personal bias comes into play. Or maybe they simply want to replicate a website they’ve seen elsewhere. Or maybe the contrary, maybe they’ve seen a given solution multiple times on the web already, so they don’t want to replicate it.

It is only after you’ve listened to the client’s “why” that you can start guiding them through the ins and outs of your solution/vision.

For example, if you’re building an eCommerce store, some clients will want to make everything about that store unique. They will want to stand out completely, making the shopping experience 100% original.

They might even want to feature the shopping cart in another way than is commonly regarded as the standard. In cases like that, starting with “why” is a good way to get the client into a conversation and then show them why web standards are better left alone.

And when doing so, use data to your advantage. Shift the conversation from, “hey, I think that my solution is better” to “there are multiple studies indicating that this solution is better.” For instance, if you show the client a reliable case study about the impact of the shopping cart’s placement on store sales, they will be much more likely to agree with your point of view.

Shopping carts are just one simple example. There are multiple other things that are “common knowledge” among designers, yet are complete black magic to clients. Asking why, listening, and then explaining is the best way to make sure that you’re both on the same page.

Talk Goals

Relating everything back to the design’s main goal is always a great exercise.

“Should I do THIS or THAT? Well, let’s see how it enforces the site’s main goal.”
“Will this content block fit HERE? Wait, how does it play along with the main goal?”
“Should I add those social media icons THERE? Oh, wait, no, this would prevent the audience from taking the action that will further the main goal.”

And also: “The client says that they don’t like X, and that they would prefer Y. Hmm, let’s see what the impact on the main goal could be.”

Explaining to the client – while keeping in mind everything that’s been said above – that a change they’re requesting might have a negative impact on their main goal is perhaps the most powerful weapon in your arsenal.

After all, those site goals have been set either by the client themselves or with some help from your end. Either way, they identify with those goals. They want them achieved. Therefore, if you can articulate and explain (in an understandable way) why what they’re requesting can have an impact on those goals then you might just change your client’s mind on the spot.

However:

The Client Might Just Be Right

Sorry for the tone, but I just wanted to emphasize something that not a lot of “dealing with clients from hell” guides focus on:

The client might just be right.

Think about it, after all, they do have all the expertise about their business, the market they’re in, the customers they have, the products they offer, etc. And even if all that expertise comes down to a simple, “Make the logo bigger,” you still need to think hard on it and, again, look for the reasonwhy the client is saying what they’re saying.

At the same time, what I mean here isn’t that you should look at it through the lens of “how do I prove them wrong” but rather ponder “is it possible that they’re indeed right?”

A lot of times, they are.

Conclusion

Dealing with the client’s feedback isn’t the easiest aspect of a designer’s job. Sometimes, you find yourself in a full head-scratching mode, not knowing why a client would want things done a certain way. But that’s just part of the whole “being a designer” experience, and we all have to learn how to handle situations like that.

In the end, the best way to avoid any misconceptions or unexpected feedback is to talk with the client on a regular basis and keep educating them on the proper web design solutions that are / will be employed on their new site.

An educated client is always much happier with your whole service, and that’s even setting apart the overall quality of the design you’ve created.

And to answer the main question – do you have to agree with the client’s feedback or not – in a word, I’d say, no. But for you to do that, you need to build a lot of trust with the client beforehand, and you need to be able to explain exactly why you went for another approach, plus what makes it good.

Source: Adobe Creative Cloud

February 8, 2017

Incredible new graphic design app now includes photorealistic rendering

Beta desktop app Project Felix creates photorealistic 3D rendered composites at the push of a button.

The 3D art app simplifies the 2D/3D compositing process, making it more approachable to any graphic designer or generalist. Powered by V-Ray’s Academy Award-winning rendering technology, designers can easily create create photorealistic 3D models, materials and lights with Project Felix at the push of a button. These renders can then be worked on in Photoshop CC.

With V-Ray acting as a virtual camera, users can test angles, perspectives and model placement before generating a final hi-res render. Toped off with immediate previews, designers can create more naturally as their ideas come to life.

40 free textures to download today!

Create textures and surfaces with the push of a button

“We’re thrilled that Adobe has chosen V-Ray to be the core rendering engine for Project Felix, and to be a part of a new era for 3D in graphic design,” said Peter Mitev, CEO of Chaos Group. “Together we’re bringing the benefits of photoreal rendering, and a new design workflow, to millions of creatives worldwide.”

“Working with the amazing team at Chaos Group meant we could bring the power of the industry’s top rendering engine to our users,” said Stefano Corazza, senior director of engineering at Adobe. “Thanks to their stellar team, our collaboration lets graphic designers design in a more natural flow. Each edit comes to life right before their eyes.”

Source: Creative Bloq

January 17, 2017

What Is A Brand Story?

Brand story has become the new black of marketing. Once upon a time you had to have a campaign or ‘the line’, now you’ve got to have a story. The word story causes confusion because we think of stories being told and heard, a bit like other traditional advertising messages. But brand stories are experienced and felt. When someone hands you an Apple product they don’t have to say a word you just know. And yes, the glass staircase and the capital ‘g’ Geniuses are part of the story too.

So, what is a brand story?
“A brand story is more than a narrative. The story goes beyond the copy on your website, the text in a brochure, or the presentation used to pitch to investors. Your story isn’t just what you tell people. It’s what they believe about you based on the signals your brand sends. The story is a complete picture made up of facts, feelings, and interpretations, which means that part of your story isn’t even told by you.
Everything you do, from the colours and texture of your packaging to the staff you hire, is part of your brand story, and every element of it should reflect the truth about your brand back to your audience.
If you want to build a successful, sustainable business, a brand that will garner loyalty and, if you’re lucky, become loved, you have to start with your story.”

January 12, 2017

Brands to Follow for Visual Content Marketing Inspiration

1. Volkswagen

Volkswagen claims that all people and all things have a story to tell, and you see this evidenced in each of their Facebook posts.

Across their Page are visual stories about VW automobiles and their customers. Whether you want to learn about VW history, understand the heritage of the Beetle or find your next car, Facebook is the place to do it.

Each image is designed to further the culture and experience around the Volkswagen brand. Watch (and learn) as they highlight important milestones within the company by weaving a powerful story into each post.

2. Starbucks

Starbucks has a presence on multiple social media platforms, each one successfully expressing what the brand is all about.

Their use of visual marketing is bursting with personality and originality, and although Starbucks often uses posts to advertise products, it’s done in a creative and subtle way.

This is a lesson many companies have yet to learn: Sometimes less is more… especially when it comes to visual content.

3. Bud Light

Bud Light has an active and vibrant Facebook Page ripe with visual marketing.

From colorful graphics to native video, Bud Light has created an interactive Facebook community through visual media.

And they’re not afraid to let their fans join in on the fun. They consistently invite followers to submit personal photos.

Whether a day at the beach or an event Bud Light is promoting, audience participation gives the Page a unique “small town” feel.

4. Dunkin Donuts

This brand’s visual marketing is so upbeat, colorful and delicious looking that users can’t tear their eyes off it.

Dunkin Donuts posts are 100% in line with their style: They are bright, imaginative, and cheerful. Humor makes the posts popular and shareable.

The brand never does direct advertising, instead choosing to show off their product in an unusual way.

5. Kate Spade New York

The success of Kate Spade New York lies in their use of color, which alone is key to effective visual marketing.

Since the brand specializes in bold and stylish wear, they use their posts to continue showcasing their style and their work.

Kate Spade New York’s use of graphic prints, crisp color and playful sophistication makes them a powerful presence on Facebook (and one of the most followed brands on Pinterest).

6. Target

Target uses several boards on Pinterest to market their store and products. Although each board exemplifies a different marketing strategy, all of them use engaging and informative graphics.

Target doesn’t just post photos of their products, like many other brands do. They combine images with text to create fun and shareable images.

7. Nike

Nike understands marketing on Instagram as well as the mentality of their target audience, and they use this knowledge to effectively showcase their brand.

The brand loves to post inspirational hashtags and photos showing everyday moments related to sports. The focus is on speaking to everyone who has a dream and encouraging them to ”Just do it!”

8. Sharpie

Any creative soul will love the Sharpie Pinterest page.

Marketing a simple product with a limited variety and few uses can be quite difficult, but Sharpie has succeeded in turning its Pinterest page into something more!

Sharpie provides handy tips and creative ideas — all of them interesting enough to be shared.

9. tHe Horse Footwear

tHe Horse Brand sells watches, but does it in a simple yet interesting way.
Their strategy can be described in one word: “Consistency.” Every day, they publish visual posts on Facebook, all of them featuring different types of people wearing their watches.
The people and the places are different, but the watches are always the same. This consistency tells people what to expect and keeps them coming back each day to see who will wear the watch today.

10. Grammarly Cards

Grammarly is an online proofreading and correction service with an excellent visual marketing strategy.
Their Pinterest page is filled with funny and engaging content that people enjoy and frequently share.
The humor and wit are coupled with attractive pictures the Grammarly Cards audience cannot ignore.

11. Oreo

Oreo knows how to keep an audience happy and actively engaged.

The visuals the brand posts have it all — including wit, culture and parodies. They take any popular event or entertainment update and work their cookie right into it.

This makes Oreo posts fun and shareable.

The time it takes Oreo to react to an unforeseen event is phenomenal. The brand’s fast response to the Superbowl (“You can still dunk in the dark”) won widespread recognition.

12. Lisa Curry

Lisa Curry, an Olympic athlete, personal trainer and writer, is a queen of visuals.

She combines great quotes with eye-catching images to create visually appealing graphics that get shared like hotcakes on her Pinterest and Facebook pages.

Lisa often chooses inspirational quotes to spread her message of health and wellness.

13. IHOP

IHOP’s Instagram page is filled with colorful and mouth-watering images that have their audience out the door and heading towards the nearest IHOP in mere minutes.

Not only do their posts show colorful and delicious-looking pictures, but they also have an upbeat sense of humor.

IHOP caters to their (generally young) crowd by posting memes, customer-submitted images and fantastic food photos.

14. Home Depot

Home Depot knows their audience, and the brand effectively markets to them.
Their posts are made for homeowners and those who love creating something practical and good looking.
Their Instagram page is full practical, original and creative ideas.

15. Dr. Pepper

The Dr. Pepper brand knows how to make their content appealing.

They have a talent for turning their product into great visuals that are both attractive and humorous.

The content they post on their Facebook page is proof that design is just as important a factor as written copy.

16. Cook Smarts

The graphics posted by Cook Smarts are a fantastic example of how visual marketing should be used.

Their Twitter page is full of shareables: simple images with witty and creative text.

They also have numerous infographics which provide their audience with handy tips and other info.

17. Coca-Cola

Coca-Cola’s content marketing strategy is built on visual marketing. They provide their audience with fun, colorful and quirky visuals that are easy to like and share.

The company concentrates its efforts on interactive content to keep their audience engaged.

Coca Cola also has uniquely designed animated gifs and plenty of brand memorabilia that reminds the audience whose page they’re on.

18. Aeropostale

Aeropostale knows its fashion-savvy audience and effectively caters to their tastes.

The brand posts simple, yet lovely, images featuring an ensemble of clothes and accessories that go together to create one distinct look.

Through this strategy, Aeropostale advertises its own clothes (which are at the center of the composition) gives its audience ideas about what goes well with what, and creates a definite brand look.

19. Whole Foods

Besides offering their customers healthy, organic foods, Whole Foods also provides followers with exceptional and informative visual graphics.

This is a brand that knows how to tell a story visually and make it appealing to all.
Although they have some product advertisements, most of their posts include great images combined with valuable advice.

20. Taco Bell

Taco bell knows how to grab their audience’s attention and keep it.
The vibrant colors and artistic look of their graphics get their posts noticed.
Although some of the graphics they post on Instagram are advertising their products, most simply show off the product in an artistic and attractive way.

21. AMC Theatres

AMC utilizes a very effective visual marketing strategy on Pinterest. They transport their audience to a world of films through attractive movie-lover memorabilia.

AMC’s Pinterest posts never promote AMC directly, but entertain and inform their audience.

They also post numerous fan photos, and giveaways which keep their followers loyal and engaged.

22. GoPro

The very nature of the GoPro makes it the perfect brand for visual content marketing.
After all, no words are necessary to market their GoPro cameras – their photos say it all.
The quality of the photos and their extreme setting help these graphics get shared like wildfire.

23. Jetsetter

If you combine Jetsetter, Pinterest and visual marketing the result is incredible success.

The brand successfully utilizes several visual marketing strategies to make their popularity soar.

First, they post stunning photography (guaranteeing them hundreds of reposts).

Then, they combine those photos with travel or inspirational quotes — making them even more shareable among the brand’s public.

Last but not least, Jetsetter successfully engages their fans with contests — a huge drawing card for them.

24. Honey Bunches of Oats

This cereal company has long figured out the secret of visual content marketing through social media.

All of their posts on Facebook are visual, and humor is their best weapon. Honey Bunches of Oats creates funny and memorable visuals that are easy to share.

Most of their graphics have the brand’s logo attached to it, so it continues to remind the users who is behind the great photos and the witty humor (even if the graphic is taken out of context).

25. International Delight

This iced coffee brand knows how to use visual marketing to gain popularity. They utilize several approaches.

First, they post colorful and mouthwatering photos that get numerous shares — especially on a hot summer day.

Next, they add helpful hints or ideas to their graphics to keep their audience interested and engaged.

Last, but not least, they take visual marketing to the next level by posting cool iced-coffee-related photos sent in by their followers.

This increases engagement while making their followers feel like they are a part of the brand.

Final Thoughts — 25 Brands to Follow for Visual Content Marketing Inspiration

While your competition might be using visual content, most companies are still falling short.

You have an opportunity to create a consistent strategy and make your visual mark.

Understand each visual social network, how it works and what your audience is looking for. You can’t take a one-size-fits all approach.

Learn the language of that network and then create custom visuals that tell you message and unique story.

Your business can succeed at visual marketing. The key is to create differentiation and stand out among the noise.

Do you have brands to nominate to this list of champs?

Or observations about the ones I’ve listed?

Let me know in the comments. Let’s talk!

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