Shiny Website Design

To be able to market successfully you ideally need to know who it is your marketing to. A clear understanding of your customer will impact every aspect of your marketing and sales process.

Start by considering goals and values. What are the goals of your customer that your business can help them to achieve but also looking at what your customer is committed to, their values.

You’ll next want to look where they usually find their information. Do they have any gurus, what books/magazines are they reading, and what trade shows/events do they attend. This will help you identify where you can advertise and how to speak to them in a way they understand.

You’ll also want to consider their demographics. Age, gender, marital status, do they have kids, where do they live. You’ll want to look at the baseline data too, Occupation, Title, income and education.  

An ideal client avatar is a fictional person that you can use as a template to help you better understand your clients and their needs. In the marketing strategy phase, the process of creating an avatar will help you understand your target market well so that you can develop messaging and content for them accordingly.

It’s important to know who you’re targeting and consider how they will react to different marketing messages. The way you communicate your message – through visuals, text, or video – can be tailored to different types of people depending on their preferences. You can create an avatar by asking yourself questions like:

What are their demographics (i.e. age, gender, marital status etc.)?

What are their personality traits (i.e. are they outgoing, who they follow on social media, where they look for information etc.)?

What do they do for work?

What are their hobbies and interests?

Where do they live?

Digital marketing has increased ten-fold with the popularity of using social media ads for marketing. Social Media ads have several benefits compared to traditional advertising in this technological age. Social media marketing helps to develop direct relationships between businesses and customers.

Benefits of Social Media Ads

• Precision Targeting- due to analytics, cookies and the amount of information that people give to social platforms, advertisements can more effectively reach the target market for any particular product

• Increases Brand Awareness- since people are often on social media, they consistently see ads, that in time build a brand awareness for a particular product which encourages them to interact with said brand at some point

• Measurability and Scalability- every click, interaction, or impression of an ad leaves a digital trace that can be measured for analysation, which gives marketers valuable information as to where and how to put money into their campaigns

The best part about social media ads is the ease with which people can use a call to action and directly interact with a brands website and possibly convert to a customer. Social media ads are a great way for businesses to do digital marketing even on a small budget.

Whilst keeping your content fresh and up-to-date is very important, there are areas of consistency that you need to ensure you adhere to. Brand consistency helps to develop trusting relationships with your customers and improve your Search Engine Optimisation.

Five Ways You Should Be Consistent

1. Have a consistent ‘voice’ to your content. You should maintain the same ‘tone’, throughout the way your content and responses to users is written. Including keywords here and there are also essential.

2. Visual content that is produced needs to be branded with your logo. It needs to be easily identifiable that this content belongs to your brand.

3. Keep visuals, colours and fonts consistent. Choose what type of visuals will represent your brand and stick to them. Strategically use colours that are associated with your brand and logo.

4. When sharing content created by others, ensure that it is relevant to your brand, service or products. When looking at your content, people do not want to see things that are completely off-topic from what you represent.

5. Have a consistent content schedule that will ensure people keep coming back and know when to expect new content.

Prior to staring a marketing campaign or any type of marketing it is paramount that you create an accurate visualisation of who you target market is. The best way to do this is to create Buyer Personas. A Buyer Persona is a fictional representation of your ideal customer. In other words, you want to research specific details about who is most likely to need and want your product or service.

Ask Yourself These Questions:

• Male, Female or both?
• What age are they?
• What educational level are they likely to be at?
• What is their most probable income?
• Why would they want and need your product?
• When would they most likely be viewing your content?
• What are their interests, challenges and problems?
• How would they most likely like to be contacted and in what ‘tone of voice’?

This works best if you create 1-3 different personas to help gauge how your campaign material should be presented to increase its effectiveness. Also make your content relatable, authentic and personalised. People like a ‘story’ and want a connection, not the hard sale tactic. The more consideration you put into potential customers the better your results.

Rebranding is a big task and is very time consuming but can be beneficial for your business. There isn’t really a recommended time frame on when you should rebrand but it is something you should consider every couple of years. Although rebranding seems a scary task it doesn’t have to be a complete overhaul instead you can just tweak current branding.

You could update colour pallets and your general brand appearance. Your logo is something that could rebrand often but only making slight changes such as colour schemes or images.

If your current business isn’t performing as well as you hoped then a complete rebrand might be the way forward for you. sometimes having a rebrand can completely change your brand’s reach and target audience. Your brand should be consistent, transparent, and easily recognised. If your business is performing well then keeping your brand’s visual appearance is important as a complete change may be confusing to current customers, instead, you should tweak aspects of your branding.

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