All posts in "Marketing"

A Timeless Logo Can Do Wonders – A Brief Discussion

3 weeks ago

Over 48 per cent of customers believe that first impression leads to strong brand loyalty. Your branding builds first impression of your business. Without any doubts, we can say that an essential part of your branding is your logo.

A logo isn’t just a symbol. It is a way for people to recognize your brand and picture your brand promise and history. It merely takes eight impressions for people to remember your logo for years to come. Therefore, it is safe to say that a logo is one of the most effective ways of ensuring brand recognition, regardless of the type of stimuli delivered.

Creating a logo is not easy. There are various factors and characteristics you must incorporate in your logo. If you manage to make it timeless, a lot of your branding-related worries will dissipate.

What is a timeless logo?

A timeless logo refers to a symbol that is able to withstand the test of time. Such logos undergo a minimal change in their design over the year. Despite this, they manage to stay relevant to their target audience across generations.

Think of the logo of the following. Nike. McDonald. Ford. Estee Lauder. Each of these companies have managed to create timeless logos. And by doing so, they have built a type of brand equity; only a few have succeeded in achieving.

How can a timeless logo help your business?

You might wonder, why should you ask your professional logo design company to create a timeless logo for you? After all, isn’t it better to do what is trendy?

The answer is: No it is not.

Why?

This is because most trends are fads. They come and go with time. If you were to change your logo with every changing trend, you would find yourself redesigning it multiple times. And that is something no brand can afford. After all, the job of your logo is to ensure awareness. How will customers recognize your brand in different usage situations, if it keeps changing its logo?

Building brand loyalty

Building brand loyalty

Source

A timeless logo does wonders for any company because it leverages the brand history and journey to build brand resonance and equity further. Think of it this way. Whether it be your parents or your children, everyone knows that a tick mark signifies Nike. Every generation is able to relate to the brand. The company has managed to stay relevant across generation without bringing any change to its logo. Instead, it was able to showcase its history of delivering quality shoes by staying close to its root.

Reducing cost

In terms of cost, a memorable and timeless logo is an excellent investment. This is because you don’t need to spend money continuously to upgrade it a lot. Instead, few minor tweaks and voila you are done. Consider Shell. Its logo will be defined as being timeless because it has retained its essence even though it has changed a bit over the years. Such small changes are likely to cost less than a major revamp.

Ensuring recognition

Understanding consumer behaviour is an integral part of marketing. Without knowing how your customers think, you won’t be able to deliver communications that sit well with them.

One interesting concept in the field is the idea of “Just Noticeable Difference”. This refers to the threshold after which customers are able to detect a change in a brand. Anything below the threshold goes unnoticed. Brands only wish to go beyond the limit for guaranteed positive alterations in the company. For instance, price changes and better packaging might be done in a way that it passes the threshold.

However, logo changes, especially of known brands, is something that is almost always done below the threshold. If companies don’t do so, they face backlash like Gap did. Gap, in an effort to be modern, changed its logo enough to be noticed by customers. They weren’t able to recognize the logo as belonging to the brand. Eventually, Gap had to rescind its new logo.

Timeless logos ensure recognition and recall. You can use them to relay communication to your customers without overtly naming the brand. Such logos are also easier to use in product/brand placements.

What makes a timeless logo?

What makes a timeless logo

Source

Now that you know, a timeless logo can do wonders for your business, it is essential to understand how to create one.

Here are certain features that are common in all timeless logos.

  1. Simplicity: This makes sure that the symbol doesn’t lose meaning when used in communications of different sizes
  2. Uniqueness: Timeless logos are always distinctive from their competitors. This helps in building differential equity
  3. Consistent: Your logo must be consistent with your brand promise and overall brand image

Conclusion

Branding has an integral role to play in the success of any business. Take your time to create the best logo. Make sure it is good enough to withstand the test of time.

Author Bio: Ashley Rosa is a freelance writer and blogger. As writing is her passion that why she loves to write articles related to the latest trends in technology and sometimes on health-tech as well.  She is crazy about chocolates. You can find her on twitter: @ashrosa2.

 

 

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How To Increase Sales By Using The Right Video

last month

When it comes to increasing brand awareness, broadening your company’s reach, fostering customer loyalty, and driving traffic where you want it, few approaches match the potential of marketing through video content.

In fact, there are increasingly more video marketing statistics signaling that its adoption and effectiveness continue to rise, even in 2019.

That said, when it comes to video content, not every piece is the same!

Different types of videos can help your business achieve a variety of goals, and product videos have proven to be powerful assets to increase sales

In this piece, we are going to break down the how and why of these videos and go over the essential aspects you need to consider when producing one.

What Is A Product Video?

Put simply, a product video is a piece of video content whose primary goal is to showcase how your product (or service) works. Simplifying complex ideas and displaying its major selling points in compelling and entertaining ways.

This way, they help potential customers see the product in action, and allows them to visualize themselves using and engaging with it.

Product videos are the perfect channel to convey what your product or service is all about — their features, differentiators, qualities, etc.

Types Of Product Videos

Just as there are many types of videos you can implement at different stages of your marketing funnel, product videos come in a variety of flavors too:

  • Whiteboard animations: Whiteboard animation style involves using a white background and simulating a hand drawing with black marker accompanied by a voice-over. As the voice-over speaks, the hand draws concerning the content to achieve a visual reinforcement. This type of product video has an educational approach and is mostly used for explaining intricate or highly technical products or services. Although this video can be useful for a B2C strategy, it’s much more effective for a B2B approach.
  • Character Animations: A custom-made character animation video involves crafting great original characters based on your potential customers’ persona. The use of animated characters is a fantastic resource not only to explain how your product or service is a problem solver but also to generate instant empathy and engagement.
  • Motion Graphics: Motion graphic videos involve animated techniques which bring to life graphic-based elements with the purpose of explaining complex business ideas, statistics, and other such concepts in an eye-catching way.
  • Screencast: If your product or service is a piece of software, an app, or if you need to explain a step-by-step feature from your website, this is the right style for you! Screencast video involves a digital screen capture recording from a computer display plus a voice-over narration. Screencast videos are especially useful for explaining users new upgrades or features involving your product or service.
  • Live Action: Live action video doesn’t involve animation. Instead, it requires photography or cinematography. This style is excellent when you depend on the eye-catching packaging design or physical characteristics of a product to market it.

Mapping Your Product Video To The Buyer’s Journey

According to HubSpot, the buyer’s journey is the process buyers go through to become aware of, consider, and decide to purchase a new product or service.

It involves three steps, which calls for different pieces of content as your offering needs to fulfill various requirements in a potential buyer’s mind before they make a purchase decision:

Via HubSpot

Product videos are an excellent resource for the consideration stage.

As we’ve seen before, this video style helps users understand how your product or service solves their defined problem, and creates an opportunity.

Salesforce confirms that 85% of consumers conduct online research before making a purchase online – that’s a huge number. With an awesome product video in your hands, you have a piece of inbound marketing content independently engaging your customers and presenting you as their solution.

However, that’s only part of the equation.

Implementing Your Product Videos

Once you’ve produced a cool product video (with the right style and approach to capture your potential customers’ attention) it’s time to use it.

The best product video in the world will do little for your marketing strategy and sales if nobody sees it. You need to reach the right audiences in the right platform to get the most out of your video content.

The ‘Right’ Platform

Let’s get something straight: there isn’t a single “right” platform for all videos. Different marketing goals and outside factors will influence the best way to distribute your content, the least of which are your quantified goals and your potential customers’ habits.

Having established that, instead of going over an unending list of alternatives, let’s focus on the two main approaches you’ll want to consider for product videos in terms of distribution:

The Ecommerce Route

Capturing users’ attention is not easy.

Just think about all the other sites and competitors offering similar products or services to yours. Then add to that the myriad of things also vying for your customers’ attention, and you start to get a better picture of the challenge ahead.

Once you have a great piece of video content, you need to start thinking about strategic improvements you can implement to lead more traffic into the landing page you create for it. Many companies make the mistake of creating amazing videos and then burying them in sites where most people will never see them. Don’t be one of them.

Yes, you can create a landing page specifically for your product video – one with an optimized UX to make purchasing easy – but you also need to ensure people are actually getting there to watch it.

Implementing your brand new video into your ecommerce platform is a no brainer, yet it needs to be done appropriately to get the results you want. Once that’s taken care of, you’ll be on much more solid ground.

How solid? Well, 58% of consumers think companies with product videos can be trusted, and 44% said they would purchase more products from an ecommerce website that features product videos.

The Social Hosting Route

While there are several excellent hosting alternatives to choose from – like Wistia or Vimeo – only one is considered the king, as it combines hosting with social features: YouTube.

With more than 1900 million monthly users, undoubtedly, it’s the largest search engine in the world after Google.

In fact, according to ComScore, it’s the number one platform in reach and watch-time among ad-supported streaming media. It’s a free, high-quality hosting platform in which a brand can create their business’ channel to gain subscribers and create a community.

With this in mind, branding is an essential factor when it comes to developing your channel and implementing your product’s video while standing out from your competitors:

  • CTA button: Add a call to action button at the end of your video to strategically redirect users towards your ecommerce site and motivate a purchase.
  • Mobile-friendly: In fact, 30% of online retail purchases are taking place on mobile devices. This means that consumer behavior is changing by becoming more comfortable with making purchases with mobile devices. A trend you need to be able to capitalize on.
  • Channel design: You should always customize your channel so that it reflects your business identity. Make it different and recognizable for users. The channel design involves not only your profile picture or banner, but also your thumbnail, video designs, and playlist development.

Once you have your product video deployed for those two main fronts, you’ll have your primary bases covered. Then you can start branching out and thinking about additional ways to drive attention and interest to it.

When you do, though, keep in mind that each platform has its own particular requirements, such as video size, ratios, and quality, that you should consider beforehand.

Summing Up

The right product video, used effectively, can really surpass your expectations when it comes to influencing purchases. But for that to happen, they should be implemented as part of your conversion funnel, as it has the power not only to increase sales but even drive traffic and attention to your brand.

Videos are an engaging and shareable resource that strengthens the user-business relationships, but you need to make them right.

Your product videos are meant to bring your products to life and engage your audiences. Showing their features to help you convert passing onlookers into valuable customers, but it won’t happen unless you get started.

What are you waiting for? Go out there and start taking advantage of these powerful and reliable marketing tools!

Author bio: Victor Blasco is CEO of Yum Yum Videos, an awesome video production company based in Buenos Aires, Argentina.

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How To Know If The SEO Agency You Are Hiring Will Produce Results

last month

SEO stands for “Search Engine Optimization.” It is the process of making your website more findable on search engines like Google. Search engines scan through content on a site to check for its relevance to a search. Search engine optimized websites are designed to fit the criterion required by these algorithms and are more likely to show up higher on a search.

SEO can be used as a great alternative to advertisements for driving more traffic through a website. Because of its proven success in this regard, SEO is widely used as a marketing technique by online businesses.

There are many SEO agencies that businesses have the option to choose from today. It is imperative to pick one that fits your requirements and knows what it’s doing. Indeed, one should be wary because there are more than a few scammers out there. So here are a few tips to determine if the SEO agency you hire will produce the results you want:

Do Your Research

It is estimated that about 90% of people read online reviews before visiting a business – and for a good reason too. Online reviews from sources like Facebook, Google or Yelp, are a key indicator of a business’ standing. This includes the reputations of SEO service companies.

You could also ask a colleague if they know of any reliable SEO agency. Conversely, if you are considering a particular agency, you could always ask them to provide a few clients who they have worked for in the past. You could then contact these businesses and find out more about that service. What work did they do for you? Was it helpful and useful? Were they professional and easy to work with? Was there any shortcoming worth mentioning? How highly would you rate them? These are just a few of the questions you should be asking.

If you generally hear positive reviews, you could consider the company further and add them to a shortlist of candidates. However, if you hear mixed to a negative review, it’s best to steer clear.

One-on-One Meeting

The next step is to arrange one on one meetings with the list of candidates you are considering for your business. These meeting should be a two-way interview. You should make your goals and objectives clear to the SEO company. Eliminate any communication gap between you and the service. This ensures that they understand precisely what you expect from them and how. After all, how can they produce the results you want without understanding them fully?

On the other hand, any competent SEO will enquire about several details of your business. What services do you offer? What makes you stand out in this space? Where do you think you lack when compared to the competition? What is your target audience? What is your business model? And so on. The point of these questions is to determine how to frame your marketing and how your business could improve.

A decent SEO services agency is thorough in its analysis. If you do not receive such questions you can assume one of two things: either the agency is incompetent, or it’s not interested in your business. In both cases they aren’t going to be a good fit for you and you should keep looking.

Understand SEOs Practices

One major thing to consider is the type of SEO practices an agency follows. As mentioned before there are quite a few SEO businesses that support shady methods collectively known as “black hat SEO.”

Black hat SEO practices such as ‘spamdexing’ may produce abnormally fast and seemingly astounding results. But do not be fooled! Search engine algorithms are quick to identify websites using such practices and may even ban them from their platform. Not to mention, using such methods to cheat the system is highly unethical.

Any right SEO agency will have no problem discussing their methods. If the SEO you are looking to hire refuses to share details about how it plans to drive more traffic to your website, consider this a huge red flag.

Legitimate SEO practices may seem more expensive and often take much longer to get you the results you expect. It may take up to a year to get near your goals. However, these tried and tested methods are much more elaborate and thorough. They are designed to keep your site at the top once it gets there. So if you are looking to build a sustainable business rather than trying to make a quick buck, it’s well worth the wait.

Content

A good SEO will not only look to drive traffic to your website; instead, it will aim to create sustainable viewership. And how can it do this you may ask? In two words: user experience. Improving the user experience on the website is half of an SEO’s job. If they do not attempt to do this, they are not fit for the work.

Improving user experience may include making the site’s architecture simpler and less cluttered. This makes navigating on the site much more comfortable. You could also be asked to create more relevant page titles. Another approach they may suggest is making your website mobile friendly. Most users now browse the web using their smartphones. If scrolling your site on the phone is an enjoyable experience, your visitors will stay onsite for longer.

Improving navigation through the website also makes it quicker for a search engine to crawl and index it, thus increasing the site’s position on web results.

Conclusion

It is important to note that SEO is not a replacement for a good website. For example, search engine optimizing your site may drive traffic to an online store. However, if the products the store sells are sub-par, viewers won’t keep coming back. Similarly, SEO could be used to drive traffic to an online blog, but if the blog is uninteresting or poorly written, you won’t see any long-term improvement.

A business may need reform from the ground up to take it to the next level, and SEO is a critical part of that process.

Author Bio

About Ashley Rosa: Ashley Rosa is a freelance writer and blogger. Writing is her passion, and she loves to write about to the latest trends in technology and health-tech. She is crazy about chocolates. You can find her on Twitter @ashrosa2.

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How To Use Social Media At Every Stage In The Sales Funnel

last month

Many companies think of social media as a top-of-the-funnel channel, using it primarily to drive brand awareness and attract leads. If you’re not treating social media as a sales nurturing tool, you’re probably not attributing revenue directly to social – and you may be more hesitant to devote more marketing resources to social media as a result.

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