Communication, Marketing, Strategy
Most people can agree that reading statistics and data-dense content can be very boring. Without any visual appeal, the average person will most likely forget the data they’ve read shortly after reading it. The good news is that there is an effective alternative to presenting data that aids in understanding and retaining the information provided: infographics.
An infographic is a popular form of content marketing that can help you simplify a complex topic. Ideally, an infographic should be visually attractive and contain subject matter and data that is interesting to your target audience. Doesn’t that sound more enticing than reading textual statistics and endless data? We thought so too.
Infographics show your products without actually telling people about them. That, in turn, allows viewers to make their own decisions about your product. Visuals allow your brain to make connections more easily: information is expressed quickly and concisely which breaks through the clutter of other content.
So how do infographics actually help your company’s marketing strategy? Quite simply, creating infographics allows for your target audience to become more involved in your data and ultimately increase your brand awareness. When it comes time to design your visual keep the following tips in mind:
1. ENSURE CONSISTENCY AND EFFICACY
- Don’t repeat things—this just adds to the clutter
2. NARROW YOUR NARRATIVE
- Make sense of the data by telling a story
- With complex topics, it makes sense to paint with broad strokes first and then narrow down to the nitty gritty details
3. CHOOSE A VISUAL APPROACH
- Literal representation of data (charts, graphs, typography)
- Metaphorical representation of data (illustrations)
- Hybrid of both literal and metaphorical representations
- Use what is consistent with your brand!
Content marketing is a major source of social sharing, and is considered one of the most cost effective ways of generating multipart website growth. With your visual content being as attractive as it is informational, your content marketing strategy will improve, increasing online traffic and overall consumer involvement.
Strategy, Marketing
The elusive magic pill.
A magical formula for quick sales, a powerhouse brand, and stellar marketing. The one thing that can change everything. We cry to the heavens with outstretched arms, “What is it?”
The desire for the easy way, a simple solution, is not new. It’s a way of thinking that can be traced back to biblical times and the first lady, Eve. She was enticed with a “magic pill” that a certain serpent promised would open her eyes and make her like God. In the end, a bit of fruit cost her dearly and she and Adam were forced out of paradise.
The search for a magic pill in business has lead entrepreneurs to spend millions of dollars on websites, pay-per-click advertising, newspaper and magazine ads, radio commercials, and the “next big thing,” often with lackluster results. Too many businesses have literally thrown money away in this maddening search for the short, easy way to high sales.
Does anything beat a magic pill?
Yes, but it’s not easy or magical. It’s more tortoise than hare. More fundamentals than hail marys. When it comes to marketing your business, you have to determine whether you prefer the fast way or the successful way.
Your business wins when you develop a holistic marketing strategy that is implemented effectively over a long period of time. When you consistently reach out to customers, attract their attention, and pique their interest in creative and thoughtful ways you will begin to get the traction your business needs.
The magic pill, with all its promises of short term gain, often leads to problems down the road in the forms of wasteful spending and marketing frustration.
A Different View of the Game
To build a holistic marketing program, it’s beneficial to seek a fresh perspective and ask the right questions. The answers can reveal some needed truths about your business or marketing, though these revelations may not be totally painless.
- What do we do that is different and noteworthy?
- Are we communicating our difference in a way that speaks to our ideal customers?
- Do we really know your customer?
- Are we speaking their language?
- Do we know how and where to reach them?
- Which marketing channels are most likely to reach them?
It can be helpful to get an outside view of your business from a marketing consultant who knows the right questions to ask and can dig into the heart of your brand and your marketing strategy to identify strengths and missed opportunities.
Can you commit for the long haul?
Brand building takes time. It takes speaking the right message to the right audience consistently and repeatedly over and over…and over again.
With some clarity about what you do and why it should matter to your ideal customer, you can create a strategic plan for marketing your business more effectively. This type of intelligent planning will prevent wasteful spending on magic pills and ultimately forge the way to your businesses prosperous future.
Have marketing woes? Let’s have a conversation to see if marketing consulting might be a good fit for helping you solve your marketing problems.
Strategy, Marketing
Can you think back to when you were in high school and sum up an experience that changed your perception on something? It instigated a flurry of thoughts, helped you understand yourself better, and gave you clarity on what you might do after graduation? Looking back, it wasn’t necessarily a grand gesture; it was someone giving you a bit of their time, knowledge, and an opportunity.
Those are tools we all have at our disposal; the ones that can make a substantial impact on a student and their journey.
Last fall, we coordinated a project between three organizations: the LISD TECH Center, Artalicious, and Hoyden Creative. We had an opportunity for students to have a hands-on learning experience under the guidance of industry professionals and supporting a community event. Students from the Marketing, Entrepreneurship and Finance class designed, executed, and analyzed a market research study to help Artalicious better understand and serve its guests. That was a great teaching moment in and of itself. Now that a bit of time has passed, we can see and feel the real value.
This project brought together three generations to work toward a common goal. It propelled guest teaching moments in the classroom to connect students with industry and community leaders. It created visibility for an important education program and fostered relationships within the community. And it gave the perfect case study for students to take forward to the DECA Marketing Competition later in the fall.
Finally, and most importantly, it was the small moments in that learning experience that quietly planted seeds with students that said “This community cares about you. We value you. We want you to consider Lenawee your home.” For those of us working to continue building a vibrant community, isn’t this exactly what we want them to feel? But it’s not something that will resonate on paper or through a formal recruitment program. It’s something they will realize in a few years how it changed their attitude, formed their thoughts, and helped them make the most of their journey. A journey that will someday lead them to pay it forward.
It’s not about being flashy and grandiose. It doesn’t take hours of time and loads of money. It’s about making yourself open to the possibility that you have something to offer that students can greatly gain from. Be yourself, get out of the office (or invite them in!), and see what can unfold. Just a few small moments in learning from each other can make a big impact…for everyone involved.
Communication, Marketing, Social Media, Strategy
Have you heard about Brad’s wife? If you haven’t, let me catch you up. It’s trending everywhere on social media right now. Hashtags abound: #bradswife, #justiceforbradswife, and #notmycountrystore. Memes are everywhere. To say it’s gone viral would be an understatement.
Recently, a guy named Brad posted a question as a comment on a post on Cracker Barrel’s Facebook page.
It then took off with a life of its own. A comedian posted about it on twitter and then the Internet did what the internet does best. Every single post from Cracker Barrel on social media is hounded with comments about Brad and his wife.
Is it funny? Yes, which is why everyone keeps participating. Part of what keeps it amusing is that Cracker Barrel has yet to respond. At all.
Other companies are responding. Chick-fil-A is apparently offering her a job.
I even saw a politician promising justice for the couple and an economy that produces a job for Brad’s wife. The memes? The memes are hilarious:
Even the Chicago Tribune is covering the story and reached out to Cracker Barrel for comment, yet they remain silent.
This, combined with the recent United Airlines leggings Twitter scandal, really illustrates how something simple on social media can blow up in a really big way. We also learn how the competition can take advantage of your bad situation for their own benefit.
What does this mean to you? It’s a good time to take a look at how you are handling your businesses social media accounts.
Three Important questions you should be asking yourself:
Is social media part of your marketing strategy?
Sadly, for some businesses this simply isn’t true. Maybe you are a small business and that’s one mountain you’ve yet to climb. Maybe you’ve created the accounts, but you have no time to dedicate to them. Maybe you just don’t understand social media. It’s time to leave those excuses (while very valid) behind, and get on board the social media train. Leverage its power for good and let it convey your marketing messaging to the world.
Is it an afterthought?
This shouldn’t be something that you do when you can get to it or you think about it. Posts should be planned and scheduled. Your accounts should be engaging. If you are doing it right, your social media accounts very quickly become the face of your business and often become your customer service department. This makes it one of the most important aspects of your business and how you present yourself.
Who is managing your social media accounts?
Is the person managing your social accounts able to give it the attention it deserves? Do they have the expertise to leverage your message to the right audience? Social media management is both a science and an art form – as platforms change and pivot, sometimes even weekly, you have to change with them.
Does the person that manages your accounts have the right tools in place to be able to respond quickly and effectively when a crisis happens? In the case of Cracker Barrel and United Airlines, had the response been timely and accurate the stories would not have become the negative press that they have.
There are ways to leverage a social media crisis for good.
Dippin Dots recently did. In just 64 hours, they were able to leverage what could have a nightmare into more great press than “11 Superbowl ads”. Why? They had professionals handling their accounts. The organization and their social media team determined that not responding was not an option. Then they strategically determined a response that fit their brand and led to massive attention.
Shama Hyder, CEO of Marketing Zen and Dippin Dots social team, recently spoke to Social Pros Podcast on how they used the controversy to Get 1 Billion Social Impressions. “Taking advantage of the opportunity, doing it in a way that wasn’t going to offend people, sticking to the brand values – we knew it was a risk. But it was a calculated risk that the leadership was willing to take.” And boy did that risk pay off for them in all the right ways.
She further speaks about how responding on social media isn’t necessarily about making your customers happy at all costs, but utilizing your customers to spread the message that you want to spread.
What’s Your Plan?
Social media strategy is a talent. A science AND an art. If your business has active social media accounts this is the year to put together a plan for handling angry customers, viral negativity, and irritable commenters.
When the crisis arrives you must be prepared to handle it properly. Work with your internal marketing team or talk with the Hoyden team to develop a plan that can be executed in times of trouble.
If you do, amazing things can happen for your business. But get it wrong and you may pay in ways that will hurt – like the symptoms of a bad virus.
Strategy, Marketing
Social media has become one of the most effective outlets for marketing your brand. It can help expand your business in ways you might not have considered before. Increased brand recognition, brand loyalty, and overall customer service are the top reasons why companies are choosing to market through social media. But like anything, getting started without any prior knowledge on the subject can be very difficult. It is essential to understand the ins and outs of each of the social media platforms you wish to pursue because not every platform is appropriate for every business.
6 Social Media Platforms to Expand your Business
LinkedIn: The “Networker”
LinkedIn is known for its business-to-business feel; for its professional atmosphere. With the capability to post job openings, build relationships, and market your business all at the same time, LinkedIn is the ultimate networking outlet. Essentially, if you’re a company looking to increase your online presence and stay connected in the business world, LinkedIn should be your first stop.
Click here to learn how to get started with LinkedIn.
Facebook: The “Jack of All Trades”
Facebook is one of the most resourceful and diverse social media platforms that a business can use. From a simple status update, to online marketing certifications, Facebook has proved to be a fantastic channel to market your business. It is also very useful for posting ads that match the content previously searched by your customers, eventually increasing total brand awareness. The versatility that Facebook offers allows for companies of all areas to capitalize on the use of a page for their business.
Click here to learn how to get started with Facebook.
Twitter: The “Short and Sweet”.
With only 140 characters per tweet, you can keep your message to the point. With the ability to post videos, pictures, polls, links, and more, you can efficiently interact with all segments of your target market. Aside from its multiple sharing options, Twitter serves as a great platform for customer service and spreading your word. By adding hashtags to your tweets, individuals and businesses from all over the world can instantly see and share your post. Organizations who are looking for quick feedback, interaction, and overall reaction time should look into creating a Twitter page.
Click here to learn how to get started with Twitter.
Instagram: The “Visual”
Instagram is a platform that not every business considers pursuing, but should. With its strict use of picture and video, Instagram makes for a great visual outlet for your brand. Much like Twitter, the use of hashtags is very important—but unlike Twitter, you have up to 2,200 characters for each post. Consumers are becoming more and more visually attracted to content so it might be more effective to show how your business operates rather than writing about it. Instagram was born to be a mobile app, therefore businesses that are considering a more mobile-friendly marketing strategy should get onboard.
Click here to learn how to get started with Instagram.
Pinterest: The “Do it Yourself”
Pinterest is a visually-based platform known for its digital bulletin boards. If you’re looking to adapt a hands-on feel for your online audience, Pinterest is the way to go. With the ability to see what your customers are pinning, you can become more familiarized with their interests, and react accordingly. Pinterest is also an excellent outlet for showcasing products and expressing your area of expertise. When your content reaches your target market, Pinterest helps it to spread—ultimately reaching potential customers who might not have been exposed to your brand otherwise.
Click here to learn how to get started with Pinterest.
Snapchat: The “Up and Comer”
Made popular by millennials, Snapchat has become one of the most commonly used social media apps worldwide. Your brand or product can be marketed through live events, and behind-the-scenes content, giving your followers the inside scoop on how your business functions. You can also create a Snap Ad, build an amusing Sponsored Geofilter, or provide your potential customers an opportunity to interact with a Sponsored Lens. Unless your business runs solely on crunching numbers, Snapchat is a great platform to take for a test run.
Click here to learn how to get started with Snapchat.
Communication, Strategy
We know the phrase, “the customer is always right” all too well. But what if that’s not always the case? What if the client isn’t right for your business? It’s naïve to think that every customer that comes along is a perfect fit for you and your company. (Although it would be amazing if that were the case!) It’s tempting to try to make it work with every client, but doing so could hurt your business in the long run.
So, how do you identify your ideal client?
Before you identify your ideal client, you need to get to know your company first. Sit down with all the top dogs and discuss these questions:
- What does your company value?
- What is your business’ style?
- What is your company’s tone of voice?
- What kind of work do you want to be associated with?
Make strategy, not war
Once you know what your business is all about, invite your client to a strategy session. Sit down together and review everything your client is looking for. Listen closely and ask a lot of questions. The client may be vague about some things, so it’s important to understand what you are getting yourself into. If a red flag comes up, whether it be a difference in opinion on a topic or a lack of understanding on how much time something will take, bring it up and talk it out. It is better to put everything on the table from the get-go so that there are no surprises down the road.
If you’re completing a specific project or deliverable for them, figure out every aspect that will need to go into the project and make sure it’s something your firm can handle. It’s important to understand the vision and style the client imagines so you both will be happy with the result.
But Money…
If you’re just starting out, it’s hard to not let money be a factor in deciding who you do or don’t work with. Even if your company has been around for a while, this still may be a factor. Try your hardest to not money make your decision for you. If your goals and values do not match up, then don’t take on the project. You want to be free to pursue and take on clients that are closer to your ideal.
Even if everything check outs on paper and it seems your partnership will work, something still might pop up that will force you to reassess. It’s okay to periodically step back and look at the bigger picture. In fact, you should be scheduling regular review sessions to ensure that everyone is on the same page. It is easy to get lost in the weeds and lose sight of the goal.
The bottom line
Unfortunately, your clients will not have ‘wrong’ or ‘right’ stamped on their forehead. There are certain signs you can pick up on to help realize when it might not work:
- They aren’t respectful towards you and your coworkers.
Some clients are easy to dismiss: those that are blatantly rude or overly-critical. This also includes calling you or demanding your attention at inappropriate times, ignoring your recommendations in favor of less effective measures, or even not being up front about budget and project costs.
- You’re not enjoying the work.
This is a major red flag that should set off alarm bells. Do you procrastinate on this project, but are an eager beaver on others? Take some time to figure out what is stressing you about this client. Is it a factor that is within your control, or theirs?
- They eat away at your finite resources.
We only have so many hours in a day, so much money in the budget, and so much patience and courtesy. If your client is taking up more than their share of these resources, it’s time for a frank discussion.
Letting these behaviors go on can result in a lack of productivity, bad reviews of your work, and a loss of employee trust. Is this really how you want to run your business?
Always trust your gut. If you have a bad feeling about a client, it’s okay to politely tell them it won’t work out. There are more clients out there waiting for you to make magic for them.
