We asked Shelby, one of our account managers, some marketing questions. Here's what she had to say....
1. What’s one thing you think every business should know about marketing?
The importance of consistent branding. Connecting with consumers is challenging enough without confusing them or losing your business’ identity. Your brand should remain clear and consistent across all marketing efforts to establish a strong and recognizable presence in the industry and community.
2. What do you consider to be the biggest challenge for today’s businesses?
Holding on to a targeted audience’s attention. There is so much noise to cut through in today’s market and it is highly likely that consumers are experiencing multiple marketing efforts across multiple channels simultaneously. Being able to capture a consumer’s attention and hold on to it, therefore creating a conversion for your business, is what ultimately makes all the difference.
Your website is often the first impression a customer has with your brand. With the short attention span of today’s average web user, it is so important to be intentional in creating compelling, focused, succinct website copy to engage readers and build brand trust. Here are five ways to optimize copy for your website:
Choose an appropriate tone
Your brand tone, or the way in which you communicate with your customers can and should vary depending on the context. When it comes to your website, avoid using jargon or industry-specific acronyms. While the tone used on your website may be less casual than, for example, social media, infusing personality into your website copy is a must!
As the digital age evolves, many words and ideas emerge that leave most people scratching their heads. We could write a dictionary about all the cutting-edge lingo, but today we are going to break down the difference between “Geotargeting” and Geofencing”.
These two terms are commonly used interchangeably, however, this use is incorrect. While both have the prefix geo – meaning earth, ground, global, etc. – targeting and fencing have two distinct goals when it comes to capturing your target audience.
Just because the email is sent does not mean your work is done! There are so many ways to monitor and improve your email marketing tactics to better provide your customers with the ideal interaction with your business. Check out these subtle ways to enhance your customer's experience in 2021.
The amount of content available to consumers is ever increasing. Not only in the number of social media platforms available for you to connect with your consumers, but also the increase in competition of more and more businesses hoping to engage with customers this way. Here are 4 tips to help your content stand out above the rest:
Brand messaging has the power to create lasting connections with consumers. While brand voice is one of the most important aspects of establishing a brand identity, the brand tone is key to executing your message effectively. Unlike brand voice, which should remain constant, the brand tone can and should change. It provides the nuance necessary to appropriately communicate your brand message, in alignment with your brand voice, depending on the context. For example, the way you address a customer complaint should differ from the tone used to announce a new product or promotion.
1. What do you do at Addison Clark?
I am an account manager so my daily tasks involve collaborating with the Addison Clark team to accomplish clients' marketing goals in a productive and timely manner.
2. What's your favorite thing about your job?
I enjoy building relationships with clients in order to provide them with the best experience possible.
3. What is your favorite holiday?
Halloween! I love pretending to be someone/something else for a night.
4. Are you a cat person or a dog person?
Both! At my family's home, we have two dogs (both labs) and two cats.
5. What is your biggest pet peeve?
The sound of chalk or scratching on chalkboards makes my spine cringe.
This year has required a lot of adjustment for individuals and businesses alike. As our daily routines were disrupted, many of us had to pivot in one way or another in order to adjust to the times. The changes trickled down to every aspect of business, marketing, consumer behavior, and more. It's safe to say that we were all affected in some way or another this year.
While some of these shifts were painful, there are some interesting dynamics about the year that we think will continue into 2021. It is never easy to predict the future (2020 has certainly proven that), but we think some of the shifts that were made this year — especially in the world of marketing — may stick around for awhile or, at a minimum, influence consumer's behavior in the new year.
Here are some areas of focus that make sense for your business in today's marketing landscape:
In an increasingly on-demand world with a need for instant gratification, live chat has almost become the norm on websites. According to SuperOffice, "41% of customers expect live chat on your website."
One reason to have a chat feature on your website is ease of communication. Consumers like to communicate on their own terms. Some may prefer a phone call or email, but increasingly, consumers like using chat. If a customer can't get a quick response from a brand, their loyalty is likely to dwindle. Imagine wanting to ask a simple question, but having to pick up the phone and wait on hold for 20 minutes. Most users would hang up and head to a competitor's website.
Email marketing can often be a beneficial addition to your multi-touch marketing strategy. While there are newer and flashier marketing tools out there, email marketing is unique in its ability to reach customers and interested parties directly in their inboxes — a place most of us frequent on a regular basis! When you send emails, you're also reaching an audience that has already opted-in to receive your messages. This means your audience is already expecting to hear from you and may be more ready to convert!
If you're just getting started with email marketing or have been utilizing it without seeing great results, try these four tips to optimize your strategy.