Most marketers today are well-versed in the game of personalized marketing content. For the past decade, we've been told to customize, customize, customize. A reported 86% of consumers say that personalization influences their purchase decisions. So why are we now hearing rumors of undoing those foundations?
The answer is simple: Personalization works, but only if you do it well. The majority of consumers understand that emails, ads, and notifications are sent out automatically and en masse. They will quickly pick up on mistakes like a greeting with their name misspelled or, worse yet, with an [INSERT NAME HERE] still showing. This can have the opposite effect on your target audience and, ultimately, turn them off from your specific call-to-action (CTA).
While it is true that customization works, doing it well is a whole different ball game. Trying to fool your customer base never ends well. Instead, take the following steps to come across more genuinely with your audience.
Writing content for your website may seem simple. After all, you're the expert on your business. How hard could it be to describe that on your website? Before you dive into copywriting, there are a few tips you should keep in mind in order to make your website's content the best it can be.
Write for your audience
It's important to identify who your audience is in order to determine how to write about yourself and the products you offer. Make sure you are writing for your average customer and not using hard-to-understand industry terms.
Keep it simple
We know you could say a lot about your business, but it's best to keep it short and sweet when possible. Most people have very short attention spans and prefer not to read large chunks of content, so get to the point quickly.
Did you know that 66% of people say that video is their number one source of information? Knowing that, it's no surprise that most brands are incorporating video into their marketing strategy. If your business is starting to dive into the video marketing sphere, here are four things to consider before you get too far in the planning process.
1. Who is the audience for your videos?
Before adding video to your strategy, you need to understand your audience. Once you know who you're targeting your videos to, you'll be ready to take the next steps in the planning process.
1. What do you do at Addison Clark?
I'm a graphic designer. I provide clients with visual collateral to promote and provide an identity for their brand.
2. What's your favorite thing about your job?
I've always been artistic and am an avid reader and learner, so my favorite thing about design is the ability to combine creative expression with relevant information to create graphics.
3. What is your biggest pet peeve?
Humidity, without a doubt, will always put me in a bad mood.
4. What do you enjoy doing in your spare time?
Napping, reading, watching movies, and exploring the city.
Did you know that Pepsi-Cola® used to be called Brad’s Drink? Or that the world’s most popular search engine was originally created under the name BackRub?
As humans, we form connections with words based on the experiences and knowledge we have of those words. Your business name is an incredibly impactful piece of your overall brand that has the power to forge a memorable, meaningful connection in consumers’ minds and position your brand for future scalability. As the very first impression a consumer will have with your brand, a well-chosen brand name can open doors and differentiate you from competitors while a poorly chosen name can limit your opportunities, create confusion, and negate the work and value of your brand.
Believe it or not, you’d be surprised at the number of websites that receive zero organic traffic over their lifespan. Roughly 90% - that’s right, the majority of sites by a landslide never receive a single organic visit. So, if your website has some organic traffic you are in much better shape than most sites across the span of the internet. If you still want to work to improve your organic traffic reach, here are four things to improve your visibility in the eyes of the world wide web to enhance your organic standing.
Longer days and warm weather are here, which means it’s time for spring cleaning! As winter comes to a close, spring brings the perfect opportunity for a fresh reset, and that includes your marketing strategy! As a business, your goals are constantly evolving and so are the marketing channels you use. Taking the time to periodically re-evaluate your goals and strategies can help ensure you are focusing your time and budget where it matters most.
Here are 5 tips for spring cleaning your marketing strategy:
A logo is the first impression of a business and the visual representation of its brand. When creating a logo, it's important to consider how and where you will use it and the message you want to convey. Here are 5 tips for designing a logo.
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!