What? Where? Weasels? Oh, words! Yes, images speak volumes about our business brand and personal brand, so look deep into these POIs to discover how photos and design can perform wonders for your bottom line.
Meet the Marketing Monsters
You’ve met the egregious Email Monster and the cantankerous Content Monster – well here’s the diabolical Design Monster who wants to combine polka dots with stripes on your new landing page!
Team Savoir Faire takes on the Marketing Monsters on the regular (sort of how Batman and Robin “bang-ed and pow-ed” with the Joker and Catwoman week after week at the same Bat-time, same Bat-channel).
Luckily, we have a design guru on the squad who knows that when it comes to presentation, it’s more than font size and pretty pictures. This blog post wraps up design nicely with the bow of “form follows function.”
A page’s design relates directly to what it needs to do. The look is all about the user and the pathways of the user. If your audience is younger, the design should not be too rudimentary. They’re savvy enough to navigate around and get themselves back and forth on the site. Whereas, customers who are a bit older and newer to an online experience need more intuitive ways to get back to the top of the page or back to your homepage.
Website design is understanding iconography, architecture and flow — and making every element work together so it’s all easy on the eye and simple to follow. It’s less about what pleases a designer and more about leading the audience on a journey via an aesthetically pleasing, intuitive presentation.
Discover more directives for battling the Design Monster here.
New content for new economy
Small business owners who’ve been able to stay open in some capacity during the pandemic have pivoted to provide curbside service, delivery, ecommerce or other services relevant to their customers’ needs. Some versions of these changes to business are likely going to be permanent ones.
Up-to-date content about your business is more important than ever, as longtime customers seek information about your operating hours, guidelines and restrictions – which may change. That’s why keeping up with the content on your site and throughout your marketing tactics is so essential.
Business 2 Community provides ways to stay on top of today with your content:
Remain empathetic: Acknowledge and understand your clients’ emotional states right now. Offer resourceful blog posts to help people use your products or offer extra customer service support to answer questions quickly.
Don’t Ignore SEO: Think of search engine optimization as an ongoing opportunity. Look at your keywords and metadata. Realize that different searches will have new relevance. Are there opportunities for your business to help people in their new realities?
Look at your images: Photos of big crowds and people touching without masks on their faces may irritate or scare some people these days, as most of us aren’t experiencing that in an effort to remain safe and protect other people. Be sensitive to the photos on your site and in your marketing.
We can’t connect much in-person these days. However, via photos, visitors, customers and prospects can connect with a person on a slightly deeper, possibly even emotional, level and feel like they “know” the person with whom they are communicating.
This blog post captures the details on taking a fantastic headshot image and why that’s important in your marketing efforts.
Headshots can convey greater professionalism while also presenting a more personal and friendlier vibe. They can project characteristics about a person through body language and facial expression such as confidence, trustworthiness or congeniality. Taken together, headshots for a group can communicate something about the business, as well.
A quick selfie isn’t gonna cut it and may present you less professionally. Elements covered in this post include the proper background, angles, lighting, cropping – simple things many of us don’t consider when we snap an everyday pic.
Shopify the savior
Shopify assists entrepreneurs in the creation and management of online stores, making aspects such as payments, shipping and marketing simple, which is why it appeals to millions of small businesses. The ecommerce platform has been a boon for mom-and-pop stores during the pandemic, as many brick and mortar locations began selling their wares online.
According to this new article from Forbes, merchants with Shopify stores recouped 94% of lost in-person sales with online orders.
Here’s how Shopify works: The company offers a tool that helps you set up a custom online store for the minimum of $29 per month. You provide product images and descriptions. Shopify will fulfill your orders, which means it holds your inventory at its warehouses and ships your products. Or you can choose to package and ship your own products. You don’t have to maintain software or servers. You don’t need to hire expensive programmers or know website coding yourself.
Not surprisingly, Shopify’s stock has done well during the pandemic.
Go, go, SEO!
Companies have paused some paid advertising during the pandemic, instead relying on organic search to drive business. This is the perfect time to ensure your search engine optimization (SEO) efforts are up-to-date. According to a new Business 2 Community article, one tool to monitor and improve your SEO is Google Search Console.
Google Search Console (GSC) helps you organize your search data so you can understand your website’s visibility as well as the keywords and pages that drive organic traffic to your site.
Benefits of using GSC include:
- Tracking your keywords: In the performance tab of the GSC dashboard, you’ll see a tab that says Queries. Under this section, you can see what people are searching for to find your site. Also, you can click the pages tab and view keywords for specific pages.
- Discover link traffic sources: Links to your website are important on social media, through email and on other websites. If you use GSC to track your links, you’ll see new opportunities to work on link building, which is arguably one of the more important SEO factors.
Dig into Discovery ads
Google recently announced its Discovery ads are now available to all advertisers, according to a new article by Business 2 Community.
Discovery ads are designed to help advertisers get products found by potential audiences across Google’s popular properties, such as at the top of YouTube and Gmail, as well as on Google’s Discover feed. The prominent ad placements reach audiences in the moments even before they search.
Advertisers still control a daily budget, target audiences and guide Google in crafting ad creative and campaign conversion goals to optimize towards across their networks. Ads are available in standard (single image) Discovery Ads and Discovery Carousel Ads with multiple images.
According to the article, the average cost per action on Discovery campaigns is $12.19, which for some is a low price for a conversion.