In an age when most of your target customers carry the Internet in their pockets, expectations of websites have never been higher. Your prospective customers are on a self-guided tour of the web, skimming sites that might be relevant and pausing longer in places where they find valuable information. That’s why it pays to start your web project by thinking through the various types of users who will be engaging your site. Because it’s not about what you want to tell them…it’s about what they want to know.
A brand is more than just a logo. And “branding” is more than using consistent colors and fonts. Your brand identity embodies the persona of your organization; it sets the tone for your marketing strategy; it sets expectations and makes promises. Your name, your logo, your tagline, your colors, your typography should all work together to clearly establish a position in your market that is uniquely and authentically you.
The web may be the landing pad for most marketing initiatives, but many organizations have found that print is simply not going away. From business cards to brochures, sell sheets to posters, info packets to catalogs, print is alive and well. Most of our clients find that they need to round out their marketing infrastructure with some form of brand-aligned print collateral.
This is the web-based component of your marketing mix. Search engine optimization. Pay-per-click advertising. Remarketing. Content marketing. Blogging. Press release distribution. Banner ads. Social media.
For our online marketing clients, we employ a balance of organic search engine optimization and pay-per-click advertising through Google, Facebook and other outlets (also called “paid search”). Our aim is to determine the keyword mix that makes sense for you, then deploy a geo-targeted campaign that focuses on your target audience.
This is the offline part of your marketing mix. Direct mail, billboards, print advertising, trade shows, television and radio. Some organizations would like to think “traditional advertising” is outdated and irrelevant, but for most businesses and nonprofits, an effective marketing mix is incomplete without this part of the strategy. Online alone is simply not enough. Prospective customers need to see your brand in multiple places and from multiple angles for the “big idea” to sink in.