Behavior-Based Marketing is Transforming the Business Landscape

Behavior-Based Marketing is Transforming the Business Landscape

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Imagine this: your dad’s birthday is this weekend, so you grab your phone and start sifting through an online store in search of a gift for him. Just after you’ve found the perfect barbecue accessory and put it in your shopping cart, you get an emergency call from your sister asking if you can babysit her kids tomorrow night. You agree, you hang up the phone, and you completely forget about the gift for dad.

Until… a few hours later, you receive an email from someone at Barbecues R Us asking if you’re still interested in purchasing the meat thermometer you left in your cart. You quickly log back on and complete the transaction, and thankfully, dad’s birthday is saved!

The reminder email you receive in situations like these is an example of behavior-based marketing automation, a strategy that is changing the way businesses interact with their customers. People are bombarded with messages all day long, many of which are from companies encouraging them to buy their product or service. In such a saturated market, many businesses are searching for better methods of connecting with potential and existing clients.

Stand Out From The Competition

The answer lies in personalization. People are far less likely to open a generic email they know was sent to thousands of people than they are to open one that speaks directly to them and addresses a specific need they have. But how can you know if a potential lead has a need that your business can fill?

According to research from Gleanster, over 50% of qualified leads aren’t ready to buy on the day they convert to your site, but that doesn’t mean they never will be. Sending an email to everyone who converts, then, may not be the best idea if over half of the people who visited your site may be annoyed by your attempt to sell to them.

Marketing automation software like SharpSpring includes features that allow you to identify when prospects are ready to buy or when they would most benefit from receiving content from you. Many of these softwares include workflows, which are like maps that allow you to visualize a potential buyer’s journey. They also assign lead scores to prospects as they engage with your content, so you can get a better idea of which leads are most likely to become clients. These tools allow you to put yourself in the shoes of your potential buyer and to automate marketing tasks, such as sending a targeted email, when he or she would be most receptive.

Automation Saves Time and Resources

One of the most attractive aspects of marketing automation is that it makes the marketing process more efficient. Instead of wasting time and money sending emails or making sales calls to people who are not interested in what you’re offering, you can focus your energy on building relationships with the most promising leads.

The goal here is not to eliminate the role of marketers but rather to make marketing more effective so that your business can quickly reach clients and generate more revenue. By automating tedious tasks like sending emails and posting on social media, marketers can focus more on creating valuable content for the people their brand is trying to reach.

Great Relationships Equal Great Business

At the heart of every successful business is a commitment to building and nurturing strong relationships with consumers. You know your current clients are already invested in your product or service, and it’s important to keep them engaged. In addition to excellent products, people are drawn to quality relationships, and automated marketing can help you stay on top of communication with existing clients without sacrificing authenticity.

At Deal Design, we understand the complexities of generating and nurturing leads. We offer expertise in integrating behavior-based marketing automation into your business model. Our marketing approach can help seamlessly connect your business with clients who are ready and willing to invest in your company’s offerings.

 

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Choosing the Right Colors to Represent Your Brand

Choosing the Right Colors to Represent Your Brand

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Color is a key aspect of design that greatly impacts the creation and development of a brand. The human mind perceives and associates different meanings with specific colors, and this is an important implication for design decisions. Because sight is one of our most vital senses as we go about daily life, color sparks ideas and generates specific memories and emotions. Colors have significance – for example, red is a color we associate with the words “warning” or “no”, while green means “go” or “life”. Bright hues tend to set a happy and positive mood while darker shades tend to signify the opposite. Within the psychology of colors, warm tones show excitement, optimism, and creativity; cool tones symbolize peace, calmness, and harmony. So, if mood and decision making are affected by color, choosing the right pigments to represent your brand is crucial.

When developing a brand, the product or service has a target market and a purpose geared toward sales. Identifying these components is the first step in choosing the right colors to represent your brand. Is the target market of the brand a student in his or her 20s? A technology user? Someone who is active and enjoys fitness? Do your products promote relaxation and a sense of calm? These aspects of your brand are crucial when selecting colors. The following are some colors with their accompanying feelings and emotions that are often used to represent brands.

1. Pantone Color of the Year 2019: PANTONE 16-546 Living Coral

Advertised as “vibrant, yet mellow,” this coral color exudes a fun, lighthearted vibe that isn’t at all domineering. It is uplifting and spirited, but it also keeps its cool. This color would be a smart choice for a millennial target market or for a product related to beauty or body care.

2. PANTONE 306 C

PANTONE 306 C

The color blue is commonly associated with tranquility. Brands can use this color to impart relaxing, soothing feelings surrounding their product or service.

3. PANTONE 18-3838 Ultra Violet

PANTONE 18-3838 Ultra Violet

Violet evokes slight drama and ingenuity. Its cooler tone balances its depth which makes a brand stand out while simultaneously communicating a sense of calm and ease. Purple hues such as these work best with innovation-centered brands wishing to differentiate themselves from the pack.

4. PANTONE 14-0848 Mimosa

PANTONE 14-0848 Mimosa

The human brain is naturally drawn to yellow shades because it evokes the warm, comforting sensation given off by the sun. This color has a happy, exuberant feel to it, so it is perfect for branding that aims to communicate joy and excitement.

5. PANTONE 15-0343 Greenery

PANTONE 15-0343 Greenery

For brands and products related to nature, a green color palette is a no-brainer. Green hues give off earthy vibes and convey a “fresh start” concept.

First impressions are extremely important, especially when it comes to selling your products to consumers. A majority of the first impressions people make have to do with the feeling they experience when they encounter a product, and color use is a huge factor in determining that feeling.

What impression is your brand making on your target market? Deal Design can help implement clever use of color to elevate your brand and help you stand out from the crowd.

Amazon and Google Value Brands Over Products

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As digital marketers and online retailers have come to notice, the way people purchase items has drastically changed over the past 10 years. We use to shop online for generic items sold from a commodity-positioned e-commerce site. Now, those generic domains are being downgraded as authority sites thanks to Amazon’s introduction of Branded Storefronts and Google Rankings that favor brand domains over generic domains.  These goliaths of the Internet are the leading forces shaping the growing importance of developing a brand online shopping – not just selling products.

Amazon introduced branded stores in 2017, marking a shift in thinking for the leader in e-commerce. Amazon is now allowing consumers to search based on brands, not just product types. There is evidence that branded stores on Amazon are being organically ranked higher than generic product listings.

Google has been favoring brand name domains instead of generic names like “autopartsproducts.com” for several years now. Exact match domains (EMDs) appear to be given a lower authority ranking by Google, in favor of branded domains. Consumers who are searching “auto products” will be given websites of brand domains that are specific and established far before they are presented with autopartproducts.com.

In a recent article from WordStream, the author articulates that EMDs lost their value in online search engines when consumers became conditioned to distrust generic web domains.

Using these market forces as predictors of future trends, it is obvious to see that brands are here to stay. Building a strong online brand presence is still essential to selling online and at retail. Even as digital development are moving at a blinding pace, the value of strong brand remains constant. So ask yourself, are you building a brand line of products and services, or just selling products and services?

Digital Marketing is All About Content Marketing

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Content marketing is the process of using multiple content works to educate, engage, and build a credible reputation with a target market  as an authority on the products or services being sold.The content may include articles, videos, infographics, podcasts, case studies and other creative works. The byproduct of this altruistic endeavor is lead generation and sales conversions. Essentially, brands bring knowledge, entertainment, and best practices to the marketplace, and in return, the marketplace rewards the brands with sales and long-term loyalty.

The key ingredient of content marketing is authenticity. The days of a clever sales pitches are long gone. Today’s digital consumer is extremely astute and can detect shady salesmanship instantly. Brands that win followers have to be authentic. Don’t attempt to manipulate or overtly ask for the sale; rather, the sale comes to you after you establish you are worthy of the sale by the consumer. Being worthy comes through bringing value to the consumer in your products, services and brand messaging. You can’t be all things to all people; instead, be something meaningful to some people and you will enjoy the business success that follows.

The content may be delivered by many methods including e-mail, infographics, case studies, web sites, podcasts, blogs, videos, webinars, and white papers.

Content marketing is about diving deeply into what makes you unique and why your target market should buy from you, but in a subtle way – through education. By helping consumers, you establish yourself as a trusted authority that brings more value to them than competitors that just try to sell them without first proving they are worthy of the sale.

The consistent act of publishing new information results in engagement with prospects who are searching for answers. The act of searchers finding your answers and consuming content is tracked by Google algorithms. This boosts your search ranking with Google. Google loves sites that deliver a great user experience, and rewards those sites with higher page authority, which means you rank higher on searches for answers that your content marketing works deliver.

The key to being relevant in a culture that is constantly multi-tasking, swiping while working, and consuming content is to become a reliable source for information that is geared towards a specific interest. Become a specialist. Content marketing is a proven tactic in digital marketing to win consumer loyalty a world where new information is only a click away.

Adobe XD’s Role in Shaping Website and Product Experiences

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With Adobe XD, designers are able immerse themselves in the user experience of website and product user interfaces. This design software application empowers today’s designer to create rich interactions that engage and delight customers. The tool supports website wire-framing, vector designs, and the creation of interactive click-through sliders, among many other capabilities. The real question is: How important is interface design and how does it increase sales?

Any consumer’s key concern while browsing the web is efficiency. If a website is clear, direct, and easy to navigate; the consumer will quickly find what they are looking for in a timely manner. When a user interface maintains the integrity of the brand while also delivering efficiency, the consumer in more likely to return to the site. According to BIA Advisory Services, time 61% percent of SMBs report that more than half of their revenue comes from repeat customers, rather than new business. [BIA/Kelsey and Manta]. The key audience demographic on an efficient website is returning visitors—visitors that return after having a positive first- experience.

The challenge with designing experiences in the past has been the lack of ability to quickly and affordably test the usability of a web or interface design. Prior to Adobe XD, designers had to create static versions of their designs and then imagine what the live interaction would be, and hope their clients could imagine this too. Coding multiple concept designs by engineers was too costly to be part of an iterative design process.

User interface design is crucial in the first impression of a first-time visitor. The consumer wants to see the product, learn about the product, and imagine themselves using the product. These three aspects of visual and imaginative stimulus can finally be visualized, developed and achieved with use of a user experience design program such as Adobe XD.

6 Steps for Success Using Personas in Content Marketing

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‘Personas’ are semi-fictional profiles of commonly reoccurring customers. Utilizing this marketing tactic helps the marketing and sales people within your company get out of their own heads and into the mindset of a specific kind of customer. Agencies like NGP Integrated Marketing Communications rarely need to do this as they are always tuned into their client’s exact needs. In doing this, you are able to consider how a customer sees you and your products. You are able to speak a language more familiar to that customer, and focus your time demonstrating how your products and services will help solve that customer persona’s specific problems.This process also helps define the various customer types that buy your products or services. Once defined, each persona needs to have a specific content marketing initiative tailored to them. Successful marketing strategies begin with the persona and build outward from there.

The following is a 6 step process you can use create, execute and measure the effectiveness of Persona-driven content marketing in your campaigns:

1. Define your persona(s)

  • Analyze your existing customers
  • Look for similarities in customer types
  • Segment out repeating characteristics to help shape your personas

Example:

Persona Name: Holly Humansky
(pick a fun or creative name. This persona is in Human Resources)
Title: Director or Manager, Human Resources
Company Industry: Technology
Years of Experience: 8-15
Gender Split: 80% Female. 20% Male.
Responsibilities:
-Manages small team of HR professionals
-Manages an annual budget
-Tasked with ongoing professional development of existing employees
-Create a positive work environment that retains talent
-Ensure employees are properly trained for workplace compliance
Challenges Faced:
-Small team has to quickly on-boarding and train personnel in a high turnover environment.
-Any changes in budget spending has to be approved by a CFO who is all analytical
-Needs to demonstrate her personal value to the company
-High quality talent is often recruited away by higher pay offers
-Employees frustrated with lack of internal professional growth opportunities
Sources of Industry News:
– Society of Human Resource Management
– The Achievers Employee Engagement Platform
– Human Resource Publications
– HR Symposium of the Bay

2. Develop marketing tactics that speak to your persona(s) in a relatable language

  • Familiarize yourself with topics of concern to this persona
  • How would your persona speak to collogues?
  • What terms are common in their field?
  • What common issues are brought up as problems to be overcome and pay attention to the words they use to describe them (especially acronyms or abbreviated terms. These show you speak their language).
  • What industry articles, news and information would this persona find helpful?
  • Create a plan for original creation of, or syndication of content that will help this persona
  • Find a way to connect your product or service to these content works so they connect you as being a way to help solve their problems

3. Place or distribute your marketing tactics in places that will engage your customer targets based on how that persona consumes content

  • Deliver these popular content works via E-mail and on your web site:
  • Articles
  • White Papers
  • Videos
  • Info Graphics
  • Webinars
  • Tip & Tricks
  • Best Practices

4. Measure the effectiveness of your content

  • Use Marketing Automation systems (Pardot, HubSpot, Marketo, Eloqua, etc.) to monitor consumption of these content works.
  • Assign lead score values to the content. Track consumption over time.
  • Look for trends: What content is most consumed by those that become customers?
  • Rank these successful content works as higher value.
  • Conduct surveys that ask your target personas what they have found valuable and ask for suggestions to improve

5. Do more of what works, less of what doesn’t

  • Continue doing more of what drives sales and positive feedback
  • Discontinue tactics that plateau or perform negatively

6. Refine persona(s) based on your learnings.

  • (Back to step one and repeat the cycle)

Sophisticated digital marketers will measure the content consumed by your personas (now actual target customers in digital marketing campaigns), watch which ones are consumed more by customers who buy, and focus on creating more content like that. You get smarter over time, and your percentage of won business should increase over time as well.

Now What?

Use the 6-steps above to create a persona for every type of customer you have. Often you will find there are differences within each broad Persona, especially the ‘Challenges Faced’ section, that differ by Industry type. For example, another HR Director in a retail industry may face problems associated with the high cost of risk management, law suits resulting from safety infractions, and workers compensation due to on-the-job-injuries. These are all key areas that may be addressed by your product offering in very different ways than the challenges faced by the technology company’s HR Director.

Create a Content Marketing program for each persona and create regular content focused on how your product solves the Persona’s challenges using language and terminology specific to that Persona. Make these content pieces the topics of your blog posts, email blasts, case studies, videos, etc.

Stay the Course! This is a marathon, not a sprint. You will see success over months and years of this practice, and you will get better at it over time. Do more of what works, less of what doesn’t, and stay open to be inspired by the learnings that come to you along the way.

 

Ready for some help elevating your Digital Marketing with this kind of persona-driven content marketing?

Ask Deal Design how we can help.

 

Woman holding smartphone with Google search page visible

9 Keys to Getting Your Brand’s Website Top-Ranked on Google

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Your website may be the most important tool you have to build your brand. In this article, Deal Design outlines the most powerful ways you can leverage your Web Site to grow your business. Web strategies continue to evolve at an exhausting pace. But, you don’t have to have the latest and greatest everything to harness the power of the web. Search Engine Optimization (SEO) is the practice of designing and engineering your website, so Google’s search algorithms view your site as a great match for people searching for the products or services you sell.

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