Why is imagery important in branding?

Your brand image is much, much more than your logo.  Your imagery is what defines your business, product, or service.  More importantly, it’s what will trigger an association with your business when your customers see it.  This is why imagery is so important in branding.

What’s the difference between imagery and a logo?

Of course, your logo is important.  It is the best known representation of your business and, designed properly, your logo will be able to stand on its own to represent your company, product, or service.

However, your imagery is more of an overarching concept of the way you communicate your overall brand.

It may include your logo.  It’ll definitely follow very similar aesthetics to your brand.  However, it’s more than your logo.  This is why imagery is so important in branding.

Your imagery is what communicates what you want to be known for in a graphic/pictorial way in your ads, your brochures, your social media feeds and on your website so that when people see something of yours, they instantly know it’s yours.  As a result, it’ll catapult you right back to the front of their minds so you reclaim pole position in their purchasing decisions.

How do you create imagery that will support your branding?

The first step is to work out what you want to look like. 

In today’s crowded and competitive market, you are almost certainly competing directly with – at the very least – one other business.  Your imagery will help you extend your competitive advantage …

… as long as it communicates, supports and enhances your offer. 

To make sure it does you need to make sure your imagery addresses:

  • Who your customers are
  • What’s important to your customers
  • What your customers want from you
  • What sets you apart from your competitors
  • Your brand guidelines (your colour palette, typography, style, and tone of voice)
  • Your core values

It may sound a little counterintuitive given that if your brand imagery is going to have the desired effect, it will need to be totally unique to you, but during the creative process it never hurts to take a look at successful brand imagery.

Great imagery didn’t become great overnight or by accident. 

It is the result of hard work so there are always lessons to learn.  What makes it good?  What makes it stand out?  Why does it speak to you?  These answers will be invaluable to your own creative process, even if it’s just for confirmation or reassurance.

How will your imagery deliver a return on the cost of creating it?

It’s really easy to think of your imagery as just another expense.  After all your logo looks great, your stationary looks great, and your website looks great so why bother about (and pay for) another series of pictures? 

The reality is the images that support your brand really do matter because:

1. Your imagery will make a positive impression

First impressions last forever.  If the imagery you’re using in your marketing materials and on your social media channels is sharp, individual and – of course – instantly recognisable, the first impression you make will instantly be more powerful.

2. Consistent imagery increases brand recognition

Logos create brand recognition (after all we can all spot an Apple device, an Adidas trainer or a can of Coke from a distance) but backing that up with instantly recognisable imagery will massively increase your audience’s ability to pick out your brand.

This could involve the type of imagery you use, the concepts your imagery is designed to convey, your colour palette or the creation of a particular style of graphics but it should say one thing – it’s YOU!

3. Your imagery proves your attention to detail

I remember a story someone used in a training session a long time ago.  They asked us what we’d think if we got onto an aircraft and saw that the tray table was dirty.  Would we trust the airline to keep their aircraft in top working order if they couldn’t even manage to wipe their tables between flights?

Whilst it’s admittedly not going to lead to as dramatic a conclusion as a poorly cared for aeroplane engine, your use of imagery tells a similar story. 

Cobbling together any old pictures (or worse still not using any imagery at all) will not convince your audience that you invest the highest level of care into everything you do.    

4. Strong imagery builds credibility

The more ways you can use imagery to underline your proposition and reinforce your core brand values, the stronger your market’s association with your brand will become. 

With imagery your audience doesn’t have to invest a lot in terms of time or effort.  There’s no copy to read, there’s no video to watch – you just see the image and get the point in one quick hit.

As long as the underlying themes hit the spot, your message will permeate and your credibility as your customers’ first choice will strengthen.

We can help you develop more striking brand imagery, images that will really emphasise who you are and what you stand for in every format, from your website to your social media tiles and infographics and motion graphics.  If you’d like to find out how, please get in touch today so we can find a time to talk. 

Can marketing videos help increase sales?

Can marketing videos help increase sales?

Around 85% of internet users watch videos.  This is why 65% of marketers have made video a mainstay of their content marketing strategies.  They have recognised marketing videos definitely help increase sales.

What types of marketing videos can I use?

There are a variety of video formats marketers can use.  These include:

  • Vlogs
  • ‘Talking heads’
  • Tutorials
  • Live streams (e.g. Facebook live or Twitter Periscope)
  • Infographics
  • Motion graphics
  • Client testimonials
  • Pre-recorded webinars
  • Podcasts (filmed rather than just recorded)

The best format for you will depend on what your audience prefers but we would always recommend a mix of formats so that you appeal to the broadest possible audience. 

This needn’t be an onerous task.  You can use the same scripts/content across a variety of formats to save time and effort.  For example, if you record a podcast or webinar, the content you discuss/present can be broken repurposed to make a script for a motion graphic or infographic.

How does video content marketing increase sales?

Video is what people want to see.  Moreover, if you give them video, 53% more people will watch it than would read through long or short form content.

And it is no coincidence that the more people see your content, the more people will take the action you want because of your video content – they will buy from you.

However, to maximise the likelihood of your video generating sales you need to make sure your video content is of the highest quality.

Partly this comes down to the quality of your production.  Are you using a good quality camera and microphone?  Are you editing your content professionally?  Are you using the latest graphics and animation platforms?

As with all marketing the better you look, the more appealing your pitch will be. 

But effective video content marketing (and more to the point, using video to help increase sales) is not just about aesthetics.  Here are a few more tips that will make your video more likely to increase sales:

Make sure your videos are helpful

People have less and less time but more and more content to sift through.  This means that if your video is going to get noticed, it has to add value and solve specific problems for your audience.

Make sure your videos are short, punchy and cover a very specific (and relevant) point.

Add your videos to your email marketing

Email marketing is still one of the most effective methods of marketing but if you add video to your emails, you could make them even more productive.

As it is easier to sit and watch a short video, your click through rate should increase and if your click through rate increases, so will the chances of your viewer making a positive purchasing decision.

Add video to your home/landing page

87% of marketers have said adding video to their home or landing pages has increased traffic to their websites and increased the length of time people spend on these pages.

And again, the more time visitors spend more time on your website, the more likely it’ll be that they will make an enquiry or an order which ultimately will lead to an increase in sales.

Use more video content on social media

Despite the rapid rise of TikTok, YouTube is still the most popular platform for video marketing.  Over 85% of marketers said they were regularly posting on YouTube in 2019.

Pushing your content out on YouTube will immediately increase your potential audience.  And don’t underestimate the power of sharing.  People are twice as likely to share a video they like with their networks than any other form of content which will increase your audience even more without you having to make any additional effort. 

How do I make a good video?

As we’ve said there is a lot of competition for any video so your output needs to be strong if your video is going to help increase sales.

Here are 5 tips to help you create better videos:

  • Have a script so you know what you’re going to say and how and when you’re going to say it.
  • Organise any footage or imagery you want to use.
  • Make sure you are well lit; you don’t want to be overexposed or talking from the shadows.
  • Use a proper microphone rather than your PC’s built-in microphone. 
  • Don’t over edit.  Keep your transitions simple.

Our motion graphics team specialise in produce high quality video content and our marketing team will make sure your new videos get the highest response.  If you’d like to discuss your video content marketing plans, please get in touch.

Is PR a form of marketing?

Sometimes there can be a bit of confusion as to where marketing and PR meet.  Is PR a form of marketing?  Is PR part of marketing?  Or is PR totally separate to marketing?

Probably a good place to start is with the traditional definitions of both terms.

Marketing is “the action or business of promoting and selling products or services, including market research and advertising.”

Public Relations or PR is “the professional maintenance of a favourable public image by a company, other organization, or famous person.”

So, if we use these definitions, we could say that while marketing is about promoting and selling specific products, PR is about making sure the company selling these products has a good level of visibility and a positive reputation in their target market. 

However, whereas once the two disciplines were kept separate, today the lines between them have blurred completely, particularly given the increasing dual role social media now plays in reputation building and promotion. 

Marketing and PR can no longer be viewed as mutually exclusive; they are symbiotic, totally reliant on each other and equally important in terms of forming and effective and penetrative communication strategy.

Why does PR need to be part of your marketing strategy?

Marketing is really just the line that joins what you have with who should want to buy it.  Done properly, marketing creates awareness, interest, desire, and action.  It boosts public awareness of your products, services, and people.

However, this process will always be easier if people know you and are well disposed towards you.  This is where PR comes in.  An effective PR strategy will warm up your audience, it’ll get you noticed, it’ll make people think positively about you which subliminally will push you in front of your competitors so that when the time comes to buy, you will be their preference.

PR also acts as a constant reminder.  You want your target markets to repeatedly see you quoted or writing articles in the publications they read or read and hear other people talking positively about you.  It will keep you front of mind and again put you in pole position when it becomes time to buy.

So is PR a form of marketing?  Not for us.  It’s part of marketing.

If you’d like to discuss how you can use PR, social media and marketing to boost your profile, create goodwill in your target markets and put you in pole position when the time comes to buy products and services like yours, please get in touch.

What happens if my website is not mobile friendly?

More than 60% of Google searches are now made on mobile devices.  This means that the simple answer to the question “what happens if my website is not mobile friendly?” is you will drastically reduce what your website delivers given how many people will now find you from their mobile.

This was brought into even sharper focus in September 2020.

That’s when Google moved to ‘mobile-first indexing’. In plain English this means that Google changed their sums to rank websites on their mobile content, rather on their desktop content.

This means that if you want to generate your desired amount of online traffic, online enquiries, and online sales, you simply cannot afford to not to have a fully responsive website.

What is a responsive website?

A responsive website is one that will automatically scale its content to the size of the screen it is being viewed on.

A responsive site will improve your visitor experience massively. Those who find your site via their smartphone or tablet won’t have to scroll around or zoom in and out to try and navigate to what they want to find out. 

More crucially, they won’t get so frustrated scrolling around and zooming in and out that they leave your site all together to find an easier to use option from the millions available.

The good news is now that the website creation platforms available means you no longer need to create a brand new website, you can easily update your site so that it scales to the screen it’s being viewed on.

Why is a responsive web design essential?

Basically, because so many people now switch between mobiles, tablets, and desktops continually throughout the day and because mobile searches are most definitely leading the way.

However, there are other benefits.

Responsive websites are more cost-effective as there is no longer any need to maintain and host separate sites for desktop browsers and mobile browsers.

They are more flexible in terms of content management.  You can upload brand new content to all versions of your website from your own phone.

But most of all, Google prioritises responsive websites.  They believe responsive sites are easier for users to share and link to. 

They also say it is easier to ‘crawl’ and index responsive sites because Google only needs to crawl a site once rather than multiple times to capture every different all version of your site. 

In layman’s terms this means your most up to date content will be indexed more quickly which will improve your organic search rankings.

What happens if my website isn’t mobile-friendly?

The main consequence will be your website doesn’t deliver what it should.  This is because:

  • Users will find it hard to find what they are looking for
  • Their frustration will end up forcing them to leave your site and go to one of your competitors
  • Their frustration will damage their view of your brand and make it highly unlikely that they’ll come back to your site
  • Your word-of-mouth opportunities will diminish because frustrated users won’t recommend you to their family and friends
  • People won’t stay on your site long enough to find, enjoy, and (most importantly) share your content which will hamper your third party traffic opportunities

And while all these points should more than convince you to make sure your website is fully mobile responsive, there is one other factor to consider.

The number of searches being made on a mobile has long been increasing fast, but the pandemic has caused them to rocket.  And as we’ve largely been forced to buy from home from some time, the rate at which a search converts to a purchase has not only never been higher, all indications are that this stat is only going to continue to increase.

With all that in mind, how can you afford not to have a mobile friendly website?

If you’d like to discuss how to make your website more mobile (and tablet) friendly, please get in touch. 

Or if you’d like us to conduct a quick and easy fixed price audit of all your digital assets (including your website), you can find out more here.

Why are motion graphics a popular choice in advertising?

Why are motion graphics a popular choice in advertising? – Motion graphics are everywhere.  They’re a great way to communicate your most important ideas, build brand awareness, and prompt your clients/customers/users to take action.  But even though they undeniably look good, why are motion graphics such a popular choice at the moment?

Why use motion graphics?

Motion graphics are highly effective when it comes to communicating a huge amount of information in a very short amount of time.  This is a perfect combination given the volume of content on the internet and our (allegedly!) ever-shortening attention span.

However, another reason motion graphics have become so popular is they are easy to make, especially in comparison to ‘talking head’ style videos (which also suffer from the fact many people simply aren’t comfortable talking into a camera).

Why are motion graphics a popular choice in advertising and what makes motion graphics so popular?

Aside from being a highly effective means of communication we’d suggest there are 5 things that make motion graphics such a popular choice for marketers:

1. They’re eye-catching

Purchasing decisions are made on emotion.   If you can catch your audience’s attention, say the right things and look right, you are much more likely to trigger the desired biological response especially if you use the right imagery, music and animation style.

2) They’re easy to understand

As humans we process what we see almost instantly.  We literally see something and understand it.  It is therefore no surprise that TV viewing beats reading books hands down these days!

Better still ‘seeing’ a story leaves no room for miscomprehension so your audience will absorb exactly what you want them to whether that is:

  • A tutorial or explanation of what you do/have
  • A breakdown of how something works
  • The presentation of data or process
  • Introducing more abstract concepts

3) They require very little effort

Remember those lessons at school where you’d watch a video?  It was so much easier than listening and taking notes, wasn’t it?!

Motion graphics work in the same way.  Your audience just has to sit and watch and absorb what they’re being told.  There’s no need to think …

… just take the required action at the end!

4) They can easily be repurposed (or made from your existing content)

A smart content marketing strategy will be built on recycling. 

Presentations can become articles which can be serialised in blogs and FAQs and all the key points in all these formats can become scripts for motion graphics.  And vice versa.  You can easily flesh out the script for a motion graphic to become an article or a series of blogs or to give you the key themes for a presentation.

5) They don’t require your audience to investment much time

Coming in somewhere between 30 seconds and 2 minutes, motion graphics are designed to make the biggest impact in the shortest time.  

You can distil a 1200-word article into a minute. 

You can go through an otherwise complex process or set of figures in 20 seconds. 

You can impart your key selling points to social media users in seconds while they are scrolling through their timelines.

What is the future for motion graphics?

Things move fast online, but it does look as through motion graphics are definitely here to stay.  They offer some much-needed middle ground between video and written content and, as we’ve said, the viewer doesn’t need to invest much time or effort to watch them. 

As motion graphics allow brand owners to tell their story so effectively, the core format is unlikely to change.  However, the software behind it almost certainly will. 

New creator options are coming out all the time offering those making the graphics the flexibility and creativity they need to craft more engaging, more stimulating and more shareable content. 

For us, this is the future of motion graphics.  As the output improves, so will the word-of-mouth potential and the likelihood of unleashing genuinely viral content that will both strengthen your brand perception and drive sales.

Would you like to take full advantage of the potential of motion graphics?  Why not get in touch today and we can show you some of our work and explain how we create motion graphics that will promote and sell you on the internet and social media?

What is the purpose of brand guidelines?

You have worked hard to establish your brand but if it isn’t used correctly and consistently, your brand will never have the impact you want it to.  The first step towards the correct and consistent use of your brand is to establish your brand guidelines but ultimately what is the purpose of brand guidelines?

What do you need to include in your brand guidelines?

Your brand guidelines should set out:

  • Your fonts (not just the font itself but the size and weight you should use in your headers and body copy)
  • Your logos (and when and how to use them)
  • Your colour palettes (including RBG and pantone references)
  • Your approved images
  • Your tone of voice

What is the purpose of brand guidelines and Why do you need brand guidelines?

We’d suggest there are 5 reasons why you need brand guidelines:

1. Brand guidelines will strengthen your brand identity

A strong brand image will helps amplify your values, what you do and what you stand for.  It also underlines your personality and approach which are vital parts of the purchasing decision making process for your clients/customers/users as your brand is what makes you stand out from your competitors

2. Brand guidelines will make you look more professional

Again, your objective is consistency.  Consistency is absolutely key to maintaining a professional air. 

If all your images and font sizes are different on your website to your social media and your communications, you will look all over the place.  Putting a strict set of brand guidelines in place will allow you to underline your professionalism across every element and use of your brand.

3. Brand guidelines will increase your brand recognition

Successful businesses are the businesses that people remember and the businesses that stick your clients/customers/users’ minds.  The consistency your guidelines will create will, over time, make sure you maximise your brand recognition.

4. Brand guidelines will ensure everyone uses your brand correctly

Your brand guidelines will give your employees clear, easy to use instructions they can follow so your brand is always used the right way.

5. Brand guidelines will increase the value of your brand

When your brand identity is consistent, its perceived value will increase.  This is not just because you look more professional, it is also because the consistent use of your brand will make it easier to maintain its quality and integrity.

If you feel your brand has become a little tired or you think it may be time to revaluate your existing guidelines so your brand does all of the above, please get in touch and we can arrange a time to talk.

Why is Digital Design Important?

Why is Digital Design Important? – Today a huge chunk of our lives is lived on a screen.  This is why digital design is now so important.  The way design looks online must be sharp, responsive and have the maximum impact of everyone who sees it.

What is Digital Design?

Digital design is the creative work you see on a screen.

While traditionally graphic designers would have been asked to create brochures, editorial spreads, business cards and print ads, today’s designers are more likely to be asked to create banner ads, social media identities, infographics, various website design elements, UX wireframes, PDF white papers and special reports and eBooks.

Of these, arguably the most important are:

1. Website Design

Websites are the new shop window.

This means how your site looks, feels, and operates will be fundamental to your business’ success.  Your website needs to impress, sell, and inform in equal measures and good design is at the heart of all three.

2. Marketing Graphics

To bring your brand to life you need graphics that represent who you are and cement your brand identify across all your digital and physical marketing channels.

Why is Digital Design so important?

Digital design is now present in every aspect of our everyday lives. 

You may think it’s limited to what’s on your web browser or smartphone but it’s more than that.  Almost every product is touched by some element of design at some point in its life whether that’s during its development or as part of its marketing.

Digital design is pivotal in producing apps, animations, games and movies.  It underpins the creation of a new logo, architectural plans for new buildings, vehicle and product design.  And with such a fast turnover of new web design, digital imaging or 3D printing technology, the part digital design plays in our lives will only grow.

In fact, as technology is advancing so rapidly, there is a real danger digital design will be taken for granted while designers desperately try to keep up with the latest innovations, skills, and software so their clients can take full advantage of the unlimited reach of the internet and smartphones.

Keeping pace with developments and being able to offer a genuine digital design service involves more than simply producing a pretty website.

A good digital design team won’t just put a good website together.  A good digital designer will know how to use a brand’s digital presence to convey the owner’s goals, mission and branding and make them look absolutely fabulous darling while doing so. 

They will also make every digital interface as easy to use as possible to maximise the financial return each marketing channel delivers, a list that in addition to the website/s could include:

  • Sales presentations
  • Corporate videos
  • ‘Talking heads’ videos
  • Infographics and motion graphics
  • E-marketing
  • Apps
  • Social media

And all content needs to be media-rich.  It needs to utilise more than just text.  Today’s browser expects much more.

This means digital design must be comprehensively visual.  It needs to employ not only video, images, and animations, but also the ability to interact with the brand immediately and easily.  It needs to invite comments and opinion and react and respond to the information it receives to hold the client/customer/users’ interest.

It’s also important to remember that simply digitising what you already have may not be enough.  In order to present the very best digital identify you may need to consider refreshing your brand so that it plays perfectly online (and that means on a Apple Watch as much as on a desktop browser). 

If you feel you could look better on screens of all shapes and sizes, we should have a chat.  We can talk you through the way our digital design team makes sure brands successfully translate on smartphones, on the internet, and across social media.

What makes a good logo?

Before we get into this, we must address the elephant in the room.  What makes a good logo is of course going to be inextricably linked to personal taste. 

Even the most experienced designers can’t tell you exactly what makes a good logo as it’s totally subjective.  But in this blog we will share some helpful rules of thumb that will keep you on the right lines if you are thinking about updating your logo and giving yourself a brand refresh.

What does a good logo do?

Good logos attract attention.  They create a positive impression.  They make you stand out.  They differentiate you from your competitors.

This means that even though personal taste and subjectivity will always play their part, there are factors (colour, design, font, impact, relevance) you can evaluate on the road to creating a good logo. 

However, at the end of the day, the only factor that really matters is whether your logo looks good.  This is something you must test internally and externally and as long as the majority of your customers and colleagues think it looks good, it probably does!

What are the elements of a good logo?

The key visual elements are typography, graphics, and colours. 

Good designers will be able to work out how best to match these things to your values and your proposition in the best possible way by using their knowledge of your sector and your audience.

Your typefaces need to do more than look nice.  Different font types say different things.  For example, a clean sans serif font says elegance and modernity.  It won’t work for a more traditional heritage brand.

Similarly certain colours stimulate certain feelings and emotional reactions.  Blue represents integrity, trust, loyalty, and intelligence whereas red conjures up power, strength, and passion and white represents cleanliness and purity. 

If your logo is going to work, you need to choose the palette that matches the emotional response you want your logo to create.

Graphics can add a lot to a logo.  In some cases, the graphics have become the logo.  Think about Apple’s apple or the Nike swoosh.  These graphics have turned these logos into mnemonic devices that immediately scream the brand without even having to write the name.

Once you have your typography, colours, and graphics, you need to bring them together.  The composition of these three elements will be key to your success and this is where your designer’s skills will be tested to the max.

What are the qualities of a good logo?

Although composition is key to creating an aesthetically pleasing there are other intangible qualities to consider.  These include:

Is your logo distinctive? 

Your logo has to stand out and can’t afford to be confused in any way with a competition.  It should be unique to you and your story.

Is your logo relevant? 

It has to connect with your audience.  Will it appeal to them?  Will it catch their eye?  Does it sit alongside the other brands they like?   And the hardest question – is it distinct enough to attract but relevant enough to fit?

Is it simple? 

All the best logos are simple.  It needs to be noticed in a busy social media feed, when you’re passing it at speed or when you’re browsing a crowded shelf.  Simplicity means memorability and recognisability and if your brand is going to achieve nothing else, it must be remembered and recognisable.

Is your logo durable? 

It’s not good enough for your logo to work today, it has to work for you long into the future.  Constant updates will confuse your audience and impact directly on your memorability and recognisability which in turn will impact on sales and revenue.  Think long terms and create simple, durable design that will be with you for the long term.

And lastly, is your logo adaptable?

With so many marketing channels to satisfy your logo has to be adaptable to all of them.  Different channels will do different things to different fonts, colour, and graphics so your designer must deliver something that works digitally and physically across every medium.

If you’d like to update your logo or need to create a new brand, please get in touch and we’ll explain how we will make sure your new logo is distinctive, relevant, simple, durable, and adaptable.

Are videos effective marketing?

Are videos effective marketing? – Perhaps the best start point from which to answer the question “are videos effective marketing?” is the past.  If this sounds more than a little strange, I shall explain … 

The way messages have been promoted and received has changed massively over even the last 25 years.  As an example, think (or ask your parents!) about the direct mail pieces that used to drop on your doormat in the 80s.

You’d get a personalised, multi-coloured and over-designed envelope with an unmissable promise emblazoned across the front.  This promise was enough to make you tear open the envelope to be greeted with a full page of copy disguised as a letter …

… and yes, of course I want to sign up to Tom Champagne’s Readers Digest draw!

Fast forward 10 years and consider whether the same content would have the same effect if it had been sent via email or text.

Now fast forward another 10 years and consider whether that same content would work on social.

Of course it wouldn’t.  This is not just because Readers Digest is a product that is no longer wanted/needed/relevant.  It’s because the way we consume information has totally changed. 

We don’t read … we don’t have time to read. 

We want instant.

We want the maximum information in the shortest time for the least amount of effort.

Step forward video! 

Video makes effective marketing because it can introduce a product and showcase all its key benefits in less than a minute without us having to do anything.

And the stats support the theory.  According to a Wyzowl study, almost 70% of people surveyed said they prefer to learn by watching short videos while only 18% said they liked to read the same information by reading traditional text. 

Wyzowl’s study also shows our daily video consumption has increased from 1.5 hours to 2.5 hours a day between 2018 and 2021.

And looking more broadly YouTube’s current usage figures show users consume one billion hours of video each day while industry experts predict over 80% of web traffic will come from videos by the end of 2022. 

The reasons video marketing is so effective is that people want to watch video! 

2 more proven reasons video marketing is effective

The reason video marketing is so effective is not simply limited to usage.  Here are two more proven reasons why video is such a powerful marketing tool. 

1. People engage with videos on social media

According to studies 50% of people prefer to engage with videos on social media. 

On Facebook alone, over 1.25 billion people use the ‘Watch Video’ feature every month.  Twitter users also love video.  Tweets with video enjoy 10 times more engagement that Tweets without.

Surely with that level of engagement in play, you have to be prepared to at least try video marketing.

2. Video helps people make purchasing decisions

Google has reported over 55% of people watch videos while they’re shopping.  This is backed up by the Wyzowl study we mentioned. 

According to their figures 84% of people have purchased on the back of watching a video and a staggering 96% have sought out ‘explainer videos’ to learn more about the products/services they’re interested in. 

With this level of engagement our feeling is video marketing will only continue to grow in importance so if you’d like to chat about how video could make your marketing more effective, why not get in touch and we’ll explain how we can help.

5 reasons why you need a marketing strategy

5 reasons why you need a marketing strategy – Regardless of which industry, sector, or market you operate in, you need a marketing plan. This is because if you don’t market effectively, you won’t sell your products and services (at least not at the rate you want/need to).   

But if that isn’t enough to persuade you to take the time to put a marketing strategy together, here are our top 5 reasons why you need a marketing strategy.

1. It plots the route you’ll need to take to achieve your commercial objectives

In its simplest form, marketing is the line between where you are and where you want to be.  This line is your marketing plan.  Once you have that plan you will be able to see:

  • The steps you need to take
  • The marketing channels you need to use
  • The times of the year that will need most activity/budget/resource

You will also be able to make more astute marketing decisions and be able to budget more accurately, cutting out unnecessary off-the-cuff spend and saving the time and hassle of repeating the marketing mistakes that never worked anyway.

2. It will improve your understanding of your market/s

The best marketing plans are based on an in-depth understanding of all the different parts of the markets you are targeting.

You need to know exactly how they act, what they want, what they do, how they communicate and – most importantly – what they want to hear and how they want that message packaged.

Investing in creating a fully formed marketing strategy gives you the opportunity to take a step back and combine the marketing metrics/data you have to hand with the insight gained by the colleagues who spend most time with your customers. 

This will provide a comprehensive and totally up to date picture of the people you want to market to, the picture you’ll need to produce the most effective marketing strategy possible.

3. It will ensure you make best use of your resources and budget

Someone once said – Einstein I think – that the definition of madness is to keep doing the same thing over and over expecting a different result.  It scares me to think how many marketers still fall into this trap!

As you put together your marketing strategy you will be able to identify which areas need the most TLC, which offer the most opportunity.

Is it new business? 

Is it repeat purchase? 

Is it customer education and retention?

Is it a mix of all 3 but with a stronger accent on digital rather than physical sales?

Whatever the outcome the answer to these questions will determine the best tactics and make sure you appropriate your budget, time, and effort in exact the right places.

4. It will help you make better decisions for your clients

Knowing what you need to do and why will enable you to really tailor your message and means for the different parts of your market.  Addressing each customer/client’s exact needs will make for happier customers; they’ll hear/see what they want to and when they want to, and they’ll be able to react and engage in the way they want to.  

And however complicated you want to make marketing, a happier customer is more likely to repurchase, increase their own spend and tell their family and friends about you.

5.  It’ll make you more streamlined and more effective as a team

Achieving goals has to be a team effort.  It requires everyone to know what they’re doing and why.  It also needs to be absolutely implicit how different stakeholders, different departments and even different brands will need to collaborate.

A good marketing strategy provides that unity, that single purpose.

And if that sounds a bit touchy-feely, look at it this way instead … if everyone knows exactly what they need to do and tasks are distrusted carefully and correctly, there will be no duplication of effort. 

This means much less time is wasted and output increases. 

And that will have a positive impact on profitability and productivity.

Still not convinced about why you need a marketing strategy?!

If this has given you food for thought and you’d like to have a chat about how we could help you tighten up your marketing strategy so your business can recognise all of these benefits, please drop us a line and we can arrange a time to talk.