THE MARKETING NETWORK
CONCEPT & STRATEGY MARKETING TIPS FOR YOUR SMALL BUSINESS
The key to building a successful social media page is creating and building a relationship with your followers. Successful social media marketing designs can set you apart from the competition. A visual brand will help to connect with your community and convey your brand's personality. The visual brand can be created through unique content that is branded. This unique content can be videos, photos, promotions, advertisements, or even contest. The best way to capture the attention of a user is through unique designs made individually for your business.
People are visual beings. It is important to have well designed social media posts. You want to catch the eye of your customer and entice them to buy your products or services. Here are four different ways to optimize your design and be successful on social media! Here
BRANDING: Branding and design are inseparable. Brands need to create an emotional relationship with their customers through design. Designing a good brand will leave a lasting impression on a person. You need to take the values, mission and brand of the company and transform it into a relationship with the customer. Understandably, this is a daunting task for most. Most businesses will hire a graphic designer to design their logo, but for social media design most businesses will not more than likely never consider a graphic designer. This is a common misconception.
Small and large businesses should hire at minimum a graphic designer to at least show them how to use social media to grow their business. Even if it is just for a month to build your brand and your brand identity, this can make all the difference in growing your business.
COLOR: Customers view the company based on the colors that are perceived by the brand. Approximately 90% of judgments made about a product or services are based on color alone. Brand personality is perceived by color. According to research, brand colors are important in customer determination of brand personality.
Color relates to persuasion and each color evokes a different meaning. Yellow is optimism, orange is friendly/confident, red is excitement/bold/urgency, blue is trust, green is peaceful/growth, and gray is neutral/balance, black powerful/sleek, pink romantic/feminine, purple soothing/calm/creative. Color and branding have a strong correlation. If a brand continues to repeatedly use the same color, the customer will establish a relationship between the brand and color.
Picking the right color for your brand can be a difficult choice. Research can help you decide color appropriation and association to your potential customers. In the instance of my company, my logo choices translate as growth and friendly. These are two core pieces of my brand I wanted to share with my customers. When a customer sees my brand colors it often evokes these two thoughts.
FONT: Font plays a large role in branding and brand identity. Finding the right typography is a challenge, each type has a different personality. You want to choose the right typography that works seamlessly across your brand. When choosing the right font, readability is one of the most important aspects. Other important aspects are flexibility and consistency. All three of these are important aspects in shaping your businesses brand identity.
As with images, font suggests an alternative meaning or cultural context. As shown below, I used the same image with two different fonts. The impact in image 1 is a lot different from that of image 2. Image 2 is difficult to read and the text seems out of place. While image 1 seems to have a clear message and a readable font. The lasting impression these two images have on the customer will be very different even though they are the same image.
When I was choosing my font for my website, I went through about 80 fonts before I found the right two fonts I used. A cursive font might look great, but if you are the only one that can read it, then it is as if you never wrote it at all. Serif fonts tend to work best for readability.
THEME Creating a consistent theme will create more brand awareness. Theme can be created through color, contrast, typography, balance and space.
For social media accounts that I run, specifically with Instagram, I am trying something different. I want a follower of a business Instagram to see the post and know who is posting it without having to look at the profile image. Through social media you are creating a personality for your business and it is important you have a consistent theme in your posts.
It is important to align your social media content with your brand. Always be aware of the design because it can impact your brand, followers and perception. Make sure to create a color theme, a legible font and finally a common theme. If you follow these three guidelines to social media marketing, you will have more success growing your following and your brand awareness.
Welcome to The Digital Marketing Network, a blog about perfecting your small business's marketing strategy. This blog is based off of the marketing expertise and experience of me, Sarah Rinaolo, owner and consultant at LocalMarke. I will be posting on a regular basis beginning February 2019. Every month I will post about all different topics that relate to your business's digital marketing strategy. I will start posting twice a week the days and times listed below for the month of February. Make sure to keep a look out for my blogs!
STAY TUNED FOR OUR POSTS!
LocalMarke is a group of digital marketing professionals. Overtime, we have learned that marketing is not as simple as some may think. There is actually a complex science behind a successful marketing strategy. You cannot just post or advertise about services or products without a direct and well thought out plan. I have noticed throughout my time in the industry, that small businesses without an established or written marketing strategy are not nearly as successful.
Now to introducing myself! I am Sarah Rinaolo, a Skidmore College graduate with a BS in Management and Business and a minor in economics. I am the owner of LocalMarke, as well as the project manager, seo manager, ppc manager, social media coordinator, graphic designer and anything else you can think of that is related to digital marketing. I try to do a little bit of everything!
I started LocalMarke in my junior year of college while researching the best practices of social media in the hospitality industry. I researched this topic for three years (I know pretty crazy that there is that much material on social media alone, but there is!). The small businesses I was interviewing informed me that they did not have the financial resources to hire professional digital marketing consultants. I decided to set out and change that! I realized the need for an affordable marketing company in the local area and I built a business model to achieve my goal of providing affordable marketing services. In the process of working for my company, I decided to share my experiences along the way. I figured the best way to do that was through a blog; therefore, this blog was born! I am constantly finding myself researching digital marketing topics and have a difficult time finding the results I am looking for. This blog will help those digital marketers or small businesses through the complicated industry of marketing.
There are several reasons I decided to write a blog. As a small business owner myself, I realized that as technology evolves, digital marketing is becoming increasingly complex. For example, Search Engine Optimization (SEO), which is a crucial component to the performance of a website, has changed dramatically in the past ten years. SEO is no longer as simple as having keywords in the text of a website to optimize your content. It actually requires a multitude of other strategies, such as technical SEO techniques, url names, and title names. Don’t worry if this is a term you're unfamiliar with, we will have a few blogs dedicated to simplifying its complex methods!
Essentially, I wanted to simplify digital marketing topics and methods for readers who are not as familiar with its complex ways. There are so many different kinds of ways to market your company digitally. I will break each topic down in detail and provide examples of how I incorporated each topic into LocalMarke's digital marketing strategy. Each blog will focus on a specific topic that will help you further understand how to incorporate digital marketing into your strategy. I know some of these topics are not easy, so if you have any questions do not hesitate to comment or message me privately!
The most helpful tool I have found in perfecting a digital marketing strategy is research. You should read books and conduct research on all digital marketing topics. Even if you think you are a pro at a specific marketing topic, I am sorry to inform you, but you aren't! Technology and consumer needs change everyday and there is always more to learn. I studied social media for three years and I am continuously learning new things about it everyday.
At LocalMarke, we are all powerful advocates of well rounded research. This means not only using one source for information, but we use a multitude of reputable sources. When you use multiple sources you can confirm that your research data is accurate. For example, if I see the words, "Facebook has 1.2 billion members," on one website, I will double check that on another reliable website to confirm that I have accurate information. Remember that when your researching, not all online websites are reliable sources of information. Even though we all like to use Wikipedia, it is not recommended as a source of reliable information. It is important to keep in mind that not everything on the internet is true and using multiple sources for information decreases your chances of relaying incorrect information.
Throughout this blog, I will discuss helpful digital marketing research methods, books, tips, tricks, marketing plans and many more digital marketing tactics. This blog is a start in developing your digital marketing strategy, but I recommend you explore additional information about these topics outside of this blog. You should explore books, websites and other blogs for more information. I believe you cannot be successful in marketing without doing adequate research. (I would know I researched one topic for three years!).
We encourage our readers to respond, add comments, suggestions or share our blog posts. We even encourage you to disagree if you have a different opinion on the topic. I ask that we keep the comments relevant to the topic in order to maintain respect for all individuals involved in the discussion. I moderate all comments and will remove all that are offensive, irrelevant or disrespectful. This means if you come by to advertise your business or website, your comment will be deleted. (Just don't engage in this behavior to begin with...it's poor advertising and a waste of your time).
Please do not post anything private to this public forum. If you want to get more in-depth or talk about different topics, feel free to email me.
I encourage you to visit The Digital Marketing Network on a regular basis to learn more about digital marketing techniques and strategies. I also suggest you visit our website to further understand the extent of who we are and what we do.
Please consider subscribing or engaging in discussion on this blog. I am open to everyone's ideas on relevant marketing discussions. Some topics to look forward to this year are website development, SEO, social media, graphic design, Adwords, PPC marketing (my favorite topic), corporate branding and many more!
Thank you for reading and visiting, and hopefully I can help your business succeed in creating an effective digital marketing strategy! Stay tuned for February 2019, which we will debut our first post.
This blog will help your small business become successful in the competitive world of digital marketing. Do you want more quality digital traffic? This blog can help grow your small business digitally! Coming in 2020!
Sarah Rinaolo is the founder of LocalMarke Digital Marketing Consultants. She has been involved in digital marketing industry for over 9 years. She has exceeded the marketing goals of every business she has worked with. She wants to share some of the information she has learned in order to make these businesses successful in their digital marketing efforts.