These days we all hear a lot of hype about how the digital world is transforming marketing. The thing that it is important for small businesses to understand is that the tools of marketing have changed, dramatically, but the fundamentals are exactly the same. If you have a good quality products or service all you need to do is let the right people know.
In the digital world, your website is your shopfront. It’s the backbone of everything you do and needs to make the right impression. If you don’t have a website that does your business justice, you’re not in the game – plain and simple.
You also need to direct people towards your website, the digital equivalent of foot traffic. Think of your landing pages as print advertisements, and your email marketing as promoting your business in person.
Finally, you need e-commerce to perform the same function as a good old fashioned cash register – people need to be able to buy your great products!
Digital marketing sorted – new tools, same game!
A lot of people are surprised to learn about how effective print marketing still is. When all we hear about is the importance of social media and developing an online presence, print marketing can seem a little dated, or even redundant.
This could not be further from the truth. While digital marketing and social media are incredibly important, these platforms are crowded with a lot of voices that are all trying to talk at once. Very few customers expect printed materials these days, which makes it a great opportunity to stand out from the crowd. If you have professionally designed brochures, pamphlets or postcards, it tells your customers that you care. It gives the impression that your business is worth making into something beautiful and tangible. Printed materials give your business a level of credibility that is hard to come by in any other way.
Your logo is the visual centrepiece of your business. Before potential customers or clients have even had the time to read anything about your company, chances are they will have made a subconscious impression based on your logo and branding.
Your logo has to reflect the personality of you company. It has to be striking enough that people will recognise it the next time that they see it, and it also has to appear in everything you do. Consumers respond positively to brands that they like and recognise.
Having a great logothat is consistent across all of your marketing platforms can go a long way in boosting business and scoring return customers
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