Marketplace News

Embrace Voice Marketing
Voice assistants are now everywhere from being on your phone, in your car, and at retail stores to being in your home and office. It’s been suggested that 50% of all searches will be voice activated by 2020! This, of course, opens the door for marketers who are starting to understand the potential these devices hold. Radio marketing may be a potential model, but there will still be a lot of trial and error to be worked out. In fact, Amazon and Google will most likely use the voice search data gleaned to push ads into other platforms, like search results and email.

Bottom line? At this very moment people are buying products based on the power of speech, so the businesses that capitalize on this rapidly moving new media trend will definitely see a return on their investment and be poised for future growth.

Consider Creative Delivery
Every new integrated campaign should consider creative distribution approaches that focus on engagement. Target ways that your competitors may not be considering. For example, instead of digital newsletters, consider using direct mail (I know, old school). Or instead of telephone cold calling, make group presentations at uniquely created events. Remember, it’s always about breaking through the clutter and zigging while others are zagging.

Create Engaging Content
Two words: Influence Marketing (IM). Influencers are people who can deliver actual value to your target audience. If you don’t know already, IM is a form of marketing that focuses on influential people rather than the target market as a whole. It identifies specific individuals that have influence over your potential customers, and then orients your marketing activities around these influencers. They could be academics, journalists, industry analysts, professional advisers, etc.

Developing long-term relationships with influencers will lend credibility to your brand, thereby building TRUST...and no matter what year it is, TRUST is always “in.”

Communicate Personally
Technical automation is here to stay AND very beneficial when used correctly. However, it should never take the place of an authentic, person-to-person conversation.

Make it a company rule to visit your clients in person at least once a year to see how you can improve your service. I can assure you that your relationships will improve and your clients will stay longer and spend more. Why? Because you will be building a relationship, not just adding a number.

For more information on creative communication strategies, contact info@hornsbybrandesign.com.

Source: https://www.wordstream.com/blog/ws/2018/04/10/voice-search-statistics-2018

Digital Marketing: The Plan that Won't Wait

First, there’s no silver bullet to success. Rather, it’s always a combination of tactics that will propel your brand towards new heights. Social media, email marketing, SEO, SEM, content marketing, etc. all work together toward a common goal. First and for most, plan your strategy around boosting your website’s search engine optimization. This will be your gateway into the digital world. If you’re not found on Google, Bing, Yahoo, etc., and if your website doesn’t provide quality information for its users, you won't accomplish your objectives.

Try our 9-step outline:

1. Know your customers and identify what you hope to achieve through your efforts.
2. Set a digital marketing budget.
3. Design elements that accurately reflect your company's identity.
4. Add your business to online listing sites to boost your local search rankings.
5. Set up social media profiles on targeted platforms.
6. Decide if you will be doing your own digital marketing, hiring a marketing employee, or contracting with a digital agency.
7. Build or update your website so that it is mobile-friendly. Remember to use relevant and consistent content that accurately describes your business AND appeals to your target audience.
8. Measure your website’s traffic through Google Analytics or other more sophisticated programs.
9. Monitor how well these methods are working for you, and then decide where and when to spend on paid advertising campaigns.

For help implementing your digital marketing plan, contact us at info@hornsbybrandesign.com.

8 Steps to Winning More Online Customers

Digital marketing is one of the best investments your business can make. Do it right and watch your business grow. Using search engine optimization (SEO-unpaid), search engine marketing (SEM-paid), and social media will help you reach more customers, make more sales, and elevate your brand. The following are eight tactics to help:

1. Content marketing (blogs, newsletters, web content, email nurture campaigns). Posting high-quality, relevant content (articles, photos, videos, etc.) will boost your social following, and keep traffic coming to your company website. Create a posting/media schedule and maintain it. A consistent online presence is key.
2. Business Directories. Make sure all online business directories have your correct and current information. These directories act like a personalized phone book, so listing your business on sites like Google My Business, Manta, YP.com, Yelp and others will help customers find your website and your physical location.
3. Online Reviews. Word of mouth marketing, positive online reviews, and satisfied customer responses will improve your company’s reputation. Inviting customers to leave their reviews on Google, Facebook, or other review sites is the best (and most profitable) marketing you can generate. Identify any questions your customers may have and answer them quickly.
4. Local Searches. Make sure you’re listed in local searches. This will recommend nearby businesses within your potential customers’ current geographic location. Online listings help your company website show up in local search results. This is geolocation-data-driven, so it will act like targeted advertising.
5. Organic Search Engine Optimization. Use proven SEO techniques to improve your website's rankings in search engine results. Successful SEO tactics are designed to organically earn (rather than purchase) a strong search ranking. The first page listings are the most likely to be clicked on. That’s where you want your website to rank—and SEO can help.
6. Search Engine Ads. Use SEM. This is the purchase of on line ads in order to improve your company’s visibility on search engine results pages. By identifying keywords, that your customers are most likely to use when searching for your services, and then paying for a certain number of customer views per ad (known as impressions), you will meet your sales goals faster and sustain your business growth.
7. Social media marketing. This is the purchase of on line, social media ads (Facebook, Instagram, Twitter, and/or LinkedIn) in order to build authentic interactions with followers and is often an affordable marketing tactic for small businesses with small marketing budgets.
8. Responsive website. A highly designed, intuitive, responsive website is the minimal effort you should implement to inform the public and communicate your online brand message. In an ever-changing world of mobile devices, this is a must.

For help with implementing your online marketing strategy, send us a note at info@hornsbybrandesign.com. 

Talking Turkey. Not Thanksgiving...Budget.

So you want to digitally gobble up the competition? With a little know-how and planning, you'll be able to feast your eyes on a great bottom-line and maybe even enjoy a little gravy. But where do you start? Well, where you always start, with the budget.

What is a realistic digital marketing budget? Your marketing budget really depends on the size of your business, the industry it’s in, and saturation (by your competitors) within the targeted digital space. On the small end it could be as little as $100 per month. On the higher end, and depending on how much your company wants to "move the needle," a small- to medium-sized company could spend $2,000 to $10,000 per month.

In very general terms, for a company just getting into digital marketing, putting 20% of your revenue towards marketing can go a long way. If you hire a digital marketing firm, they can handle a company’s entire digital marketing program, or they can focus on specific portions of a digital marketing plan. The scope of work—as well as specifics like your location, industry, and existing digital marketing assets—will determine the price you pay.

Hiring a marketing firm is a big decision for small business owners. Take stock of your resources (both time and money) as you decide whether to contract or DIY. Below are a few helpful questions to ask yourself if you are considering doing it yourself:

1. Do I have the time to train and supervise a person to work on my digital marketing?
2. Do I have the time to learn an entire field of expertise with its constant changes?
3. Am I willing to devote myself to keeping up with these changes in SEO, SEM, and website design, much less learn the dozens of specialized tools and channels?
4. Would DIY take me away from my core leadership and business-building activities?

However you decide to handle your digital marketing, budgeting and planning correctly are necessary starting points. For more help, send us a note at info@hornsbybrandesign.com.

Letter from the Editor: It's a People Thing

Dear Friends,

In this world of turbo-charged changes, there are some, albeit seemingly few, things that do remain the same, and those things usually have to do with principles and people.

I took note of this in viewing a somewhat dated video recently. (View it here.) It’s a promotional clip entitled “Vision” for a motivational speaker, Howard Putnam, the former CEO of Southwest Airlines and Braniff Airlines. In between the various plugs, there are nuggets of truth delivered with humor and sobriety that pour from Putnam’s arsenal of experience, not with business strategies or financial spreadsheets, but rather with…people.

He begins and ends with the importance of people, specifically an organization’s team and its culture. According to Putnam, these form the foundation of a brand. “It’s a people thing. Hire attitude [confidence, talent, and ambition]. Find the folks that fit your culture…that’s how you begin to build a brand.” He continues by distinguishing the appeals: “If you sell a product or a service, you’ll be known as a vendor or a supplier. If you sell a vision or experience, now you’re beginning to develop a brand.”

In this world of smart-but-faceless-technology, the human touch is elusive and more important than ever. It’s the core of a brand’s existence, and the life and breath of an organization. Sometimes the anonymity of digital communication tools causes us to forget this fact. We need to keep in mind that they are merely tools, not replacements.

Putnam concludes, “The one business I know you are in and I know I am in is the people business. Your customers, your stakeholders, your suppliers, your investors, they are all people, and if we can work together as a team you have a much greater opportunity for success ahead.”

As the holiday season approaches and the new year is on the horizon, this is a great opportunity to thank you, our customers, for your continued support and trust! We appreciate you and, as always, we value your input and business. 

Here’s to the human touch and building a better brand through it,

Bridget

Mobile on the Move: Is Desktop Running Out of Steam?

An increasing part of our business is developing mobile sites and mobile apps, reflective of the societal shift in media usage, of course. In fact, mobile is growing so rapidly and so fiercely that some techs-perts have predicted that desktop computers will go the way of steam engines and the pony express. It's almost become a cliché: “Desktop is dead.”

But is this true? Will mobile devices ultimately replace desktops for good? Will desktops only be found in museums in the next ten to twenty years?

You know, “they” said the same about theaters in the eighties and nineties. With the advent of VCRs and DVDs, pundits asked what reason would people have in forsaking the comfort of their own home and wallets only to deal with the hassle of time schedules, parking, and expense of going to the movie theater? Surely, VCRs and DVDs would replace the movie theater.

Let us answer that in one word: “Bigness,” and as they say in Texas, “big is always better.” One theater chain even uses “Go big or go home.” in one of their campaigns. While there was a decline of theater sales from the mid-eighties through the early nineties, attributed to home video, the theater business has seen a 30% increase in the number of tickets sold since 1995, while DVD sales and rentals are now in a decline. (Just ask bankrupt Blockbusters.) Of course, theaters had to change a few things to survive. We now have cineplexes showing 20 movies at one time, stadium seating, surround sound, larger screens, IMax, and a resurgence of 3D. All good stuff that makes a fun event for the movie-goer. I believe scientists would call this adaptation.

This same philosophy (and then some) applies to the desktop. While mobile devices typically cater to the consumer, desktops typically cater to the producer, i.e. business, and ultimately, that's what makes the world go around. Here are our top five reasons desktops will remain alive and well in 2013 and beyond:

1. Screen size: Desktop monitors typically run from 21 inches to limitless for external displays while laptops reach a mere 17”. Tablets are around 9.5”, and smart phones...well, you get the picture. Phones definitely have their place in this world, but so does the big screen. In fact, because the smaller screens are space-restricted, special websites and apps have to be created to accommodate them as well as the user's finger, meaning you may not have full access to a website and all the wondrous information and integration that a desktop computer has. As the canvas goes, so goes the painting.
2. 9-to-5 Ergonomics: Smart phones and tablets are great for couch-potatoing in your recliner as you tweet about the TV show you're watching, but put them on a desk to crunch some numbers and their limitations are quickly evident. Bending over a flat screen on a flat surface for eight hours a day will only increase backaches and neck strains, not your paycheck. The large vertical screen and detached keyboard of a desktop lends itself for better posture during extended computer use. Not even using a tablet stand with a blue-tooth keyboard suffices during an eight-hour shift.
          And speaking about keyboards, information workers want a detached extended keyboard that's not virtual because when you push an “e”, you know it's there by the feel of the key. On a virtual you have to do a double-take to ensure your entry is correct and that your big fingers didn't accidentally hit the “w” instead. Not very efficient for the one who translates a lot of information digitally.
3. Storage: Ten years ago 64GB of storage was unheard of on a desktop. Now, it's commonplace on tablets and even available on some smart phones. But guess what? That doesn't compare to the TBs that you can get on the cheap for a desktop computer. Consider this: An average family of four stores between 20 to 60 GB of photos and home videos, and that's before iTunes music and app downloads. There are Internet storage options, but they usually require subscriptions and you have to be connected to the Internet to use them, which can also slow down both the upload and download of those files.
4. Computations. As we've stated, mobile devices currently cater more to consumers than to producers. There are exceptions such as Square credit card reader, where producers use their mobile phones to process credit cards, but ultimately somewhere, somehow, sometime, that transaction needs to be recorded in a bookkeeping database or spreadsheet application, which is usually found on a desktop. Even in an cloud situation, the multi-core processor and rich system memory that a desktop offers parses and delivers that information much, much, more quickly than a mobile device could, if it can at all. Additionally, designers, architects, videographers, and other creatives inherently process large files by virtue of their trade and need big processors to accomplish the task. Desktop to the rescue.
5. Less abuse. Longer lifespan. Let's face it. Because it's mobile, it will be dropped, lost, left in the cold, left in the heat, just left, or dented, scratched and cracked. It's the nature of things. A desktop, however, is much less likely to receive such abuse and, by extension, will last longer.

What will likely happen in the future is that the desktop, like the theaters, will evolve and change. Who knows what desktops will look like in the future...Ironman holograms? MI6 touch boards with voice activation instead of keyboards? What the past tells us is that the sky is the limit. What the present tells us is that theaters have outlasted VCRs, businesses will still need to do business, and mobile devices and desktops are not mutually exclusive.

Sources:

“Yearly Box Office.” Box Office Mojo. http://www.boxofficemojo.com/yearly/

“Movie Ticket Sale Surpass DVD Revenue.” D. McIntyre. Jan. 4, 2010. Daily Finance. http://www.dailyfinance.com/2010/01/04/movie-ticket-sales-surpass-dvd-revenue/

“Talking Points: Ticket Prices.” The National Association of Theatre Owners.

http://www.natoonline.org/pdfs/Talking%20Points/TP-Ticket%20Prices%20.pdf

Letter from the Editor: Let Your Voice Be Heard

Dear Friend,

These are exciting times we live in. Digital marketing is moving at lightning speed. Social media is growing daily with Google+ and Pinterest snapping at the heels of Facebook and Twitter. (See “Pinterest Q&A” this month.) Increased Smart Phone usage is displacing desktop and laptop usage for online information. (See “Are you mobilized?” this month.) And Search Engine Optimization and Search Engine Marketing will have to reinvent themselves now that Siri has arrived.

Siri (Speech Interpretation and Recognition Interface) on iPhone 4S lets you use your voice to send messages, schedule meetings, place phone calls, and more. Ask Siri to do things just by talking the way you talk. Siri understands what you say, knows what you mean, and even talks back. What a fantastic invention and the epitome of technological advancement. And as this technology gains momentum, you’ll begin to see “Intelligent Automated Assistants” on all platforms that respond to the user’s voice, allowing them to not only find locations, add to their calendar, find trivia answers, download coupons and specials, but also to purchase items online...all with YOUR voice and without a keyboard.

It’s still in its infancy; Siri’s features are limited to the iPhone 4S and its default applications, as well as some applications that seem to have preferred status (e.g., Google Maps, Yelp, Wikipedia, and Wolfram Alpha—Best Buy’s shopping app). So, for small businesses, it’s important to be where she is pulling information from -- and that is Google Maps and Yelp.

The appearance and evolution of Siri gives good reason to pause, contemplate, and reevaluate your digital marketing strategy. Certainly something to think about. Let us know if we can help.

Best,

Chris

PINTEREST Q & A

 

You may have noticed a new Internet buzzword lately as some of your friends on facebook are “liking” a new social medium: “Pinterest.”

So what is “Pinterest?”

Pinterest is a VISUAL social medium that acts like a bulletin board (called a “pinboard”) and allows users to “pin” their favorite photos, videos, and other virtual items. Each individual pinboard is thematic and categorized such as home decor, DIY, clothing, food, etc. This allows the user to organize their interests easily. 

The beauty of this medium is that it is inspiring and creatively driven. In fact, Pinterest's mission is to "connect everyone in the world through the 'things' they find interesting." User’s can share their pinterests on Facebook and Twitter, helping this social medium earn its place as one of the fastest growing social networks in the world, becoming one of the top 10 largest  with 11 million total visits per week.* 

So, how does it work? 

Pinterest, like other social media, is membership-based and operates as an invitation-only site.  Those invitations can come from an existing user or directly from the Pinterest website by request. Also, a user can create an account by linking Pinterest to their Facebook or Twitter profile. Users add images to their pinboards through “pin it” or “follow me.” These images are usually from various blogs and e-commerce sites  with links back to the blog or site. 

Who uses Pinterest? 

68% of the users of Pinterest are women, 50% with children. The average annual household income is more than $100,000. Pinterest has 1.36 million visitors per day.** 

What can it do for my business? 

Good question! According to Wayfare, an ecommerce company, Pinterest shoppers spend 70% more than other customers and according to a PriceGrabber study, 21% of users have purchased items they saw first on Pinterest. This is a viable economic opportunity that's here to stay. 

An example of a successful pinterest marketing campaign is Ann Taylor Weddings. With an extensive offering of wedding ideas, brides-to-be can scroll through Ann Taylor’s pinboarded products and pin their favorite images and ideas for their own weddings. If the user wants a continuous feed, they can select “follow me,” which updates their pinboard as Ann Taylor adds more products. The engagement and reach multiplies with every “pin.” 

How do I integrate Pinterest with my company’s brand? 

1. Create an account: Like Facebook or Twitter, you can easily create an account for your brand that others can follow. Then through a quick search, start to follow Pinterest users that could be your brand advocates, and definitely follow those who have pinned items from your pinboard.
2. Create boards: After you create your account you should start creating boards that can represent categories for you to pin items to. Remember that this is a VISUAL social medium so how your pins look is even more important than what you pin. It's not the recipe, but the photos of that delectable chocolate cake that makes people want to share with their followers and try them at home. It's not the clothing description, but how the clothing was photographed and styled that makes someone want to buy it.
3. Incorporate it into other marketing efforts: Increase your engagement, reach, and ulitimately revenue through integration of a “pin it” button on your website, blog, and your other social media involvements. 

The ultimate conclusion is that "Pinning" can drive purchases. As expert digital brand builders, Modea, states: 

“As marketers are scrambling to discover how to best leverage the new channel, one thing has become clear: The power of Pinterest lies in the fact that it transforms every one of its users into a personal curator of content at the click of a button. The visual nature and simple experience is a great fit for brands that want to be an organic part of their customer's social lives. Pinterest provokes a resurgence of web site referrals, which have been trending downward since the advent of other social sites like Facebook and Twitter. Pinterest is the new digital doorway to your brand and you're no longer the gatekeeper.”

What's the Bottom Line?  

If your target audience is the digitally involved (who isn't now-a-days?) and your brands are "pin-worthy" you should integrate Pinterest into your digital marketing strategy. But beware. It better LOOK great AND be useful! The "Pinterest effect" reminds us all of how important it is for marketers to focus on creativity, strong photography, and relevant content. Pinterest truly illustrates: "A picture is worth a thousand words." 



*Sloan, Paul. "Pinterest: Crazy growth lands it as top 10 social site." CNET News. 22 Dec 2011. Website.
** Modea Social Media Gurus. "Pinning = Winning | The Infographic." Modea. 25 Feb 2012. Website.

Are you Mobilized?

As smart phone usage continues to grow, brands need to extend their communications. Get mobilized! Why? Because there's a huge opportunity to help build customer loyalty on this unique and compelling platform.

Some statistics

• College graduates (ages 18-35) and those with annual household incomes of $75,000 or more have stronger adoption rates to mobile and are more likely to use smart phones, but every major demographic group is showing growth in the use of mobile devices.
• 46% of Americans use a smart phone as of February 2012. Two likely factors influencing this growth are: a) The cost of smart phones has gone down significantly and b) businesses are using tablets and mobile apps more for document sharing, and for easy communication with colleagues who are working remotely. Plus, employees are expected to have email and Internet access after hours and outside the office and the easiest way to do this is with mobile. This means that people who aren't necessarily young are adopting the technology as well.

Why should my brand mobilize?

1. Customers are already on mobile. There is no need to convince consumers that this platform/channel is viable. This saves you both money and time.
2. Unprecedented potential for access to your customers. Given that people take their smart phones everywhere and it's culturally acceptable to use them anytime, your brands can engage with your customers more frequently and more directly than ever before.
3. Customers have physical/emotional attachments to their smart phones. When they download an app, they invite a brand into their personal space. With the right mobile experience, brands can become fixtures of an individual's daily routine. The brands that successfully enter this space are the ones that tailor their apps to the user's needs, likes, and behavior.
4. It's interactive. Now-a-days customers seek conversation (hence the growth of FaceBook and Pinterest). Develop your brand's reputation as being both modern and tech-savvy and responsive to customer opinions. The interaction between your brand and your customer will offer invaluable insights into how you can serve them better and ultimately impact your bottom-line.

Get started Mobilizing today! Build a new mobile site, optimize an old one, and/or start a new campaign.

Brand Glossary—Learning the ABC's of Branding

—B—

Brand Essence. The brand's promise expressed in one, no more than two, words. (More than two indicates a lack of focus.) For example, Nike=authentic athletics; Disney World=magical, Harley-Davidson=independent. Brand essences are most powerful when they answer a fundamental need or feeling a customer has.

—C—

Customer Relationship Management (CRM). A technological system or software that manages and traces a company’s relationship with its customers, clients, and sales prospects. It provides one-to-one customer service and personal contact between the company and the customer, thereby increasing the bond between the consumer and the brand.

—M—

Monolithic Brand. A "masterbrand" in which the parent company’s identity is the single brand name that dominates the product or service it offers, describing those product and services in generic terms. Individual products are nearly always identified by alpha or numeric signifiers. Companies like Heinz, Mercedes and BMW use these systems.