Can a prospect tell “at a glance” whether you are the right business for their needs? Web visits last ever-shorter durations and so your positioning [the message about what you do and for whom] is critical.
I was asked by a client to provide examples of marketing agencies who have good positioning on their websites.
Do you agree with my picks?
Good brand positioning copywriting
https://www.disruptiveunicorns.com/ We specialise in inbound marketing and lead generation on the HubSpot platform. Using design thinking, we help businesses scale in a sustainable growth manner.
One way to find out if you don’t want to work with them, is to re-write their offer in the negative. So if I don’t want inbound and lead generation – don’t go here. If I’m not using Hubspot I probably won’t get well-served either.
If I’m not a digital marketer needing tools or training – go away.
Below that they have 3 audiences identified – Teams, Marketers and Agencies so they offer further refinement of tools and training offers.
https://spur.co.nz/ Creating live experiences that build brand love. We are a full service live-marketing agency. Our areas of expertise include sponsorship, experiential marketing, corporate events and promotional staffing. We connect brands to people to create brand love.
So if I don’t want a live experience – go elsewhere. Using the bold words allows speed reading to focus in on key services and skills. The “Brand Love” message is lovely and slightly fluffy – who doesn’t want this for their brand?
Finding your audience and positioning your business to align is not something to do once and leave. The business world changes frequently and so fine-tuning your language, offering and audience is a useful exercise.
Remember – excluding prospects who don’t fit your ideal customer persona is important too.
https://creativeagencysecrets.com/wp-content/uploads/2019/05/Three-audiences.png9622328Rebecca Caroehttps://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgRebecca Caroe2019-05-22 14:52:352019-05-22 14:52:37Business positioning - do this
If your address is on Google My Business and you want to hide it, here are 3 easy steps to get it done.
While I will be using our company, Creative Agency Secrets, as an example, it’s worth mentioning that we keep our address visible to the public since we have a physical office space that many of our clients visit. Nevertheless, this is a very useful tool for many businesses, such as one of our clients, AmCham. AmCham is a virtual company whose employees work from home, and as a result, they don’t want the addresses public. So let’s get started.
Step 1: Get to the “Info” page
The first step is to log in to your Google My Business page. On your Google My Business portal (located on the first page), click the menu bar on the top left corner of the screen and select “Info”
Step 2: Edit Your Address
On this page, select your address and a window should pop up where you can edit your address settings.
Step 3: Change Visibility Settings
Scroll down to the bottom of this window and you’ll see a box saying “I also serve some customers at my business address”. Un-check this box and your address will be hidden from the public.
Bonus – Step 4: Edit your radius of service
Many companies can only offer their services in a certain area. Google gives you the option to adjust your service area in the window to ensure your business prospects are within reach and that you’re only getting relevant inquiries for jobs.
You can either select the “Region, city or postal code” option and add a general area your business operates in, or select the second option, “Within ___ km of my business”, and establish a radius of access for your business. And of course, don’t forget to click “Apply” at the bottom right to make sure it’s all saved.
For example, one of our past clients, MethSolutions, offers meth testing in their clients’ locations. However, they can only service locations that their certified samplers can access by car. They have hidden their main office address, but each sampler stationed around New Zealand has a specific but limited area that they can reach and meth test. They used the “Region, city, or postal code” option to ensure that they will get business opportunities from local and accessible clients, but don’t necessarily have to give their exact location away. As the picture shows, one of the areas the can access is the suburb Pegasus in Christchurch, so Google Maps highlights that region.
We hope this helped you optimise your use of the Google location feature. Good luck and let us know if you have any questions or concerns!
https://creativeagencysecrets.com/wp-content/uploads/2018/07/map-525349_1920.png11411920Creative Agency Secrets Teamhttps://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgCreative Agency Secrets Team2018-07-23 10:46:402018-07-23 10:46:55How To Hide Your Business Address On Google
Spark ideas, develop strategies, and add value to your brand while joining New Zealand’s leading marketers at the annual NZ Marketing Summit. Listen to our own CEO, Rebecca Caroe, in her session on “Strengthening the brand-agency partnership – how to work with an expert (when you aren’t one)”.
Attend Four International Keynotes
Brigitte Slattery (Head of Marketing – Lifestyle Group @ Foxtel Australia)
Nick Lanzafame (Head of Strategic Insights & Analytics @ Buzzfeed)
Charlotte Dewhurst (Global Marketing Direct @ Les Mills International)
Col Kennedy (General Manager – Brand & Customer Experience @ Country Road)
Explore Three Programming Tracks
Digital & Social
Brand & Content
Tech & Experiential
Along with the 20+ speakers featured, the Marketing Summit offers a choice of two full-day workshops. “The Content Workshop” and “Brand Building Blocks 2.0” will be held the following day on September 22nd.
Join and connect with 300+ fellow industry professionals in generating and exchanging insights to fuel brand development. You can register before 5pm on August 25th and secure early bird pricing.
You want your company to be recognized no matter where a person sees it. This counts on all fronts – you want every single social network to have a unified look to them, and you want that look to borrow from your website. Branding is such a crucial aspect of marketing that you need to have for your business. If you don’t have a key theme that permeates throughout every channel you use, you need to start now. Here are five reasons why unified aesthetics (or branding) are important for your business:
1. Your Brand Needs its Own Personality
People don’t connect with objects, they connect with the human traits that they assign to them. Companies that have its own personality feel like a friend to a customer. They are a buddy or someone that you look up to. Whatever your brand is, create a persona that permeates throughout all your branding efforts. Your company needs to feel like someone recognizable. Have a specific voice, a specific look, and benefit from being unique.
2. You Need to Be Recognizable Wherever You Are
When you are a large brand, or even just online, you will be seen from people all over the world. You want people to be able to recognize the branding of your company, even if they cannot understand the language. It is for this very reason that McDonald’s is so successful worldwide. The same goes for other large companies like Starbucks. The unified branding means that, if anyone, anywhere, were to visit another country, they can be assured that they will find the same food and experience at any McDonald’s they come across.
3. Branding Builds Loyalty
Branding means having a look and persona that people recognize and know. As a rule, people will always use the brand that they know over a new, unknown brand. That is where the strength in branding lies. You want people to register your product as something they know and trust. Once you do that, you have a loyal customer.
4. Branding Helps You Convey Information
You can convey a lot of information about yourself, your values, and your vision through visuals. Bright, primary colors convey different information than dark natural tones. Use visual cues to tell your customers and visitors who you are without even saying a word.
5. It Will Grow Your Business
Loyal customers will provide repeat business, and happy customers will provide word-of-mouth marketing for you at no extra charge. Have your customers vouch for you, and focus on building your relationships with them to cultivate that loyalty.
Branding is everything from your website to your social networks to your marketing campaigns. Use marketing automation to couple your unified branding with tailored experiences that will increase your customer loyalty and repeat business through uniform emails. You want to be a brand that people trust and return to. To do that, you need to be recognizable on all fronts. Be familiar, be professional, and people will return.
https://creativeagencysecrets.com/wp-content/uploads/2017/08/5-reasons-why-unified-branding.jpg13591920Creative Agency Secrets Teamhttps://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgCreative Agency Secrets Team2017-08-15 16:07:042017-08-15 16:17:405 Reasons Why Unified Branding is So Important for Your Business
I had to write to a client recently to tell them that their home page was failing.It was not delivering value, it was not doing its job and was actively causing problems for the business.And this made me realise that few businesses understand the job a home page does.
Hanging Gardens home page
What should a good home page design do?
If you are an online shop, the home page has the job of showing the specials for the month or new product lines.It is often a straightforward design to implement.
If you are a software company, the home page is usually a sales page promoting and explaining your principal products.
But most business websites have a different challenge, especially those who do not sell by ecommerce.They have had a website for a few years; they may have had a couple of redesigns and the business website has probably grown to tens, hundreds or thousands of pages over this period.The priorities of the business shift over time and the website home page needs to support the new business goals and objectives.
This throws up questions
How often should I change my home page?
Should the home page have all the information about the business?
What should the home page prioritise?
The job of a website home page is to get the visitor to her destination in as few clicks as possible.
Why do visitors come?
Your entire website comprises a heap of different information, advice, products and services and a visitor may be interested in all, one or none of them.So how can you guess what the latest web visitor wants?
This is where intelligent home page design comes in.
Home page as sign post
The principal task of the home page is to signpost the visitor FAST to where she wants to go.So let’s work out what this means for your website.
Go to your web analytics account and find two reports created from your actual visitor traffic this year.These are
a) the pages visitors went to on the site.This shows which are the most popular
b) the search queries people typed into Google which had your website showing up in search results (this comes by linking Search Console to Google Analytics – here’s how to set it up).
Your job is to line up b) with a) so we get the maximum number of people coming to the site and getting quickly to the exact page they are looking for.
Designing for Destination
You now know the top two to five pages on your website (after the home page itself).I’m going to offer some advice here which will help you brief your designer on the changes you need to make to your home page.
Firstly – simplify the main menu.Can you remove any of the top menu items?Give the visitor as few choices as possible, stay focused on those top destination pages.Can you reduce your menu to 5 options?(Home, About, Contact Us plus 2 others?).Can you remove sub-menus or drop-downs?We advised Armour Safety to put icon images of their popular product groupings on a side menu; ordered by popularity.Clicks followed immediately we made the change.
Secondly – highlight popular destination pages in the home page design.Make it very obvious in the home page design elements what these are.You can use images, boxes, icons, buttons, large text – all are useful devices to focus attention. By repeating these popular destinations in the home page design and the top menu, you increase the chances that the visitor will choose an already popular pathway.Coxmate.com.au now does not show its products on the main menu – they send visitors direct to the shop which has its own home page and details all the categories.Similarly, Apartment Specialists has 3 buttons on the home page, I’m Buying; I’m Selling and I want a Valuation.All three are on their menu, but the buttons make it easier for visitors to quickly decide where to click.
Thirdly – you have to reinforce the already popular page destinations – this may sound counter-intuitive.Don’t try and encourage traffic to pages that are not already popular i.e. double down your bets on the well-performing pages.This is the 80:20 rule in action.For the visitor who does want something unusual if they cannot find it from your menus, be sure to make it very clear how to get in touch to ask the question.
So go check how your home page is performing in its duty as a sign post – and don’t be afraid to make changes iteratively – one small change at a time so you can measure the effect before altering other elements.
https://creativeagencysecrets.com/wp-content/uploads/2016/10/hanging-gardens-home-page.png11682194Rebecca Caroehttps://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgRebecca Caroe2016-10-20 07:38:372019-07-15 12:43:28Your home page is failing its purpose
Do you know what their interests are, what they want and need? Sure, we’d like to think it’s all about us and our brand. But there are strategies to reach your audience in a way that will get them engaged in you and your brand that goes beyond the surface of what you think they want from you. There are tried and true ways for you to know your audience better.
What’s your common denominator?
Find out what you have in common with your audience so you can be the brand that they trust. Engage them to keep them coming back to you. If you’re a marketing communication manager, in public relations, an agency marketer or have done the Audience Industries Sequoia curriculum, you should understand what to do, how and when you need to to make sure your audience comes back to you… every time.
Get to know your audience better with Audience Industries Circles
Audience Industries is coming to a town near you in May and are bringing Circles with them. Really good news for you. The course is broken up into 7 modules that will help you to really get to know your audience. Audience Industries wants to show you how to bring your audience to you, over and over again. Keep them coming back by speaking their language, learning their paths and optimize your ads to deliver maximum value for your site. Because we know, it’s all about the money.
Here’s what’s in store for you if you sign up for Circles:
Module 1: Learn what your audience has in common with you
Module 2: Be the brand/business that your audience trusts
Module 3: Find out what your audience wants and needs
Module 4: Break down the elements of compelling stories and apply them to YOUR story
Module 5: Understand what makes your audience take actions on your site and use the information for good
Module 6: Get the strategies that create likes, clicks, shares… real engagement on your social media channels
Module 7: What you should know before you optimize your ads
Sound like something your business needs?
We thought it might. That’s why founders Dan Morris and Rachel Martin are bringing Audience Industries to New Zealand for the second time. The Circles curriculum is coming to these big NZ cities this May, so book your tickets now while there’s still time:
It’s not just the Circles curriculum that’s coming to town.
If you think the Circles curriculum is good… you’re right! But Audience Industries has 3 other curricula that we think you should take a look at, too, to help you grow your business in an online world. Read more about the Audience Industries NZ Tourfrom Creative Agency Secrets to see just what else you can learn from Dan and Rachel. Don’t waste any more time wondering how to grow you business revenue online! Book your tickets for a city near you now.
PLEASE NOTE: Some of the details in this article have been rectified per recent conversations with Shuttlerock. These new details are noted below! Thanks for your feedback, Shuttlerock!
We’ve come across marketing software created by a business here in New Zealand called Shuttlerock. It sounds sort of science fiction-y and futuristic – something you might see in a Rae Bradbury novel. In a way, it could be next gen technology in content sharing and revolutionize how businesses aggregate and manage user content to their benefit.
If you’re a business and have social media channels, have you ever wanted to capture all your customer feedback and testimonials in one place? Sure, leaving it in the platform from which it originated is perfectly acceptable. But, what about putting it in the one place in which your put the majority of your efforts, i.e. your website. Right now, this information has to be collected manually and configured in an appealing way so that your traffic, your customers and followers, can see: Hey! Other people like this product and have gone so far as to say something about it on the internet!
Including content aggregation, Shuttlerock takes it a few steps further
Besides collecting user content for your team to sift through, sort, and put on display on your website, Shuttlerock also helps you promote your brand to get more user generated content. How? Contests and promotions, of course! We know that one of the best ways to get engagement online is to incentivize your followers to promote you and your brand. You can get them to share their visual content promoting your brand and reward them for doing it. If done right, you’ll get a flood of content that you can then share, directly on your site. Not only do you get to share their excitement with your other followers but they’ll also be excited to see that their content is being shared with the world. What better way to encourage and reward loyal followers!
Who is using it and how.
Shuttlerock operates in its home country of New Zealand and now Japan and the US. In recent Shuttlerock news, Lady Gaga used the program to allow her followers in Japan to upload their content to her website. These photos, directly from the source (her fandom), will be collected and used to create a poster for her Japanese ‘Cheek to Cheek’ album. Now, that’s innovative.
What I find interesting about it.
This program puts power into the hands of your marketing team in a way that can really make a difference for the brand. For one, your team can manage the content via apps, as well as share their own related content, which gives the brand a more approachable, human aspect that’s approachable. And, for two, they will have social proof of what is and is not working for the brand that can be shared with upper management. I find that extremely valuable for businesses to really make a dent in their market and bring exactly what their customers want based on their feedback.
So, the only thing that I’m hung up on is this bit: the flat fee of $500 per month. For big businesses with marketing budgets that would make you swoon, $500 a month is a drop in the ocean. However we can’t forget about smaller businesses with much tighter marketing budgets – to whom $500 a month is completely unattainable. Shuttlerock, there’s nothing inherently wrong with your fees. I’m just suggesting you have a tiered option for businesses big and small. It could be based on company size, or social media following, even the amount of content that gets shared. Just saying.
UPDATE: From our recent contact with Shuttlerock we’ve been informed that the fees are $5,000 per month and are focusing on enterprises… BUT! they’re currently powering their way through some key partnerships with the goal to, eventually, have options for small and medium enterprises. Until then, we’ll look on Shuttlerock with starry eyes!!
But, way to go!
In a world where brands are continuously vying for attention from consumers, having visual, word-of-mouth content directly from other individuals on your website is amazing. And, as a consumer, seeing that other people just like you or from all the way across the globe also like this particular product, it just makes it more endearing! You want it, seeing and knowing that other people want it and are willing to share their opinions about it, all over the web.
New Clues published in January and numbers 52-67 apply to our marketing communications world in particular. [see below]
Oh, and also pay attention to number 100
You want to know what to buy? The business that makes an object of desire is now the worst source of information about it. The best source is all of us.
It will be hard to adhere to them – because marketers are busy fouling their own nest, much as we did with banner adverts, SEO and oh-so-many other internet tools which we over-exploited so the makers ended up changing the rules to exclude our actions.
Seems to me ever more of a message about the quality of content, ease of discovery and honesty of presentation.
Your marketing strategy for 2015
If your marketing strategy for this year even remotely resembles what you did for the past 5 years tear it up. Forget it. The businesses who will thrive understand Cluetrain, they present their wares at least in part in a Cluetrain-format and will reap the $$ rewards accordingly.
Just call us if you think you want to change and don’t know how.
Now, what do you think?
I’m going to get my whole team to read Cluetrain original next week as their homework!
New Clues for Marketers
The New Clues that directly relate to the practice of marketing. Numbered from the original. Read more
No related posts.
https://creativeagencysecrets.com/wp-content/uploads/2009/06/cluetrain.png205139Rebecca Caroehttps://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgRebecca Caroe2015-01-27 11:29:392015-01-27 11:29:39Cluetrain has New Clues - time for newbies to read the original!
Christmas campaigns may seem like a gimmick, but they work. That’s because it’s a time of year where people are looking to buy and as a result, customers are far more communicative.
Hellmann’s Christmas Advert
Look reactionary by planning early
Planning early has many benefits. For example, you don’t want to get a campaign stopped behind bureaucratic doors and miss your chance to launch it at the best of times. If your campaigns are pre-approved you won’t miss those good opportunities to launch them when they come by.
Nothing says “viral campaign” like a relevant one that comes out as soon as a meme starts. Start planning your campaigns early, and plan multiple variations for different situations. Then all you need to do is keep your finger on the pulse throughout the run-up to Christmas period and unleash your chosen campaign when the best opportunity arises.
Here’re a few campaign ideas:
Relevant product promos – promo your 2015 calendar when advent calendars start getting popular.
“Still time to buy” reminders – customers often rush for purchases just 1 week before Christmas, so a little timely reminder can go a long way.
Discount codes & free delivery – while most common of Christmas campaigns, a time-liimited discount campaign is often short and sweet enough to catch more attention.
Extended returns period – take the “giving mood” approach and develop a relationship with your customers.
One things for sure, each campaign must decide on a clear goal. Review previous campaigns, check their strengths and weaknesses, then carefully plan out how you’ll support your campaign goals through action.
Focus on increasing dialogue with customers (not necessarily hard sales)
Christmas is a great time to develop customer relationships as well as just push sales. Use the increase of inbox opens and social media interactions to build your email lists and get more in touch with your customers. Outside of capturing emails you could also push feedback forms and surveys to capture behavioural data which can improve all your 2015 campaigns as well.
Simply wish Merry Christmas via email or pop-up box.
Run social media competitions that require email opt-ins, but instantly give a discount when a customer enters.
Re-engage with past buyers by offering them something special for doing business with you again.
Have fun and test out marketing platforms you wouldn’t normally use, potentially opening your exposure up to a whole new crowd.
Offer something DIFFERENT
Make an impact and stand out from the crowd by doing something different. Implementing a wishlist on your website (EXTRA: can use data for targeted mailing!), personalising your promotions and running some exciting social media competitions are a few ways to have your company look both professional, and interested in its customers.
The question you need to ask yourself now is – “what’s the best Christmas campaign for my business”?
7 steps for creating your Christmas marketing campaigns
STEP 1: Collect and assess behavioural data from past campaigns.
This should be as straight forward as going into a database and looking through campaign statistics. If you’re not doing this already, a simple excel spreadsheet and recording past campaign data should be your next course of action!
STEP 2: Think of 5 opportunities/ circumstances for sending campaigns.
These opportunities should be periods around Christmas (start of advent calendars, last week before Christmas, etc). Try to find opportunities that can easily be related to what you offer as a company.
STEP 3: Write up these campaigns.
Carefully plan out each campaign with action lists and then make sure you’ve got the content ready to go for each action.
STEP 4: Schedule campaigns that can be scheduled.
If your campaign is time dependent, schedule it and make an alert to remind you when it goes out. Once it is live, you should still have to take action (such as sharing your campaign via social media), so have that ready.
STEP 5: Create daily Google Alerts for topics that the remaining campaigns can react to.
If you’ve created some reactionary campaigns for the holidays, make sure you’ve got ways of identifying when they can best be activated. We use Google Alerts to track conversations so that we can react to them, and it’s a great way for looking for that perfect campaign launch opportunity.
STEP 7: Recap on all campaigns (analytics and assessment).
Once is all said and done, sit down and have a good look at the results of each campaign and how they went. This is very important as it will help you create more successful campaigns for the future!
Looking for fresh ideas and assistance on your Christmas marketing?