Category Archives: Marketing

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4 Ways to Make a Good Logo a GREAT Logo

What makes a great logo? If I had to answer this question in one word, my answer would be: Simplicity, and you will notice how many times that word comes up today. However, just that one word is an extremely vague answer, so let’s go into some detail to clarify exactly what goes into a great logo.

1. Simple.

Let’s continue off with the idea of simplicity. A logo should be easy to recognize and also appealing to the eyes. If your logo has crazy artwork and designs, whether it be in many different colors or not, it becomes hard to look at. Even more so, it becomes hard to recognize if you were to see it a few weeks later. A simple logo is not only pleasing to look at but will also be easy to remember as well. Just remember, when designing a logo memorability and simplicity go hand-in-hand.

Here is a great example of a company moving towards a simpler logo design.

Starbucks 1971

1971

Starbucks 2015

2015

2. Timeless.

Another aspect of making a good logo should be its effectiveness to last through the years. That being said, this does not mean that there should never be changes or updates made to your logo. Times change after all, what was appealing to the people in the 1950’s is not the same as what appeals to people now. When I was first getting into design, I saw numerous blogs with the same idea of timelessness and all the blogs I read had a picture of the Pepsi logo throughout the years next to ONE Coca-Cola logo that supposedly hadn’t changed since 1985. This is simply untrue. Both companies made changes towards simplicity and memorability, which resulted in the effectiveness of their logos throughout the years. The actual chart comparing Coca-Cola and Pepsi can be found here.

3. Functional.

In order for your logo to be functional in any aspect you choose to use it in, then it must be SIMPLE. Yes, that word again. Adding shadow or gradient effects may look great on the background you are working on, but how will it work once moved to a different setting? Your logo should have the ability to swap between white and black backgrounds, be printed on T-shirts or made into stickers with no extra hassle. A functional logo should be one that is capable of being promoted in any which way you choose.

4. Communication.

Your logo should be a representation of your company. However, do not confuse that statement as an invitation to be cliché. Being able to differentiate the two will help you create an effective logo. Lastly, your logo should be marketable not in just one area or targeted audience but everywhere, while still being appropriate.

Understanding the difference between these four things while still being able to incorporate them into your design will be the deciding factor between a good logo and a GREAT logo.

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9 Ways to Save Your FAILING Social Media Marketing Campaign

Social Media Marketing
Here is what you did:
You either hired a “Social Media Expert” or you did it yourself. You created a Facebook page, a Twitter page, a Linked-IN page, a Pinterest board, a Google+ page, and an Instagram page. Your trusty expert, or you, scheduled a bunch of messages to auto-post every 120 minutes; mostly useless quotes and quirky sayings. Now you are sitting back and trying to figure out why your Social Media Marketing Strategy failed.

Here is what you should fix:

1.  Pick your brand.
Which Social Media platform is right for you? All of them? Pick the platform that would reach your potential market with the highest numbers. I know the temptation is to utilize all of them. Pick your priority. For example, my author friend uses Twitter, Facebook, and Linked-IN; in that order, without thinking about the other platforms. Prioritize which is your best avenue and spend the majority of your time building that community first.

2.  Trust & Credibility.
Your Social Media Marketing campaign should put you in a position of expertise. Your community and followers should consider you the expert when it comes to your profession. Sometimes, this means that you teach, you tutor, or you advise. Once you establish yourself as an expert in your field, then it becomes easy to start converting visitors into prospects.

3.  Sales Process.
The biggest misconception about Social Media is that business owners attempt to build awareness and a following to their brand. Did you know that in 2014 only 29% of all Social Media Traffic follows a Brand? The purpose of your Social Media Marketing is about turning prospects and leads into customers.

4.  Engage.
Don’t just post because that is what you are supposed to do. Provide value to those who follow your brand. Also, remember to share their content that might be relevant to your community. They will recognize your efforts and will most likely return the favor. Remember, your fans and followers don’t want commercialized content, they want conversation.

5.  Automation.
Social Media automation is quickly becoming the frown of the market. Ever follow someone on Twitter and you receive an instant message directing you to their Facebook page for an additional Like? Your community will fast recognize this lazy behavior and drop you like yesterday’s garbage. Sincerity and interaction will go a lot farther than automation.

6.  Commitment.
You spend 10 minutes a day on Social Media. Now you ask why your Social Media Marketing is failing. Social Media is like a marriage. It takes time to nurture and grow. Spend as much time as necessary to engage and converse with as many people as possible about your expertise. Be prepared to do this a few times per day, including weekends. Don’t expect your list of fans, followers, and subscribers to grow overnight. This is a slow process.

7.  Content.
Your goal is quality not quantity. If your Twitter account has 100 followers but every post gets 8 “Favorites” and some Re-Tweets, you are in better shape than a page with 2,000 followers and zero Favorites and zero Re-Tweets. Remember the buzz word “conversation & engagement” the more of this you can promote the more your content will appeal.

8.  Follow your follower count.
A watched pot never boils, right? If this number isn’t increasing with time, you should take a good long look in the mirror and attempt to identify why they are leaving you. Is your content irrelevant? Is your content controversial? Is your content a poor indication of your industry? Can your community relate to your content? Tackle these hard self-defining questions and come up with changes that will bring your followers back to you.

9.  Safety.
Nobody has ever done it this way, why should you? You make your Social Media follow the norm because that’s how they all do it. Is this how you want to run your campaign? Stop playing it safe and take risks. There are 150,000 ways of utilizing Social Media Marketing. All of them were stumbled upon by people taking risks.

“If we are to achieve results never before accomplished, we must expect to employ methods never before attempted.” – Sir Francis Bacon

What Social Media Marketing mistakes have you made that have made the world of difference? 

Related Topic:  Why Instagram is Essential for Your Business Marketing Strategy

 

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Why Instagram is Essential for Your Business Marketing Strategy

instagram-business

In 2011, Instagram had fewer than 4.9 million users. In 2014, Instagram now boasts 200 million users. As a small business owner, or a new business owner, the thought of getting the attention of 200 million users might be overwhelming. Here are 4 tips to help you begin on your Instagram marketing strategy.

Hashtag. #Hashtags.
You can use hashtags in every Instagram post you create. Hashtags can be a very effective and efficient way to gain exposure. Unlike Twitter, you are not limited to the 140 characters per post. Include hashtags in your caption to allow your new post to be search accessible. (Don’t go hashtag crazy or you will seem desperate and people will fly over you…)

Make sure you include your business name in SOME of your posts. Example: I own Everlook Studios (Twitter: @EverlookStudios), my hashtags would reflect #EverlookStudios on some of my business posts. This strategy not only distinguishes your business posts, but it allows people to view all of your brand in one hashtag search.

Lastly, use general #hashtags to help people find your content. Example: I just created a new brand logo for a client – I will post it on my Instagram account and hashtag: #EverlookStudios #Logo #Branding

Engage.
This is a new buzz word in 2014. Every social media marketing strategy guide starts with the simple term – Engage. Go ahead, sit back, relax, and explore the wonderful world of Instagram by searching for #hashtags (see above). Take note of certain #hashtags that your industry businesses are using. Take note of what your customers and competition is using. See what they like, see what they post, take notes.

Find “experts” (Isn’t everyone a Social Media Expert these days???) in your specific industry and follow them. Engage in conversation with them. Like their photos. If your account comes off interesting or your engagement triggers a mutual interest make sure to engage in a conversation.

Use mentions to show appreciation to your followers, customers, friends, etc.

The majority of your posts should be made with your potential customer in mind. Post about your services. Post about what you sell. Post about your process. Make it worthwhile for a potential customer to follow you on Instagram.

Introduce your employees – this process not only gives the employee the recognition they most likely deserve, but it also humanizes your brand.

Inspire.
Post videos – Instagram has the ability to post short 15 second videos.
Post photos – People have a general curiosity of how things are made or a process of which something happens. Satisfy this need by posting photos of your process. Remember to #hashtag.
Show your creative process – Just the fact that you are on Instagram with your business is a start.
Share “behind-the-scenes” content – Use your Instagram account to share pictures of your process – Don’t post these specific pictures on any other social media site. Give the feeling of exclusivity to your followers.

Be true to your brand. Ensure that your photos and videos clearly define one attitude, personality, and vision for your brand.

Instagram Contests.
Use an Instagram Contest to spread the familiarity of your brand and reach a greater following. Instagram contests are popular because they are easy enough for people to participate in plus the reward to win the contest is usually well worth the time. (The prize of a contest is what gives people motivation to enter. It is the most essential part of your contest)

FTW3

Example:
A business will post a picture of their newest product and make the following rules:
1) Repost this picture and tag it @ftwkreations and #ftwkreations
2) Make sure you follow @ftwkreations
3) Winner will be picked on xx/xx/2014

Include contest rules in the caption of your post. Promote your contest in as many Social Media markets as accessible.

The right prize, the right timing, the right time frame (length of contest) and the right market, your contest can go viral overnight!

Remember the ultimate advertisement is to promote your winner on your and your winners’ Instagram page. Give them the fame they deserve.

Bonus Tips.
Use Google Alerts – Monitor your campaign hashtag mentions by using Google Alerts.
Post consistently.
Determine the best times to post.
Constantly engage.
Stick to your brand.
Show your human side.

How do you use Instagram as a part of your Social Media Marketing Strategy?