Category Archive: Uncategorized

• Branding vs Marketing | 5 Ways to Know the Difference!

  4 October, 2022 9:46 pm Leave a Comment

  Are you a new business owner? Marketing beginner? Or even a professional marketer? Stop here; you have reached the right place because today, we will answer the question that baffled you and many others.  

  The ultimate need to differentiate between branding and marketing stems from your desire to gather long and short-term sales. Here we will separate and dissect branding and marketing to help you create a robust, sustainable, and scalable business.  

  Even though marketing and branding are two different concepts that are an integral part of any business, they are frequently used interchangeably.  

   

  1. The definitions of marketing and branding 

  It’s important to understand that branding is the big umbrella that encompasses all your business, from communication to how you decorate your store or office. Branding is the impression your audience recalls long after seeing your marketing.  

  We use branding to raise awareness and elicit an emotional attachment to your product or service. However, marketing is one aspect of utilising your branding to promote a new product/service, increase sales, and achieve short-term goals.  

   

  2. Branding is Identity; Marketing is Promotional.  

  Branding is everything about your brand and the emotional connection you create with your target audience through everything you do.  

  A versatile branding is consistent, clear, concise communication of your brand’s stand. When we think of versatile, memorable branding, we immediately think of brands like Apple, Starbucks and Pepsi, to name a few. 

  If you examine why those brands stand out, you will mostly feel the distinction of each brand’s message, not just the logo or their latest marketing activity. You will think of Apple’s neat and minimalistic design. You’ll think of chicness and sophistication. 

  Resonate and build a strong fanbase by utilising your branding elements in every brand communication. 

  Example: Pepsi and Coca-Cola have almost the same taste, although we always find some people who are more connected to Coca-Cola than Pepsi and vice versa. This emotional attachment and loyalty are precisely the power of branding. 

  Check out the importance of creating a veristile branding. 

  What is Marketing? 

  Marketing is the encompassing activities a company undertakes to attract potential customers through promoting the buying or selling of a product or service, including advertising, selling, and delivering products to consumers or other businesses. 

  So, if marketing is how you build awareness, your branding will keep your customers returning for more. 

  Also, some companies outsource a professional agency to handle this type of work so ask for our marketing services or click on the link to know more about us, Feur Media House 

   

  3. Which Comes First; Branding or Marketing? 

  Let’s settle this argument. You definitely can’t market a brand you haven’t fully invented yet, which means branding always comes first. 

  Know what your brand personality should be like, what characteristics you wish to convey, and what it stands for. Why should others care about your brand and not competitors? 

  By creating the logo, your persona, and other branding structures, you can then start your marketing process with tactics and strategies that highlight your branding. 

  Experienced marketers follow the right strategy for both branding and marketing to convey their message and invite and retain loyal customers. 

   

  4. Branding is the Essence. Marketing is the Message 

  Branding is perception. It taps into your customer’s thoughts and feelings instead of simply telling them to buy your product. 

  The goal of a brand strategy is to resonate with the consumer so that they choose your products, services or businesses over the competitors. 

  Branding is the impression your audience recalls long after seeing your marketing.  

  A well-applied brand strategy affects all aspects of a business, as it’s all the stuff that feels intangible and directly connected to consumer needs, emotions, and competitive environments. 

  Find out the 6 factors of a successful advertisement plan. 

  Elements of a Brand Strategy 

  1.Purpose 

  2.Consistency 

  3.Emotion 

  4.Flexibility 

  5.Employee Involvement 

  6.Loyalty 

  7.Competitive Awareness 

  “If people believe they share values with a company, they will stay loyal to the brand” Howard Schultz . 

  What is the proper marketing strategy? 

  On the other hand, marketing is a more direct and explicit effort to influence people to buy a product through videos, ads and sponsored content. 

  There is no specific strategy we can apply for all products and services, but there are diverse strategies each can be used depending on campaign goals, targeted audience and budget. 

  There are two types of marketing strategies: traditional and digital marketing. 

  1. Traditional Marketing: event marketing, outdoors, video production and print marketing.
  2. Digital Marketing: search engine marketing, social media marketing and E-mail marketing. 
  3. Branding is a long-term commitment. Marketing is based on short-term goals. 

  The goal of any marketing activity is a part of its strategy; first of all, we can say that the absolute goal and benefit of marketing is to drive sales, and we can achieve this goal through several sub-goals refinable, appreciable and emotional. 

  Those goals should be all measurable, relevant and time-bound.  

  On the other hand, the branding goals are entirely different in that they are connected to the brand itself, raising audience awareness towards the brand, establishing a solid brand identity and acquiring customer loyalty, all the previous obtain sales in the long term. 

  Now you can distinguish between both marketing and branding. Also, you can get more professional assistance to grow your business by contacting us, Feur Media House, with +35 years of experience in digital marketing and media services. 

• The Best Ways To Use Short Films To Market Your Business

  8 July, 2021 7:22 pm Leave a Comment

  The importance of visual content in marketing has increased over the years. In fact, a survey mentioned that mobile video consumption increases by 100% each year. Here are some of the best ways you can leverage short films to market your business.

  • Limit the length: Stick to 4,7, or 10 minute movies at max.
  • Relatable characters: Try to have actors who match the story enact the script.
  • Use emotions: This is the perfect way to not only indulge the audience but also to increase the recall of the brand and its message.

  The story, therefore, should have a strong, positive, and emotional angle with the actors playing out the role effectively.

• Why Is Having a Marketing Plan Important?

  21 December, 2019 11:03 pm Leave a Comment

  Every business, no matter how big or small, needs a marketing plan. A business cannot sustain without reaching out to people to promote its products or services. For people to take notice of your business or what you have to offer, a solid marketing strategy is imperative.

  All that said, creating a good marketing plan or strategy is not everyone’s cup of tea. When you put in so much of your time, effort and resources into marketing for your business, it has to be fruitful too. For that, you first need to understand why a good marketing plan is crucial to your business and how you can find out different ways of creating a power-packed marketing strategy.

  FAQ: Why do you need a marketing plan?

  In the old times, word of mouth was enough for a business to make their presence known. But in today’s world, the competition that every business has to face is immense. There are at least a hundred other businesses offering the same things that you are. Customers have so many options to choose from that it is becoming all the more difficult to win their loyalty and goodwill.

  To be noticed and known in this competitive market, a good marketing plan is your best bet. Your marketing plan has to be one that will take you a notch above the others. And what will this marketing plan do for you? The purpose of a marketing plan is to act as a road map of how your product or service needs to be sold.

  FAQ: What does a marketing plan have?

  Every business needs its own unique marketing strategy. However, certain things are common to most marketing plans. The first task is to allocate the marketing resources of a business in the best and most profitable way. Your plan has to have a detailed strategy of how you are going to use your marketing budget, on what platforms you plan to advertise and who your target audience should be.

  Any marketing plan can be broken down to a few key components:

  • Analysis of situation – Like planning in any other business operation, marketing planning too first needs an analysis of the status quo. Here, it mostly includes market analysis, your SWOT analysis and competition analysis. This analysis will give you a market forecast, customer information and an idea of where your strengths and weaknesses lie.
  • Marketing strategy – The marketing strategy includes your objective, mission statement and your approach regarding which segment of the market you want to focus on and who will be your target customers.
  • Forecast of sales – Your marketing plan should also include a method of forecasting sales, as well as tracking your actual monthly sales. The marketing plan should also lay down a method to follow up on how close the actual sales are to the forecast made. A good marketing plan should have a more detailed sales analysis specific to each region, or market segment, or channels through which customers make a purchase, and so on.
  • Budget – One of the most important components of any marketing plan is the marketing budget. This should include all your expenses on marketing, that is, everything from advertising to paying your marketing executives to any other activity taken up for marketing.

   

  This just gives you the basic structure of a good marketing plan. Depending on the type of business you run and your marketing needs, there are many more intricacies that will need to be added to the plan.

  FAQ: Why is a marketing plan important?

  It is a common misconception that only new or small businesses need a good marketing plan, and big businesses can survive on their reputation alone as people already identify with their brand. In this age of cut-throat competition, this idea has no relevance. Even the biggest of big companies can no longer sustain without a good marketing plan in place.

  A marketing plan has been found to be more important than a business’ history when it comes to surviving in the long run. You may think that since you have started small or had trouble in establishing your business in the past, you have no chance of succeeding. But that too is not true. With the right marketing plan, you can surpass your competitors, even if you are lagging right now.

  Here’s why a marketing plan is so important:

  Helps a business strategise

  A marketing plan is all about creating a strategy for the long run. Creating a marketing plan will force you to think ahead and anticipate the effects of any promotional activity undertaken, both on the sales and your brand image. It will help you to come up with innovative ideas to be implemented to meet your sales targets. According to a survey, marketers who have a documented strategy are 313% more likely to report success.

  Document and formalise new ideas

  For every new product or service created by your company, a marketing plan will allow you to document and formalise the idea behind developing this new product. When the idea is documented, you will be able to find out the areas where your product is still lagging or notice certain areas you had not considered earlier, which may affect how the new product will be received in the market. So, having a marketing plan gives you a better picture of how products might perform in the market and how you can improve upon them.

  Helps you set and meet deadlines

  Every process in a business has to be time-bound for the business to be successful. Without a proper plan of action, your marketing efforts may begin to slack in terms of keeping up with time. Businesses that have been around for some time and have a decent customer base, particularly, may tend to get a little laid-back over the years, and that is when things start slipping out of their hands. They fail to meet customer demands on time, miss out on new opportunities, and before they even realise, the whole business might crumble.

  A marketing plan prevents that from happening. Your marketing plan will lay down strict but achievable timelines for each activity, and it will compel you and your marketing team to stick to it. Because when things are documented, you can track whether everything is going according to the preset timeline or if anyone has missed a deadline. This helps you maintain consistency and streamline your marketing operations.

  Helps you create a reputation for your business

  A good marketing plan can help you build a reputation for your company. A company that thinks ahead plans diligently, knows who and where it needs to focus on and is consistent in its marketing efforts, is bound to impress people. A good marketing plan can also establish your business as a trusted thought leader that even your competitors look up to.

  FAQ: What happens if you don’t have a marketing plan?

  You’ve seen businesses running fine even without a very robust marketing plan. So, why do you need one? What happens if you don’t have a marketing plan? You may ask. To answer this, you must first know that nearly 50% of small businesses fail after the first five years. And what is the reason behind this? The failure to plan ahead.

  If you do not have a marketing plan in place, although your business appears to be running smoothly in the beginning, it will gradually begin to face some of the issues like:

  • Losing out to competition
  • Failing to retain customers
  • Gaining fewer customers
  • Losing market share to new competitors
  • Missing out on opportunities for more targeted publicity
  • Giving more opportunities to competitors to fill in the loopholes that your service has, drawing away your existing customers.

  So, yes, there may be businesses running fine without a proper marketing plan right now, but in about five years, you wouldn’t feel the same way. It is rather better to look at businesses that have been performing well consistently, for years on end. On studying such businesses, you will surely be able to appreciate the amount of importance given to marketing planning.

  FAQ: What are the challenges faced by businesses in creating a marketing plan?

  It is obvious that like all other business processes, creating a marketing plan will also be quite challenging for first-timers. The first and most common challenge that new businesses face in marketing planning is, “Where do we start?” Marketing planning is an extensive process, and it may be intimidating in the beginning. It is natural to feel clueless at first, but there are ways of tackling that too.

  The first thing to do here is to break down this Herculean task into smaller sections and include more people in your team. For instance, you have to break down your marketing plan into smaller sections, like digital marketing, print media advertising, television advertising, or whatever applies to your business. Then, assign a separate team to manage each section so that no one person is overburdened. A lot of the time, companies even consider outsourcing digital marketing campaigns to reduce their workload

  This way, you gradually put everything into place, and things will get easier to manage and more organised.

  Then again, there are challenges like deciding which platforms and which channels to include in your marketing plan. Whether social media marketing would be more profitable to your business or should you go for print ads and television ads? These kinds of questions will be answered as you move ahead with your planning. Once you have identified your target customers, you will be able to study on which platforms that section of people spend more time and accordingly choose your marketing platforms.

  So, though challenges will come up in planning from time to time, you can overcome them with just a little patience and some diligent research.

  FAQ: How can you write a good marketing plan?

  There is a difference between having a marketing plan and a good marketing plan. Depending on the activities that every business takes up for marketing, anyone can write a marketing plan. But to create a good one, specifically for your business, requires some hard work and skill.

  Your customised marketing plan will only prove to be fruitful when you have done sufficient research. Here’s how you can create a good marketing plan:

  Study your industry structure – What works for the food industry will not always work for the textile industry too, for instance. So, you cannot just expect to have the same agenda as any other business. Study your industry associations, statistics and benchmarks. See who your competitions in the industry are, what is the future of the industry you’re in, whether it has a local or a global presence, and what factors influence the industry’s performance.

  Carry out market research – Before you make a marketing plan, you need to know who you are marketing for. So, identify your target market and customers. Gather as much information on both as possible. Try to understand the consumer demands and how your business fits into this market. Gather first-hand information through surveys and interviews or study existing reports and statistics to understand the market. In fact, according to reports, 56% of the best marketers conduct monthly research on their audience.

  Study the competition – Identify your competitors, both direct and indirect. Direct competitors are those who offer the same product or service as you. Indirect competitors are those who offer different products but satisfy the same customer needs as your products. Find out what these competitors offer to their customers, how they engage customers, how much market share they have, what channels do they use for marketing, and what their strengths and weaknesses are.

  Set your goals – Once the research is done, go ahead and set a marketing goal for your business. First, look at a long term goal and then figure out what your immediate objectives are that will take you closer to your goal.

  Lay down your marketing strategy – Now that your goal is set, you can begin to lay down your marketing strategy. Decide what marketing activities you need to take up and on which platforms. Instead of just following what your competitors are doing, try to find out innovative ways of reaching out to your target audience. Build a strategy that best suits your business. Also, pay attention to the marketing budget when building your  strategy.

  Keep updating your marketing plan – Market scenarios keep changing. It is important that you keep up with the changes and update your marketing plans to meet the need of the hour.

  Conclusion

  A marketing plan can certainly make a big impact on your business, especially in today’s world where the competition is so intense that you need to make use of all the tools available to you to make your business a great success. Keep in mind that it is also imperative that as your business grows and expands, your marketing plan will have to adapt to the changes as well.

• The Importance of Implementing Videos in Your Marketing Campaign

  18 December, 2019 10:55 pm Leave a Comment

  Every business, no matter how big or small, needs a marketing plan. A business cannot sustain without reaching out to people to promote its products or services. For people to take notice of your business or what you have to offer, a solid marketing strategy is imperative.

  All that said, creating a good marketing plan or strategy is not everyone’s cup of tea. When you put in so much of your time, effort and resources into marketing for your business, it has to be fruitful too. For that, you first need to understand why a good marketing plan is crucial to your business and how you can find out different ways of creating a power-packed marketing strategy.

  FAQ: Why do you need a marketing plan?

  In the old times, word of mouth was enough for a business to make their presence known. But in today’s world, the competition that every business has to face is immense. There are at least a hundred other businesses offering the same things that you are. Customers have so many options to choose from that it is becoming all the more difficult to win their loyalty and goodwill.

  To be noticed and known in this competitive market, a good marketing plan is your best bet. Your marketing plan has to be one that will take you a notch above the others. And what will this marketing plan do for you? The purpose of a marketing plan is to act as a road map of how your product or service needs to be sold.

  FAQ: What does a marketing plan have?

  Every business needs its own unique marketing strategy. However, certain things are common to most marketing plans. The first task is to allocate the marketing resources of a business in the best and most profitable way. Your plan has to have a detailed strategy of how you are going to use your marketing budget, on what platforms you plan to advertise and who your target audience should be.

  Any marketing plan can be broken down to a few key components:

  • Analysis of situation – Like planning in any other business operation, marketing planning too first needs an analysis of the status quo. Here, it mostly includes market analysis, your SWOT analysis and competition analysis. This analysis will give you a market forecast, customer information and an idea of where your strengths and weaknesses lie.
  • Marketing strategy – The marketing strategy includes your objective, mission statement and your approach regarding which segment of the market you want to focus on and who will be your target customers.
  • Forecast of sales – Your marketing plan should also include a method of forecasting sales, as well as tracking your actual monthly sales. The marketing plan should also lay down a method to follow up on how close the actual sales are to the forecast made. A good marketing plan should have a more detailed sales analysis specific to each region, or market segment, or channels through which customers make a purchase, and so on.
  • Budget – One of the most important components of any marketing plan is the marketing budget. This should include all your expenses on marketing, that is, everything from advertising to paying your marketing executives to any other activity taken up for marketing.

  This just gives you the basic structure of a good marketing plan. Depending on the type of business you run and your marketing needs, there are many more intricacies that will need to be added to the plan.

  FAQ: Why is a marketing plan important?

  It is a common misconception that only new or small businesses need a good marketing plan, and big businesses can survive on their reputation alone as people already identify with their brand. In this age of cut-throat competition, this idea has no relevance. Even the biggest of big companies can no longer sustain without a good marketing plan in place.

  A marketing plan has been found to be more important than a business’ history when it comes to surviving in the long run. You may think that since you have started small or had trouble in establishing your business in the past, you have no chance of succeeding. But that too is not true. With the right marketing plan, you can surpass your competitors, even if you are lagging right now.

  Here’s why a marketing plan is so important:

  Helps a business strategise

  A marketing plan is all about creating a strategy for the long run. Creating a marketing plan will force you to think ahead and anticipate the effects of any promotional activity undertaken, both on the sales and your brand image. It will help you to come up with innovative ideas to be implemented to meet your sales targets. According to a survey, marketers who have a documented strategy are 313% more likely to report success.

  Document and formalise new ideas

  For every new product or service created by your company, a marketing plan will allow you to document and formalise the idea behind developing this new product. When the idea is documented, you will be able to find out the areas where your product is still lagging or notice certain areas you had not considered earlier, which may affect how the new product will be received in the market. So, having a marketing plan gives you a better picture of how products might perform in the market and how you can improve upon them.

  Helps you set and meet deadlines

  Every process in a business has to be time-bound for the business to be successful. Without a proper plan of action, your marketing efforts may begin to slack in terms of keeping up with time. Businesses that have been around for some time and have a decent customer base, particularly, may tend to get a little laid-back over the years, and that is when things start slipping out of their hands. They fail to meet customer demands on time, miss out on new opportunities, and before they even realise, the whole business might crumble.

  A marketing plan prevents that from happening. Your marketing plan will lay down strict but achievable timelines for each activity, and it will compel you and your marketing team to stick to it. Because when things are documented, you can track whether everything is going according to the preset timeline or if anyone has missed a deadline. This helps you maintain consistency and streamline your marketing operations.

  Helps you create a reputation for your business

  A good marketing plan can help you build a reputation for your company. A company that thinks ahead plans diligently, knows who and where it needs to focus on and is consistent in its marketing efforts, is bound to impress people. A good marketing plan can also establish your business as a trusted thought leader that even your competitors look up to.

  FAQ: What happens if you don’t have a marketing plan?

  You’ve seen businesses running fine even without a very robust marketing plan. So, why do you need one? What happens if you don’t have a marketing plan? You may ask. To answer this, you must first know that nearly 50% of small businesses fail after the first five years. And what is the reason behind this? The failure to plan ahead.

  If you do not have a marketing plan in place, although your business appears to be running smoothly in the beginning, it will gradually begin to face some of the issues like:

  • Losing out to competition
  • Failing to retain customers
  • Gaining fewer customers
  • Losing market share to new competitors
  • Missing out on opportunities for more targeted publicity
  • Giving more opportunities to competitors to fill in the loopholes that your service has, drawing away your existing customers.

  So, yes, there may be businesses running fine without a proper marketing plan right now, but in about five years, you wouldn’t feel the same way. It is rather better to look at businesses that have been performing well consistently, for years on end. On studying such businesses, you will surely be able to appreciate the amount of importance given to marketing planning.

  FAQ: What are the challenges faced by businesses in creating a marketing plan?

  It is obvious that like all other business processes, creating a marketing plan will also be quite challenging for first-timers. The first and most common challenge that new businesses face in marketing planning is, “Where do we start?” Marketing planning is an extensive process, and it may be intimidating in the beginning. It is natural to feel clueless at first, but there are ways of tackling that too.

  The first thing to do here is to break down this Herculean task into smaller sections and include more people in your team. For instance, you have to break down your marketing plan into smaller sections, like digital marketing, print media advertising, television advertising, or whatever applies to your business. Then, assign a separate team to manage each section so that no one person is overburdened.

  This way, you gradually put everything into place, and things will get easier to manage and more organised.

  Then again, there are challenges like deciding which platforms and which channels to include in your marketing plan. Whether social media marketing would be more profitable to your business or should you go for print ads and television ads? These kinds of questions will be answered as you move ahead with your planning. Once you have identified your target customers, you will be able to study on which platforms that section of people spend more time and accordingly choose your marketing platforms.

  So, though challenges will come up in planning from time to time, you can overcome them with just a little patience and some diligent research.

  FAQ: How can you write a good marketing plan?

  There is a difference between having a marketing plan and a good marketing plan. Depending on the activities that every business takes up for marketing, anyone can write a marketing plan. But to create a good one, specifically for your business, requires some hard work and skill.

  Your customised marketing plan will only prove to be fruitful when you have done sufficient research. Here’s how you can create a good marketing plan:

  Study your industry structure – What works for the food industry will not always work for the textile industry too, for instance. So, you cannot just expect to have the same agenda as any other business. Study your industry associations, statistics and benchmarks. See who your competitions in the industry are, what is the future of the industry you’re in, whether it has a local or a global presence, and what factors influence the industry’s performance.

  Carry out market research – Before you make a marketing plan, you need to know who you are marketing for. So, identify your target market and customers. Gather as much information on both as possible. Try to understand the consumer demands and how your business fits into this market. Gather first-hand information through surveys and interviews or study existing reports and statistics to understand the market. In fact, according to reports, 56% of the best marketers conduct monthly research on their audience.

  Study the competition – Identify your competitors, both direct and indirect. Direct competitors are those who offer the same product or service as you. Indirect competitors are those who offer different products but satisfy the same customer needs as your products. Find out what these competitors offer to their customers, how they engage customers, how much market share they have, what channels do they use for marketing, and what their strengths and weaknesses are.

  Set your goals – Once the research is done, go ahead and set a marketing goal for your business. First, look at a long term goal and then figure out what your immediate objectives are that will take you closer to your goal.

  Lay down your marketing strategy – Now that your goal is set, you can begin to lay down your marketing strategy. Decide what marketing activities you need to take up and on which platforms. Instead of just following what your competitors are doing, try to find out innovative ways of reaching out to your target audience. Build a strategy that best suits your business. Also, pay attention to the marketing budget when building your strategy.

  Keep updating your marketing plan – Market scenarios keep changing. It is important that you keep up with the changes and update your marketing plans to meet the need of the hour.

  Conclusion

  A marketing plan can certainly make a big impact on your business, especially in today’s world where the competition is so intense that you need to make use of all the tools available to you to make your business a great success. Keep in mind that it is also imperative that as your business grows and expands, your marketing plan will have to adapt to the changes as well.

• Why is Marketing a Part of Business Development?

  17 December, 2019 4:40 am Leave a Comment

  Marketing and business development are terms that are often associated with businesses. The bigger an organisation, the more chances of hearing these words mentioned within its premises. But what exactly is marketing and what is business development? There is still a lot of ambiguity surrounding these two terms.

  The difference between the two is still a blur, and the terms are used loosely and interchangeably. But both are used for the same reason – to grow a business. Here is a breakdown of what the difference between the two are; how they are both important to an organisation in their own special way; why marketing is a part of business development, and how they can work together.

  FAQ: What is marketing, and what is the role of the marketing department?

  Marketing within a business is the process of establishing a relationship between consumers and the product or service that the business has to offer to the market.

  Harvard Business Review found that the responsibility of marketing in a company varies from one organisation to the next, and the role of CMOs (chief marketing officers) in these organisations differ, so much so that the skills< required by a CMO varies from one company to the next.

  “To put it in a nutshell, marketing should be a strategic enabler of sales, a pipeline generator for the company’s future business, and a function that leads the entire company in positioning itself against the competition.”

  Business marketing is a marketing practice of organisations, governments, institutions and even individuals to help them sell their products or services to other companies or organisations that will either resell those products or services or use those products or services to support their own business.

  A business’ marketing department is also responsible with branding, participating in publicity events and activities, advertising and customer interaction.

  With both small and large businesses vying for the same market space, a business’s marketing efforts alone can either ensure its survival or its fall.

  An organisation with a good marketing department will have no problems in gaining consumers’ confidence in its products/services.

  Marketing also shapes the image of the organisation and how consumers associate the organisation’s products/services. So, marketing is, directly and indirectly, responsible for increasing revenue and increasing that company’s profitability.

  Product launches begin and end with the marketing department – the marketing department establishes the consumers’ needs for a particular product, and after the product has been introduced, identifies whether it meets the consumers’ needs.

  Marketing creates customer retention and loyalty. To ensure customers are happy and will remain loyal to their business, the marketing department carries out campaigns and promotions for the benefit of existing customers and also to attract more customers.

  The role of marketing in a B2B environment

  • Refining and communicating current product and service offerings and identifying new products/services that can be added.
  • Providing education and information regarding the company.
  • Creating a professional business/brand image and ensuring it is maintained.
  • Managing visibility through public relations and marketing collateral.
  • Creating, maintaining and monitoring the effectiveness of campaigns.
  • Measuring success that would help the department reach its marketing goals.

  FAQ: What is business development, and what is the role of business development in an organisation?

  Ask organisations what they believe is business development, and you will get several answers. Here are some invasive and vague answers:

  • “Business development is sales.”
  • “Business development is partnerships.”
  • “Business development is hustling.”

  The more you ask around, the more varied and contradictory the responses get. The truth is, business development is all this and more. In fact, business development is the creation of long-term value through relationships, markets and customers; the ‘value’ that business development is money- the lifeblood of any organisation or business. But ‘value’ can also refer to anything else that a company needs to grow. Access, power, permissions, prestige and even machinery are all forms of ‘value’ that business development brings to a business.

  The value brought in is long-term, which means it stays with the company.

  Business development is about creating opportunities to ensure that the “value” brought in stays with the company.

  Business development is all about ensuring proper customer awareness. It is about making customers aware of the business’ products/services, the features available on products, about the company that manufactures the products/services.

  Business development is about understanding markets and the customers who live in specific markets. It is about understanding customer lifestyles, the buying mindset and the demographics of the area.

  All business development efforts rely on good relationships with customers, partners, shareholders, employees and even the press.

  The difference between marketing and business development

  While marketing directly/indirectly promotes brand/product/service by identifying potential clients or by advancing a corporate message, business development identifies strategic partnerships and opportunities across industries and segments. Some of the opportunities that business development comes by are then passed on to marketing or sales for closing.

  Although it might appear that both marketing and business development are the same, they are not. They are two entirely different departments. But they do have one thing in common – they help a business grow.

  Now that we have covered what marketing and business development are and what functions they perform, we can get down to the crux of this article.

  Why is marketing a part of business development?

  The natural question that one might want to ask then is this – if marketing and business development are two separate entities, why then is marketing a part of business development? For marketing strategies to be successful, they should have extensive knowledge about the industry dynamics and also have the ability to think strategically. Marketing should also be able to track the success of completed tasks.

  For successful B2B business development, the team must have extensive knowledge regarding the industry dynamics, how to manage time strategically, and how to be resourceful and build connections.

  1. One message across marketing, business development and sales

  Business development tends to focus on leads, while marketing team members tend to wash their hands off a lead once it comes in and is handed to sales. This attitude can be damaging and cause a disconnect between the language that is used in marketing campaigns and the sales-oriented language that business development tends to stick to. However, when the marketing and the business development teams work together, they can ensure that a single message with a single language style attracts potential customers and converts them to leads.

  Likewise, marketing can look toward business development to get an idea of the type of language customers use to describe their requirements and needs. With information on the language customers expect, marketing can create a full-funnel messaging strategy. This strategy will make use of content, events and also special messaging through the entire marketing process to find, capture and nurture leads. There are better sales messaging and support that are in tune with the language and goals of marketing; the result is that of better conversion rates and retention rates throughout the marketing, business development and sales cycle.

  2. Setting up slam dunks for sales

  Business development is always on the lookout for better leads – or as they say in business jargon – qualified leads. But marketing cannot provide qualified leads without help from sales. Marketing can solve this problem. It can utilise the business development team’s idea and knowledge of what type of lead is considered a qualified lead to create effective campaigns and use these to target key buyers and influencers.

  Marketing is a part of business development in smart organisations that know the advantages that marketing can bring to business development and the organisation. Smart business development teams turn to marketing first for messaging, positioning and for a variety of different strategies.

  3. Creating a path for the future

  Marketing has the advantage of having access to competitive intelligence and activities on various social media sites. This information can help keep a business at the forefront of industry change. Business development can work with marketing to ensure they are on the same page regarding the future of the company and the way forward.

  Six ways marketing and business development work together in a B2B environment

  We have established that marketing’s goal is to position the organisation for success by warming up the market. Business development, on the other hand, focuses on developing lasting relationships and partnerships to bring in new business to the organisation.

  But within a business, there are several opportunities for marketing and business development to work together. When these two departments work together, there is maximum effort to bring in value to the business, and there is less chance of duplicated efforts.

  Listed here are some ways that the two departments can work together:

  1. Organisation’s messaging – Marketing and business development can together develop the company’s message. The message will depend on how the company is qualified to meet the needs and requirements of the client. The message is also spread across all collateral so that all consumers get the same message – no matter how they access it. The message will detail how the organisation is capable of meeting the client’s requirements.

  2. Strategy and planning – Marketing and business development can start coordinating all activities right from the very early planning stages. Good communication, a single organisation message and knowledge on what makes a good client can help both marketing and business development teams. This, followed by a proper follow-up process, can ensure that every campaign is measurable.

  3. Content – The content for marketing collateral and business development collateral include articles, blog posts, newsletter, website, webinars – and must be created by the two departments working together. Both teams together can come up with a list of the type of content that the target audience wants and cater to those needs. All content must be accompanied by a call to action (CTA).

  4. Hosted events – While marketing must handle the coordination and the promotion of business events, it is the business development team that reaches out to individual attendees after the event. Once the event is done with, marketing and business development, as well as the firm partners, can debrief the event, and through proper coordination, follow up.

  5. Client feedback – Both marketing and business development can ensure the company consistently provides quality services and products by ensuring they are aware of the clients’ changing needs and requirements. Marketing can develop the right questions, and business development can have conversations with the clients and ask the questions. By providing feedback regarding their needs, the company can take action and respond to these needs.

  6. Speaking opportunities – Marketing can bring in a partner to speak at your organisation for an event. You might have several potential customers attending the event. But just because they attend, does not guarantee that they will reach out to ask for your business. The business development team can be on-site to meet prospects, welcome them to the event, hand out business cards and follow up with them after the event.

  FAQ: Can marketing and business development survive without the other?

  No, and neither of these teams should have to be put up with the pressure of having to try to survive without the other. Marketing and business development are two essential departments, and while their roles often merge, a business that wants to be successful cannot run with only one of these teams.

  When marketing and business development are on the same page, an organisation can have a competitive advantage.

  When an organisation embraces marketing wholly but does not consider business development outreach and follow-up activities, potential clients and customers can be lost. The business will lose out on red-hot leads, and there is a danger of the ROI being low.

  When organisations emphasise on business development but ignore marketing, there is a very high chance of the organisation lacking one clear and consistent messaging, and a lack of creating brand awareness. This, in turn, leads to failure of the organisation to nurture prospects. There is a risk of rejection and missed opportunities.

  There is no doubt that marketing and business development both have skills that complement each other. They can function separately and together support the business. Any organisation that understands the importance of both these teams working together will naturally benefit through streamlined business growth and a very high return on investment.

• Web Designer and Web Developer – What is the Difference?

  13 December, 2019 11:01 pm Leave a Comment

  It takes just 0.05 seconds for a visitor to form an opinion about your website. If you fail to impress the visitor in this short span of time, there’s a very high chance that they’ll forego your business in favour of another.

  Often, brands find it difficult to know why a certain opinion (especially in the case of negative ones) was formed in the first place. Was it the background colour or font size? Maybe it was the page load time or the website glitches.

  Even when they identify the problem, companies are unsure who to contact for help. There are, after all, two people responsible for a company’s website – the web designer and the web developer.

  Here, we will look at the fundamental differences between the web designer and the web developer and understand what their roles are in an organisation. We’ll also see how companies can find and choose the designer/developer who is right for their needs.

  Web designer

  FAQ: What is web design?

  Websites are like empty shells until you fill them with write-ups, graphics, colours and codes. Website design is the field which pertains to the creation of an aesthetically beautiful website layout and the development of website content.

  Here, the focus isn’t on building a website from scratch, but on embellishing an existing website.

  FAQ: Who is a web designer?

  A web designer is a person who specialises in website design. You can consider a web designer as someone who only designs the outer package of a product, but doesn’t fill the package with anything. Their creation is an empty but beautiful box (of sorts) that still needs to be filled.

  The web designer creates a blueprint of how the final website should look and what it should offer visitors in terms of a unique website experience. They choose the aesthetics of the website, like the background colours, font styles & sizes, images, videos, back-links and even creates content (in some cases).

  The web designer determines the structure and layout of the website – how pages are placed and connected, to provide a seamless browsing experience.

  Types of web designers

  Web designers fall into three distinct categories:

  • UI web designers

  User interface refers to any element that acts as an interface between the company and the website visitor. The job of the UI web designer is to ensure that each of the website’s tangible elements – font, typography, colours, audio, images, and so on – function correctly, look good and are nice to engage with. These designers also make sure that the buttons, links and forms that are part of the website are located at the right place and are easily accessible to the visitors.

  • Visual web designers

  Each brand/company has its own story, and they wish to voice their story through visually appealing and meaningful web design. The task of visual web designers is to create a web design that is in line with the brand’s voice and ethos.

  Visual web designers also edit images, videos and infographics. They change the font style and typography, experiment with colour psychology and tweak the templates to make the website more visually appealing. More than this, visual web designers champion the brand’s unique style through the visual elements, design elements and related coding.

  • UX web designers

  User experience refers to the overall interaction that the website visitor has with the company’s website. The UX web designer looks at creating a hassle-free and enjoyable website experience throughout. The UX web designer specialises in both UI and visual web design. They also take care of website navigation, search and other related aspects. The objective of UX design is to create a favourable impression (of the website) in the minds of the visitors.

  FAQ: When do you need a web designer?

  Here are some instances when you need to hire a web designer:

  • You have an existing website whose aesthetics you wish to improve.
  • You want to update the content and tweak the features of your website.
  • You need a complete website redesign.

  Benefits of hiring a professional web designer

  Sure, there are many web hosting platforms that provide their own website templates, which you can either use for free or purchase. But there are some inherent benefits of hiring a web designer to custom-design a web template for you. These benefits are:

  • A web designer will create a website that is unique from your competitors.
  • You can get a completely personalised website designed for your brand.
  • Many web design templates don’t offer state-of-the-art features, integration and plugins, but a web designer can include these in your design.
  • Web designers specialise in both responsive and adaptive web designing, which can help you scale your website across devices.
  • Web designers can SEO-optimise your website, making it highly searchable. In fact, many web designers also assist with website branding.
  • The cost of website design & redesign is much lesser when you get everything done through a single web designer.

  Web developer

  FAQ: What is web development?

  Websites need to be developed or created from scratch. The process of developing websites is called web development. This includes everything from creating the site layout to doing back-end coding to client and server-side scripting to taking care of the website networking requirements and even hosting the website online.

  FAQ: Who is a web developer?

  A web developer is a professional who is skilled and qualified in website development. Their job entails building a functioning website from the ground up, running the website and conducting regular maintenance checks as required.

  Remember how we said the web designer only creates the package and not the products in the package? Well, a web developer’s job is to fill the beautifully designed package with top-quality and responsive products – in this case, website features, integration and other technical elements.

  The web developer builds the entire architecture of the website. They write the codes, mark-ups and programs for the website. They also take care of web security encryption. Web server operation and maintenance is another area that web developers take care of.

  Web developers use a variety of programming languages like Python, HTML, SQL, and so on to build websites.

  Types of web developers

  There are three categories of web developers that brands can choose from:

  • Front-end web developers

  The job of front-end web developers is very similar to that of web designers – they develop the elements that visitors see and interact with.

  But unlike web designers who focus on design elements, front-end developers build and embed technical elements like website navigation, contact buttons, customer/lead forms, back-links, images and videos, and so on. They use various codes like JavaScript, CSS and HTML to convert these elements into a machine-understandable format.

  Important features like inter-linking (and fixing of broken links & 404 errors), web application interface, web integration development, removal of glitches, and so on are jobs that front-end developers do.

  These developers also develop device-compatible websites by tweaking the desktop version that they build first.

  • Back-end web developers

  Back-end web developers build the foundations and frameworks of the website in the back-end. They write the codes and programs, which bring the website to life. These developers use languages like PHP, Rails and Ruby to build the databases; they manage the servers and networks, create the site architecture, build and integrate the plugins and other integration, do the bug fixes, and so on. Page load speed (which leads to a loss of $500 billion in sales when it’s too slow) is a key area where back-end developers assist. Website back-end security issues, regular security updates and other maintenance work is also done by back-end developers.

  This facet of web development is never seen by website visitors. But, it helps the visitors have a seamless website usage experience. Back-end developers also work with software engineers for API development & testing. They are also in charge of conducting QA for the websites developed.

  • Full-stack web developers

  Full-stack web developers are those people who have extensive knowledge of end-to-end website development. Essentially, they are experts in both front-end and back-end development.

  These developers are the best choice if companies have no website to their name, and they wish to have their website built from scratch. They are responsible for creating responsive and cross-platform compatible websites that meet both client and server-side requirements.

  FAQ: When do you need a web developer?

  The instances when you need to hire website developers are:

  • You don’t have a website and need one built.
  • You have a partially developed website, and you wish to add features.
  • You want to set-up an e-commerce store.
  • You require data management or content management services.
  • You want to scale your existing website to the needs of your growing business.
  • You require technical customisations for your website, which only a professional web developer can help with.

  Benefits of hiring a professional web developer

  So, what are the advantages of working with a web developer?

  • Your company will have access to best-in-class web development technology.
  • You can get a 100% customised website developed.
  • You will have hundreds of templates, integration and features to choose from.
  • Some web developers also offer web design services.
  • Web developers offer pocket-friendly cross-platform website development packages.
  • There will be greater reliability and higher quality in your website build.
  • You will have more time to focus on your core activities, leaving web development to the experts.
  • You can benefit from website hosting and cloud services as well.

  Similarities between web designers and web developers

  As we’ve seen, the primary difference between web designers and web developers lies in their responsibilities. While the former focuses on the creation of the website’s design aspects, the latter focuses on the development of the non-design aspects.

  However, there are a few minute similarities between the two roles. For one, they both write codes, and they both know programming languages. This is because both jobs – designing and development – can be done only through coding and programming.

  Second, both roles focus on UX. While the web designer focuses on the cosmetic UX and designs a website that can assist with the creation of back-end functionality, web developers build the technical features that power the website’s aesthetic elements.

  You can say that both roles are interconnected and dependent on each other. So, this brings us to the next question.

  FAQ: When to hire the services of both designers and developers?

  You will require the services of both a web designer and a web developer when:

  • You don’t know how to design and develop your website – you need external help.
  • You want your website’s cosmetic design and functionality elements to be aligned with each other.
  • You wish to retain the style and ethos of your company branding in both functionality and aesthetics.
  • You want to initiate a website marketing campaign, and you need both the design and developmental features to support you.
  • You wish to redesign large sections of your website.

  Tips for selecting a web design/developer who is right for you

  Once you identify which professional/s you wish to hire, it’s important to follow certain best practices to ensure that you select someone who is right for your business needs.

  • Take a look at your budget

  First and foremost, your budget sets the tone for the type and calibre of web designer and developer you will be able to hire. So, check your budget and filter through service providers whose packages meet your monetary circumstances.

  • Check to see their credentials

  Irrespective of whether the designer/developer is a freelancer or part of a company, they will need to have certain academic qualifications and experience to be considered professional web designers and web developers. Visit their websites, speak to your peers and read up on all the reviews that they have received to understand their credentials. Then take a call.

  • Browse through their portfolio

  All professional designers/developers showcase their past portfolio on their websites. These portfolios give you a clue about the type of work the individual has done and the response this work has generated from past clients. You can use these portfolios/project details to check if the designer/developer’s skills and expertise are compatible with your requirements or not.

  • Consider the services they offer

  Some web developers only provide front-end or back-end services. Others offer full-stack web development. Similarly, some web designers also offer end-to-end website marketing support and content creation service, while others don’t. You need to check whether the companies/people you’re considering working with offer the services you need or not.

  But to do this, you need to first consider your own website requirements. What do you want your website to look like and function like – should it be a one-page brochure with limited functionality or do you want a highly responsive and intuitive website that adapts according to visitor usage patterns (?). Answering these questions will help you narrow down the services which are essential for you.

  • Evaluate their ability to support the scope of your project

  Finally, you need to check whether the web designer and web developer you plan to hire have the experience to handle a project of this size or not. Will they be able to support the needs of your growing business? Can they customise their services according to your exacting specifications?

  All of these considerations matter when you’re making a choice.

• The Importance of having a brand identity

  7:01 pm Leave a Comment

  If you are one of the millions of business owners trying to be noticed by a niche audience, you, in all probability, understand how critical it is to stand out as different and better, and more promising than your competitors. A brand identity helps consumers see your business the way you want them to see you.

  But why is brand identity important and how does one go about creating a brand identity. Is a brand identify the same as branding? How can you design a brand identity? These are some of the questions we will answer here, with a focus on the importance of having a brand identity.

  What is a brand identity?

  A brand identity is a message the public receives about a company, from the company. It is how the company feels it should be perceived by the public. With competition on the rise, having a brand identity is necessary for the success of a business. A brand identity is unique to a business and lets customers and consumers know what the business stands for – or what is its identity.

  What are some common terms that are easily confused with brand identity?

  A brand is a relation between a customer and a business. It is made up of several intangibles. Meaning, a brand cannot be seen; it can be felt. A brand can be many things – it could be a gut feeling that consumers have about a company, and it could be a relationship that consumers share with a company.

  Brand identity can be seen. It is the visual aspects of a company’s style and personality. There are several components that make up a brand’s identity. Everything visual about a brand is bucketed under the term brand identity. While it is a set of tangibles, these tangibles are made up of the brand identity, consisting of what the brand says, the company’s values and a promise that you make to your customers.

  Branding is the process of building awareness of a company and extending loyalty.

  Together, brand, brand identity and brand fall into a common bucket known as brand design.

  What are some of the best-known brand identities?

  Coca-Cola’s well-known logo is part of its brand identity. This logo is printed on uniquely shaped bottles that let the consumers know that they are getting the real stuff.  The red colour elicits confidence, while its script typeface is all about enjoyment.

  McDonald’s golden arches and Nike’s “swoosh” are two other icons that are recognised around the world.

  What is included in brand identity?

  It’s not simply a logo that is a brand’s identity – it is the colour palette, fonts,  typography, graphics and any other visual representations of the business, as well as guidelines on how these elements must be used across different types of media like the website, social media profiles, marketing collateral and other physical representations of the business. Packaging and messaging are other components of brand identity that reinforce the reputation of a brand.

  Brand identity consists of a variety of marketing material, including:

  • Business cards
  • Stationary
  • Print material (flyers, brochures, handouts, and so on)
  • Apparel
  • Website
  • Signage
  • Product packaging

  The importance of having a brand identity

  A company’s brand identity is the embodiment of that company’s business – what it is and what it does. A brand does not just reside in the hearts and minds of consumers, but it also evolves. Therefore, its identity is very important. Consider these statistics:

  • A specific colour can boost a company’s brand recognition by 80%.
  • 60% of people decide if they are attracted by a brand message based on its colour.
  • 90% of purchases are influenced by visual appeal.
  • 38% of viewers will leave a website if the layout is unattractive or unappealing.

  There are several other such statistics that prove the brand identity is more than important. Here are some more reasons:

  1. Your brand’s identity is the face of your business

  Brand identity makes your company more memorable. Consider your brand’s logo. It’s more than just a symbol. It is a symbol that tells consumers that this symbol belongs only to your company. So, when consumers look at your symbol, they associate with only your company. A smartly designed website can make a company look stronger and bigger than its competitors.

  Another example is the Coca-Cola symbol and the very exclusive Coca-Cola bottle. These are more than cool and interesting additions to the Coca-Cola brand – they are a part of Coca-Cola’s brand identity that let consumers associate them only with Coca-Cola and no other beverage company.

  2. A brand identity shows consumers that your business is memorable

  Consumers might take time to research and compare options before making a purchase. But most consumers choose a brand that they recognise. That is why companies like Coca-Cola and KFC spend billions a year to advertise their brand identity.

  A brand identity – however simple it may be – when used consistently, helps customers and potential customers to remember who you are. The more your brand is seen, the more likely they will contact you for your business and more information about your business. Every interaction that consumers have with your brand identity is a chance for you to make a connection and create a very memorable brand identity experience.

  3. Your brand’s identity builds credibility and trust

  Brand identity makes your brand more authoritative. A brand that has an established face and maintains that face consistently over time develops credibility among both consumers as well as customers.

  A brand identity conveys stability. It projects a long-term feel to consumers who see it regularly.

  A brand identity that has a unique and crisp image and clear messages convey to consumers that they are here to stay.

  4. Your brand identity helps influence customers

  A successful brand identity helps influence customers. Take the example of two well-known beverages, Coke and Pepsi. Both these brands have a strong brand identity. They have established themselves as leaders in the market. Let’s say a person has a craving for a Coke, but there is no Coke available. Instead, they are given a choice between Pepsi and an unnamed and unknown brand. There is a very high chance that most people will choose Pepsi over the unknown brand because Pepsi is a known and trusted brand. Pepsi has built its identity as a reputable brand. Even people who have no information about Pepsi’s quality will opt for it because they know that it is similar to Coke.

  5. Your brand identity creates customer loyalty

  Customer loyalty is much more important than customer satisfaction. That is because customer satisfaction does not guarantee that customers will return. But a loyal customer will ensure repeat business. If you concentrate on customer satisfaction alone, you will need to consider price sensitivity and competitive promotions of your product or service. You will need to make huge investments in marketing as well. But if you focus on customer loyalty, you are assured business without making changes in price or competing with the competition. Customer loyalty also ensures that your product or service reaches a wider audience by just word of mouth.

  6. Your brand identity makes your company look bigger

  An unestablished company with a small or unprofessional online presence and with no brand identity at all is not given any importance.

  A brand identity that is consistently used across all business correspondence – such as on business cards, social media profiles and the company website – show consumers that you are an established brand. A brand identity shows consumers that yours is a company that deserves their business.

  When you come across as an established company that has its very own and unique brand identity, customers expect to pay more for your business and are also willing to do so.

  7. Your brand identity shows commitment and personal pride

  When you take the time to invest in unique brand identity, consumers know that you take personal pride in your business and that you will be committed to its success. It further shows that you are willing to go the whole way to deliver a good product or service.

  Companies that take personal pride and commitment are known to under-promise and over-deliver – that is what consumers want.

  8. Strong brand identity can filter out bad leads

  A strong brand identity can filter out bad leads on your behalf. Every business wants to do business that is aligned with its core values. The reason for this is simple. Consumers who are aligned with your core values are your best customers. Strong brand identity will automatically attract the type of customers you want while detracting the rest. It also helps you close sales easily with the type of customers you want and develops long-term customer relationships with them.

  9. Your brand identity will support product launches

  No matter what industry or vertical your business belongs to, you will always find opportunities to introduce new services and products to the marketplace. You listen to your customers’ requirements, anticipate what they want, and then decide to create innovative solutions that cater to their requirements. All this is good for business. But then, there is always that one nagging questions. Is this the right time to introduce something new?

  If you have a strong brand identity, you will have a loyal customer following. This is a great advantage when you are launching a new product or service. Thanks to your strong brand identity, your reputation precedes you. So, you can introduce beta products to customers who trust you and get them to convince others to try your new product. Marketing and advertising for a new product become easier, as you are already seen as a trusted and well-established company.

  10. Your brand identity shows your personality

  A company’s brand identity is the visual representation of that company’s values and “personality.” A brand identity sets the tone of your brand and can be made to evoke certain emotions from your audience. It can be used specifically to communicate your business’ overall message and promote your business goals.

  How to build a strong brand identity?

  A strong brand identity is the result of consistency. To build a strong brand identity, it is necessary to ensure that it is used in all the visible elements. Consistent use of colours, consistent typeface and the use of consistent brand identity across all offline and online channels is a must. A strong brand identity is also created with consistent customer service.

  What tools can be used to create a strong brand identity?

  Visual branding can help you stand out from your competitors without you saying a word. Canva is a great tool to create coherent and consistent visual content and other brand elements to keep you ahead of your competitors. Canva is simple to use and has several useful resources on its site.

  A logo can give consumers a lot of information about your brand in just a few seconds. A logo should display all the necessary information at a glance. A clever logo that is augmented with the right colours can impart a lot of information to customers.

  Designhill’s logo maker is a free online logo generator that can take away the stress of designing a logo. This powerful tool makes use of artificial intelligence and machine learning to create several hundreds of unique logos in less than a minute.

  Typography is a design element that can add personality to your brand. Typefaces can be soft, cool, humorous, or even robust. Cool Text Generator is a tool that can be used to generate text symbols in stylish fonts.

  Email marketing can deliver measurable ROI of your campaigns. According to a 2015 report, each $1 spent on email had a $38 return on investment. MailChimp offers a variety of templates that you can use for different types of messages.

  Social media is known to be one of the best platforms for brand identity development, with over two-third active users. Hootsuite is the best tool for social media brand awareness strategies. It can be used to discover, schedule, report and manage all your social media content.

  Your company website is the first place a customer or a prospective customer goes for information about your product or service. WordPress is ideal for building brand identity.

  Do small businesses need a brand identity?

  There is a misconception that brand identity is required only for small companies. Many small companies believe that they do not require a brand or a brand identity to successfully market their product or service. These companies might go very far to invest in a logo, but they stop there. Sadly, these companies do not realise that a brand identity is much more than just a visual impression of the company. All companies, no matter how big or small, can benefit immensely from brand identity.

  Conclusion

  There is no doubt that any organisation – no matter its size or industry – can benefit immensely from brand identity. If you are looking for ways to influence your customers, gain their loyalty through credibility and trust, gain better leads and increase your company’s ROI through more sales, there is just one way to go, and that’s with creating a brand identity.

• The Power of Video Production

  6:56 pm Leave a Comment

  Have you ever wondered what makes a video so compelling? Why, for instance, is YouTube so popular? Why does YouTube have 1.9 billion users worldwide? Why is it one of the most popular social media platforms? What drives people to watch one billion hours of video on YouTube and generate billions of views?

   

  Here’s a look at the psychological effect video has on us, and why video production is so powerful for businesses and marketing:

   

  The psychology behind videos and video consumers

  What makes videos so engaging? Why do we, as a race, prefer video to any other medium of digital communication? About 500 hours of videos are uploaded every minute on YouTube alone; how can people not be bored with videos?

   

  1. Humans process images faster than text

  There is a commonly cited statistic that our brain is capable of processing visuals 60,000 times faster than text. That has never been proven, but it does justify that visuals are more engaging and more powerful than other forms of communication. Sixty-thousand might be an exaggeration, but there is definite proof that we do process images faster than text. An MIT study shows that the human brain can identify images in 13 milliseconds. Now, combine this with audio and with moving images, and what you have is a powerful tool.

   

  2. Video stimulates more than one sense

  One of the most powerful advantages of video production is that it stimulates both visual and auditory senses to their fullest through bright colours, relatable dialogues and very specific and relatable images. All these combined influences our behaviour, spark nostalgia and can even instil emotions like curiosity, happiness, longingness and fear.

   

  FAQ: How can emotional responses that are evoked by a video help a business?

   

  A marketing video that can evoke emotional responses by viewers fuels a passion and a bond for the brand that the video markets. An emotional response forces a viewer to watch an advertisement with more seriousness, engagement, and eventually, pushes them to take action – invest in that service or product.

   

  3. Video creates concrete associations

   

  Video production has the power of creating a strong association between a viewer and a particular brand. Successful video production will succeed in creating this association. However, concrete associations do not happen instantly. It takes several repeated viewings to associate a brand with a video or vice versa.

   

  FAQ: What kind of emotional responses are instilled by a video?

   

  Associations with video production can be either emotional, physical, or even an association between a viewer’s pain point and a solution marketed via a video.

   

  4. Video helps you remember

   

  Think of a time you watched a video and didn’t think much of it. Perhaps it was a video of a particular brand of shoes. There was nothing special about the shoes, and you wouldn’t really buy it for yourself. But then, you suddenly see everyone wearing these shoes. You hear people talking about everywhere around you. Sounds crazy?

   

  The truth is, two things happen here on a psychological level. Firstly, your natural selective attention kicks in without you even realising it. This makes that video stand out subconsciously. Second, your confirmation bias kicks in, which confirms that you are seeing those shoes worn by everyone. Cliched as it sounds, this is the power of video production on human psychology.

   

  So, there you have it – the powerful psychology behind video production.

   

  FAQ: But how does this translate into how businesses use this powerful tool to attract potential customers and retain existing ones?

   

  The rest of this blog answers this question in its entirety.

   

  The power of video production in business

   

  Did you know that 62% of businesses use YouTube to post video content? Today, more and more businesses are turning to YouTube as a channel to reach out to existing customers and expose themselves to potential customers.

   

  A high-quality video production acts as a powerful medium to communicate a company’s message and invoke a viewer’s interest to a point where they take a call to action.

   

  Video has the power to help shape brand perception – and that’s probably one of the most powerful capabilities of video production.

   

  1. Visualise your brand story through video

   

  Tell your brand’s story to attract the attention of your customers. A video reiterates your brand story, so you are always on your existing customers’ mind. Through quality video production, you can also introduce your brand story to a large pool of potential customers and increase lead generation.

   

  2. Use different types of video production to tell your brand story

   

  The rise of digital technologies has contributed to the growth of different types of video productions. Music videos, infographics, corporate videos, animation videos and short films are just some of these types of video production.

   

  Businesses can choose a video production that can best catch their viewer’s attention while at the same time, advertise the brand.

   

  3. Corporate videos can serve a variety of purposes

   

  Corporate videos can be used to train new hires and existing employees on a business’ product/service or the company’s culture.

   

  The videos can also be used as promotional videos to promote a business’ product and/or service.

   

  Training demos can be imparted via corporate videos to the sales teams. Demos on how to use a particular product or how to sign up for a particular service can be distributed to customers and potential customers.

   

  Corporate videos can also be used to impart information about a business to stakeholders and leaders of the company.

   

  FAQ: Besides the different ways a corporate video can be purposed, are there any other advantages to a corporate video?

   

  A corporate video is cost-effective because once it is created, it can be uploaded and shared online at no extra cost.

   

  It is easily measurable through view counter and channel subscriptions that make it easy to track the success of the video’s content.

   

  A video puts a company ahead of the competition by increasing search engine optimisation.

   

  A business can widen its reach by creating a video and putting up on a social media site like YouTube. With over 700 million YouTube videos shared on Twitter alone, a business can extend its reach dramatically.

   

  A video can encourage customer engagement more than any other form of communication. According to Forrester Research, 20% of website visitors read written text, while 80% of visitors will view a video.

   

  4. Videos can position you as a leader

   

  Statistics show that companies that use a video on their website homepage have 53 times more chances of appearing on the first page of a Google search result than a site without a video. So, if you use a video on your website’s homepage to promote your business, the video alone can put you ahead of the competition on the world’s most-used search platform.

   

  FAQ: How can a video be used on a website?

   

  Here are some ways videos can be effectively used on a website:

   

  • As a homepage background video just above the fold of the screen to give visitors a true sense of what the company does, or even to highlight a unique differentiator of a particular aspect of the company.
  • Include a video resource library. This will be a place where viewers can find a video that is organised and searchable in a quick and easy manner.
  • As a homepage explainer video which is found further down the page than a background video. This video is used to give viewers a sense of what the company is and how it can solve a customer’s pain point.
  • On product pages, when there is loads of content that is hard to digest. Businesses can keep their customers and potential customers’ interest alive by providing videos that contain bite-sized information or short snippets of easy-to-digest information.
  • Case studies and video testimonials that are genuine have a greater impact than a written testimonial or case study because viewers get to see the satisfaction of a happy customer rather than simply read it.
  • On the recruiting and hiring page to help potential candidates to better understand the company’s culture and team.

   

  5. Widen your reach with videos

   

  • 95% of online adults between the ages of 18 and 34 are like to follow a brand via social networking.
  • 90% of people say they discover new brands and products on YouTube.
  • 71% of consumers who have had good social media communication and service with a brand are likely to recommend it to others.
  • 63% of customers expect companies to offer customer services through social media channels.
  • Approximately 55% of marketers share video content on LinkedIn, and this number is set to rise to 65% by 2021.
  • In 2015, YouTube said there were 40 billion all-time views for branded content. That means video marketing is not just nice-to-have but a must-have for all businesses who want to reach out to consumers. 87% of marketers plan to include YouTube in their marketing strategy this year.
  • Videos increase social shares.

   

  All the above statistics prove one thing – social media is a vital marketing tool for businesses.

   

  FAQ: How can a business use video production on social media?

   

  Businesses can use video production for social media to:

   

  • Grab the audience’s attention because it is easy to consume.
  • Driver conversion rates when they are powerful and push viewers to take desired actions.
  • Videos can be re-purposed to send out unique messages on social media.
  • Videos can be used to share breaking news such as new features added to a product or the introduction of a new product. This can have a bigger impact on your audience.

   

  6. Improve search engine optimisation with videos

   

  Search engines are looking for engaging content – content that gets and keeps a viewer’s attention. Nothing entices more views and longer page views than video. Get the best out of search engine optimisation when you use videos along with compelling headlines and descriptions that register in searches.

   

  FAQ: How to use video to increase search engine optimisation?

   

  When a video is added to a business’ website and its YouTube account, the business’ visibility and opportunities to show up on searches is greatly increased. Added to the business’ social media sites, the video can ensure even greater chances of being found.

   

  7. Build trust and credibility through video production

   

  We have established that videos are the perfect way for a business to create a personality for the company as well as its brand. This alone can help a business to connect with its viewers and earn their trust.

   

  FAQ: Will adding more videos help build more credibility and trust?

   

  If a business adds more videos to educate and inform its customers, it will successfully build more trust, and this trust has a very high chance of translating into sales.

   

  8. Videos add a human element to your brand

   

  Videos allow a business to portray the brand for what it is – without any extra thrills or frills. The realness allows audiences to connect with the brand in a very authentic way. Content can be delivered in a transparent and comfortable way. People like to do business with a brand they like and trust.

   

  FAQ: How can a company add a human element to its brand via a video?

   

  Adding a human element to a brand through video can be extremely powerful. Some ways to do this are:

   

  • Add behind-the-scene footage
  • Add Q&As
  • Get experts to share knowledge

   

  Summary

   

  There is no doubt that video production can have a powerful impact on the human mind. This directly translates into numerous advantages for businesses – no matter their size or industry, as we have seen from this article. Businesses that do not make use of video will fail to gain the numerous advantages that businesses that use videos have. Any business that wants to lead, break grounds with its customers, and get ahead of its competitors must begin using video.

• 7 Ways To Increase Website Speed

  16 November, 2019 7:12 pm Leave a Comment The first few seconds that a visitor spends on your website are critical. It is important that the page loads fast and visitors find as much as they wish to know about your company so that subsequent visits are guaranteed. To achieve this, a great UX and UI, relevant content, and high website loading are indispensable. Here are seven ways in which you can increase your site’s speed:

  • Compress images and maintain a satisfactory compression-quality balance
  • Use lesser plug-ins
  • Reduce HTTP requests by grouping CSS and Javascript files
  • Stick to two fonts of three weights each
  • Reduce redirects
  • Use a web host that delivers speed and quality

  By employing these seven recommendations, you can easily boost your website’s speed and keep users engaged.

• Five Website Design Trends To Consider Before 2020

  5 November, 2019 7:17 pm Leave a Comment

  Welcome to WordPress. This is your first post. Edit or delete it, then start writing!

  How your target audience interacts with your website can predict a lot about your business’ overall growth. In the generation of short attention spans and dynamic content, it is vital to catch hold of your visitor’s attention and keep them there for as long as possible.

  So is your website ready for 2020? Here are some trends you should look out for in the coming year.

  • Mobile-first– High-quality, responsive web pages that are built based on smartphone-compatible dimensions.
  • Accessibility– Integrating screen readers and other such features to allow users with disabilities to access your website comfortably.
  • Dynamic content – Customizing content based on the user’s location and preferences to give them a more personalized site interaction experience.
  • Minimalism– Content that can easily be skimmed through without overwhelming the user.
  • Security– Ensuring certificates are up-to-date and sites are safeguarded with the latest security features.