4 Actionable Ways to Build a Brand

In business and ecommerce, your brand is your lifeblood. The reputation you have, the experiences you create, the ways you differentiate — everything rolls up to brand.

Can you technically sell products online without an established brand? Sure, maybe for a short period of time. But can you build and grow a sustainable, profitable business without one? Good luck. Can you compete with other companies that market and sell the same products in the same category to the same group of people? Doubtful. Can you create something memorable that keeps people talking and coming back for more? No way.

Without an established brand in place, you won’t survive. To make it, you need to create and manage something unique that customers can experience and interact with. You need something that influencers can get behind. You need something that people can brag to their friends about. You need to build a brand.

Here’s how to start building one for your business:

1. Create a brand book.
To build a strong brand for your business, a good place to start is by creating a brand book that all employees, contractors and agencies can rely on when creating experiences for customers.

This resource is your single source of truth. It’s a living document that everyone can reference and use when they want to understand and portray your brand voice, personality and style.

It should include information that is core to the ongoing development and preservation of your brand, such as your brand promise, mission statement, core values, key messaging and positioning statements about your products, customer personas, visual style guide and communication guidelines for each channel and medium you use when interacting with customers.

A brand book can be as simple as a Google document shared with all members of your team, or it could be a professionally designed and printed resource that you give to each employee or agency who works for you. What matters at the end of the day is not the look of the resource, but the value and usefulness of the content inside.

2. Turn customers into micro-influencers. 
There’s been a lot of talk about influencer marketing this year. In fact, it will probably go down as one of the most overused and misunderstood marketing concepts of 2019.

Is it worth all the hype (and the investment)? My take is yes, as long as you realize one simple truth: you don’t have to hire the Kim Kardashians of the world to get the kind of ROI you’re looking for. In fact, you’re probably better off avoiding big-name celebrities and well-known influencers altogether. Instead, you should be partnering with micro-influencers.

Here’s how micro-influencers are different than influencers. An influencer is a well-known social media personality or real-world celebrity with a huge audience of followers — we’re talking in the millions. You can hire them, but campaigns are expensive, and you might not get the level of engagement you’re looking for.

A micro-influencer, on the other hand, is someone who is less known but still has a decent amount of followers — think more like 5,000 or 10,000 — and influence in a particular industry.

More brands are turning to micro-influencers for two main reasons: they are less expensive and their posts tend to lead to more engagement, comparatively. In fact, Buffer found in a recent study that the less followers an influencer has, the better engagement they get.

So where do you find these influencers? Before embarking on a quest to discover, negotiate with and hire an obscure stranger that probably knows nothing about your product, turn to your existing customers instead. The best ones are probably already talking about your products to their friends anyway.

3. Build a brand photography library.
It’s time to say goodbye to stock photos. Your brand deserves better, your customers deserve better, and you deserve better. You work hard to build products that solve problems and create delight for your customers. The lifestyle photos you use in marketing campaigns should align with the standards you set for every other aspect of your brand — product quality, messaging, customer support, etc.

Stock photos are convenient, but they rarely allow you to create the emotional response you need to create to convert an interested buyer into a loyal customer.

To build a stronger, more recognizable brand for your ecommerce business, you need to spend time building a library of brand photos that help you connect with customers, showcase products and differentiate from competitors. Think of this photo library as an extension of your brand. You create standards when it comes to your logo, your fonts and the copy in your product descriptions. Your photos should also have a distinct style that customers can quickly recognize when scrolling through Facebook or Instagram.

4. Become a publisher and a storyteller.
Marketers have been saying it for years, and it still remains true today: content is king. If you want to connect with prospective customers, you have to build trust and credibility with people. The fastest way to do that is by creating content and positioning yourself as a knowledgeable thought leader in your industry or product category.

In previous years, that meant creating a blog and sharing articles — or if you were really ahead of the times, you might have created videos. But today, winning the content game isn’t about creating a blog or writing articles — it’s about creating an entire publishing arm for your brand that allows you to create and share many different forms of content, from podcasts and interactive presentations to printed lookbooks and long-form interviews with customers.

Want to see two great examples of ecommerce brands that operate like publishers? Take a look at what Filson and YETI have been up to lately.

Wrapping up.
To compete in the world of ecommerce, you need to have an established brand. To win, you need one that is uniquely delightful and unforgettable in the minds of your customers. You can’t get there overnight, but you can get closer each day by becoming hyper-focused on and obsessed with how people experience your brand on social media, on your website, on Amazon, in email and in real life. Need more? Contact TBI Digital and schedule a consultation.

Why Your Brand Needs Both PPC and SEO

SEO vs. PPC – Which Is Better?

The world of search engine marketing is generally divided into two camps: PPC and SEO. Paid Search leads to instantaneous results – immediately putting your brand in front of your target audience – but can be very expensive depending on the level of competition. Meanwhile, Organic Search costs nothing (well, except timeeffort, and expertise), but can take months to see similar results to Paid Search.

Brands often find themselves debating between the two options – pitting the pros and cons of each option against each other to determine the best fit for their business. Should you pony up for paid campaigns or put in the work to build your organic ranking?

One of the worst kept secrets in search engine marketing is how paid search ads and organic search engine optimization work in concert to boost the performance of the other. Choosing one over the other is akin to purchasing a “buy one, get one free” product and not taking the freebie. If you’re going to tackle the world of search marketing at all, it is in your business’ best interest to double down on your efforts and achieve greater success. Here’s why:

Google Adwords Auction Algorithm

Advertising on Google AdWords is often compared to an auction. Advertisers tell Google how much they are willing to bid to show their ad for a particular keyword and Google puts the highest bidder in the #1 position. Simple, right?

Unfortunately, unlike a true auction, the process is much, much more complicated. An Adwords keyword auction involves an algorithm, a team of mad scientists, and possibly alien technology. However, the concept is very simple: $$$.

Google gets paid per click (hence the PPC acronym) and while – all things being equal – Google would logically choose a $10 keyword bid over a $1 keyword bid, Google stands to make more money if 11 people click on the $1 ad than if only 1 person clicks on the $10 ad. In other words, Google considers behavioral factors in conjunction with an advertiser’s keyword bid.

What are those behavioral factors? Well, Google became the search giant they are today not only by showing search results but by showing relevant search results. Google wouldn’t be a synecdoche for “search” if users didn’t consistently find what they were looking for when googling. In addition to the keyword bids, Google Adwords’ auction algorithm also considers the relevance and user experience of the landing page the ad directs to.

SEO Improves PPC Performance

Landing page relevancy is where search engine optimization comes in to play. One of the key tenets to SEO is improving a site or pages relevancy to certain keywords and all of the optimizations that go into improving a page’s organic ranking – keyword usage, metadata, page speed, etc – also lend themselves to improving the page’s relevancy in paid search.

In short, making organic search optimization changes to a page tells Google that page provides a better, more relevant user experience and Google subsequently lowers the cost-per-click (CPC) it takes to get your ad shown for that keyword.

Countless case studies have shown how SEO-friendly pages can drastically lower the cost and improve the performance of a campaign – up to a 38% decrease in CPC – driving more traffic for less ad spend.

That’s right. In addition to improving your organic rankings, an effective SEO strategy can actually save you money on your PPC campaigns.

PPC Improves SEO Performance

The beneficial relationship between organic search optimization and paid search performance isn’t a one-way street. While paid ads don’t directly affect organic rankings, there are many ways in which paid ads can help improve organic performance.

The most notable of these is that the presence of paid search ads can actually improve the CTR of an organic search listing. Case studies have shown that search users are more likely to click on an organic result when there is a paid ad present for the same website. There’s a good reason for this – the presence of both paid and organic results for the same brand improves recognition and evokes a stronger reputation in the mind of the search user.

Even when a paid ad and organic ad are shown separately, a search user may be more likely to click on an organic result from a site or brand they recognize over one they have not seen a paid ad for. In both scenarios, the paid ads help drive more organic clicks, which in turn improves the organic ranking (as Google weighs CTR on organic results as well!).

Other Factors In Paid Search Ads Influencing Organic Rank

Additionally, paid ads allow you greater control over the messaging of your brand. Paid ad copy can be time sensitive, personal, creative, even inventive and compelling – and that messaging is then imbued into your organic search results, which tend to be dryer and more factual by nature. With the combination of paid search ads and organic listings, you don’t have to choose between focusing on keyword-rich information or showing off the personality of your brand. You can do both!

In an even bigger way, paid ads can help increase the organic ranking of a page by encouraging some of the most important behaviors to organic ranking: sharing. Back-links and page visits are a major factor to a page’s organic rank and introducing that page in the form of a URL can help lead users to content that they’ll link to, bookmark, and mention on social media. Voila! – suddenly a page with no organic juice is in the hands of the very users who can help push that page to a top organic ranking – all thanks to a paid ad.

SEO + PPC = An Integrated Search Marketing Approach

You’ve heard the saying “I’ll scratch your back, if you scratch mine”, but in search marketing, a one-two punch of a dual PPC and SEO strategy makes both search methods scratch better. You could put all your eggs into one basket and slowly improve your organic rankings OR rack up credit card points with paid search ads, but why would you choose when you could increase your free organic traffic, while simultaneously lowering your PPC ad cost and improving the performance of your paid campaigns?

TBI Digital specializes in both PPC and SEO. Contact us today to find out how our experts can help your business reap the rewards of both.

11 Easy Marketing Tips for the Holidays

Are you ready to take advantage of the festive mood and embrace holiday marketing? According to the Forbes, consumers report feeling nostalgic, cheerful, and more willing to purchase around the holidays. Use these 11 easy tips to make your brand a source of happiness this season.

1. Build Anticipation

Recall the delight of an Advent Calendar or the nightly menorah lighting as a child? It gave you a daily reminder of the season and something to anticipate. The same goes when you offer various daily holiday promotions, countdowns on social media, and other related tactics. Utilize the season to build anticipation for your product.

2. Tap Into Nostalgia

The holidays are a time people love to slow down and reminisce about childhood holiday traditions. Reference classic themes, retro toys, nostalgic imagery, and sentimental themes. The association of these references with your brand will build a sense of warmth and fondness in your audience.

3. Gifts are an Exponential Marketing Opportunity

Considering a holiday gift directly touches two individuals, a gift is an exponential advertising opportunity. An outstanding gift experience is paramount, so invest in beautiful packaging, products, and memorable messaging in your holiday products. 

4. Design a Gift Guide For Your Products (or Related Products)

Make sure the focus is on the gift recipient. Get creative and personalize specific gift guides that target individuals such as “the workout queen”, “the bookworm”, or “the tech-savvy hipster”.

5. Holiday Hacks

The holidays can be stressful. Post and share content about solutions that can make your viewer’s lives easier.

6. Plan Ahead

Prepare your posts ahead of time and schedule them throughout the holiday season. This will ensure your content is well thought out, continual, and you never miss an opportunity.

7. Decorate On Social Media

Add a holiday-themed image to your social media profile or cover photos. This will show up in your audience’s newsfeed and also demonstrate your company’s spirit

8. Interact

Engage with fans and followers and invite them to share their favorite holiday memories or photos with your product. This will be a chance to demonstrate an interest in them and for interaction.

9. It’s Not Just About Christmas

While a large number of people in the U.S. celebrate Christmas, non-Christian holidays are too often disregarded, thus leading to the exclusion of some followers and you missing out on marketing opportunities. Depending on your consumers, consider Hanukkah (Jewish), Kwanzaa (African-American), the Winter Solstice (for Pagans), Diwali (Hindu), and the Chinese New Year.

10. Immerse Your Senses

Utilize sensory language. The holidays are a time of savory dinners, tasty desserts, aromatic candles, fuzzy blankets, cozy homes, warm fires, and joyful music. Allude to these elements to give your audience a more memorable experience with your content

11. Personalize

During the holidays, consumers are constantly flooded with the same marketing messages everywhere. Steer clear of cliché holiday emails to avoid being tuned out. Focus on sending promotions that are personalized and relevant based on data covering products individuals have browsed or predicted purchase behavior.

No more “regards”

In case you’re tired of your same old email sign-off, this list provides many alternatives.

I have an embarrassing confession: The vast majority of the time, I sign off my emails with “Thanks!” It doesn’t matter if I have anything to show appreciation for or not–it just tends to be my default signature.

It’s not that I don’t want to cap off my email with something great. It’s just that I often find myself drawing a blank. Are there even any options aside from those two widely accepted favorites?

Yes, there are. And, as a matter of fact, there are a lot of them. Fortunately for you (and for me!), I pulled a huge selection into this list right here. Of course, not all of them will be suitable for every sort of situation or office. But, with so many options, you’re bound to find one that fits the bill.

So, go ahead and bookmark this page and come back to it when you feel like straying from your standard email sign-off and trying something a little different.

…something more formal
  1. All My Best
  2. Best
  3. Best Regards
  4. Best Wishes
  5. Congratulations
  6. Cordially
  7. Faithfully
  8. Goodbye
  9. Looking Forward
  10. Regards
  11. Respectfully
  12. Sending You the Best
  13. Sincerely
  14. Sincerely Yours
  15. Speak With You Soon
  16. Take Care
  17. Warm Regards
  18. Warm Wishes
  19. Warmly
  20. Wishing You a Wonderful Day
  21. Yours
  22. Yours Truly
…something friendly
  1. Cheers
  2. Enjoy Your [Day of the Week]
  3. Good Luck
  4. Happy [Day of the Week]
  5. Have a Good One
  6. Have a Great Day
  7. Here’s to a Great [Day of the Week]
  8. Hope This Helps
  9. Hope You’re Making It Through [Day of the Week]
  10. Make It a Great Day
  11. Pleasure Catching Up With You
  12. See You Tomorrow
  13. Sending Good Vibes
  14. Talk Soon
  15. Until Next Time
  16. You’re the Best
  17. Your Friend
If you need to show appreciation
  1. All My Thanks
  2. I Can’t Thank You Enough
  3. I Owe You
  4. Many Thanks
  5. Much Appreciated
  6. Thank You
  7. Thank You for Everything
  8. Thank You in Advance
  9. Thanks a Million
  10. Thanks for Reading
  11. Thanks for Your Consideration
  12. Thanks for Your Help
  13. Thanks So Much
  14. With Appreciation
  15. With Gratitude
  16. You’re a Lifesaver
If you’re feeling funny (or a little cheesy)
  1. Anonymously
  2. Bye, Felicia
  3. Congrats on Reading This Whole Email
  4. Don’t Stop Believin’
  5. I Need Coffee
  6. Keep On Keepin’ On
  7. Later Tator
  8. Live Long and Prosper
  9. Looking Forward (to Friday)
  10. One Step Closer to Friday
  11. Peace Out
  12. So Long, Farewell
  13. Tag, You’re It
  14. The End
  15. Toodles

Again, not all of these will be appropriate for every single email you send. Just as in spoken communication, the words you use with your boss or an important client will be much different from the ones you’d use with a close friend or co-worker.

So, make sure to think through the message and the circumstances before adding your signature–particularly if you’re thinking of using a snarkier one. Feeling stuck? This handy guide can help you determine whether or not you can drop the formalities.

With that in mind, kiss your tried and true sign-off goodbye and use one of these to switch things up every now and then!

Display vs. Search vs. Social

The Basics Of PPC

Before we delve into the different types of PPC, let’s clarify what PPC advertising is.

The PPC advertising model places a company’s advertisements in search results or on another website to generate more traffic back to the advertiser’s site. The ads are usually tied to certain keywords in a search engine, or placed on websites with similar content to the products or services being offered in the ad.

Rather than pay a standard fee for the ad, the company pays per click — that is, they pay each time someone clicks on the ad and goes to their website. PPC can be an effective marketing tool because it can quickly and easily find potential new customers who are interested in the products or services that your company already offers. Because PPC ads take potential buyers straight to your website, they also provide a direct connection with new customers without the hassle of trying to find them on your own.

With that in mind, executing, managing, and optimizing PPC can differ depending upon the type of advertising you are doing.

Search Ads

With the ubiquity of Google, Bing, and Yahoo, it’s little wonder that search ads have become the most common form of PPC advertising. Search ads are linked to certain keywords, and they appear along with your search results when a certain keyword or phrase is entered into the search engine. This particular form of PPC is especially smart because it places your ad in front of people who are already interested in your industry, service, or product. With this approach, search ads are able to provide strong, high-quality leads for new customers. And because these individuals are already searching for a related item, there is a much higher likelihood that you’ll be able to convert these leads into actual sales. These types of ads are also very simple and straightforward in their design — usually just a set amount of text — making it easier to use as a marketing strategy.

This simplicity can also be a drawback, however, as the lack of visuals and images in the ad itself can make it harder for your ad to stand out among others and engage new customers. Despite the simplicity, search ads can also be fairly expensive, as there is usually a great deal of competition surrounding them.

Pricing points vary, and since you’re paying for each individual click, those clicks can add up — especially if you’re not able to convert the majority of click leads into sales. Also, because the ads are linked to certain keywords or phrases, it can be difficult to get your message out to a wider audience.

Display Ads

Display ads are another popular form of industrial PPC that many companies use. These types of ads appear at the top, on the side, and in the middle of web content on almost every website. Display ads are known for their effectiveness — they reach more than 90% of people who surf the internet.

In fact, this high visibility gives them a wide reach among users to generate new traffic to the target site. Since these types of ads are fairly common, they face less competition and are less expensive than search ads. They’re also much more dynamic than search ads — allowing you to use a mix of images and text to create an ad that can really engage your audience. With fewer limitations, your ads can be personalized to fit your brand.

While the wide presence of display ads means that they can get you a lot of exposure, their prevalence can also be their downfall. Because they have inundated people’s screens for so long —what feels like since the beginning of the internet to some — many people don’t notice them or ignore them altogether. This translates to a very small number of actual clicks on the ad.

The prevalence and oversaturation of display ads have also made many people associate them with spam, making internet users less likely to click on them. Many people go so far as to install ad blocking plugins on their internet browser to limit the number of ads that filter through to their screen. If your targeted audience uses such a tool, you could be wasting your marketing budget on ads that might not even be seen.

Social Ads

Social ads are the fastest growing segment of PPC advertising, thanks largely to the growing popularity of different social media platforms among internet users. Many social media sites, such as Facebook, Instagram, and LinkedIn, are programmed to be able to target specific audiences based on their network, their hobbies and interests, and their professions, among other factors. As a result, social ads are tremendously effective at getting your message to your intended audience quickly and effectively.

Social ads are also fairly inexpensive compared to other PPC ads — helping you get more bang for your buck with your marketing strategy. Social ads are also easy to use — making them accessible to nearly any size company or business. They’re also very effective at reaching your targeted audience and have a high click rate. The ads themselves also have a certain degree of flexibility in terms of design and content––allowing you to really show your brand through your ad.

Since social media is a relatively new media and considered to be more popular among certain age groups, its use as a marketing tool might be met with some resistance by your company’s leadership or stakeholders. In addition, many people are hesitant to adopt social media marketing because of its very different platforms and unique approaches to content. Thus, it might take more to convince your marketing managers or executives to invest in this particular form of  PPC advertising.

Social ads can also be more time-consuming to create. Because new content is always being posted on social media at a very high rate — with different keywords and topics trending at a given moment — it’s important to stay current with the latest content being posted. Additionally, social media networks are notorious for introducing new ad products, removing old ones, and changing specs, so you’ll need to keep up at all times.

Need More Info About PPC?

A strategic and targeted PPC program can be an effective part of your marketing strategy. However, it can also be challenging, and without the right knowledge, those clicks can add up quickly. Plus, you’ll want to make sure that the money you do spend is attracting real customers.

Have questions about what you just read Let’s talk – mhabig@tbiadv.com 

 

The Importance of Design in Social Media

Take a second and observe your surroundings. What do you see? You’ll maybe see a book, your phone, your laptop, a poster on your wall or even a cup of tea. Each one of these objects was designed in such a way that would be convenient and aesthetically pleasing for you. Now think about the social media platforms you log onto on a daily basis. You’re exposed to a flood of “Likes”, tweets, tags and messages every day. However you don’t really remember all of them, do you? Well, here is where graphic design comes into play. If you really think about it, it’s kinda simple. Until and unless you see an image so catchy, that you absolutely have to share it, you won’t give it a second thought. With attention spans decreasing, it has become increasingly important for brands to up their design game on their social media pages.

Consistency is Key

Brands are becoming more and more active on social media. When a brand uses an image consistently throughout their social media platforms, you have a better chance of remembering it. If you relate to the image or if it manages to evoke any of your emotion, you may even share it. Inadvertently, you’ve just advertised the brand on your own social media. This is the power of good design. Take the Oreo’s Instagram account for example. To simplify it, Oreo is a company which makes cookies. What could they possibly come up with that may interest you? However, Oreo’s design team has come up with some of the most creative things you could do with an Oreo cookie. They may not advertise it straight up, but once you look at their page, you might as well get up and buy a pack of Oreo.

Show-off your Culture

Similarly, images are not just used to advertise your product. They can be used to convey a company’s culture as well. Most of the time, companies are so focused on advertising the product that they forget about who really makes their company a success. In such cases, social media becomes a perfect platform to showcase a company’s “behind-the-scenes” activities. Images of employees having a little fun or working hard can help customers relate to a company on a more personal level. Cisco is one example of such a company, which uses its Instagram account to not only showcase their expertise but also to showcase its employees.

Color it Up

The role of graphic design doesn’t just stop at pretty pictures. It also has a lot to do with branding a company. The colors a company uses, where the brand is placed, everything leads to how a company is perceived by you. While the big shots in the corporate world use soothing and limited colors, Google uses bright and a variety of colors in their graphics. This brings a sense of youth and playfulness in the way Google is perceived. The use of different colors also means that Google isn’t a company which is limited to a certain set of services. It conveys a sense of unlimited possibilities, hence setting Google apart from the rest of the world. If you’ve ever looked at Google’s social media pages, you’ll see how consistent they are with their branding. Google uses the same logo, the same cover image throughout their social media. This brings a sense of unity and builds a sense of familiarity with the user. Having a consistent look and feel on your social media goes a long way in building trust as well.

The next time you’re on any of the social media platforms you use, think about what makes you share a post, or what really appeals to your senses. Also look at a few companies and see if their social media pages have a sense of unity in them. The role of graphic designing is increasing at a rapid pace and this is just the tip of the iceberg.

TBI Landing pages

Why you need a landing page

TBI Landing pages

What is a landing page?  It’s a page that someone can land on. A landing page, however, is strategically written and designed with a specific purpose determined by business objectives. The end goal of a landing page: conversion. If you want to generate leads, learn more about your audience, or improve your marketing efforts, you need a landing page.

What are the basic components?

Images

  • The right image is worth a 1,000 words especially when it comes to conversions on your landing page. Use on-brand images that evoke emotion and increase the tangibility of your product or service. For example, using an image of real people enjoying the benefits of your product or service is more effective than an unbranded, impersonal stock photo. Because Google can’t “see” images, adding alt text or image titles helps the search engine recognize and categorize your image. Lastly, make sure your image is a high quality because no one likes a blurry photo.
  • Headline
  • Most people will spend a short time on your landing page, even when you’ve spent hours writing 500 words of copy. Landing pages are meant to be straightforward. Your headline needs to grab a visitor’s short attention span. In a few words, tell your visitors what benefit or what value they can expect from converting. Create a compelling headline, but be clear and concise.

Copy

  • Once you’ve piqued your visitor’s interest with an effective headline, the body copy of your landing page is where you elaborate the benefits of your product or service. Keyword research should guide your word choices, but keep in mind that you still want to be brief. You can break up the copy by using headers and bullet points. This makes it easier for the visitor to know what’s important. Remember to ask yourself: how are you going to solve your potential customer’s problem? What can you provide that your competitors can’t? Another way to provide value to visitors on your landing page is by sharing a customer testimonial or a case study that support your claims.

Call-to-Action

  • Last, but not least is the call-to-action or CTA. This is the part of your landing page that tells visitors what they should do to convert. CTA’s are usually made in the form of a clickable button. Basic examples are: “Buy Now” or “Start Your Free Trial.” When choosing the best CTA for your page, it’s essential to test different colors, where the CTA is placed and CTA copy to determine which one gets the most conversions.

A landing page can have more components, but not all are necessary. When creating a landing page, the most important thing to have is one single goal. It eliminates any chance of distraction that would prevent your customer from converting.

The REAL reason why you need a landing page…

A landing page can guide your potential customer to the next phase of your digital marketing strategy. It can be used to promote a campaign, provide an offer or capture contact information— moving potential customers down your conversion funnel. It depends on your objectives and audience. If you want to increase the number of webinar attendance/sign-ups by five percent, you’ve got yourself a landing page goal. After running your first campaign, you can experiment with changing one aspect of your landing page (i.e. title, call-to-action, etc.) to refine your strategy.

With a thoughtful landing page, you learn more about your audience and what they’re looking for when it comes to your brand, product or service. You can take these new discoveries and apply it to your business strategy.

With the right branding, web design and marketing strategy, you can boost your business’s digital marketing efforts.

Contact TBI and find out how we partner with you to accomplish your business’s goals.

2016 Year In Review

WE HAD A GREAT YEAR HERE AT TBI: WE UPDATED OUR BRAND, OUR WEBSITE, AND EVEN GAINED A NUMBER OF NEW CLIENTS WE’VE BEEN THRILLED TO WORK WITH. WE’RE EXCITED TO SEE WHAT 2017 WILL BRING AND ANTICIPATE EVEN MORE GREAT OPPORTUNITIES ON THE HORIZON. SPECIAL THANKS TO ALL OF OUR LOYAL CLIENTS FOR MAKING 2016 SUCH A FUN AND REWARDING YEAR.

Undervaluing Design in your Marketing Strategy: Big Mistake

With all of the talk in recent years about digital marketing, SEO and online presence, it’s no wonder that design has taken a backseat in the communications and marketing realm. BIG MISTAKE. While digital marketing is an incredibly powerful strategy for reaching large audiences, without excellent design, consumers will be less apt to engage with your brand. Instead, TBI recommends that you look at a holistic marketing approach – combining solid design, traditional advertising and digital media into one potent symbiotic campaign.

Why Design Matters

Brand Awareness

A picture may be worth a thousand words, but a great logo is worth millions. Why? Because good design transforms and transcends a complex idea into a neat, easily digested image that effectively conveys your message, representing the essence of your unique organization

First Impressions Are Lasting Impressions

First impressions can either make or break a person, and the same goes for brands, too. While the impression may be subliminal, a great logo makes a person want to act. At TBI, our number one priority is to make your targeted audience act positively and to reach audiences that may not know they need your product or service.

Competitor Envy

Great design not only increases your audience and engagement, it also differentiates you from your competitors – a good thing when you have several direct competitors vying for the same customers you are. Good logo and overall branding design makes you look reputable, instilling trust and the desire for people to do business with you.

Marketing Reach

So, your company has invested in a digital media strategy and online advertising campaign – congratulations! You’ve taken the first step in reaching more customers than you ever thought possible. But – and this is important – if your logo is subpar or doesn’t effectively represent your brand, you may not convey the message you want to your target audience. Spending a bit more time and money on a holistic branding approach will definitely pay off for you, your organization and your audience.

Tell It

Take your business or organization to the next level and expand your audience reach with the power of design, digital media and good content strategy, TBI can help. Our comprehensive approach to branding, marketing and advertising combined with our professional team of designers, digital media strategists, content specialists and videographers bring your story to life. We’ll reach and engage a world of audiences on a variety of platforms, ensuring that your brand tells a strong, clear message.

7 Digital Marketing Trends For Your Brand Success in 2016

Digital marketing has undergone major makeovers in the past few years. Your brand success in 2016 depends on two aspects- A. knowing the marketing trends and B. consistently applying them and creating unique consumer experiences. As a digital marketer, keeping up with ever changing trends is a job in itself. We’re here to help.

The rise of content marketing
Companies running an active blog generate 67% more leads on a monthly basis compared to those who don’t blog. Content marketing strategies will continue unabated in the upcoming months.

Blooming marketing analytics
Marketers are already using dozens of analytics tools to keep a track of engagement and business performance on digital platforms. Expenditures on marketing analytics are set to rise by over 60%. Market data will become crucial in any brand endeavor and customer acquisition tactics. Companies are all set to utilize the vast information and content pool created online by consumers. Decision making in an overload of information and content, will be led by real data and not mere instinct.

More videos
The use of videos for marketing purposes has been steadily growing. Videos are a perfect way to show how a product works. Brands have started focusing on video content more than their text-only content strategy. Videos allow for greater engagement, lower site bounce rates and also showcase product usage in multiple scenarios. Browsing through their social media timelines, consumers are more likely to get attracted to a video advert that immediately grabs attention. We do expect to see a lot more ‘how to’ or inspirational brand videos for some years. Social media driven videos whether on Facebook, Vine, or Instagram are likely to go up as well. Video traffic growth has been shared by Cisco in its reporting stating:

It would take an individual over 5 million years to watch the amount of video that will cross global IP networks each month in 2019. Every second, nearly a million minutes of video content will cross the network by 2019. Globally, consumer internet video traffic will be 80 percent of all consumer Internet traffic in 2019, 79% in 2018, and 74% in 2016 up from 64 percent in 2014.

Humanization is the new automation
The only way to make consumers interact with content, is personalization. Offering personalized content means sharing relevant and knowledge based posts to offer a solution to consumers. Companies that have been making an effort to humanize their content strategy, have been able to:

a) increase sales,
b) inspire users to stay longer on their websites &
c) foster customer satisfaction
It’s important here to note that personalization requires companies to first know their consumers well. This may well begin by drawing out buyer profiles and knowing consumer demographics, and behavioral preferences. One size definitely does not fit all!

Storytelling
How do you stand out when the entire industry is focusing on churning out relevant content? You simply ditch the conventional and try something unexpected – storytelling. Unique storytelling techniques are the most sought requirements laid down by leading brands. Perfect for driving in engagement and nurturing leads, stories help brands align consumers to the emotional core of the brand. A mix of visual and contextual storytelling inspires emotions in consumers and increases trust.

Micro targeting
Targeting niche audience sizes and making use of data led advertising tools bringing in more effective results from campaigns. Targeted campaigns are two times more effective than non-targeted one size fits all campaigns. A study suggests that retargeted display ads inspire a lot more people to search for the product. It comes as no surprise that businesses are making targeting strategies more elaborately than ever. Facebook and Instagram allow marketers to really delve deep into the various options to select the right users, definitely allowing brands to spend their dollars wisely.

Online advertisements
Internet advertising is expected to rise by 10% on a global rate. Mobile ads will grow by a whooping 45% and online ad expenditure is set to rise through the year. With organic reach on platforms like Facebook taking a nosedive, and Google ad-words consistently becoming more expensive, it comes as no surprise. Sure organic branding and growth is one way to go, but targeted paid advertising is definitely allowing firms to expand their consumer acquisition at a faster rate.