Inbound Marketing

How to maximize your Black Friday marketing efforts

Black Friday officially marks the start to the holiday shopping season. It’s the kick off to what has turned into a four-day shopping frenzy – and whether you’re looking to capture Black Friday shoppers or Cyber Monday sales, you’ll have tons of consumers who are ready to jump on limited-time only deals. 

While this means the competition out there will be tough, it also means you’ve got a load of hungry consumers to target. If you’re gearing up to get in on the Black Friday or Cyber Monday action, here are five tips to help you make the most of your marketing.

How to maximize your Black Friday marketing efforts  |  Hue & Tone Creative

 1. Start it early

Don’t wait until the night before to advertise your Black Friday bargains. We’d recommend warming your audience up a week or two in advance so they: 

  • Know to come straight to you once your sale starts

  • Can start scouting out what items they might put in their basket

  • Can spread the word on your behalf

 

2. Be clear

People aren’t mind readers, so make it super easy for them to find out when your sale starts/ends, what the discounts will be, and which products or services they’ll apply to.

Drumming your Black Friday bonanza up to be something bigger and better than it is is a risky game to play. You run the risk of not only annoying customers on the day of, but also losing their long-term interest as well. 

 

3. Check your capacity 

If you’re lucky, your server will see a steep spike in traffic on and around Black Friday as consumers hunt through your site for the best deal. Make sure your systems can handle the increase in volume with ease - the last thing you want is your site or app crashing during peak buying times.

 

4. Take a targeted approach

Instead of sending out blanket marketing campaigns and hoping for the best, take the time to create a more tailored approach by digging into people’s behavior and targeting them based on past habits. 

Target people who have recently abandoned carts full of items that are now going on sale. It takes more time to set up, but if done right the results will be worth it. 

 

5. Make sure you standout 

Whatever medium you’re using - email, social media, direct mail, or otherwise, there’s a lot of competition out there. But it’s not only your competitors you’re competing against. 

You need to make sure your marketing collateral stands out from the stuff you typically send out so that recipients sit up, pay attention, and immediately click through to your website. Find the balance between an eye-catching Black Friday ad and your usual brand. It’s a great time to push the boundaries of your every day branding – just don’t lose your brand completely. 


Your Holiday Marketing Partner

Not sure where to start? Not a problem. Whether it’s support with your landing pages, social media strategy or email campaign, we’ve got you covered. For last minute Black Friday support, reach out to us at 336-365-8559 or hannah@hueandtonecreative.com.

Why you should (probably) be using Hubspot

Why you should (probably) be using Hubspot | Hue & Tone Creative

Should you be using Hubspot for your business? We’ll start by giving you a quick answer so that you know if this article is for you. 

We believe you’ll get a great ROI on using Hubspot for your business if you plan to spend a minimum of $2,000-$3,000 a month on digital marketing. 

Now, to back that up…what does Hubspot do?

Hubspot’s an all-encompassing marketing platform, and it provides businesses with the tools they need to optimize their inbound marketing efforts. 

In a nutshell, some of their software includes:

  • Email: the ability to create custom-made email templates, tailor subject lines to your audience, and conduct A/B tests to continue making improvements.

  • Blogging: helps you optimize your copy to aid with conversions and organic visibility, as well as keep your formatting consistent and clean.

  • Landing pages: allows you to easily build responsive landing pages, personalize their elements (like content, CTAs and forms), and analyze, test and optimize them to keep leveraging their conversion rate.

  • Marketing automation: saves you time by automating your email campaigns with the ability to tweak triggers, conditions and actions, so you’re contacting the right lead at the right time.

  • Lead management: with the click of a button, it enables you to see which leads you’ve contacted, when, and how they responded, to tailor future campaigns to their behavioral patterns. 

  • Analytics: with built-in analytics, reports and dashboards, it gives intelligent insights on all your inbound marketing efforts to see which channels are and aren’t working for you.

  • CMS: it enables you to build a responsive, SEO-friendly site, that’s fully integrated with all your marketing funnels.

  • Social media: you can seamlessly build your social presence by sharing your content from the same place you build your campaigns, and monitor how different social channels perform. 

  • SEO: with content strategy tools, search data stats, SEO tips as-you-type and reporting suites, it gives you all the tools needed to easily plan, optimize, and monitor your organic efforts.

  • Call to action (CTA): it provides you with a platform to design dazzling CTAs and see who’s actually clicking them. 

  • Ads: it takes the guesswork out of your Facebook and AdWords adverts with reports that prove your ROI – with precision.

And that’s just some of the major draws – they also provide a suite of service and sales tools, many of which are free add-ons. 

  Lead customers the right way with Hubspot!

Lead customers the right way with Hubspot!

Really good resources

Beyond their software packages, Hubspot also has a large database of free resources that will help you stay plugged in to any emerging trends or best practices.

Our top five reasons why

When it comes to inbound marketing, Hubspot’s one of the leaders in the pack. There are countless reasons to couple up with them, but here are our top four: 

1. It’s an intuitive tool. While Hubspot’s interface is incredibly layered – and can be a little intimidating to first time users – it’s also designed incredibly well. Once you get a basic idea of where everything is at, you’ll be able to seamlessly navigate within the interface as you learn to master their tools.

2. Great free options. Hubspot’s CRM is always free, and many of their basic marketing tools are free as well. It’s a great way to get a hang of the tool and see if it works for you before you spend a single penny.

3. Superb support. In addition to the comprehensive database we previously mentioned, HubSpot’s online and phone support team is available for Service Hub and Enterprise users. 

4. An integrated approach. By letting you control the entire sales process from start to finish, Hubspot cuts out the need for multiple tools. In the long run this will save you time and make your day-to-day digital marketing more efficient. 

5. Detailed reporting. Intensive reporting allows you to see the details on everything from who your customers are, to what they’re viewing, where your customers came from, how your  content is preforming, how you stack up to the competition, and more.


Hue & Tone Creative: Digital Marketing for Greensboro, NC

Need to refresh your stale online ads? Give your Facebook a lift? Breathe new life into your website? We can do all that and more. We’ll rechart the course of your marketing strategy and help you increase the ROI on your digital efforts. Just give us a call to get started: 336-365-8559.

13 marketing tips for real estate agents

Real estate can be a lucrative industry, but if you’re marketing your services in a fiercely competitive market, you’re going to have to do some serious work to stand out. 

While there’s no one magic ingredient that will guarantee success, there are a number of tactics you can employ to help gain more exposure and to create long term success. Investing in quality marketing, means creating quality content that gets your name out there and keeps it top of mind. Quality content is about playing the long game and building a solid foundation for your brand. 

13 Marketing tips for real estate agents  |  Hue & Tone Creative

To make sure you’re maximizing your market’s potential, here are 12 tips to help give your sales momentum a boost:
 

1. Be active on social

From renting tips and mortgage advice to home decor trends and how-to-sell guides, real estate agents have endless potential content to work with. Widen up the scope of your content from just current listings and make sure what you’re posting is beneficial to home owners during every step of the buying journey (including those who have already completed the buying process!). 

Build your presence by filling your feeds with genuinely useful information – and, as always, remember to interact with other users to gain exposure.

 

2. Don’t play hard to get

Don’t make people have to work to find your contact details. Whether it’s on your website, social bio or sales collateral, your contact details should be everywhere! Make sure your info is clear and easy to find to up your chances of an inbound inquiry. 



3. Branch out from stock photography

People can sniff stock images from a mile off. Give your brand an authentic feel by using real images of real houses and real homebuyers. Your smart phone has a great camera for snapping photos out in the field, but when it comes to photos of listings we suggest hiring a specialized real estate photographer. 

 

4. Hire a wordsmith

Your pictures are just one part of the pitch. Your words are the other. Do your listings justice and pique people’s interest by retaining a copywriter who can help bring your properties to life. 
 


5. Don’t over exaggerate

While you want to make your listings appear appealing, don’t get carried away and over sell your properties. If you build a reputation for wasting people’s time, you’ll only tarnish your reputation -- which is not easy to undo!

 

6. Consider the UX of your listings

Not sure what to display? Take a look at how Zillow and Redfin display their info to get an idea of what might matter to prospective buyers! 

User experience (UX) testing helps you understand how real people navigate their way around your website so that you can identify areas in need of improvement. 

You’ll want to consider what potential homebuyers are looking for when they come to your site. Information like square footage, location, price, and features should be readily available and easy to read. Photos should be easy to flip through and maps should be easy to explore. 

 

7. Watch out for stale listings 

You fall in love with a house. You make an inquiry. You’re told it’s already off the market. At best, it’s just inconvenient and irritating. Make sure you put a process in place to ensure properties that are no longer available are swiftly removed from your site.

 

8. Keep people in the loop

Buying a house can be a long process – and some people might start the process only to realize they’re not quite prepared to buy. Don’t lose that relationship! Be sure to collect prospective buyers email addresses and point them to your social media, so that you can engage with them until it’s time to buy.
 

13 Marketing tips for real estate agents  |  Hue & Tone Creative

9. Don’t forget about millennials

It feels like every day there’s another headline about millennials and how few of them are buying homes, but it’s important not to discount them as potential buyers. Homeownership is starting to increase among this generation, and it’s important to start engaging this demographic because of their future purchasing power. Social media is a great way to do this because it shows you can speak their language! 

 

10. Get offline with a broker event 

While maintaining your social media is important, don’t be afraid to pull things offline and connect in person. A broker event could be anything from a traditional open house to a first time home buyers class. 



11. Become an authority

Creating quality content like webinars, videos, white papers, and blogs will help you increase your search engine optimization while also building your brand awareness. We suggest writing and accepting guest blogs to help you cross promote with other realtors and reach new people.

Valuable content -- like neighborhood profiles -- can help drive massive amounts of traffic to your site, making your name recognizable to potential homebuyers now and in the future. 

 

12. Get real feedback to share

Customer testimonials give insight into what it’s like to work with you. They’re a great way to give potential buyers some insight as they try to decide if they want to sign an engagement letter with you. 

When collecting testimonials, it’s often best to engage with home buyers as they near closing – your experience is fresh on their mind and there’s a chance you might lose contact with them after closing. 

 

13. Print isn’t dead

When you’re doing the rounds at open houses it’s easy to get confused about what house offered what. Don’t let prospective buyers leave a tour empty handed! Create handouts that recap all the important specs of the house, photos, and location information. 

We also suggest putting together a special packet for first time home buyers that covers every step from getting approved for a mortgage to what to expect at closing. Empowering first time buyers with their own information will eliminate confusion and cut down on the time you spend answering easy questions.  


Hue & Tone: Your Real Estate Marketing Partner

If you’re a real estate agent and you’re looking to ramp up your online presence, you’ve landed on the right site. From complete brand overhauls to social media management, we’re your one-stop-shop for all things web and design. 

10 ways to make B2B blogs more enjoyable

When it comes to business to business (B2B) marketing, blogging can be a valuable tool. Your blog is a great place to showcase your knowledge and dive in-depth on your products, in a way that you wouldn’t able to in a quick tweet or status update. 

The downside is that B2B marketing has a reputation for being boring – and, unfortunately, in our experience a lot of the content we see lives up to that expectation. There’s a common misconception that blogs targeted towards other businesses need to have a straightforward or corporate feel. While we don’t believe you should compromise your professionalism, we believe it’s possible to share your knowledge without putting everyone to sleep. 

If you’re looking to give your business marketing a more approachable feel, we suggest you check out these tips to keep your marketing focused, but fun, for the reader. We believe that B2B marketing done right might even be what helps set you apart from a competitor! 

 

10 Ways to Make B2B Blogs More Enjoyable  |  Hue & Tone Creative

 

1.  Talk like a human

No matter how interested a potential customer is in your topic, talking like a robot is going to lead to people clicking off your website. Type like you talk, keep it simple, and don’t be afraid to push the conventional boundaries -- i.e. don’t let that red squiggly line stop you from experimenting with your words!

One caveat? Just make sure your meaning and professionalism aren’t lost in too much slang. If you wouldn’t say something in the workplace, don’t type it on the blog. 

 

2.  Don’t forget the fun factor

Business owners, directors, and managers still have a sense of humor, so don’t sap all the fun out of your blogs. Adding fun anecdotes or playful pictures into your blogs can help them feel more relatable. 

 

3.  Don’t baffle them with jargon

Getting lost in the jargon of a blog is never productive. Ever. Even though you’re addressing to other experts in your field, you’ll want to talk in simple terms and only use jargon when it’s needed. You never want to assume every reader knows what you do, so be sure to explain terms on the first instance you use them.

 

4.  Don’t publish a wall of text

Stay away from clunky chunks of text -- they’re not enjoyable to look at or read. Use subheadings, pull quotes, and succinct paragraphs to make your text easier to browse. Even if you’re publishing a whitepaper, there’s no reason not to give your readers a pleasant and intuitive experience. 

 

5.  Mix up your mediums

Remember, blogs don’t always have to be written like an article. Try out creating an infographic or recording a video blog. You can also consider publishing presentations or papers – it’s content you’ve already created, and chances are if it was worth presenting about it’s a relevant topic. Don’t reinvent the wheel if you don’t have to, just share the work you’ve already done! 

 

6.  Use images creatively

In need of some fresh photos? We’ve complied a list of FREE stock photo sites

If your blog is long, add a few images in along the way so that it’s not too text heavy. Be creative with your choice of images, and try to refrain from using the same handful of stock photos repeatedly. 

 

7.  Keep it concise

Business owners are busy people, so the last thing they want is to have to read through three paragraphs of mumbo jumbo before actually getting to the relevant information. Get to the point early on and it’ll be a more enjoyable read all round.

 

8.  Use examples

Examples can be a great way to show off how you can help. Using real life scenarios are often more relatable to potential customers and give you a chance to show off your results and solutions. So, instead of explaining, start showing what you can do!

 

9. Sentence structures

Writing is a craft. Not everyone’s good at it -- nor are they expected to be. But when you’ve got a good writer on board, they can make even dullest topics enjoyable. Something as simple as mixing up sentence structures can quickly ramp up the readability-factor.

 

10.  Reader participation

Whether it’s adding a quick poll half way through a post or inviting readers to leave a comment at the end, getting your audience involved with your blog is another way to get them more invested in the content. 


Hue & Tone: Your partner in B2B Content Creation 

Need a helping hand to elevate your blogs to the next level? Here at Hue & Tone Creative, we’ve got you covered from the right words right to the perfect picture. Contact us today to learn more about our design and marketing services.

13 easy to implement SEO tips

14 easy to implement SEO tips  |  Hue & Tone Creative

In need of more in-depth information? Check out our articles on finding relevant keywords, discovering new keywords, and essential do’s and don’ts of SEO.

Implementing proper Search Engine Optimization (SEO) tactics isn’t a quick fix marketing solution – but when done properly it is worth the long-term investment. If you’re new to the world of SEO and are in need of a few quick tips to get your feet off the ground, then you’re in the right place -- because we’ve got 13 easy to implement tips for you.

  1. Make sure the meta descriptions for your images are enticing. That way, when people do come across your image in search results they’ll be more inclined to click through – it’s a great place to use your page’s keywords too. 
     
  2. Keep internal linking front of mind when you’re creating new pages. Linking to your own content will help define your site’s architecture and encourage visitors to explore other pages of your site.
     
  3. Don’t underestimate the power of title tags. Title tags are the HTML title element used to briefly and accurately describes the topic and theme of an online document. They’re rumored to be the most important on-page SEO element (behind the content itself), so make sure they’re reflective of the content, catchy, and inclusive of relevant keywords.
     
  4. Make sure your content is fresh. Google is always crawling for new content and to avoid being left behind you need to be constantly updating your site. A blog is a simple way to do this – but can backfire if you set one up and never update it. Minimum, we suggest updating your blog a few times a month. Ideally, you’ll be updating it a few times a week.
     
  5. Keep an eye out for broken links. Broken links can stop search engine spiders from crawling your site, which can impede your SEO efforts. Use an online tool like Screaming Frog to find broken links and fix them. 
     
  6. Optimize your page speed. In July of 2018, page speed will become a ranking factor for mobile search. To make sure your users aren’t left hanging around, let PageSpeed Insights’ report help you iron out any issues.
     
  7. Stay concise to reach featured snippet status. A featured snippet is a summary of an answer to a user's query, which is displayed on top of Google search results. It's extracted from a webpage and includes the page's title and URL. Increase your odds of having a featured snippet by creating great content that answers specific questions.
     
  8. Optimize your images. Make sure your file name, caption, ALT text and title text all include relevant keywords. While you’re at it, make sure the file size isn’t too big either -- this can slow down your page load speed.
     
  9. Make sure your XML sitemap is up-to-date. An up-to-date site map means search engines can find your pages easier. Remember, Google ranks your pages, not your website.
     
  10. Research your keywords before you start adding pages. Proper research will ensure you get the most out of your content and rank for the right terms.
     
  11. Make sure your content is high quality. Google can easily recognize quality content, so don’t think you’ll be able to fool the algorithm by posting a high quantity of subpar articles. To rank well, you’ll want to write content that is conversational, informative, focused, clear, and easy to digest (tables and numbered lists help with this). And, don’t forget to link to reliable outbound sites. 
     
  12. Utilize a clear URL structure. Utilizing an SEO-friendly URL structure will help with the indexation process of your website. Your URL should be structured like this:  http://domainname.com/subdirectory/filename.
     
  13. Diversify your keyword strategy. Don’t just focus all your efforts on basickeywords -- target longtail keywords too. Although long-tail keywords are usually searched for less often than their shorter counterparts, they tend to bring in a high conversion rate because they are so specific.

Hue & Tone: Your Greensboro Marketing Partner

Don't get stuck trying to figure out your entire marketing strategy yourself. Focus on what you do best, and let us do what we do best. Whether you're a new business or just in need of some fresh ideas, we can help you plan your marketing strategy from social media and SEO to print and radio advertising. Give us a call today to get started. 

How to curate a case study that connects

When researching a potential purchase or prospective partner organization, 78% of business to business (B2B) shoppers report seeking out case studies during their research. 

It’s hardly surprising. When you go shopping for a pair of pants online, there’s usually buyer reviews and customer snapshots available to help aide you in your purchasing decision. You can see if things are true to fit and what percent of verified customers would buy the item again. Case studies are like the business equivalent of that – they showcase outcomes of your work and convey your customer satisfaction. 

You can scream about how brilliant your brand is until you’re blue in the face, but at the end of the day, it’s the words of others that validate what you’re saying.

Keeping that starting stat of 78% in mind, think about all the potential new business you might be able to capture -- case studies can help seal the deal on referral business, as well as help pull new folks in off the street. 

How to curate a case study that connects  |  Hue & Tone Creative

Once you’ve identified a few past clients or projects you would like to highlight, it’s time to get the ball rolling. To help jumpstart your interview with your past customers we’ve put together a list of questions you can ask. These will help facilitate a useful conversation that should give you a few prime quotes to include in your case study:

 

Getting client feedback for a case study

1. How has our product/service helped your business?

Until businesses buy from you and experience your business for themselves, they’ll never truly know how much you can help them. So, let other businesses give them an insight into how you made their life easier. Chances are they’ll be able to see how your offerings would fit into their life as well. 

 

2. What was the tipping point to buying our product/service?

It’s easy to get stuck in a rut. It’s not uncommon for businesses to do things a certain way because that’s “how they’ve always done it.” Long term, this can mean getting stuck in a serious rut – sometimes without evening realizing it. 

By asking past customers what made them choose you you’ll be able to get a better idea of how to sell to new customers. Pay close attention to the pain points that customers site – what problem did you fix for them? Chances are, this is the same pain point a new potential client might have. 

 

3. Which part(s) of our product/service do you find most valuable?

Get your clients to brag for you! It might even give you a new idea or angle to target in your marketing.

 

4. Would you recommend us to other businesses? And if so, why?

The all-important seal of approval. In a world where you’re constantly fighting for clients against your competition, shout about why other businesses opted for you over them.

 

5. If you had to describe our business in one sentence, what would it be?

Adding in a nice little one liner is a great way to get a short and snappy overview of your business. While questions one through four are all great questions, sometimes you just need something a little less lengthy.

If you’re lucky enough to get clients recommending you on camera, this one’s great for creating a to-the-point video compilation that brings the words of many together.

 

6. Do you think there’s any way we could improve our product/service?

This one’s not for your actual case study, but why not kill two birds with one stone and do a bit of market research while you’re at it? Use this question to find out where your gaps are, see if there are any trends emerging, and tweak your product or service accordingly.

 

What else to include in your case study

Now that you’ve got a handful of client testimonials, it’s time to put together your actual case study. There’s a few things you should include to give your client an accurate idea of the scope and effectiveness of your work:

  • Give a little background around the client. If you need to keep it anonymous, no worries, just give an idea of the size of the company, industry, and a few of their products. 
  • Outline the goals they were looking to accomplish. What was your client or customer looking for when they came to you? Did you help them tailor their goals? What goals could you help them with – and what services should people go elsewhere for? 
  • Highlight the process, products, and services you used when working toward the client’s goal. This is your opportunity to emphasize the services you offer and show what sets you apart from the competition. Establish yourself as a subject expert by showing off what you know. You don’t have to give away your industry secrets, but showing you have a firm grasp on your field will help you build trust with a potential customer. 
  • Emphasize the outcomes. In conjunction with the client quotes you gathered, you’ll want to use hard numbers to prove your success. Personal relationships and client satisfaction are important – but when it comes to business, employees want to be able to show their higher-ups that you’ll be able to deliver on what you said. Facts and figures will help you drive home your pitch. 

 

Distribute your new case studies

Now, it’s time to start capturing potential clients. If you’re taking the time to curate case studies, you’ll want to make sure you’re getting the most out of them. Once you’ve got a bank of case studies, you’re armed to hit every single marketing touchpoint.

You can spread the word about your case studies just about anywhere: 

  • Test out pop-ups on your website with a case study download
  • Create tailored landing pages with different case studies that appeal to different buyer personas
  • Share them on social media
  • Distribute them in your email newsletter
  • Create videos or motion graphics using the information and quotes 
  • Still utilize a print newsletter? Share your case studies there! 
  • Arm your sales team with case studies to help them close the deal
  • Link a favorite case study in your email signature 
  • Highlight them in PowerPoint presentations or lunch n’ learns 
  • Use them as a training tool for new employees

Whether it’s splattering an excerpt on social media or including a banner in your emails, don’t hide them away. Use your case studies to support your messages, and take every opportunity to get your potential clients to read them! 


Hue & Tone Creative: Marketing in Greensboro, NC

Completely stumped when it comes to your B2B marketing? Case studies need a design overhaul? Or maybe you just need help distributing them? We can help with every step on the process. Want to see what we've done for our other clients? Take a look at our portfolio.

The Importance of Strong Content... according to Yoda

Millions tune in to watch shows like Grey’s Anatomy, events like Super Bowl LII, and cult favorites such as Star Wars. Why? Because the content is so darn good.

Content, as stated by the Oxford English Dictionary, is information made available by a website or other electronic medium. People know good when they see it and recognize good content when they read it. Which is why crafting strong content is so important on the information-overloaded web.

The Importance of Strong Content according to Yoda  |  Hue & Tone Creative

“The force is strong with this one.” –Darth Vader, Star Wars: Episode IV

“What makes for strong content?” you may be asking. It starts with knowing your audience. The subjects you discuss as well as how you choose to tackle them are dictated by those seeking your infinite wisdom and wares. Exploring topics that are helpful to your customers, followers and clients make for good content because it’s relevant. Ask yourself, “what can I do to serve the needs of my unique base”? And create from there.
 

“Always pass on what you have learned.” –Yoda, Star Wars: Episode VI

You can’t teach what you don’t know. Integrate your company’s core competencies (those things you do exceptionally and distinguishes you from competitors) into your content. Kim K posts tons of information regarding make-up and fashion help. Oprah’s website is packed with inspirational tidbits and plenty on healthy eating. Your content could detail how to start a non-profit, demonstrate yoga techniques, or show the masses How to Curate Their Instagram Feeds. Basically, write what you know.
 

"There is NO substitute for WORK." –Vince Lombardi, Green Bay Packers Coach (1959-1967)

Content is often copied from one site and reposted on another. This should only occur when express permission has been provided by the content’s owner. It should also be an option rarely elected. For one, originality is rewarded by Google search rankings and secondly, you can’t contribute much to the virtual conversation if you’re only saying what has already been said. Don’t have the time to create original content? Partner with a professional content provider. Unlike reposting published pieces, working with a content generating service is a savvy alternative that provides you with unique postings for your site.
 

"Pretty good is not enough, I wanna be great." –Christina Yang, Grey’s Anatomy

Your content choices and execution should be in alignment with your brand image. If you’re known for being reliable, posting consistently and on time is a way to demonstrate that trait. Presenting thought-provoking and engaging topics showcases you as the thought-leader that you are. Great at design? Be sure that your content is presented in the showiest of packages that displays your exceptional stylistic talents. If you’re great, your content should be great. Post that which you are.
 

"Knowing is better than wondering." –Meredith Grey, Grey’s Anatomy

What content have you produced that garnered the most engagement and views? There’s an analytic for that.  Refer to your site’s pageview data and determine what your readers prefer. This helps to cultivate similar content that speaks to the needs and wants of your followers. Do your research and give the people what they want.

Keep in mind, your web content may not make a colossal mark or be permanently enshrined in greatness like Star Wars. Instead, it might convert a visitor into a lead or even a client. She may be persuaded to subscribe to your newsletter. He could be moved to try your service. And that is much better and even, dare I say, compelling.


WEB DESIGN, CONTENT CREATION, and SOCIAL MEDIA MANAGEMENT 

No matter what you're looking for help with, Hue & Tone Creative can help take your website -- and the content on it -- to the next level. If you'd like to see what we can do, be sure to take a look at our design portfolio, scope out more of our blog posts, and take a look at the services we offer. 

Leading the Way: How to Generate More Leads on the Web

In 2015, there were a total of 205 billion emails sent and received. According to Marketing Charts, emails sent to Gmail users found that 68.4% of all incoming messages were classified as Promotions; marketing messages sent for the purpose of driving a purchase or conversion. Promotional emails and other forms of direct marketing are made possible when businesses obtain personal contact information. The more leads a company is able to capture increases their potential for a future sale or conversion. There’s a myriad of ways to generate more leads, but here are a few that can be done quickly through your website and social media without a lot of fuss.

Leading the Way: How to Generate More Leads on the Web  |  Hue & Tone Creative

Don’t Ask, Won’t Tell

First things first: ask for what you want. Sometimes, just having a place on your site dedicated to requesting a user’s contact info is enough. If you never make the request, you’re much less likely to capture the lead. A good place for such a request is a Landing Page.

 

Create a Landing Page

  We love this example from  VTL Design ! 

We love this example from VTL Design

Basically, a landing page is a place on your site that allows you to capture a visitor's information; most typically through a lead form. More technically, it’s a web page that stands alone from the rest of your site and is created for a specific function. Maybe you’re promoting a webinar and are attempting to attract attendees or maybe you want visitors to subscribe to receive your newsletter. Normally, you can’t reach a landing page from your site’s main navigation menu. Your visitors either land on it or it pops up shortly after they arrive. A landing page allows you to put special requests front and center while capturing user data simultaneously if they choose to proceed.

Simple enough, right? Well, asking doesn’t guarantee a yes, but as stated earlier, you have to at least ask and the landing page is where you pop that question.

 

It’s not what you ask for, but how you ask for it.

“What’s your math,” is the most creative means by which I’ve heard a phone number solicited. The gentleman wanted something, but instead of asking the same way everyone else has, he got creative and, as a result, he got the digits. On your landing page, you have what’s called the Call to Action button or CTA. A CTA is the equivalent of a pickup line. Traditionally that line has been “Submit”. Research has shown that this word has a lower conversion rate than other phrases. Subscribe, Start Your Free Trial, Launch, Download Now, Create a Site, Get Your Free E-Book, Sign Up for Free are more successful alternatives just to name a few. While it makes sense that your conversion goal will dictate what you ask for, the world is your oyster in terms of how you can ask. So, get creative in your request and the lead may be yours.

 

Social Sharing is Caring

Does your company have a Twitter account, Facebook Page, Instagram, ect? If so, make sure to include social sharing buttons on your website. Visitors who don’t want to fork over contact information may opt to engage with you through these mediums. They can follow you and you can, in turn, follow your followers. It’s a way to gain instant leads. Not only will your social media promotions show up automatically in their feeds, you will have unfettered access to those interested in your service or product and access to their entire social network. Easy peazy.

A business’s success is dependent upon how successfully they attract and keep customers. Lead generation is an essential part of that task. Capitalize on the traffic coming to your site by extending an offer or making a request that may perpetuate the relationship. Don’t be afraid to make the first move. As leads increase, you’ll be happy you did.


WEB MARKETING IN GREENSBORO and WINSTON-SALEM

If your web traffic is stagnant, it's time to give Hue & Tone Creative and a call. We'll work together to help you get your content back on track and your website in front of new eyes. Want to learn what we can do? Give us a call.

How to Create Customer Personas

How to Create Customer Personas  |  Hue & Tone Creative

Successful marketing takes more than coming up with eye catching advertising schemes and posting frequently on social. It’s about making a genuine connection with your customers – and to do that, you have to know who your customers are!

Customer personas (also called buyer personas) are detailed representations of your customers’ demographics, likes, dislikes, traits, and buying behaviors. Keep in mind that these traits are not made up, you need to discover them through comprehensive research.

Digging into the data and discovering who frequents your business will help you develop more effective marketing materials, allow you to boost sales, and make you an all around more effective business owner. 

Whether you’re a brand new business or a company that’s been around for a while, understanding who your clients are and how they shop will go a long way in building a stronger business. 

 

Focus on the Good & Bad

While life would be easier if we only focused on the positives, being a business owner means taking in the whole picture. In order to have a strong and thorough understanding of your brand, you need to be familiar with both your strengths and weaknesses.

If you’ve had negative customer experiences in the past, reach out to those clients and learn how you can avoid it in the futures. Unfortunately, not everyone will be in love with your company, but you can still use their constructive feedback to pinpoint who you should be focusing your marketing efforts on and what you need to improve in the future.

Alternatively, if you have your top customers who are always liking your social posts, and praising your products, find out what they love about your company, how they prefer to shop, and what they expect from your brand.

Understanding your ideal customers and customers that aren’t interested in your company can help you pinpoint who you should target and who to avoid. 

 

Creating Your Personas

When it comes to building your personas, the more details you include, the better they become. Here are a few areas to focus on:

­­­

  • Age
  • Income
  • Education level
  • Location
  • Occupation
  • Goals
  • Challenges
  • Values
  • Likes & Dislikes
  • Favorite brands
  • Hobbies
  • How they discovered your brand
  • Favorite social media accounts
  • How often they shop

Your personas should provide a glimpse into who your customers are and how they think.

 

Now, let’s pretend that we own an organic juice bar. Here's what two of our personas might look like: 

 
How to Create Customer Personas  |  Hue & Tone Creative
How to Create Customer Personas  |  Hue & Tone Creative
 

 

From looking at the profiles of our two fictional customers, we’re able to better understand what they’re looking for in a brand. We also have a better idea of how they’d prefer to receive information.

When it comes to making personas of your own, don’t be afraid to reach out to people. Past customers and followers on social are the best ways to find information. Get creative by sending out email surveys, creating Facebook polls, or simply conducting phone interviews. Just be sure to offer an incentive for their feedback and time. Gift certificates, freebies, or discount codes all work well.

Now, get building those buyer profiles! Or, leave us a question below if you need more information.


Graphic Design & Creative Marketing in Greensboro, NC

Need a second opinion on your current marketing strategy? We can help! Whether you need to spruce up your landing page or create a more engaging email campaign, Hue & Tone Creative can help your brand that extra touch it needs to stand out.

4 Elements for a Killer Landing Page

When it comes to lead generation, landing pages count. A landing page gives your customers a clear why and how -- it tells them why they should care about your product and it gives them a clear next step to take.

Keep in mind that landing pages shouldn't look like your homepage. Where homepages are general and intended to appeal to everyone, landing pages are tailored to a specific type of customer. Homepage typically have multiple messages, where landing pages have one focused message.

A special type of page means a special design. We've broken down our four must have elements for a lead generating landing page: 

Attention Grabbing Headline

The first thing your visitors see is your headline, so make sure to capture their attention and incentivize them to stay longer. Most people tend to skim over body text quickly, and will leave sites that aren’t relevant or seem too wordy.

To craft the most effective headline, keep these three principles in mind:

  • Share Information
  • Solve a Problem
  • Show Value

What are you selling? Why does your customer need this product/service? What can your customers gain/save? Write a headline that packs a punch and leaves your customer wanting more.

 

Call to Action

After you’ve effectively gotten your viewer’s attention and promoted your business, it’s crucial to capture their contact information and turn those visitors into leads.

Offer up discounts, free downloads, or exclusive offers -- the catch? All we need is your email address.

To keep your CTA from sounding too self-serving be sure to keep the focus on the customer. Try something like “Get your free coupon” instead of “Sign up for emails here.”

 

Form

Having a form to capture your customers information is a must. How else will you follow-up so you can turn someone into a potential customer? We suggest asking for as little information as you can get away with -- this ups the chances of someone filling out your form. 


Multiple target demographics? Create multiple, tailored landing pages so that you can effectively reach all of your customers.


Graphics

Eye-tracking studies have found that people pay more attention to information when it’s combined with relevant images. Pair your headline and body text with pictures or videos that will help your information stick.

If you choose to go the video route, make sure the videos load quickly aren’t too distracting to the overall composition of your landing page.

 

OPTIONAL: Testimonials & Endorsements

A great way to show value in your brand is by providing proof from actual human beings.

People tend to trust others they can relate to. Share feedback from influencers or previous customers. If your products have been featured in any noteworthy blogs, publications, or social media pages, show it off!


Web & Graphic Design in Greensboro, NC

Time to revamp your outdated site? Leave it to the experts! From product websites to landing pages, Hue & Tone can help you market your brand and leave a lasting impression.