Marketing Archives - Page 2 of 6

How (and Why) to Write Better Alt Text

by Jack Smith | Sep 8, 2022 | Copywriting, Marketing

Are you using alt text correctly?

Alt text (aka “alternative text,” “alt attributes” or “alt descriptions”) is beneficial for both accessibility and SEO. But a lot of brands aren’t using it right, which can lead to issues with user experience and search engine performance.

Make sure you meet the mark. Learn more about the role of alt text and how to write it well:

What Is Alt Text?

Alt text is written copy that corresponds with the images on your website. Unlike captions, alt text offers a literal explanation of what each image contains, and is not immediately visible to most users.

Major benefits include:

Accessibility: Alt text provides a description that can be read aloud by a screen reader, thus providing a cohesive experience for users with visual impairments or those who cannot get images to load.
SEO: Alt text allows search engine crawlers to index your web pages more effectively and boosts your ranking potential.

How to Write Good Alt Text

In order for alt text to serve its purpose, it has to follow a few simple rules:

Keep it concise. Be as succinct and to the point as possible. This is not the time for fluff or flowery language.
Avoid keyword stuffing. It’s good to add a keyword or two, but don’t overdo it or try to stuff in keywords where they don’t fit.
Skip decorative images. If a graphic isn’t relevant for users (i.e., stylistic border images), forgo alt text there since it will interrupt the flow of the page.

Other Resources

Want to learn more? Here are some additional resources that may be helpful to you:

The A11Y Project
Codecademy, What is Digital Accessibility?
Digital.gov, An Introduction to Accessibility

For any other questions, get in touch, and let’s chat!

How to Write Your Brand Story

by Jack Smith | Aug 22, 2022 | Brand Story, Digital Publishing, Marketing

Are you telling the right story about your brand?

Your business’s narrative plays a huge role in how customers perceive it. It’s essential that the story you tell is well-aligned with your values, your objectives and your overall brand mission — and it’s important to be the one controlling this narrative. Here’s what a good brand story can do, plus tips for making yours a success.

What Is a Brand Story?

A brand story is the narrative that exists around your company. It includes your origin story, of course, but also goes deeper to encapsulate things like your values and priorities, as well as what you’re trying to achieve with your product or service.

Ultimately, this story helps humanize your brand and gives your customers something to connect to, trust and empathize with. It also serves as a cornerstone of your brand identity and a thread of connection tying together all of your marketing channels.

Elements of a Good Brand Story

All brand stories are not created equal. Some elements that separate the good stories from the not-so-good stories include:

Authenticity
Credibility
Personability
Consistency

Also key is to make sure that your story has a human element since audiences are more likely to connect with people than corporations.

Tips for Writing Your Brand Story

Whether you’re starting from scratch or making improvements, here are some quick tips for making your brand story shine.

Have a well-defined message. A brand story isn’t just a timeline of events. Your story should have a real purpose behind it and should be rooted in establishing and sustaining a solid brand identity.
Highlight adversity. All good stories have some sort of conflict in them. Be true to real events, but do incorporate an example of how your brand faced — and overcame — adversity.
Keep it simple. Your audience doesn’t have time to read a novel about your brand. Keep things simple and succinct.

Need more advice on building a killer brand? Get in touch.

Is it time to market in the metaverse?

by Jack Smith | Aug 4, 2022 | Marketing, Metaverse

Any new social media platform offers marketing potential to brands. And the metaverse, touted by some as the future of the internet, is no different. However, that doesn’t mean it’s worth investing in just yet.

Here’s your quick guide to the metaverse — including why you can probably hold off on your metaverse marketing strategy (for now, at least).

What Is the Metaverse?

The metaverse exists at the intersection of virtual reality and social media. Users engage as avatars in a fully digital world that mirrors the physical world, complete with shared virtual spaces and the ability to shop and engage with brands.

No one really knows how the metaverse will evolve, but there are already some pretty obvious pros and cons for marketers. Advantages include widespread reach and the ability to build stronger and more personable connections with an online audience. As for drawbacks, there are some (warranted) concerns about privacy and security, as well as the fact that we don’t know yet how popular it will eventually get.

Marketing in the Metaverse

Brands interested in virtual and augmented reality will likely have a ton of opportunities waiting for them in the metaverse. Marketing in the space will be interactive, community-based and highly personalized, with a strong influencer focus and lots of new ways to weave in social commerce.

So, Should You Get Started?

It’s probably not that important right now. For most brands, the metaverse has the potential to be something big, but it’s not there yet. So keep an eye on it but don’t feel like you’re behind if you haven’t gotten involved yet. That being said: If the metaverse excites you or seems like a natural fit for your brand, it never hurts to explore the metaverse.

Have more questions? Let’s chat.

Do’s and Don’ts of Recession Marketing

by Jack Smith | Jul 18, 2022 | Market Research, Marketing, Marketing Awareness

Should you slow down your marketing in a recession? Probably not.

Most experts agree that continuing to market is the best to stay on course during an economic downturn. And history shows us that it may even be advantageous to ramp up your efforts and spending.

So what’s the deal? Here are some simple do’s and don’ts for marketing during a recession, with quick tips for keeping up your brand’s presence regardless of economic circumstances.

Why Marketing in a Recession Matters

While it might seem like you should tone down your marketing when people have less to spend, it’s actually the opposite that’s true.

Most businesses that thrived during previous recessions had one big thing in common: They took action and focused on growth instead of cutbacks. Doing so can be essential for staying afloat. It also puts brands in a much better position when things level out again.

Recession Marketing Do’s and Don’ts

While there’s no such thing as one-size-fits-all marketing if a recession hits, here are some general guidelines to help you weather the storm:

DO look at your competitors: If you notice them either taking a step back or aggressively ramping things up, that’s a sign that an economic shift is on its way.
DON’T keep the same messaging: A recession likely means a change in your customers’ objectives, budgets and sales journeys. Adjust your value proposition to represent these changes and stay in line with what your customers want and need.
DO deliver more value: Delivering more real and perceived value is important for showing customers that you’re worth making room in their budget for.
DON’T worry as much about acquisition: Retention and activation are where it’s at during a recession. Worry less about marketing toward new customers and more about engaging with current ones and offering them an exceptional experience.

Need help preparing for the future? Get in touch and let’s chat.

Marketing and the Creator Economy

by Jack Smith | Jul 5, 2022 | Marketing, Marketing Strategy

The internet has made it so that anyone and their dog can post content and (potentially) get paid for it. And today, the global influencer community is bringing in an estimated $13.8 billion, with no signs of slowing down anytime soon.

Here’s what to know about the creator economy (and why it matters to marketers):

How Does the Creator Economy Work?

The term “creator economy” refers to two separate entities: the independent creators who make and monetize content (think social media posts, videos, and online communities), and the various apps, tools and software platforms that support them.

Creators can make money in lots of ways, including brand partnerships, revenue from ads and views, sponsorships and affiliate links. And if you’re a marketer, you should be able to find creators who want to work with you — and who can give you access to their tuned-in audience.

Capitalizing on Creator Economy Trends

Many marketing strategies incorporate industry trends. Here are two that stand out when you’re looking at the rapidly evolving creator economy.

1. Social commerce. A creator-led ad may seem more authentic to viewers, but it’s an ad all the same. If you’re the one paying for it, make sure you get your money’s worth by including coupon codes, affiliate codes, or other incentives so that there’s a true CTA for your brand.

2. Personalization. Independent creators allow you to target your audience in hyper-specific ways. Work with creators who don’t just reach the right audience but who embody it, and diversify your influencer pool if needed to touch on all your various target groups.

Cognitive Biases and Marketing Strategy

by Jack Smith | May 18, 2022 | Marketing, Marketing Awareness, Marketing Strategy

Digital marketing isn’t a new thing these days and most businesses have already shifted to it regardless of the industry that they’re in. Whether you’re selling products or services, you can’t deny the fact that most consumer traffic comes from the online world.

Before, all you need was either a website or a Facebook page, but the digital sphere is evolving so fast that most businesses realized that they need to keep up with the latest digital marketing trends. The pandemic has even made sure of that realization! We saw the booming of food delivery apps, cashless payment systems, online marketplaces, and more.

If you want your business to stay relevant and alive, you need to adapt to the latest digital marketing trends, and here are some of them that you need to watch out for in 2021.

How (and Why) to Write Better Alt Text

How to Write Your Brand Story

Is it time to market in the metaverse?

Do’s and Don’ts of Recession Marketing

Marketing and the Creator Economy

Cognitive Biases and Marketing Strategy

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