Social Media Marketing for Businesses

Social Media Marketing for Businesses

Time To Read: 4 minutes

Social Media Marketing for Businesses

A lot falls under digital marketing: design, audience targeting, optimizations, analysis, and more. One area that is often under-strategized is social media advertising. It is easy to overlook since most of the population navigate their personal social media on a variety of platforms. For businesses, social media marketing requires far more intentionality. We will break down how you can have compelling social media, organic and advertising, that will draw your audience and prospects into your business. When you fully understand social media, your posts will create awareness that develops into trust.

Social Media as a Whole

For a successful social media presence, you must identify your business’s objective and goal, then implement it toward your target audience. If you don’t have the foundation for your brand, then you’re just throwing your marketing out there. Your cast may be large, but your catch is little to nonexistent. This is why developing a brand is important. Discovering your target audience is also useful for developing a social media strategy.

Quick Tips

Practical advice we suggest to businesses and marketing directors is to do as many videos as possible. Short videos tend to have higher completion rates. However, if you’ve got a compelling message, you can go a little longer. If quality videos are not a possibility or are limited to the number of videos that can be created, use branded graphics. Post intentional, eye-catching graphics if you don’t use impressive photography. The goal is to stand out and make the scroller stop in their tracks on your post. We can’t suggest professional photography enough, and if you don’t have that, then be intentional with the photography you take. Be willing to put in the work. It’s harder to do this, but strive for it to be done right. So, you stopped them in their tracks…now what? Keep them engaged and get them interested in your business with your content. Write content that converts. Ensure it is compelling, communicates your value proposition clearly, and that it is actionable. Nothing is worse than captivating your audience but losing them to confusing content.

Advertising on Social Media

According to Hubspot, “70% of businesses say they generate leads on social media, and 58% of marketers say social media has helped them boost their sales.” For small businesses, this will likely come from your intentional involvement of being tagged in a post. People tend to say they’ve tried it, and “it didn’t work.” Usually, it is because they don’t have the solid foundation mentioned above and based on their knowledge of it, which may not be much.

There are multiple types of social media ads: Facebook ads, Twitter ad campaigns, sponsored messages on LinkedIn, Instagram ads, Snapchat ads, Pinterest ads, Youtube ads, and Tik-Tok. Ads on most social networks are sold in an auction format. You set a maximum bid for a target result (such as a click) or a maximum budget per day. As you create your ad, the ad manager interface will provide a recommended bid based on your stated goals. The advertising methods include cost per click (CPC), cost per 1000 impressions (CPM), cost per conversion, and cost per video view.

Let your organic social media posts inform your ads. Some of the organic posts will resonate with followers, while others won’t. Track which ones are being clicked, liked, commented on, and shared. These high-performing messages make the best candidates for social media ads.
Looking into insights and recognizing any trends of engaging posts will allow you to pay for what matters. Refrain from boosting a post just to see what happens. Be intentional.

Organic Social Media

Organic social media is typically free. You may be saying, “social media is free.” Let us explain. Social media platforms are free, but to do it well, it can cost you if you do quality photography, videography, graphics, etc. Use your business’s social media accounts to promote your brand and your content to increase brand awareness, drive traffic, and generate leads for your business. Not every channel resonates with every person. The audience demographic for each platform varies, so make sure you choose the right channels for your industry. Organize a schedule for your posts and create a formula. You can develop ways to get your business goals out to your target audience. It creates consistency and ultimately builds trust with your audience. Be sure to display it in a fun and relevant way. The more your audience wants to engage with it, the better. Choose days and times that best works for your audience. Platforms nowadays have insights that show your platform follower demographics and the time they mostly are online. Post during that those recommended times and develop content that speaks to your audience. There are a lot of moving parts to digital marketing, and social media is up at the forefront. Though organic and advertising social media are different in execution methods, they share your business goal. If done effectively, social media can bring awareness to your business and ultimately end in conversion. If you want to know where your business stands against your competitors, take our brand assessment so we can guide you to success.
6 Steps to Succeed at Digital Marketing

6 Steps to Succeed at Digital Marketing

Time To Read: 4 minutes

6 Steps to Succeed at Digital Marketing

Unlike most marketing efforts, digital marketing allows you to see accurate results in real-time. You can measure the return of investment (ROI) of pretty much any aspect of your digital marketing strategies. As a business owner or marketing director, digital marketing is something you must understand to keep up with competitors. With these steps, you’ll be equipped with a basic understanding to succeed.

1. Identify Your Digital Marketing Goal

To have successful digital marketing, you must have a clear picture of how each digital marketing campaign supports your overarching goals. Identify your goal by seeing where your company best fits: awareness and engagement, gain leads, or referrals. A lot of businesses shotgun market tactics out there without knowing what they’re trying to accomplish. You’ll have a different voice on different channels if you don’t line up everything with your goal.

2. Develop a Digital Marketing Strategy

If you can be seen on a physical and a digital standpoint, it is not 1+1 = 2; it is actually 1+1=3. The key is to develop a digital marketing strategy that puts you in all the places your followers are already hanging out at, then using a variety of digital channels to connect with them in a multitude of ways. Be sure to discover your target audience, so you can effectively market to your prospective clients.

3. Convince and Convert Through Social Media

Jay Baer says that “content is fire; social media is gasoline.” There is a relationship between content and social media. Content doesn’t matter if it’s not distributed and consumed, and social media can’t survive without content. If you were to start posting on your business page without having your voice, it would get lost, and your target audience won’t connect. Remember, you are talking to one person on social media, not an entire audience. People tend to create content crafted for a lot of people, but only one person is on the other side of the screen at a time. Connection converts; you have to connect with people for it to work. Digital marketing includes advertising and organic social media, and we will be covering this next week, so be sure to read our blog and listen to our podcast for more on this.

4. Be Seen, Thanks to Paid Search

Pay Per Click (PPC) is a method of driving traffic to your website by paying every time your ad is clicked. The most commonly used and well-known PPC is Google Ads. Google Ads allow you to pay for top slots on Google’s search engine results pages at a price “per click” of the links you place. Figure out what your business is willing to pay per click. It comes down as an auction, and you’re mostly bidding for the keywords. If you’re in a more rural area, it would be cheaper (less competition) than in the city area.

5. SEO: the Lasting Visibility Foundation

As we previously and briefly discussed in our last blog and podcast, Search Engine Optimization (SEO) is the process of optimizing your website to rank higher in search engine results pages. It increases the amount of organic traffic your website receives. SEO is an essential part of Digital Marketing because it sets up a lasting visibility foundation, whereas any other effort ends the moment you cease it. Many SEO actions will have an impact that lasts more than several years. According to BrightEdge, “51% of website traffic comes from organic search results,” which means that SEO is a digital marketing tactic you cannot overlook. It is the most content-based route of digital marketing.

6. Sales Funnels

Build your sales funnel to achieve a specific objective: discover your target audience purchasing your product or service. You then fill your sales funnel with traffic using digital marketing tactics to drive that traffic from the top of the funnel to the bottom of the funnel. They convert into a paying customer and become an advocate for your local business. It’s essential to make sure interaction is consistent. Structure your funnel down to the details from someone hearing about your business, all the way through to where they purchase your product or service. Figure out your audience’s behavior and their challenges. From there, you figure out their journey to purchase from you. Digital content channels that should be used in your sales funnel include blogs, emails, and case studies, just to name a few. Choosing content channels depends on your target audience and your industry.

There are so many parts to digital marketing, especially in the technology-dependent society we live in. Because of this, your business has to get involved or will be left behind. The possibilities are endless in digital marketing, which can be great if done correctly and used effectively. If you want to know where your business stands against your competitors, take our brand assessment and let us guide you to success.
Who Should Build My Website?

Who Should Build My Website?

Time To Read: 3 minutes

Who Should Build My Website?

Your website is your digital office, so if you’re going to have one built or revised, you need to make the right decision on who should create it. It’s like having a cabinet being broken; you have the decision to have your handyman buddy fix it or calling in a cabinet expert. It truly depends on what you need. We are going to guide you to discover what is the best option for your business.

Optimized Website

First things first, you must have an optimized website built because your website is your digital office. It needs to have a stable foundation for you to grow into if you’re a new business, or have it keep up if you have an established business. SEO optimization, file compression, and responsive design are examples of what needs to be done on your site. If it isn’t built on the correct foundation, it will likely break or fail.

Standard of Quality

Having a whole business to back you up in building your website provides security. There’s a high standard of quality with an agency, or at least there should be. Most businesses want to keep their name clear and want to stay in great standing. Occasionally, individuals who build websites may not have that same responsibility to hold a certain standard of quality. We’re not saying there is anything wrong with having an individual make your website, but most of the time it’s done as a favor or to help them out, and occasionally the quality may show it.

Economical Option

You are paying for knowledge with companies, which raises the price quickly since they have a whole team of creatives versus one creative mind. It is typically less expensive using an individual for this reason. If they’re efficient with their time, they have more opportunity for devoted time in building your website.

The Agency Route

With the right agency, you get a lot of creative options and the guidance of what is best practice in today’s digital world. They’ll know your brand and make suggestions accordingly. Brainstorming is heavily utilized within companies when you’re assigned a team that continues to study the current trends with websites. You can also research their past work, their different styles, and the different industries they’ve created for. With agencies, you will always be able to contact them. They’re well-established to maintain your website, fix any issues, and make updates. Oftentimes, people already have a website and are searching for a second website revision. They know what they don’t like and are ready to have something better. If you’re in this position, we highly recommend using a team of people; a website development company.

Different industries, different website design standards.

Consider who you’re hiring to build your website. Do you care about being like everyone else? Or do you want to stand out in your industry? For example, the standard for home building websites is getting better. The standard of our generation is raising for a high-quality presence. An important part of creating websites these days is quality photography. The photography on your website should be cohesive, and through a photography brief, it will display your product or services in an elevated manner. The same goes for videography, content, and site navigation.

Making the Decision

To make your final decision on who would be best to build your website, you have to identify your business goals. Make a list of things you want to be able to do on your website, and choose if an individual or an agency can best produce it. We don’t deny that choosing an agency to build or revise your website is the more expensive option, but with it comes a team of professionals that study your brand and industry to make sure you stand out. When there is a difference in quality, there’s a difference in price.

We are excited to be able to start a GreenFox Internship Program. If you are a college student looking for an internship where you will learn and receive hands-on experience, email us at info@greenfox.io and tell us a little bit about yourself.

Top 8 Practices for Website User Experience

Top 8 Practices for Website User Experience

Time To Read: 4 minutes

Top 8 Practices for Website User Experience

The saying, “don’t judge a book by its cover,” does not apply to websites. Your website will be judged and will determine whether your audiences choose to do business with you or not. It sounds harsh, but it couldn’t be more accurate. According to SWEOR, “it takes about 0.05 seconds for users to form an opinion about your website that determines whether they like your site or not, whether they’ll stay or leave.” This reveals how it is all about the user’s first impression and experience. There’s a certain level of comfort in quality, so your audience knows immediately if they’re going to purchase from your business based on the website.

User Experience (UX) focuses on having a deep understanding of users, what they need, what they value, their abilities, and also their limitations. UX best practices promote improving the quality of the user’s interaction with and perceptions of your product and any related services. It’s all about figuring out what they need to make a purchase and the steps that need to be taken. Here is some practical website information to provide the best user experience.

1. The Need for Speed

The Gomez Report states that “47% of users expect a maximum of two seconds of loading time for an average website.” The reason for this is because we live in a time when people receive information instantly. Your audience isn’t the only one judging the loading time, it is also an SEO factor that affects your website ranking. If your website doesn’t load quickly or lags, your audience will check out and move on to the next competitor. Items that slow down your website include large images, so be sure to optimize your graphics. Videos that are hosted on the website also cause lag, so it’s best practice to embed it from YouTube or another video platform.

2. Attractiveness Keeps Engagement

It may sound brutal, but according to The Real Business of Web Design, “46% of consumers base their decisions on the credibility of a website from its visual appeal & aesthetics.” A great way to implement quality engagement is through movement on your webpage. Make the website dynamic by tastefully using up the white space with intentional graphics, and even better, videos. Keep in mind that less is more. An effective way to find data on your website and see what people are doing on it is by using HotJar. Having the data behind your website will help you have great UX.

3. Clear-Over-Cute Content

Website content should focus on three things: your persona (target audience), your target keywords, and your solution. Present content clearly and avoid presenting your company as the hero. The goal is to make your audience feel like the hero. You are the Alfred; they are batman. Position your company and your product to guide them to solve their problem. Strive for high quality that compels your audience to act upon CTA’s. If your website is not the standard of quality that is in your product or service, they will leave your website and not do the CTA.

4. Simple Navigation

Navigation acts as a roadmap. Organize it in a clear way that your audience can easily find what they’re looking for. Nothing is more frustrating than when you’re looking for simple information on a website and you get bombarded with unnecessary content. Make it your goal to create a positive experience for your audience and they will stay on the page.

5. Easy Conversion

By providing a great user experience on your website, your audience will have trust with your business, propel them to purchase your products or services. It is an easy conversion when people trust you. At the end of the day, your website is designed to make someone convert. As a business owner or marketing director, your conversion, whether a sale of your product or service, is the purpose of your website. So, if it is not simple for someone to do that, it has to change.

6. Make It Mobile Friendly

It’s no secret we are living in the age where your phone is your first source of information. Create a website that keeps its integrity and pleasing UX when used on a mobile device. You’d be surprised how many competitors don’t make their websites mobile-friendly, so take advantage. SWEOR reported that “88% of consumers who search for a type of business on a mobile device call or go to that business within 24 hours.” That is a large amount of your audience worth capturing.

7. Your Website Is a Funnel

A large mistake made is when a website is not used as a funnel. Create a lead generator on your website by having your audience receive a discount or desired information by entering their email address. When they provide their information, it gets them in the process of the funnel. Treat your website as a funnel. It is also highly recommended to use your website as a way to keep your target audience in your funnel.

8. Call-to-Actions

Every website, especially landing pages, needs to have a call-to-action. Our suggestion is to have three call-to-action on your homepage. Have a CTA be the first thing you find on their homepage, as you navigate toward the middle, and as you get to the bottom of the page. SWEOR states that “70% of small business websites lack a Call to Action (CTA) on their homepage.” Take advantage of this high percentage and stand out from your competitors by utilizing CTA’s to produce an online point of sales.

Stand out from your competitors through your website. Apply these practices to provide an impressive user experience that will ultimately lead to customer retention. Be sure you’re communicating your business as a reputable company through your online presence.

We are excited to be able to start a GreenFox Internship Program. If you a college student looking for an internship where you will learn and receive hands-on experience, email us at info@greenfox.io and tell us a little bit about yourself.

Top 4 Ways to Maintain Your Website

Top 4 Ways to Maintain Your Website

Time To Read: 3 minutes

Top 4 Ways to Maintain Your Website

Not only is it important to have a website and choose the right person to create it, as discussed in previous blogs, but maintaining it is what keeps your business and website relevant. This week, we are getting technical with websites. Here are the best ways to not only maintain your website but also make it relevantly dynamic.

Don’t Neglect Your Website

If you neglect your website, your audience will notice. It may sound basic, but we can’t stress enough how important it is to update your content and information frequently, because it gives life to your website. Remember, if your audience is trying to get a pulse on your company, they will go to your website first. Businesses will constantly change, but keeping your information updated on your website is crucial. It is frustrating to not have to correct information, whether contact information, staff, products, etc. It would be confusing for your customer and if you confuse them, you lose them. A great way to avoid website negligence is by tightly integrating your website with a digital expert. They will know what the market is doing for your industry.

Create Fresh Content

A practical way to provide fresh content is by rotating graphics and videos. A lot of the time, businesses just want to update their website, but if you can update the newest products or services, then it gets people more excited when it is done as the change occurs. Focusing on the user experience design and consistently seeking how to improve it will keep your website fresh as well. A team, whether in-house or out-sourced, that is continually checking how to improve the experience/ functionality is key. Sometimes things just break on a website and having a team to regularly seek improvements will elevate your online presence.

Technical CheckList

Run a performance check on your website on a consistent basis to make sure everything is running smoothly. Customers will automatically leave if your website is slow to load because the load expectation is within seconds. Check your 404s, also known as your website’s broken pages, that appear when there is something wrong and the page cannot be shown. Though it may not occur frequently, it is good to check since it would leave a bad impression on your prospective clients. A way to be proactive is by completing software updates. Businesses make the mistake thinking they don’t need to update if the website is not broken. Though it may not be broken now, it may break down the road after multiple updates are missed. These software updates help with SEO, performance, and security. The most important check would be to ensure your call-to-action is working because the contact form is the most valuable part of your website. Call-to-actions are the reason for your website since it allows someone to take the next step with your company. Issues with a call-to-action submission can cause confusion, which is the last thing you want your website to do.

Optimize for SEO

There are two ways your business can be found: paying google or having an up-to-date, fast, content-driven website that people visit. Search Engine Optimization (SEO) makes it happen. Even though there’s not an exact science to it, luckily there are a lot of things you can do to help your optimization. One practical way you can do is to use Google-friendly search terms in your headers and content. Make sure that your content lines up with what your business actually provides and that it is geared towards what your user intends to discover. You should also consider having a blog. Blogs are the driving force behind your website content. The proper way to optimize your website through blogs is by making sure it is resourceful, linking-structure, and back-links. It’s beneficial when you interlink within your own website or get your website linked to large, credible websites.
You don’t have to know everything about your website, but it’s important to reach out to an agency who are the experts and can guide you through the process. If you want to know where you stand online and how it stands against your competitors, fill out the form at greenfox.io/brand-assessment.
Does My Business Even Need a Website?

Does My Business Even Need a Website?

Time To Read: 4 minutes

Does My Business Even Need a Website?

Have you ever asked yourself, “Do I even need a website? Are websites dead?” With other channels available to provide information about your business, it’s easy to ask yourself this question. This is our short answer: yes! There are countless reasons why you need a website; here are the most important benefits websites can offer your business.

Credibility

Any reputable company has some kind of online presence. Websites build trust and loyalty with your audience. Evaluate and ask yourself, the last time you searched for a service, did you choose to use the company with the outdated website, or did you choose the company with an engaging website? Let’s be honest, we tend to lean towards doing business with an attractive website. The experience on the website sets the tone for what to expect; it sets the tone for trust. Consumers connect the experience with your website with the service that is expected to be received. If you don’t have a website, it sends a message that your business is stuck in the old ages, that you’re not interested in finding new customers, or that you’re not open anymore. Through this channel, you can display your past work through case studies. If your audience sees you partnered with credible companies, it instantly creates trust with your business. Sweor states, “A bad website can greatly tarnish a company’s credibility—but a quality website can help a company extend its sphere of influence and create leads.” Protect people’s perception of your company, and do it the most effective way through a website, causing people to engage. Through the collaboration of website design and functionality, audience engagement occurs.

Consumer Insights

An invaluable perk of having a website is the ability to learn who your audience is. Analytic tools identify who your typical customer is, how they found you, what they like, and adapt your business to maximize purchases through your site. There is an unbelievable amount of data you can get on the types of users that visit your website. For example, we are proposing a campaign in the near future to a client and we began by asking the question, “Who is visiting their site?” With about 3 clicks we knew it was females, ages 25-34, who were on their cell phones. All of this can be found by using the Google Analytics tool. There are many other tools that take you to the next level. One tool we highly recommend is Hotjar. It is incredibly insightful to help know what your users are truly doing on your site. It takes the guesswork that so many people try to use and puts it into numbers. Facts and data will grow your business every time.

Lead Generation

One of the most underutilized benefits of having a website is lead generation. If you don’t have a way to capture leads, you will simply miss out on business because other people are using it. Not everyone wants to pick up the phone and call, so you need a form your audience can fill out to receive more information. Conditional Logic Forms, also known as conversational learning, is a type of lead generation that generates questions based on the audience’s answers. It’s basically a computerized conversation. It provides more engagement for your customers than simply filling out a form because it’s a customized experience.

Advertisement and Visibility

If you’re going to play in the big leagues, you have to learn search engine optimization (SEO): the ability for your website to be found through search engines. Tools like Google Ads or advertising on Facebook give you the power to reach customers with much more accuracy and reliability than with traditional offline advertising methods. Blue Corona states that 93 percent of online experiences begin with a search engine. That’s a high percentage showing that search engines lead to your digital office.

Communicate Information

The most common, yet under-appreciated, benefit of having a website is using it to communicate information. Websites give you a 24/7 online presence. Your services or products can be displayed clearly for potential prospects. Your business can also showcase media, along with creating credibility, through videos, blogs, etc. This sets you up as the experts and helps greatly with SEO. Make sure the information you communicate is current and of quality. We live in a time when people want information quickly and clearly, and if done with intentionality, websites provide answers to your audience’s questions.

Ultimately, it is up to you to decide if a website is valuable to your business. We highly recommend it because of its countless benefits that are typically overlooked and undervalued. Websites can seem like a large, expensive channel to integrate into your marketing plan, but the gain of prospect generation is worth it.

We are excited to be able to start a GreenFox Internship Program. If you are a college student looking for an internship where you will learn and receive hands-on experience, email us at info@greenfox.io and tell us a little bit about yourself.

A Brand Story: Red Laces Cattle Co.

A Brand Story: Red Laces Cattle Co.

Time To Read: 3 minutes

A Brand Story: Red Laces Cattle Co.

A brand is a connection and perception of a product. It is the emotion associated when a transaction takes place between consumers and the company’s products, services, or brand. We made it our goal to provide a behind-the-curtain look at this brand development process. To do so, we chose one of our favorite brands we helped build from the beginning. After hard work, intentionality, and unique vision, we were able to come alongside Beau Mills to create a brand that truly captured his business. Here is the brand story of Red Laces Cattle Co.

The Background Story.

Born and raised around agricultural California, Beau Mills grew up on the baseball field. His father, Brad Mills, played in Major League Baseball and later returned as the bench coach for the Cleveland Indians. Beau was drafted by the Cleveland Indians from California State University, Fresno. He decided to walk away from the game after he and his wife, Alicia Mills, had their second child. Though it was a tough decision, he knew it was best for him and his family.

The Entrepreneur.

Beau is creative at heart and knew he didn’t want to be stuck in an office following his baseball career. At the time, his father-in-law owned a large dairy farm in California. Beau and his brother-in-law decided to build a custom farming company. After a year and a half, the dairy farm was sold, and shortly after they decided to sell the farming company too. He then had the opportunity to buy a moving company. It started with just a truck, and he grew it for three and a half years into a big storage facility. He had a logo designed and created a brand for it.

Baseball and Bulls.

Beau was always intrigued by Texas. He decided to move from California in search of the ranch he always wanted. His outdoorsman’s heart and desire for freedom that couldn’t be provided before nudged him to sell his moving company. He was introduced to bucking bulls when he was in baseball back in 2009. During this time, he got into buying bucking bulls and having them trained. This is where the inspiration behind starting a business started.

Making It Official.

Beau had a vision for the company from the beginning. He wanted to make it personal and knew people in the baseball world are drawn to bucking bulls. Mills wanted to tie both worlds together in his brand. Though baseball and bucking bulls seem to have nothing in common at first glance, they both require training athletes. He and his good friend, Ryan Shaw, came up with the name Red Laces. Soon after, Beau cast his vision to GreenFox and thus begun the brand development process.

To begin the process, a full evaluation of his goals were conducted. Through these intentional questions, our team gained insight into the direction of his desired brand. We took on the challenge of marrying two things that don’t go together: baseball and bulls. After many revisions, we created a brand that Beau was proud of and reflected his vision. His desire was to have a brand that outlived him, and he is now seeing a positive connection and perception of the Red Laces Cattle Co. brand.

If this inspired you to rebrand or to have a brand created for your new business, consider taking the opportunity to win a Brand Giveaway. We want to hear your story and document the process behind building a brand. All you have to do is tell us your story and why you need a brand or rebrand. Submit your story to brand@greenfox.io.

Brand Giveaway Winner: Valor Game Calls

Brand Giveaway Winner: Valor Game Calls

Time To Read: 3 minutes

Brand Giveaway Winner: Valor Game Calls

We have a brand giveaway winner! Micah Smith with Valor Game Calls was chosen to have a rebrand suite done with GreenFox. We got the story on his business, current brand, and what his goal is for this process. Micah states, “This opportunity is huge for my company.” We are excited to document the rebranding process of Valor Game Calls and come alongside Micah to create a rebrand that truly captures his business and sets him up for marketing success.

The (Game) Calling.

Four seasons ago, Valor Game Calls was created. Micah grew up hunting occasionally, but he fell in love with duck hunting when he was taken out by a buddy in 2015. He was intrigued by the different duck calls: what they do, how they sound, how they work. He started looking into the ones that he really liked and realized he could buy all the parts to create them himself. One night, on his back porch, he created his first one. He ordered five to six blanks, turned two, and took it to the office the next day. His coworkers were impressed.

The name Valor originated when he was doing The Armory, an apparel company he previously created and owned. One day, when he went to pick up an order of shirts, he saw a shirt with the word “Valor” on it. The name instantly grabbed his attention. Through this name, he gained a lot of traction with military folk and also desired to represent those in the hunting industry. His vision was to “live a life of valor.” The culture was naturally formed around, “You don’t have to know what you’re doing, but come on anyway.” In duck hunting, you don’t have to be as quiet as you do in other hunting games. There’s so much comradery that takes place because of that.

What gave him traction on social media, was that he turned clear acrylic with grass in it. That one post started his initial selling. He ran his business through a Facebook page for a long time. This was new to him since he’s a pastor at a local church and the hunting demographic was not his daily interaction. This season, he’s discovered a vendor that can place anything on the blanks, which has broadened his customization. Valor Game Calls makes custom varment, duck, and goose calls.

Winner, Winner, Chicken Dinner.

It can be grueling at times to narrow down your demographic, but you find who you really are when you niche it down to specific demographics. Through this rebrand development process, we are going to create personas, voice and tone, and logo design, including fonts, colors, etc. We plan to do market research to determine Valor’s demographic, more specifically, the target audience’s location, income, age, and more. We will determine who exactly their target audience is so they can put all their marketing money toward them. A voice outside of Micah Smith will be created so that his field staff can have a formal document to say, “This is Valor Game Calls.” We are going to bring the Valor Game Calls logo altogether. Depending on what Micah would like, we will present a new logo or make intentional edits to his current logo. This will all be put together into a full Brand Guide. This will be placed in a PDF form so that Micah can share it with the whole company so that everyone is on the same page about Valor Game Calls.

To begin the rebranding process, a full evaluation of his goals will be conducted. Through these intentional questions, our team will gain insight into the direction of his desired re-brand. We look forward to teaming up with Valor Game Calls and setting them up for marketing success. It is always our goal to create a brand or re-brand that our clients can be proud of and that reflects their vision.

If you’re a business owner or marketing director, we want to invite you to fill out a Brand Assessment at https://greenfox.io/brand-assessment/. It is a great opportunity to evaluate where your brand stands and how effective it can be marketed by your team.

You’ve Got A Brand, Now What?

You’ve Got A Brand, Now What?

Time To Read: 3 minutes

You’ve Got A Brand, Now What?

You’ve walked the journey of branding this month, but what exactly is the next step? One word: campaign. Campaigns make businesses memorable and, if done correctly, stick with your audience long after an impression or purchase. Turn your brand into a campaign by identifying the goal of your business and what you are trying to accomplish with your brand.

Turning Your Brand Into a Campaign.

First things first, identify the goal of your marketing campaign. What are you trying to accomplish with your brand? There are several steps to choose from depending on where your business is currently at.

1. Awareness: Attract New Customers

Create awareness by attracting new customers. The key is to identify a challenge or opportunity so the audience can realize they have a problem you can solve. Campaigns in this stage should attract users and introduce your brand to a new audience. The goal is to let people know you exist. A common channel to facilitate this is through commercials and billboards.

2. Consideration: Engage Your Audience

Your audience is considering how they will solve the problem they’re faced with. They do so by researching, asking for recommendations, watching product reviews, and trying to find cost-effective solutions. This is where you need to stand out amongst your competition to be considered to solve their problem. Is how you position yourself going to allow them to choose you as a decision or not? If this goal fits your campaign the best, you need to be content-heavy, which includes videos, being product-specific, and blogs that compare your products to your competitors.

3. Decision: Nurture Your Prospects

The solution has almost been found and you want to remain at top of their mind. The goal is to present your prospects with proof of customer satisfaction and why your service should be chosen over the competition. A great way to provide proof without bragging is to let others do the marketing for you. People will recommend if they have evidence it’s worth choosing you over your competitors. Practically, this is done through direct emails, being personal-driven, and, most importantly, retargeting. Retargeting is very important in 2020 and worth learning.

4. Delight: Customer Success and Retention

Retention is more important than ever. Provide an impressionable experience that adds value, empowers people to reach their goals, and encourages promoters of your company. Have a product worth talking about that provides a game-changer. The bigger ticket item you sell, the more personal you have to get. Get people to buy your products versus getting people to let you coach them for a fee. A great way to facilitate this goal is by reporting the success your clients are having, providing free yet desirable branded swag, and having the mentality that it’s all about their experience.

Call-To-Action

During this time, you need to step up your communication game. When you were in the office, you could walk by someone’s desk, relay a quick message, and move on. Now, we are forced to change our way of thinking, especially with everything being heavily virtual. We have to increase our communication and keep up with it afterwards. To keep your continuous drive for good communication after you return to the “new normal”, make it a discipline and keep yourself accountable by putting structure in place.

If you want to know where you stand online and against your competitors, fill out a form at https://greenfox.io/brand-assessment/ It is a great opportunity to evaluate where your brand stands and how effective it can be marketed by your team.

Who Should Build My Website?

Who Should Build My Website?

Time To Read: 6 minutes

Let’s Get Practical With Branding

This month, we have been focusing on branding, but we wanted to get practical. We’ll dissect some of our favorite brand case studies with our CEO/ Creative Director, examine the content development process with our Content Director, and delve into the process behind brand graphic designing with our Graphic Designer.

Creative Direction.

According to our creative director, Eric, one of the first categories that should be established in forming a brand is personas. Luckily, this topic can be rather fun. Personas are created in light of who the person you are trying to reach is. This includes age, job, demographics, income, interests, etc. Defining a persona is also determining those people’s lifestyles and purchasing habits. Practically, this is achieved by looking at who has been doing business with you for years. If you don’t know who your personas are, you won’t know who your target audience is, and it will cost you more to reach the masses versus those who would actually purchase your products or services.

Voice and tone are the foundation of everything we write, create, and produce. Voice is the personality of the company. What’s the difference between voice and tone, you may ask? Think of it this way: You have the same voice all the time, but your tone changes depending on your circumstance. Often, when it comes to a brand there will be different tones between campaigns or projects. For instance, take Nike…at the time of this blog it has been about a week since George Floyd lost his life in an awful way. Eric shares, “Right now there are voices that are rightfully trying to be heard and there are lots of brands using their voice to join in the cause and I applaud them in a big way! These brands have their voice as their brand but their tone is changing. Nike is always saying ‘just do it’ and motivating people. But for this campaign, they are saying, ‘For once, don’t do it.’ It is a black and white video with no inspiring athletes, simply just words trying to communicate to the world to not just pretend there is no problem in America but to move forward and be united. (Video provided below.) So their tone for this campaign is heavy, direct, painfully truthful instead of their normal inspiring and motivational tone. But their voice has always stood for equality which isn’t changing.”

So let’s take a few of our clients as an example. The G-Force voice is as approachable as it is admirable. The intent is to communicate with graphics that grab attention, then position oneself as an expert in the field with branding that is memorable and edgy. The tone is sharp, experienced, and patriotic. Bring this idea home by remaining steady in branding and up-to-date channel messaging. This is a demographic that is varied and each persona is highly influential to the next. It is imperative that advertising and media are defined and assertive. The voice of BentOak Capital is confident and knowledgeable with an edge of coolness. BentOak identifies with its conservative clientele, while at the same time remaining innovative as an industry leader. The tone is steady and there is a feeling of renewal. Like the oak tree that sheds its leaves in spring, there is a sense of rebirth with this brand. Consider the characteristics of an aged oak tree. BentOak Capital is independent and strong, as well as efficient and progressive. The brand lends itself well to stand out and remain memorable amongst national competitors. The tree icon is easily recognizable, allowing for nearly instant trustworthiness in recollection.

Barefoot is an apparel company that is mainly in college towns of universities. Their voice is young, cool, and relevant. They have sub-personas during this time and are not scared to make a bold move in a heartbeat. They are strategic in that they don’t speak to all college students, ut instead they target their branding and design to 18 to 22-year-old females.

 

Clarity in Content.

As we examined the content development process with our content director, we were reminded of how it is about establishing advocacy for our clients. With content, our team digs deep into knowing the voice of a company and its products or services. As content director, Brittney “works closely with account directors to make sure the strategy created is true to who they are, crafted for their target audience, and directed toward their goal.”

Getting in the mind of our client’s prospect is key to creating meaningful content. You need to figure out what your target audience really wants. Allen Dib’s The 1-Page Marketing Plan states, “It’s rarely the thing you are selling, it’s usually the result of the thing you are selling.” This couldn’t be more accurate. To get in the mind of the audience, we need to discover what results they are actually buying. Once you understand this, you then need to craft your unique selling content based on the result your audience wants to achieve. You want to go from being a business to being viewed as a trusted advisor that’s serving their needs.

The key detail that should be applied when creating content is always filtering everything through the saying, “If you confuse them, you lose them.” It is all about clarity! We’ve touched on this before, but we can’t stress it enough. Brittney shares, “Anytime I create content for any project, I examine it and make sure someone will walk away with information, not confusion.”

People are constantly exposed to an abundant amount of information and are rarely motivated to wade through a confusing message. “Don’t fall for the lie that a confused customer will seek clarification or contact you for more information.” That is never the case.

 

Sketching Your Vision.

As we delved into the process behind graphic designing with McKenzie, we found confirmation that branding is much more than a logo. Part of the beginning is realizing the vision of the client and starting the foundation to bring it to life. For McKenzie, preliminary hand-drawn sketches are done during the initial meeting, following with intentional research. A source of inspiration is social media and current thriving brands.

Businesses tend to solely request a logo with no context of their voice and tone, who they are as a business, etc. McKenzie adds, “Some clients know exactly what they want and it’s easier to create it, while others have no idea. It’s important to have a voice and tone to assist in creating their brand, logos, and visuals.” The advice McKenzie would give for a client requesting a brand or rebrand would be “to do research on what other competitors are doing. Whether it’s good or bad, it gives you the opportunity to filter what you like and don’t like. Even to the point of discovering that everyone is doing X and you want to do Y.” With this research, we can then come alongside you, guiding in the best direction where your brand will flourish. “If you come to us with an idea, we can help you refine it.”

Something that is special about McKenzie is that she is talented at sketching by hand, which not all graphic designers can do. She states, “First and foremost, I am an artist.” A great example of this unfolded with Barefoot’s Christmas campaign, ‘Tis the Season to be Barefoot. McKenzie shares, “Barefoot is a client that is super easy to be inspired by, can have more free-range and pushes it to the limit” because of how they’re not scared to be bold. In the creative meeting for this campaign, McKenzie began to sketch out ideas as the client and our team brainstormed what this should look like. The sketches actually ended up being used in their campaign branding and social media posting. (Sketch and graphic provided below.)

 

Practically Branded.

This is just a peek behind the curtain of what we do as a marketing partner. We enjoy meeting and dreaming with clients to produce and create their vision for their company. Getting to do that is an honor because this is your livelihood, and we want to take it as seriously as you do to make sure your business is successful in all aspects. Spend the time upfront when creating your brand, because your logo can change over time, but what won’t change is the target audience and brand.

If you like to get practical, and want to see the process behind brand development, we invite you to enter to win a Brand Giveaway. We want to hear your story and document the process behind building a brand. All you have to do is tell us your story and why you need a brand or rebrand. Submit your story to brand@greenfox.io.

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