Who are you as a business?
This is a difficult question to answer, but one that has been of growing significance for decades. As the platform for marketing and promotion grows, so too does the implied personality that your business develops and builds over time. This definitely comes in part from the actions and functions of your company, but this is no longer enough to fully endorse yourself as the best choice for prospective purchasers. It may seem strange at first, but the physical appearance of a company is very important in defining how that company is perceived. So let’s go into a few of the pitfalls that companies fall prey to in modern marketing.
Choosing Your Target
Though a slight simplification, it can be said that a streamlined, industrial article that may draw in B2B interest will be less appealing to a biking enthusiast. Being aware of the wants and needs of your chosen demographic is necessary in building any interest in your business. Although something may seem like the safest, cleanest approach, it may lead to your audience being intimidated or shying away. In the same way, focussing on the surface understanding of a group will inevitably lead to your brand not being taken seriously, which leads to our next point.
Coating your copy in hashtags and emojis may seem like the perfect plan on paper for getting to the core of “what young people want”, but a tactic like this is likely to appear cheap as it doesn't reflect a proper understanding of the people you are marketing to. When you connect with your audience, being perceived as out of touch can mean death for your business image, and cause what could have been your core consumer base to stray.
The Little Things
Having dramatic headings and colourful imagery to draw the eye is all well and good, but have you considered your writing itself? is a subtle touch that, whether they are aware of it or not, readers will immediately take notice of. Times New Roman and Papyrus are examples of fonts that have fallen under a great deal of scrutiny in the last few years, so don't let your flawless marketing campaign be sullied by such a simple mistake.
This may all seem very daunting for companies new to publicising themselves, or that have a tendency to fall back on old ways, but as long as you are willing to put in the effort and keep updated on the world of design, your business can keep its head above the water.