Promoting and marketing of websites for others to see is one of the most important aspects of marketing for a web designer whether it is an established business or a start-up. Marketing helps to drive regular customers as well as maintain the freedom of being their own boss. Before embarking on the marketing world, some things have to be put in order first; one should have specific set targets and goals which they will work towards achieving. They should also have a specific target audience; this will help choose the right medium of marketing to reach maximum results. One should also learn as much as possible about clients and potential clients; understand their needs, their age, gender as well as their professions.
Use of Testimonials and Portfolio as Marketing Tools
Building a captivating portfolio is one of the most fundamental tools for marketing. One should build a visual review of the various skill sets for potential customers to see, this will attract customers to the business. This will show potential clients that they are active. The online portfolio should be easily accessible, attractive, and easy to navigate in order for it to be memorable. Designers should brand their website, explain sufficiently about the brand, and choose colors and schemes that best bring out the tone and brand. This will assist the targeted audience to understand it. Colors also attract people to the website.
Using testimonials and reviews helps to attract more customers. Designers should ask satisfied and happy clients to write a review of the work they did for them. These testimonials go a long way in attracting customers. It is best to simply ask clients to give a rating out of five and present this in an online portfolio. Replying to customer testimonials and reviews might arouse a positive response giving the business a more personal advantage. Letting present clients give positive reviews and testimonies about a designer’s work will help them get new ones, therefore, increasing their business. When building a website, designers should make sure they also include analytics tracking system so that they can monitor how the website is being used.
Use of Social Media and Real-Life Networking for Marketing
Using social media as well as real-life networking for marketing is very important as these are compelling marketing tools they will increase one’s client base. Web designers should promote their business in online platforms such as Facebook, Twitter, WhatsApp and LinkedIn. Pinterest, Tumblr, and Instagram can help by being the visual aspect of the business while Twitter and Facebook will help designers to stay on the know-how of what is trending in the industry keeping followers and friends updated.
Designers should regularly update their social media accounts on their recent business activities this will help share their résumé widely and consistently. They can also generate interesting conversations with their online followers and friends about business through posting relevant content. This will come in handy with growing a big online community. Face to face networking is essential as it gives a personal touch to the business. Studies have shown that clients are more inclined to do business with people they have connected with on a more personal level rather than just an anonymous person they saw online.
Photo content on a website is critical as it plays a significant role in the experience of a website visitor. Visual content one of the most powerful communication tools as people tend to remember information conveyed in photos than writing. Low-quality photos easily put off visitors to a website. Images are used to generate certain kind of emotions in buyers who visit websites. If a picture is of low quality, it might end up generating negative emotions, and this can have devastating consequences one’s business. Studies have shown that photographic information is most likely to be shared on social media compared to written information. Most users tend to ignore low-quality photos as well as photos that can’t be well understood. It is, therefore, adamant to use the correct size, exposure, quality as well as the right image to convey the message on a website.
There are several tips for editing photos that can be very helpful when it comes to the presentation on a website.
Use of Color
The use of color in photos can be beneficial; color provides a photo with eye-catching and beautiful characters. It is also important to know what color to use where. For example, some photos will look better in black and white while others need the colorful component. Luminar’s photo editing provides Color Splash, a color editing tool which turns certain objects in the photo into grey, white or black colors while retaining original colors of certain objects through the use of Mask Erasing Mode to brush out applied color, therefore restoring the original color. One can also make use of Hue Saturation Filter in emphasizing certain colors and temperature giving certain eye-captivating effect to the photo. Adjusting the intensity of color saturation can help spice up a photo, therefore allowing the designer to be creative while still retaining a natural look in the photo. Using the right color for certain images is important in retaining the originality of the objects in the photo.
Use of Filters
The first step to transformation is through cropping out unwanted parts. This can help in the emphasis of the focal part which will be used in passing a specific message without any distractions. Moderately blurring the background of the image will also help to emphasize on the focal image, by creating a soft abstract with uncluttered images. Enhancing brightness will help out especially increasing illumination in photos that are a bit dark and were not correctly exposed to light or reducing brightness in images that were exposed to too much light. Lastly, all photos should have the correct layout if one is using multiple images. Grids have proven to be the easiest and best ways for showcasing multiple images.
Combining images with text is one of the most effective ways of passing a message across. It is imperative that the image is of good quality, captivating to the eye, and it complements the subject of the text, getting the imagery right is the key to a successful design.
Web design is one of the best fields to work in as a freelancer. This is because every day more people are adapting to e-commerce and online business. There are however inevitable mistakes committed by freelancers that may cost them severely. If these mistakes are avoided, a freelancer may be able to incur maximum profits from all contracts. There are also other ways to make maximum profits from contracts. These methods include increasing customer base and the services they offer to their current customers. The idea here is to sell more products and services to existing customers. This can be done through a number of ways such as offering complementary services.
Increasing Volume and Offering Complementary Services
At a time when the web design field is flooded with freelancers, attracting new customers might prove to be more difficult. It is therefore important to create good professional relations with the existing customer base. Offering a complimentary service and multiple products to a customer can prove to be very profitable. Clients are known to get different services from different vendors; this will help them reduce the hustle of dealing with a new dealer. Asking clients about their satisfaction rate and what they’d rather be offered will help a designer understand where to improve as well as what kind of services and products their customers would like them to venture into. They should also consider offering clients discounts on add-on; this might bring new business.
Increasing the volume of services offered to a client might lead to earning a lot of profit. If a client is happy with a certain product, chances are; they will jump right ahead if offered them something more. Ensure only to increase the volume of services for clients who are familiar with the work as new clients tend to be hesitant. A designer can also offer a resell program where their own clients resell their work to their own network of friends and co-workers. If their network does not share the same market as the designer’s the clients might help refer people as they have worked with them and are familiar with their professional relationship and work ethics. This can help bring new business.
Increasing Customer Rates and Offering More Services
As time goes by, designers should consider charging clients extra, depending on the designer-client relationship, the time they have spent together and their satisfaction rates. Most people are intimidated by this idea, but under the right circumstances and with the right explanation most clients might simply accept the new rates. It is important to explain why rates have increased by giving reasons such as the increased quality and value of the products and services or increased rates of raw materials.
It is important to note that it’s not appropriate to raise the rates before working with the client for at least five months. The rates should not increase by more than 30 percent of the original price. Enhanced and additional services can also be offered to the clients at a fee. For example, one can provide faster emergency and weekend services for a certain price. This will give a client the options to pay more get quality and faster services; most will opt for these to reduce inconveniences, therefore, increasing profits.
Content marketing is the strategic approach to marketing with the primary focus on distributing appropriate, valued, and reliable content information to help attract and retain a particular audience to drive successful customer tactic. Content marketing, when used correctly, works wonders in attracting customers. It is associated with a company’s brand as it makes use of a company’s websites through writing valuable content about a company’s product to readers. Most companies using consistent content marketing record a minimum of 30 percent conversions. Generating traffic to the company’s website is the first step to increase the company’s sales. This can be done through a few strategies. This article will cover some of these strategies.
Branding the Content
Content marketing, which is one of the best marketing tools, is meant to give positive information about the company. It should, therefore, be branded in order to build recognition for the company. You can build recognition in several ways which include advertising products and services in the content as well as dropping internal links. It is, however, important to note that too much personal branding and advertisement can lead to overpraising and overvalue making the content boring and uninteresting to users. One should create content that is valuable and entertaining enough so that people will always come back to read it. Potential clients may end up signing up for an account when the content makes them curious. Consistent writing will help to build a huge audience. Branding content with a certain style is fundamental as clients might recognize the style if used in a different website or content, therefore, increasing client base.
Writing and Designing Content
It is fundamental to design a blog that matches the company size. One should also use the same fonts, layout, and colors when building similar branding across the whole domain. Writing a great content gives you 90 percent assurance that it will convert well compared to poorly designed blogs. In order to ensure that the text is easily readable and attractive one should use big text. Sometimes free web fonts work well with blogs trying them out might be a great idea. Make use of simple and clear sentences and short paragraphs. Using bullets to list content makes it easy for clients to skim and quickly go through the content and find the information they are looking for easily. Paying attention to detail and little things in content writing will go a great deal in attracting and retaining traffic on the site.
Try to study and understand the audience, find out what kind of content they are looking for, this helps to know who they are, what they are missing in the current content and gives the designer a clear direction of what to focus on when writing content. Designers should use social media platforms such as Twitter, Instagram, and Facebook to find out what topics are currently trending. Q&A sites help a designer to understand what is currently missing in the industry. This helps to keep tabs on the users’ online life.
Mascots are mostly imitation of animals, people or objects which are given personified characters. They can be utilized to breathe life into a corporation’s personality. This is done by using colorful mascots which can fit in every aspect of businesses’ marketing strategies starting from professional business cards to company logo and websites. Mascots can be used as the visual component in a corporation as they are used to foster memory and faster understanding; they are therefore essential marketing tools.
Using Mascots for a Company Logo
There are a number of factors to consider when designing a mascot for a company logo; the mascot should be easy to remember. You should create a mascot with the characteristic of life in order for people to easily have a real visual connection with and the company brand. People will always connect a company’s product with the shape and image of the mascot used; most people pick items from the visual image in their head at the supermarket or store.
Different mascots can be created for individual products within the company especially if the company has numerous products under its name. One can use mascots that connect with the target market, for example, the use of different mascots for children products and adult products under the same company. This will greatly affect the product and brand design. Companies that use mascots make their brands stand out more thus attracting customers to buy their products. The best mascots to use are overdramatized animals or humans and can be posted on both print media and billboards or even in advertisement videos for TV. Some companies tend to use mascots from animations and popular TV shows. This brings more attention to the brand as these mascots are already famously related to another brand. However, to achieve this, the company has to pay for using the mascot.
Use of Mascots and Favicons as Marketing Tools for a Brand
Mascots can be used in numerous areas in the marketing of a company. These areas include; letterheads, designing and theming of company online presence such as websites and business cards. When using a mascot for a company, it is not a must that it gets universally recognized. Some mascots are only meant to be recognized by people in the specific industry a company is operating in. Another great marketing tool is the Website Favicons which are mostly plastered on every tab or every part of the company’s website these are good for branding. Parading a mascot everywhere in the company’s online presence including social media pages and groups is a good marketing strategy. This is because people tend to remember things they see quite often, therefore, the more they see the mascot, the more they are likely to remember and associate it with the company brand.
Most people look at mascots as just cute animated characters. These adorable characters can be used to bring life into a company logo, online website, and video advertisements on TV and print media. Mascots can be interesting and powerful marketing tools.
The use of color in marketing helps a brand to stand out. The proper use of color ensures that clients feel what a brand is all about. It is therefore imperative to understand color psychology as it will go a long way to guarantee the success of the content being marketed. The use of color portrays a certain message which implies that poor use of color may negatively change the impact of a message. According to research carried out by a study called the Impact of Color in Marketing, 90 percent of spur-of-the-moment judgment made about a product is based on color alone depending on the product being sold. If one decides to use color to brand their product, it is important to ensure that the color used fits appropriately with the adjacent product. This can give an upper hand when it comes to marketing the product and brand as they affect how people perceive them.
Using Color to Bring Out the Personality of a Brand
Research has shown that there is no ‘right’ color in the market, but rather certain colors when used properly arouse the desired reaction. This is because the color relationship with the product is more important than the individual color itself. This gives a real connection between the customer’s perception of a product and the use of color in branding. People stereotypically think that colors are associated with certain traits such as green is associated with calmness, this is not the case when it comes to branding. In branding, a specific color is supposed to support and complement your brand personality, for example, if the brand personality is Sophistication, one selects a color that will communicate glamour and charm. If the brand name is Mint Inc., they can use a color such as green to complement the name. Before choosing a color, one should put into consideration the personality, the company name, brand, and what products are being sold, this should be a guide on the color to use.
Using the Right Colors for the Right Customer Base
Looking at the target audience for a certain brand is very important when it comes to choosing a color. This is because different groups of people have different presences when it comes to color. It is, however, important to note that cultural background and environment plays a major role in color preference and appropriateness. It is ignorant to simply say “blue is a color for boys” studies have shown that blue is the leading favorite color for both genders. Studies have also shown that when it comes to tints, hues, and shades, women prefer softer colors (colors with white added) while men like bold colors (colors with black added). This will help you to choose the right colors to use for the targeted customer base.
Consumers’ perception of a brand is greatly inspired by the colors used and how well they are used. It has been proven that most people will go for brands they are familiar with. Therefore, most people use the colors already existing in the market in their specific industry. When everyone in the industry is using pink, new brands have a chance to stand out and simply use blue.
Color psychology is the association of colors with the emotional and mental reactions arouse on people with sight. There are many proven and accepted elements of color on the effects of people’s psychology. However, some interpretations, meaning, and perceptions may vary due to the difference in cultures and environment. Color psychology is usually affected by the two color categories; warm and cool colors. Warm colors, which are mostly bright, are used to bring a warm and comfortable feeling. These can also evoke negative emotions such as anger and hostility. They include yellow, red and orange. Cool colors evoke certain emotions ranging from calmness, serenity peace and sadness. They include green and purple.
Emotions Evoked by Different Colors
Colors such as purple are used to bring peace to a surrounding thus encouraging activity. Red color gives a powerful presence; it gets the attention of someone very fast. It should be used sparingly to avoid awakening negative emotions that may occur when it’s too much. Orange color gives an enthusiasm and high energy. It provides a visual feel of fun and freedom. The yellow color is mostly known as the epitome of happiness, cheerfulness, and joy. This is a color to be used if the website is about lifting someone’s spirit; it attracts a lot of responsiveness.
Green color has a much more positive reaction compared to other colors. It gives one a sense of rest and tranquility. It reflects mostly on the peaceful aspect of life. It is scientifically proven that the eye retina primarily focuses on the green color and it is less straining to the muscle of the eye. The blue color which is widely used in marketing, branding, and websites, gives a sense of trust distress and calm. It evokes a more psychological reaction than physical. It is best used in marketing as it evokes a feeling of trust and building of relationships.
Purple which is mostly known as the color of imagination evokes a soothing mysterious feeling. It can also be very distracting if used too much. Black is a color of sophistication, control, and seriousness. If used too much it can cause negative emotions such as depression. This is because it is associated with evil, death, and darkness.
The Application of Psychology of Color in Marketing and Branding
A color is an essential tool in marketing and branding as it has an impact on thought and behavior of people. Color adds to the visual of a brand, and it directs the eye where to look. It is also known to add context to content. Everyone has a different reaction to color based on past experiences and environment. Research has shown that bright colors evoke physical responses and activities while calm, softer, and deeper colors elicit a more mental and visual response. People tend to judge a brand the first 90 seconds they come into visual contact with it. Up to 90 percent of that judgment is purely based on the color used. When it gets to the business of getting people to sign up or click a button to a website, contrast of the colors used on the website is very important.
Creating an engaging and compelling online presence is not an easy task but keeping an excellent online user experience is the hardest of them all. Different companies use different approaches to track user research and testing. Some strategies that work for one company might not necessarily work for another company. It is, therefore, important to research and find out which research best works for what company. As online companies go global, it is important to use UX global. This will help them learn how to create user experiences that live up or exceed expectations.
Planning of Goals and Objectives
Taking a look at the project’s goals and what objective the client wants to meet, allows for the identification of where to focus their efforts as far as the project is concerned. Take a look at how the research is going to affect the development of the product and business as well the target market. Putting into consideration what decision-making process to use when studying the findings will help in deciding which research category to utilize between these two; Physician heal thyself and explanatory research.
The explanatory research focuses on building content from enquiring, conducting interviews and qualitative analysis of the target market. This is made easy through observing and understanding the basics of user behavior. Physician heal thyself method is a more complex form of international research, this is due to the workforce and experience required to carry out this method of research. However with the use of local companies like UX and ethnographic research company, this work can be broken down and made easier. Different countries have different cultures therefore affecting the way people behave. Locals of such countries will be well suited to carry out such research.
Putting Everything in Order
Putting all the financial and legal issues in order will help protect the company against legal suits and financial constraints. Conducting research especially international research can be a very expensive process. International research is conducted in local language and by a local citizen it is impossible financially to conduct research in the whole world. Companies therefore need to look at what financial capabilities they have and prioritize which areas to conduct research.
Getting the legal issues sorted out in advance will ensure a smooth research operation. Some countries have strict rules when it comes to data collection while others are pretty considerate. Companies should reach out to embassies and local law enforcement agencies for assistance on the case. This may take time, money and a lawyer to process but it is always worth it in the end. Reach out to local companies working in the same field as this might give companies free information about the local users.
Research is important to companies. While not all research will result in billions of dollars for companies conducting little research is better than not conducting any at all. Each market is different, research helps identify these differences and find out what product and service best suits what market behavior.