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Small Changes Can Make a BIG Difference To Your Marketing

You might not have the time nor the resources to do a full on redesign of your website or completely revamp your social media channels. However there are quick wins that you can achieve in a few hours, whether doing it yourself or asking a professional to help.

Here’s a few ideas that we’re undertaking at the moment for both ourselves and some of our clients:

Refresh your logo – visual branding is often created at the beginning of your business’s life when you’re keen to get something ‘out there’ to get the ball rolling. Several years down the line and you’re still using the same one but times – and your business – have moved on. If you’ve built good brand recognition you won’t want to waste that credibility, trust and awareness so, rather than throwing the baby out with the bathwater and ditching the existing logo, why not go for a refresh? 

With a successful logo refresh, you can continue to reap the benefits of the brand awareness and trustworthiness of your ‘old’ logo but demonstrate your currency, dynamism and forward-thinking approach with a new look. 

Revisit your website content – like your logo, you may have created your website when you were first looking to tell people about your business, and it’s been left like that for some time. For some of you, a redesign and rebuild may be necessary but an update of images and written content (aka copy) could work in many cases. For example, is your ‘about’ page up to date with any staff featured? Is your portfolio showing your most recent clients and work? Perhaps some of the language you used doesn’t reflect the tone you wish to convey? 

Take some time to read through the copy and change the bits that don’t fit with how you now see your business. There may also be references to past promotions or events that have taken place and are no longer relevant. Similarly, perhaps you used stock images at the start but now have (or are in a position to get) images of your actual products or services? Small changes can make big differences to customer and client perception and is great for enhancing your Search Engine Optimisation (SEO). Google especially loves new content and even making slight changes to existing copy will mean that Google improves the ranking of that page.

Update your social bios and headers – In the same way that website content needs to move on to reflect any changes in the business, so too do your social media bio and ‘about’ information. Similarly, you might like to change the header image on your Facebook, Twitter or LinkedIn business page. Perhaps you’re now offering a new service or product that you’d like to highlight? There is also lots of free or good value design software out there that offers exact match templates for specific header sizes to ensure you get the maximum effect. We love Canva (you can check it out here) which is super easy to use.

Icons and thumbnails These are often ignored in design, which is a huge mistake as icons are often the first thing someone sees about you. Does your logo actually work when used in this small format? If not, can you focus on a part of the logo? Can you simplify it in some way? When designing the Seaside Creative branding, we realised that our logo where the beach hut is being constructed would not work across our social media icons so we developed our single beach hut which is now equally recognised along with our main logo. 

Our full Constructive Marketing logo (left) and our versatile icon used when a smaller image is needed

Consistency across all channels – consistency is a key aim in marketing. You want people to recognise your brand and what it represents easily and quickly. The best way is to keep your branding consistent, that is imagery, tone of voice in your copy, typography (the fonts, colours and sizes you use), any uniforms, signage or livery, customer service, or anything else that represents your business. 

This won’t always be possible down to the tiniest details but you can certainly take an overall look at your website, any literature (brochures, adverts, leaflets), your email signature, etc to make sure that each one looks broadly the same. Are you using the most up to date logo? If you’ve chosen to use a certain font, is it the same in your emails, your website, etc? If someone looked at your website, would they know it was the same business as when looking at your brochure or any other aspect of your business?

Remove or update out of date stuff – this ties in with the previous point as it’s very easy to change logos, a point of contact, or a page on your website, without ensuring that it’s been updated everywhere it needs to be. Did you pin a post to the top of your Facebook page when you had a promo on and have left it there months after? Perhaps you’ve got printed literature featuring old price lists? Save yourself awkward moments by making it a regular task to check everything is current. Customers and clients will either be confused by out of date information – creating more work for you when they contact you about it – or get the impression of an inactive, stagnant business and this won’t help you win new customers.

Set aside a morning or one day to take a look at each of these ideas – in fact, some may be achieved alongside each other. If there’s anything you’ve got questions about do get in touch.