News:
Building an Effective Website in 2012: The Paradigm Shift in Functionality
Posted on January 12th, 2012 - in Tips, Ideas, and Advice
The internet is a vast sea, and the tides are constantly changing. 2012 is no different. We’re seeing a shift in design concept, deeper then cosmetics. I’m not talking about web fonts or advanced html5/styling, I’m talking about the fundamental concept of your site’s design. Previously, the golden standard for a web site was to pack in as much information as you could in as pretty of a package. Websites were essentially designed from the ground up to act as an information desk or online brochure, where users could come and learn about whatever facet of your products or services they wished. Websites have widely served as a company’s billboard on the internet, screaming “I’m Here!” as visitors drive by on the information superhighway.
In 2012 we’re seeing a paradigm shift in website functionality. Your website is no longer your online information desk, it’s your biggest conversion tool. What that conversion is, is up to you. It’s no longer enough to just offer a wealth of information, no matter how good your content is. In the fast moving world of internet connected mobile devices and social media, users now more than ever need to be directed toward a clear call to action. Your website can no longer just proclaim “I’m here!” to passersby, but must instead convert that small window of attention it gets into action to be truly effective. Whether the conversion of attention is into the act of buying your product, joining your e-mail list, or filling out a simple form for a free consultation*.
Just as the tides of the internet are constantly in motion, your call to action can also change. One month you might be looking to build up your e-mail list, another might you might want to change that call to action to follow you on Twitter, or buy a particular product or service. The important thing, is that you are effectively using your website as a conversion tool.
The key word is effectively! If a user finds themselves on your website and cannot determine within 30 seconds what your call to action is, your website has failed. To be effective, the call to action must be clear, and simple. For more information on turning your website into an effective conversion tool, request a free consultation by filling out this short form*!
*Shameless plug
[Permalink]Just How Effective are Promotional Products as a B2B Marketing Tool?
Posted on January 3rd, 2012 - in Tips, Ideas, and Advice
Promotional products are often overlooked, especially in an economic recession, as an effective business-to-business marketing tool. The general theory behind promotional marketing is that giving such items to your customers works toward building brand recognition (People remember who gave them free stuff!) and a positive corporate image (People like companies that give them free stuff!), while increasing your referrals and return business.
It’s easy to think this really only plays out in the business-to-consumer world, but the truth might surprise you. Maybe you think the only use for promotional products in the B2B world is driving customers to your trade show booth; and you wouldn’t be all wrong, they really do excel in that area! The fact of the matter is that they perform every bit as much in the B2B environment as they do in the B2C environment when it comes to building brand recognition/rapport and increasing referrals and return business. Often times they perform better, and sometimes they do it cheaper then other types of marketing towards the same result would cost!
A recent study on an audience consisting primarily business people* found that 71% of respondents reported having received a promotional product in the last 12 months. Moreover, 33.7% of this group had the item on their person! Of those without the item on their person, 76.1% could recall the advertiser’s name. In comparison, participants were also asked if they had read a newspaper or magazine in the past week: 80% said yes, but only 53.5% of them could actually recall the name of a single advertiser. An amazing 52% of respondents said they did business with the advertiser after receiving the promotional product, while almost half of those who haven’t yet stated that they were more likely to do business with the company that gave them the item in the future. The positive effects on brand recognition and return/referral business is clear, but do promotional products really improve your corporate image as well? Over half of the participants (52.1%) reported their impression of the advertiser was more favorable since receiving the item.
The facts are in! There’s no reason to delay, get started marketing your business with Promotional Products today!
* – “Promotional Products: Impact, Exposure And Influence. A Survey Of Business Travelers At DFW Airport” – PPAI (2004)
[Permalink]Merlin Graphics Partners with Constant Contact to Provide E-mail Marketing Solutions!
Posted on January 2nd, 2012 - in General News
At Merlin Graphics we’ve been providing our clients with e-mail design and marketing strategy for years. Our recent partnership with Constant Contact now also provides them with easy-to-use email platform in which to manage
their lists and campaigns to help them build strong, lasting customer relationships. Constant Contact®, Inc. (www.constantcontact.com) is a leading provider of email marketing tools for small organizations.
Our customers are always looking for effective ways to grow their businesses, and Constant Contact’s customer communication tools now give our clients a valuable addition to our core E-mail Marketing packages and services.
[Permalink]Happy New Year! Merlin Graphics Starts 2012 with a New Site Layout
Posted on January 1st, 2012 - in General News
Starting the new year off with a bang, we’ve just re-vamped the web site with updated information on our services and solutions. Be sure to take a look a look a round!
Best wishes to all our clients and readers for a prosperous 2012!
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