In my last post, Inbound Marketing – Converting Visitors to Leads, we discussed what to do when someone visits your site. Simply put, if you sell a product or a service then your website needs to be designed in a way that converts visitors into customers. You want to make it really easy for them to take the next step. What is the next step? Let’s take a look.
As Art Director at Savage, I have the opportunity to work directly with a lot of clients. I’m particularly proud of the relationship we have with FlexSteel, an innovative pipeline solution company that develops durable, spoolable line pipe. We’ve had the opportunity to work with them for years, and I’ve learned a few valuable lessons from the way our relationship with them has grown and changed.
Unless you’ve ever done some extensive online marketing in the past or are a marketing nerd like me the term ‘Inbound Marketing’ might seem foreign to you. It shouldn’t. Simply put it’s people coming to your site from somewhere else. It could be from Google, social media sites like Facebook or other places where they find a link to your site like an online directory.
Having a digital presence in this hyper-connected world is important, and increasingly, a larger part of that is happening on social media. This is great for brands looking to reach new audiences – but not always so great for the audiences they’re trying to reach.
A company with engaged employees is easy to spot. In these organizations, the culture is clearly defined and employees understand the purpose and goals they are working toward. Simply put, there is a feeling of shared success.
The benefits of engaged employees for the company are proven. Companies that engage their employees are 18% more productive and 16% more profitable. It pays to make your company a place your employees want to work. To fully engage an employee, a company must satisfy the individual’s need for success, fulfill their desire to be part of something larger than themselves and create an emotional connection to their workplace.
Your company is sending out communications every day, but do these messages paint an accurate picture of your customers’ experience with the company? If your customers see a disconnect between what you say you do and what your employees actually do, then that creates a “credibility gap” for your brand.
When your employees’ actions are in alignment with your brand messages, you have the opportunity to create credible communications that drive action by reinforcing your customers’ relationship with you.
Creating an authentic brand is all about being consistent: your vision and messaging need to align with employee behaviors. That’s why having a clear purpose is so critical to branding. Robin Tooms, Vice President of Strategy at Savage, talks about how purpose makes it easy to spot a top brand.
How can developers and designers better work together? Do they each stay in their separate silos, or is there overlap in the two functions? Savage Obi Okogbue talks about a statement from one of the speakers at the South by Southwest Conference in Austin that made an impact on his interactions with team members.
“Coding is a design tool.”
What makes a company a great place to work? Each year, Fortune magazine releases a list of the top 100 Best Companies to Work For. We’re taking a closer look at the top five, and what their methods can teach you about improving the working environment in your company.
Whether you’ve set out to intentionally create one or not, your company has an HR brand. An HR brand is more specific than your overall brand, and is internal to the company – it encompasses the way your employees experience your workplace and talk about it, the way leadership deals with internal issues and the beliefs employees have about why it’s important to work there.