Advertising Question of the Week: What Are Some Design Essentials for Effective Online Ads?

We could spit out a hackneyed laundry list of how to use color, graphics, images and selective accents to make online ads that are engaging, relevant and well-timed. 

But rather than induce catatonia with yet another design tutorial, we’ll attempt to answer this question from a broader perspective. 

So here goes:

1. Keep It Simple

The wildly expressive creative type never wants this directive.

Ah, if only advertising were as gorgeous, dynamic and beautiful as a Pride Parade. Then writers and designers could openly and freely express themselves. But the sad truth in advertising is that when everything stands out, nothing stands out. As it turns out, simple advertisements are just easier to understand than those that are complex. 

So think more Lenny from Of Mice and Men, and less Pythagoras from…um, his theorem. 

Ease up on the excess verbiage. Ads should be designed to ultimately drive traffic to other places - namely one’s website where verbosity rules. When viewers are given TMI in a short amount of time, they can become disinterested, distracted, unable to later recall the information, and possibly develop a need to draw blood.

Plus, if there’s too much stuff gumming up the works - and not just excess content, but also lots of showy images - the page will take a long time to load. People won’t like you if you do that.   

2. Remember to Whom Your CTA Is Calling

You need a call to action (CTA). That much you know.

But for your CTA to be effective, it should be visually appealing and focused on value. Now obviously, what’s visually appealing and of value is going to differ vastly for a 24-year-old versus a 77-year-old. For example (and to completely stereotype), fidget spinners versus tchotchkes. 

The fidget spinners will likely benefit from some flash and whiz-poppery, while the Hummel lovers will fare better with a more subdued CTA.

No matter the demographic though, the CTA should be brief and direct. Try to stick with fewer than five words. It should also be action-oriented. Be completely clear about what the click will accomplish. “Click here” isn’t gonna cut it. Especially if someone thinks he or she might get blown up.  

But “download your free ebook” sets an expectation and expresses value.

3. Strike A Balance 

Balance = harmony and order. 

Imbalance = chaos and tension. 

This isn't to say that a balanced composition is always better. Just as there are times when you benefit from the antics of an imbalanced friend (like when trying to steal a grocery cart), there are times in a campaign where it may be necessary to stress some chaos. But generally speaking, if stirring the pot with the giant spoon is not the goal, then balance is typically a good rule of thumb.

“Balanced” does not denote some boring symmetrical milquetoast design. There are many factors that contribute to balance. The main idea though is to create a harmonious and balanced experience for your customer.

4. Stay Visually Consistent

A designer may pour his or her soul into crafting the perfect ad, only to be reminded (once again) that most people are only going to casually glance at it for a few seconds. If at all. Yes, it’s demoralizing at times. 

So the talented online ad designer has learned to employ a specific image or display repeatedly across numerous ads and exposures. It’s a way of taking those numerous short term viewings and connecting them. This creates visual consistency to help move the message from short-term to long-term memory, while simultaneously giving the designer’s life a purpose. Again.

And it’s not just images. Taglines need to be a part of that visual consistency too. Part of what makes this approach so effective is that even if the ad changes in some way, consumers will still identify the brand with the tagline and imagery that’s been ever so gently and lovingly hammered into their consciousness.

In A Nutshell?

People are always going to process visuals and read subheads long before they get to the body text. That’s because people are busy. And simple.

So determine the relative importance of the various areas of content in your message. Give your CTA precedence. Then make use of simplicity, consistency and balance (along with the color, graphics, images and selective accents we mentioned in the first paragraph) to allow the viewer to scan the page and get drawn in by the most important information. 

If you’re doing it well, or if you’re lucky, they’ll be interested enough to read the entire text. From there, they’ll hit your website. 

Then you’ll just need to be sure you’ve got stellar content there…

Advertising Question of the Week: How Has Digital Changed the Way Manufacturers Market?

Unless you’re in the manufacturing industry, you may not give much thought to manufacturing and manufacturers. Most of us outside the industry aren’t pondering hydraulic cylinders or contemplating press pit foundations.

But manufacturing is a business. And like all businesses, manufacturers need clients and customers to survive. So says Captain Obvious. 

In the past, manufacturers stuck to marketing within the confines of their industry - trade magazines, conferences, things of that nature. And these are still effective. But the digital world - and mobile technology in particular - has really changed the way manufacturers market. 

The Manufacturing Sector Was Once Largely Invisible

And as far as television and magazine ads are concerned, it still is. 

Nobody wants to see Matthew Mcconaughey staring off into the distant lamenting programmable logic controllers in order to promote new technology. (Or course it could be argued that nobody wants to see him ever.) 

By the same token, Aveeno knows that promoting Jennifer Aniston’s glowing skin in a full-page glossy rag ad is going to be far more effective toward selling their lotion than highlighting the benefits of their extruder as it systematically squirts lotion into jars. That’s more centerfold material for Extrusion Magazine. And Aveeno wouldn’t have much success advertising their lotion there anyhow. 

Which brings us back to our point. The majority of what people have known about manufacturing companies is the products they produce. John Deere is a mower. General Motors is a car. Trane is HVAC. In other words, the manufacturing process has always fallen secondary to the retail side of the industry. But that’s changing.

Digital Technology Has Impacted Both Manufacturing and Marketing

Current trends in the digital world are changing the way that manufacturers interact with customers. And labor laws, location and politics have increasingly made the manufacturing process part of a company’s marketing focus.

Here are some of the ways digital has changed manufacturer marketing:

Quick Response Codes (QRC)

Think of the QRC as the next generation of bar code. 

Manufacturers have long been using bar codes to organize

products and streamline operations. But the QRC brings the customer smack dab into the supply chain by giving them the option to receive a large amount of information that can be easily read on their smartphone. They’re also capable of opening websites and interfacing with the database management software of your contact system. 

Another big plus? You can get clever with a QRC. (And it won’t smack you.) The code doesn’t have to be square so it can be designed into logos, images, art or even innovative message generators. Maybe a tattoo?

Manufacturers As Educational Leaders

Websites as a form of marketing have been of tremendous value to manufacturers - even if they’d rather be operating a heavy press than a keyboard. Their website allows them to set themselves as leaders in their specific industry. 

More and more manufacturers are incorporating blogs into their websites to provide information and set themselves as an authority in their industry. When an uninformed potential customer sets out to learn about a specific manufacturing sector, having access to informational articles, guides, and links to technical journals is a valuable resource. They’re more likely to trust a manufacturer who takes this extra time to educate their customers.  

Plus, it’s helpful for SEO and pretty easy on the marketing budget.

Apps, Apps and More Apps

The simplicity of developing apps, along with their unbridled popularity, has made them a hugely effective way for manufacturers to interact with consumers. 

They’re digitally renewable, so they’re always up-to-date. In manufacturing, this is a big deal. Being able to supply a customer with reliable, accurate and current product information is critical. And since updating is done electronically, it’s cost effective. Try updating a print ad every month. 

Manufacturers Are Just More Connected 

The internet of things (IoT) has undeniably brought more people together - even if simultaneously tearing people apart at the dinner table. 

Websites and apps are connecting manufacturing businesses with customers in ways never before imagined. A customer can even use company templates on their smartphone or computer to customize a product that will then be 3-D printed. And from anywhere in the world. 

Yeah. Digital has definitely changed the way manufacturers are marketing. And it looks like that evolution will continue.

Advertising Question of the Week - What Is Affiliate Marketing?

Affiliate marketing isn’t terribly complicated. But we’ll give you the extra simplified definition here: 

First, you partner with a company who offers an affiliate program. Once you sign up, you are required to give them a kidney. No, not really. Rather, the company provides you with a special link. This lets them know when someone who lands on their site was referred by you. If that person then buys anything, you receive a commission from the website.

It’s the old “you scratch my back, I’ll scratch yours.” But if you’ve been scratched, then you know not all back scratchers are created equal. And neither are all backs. 

That being said, affiliates earn more in commissions for digital products - typically 40% of their price - than they do for physical products. That’s a pretty juicy commission. And, of course, high ticket items allow affiliates to earn higher valued commissions. Duh.

You’ll also find that some companies pay more than others. So you’ll want to hunt around to find the one (or ones) that are the best fit for you.

How Affiliate Marketing Works

We’re going to assume that you already have a blog, website, email list or some other online presence. And that you have followers or supporters or customers because you’re either a content whiz, or you hired a professional writer/blogger to provide content for your site. Either way, well done.

Now, let’s say that your online presence involves dogs in some way. Maybe you’re a dog behaviorist with a vast array of followers trying to manage their unruly dogs. Perhaps, instead, you have a popular website that focuses exclusively on art with dogs. (Or even better, by dogs.)

You start thinking that you could use a few extra bucks. Doggie needs a new pair of shoes or two. So you become an affiliate with a company that offers a product or service that’s relevant to your dog-loving visitors. It could be someone offering dog therapy services. Or art supplies. For dogs.

Anyhow, you recommend this product or service to your followers. You may do this by:

• writing a fascinating post about it
• talking about it on social media (#awesomedogshoes)
• mentioning it in a newsletter
• placing a button or banner ad somewhere on your site

Whatever the case, you include the special link provided by the affiliate company. This link has a special number that is unique to you. It’s otherwise known as your affiliate ID.

When someone uses your affiliate link to make a purchase, you earn a commission. You receive payment of your accumulated earnings either after a specified period of time, or when your earnings reach a certain threshold.

How to Become An Affiliate Marketer

You need only join an affiliate program. Some are really easy to join, while others require you to apply. And then there are those that are by invitation only. Because they think they’re so special. Which honestly, they might be. It depends on what you need from an affiliate program.

Start by considering what kinds of things you like to talk about and/or use. For example, if your dog blog has a page devoted to reviewing wacky accessories for your dog, you might check your favorite pet supply website to see if they offer these products. Cruise around the site to look for a link that says “Affiliates,” “Affiliate Program,” or “Referral Program.” Then follow the links.

You can also do a more direct search. If you’re going for a big wig website, you could type in “Chewy Affiliate program,” for instance. On the other  hand, you might know

all about a website committed to nothing but Day-Glo Dog Coats. (Anything’s possible on the internet.) So try typing in “Day-Glo Dog Coats Affiliate program.” And if your first search doesn’t turn up anything, that doesn’t automatically indicate a lack of a program. Sometimes there are slight variances in word usage or terms, so keep on trying.

Another thing you’ll want to do is check out the affiliate products others in your niche are using. Study their sites and read their content. Is there anything interesting in their sidebar? To whom are they linking? Check blogs and website in similar niches too - such as the cat lover, ferret lover and hamster lover websites. There’s bound to be some overlap. And if you see a product or service mentioned on those sites that you can promote too (ethically, of course), seek out affiliate information for them as well.

You could also join an affiliate network. You may have no choice in this one, since a lot of companies offer their affiliate program through an affiliate network you’ll be required to join right after you give them one of your kidneys. (Again, not really.) Even if you have a staunch history of being a non-joiner, don’t immediately dodge this. An affiliate network is ultimately going to give you access to a lot more products. Especially if you can find a high-paying one.  

Is Affiliate Marketing Right for You? 

As we said above, this is the simplified version of what affiliate marketing is. In most cases, you’re not just going to sit back and watch the gold coins accumulate in your

Scrooge McDuck money room. There are other aspects you’ll need to consider before you decide to take the plunge.

When all is said and done though, you’ll find that you have the potential to make a good chunk of money if you get connected with the right company and know how to promote their product or service like marketing pros. 

Back scratched. 

Advertising Question of the Week - How Do I Pick the Best Images for My Website?

When you meet someone, what’s the first thing you remember? 

Unless they have a particularly noteworthy voice (Fran Drescher), an unusual name (Umbrella McGillicuddy), or a strange odor (enchiladas), chances are when you meet someone for the first time, you remember something VISUAL.

Visuals are a big component of what makes up a first impression. So you might want to ponder this:

What Visual First Impression Does Your Website Make?

Unlike that drunk uncle at every family holiday gathering, your website does not have the luxury of making an impression by noisily kicking over a chair while running naked through the kitchen. Thus, it relies strongly on visuals to make that first impression. 

Yes, your website must stand on the power of its content. But if the images are shoddy, who’s gonna bother with the content? Are you going to buy a Tesla from a guy in a polyester leisure suit? 

Maybe you would. Especially if you have a fondness for leisure suits. Or polyester. But you get the point. The images you use on your website are going to be a reflection of your company, service, brand and product. They’re going to send out a message. 

So if you want that message to say, “I’m awesome,” rather than “I am so NOT awesome,” consider the following when picking out your images.

1. Be Sure They Can Relate

This basically means that your images should be relevant. But not to the point of hackneyed over-kill. 

We’re going to assume that if you’re at the point where you’re selling a product or service on your website, you’ve done the footwork to determine your audience. So now you want to be sure your images relate to them.

For example, if you’re selling hiking boots, you’re targeting the hearty woodsy types. Thus, you’re not going to have a photo of happy office dwellers high-fiving after winning that big account. 

OBVIOUSLY. 

But what might be less obvious is the need to avoid too many

clichés -  images of nothing but rugged trails, good looking people with big sweaters, mossy logs, log cabins, logs on fire -  and to focus on other details in your images that appeal to the different subgroups of your audience. What’s appealing to a man in terms of hiking boots is going to be different for a woman or a child. Even if it’s subtle.

So don’t ignore them.

2. Make Your Images Energetic

Not cheerleader energetic. That’s annoying. But generally speaking, you’ll want to choose active images over passive ones. Unless you’re selling sleep aids. Or harps.

So how do you know if an image is energetic? 

It’s going to have a vibrant and vital color scheme, sharp images and some sizzle. A little crackling. It’s going to inspire your visitor to take action rather than veg on the couch and contemplate their navels. 

And if you’re posting multiple images such as albums, slide shows or galleries, avoid overpopulating with every possible image. Stick with the active images.

3. Don’t Underestimate the Value of Uniqueness

Uniqueness may not have been something you wanted to be branded with in high school. This is not the case with your website images. 

By unique, we don’t mean campy high school movie weird and quirky. Napoleon Dynamite is probably not the best candidate to sell your goods. 

We’re talking images that aren’t likely to show up on a competitor’s website. Or even a non-competitor’s website. Ideally, it’s only on YOUR website.

Website designers are all too familiar with the S-word. Stock photo. 

And if stock photos are all that your budget allows, it’s not going to ruin you. But when conducting a search, dig deeper into the results rather than settling on an image on the first few pages. They’re much less likely to be used on other sites that way. 

Even better, use your smartphone to grab some of your own images. Or if you have the funds, employ the services of a professional photographer.  

4. They Need to Be A Rep for Your Brand

And one big consideration is color. 

Not only does color promote brand recognition, but color also has deep psychological connections. For example, red can illicit a sense of power and excitement (McDonald’s), while blue denotes determination, ambition, and goals (IBM). 

If you’ve got a highly recognizable logo and color palette, stick with the dominant colors in your brand for your website images. Every successful advertising firm knows the importance of consistency. Consistency builds trust. And trust sells.  

But your brand goes beyond your color palette and logo. It’s rather like a person. So just what kind of person is your brand?

Bold? Aggressive? Cheerful? Funny? Happy? Sleepy? Sneezy? Doc?

Think of your website as a person you want to introduce to the world. What images will best capture that person?  

5. And Yes, Size Does Matter

The most important thing to remember is that you can always decrease the size of large image and retain its quality. But try increasing the size of a smaller image and you won’t have the same luck. Eventually you’ll have a pixelated cryptic mess. 

Still, as we all know, bigger isn’t always better. Using too large an image can negatively impact your website’s performance by slowing it down. So you’ll have to find the balance.

Determining size also matters because you’ll need to find files that will work within those specifications. They’ll also need to work effectively across various devices and screen sizes. So think about it.

What Are Your Website Images Saying?

You don’t want them talking smack about you. That isn’t going to do wonders for your reputation. Or your revenue. 

But if you’re not sure what they’re saying, you can always seek help from experts in the field who can guide you in the right direction and get your website images doing what they need to be doing…

Talking you up. 

Advertising Question of the Week - What’s the Best Way to Use My Smartphone for Product Photos?

When trying to make the most of your marketing efforts, you may want to save a few bucks. Who doesn’t? 

And if you spent hundreds of dollars on the newest smartphone, you might be tempted to use it for your product photos. But is it a good idea? 

Some folks - i.e. professional photographers - would say no. They’d say that you CANNOT use your smartphone to get professional product photos. They’ll tell you that there are some pretty big things that you can’t control on a smartphone - such as lighting, exposure, aperture/depth of field and white balance.

They’d be right. Technically, photos from your smartphone won’t be professional grade. 

But You Can Still Take Great Product Photos with Your Smartphone

And frankly, if you’re just starting out, or if your product isn’t particularly photogenic (like orthopedic shoes), “great” photos are all you need. Then you can spend your advertising dollars on more needful things like effective website design, powerful writing for said website, and pastries or other bribes for the designer and writer.

But since you’re not just slapping these photos up on the community bulletin board or your FB page, there are some things you need to think about when using your smartphone for product photos.

Ponder these:

1. Proper Lighting 

Stick with natural light. Not the harshness of direct sunlight, but rather diffused window light. It will bathe your product in a large, yet soft illuminating light. Experiment with different angles and positions for your product. Keep the shadows to a minimum.

And unless you’re partial to the pallor of malaria, steer clear of fluorescent light. Most don’t give a full color spectrum so photos taken in this light have a green tinge. Incandescent lights aren’t much better. They’re as harsh as sunlight. Or a mouth full of nails. Which all translates into, “no good.”

2. Neutral Background

You’ll want to go with something soft, plain, neutral and free from clutter. You could remember this with the acronym SPNFFC. But that's unnecessarily complicated. So don’t do that.

Just stick with something simple that complements your product. To prevent distractions, white is recommended. You can use a sheet, cloth or board, for instance. 

If your product is on the smaller side, you could go with a piece of white paper on a flat surface. Or curve the farthest edge of that paper to create a small infinity cove.

3. Picking up Accessories 

These aren’t necessary. But they can help. 

If you have the less-than-steady hands of a non-surgeon,

consider a tripod for crisp and clear shots.  

Or you can attach different smartphone lenses to your

camera to get some seriously detailed macro shots. (In your free time, you can take way up-close photos of your eye. Or bugs.) 

And editing apps can make all the difference in post production. For example, you CAN get the effect of a high key image shot in your smartphone. You’ll just need to finish it in Lightroom or Photoshop. Rumor has it that the brush tool in Lightroom is pretty spiffy.

Ultimately, the thing to remember is this:

Keep Your Smartphone Product Photos Simple

Soft light. Simple background. Get everything you need in the frame, and nothing else. Consider a simple square format so you won’t need to crop the product or stretch the background.

The more you’re able to simplify the image, the less time you’ll spend in post production.

Then once your product takes off and starts establishing some visual street cred and the revenue starts flowing, maybe you’ll be able to hire a professional photographer for some real glamour shots. 

For your product, of course. 

4 (Relatively) Simple Ways to Boost Sales Conversions

If you have an eCommerce website merely because it’s amusing and “something to do when there’s nothing to watch on Netflix”, then you don’t need to read this.

But if you’re dramatically less unfettered by reality, you’re probably looking to expand your audience base, instill customer loyalty and, of course, generate more revenue from your eCommerce site. 

That means your focus should be on converting more sales. 

So How Does One Boost One’s Sales Conversions?

Well, for starters, “one” can do this by incorporating the following (relatively) simple methods.

1. Secure Your Site

People are freaking out these days about security. And with good reason. No one wants to be robbed. Especially of their identity. It’s so hard to find a new one.

At any rate, if you want people to spend money on your eCommerce site, they need to know that their information is safe and secure at all times.

Reassure your customers that you are doing everything you can to keep them safe.

Some of the simplest ways you can do this are to: 

• Get an SSL certificate
• Display credit card images/PayPal logo to demonstrate that you only accept trusted payment options
• Implement secure registration logins
• NEVER store your customer's credit card data in case there’s a data breach

Leaving your customers feeling nervous about pressing that “Confirm Purchase” button is no way to gain sales conversions. Assume they’ve got enough to worry about right now. They probably do.

2. Offer Coupons and/or Discounts

Especially to repeat customers. It’s a no-brainer. 

With a coupon, they’re more enticed to finalize their transaction. They get a deal and you get a sale. You also get their continued loyalty.

You can offer coupons in specific amounts off the total purchase price. Or maybe it’s a discounted percentage. Possibly a free bonus product. Just be sure it’s not a puppy. Or any other living creature. Except maybe a plant.

Consider having a dedicated section just for coupons and discounts. Much like a blog. Speaking of which…

3. Get A Blog Already

Seriously. 

Okay, so creating a blog might not sound all that simple. But with the right content and some regular contributions (whether you write them or you hire a blog writer), you can get it up and running in no time. 

Plus, giving your customers the option of extra reading material that will educate, entertain, or even enlighten is going to give you more click through traffic. And it infuses your eCommerce site with a more human element. 

Being able to inform your loyal customers about your business, services or products and special deals is effective in boosting those sales conversions.

4. Provide Live Chat Support

If your customer has an issue, do they have the option of live chat to get support? Yeah, this one might cost you some dough on the front end. But giving your customers access to live chat can easily pay for itself. 

It’s up to 30% cheaper than providing phone support. And those who are manning the desk can handle multiple chats - thereby increasing efficiency.

Plus, people like it. In our “instant gratification” culture, they get quick or even immediate response. No more hoping for return emails or waiting on the phone and listening to Mel Tormé’s cover of Michael Jackson’s Beat It, praying that you don’t get disconnected in spite of the musical torture.

You can collect data from those chat sessions to better understand your customers’ gripes and how to alleviate them. As such, live chat instills more trust in your brand and customers are 20% more likely to convert after a successful live chat session.

Live chat allows online stores to act more like brick-and-mortar retailers. 

Now, with all of that said, here’s the most important question to ask yourself:

How Solid Is My eCommerce Site’s Foundation? 

We’ll spare you the plethora of “the importance of a strong foundation” metaphors. They’re as played-out as that $1 Hall and Oates on scratched vinyl at the record store. 

But that’s not to say it isn’t so.

Your site can be secure, interesting and chock full of coupons and live chatters, but these methods are only going to work if you have a solid foundation at the beginning. 

And the foundation in the case of your eCommerce site is user experience (UX). So if you haven’t addressed that part, then you’re going to have to spend some time building that foundation.

1. Make sure it’s easy to navigate. 
2. Give it adequate (not over-the-top) branding.
3. Provide a smooth checkout process. 

Plus, the design should be in line with your brand and product base. And would it kill ya to throw in some great imagery? No. No, it wouldn’t. 

Finally, the search function should not require a search function to locate. Because that’s ludicrous.

But don’t stress.

There Are Many All-in-One eCommerce Platforms Available

Or if there is someone you know (or can bribe) who is more tech-savvy, you can have it built from scratch. You could also solicit the wisdom of advertising professionals. They can help you figure it all out.

Yet another option would be to just scrap the whole idea and binge watch Game of Thrones on Netflix for the third time. 

But that last option only applies if you don’t care about your eCommerce website. Or, really, life in general.