Grow Smart Newsletter May 2014

Issue 018 July 2014 // Grow Smart Marketing

Welcome to the latest issue of the Grow Smart Growth Bites, your monthly newsletter dedicated to business growth and development. In this issue:

  • How to Win with Content Marketing in Your Small Business

  • Why You Must Consider Color When Designing your Marketing!


How to Win with Content Marketing in Your Small Business


Content Marketing For Small Businesses


Okay, so you count yourself firmly within the 60 percent of small business people who have voted with their budgets to increase their content marketing initiative in a significant way. Now it’s time to understand exactly what that entails, and how to make your dollars deliver the most bang for your buck.

Let’s examine five ways you can have your content marketing bring you authority, links, rankings and traffic – not necessarily in that order.

5 Ways Content Marketing Works Well with Small Business

Strategize – Take the time necessary todetermine a set of goals you’d like to reach with this initiative. Set both short and medium term goals and make plans to reach each of them.

Decide who your ideal customer is, and figure out what type of content they respond best to. Don’t get overly ambitious when it comes to any one type, or you may not be able to have the necessary breadth you need.

Allocate assets – This means both funds and people. If you have people within your company who are able to create the type of quality content you desire, then consider yourself fortunate. More often, you will need to outsource this, at least partly.

Remember that content marketing these days encompasses more than mere words: graphic designers, videographers and other skilled craftsmen may be needed if you are using these mediums and don’t have the necessary talent.

Repurpose your content – Have a strategy for utilizing your best content in several ways, thus leveraging your assets to their maximum potential. What this means is, if you’ve written a terrific blog post, you can easily repurpose that into a video, email series, infographic and more with just a bit of imagination.

These days people are not married to one particular content channel, and you need to reach them via their chosen medium.

Track your results – You’ll never know what works if you’re not tracking your results. Invest in a tracking software to monitor the results you are getting, and use it. If nothing else, use Google Analytics until you find a better solution, and for many, that may well be enough.

Scale – Once you have data that shows what’s working well within your target audience, scale this up by making more content that feeds the needs and desires of that audience. If one particular piece of content worked well, consider making it a series. Or even a product. Your audience is your best source for intelligence, and they will let you know in no uncertain terms what they like.

Content marketing is not a quick solution to all your marketing needs, but give it enough time and resources, and you will soon be reaping more of those links, visitors and the corresponding authority and rankings that come with those.


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Why You Must Consider Color When Designing your Marketing!

How Colors Affect Marketing and Emotions


You’ve probably always known, consciously or not, that color plays a large part in the psychology of selling. There are just certain colors that evoke feelings that put the viewer in the buying frame of mind, as well as other responses.

Now that we have hard data we can dive into, it’s high time to take a good look at how we can incorporate this information into our webpages and other forms of marketing to get the best results we can.

What we now know about visual impact on marketing

Since it’s been shown that humans take in 90 percent of their information visually, it should come as no surprise that color would play big part in that. What could give some of us pause are the exact responses that certain colors bring about.

Here is a killer infographic from Bufferapp showing not only which colors mean what, but also with brand examples that gets you thinking!

Some points to bear in mind when choosing a color palette for your site

  • Consider your audience demographic when choosing colors. If you serve primarily men or women, this will factor in greatly in your choices.
  • When designing calls to action buttons, make sure they stand out, but in a way that’s complimentary to your overall scheme.
  • Keep your links blue if at all possible, as there has been a long tradition of seeing hyperlinks in blue. It’s easy enough to not get your links clicked. Why ask for it?
  • Using color to highlight and direct eyes to where you want them to be is an art, and we should all explore this art form!

This type of change will need to be carefully thought out and tested. Don’t jar your audience with a massive course correction; it may send them running. One way some brands test this out is by starting with a landing page, and testing various color schemes there. Based on the result you get, it could warrant even greater changes down the road.

So what can you take form this for your own marketing purposes? There are a few more insights to understand before you start. For instance, there are differences between how each sex views colors.

While the favorite color of both men and women is blue, women love purple, and men hate it. Men love black; women aren’t so fond of it.

Red can mean stop, as well as passion. Green can mean natural, as well as go.

Generally speaking, men prefer bright colors while women lean toward soft colors.

The key here is to test carefully. It will depend on what you are offering or testing, and even this can bring mixed results. Like I said, it just depends.

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