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Market/Share

Marketing in 2016 and beyond is all about personalization. Businesses can’t just hit the general population over the head with a hammer anymore; rather, they’ve got to adapt to the segmentation of society and cater to different groups in different ways. One great way to isolate a segment of your audience and deliver direct messages to them is via newsletters. Yes, that antiquated 20th century notion still has traction today, as new software programs have made building electronic newsletters–and tracking their analytics–easier than ever. Visionworks Marketing Group produces a monthly e-newsletter that we call Market/share. We’re proud to show it off, and we’d love to add you to the recipient list if you aren’t already on it. Click to subscribe, or simply browse around. Thanks for visiting!

Some things in life don’t have extended expiration dates. Fresh raspberries. Taylor Swift’s romantic relationships. Websites. Yes, unfortunately, the biggest window into your business must be updated regularly and ultimately replaced every few years. It’s true—what looked great and inspired customer engagement five years ago looks archaic now. Haven’t we all seen some terribly dated websites? Be honest—they affect how we feel about the company in question.

How fresh is your website?

It’s not easy, or cheap, to build a quality website. Sitemaps, content, search-engine optimization and other factors all determine how well your site functions. If you don’t have rich, frequently updated content to lure readers to revisit your website, you will likely lose that consumer (and her wallet) to a company who does. Having a visually pleasant website is important; just as crucial is having the content to keep the customers coming back.

Visionworks Marketing Group builds and maintains the websites of several clients and has a proven track record of improving digital engagement. Enlist a trusted partner to build a fantastic website and keep it running smoothly. You’ve got enough on your plate as a business owner. Contact Top Dog Lili Vianello today to find out what’s possible with Visionworks.

Chances are, you’ve used a search engine before. Whether looking for a new pizza joint to try out or researching the best carpet installer in town, most people understand the concept of an internet search via Google, Bing, etc. But what goes on behind the scenes to make a list of websites appear on your screen in a matter of moments? The answer lies in SEO.

SEO = Search Engine Optimization

Simply put, SEO makes your website easy for search-engine robots to understand and users to find. Search engines have become increasingly sophisticated. SEO helps the engines figure out what each page is about and how it may be useful for users who are conducting a search.

If your SEO isn’t good or current and your company is listed deep in the search results, the user might not ever get to you. Worse, a website can be completely invisible to search engines if you don’t have any SEO in place—which can be tricky if you don’t know where or how to start.

Visionworks Marketing Group is well-versed in SEO and can improve your website’s functionality for less than you might think. Relax and let the professionals sweat the details. You’ve got more important tasks to tackle.

Contact Visionworker Melissa Boukezzoula today to learn more about how we can make sense of your SEO and get more eyes on your business.

What does branding really mean? Is it your logo, colors or the language you use? Is it the ad campaign you are currently running or the slogan you’ve utilized for years?

According to Rob Frankel, branding expert with Frankel & Anderson, Inc., branding is more than just your company name or logo. It’s the reason why people evangelize you. Your brand is a gut feeling, a distinct understanding of a product, service or company that exists in the mind of the consumer. A brand is the relationship between the product or service and the user. Understanding the brand in the context of the user’s life facilitates defining the essence of the brand. Frankel points out that branding is not about getting your prospects to choose you over the competition—it’s about getting your prospects to see you as the only solution to their problem.

The world has certainly changed. Instead of being a society of mass production we are a society of mass customization. Purchasing choices have multiplied and consumers are faced with many more options for the same product or service than a generation ago. Purchases are made now based on more symbolic and, sometimes, subconscious reasons, rather than by comparing features and benefits. Some consumers ask themselves, “What kind of people buy and use this product? Do I want to be associated with this group?” Apple, McDonalds®, the St. Louis Cardinals, even Pepsi are great examples of successful brands that evoke passion. A brand is about how consumers feel about themselves when they use a product or service.

Others evaluate their willingness to make a purchase based on the degree of trust they have with a company. Trust is the most direct route to a buying decision – and the foundation of successful branding. Ted Leonhardt with Leonhardt Group puts it succinctly: “A brand is the emotional shortcut between a company and its customers.”

So, a disciplined focus on the target audience is an essential element of successful brand management. How does your brand touch a basic, human need such as popularity, security, comfort, convenience, attractiveness or status? The most successful brands begin the marketing process with genuine consumer insight gained via robust customer research. Strong brands are successful because of a disciplined focus on a core customer. For many organizations, this segment represents no more than 15–20 percent of the customer base. But this segment, the core customer, represents a significant percentage of total business revenue.

Another component that needs to be part of the strategy is operations. The role of branding has shifted from a marketing function to a central organizing principle. The goal is to make sure all consumers have a consistent, positive experience. Branding is about building an organization’s capacity to deliver on its brand promises across all aspects of the organization, from the receptionist to the mailroom to the CEO. That’s what Ray Kroc accomplished when he started a little chain of hamburger restaurants called McDonald’s®.
It is also a philosophy that the Disney® Corporation keeps front and center. Paul Pressler, former president of Walt Disney Attractions, put it this way: “A great brand stays close to its customers. Strong brands keep close study of every aspect of the customer experience to ensure it is always a positive one.” And the corporation knows the value of delivering on that promise. Disney estimates the lifetime value in residual sales of a person having an outstanding first time visit to one of its properties to be $50,000. Going back to that one consumer, time and again, branding and reinforcing the Disney experience has obviously produced amazing results.

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