Intelligence Increases Business through Visibility
Published in the Westchester
County Business Journal: August 7, 2006
Your Web site represents your business 24/7 and it is often the
first contact that a potential client has with your company. Like
all of your company’s marketing materials, it should work
hard to place your brand in a dominant position in the marketplace.
In today’s environment of information overload, it is more
difficult than ever to capture the attention of your target audience.
By using creative intelligence, a strategic understanding of the
marketplace and the target audience, creative service professionals
can help to make this happen by manipulating the way information
is perceived and retained.
Here are some marketing basics to keep in mind when working with
a creative-services firm to build and update your Web site, brochures
and advertsing materials:
is your target audience?
What are their needs? What will attract them to your services
over those of your competitors? As their needs change, adjust
your marketing message accordingly.
Teach your market about your business. Concentrate on these three
Who you are, what services you offer and why potential clients
should contact you.
Track and analyze the effectiveness of your online efforts. Require
visitors to sign in and you will build a database of potential
clients for future marketing.
Your complete marketing plan should include your Web site, direct
mail pieces, print ads, e-mail advertising, SEO, cold calling
and networking. And maybe even a blog.
Create your materials once, distribute them all year long.
Have one consistent message. This is the cornerstone of any good
Remember that you get what you pay for. If you’re not an
excellent designer, hire one. Otherwise you can do more damage