DuckMedia. Insights

Insights

DuckMedia_Content

CONTENT WITH YOUR CONTENT…

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Creating an effective content strategy is key to the success of a brand’s digital marketing. To get it right you need to understand how consumers share information so you can create the right content. You should know where consumers are sharing digital information and via which devices, what kind of content they share and which devices generate the most shares.

So how does sharing content on a mobile versus a desktop stack up? Read this recent research by ShareThis to discover five facts on content sharing:

1. Consumers are nearly twice as likely to share social media content on a mobile device than on a desktop.
2. The iPhone is the most social device, as consumers are 3 times as likely to share on an iPhone versus a desktop.
3. The content shared on mobile devices is dominated by Facebook, Twitter and Pinterest, so think about how you are using these social media channels.
4. iPhone users share more on Facebook, whereas iPad users share more on Pinterest.
5. The majority of email sharing happens on a desktop.

 So now you can see how consumers are sharing content, it’s time to check your content strategy and make sure it’s informed to get results. If you want to increase your knowledge about content strategy further, contact DuckMedia today.

DuckMedia_Colour

COLOUR MATTERS…

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Have you ever considered the importance of color in branding? Coke is red. Apple is white. ANZ is blue. These corporations understand the proper use of color is vital to creating a positive image among consumers. Furthermore, color plays a huge role in memory recall. It stimulates all the senses, instantly conveying a message unlike any other communication method.

Choosing the right dominant color for your brand is crucial. This color should appear on all your promotional materials, including your logo and product packaging. As much as possible, the color you choose should set you apart, work with your industry and image, and tie to your brand promise. It should also take into account color psychology, which is fairly complex. Colors can mean different things depending on the culture, situation and industry. However, in Australian advertising at least, studies suggest some universal meanings:

Blue: Cool blue is perceived as trustworthy, dependable, fiscally responsible and secure. Strongly associated with the sky and sea, blue is serene and universally well-liked. Blue is an especially popular color with financial institutions, as its message of stability inspires trust.

Red: Red activates your pituitary gland, increasing your heart rate and causing you to breathe more rapidly. This visceral response makes red aggressive, energetic, provocative and attention-grabbing. Count on red to evoke a passionate response, albeit not always a favorable one. For example, red can represent danger.

Green: In general, green connotes health, freshness and serenity. However, green’s meaning varies with its many shades. Deeper greens are associated with wealth or prestige, while light greens are calming.

Yellow: In every society, yellow is associated with the sun. Thus, it communicates optimism, positivism, light and warmth. Certain shades seem to motivate and stimulate creative thought and energy. The eye sees bright yellows before any other color, making them great for point-of-purchase displays.

Purple: Purple is a color favored by creative types. With its blend of passionate red and tranquil blue, it evokes mystery, sophistication, spirituality and royalty. Lavender evokes nostalgia and sentimentality.

Pink: Pink’s message varies by intensity. Hot pinks convey energy, youthfulness, fun and excitement and are recommended for less expensive or trendy products for women or girls. Dusty pinks appear sentimental. Lighter pinks are more romantic.

Orange: Cheerful orange evokes exuberance, fun and vitality. With the drama of red plus the cheer of yellow, orange is viewed as gregarious and often childlike. Research indicates its lighter shades appeal to an upscale market. Peach tones work well with health care, restaurants and beauty salons.

Brown: This earthy color conveys simplicity, durability and stability. It can also elicit a negative response from consumers who relate to it as dirty. Certain shades of brown, like terracotta, can convey an upscale look.

Black: Black is serious, bold, powerful and classic. It creates drama and connotes sophistication. Black works well for expensive products, but can also make a product look heavy.

White: White connotes simplicity, cleanliness and purity. The human eye views white as a brilliant color, so it immediately catches the eye in signage. White is often used with infant and health-related products.

All the colors above can be categorized into two basic categories: warm and cold. In general, warm colors, like red and yellow, send an outgoing, energetic message, while cool colors, like blue, are calmer and more reserved. However, brightening a cool color increases its vibrancy and reduces its reserve.

DuckMedia_Versus

A FIRM vs. A BUSINESS…

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A big part of the mindset for Accountants, Lawyers and the like in adopting new digital technologies for marketing is the realisation that there is a difference between a firm and a business… Scarily, many partners just don’t see their firm as a regular business.

Referrals come, the business grows – why would we market ourselves?

Because digital technology has changed everything – including the ongoing viability of your business if you are slow to adopt the technologies of the future. Along with Value Added services and a strong point of difference, firms will need to find a niche within digital and online platforms and social media. The advantage: an extended audience beyond traditional geographical boundaries. The challenge: understanding the technology and commercialising your niche.

A firm consists of partners and those on the tools. A business consists of that team working to promote and build the business utilising marketing and sales insights, and adopting digital technologies. Professional services firms are now competing for a space online. The rules have changed and your mindset needs to orientate towards your business,
not your firm.

DuckMedia_Red Balloon

THE KEY TO SUCCESS… NAOMI SIMSON

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Here’s an interesting article we found on Linked in from Red Balloon founder – Naomi Simson. With the infinite volume of content available giving insight into success, theories on being successful, and thought leadership, it’s very interesting that key entrepreneurs and proven successful business leaders come back to a really simple concept – Hard work and practice…

Check out the Naomi’s blog article here

DuckMedia_Accountant

WHY ACCOUNTANTS NEED TO MARKET THEMSELVES…

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Well, in simple terms, if the firm and partners are intending to exist in the near future, they will need to be marketed digitally…in some form.

Webinars, Social Media, Website Traffic and Web Networking – all components of the new online commercialisation of firms.

This is the direction in which the Accounting industry is moving – Like it or not. Scary isn’t it!!

Well, it doesn’t have to be… The early adopters are kicking goals, they realise that they can’t continue to do things the traditional way. They are finding opportunities to grow and finding niche’s that compliment their growth plans.

Increased competition, reduced geographical boundaries, new offerings and a hundreds of cloud apps ready to take your place… People aren’t just going to turn up on your doorstep any more. Traditional referrals will be replaced with referrals for great experiences found online – through likes and shares.

So how are you going to get involved, and when? When will you admit that your business needs a marketing plan – a real one that is proactive.

It’s time.

DuckMedia_Marketing Partner

WHY NOT A MARKETING PARTNER…

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We should ask ourselves why,

Why fumble through digital technology, why do it half arsed?

Why pay $90 – 130k for a full time marketer for your firm?

Why have your staff losing capacity and juggling marketing activity?

Every business needs a marketing direction, and marketing plan and someone to keep the marketing activity on track. Especially in the digital era, you are dreaming if you think the business will grow by itself. What a great option to work with a marketing specialist, someone who can help you create your plan, execute it, measure it and then refine. In just a fraction of the week and on an ongoing (on call) basis. Take the legwork out of your day and create capacity within your business to focus on your offering. Lose the mindset where  marketing is seen as an extra or optional expense – we believe it’s an essential component of you driving business growth in the right direction, smart marketing is non-negotiable.

For a fraction of the cost of having a full time marketing person, you can have a specialist, well engaged and expert assist you with the marketing direction of your firm. Contact DuckMedia to find out how we can help you in person, remotely or otherwise. It’s time to start your digital journey!

DuckMedia_Accountability

WHO KEEPS YOU ACCOUNTABLE…

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Let’s assume you know the correct process and steps you need to take to move your life, your business, your firm to the point at which you have achieved your current goals. Let’s then assume that you outlined those steps and put them in place in a timely manner, and achieved your goal. Perfect!.

Wouldn’t that be nice. More often than not, the planning is easy – often the path is clear, but yet we don’t always take those steps and complete the journey. Why? How do we allow obstacles to get in our way, why do we procrastinate? When all that’s required is to take the steps, to have that faith, why would we let anything get in our way?

Because often when the desire is there, sometimes the fears are greater. Sometimes the excuses are easier and sometimes we forget how much time we really have.

It’s nice to have a compelling reason to just complete those steps and achieve your goals. Sometimes it’s nice to have an accountability partner. Someone less emotionally invested, someone who can inspire you to complete the tasks required, when required. Treat your business and your personal goals as a promise to the most important person in your life. Someone you wouldn’t let down. And if that’s not enough, find someone who will remind you of that promise, and thank them for their help.

In the words of the great writer Steven Covey – ‘Accountability breeds responsibility’.

DuckMedia_Digital Approach

A DIGITAL APPROACH…

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Welcome to the ‘Digital’ era… New Technology moving at the speed of light.

Your business, your firm will never be the same again!!

Continuing to commercialise your business, continuing to attract clients, continuing to increase revenues will continue to shift to a new playing field. Digital commerce will be a challenging minefield with potential pitfalls, but it also represents an enormous opportunity to increase your exposure to expanding geographical markets, and new revenue streams. A new form of interaction begins to exist:

  • Virtual Business Groups – Networking across the web.
  • Online Referral Strategy – Seeking ‘Likes’, ‘Recommendations’ and ‘Suggestions’.
  • Digital Communication – Sending your firm’s message to cyberspace.
  • Digital Testimonial – A representation of your firm’s effectiveness, reviews and video representations online.
  • Website Commercialisation – Selling you product online – an ongoing, descriptive and automated salesperson.

Some elements of the digital process are negotiable – for now. Some are not. The process of converting to a digital presence will continue to become more and more important and the early adopters have the advantage of gaining ground, understanding the platform and getting a head start. What are you doing to understand your place in the new digital marketplace? How are you going to ensure you stand out, that your prospects understand the value of your offering and that you continue to grow?

DuckMedia_Digital

WHAT ON EARTH IS A DIGITAL FOOTPRINT…

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The term ‘digital footprint’ is becoming more prominent as the digital world evolves. Especially as we search for our place in the online environment and start to work out what it’s all about, your footprint is becoming more important than ever. In personal terms a digital footprint generally refers to your interactions online including shopping, websites, social commentary, images and affiliations. Essentially those components form part of your digital profile, your presence when interacting in the digital world. It’s something that is re-searchable, it’s something that leaves a permanent trail like an online DNA.

So how does a digital footprint become relevant to your professional services firm? The days of your business operating only geographically are gone. We’ve seen it in the Accounting industry with cloud based solutions and the need to offer value added services, and target the online consumer. Traditionally large and successful firms now need to compete for digital territory – it’s where a trickle of their clients are heading, and where the majority will end up. As a professional services firm for example, how can you build and shape your digital footprint so that it reflects appropriately on your business and continues to do so into the future to help you capture online opportunities. Where do you start?

At DuckMedia, we tend to look at how you can build your digital footprint in relation to your ongoing brand. We recommend planning and research to explore the options suitable for your firm, likely to reflect the culture and purpose of your offering. You want to create a footprint that enhances your future interactions online. The content, the methods the affiliations you choose should all form part of the bigger picture of what you would like your footprint to look like. We have created a short checklist as a reference point to ensure you have the right focus throughout the process.

1. Always ensure you digital (online) presence reflects your brand in each interaction – both physically (using the right logo, images, fonts, scripts and copy), and also in line with the company culture (approved commentary, official descriptions, content that enhances your position).

2. Have a planning session and regular tracking to ensure your digital message is consistent. Explore the options for communicating your message and formulate a plan for how that will be done. Monitor consistency of the content and release of content to become a resource to the online community.

3. Create a central point for development and control of your message. It doesn’t need to be a digital expert, it needs to be someone who understands the firm’s objectives and can work with a digital expert to build the online brand.

4. Staff output monitoring is now essential. Monitoring your staff’s output has become vital in protecting your brand. Their communications both professionally and personally with social media and the like can certainly have a big impact in the long term. A policy relating to staff reference of your firm or business pre-empts negative content being posted and the erosion of your digital footprint goals.

5. Search your own offering regularly. By reviewing and searching your business online, your brand and your products, you will understand where your footprint places you, how you rank and how the online world sees you. Search your business name, search your leaders, search your products – it’s often surprising and is your prospects reality.

Talk to DuckMedia to formalize your digital footprint, connect@duckmedia.co

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