Marketing materials are one of the most important tools in a business’s arsenal. But while everyone has them, they’re not always kept up to date; a bad habit that could end up costing companies’ sales without them even realizing. Ensuring your graphics + marketing tools are current means you’ll fair better against constantly changing trends and customer demands in the marketplace.
But complete overhauls of your marketing materials is not always necessary since it can be costly and time-consuming, especially for small businesses. So instead of going back to square one, here are a few tips to give your marketing content some new life – and hopefully bring in some new customers too.
A company’s logo is the biggest visual representation of their brand. It’s usually what people remember or recognize about a business since it’s a neat, graphic summary of their aesthetic and intentions. But if your logo is old or irrelevant to the current branding of your company, it can also be the first thing people forget.
Make sure your logo visually fits with the rest of your marketing materials: stick with similar colours, fonts, and styles so it doesn’t feel disconnected from your brand. Cohesiveness is key. It needs to be the start of your company’s story in a simple but impactful way.
The biggest marketing tool a company has is its website. This is where potential customers can find all the information they need to decide whether to go into business with you or not.
First and foremost, make sure all information on your website is up to date. That could mean contact information, previous clients, or your call to action. It’s all good and well that you have a tab highlighting the work you’ve done in the past. But not if it hasn’t been updated since 2010.
If you’re finding online traffic on your website is lacking in general, it could be time to redo your user interface. Customers are less likely to stay on a website that is confusing and difficult to use, especially on their phones. A clean, simple website (that is compatible with mobile phones too) can be the difference between bringing people to your site and keeping them there.