Chevron Editing | Brand
Chevron Editing
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24.01.2022 "Nike spent billions of dollars to teach millions of people that the swoosh is a symbol of human possibility and achievement, as well as status and performance." - Seth Godin Nike's latest campaign, 'Play Inside, Play for the World', is another marketing triumph. When hundreds of millions of people kick a footy or pass a soccer ball in the confines of their home, guess who they're thinking of? Nike.... It's a brilliant example of turning a global crisis into a positive branding opportunity - and being socially conscious while doing so. #marketing #branding #nike
22.01.2022 'Storytelling' is one of those marketing buzzwords that gets used a lot - and often not in the right way. It's often conflated with branding, even though they're two totally separate concepts. Not sure how they're different? Check out these definitions we put together.... BRANDING is the process of the company expressing itself - outputting how it wants stakeholders (think customers, employees, and competitors) to view it. STORYTELLING is a mechanism for showing (not telling) the benefits (not features or outcomes) a product or service can deliver at a human level. It's often used in conjunction with branding, but it's not the same thing. Do those definitions line up with how you view branding and storytelling? If they don't, tell us why! #ChevronEditing #branding #storytelling
22.01.2022 Our new blog post is here! If you're wondering how and why you should create viral content for your business, give this a read. We go over topics like what emotional valence shares best, how to implement triggers in content, and how to create "social currency" with content instead of products/services. Check it out here: https://chevronediting.com.au/making-content-viral/
21.01.2022 What do good copy and uncluttered rooms have in common? Compare these two photos and you'll get an idea. In the first, you instantly focus on two things - the chair and the basket.... In the second, the room is so crowded that you're not sure what you're supposed to be looking at. Copy is pretty much the same. Good copy makes a single, powerful point. Messy copy contains lots of ideas, and none of them are very clear. Both good copy and messy copy can be written well, but only one of them works. Simplicity equals effectiveness. What do you think? #ChevronEditing #copywriting
19.01.2022 Got a Shopify store? You probably have products you don't want customers finding through your store's search function, like products for your VIP members, sold-out products or off-season products. We've put together a simple, easy-to-follow guide that you can use to stop your search results being clogged up with the wrong products.... Check it out here: https://chevronediting.com.au/exclude-products-from-shopif/ #ChevronEditing #Shopify #ShopifyMerchants
18.01.2022 What do a pot plant and your business's marketing have in common? 1. They both need good soil to grow in. Without a clear, tailored strategy, your marketing won't succeed. 2. They both need care and attention. There's nothing in your marketing arsenal - not ads, not SEO, not websites and not content - that you can just 'do' and leave. Everything requires constant optimisation to achieve results. ... 3. They both grow better with expert help. As a small business owner, you've probably picked up the basics of marketing - and that's great. But when you want your marketing to really take off, it's time to bring in a specialist. Looking for marketing excellence? We'd love to help. Give us a call on 1300 617 334 or email us at [email protected] for an obligation-free chat. #ChevronEditing #marketing
18.01.2022 It's easy to overthink marketing. Between the endless 'experts', online courses and buzzwords, understanding it can seem impossible. Here's the thing: the basic concepts of marketing are surprisingly simple. ... 1. Identify who you're selling to. 2. Identify the problem you're solving. 3. Tell the people you're selling to why/how your product/service solves their problem. Do these three things correctly and your marketing will be on the right track. #ChevronEditing #marketing #marketingtips #digitalmarketing #digitalmarketingtips
18.01.2022 Our number one copywriting tip? Know your audience. Excellent writing skills, good selling points and a clear message are all important.... But they'll be completely wasted if you don't understand the people you're writing for. Take the time to research your target market. Learn about their problems, and how you can solve them. That's when you'll start writing copy that actually produces results. #copywriting #ChevronEditing
18.01.2022 What’s your brand’s promise? When you strip back the jargon and the technicalities, marketing boils down to making a promise to your target audience and convincing them you can keep it. That promise isn’t a tagline or a positioning statement (these front-facing aspects come later), but an expression of your product or service that underpins your marketing and sales efforts.... The more specific your promise is, the more quantifiable it is, the more likely people are to trust you. Here’s an example. We’ll give you the best mattress you’ve ever had is a bad promise, because it’s non-specific and seems too good to be true. It’s also very subjective. There’s no way you can consistently keep a promise like this to your customers, and they won’t believe you can either. Alternatively, We’ll give you a mattress that uses medical technology to improve your sleep doesn’t sound as impressive, but it’s the kind of promise that people will believe, and, more importantly, it’s the kind of promise you can keep. Being able to articulate your promise isn’t the key to great marketing, but it is the foundation for it. #marketing #branding #copywriting
17.01.2022 Many decision makers - from small business owners to department heads - have a mindset that spending money is bad. Cost-cutting is viewed as a solution. Harder work and greater productivity are the answers to problems. End-of-quarter results are the ultimate metric. It's a self-defeating strategy. A refusal to spend money - to invest in training, technology and the right team members - is a good way to halt growth and gut your profits.... To get the job done, you need the right tools. For marketers, that includes everything from cameras to microphones to analytics tools. Budget generously, and invest in quality. It doesn't matter whether you're talking about training, software, equipment or contractors - you get what you pay for. #marketing #contentmarketing #businessmindset
17.01.2022 Over the next few weeks, we'll be posting tips about how to make your website faster - even if you've never written a line of code in your life. Wondering why you should care about site speed? There's two big reasons. 1. User Experience... Nobody likes clicking onto a web and waiting ages for it to load. In fact, a load time difference of just 4 seconds results in a bounce rate of +90%. If you want more conversions and less clicks to your competitors, improve your site speed. 2. SEO Site speed is a major ranking factor, and is only likely to increase in importance as mobile searches go up. If your site is significantly slower than your competitors, it's likely to affect where customers see you on Search Engine Result Pages. We'll be posting actionable tips about how to make your site faster over the next few weeks - add 'Chevron Editing' to See First under News Feed Preferences so you don't miss out. #ChevronEditing
17.01.2022 Your marketing isn't based on fancy pictures or clever phrases or discount codes you promote on Facebook. It starts with answering four questions: 1. What problem are you solving?... 2. Who are you solving it for? 3. What specific strategies are you using to solve it? 4. Why is your solution the best solution out there? Answer those questions properly, and you'll have the beginnings of a good brand strategy. Why is this important? Because the answers to those four questions are the foundation for your business's future, and, without them, you'll never get the marketing results you're looking for. Own a business or work for one? What do your answers look like? Comment below
16.01.2022 The Australian hospitality industry is starting to recover, but the threat of a second wave is very real and could easily spell the collapse of smaller, more vulnerable hotels and resorts. Three things will separate the survivors from those who go under: Extensive cash reserves Ruthless cost-cutting... Great marketing In our latest blog post, we give hotel marketers actionable tips to help navigate the second half of 2020, including how to use content to inspire bookings and how to create opportunities even in the middle of a crisis. Give it a read here: https://chevronediting.com.au/hotel-marketing-tips-covid-19/ #hotelmarketing #australianhotels #hotelsandresorts
16.01.2022 Want a really easy tip that will literally cut seconds off your website's loading time? Optimise your website's images. According to a 2018 HTTP Archive report, images make up, on average, 21% of a web page's weight, second only to video (60%). Here's how to do it.... 1. Compress your images with Photoshop's Save for Web option, or use an online compression tool. 2. Resize them to their display size (an average laptop screen is about 2000 pixels wide, so you don't need to upload images that are 6000 by 4000 pixels). 3. Save as JPEGs, not PNGs. 4. Use a plug-in or app like Smush to lazy-load images and automatically convert them to better formats like WebP. Want exact, detailed steps? Check out our guide here: https://chevronediting.com.au/image-optimisation-tips/
16.01.2022 As COVID-19 sweeps around the world, the PR decisions businesses make are critical. Hospitality groups and service-based companies need to refund and absorb the cost of cancelled bookings, rather than passing that cost onto customers. Charging cancellation fees might be a viable short-term solution, but customers will remember and your brand will ultimately suffer.... Even if you're not in the travel industry, reaching out and reassuring your customers is a smart move. Sympathise with their fears, let them know that your hygiene practices are impeccable, and, if necessary, offer small discounts or deals. Image courtesy of Pixabay. #covid19 #coronavirus #pr #prstrategy
15.01.2022 2020 will be a crucible for businesses. Many have already sustained massive losses (ours included). Some are flourishing. But it's the next six months that will define brands, and your success or failure won't be determined by your industry.... It will be determined by your ability to innovate. To identify and seize opportunities. Because the status quo is being overturned, and even market leaders aren't safe. There's incredible risk, but there's also unprecedented opportunities for growth. COVID-19 has thrown our world into chaos, but that doesn't mean we can't come out the other side stronger. #digitalmarketing #marketing #marketingstrategy
15.01.2022 SEO is changing - at least slightly. Google have now announced that the Core Web Vitals (Largest Contentful Paint, First Input Delay, Visual Stability) will become part of a new Page Experience Signal, probably early next year. So what does this mean for small businesses?... It's all pretty technical, but LCP and FID are both to do with page loading speed, so it's important you get your site working as fast as possible. CLS is how much elements jump around while the page loads - your site may or may not have this issue. You can test them all with the Web Vitals Chrome Extension, which tracks them in real time. Page Experience will just be one of Google's many ranking metrics, but it's important to address potential issues before it's rolled out, especially if you're in a competitive niche. Questions? Drop a comment #chevronediting #digitalmarketing #seo #smallbusinessau
14.01.2022 Our first tip for making your website faster is here! And, no, you don't need to know how to code. A big factor in website slowness can be your content management system theme. Different themes are different sizes, load scripts in different orders, and have varying numbers of HTTP requests. If that didn't make any sense to you, it's okay. Just Google "lightweight [your CMS] themes" and you'll be able to find a list of suitable themes.... Unless you've had a developer work on your theme, most CMSs let you switch between themes easily without losing any content. If you're worried about your website's speed and you're not using an expensive theme, a quick switch can make a big difference. #ChevronEditing #smallbusiness #webdevelopment
12.01.2022 Your product or service is not designed for everyone. It won't be suitable for everyone, not everyone will like it, and, if you try to market it to everyone, you'll end up selling it to no-one. Find your niche. Find your target audience. Cater to them, not the rest of the world.... By positioning yourself correctly, you'll waste less money, face less competition and be more successful at offering solutions to your customers. #marketing #marketingtips #positioning
12.01.2022 Not sure what the difference is between a motto, a tagline and a slogan? You're not alone - marketing jargon can get confusing. That's why we've put together a simple guide that breaks down the difference. ... Your brand forms the basis of your marketing, and you need to get it right from the very start. If you're a small business owner struggling to get your head around your marketing, go ahead, give it a read and comment any questions below The full article: https://chevronediting.com.au/tagline-motto-slogan-differe/ #chevronediting #marketing #branding
09.01.2022 Our second tip to speed up your website: delete or deactivate unused apps and plugins. Many apps and plugins slow down your site (sometimes a little, sometimes a lot), which is fine - as long as you're using them. For WordPress users, deactivating unused plugins is enough to stop them affecting your site's load speed. ... If you're with a different CMS, it may be better to simply delete them. Either way, cleaning up your apps/plugins is a quick and easy way to improve your site's performance. #ChevronEditing
08.01.2022 Here's something a lot of businesses forget when marketing: customers don't care about your product or service. They care about how it will solve their problem. So don't market your business's features, because chances are your competitors are doing exactly the same thing.... Instead, market your benefits and outcomes. If you're wondering what the difference is between features, benefits and outcomes, here's an example. Let's say you sell vegetables. Your features might be that they're extremely fresh, priced competitively and grown organically. (You can already see the problem - lots of other vegetable businesses probably have those same features too.) The benefits of eating your vegetables are that customers will be spending less, enjoying better-tasting meals, and avoiding unpleasant chemicals. The outcomes (the transformative impacts on your customers' lives) are that they'll have more money to spend on things they love, they'll probably live longer, and they'll have more rewarding meals with their families, which translates into more family time. You'll never win by competing on features, but marketing your product/service's benefits and outcomes creates a point of difference for your business. #marketing #ChevronEditing #branding
08.01.2022 Direct response marketing and branding are often compared with an ‘either-or’ mentality. Some advocates of direct response paint branding as pointless; some branding marketers say direct response is ultimately ineffective. Now, more than ever, it’s easy to see that both approaches are equally necessary. ... Brand equity will be critical as businesses try to claw back their losses after COVID-19, but it’s the cash flow generated by direct response that will help them survive the crisis in the first place. Think of the two like this: direct response tactics are typically fast and aggressive, aiming for short-term sales. Branding is the slow and steady process of creating something that inspires customer loyalty and brings reward in the form of long-term sales. Neither can succeed without the other. Both are sets of tactics in a smart marketer’s arsenal. What do you think? Do you believe in using branding, direct response, or a combination of the two? #branding #marketing #directresponse
06.01.2022 It’s the start of a new year, which means it’s a great time to revisit the basics of marketing. The real basics like ‘what is a brand?’ Many marketers deal with the tangible parts of a brand, like colour palettes, fonts and logos, and end up confusing these ‘brand elements’ with the brand itself. ... The truth? A brand is so much more complex than that. Here’s a definition we put together after reviewing the literature: A brand is an interface through which consumers interact with a company. It is composed of a company’s reputation, image, products/services, corporate culture and more. A brand is physically represented by brand elements, which are things like logos and brand colours. We explain brand and a whole bunch of related concepts, like brand personality, brand equity and brand associations, in our latest blog post: https://chevronediting.com.au/what-is-a-brand/ What do you think? Is a brand the complex result of corporate parts interacting? Or is it just the things we can see logos, taglines and brand colours? Drop a comment and let us know.
02.01.2022 One of the first casualties of a crisis is discretionary spending. When consumer confidence drops, buying shifts to essential products and services, which is a problem for non-essential businesses. As marketers, we can't change global events or how people feel about them, but we can change how people perceive our brands.... Think about alcohol - it's a luxury we don't need, yet there are now buying limits in place because people began hoarding it. Why? Because of how deeply embedded it is in our lives. Cold beer is for weekends and good mates. A rum and coke is perfect for a relaxing evening. A nice wine goes with Friday night dates. Relaxation and romance and socialisation all rolled into one product. There's still a place for the narratives that go with alcohol, and so people will continue to buy it. Going forward, we marketers need to re-position non-essential brands into FEELING essential - to show consumers that, even a pandemic-stricken world, our products and services still have a role to play in their lives. #marketing #marketingstrategy #branding #chevronediting
