So it’s the first episode of Online Marketing & Communications in 2016. What better way to kick off the year than look at some of the things that we discovered at Moondog Marketing & Media in 2015.
Branding was one of the first things I thought of when looking back at the year. In 2014, we were Jontus Media but as of January 1, 2015 we rebranded and became Moondog Marketing & Media AB.
Relaunching the company under a different name was not easy, particularly because we were having to juggle client work with the launch. Quite quickly it became apparent that we’d got the initial branding wrong. It was too cartoon-like, too playful. Particularly because many of our customers work in B2B.
We quickly tweaked our branding and, throughout the course of the year, learned more about how we need to take care of our branding as we go in 2016. The results of this will, in part, become more evident when we tweak the website during Q1.
If you’re looking to learn more about branding, do check out:
- Lets Talk about Branding with Izabela Russell
- What you should know about branding – with Craig McBreen
- Bringing branding back – with Jamie Wallace, Suddenly Marketing
Web Traffic is Getting Harder to Get
Arguably the biggest issue for marketing online in 2015 and onwards is getting sustained traffic to your website.
So many of businesses that approached us last year were struggling to attract visitors to their site. Sure, content marketing in the form of blogging, podcasting, vlogging, and so on brings you traffic but Pay-Per-Click advertising is a sure fire winner when you need a vitamin boost of traffic.
One of the things that I wanted to stress on the show was just how we shouldn’t underestimate the power of traffic as a learning tool. If we, say, run a campaign driving thousands of visitors to a site, and when I say visitors I mean targeted visitors, you get a really strong indication of the quality of your landing pages, your copy and even your sales offering. Without sizeable traffic to your site, you don’t have sufficient data to draw any conclusions about the way your marketing is performing.
What with the continuing trend for businesses to create more and more online content, it’s going to get harder, I am sure, to be seen in 2016.
What’s your strategy ?
Poor landing pages mean poor conversion
Time and again we saw in 2015 that new customers didn’t have good enough landing pages to support the online campaigns they were running. Often, they were just a regular page on the website, typically made with WordPress, with little attention paid to design or sales copy.
Nowadays tools like Unbounce or Lead Pages make it easier for businesses of all sizes to quickly and efficiently create pages that really work well to capture leads or sell products. Of course, copy is also incredibly important and continues to be something that people skimp on.
As far as I’m concerned, we need to work harder and harder to get our landing pages right. After all, we invest time and money to get visitors to our site: we need to ensure that they take the desired action.
And the other stuff
I also go on to talk about the role of social media, video and email newsletters in 2015 in the pod as well as rant a bit about WordPress!
If you have any comments or questions, do get in touch!
Finally, a big shout out to regular listener Gerben G van Dijk who made a video parody of the podcast, embedded here. It put a smile on my face on New Year’s Eve.
Thanks Gerben !
All the best for 2016 from all of us here at Moondog. We hope 2016 is a barking success !!