Traditional vs Modern Marketing - who wins?


Marketing specialists have been arguing the pros and cons of traditional versus modern marketing since the dawn of the internet. We thought we'd take a look at the state of play in 2021 and weigh up the benefits and disadvantages of traditional marketing against modern digital marketing.


What is Traditional Marketing?


Not that long ago, the tools of marketing were limited to print (magazines, newspapers, flyers), broadcast TV (commercials or sponsorship) or radio (Ads or sponsored content). Print, TV and radio are what we now call 'Traditional Media'. Despite predictions about their demise, these media forms continue to operate and can still deliver large audiences.


Modern Marketing


Modern marketing, sometimes called digital marketing, encompasses everything from eDM's, podcasts and websites to digital ads, YouTube videos and social media content.

The pros of digital marketing include:

  • The ability to target particular demographics or interest groups
  • Detailed metrics on audience responses, including open rates, viewing time etc
  • Lower costs and a greater return on investment


Even if your campaign assets are expensive to create, digital marketing still wins on cost over traditional marketing because you can continuously test and modify your campaign based on the audience data received. By comparison, a TV Commercial, once completed and ready to air, cannot be easily modified. Nor can a TVC garner the immediate feedback that is available on a digital platform.


Digital marketing content is a lot more malleable as well—it can be easily adapted to different channels and customised to suit specific audiences.


Why use Traditional Marketing then?


The key to successful marketing is knowing your audience, and this is why traditional marketing still has a role to play. For example, customers expect to see a premium or luxury product advertised in a glossy magazine or a big-budget TV commercial. Likewise, a community newspaper ad or mailbox flyer can still be very effective when targeting a local audience.


Modern marketing and traditional marketing are not mutually exclusive—the best campaigns combine the strengths of both media. Let's face it, we still live in a physical world, and a well-placed billboard can reinforce your digital messaging and encourage that final call-to-action response in a customer.


There are some unavoidable disadvantages with traditional marketing though. Typically, a page of advertising in a magazine or newspaper is much more expensive than the digital equivalent. That printed content also has a shorter lifespan, as the newspaper quickly becomes yesterday's news.


There has been a significant drop in the numbers of people who watch broadcast television, as more viewers switch to streaming services and content delivered through social platforms. Last year's lockdowns saw the closure of some magazine titles, as readers migrated to online content.


Digital marketing offers one killer feature that no magazine or TV ad can match—the ability to convert ad viewers into e-commerce customers with a single mouse click or finger tap. Internet-based marketing opens up a wealth of different creative outlets for promoting your company and products, including:


  • YouTube' How-To' Videos
  • Podcasts
  • Live-streamed events
  • Social media competitions


So, in the battle of digital marketing vs traditional marketing, we have a winner, and it's digital. But while digital marketing is more effective, it's not necessarily easy. As more businesses promote themselves online, the competition for eyeballs has become fierce. Marketing pro's like the team here at Activate can help you design digital campaigns that actually deliver on their objectives. The key is integration—making sure your messaging is consistent across all platforms and working together to drive sales. We believe a great website should be the core of your marketing strategy, as it offers you the most control over your brand and the customer experience.


If you're looking to refresh your digital marketing this year, we can help you with website development, brand design, SEO and online marketing. Contact the team at Activate to get started.


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Posted in Marketing

Web Design Innovation - What to Expect in 2021

2020 was the year where conducting business online became essential, thanks to Covid. 

Consumers were either in lockdown or practising social distancing, and company websites became a vital link for e-commerce and conveying important safety information. We saw many companies pivot to online sales and focus their efforts on improving web design functionality. The pandemic has influenced the messaging behind website design too, with many organisations adopting a kinder, more empathetic tone. 

So what does 2021 have in store?  We expect web design in NZ this year to capitalise on the learnings of 2020, and more small businesses will look to start or improve their website design in NZ.

Visual Trends

Clean minimal designs are making a comeback in 2021, often with a focus on bold and creative typography.  Blur is another feature showing up in many new websites, allowing developers to create a suggestion of depth and separate foreground from background. Noise, grain and other visual effects are another popular technique to give your site a more natural feel that is less clinical. In general, expect to see website visuals that offer a positive, helpful and healthy vibe. Kindness is ‘in’. 

Animation and 3D effects were often discouraged in the past because they took too long to load, but HTML5 technology has changed the landscape. We’re seeing some beautiful 3D motion, animation and interactive UI design elements out there. The popularity of animated emojis on mobile platforms has seen a parallel increase in the use of GIFs in web design. Who would have thought GIFs would be so popular in 2021! Lottie files are a new lightweight, scalable animation format that works on all devices—one of the many innovative new web animation technologies bringing websites to life.

No Code/Low Code 

As part of the drive to make websites more functional, transactional and economical, many designers and developers are turning to no-code or low-code tools and apps to provide back-end functions. These cloud-based tools can be linked together to offer services such as data collection, e-commerce, and database management. The term ‘no code’ can be a little misleading, as these technologies still demand a level of skill that requires input from professional website designers.


There is a strong movement for more engagement by SME’s in their local communities, and we envisage guest blogging, online competitions and other collaborations will become increasingly popular this year. Optimising websites for local search will be a big focus too, as businesses have learnt how important it is to be visible to customers in your area. The risk of cancellation has led many organisations to switch to virtual events, including streamed concerts, online conferences and even fashion shows. The technology costs for streaming have dropped dramatically, and we believe more businesses will start to incorporate live stream features into their websites.

Less Social Media 

There is concern about the increasing power social media companies have over the internet, but there is also growing resistance and pushback from consumers. We expect to see business owners redirect some of their social media budgets into website optimisation and content marketing. There is good reason to be a little sceptical about the advertising metrics provided by platforms such as Facebook and Instagram, as you can only take the information at face value. Analytics from your website give a much better indication of traffic volumes and sales conversions.


Integrating your website into your business software eco-system is the final trend we think will accelerate this year, as cloud-based integration tools become cheaper and more sophisticated. Some of the many options for integration include:

  • Feeding contact form details into your CRM application
  • Passing Shopify data into Xero 
  • Capturing website bookings with Calendly

If it’s time to give your website a boost—talk to the team at Activate Design. We do web design, graphic design, app development, branding, content marketing and SEO optimisation. We’d love to hear from you.



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Posted in Website Design

How to Create Awesome Content for Your Business’ Website

content writing topics

So you already have a well-designed, mobile responsive website. Congratulations! To make the most of it, the next step is to create content. This will not only help you rank higher on search engine results, but also convince your customers to buy your products and avail of your services.

One of the best solutions is to work with credible content writers. They have the skills to craft great content, not to mention a comprehensive understanding of how SEO works. However, just because you’ve hired the best content writers doesn’t mean that your work is done.

Indeed, in order to know what good content is, you need to understand how it’s made. Here are just a few considerations to keep in mind when creating content for your website:

Determine the Purpose of the Content

Good content fulfills a purpose. Thus, you have to first determine that purpose before you can start making content. Do you want to promote awareness about your business? Do you want customers to appreciate the benefits of your products and services? Do you want people to make a purchase?

Once you figure the purpose, the next step is to figure out your customer’s persona/s. This way, you can craft content that “speaks” to them, whether they’re mothers or young professionals or sports enthusiasts.

Using these two crucial factors, it will be easier to create content that has all the information your customers are looking for.

Don’t Be Too Clever

Of course, you have to create smart, helpful content that’s relevant to your customers. However, there’s a fine line between sounding intelligent and sounding pretentious. You want to avoid the second one, since it creates a bad impression.

Moreover, not all readers have the time to interpret your content. Thus, simplicity is key. You want your content to be helpful and easy to understand. It should also be straightforward. If you want them to do something, say sign up for an email newsletter, make a clear call to action for it.

Hold a Conversation

The age of the internet and social media has changed the way people communicate. These technological innovations have made brands more accessible, something with a personality that customers can relate to.

This means that your content shouldn’t be stiff and formal. Rather, it should be friendly and conversational. Imagine you’re a trusted confidante who’s trying to provide advice. You don’t want to sound condescending or indifferent, right?

Simply put, loosen up your language a little. You’re solving a problem together, so avoid talking down on your audience through your content.

Keep in Mind: Your Website Is NOT a Book

When people read a book, they usually start from chapter one and then go sequentially from there. This doesn’t apply to your website. In fact, depending on your SEO efforts, your audience will rarely land on your website’s home page.

This means that you should structure pages and content to be easily navigable. Be clear on what their journey should be, whether that’s to click “Add to Cart” or read another article.

Finally, if you’re not writing lists or steps (e.g., a recipe), you should apply the inverted pyramid technique used by journalists when writing content. The inverted pyramid puts the most important information on top then all the “deep-dive” details further below. This is perfect for content types such as press releases.

Make Your Content “Snackable”

In relation to the previous tips, you need to ensure that your content can be easily consumed. “Snackable” content is simply more user-friendly. Whether your audience has a lot of free time or not, they’ll easy-to-read articles and shorter videos appealing.

To create snackable content, divide it into distinct sections that are separated by descriptive headings. If and when applicable, try to use bulleted lists. Charts, tables, pictures, infographics, and other visual elements can also help break up intimidating walls of text.

When it comes to videos, try to keep it on the shorter end. About 3 to 5 minutes would be golden; anything longer should be hosted on video-sharing platforms. Obviously, you can still host long videos on your site. However, they would work best if uploaded to dedicated video sites.

The thing to remember is that creating content isn’t painfully complicated. However, it does take a lot of practice. There are also plenty of things to consider, such as the way search engines and social media platforms work when it comes to ranking your content.

Lastly, remember that you have to continuously update your website with fresh content. This will help keep you active and relevant to search engines, which means you’ll continue to rank high in search results.

Besides, you never know who will stumble upon your website. Consistently uploading great content—whether that’s a blog, a video, or a combination of different media—can show your audience that you’re always ready to help.

Why Your Website Needs SEO Now More Than Ever

seo and web design

If you have a business and you have a website, then you’ve probably heard about SEO and how important it is. SEO, which stands for search engine optimisation, is a group of techniques and best practices that aim to help you rank higher in search engine results pages (SERPs).

Essentially, modern SEO is how search engines—primarily Google—keep their results fair. If your website works hard to provide helpful content to users, then your page/s will show up on top or at least on the first page. For this reason alone, you should definitely invest in good website SEO services, who can help you with the three main components of SEO: on-page, off-page, and technical.

On-page is what you do on your own website, such as writing SEO-friendly content and optimizing images. Off-page SEO, on the other hand, refers to anything done on other websites such as link building to improve your authority. Finally, technical SEO involves optimising website load speed and configuring your website to ensure that search engines can crawl and index it without any issues.

If you aren’t doing all of the above for your business website yet, then it’s time to do so. Through good SEO, your business can enjoy a heap of benefits:

It Improves Your Visibility

The internet can be full of clutter, especially with more and more businesses popping up. In New Zealand alone, there are more than 550,000 enterprises as of February 2020, a 1.7 percent increase from the previous year.

Now imagine even just half of those 550,000+ enterprises each having a website. How will your own appear in search results? How will your target audience know about you when they likely won’t be clicking past the first SERPs?

With good SEO, your visibility dramatically increases. This means that more potential customers will see your content, visit your website, and make a purchase or inquiry.  

It Builds Credibility

As previously mentioned, hundreds of thousands of internet users barely click on the second or third results pages of search engines. That’s because it’s implied that those on the first SERP are the trustworthy ones. The customer’s thinking is that, because the search engine ranked these specific pages higher, then they must be authorities on the subject they’re searching for.

Through the help of good SEO, you will continue to improve your rankings, building your credibility and increasing your relevance to the audience.

It Increases Web Traffic

One of the direct effects of improved visibility and credibility of your website is increased website traffic, which further increases your exposure and awareness.. This is certainly beneficial, particularly for e-commerce sites. After all, how will customers avail your products and services if they don’t know that your business exists?

Do note that the surge in traffic may not all be relevant visits at first. However, as long as you keep doing SEO the right way, a big chunk of your traffic will soon be composed of potential customers and repeat visitors. 

It Helps You Get to Know Your Customers

As the number of visitors to your website increases, the data you have about your customers will become more robust and reliable. As a result, you can get a clearer glimpse of their likes, their online habits, and their behaviour on your site. You can then use this data to create more appealing, relevant content.

As a business owner, it’s important for you to get to know your customers. If you’re aware of their likes, their online habits, and their behaviour on your site, you can continuously provide what they want, resulting in customer satisfaction and ultimately fosters loyalty.

The data you derive from your website can also be used to address your customer’s pain points. For example, if you notice that people tend to abandon their carts right when they’re about to choose a payment method, perhaps you can add more options. This improvement in customer experience can translate to improvement in credibility.

It Improves Customer Experience

Customers love helpful sites that are quick to load and easy to navigate. With proper SEO, you can accommodate all of these and more. That’s because most, if not all, SEO best practices are geared towards improving the customer experience. These include mobile optimisation, faster loading speeds, and relevant, non-duplicate content. 

Technology evolves incredibly quickly nowadays and the way people use technology evolves with it. That’s why SEO must be an ongoing endeavour. You can’t just do it for a few months and then completely forget about it later on. This will lower your rankings and can even push you beyond the second or third SERP. The key here is doing SEO right and doing it consistently. This way, you can climb to the top of search engine rankings and stay there.

Ultimately, SEO is something that all businesses should be doing. That’s because with good SEO, everybody wins. 

Five Top Marketing Tips for Small Business

After the challenges of 2020, this year is shaping up to be much more promising for small businesses. The economy is in better shape than many expected, and there is growing consumer confidence. It is by no means ‘business as usual’ though, and company owners need to keep on top of their marketing efforts to ensure they maintain visibility with their customer base.

One of the sobering lessons from last year’s lockdowns was the need to be nimble in your business so that you can react quickly to changing market conditions. We saw how restaurants and food outlets with e-commerce enabled websites could keep trading by offering online click and collect orders, while those with no internet presence suffered. Even the hardware giant Bunnings had to quickly upgrade their online shopping capability to meet this new normal.

So what can you do to make sure your business continues to thrive? We’ve identified our five top marketing tips for small businesses, based on our experience in the online and traditional marketing space. These tips will help you grow sales and build more resilience into your business.


1. Upgrade your Website 

Our number one online marketing tip is to make sure your website is ready to do business. Can customers get to your products and services easily? Can they book online? Can returning customers log in and avoid time-consuming data entry? Websites are no longer just an online brochure for your business - they should be the front end of your sales and ordering system. 

2. Local Internet Marketing

If your business has a distinctly local client base, then local internet marketing is a no-brainer. Whether it's digital ads or boosted posts on social media, online marketing allows you to focus your advertising spend on a specific geographic location, minimising expense and targeting relevant customers only. Traditional marketing can take a local approach too, with strategies such as:

  • Billboards in prominent traffic locations
  • Sponsorship of local events or sports teams
  • Letterbox mail drops


3. Connect with Your Customers

It might seem like a cliché to say it’s essential to communicate with your clients, but many businesses don’t have an adequate presence in the world where their customers live. Social media provides huge opportunities to make those connections, but it’s important to choose the right platform to reach your audience. Whether its Facebook, Instagram, Tik Tok or another channel, you need to be active and ready to respond to enquiries.

4. Build Authority

One of the best ways to improve your company’s search ranking is to build your reputation as a source of quality information. You can do this by:

  • Creating helpful blog posts with relevant keywords that answer specific questions
  • Registering your company in industry databases and sites like Google My Business
  • Contributing to other websites and getting them to link back to your site.


5. Inform your Customers

Email newsletters are still a highly effective marketing tool that you can use to convey new product information, run competitions and promote special offers. Platforms such as Mailchimp make the whole process easy and provide you with useful data on views and click-throughs so that you can refine your marketing content.

We hope these small business marketing tips have given you some ideas on generating more leads and ultimately, more sales. While online marketing can offer incredible efficiencies, we still believe traditional marketing has a role to play in a company’s overall strategy, whether it be print brochures, business cards or promotional items


Talk to the team at Activate Design, and we can develop a marketing plan for you that incorporates website optimisation, SEO, email marketing and print solutions. Contact us today!


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Posted in Marketing

13 of the Most Important Web Design and Development Terms You Need to Understand

web development, computer

If you’re working with a web design company, it’s important to know the most common terminologies. This way, you can effectively communicate with your chosen provider to build the best website for your business.

Do note that some terms may be a little confusing due to overlapping disciplines and principles. Understanding the distinctions will help you make better decisions with regards to the creation of your company’s web presence.

That said, here are the most common and important terms in web design and development you need to be familiar with:

Web Design

A reliable website design company will tell you that web design and web development are two different fields. Web design deals with the aesthetics of a website: its layout, its colour scheme, its fonts. In essence, a web designer creates what you will see on a web page.

This means that a web designer should have a good grasp of design principles. They should also be able to communicate well so that they can transform the client’s vision into reality.

Web Development

Web development, on the other hand, refers to the process of making the above-mentioned design into an actual functioning website. If an icon of an envelope is meant to bring you to the website’s contact page, a web developer ensures that that happens. In addition, a web developer ensures that the design looks good on every platform.

Web developers use programming languages such as CSS, HTML, and PHP to do their job. This is opposed to web designers who use design software as tools of the trade.

Graphic Artist

A graphic artist usually handles the creation of one or two design elements. For example, they can create the icons on a website but not its entire layout. Other work outputs that can be expected from graphic artists include fonts, illustrations, or even mascot designs.

Graphic Designer

A graphic designer combines different design elements (usually made by a graphic artist) in a pleasing manner and to convey a message. In this regard, a graphic designer may also be a web designer and vice versa.

Aside from websites, you may also find graphic designers creating business cards, logos, and posters. Their primary goal is to communicate rather than entertain.

Frontend Coding or Programming

Frontend coding refers to the code that runs on your computer browser, defining how a web page looks and functions. Essentially, frontend coders handle all the user-facing development of a website. Usually, a website developer is a frontend developer.

Backend Coding or Programming

Backend web developers handle the server side of coding and maintenance. They integrate the work of frontend developers and ensure that the website works all the time. They ensure that the server and database are running smoothly so that the website can function properly.

Backend developers use programming languages such as PHP, Python, Ruby, and .Net. They also use tools such as MySQL and Oracle to help manage data.

User Interface or UI

The user interface is what the user sees and can interact with on their computer, tablet, or mobile phone. If you’re talking about a website, then the UI will be everything visible on the page. These include buttons, text boxes, and images.

User Experience or UX

A website might look good, but it can be frustrating if it’s difficult to use or doesn’t function correctly. This is where user experience or UX comes in. This aspect of web design and development ensures that the product (in this case, the website) is easy to use and provides meaningful experiences.

Responsive Design

Websites with responsive designs change or adjust their appearance of a website depending on the screen size. This is a crucial part of web design because more and more users are accessing websites through mobile devices such as smartphones and tablets.

Domain Name

Your domain name or simply domain is your website’s address, such as It’s unique to every website, although you can buy other domain names and direct those to your website. You can buy a domain name from any domain name company or registrar.

There are three different types of domain names: TLD or top-level domain (e.g., “.com”); country code TLD (e.g., “”); and sponsored TLD (e.g. “.edu” or “.org”)


The URL or uniform resource locator is the address of individual pages. If the domain name is the house, then the URLs are the different rooms. For example, The URL is composed of three parts: the protocol (http or https), the domain name, and the uniform resource identifier or URI (the part that comes after the TLD).


API stands for application programming interface. Essentially, it tells you what you can and can’t do within a website. APIs are used to integrate one website with another (for example, a social media site) or a software (for example, a payment gateway).


You’ll often hear SSL when discussing website security. It stands for secure sockets layer, which encrypts any information that passes through a network so third parties can’t “see” it. If you see a padlock icon on the address bar beside the URL, then that website is secure. The protocol part of the URL also indicates if the website uses SSL (it should be https).

When you understand common web jargon, building a website will be more pleasant rather than stressful. Hopefully, this guide has helped you achieve that goal. 

Posted in Website Design

Why You Still Need a Business Card in 2021

standard business card nz

While some might argue that business cards are no longer relevant in our increasingly digital world, the same argument has been made about brochures and print magazines, which continue to be popular amongst consumers and business people. In this article, we look at why business cards remain a valuable tool for marketing and communication.

Here’s a typical scenario—you meet a potential customer at a trade show and agree to exchange contact information. You open your contacts app and ask for their name, mobile number, and email. It’s a noisy hall, and you’re not sure you’ve entered their name correctly. Did you get their email address right? Did you remember to save the contact in your app? The whole exchange is clumsy and time-consuming. Sure, you could share your contact details over Bluetooth, but many people are wary of receiving files on their phone from someone they’ve likely just met.

By contrast, the mutual exchange of business cards takes seconds and guarantees both you and they have the correct contact information in an attractive, wallet-friendly format. When someone presents you with their business card, being able to reciprocate with your own card undoubtedly helps the business relationship get off to the best possible start.

Also, having printed business cards doesn’t mean you can’t embrace digital technology. A QR code printed on the back can be easily scanned (something we’ve all gotten used to over the past year!), directing users to your online profile, company homepage, or e-commerce site.


What a business card says about your business

Business cards help reinforce your brand, displaying your logo, company byline, or tagline. By handing out a professionally designed and printed business card, you demonstrate that your company is established and credible. A memorable slogan on your card can be a real conversation starter too, allowing you to explain your business to a potential customer.

Another undeniable benefit of a printed business card is the opportunity to add extra information on the back, such as an appointment time, a thank you note, or even a quick quote. Business cards can be slipped in with gifts or left as a calling card.

Modern digital printing techniques allow for short print runs, so business cards can be produced in smaller batches and adapted to suit any changes to your business. You may wish to have special cards created for a large event or promotion, complete with a discount code. So your business card not only delivers your company’s information, it has a tangible value that will encourage the receiver to keep the card for longer.

What are the correct business card dimensions?

While business card dimensions are not as critical as they used to be, many people still use Filofax sleeves or desktop Rolodexes to store their important contacts. It’s worth sticking to a standard business card size such as 90 x 55 millimetres or 86 x 55 millimetres.  This new, smaller size fits better into wallets and has become a print standard.

Business card size might be fairly standard, but there are many ways to add impact through good design, quality print materials, and colour choice. Ensure your card design is consistent with your brand by using the same artwork, colour palette and typefaces.

Business cards remain a vital first point of contact with potential customers—this small printed card may be the first exposure they have to your company! So it pays to make a good first impression. Here at Activate Design, we can help you put together a complete brand portfolio, including print and digital assets.

Contact our team to start designing your business cards now!


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Posted in Graphic Design, Marketing

Why Your Business Needs Both a Good Website and Social Media Presence

good web design

In recent years, social media has become the main platform for brand engagement and conversation. In fact, it can even be argued that many companies now anchor their digital presence on their social media accounts. 

As such, it’s not a surprise when business owners wonder if websites are still relevant in terms of marketing, advertising, and branding.

The answer to this question is a definite, resounding yes. A website is a crucial part of a business strategy. The industry you’re in and the size of your business don’t matter. If you’re running a business, you need a website.

At the same time, you also need to establish your social media presence. It’s where your customers are “hanging out,” so to speak, so you need to engage them where they are. 

The key is to ensure that both your website and your social media presence are working together seamlessly. 

Why Do You Need a Website?

One of the key things about a website is that it’s completely your own. With social media platforms, you’re essentially renting your domain. With a website, you have full control and complete ownership.

This means that you’re not limited about your website’s looks and functionalities. With the help of a reliable web design company to get it up and running, your website can be the reflection of your mission, vision, and purpose.

Having a website also gives you certainty. It’s unlikely (as of now) that the biggest social media platforms will shut down, but it’s still a possibility. 

With a website of your own, you’ll maintain your digital presence as long as you pay for the hosting. You’ll also have access to all the data that comes through your website.

Finally, having your own domain also means that you can establish your credibility. Not only does a website make you look more “legit,” it also allows you to create unique, helpful content. This can help boost your search engine rankings which can then raise awareness and interest, as well as increase the potential for sales.

Why Do You Need Social Media

As mentioned previously, millions of consumers are already present on social media. This means that you already have an audience waiting for you; all you need is to develop content and target accordingly to ensure that it reaches your intended market.

The consumer base you can find in social media also opens up your brand for increased awareness and reach. With the right kinds of posts and strategic messaging, you can easily expand your market through social media.

Of course, social media pages are easier to set up. If you already have the necessary content, you can successfully publish a page within an hour or less. 

You can also redirect your domain name to your social media page, while you’re waiting for your website to be set up.

How Can These Two Work Together?

When you look at it at a surface level, your website and your social media pages can be used in similar ways. For example, you can sell products through your website as well as your Facebook page. 

And though you're likely to get better sales results through your website, social media has other applications to improve your business that a website does not.

Your website is great for boosting your search engine rankings through helpful content, establishing your credibility, and making sales. It’s also the best place for gathering data that can help you fine-tune your marketing and advertising tactics.

Meanwhile, social media is perfect for engaging your audience, building a brand and online persona, and sharing new content. You can also use social media for reaching new audiences and developing your reputation.

Taking note of the above, one of the best strategies to apply is to use social media to amass an audience. Engage your customers by creating meaningful conversations. Then, once you’ve established that rapport, you can easily drive the traffic towards your website.

Once people get to your website, keep them there with more helpful, engaging content like blogs and videos. These can make it easier for you to sell your products and services.

This process—engagement through social media and conversion through your website—can loop infinitely. As a result, you can ensure a more holistic online presence.

Obviously, there are still certain downsides of each digital platform. For example, maintaining a content-rich website can be tedious. Designing a website can also take a long time, particularly if you have functions such as e-commerce.

On the other hand, social media can be expensive because you have to pay for advertising to ensure the delivery of your content to your target market. 

Organic (unpaid) reach and engagement are ideal, but they can be difficult to achieve. It can also be a challenge to stand out among the thousands of brands. 

When you effectively combine the two, however, you can optimise your digital presence and improve the outcomes of your digital campaigns.

5 Qualities of a Great Logo

logo design

A logo is one of the most important parts of your business identity. It embodies your brand and encapsulates your message in one visual element. It’s therefore only normal to want a logo that’s not only representative of your brand but also can be classified as “great.”

To do this, you need the help of a reliable logo designer. They can help you craft a visually pleasing logo that reflects your business ideals and your unique identity.

That said, there are certain qualities that make a logo truly great. Here are the top five that you should keep in mind as you’re working with your chosen design company.


Think of some of the world’s most iconic logos: Nike’s swoosh, McDonald’s arches, or Apple’s well, apple. What do they have in common? Besides being memorable, they’re also easy to replicate. You can give people on the street a pen and a sheet of paper, and they can easily draw an approximation of these logos.

Obviously, “simple” doesn’t necessarily mean that non-artists should be able to draw the logo by hand. Nevertheless, logos should have the capability to express your brand’s uniqueness and personality using as few elements as possible. You want something that takes only one glance to be remembered.

At the end of the day, simple things are easier to remember, which is what you’re looking for in a logo. 

Scalability or Responsiveness

Your logo is a marketing tool as much as a branding element. Therefore, your logo won’t be confined to the signages, business cards, and perhaps stationery. It may also be present on websites, social media posts, billboards, and a variety of other marketing materials.

This means that you should have a logo that’s scalable or responsive. It should be recognisable whether it’s in a small website icon or on a big poster.

. Simplicity comes into play here, since you can easily scale a letter or a simple icon down to size.

You can also study logos with both text and graphic elements. For example, the outdoor brand The North Face has the brand’s name and the quarter circle that represents the Half Dome in Yosemite National Park in California. When the logo is scaled down, the text element is removed and the quarter circle is retained.

Google and Coca-Cola are great examples as well. Google scales down their logo to become the stylised “G,” while Coca-Cola “ribbon device” is often used in minimalistic and small-scale designs.


A great logo is something that stands the test of time. Just take a look at the aforementioned Coca-Cola logo. It barely changed its design since its inception more than 100 years ago. As a result, it’s one of the most memorable and recognisable brand logos around the world.

Remember, of course, that logos can change as your brand evolves. However, you also need to consider how familiar your customers already are with your logo. The abrupt change might not be welcome or effective.

Consider the products that the logo will be used on, as well. Will it be printed on the sides of books? Will it be printed on juice boxes? These can help you decide on a logo design that’s recognisable and timeless.

Appropriate Colours

Colours can make or break a beautifully designed logo. That’s because colour can communicate a lot of things. For example, red can mean dynamism but it can also stand for alertness.

The colour choice for your logo may also depend on where it’s going to be used. For example, green is associated with growth but it’s also representative of money in the United States. Meanwhile, the colour purple can symbolise royalty in most places except Japan, where it’s associated with evil.

As such, you need to be careful about your colour choices for your logo. Blue might be your personal favourite, but it won’t suit your brand if you’re aiming to communicate happiness or energy.


A logo represents your brand and you want your customers to like your brand. Therefore, your logo should be likeable. The design should be appealing to your target market and at the same time take into consideration different societal and cultural nuances.

More importantly, however, is that you should also like your own company’s logo. It’s your business and your vision, so the logo must be able to communicate that. The design company can guide you through the process, but in the end, the final output should be something you like.

Indeed, it won’t matter if you have the most beautiful logo ever designed in the eyes of your customers. If you personally don’t like it, then it won’t be as effective as a communication tool.

It may take a few tries before you and your chosen design company arrive at a great logo. Keep these qualities in mind as you work, and you’ll eventually come up with one that ticks all the boxes.

3 Easy SEO Writing Tips for Improved Rankings

seo writing

Every website owner dreams of having a first-page ranking in Google. 

However, good content alone won’t bring you there. With thousands of competitors on the internet, no matter how good your content is, it won’t matter if your target audience can’t find it. 

Therefore, applying Search Engine Optimisation (SEO) practices are essential. Through strategic planning, and proper implementation your website rank will improve over time.

There are SEO writing services you can access online. However, if you’re looking for more ways to improve content yourself and reach that sweet first-page spot, here are a few SEO tips to help you:

Always Remember The FAT rule, to Create Discoverable Content

Keep in mind that not all keywords fit the type of content you want to create. For example, you want to write a food blog article about the history of spaghetti. 

While the keyword “spaghetti” might be well-searched, the first things that will appear on the search engine will most likely be recipes—not informative history blogs. 

From this example, you can see how important it is to write the corresponding content specific keywords demand. This concept is also called search intent. 

To help you get a better grasp of how it works, consider the FAT rule:


  • F - Content Format. Commonly used in informational content, knowing the right content format can help you in structuring your article. Some of the common examples include how-to lists, news articles, and opinion pieces. For example, any blog post which aims to rank products will most likely be a listicle with reviews.
  • A - Content Angle. The content angle refers to how your content is framed. For example, if you want to make a how-to article about programming, you can tag it as “beginner-friendly” or “introductory.” Considering this can help you zone in your target audience and help them find your work.
  • T - Content Type. Content usually falls under five types: product pages, category, blog posts, landing pages, and videos. Before creating content, make sure to look up the keyword first and see what kind of content search engines rank high.
    Overall, knowing what kind of article to make and how to frame it will significantly help you make the right content. Make sure to keep the FAT rule in mind for your next work.

Use the Inverted Pyramid Method

If you’re familiar with journalism or marketing concepts, you’ve most probably heard of the term “inverted pyramid method.” 

The main idea behind this method is to lay down all the principal ideas and information first before the non-essential details. From an SEO perspective, this means giving your reader an immediate answer or a rundown of information the article provides. 

With a well-crafted intro, you can immediately engage with your readers and convince them to stay for the rest of the article, thus increasing ‘dwell’ time. 

To use this method, make sure to mention all the preferred keywords within the first paragraph. Readers often skim over the first few paragraphs, looking for keywords, before ascertaining that they want to read the article entirely. 

Lay down the principal ideas clearly and concisely, then grab their attention by convincing them that your blog, review, or list offers the information they seek. 

Having established all the principal ideas, you can now move on to laying out the details.

Break Down the Information

Structure is a crucial element in creating good content. Oftentimes, when website visitors see a long block of text, they don’t bother reading it. The same goes for writing. 

If your language is not accessible, they just tap the back button and check other sites. To avoid this problem, you need to break down the information you’re offering—both literally and visually. 

Here are some tips to help you achieve that:

Add Content Breaks

The importance of breaks cannot be stressed enough. 

Similar to the act of breathing, your work needs to exhale at some points as well. The main idea behind them is to help and give time for the reader to process the information.

Breaks comes in different forms, including:

  • Proper spacing between paragraphs and sections
  • Multimedia (i.e. images, videos, GIF)
  • Annotations (i.e. quotes, sidenotes)
  • Change in structure (i.e. bullet points, numbered items)

All in all, breaks help keep your readers engaged throughout your work. The internet is a fast-paced world. 

To help ensure that your readers stay throughout the whole article or video, give them breaks for a breather.

Avoid Complicated Sentences and Words

Even if your article is properly structured and visually readable, it doesn’t matter if readers can’t understand what you’re trying to say. 

Some of the bad habits writers tend to fall into include:

  • Complicated or archaic words
  • Wandering train of thought
  • Exceedingly long sentences
  • Over-explained concepts or ideas


Of course, it also depends on the specific niche you’re targeting. 

Generally, however, people prefer to get the information as quickly as possible. Hence, keep your sentences brief and to-the-point. 

To conclude, there are a lot of things you need to consider when writing content, and perhaps SEO does make it more complicated. However, it is also a rewarding practice. Several websites utilise SEO to improve their rankings, and that is possible with your website as well. 

Utilise these tips and start your website’s journey to the first page.


Posted in Marketing