Logo design is the most crucial aspect of your brand. It’s a visual representation of who you are as a business, what you stand for, and what you promise to deliver to your customers; your logo sets the tone of what’s to come when customers engage your business. When it comes to branding, your logo is the foundation of your brand, so it needs to be right.
Unfortunately, there are too many examples of bad “DIY” logo design, or new businesses using outsourcing to dodgy logo design folks, just to save a few bucks. Whilst there are plenty of aspects of business which don’t hurt to “DIY”, logo design isn’t one of them. Take a read why…
Your brand is your promise
Simply put, your brand is your promise to your customer. It tells potential customers what to expect from you, your services and products, and it sets you apart from your competitors. Using a $10 logo you purchased online hardly screams “quality”, so be careful the message you’re trying to convey.
Logo design comes first
You need to understand that business cards, stationery, signage, your website, packaging and promotional materials, all of which feature your logo—are vehicles to communicate your brand and can only be developed once you have finalised your logo and brand strategy.
With logo design, you get what you pay for
Whilst there are now a number of low-cost options for startups and SMEs to develop a “logo”, paying $10 to an online designer will most likely result in exactly that – a logo that looks like you paid $10 for it.
These types of logos are often just duplicates of other logos (which defeats the purpose of your logo setting you apart from competitors).
Why use a marketing agency for logo design
- A marketing agency will consider the strategic elements of your branding campaign; not just create a pretty picture.
- A reputable agency will create a unique logo that no one else has, ensuring you don’t infringe on copyrighted or trademarked materials, or, at the very least, you don’t have a similar logo to your competitor.
- Marketing agencies will often provide a styleguide for your brand – this includes your brand fonts and colours, as well as guidelines on how to use the logo to ensure it always looks its best.
- A good agency will provide all the logo files you need for future marketing work. This saves money and time when you’re looking for professional print or if you need to use particular files for new design or web projects. If your logo is designed in a Microsoft program or Canva, for example, many professional printers won’t accept these logos and will charge you to recreate to the correct filetype.
- They will get it right the first time. There’s nothing worse than designing your own logo, or having something that isn’t quite right, printing thousands of business cards, letterhead, setting up your Facebook page, getting uniforms and signwriting, only to reflect a few months later and realise it’s not doing the job. Get it right early and have a professional take care of the logo.
At Birdcage Marketing, we absolutely love putting together brand strategies and designing logos. In fact, we’ve been trusted by some of Australia’s best startup, small and medium sized businesses to make sure their branding is up to scratch. If you’re looking for help with making a statement, contact us today to learn more about our affordable logo design packages for startups and SMEs.
Our director, Madeline Avery, is a regular contributor to Inside Small Business magazine.
Her latest article was published in the latest edition of the print & digital publication.
Take a look at the article below – and then go and subscribe to Inside Small Business!
For many Australian families, it’s challenging or downright impossible to live on a single income. Even when the primary income earner (lets – rightly or wrongly – call him “husband”) earns a decent wage.
With the rising cost of housing, groceries, utilities and general life, many families have no choice but for the mother to return to work after maternity leave.
This then means childcare is another bill to add to the pile.
Unless you’re fortunate enough to have family or friends to take care of your children for free, childcare is a necessary evil of working parents. And with most childcare costing in excess of $100 per day, it raises the question if it really is worth the mother returning to work.
On International Women’s Day we’re celebrating all women! Stay-at-home, work-at-home, employed or otherwise. However today, I’ve written a more personal but still marketing-focussed article about the “rise of the Mumpreneur.” Why they start, what they’re doing and how they can grow.
Rise of the Mumpreneur
Mumpreneurs are working mums, with a twist. They’re fed up with working all day just to pay someone else to mind their child. They’re done with inflexible working hours, being frowned at for leaving the office to pick up the kids, and for missing the days spent with their darling children who grow up all too fast.
They’re swapping it for working early mornings, late nights and working during nap times.
These women are the Mumpreneurs.
A new breed of Australian mothers who are choosing to be work-at-home-mums (WAHM’s) in the form of starting their own business.
Who are Mumpreneurs?
A breed of women trying to forge their own way forward whilst juggling kids and a busy homelife. These women aren’t necessarily doing anything “better” or “worse”, they’re just trying to find a solution which works for them.
The types of businesses owned by Mumpreneurs range from handmade goods through to financial services. However some of the more common industries include:
- Childrens clothing, toys & home decor
- Home decor
- Bath & beauty products
- Virtual Assistants
- Online retailers
- Interior designers
- Business coaches
- Women’s clothing & accessories
- Graphic & web design
Top tips for Mumpreneurs (from a mum & marketer)
As a marketing consultant & working mother, I’ve listed a few tips to help Mumpreneurs build their businesses (and keep their sanity).
Build your email list & use it
I might sound like a broken record, but email lists are by and far the best tool for online businesses. Collect those email addresses and send out regular communication.
If you want to read more about why we love email marketing, check out this post.
Leverage the power of outsourcing online
In the beginning it can be very difficult to justify the expense of outsourcing. And before you know you have a proper market for your business you probably should only take baby steps to make sure you don’t put yourself under more financial stress.
However, the beauty of the online economy is the availability for collaboration. Gone are the days where you would need to actually hire a full time staff member to delegate tasks to. You can now work with anyone in Australia (even the world) to lighten your workload. You’ll find is that the time you free-up trying to stumble through a task you know nothing about can be better used to grow your business.
Measure your marketing efforts
Whilst there will always be a place for traditional marketing (print ads, billboards, TV, radio etc.), it’s quite out of reach for many Mumpreneur budgets.
The good news? Digital marketing is cheaper, more effective and measurable. What digital marketing channels should you be using?
- Social media (Facebook, Instagram, Pintrest, LinkedIn etc.) – particularly paid promotions
- Google My Business (show up on local listings and get reviews)
- Search Engine Optimisation (even just the bare minimum)
- Blogging (including guest blogging on complementary sites)
- Email marketing
The best thing about all of these is that you can track and measure their effectiveness. If something isn’t working – ditch it. If another platform is outperforming – invest in it more. Digital marketing isn’t “set-and-forget”; it requires constant evaluation and tweaking to ensure you’re maximising your budget and efforts.
Avoid working during “awake” time
I’ve attempted this many times, and failed almost every one of those times. When the children are awake, it’s very difficult to focus on getting a task done and keeping the kids happy. It either ends up in sloppy work, or a frustrated baby and mother.
Bear in mind, some Mumpreneur businesses (eg. handmade-based) might allow for “collaboration” where your little one can “help” you create product, but for anything which requires concentration, leave it to nap time.
Another tactic is to get up early. I know, you’re probably already sleep deprived, and during times of crisis it probably is best to get some extra sleep. But, if you’re anything like us, my son wakes at around 5:00am before needing some resettling and instead of crawling back to bed, I like to get up and catch up on some to-do’s. Even if that’s only getting through some overnight emails, I feel much more centred and ahead of the game.
Don’t discount Childcare
If you can afford it, having even just one full day to work can make a huge difference. It will either allow you to focus on building your business, or it means you can work less on the days your child is at home.
Find a support community
Some (most) days are hard. If it was easy, everyone would do it. You need to ensure you have a community of women who understand what you’re going through. Again, the internet is a magical thing. Facebook groups (like my personal favourite Mums With Hustle) are a great to get things off your chest, ask for another perspective, seeking advice and sharing successes.
At Birdcage Marketing we work with so many amazing women dedicated to building their businesses. Whether they’re trail-blazing business owners, or inspiring leaders, we love sharing each and every journey.
If you want to work with us too, contact us
As a digital marketing consultant, our focus for the month is email marketing. We’ve explored why micro, small and medium sized businesses need it, now we’re going to look at the fundamental steps involved in building and keeping a successful email database.
Step 1: Gather your contacts
The very first step of successful email marketing is to create a database of contacts to send your material.
Whilst it’s always a failsafe to include a newsletter signup form on your site, the reality is you’re not going to get hoards of contacts entering their email address simply to “stay up to date”, unless they really love your brand.
The key is to entice contacts to share their email address.
Here are some examples of “enticing” a new contact:
offer a free eBook (or similar material) for download
ask contacts for their email to download a pricelist or special offer
offer a multi-part email series on a topic of interest
provide a “pre-release” update for a new product or service
run a competition
require email submission through the purchase process (if you sell product online)
These are just some ideas which may or may not work based on your industry and brand.
Step 2: Ask for permission
It’s not enough to just ask for a customer for their email address, you should always check that it’s ok to send future communications. If a person is interested enough in what you’re offering to provide their email address in the first place, they’re likely to be happy to hear from you again. Ensure you include an “opt in” tick box in your online form.
Step 3: Send a confirmation email & encourage “adding to address book”
Once a subscriber submits their details, send them a confirmation email immediately and encourage them to add you to their address book. This achieves two things:
If you have a decent signup form on your site, you should be able to set up automated confirmation emails.
Step 4: Do what you say and say what you do
Like most things in successful business, you need to manage client expectations. This is something we focus on a lot in our business to ensure our clients are happy clients. And it’s the same with email marketing.
If you’ve promised a weekly email containing xyz content, you better only send one email a week with that valuable content. Otherwise, you’ll be getting a lot of unsubscribes if you send an email every two days containing nothing but sales pitches.
Remember, email marketing is about building relationships with customers through offering valuable content, not just another platform for you to flog your product.
if you want to hit fast-forward and get us to manage an effective email campaign that will convert customers without the fuss, contact us directly.
With the beginning of the year upon us, it’s always a good idea to take stock of your business goals. For many businesses (including Birdcage Marketing), one of our goals is “growth”. To ensure we stick to this goal, we’ve got a gross earning target, and client number target in mind.
Speaking to a number of clients, it’s evident that growth is a common theme in small business marketing 2017 for micro, small & medium sized businesses. It seems the time of start up, struggling through (and figuring out what the hell you’re doing) has passed for many.
If you’re looking to grow your business through small business marketing 2017 it’s important you don’t just throw money at “marketing”. You need to be strategic about how you’re allocating your budget to maximise your return on investment (ROI).
If you feel like your business is ready to up the ante, take a look at our top small business marketing 2017 tips below and make sure you’re ticking all the boxes. Even if you’re only at the start of your entrepreneurial journey, it’s a good idea to start right, so the following will also be relevant to you.
A proper logo
You know that logo your cousin’s daughter who’s still in uni made up for you, it’s probably not cutting it. Sure it worked for your start-up phase when you had a hundred-and-one other things to get going. But if you’re serious about creating a lasting brand image you need to invest in a strategic logo designed by a professional.
Many business owners, unfortunately, underestimate the value of good branding. They figure the work will just speak for itself. And whilst your product or service is at the core of good business, you need to be putting your best foot forward when it comes to making a good impression.
That also goes for making sure your stationery suite is up to scratch. There’s no use having great branding if you’re still using last years’ letterhead and a DIY business card.
A website which actually attracts clients
After you’ve got your logo sorted it’s important that your website is built to engage new customers and drive them to take action. We’ve mentioned previously that a website is your 24/7 salesman. It’s often the first impression a new customer will get so it needs to look good. It also needs to convert the “browsers” to actually get in touch with you. That means, strategic copy, easy to navigate structure and a few solid contact forms.
An SEO strategy
Our favourite. If you do one thing for your business this year it’s to invest in getting your website found on Google. (Check out our last post about the benefits of SEO for small and medium sized businesses.)
Many SME’s are afraid of SEO as they don’t quite understand it and keep receiving junk emails for a $199 per month service from offshore suppliers. SEO isn’t as scary as you think, and if you use a quality local, Australian SEO supplier who provides monthly reports and keeps you updated on their progress you know you’re getting value for money.
SEO is basically the coming together of many small (and large) factors to get your site on the first page of Google. And many suppliers are only offering a small portion of that picture and getting a small portion of results.
Many of our SEO packages include a brand new site design (like the one we recently did for Progressive Pest Management), as well as regular blogging and social media management etc. on top of our strategic on-page and off-page optimisation.
A regular email newsletter
This is probably something you’ve thought of many times, but don’t know how to get it going (or keep it going). But the fact is; REGULAR EMAIL MARKETING CONVERTS CUSTOMERS. If someone has signed up for your newsletter through your website, or has worked with you in the past, they are always easier to convert than unengaged audiences. Just take a look at these stats:
Email is 40 times more effective at acquiring new customers than Facebook or Twitter
72% people prefer to receive promotional content through email, compared to 17% who prefer social media
90% of email gets delivered to the intended recipient’s inbox, whereas only 2% of your Facebook fans see your posts in their News Feed.
Email marketing has an average ROI of 3800%
source: Campaign Monitor
And the best part of email marketing is that is extremely low cost to set up and maintain (compared to traditional marketing methods such as ad placements etc.). Birdcage Marketing can set up an email template starting at a one off fee of just $540 in an email platform (such as Mailchimp) and provide full training so you can send out the info yourself each week/month. Compare that to a half-page print ad in a local publication for around $900 each month where you won’t receive any engagement stats or reporting.
To learn more about how you can grow your business with small business marketing 2017, or if you need some ideas to get you started, connect with us! We’re always happy to have a quick chat over the phone to nut out some basic ideas (obligation free, of course!).
Wishing everyone a prosperous 2017!
Search engine marketing directly focuses on making your business easier to find by customers.Search engine optimisation (SEO) is the process of increasing your site position and page rank organically through correct set up of your site, and using quality backlinks, effective keywords and building an online community. It is by and large the most effective way to increase traffic to your website.
Clever businesses invest thousands of dollars each month into landing and keeping the top spot. And with only 9% of searchers scrolling past page one, you can see why. So why should your small or medium sized business invest in SEO?
Generate the leads you actually want
Like with many digital marketing techniques, a major benefit of SEO is the ability to target the right people. Unlike a TV commercial which costs tens of thousands and is screened to a blanket viewership which may-or-may-not contain your target customers, SEO relies on target market profiling to ensure the right keywords are being maximised for the right customers. For example, if you’re on page one of Google for “Ladies Hairdresser Mosman”, you’re highly visible to someone who is actively searching for a ladies hairdresser in Mosman. This compares with paying for a print ad in a beauty magazine where you’re paying for not just your target market, but their entire readership.
Increased brand exposure
The keyword “Builder Sydney” has on average 260 searches per month on Google. That means, if you’re not on page one for that keyword, you’re losing up to 236 new leads every month (with 91% of searchers not going past page one). Consider Google a digital billboard – and if you’re not up there, you might very well not exist to some customers.
Build the credibility of your brand
In business, appearances matter. And sometimes this is as simple as where your website is ranked on Google. Many customers are quick to dismiss a business which doesn’t sit in the top spots on Google. Remember, marketing is all about building trust – and if Google doesn’t consider your website to be “trustworthy”, then why should a potential client?
Safeguard yourself for the future
Many of our SEO clients aren’t just in the “growth” stage of business – rather, they are established organisations with a fantastic offline reputation and a booming customer base. So what would drive these businesses to invest heavily in Search Engine Marketing? As mentioned previously, SEO isn’t a “quick fix”. It’s not an ad in a magazine, or a discount flyer in the letterbox. As any savvy business owner knows, there are always ups and downs and it’s important to protect yourself during the ups, so you can weather the downs. SEO is a long term solution which protects your business by being your 24/7 salesperson. When the customer base shrinks, ensure your business is at the top of the list (Google’s list, that is).
If you’re considering investing in SEO services for your business, contact Birdcage Marketing to discuss your options. With our basic local SEO packages starting from just $480 a month and offering comprehensive packages for more competitive markets, we have an option to suit your business requirements.