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Expand your marketing team with a digital agency

Expand your marketing team with a digital agency

By Blog posts, Digitisation
Expand your marketing team with a digital agency
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Expand your marketing team with a digital agency

From time to time, we can all do with a helping hand. Whether you need more resource or specific experience to complete a project, there’s no shame in reaching out. Now more than ever, in-house marketing teams are under a lot of pressure.

Let’s talk about those pressures a moment. Small or even one person teams, are expected to be all round experts. We see a lot of job specifications mentioning that a marketing executive should have experience in all these areas:

  • SEO
  • Email marketing automation
  • Social media
  • Content managers: copywriters, designers
  • PPC
  • Sales support
  • Project managers
  • Website managers
  • eCommerce specialists

And given there are only eight working hours a day, and five days a week, expecting all those areas to be fulfilled by 2 or 3 people will lead to burnout.

Each member of your team will have their own areas of marketing expertise. Plus their industry background will also shape the angle of their approach to a project. While they may attempt learning and delivering a project out of their remit, it may take longer or not provide enough insight. And you can’t blame them, as you know that’s not their niche.

Sometimes it’s not lack of skill but outdated websites or legacy software that holds the team back. It can hinder results if the bigger picture can’t be seen… And sometimes that can come across as a “nice to have” rather than essential. Which can mean there’s not enough of a business case to upgrade all the hardware and software required.

This is where a digital marketing agency, such as DPC, can help. We can work with you on ongoing projects like PPC campaigns and social media advertising. Or larger projects, like a website redesign or e-commerce deployment, we’ve got an expert in our team for that.

Helping Grayce prove ROI and generate quality leads

One of our clients, Grayce, found themselves in an almost identical situation not so long ago. Their marketing team was struggling to deliver leads, prove ROI to senior stakeholders. And on top of this, they were busy elsewhere.

Their branding had become dated and difficult to manage, with a lack of clear guidelines. Their website had similar problems. A culmination of a lack of flexibility with their CMS, low performing SEO and a tone of voice that didn’t resonate with their target audience. It was time for a total refresh.

Grayce

Working alongside the marketing team, we approached their problem from three angles:

  • We refreshed their branding
  • Designed and deployed a new website
  • Curated a SEO strategy that gave them a much clearer proposition

Establishing Eyelash Emporium’s eCommerce store

One of our oldest clients is Eyelash Emporium. Back in 2012 we built their first online store using Shopify. In just shy of a decade, we have supported their marketing team on their journey. From small online shop, to becoming part of the Grafton International stable of brands today.

We continue to manage development and design of the eCommerce Shopify store, as it suits them.

Mum&You’s eCommerce site and digital advertisingMum&You social media advertising

Back when Mum&You were a fledgling brand in the baby category, they reached out for help to launch their brand in the UK. We worked with them on a series of Google adwords, remarketing and social media campaigns. Alongside that, we also designed and built their eCommerce site on Magento.

While these days the Mum&You manage their advertising themselves, it’s a great example of how to lean on agencies as and when needed.

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Branding graphic designer

Why brand identity isn’t just for consumer goods

By Blog posts, Creative
Branding graphic designer
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Why brand identity isn’t just for consumer goods

In the simplest possible terms, the American Marketing Association describes a brand as “a name, term, design, symbol or feature that identifies one seller from another”. But really it’s so much more than that. A brand exists in the consumer’s mind. It’s an idea, expectation, reputation, experience and a promise all rolled into one.

So, how do we tangibly represent brand identity?

The identity of your brand comes down to this:Paradox Parlours visual tile branding

  • Logo
  • Colour palette
  • Typography
  • Tone of voice
  • Language
  • Visuals: photography or graphic stylings
  • Your unique selling point
  • Use of technology (for example, are you a leader in your industry for using a revolutionary tool)
  • Your company values
  • Your customer promise

And, not forgetting, a brand isn’t only for your customers, but your employees too. It’s no good to be a company with outstanding customer services but one that doesn’t look after and spark joy into its team. So you need to think how you’re looking after them too, what’s the benefit to them? Is it outstanding benefits, uncapped holiday or finishing early on a Friday.

Does that mean branding only exists in the consumer product world?

No. Look at that list again. Any company can become a brand if you can breathe life into it.

B2B or B2C should be B2P: business to people. Regardless if we’re targeted at work or home, we’re still people.

When you’re selling to people, you need to be able to explain your USP (unique selling proposition). It’s what makes you special and sets you apart from your competitors. As a digital marketing agency, we will help you define your USP. We do this by encouraging you to brainstorm:

  • What your customers want
  • What you do well
  • What your competitors do well

That way we can find your sweet spot. Ultimately, your brand is your sales pitch. It plays an important role in creating awareness, education and conversion in your pipelines.

Your brand identity should then be rolled out consistently. In fact, at every point your customers AND your employees interact with your brand.

Consider these questions:

  • Does your website reflect your business accurately?
  • Do all your touchpoints align visually? (e.g. all email signatures, HTML email templates, social media imagery)
  • Do you treat your team the same as your customers?

If you’re not consistent with your brand identity, the trust that you’ve built will fall to the floor. As with individual relationships, that of a brand to people, should also be consistent.

How we worked with Grayce to update their branding

Grayce brand guidelines

Grayce approached us to work on a large digital project which included a brand refresh. Their logo, visuals and tone of voice had become dated. The lack of brand guidelines didn’t translate for attractive campaigns. And worse still, they weren’t appealing to their target audience.

Our brilliant, talented designers developed new concepts and refreshed the branding. The task wasn’t to erase what existed, but modernise it.

An updated logo, colour palette and clarity on how to apply it all for multiple uses were delivered. The Grayce marketing team are now able to create powerful campaigns that get results. And with a consistent brand, they now appeal to the right people with appropriate language.

With a revitalised brand and clear guidelines to boot, the team said they feel empowered and confident to compete with the top players in their industry.

Summary

Any company can become a brand if time and effort goes into the process. A digital marketing agency with brand strategy experience is the ideal starting point if you are not sure where to begin. If you’d like to discuss transformation from a company with a logo, to become a living, breathing brand, leave your details below and we will be in touch.

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