Crawl, Walk, Run: Using Your Agency’s Branding to Reach Online Prospects
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This document provides guidance on developing an effective website through a "crawl, walk, run" approach. It first crawls by discussing goals, objectives, and target audiences. It then walks through branding, call to actions, and color selection. Finally, it runs by providing examples of completed website designs and emphasizing the importance of an overall marketing strategy beyond just content. Color, photos, goals, and audiences are highlighted as important elements of an effective site.
![Join Us Next Time.
• Thursday, August 16th at 12:00 p.m. CT
• “Using the 5 W’s to Create a Successful Email Marketing
Strategy” hosted by AgencyBuzz Product Manager Heather
Cherry.
• [The 5 W’s are; Who / What / When/ Where/ Why ]
• Find a recording of this webinar at
resources.getitc.com/masters-of-marketing
• Join the conversation on Twitter with the hashtag #MastersMktg
(Follow us at @InsTechCorp)](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Crawl, Walk, Run: Using Your Agency’s Branding to Reach Online Prospects
- 1. Crawl. Walk. Run. 1.) How to Decide on Your Website’s Goal. 2.) Using Your Agency’s Branding to Reach Online Prospects. Karly Baker Website Coordinator
- 2. Join Us Next Time. • Thursday, August 16th at 12:00 p.m. CT • “Using the 5 W’s to Create a Successful Email Marketing Strategy” hosted by AgencyBuzz Product Manager Heather Cherry. • [The 5 W’s are; Who / What / When/ Where/ Why ] • Find a recording of this webinar at resources.getitc.com/masters-of-marketing • Join the conversation on Twitter with the hashtag #MastersMktg (Follow us at @InsTechCorp)
- 3. Crawl. “Without goals, and plans to reach them, you are like a ship that has set sail with no destination.” — Fitzhugh Dodson
- 4. Be Cool. • Goals and Objectives Understanding your goals and objectives will increase your ability to not only better serve your viewers but also the chance for online success in converting visitors to customers.
- 5. S.M.A.R.T.
- 6. Getting Warmer. • Who is your target? • Who are you trying to reach? “Design is not just what it looks like and feels like. Design is how it works.” – Steve Jobs
- 7. Hot. Hot. Hot. • Identifying Target Audience. • Branding. “A target audience is a specific group of consumers that will be the most receptive to your products, services, and promotions.” - Kristen McCormick
- 8. Fire. • Call to Actions (CTA) “A combination of words or phrases that seek to inspire action” - Alex Birkett
- 9. CTAs Call to Actions: 1. Slogan 2. Drop Down
- 10. CTAs Call to Actions: 1. Drop Down 2. Four Main Lines of Business Buttons
- 11. CTAs Call To Actions: 1. Slogan 2. Three Main Buttons 1. Manage My Policy 2. Request A Quote 3. File A Claim
- 12. CTAs Call To Actions: 1. Phone Number 2. Main Lines of Business Buttons 3. Contact Us
- 13. Other CTAs
- 14. Walk. Goals & Objectives Target Audience Call to Actions (CTA)
- 15. Colors & Branding “Choice of color has the ability to generate a positive impact to the visitor and as a result, make the visitor stay longer.” - Cyriac
- 16. Color Matters “Color can sway thinking, change actions, and cause reactions. It can irritate or soothe your eyes, raise your blood pressure or suppress your appetite.” - J.L. Morton
- 17. How do I choose colors? What color makes you happy? What's your favorite color? What’s your product?
- 18. Run. “A successful site requires an effective, marketing strategy beyond presenting a collection of products, services, images, videos or other files.” – Craig de Fasselle
- 29. Photos “Photographs are our personal story, a timeline of our lives filled with faces and places that we love.” - Declan O’Neill
- 30. Cool Down. “People with goals succeed because they know where they’re going.” — Earl Nightingale
- 31. Sources • https://cmcoutperform.com/setting-smart-goals • https://thrivehive.com/how-to-identify-your-target-audience/ • https://conversionxl.com/blog/call-to-action-examples/ • https://www.designtec.co.uk/?blog=blogs/archive/2015/01/07/the.importance.of.havi ng.a.good.website.page.layout.aspx • https://www.colormatters.com/ • https://digital-photography-school.com/6-reasons-why-photography-matters/ • https://www.techwyse.com/blog/website-design/importance-of-color-selection-in- website-design/
Notas do Editor
- Hi everyone! Today we are going to Crawl. Walk. Run. We are going to cover a couple different topics. How to decide on your websites goal And Using your agency’s branding to reach online prospects My name is Karly Baker, I am lead website coordinator here at ITC. I have been apart of the ITC team for going on 4 years now!
- So just a few housekeeping items… Our next Masters of Marketing is: Thursday, August 16th at 12:00 p.m. CT Using the 5 W’s to Create a Successful Email Marketing Strategy” hosted by AgencyBuzz Product Manager Heather Cherry. [The 5 W’s are; Who / What / When/ Where/ Why ] You can find a recording of todays webinar at resources.getitc.com/masters-of-marketing You can also; Join the conversation on Twitter with the hashtag #MastersMktg and (Follow us at @InsTechCorp)
- Where do we start? We Crawl. Read Quote
- Be Cool. Identify your Goals and Objectives. Read quote. The importance of having “Goals and Objectives” with your website cannot be understated. Your web designer can help you achieve an attractive website. However, having goals and objectives is vital for a successful online presence; to make your site “work” for you. The end result is having a website that you can use as a tool vs an online business card. It’s very easy to get caught up in all the “fun stuff” when creating your website. Even though the bells and whistles are important; it is not the starting point. Step one is understanding your goals and objectives with the website.
- S – Specific Be Specific. Make sure your goals are focused and identify a tangible outcome. Without the specifics, your goal runs the risk of being too vague to achieve. Being more specific helps you identify what you want to achieve. You should also identify what resources you are going to leverage to achieve success. M – Measurable Measurable. You should have some clear definition of success. This will help you to evaluate achievement and also progress. This component often answers how much or how many and highlights how you’ll know you achieved your goal. A – Achievable Achievable. Your goal should be challenging, but still reasonable to achieve. Reflecting on this component can reveal any potential barriers that you may need to overcome, to realize success. Outline the steps you’re planning to take to achieve your goal. R – Realistic Be Realistic. This is about getting real with yourself and ensuring what you’re trying to achieve is worthwhile to you. Determining if this is aligned to your values and if it is a priority focus for you. This helps you answer the why. T – Timely Timely. Every goal needs a target date, something that motivates you to really apply the focus and discipline necessary to achieve it. This answers when. It’s important to set a realistic time to achieve your goal and ensure you don’t get discouraged.
- We are warming up… but first, Who is your target audience? Who are you trying to reach? Read Quote It is crucial to identify your “ideal visitor”. If your website is “aimed at everyone it may attract no one”. Your website is a part of your “brand” which is a direct representation of who you are. Your website needs to instantly appeal to your target audience by answering their questions. Prove to them that you ARE worth their time; and you CAN be a valuable asset.
- The steps to understanding your target audience are typically taken during the planning phase of your business. When you are designing your product of service, one of the many questions you ask yourself is, “Who is this going to appeal to?” or “Who do I want to appeal to the most?” It is important to identify your target audience, so that you can maximize the effectiveness of your marketing. This group is based on factors like age, location, income, and more. Read Quote. McCormick gives a great example, “If you are a physical therapist, your target audience might be athletes who are recovering from injury; senior citizens looking to maintain mobility; or middle-aged men and women with back pain” It is important to have a target audience because the language, channels, and information you use to communicate with and appeal to one demographic, may not be as effective with another. Having a target audience gives you direction in your marketing; gives more consistency in your messaging and allows you to deepen your connection with your customers.
- Now that we have identified our Goals & Objectives; we now understand our Target audience and who we are trying to reach. Now is the fun part – choosing a design with Call to Actions that focus viewers in the direction you are trying to communicate. Call to Actions – commonly referred to as CTA Refers to any message designed to prompt an immediate response or encourage an immediate sale. It really is as simple as it sounds: a call for someone to take action. READ QUOTE Birkett also states: That there are generally two questions that help you with CTAs. Which are: What is my prospect’s motivation for clicking this button? What is my prospect going to get when she or he clicks this button? If you can answer these questions clearly, you’ll have a quality Call to Action button.
- Okay so using some of our design layouts… I have circled the main call to actions. This is our Onyx Design Slogan – Insuring your needs today! This is Speaking directly to the viewer What Can We Help You Cover at the bottom. This is a Drop Down of Products Keep I mind, every viewer is different – the graphic elements that I see first might be the 2nd or 3rd elements you see. Which is why a good design focuses all attention to one specific area, as much as possible.
- Similar to Onyx, the Concept design has the drop down, ‘What can we help you cover’ at the top, as well as the four main lines on business buttons, at the bottom of the screen.
- On this our perception design, it is very clear what the CTAs are: Slogan “Providing Solutions with unique experience and knowledge” and the three Main Buttons Manage My Policy Request A Quote File A Claim Easy! Right smack dab in the middle of the screen.
- Our Cereza Design has a good amount of Call to Actions. The phone number is very large – grabbing the viewers attention Next, is the four main lines of business buttons with color images – since the main image is B&W these color images really pop out. Lastly, the quick contact form on the right, which is a simple way to submit a request. Easy – Simple – Straight Forward
- Here are some other Call to Actions. Having a Call to Action saying “YES!! I want to save money and get instant quotes!” with blinking yellow arrows - is probably going to be a bit annoying and pretty extra. These examples are simple ways to draw focus to a specific area for a specific purpose. Explain the above CTAs. Your Call to Actions do not have to extravagant, they don’t have to have bright colors and blinking lights saying “Click Here! – Click Here!” they just need to be simple and clear. Steer your viewers where you want them to go.
- Goals & Objectives – Check Target Audience – Check Call to Actions – Check Now that we have all three of those areas identified, we can discuss - Branding to reach online prospects.
- Color and Branding READ QUOTE However, you cannot have any one without the other. Knowing your brand is key. Do you have a logo? Do you have specific colors for your logo? Keep in mind your target audience. “Who is this going to appeal to?” or “Who do I want to appeal to the most?”
- Read Quote Choosing an appropriate color combination in the website design process is considered one of the most important (yet often overlooked) elements in creating a successful website. When deciding on the appropriate color scheme for a website, consideration should be given to the target audience. It is important to relate your product / service to a color relevant to your industry. For example, “Red means STOP, Green means GO” Colors used for a product, web site, business card, or logo cause powerful reactions.
- What color makes you happy? What's your favorite color? What’s your product? Get in touch with the colors that resonate with you. For me I enjoy the first two colors schemes the most. Cool colors, blues and greens, nature… because when I think about the outdoors - I get a since of peace, calmness, happiness – being at ease. So find what colors connect with you and build on it. But remember keep it simple. Your brand is a direct representation of who you are. It needs to reflect your likes, your product and the feeling you are wanting to portray.
- Read quote Layout goes hand and hand with spacing. The website must be clean with an easy-to-follow navigation system to contribute to a usable webpage layout. A layout that is easy to follow will give the site’s visitor easy access - valuable and important information. A good layout will also encourage the visitor to view more pages on the site.
- So Bringing it all together for one final product. Goals & Objectives Target Audience Call to Actions Colors & Branding We are going to take a look at ITC Designs and compare them to current customized agencies websites. First we have our TresMar Ultra Design. Calm, subtle colors… this design’s CTAs are the two buttons top left corner next to logo, the product drop down in the middle of the page and the 6 main LOB buttons and
- Here is Pacific Coast Insurance Services using our TresMar Ultra Design. This agency already had a logo, therefore we simply matched the website to the branding colors. The main CTA with this site is the product drop down in the middle, “what can we help you with?” This site is very clean, open and pleasing to the eye. Notice how the main photo has slight blues throughout. This was a very subtle, yet intentional decision. The photograph creates a smooth transition throughout the website design. Flip back and forth. See structure stays the same but the design elements change, depending on what the agency specializes in and their branding.
- Here is our Method Premium Design. CTAs is the logo, nice and large, the three buttons in the middle, “Who we are, Products, Contact Us” and a nice welcome intro about the agency.
- EK Agency using our method design – this design was finalized earlier this week. Again, the evening photo choice compliments the dark logo perfectly! The pop of the lights on the bridge gives a very classy, maybe even a little bit of a romantic feeling, with the golds and the blacks. The Call to Action here is the three buttons, “Who We Are, Products, Contact Us” as well as a small welcome intro about the agency. Flip back and forth. See structure stays the same but the design elements change, depending on what the agency specializes in and their branding.
- This is our Perception Premium Design. Main call to actions here is the slogan, “providing solutions with unique experience and knowledge” and the tree buttons, “Manage my policy, request a quote, and file a Claim”
- Chun and Reynolds using the perception design. This agency was completed last month. We did a little bit of customization on this website… they wanted the main call to action to be the drop down, which originally this design didn’t have. We also have three main buttons, “Manage My Policy, Testimonials, File A Claim” Again, the photo, logo, colors, buttons; all creates a smooth transition throughout the website design. Flip back and forth. See structure stays the same but the design elements change, depending on what the agency specializes in and their branding.
- This is our Concept Ultra Design. Main CTAs here is the drop down, “what can we help you cover” and the four main lines of business buttons.
- Interstates Insurance Agency using the concept design. This agency also had a logo already. Therefore, we simply chose images and matched the color scheme to the logo. The Main CTA for this site are the four main lines of business buttons and the drop down at the top, “what can we help you cover” Notice again the gentlemen on the right’s shirt. Matches perfectly with the agencies brand. Flip back and forth. See structure stays the same but the design elements change, depending on what the agency specializes in and their branding.
- Again this is our Perception Premium Design. And the main call to actions are still the slogan and the tree buttons.
- Alicia Kines Insurance Agency using the perception design. With this agency, they only wanted one button vs the three. They wanted to focus all attention on “request a quote” and the slogan. Notice how perfectly the main photo compliments the logo. The golds in the photo is a prefect highlight for the gold in the logo. Same design as the other, but looks completely different because of the agencies brand and CTA. Flip back and forth. See structure stays the same but the design elements change, depending on what the agency specializes in and their branding.
- With all 5 of these examples, I touched on how the photo choice compliments the agency branding. We didn’t go into detail about the importance of choosing strong images. However, I want to take a second to stress the importance of truly taking your time to choose images that strengthen your overall website design. READ QUOTE O’Neill makes a great point, “When you ask people what possessions they would rescue from their burning house, one of the most frequent answers is the photo album or a computer with digital images. This impulse to save our recorded memories is a powerful force which tells us much about the role of photography in our lives.” We preserve the important events and people in our lives. With that being said, choosing your photos should be a conscious decision. Photography communicates with your viewers just as much as text and Call to Actions. Your photos should enhance your branding, not distract from it.
- Now that we have Crawled. Walked. Ran. – time for the Cool Down. Read Quote Having a great looking site will only catch the viewer’s eye for a split second. At the end of the day it comes down to the quality of content and the ability to successfully assist your clients. Therefore, knowing your audience will greatly assist in making your website not just a representation of your brand but a “tool” to convert a prospect into a customer. Alright, well I hope this has been informative and useful – again you can find todays webinar at resources.getitc.com/masters-of-marketing Have a wonderful day!