Design For Your Target Audience

Design For Your Audience.

All businesses have a target audience, and it’s important to define who that is! When you are making your marketing materials, whether it be a printed brochure or a website, you need to design for your customer, not for you. It’s all about what your potential customers are looking for and want.

Considerations When Designing for Your Target Audience

You should ask yourself the following questions:

  • What colors reside with your target demographic?
  • Are they searching the web on their phone, a tablet or a desktop?
  • Are they readers? Or visual people?
  • What drives them to make a purchasing decision?

Color Schemes & Functionality

When designing materials for your business, step into the shoes of your target audience and consider what they are looking for. According to a study compiled of information from The New York Times, Harrington College of Design, and other sources, the older end of the Gen-Z generation (1996-2015) enjoy muted and pastel colors, like spearmint and blush pink. Their style is influenced by the 80s and 90s, so try bright colors like yellow (named “The Color of Gen-Z”). Millennials and Gen-Z are automatically attracted to a service or product that is aesthetically pleasing to them. Of course, the quality of the service is always important, but initially attracting them and bringing them in relies a lot on visuals.

If you’re attracting an older audience, those who are a part of the Baby Boomer and Gen X generations (1943-1960, 1961-1980) enjoy a much more mature color palette. Warm yellows and whites, pale blue, and jade green, and shades of grey are comfortable and classic for these generations. Of course, this is not exact science and varies from person-to-person, but this is a good baseline to start. These generations may not care as much about aesthetics as they do about the functionality of a service or product. But your website is often the first time new customers interact with your business, so it’s worth thinking about.

Smart Devices & Navigation

Combining what your audience might enjoy aesthetically with a website that’s easy to navigate will attract current and new customers. Of course, Millennials and Gen-Zers might be accessing your website on their smartphone more often than on a laptop or desktop like Baby Boomers and Gen-Xers. In 2020, it’s safe to assume most people own and use a smartphone, so it’s always good to make sure navigation is easy regardless of the age of your target audience.

Aesthetics & Information Channels

You should also consider the amount of text on your website. Millennials like a very minimalistic look. They can be easily overwhelmed and distracted, so have a simple, straightforward point when explaining your services. Further, Millennials are more likely to seek out services from word-of-mouth. The Gen-Z generation, however, likes to use the Internet to research a business and their options. Gen X-ers are oftentimes quite direct and like to engage in honest, open conversations. Because of this, it’s important to consider bringing honesty and transparency when explaining a product or service to them.

To find out more information or if you need help finding the design and color palette perfect for your website, Paragon Marketing Group has the people and resources to help make all of it come to life.

What to Know About Marketing

What to know about marketing.

“Marketing” is a big, broad umbrella term that we’ve all heard, but what is marketing really all about and how can it benefit your business? Chances are you’re using a bunch of marketing techniques without realizing it!
Marketing, as a general meaning, is “the total of activities involved in the transfer of goods from the producer or seller to the consumer or buyer, including advertising, shipping, storing, and selling.” (Dictionary.com) This means that, yes, marketing is just the simple act of selling your product or services, but there is a lot more that can be done to promote and advertise your business.

Digital Marketing

This is probably the most important form of marketing, especially in the modern, digital age. Digital marketing includes:

  • Search Engine Optimization (SEO). Check out our blog about it here
  • Social Media posts and outreach. Check out our blog for tips and tricks on how to use it
  • Video marketing. Here’s a master list of all the different ways to incorporate video into your online marketing
  • Email and text message marketing. This is great to use when promoting an event or new product

There’s so much that goes into digital marketing, the possibilities are endless! If you’re not sure where to start with marketing, online is the place to begin. It’s a great way to not only promote your products and services, but it’s a great way to communicate directly with your customers.

Unique, High-Quality Service

While this one may seem obvious, the quality of your product is a great way to sell to customers and it’s the best way to stand out from competitors! Marketing your product becomes a lot easier if you and your customers understand the high quality value of it. Further, this extends to the unique face of your business. Not only do you want people to benefit from your services, but they want to get to know the unique personality of you.

Targeting Customers

This is another important aspect to understand about marketing. The best way to market your business, no matter the platform or medium, is to know who you’re selling your products to. Using Facebook or Instagram business account allows you to track the demographics of your consumers. Once you have those findings, take a look back at your posts and see which ones they interact with most, or if you’re just getting started, play around with a couple of different marketing techniques (email, social media, video, etc.) and see which one attracts the most people and go from there!

Branding

The face of your business is the first thing people see! From language to video style to the colors used in your logo, they should all be coherent and work together. This is a great marketing strategy because your consumers will become familiar with your work and find a sense of comfort when they see your posts, leading them to wanting to see your content more and more. Check out our blog on branding to get a more in depth idea of what it is.

 

Marketing can be intimidating, especially when you’re starting out, but these are great places to dip your toes into. Once you get the hang of it, you’ll be diving into the world of marketing in no time. Make sure to check out our linked blog posts to help you on your journey!

How do you stand out from your competition?

How do you stand out from your competition?

Do you ever notice when you’re watching TV or listening to the radio, you hear a lot of businesses claiming to be the “#1 best” in the region, or even greater, the world? If you’re claiming to be the best or are striving to be, it’s important to stand out against your competitors. No matter where you go and no matter what, there’s competition. For nearly everything nowadays. Especially when it comes to selling services or a product, it’s crucial to be different from the rest and prove that you are a prospective customer’s greatest choice. From the product itself, to deals, branding, customer service, and advertisements, reach for uniqueness! We’ve discovered the best 5 different ways to stand out.

Promote Personality and Uniqueness

While there is benefit to looking at big corporations and researching what things they have done to become a successful business, it’s equally as important to be one-of-a-kind. Maybe your prices and services are similar to that of your competitors; you can’t mimic personality. Think about it from a consumer stand-point: wouldn’t you rather work with a company that sees the importance in quality service and being their authentic selves?

Story

Your consumers are people, too! They, like you, have emotions and stories. By crafting your company’s story into your pitches or advertisements, people care, and they listen. Not only does it allow for a great connection with your customers, it lets them get to know you on a personal level.

Quality

Yes, it’s great to have top-of-the-line products and services, but quality goes further than material. When in customer service and sales, are you going a step further to please your customers? By practicing quality, you can use it to your advantage from standing out from competitors. When prospectives look at your business, they would rather see positive, 5-star reviews from past and current customers than just a quality product with limited help everywhere else.

Design

We have touched on it in our blogs, about the importance of branding and websites, but design is crucial to the success of your business! The logo, name, and slogan are the first things people see when they search your business’ services. From your facebook ads to your website, colors and fonts should be coherent. Making a logo with notable design or colors will help customers remember your business and bring a personal touch.

Speed

People want to get stuff done! We live in a world where we’re constantly on the go and we want things faster. Think about how many times you needed a last-minute gift and Amazon same-day shipping helped you out. Even if your prices are similar, providing speed and efficiency is something people care about and will remember.

There are so many ways to stand out from your competitors, even beyond this list, but these are some great starting points to incorporate into your business today. For any of your traditional, digital and unique marketing needs, we’re here to help. We understand that no two businesses are the same, and we want to celebrate and accentuate your personality and uniqueness through marketing.

The Importance Of Branding Your Business

Branding your business.

No matter how big or small your business is, creating a brand for yourself is crucial to the image, reputation, and success of your business. Branding yourself is beneficial to both traditional marketing and digital marketing, especially.

What does it mean to brand your business? It’s as simple as it sounds; a way for others to identify your business. From logo to language to advertisements. So, how do you get started? Branding can be somewhat complex, so we’ve broken down the different steps to make it easier for you.

Voice and Language

Is your company more laid-back and casual or professional? Do your morals fall around the importance of family, growth, community, or all of the above? Do you have a catchphrase you often find your employees and even consumers using? Once you identify the key parts that make your business your business, it’ll be easier to move forward.

Logo and Website

Visuals are everything! People will base their opinion of your business based off of not only the design of your logo, but how accessible and easy your website is to navigate through. Like your voice, your visuals should represent you and what you stand for. For example, we all know the iconic Nike swoosh. It symbolizes movement and speed. It depicts the art of movement, which is exactly what Nike is about. Once a logo is figured out, match the rest of your visuals on your website, advertisements, and video to that of your logo. This will bring familiarity and comfort to your customers.

Means of Marketing

While businesses can have great benefit from all forms of marketing, does yours have a signature way of marketing? Maybe it’s podcasts, digital art, or live streaming. The possibilities are endless and through trial-and-error, you can determine what your consumers love and look forward to and what may not be pushing a lot of traffic and engagement.

Be Authentic

Above all, most important is being authentic and real with your consumers. Across all platforms, customers not only love being able to interact with you, but showing off personality helps build trust. This goes for more than just communication with consumers. Make sure every aspect of your business is on the same page! From business cards to employees, promote yourself.

Seek Professional Advice

Branding can be a lot of work. There are a lot of moving parts that need to work to come together to make a beautiful, meaningful brand for your business. There’s nothing wrong with reaching out and asking for help. Whether it’s solely for digital advertisements, communicating, or all of the above, Paragon Marketing Group has got your back!

7 essentials to brand awareness

brand awareness.

Recently Paragon has taken on a new effort of working with non-profits to help them grow. We feel it is very important and the more we give the more we receive.

While visiting these non-profits it is amazing how many of them have no brand guidelines. Now, this is not only for nonprofits, but with small businesses, as well. What is a brand guideline you ask? A brand guideline is how people view your company or non-profit. It is how they recognize it is you. Brand guidelines are a roadmap to automatic recognition of who you are.

 

Here’s what should be included in your brand guidelines.

  1. Your history, vision and your top values for your organization.
  2. Your mission statement including what we call “tone of voice” requirements. Yes, the tone of voice is important and must be spelled out as to what can and can not be said and how!
  3. Color palette is essential. Typically your logo will decide this for you but if you have a two color logo then add a couple of colors that you feel go well with it and stick to them.
  4. Where and how your logo can be used is one of the most important things that you will spell out. Can it be used on certain types of materials and on the website? How much white space around your logo? Can it be combined with any other logo? Does it always have to be color or can you do black and white? What sizes are allowed to be used? All very important.
  5. What fonts are people allowed to use is another one that needs to be thought of. There are literally thousands of fonts out there so do not leave it to chance. A good rule of thumb is having 1-3 options of fonts.
  6. What type of photos can be used with your logo? Not only the style but will you require special lenses, lighting. Maybe with your brand, you only want black and white with people in it.
  7. Please provide examples of the following: a business card, letterhead, brochure or pamphlet. Maybe provide a picture of proper use and unproper use of your logo.

Now, none of this matters if nobody knows about it.  Then you are not really creating a brand. Every time you send out your logo to anybody include these guidelines. If they don’t understand them then ask for a proof prior to print or publication. You must know where your logo is and how it is being represented at all times!

 

7 essentials to brand awareness

brand awareness.

Recently Paragon has taken on a new effort of working with non-profits to help them grow. We feel it is very important and the more we give the more we receive.

While visiting these non-profits it is amazing how many of them have no brand guidelines. Now, this is not only for nonprofits, but with small businesses, as well. What is a brand guideline you ask? A brand guideline is how people view your company or non-profit. It is how they recognize it is you. Brand guidelines are a roadmap to automatic recognition of who you are.

 

Here’s what should be included in your brand guidelines.

  1. Your history, vision and your top values for your organization.
  2. Your mission statement including what we call “tone of voice” requirements. Yes, the tone of voice is important and must be spelled out as to what can and can not be said and how!
  3. Color palette is essential. Typically your logo will decide this for you but if you have a two color logo then add a couple of colors that you feel go well with it and stick to them.
  4. Where and how your logo can be used is one of the most important things that you will spell out. Can it be used on certain types of materials and on the website? How much white space around your logo? Can it be combined with any other logo? Does it always have to be color or can you do black and white? What sizes are allowed to be used? All very important.
  5. What fonts are people allowed to use is another one that needs to be thought of. There are literally thousands of fonts out there so do not leave it to chance. A good rule of thumb is having 1-3 options of fonts.
  6. What type of photos can be used with your logo? Not only the style but will you require special lenses, lighting. Maybe with your brand, you only want black and white with people in it.
  7. Please provide examples of the following: a business card, letterhead, brochure or pamphlet. Maybe provide a picture of proper use and unproper use of your logo.

Now, none of this matters if nobody knows about it.  Then you are not really creating a brand. Every time you send out your logo to anybody include these guidelines. If they don’t understand them then ask for a proof prior to print or publication. You must know where your logo is and how it is being represented at all times!