5 Reasons How Colors Can Impact Your Marketing Efforts

Color marketing- colored pencils

Luck Has Nothing To Do With It

As a marketer, you have no doubt taken a class or read a blog that discusses how the use of color in design can help drive marketing results. If you haven’t just check out this article on The Psychology of Color in Marketing and Branding. Color is no joke in the marketing world; some would even argue that it is overanalyzed at times.

Unfortunately for the naysayers, the use of color in design has proven time and again to be an important and motivating marketing element. If you’re still on the fence about whether or not you should be investing some time to discuss your brand and website colors, here is a breakdown of five “whys” and “hows” that help explain the basic ways that color can drive results and change your marketing analytics.

 

WHY: Color triggers emotions.

HOW: Humans associate the colors they see with their own personal memories, and transfer those memory’s emotions to the brand that displays those emotions. Of course, you can’t universally connect with color; some people might hate yellow, whether or not it has proved to motivate purchasing. Colors in your design aren’t working alone; you are pairing them with font styles and sizes, as well as element size and placement, to appropriately motivate your audience.

WHY: Color motivates purchases.

HOW: One of the main reasons that people feel motivated to click on buttons or to make purchases is because the use of design elements – like color – create a persona and an atmosphere that is relatable; the audience either feels as though they are already a part of that group, or they aspire to get there.

WHY: Color can connect us to a cause.

HOW: Whether it is a battle of the sexes or political party affiliation, humans respond to certain colors that connect them to causes. Those colors and causes spark something – fear, anger, empathy – that results in action. We might feel that taking action will bring us closer to a cause, make us feel some kind of satisfaction, or even be a burn to someone that is against the cause.

WHY: Color connection is intuitive.

HOW: All this talk about how color connects us to our emotions and some primal motivation makes the experience seem complicated, but it’s the opposite; our connection to color is intuitive. Even before someone registers the words on a call-to-action button, they see what color that button is. Marketers often find that “real-world” color applications don’t translate to design; where in the real world green means ‘go,’ it might stop people from clicking a button on a website. This is because the reaction to the color is emotional and intuitive, not practical.

WHY: Color denotes direction.

HOW: Color – used in design elements or for font – is meant to stand out, and that core function is what helps it lead visitors through a page. Combining common left to right website viewing tendencies with directional color elements can create a pattern of visual hierarchy and serve as a roadmap for your audience’s journey.

For more on how to use color, be sure to read: How To Use Color To Communicate Your Message.

how to use color to communicate your message

How to Use Color’s Psychology in Website To Communicate Message

Color is one of the elements of website design that businesses often take for granted. Oftentimes, CEOs and marketers assume that having simple brand guidelines are enough to get through an entire website design. This is a mistake, and it can have a big impact on the success of your website visits, conversions, and, ultimately, sales.

If you think about it, color plays a vital role in everyday life; so of course it also plays a vital role in the design of a website. Color has many psychological implications, and there have been many studies done about how it impacts the way a person feels about a brand. Color has been analyzed and analyzed and overanalyzed – its affects categorized by emotions, gender, actions, context, message and more. Just check out this article to see how amazing color is: Color Psychology

Something so valuable needs to be a big part of your website design discussion. Color isn’t one of those things that you can put as low priority, since you not only need to use the right color; you need to use the right amount and you need to use it in the most effective context.

When designing a website, you need to think of color as a form of communication, not just a visual effect. Here are a few of the general areas where you’ll be using color to convey a message to your audience:

Background Color

Most brands opt for a clean, white background for their website, but on rare occasions a brand’s identity might call for a more daring approach. The white background allows the other colored content to pop more, and keeps the website from looking too busy overall. Since there are so many other opportunities to use color, the background often stays a blank slate.

Header Color

The header of the website is at the top of the page, and typically includes quick links to things like pricing, demo requests, contact information and other resources. Sometimes it acts as the main navigation, but often it is a separate element. This area can be used to reinforce your branding, either through the background color or the text color.

Footer Color

The website footer is on the bottom of the page, and usually has quick links to more company information, blogs, support, tools, and social media pages. More often than not, this area uses a background color that matches the branding identity of the business. This tactic helps the area stand out against the (often) white background, and the product and educational content that lives in the body of the website.

Button Colors

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Every marketer has agonized over the correct color to use for call-to-action buttons. There is always a debate over whether to use the industry recommended colors versus the branding colors. Why hasn’t this issue ever reached an industry-accepted answer? There just isn’t a correct answer; each brand and website will be different. The key for this color decision is, and always will be, A/B testing. A/B split testing doesn’t just matter here either. If you’re not testing all your colors, you may be missing out on clicks and leads. For more on A/B split testing read: Why A/B Testing Helps Increase Website Traffic and Conversions.

Websites – and the colors used in their designs – are an ongoing project, and no element should be left static.

 

lead generation content- laptop

Fuel Your Lead Generation with Content that is Easy to Love

February is the month of love, but there might not be a lot to love about your lead generation marketing funnel. Sure, you might be head-over-heels with your website landing pages, but is it translating to your audience and converting them into qualified leads? Before you can get people to fall in love with your business, you need to use your landing page content and lead generation cycle to jump-start their hearts. After all, content is king.

Break Up with the Old Way of Thinking

Needing to refresh your landing page strategy is nothing to be ashamed of; big brands do it all the time. Think of it as getting a new outfit or a haircut to help you get through a break-up. Optimizing your landing pages can often feel like dating – you are constantly taking notes on what is driving results and what isn’t. You’re looking to put the most interesting out there, and you need to update things frequently. Updating your landing pages can feel like breaking up with the old way of thinking, but it’s ushering in new trends and technology.

Attract the Right People

Once you know your information is updated, you need to work on attracting the right people. Your content should follow these simple rules of attraction:

  •       Showcase Relevancy: Content should not be static. Use the right tools for your business that will allow you to customize content as needed by topic, audience, or both.
  •       Focus on Quality: Nothing will increase your landing page abandon rates like low-quality images and design elements.
  •       Be Findable: Your audience can’t swipe right on your content if they aren’t even able to find it. Make sure your landing pages have design elements that stand out and inspire action.

Don’t Be Afraid to Flirt

Flirting is trial and error. You try something out, and gauge the reaction that you get. If people respond favorably, you continue to use that tactic; if you get a drink thrown in your face, you reset your plan. Landing page content is no different. If your page isn’t getting conversions, you need to consider switching things up. If a landing page is receiving high conversions, see how that content can translate to your other landing pages to increase their success, too.

Make an Impression on the First Date

Once you’ve gotten a prospect to give up some of their personal information and click your link, it’s time to make an impression. Don’t play the waiting game when it comes to contacting them. Have customized follow up content ready to go, and get your new lead into a drip campaign ASAP.

Become Exclusive

It’s up to you to start the conversation about taking your relationship to the next level. With the above strategy, your content should be at peak lovability, and your audience should be ready to convert from casual dating to being in a committed relationship.

With a plan this good, you’ll soon find that you can put cupid out of business and for more content love tips be sure to read How Website Design Can Help Your Leads to Fall in Love With Your Brand.

Lead generation 2018

4 Ways You can Freshen Up Your Lead Generation Strategy This Year

Lead generation is not a static marketing tactic. It’s powerful, but ever-evolving, tool that needs to be evaluated as technology advances, as browsing habits change, as buying behaviors shift, and as the online and e-commerce industry rules are rewritten.

Marketers might find themselves feeling frustrated with the challenge of delivering qualified, valuable leads.

With some patience, though, and a lot of dedication, your business can benefit from a redefined lead generation strategy. This will help pull in qualified people ready to be converted into your most loyal customers.

Here are a few ways to stay on top of trends and to give your lead generation a fresh start for the new year:

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Optimize Your Digital Marketing Strategy New Year’s Resolutions

8 New Year’s Resolutions to Optimize Your Digital Marketing Strategy

A new year is a time to refresh your digital marketing strategy. This year, create unique goals, don’t just recycle your goals from last year. Use this year’s data, trials, and lessons to craft a specific, targeted strategy and you’ll find yourself with better results, a more efficient team, and streamlined processes.

Here are eight new digital marketing strategy New Year’s resolutions that can take your business to the next level in the new year.

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