Do you actually know your audience?

Your first reaction may be to say, of course!

But pause for a moment. Do you know exactly what to say in your marketing?

If you don’t know the messaging that sparks conversions, then you may not know your customers as well as you think. Knowing your audience helps you discover the content and messages people care about. As a result, you will know the precise tone and voice needed to initiate meaningful customer conversations and create value-specific propositions.

The best marketing messages come from your customers. It’s time to get to know them with these audience research techniques.

Demographic Segmentation

Demographics is the study of populations. It uses statistics to study the makeup of groups of people. Demographic segmentation categorizes audiences by statistical data about: age, gender, income, location, family situation, education, ethnicity, etc. It is an important tool needed to divide your market in broad strokes and build audience profiles. However, it will only take you so far in understanding your customers.

Obviously, it is important to know if your business is talking to parents in their 40s versus single people in their 20s—there’s a big difference in tone and voice between these two targets. However, demographic data doesn’t tell you how your audience feels. So when it comes to audience research, it is important not to stop with demographics.

Behavioral Segmentation

How do your customers act? Behavioral segmentation focuses on uncovering customer purchasing habits, spending habits, customer journey stage, engagement level, and brand interactions. Behavioral segmentation focuses on what your customers do rather than who they are.

It is a type of targeting that is particularly effective in discovering customer purchase patterns and spending trends. For example, you can discover whether your customers are more likely to shop online or in-store, how often they use coupons, or how likely they would shop a sale.

Perhaps most importantly, behavioral segmentation helps you understand what kind of shoppers your customers are. Are your customers complex shoppers that actively research the best option before purchasing? Are your customers variety seekers that enjoy trying out different brands even when they enjoy a certain brand’s product? Or are your customers habitual shoppers that frequently return to familiar brands without much thought? Knowing how your audience approaches their buying process is invaluable information that will optimize your marketing approach.

Psychographic Segmentation

Psychographic segmentation categorizes audiences by factors that relate to one’s personality or character, such as: personality traits, values, lifestyle, interests, motivations, priorities, and even conscious vs. subconscious beliefs.

This type of segmentation can be more difficult to uncover since it is not data-driven like demographics. However, psychographic information is one of the most important audience research tools because it gives you invaluable insight into how your customers feel. It delves into the motivations behind behavior rather than tracking the behavior itself and tells you why the customer buys. For example, a business that knows its customers value luxury status and exclusivity may create “members-only” loyalty tiers to motivate purchasing behaviors.

Are your customers introverts or extroverts? Optimists or pessimists? Spontaneous or planners? Strong environmentalists? Vegans? This may seem like trivial information to learn, but personality traits, hobbies, values, mental outlooks, and lifestyle choices all have strong correlations to buying behavior.

You’ll learn exactly how to position your products or services to engage their interest and trust. For example, if your audience is surveyed as largely introverted, your business may choose to use imagery of people enjoying their alone time in your marketing materials to better connect with them. Introverted customers who see marketing images with crowds, large parties, or outgoing behavior may feel misunderstood by your brand.

Geographic Segmentation

Geographic segmentation categorizes customers by using a defined geographic boundary, such as ZIP codes, city, country, time zone, language, cultural preferences, climate, radius to a certain location, and whether customers live in urban or rural areas. This is the simplest form of segmentation and easy to implement.

People living in urban areas may have different experiences and needs than those living in suburban or rural areas. Geographic segmentation works well for small businesses who need to target specific, localized areas as well as large, national businesses who want to find regional hotspots.

Do You Know Exactly What Your Customers Want to Hear?

Is your business ready to create highly-precise marketing campaigns that truly connect with your audience and transform them into loyal customers? Sun Sign Designs will help you understand your audience and tailor your digital marketing tactics, so your business is the clear solution to your customer’s problems, wants, or needs. Contact us today for a consultation.

Having a consistent marketing strategy in place is essential to the success of every business. Industry leaders with unforgettable brand names, tag lines, and products know the importance of sustained, ongoing marketing.

Though their sales would likely continue even if they halted their marketing, these businesses know they should never stop because it helps them maintain their growth, retain brand presence, reach new markets, and continue as a leader in their industry.

Marketing is not a one-time solution only used to fix problems or achieve a specific goal—especially for small to medium-sized businesses. Businesses that abruptly halt their marketing efforts once they accomplish their objective will immediately lose momentum.

Don’t Let Your Business Lose its Pulse

Without regular marketing engagement, a business’s number of new leads, customers, and clients will plunge. Suddenly, the business finds itself back to square one. Why? Because without sustained, ongoing engagement, a business basically ceases to exist.

Once You Lose Momentum, It’s Hard to Catch Up

Businesses that halt email campaigns, social media posts, or content creation become invisible in the eyes of their current customers and potential customers. When customer acquisition and new cash flows stop, businesses will find themselves going into crisis mode and scrambling to implement effective marketing strategies that reopen customer communication.

Momentum is hard to gain in the first place. By consistently marketing, businesses won’t put themselves in the stressful position of trying to quickly build it all back.

Even When You Accomplish Your Goals, Keep Moving Forward

Consistent marketing not only keeps your business visible, relevant, and growing—it also gives your business the space it needs to experiment and innovate. If a business has a steady marketing strategy that maintains their current growth, they have the opportunity to test out new marketing techniques that may or may not work for their audience. Instead of focusing on making ends meet, businesses can securely conduct marketing trials to see what works best for their customer base and to see what can reach new audiences. Businesses that consistently market better learn their marketplace, discover what works best, and build strong brands that are continually optimizing.

Savvy business owners know marketing is ongoing and always changing. Most importantly, they know it must be sustained.

Does your business need help navigating its marketing strategy?

Marketing strategies that work at one point for a business may not work later on, especially when managing new growth. Contact Sun Sign Designs to set up a consultation and discuss marketing strategies that will keep your business moving forward.

MS Affordable Home provides a wide variety of special-needs populations with all-inclusive, affordable housing. They provide clean, safe, and accessible group homes and residential care homes to demographics in need of housing, such as veterans, seniors, low-income individuals, those seeking sobriety, and disabled or special needs individuals.

MS Affordable Home turned to Sun Sign Designs to create a beautifully designed website that speaks to their mission, backs their professionalism and credibility, and increases their visibility to their target demographics.

MS Affordable Home can’t advance their mission assisting those in need of accessible living environments without the ability to be found online. Developing MS Affordable Home’s SEO footprint was an essential element to helping them find local leads.

Since quality content is the cornerstone of relevant traffic, Sun Sign Designs performed extensive research in the affordable housing industry to write the keyword-rich homepage copy, articles, and resource materials needed to appeal to in-need demographics and convert leads.

As a result, health care providers or family members searching for housing for a patient or loved one in need can connect to MS Affordable Home’s solutions through a variety of content access points. This high-value, foundational content will be invaluable to increasing website traffic and local awareness of their services.

In addition to creating the foundational, cornerstone content needed to reach their audience, Sun Sign Designs built an aesthetically-pleasing, clutter-free website design that is easy to navigate, learn about their services, and fill out their housing application. Sun Sign Designs also wanted to visually emphasize MS Affordable Home’s sincere desire to support in-need demographics in their area. The imagery Sun Sign Designs carefully selected shows why it is important to seek support for special-needs individuals—because everyone deserves a place to feel safe, comfortable, and cared for.

Please visit MS Affordable Home’s new website at https://msaffordablehome.com/ to view their new design, imagery, and content. Let us know what you think!

 

Does your business need quality, foundational content to strengthen your SEO strategy? Would your business benefit from relevant traffic and increased local awareness? At Sun Sign Designs, we don’t just implement generic SEO tactics. We work with you one-on-one to develop a successful SEO strategy that is unique to your business. Contact us now to learn more.

RVR Horse Rescue is a nationally-accredited, non-profit horse rescue facility located in Plant City, Florida. They are dedicated to saving and rehabilitating horses that have suffered from neglect, abuse, or injury. RVR believes every horse’s life is valuable and worth fighting for. Their top priority is healing horses in both body and spirit so they can live full, happy lives in the forever homes found through RVR’s adoption program.

RVR is run entirely by generous volunteers and relies on donations to help the horses in need. To effectively convey their mission and story to others in the community, RVR recruited Sun Sign Designs to redesign their entire website.

Sun Sign Designs knows every organization can benefit from custom photography. With only seconds to capture people’s attention, specialized images can really help non-profit organizations shine and stand out to their audience. Sun Sign Designs went on-location for RVR’s custom photography shoot and captured beautiful images of the facility’s horses and volunteers.

These custom photos empower non-profits to tell their story without saying a word. This type of visual storytelling successfully captures the essence of the organization’s mission and message. Custom photography allows people to get a close-up look and accurate depiction of an organization, which boosts their authenticity. In addition, when potential volunteers or donators are able to view team members as well as the horses on-site, they are able to put a face to a name and form personal connections with the organization.

While website visitors are likely to scroll past huge chunks of copy, creative, custom imagery will hook and anchor them. The visuals convey enough necessary information to get them interested in reading some copy and further exploring the site.

With Sun Sign Designs’ custom photography shoot, RVR is able to communicate the suffering that abused horses have faced as well as the triumph of their healing and recovery. The updated website design condenses previous copy and refocuses RVR’s non-profit mission and services with updated images and a refreshed design.

Visit RVR Horse Rescue’s beautiful new website at https://rvrhorserescue.org and let us know what you think!

Storytelling has been an innate part of the human experience since the beginning of time. Stories have long captivated us and left lasting impressions. Communication and stories are a basic part of who we—humans are driven to tell stories and to listen to them. It makes all the more sense that storytelling has evolved tremendously over time and still persists today not only for entertainment purposes but also in business marketing and brand building.

At its core, a brand is essentially the story of a business. Storytelling is a timeless way to emotionally engage audiences, create personal connections, and to overall expand engagement. Unlike any other marketing technique, storytelling invokes the power of human emotion and connection, creating a deep sense of trust and shared experience.

Brand storytelling is no longer just an option but a marketing must in a world where consumers are swamped in a sea of content. How can storytelling build your brand?

Stand Out and Be Remembered

A business could offer the best solutions, services, or products. However, if their marketing and communication feel impersonal, it will most likely leave a lackluster impression. Consumers are continually flooded with statistics and facts, and they are getting tired of the same old marketing experience time and time again. Strong storytelling will instantly distinguish your brand from the pack. It offers a refreshing and engaging perspective consumers will remember. Consumers don’t always remember the fine details of products and services, but they will always remember a good story and how it made them feel.

Build Authenticity and Emotional Connections

Nothing connects a business to their audience better than stories. Storytelling innately allows people to connect on a deeper level because it focuses on shared human experience. When people see authentic characters and real-life conflict, it is difficult not to form a personal connection. Characters and conflict an audience can truly relate to create memorable emotional connections. The most successful brand stories evoke positive emotions that resonate with the viewer. This type of evocative storytelling allows brands to mean something more to the audience beyond what they are selling, humanizing the brand.

Build Trust and Loyalty

Brands simply cannot grow without trust or loyalty. If an audience finds the characters, conflict, or resolutions to be disingenuous, chances are they will remember your brand but not for the right reasons. If the audience finds the people and struggles in your story to be authentic and perhaps even reflective of their own experience, they will immediately feel a deep personal connection to the brand. If an audience can rely on a brand for genuine portrayals of the human experience, they feel they can trust their entire brand. Building this trust and credibility through accurate storytelling is the beginning of building enduring loyalty and strong customer bases that will last a lifetime.

Build Long-Lasting Relationships and Endless Engagement

Great stories create deep bonds between the characters and the audience, ones people often visit again and again. The audience’s feeling that they have been through the same struggles allows the story resonate deeply with them. Even when a story ends, it still lives on through the audience. Stories are a timeless medium that allow endless engagement and interaction. The ability for the audience to place themselves within the story is what truly can make a story and brand last forever.

 

Do you have the creative tools needed to build a strong brand story? Contact Sun Sign Designs to learn more about our video, photography, custom animation, and graphic design services.

You wouldn’t think something as small as page loading speeds would impact something as big as the success of driving forward your business’s mission—but it does.

When a user first decides to visit your website, the first thing they notice isn’t your colorful web design, clean layout, savvy content, interesting  products or services—it’s your page loading speed. And for better or for worse, the way they perceive the rest of your website and business will depend on this first impression.

Research has shown that the modern user expects websites to load in three seconds or less. In fact, some users will even leave before the three second mark. These studies show that, when forced to wait longer than three seconds, the users will leave the website and look elsewhere. As a result, slow page loading speeds are directly correlated to lower traffic and conversion rates.

Imagine this: someone visited your website with the intention of reading your content or purchasing purchase a product or service—but you lost them, not because your website was unappealing, but because it simply didn’t load fast enough. It’s a shame that slow page speeds are what prevent users from enjoying the creative web designs and content businesses work so hard to create for their customers.

Consequently, business owners do not have a second to lose. Here’s how fast page loading speeds can immediately secure a competitive advantage for your website and business:

Capture and Maintain Consumer Interest

As we noted above, it isn’t enough to simply spark consumer curiosity—you have to also maintain it! Creative web design and strategic marketing will do the heavy lifting to get the traffic to your website, but fast page loading speeds will be the secret edge that maintains and boosts it.

When pages load quickly on your website, users are not distracted by inconvenience and don’t become frustrated. Fast loading times lock in visitors to your website. They won’t have time to think about leaving when you have a website design and layout that makes users explore. As a result, they won’t leave your website and can form their opinion based on all the hard work that went into the website’s design, layout, copy, and offerings.

Create a Positive User Experience

Even if your web design and content are more engaging than your competition, it won’t matter if visitors won’t stay long enough to interact with it. Every visitor is a potential customer. When page loading speeds and general performance are slow and clunky, it is an immediate turn off to the modern internet user.

You can put all your time, money, and energy into creating the perfect, most seamless user experience. However, it will all be for naught if you have slow page loading speeds. First impressions are incredibly lasting. Also, with so many options on the market, there isn’t a big reason for visitors to return and try a slow website again. Ensure your visitors’ experiences with your website are positive and lasting for the right reasons.

Build Loyalty and Trust

People expect lightning-fast loading speeds and an entirely frictionless experience. When they receive this in a website, they immediately feel taken care of and appreciated. They will see a website and a business that prioritizes their experience and appreciates their support. Customers will perceive the website as a quality business they can trust and that they can return to.

Even though design, content, and product and service offerings will certainly have sway in their overall opinion, fast loading times will tip the scales in the right direction. It is far more cost-effective for businesses to get loyal repeat customers to make another purchase than it is for businesses to obtain new customers. Consequently, fast websites will instill trust and build loyal customers.

Boost Conversion Rates

Slow page loading speeds could be killing your conversion rates. According to one study, improving your page loading speeds by 1 second can lower bounce rates and increase conversions up to 27 percent. Unhindered by slow speeds, more users can complete the business’s desired action, whether it be reading a blog post, filling out a survey, providing an email address for a newsletter, or purchasing a product. Page loading speeds clearly have an impact on businesses’ online revenue potential.

Ensuring your website has fast page loading speeds is a critical first step to growing your business and maintaining a competitive advantage over your competition. What are you doing to boost your website speed?

How Fast Are Your Pages Loading? Find Out Where Your Website Stands Today

What’s slowing your website down? Let’s find out and fix it together!

Regularly evaluating your website will keep your business on track to meeting your objectives. Sun Sign Designs offers a free audit of your website’s loading performance and provides the solutions needed to further improve it. Discover how your website is performing and learn ways to optimize it now.

Peaq Procurement

Tampa Succulents is a succulent greenhouse and shop based in the Seminole Heights neighborhood of Tampa, Florida. Owner Lisa Kimball’s love for succulents and gardening bloomed at a young age. She was continually fascinated by plant propagation and creating new succulents from fallen scraps. She now helps others discover the joys of planting succulents and cultivating greater community connection!

With Tampa Succulents, she has the pleasure of sharing and teaching the art of gardening and succulent therapy! Through fun virtual DIY events, pop-up markets, and collaborations with local businesses, Tampa Succulents shares the process of potting, arranging, and growing your own succulent planters or living wreaths. Tampa Succulents also ships their DIY succulent kits nationwide, so anyone can build and design the perfect planters for their home or garden.

Tampa Succulents knows growth is key, so they turned to Sun Sign Designs to help their website thrive! Tampa Succulents switched to Sun Sign Designs’ reliable hosting services, which boast high loading speeds, minimal downtime, and secure encryption. Sun Sign Designs ensures that all their clients’ websites are fast and user-friendly for their customers in order to quickly convert leads into sales.

Sun Sign Designs enhanced Tampa Succulents online platform and marketplace with new website design and copy. With the endless varieties of shapes, sizes, colors, and textures of succulents, Sun Sign Designs made sure Tampa Succulents’ website was bursting with the same color and greenery to engage site visitors. Similarly, Sun Sign Designs revitalized Tampa Succulents’ online shop, so customers can easily sort through DIY kits, succulent favors, living wreaths, and more. Finally, Sun Sign Designs is boosting Tampa Succulents’ SEO and creating new points of entry to their website by writing engaging blog content. Websites that are regularly updated with fresh content stay relevant in search engines and climb higher in search results, bringing more business to the website.

We think strong website design and digital marketing strategies are essential for businesses to grow and thrive for the long-term.

Check out Tampa Succulents at https://tampasucculents.com/

In a time when so many American goods, services, and technologies are outsourced abroad, Sun Sign Design wants to reiterate its belief in purely American-made web design, marketing, and advertising. Sun Sign Designs never outsources its products, services, or technologies abroad. All of its unique web design, brand-building graphics, e-commerce solutions, social media and content marketing, its advanced Search Engine Optimization software, and website security technologies are exclusive to the U.S.A.

Sun Sign Designs knows that when you buy and support American workers, you also keep local businesses strong and support domestic job growth. Sun Sign Designs is proud to be a part of the American workforce that strives for excellence and superiority in its services. It is also proud to never risk its clients’ satisfaction by outsourcing work abroad. Businesses that rely on outside services inevitably risk the reduction in quality as important project details are lost in translation. In addition, outsourcing work abroad calls security into question since different countries may not have the same laws protecting intellectual property or private data.

By keeping its services and technologies domestic, Sun Sign Designs is able to personally collaborate with every single one of its clients to understand their business and their goals, becoming incredibly familiar with the unique characteristics and needs of every project. Staying American allows Sun Sign Designs to closely monitor all projects and always turn out quality website design to its clients. Most importantly, Sun Sign Designs’ clients rest easy knowing their intellectual property and private data will never be compromised by a foreign entity.

Staying American-made means keeping American consumers’ trust. That’s why Sun Sign Designs has created a new “Made in the USA” graphic to place on its clients’ websites. The phrase “Made in the USA” speaks of quality, excellent craftsmanship, and a superior product, and these connotations are immediately transferred to the website. The graphic will not only show viewers of the website that the business supports American jobs, but it will also instill a sense of trust in them knowing that it has not been created abroad and that it will have superior products and services than those that are not American-made.

When I met Fawn Organics I immediately fell in love the with products they were selling. THC-Free CBD products that had a major health benefit. I also was up for the challenge of marketing CBD products. Cathi was awesome and shared many documents about CBD advertising and I was amazed. Not at the lack of knowledge we had, but how the rules of marketing this type of product aligned with how we do marketing.

Brilliantly phycological marketing that did not mention CBD at all. Yeah CBD is a dirty word. We had to do marketing that appealed to the senses in the subtle way. Anyone who has works with us has heard me talk about how the website is the center of the wagon wheel and the digital marketing are the spokes of that wheel. The website can use whatever vernacular clearly defines the products, however, it cannot mention that CBD products provide health benefits. We know they do and so does the FDA 😉  The external advertising cannot mention CBD at all. Facebook who plays both sides of the aisle on this one, states they will ban the use of the word CDB. However, I have noted in my visual research that they “allowed” bigger players to use the word CBD in their context. Other social media channels, email marketing, and some SEO will not allow the word CBD to be used. We did a keyword check on Google for paid advertising for the keyword CBD… non existent. Bottom line is that you can not be bold and literal with this type of product line.

Phycological marketing is our favorite. So game on.

We like to introduce our newest website to our portfolio of work, Fawn Organics. Please shop local while we all #flattenthecurve and give Fawn Organics the opportunity to exceed your expectations. https://fawnorganics.com . As always, drop us a line, comment on our website and feel free to ask us any questions.