Website – Marketing Matters http://www.marketingmatters.net Be Seen. Be Heard. Get Results. Fri, 19 Jan 2018 19:26:58 +0000 en-US hourly 1 http://www.marketingmatters.net/wp-content/uploads/2016/03/favicon.ico.png Website – Marketing Matters http://www.marketingmatters.net 32 32 Google Analytics and Sitting with the Cool Kids http://www.marketingmatters.net/google-analytics-sitting-cool-kids/ Thu, 27 Jul 2017 13:44:57 +0000 http://www.marketingmatters.net/?p=5706 When the most popular kid in school saves you a seat at the cool table during lunch, and then offers you advice on the stuff that really matters – how to dress, how to pass notes in Ms. Violette’s class, how to ace Mr. Leo’s math test, and how to score an invite to Cameron’s […]

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When the most popular kid in school saves you a seat at the cool table during lunch, and then offers you advice on the stuff that really matters – how to dress, how to pass notes in Ms. Violette’s class, how to ace Mr. Leo’s math test, and how to score an invite to Cameron’s party Friday night – you’d be a fool to turn it down. Especially since it won’t cost you anything and, let’s face it, you could really use the popularity points.

Google Analytics is pretty much like that. Super cool, smart, good looking, tons of friends, and is asking you to hang with the cool crowd. Our advice: Do it.

Unless you’ve been home-schooled until now, you know that Google Analytics is a web analytics service that tracks and reports website traffic. It was launched in 2005 and is the most widely used analytics service on the Internet. Basically, G.A. is class president, homecoming royalty, and runs the community service club.

Before we get rolling, remember this: G.A. is free. It’s a service that business owners would gladly pay for, but Google is giving you the goods at no cost. And even if you’re already using it, you can always benefit from a few friendly reminders about G.A.’s capacity to analyze large amounts of data – in real time – to see how your website is performing. Because having access to data is one thing, but making smarter decisions for your business, based on that data, is where G.A. helps you shine. You can use analytics to make better choices — from defining your target audience to how you measure your results. So are you?

Earning your marks

With Google Analytics, you not only get to see spikes in your web traffic, but you can track to see if those spikes are directly related to something you did – for example, a post, with a cool video, at a certain time of day. And once that’s established, you can take steps to continue what works, and add new steps to see if those tactics work as well, adding on to your marketing campaign.

Your G.A. report tells you how many people visited your website, their geographical location, when they visited, whether one section of your site experienced more user engagement than another, your bounce rate, and so much more. Harnessing this information – which is presented in lists, charts, graphs, pie charts, spreadsheets, and more – and putting it to use is probably the most underutilized but crucial aspect of Google Analytics.

The deeper you dig through this data, the more sophisticated the details get. You can find out what your audience’s interests are, how they log on (from desktops, tablets or mobile devices), and how many of your visitors are new compared with those who are return visitors. The further you go, the more you’ll start to grasp who your audience is and how to target them and give them what they need – and just so we’re on the page, that “need” should involve something your business can provide. With this information, you can identify who among your desired demographic is most likely to convert, and then you can cater your content accordingly. Did we mention this is free?

We could keep going. You’ve got the Universal Tracking Matrix, which allows you to build a tracking link for any online marketing tool you use (ads, newsletters, website) so you can specifically track that link within G.A.

Also, Google Chrome has a plugin which shows some pretty awesome frontend data to any website associated with your Google Analytics account.

With G.A., the more the learn, the happier you’ll be. So do it. Sign up and take that seat at the cool table. We’ll see you at Cameron’s party Friday night.

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Omnichannel Marketing Is All About You http://www.marketingmatters.net/omnichannel-marketing-is-all-about-you/ Tue, 20 Jun 2017 15:08:34 +0000 http://www.marketingmatters.net/?p=5648 Those shoes are so cool! You saw them on your tablet – thanks to Zappos targeted marketing on your Facebook feed – then found them on the Zappos app. You drooled a bit, then placed the shoes in your Zappos digital shopping cart. But before you could finish your transaction, you had to jam out […]

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Those shoes are so cool! You saw them on your tablet – thanks to Zappos targeted marketing on your Facebook feed – then found them on the Zappos app. You drooled a bit, then placed the shoes in your Zappos digital shopping cart. But before you could finish your transaction, you had to jam out the door to work.

Here’s where omnichannel marketing takes over

You get to the office, log on to your laptop, and go straight to the Zappos site – work can wait, this will only take a second. And there they are, right where you left them on your tablet, in the shopping cart. But then you’re interrupted. The boss needs you in a meeting. Then that meeting stretches through lunch, and you spend the afternoon slogging through a mountain of reports.

That night, it’s dinner with friends, followed by a movie. By the next day, those shoes are just a leather-upper, padded-footbed memory. You head out to the dog park where you randomly check your email on your phone, and what’s waiting for you? A message from Zappos telling you that inventory is running low on those awesome shoes, so if you still want them, don’t dillydally.

And then omnichannel marketing gets even better

You click on the link, which takes you to the site, and you move through to checkout, but you’re blanking on the password! Oh, the sadness … wait, what’s that? Because Zappos is so deliciously fantastic, they have a backup plan for password forgetters? And it doesn’t require assistance from customer service? Right there, next to the Zappos login, is the word “Or.” And next to that beautiful “Or” is an option to log in and place your order through your Amazon account. The same shoes, still from Zappos, but through Amazon. Oh, the joy!

Omnichannel marketing has become a key component of any brand’s success. In this example, Zappos improved its already stellar reputation by providing a seamless user experience across all channels. It views the retail experience through the eyes of the customer, orchestrating the experience so it’s smooth, integrated, and consistent. Omnichannel marketing anticipates that customers may start in one channel and move to another as they progress to a resolution.

So how can you be more like Zappos?

Use omnichannel marketing to give your customers seamless personalized service. Make it about them. The same way Zappos sends targeted marketing ads featuring shoes you might like based on previous purchases, you need to make your clients feel like your business revolves around them and making their lives easier.

Then offer products or services for purchase directly from your website. Have an IT firm design an app for your business. Be on every social media network and engage with customers. You need to be available on every screen they have at their fingertips so they can be happy to the tips of their toes – which would look great in those new shoes!

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Telling Your Story as a Marketing Tool http://www.marketingmatters.net/telling-story-marketing-tool/ Wed, 19 Apr 2017 15:40:58 +0000 http://www.marketingmatters.net/?p=5511 More than the look — the iconic black mock turtleneck and the stylish wire-rim glasses — we knew the story. How he created Apple computers from his garage in California, and how he was later fired from his own company. How he generated massive consumer buzz through his much-hyped product releases, and how crowds moved […]

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More than the look — the iconic black mock turtleneck and the stylish wire-rim glasses — we knew the story. How he created Apple computers from his garage in California, and how he was later fired from his own company. How he generated massive consumer buzz through his much-hyped product releases, and how crowds moved to the edge of their seats whenever he was on stage. We heard he was a vegan. We heard he was fiercely competitive. And we heard that pancreatic cancer was the villain that took this visionary innovator from us.

We know this, yet most of us never met him.

And despite the fact we haven’t said it yet, we know his name. Because in addition to inventing technology that redefined an industry, Steve Jobs shared who he was with the public. His legacy — and his brand — are more encompassing than just his products.

So how can your story connect with potential customers? For Marketing Matters president Coleen Leith Sterns, her story comes from a lifelong obsession with technology — in her own words, she’s “always been a geek” and is proud of it. As a child, she longed for her very own Jetsons’ flying car, or at the very least a Star Trek tricorder. It’s no surprise, then, that Coleen has made consumer electronics her passion, and that Marketing Matters has generated more than 20 years of successful relationships and a constant stream of industry praise along the way.

Your website’s “About Us” section should highlight who you are, why you do what you do, and should showcase how your company’s accomplishments and expertise will create outstanding results for your customers and clients. Consumers are drawn to personal connections much more than they’re drawn to a list of unimaginative company babble. Make them remember you!.

Establishing a connection with your target audience and giving them a reason to remember you will increase your chances of getting their business. You only have one chance to make a good first impression. You don’t need to become Steve Jobs. You just need to share what makes you special.

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‘Mentors Who Ride’ Set to Travel across the Continent to Support Big Brothers Big Sisters of Broward County http://www.marketingmatters.net/mentors-ride-initiative-please-donate/ Fri, 01 Apr 2016 15:32:21 +0000 http://www.marketingmatters.net/?p=4888 Mentors Who Ride is a new initiative in partnership with Chester’s Fort Lauderdale Harley-Davidson and Big Brothers Big Sisters of Broward. Passionate motorcycle enthusiasts from Chester’s Fort Lauderdale Harley-Davidson are traveling to from Sunrise, Florida to Anchorage, Alaska to raise money and awareness for Big Brothers Big Sisters of Broward County. Big Brothers Big Sisters […]

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Mentors Who Ride is a new initiative in partnership with Chester’s Fort Lauderdale Harley-Davidson and Big Brothers Big Sisters of Broward. Passionate motorcycle enthusiasts from Chester’s Fort Lauderdale Harley-Davidson are traveling to from Sunrise, Florida to Anchorage, Alaska to raise money and awareness for Big Brothers Big Sisters of Broward County. Big Brothers Big Sisters provides children facing adversity with strong and enduring, professionally supported one-on-one mentoring relationships that change their lives for the better, forever.

The epic journey is about a mentorship between Viru Segura, who recently joined the Chester’s Fort Lauderdale Harley-Davidson team and E.B. and Judy Chester, the founders of Chester’s. Viri will be riding from South Florida to Seattle solo. In Seattle, he will be joined with his mentors, E.B. and Judy Chester to complete the ride to Alaska. The trip is set to start May 30th, traveling over 9,000 miles, across 14 states and 2 provinces, in just 26 days.

We invite you to support Chester’s Fort Lauderdale Harley-Davidson riders and BBBS of Broward County by sponsoring a mile for just $10 to contribute to the total goal of $90,000. Every mile sponsored represents a mile into a child’s future, bringing a positive approach to the face of adversity and affecting their life for the better.

Marketing Matters is pleased to play a role in the Mentors Who Ride initiative by donating the website to support the initiative. Built from scratch in just seven days by the design group at Marketing Matters, the website features a blog and social media feeds to allow visitors to track the progress of the motorcycle enthusiasts’ ride to support BBBS of Broward County. Viri will be updating the folks at home daily with his adventures during the excursion, from each and every state along the way. You can follow the trip from the website, and PLEASE take a moment to support this epic journey visiting http://harley4bbbs.org.

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Marketing Matters Launches New Website to Celebrate 19 Year in Business http://www.marketingmatters.net/marketing-matters-launches-new-website-celebrate-19-year-business/ Fri, 01 Apr 2016 14:50:28 +0000 http://www.marketingmatters.net/?p=4884 Some throw parties, others take a trip and instead we create a new website to celebrate the birthday of Marketing Matters! Our team has worked feverishly to create a website that not only celebrated a milestone, but reflected a new, modern flair. Just like technology, trends go in and out of style, applications need updated […]

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Some throw parties, others take a trip and instead we create a new website to celebrate the birthday of Marketing Matters! Our team has worked feverishly to create a website that not only celebrated a milestone, but reflected a new, modern flair. Just like technology, trends go in and out of style, applications need updated periodically and eventually you have to retire your faithful computer, tablet or phone for the latest technology. There have been so many monumental advances in website design over the last few years, and after updating and creating new websites for clients, we felt it was time to upgrade our own website.

We made the switch from Joomla to WordPress because of the incredible ease of keeping WordPress websites up to date. We are always so focused on our valued clients’ websites that we needed an extremely easy website to manage for ourselves. WordPress is the arguable “King” of blog websites, and we wanted to improve the method we give back to the world. Over the years we have worked hard to provide a blog that is informational, and rarely if ever sales-y. Our blog features the latest public relations and marketing trends, tradeshow and travel musings and other exciting news in our world at Marketing Matters. Be sure to check it out if you haven’t already.

The new website has a ‘responsive design’, which means is friendly to every device, including computers, tablets and mobile devices, a MUST for any modern website design. The scrolling design integrated on the new Marketing Matters website allows visitors to view our portfolio, learn about what we do, meet our team and contact us, all from one page. We are so excited to share our new website and we invite you to check it out, share your feedback and join us in celebrating another year for Marketing Matters.

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Website: M.D. http://www.marketingmatters.net/4784-2/ Mon, 23 Nov 2015 17:46:46 +0000 http://marketingmatters.net/?p=4784 A website, like most things with your business, is a responsibility. Like employees, or your products and services, or anything else, you need to invest in your website. And I’m not talking about keeping it fresh by frequently changing content, which is also important, but for another article. You can find one here… but I […]

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A website, like most things with your business, is a responsibility. Like employees, or your products and services, or anything else, you need to invest in your website. And I’m not talking about keeping it fresh by frequently changing content, which is also important, but for another article. You can find one here… but I digress.

I’m talking about keeping your website up to date. To keep it healthy. And virus free.

Marketing Matters, like a large portion of the website building world, typically employs CMS (content management system) platforms to build websites. There are many popular platforms and we use several of them depending on the need/situation. These typically include WordPress, Joomla!, Magento or Drupal.

We employ these platforms for a number of reasons, one of which is that it creates a much easier website to keep updated with fresh content. This may be a little more work upfront in initial programming and you pay way less to perform edits. Gone are the evil days when you had to call a programmer just to make simple changes on your website.

But there’s another tradeoff. Because of their popularity, hackers are constantly coming up with new ways to annoy you/us. Exploiting websites (on a large scale) through outdated CMS websites has become very popular.

Notice I said “outdated” CMS websites. Whether it’s next month, next year, or three years down the road; given time, I can almost guarantee you that your website will be compromised if left unattended.

The good news is that CMS platforms spend hundreds of thousands (probably millions) of dollars staying ahead of hackers by patching known flaws in previous versions, and they do a pretty good job at it. So it’s pretty simple, take your website to the doctor every once in a while and have it checked out. I promise you, it will save you heartache down the road.

If your website is already infected, our programmers can help clean it for you, but it’s monotonous, time consuming work, and not fun for anyone. And frankly, we’d rather be designing a kick-butt website for someone else. So here’s a quick recommendation for your benefit. We highly recommending a third party platform to keep ahead of malware infection, and it’s proven very beneficial for us and many of our clients. Sucuri (https://sucuri.net/) will clean an infected website and offers an additional level of protection by way of running it through their firewall. They also give you a heads up if your site is breached. It’s not free, packages run from $200 to $500/year – and worth every cent.

Sucuri is not the final solution, as you still need to keep your website updated, yet it helps. If you want to check if your site is infected, use their SiteCheck tool (https://sitecheck.sucuri.net/).

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What is Earned, Owned and Paid Media? http://www.marketingmatters.net/what-is-earned-owned-and-paid-media/ http://www.marketingmatters.net/what-is-earned-owned-and-paid-media/#respond Tue, 09 Jun 2015 14:13:01 +0000 http://blog.marketingmatters.net/?p=908 What is the difference between “owned”, “earned” and “paid” media and what does it mean for your digital strategy? Think of earned, owned and paid media as part of the whole and all contribute to a complete digital marketing strategy. Owned media is any web property that you can control and is unique to your […]

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What is the difference between “owned”, “earned” and “paid” media and what does it mean for your digital strategy?

Think of earned, owned and paid media as part of the whole and all contribute to a complete digital marketing strategy.

Owned media is any web property that you can control and is unique to your brand. One of the most common examples is a website, although blog sites and social media channels are other examples of owned media properties too. Channels like social media and blogs are extensions of your website, and all three are extensions of your brand as a whole. The more owned media you have, the more chances you have to extend your brand presence in the digital sphere.

Earned media is essentially online word of mouth, usually seen in the form of “viral” behavior such as, mentions, shares, reposts, reviews, recommendations, or content picked up by 3rd party sites. Examples of earned media include editorial placements, market reputation and impactful word-of-mouth. You influence the content to offer fans influential and constructive brand content to consider. If owned media sites are the destination then earned media is the vehicle that helps people get there. What good is a website or social media site if no one is seeing or interacting with it? That’s where earned media comes in. One of the most effective driving forces of earned media is usually a combined result of strong organic rankings on the Search Engines, and content distributed by the brand. First page rankings and good content are typically the biggest drivers. Rankings on the first page of the search engines place your owned media sites and content links in a position to receive higher engagement and shares, which is why a good SEO strategy is crucial. When it comes to brand content, interesting, informative content can come in all shapes and sizes. Whether it be a blog, infographic, video, press release, webinar or e-book, the bottom line is that the content has to be worthwhile in order to receive the valuable earned media; which is why a great content strategy is also important.

Paid media is a good way to promote content in order to drive earned media, as well as direct traffic to owned media properties. Paying to promote content can help get the ball rolling and create more exposure. Social Media sites like Facebook, Twitter and LinkedIn offer advertising that could potentially help boost your content as well as your website. Another way to gain more exposure for your content is to pay influencers to tweet or share your links, impacting the reach and recognition your pieces receive. Using retargeting, Pay Per Click (PPC) and display ads is an effective and more direct way to drive searchers to your owned media sites like your website, to help increase traffic and/or conversions.

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Five Tips for Keeping Your Website Updated http://www.marketingmatters.net/five-tips-for-keeping-your-website-updated/ http://www.marketingmatters.net/five-tips-for-keeping-your-website-updated/#respond Thu, 19 Mar 2015 17:05:44 +0000 http://blog.marketingmatters.net/?p=857 We consider a website to be like a garden – if left unattended weeds will eventually pop up. There are many reasons to keep your website updated… Search Engines rank websites higher based on the level of consistent updating Frequently updating can prevent misinformation to potential/current clients Broken links can convey a negative perception of […]

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We consider a website to be like a garden – if left unattended weeds will eventually pop up. There are many reasons to keep your website updated…

  • Search Engines rank websites higher based on the level of consistent updating
  • Frequently updating can prevent misinformation to potential/current clients
  • Broken links can convey a negative perception of your brand
  • Refreshed content can remain relevant to returning visitors
  • Building your brand is all about building relationships, and valuable website content shows that you care

…And there are many more. Understandably, though, today’s business model requires less resources to do more, so finding time and resources to keep up with your website is likely becoming increasingly harder. Therefore, here’s five tips to consider in keeping your website updated.

  1. Consider a Content Management System – Website technology has grown so much over the past few years that current technology has made it relatively easy for a novice to keep their website updated. If you can work a Word Document, you can likely do most of the common updating of a website built in WordPress, for example. We build 99% of all our websites in a CMS, for the main reason that we want you coming to us for the hard stuff; so you don’t have to be tied to a programmer or held hostage for relatively simple updates.
  2. Consider your website in your business goals – Most businesses revise their goals on an annual or semi-annual basis. If you don’t already, we recommend that you start. And as you go through that process, be sure to revise your website goals to assist in those endeavors. If your intent is to increase customer engagement, incorporate a Live Chat feature, for example.
  3. Consistent updating prevents hacks – I personally have never understood why the prevalence of virus attacks are so common, but they are. It’s a big, bad world out there and virus/malware attacks are largely automated these days, meaning any chink in the armor will eventually be found. Look into ways to consistently check in and make sure your website is up to date.
  4. In keeping your content fresh and giving the search engines more ‘findable’ content, a blog has no equal. Blogs don’t need to be long-winded, just a few paragraphs will do. By consistently adding content to your website, over time you can build up a treasure trove of great content. News pages or even adding case studies to your site can have the same effect.
  5. Update your Search Engine Optimization – SEO is not a one and done sort of activity. Testing new keywords, consistent research and… well, optimization, is really important. Good SEO can be a very complex formula, but most can understand the basics of SEO. Dealing with websites every day, I know that even a little work on your part will likely put you ahead of your competition.

Your website is just like most aspects of your business, a resource that requires care and some of your attention. If you take care of your website, it’ll take care of you, and make reaching your business goals easier.

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Mobilegeddon Strikes! http://www.marketingmatters.net/mobilegeddon-strikes/ http://www.marketingmatters.net/mobilegeddon-strikes/#respond Tue, 21 Apr 2015 22:59:39 +0000 http://blog.marketingmatters.net/?p=897 Today Google “pushed the button” on a new search algorithm which would begin to factor in a website’s “mobile-friendliness” as a ranking signal – meaning that those sites which weren’t optimized for smartphones’ smaller screens would see their ranks downgraded as a result. You can read more what Google considers “mobile friendly”. These changes should […]

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Today Google “pushed the button” on a new search algorithm which would begin to factor in a website’s “mobile-friendliness” as a ranking signal – meaning that those sites which weren’t optimized for smartphones’ smaller screens would see their ranks downgraded as a result. You can read more what Google considers “mobile friendly”.

These changes should kick in within the next week, and Google clarifies that the changes will only affect a site’s search ranking on mobile devices – and it only applies to individual pages, not entire websites. It also only impacts searches done on smartphones, not tablets.

As a result, according to TechCrunch, approximately 44% of Fortune 500 companies, and undoubtedly millions of small businesses are going to see a significant drop in the number of visitors to their websites. It’s left many calling today “mobilegeddon”.

Business and the world will go on, we assure you. The good news, if your website is already mobile optimized, you should see an increase in rankings. And if your website is not, there is a way to fix it. A sure-fire way to test your site is to use Google’s Mobile-Friendly Test. For questions or help making your website mobile friendly, we’re a phone call away.

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Cheesy Stock Photography Is No Joke http://www.marketingmatters.net/cheesy-stock-photography-is-no-joke/ http://www.marketingmatters.net/cheesy-stock-photography-is-no-joke/#respond Mon, 20 Apr 2015 20:19:36 +0000 http://blog.marketingmatters.net/?p=870 Early last month we were all really amused with the marketing gimmick employed by iStock, Getty Images and Fox to promote the movie Unfinished Business. The campaign showed Vince Vaughn and other cast mates Photoshopped into cheesy/boring stock images. As part of the promotion, all rights were granted for using these images without any cost. […]

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stock-photos-vince_3219825kEarly last month we were all really amused with the marketing gimmick employed by iStock, Getty Images and Fox to promote the movie Unfinished Business. The campaign showed Vince Vaughn and other cast mates Photoshopped into cheesy/boring stock images. As part of the promotion, all rights were granted for using these images without any cost.

Although the concept was incredibly hilarious, finding non-cheesy stock images to use in your materials is no joke. The images you use in your brochure, website and sales materials directly reflect on how your company is perceived by customers and sales prospects. Your company image is created by those visuals you choose.

Many companies don’t consider this investment in its visual representation. It comes as an afterthought when building a new website or brochure – and typically without a budget. Fortunately, there are some good low-cost options like iStock available now.  Still, be careful.

We’ve put together a few things to look out for when selecting stock photography.

iStock-Unfinished-Business-9

The person in the photo is WAY too happy to be doing whatever it is they’re doing. It’s just not right.

 

 

 

iStock-Unfinished-Business-4

 

A group pondering off into the distance. Or star-struck.

 

 

 

 

 

 

stock-photos-vince_3219813kForced unnatural stiff poses.

 

 

 

 

 

1425489402-vince-vaughn-appearing-free-cheesy-stock-images-you-can-download-getty-4The barren, white background doesn’t make your site look like Apple’s.

 

 

 

 

We’ve all seen them. So, in the interest of not being “that company”, here are a few recommendations.

  • If you’re thinking of doing any marketing in the future, build up your image library now. Your marketing company/person will love you for it. And please photograph at a high resolution. With a flash if needed.
  • Hire a photographer. A good professional will work with you to help develop a few core images that represent your company’s essence. This small investment can provide photos that you own and can use for years to come.
  • Take natural photos of your staff while working. Natural photos are genuine, and that’s what you want to convey.
  • Don’t be afraid of stock photography, just work with someone who has the expertise to use it correctly. Find images that have some punch or interesting angles. And there’s no need for stock images to be so literal, don’t be afraid to think outside of the box by finding images that convey a concept or mood.
  • Rights exclusive images can also guarantee your photos won’t be seen everywhere. Sometimes these are worth the investment.

Need more cheese?  You can view all 12 Unfinished Business images and their stock photo origins here.

* All images were taken from Getty or iStock

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