July 2019 - Trident

5 Valuable Tips on Getting Your Website to Deliver A Better ROI

Posted on July 24, 2019 by Adam Burrage

The modern business landscape is such that it would be next to impossible to run a profitable business without a website.

By definition, it may just be a virtual storefront; however, a robust website that delivers an impeccable customer experience acts as a chief revenue driver for most businesses.

That said, quite a few business owners seem oblivious to the fact that building a website that actually contributes to their bottom-line demands attention, resources, and meticulous process planning. Failure to realize this will most likely mutate into the painful financial and operational cost.

What a well-performing website can do for your business

It is your gateway to your clients and prospects: One of the most important advantages of a website is that it grants your potential customers an “easy and immediate” access to your business. This allows them to get up close and personal with your business and lowers emotional and psychological barriers. This exponentially improves the ease of doing business with your brand, and gives the opportunity to generate leads, and allow people to get in touch to find out more about your products and services.

Higher revenues: “You make more money”. Regardless of anything else, these 4 words should be enough to convince you on why a high performing website is an absolute must. It acts as round the clock salesperson, who delivers without the restriction of a conventional brick and mortar store. Depending on your niche, having a website can bring about a 20-50% uptick in revenues.

A wider reach: A robust website grants you access to a platform – the internet, which allows you to reach customers in literally every corner of the world.

An efficient business model: A website is devoid of any financial and human costs that a traditional storefront may incur.

key principles that can help your website perform better

Put yourself in your user’s shoes: Assessing your website from your visitors’ perspective is by far the important factor. An effective way to ensure that your website is customer friendly is to ask others to experience the entire funnel, take their candid feedback and then implement the key learnings.

Learn from your competition: While it’s crucial to have a clear understanding of how and what you intend to achieve from your business website; but it would be a mistake to ignore how your competition goes about it. Observing your competition’s website experience and their customer journey may give you crucial insights that you may have otherwise missed.

Intimate understanding of your audience: Your website should be able to effortlessly connect your customers’ core pain points to your business’s ability to solve them. How? You must create a clear sketch of your customer i.e. you find about their gender, income, motivations, problems, the issues that matter to them and the values they hold dear. A thorough understanding of these factors will allow you to craft a compelling proposition and a brand image for your core audience.

Minimise clicks: It’s crucial to resist the temptation to build a “perfect” website. Such an approach blinds you to what your customer actually wants when s/he visits your website. Although you do want your visitors to spend time on your website, however, it would defeat the purpose if they have to sift through unnecessary pages in order to find what they’re looking for. Your goal should be to design your website in such a way that minimizes the time it takes your visitors to find relevant information.

Track your customer journey and assess the site map: Equally important is to take an operational stock of your website i.e. you should have a clear idea about what sections or pages account for most of your victors’ time. The sections that do not come up to the performance benchmarks should either be optimized or discarded.

Few business owners seem oblivious to the fact that building a website that actually contributes to their bottom-line demands attention, resources, and meticulous process planning. Failure to realize this will most likely mutate into the painful financial and operational cost.

For more tips on how you can build a website that consistently delivers a robust ROI, please click HERE to download a FREE eBook with an in-depth analysis of 20 ways to create a winning website.

We look forward to hearing from you. We’d love to explain how we can help your brand break through functional and business plateaus. For an in-depth strategy session, call us at +44 (0) 1455 557766.

Written By Adam
Managing Partner at Trident

Key Elements Of Engaging Content

Posted on July 19, 2019 by Adam Burrage

Do you know your target audience?

Posted on July 17, 2019 by Adam Burrage

A vital part of your marketing strategy has to be audience profiling. Launching a marketing campaign without an idea of who you are talking to is a shot in the dark. The information you have on your audience will ultimately affect the success of your marketing activity.

A target audience profile is simply a specific group of people most likely to respond positively to your marketing, products, and services.

Often, your target audience analysis will be based on specific factors like location, age, income, and so on.

So, why is a target audience important? The simple answer to that question is that the channels, language, and information you use to market to your audience might not be as effective with one demographic as it is with another. Finding your target audience definition will help you to create a tone of voice that really speaks to your customer.

If you know:

What kind of people you’re talking to, you’ll know how to speak to them, where to find them, and what they want from your business?

How those people talk, you’ll be able to adapt your keywords and SEO strategies to rank for the right words and phrases.

What your customers want, you’ll be able to adapt your value proposition so that your business is relevant to a specific need or problem.

How they compare and choose products, you can adjust your marketing campaigns to make your offering seems the most compelling.

A target audience profile is simply a specific group of people most likely to respond positively to your marketing, products, and services.

Creating a target audience profile is all about making sure that you are relevant to your audience. If what you offer and the products you sell match what your audience is looking for, you’ll be more likely to attract customers. Trying to appeal to everyone will not work, as this will make it hard to connect with any group of people on a deeper, more meaningful level. The more a potential client/customer connects with your brand, the more likely they are to become a loyal customer and eventually become an advocate.

If you need to know more or need help defining your audience give us a call.

Written By Kim Burrage
Managing Partner at Trident

5 compelling reasons why small businesses who are looking for growth should outsource their marketing activity

Posted on July 17, 2019 by Adam Burrage

Outside ideas and innovation

It’s easy to get stuck in a rut with your marketing or not do as much as you know you should. Using an agency is a great way to break out of this by giving you access to individuals who will have a fresh perspective on your business and will offer new ideas for innovating your marketing efforts.

Expanded marketing channel expertise

There are more and more channels now available to reach customers and prospects and new ones coming up all the time. It’s difficult to keep ahead when you are busy running a business. A marketing agency can help you expand your presence using new channels which you do not have in-house expertise for.

Strategy

Doing your marketing in-house can sometimes mean getting bogged down in the doing and forgetting to revisit the channels and the strategy. Outsourcing can solve this you can either ask the agency to create a strategy for you or outsource the doing and give yourself time to look at your strategy.

Access to the best technology

Marketing agencies invest in the best technology which can be costly. Using an agency means this technology would be available to you along with the experts needed to utilize it. An effective way of delivering campaigns and reaching your clients and prospects.

Increased efficiency and delivery of results

Using an agency makes sure it gets done. You know you should do more be more creative have more ideas but running your business gets in the way. Putting your marketing into the hands of the experts will get you the results you need to drive your business forward.

If you are a small business looking for help, we will make time to listen to your needs and won’t baffle you with marketing jargon. We have retainer packages which are perfect for small businesses and we have a genuine desire to make a difference.

If you need to know more or need help marketing your small business give us a call.

Written By Kim Burrage
Managing Director at Trident

Monthly Roundup – July 2019

Posted on July 3, 2019 by Adam Burrage

Welcome back to the Trident Monthly round-up!

The aim of these monthly posts is to keep you abreast of all the weird and wonderful news and insights to come out of the world of marketing. Every month, our team will pick our favourite campaigns, brand insights and marketing trends that you can use to enhance your marketing knowledge or even as inspiration to delight your audience.

So let’s get cracking with our top stories from June:

Trident Win Institute of Directors Award!

We are very proud to announce that Kim Burrage and Adam Burrage were awarded the Directors of the Year in the Family Business category at this year’s Institute of Directors East Midlands Awards. The ceremony, which took place on Thursday 20th June at Winstanley House, saw many family businesses and directors come together from across the region.

Having won the regional award, Kim and Adam are also shortlisted for the IoD awards at a national level, which will take place in London on Friday 18th October.

English football leads print marketing resurgence

Print marketing has seen demand significantly increase, thanks to the great performances of the English national football teams (both Mens and Womens) and the All English final in the Champions League.

Huge increases in spending on print marketing were reported as a result of reaching the semis and print was another major beneficiary, with spikes in demand seen for replica kits, St George’s flags and all sorts of related promotional merchandise. This is before taking into account the extra newspapers and special editions, books and magazines, promotional campaign materials, wallcharts, graphics and POS that was produced to report, commemorate and celebrate the team’s success.

“Immediately after Liverpool’s victory, the team’s official store was selling a range of t-shirts, flags, stickers, mousemats and mugs bearing ‘Champions of Europe’ branding. The Liverpool Echo, meanwhile, published three special ‘Madrid edition’ newspapers for football fans that had made the journey to the Spanish capital for the final. The title, which is owned by Reach, used Bermont, the existing printer in Madrid that Reach uses for the international edition of the Mirror, to produce the souvenir editions.”

Print marketing continues to be a strong part of marketing strategies in this digital age!

Source: Print Week

Ikea tap into popular culture

Drawing from its selection of reasonably priced furniture, an array of styles were brought together to recreate some of the iconic spaces of television. A selection of bright and bold fixtures was used to create the living room of 742 Evergreen Terrace that is spotlighted at the top of each episode of The Simpsons. While a string of ’90s-esque furniture made up the massive living room of Monica Geller from Friends.

Check out the Real Life Series living rooms of The Simpsons, Stranger Things and Friends above and head over to ikea.com to see how you can recreate the look in your home.

Great idea and execution for the Swedish brand!

City of Oslo rebrands

Oslo’s new identity is inspired by shapes of the city. The city of Oslo has been given a new visual identity, including a new logo, font and design system, in an effort to build a stronger relationship between the municipality and its residents as well as clarify the public services on offer.

The city was an inspiration for much of the redesign. A new colour palette has been picked to reflect Oslo’s cityscape; blue from its trams and the fjord, green from its parks and protected forests, and warm and neutral tones inspired by its buildings’ facades.

We love the source of inspiration used for the rebrand and feel that it definitely gives the Norwegian capital a modern look to match its avant-garde technology and society.

Source: Design Week

Digital printing to take 21.1% market share by 2024

In its new market report, The Future of Digital vs Offset Printing to 2024, Smithers Pira recorded a total market share by value for digital print of 17.4% this year. This has risen from 13.5% in 2014 and is set to rise again to 21.1% or $862.7bn (£672.7bn) by 2024.

“According to the research, this growth will be driven by increased penetration by digital in markets such as packaging, as well as greater competitiveness in longer runs as higher productivity kit is developed. Population growth and increased urbanisation have reportedly influenced the consumer demand for print, as supply chains move to on-demand or short-turnaround models and the use of artificial intelligence and big data factor increasingly into manufacturing.”

“We wanted to create an operating system that was instantly recognisable, from print to pixel,” Manchipp says. (SomeOne Agency London)

It’s certainly going to be an interesting few years ahead for digital printing, and we are looking forward to it!

Source: Print Week

BT Rebrands

BT Group has rebranded, in a bid to highlight the range of technology services the company offers, aside from telecoms and broadband. The new look is part of a wider brand strategy to increase public awareness of the company’s more holistic services, such as its digital skills programme in schools, and its work on global cybersecurity

The rebrand also aims to draw attention to what the company is doing in terms of equality, sustainability and the environment – it has a target of using 100% renewable electricity globally by 2020, and has a relatively low gender pay gap of 6% compared to the UK average of 9.6%, and also gives more women than men bonuses.

A bolder logotype has been incorporated, and the roundel provides white space within the symbol, which allows the logo to be printed over multiple backgrounds and used as a holding device for imagery.

We like the bright, bold colour chosen for the new logo design, however, the design itself is almost too simplistic, although that is the current trend many brands are moving towards.

Source: Design Week

Written By Adam Burrage
Managing Partner at Trident

Trident Win Big at Awards

Posted on July 1, 2019 by Adam Burrage

Our Managing Director and Managing Partner managed to win the award after impressing the judges with their commitment and values whilst growing the family business, which was started by Chris Burrage over 30 years ago.

Adam said: “It’s a great honour to receive this award. It feels good to be recognised for the work we have been doing as a family business. The awards have come at a pinnacle time for us as we recently celebrated our 30th Birthday.”