In a world where consumers have instant access to information, the best brands are those that provide accessible, relevant, and valuable information in the online realm.
According to Google, users are not defined by a long chain of consumer behaviour anymore. For example, how long does it take you to decide to make a purchase or book a getaway? These user habits take place only in seconds, a term coined “micro-moments” by Google.
As an award-winning Toronto marketing agency, we know how to meet your target audience during these “micro-moments” and provide them with a strong message that sells.
Accessing the “now”
How many times have you browsed the internet or an application while waiting in line or commuting to work? You might even purchase a product if its brand speaks to you, in fact, 69% of online consumers agree that timing, quality and relevance of the advertisement determines their perception of a brand.
We believe that even the right message needs to be optimized to make an impact. This is where our experienced web developers have made a big difference in improving our clients’ online presence.
By redesigning their website into a responsive grid with a flawless user interface (UI), visitors now spent a longer time on their page. This, along with other changes, improved their SEM & SEO drastically, allowing them to rank higher on search engines (e.g. BiiZ – an increase in site traffic by 200%).
Our creative designers implement innovative coding, technology and design trends making for an unparalleled web user experience (UX), allowing your brand to be brilliantly showcased online. Armed with Toronto’s top award-winning marketing agency, you will be ready to meet your audience with powerful and engaging information, the moment they are searching.
How to make your website stand out
Optimize your SEM and SEO – let a skilled website designer help you increase your ranking in online search results so your intended audience can find you easier.
Upgrade your user interface (UI) – strong performance and increased web responsiveness allows your user to navigate through your content more efficiently, and enjoy doing so.
Upgrade your user experience (UX) – a trendy design using the right would increase engagement and overall time spent on your website! Here, graphics that are on par with your brand, animations and even the typography play a huge part in holding your user’s attention and changing the way they think about your brand.
Use the right content management system (CMS) – the best marketing consulting firms will audit your current webpage or advise you on the best platform to use based on your content and requirements (such as WordPress, Drupla, Joomla or even custom builds). Correct CMS and API integration is essential to having a functional website or landing page.
Make your website design relevant – include your audience
In a sea of categorizing, website templates and “target groups”, customization has been making waves in the digital world. Inclusivity, reflected in branding, social media marketing, or advertisements, shows that you care to make your viewers a part of your message (e.g. Toronto Bridal Brunch – an increase in ROI by 613%). Even small accommodations have made a difference in the past, such as Apple’s inclusive emoji roll-out.
Custom messages both on web and advertising, programmatic advertising, and retargeting is something your competitors may already be doing, but here, our developers go a step further. Customer centric marketing allows viewers to see themselves in your message and identify on a personal level.
The moment a user enters your web page, cookies and algorithms determine information such as gender and even buying habits, adjusting your webpage to speak more intelligently and diversely. Ask our web agency and website designers about this bespoke approach and let us build you an online presence that keeps you relevant and stands out from the rest!
How to increase the relevancy of your website in Toronto
Know your audience – at Brand & Mortar, our consultants go through many exercises to help you understand your audience better. Knowing what makes them tick, regardless of different job titles, gender and other generic categories, is the secret in really connecting with your audience on a more meaningful level. What are their wants and needs? What do you know about their lifestyle? This allows you to build a brand and a message that speaks directly to them.
Consult your data – as performance driven marketers, we put a high importance on metrics and data analysis. As a digital marketing agency, we want to know what works and why it works. These results help us accurately match the information your company is presenting with the target audience.
Customer-centric marketing – we create content with the customer in mind. Once we identify what appeals to your viewers, we use additional methods of engagement to personalize the experience. For example, chat bots, custom messages or simply allowing the customer to pick and choose preferences or services – even something as simple as changing the background colour between bright mode or dark mode.
Be valuable – be authentic
Did you know that almost 50% of consumers use ad blockers? It’s not a matter of advertisements being effective, but a matter of consumers looking to personal sources and user-generated content for inspiration.
It’s also no surprise that influencers are taking the stage now more than ever; people crave authenticity. A top marketing agency understands this and creates valuable, trustworthy content for your brand (e.g. Avanza sports). Consumers expect brands they support to be an extension of their own values.
They want to see authenticity, and they want to see themselves – of all races, shapes and sizes, able bodied or not, real moms selling products they use for their own children. Media has moved away from the era of muted, beautiful models and is looking to brand ambassadors who have a voice and speak truthfully to their audience. As you might already know, it’s easy to convey a “perfect” image on social media, what stands out are campaigns that embrace imperfections and come from a “real” place.
How to create more valuable content
Influencer marketing – let us connect you with the right brand ambassadors to represent your company. Ideally, the right influencers bring credibility to your brand as well as drive traffic and conversions.
Quality over quantity – you might think that social media platforms should be used to their full potential by advertising your product often and repeatably. However, try the approach of “quality of quantity” to get the most out of your accounts! In fact, only about 30% of your content should be ads and the rest should be valuable resources and information that brings interest to your viewers. The same goes for the frequency of posts; although consistency is a must, quality posts trump quantity.
Behind the scenes – as presentable your online channels should be, consumers agree again and again that they would love to see behind the scenes, tips, and real time interactions from the brand. This goes hand in hand with the demand for real, honest content; people trust people. Let our social media managers and content writers help convey an authentic voice to your viewers, reflective of your brand.
As an award-winning marketing company, we understand what it means to build a powerful brand that aligns with the latest user habits. We create state of the art, responsive website designs, and our designers and web developers are skilled in bringing your vision to life while appealing to a diversity of consumers. Start a conversation today.