Marketing Blog | Addison Clark | Richmond, VA

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When building a brand strategy, it's important to understand and know your audience. A strong brand requires a strong brand identity, brand image, brand culture, and brand personality. There are certain strategies to use when researching your audience such as conducting marketing research, monitoring marketing trends, and staying informed on competitive products. Understanding your audience allows brands to better position their products and services and align their brand identity with that of the consumer. Ensuring that a brand's voice, identity, and values align with that of the target audience is key to a successful brand. Here are three ways to build a brand strategy that will align with your target audience:

end of year marketing audit

As we head into the new year, you might be looking ahead to what's next for your business. Before you start planning, however, it's important to take a step back and evaluate the current state of your business, and by extension, your marketing strategy. Conducting a year-end marketing audit will help you identify what is and isn't working, along with potential marketing avenues for next year. While this isn't a comprehensive checklist, here are a few steps you can take to get started:

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Marketing is one of the only industries where tried-and-true best practices are matched in significance with challenging the status quo and being adaptable. As professionals in the industry, we know there are always "rules" to follow when writing copy, allocating a budget, targeting the best audience, and a litany of other subtasks when coming up with a marketing strategy. 

However, depending on what platform you are utilizing, you may find that the same strategy you used last year, six months ago, or even the previous week is no longer viable. Things like algorithms, privacy policies, and user interfaces can change drastically (often with little or no notice from the companies in control of the platforms). 

Because of this, it's our job to stay flexible. It's always a great idea to be completely in tune with what you are trying to accomplish and utilize those best practices wherever appropriate. However, the job does not end there. Earlier this year, Google rolled out several updates to their search result ranking algorithm that shook up SEO strategies across the board. Had our account management team been caught off-guard by this update, the results could have been less than favorable for the client. 

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1. What do you do at Addison Clark?
I'm a junior graphic designer!

2. What's your favorite thing about your job?
I love combining my love of creativity and technology to create beautiful and user-friendly creative work for clients. 

3. What do you enjoy doing in your spare time?
I love reading, listening to music, and spending time with family and friends. 

4. If you could choose ONE superpower, what would it be and why?
If I could choose one superpower, it would be teleportation so that I could travel anywhere in the world whenever I wanted!

5. Are you a cat person or a dog person?
I love both cats and dogs, but I would have to choose dogs since I have a dog named Rosie!

6. What is your favorite holiday?
I love Christmas because of the lights, music, and coziness. 

7. Who would play you in a movie?
Elle Fanning! I love her smiley and bubbly personality! Or Lily James. 

8. If you could travel in a Time Machine, would you go back to the past or into the future?
I would definitely travel back to the past — probably to the 60s or 70s. 

9. Name three things you'll find on your desk at work. 
My sketchbook, pencils/pens/highlighters, and my water bottle.

10. What is your favorite social media site and why?
Instagram or Pinterest. I love using them to gather visual inspiration. 

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Having an effective marketing strategy can turn a consumer into a lasting customer of your products or services. A good marketing strategy is one that provokes emotion and brand trust in your audience. Brand trust creates greater elasticity in your product or service, which can give your business a competitive advantage. Understanding consumer behavior is key to planning a marketing strategy for promoting your brand. Good advertising strategies create conversation and brand awareness. Here are some tips and tricks to create an impactful marketing strategy: 

holiday marketing

Having a strong, coherent marketing strategy lays the groundwork for success for any business. Developing a holiday marketing strategy for this upcoming holiday season is a whole step further — one that can pay off for most businesses. Though this may be an obvious suggestion, creating a holiday marketing strategy is a great way to drive your business' sales and increase its reach during the holidays. Here are a few tips to start:

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As a business owner, you probably know how important social media is to your overall marketing strategy. Prospective customers often use social media to research products, services, and companies that will help them solve a problem. That's why it's important to post helpful, informative content on your page and build relationships with your followers. But what happens when your followers aren't engaging with your posts? Try these tips to help improve your engagement rates:

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1. What do you do at Addison Clark?
I am an Account Manager. I oversee accounts and connect with clients to help them reach their goals.

2. Are you a cat person or a dog person?
Definitely a dog person. Dogs are true companions, something you can’t find in any other pet. They have so much personality too!

3. What is your favorite holiday?
My favorite holiday is Christmas! I am not a fan of cold weather but it’s such a happy time of year. I love seeing decorations scattered around towns and hearing cheerful music! And everything about it is just so nostalgic.

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If you can't remember when you last updated your marketing collateral, it's probably time to give them a facelift. Do you have new contact information? Have you made any changes to your offerings or marketing messages? Do the designs or photos you use feel outdated? These are common reasons why you might want to update your collateral. A good rule of thumb is to audit your marketing collateral at least once per year to evaluate whether they still align with your brand identity and voice. These are the most common marketing materials that you should include in your audit:

common SEO mistakes

Have you ever wondered why your website isn't getting your desired ranking on Google? For web developers, marketers, and business owners, the best practices of SEO (search engine optimization) are usually well-understood — it's been a constant in the industry for over two decades. However, just as there are best practices, there are worst practices that shouldn't be ignored either. Very common mistakes, that can easily go unnoticed, may be the cause of low search engine rankings. Read on for four of the most common SEO errors that we see regularly. 

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