Category: Blog

Let’s get into the topic. Infographics (or information graphics) are graphic visual representations of information, data, knowldge, ideas… Their aim is to communicate complex topics or concepts in a simpler way, making comprehension “quick and clear”.

Nothing new, since the first samples are the same age of the human race. But living a new life, these days, thanks to the wide use of digital graphics and the circulation potential given by the Social Media.

According to Google search data, the term “infographic” grew more than 800% over the last 4 years. A successful information graphic is simply viral: people like it, or find it useful, and can’t resist to share it. Besides, eye-catching graphic solutions are very easy to remember and to relate to a brand image.

So, the use of these tools is becoming an interesting component for brand and marketing development strategies.

How? The good news, is that the game is very simple!

Here you are some online tools that you can use to create infographics:

http://visual.ly/ for stunning graphics in a few seconds
http://chartsbin.com/ to create map charts
http://creately.com/ to create diagrams
http://www.wordle.net/ to create “world clouds”

And a website presenting stunning infographic samples: http://infographicsmania.com/

It’s more than words-words-words, when experts say that “Africa is not just one”. The way people consume advices about real business in the real World, more than lot of theories and abstract ideas.

So, keep 10 minutes to dig into reality. These are the “seven types of African consumers”, right here and now!

Trendy Aspirants / Progressive Affluents
Enjoying a growing purchasing power, these two categories represent just the 28% of the population, but are responsible for 7% of the income and 40% of spending on packaged consumer goods. Well educated and living mostly in urban areas, Trendy Aspirants (young, ‘up-and-coming’ high-end consumers) and Progressive Affluents (older, having families and belonging to a higher socio-economic class) have a good “nose” for quality: they prefer brands able to upscale their products, looking for them in modern trade outlets.

Balanced Seniors / Struggling Traditionals
Spending “responsibly” seems the priority for Balanced Seniors (post-secondary education and incomes around US$550 per month) and Struggling Traditionals (haven’t completed secondary school and have monthly incomes of $285), which represent the 27% of the population. They are responsible for 28% of packaged consumer goods spend, but only 22% of total income. Most of people belonging to this category  are mid–thirties, married with household management responsibilities, and mostly live in peri-urban areas. They like new products, but they prefer to shop at traditional trade stores and are focused on affordability.

Wannabe Bachelors / Evolving Juniors / Female Conservatives
Wannabe Bachelors and Evolving Juniors prefer to spend time with friends rather than be at home. They are receptive to advertising and show greater interest to try discretionary products, such as energy drinks, for example. Female Conservatives are deeply involved in family and traditions. They prefer to buy items on discount, purchasing products that come in a variety of pack sizes. All these categories, despite their low spending power, they are likely to own a mobile phone, which they use primarily for text messaging. They represent the 45% of the population, yet contribute only 32% of the total spending on packaged consumer goods. All of them are sensible to the brand power: regardless for the place where they buy, they tend to be loyal to the same brand on the long term.

What to add… if you are in business, just take note and meet your target!

E-commerce is the most immediate way to monetize your Internet presence – if your business is about selling something, of course.

Right now, tools and chances to become a successful online retailer are many and various. From the simple eBay account, that you can set up in a few minutes, up to a super-custom online bazaar where it is possible to find everything, there’s a huge range of possible solutions capable of maximizing your income by online sales.

So, how to move if your aim is to move to e-commerce? Just a few and simple rules will help you to make the right choices.

1. Run. Not too fast.

Of course, being online and start making money as soon as possible is a key point. But don’t forget to plan a good strategy, if you want to go far. Evaluate carefully the budget you want to invest at the beginning – try out cheaper options, selling over shared shopping platforms. Get knowledge about your market area online, learn by mistakes, improve your technique gradually. Then you’ll be in the position of getting and managing a “full option” online store.

2. Give real plus value to your online offer.

It is a fact that people, anyway, like to get out and go shopping. You need to give them a good reason to buy online, where commercial transactions are often slower and not face-to-face. A good reason can be better prices or a wider catalogue. But also a very efficient customer care service or the ability of making pleasant the purchase of common use goods. Think about it. And equip your e-commerce plaform with the right enhancements.

3. Usability first!

Design of the website is one of the main issues about e-commerce systems. Leave “special effects” for other purposes. Keep it clear and simple. Provide users more than one way to go across your catalogue. Main functions must be not just visible, but even obvious… as a customer gets into your web store, he should be immediately aware about how does it work.

4. The importance of being transparent.

A “must do” before starting an e-commerce activity? Prepare a very clear section dedicated to terms and conditions. Take care about the privacy of your customers. Be clear about prices, additional charges, returns and time for delivery. Safeguarding the client means also to safeguard yourself.

5. Online doesn’t mean “virtual”.

Thinking that an online shop needs less care (and less time) rather than a classic sale activity is one of the biggest mistakes you can do. E-commerce is “real” trade: it involves goods, services and money. Don’t forget to manage it the most efficient way possible, keeping your storage and pricing updated and giving ready feedback to clients’ requests. Reliability is the key of a successful online business!

This happens to us as “persons”, but also any time we make brand building on the Social Media for our business or for the company where we are employed. Online we can build effective and long lasting job relationships, we can hunt new great clients. More and more HR officers are using Internet to sort out certain kind of “heads hunting” matters.

This is somehow good, it shortens distances and breaks down lot of barriers, making possible interactions between people that otherwise would be impossbile. It’s an opportunity that each of us should use the best way possbile. Without making some common mistakes that compromise our credibility.

A positive behavior on the Social Network is one of the elements that influence more people checking our profiles. So let’s pay attention to the attitude that we show, because it really can make a difference – even more when we’re using tools like Facebook both for personal and business issues.

But… what are the most common fails that people and companies do when using Facebook?
Let’s have a look!

1. Confusing conventional formats of the language
It happens mostly when we make intensive use of Facebook and Twitter at the same time. Of course, because one of the  most recurrent incoherences in language is nothing else than… using the hashtags (#) of Facebook! Hashtags are widely used on Twitter, because they have a precise semantic function, that on Facebook is completely useless. And people don’t like useless elements that disturb the comprehention of a message. So, as a general rule, it’s better to manage Facebook and Twitter separately and use the most appropriate language for each one.

2. The contents’ duplication
We have a message to share. We want to share it both on our company’s page and on our personal profile. That’s fine… but how many times we just made a copy/paste and shared the same message, in the same shape, twice or more one next to the other in our friends’ timeline? Pushing too much with the same message is everything but effective. Most of times, just a small variation in presenting the same content on different profiles and pages is enough to avoid the duplication mistake. Pay attention!

3. Invading the friends’ profile with “tagged” images
Lot of fails happen about the way we share images with our friends. The most common? Using the “tag” function even if no people appear in our image. This way, we’re forcing a picture to be shown on our friends’ diaries… most of times without asking permission! And you never know… maybe your friend is not likely to show your advertising flyer on his personal profile. As well as receiving lot of comment notifications about a picture where he’s not appearing. On the other hand, many people will be happy to share a creative image passing a consistent message. Create “call to actions”, not “forced actions”!

4. “Come! Buy! … Hey, consider me!”
If what you propose is really something standing out, if you have something relevant to say, people will notice even if you don’t shout. So for instance, when you’re advertising an event the right strategy will not be posting a “Come to my event!” ten times a day – anticipating amazing things that people will find at your event will bring many more participants.

5. Sharing negativity, highlighting your bad mood
Of course, days where you’re not at the top of the game happen. And the temptation of looking for commiseration on Facebook is sometime very huge. But think about it: is this the idea of you that you’d like to spread among your friends? The idea of somebody always complaining, or always busy complicating things, is not the most attractive. What if, right that day, somebody from the company where you just sent your CV decide to check how is your Facebook profile? Much better to be positive, easy, direct… and to leave everything else out of the Internet.

But… attention! A landing page is not an alternative to a good website and to a regular social network activity. It is a component of a well balanced web-marketing package, which will give great results if used in a proper way.

Here you are some tips to help you to understand if your Company’s sales could benefit from the use of landing pages.

What is a landing page?

A landing page is a small website (ideally no more than 1-3 pages) completely focused on a single product or service, aiming to increase sales. It usually has simple but eye-catching graphics, few targeted information, some pictures or a video presentation, visible recalls to social media profiles and a form to capture leads or generate conversions.

Why landing pages can be very effective?

Landing pages are like a window where a good products “speaks itself”. No space for useless information and distracting elements, everything is focused around the chances that a potential client clicks on the “Buy” button… with no need of being pushed to the purchase!

What are common mistakes in landing pages?

The most common mistake is using too many words to explain a poor product. Or to shout “Buy me!” too loud, because the pictures are not enough. Adding a landing page aside a website is worthing when you have a standing-out product or a service with huge potential… otherwise, better to include it just in your catalogue.

How to generate visits to and conversions from a landing pages?

Because the topic of a landing page is usually very specific, a light SEO adjustment will guarantee some visibility to your product. Next to this, integration with all the other marketing tools online (such as banners, contextual adverts and newsletters) and offline (such as displaying links and QR codes on flyers, brochures and packages) will maximize their effectiveness.

How to monitor results?

Monitoring the effectiveness of landing pages is simple. Next to a normal statistics platform, thanks to the presence of elements to capture leads it will be possible to get also a very precise profile of the target interested in your product or service.

This is the big difference in using Social Media at a personal or at a business level! When time is money, it’s evident that all the resources spent in growing and managing a social network need to be financially rewarded on the medium and long term.

Social Media for business are not meant to “make friends” but to “engage customers”. And this is the big challenge. Researches highlight that, on the average, less than the 1% of sale convertions happen directly on social network websites.

It means that, while the web panorama is evolving day by day, some milestones don’t change. The major point of sales conversion is the ecommerce or the website of a company. The main point of access to a company’s website is in many cases a corporate blog.

So, where do Social Media take place in the sales process? What is their role? Let’s try to explain, in 5 simple steps, how to generate sales using Internet.

1. Build your brand’s web “ecosystem”

Website, blog, profiles on selected social networks. All connected together, and working in a balanced interaction – new contents regularly shared on Facebook and Twitter, social widgets at the bottom of each post, third part integrations in strategic position on the website… and so on. Don’t overload your presence on social media, but choose just the ones which “play your game” better: focus on Facebook if you’re a b2c, on LinkedIn if you’re a b2b, on Twitter if you deal with real-time information, on Pinterest if you have high quality pictures. And pay attention where the feedback is higher.

2. Provide top-quality contents

Contents are the soul of Internet. The web was born around the aim of making contents easily accessible! A website without content is not relevant, and a profile on social media which is never updated is useless. Think about the key topics related to your business, and show your key competences to the public: be accurate, creative, funny, engaging… but most of all, consistent and persistent. Make an editorial plan, including topics and updates timeline. Then strive to follow it. Results will be evident in a few months!

3. Build your audience

Just one advice: interact! Effective communication on web is 2-ways, from the company to the marketplace and from the marketplace to the company. Be active in the web communities dealing with your target niche, reply to your customers’ requests, look for attention of local media and opinion leaders. Social Media will make it easier, but don’t limit your work to Internet: go out as well, and build face-to-face relationships. A good PR network is one of the key of success.

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And now… pay attention! Sometimes web marketing strategies fail because they don’t go over this phase. To convert a “fan” into a “buyer” is not an obvious step. To push this bareer, you need to give people a good reason… and a practical way to make the purchase.

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4. Build a “call-to-action”

You need to be smart in order of leading people to purchase. Show your products or service, highlighting the reason why your target will benefit from it. Then, link it to an interactive element that allows or facilitate the purchase: typically it’s a landing page set up with an e-cart, or a booking form… important is to have a technical component that allows to turn the visitor’s intention into a practical action, tangible and matched to an analytics system. This is the way to make sure that your campaign on web is effective in increasing sales.

5. Turn your best clients in “brand ambassadors”

When you have reached some popularity, it’s time to push your brand to the next level: to become a “top-seller” in your marketplace! Reviews and recommendations by the customers are one of the most powerful way to boost your sales network online. Use the Social Media! Invite people to send comments, collect and publish… and in a few time, lot of people will know that your company is an excellence in your business sector.

With around 22 millions people connected (80% of them through mobile), more than 450,000 Facebook users and plenty of Twitter familiars, Tanzania is a web marketplace that still needs to grow, but already offers interesting opportunities of visibility for small and large companies. (Data by iHub & Social Bakers)

Let’s try to give a brief idea of how Internet can improve your business. Easily, fast and in a verifiable way.

1. Share a positive image and demonstrate your competences.
A well designed and regularly updated website, but also a good reputation on social networks, can make you to become the opinion leader in your sector. Your target niche will notice high-quality and useful information, and “word-of-web” will increase your popularity… and your customer base!

2. Information with no limits.
No matter if your offices are open just from 8.00am to 6.00pm. Your website has no timetable. It will be there, available to your customers, always and in any part of the world. It will support your communication strategy, whatever you’re busy about, at every time of the day.

3. Go green. Save time and money.
Costs are lower, compared to traditional advertising strategies. Time for setup are usually reasonable. Updates can be even real-time. Besides, you’ll need less paper and less energy to reach a wider target. Yes, Internet is so… pocket & environment friendly!

4. Give value to qualified employment.
Many Internet talents are growing among young, creative students and up-and-coming professionals of communication. A motivated employee loving his job will reach, at the head of your website, unexpected results. Plus, happy and competent workers are one of the best advertising you have.

5. Interact. Engage. Keep control of the situation.
Balance carefully the mix of website and social network. Reach the right target segment using the right language. Talk, share opinions and listen what customers are telling you. And don’t forget to set a good monitoring system… because, of course, also numbers are relevant.

Good manners matter, even when we’re on Internet. As any public space, where everybody is given the chance to express themselves and showcase their products and contents, the web has its rules. Easy to forget sometimes, mostly when we’re busy and on the run.

On the other hand, many cases history demonstrate that a well planned blogging activity can be a great support to business’ promotion and growth.

Let’s have a look at 5 simple “netiquette for bloggers” tips to care about, when managing our personal or our Company’s blog.

1. Write easy, edit clear
Tone-of-voice of a blog should be fresh and engaging, giving useful information in a way that people understand. Balance the length of posts, and use a language more popular rather than technical. Take care also of editing: clear fonts and a proper use of bold and italic will increase the lever of readability.

2. Don’t grab other’s contents, don’t lie about yourself
Despite what many people think, Internet is a place where contents and their sources can be easily tracked and compared. And a critic use of web information is everyday activity of all of us. So, take care of your reputation and credibility. Don’t copy other bloggers’ contents, don’t use and link images unless you’ve license to do it. In any case, don’t forget to quote sources of the information you give.

3. Avoid any kind of spam
Quality contents drive visits and interactions without need of “pushing” visitors. Comment other bloggers’ posts just to leave a link to yours is not a good idea. Such as regularly send email invitations to follow, quote and exchange links. Nobody like invasive behaviors, exactly as in the real life.

4. The “money” side of blogging
Making money through a blog is the dream of many people. And definetly, it’s not a bad idea! Otherwise remember that, on Internet, quality of contents rewards more than quantity, on the long term. Be patient. You’ll be in the position of making blogging business, when people will know that you’re a reliable source of information.

5. SEO matters, usability too
In “digital” information the technical side matters… even if you’re not a techie. So, what to do? Just mind a couple of isuues. Write thinking about how people is going to find you: keep titles simple and descriptive, so you’ll give good keywords to search engines. Build your blog thinking about how people is going to use it: layout should be simple and self-explicative – most of all, separate well graphic decorations, contents and advertising.

Happy blogging!

So what is brand communication?

Brand communication involves all the ways your brand come into contact with current or potential customers and how these activities influence the way they think of you and your products.  People can come into contact with brands in a lot of different ways – advertising in a magazine, seeing a product in a shop – but what impression are you leaving?  If you have great brand communication people won’t just come into contact with your brand, they’ll notice you – and this will lead to more customers!

Why should I care about brand communication?

Do you have a great product or service?  You might think you’re the best thing since sliced bread but if you don’t have great brand communication nobody else will know!  If you don’t reach your audience with a message they can identify with they’ll move along and forget all about your product.

OK!  I need better brand communication!  What do I need to do?

Don’t panic here’s a few things you should think about to start to improve you brand communications:

1. Think about your audience
2. Think about your image
3. What message do you want to have?
4. Design the message with your audience in mind
5. Put your message out thereI know my audience and my image but how do I get my brand out there?How you put your message out makes a big difference in reaching your target audience.  There are a lot of ways to reach your audience including:
   • Printed material – newspapers, magazines, brochures, fliers
   • Outdoor advertising – billboards, kiosks, trade-shows and events
   • Broadcast advertising – Television, radio and the Internet (including social media such as Facebook and Twitter)
   • Unconventional advertising – product placement, word-of mouth, guerrilla marketing

    

   Need some inspiration?

   Here’s some examples of great brand communication campaigns:

   • Top 100 advertising campaigns
   • World Communications Awards
   • Ford’s successful brand communications
   • President Obama’s election campaign

    

   Stuck?  Confused?  Do you need help?

   At Twenty4 we do everything involved in brand communications, including: writing; drawing; designing; photographing; illustrating; marketing; web design; search engine optimisation; and printing. If you need help with your business and getting your product out to clients we can help you, contact us or stop by the office.