, by 11 min read

Increase marketing ROI with the help of a creative agency: part 2

In part 1 of ”Increase marketing ROI with the help of a creative agency” we discussed branding, video, and photography.  In this second part, we’ll take a closer look at:

Website/ digital design – improve your website’s UX

Whether at home or at work, most of us spend a lot of time surfing the internet and navigating between different sites. In fact, across all devices, the average Internet user aged 16 to 64 spends six hours and 58 minutes online per day. Often, the experience can be gruelling: users frequently come up against issues such as poor website navigation, slow loading times and no clear calls to action.

Many businesses still struggle to come up with innovative ideas to overcome these issues and to find an appropriate user experience (UX) strategy for their users.

Here are some of the common questions that marketers and business owners ask us:

  • How can we make our user journey better?
  • How do we grow engagement and gather more leads via the website?
  • Can we change our navigation system to make the user experience easier?

These are key challenges that need to be considered and dealt with, but, in many cases, businesses simply don’t have the in-house resources to make any necessary improvements.

Here are three key areas to explore with a creative agency when deciding whether they can help you to improve and optimise your digital website design and user experience (UX).

Develop a clear and concise UX strategy

As a first step, the creative agency you are working with should map out and provide you with a thorough UX strategy that meets your website goals. This should include a clear understanding of your target market, an analysis of your current site as well as thorough site mapping. Not only will this provide you with a clear visual image of the navigation path between the different pages on the website, but it will also highlight possible improvements and detail a clear action plan.

Optimise the page speed

Having to wait too long for a page to load is one of the most frustrating user experiences for website visitors. With the global increase in mobile traffic across websites, it is crucial that your creative agency helps or consults you in improving your page speed.

Have you tested your site speed recently?

Check out this Free Google Insights tool.

Aim to decrease the bounce rate percentage across all your pages as Google can penalise and degrade your website for poor user experience because of it.

Engaging content

According to Forbes, finding ways to drive engagement and growth is one of the top challenges marketers face today. While this might stand true for all types of marketing channels, let us focus specifically on growing engagement on your website. Have you thought about implementing moving graphics, GIFs or interactive experiences which you can embed via an iFrame?Here is an example of Burger King interactive experience. Rhapsody used UX and UI design to bring Burger King’s sustainability statement to life. Rhapsody created a unique navigation system which used the burger as a starting point: familiar, playful and in line with the brand identity, it speaks to customers and creates the connection Burger King was looking for.

the Burger King for Good Charter web page
Developing an engaging, easy-to-use webpage for the Burger King for Good Charter.

We’ve got another tip for you: plugins could also help you grow the engagement on your site. If your website is built using WordPress, you can incorporate extra plugins (available on Envato Market) which support carousels, “hover-over” effects, chat bots and other interactive features. If you don’t currently have the resources to do this in-house, a creative agency can also help.

Print – utilise all marketing channels

Why is print marketing still essential?

We live in a world where technology has become the norm. Digital marketing now counts as an important part of most marketing strategies, depending on the products or services you provide. However, this doesn’t mean that you should overlook traditional marketing techniques.  

Print marketing is far from obsolete; in fact, the opposite is true. Print makes a great impression and is a cost-effective way to draw attention to your business. You can also integrate print with digital to create campaigns that work really well.

The power of cross-channel marketing

By combining several different marketing channels, cross-channel marketing offers an integrated experience that improves brand awareness and brand recognition. For example, a TV ad, poster, or a leaflet can be used to prompt the customer to enter a competition by scanning the QR code or copying a website link.

Then, assuming they opt in, they will receive targeted follow-up emails or vouchers in the post with incentives to sign up or purchase. This creates a seamless brand experience that leverages numerous customer engagement techniques when the user is engaging with different types of media at different times of the day.

This approach is closely aligned with consumer behaviour since people now consume both online and offline media, often at the same time. User behaviour is more fractured than ever before because there are so many options available: in the face of this, cross-channel marketing helps to introduce cohesion between platforms. 

Think about Facebook’s recent launch of a quarterly printed magazine, for example. Although Facebook is an online brand, they have begun using print advertising and posters to campaign against clickbait and false news. The posters mirror the advertisements that users see when using Facebook. The result is a cohesive, cross-platform message that establishes a sense of brand consistency while influencing user behaviour.

Grab your audience’s attention and make your message personal

Print marketing is an extremely visual marketing channel that creates a long-lasting impression and helps build trust with customers. Print is tangible: magazines, catalogues and travel brochures featuring valuable content have a long shelf life – they will be kept and reused. Research from the Direct Marketing Association shows that households keep advertising material around the home for up to 17 days. Print works hand in hand with digital marketing to drive online and in-store purchases.

The power of print also lies in the ability to make it response-driven including through calls to action (CTA). Sophisticated variable data printing (VDP) technology means there are now countless ways in which you can tailor your message to the target audience, thus making print even more relevant and timely.

Since GDPR was introduced in May 2018, there is a lot to suggest that the volume of direct mail will increase. Think about how many emails you skim past when wading through spam – it can be difficult for brands to cut through the noise. A cleverly designed, well-targeted piece of direct marketing makes an impact; people are more likely to pay attention because it is refreshing and unique.

Furthermore, print media can be used to make customers feel valued and drive loyalty. Sophisticated retail loyalty campaigns, spearheaded by brands like Tesco ClubCard, have proven to be incredibly effective. They are tailored to the user’s behaviour and drive greater customer retention in the long term as well as generating significant levels of customer insights.

A lasting impact

For print marketing to be successful, a campaign needs to be perfectly targeted to the needs of your audience. A creative marketing agency will help you achieve a cohesive marketing strategy and establish a consistent, integrated look and feel across all media channels, including print. They will pair the endless creative opportunities that print offers with their extensive knowledge of paper and finishing options to come up with the best solution for your brand. 

In short, if you don’t have an in-house creative team, working with an agency is going to be essential to succeed with any print marketing campaign. Factoring in a smart cross-channel strategy and print media is fundamental when developing a strong brand: it will inspire trust which will, in turn, generate repeat interactions and a lasting relationship with customers.

Creative tech solutions – how engaging experiences help marketers achieve ROI

As we have established, brands are now embracing a multi-platform content strategy to connect with audiences.  

As technology grows and new ideas are brought to life, the opportunities for digital marketing continue to grow too. Increasingly, interactive print technology such as augmented reality (AR) and invisible watermarks are being integrated into print marketing and packaging, thereby bridging the gap between offline and online (but that’s another subject entirely).

Potential customers are researching products and solutions online, trusting user recommendations and review sites before they turn to brands. This is why content marketing has become such an important discipline.

Content marketing is all about providing valuable and relevant content to attract a clearly defined audience and, ultimately, to drive action.Simply put, digital marketing allows customers to find you online when done correctly.

One of the reasons digital content marketing is so important is that it can significantly increase the success of inbound marketing, while being cost-effective and measurable. Whether you choose to create a regular newsletter, an infographic with product advice and tips, or a promotional video to drive traffic to your website, you’ll be driving awareness and helping customers make informed purchasing decisions for long-term ROI.

Discover how Rhapsody helped Culture Trip and Talisker whisky, two brands that teamed up to create an immersive content hub. The website features personal stories from Culture Trip interspersed with atmospheric images and embedded videos, and it links consumers directly to Talisker’s Amazon page for consumers to purchase products.

Microsites are defined as branded content and live outside a company’s home page. They are quick to set up and cost effective, which makes them a perfect solution for communicating on events or specific promotions.

A good example is the British Heart Foundation’s microsite for MyMarathon which is full of inspiring information delivered in an easily digestible format. It includes multiple calls to action that tie in with fundraising, e-commerce, app endorsement and social media, helping to generate more followers and likes, plus it increases awareness of MyMarathon.

British Heart Foundation’s microsite for MyMarathon

Although used for totally different purposes, these two digital content experiences have several things in common. They were both created using a Freeform canvas at a fraction of the cost it would take a developer using more classic means.

They are live, fully customisable, interactive and engaging. They are both cloud-based and capture important user data, allowing you to gain more customer insights and take action accordingly. If delivered correctly, an interactive digital experience will make it easier for you to establish who your audience is and what they are (or aren’t!) engaging with.

Because most companies understand the importance of content, it means you’ll have to compete with other brands to gain audience attention and stand out from the crowd. That being said, cutting through the noise doesn’t have to be complicated. In B2B marketing, for example, static content such as financial reports or legislation updates can easily be made interactive.  

In a recent study, 93% of marketers agreed that interactive content is an effective means to educate buyers; just 70% said the same about static content. 79% agreed that interactive content be reused, resulting in greater exposure.

Furthermore, visual content such as online quizzes or interactive games are 40 times more likely to be shared via social networks. More shares and engagement will ultimately lead to more buy-in from customers – conversion rates are increased by an average of 86%.

The answer to the question “What is your biggest challenge with content?” almost always highlights the same issues: lack of time, creative content production, building credibility and reaching audiences through the many channels available.

It is a marketer’s dream to be able to create complex and captivating content with ease and time to spare. If you don’t consider yourself to be the next Rob Janoff, a creative agency will bring your ideas to life, inform you and help you to increase the ROI on marketing.

According to one study, 88% of marketers say interactive content has helped them stand out from their competitors so, if you haven’t already started, it’s time to start making your content more engaging… and interactive.

Are you looking to experiment with engaging content?

Request a free consultation today.