Samantha Martin is the founder and CEO of Media Maison, a New York City full-service public relations firm. As a third-generation toy industry specialist who works one-on-one with Hong Kong’s top toy manufacturers, she has a deep grasp of the ever-changing toy business, and is uniquely qualified to provide her clients with the benefit of her industry knowledge, expertise, and far-reaching personal connections both in media and the toy industry. Sam can be reached at email@example.com.
The design of a brand’s website is not just indicative of a company’s online presence – it is representative of the brand online and offline. Brands must build an online presence and create conversations with customers on channels never before deemed necessary. Unfortunately, as companies are adapting to the cultural transformation, many are leaving their most important tool behind – their webpage.
Without an up-to-date, relevant, and transparent webpage your brand will be beat by contemporary competitors. Webpages are the backbone of your brand – if you’re looking for lifestyle media exposure, then create content that caters to a similar style and beat.
Credibility: The website is where many of your customers will begin to build their first impression of your brand. Brands that want to catch the attention of editors at lifestyle magazines must consider how their website will promote or demote their product. Your website must be reflective of the product you’re pitching. Unprofessional, unorganized, under-construction websites are not conducive to building your brand or creating consumer trust. Why waste your time or money on a marketing strategy if your website is going to be detrimental and dilute interest?
Content Creation: Marketing content must be micro-managed, compelling, and cater to the current trends of your brands' target market. A webpage designed primarily for wholesalers will not catch the eye of an editor of a lifestyle publication. Companies with a diverse audience must market to each sector individually. Web design is not “one-size-fits-all.” Companies must consider at who the
website is. Is your website for consumers or wholesalers? Focus on your target market – if you’re trying to promote your products to parents and kids, then invest in lifestyle photo shoots. Consumers shouldn’t be forced to use their imagination – don’t tell consumers that your product is perfect for them, show them.
Relevancy and Consistency: Companies must have a main message that is clearly expressed on their website. Websites are where customer conversation is created, so consistency is key. Be creative – is the content on your website compelling for consumers? Adjust content in order to remain current and up-to-date on the trends of your target market. Are you sending out an email newsletter promoting a product launch? Your website should reflect this message. Special events or offers should be easily conveyed to consumers. Consumers should not have to dig through your web design to find what they’re looking for.
In my next posting, I will provide some Do’s and Don’ts for great web design.