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The News Chair

Unlock Your Business Potential

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Are you looking for the keys to kick-starting your business or organization growth this year? The Coles team is made up of communications experts with backgrounds in everything from digital marketing and media relations to Web design and videography.

 

We want you and your business to have a successful year! Let us help you get started with a marketing tip from each team member.

 

Barbara Coles

Barbara Coles

Barbara Coles, President – Website Lifespan

A website’s lifespan is typically three to four years. If your website exceeds that time without a major update or redesign, technology is likely to have passed you by, and you risk losing valuable consumers. At Coles Marketing, we use the latest technology and expert design to create websites that generate clicks, calls and leads.

 

 

 

Brian Coles

Brian Coles

Brian Coles, VP Marketing – Integrated Messaging

The rule of three is now the rule of nine. During our waking hours, we are saturated with marketing messages. Use integrated marketing with consistent messages to reach your audience as many times as possible, where they congregate, to make your brand stand out.

 

 

 

Chris Mercier

Chris Mercier

Chris Mercier, VP Public Relations – Company Reflection and Goals

Reflect with your team on the year’s communication efforts — what worked and what didn’t. Then talk about company goals you want to accomplish in the New Year with a wish list of how to accomplish each top goal. Don’t be afraid to plan an event to generate some good buzz. And don’t forget internal public relations. Often the enthusiasm of your staff can be the difference between a good year and a great year!

 

 

Tim Coulon

Tim Coulon

Tim Coulon, VP Creative – Images and Copyright Infringement

Don’t assume you can copy images and graphics straight from the Web for articles or graphic projects. Just because an image is on the Internet doesn’t mean it’s free to use. Make sure you own the copyright for images before they are used for personal or commercial use. Copyright infringement is illegal and carries with it possible significant consequences.

 

 

Kevin Moore

Kevin Moore

Kevin Moore, Multimedia Designer – Responsive Email Campaigns

With the usage and popularity of mobile devices continuing to increase, businesses should make sure to offer responsive email campaigns. Responsive campaigns provide the optimal viewing experience across various platforms, whether a desktop or a variety of mobile devices. Here are a few selections to explore:

 

Tiffany Whisner

Tiffany Whisner

Tiffany Whisner, Account Manager/Social Media Strategist – Social Media Education

Focus on expanding your social media education, and continue to learn more each day. Just as the social media world is always evolving — companies need to evolve their social media strategies and tactics. Stay consistent with posting to your social media platforms, and make sure to add videos and images to your posts. Be open-minded, and pay attention to new social media tips and tricks.

 

 

Shawn Sorrells

Shawn Sorrells

Shawn Sorrells, Videographer/Account Manager – 4K Resolution of Video

Marketers and consumers need to understand what 4K resolution is — because the transition from HD to 4K is starting to happen in the video industry. Just like the switch from standard to HD, 4K is the next level of digital television and video. With four times the number of pixels, 4K video has better colors, better contrast and a sharper resolution. Check out this chart for a great visual: http://en.wikipedia.org/wiki/4K_resolution.

 

 

Teresa Tanner

Teresa Tanner

Teresa Tanner, Financial Manager/Event Planner – Plan Events Now

Schedule your company and client events now. You don’t want to wait until the last minute to book a location or venue for a certain date or time. It’s best to start planning as soon as you can! Do you need to reserve a rental or book some live entertainment? Many special events involve complex logistics, and early planning can lessen your stress.

 

 

 

Christopher Lloyd

Christopher Lloyd

Christopher Lloyd, Senior Copywriter/Editor – Importance of Micro Content

Don’t ignore the importance of “micro content.” That’s the online display copy that shows up next to the teaser of an online article. Research shows Web users spend less than 10 seconds deciding whether or not to click on a link. That means people aren’t going to read your content if the teaser isn’t enough of a tease! Make sure your micro content is on-target, snappy and gives an accurate gist of what you’re writing about.

 

 

Lisa Deremiah

Lisa Deremiah

Lisa Deremiah, Business Development – Market Your Business

Make sure your business stays current in marketing itself. If your website is old, let’s get it up to date. It needs to be responsive on all viewing platforms — the pinching and pulling of text on your mobile device when viewing a site designed for your desktop is out of style. Keep your company information easy to access, and your customers will be appreciative. Coles Marketing is here to help with this and any other marketing needs!

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Content Creation: Is Less Still More?

Coles Marketing Less is More

No matter what your vocation, from Hollywood actor to marketing executive, you’ve no doubt heard the advice that “less is more.” The phrase, first attributed to poet Robert Browning, has evolved into an almost universally-accepted truth

Christopher Lloyd

Christopher Lloyd

that audiences appreciate a simple, subtle presentation over a loud, brash one.

Nowhere is this more prevalent than in marketing and websites, where we’re constantly being told people don’t want to see a wall of text on a homepage, or wade through tons of content before getting to the information they came for.

 

Simplify and streamline

Jason DeMers at Forbes sums it up well: “We’re faced with increasing evidence, statistics, and research findings indicating that consumers are tired of being bombarded with extraneous information, which distracts rather than assists them in their buying decisions.”

In his article focusing on the marketing success of Apple, DeMers argues consumers want us to simplify the decision-making process. The best way to do this is by giving them the information they need to know — and leaving out the rest.

He also includes some salient data, like only 16 percent of website visitors read every word on a page, and the average American sees anywhere from 250 to several thousand ads or marketing messages every day!

 

Less>more? Still?

But is “less is more” really the right approach for EVERY circumstance and outreach platform?

After all, the great movement in marketing these days is “brand journalism,” in which companies bypass traditional media and tell stories directly to the audience. Also called content marketing, the goal here is not to just sell, but to provide useful and/or entertaining information that will lead them back to the company’s products and services.

For instance, one of the things we often do at Coles Marketing is create articles for a client’s website or newsletter, such as gardening tips or planning for the new Medicare investment tax. In this case, a well-researched column of 500-600 words, including attractive photos and useful links, would seem to fall under the definition of “more is more.”

 

Spare on top, thicker below

And in some audience engagements, people really do want more information than a superficial outline. Medical care and financial investment are two areas that immediately spring to mind.

If you were looking for an OB/GYN or someone to help you plan for retirement, who would you choose: someone with very vague rah-rah type of content on their website and messaging, or a company or organization that demonstrated its deep knowledge base?

Also, Google’s latest algorithms favor lots of subheadings and links, so more content is often better for SEO purposes.

Our take is your initial engagement with an audience should be simple and direct, but give them a pathway to discover more in-depth information about who your company is and what you do. The strategy should be like male-pattern baldness — spare on top, but thicker below.

For example, we recently created an entire new website for a healthcare provider client. Their homepage and navigation are models of elegant simplicity. But you can also go deeper into the subpages and find a wealth of knowledge about various medical conditions.

So in short: give them less, but offer them more. And Coles Marketing can help!

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