শেখ হাসিনা ভোট চোর

Author: Melissa Lipovsky

Inside Our Website Rebuild: How We Applied Our Client Process to Our Own Digital Transformation
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hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”font_17″ animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]When you’re helping chemical manufacturers and ingredient suppliers build websites that convert technical buyers, you better make sure your own site walks the walk. We recently put our own digital presence through the same rigorous process we use with our manufacturing clients, and the experience reminded us exactly why this approach works so well for companies dealing with complex products and technical audiences.[/fusion_text][fusion_title title_type=”text” scroll_reveal_effect=”color_change” scroll_reveal_basis=”chars” scroll_reveal_behavior=”always” scroll_reveal_duration=”500″ scroll_reveal_stagger=”200″ scroll_reveal_delay=”0″ scroll_reveal_above_fold=”yes” marquee_direction=”left” marquee_mask_edges=”no” marquee_speed=”15000″ rotation_effect=”bounceIn” display_time=”1200″ highlight_effect=”circle” loop_animation=”once” highlight_animation_duration=”1500″ highlight_width=”9″ highlight_smudge_effect=”no” highlight_top_margin=”0″ title_link=”off” link_target=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”podkova font_20″ content_align=”left” size=”2″ fusion_font_family_title_font=”Podkova” fusion_font_variant_title_font=”800″ font_size=”20px” line_height=”1.2″ text_color=”var(–awb-color4)” text_shadow=”no” text_shadow_blur=”0″ text_stroke=”no” text_stroke_size=”1″ text_overflow=”none” margin_top_medium=”2px” margin_bottom_medium=”2px” margin_top_small=”2px” margin_bottom_small=”2px” margin_top=”2px” margin_bottom=”2px” gradient_font=”no” gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ style_type=”none” animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]Why We Hit the Reset Button[/fusion_title][fusion_text hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”font_17″ animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]

Just like our clients in the flavors and fragrance industry, we found ourselves with a site that was functional but no longer serving our business goals. Our previous website worked fine three years ago, but today’s B2B buyers—whether they’re sourcing specialty chemicals or evaluating marketing partners—expect speed, clarity, and mobile-first experiences that deliver information fast.

The wake-up call? Our mobile traffic had hit 65%, mirroring what we see with our manufacturing clients whose sales teams are increasingly accessing product specs and technical data from factory floors and trade shows. If our own site wasn’t performing for mobile users, how could we credibly advise clients on theirs?

We needed to:
- Refocus our messaging around the client journey (just like we do for ingredient suppliers targeting food manufacturers)
- Create a mobile-first experience that performs under pressure
- Implement modern, sustainable tech that won’t need rebuilding in two years
- Improve performance and search visibility for our target audience
- Ensure ADA accessibility and data privacy compliance—the same regulatory rigor our chemical industry clients navigate daily
[/fusion_text][fusion_title title_type=”text” scroll_reveal_effect=”color_change” scroll_reveal_basis=”chars” scroll_reveal_behavior=”always” scroll_reveal_duration=”500″ scroll_reveal_stagger=”200″ scroll_reveal_delay=”0″ scroll_reveal_above_fold=”yes” marquee_direction=”left” marquee_mask_edges=”no” marquee_speed=”15000″ rotation_effect=”bounceIn” display_time=”1200″ highlight_effect=”circle” loop_animation=”once” highlight_animation_duration=”1500″ highlight_width=”9″ highlight_smudge_effect=”no” highlight_top_margin=”0″ title_link=”off” link_target=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”podkova font_20″ content_align=”left” size=”3″ fusion_font_family_title_font=”Podkova” fusion_font_variant_title_font=”800″ font_size=”20px” line_height=”1.2″ text_color=”var(–awb-color4)” text_shadow=”no” text_shadow_blur=”0″ text_stroke=”no” text_stroke_size=”1″ text_overflow=”none” margin_top_medium=”2px” margin_bottom_medium=”2px” margin_top_small=”2px” margin_bottom_small=”2px” margin_top=”2px” margin_bottom=”2px” gradient_font=”no” gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ style_type=”none” animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]Phase 1: Strategy and Story – Starting Where We Always Do[/fusion_title][fusion_text hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”font_17″ animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]Discovery Workshop: We brought together leadership, sales, and creative teams for the same type of discovery session we run with new manufacturing clients. The questions were familiar: What are our prospects’ biggest pain points? Where do they get stuck in our sales process? What keeps them up at night about their current marketing efforts?

StoryBrand Framework: Using the StoryBrand approach that works so well for our B2B manufacturing clients, we positioned our prospects as the hero facing the challenge of ineffective marketing. Their problem? Marketing that doesn’t connect with technical buyers or generate qualified leads. Our role? The guide who helps them build marketing systems that actually move the needle.

Success Metrics: We define success in the same way we help our clients do: qualified inquiries from companies that fit our sweet spot, increased engagement on key pages, and measurable improvements in conversion rates. No vanity metrics – just business impact.[/fusion_text][fusion_title title_type=”text” scroll_reveal_effect=”color_change” scroll_reveal_basis=”chars” scroll_reveal_behavior=”always” scroll_reveal_duration=”500″ scroll_reveal_stagger=”200″ scroll_reveal_delay=”0″ scroll_reveal_above_fold=”yes” marquee_direction=”left” marquee_mask_edges=”no” marquee_speed=”15000″ rotation_effect=”bounceIn” display_time=”1200″ highlight_effect=”circle” loop_animation=”once” highlight_animation_duration=”1500″ highlight_width=”9″ highlight_smudge_effect=”no” highlight_top_margin=”0″ title_link=”off” link_target=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”podkova font_20″ content_align=”left” size=”3″ fusion_font_family_title_font=”Podkova” fusion_font_variant_title_font=”800″ font_size=”20px” line_height=”1.2″ text_color=”var(–awb-color4)” text_shadow=”no” text_shadow_blur=”0″ text_stroke=”no” text_stroke_size=”1″ text_overflow=”none” margin_top_medium=”2px” margin_bottom_medium=”2px” margin_top_small=”2px” margin_bottom_small=”2px” margin_top=”2px” margin_bottom=”2px” gradient_font=”no” gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ style_type=”none” animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]Phase 2: Messaging That Connects with Technical Decision-Makers[/fusion_title][fusion_text hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”font_17″ animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]Working with complex B2B audiences has taught us that clarity beats cleverness every time. Whether you’re explaining a new fragrance compound or describing marketing strategy, your message needs to land immediately.

Voice and Tone: Sharp, direct, and genuinely helpful—the same approach that works when explaining technical processes to procurement teams.

Purpose-Driven Pages: Each page had one clear objective, just like the focused product pages we build for specialty chemical companies.

SEO Integration: Our writers and SEO specialists collaborated from day one, naturally weaving search strategy into copy that actually engages readers—no keyword stuffing that makes technical content unreadable.

The result? Content that connects with busy decision-makers who don’t have time to decode marketing fluff.[/fusion_text][fusion_title title_type=”text” scroll_reveal_effect=”color_change” scroll_reveal_basis=”chars” scroll_reveal_behavior=”always” scroll_reveal_duration=”500″ scroll_reveal_stagger=”200″ scroll_reveal_delay=”0″ scroll_reveal_above_fold=”yes” marquee_direction=”left” marquee_mask_edges=”no” marquee_speed=”15000″ rotation_effect=”bounceIn” display_time=”1200″ highlight_effect=”circle” loop_animation=”once” highlight_animation_duration=”1500″ highlight_width=”9″ highlight_smudge_effect=”no” highlight_top_margin=”0″ title_link=”off” link_target=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”podkova font_20″ content_align=”left” size=”3″ fusion_font_family_title_font=”Podkova” fusion_font_variant_title_font=”800″ font_size=”20px” line_height=”1.2″ text_color=”var(–awb-color4)” text_shadow=”no” text_shadow_blur=”0″ text_stroke=”no” text_stroke_size=”1″ text_overflow=”none” margin_top_medium=”2px” margin_bottom_medium=”2px” margin_top_small=”2px” margin_bottom_small=”2px” margin_top=”2px” margin_bottom=”2px” gradient_font=”no” gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ style_type=”none” animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]Phase 3: Design for the Real World of B2B Buyers[/fusion_title][fusion_text hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”font_17″ animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]B2B manufacturing sites need to work flawlessly across devices because your buyers are accessing them everywhere—from corporate offices to production facilities to supplier trade shows.

Desktop Wireframes with Mobile in Mind: We began with desktop wireframes, continually considering how the experience would translate to mobile devices. This approach ensures that the content hierarchy and user flow work seamlessly when technical buyers access your site on tablets during facility tours or smartphones between meetings.

Visual Hierarchy: Clear content structure that helps users find critical information fast—the same principle we apply when organizing complex product catalogs for ingredient suppliers.

ADA Compliance: Every design element followed accessibility best practices, reflecting the same attention to regulatory compliance that our chemical industry clients maintain daily.

Performance-Focused Design: Visual elements that look professional but load lightning-fast, even on industrial WiFi networks.[/fusion_text][fusion_title title_type=”text” scroll_reveal_effect=”color_change” scroll_reveal_basis=”chars” scroll_reveal_behavior=”always” scroll_reveal_duration=”500″ scroll_reveal_stagger=”200″ scroll_reveal_delay=”0″ scroll_reveal_above_fold=”yes” marquee_direction=”left” marquee_mask_edges=”no” marquee_speed=”15000″ rotation_effect=”bounceIn” display_time=”1200″ highlight_effect=”circle” loop_animation=”once” highlight_animation_duration=”1500″ highlight_width=”9″ highlight_smudge_effect=”no” highlight_top_margin=”0″ title_link=”off” link_target=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”podkova font_20″ content_align=”left” size=”3″ fusion_font_family_title_font=”Podkova” fusion_font_variant_title_font=”800″ font_size=”20px” line_height=”1.2″ text_color=”var(–awb-color4)” text_shadow=”no” text_shadow_blur=”0″ text_stroke=”no” text_stroke_size=”1″ text_overflow=”none” margin_top_medium=”2px” margin_bottom_medium=”2px” margin_top_small=”2px” margin_bottom_small=”2px” margin_top=”2px” margin_bottom=”2px” gradient_font=”no” gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ style_type=”none” animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]Phase 4: SEO and Performance That Actually Drives Business[/fusion_title][fusion_text hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”font_17″ animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]A beautiful website that can’t be found or takes forever to load is like having world-class manufacturing capabilities with no distribution network.

Technical SEO Overhaul:
We eliminated crawl errors and streamlined URL structures – the same systematic approach we bring to organizing complex product hierarchies for our manufacturing clients.

Strategic Keyword Targeting: One primary keyword per page, supported by related terms that technical buyers actually search for.

Speed Optimization: Image compression and code minification cut load times by over 40% – crucial when busy procurement professionals are evaluating multiple suppliers quickly.

Structured Data Implementation: Schema markup helps search engines understand our content, improving visibility for prospects researching marketing partners.

The performance gains weren’t just technical wins – they directly impact user experience and conversion rates.[/fusion_text][fusion_title title_type=”text” scroll_reveal_effect=”color_change” scroll_reveal_basis=”chars” scroll_reveal_behavior=”always” scroll_reveal_duration=”500″ scroll_reveal_stagger=”200″ scroll_reveal_delay=”0″ scroll_reveal_above_fold=”yes” marquee_direction=”left” marquee_mask_edges=”no” marquee_speed=”15000″ rotation_effect=”bounceIn” display_time=”1200″ highlight_effect=”circle” loop_animation=”once” highlight_animation_duration=”1500″ highlight_width=”9″ highlight_smudge_effect=”no” highlight_top_margin=”0″ title_link=”off” link_target=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”podkova font_20″ content_align=”left” size=”3″ fusion_font_family_title_font=”Podkova” fusion_font_variant_title_font=”800″ font_size=”20px” line_height=”1.2″ text_color=”var(–awb-color4)” text_shadow=”no” text_shadow_blur=”0″ text_stroke=”no” text_stroke_size=”1″ text_overflow=”none” margin_top_medium=”2px” margin_bottom_medium=”2px” margin_top_small=”2px” margin_bottom_small=”2px” margin_top=”2px” margin_bottom=”2px” gradient_font=”no” gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ style_type=”none” animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]Phase 5: Development and Launch Built for Reliability[/fusion_title][fusion_text hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”font_17″ animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]Manufacturing companies can’t afford downtime, and neither can their websites. We built our new site with the same reliability standards our clients expect.

Clean, Semantic Code: Following accessibility guidelines and best practices for long-term maintainability.

Lightweight, Fast-Loading Components: Optimized for performance across devices and connection speed.

Built-in Security: Real-time monitoring and security protocols protect both our data and our users.

Comprehensive QA: Mobile testing, cross-browser compatibility, and functionality reviews – the same thorough approach we use for client launches.

Strategic Launch Planning: Redirect mapping, analytics setup, and post-launch monitoring to ensure zero disruption[/fusion_text][fusion_title title_type=”text” scroll_reveal_effect=”color_change” scroll_reveal_basis=”chars” scroll_reveal_behavior=”always” scroll_reveal_duration=”500″ scroll_reveal_stagger=”200″ scroll_reveal_delay=”0″ scroll_reveal_above_fold=”yes” marquee_direction=”left” marquee_mask_edges=”no” marquee_speed=”15000″ rotation_effect=”bounceIn” display_time=”1200″ highlight_effect=”circle” loop_animation=”once” highlight_animation_duration=”1500″ highlight_width=”9″ highlight_smudge_effect=”no” highlight_top_margin=”0″ title_link=”off” link_target=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”podkova font_20″ content_align=”left” size=”3″ fusion_font_family_title_font=”Podkova” fusion_font_variant_title_font=”800″ font_size=”20px” line_height=”1.2″ text_color=”var(–awb-color4)” text_shadow=”no” text_shadow_blur=”0″ text_stroke=”no” text_stroke_size=”1″ text_overflow=”none” margin_top_medium=”2px” margin_bottom_medium=”2px” margin_top_small=”2px” margin_bottom_small=”2px” margin_top=”2px” margin_bottom=”2px” gradient_font=”no” gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ style_type=”none” animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]

Measuring Success: The Long Game

[/fusion_title][fusion_text hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”font_17″ animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]We just launched the new site, so we’re in the early days of tracking performance. But we’ve set up comprehensive analytics to monitor the metrics that matter: qualified inquiry volume, engagement rates on key pages, mobile performance, and conversion paths from different traffic sources.

Over the coming months, we’ll be analyzing user behavior, adjusting content based on real data, and fine-tuning the experience – the same iterative approach we use with our manufacturing clients to continuously improve their digital performance.[/fusion_text][fusion_title title_type=”text” scroll_reveal_effect=”color_change” scroll_reveal_basis=”chars” scroll_reveal_behavior=”always” scroll_reveal_duration=”500″ scroll_reveal_stagger=”200″ scroll_reveal_delay=”0″ scroll_reveal_above_fold=”yes” marquee_direction=”left” marquee_mask_edges=”no” marquee_speed=”15000″ rotation_effect=”bounceIn” display_time=”1200″ highlight_effect=”circle” loop_animation=”once” highlight_animation_duration=”1500″ highlight_width=”9″ highlight_smudge_effect=”no” highlight_top_margin=”0″ title_link=”off” link_target=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”podkova font_20″ content_align=”left” size=”4″ fusion_font_family_title_font=”Podkova” fusion_font_variant_title_font=”800″ font_size=”20px” line_height=”1.2″ text_color=”var(–awb-color4)” text_shadow=”no” text_shadow_blur=”0″ text_stroke=”no” text_stroke_size=”1″ text_overflow=”none” margin_top_medium=”2px” margin_bottom_medium=”2px” margin_top_small=”2px” margin_bottom_small=”2px” margin_top=”2px” margin_bottom=”2px” gradient_font=”no” gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ style_type=”none” animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]What This Means for Your Manufacturing Website[/fusion_title][fusion_text hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”font_17″ animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]When you work with us, this is exactly the process your website goes through:

Strategic Foundation: Deep discovery to understand your technical buyers and their decision-making process.

Audience-First Messaging: Content that speaks directly to engineers, procurement teams, and technical decision-makers.

Performance-Driven Design: Desktop-first wireframes with mobile optimization that works perfectly whether your prospects are in boardrooms or on production floors.

SEO Strategy: Search optimization that helps technical buyers find your solutions when they need them.

Rock-Solid Development: Reliable, secure builds that perform consistently under real-world conditions.

Ongoing Partnership: Continued monitoring, optimization, and strategic guidance as your business grows.

Your website isn’t just a digital brochure – it’s your most important sales tool for reaching technical buyers who research thoroughly before they ever pick up the phone.

Ready to see what this strategic approach could do for your manufacturing website? Let’s talk about applying the same process that we just used to transform our own digital presence to help you connect with more qualified prospects and accelerate your sales cycle: Contact Us Today[/fusion_text][/fusion_builder_column][/fusion_builder_row][/fusion_builder_container]
June 9, 2025
Top 10 Reasons Creative Projects Go Off Track (And How to Keep Things Moving)
[fusion_builder_container admin_label=”Content” type=”flex” hundred_percent=”no” hundred_percent_height=”no” hundred_percent_height_scroll=”no” align_content=”stretch” flex_align_items=”flex-start” flex_justify_content=”center” flex_wrap=”wrap” flex_column_spacing=”0px” hundred_percent_height_center_content=”yes” equal_height_columns=”no” container_tag=”div” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” status=”published” margin_top=”0px” margin_bottom=”0px” padding_top=”0px” padding_right=”0px” padding_bottom=”0px” padding_left=”0px” border_sizes_top=”0px” border_sizes_right=”0px” border_sizes_bottom=”0px” border_sizes_left=”0px” border_style=”solid” border_radius_top_left=”0px” border_radius_top_right=”0px” border_radius_bottom_right=”0px” border_radius_bottom_left=”0px” box_shadow=”no” box_shadow_blur=”0″ box_shadow_spread=”0″ gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ 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filter_brightness=”100″ filter_contrast=”100″ filter_invert=”0″ filter_sepia=”0″ filter_opacity=”100″ filter_blur=”0″ filter_hue_hover=”0″ filter_saturation_hover=”100″ filter_brightness_hover=”100″ filter_contrast_hover=”100″ filter_invert_hover=”0″ filter_sepia_hover=”0″ filter_opacity_hover=”100″ filter_blur_hover=”0″][fusion_builder_row][fusion_builder_column type=”1_1″ layout=”1_1″ align_self=”auto” content_layout=”column” align_content=”flex-start” valign_content=”flex-start” content_wrap=”wrap” spacing=”yes” center_content=”no” column_tag=”div” target=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” order_medium=”0″ order_small=”0″ spacing_left=”0px” spacing_right=”0px” margin_top=”0px” margin_bottom=”0px” padding_top=”0px” padding_right=”0px” padding_bottom=”0px” padding_left=”0px” hover_type=”none” border_sizes_top=”0px” border_sizes_right=”0px” border_sizes_bottom=”0px” border_sizes_left=”0px” border_style=”solid” border_radius_top_left=”0px” border_radius_top_right=”0px” border_radius_bottom_right=”0px” border_radius_bottom_left=”0px” box_shadow=”no” box_shadow_blur=”0″ box_shadow_spread=”0″ background_type=”single” gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ lazy_load=”avada” background_position=”left top” background_repeat=”no-repeat” background_blend_mode=”none” background_slider_skip_lazy_loading=”no” background_slider_loop=”yes” background_slider_pause_on_hover=”no” background_slider_slideshow_speed=”5000″ background_slider_animation=”fade” background_slider_direction=”up” background_slider_animation_speed=”800″ sticky=”off” sticky_devices=”small-visibility,medium-visibility,large-visibility” absolute=”off” filter_type=”regular” filter_hover_element=”self” filter_hue_hover=”0″ filter_saturation_hover=”100″ filter_brightness_hover=”100″ filter_contrast_hover=”100″ filter_invert_hover=”0″ filter_sepia_hover=”0″ filter_opacity_hover=”100″ filter_blur_hover=”0″ filter_hue=”0″ filter_saturation=”100″ filter_brightness=”100″ filter_contrast=”100″ filter_invert=”0″ filter_sepia=”0″ filter_opacity=”100″ filter_blur=”0″ transform_type=”regular” transform_hover_element=”self” transform_scale_x_hover=”1″ transform_scale_y_hover=”1″ transform_translate_x_hover=”0″ transform_translate_y_hover=”0″ transform_rotate_hover=”0″ transform_skew_x_hover=”0″ transform_skew_y_hover=”0″ transform_scale_x=”1″ transform_scale_y=”1″ transform_translate_x=”0″ transform_translate_y=”0″ transform_rotate=”0″ transform_skew_x=”0″ transform_skew_y=”0″ transition_duration=”300″ transition_easing=”ease” motion_effects=”W10=” scroll_motion_devices=”small-visibility,medium-visibility,large-visibility” animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″ last=”true” border_position=”all” first=”true”][fusion_text hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”font_17″ animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]Projects can veer off track for various reasons—delays in feedback, unclear roles, changing expectations, and more. The good news? Knowing the common pitfalls can help prevent them. Here’s a look at the top 10 reasons projects often get sidetracked and some strategies to keep things running smoothly.[/fusion_text][fusion_title title_type=”text” marquee_direction=”left” marquee_speed=”15000″ rotation_effect=”bounceIn” display_time=”1200″ highlight_effect=”circle” loop_animation=”off” highlight_width=”9″ highlight_top_margin=”0″ title_link=”off” link_target=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”podkova font_20″ content_align=”left” size=”3″ fusion_font_family_title_font=”Podkova” fusion_font_variant_title_font=”800″ font_size=”20px” line_height=”1.2″ text_color=”var(–awb-color4)” text_shadow=”no” text_shadow_blur=”0″ text_stroke=”no” text_stroke_size=”1″ text_overflow=”none” margin_top_medium=”2px” margin_bottom_medium=”2px” margin_top_small=”2px” margin_bottom_small=”2px” margin_top=”2px” margin_bottom=”2px” gradient_font=”no” gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ style_type=”none” animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]1. Long Feedback Cycles[/fusion_title][fusion_text hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”font_17″ animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]When feedback takes too long, project momentum stalls and the team may be ready to move forward, but without timely approvals or input, progress slows down, deadlines get pushed, and frustration grows. Long feedback cycles are often due to a lack of clear timelines or having too many people involved in the review process.
- What You Can Do:
  - Set specific deadlines for each round of feedback.
  - Limit the number of reviewers to those essential for approval.
[/fusion_text][fusion_title title_type=”text” marquee_direction=”left” marquee_speed=”15000″ rotation_effect=”bounceIn” display_time=”1200″ highlight_effect=”circle” loop_animation=”off” highlight_width=”9″ highlight_top_margin=”0″ title_link=”off” link_target=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”podkova font_20″ content_align=”left” size=”3″ fusion_font_family_title_font=”Podkova” fusion_font_variant_title_font=”800″ font_size=”20px” line_height=”1.2″ text_color=”var(–awb-color4)” text_shadow=”no” text_shadow_blur=”0″ text_stroke=”no” text_stroke_size=”1″ text_overflow=”none” margin_top_medium=”2px” margin_bottom_medium=”2px” margin_top_small=”2px” margin_bottom_small=”2px” margin_top=”2px” margin_bottom=”2px” gradient_font=”no” gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ style_type=”none” animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]2. Going MIA (Missing in Action)[/fusion_title][fusion_text hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”font_17″ animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]

When key people go silent during essential stages, the entire project can halt. Team members may be left waiting on decisions or information, resulting in lost time and a rush to meet deadlines later. Unplanned absences create a domino effect.
- Establish backup contacts who can make decisions if the primary point of contact is unavailable.
- Agree on availability expectations from the start to avoid surprises.
[/fusion_text][fusion_title title_type=”text” marquee_direction=”left” marquee_speed=”15000″ rotation_effect=”bounceIn” display_time=”1200″ highlight_effect=”circle” loop_animation=”off” highlight_width=”9″ highlight_top_margin=”0″ title_link=”off” link_target=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”podkova font_20″ content_align=”left” size=”3″ fusion_font_family_title_font=”Podkova” fusion_font_variant_title_font=”800″ font_size=”20px” line_height=”1.2″ text_color=”var(–awb-color4)” text_shadow=”no” text_shadow_blur=”0″ text_stroke=”no” text_stroke_size=”1″ text_overflow=”none” margin_top_medium=”2px” margin_bottom_medium=”2px” margin_top_small=”2px” margin_bottom_small=”2px” margin_top=”2px” margin_bottom=”2px” gradient_font=”no” gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ style_type=”none” animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]3. No Single Point of Contact[/fusion_title][fusion_text hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”font_17″ animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]

When multiple people are responsible for providing input, projects can suffer from “too many cooks in the kitchen.” Without a single point of contact, communication gets tangled, instructions become unclear, and team members are left juggling conflicting directions.
- Designate one primary contact to handle all project feedback and decisions. This person serves as the go-between for the team and other stakeholders, ensuring consistent communication.
[/fusion_text][fusion_title title_type=”text” marquee_direction=”left” marquee_speed=”15000″ rotation_effect=”bounceIn” display_time=”1200″ highlight_effect=”circle” loop_animation=”off” highlight_width=”9″ highlight_top_margin=”0″ title_link=”off” link_target=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”podkova font_20″ content_align=”left” size=”3″ fusion_font_family_title_font=”Podkova” fusion_font_variant_title_font=”800″ font_size=”20px” line_height=”1.2″ text_color=”var(–awb-color4)” text_shadow=”no” text_shadow_blur=”0″ text_stroke=”no” text_stroke_size=”1″ text_overflow=”none” margin_top_medium=”2px” margin_bottom_medium=”2px” margin_top_small=”2px” margin_bottom_small=”2px” margin_top=”2px” margin_bottom=”2px” gradient_font=”no” gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ style_type=”none” animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]4. Design by Committee[/fusion_title][fusion_text hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”font_17″ animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]

While collaboration is great, too many voices can lead to a messy final product. “Design by committee” often means trying to please everyone, resulting in a diluted or confusing outcome. Every piece of feedback gets included, even if it doesn’t serve the project’s core goals.
- Keep the feedback group small and aligned, ensuring they share a clear vision for the project.
[/fusion_text][fusion_title title_type=”text” marquee_direction=”left” marquee_speed=”15000″ rotation_effect=”bounceIn” display_time=”1200″ highlight_effect=”circle” loop_animation=”off” highlight_width=”9″ highlight_top_margin=”0″ title_link=”off” link_target=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”podkova font_20″ content_align=”left” size=”3″ fusion_font_family_title_font=”Podkova” fusion_font_variant_title_font=”800″ font_size=”20px” line_height=”1.2″ text_color=”var(–awb-color4)” text_shadow=”no” text_shadow_blur=”0″ text_stroke=”no” text_stroke_size=”1″ text_overflow=”none” margin_top_medium=”2px” margin_bottom_medium=”2px” margin_top_small=”2px” margin_bottom_small=”2px” margin_top=”2px” margin_bottom=”2px” gradient_font=”no” gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ style_type=”none” animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]5. Ignoring the Project Timeline[/fusion_title][fusion_text hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”font_17″ animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]

Project timelines are there to ensure everything is completed on time. When team members don’t stick to the schedule, tasks pile up, leading to last-minute rushes that impact quality. Missed deadlines create bottlenecks and delay the next steps, affecting everyone down the line.
- How to Stay on Track:
  - Set up regular check-ins to keep everyone aligned with the timeline.
  - Emphasize how each delay affects the rest of the project so team members understand their part in the overall success.
[/fusion_text][fusion_title title_type=”text” marquee_direction=”left” marquee_speed=”15000″ rotation_effect=”bounceIn” display_time=”1200″ highlight_effect=”circle” loop_animation=”off” highlight_width=”9″ highlight_top_margin=”0″ title_link=”off” link_target=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”podkova font_20″ content_align=”left” size=”3″ fusion_font_family_title_font=”Podkova” fusion_font_variant_title_font=”800″ font_size=”20px” line_height=”1.2″ text_color=”var(–awb-color4)” text_shadow=”no” text_shadow_blur=”0″ text_stroke=”no” text_stroke_size=”1″ text_overflow=”none” margin_top_medium=”2px” margin_bottom_medium=”2px” margin_top_small=”2px” margin_bottom_small=”2px” margin_top=”2px” margin_bottom=”2px” gradient_font=”no” gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ style_type=”none” animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]6. Vague or Generalized Feedback[/fusion_title][fusion_text hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”font_17″ animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]

When feedback lacks detail, the team is left guessing what’s needed. Comments like “make it pop” or “it’s not quite right” aren’t specific enough, often resulting in multiple rounds of revisions as the team tries to figure out exactly what’s desired.
- Provide Specific Guidance:
  - Use clear, actionable feedback with examples or references when possible to help the team make targeted adjustments.
[/fusion_text][fusion_title title_type=”text” marquee_direction=”left” marquee_speed=”15000″ rotation_effect=”bounceIn” display_time=”1200″ highlight_effect=”circle” loop_animation=”off” highlight_width=”9″ highlight_top_margin=”0″ title_link=”off” link_target=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”podkova font_20″ content_align=”left” size=”3″ fusion_font_family_title_font=”Podkova” fusion_font_variant_title_font=”800″ font_size=”20px” line_height=”1.2″ text_color=”var(–awb-color4)” text_shadow=”no” text_shadow_blur=”0″ text_stroke=”no” text_stroke_size=”1″ text_overflow=”none” margin_top_medium=”2px” margin_bottom_medium=”2px” margin_top_small=”2px” margin_bottom_small=”2px” margin_top=”2px” margin_bottom=”2px” gradient_font=”no” gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ style_type=”none” animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]7. Scope Changes Mid-Project[/fusion_title][fusion_text hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”font_17″ animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]

Scope change is one of the most common reasons projects go off track. Adding tasks, features, or objectives midway can easily derail timelines and budgets as the team tries to accommodate new requests without adjusting the schedule or resources.
- Evaluate the impact of new requests on the timeline and budget before committing.
- Stick to the agreed-upon scope as much as possible to maintain focus.
[/fusion_text][fusion_title title_type=”text” marquee_direction=”left” marquee_speed=”15000″ rotation_effect=”bounceIn” display_time=”1200″ highlight_effect=”circle” loop_animation=”off” highlight_width=”9″ highlight_top_margin=”0″ title_link=”off” link_target=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”podkova font_20″ content_align=”left” size=”3″ fusion_font_family_title_font=”Podkova” fusion_font_variant_title_font=”800″ font_size=”20px” line_height=”1.2″ text_color=”var(–awb-color4)” text_shadow=”no” text_shadow_blur=”0″ text_stroke=”no” text_stroke_size=”1″ text_overflow=”none” margin_top_medium=”2px” margin_bottom_medium=”2px” margin_top_small=”2px” margin_bottom_small=”2px” margin_top=”2px” margin_bottom=”2px” gradient_font=”no” gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ style_type=”none” animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]8. Delays in Delivering Assets or Content[/fusion_title][fusion_text hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”font_17″ animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]

When key assets, like graphics or content, aren’t delivered on time, the entire project can come to a standstill. Without these essential components, other tasks can’t move forward, creating bottlenecks that are difficult to recover from as deadlines approach.
- Prevent Delays:
  - Identify all necessary assets early on and set clear deadlines for their delivery.
  - Communicate the importance of these deadlines to avoid last-minute scrambles.
[/fusion_text][fusion_title title_type=”text” marquee_direction=”left” marquee_speed=”15000″ rotation_effect=”bounceIn” display_time=”1200″ highlight_effect=”circle” loop_animation=”off” highlight_width=”9″ highlight_top_margin=”0″ title_link=”off” link_target=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”podkova font_20″ content_align=”left” size=”3″ fusion_font_family_title_font=”Podkova” fusion_font_variant_title_font=”800″ font_size=”20px” line_height=”1.2″ text_color=”var(–awb-color4)” text_shadow=”no” text_shadow_blur=”0″ text_stroke=”no” text_stroke_size=”1″ text_overflow=”none” margin_top_medium=”2px” margin_bottom_medium=”2px” margin_top_small=”2px” margin_bottom_small=”2px” margin_top=”2px” margin_bottom=”2px” gradient_font=”no” gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ style_type=”none” animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]9. Payment and Contract Delays[/fusion_title][fusion_text hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”font_17″ animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]

Delays in contracts or payments can cause significant disruptions. Work may have to stop or slow down while waiting for approvals, affecting morale and the project timeline.
- Finalize contracts and payment terms at the start.
- Establish a payment schedule that allows the team to work without interruptions.
[/fusion_text][fusion_title title_type=”text” marquee_direction=”left” marquee_speed=”15000″ rotation_effect=”bounceIn” display_time=”1200″ highlight_effect=”circle” loop_animation=”off” highlight_width=”9″ highlight_top_margin=”0″ title_link=”off” link_target=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”podkova font_20″ content_align=”left” size=”3″ fusion_font_family_title_font=”Podkova” fusion_font_variant_title_font=”800″ font_size=”20px” line_height=”1.2″ text_color=”var(–awb-color4)” text_shadow=”no” text_shadow_blur=”0″ text_stroke=”no” text_stroke_size=”1″ text_overflow=”none” margin_top_medium=”2px” margin_bottom_medium=”2px” margin_top_small=”2px” margin_bottom_small=”2px” margin_top=”2px” margin_bottom=”2px” gradient_font=”no” gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ style_type=”none” animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]10. Lack of Alignment Among Stakeholders[/fusion_title][fusion_text hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”font_17″ animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]

When stakeholders aren’t on the same page, conflicting priorities and visions can emerge, leading to repeated revisions. A lack of alignment makes it difficult for the project to maintain a clear focus.
- Align Early and Often:
  - Hold a project kickoff meeting to ensure everyone has a shared understanding of the goals.
  - Schedule regular check-ins to maintain alignment and address any new concerns or priorities.
By understanding these common project pitfalls and implementing strategies to avoid them, teams can keep projects running smoothly, ensuring they are delivered on time, on budget, and with results everyone is proud of.

[/fusion_text][/fusion_builder_column][/fusion_builder_row][/fusion_builder_container]
December 2, 2024
The 360° Advantage: Why Flavor & Fragrance B2Bs Need a Full-Service Marketing Approach

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filter_sepia_hover=”0″ filter_opacity_hover=”100″ filter_blur_hover=”0″ filter_hue=”0″ filter_saturation=”100″ filter_brightness=”100″ filter_contrast=”100″ filter_invert=”0″ filter_sepia=”0″ filter_opacity=”100″ filter_blur=”0″ transform_type=”regular” transform_hover_element=”self” transform_scale_x_hover=”1″ transform_scale_y_hover=”1″ transform_translate_x_hover=”0″ transform_translate_y_hover=”0″ transform_rotate_hover=”0″ transform_skew_x_hover=”0″ transform_skew_y_hover=”0″ transform_scale_x=”1″ transform_scale_y=”1″ transform_translate_x=”0″ transform_translate_y=”0″ transform_rotate=”0″ transform_skew_x=”0″ transform_skew_y=”0″ transition_duration=”300″ transition_easing=”ease” motion_effects=”W10=” scroll_motion_devices=”small-visibility,medium-visibility,large-visibility” animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″ last=”true” border_position=”all” first=”true”][fusion_text hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”font_17″ animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]Developing a strong, recognizable brand is no easy task. Toss in an increasingly fragmented marketing landscape with multiple channels to conquer, and you have a recipe for chaos—that is, unless you have a solid multi-channel marketing for B2B strategy.

Consistency builds trust and helps your brand become recognizable to your audience. But when you consider the changes brands go through in today’s tech-savvy market, staying ahead of the game is like shooting at a moving target.

Today, we’ll discuss the complexities of modern B2B marketing and why flavor and fragrance brands need a full-service marketing approach.[/fusion_text][fusion_title title_type=”text” loop_animation=”once” marquee_direction=”left” marquee_speed=”15000″ rotation_effect=”bounceIn” display_time=”1200″ highlight_effect=”circle” highlight_width=”9″ highlight_top_margin=”0″ title_link=”off” link_target=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”podkova font_20″ content_align=”left” size=”2″ fusion_font_family_title_font=”Podkova” fusion_font_variant_title_font=”800″ font_size=”20px” line_height=”1.2″ text_color=”var(–awb-color4)” text_shadow=”no” text_shadow_blur=”0″ text_stroke=”no” text_stroke_size=”1″ text_overflow=”none” margin_top_medium=”2px” margin_bottom_medium=”2px” margin_top_small=”2px” margin_bottom_small=”2px” margin_top=”2px” margin_bottom=”2px” gradient_font=”no” gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ style_type=”none” animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]The Complexities of Modern B2B Marketing[/fusion_title][fusion_text hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”font_17″ animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]

As businesses grow and evolve, channels and touchpoints grow along with them. From websites to social media pages, OOH advertising, trade shows, and brick-and-mortar locations, it’s imperative to maintain consistency and tie the message back to a trusted source.

In many cases, there are also multiple stakeholders to consider. From in-house marketing people to customers in global markets, there is a need to align brand voice and visual identity or risk uncertainty and possibly loss of market share due to lack of trust.

A 360-degree marketing approach is essential, but not all businesses can manage such a monumental undertaking. Working with a full-service marketing agency for flavor and fragrance gives you access to the marketing expertise and brand visibility you want without the complexities—and without having to learn all the techniques, strategies, and barriers you would have to surmount if you were handling the job yourself.

The flavor and fragrance industry faces unique challenges in today’s marketing landscape. Competition is fierce; newer, more tech-savvy businesses are entering the market daily, and B2B customers are becoming increasingly discerning about who they partner with. Unless you have remarkably unique products, you must find ways to differentiate yourself in the public sphere to attract new business and become a trustworthy source for your existing accounts. Since both practices are essential, you need a solid strategy to ensure you hit the mark.

Inconsistent messaging and visuals still send a message—but it’s not the one you want to be known for. Misaligned marketing tells customers you’re disconnected, weakening brand recognition, creating poor first impressions, and making it challenging for customers to understand your values and intent.

[/fusion_text][fusion_title title_type=”text” loop_animation=”once” marquee_direction=”left” marquee_speed=”15000″ rotation_effect=”bounceIn” display_time=”1200″ highlight_effect=”circle” highlight_width=”9″ highlight_top_margin=”0″ title_link=”off” link_target=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”podkova font_20″ content_align=”left” size=”3″ fusion_font_family_title_font=”Podkova” fusion_font_variant_title_font=”800″ font_size=”20px” line_height=”1.2″ text_color=”var(–awb-color4)” text_shadow=”no” text_shadow_blur=”0″ text_stroke=”no” text_stroke_size=”1″ text_overflow=”none” margin_top_medium=”2px” margin_bottom_medium=”2px” margin_top_small=”2px” margin_bottom_small=”2px” margin_top=”2px” margin_bottom=”2px” gradient_font=”no” gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ style_type=”none” animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]The Power of a Cohesive Brand Strategy[/fusion_title][fusion_text hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”font_17″ animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]

A cohesive brand strategy builds trust and recognition, increases recall, and defines your brand’s purpose.

Brand identity is visual, verbal, and emotional, embodying the purpose, positioning, and personality that makes it unique. It’s like being a good friend. You are reliable, consistent, and true to your nature, and your friends know they can always count on you. For a brand, it’s no different. Your appearance, core message, and values are a critical part of your branding, and these attributes must hold fast for every customer across all touchpoints.

Defining your core message and values lays the foundation for your brand identity. This cohesion helps you build trust and recognition with your audience, whether they are already customers or just becoming aware.

[/fusion_text][fusion_title title_type=”text” loop_animation=”once” marquee_direction=”left” marquee_speed=”15000″ rotation_effect=”bounceIn” display_time=”1200″ highlight_effect=”circle” highlight_width=”9″ highlight_top_margin=”0″ title_link=”off” link_target=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”podkova font_20″ content_align=”left” size=”3″ fusion_font_family_title_font=”Podkova” fusion_font_variant_title_font=”800″ font_size=”20px” line_height=”1.2″ text_color=”var(–awb-color4)” text_shadow=”no” text_shadow_blur=”0″ text_stroke=”no” text_stroke_size=”1″ text_overflow=”none” margin_top_medium=”2px” margin_bottom_medium=”2px” margin_top_small=”2px” margin_bottom_small=”2px” margin_top=”2px” margin_bottom=”2px” gradient_font=”no” gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ style_type=”none” animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]Benefits of a Full-Service Agency Partnership[/fusion_title][fusion_text hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”font_17″ animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]Now that we understand the importance of brand identity and how vital it is to establish a consistent look, feel, and voice, let’s talk about the benefits of partnering with a full-service agency.

Working with an agency ensures you have access to centralized marketing expertise across all marketing disciplines. You can rely on your agency partner to ensure brand consistency in B2B marketing across all channels, helping you build stronger relationships with your customers while instilling them with trust. Your agency partner is single-minded in their purpose, seamlessly integrating cutting-edge strategies and tactics that help you build brand equity and stay top-of-mind with your audience.

Additionally, agencies are more cost-efficient than in-house marketing teams. You’ll see results faster and start reaping the benefits sooner than you would if you were to rely solely on in-house employees.

Marketing agencies like Costello Creative Group have specialized knowledge and experience in flavor and fragrance marketing. They know what tactics get the best results and will leverage that knowledge to your advantage, putting you leaps and bounds ahead of the competition – while you focus on what you do best.[/fusion_text][fusion_title title_type=”text” loop_animation=”once” marquee_direction=”left” marquee_speed=”15000″ rotation_effect=”bounceIn” display_time=”1200″ highlight_effect=”circle” highlight_width=”9″ highlight_top_margin=”0″ title_link=”off” link_target=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”podkova font_20″ content_align=”left” size=”3″ fusion_font_family_title_font=”Podkova” fusion_font_variant_title_font=”800″ font_size=”20px” line_height=”1.2″ text_color=”var(–awb-color4)” text_shadow=”no” text_shadow_blur=”0″ text_stroke=”no” text_stroke_size=”1″ text_overflow=”none” margin_top_medium=”2px” margin_bottom_medium=”2px” margin_top_small=”2px” margin_bottom_small=”2px” margin_top=”2px” margin_bottom=”2px” gradient_font=”no” gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ style_type=”none” animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]Key Elements of a 360-Degree Marketing Approach[/fusion_title][fusion_text hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”font_17″ animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]

A 360-degree marketing approach is precisely as it sounds: it’s a method that considers every possible angle and avenue in the journey to brand success. As such, multiple steps are involved, each building on the results of the others.

We start with brand strategy and positioning. We go deep to understand your customers and create a detailed brand persona that resonates. Personalization is critical for differentiation as it shows your customers you understand their needs and pain points and have the knowledge and vision to deliver.

Next, we develop your digital marketing foundations. A modern website, search engine optimization (SEO), social media, and email marketing strategies are all critical components. From here, we create a content marketing strategy that tells your story, deepens the connection with your customers, and positions you as an authority in your niche.

Since flavor and fragrance are tactile, much business is done in person. Therefore, trade show marketing for flavor and fragrance is essential. No 360-degree strategy would be complete without a trade show and event marketing element. To enhance your presence in the market, we emphasize public relations, earned media, and media outreach, keeping your brand visible in all the places your customers go to learn about new products and great companies.

Together, we’re a winning combination – you take care of business, and we’ll ensure people know about it for all the right reasons.

[/fusion_text][fusion_title title_type=”text” loop_animation=”once” marquee_direction=”left” marquee_speed=”15000″ rotation_effect=”bounceIn” display_time=”1200″ highlight_effect=”circle” highlight_width=”9″ highlight_top_margin=”0″ title_link=”off” link_target=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”podkova font_20″ content_align=”left” size=”4″ fusion_font_family_title_font=”Podkova” fusion_font_variant_title_font=”800″ font_size=”20px” line_height=”1.2″ text_color=”var(–awb-color4)” text_shadow=”no” text_shadow_blur=”0″ text_stroke=”no” text_stroke_size=”1″ text_overflow=”none” margin_top_medium=”2px” margin_bottom_medium=”2px” margin_top_small=”2px” margin_bottom_small=”2px” margin_top=”2px” margin_bottom=”2px” gradient_font=”no” gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ style_type=”none” animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]

360 Marketing: Final Thoughts

[/fusion_title][fusion_text hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”font_17″ animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]

In today’s complex marketing landscape, brands must take a holistic view of their messaging, including digital marketing and terrestrial tactics. Working with a full-service agency like Costello Creative Group provides B2B marketing strategy for flavor and fragrance brands, providing the insight, expertise, and cost-effective results needed to gain consistency and drive marketing ROI through a cohesive brand presence.

Talk to us today about your marketing needs and find out what a 360-degree marketing approach can do for your brand.

[/fusion_text][/fusion_builder_column][/fusion_builder_row][/fusion_builder_container]

November 19, 2024
Maximizing Your Trade Show Success: Essential Strategies for Meaningful Engagement

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background_position=”center center” background_repeat=”no-repeat” fade=”no” background_parallax=”none” enable_mobile=”no” parallax_speed=”0.3″ background_blend_mode=”none” background_slider_skip_lazy_loading=”no” background_slider_loop=”yes” background_slider_pause_on_hover=”no” background_slider_slideshow_speed=”5000″ background_slider_animation=”fade” background_slider_direction=”up” background_slider_animation_speed=”800″ video_aspect_ratio=”16:9″ video_loop=”yes” video_mute=”yes” pattern_bg=”none” pattern_bg_style=”default” pattern_bg_opacity=”100″ pattern_bg_blend_mode=”normal” mask_bg=”none” mask_bg_style=”default” mask_bg_opacity=”100″ mask_bg_transform=”left” mask_bg_blend_mode=”normal” absolute=”off” absolute_devices=”small,medium,large” sticky=”off” sticky_devices=”small-visibility,medium-visibility,large-visibility” sticky_transition_offset=”0″ scroll_offset=”0″ animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″ filter_hue=”0″ filter_saturation=”100″ 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border_radius_top_left=”0px” border_radius_top_right=”0px” border_radius_bottom_right=”0px” border_radius_bottom_left=”0px” box_shadow=”no” box_shadow_blur=”0″ box_shadow_spread=”0″ background_type=”single” gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ lazy_load=”avada” background_position=”left top” background_repeat=”no-repeat” background_blend_mode=”none” background_slider_skip_lazy_loading=”no” background_slider_loop=”yes” background_slider_pause_on_hover=”no” background_slider_slideshow_speed=”5000″ background_slider_animation=”fade” background_slider_direction=”up” background_slider_animation_speed=”800″ sticky=”off” sticky_devices=”small-visibility,medium-visibility,large-visibility” absolute=”off” filter_type=”regular” filter_hover_element=”self” filter_hue_hover=”0″ filter_saturation_hover=”100″ filter_brightness_hover=”100″ filter_contrast_hover=”100″ filter_invert_hover=”0″ filter_sepia_hover=”0″ filter_opacity_hover=”100″ filter_blur_hover=”0″ filter_hue=”0″ filter_saturation=”100″ filter_brightness=”100″ filter_contrast=”100″ filter_invert=”0″ filter_sepia=”0″ filter_opacity=”100″ filter_blur=”0″ transform_type=”regular” transform_hover_element=”self” transform_scale_x_hover=”1″ transform_scale_y_hover=”1″ transform_translate_x_hover=”0″ transform_translate_y_hover=”0″ transform_rotate_hover=”0″ transform_skew_x_hover=”0″ transform_skew_y_hover=”0″ transform_scale_x=”1″ transform_scale_y=”1″ transform_translate_x=”0″ transform_translate_y=”0″ transform_rotate=”0″ transform_skew_x=”0″ transform_skew_y=”0″ transition_duration=”300″ transition_easing=”ease” motion_effects=”W10=” scroll_motion_devices=”small-visibility,medium-visibility,large-visibility” animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″ last=”true” border_position=”all” first=”true”][fusion_text hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”font_17″ animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]Trade shows offer unparalleled opportunities for businesses to connect with potential clients, showcase products, and grow their brand’s presence. But to make the most of these events, you need more than just an eye-catching booth. Success at a trade show is rooted in strategic planning, meaningful engagement, and thoughtful follow-up. Here are key strategies to help you turn trade shows into powerful marketing opportunities.[/fusion_text][fusion_title title_type=”text” marquee_direction=”left” marquee_speed=”15000″ rotation_effect=”bounceIn” display_time=”1200″ highlight_effect=”circle” loop_animation=”off” highlight_width=”9″ highlight_top_margin=”0″ title_link=”off” link_target=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”podkova font_20″ content_align=”left” size=”3″ fusion_font_family_title_font=”Podkova” fusion_font_variant_title_font=”800″ font_size=”20px” line_height=”1.2″ text_color=”var(–awb-color4)” text_shadow=”no” text_shadow_blur=”0″ text_stroke=”no” text_stroke_size=”1″ text_overflow=”none” margin_top_medium=”2px” margin_bottom_medium=”2px” margin_top_small=”2px” margin_bottom_small=”2px” margin_top=”2px” margin_bottom=”2px” gradient_font=”no” gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ style_type=”none” animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]Set Clear Objectives[/fusion_title][fusion_text hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”font_17″ animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]Trade shows offer a rare chance to interact face-to-face with industry leaders, potential partners, and prospective clients, so it’s important to define clear goals before you attend. Whether your primary aim is building brand awareness, generating leads, or introducing a new product, aligning your team around these objectives is crucial. It helps shape your approach and ensures every interaction contributes to your end goals.

In particular, lead generation should be a major focus. Trade shows provide access to a highly targeted audience, which makes it an ideal setting for collecting contact information and qualifying leads. Make sure your team knows how to engage attendees effectively and capture essential data to fuel post-show follow-ups.[/fusion_text][fusion_title title_type=”text” marquee_direction=”left” marquee_speed=”15000″ rotation_effect=”bounceIn” display_time=”1200″ highlight_effect=”circle” loop_animation=”off” highlight_width=”9″ highlight_top_margin=”0″ title_link=”off” link_target=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”podkova font_20″ content_align=”left” size=”3″ fusion_font_family_title_font=”Podkova” fusion_font_variant_title_font=”800″ font_size=”20px” line_height=”1.2″ text_color=”var(–awb-color4)” text_shadow=”no” text_shadow_blur=”0″ text_stroke=”no” text_stroke_size=”1″ text_overflow=”none” margin_top_medium=”2px” margin_bottom_medium=”2px” margin_top_small=”2px” margin_bottom_small=”2px” margin_top=”2px” margin_bottom=”2px” gradient_font=”no” gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ style_type=”none” animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]Create Pre-Show Hype[/fusion_title][fusion_text hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”font_17″ animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]Your trade show strategy should start well before the event itself. Build anticipation through targeted marketing campaigns. Use your social media platforms, email newsletters, and even personalized invitations to attract attendees to your booth. Offering exclusive demos, giveaways, or product previews can generate excitement and incentivize visits.

Additionally, it’s important that your booth and messaging align with your brand’s overall identity. Consistency in design, messaging, and tone will reinforce your brand’s image and make it easier for potential clients to recognize your business and remember you after the show.[/fusion_text][fusion_title title_type=”text” marquee_direction=”left” marquee_speed=”15000″ rotation_effect=”bounceIn” display_time=”1200″ highlight_effect=”circle” loop_animation=”off” highlight_width=”9″ highlight_top_margin=”0″ title_link=”off” link_target=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”podkova font_20″ content_align=”left” size=”3″ fusion_font_family_title_font=”Podkova” fusion_font_variant_title_font=”800″ font_size=”20px” line_height=”1.2″ text_color=”var(–awb-color4)” text_shadow=”no” text_shadow_blur=”0″ text_stroke=”no” text_stroke_size=”1″ text_overflow=”none” margin_top_medium=”2px” margin_bottom_medium=”2px” margin_top_small=”2px” margin_bottom_small=”2px” margin_top=”2px” margin_bottom=”2px” gradient_font=”no” gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ style_type=”none” animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]Design an Engaging Booth Experience[/fusion_title][fusion_text hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”font_17″ animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]First impressions matter, especially at a trade show. Your booth’s design plays a critical role in attracting attendees. Focus on creating a visually striking yet functional booth that conveys your brand message clearly. Use bold graphics, strategic lighting, and clean layouts to guide visitors through your space and highlight your key products or services.

However, design alone won’t keep people at your booth. Engagement is key. Equip your team with strong conversation starters and ensure they’re prepared to deliver meaningful interactions. Staff members should be well-trained in product knowledge and able to quickly qualify leads based on attendee interest. Interactive technology like product demos, VR experiences, or touchscreens can enhance engagement by providing hands-on experiences that captivate visitors.[/fusion_text][fusion_title title_type=”text” marquee_direction=”left” marquee_speed=”15000″ rotation_effect=”bounceIn” display_time=”1200″ highlight_effect=”circle” loop_animation=”off” highlight_width=”9″ highlight_top_margin=”0″ title_link=”off” link_target=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”podkova font_20″ content_align=”left” size=”3″ fusion_font_family_title_font=”Podkova” fusion_font_variant_title_font=”800″ font_size=”20px” line_height=”1.2″ text_color=”var(–awb-color4)” text_shadow=”no” text_shadow_blur=”0″ text_stroke=”no” text_stroke_size=”1″ text_overflow=”none” margin_top_medium=”2px” margin_bottom_medium=”2px” margin_top_small=”2px” margin_bottom_small=”2px” margin_top=”2px” margin_bottom=”2px” gradient_font=”no” gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ style_type=”none” animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]Make Engagement Personal[/fusion_title][fusion_text hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”font_17″ animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]One of the most effective ways to engage attendees at a trade show is by creating a personalized experience. Tailor your conversations to the specific needs or interests of each visitor. Offering one-on-one consultations, personalized product demonstrations, or even exclusive previews for VIP guests helps foster deeper connections and makes potential clients feel valued.

Additionally, offering comfort amenities like seating areas, phone charging stations, or refreshments can encourage visitors to linger longer, providing more opportunities for in-depth conversations. The goal is to create an environment where attendees feel comfortable enough to engage fully with your brand and products.[/fusion_text][fusion_title title_type=”text” marquee_direction=”left” marquee_speed=”15000″ rotation_effect=”bounceIn” display_time=”1200″ highlight_effect=”circle” loop_animation=”off” highlight_width=”9″ highlight_top_margin=”0″ title_link=”off” link_target=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”podkova font_20″ content_align=”left” size=”3″ fusion_font_family_title_font=”Podkova” fusion_font_variant_title_font=”800″ font_size=”20px” line_height=”1.2″ text_color=”var(–awb-color4)” text_shadow=”no” text_shadow_blur=”0″ text_stroke=”no” text_stroke_size=”1″ text_overflow=”none” margin_top_medium=”2px” margin_bottom_medium=”2px” margin_top_small=”2px” margin_bottom_small=”2px” margin_top=”2px” margin_bottom=”2px” gradient_font=”no” gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ style_type=”none” animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]Streamline Lead Capture and Follow-Up[/fusion_title][fusion_text hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”font_17″ animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]With the flurry of activity at a trade show, it’s easy for interactions to be forgotten unless you have an efficient system in place for capturing and organizing leads. Use digital tools like tablets, QR codes, or lead capture apps to collect contact information and keep track of key details from your conversations. This not only makes follow-up easier but also ensures that you don’t lose track of valuable connections made during the event.

Once the event concludes, prompt follow-up is essential. Segment your leads based on interest level and personalize your communication accordingly. The quicker and more personalized your follow-ups, the better your chances of converting leads into clients. A well-timed email or call within days of the trade show can keep your brand top-of-mind and move prospects further down the sales funnel.[/fusion_text][fusion_title title_type=”text” marquee_direction=”left” marquee_speed=”15000″ rotation_effect=”bounceIn” display_time=”1200″ highlight_effect=”circle” loop_animation=”off” highlight_width=”9″ highlight_top_margin=”0″ title_link=”off” link_target=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”podkova font_20″ content_align=”left” size=”3″ fusion_font_family_title_font=”Podkova” fusion_font_variant_title_font=”800″ font_size=”20px” line_height=”1.2″ text_color=”var(–awb-color4)” text_shadow=”no” text_shadow_blur=”0″ text_stroke=”no” text_stroke_size=”1″ text_overflow=”none” margin_top_medium=”2px” margin_bottom_medium=”2px” margin_top_small=”2px” margin_bottom_small=”2px” margin_top=”2px” margin_bottom=”2px” gradient_font=”no” gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ style_type=”none” animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]Measure and Improve[/fusion_title][fusion_text hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”font_17″ animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]Measuring the effectiveness of your trade show participation is just as important as planning. After the event, evaluate the quality of your leads, the level of engagement at your booth, and the overall return on investment. Look beyond the number of contacts made; assess how well the trade show contributed to your broader marketing goals, such as increasing brand visibility or driving product interest.

Consider surveying your booth staff and even attendees to gather feedback on what worked well and what could be improved. This feedback loop is vital for refining your approach to future events. Continuous improvement will help you increase the effectiveness of your trade show strategy over time, ensuring you consistently achieve strong results.[/fusion_text][fusion_title title_type=”text” marquee_direction=”left” marquee_speed=”15000″ rotation_effect=”bounceIn” display_time=”1200″ highlight_effect=”circle” loop_animation=”off” highlight_width=”9″ highlight_top_margin=”0″ title_link=”off” link_target=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”podkova font_20″ content_align=”left” size=”3″ fusion_font_family_title_font=”Podkova” fusion_font_variant_title_font=”800″ font_size=”20px” line_height=”1.2″ text_color=”var(–awb-color4)” text_shadow=”no” text_shadow_blur=”0″ text_stroke=”no” text_stroke_size=”1″ text_overflow=”none” margin_top_medium=”2px” margin_bottom_medium=”2px” margin_top_small=”2px” margin_bottom_small=”2px” margin_top=”2px” margin_bottom=”2px” gradient_font=”no” gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ style_type=”none” animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]Amplify Success with Post-Show Marketing[/fusion_title][fusion_text hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”font_17″ animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]Your trade show strategy doesn’t end when the event is over. Post-show marketing plays a crucial role in nurturing leads and maintaining engagement. Share event highlights, customer testimonials, and product updates through your social media channels and email newsletters to keep the momentum going. Event recaps can also be a great way to extend your reach to those who didn’t attend the trade show but are interested in your offerings.

Additionally, targeted email campaigns aimed at the leads you gathered can help you move prospects through the sales funnel. Use the data you collected during the show to personalize your messages and offer relevant content that resonates with each lead’s specific needs.[/fusion_text][fusion_title title_type=”text” marquee_direction=”left” marquee_speed=”15000″ rotation_effect=”bounceIn” display_time=”1200″ highlight_effect=”circle” loop_animation=”off” highlight_width=”9″ highlight_top_margin=”0″ title_link=”off” link_target=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”podkova font_20″ content_align=”left” size=”4″ fusion_font_family_title_font=”Podkova” fusion_font_variant_title_font=”800″ font_size=”20px” line_height=”1.2″ text_color=”var(–awb-color4)” text_shadow=”no” text_shadow_blur=”0″ text_stroke=”no” text_stroke_size=”1″ text_overflow=”none” margin_top_medium=”2px” margin_bottom_medium=”2px” margin_top_small=”2px” margin_bottom_small=”2px” margin_top=”2px” margin_bottom=”2px” gradient_font=”no” gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ style_type=”none” animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]

Final Thoughts

[/fusion_title][fusion_text hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”font_17″ animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]As the trade show season approaches, it’s time to plan your multi-channel strategy to build excitement and maximize engagement. Standing out in a sea of exhibitors requires unforgettable experiences that captivate and connect with your audience. A multi-channel approach ensures your brand shines before, during, and after the event.

Get in touch with our experts at Costello Creative Group to start crafting a winning trade show strategy. Set up a call today![/fusion_text][/fusion_builder_column][/fusion_builder_row][/fusion_builder_container]

October 21, 2024
Graphic Design Trends in 2025

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sticky_display=”normal,sticky” class=”font_17″ animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]

Societal shifts and trends play a massive role in establishing what people find visually compelling. So, we might say that graphic design of any era is a direct reflection of the society it emerges from. From technological advances to fashion and cultural shifts, our daily lives inform these changes. And while new design trends might not be noticeable in the moment, look back to previous decades and it’s easy to place design and style in the era from which it came.

Retro art, inclusivity, bold fonts, high-contrast design, accessibility, color choices, and nature-inspired visuals are just a few of the top design trends in 2025, and that’s what we’ll explore today.

[/fusion_text][fusion_title title_type=”text” loop_animation=”once” marquee_direction=”left” marquee_speed=”15000″ rotation_effect=”bounceIn” display_time=”1200″ highlight_effect=”circle” highlight_width=”9″ highlight_top_margin=”0″ title_link=”off” link_target=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”podkova font_20″ content_align=”left” size=”2″ fusion_font_family_title_font=”Podkova” fusion_font_variant_title_font=”800″ font_size=”20px” line_height=”1.2″ text_color=”var(–awb-color4)” text_shadow=”no” text_shadow_blur=”0″ text_stroke=”no” text_stroke_size=”1″ text_overflow=”none” margin_top_medium=”2px” margin_bottom_medium=”2px” margin_top_small=”2px” margin_bottom_small=”2px” margin_top=”2px” margin_bottom=”2px” gradient_font=”no” gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ style_type=”none” animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]

Top Five 2025 Graphic Design Trends

[/fusion_title][fusion_text hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”font_17″ animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]

Design trends may come and go, but designers and branding professionals know how powerful visuals can be in the effort to resonate deeply with an audience and align with their sensibilities. Here are some of the design trends that have emerged in 2025.

[/fusion_text][fusion_title title_type=”text” loop_animation=”once” marquee_direction=”left” marquee_speed=”15000″ rotation_effect=”bounceIn” display_time=”1200″ highlight_effect=”circle” highlight_width=”9″ highlight_top_margin=”0″ title_link=”off” link_target=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”podkova font_20″ content_align=”left” size=”3″ fusion_font_family_title_font=”Podkova” fusion_font_variant_title_font=”800″ font_size=”20px” line_height=”1.2″ text_color=”var(–awb-color4)” text_shadow=”no” text_shadow_blur=”0″ text_stroke=”no” text_stroke_size=”1″ text_overflow=”none” margin_top_medium=”2px” margin_bottom_medium=”2px” margin_top_small=”2px” margin_bottom_small=”2px” margin_top=”2px” margin_bottom=”2px” gradient_font=”no” gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ style_type=”none” animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]Retro Pixel Art in Design[/fusion_title][fusion_text hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”font_17″ animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]Retro pixel art has enjoyed a resurgence in recent years, capturing the early days of digital art with a retro charm that appeals to audiences ever more enamored with nostalgia, especially in the gaming community.

Pixel art emerged in the late 70s and early 80s and continued to evolve into the 90s, pushing the boundaries of digital storytelling despite the medium’s constraints.

In applying pixel art to modern design, artists must embrace the constraints. A limited color palette, embracing the pixel grid, and generally keeping the design as simple as possible are the keys to producing pixel art that achieves its goal: to create branding, web design, and digital media that celebrates the past and sparks the imagination.[/fusion_text][fusion_title title_type=”text” loop_animation=”once” marquee_direction=”left” marquee_speed=”15000″ rotation_effect=”bounceIn” display_time=”1200″ highlight_effect=”circle” highlight_width=”9″ highlight_top_margin=”0″ title_link=”off” link_target=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”podkova font_20″ content_align=”left” size=”3″ fusion_font_family_title_font=”Podkova” fusion_font_variant_title_font=”800″ font_size=”20px” line_height=”1.2″ text_color=”var(–awb-color4)” text_shadow=”no” text_shadow_blur=”0″ text_stroke=”no” text_stroke_size=”1″ text_overflow=”none” margin_top_medium=”2px” margin_bottom_medium=”2px” margin_top_small=”2px” margin_bottom_small=”2px” margin_top=”2px” margin_bottom=”2px” gradient_font=”no” gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ style_type=”none” animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]Inclusive Visuals in Graphic Design[/fusion_title][fusion_text hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”font_17″ animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]

There is a growing emphasis on diversity and diverse representation in graphic design, and this trend is likely to endure. Inclusive design refers to making visuals representative of many types of people: men, women, children, and people of all colors, cultures, and abilities. By including inclusive visuals in marketing materials, websites, and social media, brands express their commitment to cultural expression and demonstrate authenticity, as this is what our world looks like.

In best practice, inclusive visuals should reflect the diversity of the brand’s customer base and workforce. Authenticity is key, but the imagery must go beyond tokenism to be truly authentic. It’s not just about ticking a box. The visuals should tell a story, evoke emotions, and consider the cultural contexts where they will be seen.

Avoid promoting cultural stereotypes, consider using user-generated content, and keep people with disabilities in mind. Inclusivity also refers to accessibility. For example, using alt-text and a high-contrast color palette may help people with visual impairments.

[/fusion_text][fusion_title title_type=”text” loop_animation=”once” marquee_direction=”left” marquee_speed=”15000″ rotation_effect=”bounceIn” display_time=”1200″ highlight_effect=”circle” highlight_width=”9″ highlight_top_margin=”0″ title_link=”off” link_target=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”podkova font_20″ content_align=”left” size=”3″ fusion_font_family_title_font=”Podkova” fusion_font_variant_title_font=”800″ font_size=”20px” line_height=”1.2″ text_color=”var(–awb-color4)” text_shadow=”no” text_shadow_blur=”0″ text_stroke=”no” text_stroke_size=”1″ text_overflow=”none” margin_top_medium=”2px” margin_bottom_medium=”2px” margin_top_small=”2px” margin_bottom_small=”2px” margin_top=”2px” margin_bottom=”2px” gradient_font=”no” gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ style_type=”none” animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]High Contrast and Bold Typography[/fusion_title][fusion_text hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”font_17″ animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]

Using high-contrast text and bold typography is an excellent way to capture attention and convey messages with design. High contrast can also make text easier to read, such as a bold white font on a black background—simple but impactful.

Bold typography for branding can help emphasize keywords and phrases, convey emotion, and inform how people perceive the content. Designers can use these typography trends to create a visual hierarchy within the layout to guide the reader through the text while highlighting key elements in the copy.

Using contrasting font colors and sizes can also enhance readability and significantly improve the design experience for people with learning differences, ultimately helping brands reach broader audiences and promoting a more equitable digital experience.

[/fusion_text][fusion_title title_type=”text” loop_animation=”once” marquee_direction=”left” marquee_speed=”15000″ rotation_effect=”bounceIn” display_time=”1200″ highlight_effect=”circle” highlight_width=”9″ highlight_top_margin=”0″ title_link=”off” link_target=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”podkova font_20″ content_align=”left” size=”3″ fusion_font_family_title_font=”Podkova” fusion_font_variant_title_font=”800″ font_size=”20px” line_height=”1.2″ text_color=”var(–awb-color4)” text_shadow=”no” text_shadow_blur=”0″ text_stroke=”no” text_stroke_size=”1″ text_overflow=”none” margin_top_medium=”2px” margin_bottom_medium=”2px” margin_top_small=”2px” margin_bottom_small=”2px” margin_top=”2px” margin_bottom=”2px” gradient_font=”no” gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ style_type=”none” animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]Accessible Color Combinations[/fusion_title][fusion_text hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”font_17″ animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]

Color combinations have great importance to accessibility in graphic design. Good contrast between foreground and background is essential to ensure visually impaired people can read, understand, and recognize information conveyed in the digital content. Better readability may expand the audience as the content will be accessible to more people.

The Americans with Disabilities Act (ADA) and Web Content Accessibility Guidelines (WCAG) outline standards for digital accessibility, including the use of color and pattern. The guidelines indicate a minimum color contrast ratio of 4.5:1 for normal text and 3:1 for larger text. With the right contrast, websites and content are more navigable, resulting in a better user experience.

Using an online tool to check color contrast takes the guesswork out of designing for accessibility and supports digital compliance under the ADA.

[/fusion_text][fusion_title title_type=”text” loop_animation=”once” marquee_direction=”left” marquee_speed=”15000″ rotation_effect=”bounceIn” display_time=”1200″ highlight_effect=”circle” highlight_width=”9″ highlight_top_margin=”0″ title_link=”off” link_target=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”podkova font_20″ content_align=”left” size=”3″ fusion_font_family_title_font=”Podkova” fusion_font_variant_title_font=”800″ font_size=”20px” line_height=”1.2″ text_color=”var(–awb-color4)” text_shadow=”no” text_shadow_blur=”0″ text_stroke=”no” text_stroke_size=”1″ text_overflow=”none” margin_top_medium=”2px” margin_bottom_medium=”2px” margin_top_small=”2px” margin_bottom_small=”2px” margin_top=”2px” margin_bottom=”2px” gradient_font=”no” gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ style_type=”none” animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]Nature-Inspired Aesthetics[/fusion_title][fusion_text hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”font_17″ animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]Nature-inspired graphic design is closely linked to the strong trend toward sustainability and eco-friendly, earth-first design choices. Consumers today are drawn to brands strongly focused on a greener future.

Using nature-inspired, tactile textures, visuals, and colors transports the viewer into nature and evokes an emotional, sensory response beyond the visual itself. The best examples of this are often quite subtle, like stone finishes, wood textures, botanical design, and organic shapes with imperfect or asymmetrical lines.

We’re tapping into a primal place grounded in Mother Nature: natural textures, colors found in nature, and organic shapes can be compelling from a design perspective as they signal the brand’s values and show that it cares about sustainability and environmental preservation.[/fusion_text][fusion_title title_type=”text” loop_animation=”once” marquee_direction=”left” marquee_speed=”15000″ rotation_effect=”bounceIn” display_time=”1200″ highlight_effect=”circle” highlight_width=”9″ highlight_top_margin=”0″ title_link=”off” link_target=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”podkova font_20″ content_align=”left” size=”4″ fusion_font_family_title_font=”Podkova” fusion_font_variant_title_font=”800″ font_size=”20px” line_height=”1.2″ text_color=”var(–awb-color4)” text_shadow=”no” text_shadow_blur=”0″ text_stroke=”no” text_stroke_size=”1″ text_overflow=”none” margin_top_medium=”2px” margin_bottom_medium=”2px” margin_top_small=”2px” margin_bottom_small=”2px” margin_top=”2px” margin_bottom=”2px” gradient_font=”no” gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ style_type=”none” animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]

Final Thoughts

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Wrapping up, the latest trends in digital design are highly reflective of the cultural and societal shifts we are experiencing in our daily lives. From the nostalgia of retro pixel art to embracing cultural awareness, diversity, and inclusion and the strong focus on accessible design, the most impactful graphic design in 2025 will resonate with today’s values.

Though these are just a handful of design trends we apply to branding at Costello Creative Group, we are always looking ahead to anticipate what might be on the horizon. Emerging trends we may see more of in the future include greater emphasis on immersive and 3D design, augmented reality (AR), virtual reality (VR), and a continuing evolution of how we use AI to support design workflows. We expect to see a growing trend toward retrofuturism, experimental font choices, and heatmapping to increase conversions.

We invite you to experiment with these trends in your own projects, and we’re always here to provide guidance and friendly design advice when needed. Talk to us today, and find out what’s possible.

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October 7, 2024
The Power of Landing Pages for Campaign Success

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sticky_display=”normal,sticky” class=”font_17″ animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]

SEO landing pages are an integral component of every marketing campaign. They provide a destination for ad clicks, contain powerful calls-to-action (CTAs) to boost conversions and provide a platform for you to tell your story. As a bonus, they boost organic SEO too.

But what makes a landing page different from any other website page?

Web pages provide information, encouraging visitors to explore the rest of the website and learn more about the company, its goods, and services. On the other hand, a landing page is explicitly designed to convert visitors into leads or customers based on campaign goals.

Today, we’ll dive into all the deets about landing pages, including best practices for landing page design and how best to leverage
SEO landing pages for marketing campaign success.

[/fusion_text][fusion_title title_type=”text” loop_animation=”once” marquee_direction=”left” marquee_speed=”15000″ rotation_effect=”bounceIn” display_time=”1200″ highlight_effect=”circle” highlight_width=”9″ highlight_top_margin=”0″ title_link=”off” link_target=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”podkova font_20″ content_align=”left” size=”2″ fusion_font_family_title_font=”Podkova” fusion_font_variant_title_font=”800″ font_size=”20px” line_height=”1.2″ text_color=”var(–awb-color4)” text_shadow=”no” text_shadow_blur=”0″ text_stroke=”no” text_stroke_size=”1″ text_overflow=”none” margin_top_medium=”2px” margin_bottom_medium=”2px” margin_top_small=”2px” margin_bottom_small=”2px” margin_top=”2px” margin_bottom=”2px” gradient_font=”no” gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ style_type=”none” animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]How Landing Pages Complement Your Website Design[/fusion_title][fusion_text hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”font_17″ animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]A website can have several landing pages, but they are not meant to be the sole focus of your site or the basis for a website redesign.

So, let’s first consider the website. A business website contains pages about the company, its people, and its products. It offers a way to access products and services and find helpful information through blogs, individual pages, and other content.

In best practice, landing page design should align with the rest of the site to ensure a consistent experience in both appearance and function. The real difference here is the message. By keeping your landing pages focused on conversion, these pages can stand alone while still playing well with the rest of the website. Whereas your web pages will almost always link out and connect to other pages, landing pages have a single destination based on the campaign goal.[/fusion_text][fusion_title title_type=”text” loop_animation=”once” marquee_direction=”left” marquee_speed=”15000″ rotation_effect=”bounceIn” display_time=”1200″ highlight_effect=”circle” highlight_width=”9″ highlight_top_margin=”0″ title_link=”off” link_target=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”podkova font_20″ content_align=”left” size=”3″ fusion_font_family_title_font=”Podkova” fusion_font_variant_title_font=”800″ font_size=”20px” line_height=”1.2″ text_color=”var(–awb-color4)” text_shadow=”no” text_shadow_blur=”0″ text_stroke=”no” text_stroke_size=”1″ text_overflow=”none” margin_top_medium=”2px” margin_bottom_medium=”2px” margin_top_small=”2px” margin_bottom_small=”2px” margin_top=”2px” margin_bottom=”2px” gradient_font=”no” gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ style_type=”none” animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]Optimizing Landing Pages for Website Conversion and SEO[/fusion_title][fusion_text hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”font_17″ animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]

SEO landing page optimization isn’t much different than website conversion optimization. The right keywords are critical and must align with ad keywords for best results.

Use keywords in your meta descriptions, title tags, header tags, image file names, image alt text, and throughout your copy for search engine visibility.

Additional techniques include optimizing for page load speed, simplifying lead gen forms, and providing clear, concise CTAs that make it easy for your visitors to act. Simplicity is critical here, as complicated processes can be the difference between a bounce and a conversion. You’ve done all that work to get them there; do what you can to make the rest seem like the next logical step.

[/fusion_text][fusion_title title_type=”text” loop_animation=”once” marquee_direction=”left” marquee_speed=”15000″ rotation_effect=”bounceIn” display_time=”1200″ highlight_effect=”circle” highlight_width=”9″ highlight_top_margin=”0″ title_link=”off” link_target=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”podkova font_20″ content_align=”left” size=”3″ fusion_font_family_title_font=”Podkova” fusion_font_variant_title_font=”800″ font_size=”20px” line_height=”1.2″ text_color=”var(–awb-color4)” text_shadow=”no” text_shadow_blur=”0″ text_stroke=”no” text_stroke_size=”1″ text_overflow=”none” margin_top_medium=”2px” margin_bottom_medium=”2px” margin_top_small=”2px” margin_bottom_small=”2px” margin_top=”2px” margin_bottom=”2px” gradient_font=”no” gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ style_type=”none” animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]Adding SEO Landing Pages to Focus Your Website’s Campaign Strategy[/fusion_title][fusion_text hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”font_17″ animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]

Landing pages are an essential feature of every digital marketing campaign. They can increase conversions and decrease the cost of acquisition simply because they are focused on a single objective.

When the landing page is optimized to reflect the ad’s intent, visitors understand the goal and won’t be distracted by content beyond the ad’s scope. The most successful landing pages clearly state their purpose and direct conversions by delivering on the ad’s promise. Considering all the distractions your buyers face, simplicity, brevity, and a clearly defined message help to gain their trust and establish foundations for a high-performing campaign.

[/fusion_text][fusion_title title_type=”text” loop_animation=”once” marquee_direction=”left” marquee_speed=”15000″ rotation_effect=”bounceIn” display_time=”1200″ highlight_effect=”circle” highlight_width=”9″ highlight_top_margin=”0″ title_link=”off” link_target=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”podkova font_20″ content_align=”left” size=”3″ fusion_font_family_title_font=”Podkova” fusion_font_variant_title_font=”800″ font_size=”20px” line_height=”1.2″ text_color=”var(–awb-color4)” text_shadow=”no” text_shadow_blur=”0″ text_stroke=”no” text_stroke_size=”1″ text_overflow=”none” margin_top_medium=”2px” margin_bottom_medium=”2px” margin_top_small=”2px” margin_bottom_small=”2px” margin_top=”2px” margin_bottom=”2px” gradient_font=”no” gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ style_type=”none” animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]Mobile-Friendly Landing Pages for a Seamless User Experience[/fusion_title][fusion_text hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”font_17″ animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]Mobile-friendly landing pages are a must in 2024. Mobile traffic accounts for 62% of all web traffic, and 98% of mobile users access the internet from their devices, telling us how vital it is that your content looks and performs well on mobile.

Beyond these statistics, we must consider that Google (and other search engines) prioritize mobile-friendly pages, meaning your ad or link may not appear on a mobile device it’s not optimized for.

As with your website, you must ensure landing pages offer a great user experience on any device, or your ads will never achieve their potential.

Long-form content may be appropriate in some cases, but when you consider people may view it on their mobile, you need to ensure the copy is formatted and organized so the length doesn’t detract from the message. Placing consistent, strong CTAs throughout the content, especially between paragraphs or sections, helps break up the text and ensures the intent isn’t diluted by too much information.

In best practice, you must always optimize landing pages for mobile—and design for mobile first. Most designers will agree, it’s easier to upscale the design for desktop than it is to downscale for mobile.[/fusion_text][fusion_title title_type=”text” loop_animation=”once” marquee_direction=”left” marquee_speed=”15000″ rotation_effect=”bounceIn” display_time=”1200″ highlight_effect=”circle” highlight_width=”9″ highlight_top_margin=”0″ title_link=”off” link_target=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”podkova font_20″ content_align=”left” size=”3″ fusion_font_family_title_font=”Podkova” fusion_font_variant_title_font=”800″ font_size=”20px” line_height=”1.2″ text_color=”var(–awb-color4)” text_shadow=”no” text_shadow_blur=”0″ text_stroke=”no” text_stroke_size=”1″ text_overflow=”none” margin_top_medium=”2px” margin_bottom_medium=”2px” margin_top_small=”2px” margin_bottom_small=”2px” margin_top=”2px” margin_bottom=”2px” gradient_font=”no” gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ style_type=”none” animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]Aligning Landing Pages with Website Campaign Messaging[/fusion_title][fusion_text hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”font_17″ animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]

High-converting landing pages always align with website and ad messaging. Doing so provides a cohesive experience for site visitors, establishing clarity, improving trust, and encouraging engagement.

Extend this strategy to the copy, images, colors, and tone. Images are an excellent way to tell your story visually and can be especially critical as many customers won’t take the time to read all of your copy. When landing page images align with those in your ads, you take visitors on a seamless journey from attraction to conversion, building trust and credibility as you close the loop.

[/fusion_text][fusion_title title_type=”text” loop_animation=”once” marquee_direction=”left” marquee_speed=”15000″ rotation_effect=”bounceIn” display_time=”1200″ highlight_effect=”circle” highlight_width=”9″ highlight_top_margin=”0″ title_link=”off” link_target=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”podkova font_20″ content_align=”left” size=”3″ fusion_font_family_title_font=”Podkova” fusion_font_variant_title_font=”800″ font_size=”20px” line_height=”1.2″ text_color=”var(–awb-color4)” text_shadow=”no” text_shadow_blur=”0″ text_stroke=”no” text_stroke_size=”1″ text_overflow=”none” margin_top_medium=”2px” margin_bottom_medium=”2px” margin_top_small=”2px” margin_bottom_small=”2px” margin_top=”2px” margin_bottom=”2px” gradient_font=”no” gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ style_type=”none” animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]Continuous Testing and Optimization for Campaign Landing Pages[/fusion_title][fusion_text hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”font_17″ animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]

Continuous testing is one of the most critical campaign success strategies as it allows you to quickly adjust, course-correct, and identify performance issues to keep your campaigns on track.

A/B testing for landing pages allows you to compare two versions of the same page at the same URL to see which performs better. Some visitors will see one version, while others will see the second. Checking your analytics and page performance data will reveal the clear winner.

Monitoring conversion rates, bounce rates, and user behavior will also reveal areas of improvement and can be adjusted as the campaign is running to boost performance. User behavior analysis provides detailed information into what drives site visitors to convert and what isn’t hitting home.

Ultimately, optimization is never one-and-done. Customer preferences and trends change, so we must always be alert to how the wind blows.

[/fusion_text][fusion_title title_type=”text” loop_animation=”once” marquee_direction=”left” marquee_speed=”15000″ rotation_effect=”bounceIn” display_time=”1200″ highlight_effect=”circle” highlight_width=”9″ highlight_top_margin=”0″ title_link=”off” link_target=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” sticky_display=”normal,sticky” class=”podkova font_20″ content_align=”left” size=”4″ fusion_font_family_title_font=”Podkova” fusion_font_variant_title_font=”800″ font_size=”20px” line_height=”1.2″ text_color=”var(–awb-color4)” text_shadow=”no” text_shadow_blur=”0″ text_stroke=”no” text_stroke_size=”1″ text_overflow=”none” margin_top_medium=”2px” margin_bottom_medium=”2px” margin_top_small=”2px” margin_bottom_small=”2px” margin_top=”2px” margin_bottom=”2px” gradient_font=”no” gradient_start_position=”0″ gradient_end_position=”100″ gradient_type=”linear” radial_direction=”center center” linear_angle=”180″ style_type=”none” animation_direction=”left” animation_speed=”0.3″ animation_delay=”0″]

Final Thoughts

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Marketing campaigns are often costly and businesses must use every tool at their disposal to encourage success. Landing pages are an integral component of any digital marketing campaign and do an excellent job of aligning ad intent with action, boosting conversions, and reducing the cost-per-acquisition. If you’re unsure where to start, speak to the team at Costello Creative Group today. We use a strategic combination of design, storytelling, and advanced SEO to drive marketing campaign success in 2024. Book a call today, and let’s get started!

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September 23, 2024