My Last Post

Goodbye!…on the Affinity Express blog.

If that’s not making you sad, don’t tell me. I’m immensely sad to leave: not just leave a blog that I’ve nurtured lovingly over two years, but to leave a job that I was extremely happy at, and a boss who made work fun each day and who’s become one of my best friends.

I have learned so much over the last two years: seriously, I don’t think I’ve ever learned so much in any other period of my life. It was exciting to be in this dynamic industry, to work in a business that’s aligned with my work (marketing!) so I can understand and be thrilled about the services we provide. It was a pleasure to meet (whether in person or online!) and learn from so many colleagues and clients.

And especially, it was amazing working in the marketing department with Kelly and Mel: never have I worked in another team that was so in sync (even though we’re all in different countries!); where even disagreements were fun and productive.

I’m glad we’ve found another Marketing Manager who’s brilliant and driven and fits well with the team; who has strengths different from mine and will push Affinity Express into new directions. But I’m sure Kriti will have her own post up here soon, so I won’t steal her thunder.

I’ll continue to write about marketing here and I hope you’ll continue reading me, and I’m happy to chat on Twitter.

And I know Affinity Express will continue to do exciting stuff and the blogging team here will continue to dispense great advice, so I’m definitely going to continue reading this blog. You’ll also catch me hanging about in the comments section here, so I won’t say goodbye!

Optimize Your LinkedIn Company Page

Did you set up a company page on LinkedIn and then wonder what to do with it? Here’s a quick and easy guide to optimizing your company page.

If you’ve forgotten how to edit the page, you need to click on “Admin Tools” on the top right.

Overview Page

When you set up your page, upload your company logo as a 50×50 image. Fill in your company description. Don’t just copy-paste from your boilerplate. I did, and it looked like this . . .

LinkedIn Page: Company Overview (the boring version)

The result is big blocks of text that I doubt you’d want to read through. So I edited it and kept it brief and simple, but added our services in “Specialties.” Read more of this post

Getting Your Voice Right in Content Marketing

Develop your own unique brand voiceWriting marketing content isn’t as simple as putting your thoughts on paper. Even after you’ve figured out what your audience wants and what you should talk about, you need to figure out what your voice should be like.

Plus, you want a different tone of voice for say, a press release versus a tweet, even if it’s the same person writing both or the same team working collaboratively on the press release and taking turns at the Twitter account. How do you ensure you come across as the voice of the brand as opposed to the person you are?

Step one: what’s your blogging persona?

The first step is to lay out what your brand sounds like (even if it’s just your own personal brand), and if it sounds different in a press release versus in a tweet (if it doesn’t that’s okay—just make sure that’s right for your audience and you’re still playing to the strengths of both media. For my money, I’d prefer to see a press release that looks like a bunch of tweets than a tweet that looks like a line off a press release.)

Put together the “author persona” of each type of content. Basically, ask yourself what kind of person they presumably are: Read more of this post

Make Your Fans Work for You

Celebrate your biggest fanThe power of word of mouth is that it isn’t a marketing channel the way other marketing channels are. It’s your customer recommending you to other people and automatically comes with more credibility than a press release or a post on your company blog. And one of the most wonderful things social media has done is that it has amplified the power of word of mouth.

But that doesn’t mean you sit down and do nothing. That fan who touts your services does it because she loves your services, but that doesn’t mean you can’t help her along. That doesn’t mean she wouldn’t appreciate a thank-you.

Take it a notch further. Make your customers and fans feel really special. Make them proud to associate with you and make them want to boast about you.

Here is a 6-step guide to making your fans work for you. Read more of this post

Marketing Metrics Every CMO Should Track

Marketing metrics every CMO should know!CMOs (and CEOs) are focused on the big picture, while the rest of us lower down the totem pole get our hands dirty. (Well, except for Kelly, who loves getting her hands dirty. Figuratively speaking.) The big picture does emerge out of the small details, and that gorgeous Monet is, if you stand close enough, made up of blobs of paint.

But when you’re more focused on managing your people and putting together your marketing strategy, it can be easy to lose sight of the details. Here are some details that it pays to never lose sight of, because they paint a very real picture (that’s my last metaphor, I promise!) of your marketing performance.

1.  Visits to Your Sites/Profiles

I don’t mean you should write down last week’s number of website visits on your cuff, but you should know whether the number is closer to 1,000 or 20,000, and whether it’s growing or otherwise. You should also roughly know the number of relevant visits. For example, we get a lot of visitors from India because we have an office here, but we don’t offer our services in India, so for my purposes, the relevant number is the number of visitors from North America.

Read more of this post

Top Seven Cloud-based Tools I Use Every Week

What, this isn't how you use cloud computing?Our business relies pretty heavily on two tools built by our teams: IDEA (Interactive Digital Entry Assistant) and AESB (Affinity Express Service Bureau). AESB is used by many of our news publisher and retailer clients to order print design, while IDEA is currently used by everyone else and for all other services. (We have written about IDEA here.)

Our tech team is working on a big revamp of AESB that will make it smarter and cooler and way more amazing than before. Hearing our people rave about how our cloud-based tool will revolutionize the business and make our clients’ lives easier made me think of all the awesome online tools that are already in use in other industries. I, personally, rely heavily on these seven. They have all the usual advantages of web tools—they are fast and can be accessed from anywhere. (Also, most of them are free or have free versions, except Constant Contact.) But more than that, they are easy to use and fairly intuitive and they serve my needs awesomely.

Read more of this post

Print Ads for Restaurants

Here’s another round-up of ads our team worked on. (Yes, we work on more than food ads, but those seem to catch my attention most.)

I have had this ad filed away for a long time, to use in the right post. I love how the food takes center stage, and that picture just makes me dizzy with hunger. They kept the copy minimal (but right on target) and just let the picture do the talking.

Seafood ad

Read more of this post

“Visual Marketing”: the Book

Visual Marketing bookAs a marketer in the business of advertising and marketing design, I was intrigued when I first heard of the book Visual Marketing, and I was glad to get my hands on it. The premise of the book is both exciting and unoriginal: that visuals have as much to do with marketing as copy or sound is of course, well recognized, and has been used to great effect by advertisers and marketers alike. This book, however, is about visual marketing in the new world of online media: so it is infographics, web design, apps and games that take the center stage along with logos, signs, banners, print mailers and business cards—and thankfully, there isn’t a TV ad in sight.

Yet this isn’t a graphic design book: in fact, some of the examples deal with copy or an interesting business name, making the point that all the elements of marketing go hand in hand and are most effective when they all work together to enforce the message.

Read more of this post

Build Your Brand on Social Media

Have you started out on social media but aren’t quite sure what to do with it? Do you wonder how you’re ever going to show your business’s competence and expertise in 140 characters? Or how to get people interested in your industry to follow you?

I provide some answers in this post at the Search Engine People blog. A taste:

Answer Questions

Answering questions from people about the way your industry or business functions is a sure-fire way of making yourself look like an expert (provided you actually know the answers). Look through topics related to your business on sites like Quora and LinkedIn and set up a saved search on Twitter and look at hashtags. Join industry forums and participate in discussions. Use web search and Google alerts to find more questions on those topics. Don’t just answer for the sake of getting your name in: you need to actually add something informative to the discussion.

What else can you do? Read the blog post to find out!

10 Recurring Features for Your Newsletter

NewsletterDo you think sending out a newsletter isn’t for you? What could you possibly put in it every week (or month)? Think about it: you might find more content ideas than you now realize. Here are some ideas for recurring features you can have in your newsletter.

Answer customer questions

What customer questions do you or your staff (especially customer support or sales) get frequently? A  recurring column in a newsletter is a great place to answer them.

Feature feedback

Dedicate one corner of your newsletter to glowing testimonials you get from your customers. That’s your little boasting spot! Read more of this post

Ten Most Popular Marketing Posts of 2011

For newer readers as well as those of you who missed them the first time around, here are our top marketing posts from 2011.

Designing Our Facebook Page Welcome Tab

Who knew a simple post describing how we created the design for our Facebook page welcome tab would be the most popular of 2011 (even though the post was published in July)?

Redesigning Business Cards to Include Social Media Info

Another post where we merely shared how we updated and improved a piece of marketing material, but judging by searches that led people to this post, quite a few of you are looking for help on designing business cards that include your social media URLs without being overwhelming. Read more of this post

Happy New Year

Online holidays greeting card from Affinity Express

Please click here to view our online card.

From all of us at Affinity Express, we wish you a very happy 2012.

Happy Holidays

It’s a holiday tradition at Affinity Express to recreate a well-known piece of art using embroidery digitizing. This year, the pressure was heightened since last year’s design just won us two awards: the Stitches Golden Needle awards for Design of the Year, Technical, Corporate and Design of the Year, Artistic, Corporate.

The subject we chose this year was a Renoir painting. And regardless of whether we win an award, I think we can be proud of this year’s design as well! What do you think?

Embroidery digitizing design of Renoir painting

Read more of this post

What Are the Most Influential Retailers Doing on Twitter?

Klout has shared this list of the top ten most influential retailers online, and it got me wondering: what are they doing that makes them influential (or really, gives them a better Klout score)? Here’s my completely unscientific evaluation.

Amazon

It’s no surprise Amazon is on the list: it’s the top online retailer and has in some ways defined the space. Their Twitter profile is well-maintained but with no surprises: they post links to new products and to content (including Amazon’s best books of 2011, retweet from other Amazon accounts such as amazonbooks and AmazonKindle (and while I’m surprised at the inconsistent capitalization there’s nothing else noteworthy here), and have the occasional apt-and-funny product recommendation.

Victoria’s Secret

They do an amazing job at talking and not broadcasting. They respond to followers, call out people wearing their products, they even thanked Klout and their own fans for their ranking in the influential list. 

Read more of this post

Using Cartoons for Marketing

Cartoon created by Affinity Express

Cartoon created by Affinity Express for a client

I have been reading the book Visual Marketing by David Langton and Anita Campbell, and came across the example of cartoons to market CaseCentral. CaseCentral markets eDiscovery software to law firms and corporations, and these “Case in Point” cartoons are meant to draw attention, entertain as well as demonstrate the company’s knowledge of the field.

That is a smart use of visual marketing, and it reminded me of the Indian consumer goods company, Amul. Amul Butter cartoons appear on billboards and newspapers all over India. Each cartoon references some current event—an election, a new movie, a sleazy scandal—and the tagline is at once a pun on and a comment on the event that it references. They have been doing this for decades and these cartoons are immensely popular: you can browse through some here.

If you haven’t guessed already, I am in awe of the Amul campaign. They combine contemporary relevance, story-telling and art to create a powerful message that evokes the brand and ties in the product, and they have done this consistently for over three decades. If that isn’t brilliant, I don’t know what is.

Read more of this post

7 Reasons Why I Hate Your Website

Mobile siteThere are many, many reasons why someone might hate your website. If it works for you—gets you a great number of leads every month or your e-commerce sales have gone up since the redesign—you can shut this page now and go back to work. But if you wonder what it is about your website that’s just not bringing in the leads, read on: your website might be committing one of these mistakes.

It Annoys Users

Forcing me to wait through a two-minute Flash “intro” before I can even get to your site will really annoy me. Almost as bad is making me click on an “enter site” button. I AM on your site, so why do I have to ENTER it?

Other things that annoy your users:

  1. Music that plays as soon as I enter your site so I have to frantically mute my computer while coworkers raise their heads and look around
  2. Cluttered design with little white space and too many different elements
  3. Bright clashing colors or light text on dark background to give me a headache
  4. Lots of Flash, so that getting to your “management team” page feels like a complicated and difficult game
  5. Your website takes so long to load I can make myself a fresh cup of tea while I’m waiting

Read more of this post

How to Work with Designers

Over at the Search Engine People blog, I offer more advice on working with designers.

Working with someone in a remote office is always difficult, but when I started out, I found it harder to get design done efficiently because I didn’t know much about design and I hadn’t realized how I could be a better client.

So here’s some of  what I’ve learned the hard way!

Once in a while you work with a designer who can take your “I want something pretty, but corporate, and use our brand colors but do something different and fluid” and turn it into a fabulous design. (Thanks, Mel!) But lets face it, that’s really rare. So here are some tips for marketers and business-owners on working with web or graphic designers (whether they are employees, freelancers or a business services provider).

Give detailed instructions.

This is the most obvious but also most important tip. Especially when you start out working with a new designer or provider, make sure you write down every little thing you can think of. Here are some common aspects I often forget to specify:

  • The size of the design (in pixels or inches or whatever works for you)
  • The purpose: Is it for print or web? Will it be used in your blog and have to fit into the blog column? Is it a direct mail piece that has to fit into a certain size of envelope?
  • Do you have preferences on how the design should be laid out? How many columns? How much space should the image take up?
  • When do you need it?

And make clear what you can’t do: e.g., change the colors in your logo, use serif fonts, or whatever your guidelines are. Which brings us to…

Click here to read 8 more tips.

Thanksgiving Print Ads

Happy Thanksgiving! It’s the most anticipated meal of the year, but what is important for us is that many businesses have special promotions around Thanksgiving and rely on our advertising and marketing production to meet deadlines and increase revenue. For retailers, they are already deep into promoting holiday sales and hoping to make the most of Black Friday and Cyber Monday. Restaurants and other businesses food-related try to get people to their doors or to buy their products (as wells as to advertise in their dining guides).

Here are just a few of the many print ads our team has created this time around.

Newspaper print ad for Thanksgiving Dining Guide created by the Affinity Express team

Read more of this post

9 Tips on Getting the Most out of a Conference

Attending a business conferenceIf you’re like me and work in a small department, conferences are an incredible opportunity to learn about what’s new in your field and meet people who do similar work. I went to my first two professional conferences this year, the Click Asia Summit in Mumbai and Ad-tech in New York. I was extremely excited to meet speakers I’ve read and heard of, people doing incredible things in marketing, and just meet a group of fellow marketers and chat with them about challenges we all face.

But if you have a tight budget (and who doesn’t?) conferences, including traveling to them and staying at hotels, can be extremely expensive. So how do you make the most of every single industry event you attend?

1.  Find the best events

This is obvious, but also probably the most important. With so many events in the year, which one(s) give you the most bang for your buck? Research online, read blog posts on the last year’s events, and ask people (both on Twitter and your real-life colleagues). What are your objectives? What do you want to learn about? What kind of people do you want to meet? Figure all this out and then check out which event makes the most sense for you. Read more of this post

Social Media Marketing at Ad-Tech

Some quick notes from yesterday at ad-tech. We stayed in the social media track, because there were interesting topics up, and I was excited to see Chris Brogan, whose blog I read religiously, in person!

David Fischer, the Vice President of Advertising and Global Operations at Facebook, revealed that if you reach out to your fans and their friends, you get 81 times the distribution. Nielsen statistics also indicate that 68% are more likely to remember an ad with social context, twice as likely to remember the message and four times as likely to buy.

So how do you build your brand on Facebook?

  1. Connect
  2. Engage
  3. Inspire

Well, that sounds easy! Also remember, your social media strategy is really your people strategy. Create personalized experiences and let people share them. Read more of this post

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