Month: August 2019

A New Opportunity

This week, we are talking about the importance of joined-up planning, having a practical and well-planned approach to marketing communication. Towards the end of last year, I had an interesting meeting with a potential new client. A meeting that set me thinking about the business planning process more widely. My visit was with the MD of an agency business. He has many years’ experience in his field and undoubtedly knows what he is talking about. Now, in most service sectors from accountancy and insurance to estate agencies and recruitment companies, businesses have evolved delivering custom software applications to help the agencies operate more efficiently. My visitor’s agency is no different but some time ago, he came to the conclusion that the software applications targeted at his field could be improved upon, both in terms of functionality and the commercial basis on which they were offered. He believes a different approach could deliver a significantly wider appeal across his sector. In short, he felt there is a great opportunity.

First Steps

Okay, so the idea was in place. What to do? To illustrate the point, let me digress. Great Britain has a long established tradition of technical innovation. From the canals of the 18th Century which were so influential in driving the industrial revolution, through to Concorde and Graphene, British engineers have some great ideas. Technically they are as good as it gets, but there is a problem. Developing the idea is one thing, making it a commercial success is quite another. Numerous canals never made a profit and even today, the majority of the commercial rights to Graphene are held overseas. Back to my meeting. The first thing my contact did to explore his new opportunity was to switch his computer on and start work on his new and improved software application. He went straight to the innovation. Now, several months later, he has invested significant time and money in developing his product. Version 1 is nearly ready for launch so now, and only now, are thoughts turning to the commercial implications of his idea.

Joined-Up Planning

Don’t get me wrong, having a viable proposition (product/service) that works is essential. The investment in developing the application is completely necessary. My issue is that the software development has gone ahead in the context of a fairly subjective view of the opportunity. Things are the way they think they are! There has been no objective research. Furthermore, there are elements of the commercialisation of the new software that haven’t even been thought about – at least not seriously. Building a successful business is about being joined-up in your approach. One of the joys of running a small business and being an entrepreneur is that you can wake up with a new idea and do something about it straight away – but you need to do this with not only consideration of your idea, but also using your experience to put the idea in the context of your market. Clearly, you must have a proposition/offer that actually does what you say it does, i.e. you can deliver on your promise. Additionally, your proposition should sit in a joined-up framework.  I believe the key elements of this joined-up planning include:

1. Real Value/Benefit

Does your new idea really deliver value to your potential customers? Here some research, even informally, can be invaluable. The important thing is not to assume that just because you think it is a good idea, that your target market will too.

2. Customer support

How easy is it for customers to realise the benefit you offer? With some products/services this isn’t much of an issue but in my case here with software, there is a risk of assuming that because you understand your application, your customers will too. They won’t! Certainly, good application design can go a long way in making a new piece of software intuitive to use but the provision of effective support to help new customers with the inevitable learning curve will be essential.

3. Commercial Opportunity

How big is your market? How much are you going to charge? What level of market penetration do you require to make your new business viable? Can you achieve this? An interesting example here is Concorde which was never a commercial success in isolation. However, as a Marketing Statement for both British Airways and Air France, it had real value in raising the profile of both businesses. An idea that is not commercially viable can be valuable if your wider business is big enough to both carry the cost and reap the benefit!

4. Marketing & Sales Communication

You are clear as to the value you deliver and you know and understand your target market. How do you plan to communicate the one to the other? Further, how do you plan to convert market engagement from your communication into profitable Sales Revenue? To ensure sustained business success there are other elements that become important but the above are key to an effective starting point.

Be Realistic

A joined-up approach does not need to be overwhelmed by planning. Getting the focus-balance wrong is a great way to never actually getting anywhere! This said, all element need to be considered. One of the greatest skills of the successful entrepreneur is to intuitively know how to get the balance right – or at least right enough to be successful! Also, there isn’t just one way to a joined-up planning approach. It may not be as efficient to only start to think about the commercial opportunity once you know that you can deliver on your idea but you can do it this way. A big dose of practical realism is essential in any business! So, in conclusion, where do things sit from my meeting? It is certainly a great idea but I believe the path from here to commercial success is not so straightforward as the MD anticipates. It will require time and money, and the right team of people. If these can be found, I believe the future is bright. If you’d like to develop a joined-up planning approach for your business, do get in touch

In early December, WordPress moved from Version 4.9.9 to Version 5.

WordPress V5 is a major release, most significantly for the inclusion of a new post editor – Gutenberg

Named after Johannes Gutenberg – the inventor of the printing press, the new editor introduces Drag & Drop block editing to WordPress posts.

Over the weeks before the Christmas break, we have been updating sites to WP version 5 so here are our initial thoughts on the new release.

One of the issues with the existing WordPress editor was that it was a long way from the ‘What You See Is What You Get’ (WYSIWYG) intuitive editor that many people are looking for. Consequently, adding structure and style to the content of your post article while you are writing it within the editor has been a challenge. The ‘old’ editor was very simple and great for writing paragraphs of prose, and maybe adding the odd image, but anything more was pretty much impossible without resorting to plugins or HTML coding.

More Layout Flexibility

With Gutenberg – layout flexibility is addressed through the idea of blocks. You build up your content using separate blocks with different block available for different content types & layouts.

Let’s take the example of images, and the desire to layout several images next to each other in a single row. Pre Gutenberg, this was (remarkably) tricky, requiring the use of PHP or HTML code. With WP5 and the new editor, it is simply a case of selecting a “Gallery” block, choosing the images, and setting a few parameters (e.g. how many images you want per row).

Here’s an example, all point-and-click with no coding:

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These flags are in-fact from our recent Christmas Quiz – If you missed it, you will find it here 

Gutenberg includes a number of basic block types by default, ready to insert:

• Images
• Media files (Video/Audio)
• Lists
• Tables
• Etc..

This is all through Gutenberg with no code.

Furthermore, as is the nature of WordPress, third-party plugins are already starting to become available, extending Gutenberg’s capabilities.

Examples include:

• Atomic Blocks – Gutenberg Blocks Collection
• Advanced Gutenberg
• Stackable – Gutenberg Blocks

These add many new ‘block options’ to Gutenberg and I am sure there will be many more in the coming months.

Gutenberg is not a Page Builder

Whilst Gutenberg is a step up in terms of functionality from the classic WP editor, it is not a fully-fledged page builder. Gutenberg focuses on the core content of your website. Making wider changes to the structure of a page (Header, footer, sidebar etc), remains outside the scope of the new editor – for now at any rate.

There is no question that omitting this enhanced functionality does make Gutenberg easier to use, with a shorter learning-curve.

If you do want more extensive page building and structure-editing capabilities, there are some great, dedicated page-builder plugins. Our favourite is Elementor (which has been downloaded by WordPress users over 1 million times)

Gutenberg may not be for everyone

Let’s face it, change is rarely popular. While Gutenberg does deliver some great new functionality, it does have a bit of a learning curve. With this in mind, Gutenberg developers have been sensible enough to allow users to switch off the new editor

The Classic Editor plugin – produced by the main WordPress development team, will allow you to hide the new editor and re-instate the classic post editing functionality.

The other way is a bit more technical – by adding a piece of code to the theme functions file functions.php:

add_filter('use_block_editor_for_post', '__return_false', 10);

The second is certainly the more permanent approach though perhaps outside the comfort zone of many.

On to the future

Whilst we are by default disabling Gutenberg on clients sites when we update to WordPress 5, simply because it is a big change, and we want to manage the switch at our pace. I think it is a good step forward, and I am sure once the dust settles, we will quickly start to wonder how we ever lived without it. 

Undoubtedly, Gutenberg is a good step forward and I am sure that, once the dust settles, we will quickly start to wonder how we ever lived without it.

If you would like to find out more about Gutenberg and what it means for your WordPress website, do get in touch.

Over the past few weeks, we have had a number of clients contact us all saying the same thing, they want to refresh their website. All of these set me thinking about websites and how they fit into a business.

Things have changed a lot over the past few years. Up until quite recently, a business website was normally either a static ‘Brochure’ site or a data-driven e-commerce ‘Shop’. These 2 options have merged and nowadays, virtually all websites are data-driven, whether or not you actually sell products or services online.

Here are some ideas how you can check your website is fit for 2019.

Your shop window

It is a bit of a cliché but your website IS your shop window. Whether you are a fully-fledged online shop, a business professional, or a sole-trader just launching your new venture, when prospective customers/clients want to know more about what you offer, the first place they visit is your website. It is vital that your website ‘tells the story‘ of your business that you want your customers to hear.

Look is important but experience is more important

I was in a meeting recently (with one of the clients I talked about above) talking about a new website, and the primary thing they wanted to know was ‘what is the new site going to look like?‘ Now, don’t get me wrong, a website needs to look right – that is, it needs to look right for its business. It is a part of ‘telling the story’ – but it is only a part.

The reality with modern business websites is that the majority are built around pre-designed templates. There is relatively little bespoke design work going on – design is expensive! The thing that makes a website stand out is good images. Understanding what photography you want and commissioning a professional photographer can be the most realistic approach to getting a website that works for you visually.

Even cracking photography is only part of the story. If your starting point is simply ‘What’s it going to look like?’,  you have missed asking the most important question:

What do I want my website to do?

Another way of asking this question is to think about the experience you want your site visitors to have and what actions you want them to take.

Different pages, different objectives

The most important page in your site is the first page people see. While this is normally your ‘Home Page’, it might not be. A website can have an array of ‘Landing Pages’ all designed as a different first step in a website experience. As it is the most common, let’s look at your Home Page.

I believe a website homepage needs to do 2 things:

1. When a new visitor arrives and takes a look at your home page, they are looking for something. At this point, they will only give you a few seconds to come to the conclusion: It looks like I’m in the right place. This isn’t to say they can see exactly what they need, rather that they have confidence they can find it in your site.
2. Once your visitor is happy that they are in the right place they then need to know where next?  What is the next step to find exactly what your visitor is looking for.

This second step is likely to be a link to another part of your website so at this point, your home page has done its job. Beyond the home page, you should be aiming to assist and guide your visitor to their goal, as quickly and efficiently as possible.

It’s not about you

I’m sorry, but you aren’t as important as your customer – at least not in their mind!

An effective website really embraces this concept and focuses on engaging with visitors drawing them in, rather than talking at them. Of course, yours is a commercial operation and your goal is to do profitable business with your customers. You need to weave your sales proposition, features and benefits into your engagement.

This way you lead people to buying from you rather than you selling to them – almost always a more effective approach for a long and mutually beneficial relationship – the best sort!

The calls to action

No website is perfect, nor can you second-guess the requirements and expectations of every single one of your site visitors. Hopefully your site does deliver for most visitors so, when they find what they are looking for, you must have a clear call to action telling them what to do next in the process of doing business with you.

For the minority who lose their way on your site, the importance is options. If a visitor feels that you look like a good option for their needs but they just can’t find what they want, offering ways to make bespoke enquiry, (maybe by email, telephone or chat system) can be key.

Let’s face it, unless your website is an online shop where people can place orders, the primary goal of most websites is to generate an enquiry!

Your website is a process, not an event

Change is constant. In 6 months, your business will be different to what it is today. 6 months later it will be different again.

Will your website adapt to keep up? Too often the answer is No. I started this article saying a number of clients had approached us looking for an updated website. This is what happens. A website is seen as a project. You build a site and launch it. Although there is normally talk about content management, in my experience, this rarely leads to anything significant.

The event of a new website launch slips behind the natural process of business evolution.

By seeing your website as a process from the outset creates a platform where website support, maintenance and update is built in. The evolution of your website becomes a natural element of the evolution of your business. You won’t need to be looking for a new website in 3 or 4 years’ time. You’ll already have one!

If you would like to talk to us about your website as a process for 2019 and beyond, please get in touch.

What is your corporate style? This may sound a bit grand if your business is just you, or you and a few others but take a moment to think about it. You are regularly communicating with your customers and markets and we talk a lot about message consistency being important. Much of this attention focuses on the information you are sending and the importance of a joined-up and connected approach to what you are saying. However, there are other areas that play a big role in how you are perceived by your marketplace. Over a series of articles I plan to look at 3 key areas:

1. Fonts & Typestyles
2. Colours
3. Your Corporate Style

With a bit of thought, it is easy to align all of these in your business and build a strong ‘style platform’ to really enhance the visual brand-perception of your customers and contacts. In this article, I look at the first area….

Fonts and Typestyles

Do you simply use the default font (normally Times New Roman or Arial) or do you have a font you prefer? Specialist fonts and typefaces used to be expensive to buy so most people using PCs stuck with the small collection of styles that was bundled with earlier versions of Windows. Over the years, this collection of bundled fonts has grown exponentially and, as well as bundled fonts, there are many websites offering an even wider range of fonts styles you can download and use. This said, don’t fall into the trap of having a different font for each occasion. I recommend you pick a single font and use that as your corporate font. You can vary it with size, weight, italic and colour but make sure that when your customers see anything you write, on-line or on paper, it is always ‘your’ font. Here are some tips for picking a font:

1. Decide Which Characteristics You Want Your Brand to Convey

First, consider these questions: What are the key qualities of your brand? What’s your brand personality — is it serious and trustworthy, or jovial and fun? What do you stand for, and what do you want to communicate to your users? Also, think about your target market. What are their interests and aspirations? How do they communicate? This knowledge will help shape your brand identity.

2. Make Sure Your Font Style Aligns with Your Brand’s Character

The next step, to pick a font that matches the mood and feel of your brand, is key. Every font has a distinct personality and character, so you need to be thoughtful when you select one. Some fonts are elegant and refined, some are whimsical and playful, and some are traditional and formal. Generally, fonts can be broken down into several broad categories:

Serif

Serif fonts have little “feet” and carry a traditional, classic feeling. They are considered to convey authority, reliability, confidence, and respectability. Serif font examples include Baskerville, Garamond, Caslon, and Palatino.

A subset of this group is slab serif fonts, which have thick, blocky serifs. They’re often used in headlines, and their geometric serifs give them an air of confidence and strength. Font examples include Rockwell, Archer, Egyptian Slate, and Memphis.

Sans-Serif

Sans serif fonts lack the “feet” and generally have a clean, simple, modern, and sensible feel to them. Some typography experts recommend using sans-serif fonts for the web because they’re easier to read on screens, but as screen resolutions continue to improve, many say that serif fonts work just as well on the web. Font examples include Helvetica, Avenir, Arial, and Futura.

Script

Cursive fonts (which includes most handwritten fonts) generally embody femininity, elegance, creativity, and friendliness. These can be used for impact but I recommend avoiding them as your core font. They can be difficult to read, particularly when in a block of body text.

Novelty

Novelty fonts are bold, quirky, fun, and eye-catching. They are designed to be loud and flashy, which creates visual interest and makes them great for headlines but also makes them difficult to use. Again, novelty fonts are typically best avoided when considering your corporate style.

There are hundreds of free fonts at Font Squirrel and Google Fonts. Feel free to have a browse.

3. Make Sure Your Fonts Are Readable

Readability is a major priority when considering your corporate font style. You could have a brilliant message, but it’s all for nought if it’s not legible. Here’s a tip: If you’re working with a sans-serif font, try typing a capital I (i), a lowercase l (L), and a number 1 next to each other. Can you tell the difference between them? If not, then readability might be an issue Good typography is crucial to building a strong brand identity and creating a favourable first impression. But with so many fonts out there, it can feel overwhelming to pick the right one. Feel free to experiment with different ones and refine as you go. As long as you select a core font that reflects the tone of your business and your brand, you’ll deliver a strong message In the next article in this series, I will look at colours and how to include a colour palette in your overall style.