Youbee Media’s Head of Creative, Dena Reynolds, on why creativity adds zest to your marketing strategy
Marketing is often perceived as strategy and statistics; calculated planning to extend business reach, while selling more units and converting new clients. Social Media algorithms and SEO are, in their own way, like a science. At the other end of the spectrum, there’s Creativity. Making things look pretty, generating content for your Instagram grid, right? Well, yes…but there’s much more to it. While Facebook Ads will target your demographic, the look and feel of your feed is what will secure their interest. As Youbee Media’s Head of Creative, I want to share why marketing creativity is the key to connecting with your target audience.
From a lot of social media management, I have noticed that small ambitious businesses need to stand out from the crowd. The pandemic made many people rethink their work situation, turning ‘passion projects’ into money-making realities. HMRC data shows that in March 2021, more new businesses were created than in any other month since records began in 1989. This wave of entrepreneurialism is exciting, but it means there’s a lot of competition out there.
The good news is that your individuality will distinguish your brand. You have a story and an ethos that’s all your own, and this forms the backbone of your business. This is too valuable to disregard. It’s tempting to use (for example) a generic Canva logo; something functional that reflects your trade. But these easily accessible graphics will also be utilised by your competitors, so you risk blending into a homogenous mass of similar service providers.
Admittedly, purchasing graphics ‘off the peg’ is an easy option. You don’t have time to convert your back story into a visual language. However, a good creative designer can unlock this for you. They will listen and translate your business into something unique and authentic. It’s vital that your message is conveyed consistently and professionally; you might have a solid product and business plan, but if your branding and visuals are hit-and-miss, people are less likely to engage – and more importantly, to remember you.
Creative costs mightn’t be as expensive as you anticipate. You don’t need a whole library of assets from the get-go, but you do need to have something in place that will stand the test of time, conveying your style and brand values.
I’m privileged to work as part of a close-knit marketing consultancy team, where different marketing disciplines merge, giving our clients the best set of options to promote their business. We can offer a 'done for you' approach, or skill you up in one of our marketing workshops This ensures that the visual language of our clients’ brands meshes smoothly with their other content. This feeling of brand consistency makes a business identifiable, creating a sense of stability and trustworthiness. A consistent brand implies quality and reliability. It has roots and will endure – which is ultimately what we all want for our businesses.
For any creative queries, contact Youbee Media's Head of Creative, Dena Reynolds here.
