First Impressions Matter in Business
- Cailyn Chrystal
- February 5, 2017
- Advice, Blogs, Business, Cailyn Chrystal, Customer Relationships, Marketing, Strategy, Website
- branding, business tips, cailyn chrystal, content marketing, first impressions, humanization, marketing psychology, marketing strategies, research, social media, Steel City Anesthesia, vertex planning partners, website design
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Hearing that first impressions are extremely important is something that does not come as a surprise to anyone. From the time we are children we are taught that first impressions matter and of course, we only get one shot at them. Although we are also taught not to be quick to judge, the reality is that we often do and when it comes to your company, first impressions matter in business.
Studies show that it only takes the average person 1/10 of a second to form a first impression. That is an extremely short amount of time, but that 1/10 of a second will shape a customer’s opinion of your brand. While it is important to make sure we are making the right impression personally, it is also important to make sure your brand or company is making a good first impression on customers and clients. Here are four ways you can use your marketing strategies to make sure your brand’s first impressions matter in business:
Focus on Appearance
Just as it is important to make sure you look presentable when heading into an interview or important meeting, it is also just as important to make sure your company is always “dressed to the nines.” By this, I mean appearance is extremely important when its comes to brands, and taking a look at how your company comes across visually is very important. Make sure your logo, website, marketing materials, etc. all have a cohesive look and feel, and work together to strengthen one another. Hate the colors you chose for your logo ten years ago? Maybe it is time to do some rebranding and start fresh with a new logo and website design, just like what we did for Vertex Planning Partners. We were able to create a brand that made them one of the top independent financial advisors in the Midwest. CLICK HERE to see what we did. Your logo, website, or some type of marketing material is often the first thing a prospective customer will see, so appealing to them visually is crucial to making a good first impression.
Create Relevant Content
Just creating content to say you have content is not enough to impress a customer. You have to create content that people will actually want to read and content that will leave a lasting impression on a client. In a world dominated by the internet and social media, having interesting content that you share on your social media channels as well as on your website is key. Regularly posting to your blog is important and shows the effort you put into your content marketing strategy. Using social media as a platform to promote your blog or other marketing efforts can be a great way to get readers to your blog or website and interesting content will keep them hooked from there. Take this blog for example, I’m going to make sure that this is blasted all over our 898 Marketing’s Facebook, Twitter and LinkedIn channels, as well as my own personal Facebook, Twitter and LinkedIn pages. Interesting content will not only make your content marketing efforts a success, it will also help with that awesome first impression you’re hoping to make.
Know your Audience
Knowing your audience is a huge part of the success of any business. Researching and understanding the people who are typically going to be buying your product or using your service can give you a better sense of what type of marketing is going to work best. An awesome marketing campaign can be virtually useless if it is not going to appeal to the demographic your business is targeting. Take for example what we did for Steel City Anesthesia. This outsourced anesthesia group was looking for a way to generate new leads online. Looking at their current customer base, the decision makers they needed to reach and the information they needed to deliver, we developed a comprehensive campaign that targeted these individuals online. The results were amazing! The amount of traffic flowing through there website was 8x’s higher than the year prior and when it came to lead generation, they were able to close almost 13% of the leads that came in because they were qualified and targeted customers. You can see all the results by CLICKING HERE. If you want the first impression to be a good one, make sure that no matter how you are reaching that customer, it is relevant to them in some way.
Show Your Human Side
Behind every business are people just like you and me, but often companies come off as cold and a bit robotic. Humanizing your brand can help build lasting relationships with clients and create customer loyalty. Adding some personality into your marketing strategy can make your brand seem relatable, which customers will appreciate and remember. When a company’s marketing reflects the people behind the brand name, it is more likely to strike a chord with a customer than something boring and bland. Having a little fun can definitely help make that strong first impression. Take our owner, Jeff Ryznar, and see how he spices up his videos with some of help from “The Empire.”
We all know the quote “You never get a second chance to make a first impression”, and this is something that needs to be considered when creating a successful marketing strategy. Whether it is designing a website and marketing materials, or creating a strategy for your social media channels, first impressions matter in business and you want to make a memorable one. Attention spans are not as long as they used to be (thanks Mr. Internet), so make sure that every 1/10 of a second really counts!
About the Author
Cailyn Chrystal is a Project Manager at 898 Marketing. Cailyn develops strategies and manages implementation of content through social media channels for 898 Marketing and it’s clients, as well as optimization strategies for websites and content. Cailyn is a native of Youngstown, Ohio, and a graduate of Duquesne University where she earned her Bachelor’s Degree in Marketing Communications.