At Deore Design, we are precise in the work we do for our clients and pride ourselves on our ability to leave lasting impressions. We understand the value of creating brand identity, digital experiences, and strategic marketing plans in order for our clients to reach their goals, but to what extent do other professionals recognize this importance?
We surveyed 60+ marketing professionals and asked them about their marketing successes. Though we weren’t extremely surprised by these findings, it is what we do after all, we thought you might be intrigued by the reality of many organizations’ current marketing performance. Check out the 5 biggest takeaways of Impress: A Study on Marketing’s Impact on Conversion Rates.
(1) 40.7% of participants report their prospects are confused by what they do.
“The greatest negative impact of inconsistent brand usage is the creation of confusion in the market,” says Lucidpress. It’s true. When a company’s message isn’t clear enough, businesses and consumers are deterred. Clarifying external messaging is essential to a clear brand identity. Having customers understand what you do is more than the language used on your website. It’s also how you communicate your business with visual elements and customer interactions online.
(2) 57.4% of participants report their identity varies from silo to silo.
Did you know that research shows the average revenue increase attributed to always presenting a brand consistently is 23% (Lucidpress). A surefire way to ensuring success is to get every functional group in your organization on the same page. Your sales, marketing, customer success teams, etc. should all be saying the same thing to your prospect and customer base. Get organized and methodical in the way your brand is conveyed internally so it can be consistent when presented externally. Content calendars and brand identity guidelines that are shared amongst functional groups will create ways for your brand’s identity to become cohesive. This can also drive intentionality in your reputation and values that are being communicated.
(3) 31.5% of participants report their website poorly reflects their capabilities.
A website is your mainstage act. In today’s digital age, it’s a must that it is your most prized demonstration of your capabilities and what your brand or company is all about. Not only does a website need to reflect capabilities but the design also plays a role in conveying your message. On top of that, successful websites function at high speeds and must be mobile friendly. 53% of mobile website visits are abandoned if a mobile site takes longer than three seconds to load. For every one second delay in site load time, conversions fall by 12% (Google, 2018). Getting feedback from prospects is a great way to improve your website’s functionality.
(4) 31.5% of participants report their website doesn’t use engagement strategies.
For the full digital experience, websites have to have some element of interactivity in order to engage the user. An easy engagement strategy is to implement pop-ups or inactivity triggers. When done correctly, between 20% and 70% of website visitors will provide their contact details when pop-ups are used. However, not just any pop-up will do. Triggers must be relevant and occur at the least disturbing time. Offering something like a significant deal or a free gift doesn’t hurt either.
(5) 31.5% of participants report they do not have sales enablement tools.
Sales guides or playbooks can be a useful tool in compiling sales strategies based on the target audience, list of current contacts, and references. Any sales enablement tool should be eye catching and up-to-date. Furthermore, it has to be user friendly and personable, otherwise, no one will ever actually use it. 90% of sales reps avoid using content because it’s outdated and/or not customizable (Voila Norbert).
Through our survey, we gathered high quality data that validated what we know to be true about the current state of marketing. It’s clear that most marketing teams need help. We love this quote from Deloitte’s Chief Innovation Officer, Andrew Vez: “In the area of talent alone, if your not leveraging talent outside of your organization, you’ll never win the war of ideas because the smartest people in the world don’t work for you.” Now, we don’t claim to be the smartest people in the world, but when it comes to brand identity, digital experience, or strategic marketing, we here at Deore Design know what we are doing.
For those of you who participated, thanks! We couldn’t have done it without you. For those of you who didn’t participate, we recommend downloading the full study to get a more comprehensive understanding of the results.