Design is key to marketing.
As organisations streamline their processes, design is often one of the first things to go. Bad idea.
Now, we're not saying that visual design is everything in marketing. Marketing is a multifaceted field that requires a lot of planning ahead. Nevertheless, if your business doesn't look good, you're not going to get any traction.
Businesses that are trying to save money may not prioritise original graphics, which made up 40% of all marketing efforts in 2020.
Social media has placed added emphasis on the importance of design in marketing. It is impossible to create a social media advertising template that fits all platforms.
That said, you're probably wondering what a marketing designer is and why you need one.
Marketing design is the process of creation and iteration of visual assets for advertisement, branding and other promotional activity. The goal is to improve a brand’s perception and visibility to facilitate growth and ultimately, success.
Marketing designers produce visual content and design elements with their graphic design skills and in collaboration with marketing experts. They work with design principles, combined with a predefined set of guidelines that define the brand’s identity.
Businesses can perform marketing design in-house, though some may prefer outsourcing to an external provider, such as Design Buffs
Small businesses, or those looking to cut costs, often slash marketing design budgets first. Here are just a few reasons why you should not do that.
Many businesses seem to forget that an effective marketing plan can literally pay for itself, and then some.
A marketing designer will know your customers inside and out. They’ll know exactly how to create new visual assets that speak directly to them, and most importantly, connect with them. You can increase sales and grab new customers by providing engaging content that speaks to your customers.
The right marketing designer will study every detail about your brand to build a level of respect and ownership. This is essential, as the designs they create will represent your business and create your brand identity.
A marketing designer will ensure that your brand identity shines through, no matter what assets are being created. When you combine an intimate knowledge of your business with design principles, your audience will recognise your brand instantly.
Having a marketing designer on your team can dramatically speed up your marketing efforts. As they already know what needs to be included in every visual they create, the process can be cut down dramatically. It is not necessary to spend hours creating designs that reflect your business's branding since the content is designed with branding in mind.
This is extremely helpful when it comes to keeping up with the rapid changes in the marketing landscape and keeping your design teams happy by not overloading them with work.
You can always tell the difference between visuals that have been created by someone passionate about the business, and someone who is just going through the motions. By hiring a marketing designer, rather than just a graphic designer, you can be sure that you’re getting someone who is personally invested in your business, rather than someone just looking to get paid.
Marketing design opens up a new opportunity to improve communication between your brand and your potential customers. Graphic design in itself is a form of communication that involves creativity and a methodical approach to accomplish a specific goal. By producing better marketing visuals, your business can better communicate with customers.
Your number one customer may not know you exist right now. All you need to do is find them. Marketing designers know this, and they will work tirelessly to help you track down new customers. Not only will they research demographics and customer behaviour, but they’ll also know exactly how to engage with your target audience to convert them into loyal customers.
It comes as no surprise to see that we’re on the cusp of mobile marketing spending overtaking desktop ad spending. Smartphones have become an integral part of our society for business and pleasure, with nearly 60% of all web traffic coming through mobile devices.
Marketing designers are acutely aware of this fact, and a good marketing designer will ensure that your campaigns feature mobile-optimised versions of all your assets.
The biggest problem with social media marketing is that many people working in the field don’t understand how social media works. Each platform is different and they need to be considered as separate outlets, rather than lumping everything in under the social media banner.
A marketing designer will know all the tricks and tips for each platform and will build assets for each platform that will appeal to the different demographics found on different platforms.
Design Buffs can do all this and more for your company, without you sinking time and money into creating a new department.
Get in touch today to see how we can augment your team and build campaigns that have a real impact.