Using Avatars to Hone Your Content Management Campaigns

Using Avatars to Hone Your Content Management Campaigns

The rise in digital and content marketing has made tight target market identification critical to campaign success.

We develop and use Avatars to laster focus marketing campaigns and sales strategies to very specific targets – for our own business and our clients. When you walk into a networking meeting, a sales call, or even out at a non-business social event, you’ll know who you should talk with when you have a set of Avatars at the ready.

We have a lot of fun at Conveyance developing our avatars – the more details you can include, the better. We give each avatar a name, a job title, personal history, goals and describe how they need us. We then direct our content marketing campaigns towards the “person” we are trying to reach. It’s a way to visualize and humanize our target customers.

Here’s an example of an avatar for a photographer looking to book family sessions over Mother’s Day.

Melanie -avatarThis is Melanie.

Melanie is a busy professional. She works in accounting for a local government contractor. Every day, she commutes back and forth from Ashburn to Tysons Corner. She hates the commute.

Melanie has three children aged 8, 6 and 2. She has to rush every evening to pick up the baby from day care, get the kids fed, and then taxi them around to whatever sports activities are in season.

Although her husband helps when he can, he works in DC and often gets home when the kids are ready for bed.

Every day is a marathon for Melanie. She dreams of relaxing … a vacation in the Dominican. She loves her kids, but they are exhausting sometimes!

When the photographer is ready to advertise her Mother’s Day sessions, she will be creating her content with Melanie in mind. What type of content would Melanie find valuable? What is important to her? What would get her to book a family session?

Most companies have several different avatars. Some may only pertain to certain lines of business, while others may apply to all departments. Even a small business can have multiple avatars.

If you take the time to properly research your target audience and develop their avatars, then you’ll be that much closer to generating quality content you need. When you know exactly who you are talking to and what they want, your content will show it.

Avatars give life to your target audience – visually and mentally. Try creating one for your own business and see how much simpler it is to produce content for that “person.” Share them with us on our Facebook page!

Conveyance Marketing Group is a marketing and web development company with a passion for delivering strategic, sustainable and affordable marketing and web solutions to start-ups and small businesses. Our service offerings include video, Search Engine Optimization (SEO), inbound marketing, graphic design, logo design, advertising and web design. Our creativity is limitless, let us help accelerate the growth of your company! Contact us today for more information on how we can help you.

Convey It – Branding

Building Loyalty in an Era of Consumer Choice through Branding

If you are a business, non-profit, celebrity, or team, branding should be one of your top priorities.  Branding goes further than just having a good-looking logo that’s memorable to your customers.  Proper branding will increase the value of your business, non-profit, persona, or team and give your customers and employees direction on who you are … which makes gaining new customers much easier.

So what makes up your brand? Most importantly, it is how your target audience perceives you. It also includes your logo, advertising, customer service, product or service, and your reputation. It’s everything rolled into one and it’s your responsibility to take care of it. Let’s take a look at a few articles that we’ve gathered to make sure you are on the right track when it comes to your brand.

‪10 most memorable brand logos
‪Why should you be concerned with other companies brands?  Because consumers are more likely to ascribe positive attributes such as trust, respect, and reliability to logos they are familiar with.‪‪ Read more.

‪‪Successful Small Business Branding‬‬
‪‪In a small business, there’s no need for a brand rule book (WRONG!) The organization is small enough for all of its people to touch and understand the brand. So why doesn’t every small business have a brilliant brand? Here are five things small companies often get wrong – and how to put them right.

‪6 Reason’s why strong branding is important
‪Beyond just a memorable logo, good branding increases the value of a company, provides employees with direction and motivation, and makes acquiring new customers easier. So what exactly is a brand? ‬

‪Power of Brand consistency & corporate style guides‬
‪‪When it comes down to you and a competitor, brand recognition will highly influence the final decision of your customers. If you’ve created a clear, consistent brand message that’s plugging in to the right marketing channels, you’re sitting pretty in the power position.‬‬ Here’s how to maintain that position (or gain it.)

‪4 Social Media lessons brands can learn‬
‪The best-performing brands on social reach a huge audience and don’t spend much in promoting their posts. The reason? These brands emulate publishers when it comes to their content strategy.‬
Here’s what brands can learn from digital media companies about creating content.


Conveyance Marketing Group is a marketing and web development company with a passion for delivering strategic, sustainable and affordable marketing and web solutions to start-ups and small businesses. Our service offerings include video, Search Engine Optimization (SEO), inbound marketing, graphic design, logo design, advertising and web design. Our creativity is limitless, let us help accelerate the growth of your company! Contact us today for more information on how we can help you.

Love Your Customers

It’s so simple but such great advice. If you want your customers to love you, you need to love them first.

“The reason we love our parents is because they loved us first. Every single company should take this advice.” – GARY VAYNERCHUK

Think about the companies you love. You love them not only because they offer you a great product but because they value you as a customer and you know it. They treat you right. They go to great lengths to keep you happy. And they never forget to tell you how thankful they are for your business. I bet you’re thinking about a few of your favorites right now. How do they make you feel loved, wanted and happy to return to them again and again? How can you give that same feeling and experience to your customers?

Let’s go back to the parent analogy again… but let’s take it one step further. It’s not just that your parents love you, it’s that you KNOW they love you. They show you how much they love you. They make you feel special. They tell you how thankful they are for you.

What about your customers? I pretty certain you love them but the question is… do THEY know you love them?

What can YOU do to make your customers feel this way? It’s pretty basic stuff:

  • First and foremost, provide your customers with what want. How do you know what they want? Ask. A few ways to do this: ask for ideas at point of sale on your Facebook page, start a discussion on Twitter, solicit their feedback with surveys, create a focus group.
  • Listen to your customers. When you get their feedback, take it seriously. They know firsthand what your customers want and need. They are a valuable asset. Treat them that way. Show them that you’re listening by honoring reasonable requests, implementing great ideas, rewarding them and thanking them for their feedback.
  • Train your staff to care about your customers as much as you do. Instill a culture of exceptional service. You need to engage your frontline staff, the people customers see and speak with every day. It is so important to deliver exceptional service at every interaction. This may just mean creating a few simple guidelines for employees to follow when dealing with customers.
  • Treat your customer right. Be genuine when you interact with them. Talk to them as you would in person. Ask their name. Tell them your name. Being genuine is being likeable. And always be respectful. That means being patient when they have an issue.
  • Build trust with your customers every chance you get. That means follow through, follow through, follow through. Honor what you say. It also means open communication. Always communicate the good and bad with your customers. Fix problems in a timely manner when they arise. Apologize if that’s what you need to do.
  • Stay in touch with you customers. This means maintaining an active social media presence, writing to your customers, making it easy for them to reach you, meeting them in person. Be creative. Above all, be authentic and connect on a personal level.
  • Value your current customers. Remember that song from your childhood: Make new friends, but keep the old. One is silver, the other is gold. Pay attention to your loyal customers. Offer them incentives for their loyalty. Personalize your loyalty programs. Don’t neglect them in your efforts to attract new customers.
  • Always thank your customers. Make it a policy that everyone says “thank you” to customers.

Remember that all business is personal. Treat your customers the way you want to be treated. Love them first and they will love you back. The key to good customer service is creating personal relationships, building trust and love.

Convey It – Storytelling via Social Media

Once Upon a Time …

Storytelling through Social Media is highly effective. A recent example of an amazing storytelling scenario is the Starbucks red cup. But, more genius than the red cup is the widely know “campaign” in which baristas intentionally make errors in spelling the name of its customers. We see daily posts displaying botched names written on cups … red, white or other.

Starbucks customers branding their product, service and moniker – their followers post, tweet, and snap all about their brand! This is the goal of any business on social media, and at Conveyance Marketing Group we want you to be successful in your attempt to engage your audience.

Here is a list of some helpful articles to help you along your storytelling journey on social media! ‬

‪How to Get into the Hearts of Your Audience with Emotional Branding‬
‪Big companies have built their empires not on the products they make, but on the relationships they have with their customers. By adding an emotional dimension to their brands, they’ve managed to cultivate loyal advocates and legions of lifelong paying customers. Here is how they do it.

5 Ways to use Storytelling in your Social Media
‪Building your social media campaigns around stories helps you stand out from other brands, and grab the attention of consumers. In this article you’ll discover five ways to use storytelling in your social media marketing. Read More.

Trigger Emotional Response on Social Media‬
If content is fire, and social media is the gasoline, as Jay says, make sure you’re throwing the gas in the right direction. Learn to provide ignition for your content.

How to Tell a Story with Video‬
Telling stories with video increases engagement, triggers social sharing and gives people a reason to talk about you online and offline.  This article highlights eight ways to combine storytelling, video and social media. Read More.

We are happy to help you craft your story and distribute it using the proper social channels. Content marketing is what we do best.


Conveyance Marketing Group is a marketing and web development company with a passion for delivering strategic, sustainable and affordable marketing and web solutions to start-ups and small businesses. Our service offerings include video, Search Engine Optimization (SEO), social media, content marketing, inbound marketing, graphic design, logo design, advertising and web design. Our creativity is limitless, let us help accelerate the growth of your company! Contact us today for more information on how we can help you.

Convey It – Raising Capital for Your Big Idea

Which Way is Your Way … Bank, Venture, Angel, Crowdfunding?

No matter if your a  small business, start up, non-profit, charitable cause, or social activist … YOU NEED MONEY!  Now the question is how to get it?  There are so many ways conventional and non-conventional to raise funds these days, which is why  we’ve put together a few great articles and blogs on this very topic.  Hopefully they will get you on your way to successfully financing your great idea.

How to get your business funded
Contrary to popular belief, business plans do not generate business financing. True, there are many kinds of financing options that require a business plan, but nobody invests in a business plan.  Investors need a business plan as a document that communicates ideas and information, but they invest in a company, in a product, and in people.

When should a start up raise capital
When a startup should raise capital is the subject of much debate, and rarely will two individuals give the same answer. Why? Because each company’s circumstances are different, and the “right” answer is a function of many different factors. In general, the answer is as simple, and as complicated, as “when you’re ready.” Are you ready, read on!

How to use Social Media for Crowd Funding campaign
Are you launching a crowdfunding campaign?  Want to use social media to promote it? To reach your goals, you’ll need to use social media before, during and after your campaign. In this article you’ll discover how to use social media to achieve crowdfunding success. Read More.

11 tips how to raise money from strangers
Social media is changing more than the way we market and communicate… It’s changing the way we raise capital. Crowdfunding websites are popping up that connect entrepreneurs with investors, producers with patrons, and causes with contributors. Here are some tips to help you master crowdfunding.

26 TOP Crowdfunding sites by niche:Crowdfunding for Non-Profits, Charitable Causes, and Social Activists
The crowdfunding landscape has gotten pretty, well, crowded. It’s not just Kickstarter anymore —when entrepreneurs and artists want to take their projects to the masses, they’ve got dozens of platforms to choose from. How can you tell which one suits your project best? We’ve broken down the best crowdfunding sites by industry and project type, and collected crucial details from the fine print to help you decide.  Read More.

Here is a short list of the most popular group funding platforms

  • Kickstarter – funding for creative projects; primary users: artists, filmmakers, musicians, designers, writers, explorers, curators, illustrators, game designers.
  • Indiegogo – the world’s largest global funding platform.
  • Rocket Hub – designed for social media based fundraising; primary users: creatives.
  • Givezooks! – geared toward non-profits and provides them with tools to manage fundraising efforts.
  • Just Give – help people find charities that they would want to support.
  • Causes – fundraiser site which is fully integrated into Facebook.
  • Crowdrise – for personal fundraising, such as: non-profits, event fundraising, special occasion fundraising, team projects.
  • Network for Good – one of the more established charitable donation sites.

We are happy to help you prepare for financing; we help entrepreneurs and start ups with business plan creation, pitch books and presentations, and crowdfunding campaign design and management.

Convey It – Prepping for the Holidays

The Holiday Season is Upon Us …

We know… it feels like we are being a little premature.  But the truth is the Holiday season is upon us and as a business owner, or Social Media strategist it’s time to start formulating your marketing and social media plan of attack. If you’re not already on top of your Holiday Social Media Campaign, here are some of our favorite articles both new & old, to help you succeed in being merry & bright and in getting your business noticed this holiday season.

This weeks Top Five …

Resources for building a social media campaign this holiday season
Do you have Social Media plans this Holiday Season? Are you looking for ideas to improve your social media marketing over the holiday season? Whether you sell a product or service, social media can help you engage with holiday shoppers and generate more sales. Click here for some holiday campaign ideas.

7 Tips for your Holiday Marketing
Christmas is coming, and New Year’s Eve is almost here. December gives you great opportunities to drive sales and engage with your customers. According to a recent study almost half of the shoppers answered that social media affects their holiday shopping process. Very good news for you! Read on for some tips and strategies.

4 Festive Tips for Holiday Marketing
The month between Thanksgiving and New Year’s Eve is the biggest opportunity brands and retailers have each year, but it’s also incredibly competitive, so it’s crucial to reach and communicate with your customer audience in the correct way.  Click here for four simple holiday marketing tips.

8 Stellar Social Media Ideas for the Holidays
Before the Internet business celebrated the holidays by decorating their stores and playing festive holiday music, sending clients and service-based organizations greeting cards, and giving gifts to key clients. But with so many people getting information from social media, it’s important to find way to make the most of the season!  Click here for some tips on how to stand out in the holiday crowd.

2015 Social Media Tips to Prep for the Holiday Shopping Season
It’s never too early to build your strategy and start planning for the increased interest, activity, and sales online. As most people prepare for relaxing beach vacations and sunny park picnics, e-commerce brands spend summertime preparing for the online holiday shopping season that occurs in November and December. This article will help you leveraging social media channels leading up to and during the holidays; to help you boost awareness, drive traffic, and increase sales. Click here for eight great tips for preparing your site and social media networks.

I know, we promise FIVE but here is a bonus read, too good to pass up …

Think Outside the Gift Box: 6 Fun Offbeat Holiday’s to Celebrate on Social Media
Holiday campaigns are a great opportunity to connect with your customers, think outside the box, and use a more casual tone in your messaging while still remaining on-brand. Here’s the catch: during most major holidays, such as Christmas or Halloween, your brand’s campaign will be competing against hundreds of others, possibly with bigger teams and budgets at their disposal. And while this doesn’t mean that you should give up all attempts to connect with your audience on these occasions, it’s a good reason to consider ways you can personalize your holiday campaigns to your industry and followers. For more information and clever ideas read on. 

Convey It – More on Social Media

Here’s What’s Trending in Social Media

As a marketing firm, our clients often ask us for information on trending technologies, tips, and tried-and-true techniques for marketing their business. So, we have set out to find the “Best of Marketing” articles each week on topics we feel you need to know & start putting into practice.

In this week’s Convey It, we’ll shine a light on: Social Media, Brand Awareness, Psychology, Leads, Consistency, and Networking.

As always, at any point you think to yourself, “This is just to much!” reach out to us and we will be happy to help you. Sometimes you need a little more than an article to pull it all together and put it into every day practice.

This weeks Top Five …

What else you need to be doing beyond Social Media
You have a Facebook business page, a Twitter account, an Instagram account, a LinkedIn account, and a Pinterest account for you business. You feed them regularly. You are mindful about creating posts that are interesting and helpful to your customers. You respond to people who talk about your company online and reach out to people who might need your product or services. But what else could you be doing to create buzz about your business? Click here to read more.

How to generate Leads with Social Media
Do you struggle trying to generate leads via social media? Listen to what these seven experts on social media, social selling and lead generation have to say about it. Click here to listen in.

Branding your Social Media Presence
‪We all get wrapped up in the day-to-day operations of Social Media; where to post, what to post, when to post it … sometimes it’s hard to see the forest through the trees. It’s important to take a step back and consider whether or not your social presence, as a whole, is reflecting the brand of the business it supports. Click here to read more. ‬

‪Being Consistent in Social Media
With so many irons in the fire just to keep your business up and running, finding time for social media marketing can become tremendously challenging. You know you need to do it, but trying to find the time to fit it into your already packed schedule can feel like an uphill battle. Here are three tips to help you maintain a consistent and relevant social media presence, click here to learn more.

‪Social Media Profile Psychology
What if I told you that your profile could attract people to your business, create a sense of trust with your customers and clients, and build your brand better with the correct photo? Click here to learn how.

Are You Ready for the Google Update?

Is your Website Mobile Friendly?

Most if not all of us know that Google is launching their new mobile compatible ranking algorithm on April 21st. What does that mean for you?

If your website is not mobile responsive, it will lose credibility and ranking on Google until you have updated your site. That may not mean much if most of your customers and clients are not finding you on mobile devices. Keep in mind, mobile searches approximately account for 50 percent of search traffic, regardless of company type, and it is expected to steadily increase. Your traffic might not come from mobile now, but eventually it will. Also, why put yourself in a position to lose search traffic? Staying on the first page of Google, regardless of what device is used to find you, is pretty important from a competitive standpoint.

The Google update only cares if your website is mobile friendly; not HOW mobile friendly it is. Although the April 21st date is the start of the new algorithm, it could take several days to a week to internationally complete the update.

How do you know if your website is mobile friendly?

There are a few ways to test to see if your site is already mobile friendly or if it is time to call Conveyance Marketing Group to create a mobile responsive website for you.

First, Google has a website where you can test if your site is ready for the April 21 update.

Type in your URL and let Google scan your site to determine if you get the thumbs up or thumbs down. If you get the thumbs down, take a screen shot and send it our way to review the Google findings.

mobile responsive website

Another way is to Google your website. Go to on your mobile device and type in the name of your company and search. In the description clip, in gray lettering, should be the words “Mobile Friendly.”  If they are not there than Google does not view your site as mobile friendly OR if you have recently updated your site, then Google has not crawled it since the update.

Marketing firms that can create  responsive template

What is the next step?

If you don’t pass the Google test for mobile compatibility, or you are unsure of what all this means for your business, we are here to decipher the latest algorithm change from Google. This is not the first and it certainly will not be the last Google has changed its algorithm to help its customers get the best from their search queries.

The Only Three Lines that Matter in Email Marketing

Although email marketing is not as sexy or hip as social media is to get your message across to your audience, if this marketing tool is not in your tool box you have eliminated a critical component to overall marketing strategy. With open rates of less than 20 percent for most e-newsletters or announcements, some would say it is not worth the time to develop content, images and a catchy theme, but the team at Conveyance disagrees. Instead of concentrating heavily on riveting content, there are only three lines that matter in increasing your open rate. After all, an unread email is an extinct email.

Did you know that 65 percent of all emails are first opened on a mobile device, according to the US Consumer Device Preference Report? Are you optimizing your email blasts to be seen and hopefully opened on a mobile device? If not, this could be why you have been marked as spam and worse, sent to the trash folder without a second thought.

Most if not all mobile devices show the first three lines of an email by default. Go ahead; check your phone. You will see the subject line, the first line of content and the from line. These three lines will make or break your email but are usually the ones given the least amount of thought.

Statistics from Retention Science show that for your subject line, there should be between six to 10 words. With this limited space, you have to edit yourself like you would on Twitter. The subject line should contain Prevalent Words. Incorporate current movies, songs, events or books into the subject line to increase your open rate. Make sure you use expressive words to instantly connect with your audience. Make sure they know the benefit to opening this email. Finally, make it personal. Use fun punctuation, slang terms, and always use their recipient’s first name.

Last but certainly not least, send your email from a person. Not a company. Or a brand. People want to connect with a person not The experts at Retention Science sate that 35 percent of people open emails based on the subject line only. Take the time to give these three lines careful thought to ensure your audience actually can get to the riveting content contained inside or you have just wasted your time and theirs.


What Does Your Font Convey?

There are millions of fonts out there, and saying the same thing while using a different font can drastically change the tone of the message. How do you choose the best font for the different platforms of marketing that will appeal to your target audience?

Font Size Does Matter

Depending on whom you are marketing to will depend on the size of the font used in your marketing message headline and for the content in the body of the message. For younger audiences, use a smaller size set at 12 to 18 point fonts for the headline and in the body of the message, use between 10 to 12 point fonts. These size fonts will not work well for your more mature audience. Increasing the size of the font to 16 to 24 points for your headline and 12 to 16 point for the remaining message will allow your older audience to read your message with ease.

Looking Good

There are so many internet browsers, computers and monitor sizes that your font may not display properly on different web platforms. Most web browsers and email databases offer just a few common fonts to choose from: Ariel, Helvetica, Trebuchet, Veranda and of course Times. These are fonts that you should use when designing/developing a website or an email newsletter to ensure your message looks as good as you intended it to.

Matching Font to Company

With so many options available, taking into consideration web and email platform, age of audience and what your company does, should have direct impact on what type of font you use to engage your prospective clients or buyers. For example, if you need to demonstrate establishment, tradition and age, you would want to use Serif fonts to convey your message. While San Serif fonts generally have a more modern, minimalist feel and convey contemporary design. A script font conveys a personal touch and are perfect anywhere that a brand wants to talk “to” and not “at” its consumers.

Final Words

If you are designing a marketing campaign that will use both web and print, make sure you are sending out a cohesive message. Using the same fonts on the different platforms of marketing creates an integrated message that creates a trustworthy image to your customer or client. If you need some guidance, we’d love to create a Style Guild for you – we’ll identify print fonts, web fonts, primary colors, complimentary colors, and logo usage (just to name a few.)

Let’s Talk!


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