The average American now spends 24 hours each week perusing the internet. This includes social media, streaming services, and even the news. 

This leads many business and marketers to believe the majority of their resources should go toward digital marketing. 

Although digital formats seem to be taking over at an alarming rate, print is nowhere near dead. For businesses, print advertising still creates valuable space for gaining visibility. 

Without a comprehensive marketing plan, you could be losing out on potential customers and profits. 

Here’s how to create a marketing plan to include both digital and print platforms. 

Do Your Homework First 

Many businesses jump the gun and start on their marketing strategy before they’ve done their research. There are a few important aspects you need to consider before you start putting any plan into action. 

First, you need to know who you are and what you’re selling. Without an idea of what your product or service is, you’ll fail to communicate the message to potential customers. 

Sounds easy enough, right? 

These important tips will help you define your brand and communicate it to your customers. 

Compare Yourself to the Competition 

Next, figure out against whom you’ll be competing in the market. Check out similar businesses in your niche. 

What are they offering in their email newsletters? Do they use social media? What kind of content do they create and how often? 

Next, you’ll need to do a bit of honest reflection. Consider your strengths, weaknesses, opportunities, and threats (SWOT). 

This will help you determine how you can distinguish yourself from the competition and how to move forward. The idea is to carve out a space for yourself in the market. 

Understand Your Buyers 

If you don’t know anything about your potential buyers, you can’t expect to ever reach them. This is true for both digital and print marketing. 

Start by figuring out where your potential buyers get the majority of their information.

Are they more likely to read one magazine over another? 

Which corners of the internet do they inhabit the most? Do they spend a lot of time on Facebook, Instagram, or other social media platforms? 

Consider investing in advertisements in niche newspapers and magazines. These are especially powerful for people living in urban areas, as they give you a broader reach. 

For digital platforms, you’ll want to consider using inbound marketing tactics. This is the means by which you attract your customers to your content or site. 

You create internet content of value to your customers. Over time, you build trust and confidence in your brand. 

Define Your Short and Long-Term Goals 

After you complete your research, you should have a better idea of who you are and to whom you’ll be marketing. 

Your next step should be to define your marketing goals. These goals should be realistic but still challenging. You want to impose some pressure on your business to do better. 

Take a moment to consider the metrics you’ll use to measure your business’s growth over time. The two major metrics you’ll use are KPIs and ROIs. 

Understanding and tracking these metrics will help you evaluate and adjust your strategy. 

Key Performance Indicators

Different departments may have different KPIs, depending on individual roles and objectives. Overall, these indicators should align with overall business objectives. 

The most common KPIs you may track include sales revenue, leads, and cost per acquisition. 

You might consider traffic-to-lead ratios, organic traffic, conversion rates, and much more. 

Return on Investment 

Your marketing strategy, both print and digital, will cost your money. In order to make money, you need to spend money to get your brand out there. 

Your business should use ROI to understand the return on your investment relative to the original costs. 

Monitor and Adjust Your Goals 

Above all, your business goals should be in line with your overall mission. You should start with a couple of main goals with a few supporting goals. 

Try not to overwhelm yourself or your team. 

For example, you might set a target sales goal number for each day, week, month, and year. Sales goal numbers can be an ideal metric of marketing efficiency. 

Leveraging Print as a Digital Brand 

Some businesses shy away from print due to rising costs of production. However, some companies who started online have taken to physical print media. 

Most notably, these companies create regular content in the form of magazines. Magazines, though, are not the limit of print advertising. 

CNET is a popular online publisher for content related to consumer electronics and technology. They publish reviews, podcasts, news, and more. 

In 2014 the company launched a magazine under the same name with the same goals. However, the magazine offers more exclusive content for those customers who are looking for a little extra. 

Search Engine Marketing 

Your digital marketing strategy should always include search engine marketing (SEM). SEM is an umbrella term for internet marketing strategies with the aim of gaining visibility on the search engine results page (SERP). 

Some digital marketers distinguish between SEM and SEO (search engine optimization).

In general, SEM refers to paid search engine marketing, where companies pay to have their ads displayed. In contrast, SEO aims to gain organic traffic via the creation of quality and relatable web content. 

Both SEM and SEO rely on comprehensive keyword research. Creating content with targeted keywords is essential to generating traffic and driving sales. 

There is much to learn about SEM and SEO alike. It’s important to do your research and find a good agency to help you out. 

How to Create a Marketing Plan That Works 

Marketing is one of the most essential aspects of a business. Without customers, you can never expect to make any money. 

Are you wondering how to create a marketing plan that works? While digital marketing is of utmost importance, print still has its place. 

Are you looking for more ways to promote your brand and drive sales? Check out some marketing and promotion advice. 

Would you like to learn a logo designing process that professionals use?

Your logo is the first thing that people often see about your company and often used to form a first impression.

Have you ever heard that you only get one chance to make a first impression? A logo is your chance to do that, but you only have about 10 seconds to create that first impression with your logo.

What to know how to create a logo that will make the right impression?

Read on to learn the logo design process that will impress customers and employees.

1. Brand Soul Searching

Do you know what your brand stands for? If you don’t, that’s the first step in the logo designing process.

Your logo should be aligned with your company’s values, mission, and marketing messages.

You need to have a clear understanding of these pieces before you start to design a logo because otherwise, the logo won’t be a true reflection of your company.

Another piece of critical information needed to design a logo is what you want your customers to think of when they think of your company.

For example, Volvo’s customers think of safety when they think of the company.

2. Competitive Research

Looking at your competition’s logos will give you great insight as you start to design your logo.

Think about it this way, the average person sees up to 8,000 brands in one day. How will your brand stand out from the thousands of others?

Look at other logos and write down what you like about them, what you don’t like, and what your first impression is.

This will help you design a logo that stands out.

3. Learn Basic Principles of Design

If you want to know how to design a logo, you’re going to have to learn the basic principles of design.

Color, typography, and symbols all work together to form an impression in the customer’s mind.

For example, red indicates a sense of urgency while blue gives people a sense of stability and security.

You need to brush up on these details before you start to design your logo so you know that your logo conveys the right message.

4. Brainstorm Ideas

This part of the logo designing process is the most fun because this is where you get to be creative and free.

You get to take everything you’ve learned about your business, design, and your competition and apply it into the design process.

Draw out sketches of logos. Include what typeface they should be and what colors to use.

If you don’t like to draw, then you can play with a logo design tool. Ideally, you’ll have 3-5 variations of your logo to work within the next steps.

5. Think About How the Logo Will Get Used

As you’re toying with different ideas for designing your logo, you’ll need to consider how the logo will be used.

Will it just appear in documents and your website? Will it appear on banners?

The application of your logo will also influence your design. As you’re sketching logos, print out a copy and put it on a business card and other places it’ll be used.

6. Tell a Story

Since your logo visually represents your company, it’s an opportunity to give your logo meaning that has something to do with your brand.

For example, Nike is a sporting goods company that is about high-performance sportswear for all types of athletes. The name Nike and the swoosh relate to the Greek goddess Nike, who wore wings of victory.

As human beings, we relate to stories, just as much as images. You can create a similar type of symbolism in your logo to deepen the connection between your company and customers.

7. Test & Refine the Logo

One of the biggest design fails of all time is by Gap in 2010, which spent a lot of money on a redesign. When the new logo was released, there was such a public outcry the company reverted to the old logo within days.

That’s why you have to test your logo before you release it out to the world. You can test a few variations of the logo against each other.

The thing to remember is that you have to go beyond your friends and family when you test your logo. Talk to your customers, potential customers, and employees.

You basically want to get a good sample size of the stakeholders in your business.

Ask them what their first impressions are of the logo. You can also ask them the first thing that comes to mind and whether or not the logo gives them a good or bad impression of the logo.

Also, ask them what they would do differently to improve the logo.

Take the best parts of the feedback, refine the logo, and go back for more feedback. This process should continue for a few rounds until you get a logo that looks great and conveys what your brand is about.

8. Finalize & Publish

After you go through several rounds of feedback, it’ll be time to finalize your logo and release it to the world. It would be in your best interest to create a marketing campaign a few weeks before you release the logo.

You can create anticipation around your brand and tells the story behind the logo. This would have a big impact on your brand because you’re creating positive emotions around your logo already.

When you release it and people see it and love it, that will reinforce the positive connection with your company.

An Easy Logo Designing Process

A lot rides on the look of your logo. Current and potential customers will look at your logo and make a snap judgment as to whether they want to do business with you.

Your employees will look at the logo and it can boost employee morale if you get it right. By following the steps outlined in this article, you’ll be able to create a logo that your employees and customers can be proud of.

For more great articles about logo design, check out these articles on the best file formats for logos and how to convey brand personality in your logo.

Which logo is the most famous in the world? Which ones come to your mind immediately? 

Starbucks? Apple? Nike? Coca-Cola?

What about CAT? Yes, this is a very well known logo for heavy machinery. In fact, it is so well known and so popular that it features on bags, shoes and, fashion items. If the logo was not brilliant it wouldn’t have come so far in popularity. 

Yet, the CAT logo did not always look like that. It has developed over the years to be what it is today. The first iteration of the CAT logo in 1925 was very different from the modern logo. Yet, that illustrates a vital quality in designing brilliant logos: be willing to adapt and change. 

Here are 8 more must-know tips for creating the ultimate machinery logo.

1. Simplicity

The beauty of simplicity is that it is easy to recognize. It is easy to remember and it can stand the test of time. Another added benefit of simplicity is that in theory, it is not difficult to design. You do not have to be a brilliant artist or graphic designer in order to produce something that is clear, simple and immediately recognizable.

Some of the best examples of simplicity are Apple and Nike. Simple shapes set against a very basic color palette. Black and white. However, do not underestimate the thought and effort that have gone into these logos. That brings us to the second must-know tip.

2. Connect Your Logo to Your Brand

To do this you have to have a clear idea of what your brand is first. That does not mean what you sell but it means what your brand stands for. What are your values? 

Nike is a good example of how their logo connects with their slogan ‘Just do it.’ In other words, you can do anything you set your mind to if you have the right sports equipment. Simple, powerful and very emotive. 

In contrast, the Apple logo is not very emotive. It is more technical and creative, the idea of a ‘byte’ out of an apple. Before you design your logo it is good to ask yourself questions about your brand identity first. Here are some good questions…

1. Where are you positioning in the market? Are you going for ‘old faithful’ or cutting edge with innovation?
2. Is your brand more corporate or more relaxed and personable?
3. Is your brand exclusive or available to all?
4. Is a major part of your brand the business name itself (like Coca-Cola) or can you go with a visual representation?

3. Understand the Power of Color

Color has meaning and it evokes a psychological response. This is obvious when we think about it. A beautiful sky is blue for a reason as is a beautiful calm lake. Colors from the natural world stir emotion. 

Bright colors are exciting but they may signal danger as is the case with poisonous animals and often toxic plants. Check out this brilliant article about 4 surprising things you need to take into consideration when choosing colors. Makes sure you are aware of the psychological effects of colors before you start selecting them. 

4. Logo vs Logotype

This is a personal choice. However, your business name may already be reasonably well established. In which case you would want to take advantage of that and not dilute your brand by diverting attention away from what is already well recognized. 

If that is true of your business, then your machinery logo could be an adapted version of your business name. This is the idea that CAT has employed. If you are going to use a logotype then you need to think about using a unique font. Some logos are so good that their unique font is part of what identifies them. Coca-Cola is a case in point.

5. Consider Negative Space

Once again this works well with simple designs. A good example is the FedEx logo. Between the E and x is a white arrow created from using the negative space. True, it is easy to miss but it conveys a call to action that does not go unnoticed by some part of your brain. 

It is an intelligent style of design that could work very well as a machinery logo. So give this some extra thought. Here is a great article to help you get started in using negative space.

6. Don’t Forget the Background

You want a logo that goes beyond the limitations of paper. Remember, you want it to look good on your machinery, on letters, on your web pages, and on any other marketing merchandise. 

7. TOP TIP – Keep It in Proportion

What does that mean? Check out this image of the Twitter logo here. What do you see? You see proportion. This follows the same idea of being a simple design but it also conveys harmony and balance. 

This would be an excellent principle to follow when designing machinery logo. This is because the principle of design engineering with equipment must themselves follow a measure of proportionality.

No matter what your machinery is, it will benefit from this principle. A plate compactor is completely different from a forklift truck but both yield to the design principle of proportion. Give it a go and see what you can come up with.

8. Get Help

Last must-know tip is that there is always help and it can be free. A great place to start is with an online tool like this one here. You may find that it does exactly what you need but even if it doesn’t it will at least help you formulate ideas and begin to see what works and what does not.

Start Creating Your Machinery Logo

Now you have got 8 must-know tips you can get started creating your machinery logo. It can seem like a daunting task to get started but it needn’t be like that. Use our online logo maker to get started. 

Here is a tutorial on how to best use this free tool here. 

In today’s competitive consumer marketplace, your business logo needs to do a lot more than identify who you are. It needs to be unique, memorable, and relevant.

The importance of your logo is far-reaching. It has a huge impact on customer loyalty and your business reputation. This means you need to take your time when choosing one.

This can be particularly difficult if you operate a digital business. Your marketing logo needs to have a certain aesthetic and communicate to consumers you’re up-to-date with modern trends.

To aid you on your quest for the right logo, we’re going over some important things you need to consider.

Opt for a Clean Design

Utilizing a clean, minimal logo design has a number of benefits.

The simpler the logo, the more straightforward. Your audience shouldn’t have to decipher its meaning, which will happen if your logo design is busy or cluttered.

Clean logos are also more appropriate for digital companies. They look much better on monitors and smartphones. You can also integrate them into a website with little difficulty.

People associate the digital age with sleek, sharp design. Minimal logos achieve a more modern look and feel than those with too many colors and information. The last thing you want is a logo that looks like it came from 2001.

Don’t be afraid of white space. If used correctly, it can make your logo extremely memorable. It also helps place all the attention on your business name or symbol.

Make Sure Your Logo is Adaptable

When considering a business logo, you have to keep your entire branding initiative in mind. One important thing to consider is that your logo will need to appear across a number of different platforms. This includes on your website, social media profiles, smartphones, and in print.

With this mind, your logo must have the ability to adapt to all these channels. For the most part, this is a technical issue. You’ll need to either have a professional designer create your logo or use an online logo creator.

It’s also important to keep all these branding platforms in mind when thinking about your design concept. Ask yourself if the logo you created will look good online as well as on print materials such as business cards and brochures.

Logo personalization is becoming more common. This involves customers using your logo for promotions. Think about incorporating animation and favicons into your branding.

Consider Your Target Audience

A crucial step in creating a business logo is determining your target audience. You then need to consider them when designing your brand identity.

When defining your target audience, you need to go further than simple demographics. Think about their interests and spending habits. You should also consider why they come to you for service.

It may help to create a customer profile. Understanding exactly who you’re marketing to will guide you in creating the perfect logo.

Think of it this way – a logo for a children’s clothing store wouldn’t look anything like the logo for a software company. You need to appeal to your target audience through design concepts.

This is a hard thing to achieve. You may want to seek help from the professionals and learn more about what a digital marketing agency can do for you.

Choose Your Typography Wisely

People’s perception of a brand has a lot to do with typography. This refers to the lettering on your logo.

There’s a good chance the name of your business (or at least the initials) will appear on your logo. This means you need to choose a font style that catches the eye and also portrays what you’re about.

It’s also important the lettering is easy to read. If someone has an issue interpreting what it says, there’s a good chance they won’t spend much time trying to figure it out.

For digital businesses, using sleek typography works well. Remember, keep things simple and modern. However, don’t be afraid to get creative and think outside the box.

Another important rule of thumb when it comes to typography is to avoid copying. If you feel tempted to imitate a logo you love, there’s a good chance people will see right through it.

Color Matters

The types of colors you use in your logo has a huge effect on people’s interpretation of your brand. Our brains react to different colors in different ways. You can use this to your advantage.

Try to avoid using too many colors in your design. Limit yourself to three if possible. It’s not about quantity, it’s about quality.

Bright colors do a good job of catching people’s attention, but they can also overwhelm. On the other hand, subtle tones convey classiness, but may also get ignored.

For digital businesses, blue works well. It symbolizes trustworthiness and professionalism.

Orange and yellow are also good choices. Both colors symbolize creativity, youthfulness, and inventiveness.

Stand Out from the Competition

One of the hardest things to do as a business today is to be unique. With so many companies out there, standing out can seem impossible.

Check out what your competition is doing with their logo. Then, ask yourself how you can go further with it. What are they not doing right?

It’s important to avoid using clichés in your imagery. For example, don’t use a lightbulb to signify ideas. This has been done countless times before.

Stay in the know with regard to current design trends. Just remember, don’t rip anybody off.

The goal is to be relevant and also convey your business principles and goals.

Create the Perfect Marketing Logo for Your Business

As a digital business, the pressure is on to stay relevant. You can achieve this through your marketing logo, but you need to make sure and do your homework.

Rushing your logo design could leave you stuck with something you’re unhappy with. Use the tips discussed above and design something that appeals to your target audience.

Our online logo maker can help you create a professional design you can be proud of. Register today and get started.