Raincastle's Web Design & Marketing Blog

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Posted by Paul Regensburg on Sep 29, 2014 1:05:00 PM

An Effective Web Design Strategy Starts with Your Brand

We've talked about Market Strategy, Brand Strategy and Content Strategy, so why do we need a Web Design Strategy? Because, of all of these strategies, only your Website Design Strategy is externally facing. Let's put Website Desgn Strategy into context to clarify how these strategies work in tandem.

Using a funnel metaphor, your Market Strategy is your highest level strategic decision, in which you define the markets for your products and/or services and determine whether your market approach is industry specific, solutions or applications-focused or some combination.

Once this is determined, your Brand Strategy encompasses the way you describe what you do, for what audiences with a compettive value statement, which sets you apart from your competition. You socialize this brand internally, and externally at every customer and employee touchpoint.

The power of a relevant Content Strategy — based on sound Market and Brand Strategies — is to create a program to disseminate and exchange your valuable content across all media and over time, which leads us to your Website Design Strategy.

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Tags: web design / B2B / user experience / brand messaging / design / content marketing / brand / brand positioning / design and business / Web Design Strategy
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Posted by Paul Regensburg on Sep 22, 2014 8:55:27 AM

Why Messaging is so Important for Successful B2B Marketing

Branding is Lead Generation’s best-kept secret. And what is “Messaging” if not the public face of your brand?

When clients and prospects approach us about a lead generation campaign or website, they’re seeking a way to cut through the clutter of similar sounding competitors or the perception of market monotony. Sometimes, they have a target number of leads in mind, or some idea of a marketing campaign to achieve goals, and usually a tight time frame for achieving results.

In these situations, the success or failure of marketing campaigns and websites often comes down to one thing — Messaging —finding the right concept and meaning that will authentically express the value of their brand and engage with customers to make a lead convert.

Here are some compelling reasons for you to focus on your brand messaging before launching a marketing campaign or website:

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Tags: marketing / B2B / branding / brand messaging
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Posted by Paul Regensburg on Sep 9, 2014 8:00:00 AM

Why B2B Branding Works - And Why It's More Important Than Ever

If you buy the wrong brand of peanut butter, you can always buy another brand when you finish the jar. The wrong trio of underwear, you might be out $14.99, but buy the wrong computer software or hardware solution for your business and you have a major problem. Brands matter in the B2B world, sometimes more than B2C. A strong brand means the perception of reduced risk and makes doing business — whatever the business — easier. As with B2C, buyers of B2B products value vendors' reputation because it makes the purchase decision safer.

In fact, a Forbes survey found that B-to-B purchasing decision-makers consider the brand as a central rather than a marginal element of a supplier’s value proposition.  Their survey found that decision-makers say the brand is almost as important as the efforts of sales teams in encouraging them to make out a purchase order.

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Tags: technology / B2B / brand / brand positioning
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Posted by Paul Regensburg on Feb 3, 2014 9:35:00 AM

Annual "State of the (B2B) Website"

I've never written an annual "State of the Website" blog and endeavor for it to be more relevant than the State of the Union speeches have become. As the leader of a company that has been designing websites for 20 years, a recent blogpost by Michael Brenner, titled "Is the corporate Website Dead?" certainly caught my eye.

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Tags: web design / B2B / SEO / social media / RainCastle / B2C / trends / blogging
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Posted by Paul Regensburg on Sep 8, 2013 10:42:00 AM

Do B2B Brands Need to be "Ideals-Driven?"

RainCastle is pleased to be working with Jim Stengel, former Global Marketing Officer of Procter & Gamble, and an industry leader in the fields of Marketing, Brand and Business. 

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Tags: marketing / B2B / branding / HubSpot / rebranding / Jim Stengel
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