Build Your Audience – Tailoring Your Brand Message

“Are the blades any good? No, our blades are f**king great.” – Michael Dubin, CEO, Dollar Shave Club

With a simple, but clever and witty marketing techniques, Dollar Shave Club made waves disrupting the traditional way razors were bought and sold. With the launch of its first YouTube video in March of 2012, Dollar Shave Club propelled itself into the limelight to eventually be acquired by Unilever for around a billion dollars.

How did they do it? As Alec Brownstein, Dollar Shave Club’s executive director, stated, they “bit down on a human truth and didn’t let go.” They figured out exactly who their audience is and tailored a message that fed into their audience’s needs. Though there’s quite a broad audience that uses a razor – basically everyone – they focused that audience to the every-day man. The guy who’s straight up, has a witty sense of humor, and doesn’t like to wait around to get what he needs. They catered to every one of those needs and double-downed on them.

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Canva: A Social Media Expert’s Best Kept Secret

The key to becoming a successful social marketer is to constantly be thinking of innovative ideas and always work creatively. Enter Canva: a graphic design tool for everyone. Canva is an Australian based start-up that sky-rocketed back in August 2013, when they raised over $3 million from distinguished technology-based investors. It has a major emphasis on creating graphics that are friendly for all social media platforms including, but not limited to: Facebook and Facebook Advertising, Twitter, Instagram, Pinterest, Google+ and YouTube.

Recently, I’ve discovered how to use Canva as an essential social media tool for anyone wanting to enhance their digital presence.

Canva’s Top Features

Customized Dimensions: Canva offers several types of social dimensions including ads, cards and blog post headers.

Pre-made Content: Templates make creating designs easy but you can also have a creative guide.

FREE Stock Images: Choose from several FREE stock images from a variety of categories. There are also images available for purchase.

Fonts Galore: Several fonts make creating unique designs.

Drag & Drop Tool: Users can easily place their graphics using an easy-to-use drag and drop tool.

Simple User Interface: Canva makes creating your designs easy by not including all the extraneous editing tools other photoshop tools have. This saves time because users can’t constantly second guess themselves with several filters and other art tools.

Creative Stream: Designers block? Click the Stream tab to view in real time other Canva user’s designs.

Accessibility: Canva is available for desktop and iPhone/iPad mobile apps.

Getting Started with Canva

Like I mentioned, Canva is extremely user friendly. Follow these steps to begin your first design.

  • Choose Dimension
  • Choose a Template
  • Create Content or Insert Photos
  • Let your creativity run wild!
  • Download as a PDF or Image File

How Can You Use Canva?

Canva is perfect for creating images for a client or even for personal social platforms. Even with a full-time graphic design team on your side, sometimes it’s nice to take a shot at creating your own designs. Below are some of my personal ideas for using Canva in my career as a digital media account manager:

Holiday Graphics for Social Media

Holiday Graphics for Social Media

Blog Post Headers


Facebook Ads

Facebook Ads


Pinterest Graphics

Expand Your Skills

In all honesty, one of my major future goals is to develop design skills so I can be a triple threat in the industry. Canva allows me to do that. I get to use my way with words and turn them into a visual piece of art. As every social media expert knows, imagery is essential for creating top-notch campaigns: especially professional looking imagery. Using this tool can help you stand out in a crowd and even impress your clients.

What are you waiting for? Sign up for Canva NOW… It’s free!

Or, if you’re interested in other social media tools I keep in my back pocket, check out this blog on Instagram Marketing Tools or this one on Optimal Social Media Posting Times.

Is Anyone Out There?: Why Your Business Should Be Blogging

The practice of blogging has been around for awhile, but it’s still a crucial part of crafting a digital presence. So if you’re leery about starting a blog for your business; reconsider. Blogging can ultimately help engage with your potential customers and solve their problems. Below, I’ve listed a few reasons why your business should be blogging.

Before we get to the good stuff, let’s first review what a blog is. Blogging is a regular update to a website or web page. A blog is written in an informal or conversational style. Typically blogs are also arranged in chronological order; with the most recent post as the first one to be displayed. Blogs can also be written by one author, multiple authors or even anonymously written.

So why does your company page need a blog?

Establish Expertise

Sometimes it’s good to toot your own horn. A blog on your web page allows your business to show off its knowledge and it also makes it easier to help generate leads by showing that you know what you are talking about. Well written content demonstrates leadership in your industry. By writing about topics that resonate with your audience it shows your expertise, which will in turn build trust.

What are constant questions your customers ask you? These are great topics to blog about!

Beef Up Your SEO

If there is anything you take away from this post, remember search engines LOVE new content. In fact, it’s key to beating out competition for the same keywords. If you’re frequently publishing SEO friendly content on your website, you’ll be sure to rank higher than websites with static content.

If you want to take your blog to the next level, I recommend installing the Yoast WordPress SEO plugin or another appropriate SEO plugin that helps optimize your blog.

As a reminder, you don’t need to be an SEO whiz to create a successful blog for your business. Just always remember to use keywords for each post and categorize content into relevant topics. Keywords and topics are essential for Google and other search engines to find sought-after content.

Content Influences Social

Blogging creates a basis for your social media presence. By linking your posts and tweets back to a blog, this ultimately increases traffic to your website. More often than not, people tend to be more willing to click on a blog post through social media than just a post that links to your about section. This also opens the door to reach people via social media who want to learn more about your business through your blog and other various pages on your site. (Hello FREE advertising!)

Develop a Voice

Let your audience know what you’re all about. In today’s digital world, people are more likely to research a company on the Internet, rather than walking right in the front door and asking questions. A blog on your page can help create a place to talk about services and products you offer, comment on current news topics and even take a stance on current issues. On a blog, don’t be afraid to let your personality shine; people will appreciate that.

You’ve seen how blogging is essential to creating your presence on the Internet and beyond. So who’s going to write all the blog posts? You never know what hidden Hemingway may remain undiscovered in your company. If you aren’t ready to tackle this on your own, I recommend reaching out to a digital marketing firm that offers blogging services. These skilled experts will take this burden off your hands and help produce content that will get your name out there in the most optimal way.

Has blogging helped your business? What are some of the best blogging practices your company follows?