Accessibility basics—and why it’s important

Creating accessible documents for everyone helps others and your business.

It's important to create documents with accessibility in mind to ensure that your content can be read and understood by as wide an audience as possible. An accessible document is a document created to be as easily readable by a low vision or non-sighted reader as a sighted reader.

Non-sided examples might include literally people that can't read it so they listen to it instead. I create lots of content in a variety of ways that allow more accessibility. For example, I can create a brochure and print format as a PDF. That's easy to read for anybody, can be translated into different languages, is interactive online and responsive, as well as creating an audio version that somebody can listen to.

There is a tremendous amount of information out there now, and literally hundreds if not thousands of methods to ensure accessibility with all visual media. but most people don't even know what this stuff means or why it's important.

Think of the millions of people that are reviewing your content on your website, on social media, on downloadable digital media like PDF documents… a.k.a. brochures, white papers, flyers, manuals, etc…

And think of the many people out there that may struggle to see your content clearly. Color blindness, farsightedness and many other vision issues — as well as things like dyslexia, foreign languages and other factors that affect how people read your content.

It may seem frustrating and complex, but what I try to teach is to just open your mind to this, understand that it is a growing concern for a lot of companies, and in my opinion, there are three outlying considerations: The first is trying to be considerate of people in general. There are lots of people that have certain abilities that may be more advantageous than others, for example there's nothing like a fresh set of 20-year-old eyeballs that can see things quite clearly as opposed to a 60+ year-old who has issues reading text like they used to… being considerate of that notion is a friendly, considerate, and kind thing to do when creating content.

The second consideration, I think is the practicality of it from a business standpoint. You want people to read your content. So making it easy for them to digest, absorb, and process is very important and in most cases is the distinguishing difference in business—that's the premise and basics of advertising and marketing… but nowadays we have the technology available and the ability to make our content even better. And not from a substance point of view, which obviously is important, but the experiential component—how people see your content.

The third consideration is very real and is happening all over the world. and that is the litigious factor. There are many many lawsuits from people suing companies because they feel that they're being left out or intentionally not being able to read certain content on websites, digital media and printed media. If you do some basic research, you'll find plenty of that evidence from very large companies. Especially like Microsoft., Apple, Google and others… which is why they have in many cases spearheaded a lot of the accessibility campaigns and hopes to try to improve this globally.

The bottom line is that accessibility with visual media and communications should be an important and meaningful consideration when creating.

There are numerous ways and lots of material out there that instruct you how to create accessible content and material, but in my opinion, it's just a good idea to consider right from the get-go and with very basic approaches.

For example, making sure there's enough contrast with your text that makes it easier to read. Using proper medium and bold faces with fonts to make it easier to read. be very mindful of thin fonts and things that may be more challenging to read all with accessibility in mind. Also consider color. not just the fact that there is a high number of color blind folks reading material but the practicality of being able to see things with poor color contrast. just keeping these things in mind when creating creative content can be respectful to all of the people reading your material, and equally important so that they can actually read the content you're trying to get across!

When I work with clients on branding and identity packages, I always include accessibility as close to being mandatory in my opinion. I want to make sure businesses are not safe from lawsuits, but also keeping up with modern technology, prerequisites for this industry, as well as predicting changes later on that will inevitably need to happen.

For example, sure we can create a fun, cool, slick looking piece of content with a branding guideline for example not incorporating anything to do with accessibility… but then later you find out there are customers that are having a hard time reading your content, there are other companies that are using accessibility thus making their content more readable and therefore generating more business than you… as well as falling behind in business. think of it like the old days there was a thing called the yellow pages.

Many businesses thought I only need to be in the yellow pages to succeed and ignored the call for a thing called the Internet, social media, and all the digital media stuff coming around the bend… most all of those businesses failed terribly because they didn't keep up with technology.

Even a more recent example would be Blockbuster Video. Around the year 2000, the then CEO of Blockbuster video had the chance to buy Netflix for $50 million dollars… he was reported to have laughed at that and have no interest in streaming services whatsoever. The rest is history for them.

I'm not suggesting that accessibility is going to break your business, in fact, I'm not even saying you have to consider accessibility to be successful. Many businesses are just fine. And in fact, there are many cases where you just can't consider accessibility factors when creating content…

It's also very important to understand that there are actual laws, for example HIPPAA, BAA, and other requirements (especially in the medical field) that make accessibility mandatory. The General Data Protection Regulation (GDPR) is the European Union's new privacy law that harmonizes and modernizes data protection requirements. And there are more coming…

I'm merely suggesting to folks to be aware of this, and at least considerate when you're designing or creating any type of content or material for your product business or service. And that includes Word, Powerpoint, Indesign, PDF, email, social media, printed material, signage, websites, billboards— and just about everything else in the creative realm.

Here’s just a basic list of items to consider when it comes to accessibility. And this is just to illustrate how complex a topic it is and not easy to teach in just a few minutes…

• Headings—bold, easy to read

• Alt text (on all web images)

• Color contrast

• Caption video

• Offer transcripts

• Descriptive hyperlinks

• Make page titles informational

• Meaningful hyperlinks

• Font style and size

• Add alternative text to images

• Alternative text

• Clear and concise

• Table creation with correct color, font, contrast

• Use meaningful keywords

• Accessibility checkers

• Accessibility

• Documents accessibility

• Images

• Keep sentences short

• PDF Accessibility

• Plain language

• Provide clear instructions

• Structure your content

• Avoid jargon

Here are a few links that help with creating accessible documents:

Adobe

https://helpx.adobe.com/indesign/using/creating-accessible-pdfs.html

https://helpx.adobe.com/sign/authoring/create-accessible-pdfs.html#:~:text=Open%20the%20PDF%20in%20Acrobat,Accessible%20from%20the%20Actions%20list

Microsoft

https://support.microsoft.com/en-us/office/make-your-word-documents-accessible-to-people-with-disabilities-d9bf3683-87ac-47ea-b91a-78dcacb3c66d

Video Production Basic Tips

Here is a guide—and some basic tips to prepare your next video!

Step 1: Creative brief

Description and concept overview with basic details

A. Short description of the video to be created with basic details:

Example: “2-minute video that gets people excited about our new line of desserts! Use our new video footage of our line of desserts, female VoiceOver and upbeat French gourmet food.”

B. Most important objective of video; desired outcome:

C. Estimated length of video:

D: Timing— schedule; Ideal delivery timeframe:

E: Estimated budget; Or, just “simple,” “moderate,” or “high end” budget (determines how much time, technology, and assets go into the film):

F. Branding requirements:

Examples: “Adhere to our strict branding guidelines document,” or “use our new logo and colors,” or  “create something new and edgy but uses our brand so people know it’s ours.”

G. Script: Create a written “script” that can be read as if it were a commercial and tells the whole story. This will be read by voice talent in the video. 240 words read at average speed is about a 2 minute video.

H. Call to action. Company end reel, etc (what we want to end with, or where to lead people):

Step 2: Asset determination

Assemble, list or determine what kind of assets you have or are needed

Example: We have a folder full of stock clips, awesome screen grabs of our software, great photos of our product— or, we need to create everything conceptually since it’s not rolled out yet, or, I’m not sure yet…

Step 3: Storyboards & Art Direction:

A visual representation of the look and feel. Sample intro screen, and a few inside graphics to show how the video will look. Consider color, fonts, text placement and branding. Each scene is at least spelled out so we all agree on how the video will play out. Example: Scene 1: Intro, Scene 2: People eating our dessert, Scene 3: Store shelves with products, Scene 4: Our final product shot in studio, Scene 5: Ending with website.

Step 4: Asset creation

Create a list of assets that need to be created. Photography, screen captures, video clips, stock footage, voiceovers, etc… This sets up the schedule to getting them all in hand.

Step 5: Production & Delivery

This stage typically is a few weeks, assembling all the above into “take one.” After review, hopefully minimal edits or adjustments are made— delivering take two. Any last adjustments made result in the Final Cut. Higher budget items may require more here.

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Template you can use:

Step 1: Creative brief

A. Short description of the video to be created with basic details:

B. Most important objective of video; desired outcome:

C. Estimated length of video:

D: Timing— schedule; Ideal delivery timeframe:

E: Estimated budget:

F. Branding requirements:

G. Script:

H. Call to action:

Step 2: Asset determination

Assemble, list or determine what kind of assets you have or are needed:

Step 3: Storyboards & Art Direction:

(To be supplied by designer and production team)

Step 4: Asset creation

Create a list of assets that need to be created:

Step 5: Production & Delivery

(To be supplied by designer and production team)

How to create better videos

Here are some simple tips on creating better videos. You don't need elaborate or fancy equipment to get great videos that get attention let's start with a few basics… it's very similar to the tips I give on creating better zoom videos which include the primary four, which are setting up a good space or environment, focusing on audio and sound, being sure to work with lighting, and preparation.

1. Create a “studio” space

The studio space does not have to be an expensive or elaborate professional environment. It also includes the environment you are in,  especially if outdoors. Creating a studio space means creating an environment that is pleasant, comfortable uncluttered, well lit, and that has good sound quality without too many distracting sounds. Think of it like it's an interview set and you're going to be having some very special guest sitting down talking to you so you want all the things around you to be pleasant. Maybe there are some plants or nice pictures eliminate all the clutter or junk hanging around or if you have a nice pleasant color wall or some thing that's neutral that just makes it a nice calm environment. Same thing if you're outdoors do you want to make sure that it's a quiet attractive and relaxing environment that inspires your video so just look around you and your background and see what's around you and remember people want to be right there along with you in a real beautiful environment to watch your video.

2. Focus on audio & sound

Try to think about how you're recording your sound. Are you using the computers microphone for example, or do you have a nice external microphone you can plug-in that will improve the sound quality of your zoom meeting? And make sure when you're speaking that it's not a echo chamber and then it sounds sharp and that you're speaking loudly enough but not too loud so that people can hear you clearly and keep an eye distractions and he sounds around you that may be distracting to the call. Dogs, cars, cell phones, televisions, radios, or anything else that will make distracting sounds during your zoom call can be very distracting. So as they say in the movie business “all quiet on the set.”

3. Be sure to work on lighting

Lighting is constantly changing in very important. It's very important that people can see you so you can have a good digital conversation. Do you want to make sure that the environment is neither too dark or too bright. And you wanna watch how lighting changes so for example notice how bright sunlight or a cloudy day affects the lighting in your recording area. Or notice how lighting changes when you turn on certain lights. If you're outdoors pay close attention to cloudy days or where the sunshine is or where the light is coming from do some practice and looking at your phone taking photos or video from different angles and pretend you're watching the video or looking at the photo yourself what looks good to you? Angles do everything on a sunny day try to look for days that the sun is down low in the morning or afternoon because sometimes bright light is too harsh.

4. Preparation is important

Preparing for any video is always a good idea so that you know what you're talking about you're comfortable in the setting and it just makes for a much smoother conversation and guarantees that the point of the conversation or meeting gets across. So preparing your environment which is you're setting your lighting and your sound is equally important in preparation as is the material you'll be discussing. But it's also important to relax tonight over prepare. To just prepare enough for a fun relaxing and rewarding conversation. Take time to jot down some ideas on what it is you want to do a video about it it'll help you run it much smoother.

4. Equipment is important

When it comes to creating good video we're very fortunate today having iPhones that shoot in four and 5K the things you can do on an iPhone today are the same things you can do on a very high end camera or video equipment. Nonetheless using quality equipment as best you can will ensure that you're going to have a good quality video in as high resolution as you can so that when people are watching it it’s of the utmost quality and just makes it look professional and sharp. So don't skimp on equipment and think that it doesn't matter… It does!

Helpful videos:

1. How to create better video: Scenery (Short video) https://youtube.com/shorts/aDBsoQWQk8g

2. How to create better video: Audio (Short video) https://youtu.be/M3O53e--RLA

3. How to create better video: Lighting (Short video)https://youtube.com/shorts/6PHVVq4BalI?feature=share

4. How to create better video: Testing (Short video)https://youtube.com/shorts/FtAmRfTdezc

How to create better Zoom Calls and video (15 min. video) https://youtu.be/3KGJTD62j6M

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About Mitchell Creative Group

Mitchell Creative Group, LLC is a micro-virtual creative agency outside of Boston— leveraging over 25 years professional experience with some of the biggest brands in the world, providing high-level creative support— quickly, and at a fair, flexible price. Branding and identity, marketing and advertising, packaging, web and print, film and video, podcasting and new media.

Four ways to create a better Zoom meeting or recording

Here are a few simple tips to create a better quality Zoom meeting.

Generally speaking we want to think of it as as nice of a studio setting as you can get it so that it's comfortable for you and you're listening audience and that it's well lit and the audio is good quality and there are minimal distractions.

One of the best things you can do is test it yourself whether you're on a computer or a tablet or a phone test the setting that you're in and make a mock meeting and see if you think it looks good and sounds good and the other people will respond favorably to it.

1. Create a “studio” space

The studio space does not have to be an expensive or elaborate professional environment. Creating a studio space means creating an environment that is pleasant, comfortable uncluttered, well lit, and that has good sound quality without too many distracting sounds. Think of it like it's an interview set and you're going to be having some very special guest sitting down talking to you so you want all the things around you to be pleasant. Maybe there are some plants or nice pictures eliminate all the clutter or junk hanging around or if you have a nice pleasant color wall or some thing that's neutral that just makes it a nice calm environment.

2. Focus on audio & sound

Try to think about how you're recording your sound. Are you using the computers microphone for example, or do you have a nice external microphone you can plug-in that will improve the sound quality of your zoom meeting? And make sure when you're speaking that it's not a echo chamber and then it sounds sharp and that you're speaking loudly enough but not too loud so that people can hear you clearly and keep an eye distractions and he sounds around you that may be distracting to the call. Dogs, cars, cell phones, televisions, radios, or anything else that will make distracting sounds during your zoom call can be very distracting.

So as they say in the movie business “all quiet on the set.” Oh and one other great tip for sound is using your Smart phone voice recorder to record your sound as a back up. Simply start your app and start recording and leave it there facing forward and you can record your audio as a back up in case you need better quality audio. I have personally recorded hundreds of podcast episodes myself using my iPhone voice recorder in a walk-in closet where the sound is dampened and nice and soft and it comes out excellent.

3. Be sure to work on lighting

Lighting is constantly changing in very important. It's very important that people can see you so you can have a good digital conversation. Do you want to make sure that the environment is neither too dark or too bright. And you wanna watch how lighting changes so for example notice how bright sunlight or a cloudy day affects the lighting in your recording area. Or notice how lighting changes when you turn on certain lights.

4. Preparation is important

Preparing for any meeting or event is always a good idea so that you know what you're talking about you're comfortable in the setting and it just makes for a much smoother conversation and guarantees that the point of the conversation or meeting gets across.

So preparing your environment which is you're setting your lighting and your sound is equally important in preparation as is the material you'll be discussing. But it's also important to relax tonight over prepare. So just prepare enough for a fun relaxing and rewarding conversation.

Helpful videos:

1. How to create better video: Scenery (Short video) https://youtube.com/shorts/aDBsoQWQk8g

2. How to create better video: Audio (Short video) https://youtu.be/M3O53e--RLA

3. How to create better video: Lighting (Short video)https://youtube.com/shorts/6PHVVq4BalI?feature=share

4. How to create better video: Testing (Short video)https://youtube.com/shorts/FtAmRfTdezc

How to create better Zoom Calls and video (15 min. video) https://youtu.be/3KGJTD62j6M

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About Mitchell Creative Group

Mitchell Creative Group, LLC is a micro-virtual creative agency outside of Boston— leveraging over 25 years professional experience with some of the biggest brands in the world, providing high-level creative support— quickly, and at a fair, flexible price. Branding and identity, marketing and advertising, packaging, web and print, film and video, podcasting and new media.

Keywords, search words, and tags

Keywords, search words, and tags

What’s the difference? They are all share similar traits. Keywords (KEY - WORDS) — are the important words that apply to your product, service or business and relate to what your audience is searching for online. Search words are the words or phrases that your audience is searching for online. And tags, are names, titles, or descriptions that apply to your image, text, object, download, file or web page that help online robots, AI, and search applications find your product, service or business. And while they are almost always similar and even repetitive, there are occasions to be unique.

Keywords and Search Words

Many people get lost here for no reason. It’s actually very simple, and there are many simple ways to determine what tags and keywords to use. Here are three basics: First, what words will your audience search for online? Second; what are the “hot” search terms out there right now for that topic? And third, make the words practical for everyone, not odd, clever, or lofty.  Example: For “computers for sale” use “computers for sale”— not “electronic equipment that may improve the well-being of your life. It’s imperative to put yourself in the REAL customer’s shoes—what THEY are looking for.

Simple master trick 1: Go to google.com, or youtube.com and search for your topic. The top search words will show up at the top of the list.

Simple master trick 2: Go to trends.google.com and search your topic. You will get simple, live, and accurate data on what is being searched more.

Simple master trick 3: Don’t overthink it. It should be very quick to develop the right search words. What would search in Google?

Tags

Again, unnecessarily complex. Each “thing” online should have a description (tag) associated to it. Image, download file, webpage, logo, video, or otherwise will all be named to make it easy for the online world (web, internet, etc…) FIND you, your product or your service. And the more tagging you do, the more likely you will be found. For example, if I am selling a Catapult Computer, I would name the image I use on the web page “Catapult-Computer.” Not, “image1,” “img24356,” etc… Imagine you are a robot searching the web for terms and what would you want to come across?

Generally, try to basically think of them all the same. Simply use terms that your audience or potential customer would use to “search” out your product, service or business. And use Google to help you EASILY see what search terms will be used most often.

Creating Effective Email Campaigns

How to create effective marketing campaigns in a modern age with so many tools. What apps do I use, what are some useful tips?

Email is an important communication platform today both personally and professionally. From a business sense, it can be a great way to reach a very specific audience. Why? Because people use it regularly, so you have their attention. So the strategy you employ with how it looks, and how it performs—for both you, the business, and the customer, are really important. Nowadays we need to consider all of the following:

1. All the different devices, screens and software being used.

2. Spam laws with rules on how emails can be created.

3. Spam and junk filters. Most emails get filtered so we need to employ ways to avoid that.

4. There is a LOT of email traffic, so how best to stand out form the crowd?

5. Email is one of the primary marketing channels.

6. bandwidth issues now that most people are on cellular service when reading these.

7. Security issues are rampant. According to several technology publications, email phishing scams and hacks are on the top 3 security issues—and an “easy” opportunity.

So what to do? There are several choices today when marketing via email. And just how you send them is as important as how they they look and the quality of the content.

First, there are some basic factors to successful emailing. And what is success? Reaching the right audience, getting them to be interested enough to click, respond, and eventually convert to a customer. There are three key factors: quality content (that people will anxiously respond to), quality design (professional and compelling), and a quality delivery system (modern, effective, responsive, and spam-proof). 

Simple and basic html emails are not standard any more— for many reasons. Email used to be just simple and text-based, relying on simple html script—nothing fancy. Using features like CSS, Javascript and other coding languages, you could create some interesting features—but mostly basic— like colored text, animated gifs, and other special effects. But as devices and software progressed and improved, as well as security needs and spam laws increased, it became more challenging to create emails that simply “worked” effectively anymore.

A note on “responsive.” All that means is that it ‘responds’ or reacts to whatever device it’s on. If it’s on a big screen you have more space. If it’s on a phone, it stacks up with content once chunck after another. But there are different levels of responsiveness. For example, simply reflowing a paragraph of text is different than literally designing an experience FOR a smart phone or tablet. In other words, knowing the device, making it easy to read and see on it; Larger and maybe different graphics, larger text, different button layouts, and maybe a simpler “mobile view.” So it makes it either more difficult to program custom emails for several devices (tablets, desktop and mobile)—or considering use of an online email platform like Mailchimp, Constant Contact, and others that incorporate this and many other factors that ensure not just ease of use, but highly successful email campaigns.

So most basic HTML emails lack the responsiveness of modern online email builders which is very important, since most email is read on smart devices. If they don’t respond well to that device, they will be harder to read—and therefore not read at all.

Simple (or basic) html often include nested tables, lower quality graphics, and simplistic code that easily trigger spam and junk filters. To hand-code or custom design html to respond appropriately to “ALL” devices would be very time consuming and unstable. For example, iPhones, Galaxy phones, Windows, Google, and so many other devices—including various tablets, desktops and email app and software all have to be considered and written in the code. This make a very large html document that is sure to not only fail gettin through most modern email servers, but end up corrupt and appearing incorrectly. In addition, often trigger security issues (too easy to program malware), and activate spam and junk protocols—all too common today. 

Think of it this way—just like it used be where programming websites was the thing to do, there are now online web builders that make website creation much, much easier, efficient, and effective. Things like AI, codeless-programming, and VR are no longer in the future, rather in the present. It’s very uncommon to have html written websites in Dreamweaver for example than created with all the modern online CMS apps. We also need to remember all the integration required today. Cross channel marketing—social media, websites, CRM, and many other facets of business.

Junk email is becoming as big a problem as any trash, junk, unsolicited phone calls, or unwanted “stuff.” In fact, some studies are showing that it is THE biggest challenge today with the plethora of devices and e-communication today.

To answer to this challenge, online web builders and email apps were created to make a safer, more stable, and effective process for email communication that satisfy both the sender, as well as the recipients. We want honest, safe, helpful emails, and companies want to be able to communicate with qualified leads for conversion.

Email apps provide a modern approach to creating secure emails that respond perfectly to modern devices. They also provide the flexibility of options needed for a wide range of other requirements for today’s marketing channels. Things like analytics, automation, and databases are used (or should be used) quite regularly.

So how do we create effective email marketing campaigns?

For starters, we need to figure out what the leading providers are. It’s good to know what the best tools for the job are so we can create the best product. This is important so we not only know what will be most effective at getting your message out there, but also so you know “how” you will get them done, and “who” will be implementing them. Email is not a one and done deal. They take a lot of effort to create. Good ones at least. So consider the creative talent involved, the content writers, and the technical and physical “implementors” who all—as a team—get it done. And what tool (software) is used.

Let’s talk about some of the leading online email builders. It’s important to note that there are dozens of great choices, so it comes down to your willingness to learn each platform or hiring those that can be part of the team that can use the chosen application. Each has various pricing plans, and its list of options, benefits, and advantages as well as their disadvantages. They all also have many similarities. So I’d encourage you to explore them, read reviews, or talk to someone that knows them to tell you what’s best for you. Here are some leading examples:

Mail Chimp

Mailchimp is an all-in-one marketing platform that helps you manage and talk to your clients, customers, and other interested parties. Their approach to marketing focuses on healthy contact management practices, beautifully designed campaigns, and powerful data analysis.  While effective, modern, and moderately easy to use, it does require somewhat of a learning curve to set up.

Constant Contact

Constant Contact is an affordable and easy-to-use email marketing tool that lets you create email marketing templates, automate and manage campaigns, build contact lists, and nurture customer relationships. While a popular platform, Constant Contact is very limited in setting up automations. There is no visual workflow builder, you can only send very basic autoresponders and everything takes too many clicks to set up. 

Squarespace

Just like Squarespace has curated stunning website designs for every purpose, there’s an email layout for any audience. Reach your audience no matter where they are. All layouts are made with Squarespace’s responsive designs, so your emails will look great whether they’re viewed on mobile or desktop.  Use advanced email marketing tools to automate your email marketing efforts, streamline contact list management, and personalize every message you send. You will need a domain and website to host the emails, as opposed to a standalone email system like Mailchimp.

Hubspot

HubSpot not solely an email builder, rather is a cloud-based CRM designed to help align sales and marketing teams, foster sales enablement, boost ROI and optimize your inbound marketing strategy to generate more, qualified leads. HubSpot is a top CRM pick for two reasons: it has an incredibly comprehensive free edition that outshines most paid CRMs on the market, and you can use it across your marketing, sales, and customer service teams. It does have an expansive setup and learning curve which can be challenging, but with patience can pay off. This is more for it’s CRM and peripherals, and less about the email system, but an impressive email system at that.

Adobe Campaign (with Dreamweaver html)

Adobe Campaign is a cross channel marketing solution that automates email, mobile, social and offline campaigns, also offering a central place where you can access your customer data and profiles. Adobe Campaign is generally used for automated email marketing. When you use Dreamweaver with Campaign, you can combine the email design capabilities of Dreamweaver with the cross-channel marketing capabilities of Adobe Campaign in the Adobe Marketing Cloud. You can also use their new email designer app that allow drag and drop (codeless) email creation. There’s definitely a significant learning curve, takes more time than most email builders, and relies heavily on Adobe software.

Weebly

Weebly Promote is a complete email marketing service that lets you build email campaigns integrated directly with your website, online store or blog. Use Promote to announce a new product to customers, send weekly newsletters to your readers, or share updates with your most loyal fans. You need domain and website integration to make use of email campaigns, as opposed to specific email apps like Mailchimp.

Zoho

Zoho CRM is an example of a customer relationship management (CRM) platform that allows businesses of all sizes to manage their sales, marketing, customer support, and inventory from a single system. Zoho uses a proprietary unique programming language (Deluge) and contains word processing, spreadsheets, presentations, databases, note-taking, wikis, web conferencing, customer relationship management (CRM), project management, invoicing and other applications in addition to email marketing solutions.

So while html-based email is not exactly “over” it’s not the ideal choice. It can still be used. If simplified to simple text with simple fonts, limited colors, and simple (but attractive) graphics placed, it can be a decent and simple email. You can also use html as a “base” for creation, then import into other tools (most all of them allow imports of html) where you can then implement that application’s other features. In other words, don’t attempt to write programming code to create fancy effects, but use the tools features to implement it.

But if you are looking for more advanced options, more cross-platform integration, ease of creation and management, and more modern responsive solutions, then online email building applications are best. 

Here are some tips to improve successful email campaigns (and “open rates”)

1. Use optimized and attractive subject lines that pass through spam filters and attract viewers.

2. Use subheads or email preview text, especially text that pertains specifically to your audience.

3. Use specific, targeted, and confirmed lists—“qualified” leads.

4. Avoid suspicious “spam” sensitive words like “FREE,” “SPECIAL PROMOTION,” or “ORDER NOW…”

5. Send at the right time. Tues, Wed, and Thursday are best. 6am, 10am, or 2pm

6. Design for mobile. More than 50% of emails are opened on smart devices.

7. Use clever and quality design—make it interesting, professional, and intriguing

8. Keep it simple, but make the content very compelling

9. Use modern tools and apps that make it easier to create MORE email campaigns and offer cross platform integration.

10. Think of your audience. What will THEY respond to, read, open, and engage?

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About Todd: I am a lifetime creative professional dedicated to helping other businesses and individuals achieve their best—their Zen.

I’m Todd Mitchell. Lifetime artist, entrepreneur, and 30-year creative professional. I develop creative ideas and solutions that help inspire the best in people, products and businesses. My mission is helping others achieve their absolute best. Personally and professionally. 

Mitchell Creative Group is a micro-virtual creative agency outside of Boston, serving small businesses with professional creative services: Branding and identity, marketing and advertising, web and print, video and new media. Small businesses need high-level creative support— quickly, and at a fair, flexible price. And that’s what I provide.

https://www.mitchellcreativegroup.com

todd@mitchellcreativegroup.com

(508) 494-8182

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Social Media BOOST vs. Social Media Ads

Boosted posts on social media like Facebook and Instagram are a little less complex than ads and are easier to get a handle on if you are used to your social media’s News Feed. Unlike an ad, a boosted post is simply a regular post that you pay to reach a wider audience. Most boosts cost maybe $10-$25 although you can arrange more budget and reach—whereas advertising is much more involved and costly. 

What are boosted posts?

A boosted post appears in your feed or timeline. They are created in the same place you would normally create a post, with the added option to “boost.” Boosting posts is a simpler way to advertise, since it doesn’t require you to set up an Ads manager account and a more lengthy and costly process. For boosted posts, you typically fill out:

- Your target audience

- Your budget

- The length of time you want the post to run

What’s good?

Boosted posts are simple, basic and are great for companies who are just starting out. Boosted posts can be great for simply expanding brand awareness and reaching new users with a small budget. You can simply optimize engagement, awareness, or page likes/followers. 

What not so good?

The features when using a boosted post for your business are a bit limited. If you’re looking for more comprehensive features that align with other business goals, like driving sales or generating leads, you should look at implementing the channels ads instead. It has a greater reach.

What are social media ads?

Linkedin, Facebook ads for example are created in the Ads Manager for each platform. They are tracked separately from your organic traffic and run in the background only targeting your curated audience. Facebook and Linkedin ads can do everything boosted posts can do, but much more. There’s more paperwork, more cost, and more time needed—but can be very effective if strategically done well.

What’s good?

With Facebook and LinkedIn Ads, there are more objectives and more features:

- More specific campaign goals: Such as optimizing for increasing website traffic, app downloads, leads, conversions, and more…

- Advanced and detailed audience targeting

- Interest and behavior targeting,  re-marketing options

- Additional ad placement options like stories, messenger, and the audience networks

- Spending optimization: Ad managers will optimize your budget to drive the most efficient performance

- Campaign reporting: Insight into what ad types, audience targeting, placements, and more work best for your business

What not so good?

Facebook and LinkedIn ads can be a bit confusing if you’ve never worked in the ads manager before. The plethora of advertising options may seem more complicated and harder to get a grip on what all that data means— it can be time consuming, a full time job by itself, and typically costs hundreds if not thousands of dollars to be effective.

So what’s best?

My advice— start with boosting posts. But strategically, not just for the hell of it. Work with a creative team or person to help if you can. That will help ANY of your marketing. But start simple with boosting. Then, if you have the time and patience— as well as budget, or have someone that wants to help you— start an ad campaign. Again, strategically and professionally. Don’t waste time and money on ads… Use them as a meaningful and impactful part of a wider marketing plan! 

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https://podcasts.apple.com/us/podcast/toddtalks/id1483361044

About Todd: I am a lifetime creative professional dedicated to helping other businesses and individuals achieve their best—their Zen.

I’m Todd Mitchell. Lifetime artist, entrepreneur, and 30-year creative professional. I develop creative ideas and solutions that help inspire the best in people, products and businesses. My mission is helping others achieve their absolute best. Personally and professionally.

Mitchell Creative Group is a micro-virtual creative agency outside of Boston, serving small businesses with professional creative services: Branding and identity, marketing and advertising, web and print, video and new media. Small businesses need high-level creative support— quickly, and at a fair, flexible price. And that’s what I provide.

https://www.mitchellcreativegroup.com

todd@mitchellcreativegroup.com

(508) 494-8182

JOIN THE PODCAST!

Apple: https://podcasts.apple.com/us/podcast/toddtalks/id1483361044

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Marketing planning & budget is critical to any business

Marketing planning & budget is critical to any business.

Whether you have a small startup lemonade-stand business, or a large enterprise corporation, developing a sound marketing strategy and budget are vital to the business. Why? First let’s define marketing and why that matters.

What is marketing?

Most people know generally what marketing is, but knowing what it means today (2021) is important because while the fundamentals have always been there over the years, the methods, vehicles, tools, and customers have changed dramatically. The simplest way I generally define marketing is: “Delivering a specific business, product or service to the marketplace—why, how, and to whom.” So it can be a golf ball, or a plan to inhabit mars, they each have a very specific target customer base, a “why” and a “how.” And just knowing the basics behind each of these helps build a sound plan. And that includes a plan for what you invest in that marketing plan.

Budget planning

A part of the marketing game plan includes a budget plan. This simply defines how much emphasis—both time and monetary—you think you might want to invest in marketing your product, service, or business. And this is important. You will definitely need to actively market. Send the word out, spread the news, and continually engage your ever-changing customers. If you don’t, literally, your business sits idle. Nobody comes to you, you need to invite them and regularly engage them. Treat them as your true friends. Nurture your customers. And this requires driving vehicles to do so, like websites, social media, email, mail, etc… as well as building a sound brand—quality graphic design. 

It’s important to develop a budget that coincides with what you will employ, how, and when— and at what level. Having a very basic plan goes hand-in-hand with how much “oomph” you put in to your marketing. Think about how hard it is to reach your audience let alone find them with all the competition and distraction. So investing a little will get you a little, and investing a lot will get you more. Why? More exposure. The more eyes and ears you have on it the better—however, a major caveat to that though is how well it’s being done/implemented! You can spend a fortune on a sloppy ad campaign, and if it doesn’t attract your customer, they don’t engage. And that can be a waste of time and money. So review the primary components of marketing below and determine the ideal pieces that may be right for you— and break up a rough cost on what you can afford initially, and in the future. Then really work hard at putting the marketing plan to work. 

So consider some of the primary parts of marketing a business, they all will have a certain affect on your business and each have a specific time and cost:

23 Primary components of marketing:

• Branding and design

• Advertising in print

• Website design and production

• Website edits

• News

• Blogs

• SEO

• Print material (brochures, mailers, handouts, business cards)

• Collateral branded material (letterhead, powerpoint)

• Email marketing

• Podcasting

• Radio ads

• Social media advertising

• Google advertising

• Discounts and coupons

• Social media posting (and to which ones)

• Special content: White papers, case studies, infographics, video, animations

• Video commercials (YouTube, etc…) about your business

• Events

• Person-to-person

• Referral programs (listing on others websites, etc…)

• Third-party affiliations

• Public relations, press releases, etc…

So based on these primary marketing components, it’s helpful to develop a rough idea on not only which ones are most important (although they all are), but how much cost you might assign to them. For example, basic website design and development (maybe $5K, and then another $2K over 6 months to update, implement SEO, add news posts, etc…), regular social media posting—figure hopefully at LEAST 1 per week (although 1 per day is the best minimum. I suggest 5-10 per day to be effective)— maybe $100-$200 per week to have someone develop them, graphically create them, and then engage (post them). Those alone would roughly be about $10K for the first 6 months, and then post launch, maybe $5K second half of the year— so about $20K annually for just those basics.

It may seem like a lot, but running a good business requires good marketing. And the idea behind marketing remember is growing, building, expanding, and increasing business—customer reach, sales, and everything around your business. The investment is meant to exponentially add income and exposure. So you can see how and why ‘what you invest’ in the marketing aspect is so critical.

Let’s break down the primary marketing factors:

What. You need to know specifically and accurately—precisely what it is you are developing, preparing, or presenting to the marketplace. What is it? What’s its name?  Think of it as a version of the elevator pitch or mission statement, which really ties together all 4 main points here. What, why, how, and whom. But the “what it is” portion needs to be very simple, very clear, and HOPEFULLY very compelling. By that, I mean that it was well thought out, solves a real problem, serves a goo and meaningful purpose, was market tested, or at the very least is something a niche audience wants and needs. Otherwise, you are not going to fare very well.

Why. What is the reason you are in business? Whatever and however you market yourself all hinges on that important factor. Why the why? Because knowing why you are doing what you are doing drives and fuels the entire mission. “I want to improve peoples lives by providing truly natural food products” will be marketed differently than “We want to sell good lumber that lasts longer.” Every mission or “why” has a certain flavor— a “DNA” embedded in that brand—thus mission.

How. What’s the game plan in HOW you will implement your mission/strategy? This ‘how’ will include things like on what medium (online, email, social apps, etc…), how often, and what kind of content or means will you employ. For example, developing an online platform making it easy for our customers to purchase and engage quickly, vs maybe printing different mailers across the country to reach different markets and teasing the concept to build interest—web later. So think about how you plan to implement your game plan.

To whom. This one is important. You need to know who you are marketing to. It helps develop the right messaging and exactly how you will present information to those specific set of eyes and ears. 8-10 year olds will respond differently than 60-80 year old women. Men interested in home improvement will respond differently than mothers with children on the autism spectrum, etc. By knowing “who” you are communicating with them specifically. What they say and read “speaks to them.” Makes them WANT to react and thus ultimately “convert,” becoming a long-term, nurtured customer that raves about you and helps spread the word.

Cost. Try and develop what you think might be a comfortable cost associated with marketing your business, product, or service. Think annually, semi-annually, or monthly. At the very least, develop an initial short term goal of coming up with a few good marketing drivers like pieces of content (case study, infographic, blog article), social media posts, and website updates. But don’t skimp or dabble! While you sit and contemplate, other businesses are getting really aggressive— they are investing a lot more to really grow and increase profitability. So think generally in terms of whether it’s $1000 per month, $5K per month, or $10K per month. Then have a conversation with a creative team that can work with you to develop a marketing plan especially built for you. Every business is different.

Simple review of the top 5 marketing questions: 

1. What is it that you are marketing?

2. Why are you?

3. How will you do it?

4. To whom precisely?

5. What’s a reasonable budget?
   

The bottom line

Developing a sound marketing strategy and budget are vital to the business. Consider the 23 primary components of marketing and what that might cost to implement. But first, a simple review of the top 5 marketing questions: What is it that you are marketing? Why are you? How will you do it? To whom precisely? and what’s a reasonable budget?

Work with a professional consultant that you can trust to guide you on the right path. Like a financial advisor, fitness coach, or outdoor adventure guide, they will help you develop a sound strategy that will get you the successful outcome you seek.

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About Todd: I am a lifetime creative professional dedicated to helping other businesses and individuals achieve their best—their Zen.

I’m Todd Mitchell. Lifetime artist, entrepreneur, and 30-year creative professional. I develop creative ideas and solutions that help inspire the best in people, products and businesses. My mission is helping others achieve their absolute best. Personally and professionally. 

Mitchell Creative Group is a micro-virtual creative agency outside of Boston, serving small businesses with professional creative services: Branding and identity, marketing and advertising, web and print, video and new media. Small businesses need high-level creative support— quickly, and at a fair, flexible price. And that’s what I provide.

https://www.mitchellcreativegroup.com

todd@mitchellcreativegroup.com

(508) 494-8182

Email is still alive— and more important than ever

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Almost everyone in the modern technological world today has email. Text, social media, apps, phone, and most definitely email. We use the email on a daily basis to communicate with family, friends, or at work. Certainly in a work environment we see sometimes hundreds of emails a day. So creating quality emails that get attention and truly get the job done are much more important today than ever.

Starting with the basics, such as what to write in the content that goes into each email is most important as well as proper punctuation and spelling. Next however is a skill and how to communicate specifically by email so that the recipient actually reads it and then wants to engage in it. That’s the whole point of the email.

And you have massive competition with so many platforms like social media and others. You also have thousands of companies competing for your time can fill-in peoples in boxes with more and more potential junk and spam. In fact, I have more in my own email spam folder than I do in my regular in box— by hundreds each day.

So the keys to good email delivery is to make it professionally high end, compelling and useful to your viewer, and making it simple and easy to read.

The platforms to deliver email varies. Most online web building platforms like Squarespace, Weebly, Wix, and others have tools available to be able to send professional email. You can also leverage very basic html-based email. Simple formatted text and professional email headers and graphics are really all that you need. However, hosting, posting and properly coding the email will be important too. Proper links, direct oaths to hosted images, all ensure your email will work. That’s why using a professional email platform is best. With that, you can also get analytics, list management, and much more… that’s usually the route I take, but I definitely create very basic email for certain clients.

About Todd: I am a lifetime creative professional dedicated to helping other businesses and individuals achieve their best—their Zen.

---

I’m Todd Mitchell. Lifetime artist, entrepreneur, and 30-year creative professional. I develop creative ideas and solutions that help inspire the best in people, products and businesses. My mission is helping others achieve their absolute best. Personally and professionally. 

Mitchell Creative Group is a micro-virtual creative agency outside of Boston, serving small businesses with professional creative services: Branding and identity, marketing and advertising, web and print, video and new media. Small businesses need high-level creative support— quickly, and at a fair, flexible price. And that’s what I provide.

https://www.mitchellcreativegroup.com

todd@mitchellcreativegroup.com

(508) 494-8182

Converting old newsletters into a modern on-screen experience

Example of prior pdf version of newsletter. Only a print pdf.

Converting old newsletters into a modern on-screen experience. SkinCare Physicians Newsletter.

A true “digital newsletter” but more—a modern, responsive website with analytics, SEO, and cross media integration.

PDF still has its place. Still highly regarded and widely used and accepted around the world. Same with print—live and well. And while economic shutdowns have an effect on print, there’s still a time and place for print. In fact, now more than ever. 

However, in the growing ‘digital’ world, it’s apparent that there continue to a tremendous need for more digital and online content that tap into the benefits of the modern day: Mobile, responsive, digital, analytics, security, SEO, cross links, social media integration, storage, database, and ease-of-use.

Developing any creative material begins with not just the visuals— which play a huge role in any visual communications, but also the planning involved in the content (text, graphics, etc…) but more important, what TYPE of deliverable or media is most appropriate? 

Print, pdf, digital, online, social media, website, etc… There are a lot of options, so it comes down to what fits your business, your content, but mostly what fits YOUR target audience. They are the ones engaging and they’re going to either read it, engage in it, react to it, share it— or not. So you want it to look sharp, read sharp, and be delivered to them where they are. And they are mostly online.

So enter the traditional “newsletter.” Days of old, you’d get a printed one in the mail. Then over the past few years, you now have a “pdf newsletter.” And hey, those work pretty well… But what they do lack is that online integration. The analytics, the simplicity of changing content, adding user and admins to help, and the responsiveness allowing mobile viewing much easier.

This example, I took an old design of a pdf version and more or less, converted it to an on-screen or online version.

I started with finding an appropriate domain name to register for the client, so they now own that. Next, a free Google account which allows us to create simple and easy databases, sheets, docs, and 15GB of storage for their archives and images. Next, designing it so it’s cohesive with their brand, easy for the reader to absorb content, and easy for the company to work with— thus creating admin use accounts so they can work on it but not alter the settings that may jeopardize the site. Ultimately, it’s a modern, responsive website with analytics.

So now, we populate it with content, and I implement a lot of web development aspects that make it SEO friendly (easy to find), analytics to easily track what is read and what is not— and by whom as well as integrate social media and cross market all of their channels (website, YouTube, LinkedIN, etc…).

Once it’s launched, we now archive and make available pdf version that are or were created separately for those that want them. I provide user names and passwords for admin access, SEO or analytics access, and we’re off! I also am on standby to get in and work on any part of this micro website for them when they need it. Adding graphics, text, editing, etc…

They now can market this, distribute it, and engage with customers regularly and obtain a LOT more than they would have with a printed or plain pdf version of their newsletter.

The benefits of an online digital newsletter

A modern responsive micro-website with SEO, analytics, and cross-media integration

• 100% online/digital

• Responsive (desktop, tablet, laptop, smartphone)

• Separate admin account access for specific areas of the site

• Analytics data, quickly

• Simple SEO integration to help build the presence, exposure, and brand continuity

• Easy to edit

• Exciting, modern, engaging designs

• Add pdf links for pdf or print pdf versions to be downloaded (created separately)

• Custom domain name for practicality, marketing, and appropriateness (naming it right gets attention!)

• Easy database integration

• Easy to add forms, contact, gateways, info-gathering

• Easy to change design items (fonts for example across the site)

• Easily cross reference other sites, pages, documents and content

• Easily integrate social media and other platforms

• Edit and work with on any device anywhere—no need for complex software