The Hub Concept
The Hub Concept is the idea of creating an effective centre of information in everything you do. In writing, that would mean following a structure where there is a core idea or topic and everything else written is related around it. This is the same notion as headers, in that the concept holds a bearing or direction which leads the reader to become absorbed and dedicated to finishing the entire structure. At VanWhistle Media, this idea was used in developing numerous client websites, including the website for a long-term client, 360 Integrative Medical Centre. Their modern facility approach focuses on providing customers with an immersive centre of services, so it made obvious sense to duplicate this concept by ensuring each component of their business was easily and readily available to website visitors following The Hub Concept structure. When used alongside the 3-click rule, The Hub Concept can decrease bounce rate and increase overall interest. We then move on to content. The question becomes – what is the best and most efficient way to keep visitors interested and to sway them to read and buy? Next topic: content marketing.
The Hub Concept can be applied to all areas of digital marketing and business! Do you have examples of this idea put to work in your office or personal space? Let’s hear about it! Stay tuned for more work-related topics which will be the focus for the new month!
MAY, LET’S DO THIS!
I attended a BNI networking breakfast a few weeks ago and chatted with the chapter’s president at the end of the meeting. I talked about how much I loved technical writing and his eyes lit up. He too had experience writing as he was previously a writing instructor at a local college. He used one word to describe the difference between creative and technical writing – HEADINGS. It was as if we had dual light bulbs go off above our heads. We nodded and laughed simultaneously. Writing creates these sorts of connections. That is what I find so intriguing!
I prefer to use the word HEADERS, but they are essentially the same thing. Google defines a header as –
At VanWhistle Media we created headers for everything. Here are some examples that were used in our Media Kit prototype:
Our prototype was very wordy, long and also lacked any graphic elements. However, it was well received by one client who said, “I was extremely impressed by the content and especially your work experience.” We were working on a long-term SEO contract with him and he was very interested in our presentation and writing skills. This is around the time I started to really consider the power of writing and how it could help so many of the prospective customers we were winning.
The document contains elements of direct truth, for example we state: “As a startup company, we are in the process of figuring out who we are.” This was later removed as the feedback was it reflects that you aren’t sure about your company and lack experience. In any case, there were a lot of goods and bads, but I still like the document for its stark black & white contrast and simplicity. The content was strategically refined and I added some neat black and yellow design elements to make it more powerful and succinct. For Blox. Communications, those two words keep coming up and will likely become an important part of my vision and mission statement. Soon to come!
If you’re interested in having a read and becoming a part of our editing process, here is the VanWhistle Media Media Kit prototype – MarketingPkg2019
If you have any feedback, please share! I’d love to start a conversation about your favorite headers and why they were effective!
The feeling in the air is that, things are different. Everyone is on their phone and as you pass by, you can see the expressions on their faces. Sometimes it’s contentment, but you’re not so sure as you wonder if contentment is a valid emotion to have based on – the rush of Likes inundating future post foresight or the powerful reflection of light mixed in with saturated hues and shameless subject matters. Are you happy because of this? That is the argument.
As marketers, we want to talk about it. We want our clients to be aware, so they can responsibly and successfully integrate these days required channels and platforms into everyday business-oriented decision-making processes. In our minds, the easiest way to understand how this can work is to follow a simple model that outlines how the most crucial channels and platforms would operate when used as part of a digital marketing strategy.
Here’s a brief idea:
The Digital Presence Business Model simplifies the function of 4 core digital marketing services. The concepts are easily understood and done, so that your work can consider a greater capacity. What we harmoniously understand makes it easy to apply these services day-to-day. Used together, the services become intact, stable and strong. Your brand’s core attributes will be refined and you will begin to see fluidity and consistency throughout your total business approach.
The 4 core services and their core concepts are –
- Web Development – IDENTITY (analytical, logical, objective)
- Social Media Management – IMAGE (intuitive, thoughtful, subjective)
- Branding – CORE (central, definite, overall)
- Search Engine Optimization – BRAIN (forward thinking, capacity, evolution)
What are some examples you can think of how your services can relate to your company’s main concepts? I want your input! Please let me know! Talk soon!
If your brand delivers quality products and/or services, creates exceptional digital exposure and aligns with your customers’ values, then viewers will begin to associate your brand with positive emotions.
Wow, this website shows their products in a sensible order / the product descriptions are detailed and personalized / this makes me think of the wool bucket hats my Grandmother used to make in every colour / I want to contact the store tomorrow to see if they have this hat in stock and so on and so forth — the buyer’s process is attentive and resolute.
Timing differs on the other side, however. In marketing sales, process and planning may not always be aligned. We need to find ways to guarantee customer conversion, but how can this be done?
Like a beautiful calico print t-shirt you wore when you were thirteen or like a rain splattered window you peered out of on your way home from piano lessons, you developed their brand in the same way you developed your thought processes growing up. Hup 2 3 4, hup 2 3 4 and so on and so forth.
For example, viewers/buyers/customers are making the same, slow connections linking their own special life experience to what they are observing in your products and/or services. They will begin to recall your name and in the long-term, will remember who you are for what you produce. Then, the name you have chosen to attach to your products and/or services will become synonymous and eventually engrained in history.
This is the importance of material and conceptual brand development — once someone is able to automatically associate your brand name with positive emotions, they will become your friend for life.
Engaging the senses to sell products is called sensory marketing – marketing that influences consumers’ perception of brands using multi-sensory experiences to establish positive emotional connections with them.
https://alistemarketing.com/blog/5-senses-sensory-marketing/ via @AlisteMarketing
For example, in web development & social media management you can combine THE IDEA of audial, visual and tactile cues (think of ‘3D forms’ that impart tangibility and distinctive qualities to your content and design) to produce a highly memorable experience. This will help build anticipation (an idea) of the service and/or product you are representing.
I say IDEA because the future of branding removes the literal association. It won’t be required in our digital age. All we need is an idea and on the other end, a way to serve up that idea and born is marketing that encroaches everything. This does not have to be fear based or avoided, marketers will simply use the most base and recognized forms of digitization to attract its target audience. These digitizations are VanWhistle Media’s core digital marketing solutions.
So to reiterate, a sense will become, REAL. As in, AI, a sense is a cue to find a greater idea. But finding as well, will become redundant. How do we know what we want and what we don’t want? Again, this is attached to our personal experience. What we didn’t have growing up. What we had too much of as a child. The ultimate goal of branding is remove attachment and just become ubiquitous. There. When you need me. But not based on need or desire. Just based on a commonplace goal. A goal of feeding my daughter a burger. Grabbing myself a coffee. Killing 45 minutes until the library opens up. I will spend money with you because you are there.
WHAT YOU SEE IS WHAT YOU GET.
The user experience is steeped in education, culture and opinion. Design should provide a flexible channel for greater absorption and interpretation. So how do we reveal a customer that responds the way we want them to? We provide them with tools and outlets to increase participation propensity.
As an example, at VanWhistle Media we utilize the Hub Concept in web development or we apply systematic, stylized and graphical content in social media management. We tell the user they are enough. We teach the customer to buy what feels right. Design will always suggest a certain power and as marketers we should always incite wonder and change.