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social media integration [infographic]

social media integration [infographic]

social media integration [infographic]

home / Archives for April 2018

For our latest blog, we’re exploring how to integrate your website with social media.

With 66% of people regularly using social media and 74% of purchasing decisions influenced by social networks, it’s more important than ever to have a social presence and ensure this ties in with your other digital strategies. 

By linking your website with the social media channels that your company and/or users are active on, you can maximise digital marketing opportunities and provide users with a seamless online experience.

We explain how to use share buttons, social logins, feeds, follow buttons, metadata and social content to your advantage…

Social-media-integration-infographic by Pedalo

For more social media integration inspiration and advice, we recommend the following:

Would you prefer to leave social media integration to the experts? We offer a range of website management and support services to optimise your site and ensure it’s achieving the results you want.

user experience on membership websites – expert report

user experience on membership websites – expert report

user experience on membership websites – expert report

home / Archives for April 2018

Due to their complexity, size and legacy IT systems, many membership organisations and associations struggle to find their footing in today’s digital world. Often there is a massive gap between members’ expectations and how organisations deliver online experiences for members.

But what exactly is the state of membership websites in the UK? Have some organisations found a way to bridge the gap? What are membership organisations doing right (or wrong)?

the state of UX on membership websites in the UK

Our report explores the state of membership sites in the UK today, focusing on user experience. We sampled and bench-marked an array of membership sites against a list of criteria relating to member recruitment, engagement and retention, as well as some more general aspects of UX.

The results have been integrated and summarised to provide an average score, thus revealing which digital areas are being given most attention and which are lagging behind across the membership sector as a whole.

download the full report for free

In the report, which is free to download below, you can discover our key findings. There are also explanations and screenshots showing how the websites analysed performed against different criteria. The report was published in association with MemberWise.

We hope this report serves as a useful comparison for membership organisations. It is also intended to help associations improve their user experience and bridge the gap between member expectations and actual digital delivery.

DOWNLOAD THE REPORT: User-Experience-on-Membership-Sites-Report-by-Pedalo

We’ve worked with countless membership organisations over the last two decades, including IOM3The Fostering NetworkClinical Skills and Chartered Institute of Public Relations. If you’d like to hear more about what we can do for your organisation – from updating design to improving member retention – please get in touch

why branding matters for small businesses & charities

why branding matters for small businesses & charities

why branding matters for small businesses & charities

home / Archives for April 2018

Have you ever wondered why some small businesses and charities spend so much energy on branding?

Brands are everywhere – with big brands becoming more and more sophisticated and smaller enterprises not wanting to be left behind. The benefits of creating and developing a clearly-identifiable brand (and all that follows, including brand values, guidelines and strategy) are huge, as we’ll explain…

branding – is it really worth it?

Branding is clearly crucial in the world of e-commerce and consumer products as today’s marketplace is highly competitive. Once one product is re-branded or promoted, then all the others have to do something similar (or better) to keep up. Brands that are not nurtured in this way fall out of favour and disappear – just try to find a bottle of the once all-pervasive Wash and Go shampoo in your local supermarket! It would be hard to argue against the idea that consumer brands influence buying decisions, but does branding really affect small business or charity donation decisions?

what is branding?

What is branding – apart from a logo, some corporate colours and a slogan? The crucial thing to understand about branding is that although it is indeed conveyed by the use of colour, slogans and logo, it’s actually more about what resides in the mind of the user or consumer.

The Wikipedia entry on brand management defines branding as “a fulfilment in customer expectations and consistent customer satisfaction”. So although the visible aspects of brands can be found on marketing materials and packaging, the brand itself is really a customer concept – and this can be maintained, improved or even destroyed.

the long term benefits of branding

The real benefit of branding, if done correctly, is that it makes all aspects of marketing, sales and fundraising easier in the long run. Once you have a recognisable brand that is consistent across channels and focused on your unique business or charity, everything else falls into place.

Your audience will recognise your brand, so you won’t need to spend as much on advertising. Your users will identify with your product or service and actively seek you out. You’ll be able to spend less time convincing users of your good qualities and more time engaging with them. Just think of Coke – probably one of the most recognisable brands in the world. Do they ever need to spend time explaining what the drink is or why you should purchase it? They focus their energy on the experience of the drink and on creating a fun-loving community around it.

Branding also makes it easier to run your business or charity internally. The brand identity dictates the way you handle different situations and the way you present your organisation externally. Your branding will steer decisions on imagery and messages used in marketing campaigns. It will shape how you handle sales or fundraising. Your brand makes it easier for your team to know what is expected of them and ensures consistency in your dealings with customers and stakeholders.

how should a small business or charity approach branding?

The truth is that branding doesn’t need to cost the earth. It’s all about building an initial strategy and then paying attention to detail. The most important thing is deciding on your USP (unique selling proposition). What is it that your organisation does better than the competition, which is relevant to your target audience? Your brand identity, style and look and feel will be built on this initial foundation.

Broadly speaking, branding should include:

  • Defining your brand – including your brand’s vision, mission, personality, tone of voice and style.
  • Creating brand guidelines – how should your brand be displayed/represented?
  • Promoting your brand – so it becomes recognisable and memorable to users.
  • Ensuring consistency and credibility – every mention of your brand should use the same imagery and message, and be trustworthy.

You have the best knowledge of your product/service and your user audience, but you may need some external assistance to help structure your thought processes around branding and provide support with design elements.

Simply by spending time thinking about branding, you are starting to invest in the concept. Whatever you decided to do from here, investing in your brand is a long-term game, and you are guaranteed to reap the benefits down the line.