Marketing design projects are essential to an effective online business- but what exactly does it mean?
Today, I want to walk you through why marketing design is such an important part of online business.
How I got started as a marketing designer
My business has evolved quite a bit over the last few years. I started out mostly doing graphic and website design. Expanded to logos and brand identities and most recently have establishing myself as a marketing designer.
This evolution has been pretty organic for me. Over the years, I’ve picked up monthly retainer clients and take over designing all of their marketing materials.
One of my favorite parts of the gig is getting to know brands inside & out and creating materials that enhance their online presence and most importantly: get results.
So, what does a marketing designer do anyway?
Adhere to brand guidelines
A cornerstone of marketing design is making sure all of the materials produced are “on brand”.
This means utilizing existing:
- color palettes
- additional brand elements (such as icon sets, patterns and photographic styles).
This helps keep the brand presence unified and cohesive across various marketing channels (website, social media, events, etc.)
Sometimes, I work with individuals or start ups, who are still developing their brand. It's always fun creating icon sets or expanding a color palette!
As a marketing designer, it’s important for me to get to know a brand’s mission, values, voice, tone and all those other #brandingbuzzwords. This helps in my decision making when putting graphics together. Are they edgy/modern/warm/friendly/elegant/etc...
Standard projects included as a marketing designer:
As a marketing designer, I can pretty much have a hand on every material that gets produced, from sales documents to stakeholder presentations to event swag (including Snapchat filters!)
typical projects include:
- Webinars/Slideshow Decks
- Ebooks, content upgrades & case studies
- Swag, print materials
- Email newsletters
- Blog, podcast & Social media graphics
- Landing pages
- Infographics & Data Visualization
Who hires marketing designers?
If you run an online business, you’re likely to cross paths with a marketing designer! There are so many different ways to get your business, service and product in front of people and a marketing designer is the perfect side kick to help you spread the word.
I often work with:
- Start ups
- Tech companies
- Small businesses
- Online entrepreneurs, podcasters and bloggers
Focusing on the User Experience
As a marketing designer, one of my primary goals of a project is to focus on the “user journey” and usually have one major desired outcome or goal of a project.
For example, getting email subscribers is usually one of the most popular goals because that activates a “sales” funnel.
How do you know if a marketing design is successful?
Design can be challenging, because it can feel subjective. Luckily, there are a ton of ways to track and test designs to see what’s working and what the results are.
If I’m working with a small business or solopreneur, we usually set these goals up and track them together through various analytics. Or, I partner up with the company’s marketing team.