The Pit Stop. #6

The digital industry loves a bit of jargon, doesn’t it? With all the KPIs, CPCs and ROIs it’s easy to get lost within all the acronyms. That’s why we created The Pit Stop, to give you a much-needed breath of fresh air before diving back into analytics accounts.

The experts that sit around me have once again taken time out of their hectic schedules to answer more of the questions they find themselves frequently faced with. So, here we go it’s The Pit Stop #6. Little insights into our digital world in less than 100 words, from our experts straight to your eyeballs.

Today, we’re talking about:

• I want people to see all the content, can we just reduce the whitespace?
• Should we invest in influencer marketing?
• Why is a Tone of Voice so important?
• Why do we need Apteve training?

I want people to see all the content, can we just reduce the whitespace?

Ben Ost - Designer

Users don't like to work when it comes to reading the content. So, creating a busy space and cramming elements together is going to make more work for the user, turning it into an unengaging read. This is why whitespace is important.

Having content correctly spaced out makes it easier for a user to digest information. More breathing room gives them a clearer understanding of what they need to focus on, avoiding information overload. This also ensures elements are clearly defined, making navigating the overall website much easier.

Should we invest in influencer marketing?

Stephanie Tabah – Marketing Manager

There is a fine line between influencer marketing and celebrity endorsement. You may find a user-generated content strategy provides better social validation at a much lower cost, but if you are looking for influencers, consider choosing people with a smaller, more targeted audience. they often have much better relationships with their followers.

Why is a Tone of Voice so important?

Jonathon Aalders - Copywriter

I was sat in a bar when cocktails were mentioned. After picking up a menu, browsing the list and settling on an unusual drink, I was ready to learn more. Unfortunately, it followed with a complicated paragraph which explained everything but the taste. I left it.

I was in another bar with another menu when I read:

“Made with rum, tastes like Cherry Cola.”

That’s it. Straight to the bar.

The moral of the story? Watch your tone, it’s how you connect with your customers. Tell them what they want to know, or you’ll lose them to someone who will.

Why do we need Apteve training?

Beth Jarratt – Client Support Specialist

You’ve just invested in a brand-new website and it looks sharp. It’s hosted on our in-house CMS and you’re ready to get going. However, while Apteve is easy-to-use, it can be intimidating, that’s why we recommend our training sessions, to make sure you know everything you need to know.

If you tried to take on an advanced skiing course without any training you’d probably break something. The same applies to your CMS, while it is easy to use, if you don’t know what you’re doing, then you could end up breaking a part of your beautiful new website.

 If you have something on your mind or want to read a specialist’s perspective on the work they do, why not help to shape future editions of The Pit Stop? Tweet us your questions, reactions or requests @VennDigital.

See you next time.