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Burbank Plastic Surgery

Digital Augmentation: Creating the Burbank Plastic Surgery Website

By | Clients, Design, Websites | No Comments

Previously, this client’s services were nested inside another website operated at the same facility, leading to customer confusion and a reduced brand awareness. Meanwhile, the lead plastic surgeon is highly recognized locally, and repeatedly awarded “Best of Burbank” awards in local voting.

Our goal was to communicate what makes them special — from copy to design — to show the impact that world-class plastic surgery could make, and to focus attention on the immediate calls-to-action. The site features a profile on the “Best Of Burbank” Award-winning head surgeon and before-and-after surgery photos (utilizing an innovative web-slider) throughout.

In creating the new Burbank Plastic Surgery website, we have allowed both of the client’s businesses to have their own keyword-optimized, emotionally-on-point presences that speak to each entity’s ideal customer.

Can your website use a facelift? Counterintuity can help.

Counterintuity Marketing: Step I, Make a Plan; Step II, Improvise

Step I, Make a Plan; Step II, Improvise

By | Strategy | No Comments

Great marketing agencies rely on equal parts preparation and improvisation to execute sales-driving initiatives. Without a positioning statement, marketing budget, and clearly identified goals, your marketing doesn’t have a starting point, and therefore really can’t start (at least, not on the best possible footing). On the other hand, without the ability to analyze results, react to trends in your market, generate new ideas, and learn from both mistakes and successes, unattended marketing can become stagnant – and, in the digital age, quickly irrelevant.

This is the first of two articles that you can consider before embarking on your own outbound marketing (or before engaging a creative agency such as Counterintuity). And if you’re having trouble addressing these items? We can help – that’s precisely what our custom Strategy Sessions are designed to do.

PREPARE:

Positioning Statement

What does your business do and why do you exist? What is the literal product or service that you provide and why is it important that you provide it? What is the mission of your business and what makes you unique in your field? (For more about the importance of your business uniqueness, check out our last post.) You may operate an ice cream shop or a manufacturing plant or an attorney’s office – why?

Entrepreneurs: what was the inciting incident that caused you to start this business in the first place?

Small business managers: you have marketable skills, why are you still working at this company right now?

The answers to these questions, distilled into a pithy 3 or 4 sentences, are the heart from which all of your marketing will stem.

Marketing Budget

This is among the most important yet often elusive figures for small businesses to derive. How much money you want to spend on your business reflects, well, on how much you want your business to succeed. In our experience, small business owners have no problem spending money on anything that will “guarantee” results. If guarantees were possible, that would be great – but they’re not (and anyone who says otherwise is selling something; probably something you don’t need). As a starting point, new companies should expect to spend between 12-20% of gross revenue on marketing. Established companies tend to spend closer to 6-12%. Those are rough, broad numbers – if you’re interested in diving deeper into a custom plan for your business, we can help you navigate those waters.

Goals

Setting reasonable goals can be tricky, especially with your business’ first foray into marketing. Without a track record, there is sure to be a learning curve with your activities, whether it be digital advertising, social media, SEO campaigns, or other strategic initiatives. Aside from the obvious “get more sales” or, even better, “generate as many sales as possible,” we’d encourage your first-ever marketing plan to factor in these types of achievements:

Awareness Within Your Industry

Even if you’re not closing deals left and right, the more your peers and colleagues are aware of your work (and your uniqueness!), the better poised you will be for greater success. There are many methods of increasing your supporter base:  from a social following to a built-up email list to event attendees, the more your ideal customers know you and what you do, the more likely you are to be hired, referred, and considered.

Solidify Online Positioning

Search engine optimization is real! The more real links, press articles, legit blog posts, and backlinks there are that connect your business to your potential customers, the more likely you are to be found on the World Wide Web.

Of course, you want to sell – and we want to sell for you – but establishing a base in these three critical areas will set you up for future success! Check back in a few weeks for our take on how to Improvise Within Your Marketing Plan.

Need help establishing your baseline?
Drop us a line. We’ll break down our specially-designed small business marketing process. 

DrSeuss-header-V2

The greatest strength of your small business: you, exactly who you are

By | Strategy | One Comment

“Today you are you!
That is truer than true!
There is no one alive who is you-er than you!”

     – Dr. Seuss

Sure it’s inspirational. Sure it’s even a little fluffy, but it also happens unequivocally to be true:

the greatest asset that your small business has is what makes you unique:  what you do, and how you do it, and who you are.

Counterintuity clients are used to a certain set of questions when we start working on their project, whether it’s a new website or anything else.

  • What are your services?
  • What do you do better than anyone else?
  • Which of your services are rare, highly thought of, or specialized?

These questions help us identify your uniqueness – that singular thing that gives your business value above your competitors. That uniqueness can take any number of forms, ranging from a highly specialized set of skills (like MKL who specialize in brokering the sale and purchase of insurance agencies – not a lot of folks even do that) to extraordinary ability (such as the Pasadena POPS, who can sport the international icon Michael Feinstein as their music director).

Sometimes that uniqueness is more nuanced—it could be a process, or a worldview, or a core value. If you are a plastic surgeon and you choose to use images of “real people” instead of photoshopped super models on your website because you believe in establishing reasonable expectations for your patients, you’re going to stand out from competitors who are happy to settle for the industry standard, despite its misleading pretense. More importantly, by establishing your uniqueness as informed by your core values, you’re going to speak loudest to clients who share in your beliefs and value your approach.

If clients value you, they will hire you and stay with you. (And we’re living proof.)

In a world of Amazon.com, outsourced services, and infinite price matching – it’s impossible for even the most highly skilled small business to compete purely on price. Small businesses need to compete on expertise, customer service, and core values. And the more specific your business is in expressing your uniqueness and core values, and then following through with your clients’ needs, the more successful you will be.

What is your uniqueness? How do you talk about it? We can help you figure it out.

Contact us for a complimentary 14-minute consultation. 

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The 37 Doors of Indecision

By | Strategy | No Comments

Sometimes, when it’s hard to know what to do and you’re confronted with many options, you try doing a little bit of everything. That’s like being in a hallway with 37 doors. The problem isn’t that you don’t have time to go through all 37 doors. The problem is that all of them send you back to the hallway – because you already know you’ve got lots of other options to pick from. And so…

You never get out of the hallway.

In my 25 years of working with clients, I’ve seen a lot of that. And I understand the allure. It’s hard not to ask yourself, “Wait! Let me just see what was behind that door.” And you check, and find it doesn’t lead anywhere useful, so then you’re back in the hallway, again wondering, “Well… maybe if I check just one more door…..”

And you wind up back in the hallway. And never make an actual decision.

What’s the opposite of endless options? Focus. And what is the number one thing that most very successful people say led them to real success? Focus.

Focused people still face just as many options as the rest of us. (Often more.) The difference is, they’re not opening each and every door to see where it might take them. They already know where they want to go, so it’s easy to rule out most of the doors because they lead someplace else. They’re good at listening for sounds coming through the door before they open it, and ruling it out if it doesn’t sound like where they’re heading. They may wind up trying a few doors to see if they lead to the right place – to their goal, that glorious place they can envision – but they’re not going to try all of them.

Sometimes, indecision is a symptom of bad decision-making. But more often, it’s a reflection of lack of focus. You don’t know where you want to go, so you try all 37 doors to see which room looks more alluring. The better way is to focus on what you’re trying to achieve, and to remove everything you can that’s in the way.

And then open the appropriate door.

East Hollywood Business Improvement District logo

In the News: East Hollywood BID Debuts New Logo

By | News | No Comments

Source: Hollywood Business Advocate Jan/Feb 2018

After months of research and development by the Digital Marketing Agency Counterintuity, a new logo for the East Hollywood Business Improvement District (BID) was recently approved by its Board of Governors. The logo was selected from a pool of potential logos that were inspired by the results of a survey conducted among property owners. This survey was distributed online, mailed, and conducted in person by volunteers who walked the district to ensure more accurate results. The results of the survey highlight a distinct identity for the district, one that is grounded in history but has developed into a funky and artsy area. This gave the BID’s marketing consultant guiding principles for the design and look of the new logo. This logo embodies the best qualities of East Hollywood that have made it a truly unique place with a rich history. The BID has not begun using the logo in all its communications and plans to place the logo on BID trash cans and street signs. This is one of several efforts the BID is launching to revitalize and improve East Hollywood.

Hilton Universal Project: 15 Stories, 365 Rooms & 1 Sleek Website

Hilton Universal Project: 15 Stories, 365 Rooms & 1 Sleek Website

By | Clients, Design, Websites | No Comments

If you’ve been to Universal City, you’ve seen the Hilton Universal – and so have lots of other people. With the Los Angeles tourism industry booming and the popularity of Hilton Universal’s surroundings, the 24-story, 495-room hotel effectively operates at capacity throughout the year.

That’s why Hilton has decided an expansion is in order. An expansion including 15 stories, 365 rooms, a penthouse restaurant, luxury spa, a fitness center, and a business/community meeting space. They needed a great platform to share their great plans, and that’s where Counterintuity came in with a sleek new website.

OUR GOAL

Design a simple, sophisticated website to keep the public updated on the Hilton Universal Project’s progress.

OUR RESULTS

  •  A responsive WordPress website that’ll look gorgeous on mobile or desktop.
  • An eye-catching image gallery that demonstrates the aesthetic value of the project.
  • A Project page outlining the scope of the project.
  • A FAQ page addressing visitor’s questions, concerns and details.

We’re confident this site will help Hilton Universal make this exciting expansion project a reality – and we’d love to help you, too! Contact us today for your free consultation.

R.S. Miles Steel’s New Site is a Spotlight-Stealer

R.S. Miles Steel Website: Old Heritage Meets New Technology

By | Clients, Design, Websites | No Comments

R.S. Miles & Son Corp. has been a full-service steel supplier since 1954, utilizing the latest technology in precision cutting to provide customers with top-notch materials. So it only makes sense for their website to be cutting-edge too, right? That’s what we set out to achieve when tackling this recent redesign.

  • Our team wanted to create an “old heritage meets new technology” feel that honored R.S. Miles’ long history, which is why we chose a traditional serif typeface.
  • On the home page, sparks (literally) fly in dynamic slider images as the visitor reads about R.S. Miles’ specialties – expert cutting and precise Blanchard grinding, to name a couple.
  • A clear navigation bar ensures customers can click right to the information they require.
  • Snappy copy keeps comprehensive subject matter interesting. “We’re tough enough to cut steel, but we’re easy to work with.”
  • The “Capabilities” section (complete with photos) details past projects and demonstrates client range – R.S. Miles steel works just about anywhere, from military vehicles to amusement parks.
  • Contact forms are readily available throughout the website, so there’s nothing holding visitors back from reaching out.

Like what you see? Need a new site of your own? Our contact forms are readily available, too – click here to find out what we can do for you!

Quit Clickbaiting, Start Chatbotting: 5 Lessons Marketers Learned in 2017

Quit Clickbaiting, Start Chatbotting: 5 Lessons Marketers Learned in 2017

By | Branding, Content Marketing, Digital advertising, Social Marketing, Strategy | No Comments

Now that the holiday hustle is nearly over, our marketing team has some time to reflect on the past year – what worked, what didn’t and what we want to try in the future – because even us pros have a lot to learn.

  1. Millennials are no longer brands’ first priority. Another key demographic has come of age: Generation Z, otherwise known as those born during or after 1995. With close to $44 billion in purchasing power (according to Forbes), their attitude toward social media (they like more privacy) and advertising (they’re resistant) will shape the future of both.
  1. Influencer marketing is bigger than ever. People always follow the popular kids – and these days, they follow those kids on Instagram. Engaging pillars of social media for brand recognition/profit is a strategy that’s steadily gaining traction; a 2017 study determined this marketing tactic got the second-highest ROI of all.
  1. Clickbait isn’t fooling anyone. Hooking customers by declaring that an article or product will “Literally Change Your Entire Life Forever” is suspicious and, let’s face it, dishonest. (Unless you’ve invented a workable method of teleportation, in which case please contact us immediately because that would literally change our entire lives forever.) Rather than leading with hyperbole, test out longer, Inc.-recommended headlines.
  1. Chatbots are the new liaisons. More than ever, computerized customer service reps are connecting companies with customers. While the technology isn’t perfect, chatbots are getting smarter every day; and according to Grand View Research, the global market is predicted to reach $1.23 billion by 2025.
  1. Video content is exploding. Content is always crucial, and that content is increasingly being delivered through video. Forbes estimates half a billion people are watching a video on Facebook every day. Pro tip from Buffer: Square videos not only command 78 percent more space on a mobile news feed, they also get more engagement.

Bonus lesson: We take epic group photos.

Quit Clickbaiting, Start Chatbotting: 5 Lessons Marketers Learned in 2017

What was your most valuable 2017 takeaway? Let us know in the comments below!