The design elements of a technology marketing campaign play an important role in succinctly communicating the value of your tech or software product to your customers. More often than not, this product data is pretty complex, and perhaps with the exception of your IT buyers, it's likely to appear very complicated to your target audience.
That's why it's critical that your design not only simplifies what is complex but also supports your efforts to clearly define a pathway to the points of conversion on your website.
I've put together a list of design tips for several elements you're likely to use in a typical campaign. Of course, not every technology marketing campaign is the same, but it's important to think of all your marketing collateral as unified – and contributing to the same goal. Most of the following suggestions focus on ways to deliver the main idea of your campaign without it getting lost in a sea of text or poor design. It's all about being clear, concise and creative.
First, here are a few things to think about before you design your technology marketing campaign:
- You will need to communicate your product benefits visually. Some examples you may want to incorporate into the campaign materials could include:
- Graphs and charts
- Explainer videos
- Make sure the information can be easily consumed in bite-sized chunks...
- Avoid technical terms that only insiders would know (unless, again, the content is specifically geared towards buyers with an IT background).
- Don’t make the content used in your campaign too text heavy.
- Lead the reader through your information with headers, font changes and call outs.
Now let's dig right into the design tips for some specific campaign elements...
Adhere to email sizing and layout guidelines.
To be on the safe side, keep the width of your email to 600 pixels across. Anything more or less can cause the user to have to swip side to side on mobile to read it. It's pretty much a guarantee that if they have to do that, they're not going to read your email. Especially today, when 54% of emails are opened on mobile devices, it's critical to keep mobile in mind when building your design. Make sure it's responsive.
You'll also want to be sure to:
- Place key information at the top.
- Include a large Call-to-Action button.
Make use of Splash Pages in your eBooks and white papers.
A splash page is a full-color page within your eBook that contains a very limited amount of text. The text color is usually inverted to help it stand out. It’s a simple, clear and uncluttered way to present an idea that you want the reader to see or retain while reading the eBook.
Splash Pages usually lead into another page that displays more text. Below is an example:
This page grabs their attention and gives the reader a break from all the other text within and eBook. By utilizing this technique to showcase your main idea or a key takeaway, you're ensuring that the reader sees it and retains it – even if they're just skiming through.
Create (or refer to) a Style Guide.
Multiple teams and people are working on various pieces of your campaign. A style guide will help you communicate from the very beginning what the design specs are and cut down on back and forth by giving the creators a document to reference. It doesn’t have to be as comprehensive as your branding guidelines. Your style guide can simply address some of the main design elements your content requires. For instance:
- Logo treatment
- Text weights and size
Include a clearly defined Call-to-Action.
Make sure all your pieces have a strong visual Call-to-Action. It could be a simple Contact Us button, or an image prompting the prospect to learn more about your product, or even a visual about signing up for your monthly newsletter. When designing content for a technology marketing campaign, it's helpful to have the most important info highlighted and then have a big and bright CTA lead to more in-depth content.
Additional Call-to-Action design dips:
- Keep it simple.
- Use a strong color on the button.
- Include a small amount of text.
- Make use of white space, allowing the CTA to stand out even more.
Particularly If you're questioning how effective your Call-to-Action image design is going to be, you can always try out an A/B test for a particular color scheme, font or shape and see which one performs best. Then you'll have a better idea of the styles you should use moving foward.
"Guest Test" the user experience.
Before launching a more comprehensive campaign, it's always a good idea to test the user experience by having another set of eyes "navigate" through the content. During the design process, you should always be thinking about how the user will interact with your various pieces of content. That being said, sometimes the designs you think are going to be appealing and helpful might not be the best option. Remember, you're close to your product. You understand it in and out. Because of this, you're going to read and interact with the marketing collateral differently than someone who is seeing it for the first time. Step back, and be open to testing and reworking pieces multiple times.
After launching your campaign, consult your analytics to help you determine whether or not your designs were effective. The data informs your design, and the more of it you have, the better off you'll be during your next project.
For more website design tips, check out Redesign Unlocked: The 10 Keys to Reinventing Your Website or PMG's complimentary eGuide on evaluating your website design needs below!