Young man showing love

If you are only using Twitter to post links to your own content—on your website, in your blog, from your newsletter, and on your other social media platforms—you are missing out on opportunities to show your customers a little love. Like constantly talking and never allowing anyone else to speak, this leaves others with a poor impression of you. Here is how to use Twitter to make a good impression, engage with local customers, encourage conversations, build brand loyalty, and show your love and appreciation.

First, stop broadcasting only about yourself and your business. There is a place for that, but it is not your starting point. Instead, take an interest in your customers. They will love you for it.

Second, start listening. Use Twitter’s advanced search and keywords related to your geographic location and industry to see what concerns your neighbors and potential customers are voicing right now. Monitor your brand to discover what is bothering your current customers.

Third, respond quickly and appropriately. You can offer
• An apology
• Assistance
• Directions (the how-to variety)
• A discount
• Encouragement
• A free product or service
• A refund
• Tickets to a special event, etc.
For example, if you are a restaurant owner and see a tweet about “looking for a romantic setting,” you could tweet back “we’ve reserved a table and a dessert for two for you.” If you are a florist and see a complaint about flowers being left out in the elements, you can respond with your shop’s guarantee to deliver personally. If you are jeweler, tweet that “our customers brighten our lives” and encourage them to come in for a free ring cleaning. If you offer products in multiple flavors or colors, ask people to post pictures with their favorites, with or with the promise of a future discount.

Fourth, be your best self. Let your sense of humor show. Be an encourager. Make the world a better place. Be kind and loving. Put yourself in the other person’s shoes and respond like you would like to be treated. Refrain from unnecessary newsjacking—where you use every trending news story as a lead-in to promoting your product or service—but do respond with compassion and understanding in a crisis.

Fifth, use the increased character limit (280 characters) to convey a clear, useful message about you and your brand. You can now respond more fully to questions, inject more humor into conversations, and direct customers to the resources they want and need. Go ahead and link to content on your blog, in your newsletter, on other social media platforms, or on your website when it provides the answers your audience seeks (this is where broadcasting your stuff is okay). They will love you for solving their problems and/or making their lives easier.

If this seems overwhelming, don’t be discouraged. Tate Design can help with all your social media marketing.  Call Tate Design at 610.725.0702 or e-mail to add a little love to your social media presence.

Social Media Usage Chart - Popular Platforms

The Pew Research Center recently released their report on social media use in 2018. As expected, social media use among adults in the United States continues to rise as it has every year since the Pew surveys began in 2012. This is the percentage of reported use for the most popular platforms:
• 73% YouTube
• 68% Facebook
• 35% Instagram
• 29% Pinterest
• 27% Snapchat
• 25% LinkedIn
• 24% Twitter
• 22% WhatsApp

These statistics do not tell the whole story however. Looking closer at the demographics in the study
• Facebook usage was fairly consistent across age groups under 50 with
80% of 18-24-year-olds
82% of 25-29
78% of 30-49
(and 65% of 50-64 and 41% of those 65+)

• YouTube usage was similarly steady until retirement with
94% of the 18-24 age group
88% of 25-29
85% of 30-49
68% of 50-64
40% of 65+

• Highly visual egocentric social media sites Instagram and Snapchat were especially popular with 18-24-year-olds with 71% of them using Instagram and 78% of them using Snapchat. Compare this to
54% 25-29
40% 30-49
21% 50-64
10% 65+ using Instagram
and 59% 25-29
26% 30-49
10% 50-64
and 3% 65+ using Snapchat

• Pinterest, while still a highly visual platform, requires one to pin other people’s content instead of selfies so usage is down across the younger age groups:
31% of 18-24 demographic
39% 25-29
34% 30-49
26% 50-64
16% 65+

• Twitter saw
45% usage with 18-24 year-olds
33% 25-29
27% 30-49
19% 50-64
8% 65+

• LinkedIn and WhatsApp share very similar numbers.
Linked has 25% of 18-24 year-group
34% 25-29
33% 30-39
24% 50-64
9% 65+
and WhatsApp has 25% 18-24 age
31% 25-29
32% 30-39
17% 50-64
6% 65+

Social media users visit one or more of their favorite sites at least once per day. Facebook users are the most loyal, with 74% checking in daily and 51% checking in multiple times during the day. Snapchat is a close second with 49% checking in multiple times and 63% doing so at least daily. Except for Snapchat, each social media platform had the highest percentage of users in the “post college” and “income of $75,000+” categories. For Snapchat, the winning categories were “some college” and “$30,000-$49,999” so an individual in your social media audience is a good prospect, with both the education to understand what you offer and the means to make a purchase.

As this research indicates, maintaining a vibrant online presence can be a challenge. How and where your present yourself online may influence your business results. Tate Design is here to help you create a good first impression with your branding and corporate identity. Our social media marketing services include
• Social media account setup services
• Brand images (profile photos, backgrounds, cover photos, company logo) for your chosen networks
• Customized pages for increased exposure
• Knowledge about the latest updates to Facebook, Google+, LinkedIn, Twitter, and other evolving social networks
• Strategies to leverage the social channels that best fit your goals and objectives
• Content that provides organic—rather than paid—search engine results
• Complete social media marketing campaigns

We also help you identify the best online marketing venues for sharing your blog, your e-mail newsletter, your online video, and other social media posts. Call Tate Design at 610.725.0702 or e-mail to rise to the challenge of reaching a growing social media audience.

Businessman looking ahead for social media trends

At Tate Design, we are here to help you build a strong brand and a vibrant online presence. This means we keep informed about changes in the social media landscape and know how to take appropriate action. Here is what you need to do.

Forget what you know about big numbers
Clicks, likes, shares, social proof, and traffic to your blog or website are not as important as building an amazing audience. Instead of looking at numbers of people, look at their engagement with you and your content. As Jeff Bullas shared in an interview on unpacking social media trends with Jeff Steen on March 14, 2018, “The real connection with an audience, whatever your goal, happens when you share your honest thoughts and feelings. That’s incredibly powerful and can incite change more quickly than a well-rehearsed presentation on sales or industry trends.”

Make your content mobile-friendly
Social media users aren’t all at their desktops. From 60% of LinkedIn users to 100% of Snapchat users, the majority of users on these major social networks (Facebook, Instagram, LinkedIn, Pinterest, Snapchat, and Twitter) use their mobile devices to access content.

Choose more than one platform
When asked, “What is your single most important social platform?” for this year’s Social Media Marketing Industry Report, 67% of 5,700 respondents said Facebook, 12% LinkedIn, 10% Instagram, 5% Twitter, 4% YouTube, 2% Pinterest, and 0% Snapchat. While Facebook obviously has a loyal following now, their January 2018 algorithm change may encourage you and/or your audience to look elsewhere. Also, who knows what social media platforms will best serve your audience and your business in the future?

Basically, Facebook has changed its news feed. Instead of helping you/your audience find relevant content, the goal is now to help you have more meaningful interactions. Facebook wants you—the content creator—to post content that will accomplish this for them. They want to see your followers get others to Comment and Like, respond in long (not one-word) answers, carry on conversations with others in response to what you post, and share your content on Messenger so they can talk about it with friends.

Take a look at messaging
Messaging is gaining in popularity. As of January 2018, Facebook Messenger and Facebook-owned WhatsApp both had 1.3 billion active users. Another 217 million people use LINE, the messaging system that replaced Japan’s telecommunications after their massive earthquake. An additional 2.1+ billion people actively use QQ, Skype, and WeChat. This is almost equal to the total of active Facebook (2,167 million), Instagram (800 million), Twitter (330 million), and YouTube (1,500 million) users.

Realize organic content won’t be as effective
Michael Stelzner, speaking at Social Media Marketing World in March 2018, shared that your organic content will no longer have the reach that you have enjoyed in the past. Links to your external pages—blog posts, website, landing pages—will get less visibility with the new Facebook algorithm and this applies to personal posts, your groups, and your event postings.

Even videos will get less space in the Facebook news feed. According to a statement by Mark Zuckerberg during Facebook’s January 2018 quarterly update “We made changes to show fewer viral videos to make sure your time is well spent. In total, we made changes that reduced time spent on Facebook by roughly 50 million hours every day.”

Stelzner observed “…you are about to hit the end of the organic road if you are part of the 89% using Facebook to generate exposure or the 81% to generate traffic to your website.”

Invest in advertising on social media
Obviously, increasing organic posts on Facebook—and possibly other platforms, too—will not produce the results that investing in high quality, relevant, targeted ads will. Ads will become more important. Tate Design can help you with this process.

Try different kinds of videos
Video will remain popular but there is no one clear winner. Facebook likes quick on-the-go videos, which is why they have Instagram Stories. They also love video because it gets people talking. Unfortunately, only 35% of those in this year’s Social Media Marketing Industry Report are using it (but 77% say they plan to increase their use of all kinds of video in the next 12 months). Facebook’s algorithm also adores videos that are crafted as episodes of a story, which encourage viewers to keep coming back for more.

Bullas, in the previously mentioned interview, noted, “There’s a push now to create longer-form, more meaningful content. And sure…there are different kinds of content and there’s tension between quick-hit content “bites” and content of consequence. But I think there will be a lot of focus on quality, long-form content this year because there’s so much crap online. People want content that is real, that has value.”

If you are new to video, here are some easy ways to do live video that has value:
• Ask in-depth questions that get people talking about meaningful things
• Give a tour of your place of business or walk a customer through the production of their purchase
• Report breaking news in your industry and comment on what it means to you personally
• Review books or tools as they hit the market, just when your friends are considering a purchase
• Share tips your followers can use immediately
• Show your audience around a live event and tell them what you are learning, what they shouldn’t miss if they attend, what you wish you had packed, or your favorite giveaways

Once you have created your videos, make good use of them. Post them on multiple social media sites.

Explore automation and artificial intelligence
It’s great to show how human you are in all those videos but there is also a time and place for human-like technology. That time is now. Chatbot use is on the rise. David Marcus, head of Messenger for Facebook, reported that more than 200,000 bots were live in January of this year. They will continue to be an important part of quickly responding to customer queries for many businesses. AI and automation will play a greater role in marketing and publishing, too.

However, Twitter has come back hard in an effort to prevent spam and bot activity. They will no longer allow posting of identical or nearly identical material on multiple accounts at the same time. If you do not comply, your Twitter account may be suspended. This rule does not apply to emergency and public safety announcements or weather bulletins.

Look for more storytelling
Storytelling isn’t limited to Facebook and Instagram. More storytelling is happening on LinkedIn, which continues to grow as the best social network for business. Even Twitter has enabled better stories with its increased character limit.

Don’t be intimidated by this list or the rapid changes that occur in the world of social media. We at Tate Design are on your side every step of the way with your social media marketing and graphic design for your ad campaigns and other online content.  Stay ahead of the game. Start with a call to Tate Design at 610.725.0702 or an e-mail to

Young man being productive

We’ve talked about productivity tools for your business but you have another 8 to 16 hours of your day where you could also be more efficient. These tools and apps might give you more work-life balance, more to talk about when you are networking for business, and more time to enjoy the fruits of your labors.

• Evite
This is a quick way to invite friends and acquaintances to informal gatherings (and those who only respond once they know who else is going to be there can see your guest list).
• Meet-up
Try this to facilitate networking in any one geographical location.
• Social media platforms of your choice
You don’t have to be active everywhere—choose what appeals to you and your close friends and/or those you like spending time with and hang out there.

Good food, fast
• Food delivery services
If you are fortunate enough to live in one of their almost two dozen metropolitan test markets, Amazon Restaurants will deliver food to PRIME members from any one of hundreds of area restaurants.
• Grocery shopping and delivery services
Depending on your zip code and the participating grocery stores in your area, you may have options like Amazon Fresh, Amazon Pantry, ClickList, InstaCart, and PeaPod.
• Take-out food apps
Speed up ordering and checkout at your favorite places by using their app. Unfortunately, even with an app, Starbucks delivery is currently only available to tenants of the Empire State building in NYC.

Fitness tracking
• Apple watch
• Fitbit watches and activity trackers
• Garmin activity trackers
A daily commitment to fitness activities—like walking 10,000 steps per day—can make you happier, healthier, more creative, better able to sleep at night, and more focused at work.

Personal growth
• Amazon PRIME
Membership includes access to free audio and e-books, podcasts, A PRIME membership entitles you to free books,
• Audible
Listen to books on tape and learn.
• Duolingo
Learn one (or more) foreign languages.
• GoodReads
Explore the world through books.
• Library card
Take advantage of all your public library has to offer. The Chester County Library System here in southeastern Pennsylvania includes an outstanding business center at their Exton location/the District Center.

Personal money management
• Mint
• Quicken
Both of these are designed for ease of keeping track of personal finances.

• Airbnb and Booking
Use these for booking place to stay.
• Airline apps and App in the Air
These can provide real-time flight updates, gate info, and more.
• Hotel apps
Some guarantee the best price; others offer upgrades or special perks.
• Kayak and Wego
Do your comparison shopping with a reliable app.
• Lonely Planet guides
Go with those who have been there and then wrote about it.
• PA Turnpike’s Preferred Traveler’s tools
Get text alerts about travel problems—for instance, you’ll want to know there is no gas available at the New Stanton service plaza while you still have other options.
• Translation tool
You choose depending on the language you need. Google Translate is an option if you have Internet access.
• Travel+Leisure app
The magazine now has an app and lists of favorites for all sorts of things to make your travels easier or more fun.
• XE Currency
Use this for calculating exchange rates.

Now that you have made your personal life more productive, make your business marketing do more for you, too. Call Tate Design at 610.725.0702 or e-mail for strategic marketing, web development, and graphic design.

Business productivity on desktop

Increase your productivity. Choose to use the right tool for the job and you will save yourself time and energy and, quite possibly, a good bit of frustration, too. Here are some top picks for your business.

Hold better meetings
Apple, Fitbit, Garmin, and Nokia fitness trackers allow you to walk while you take a meeting—either walking with other meeting participants or while on a Bluetooth device and your phone
Interactive-calendar (choose your favorite for your device) allows you to manage your time and your priority tasks and see when others are free for meetings
FaceTime, GoToMeeting, and Skype For Business eliminate the need to gather in the same room to conduct business, saving time and resources

LinkedIn Learning may appear in your inbox as a free trial for a week, otherwise it is a monthly subscription
TED gives you access to a variety of educational speakers and their TED Talks
YouTube hosts how-to videos, tutorials by professionals, cautionary tales by amateurs, and a little bit of everything else in between those two positions,

Dragon converts your verbal notes to text
Evernote, as we previously wrote about in “Remember Everything With The Evernote App,” is the cloud version of those scraps of paper and sticky notes you have cluttering your desk
Notes comes pre-installed on Apple devices and can be used for quick lists

Run a professional office
Apple Pay, PayPal, and the Square makes getting paid easier
ColdTurkey, Focus, and SelfControl (depending on your operating system) limit access to distractions while user focus is on what is important or high priority
Office apps from Apple and Microsoft produce documents, e-mail, images, spreadsheets, and more—learn to use the features that will save you the most time like document styles, short-cut keys, rules for e-mail folders, meeting scheduling, macros for spreadsheets, etc.
Accounting software from Freshbooks and Quickbooks allows you to track accounts payable and accounts receivable without having to outsource the work
Evernote, Expensify, and TinyScannerPro—all scan and capture receipts for you; Expensify works with Quickbooks
MileIQ tracks your mileage (and when you sign up through my MileIQ link for a free account, you’ll get 40 free drives every month plus, if you ever upgrade your account, you will automatically get 20% off your annual MileIQ subscription and I’ll be paid a small reward)

The list of apps and tools continues to grow. You can still be productive without having to try them all out. Let Tate Design handle your strategic marketing, web development, and graphic design. E-mail Tate Design at or give us a call at 610.725.0702.

people using market research

If you read our earlier post about why market research matters, you may now be asking yourself how to use market research in YOUR business. Here is a quick checklist to get you started.
• Make sure you have a clear brand
Use what you learn from market research to better define who you are as a brand and to clearly articulate what you do/produce/sell better than anyone else.

• Clarify the benefits you provide
Emphasize benefits instead of features in your advertising, your content creation, and in your collateral materials. This will increase the perceived value of your product or service.

• Look at how you compare to the competition
Determine what they excel at and how you can keep your unique product or service while taking away some of their edge.

• Create a profile of your ideal customer
When you can identify their needs, what causes them pain (or frustration or anger or a loss of something they value like time or money), or what stirs their emotions, you can then offer a specific solution.

• Continue to collect data from multiple sources
Once you know your ideal customers, you also know where they spend their time. Go there (blogs, networking and other events, social media) and listen to their concerns. Ask yourself “how can I help?” without jumping into the conversation and selling to the audience just yet.

• Use the information you gather sooner rather than later
Too many people gather information and then do nothing with it. Act on what you learn so you are serving the right market for your product/service.

• Decide where to grow
Use the solid data you collect to make smart decisions. You’ll know where to
– Expand your product line or services
– Pursue new opportunities
– Follow trends
– Improve or modernize
– Take a completely different direction

• Communicate effectively
Once you have identified your client, listened to his/her needs, made evident your ability to meet those needs better than the competition with clearly defined benefits, and decided to take action and grow your company, you need to communicate often and well. Your message—whether advertising, blog, e-mail newsletter, packaging, promotional material,  or website —must touch your audience. With your market research, you will know how to make it all about them and answer the ever-present question: “what’s in it for me?”

• Always ask questions
– What are my objectives for collecting this piece of market research?
– Where is my business growing?
– What is changing?
– What solutions can I match to new needs?
– What is my competition up to?
– What feedback can my employees provide?

• Continue to monitor your data and make adjustments

We at Tate Design can help with analytics monitoring and market research. Give us a call at 610.725.0702 or e-mail

market research materials

You and your business need market research. Market research provides information about your audience, your competition, and how your product or service will do in the marketplace. It allows you to study your market—and how open your intended customers will be to your product or service—so you can make informed business decisions with less trial-and-error and less risk. Here are 7 reasons why market research should matter to you.

1. Market research clearly defines your customer demographics
You need to know who your customers are (or who they will be, if you are bringing a new product to market), what they like and dislike, where they spend time, what matters to them, what motivates them, how much they spend, etc. With this information, you can be strategic with your content marketing.

2. It helps you target your marketing
With a clear picture of your demographics, you no longer have to market to the masses. You can appeal to a very specific group of people, which will save you time and money in the long run.

3. It enables you to focus on customer needs
Market research not only reveals your customers’ wants and needs, it provides you an opportunity to meet those needs with a superior product or service and/or excellent consumer support.

4. It shows you where to spend your time and money
You will spend less time and money on useless advertising, meaningless content, cold calls, and products without much of a future when you rely on your market research and focus on what your clients need.

5. It helps you spot trends and anticipate future opportunities
You may have a great product or service but you will need to grow your brand in order for your business to survive. Market research shows you where those opportunities may lie.

6. It reduces your risk when making decisions
Market research removes some of the risk of decision-making by clearly identifying the options ahead of time. It helps you launch better products at the right time.

7. It keeps you ahead of the competition
Understanding your market helps you develop your unique selling proposition. Without this, you don’t stand out from your competitors.

If you need up-to-date market research, contact Tate Design at 610.725.0702 or e-mail


In case you missed these posts

We at Tate Design hope 2017 was a successful year for you. If so, you may have been so busy you missed some of our blog posts intended to help you and your business with

Track Mileage With These Mobile Apps
The Best Mobile Apps For Business For 2017

E-Mail Marketing
Email Marketing – Meet Mobile Reality

Graphic Design
The Top Graphic Design Trends Of The Year

Marketing Messages We Love
Mobile Trends And Tactics To Get Your Business Noticed
Branding101: Corporate Identity
Corporate Identity Checklist
How To Get More Word-Of-Mouth Marketing
Online Marketing 101
Online Marketing Checklist

Need-To-Know News
What Is A Micro-Moment And How Do I Use It For My Business?
Are You Ready For Google’s Deadline?
Ultra Violet Pantone Color Of The Year 2018

Print Marketing
Print Or Perish–Why Printed Material Still Matters
Making Print Come Alive

Website Design
Which Of These Web Design Trends Do YOU Want To Get Rid Of?
Signs Your Website Is Outdated
The Anatomy Of The Perfect Website Form
Make Your Website Work For You–How We Did It

At Tate Design, we are focused on propelling your business forward with strategic marketing, web development, and graphic design. Our services include

Brand development and corporate identities
logos, name development, tagline creation, a uniform corporate identity
Graphic design
ad campaigns, brochures, catalogs, direct mail, newsletters, packaging, stationery
Copy writing
articles, blog (WordPress) content and posting, direct response, editing and proofreading, e-mail marketing, print collateral, SEO
Website design and development
animation, content management systems, custom web design, e-commerce, hosting, mobile-friendly and responsive web design, search engine optimization, site management, video, website revitalization, WordPress websites
Internet marketing
AdWords campaigns, banner ads, blogs, e-newsletters and e-mail campaigns, e-zines, online video marketing, social media, web analytics, WordPress customization
Social media marketing
account setup services, branded images, complete social media marketing campaigns, content that provided organic search engine results, customized pages, latest knowledge about updates to social media sites, strategies to leverage social media to best fit your goals and objectives
Strategic marketing campaigns
Materials for trade shows and events
backwall exhibit systems, post-show materials, pre-show notifications, tabletop displays

In which of these areas can Tate Design assist you? Call us at 610.725.0702 or e-mail

Pantone 2018 Color of the Year

Tate Design continues to faithfully report on Pantone’s Color of the Year so you can incorporate these trending colors into your marketing materials. For instance, you may have added
• 2017’s Greenery in photos with a potted plant or a woodland location
• 2016’s dual winners of Rose Quartz and Serenity in team shirts for a company event
• 2015’s Marsala as an accent color in an advertising campaign
• 2014’s Radiant Orchid in background displays of your products
• 2013’s Emerald as part of a new product or its packaging

Pantone’s Color Of The Year for 2018 is Ultra Violet. This vivid purple combines the two rather plain and opposing colors of red and blue (and too reminiscent of politics) to create something new and brilliant. In the words of Pantone Color Institute’s Leatrice Eiseman, Ultra Violet “communicates originality, ingenuity and visionary thinking.”

At Tate Design, we want to help you fit this latest color trend into your brand and business strategy. Adding just a touch of the Color of the Year to your brand colors will keep your brand recognizable yet fresh. Consider refreshing your
Marketing materials
Social media profiles
• Templates
Trade show giveaways
with hints of Ultra Violet, the Color Of The Year, instead of redoing them completely.

If you are looking for graphic design updates or if you are uncertain about how best to use Ultra Violet with your brand, give Tate Design a call at 610.725.0702 or e-mail We’ll work with you to use Ultra Violet to give your marketing materials a fresh new look.

multi-dimensional printed material

Despite predictions of print media’s demise due to the ready availability of online content, print is doing well. Readers love it because it feels familiar, credible, easy to navigate, relaxing, understandable, and sharable (and 19 other attributes listed in our post “Print Or Perish—Why Printed Material Still Matters.” If you and your readers agree, now is the time to make your printed content even more alive. Here is how.

Pay close attention to function. Conveying quarterly information to your shareholders will require different printed collateral than engaging the casual reader who picks up your product review at a trade show. Both, however, need good branding.

Start with a template or form that contains your company branding. If possible, also include all the components of your company’s typical written piece. For an article, I would suggest placeholders for title, subtitle, author byline and/or biographical blurb, headings, text, illustration blocks, captions, and a call to action. For a blog post, I would also add space for reading recommendations and suggested categories and tags. All of these should already be spelled out in the desired font and in the layout you choose (see Flow below), locking it into your form with text boxes.

Remember that, for those who read from left to right, our eyes travel in an F or Z pattern most often for print. Use text, illustrations, and white space to establish a similar pattern on your page.

The font you choose can add or detract from the story you are trying to tell in print. If it is too difficult to read, your audience may give up after a couple of paragraphs. If you choose a somber font for a lighthearted piece or comic font for a heartbreaking tale, readers will be confused by your message.

Facts and opinions make up the majority of text, and this can be quite dry and boring. You can make your facts come alive by adding infographics, photos, quotes, statistics, survey results, and clever captioning for all them. Double check your facts unless your intent is to create a firestorm of feedback about shoddy journalism.

Images of any kind—behind-the-scene or before-and-after photos, charts, diagrams, doodles, graphs, maps, quotes on a scenic background, sketches, and links to breaking news or how-to videos—can add valuable information and increase reader enjoyment and engagement. However, they can also detract from your message and cause your reader to get sidetracked so place them strategically throughout your text.

Let us at Tate Design work out the graphic design and the logistics—function, form, flow, fonts, facts, and photos—for your next print campaign so that your text and images come alive for your audience. Get started with a call to Tate Design at 610.725.0702 or e-mail to

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