Choosing a Graphic Designer

Choosing a Graphic Designer

Choosing a Graphic Designer Quality graphic design is a vital element of your business. A quality graphic designer can help your company’s visibility, sophistication, efficiency, and desirability over the competition. It is essential to stand out effectively with your products and services in the marketplace, so it is essential to choose a quality graphic designer who can meet your needs.

5 factors to consider when choosing a graphic designer

1. Skills

It is important that the graphic designer is on top of the latest design, marketing, and Web trends. Knowledge is power, and a quality graphic designer will be able to apply their knowledge to help your company succeed. Another element in their skill set should be efficiency in the latest design software. The more efficient and knowledgeable they are in these programs, the more confident you can be, knowing they are using the best software to create great designs.

2. Experience

No matter if you are choosing a freelancer or design firm, industry experience is also important. A reputable graphic designer will always be up to speed on the latest strategies and best practices. A quality graphic designer or firm should be able to present their work experience to you. This can come in the form of a presentation of their portfolio or customer testimonials.

3. Portfolio

A strong portfolio can give you an idea of the designer’s sense of style, capabilities, and whether they are a good fit for the projects you need. Look for work that shows freshness, creativity, and attention to detail.

4. References

If a designer is able to provide you with references or testimonials from clients they have worked with successfully, this is a good indicator of a positive attitude and dedication to presenting quality, professional design to your business.

5. Personality/Professionalism

A quality graphic designer will take pride in the relationships they form with a client. They should be responsive, knowledgeable, and active listeners. You should get a good sense that they are on your team, consistent, and are understandable to your company’s vision.

Not all designers are created equal. With these five factors, choosing a quality graphic designer can be a long, but worthwhile, process. Adding a quality graphic designer to your design and marketing efforts will not only improve your brand identity but will also help you stand out against the competition.

    How To Create A Great Newsletter

    How To Create A Great Newsletter

    Newsletters are one example of email marketing, which is just a small segment of a digital marketing strategy. 

    Unlike transactional email marketing (an email that is triggered when a user performs a calculated action), newsletters have (or should have) a regular cadence and should be sent to only certain segments of your overall email list. Newsletter marketing is intended to build a relationship between your brand and the lead or customer you’re targeting. 

    Newsletters can contain all sorts of content, from company announcements to information about product launches. However, the ultimate goal of a newsletter is to build relationships, drive traffic to your website, roll out a new product or service, or generate or qualify leads. And you want to compel your readers to take some sort of action that benefits your brand or business. 

    We’ve outlined a few tips on what makes a great newsletter and why you should send one. Keep in mind that newsletter marketing is serious business, so if you don’t have the resources to support it, consider working with a marketing agency to help you. 

    In the meantime, here are a few tips to creating a newsletter with purpose that we believe your readers will enjoy. We’ve also added some Root and Roam tips for you to try. Read on!

    Bring Value To Your Readers


    If you’re considering creating a newsletter or want to revamp the newsletter you already have, consider these questions:


    Why do I need a newsletter?


    How do we measure our success?


    Are we providing content the reader wants?


    Do we have the resources to support the creation, distribution, and analysis of a newsletter?


    Who are our readers? Do they even read newsletters?


    How will we promote our newsletter?

    Know your readers, and consider creating content they will be interested in, not just something to fill up their inbox. If you bring them real value, they will respond.

    Remember, we all get a lot of email, so take that into consideration when you’re creating your newsletter.

    Root and Roam Tip: Consider segmenting your newsletter email list and targeting content to that specific email group. Example: if you can identify your most loyal customers, consider a referral program and incentivize them to bring in new customers.



    Newsletters are usually part of your overall content strategy, which is part of your digital strategy. Each element within your digital marketing strategy should work holistically to achieve your business goals.

    After you’ve created your customer personas (that’s a different blog), ensure that your targeted customer wants to receive their information from a newsletter. This is important because demographic information dictates strategy, so leverage it when considering if your target audience responds well to newsletters. And include topics and themes that are tied to a bigger strategy, company goal, or objective.

    Root and Roam Tip: Put your most important content at the top of your newsletter. The top of your newsletter gets the most attention from your readers.



    There are dozens of newsletter platforms on the market, so it may be a challenge to choose the right one. We won’t get into details on which ones are our favorite, but here are just a few features you should look for if you’re considering distributing a newsletter.

    Keep it simple – Use a platform that allows you to drag and drop or create the newsletter easily. There are plenty of platforms out there that provide a very simple newsletter template allowing you to include your own color palette, branding, and content.

    Make sure it measures – Analytics are important. Make sure the newsletter platform you choose measures the effectiveness of each newsletter. Wondering what to measure? You’ll want to measure how engaged your audience was by looking at the “open rate.” This demonstrates how many people actually opened your newsletter. You’ll also want to look at the “click-through-rate” or CTR. This will show you how many people clicked through to your website or whatever platform you’re directing them to. Pay attention to your unsubscribe rate, too. If you see a high unsubscribe rate, consider creating a new newsletter strategy.

    Root and Roam Tip: The average open rate for a newsletter is 15-25%, and the average CTR is 2.5%. Consider setting two types of goals: benchmark level goals (meet the industry average) and “stretch goals,” exceeding the industry average.



    Your subject line may be the most important piece of content in your entire newsletter.

    According to Optinmonster, 47% of people open an email based solely on the subject line, while 76% of people will report the email as spam based on the subject line.

    And remember, people don’t just receive information on their desktop. Consider the right length of your subject line based on a mobile device.

    Finally, it’s okay to be playful with your subject line, so if you feel emojis project the sort of message you want, use them!

    Root and Roam Tip: As creative as you may want to get with your subject line, make sure it represents the content inside the newsletter.



    Let’s face it, we are consuming more and more data as technology makes it simpler for us to access it. No one wants to read pages and pages of information.

    You may have a lot to say, but don’t use your newsletter to tell it all. Your newsletter should focus on one or two main topics presented in engaging and fun ways. Too much content is a turn-off to your reader, and you could end up with a high open rate and a low click through rate.

    Think about keeping it light and succinct. Don’t go on and on about a subject. And leverage a storytelling format. People love good stories, so tell one when you’re creating your content.

    Root and Roam Tip: People love behind the scenes content. Consider showcasing how something is made or how business is conducted in your organization.



    Your email list is an asset to your business; it’s something you grow, nurture, and leverage when necessary. Think of it as a garden; you put a lot of work into tending to it, it grows and grows, but you still have to tend to it in order to get it to deliver the best bounty. Your email list works the same.

    Use an “opt-in” list only. Opting in to receive information from your business is vital to growing your list organically and important to your business’s reputation. There are single opt-in and double opt-in options. Double opt-in is a two-step process allowing the reader to agree twice to receiving information from your business. Although the double opt-in feature might reduce your email list, it is still the best way to ensure people really want communication from you.

    Aside from wanting to grow your email list the right way, it’s also the law. The laws are in place to deter people from receiving unwanted and unsolicited information and spam.

    Root and Roam Tip: Never purchase an email list. Not only could this negatively affect your brand, most newsletter platforms will freeze your account if you try uploading massive lists at one time.



    Your newsletter should have purpose and tie back strategically to your overall goals and objectives. This is where your CTA plays a role in your newsletter.

    The CTA should be prominently placed throughout your newsletter – meaning more than once – and be designed well for maximum visibility.

    Use text that is actionable and engaging when creating your CTA. If given the choice between “Click here for more information” or “Get your discount,” which one would be more enticing?

    Root and Roam Tip: Create a sense of urgency with your CTA. “Shop now – only 6 left” or “30% off today only” are great examples of CTAs that inspire you to act quickly!

    Check your newsletter across digital platforms


    Generation Z now makes up 27 percent of the entire US population. What does that mean to me, you may ask? Well, if you’re marketing products or services to this demographic, who grew up on mobile devices, you better ensure your newsletter looks great and functions properly on this platform. More and more people are using their mobile phones to get their information, so when creating your newsletter, be sure to check that it works across devices. Check all versions before you hit send: desktop, laptop, mobile device and tablet.

    Just one bad experience with your brand on any digital platform, and you may lose that customer forever.

    Root and Roam Tip: Be sure and send a “test” version of your newsletter to your colleagues and have them check it on all platforms. This will ensure your audience gets the best version of your newsletter.

    Promote your newsletter!


    It’s important to grow your email list, and you can only do this by promoting your awesome newsletter! Consider embedding a sign up form on your website and social media platforms. Encourage people to sign up, and perhaps tie a contest in with it.

    Website pop-up windows are a great way to get people to sign up, and if you couple that with a contest, giveaway, or discount code, your sign up rate will increase.

    Don’t be pushy. Let your audience feel like they are participating in something that will provide value to them.

    Root and Roam Tip: Include a “share” option within your newsletter so your reader can forward your newsletter on, share it across their social media platforms, and encourage their friends, family, and social community to be a part of your newsletter.

    Week 2: Building Trust

    Week 2: Building Trust



    Do you care about the people your actions affect? Of course you do! Actions are what show people who you are and what it is you’re made of. You can help people relate to you by showing people who you are. One thing social media is great at is connecting kindred and like minded individuals. You don’t have to make things up or try to be someone you’re not – matter of fact, you don’t want to be anything but genuine. Don’t worry about checking every box or appealing to every person. Worry about conveying what we talked about in the Week 1 section.



    Give people the opportunity to see what you’re about through what you make and what you do – and, if you’re passionate about something, that fact will show through. People want to see your passion, they want to see the insight you’ve gained from all of your experiences and how that goes into the things that you do. What you’ll provide someone is what people need to see the most. That doesn’t necessarily mean your products or services – oftentimes it’s the solution your product or service can provide someone. Remember that when you’re talking about what it is you do.



    Showing what happens behind closed doors gives people a side of you and your business they’d otherwise be unable to know. It’s also the side of you that just might be most capable of creating an empathetic relationship between you and your customers. We’re all people, we all have human tendencies, we all have idiosyncrasies – but in the fast paced corporatized, commercialized world that can all tend to get overlooked and forgotten. Your company is more than a product, more than a service. It’s something that people have invested their lives into, it’s something that people are passionate about. Passionate people imbue passion – passion creates passion. Don’t overlook the opportunity and the power of your people to create that in others.



    Your owned media is just that – any content or platforms your brand owns. If you have complete control over the media, you “own” it. Owned media is great because you control the entirety of the messaging and branding. The more places your brand can be found online, and the more engaged on these platforms your audience is, the better your website will rank on a search engine results page (SERP).

    Examples of your owned media include:












    Social media accounts

    Owned media allows your brand to shine. If you have a branding kit, make sure that you’re referring to it consistently to so your messaging, brand personality, color scheme, and fonts are all on-brand. It’s important to show consistency across all of your owned platforms to increase your brand awareness.

    Whether you’re working to develop all your owned media platforms or you’re continuing to grow them, now is the time to do an audit.  Make a list of all of the owned media your company has, and make sure that you’re utilizing them all to their fullest potential. This is a prime way to get seen by current and potential customers, so make sure you are putting your best foot forward and providing up-to-date and engaging for your audience. Create a plan to monitor and engage with your social media accounts. If you have a social media account you’re not currently using, consider whether or not you have the bandwidth to re-engage with this platform.

    Root and Roam Tip: There are many types of owned media, but you do not have to use them all. Focus on the owned media platforms that resonate with your audience.

    Earned Media


    Earned media is any mention your brand has earned through work of your own. You’ve heard before that “nothing good comes easy,” and your earned media is a prime example. Over time, your earned media grows exponentially. Putting in the hard work to develop customer relationships, loyalty, and provide excellent customer service pay off for you with earned media.

    Examples of earned media include:


    Blog posts about your product or service others have written


    Press mentions


    Online reviews


    Social mentions

    It may feel uncomfortable, but the fastest way to gain earned media is by asking. Check in with your most loyal customers and ask them to write a review on your Google My Business page, an online business review site, or even your social media platforms. You can do this in person or through an email.

    Root and Roam Tip: It may feel easier to ask a customer to leave a review in exchange for a discount or small token of appreciation. Resist this temptation. Doing so can inadvertently be considered to be bribery. Your company is great and your organic reviews will show this!

    Paid Media


    Your paid media is any content or brand mention you’ve paid to have. They may fall anywhere on the cost spectrum, from just a few dollars to the largest paid campaign that you could dream up.

    Example of Paid Media Include:


    Google search ads


    Streaming ads


    Google display ads


    Banner ads on a website


    Network display ads


    Paid articles or advertorials

    Your paid media is an important part of your overall marketing strategy because it expands your reach.  Paid media allows you to get your company seen by potential new customers. Targeting options allow for you to hand-select who your audience is, and there are multiple ways for you to do so. You can target your search and display paid media in many different ways, including geographic location, specific keywords or searches, demographics. You even have the option to do a retargeting ad to follow up with those who have already visited your website or Facebook page.

    Your paid media also includes any ad buys that you make on any online industry publication and streaming TV or radio ad.

    Root and Roam Tip: There are many places you can use paid media. The opportunities are endless. Start off simple with platforms that you know your current audience or target audience are utilizing, and do some A/B testing to see what resonates best and provides you the most conversions.

    How do I combine earned, owned, and paid media?


    As we talked about the differences between earned, owned, and paid media, you may be thinking “How do these all work together to give me a well-rounded digital marketing strategy?” The combinations of earned, owned, and paid media is the key. All types of media play a pivotal role in your SEO strategy but also in your overall brand strategy.

    Owned and Paid Media


    Some examples of owned and paid media combinations include:


    Sponsored social media advertising


    Boosted social media posts


    Influencer partnerships

    Owned and Earned


    Some examples of owned and earned media include:


    Testimonials on website


    “As seen on..” Sections of the website


    More branded searches for your business

    Owned and Paid



    Engagement on your owned media from influencers or social ads


    Website conversions through paid advertising efforts


    Increased web traffic on a dedicated landing page to capture leads through an ad

    Each option of the type of media you choose, if leveraged alone, can achieve a company goal. However, when combined with another type or better yet, when all three are utilized, you’ll see much better results regardless of if you’re targeting brand awareness, lead generation, lead nurturing, or transactional opportunities. Interested in learning more about how these three types of media can improve your business, get in touch with a marketing strategist at Root & Roam!