Brand Marketing and The Power of the Sexy Threesome

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The future of brand marketing is unclear. At the same time this makes the future very exciting. It’s there for the taking! It’s evident though that you need to personalise and you need to differentiate.

It’s clear that new brand marketing methods and innovations need to put the customer at the heart of everything they do. This behaviour can’t just limit itself to marketing departments – it should be a company-wide trait.

Simple changes can have both log and short-term effects. Follow our 5 tips in each area to boost your chances of success.

In this article we’ll talk about how to improve your existing marketing efforts. Changes in 3 key areas can quickly help boost your brand and skyrocket your conversions and revenue creating opportunities. We’ll look at 3 strong assets within any business and how you can improve them.

The Brand Marketing Threesome

Brands are discovering and embracing the necessity of creating transparent experiences that in turn allow them to be discovered and trusted. Providing value before expecting transactions is key.

Companies and brands that achieve success with their messaging and delivery will be rewarded with loyal customers. The advantage of turning these acquired customers into long term advocates cannot be underestimated.

Studies have shown that once a person becomes ‘brand established’ it’s difficult for a direct competitor to prise them away. If an initial message is strong, personalised and intelligent enough to differentiate itself from the marketing noise then your company will grab the attention of that potential customer.

The customer journey then begins. Transforming that attention to intention is the next (big) step!

Customer Retention:

In order to gain a competitive advantage and increase your brand recognition, it’s important to break down every aspect of your ‘perfect customer.’ The more you know about them the better placed you’ll be to tell them about how you can help them.

Where is your Customer Now?

Every business should aim to attract, entertain (or inform) and retain a unique customer base.

A lot of companies make assumptions about where their ideal customer is. Often this is based on nothing more than expectancy, guesswork, generic behaviour and vanity metrics. Brand marketing needs to be aligned to attract and retain customers.

Then comes the inevitable all-out assault to bombard a platform with paid ads or post 3 times a day to a social media following that has little or no interest in your brand message.

A social ‘Follow’ or an email address in exchange for a PDF isn’t a key to a potential customers attention for the rest of time.

But is an opportunity to start to introduce your brand and subsequently provide value, solve problems and influence relationship.

It’s the start of the journey from attention to intention!

Let’s break down what you’ve got and then discuss what you need.

The Damaging Vanity of Vanity Metrics:

You might be able to present big numbers, but they mean nothing without conversion data to back them up.

  1. An email list of 10,000 with a high unsubscribe rate and a low open rate is not a valuable asset.
  2. A social media following of 50,000 with virtually no engagement is also pretty pointless
  3. Thousands of daily visitors to your website that quickly bounce or don’t take pre-defined steps along your customer journey or follow calls to action are essentially wasted visitors

After analysing why your existing inbound marketing tools and strategies don’t work you need to act on them. So, what are the problem you can work to fix?

  1. Perhaps your email marketing isn’t personal enough.
  2. Maybe you’re attempting to utilise the wrong social media platform.
  3. Your website is potentially built around your own expectations and not those of your customer.

All these 3 marketing assets for your business need to be positioned and delivered with both personalisation and differentiation at their core.

Simple and ‘basic’ changes can help. Ultimately your 1,2 3 can look like this…

  1. Your email list is purged to only include people who want your emails, who value your message and will potentially buy from you.
  2. Your social media followers will engage with your content and as a consequence will increase your brand reach, recognition and trust.
  3. Your website becomes 100% customer focused. It’s a brand portal that offers solutions, information, value and is focused on visitor intent.

Let’s look at some quick fix solutions and powerful methods to boost your marketing efforts:

Email Marketing:

“Your email message can’t be a one size fits all solution”
  • “Dear <name>” – whenever this happens in my inbox the message gets deleted straight away. If you’re going to use an automated mail system (and there are plenty of really good ones out there like Mail Chimp) then at least make sure you set it up correctly and test it before sending live messages!
  • If you have different ways to capture a potential customers email make sure the method of your capture is reflected in the emails you then send. For example, an email sent when a customer has purchased a product won’t have the same content or purpose as someone who is signing up for daily or weekly information email.
  • Separate your messaging strategy for new, existing and potential customers
  • Ideally you should build a funnel that has maybe 5 or 6 steps to it, depending on the product or service you sell.
  • Don’t sell with every email. Offer value, offer resources, offer solutions to problems without necessarily needing a transaction to occur.

The Social Media Cliché:

“You DO NOT have to be on all the social media platforms
out there”
  • Social media can be a priceless “free” marketing tool, but it’s not the answer for a lot of businesses. Don’t just do it because ‘everyone else does!’
  • Organic reach is fast declining so be aware that you may need to pay to play
  • Research the different platforms and decide which one (maximum 2) social media feeds will best suit your business.
  • Be active and engage. The ‘post and forget’ tactic WILL NOT WORK. How can you expect your followers to engage if you don’t do the same? Set a schedule for posting and also factor in time to respond and interact. ‘Social selling’ is becoming a buzzword, particularly on LinkedIn so take some time to think about the best tactics for you and your business. Building relationships will help boost your EAT rankings!
  • If you’re going to invest in paid ads ensure that you carefully laser target your audience to ensure that your ads are reaching the most appropriate people and potential customers.

Your 24/7 Marketing Website:

“Every single aspect of your website needs to have a
defined purpose”
  • A high quality and professional website will give a strong and trustworthy first impression to a potential customer
  • Ensure that your website is easy to navigate and the user can quickly access all the important pages and information
  • Use ‘Calls to Action’ to guide visitors along a sales or information gathering journey
  • Vanity pages are pointless. Make the website about your customers NOT about you!
  • Look at your data constantly, experiment and innovate sensibly and react to customer feedback pro-actively.

Every aspect of your brand marketing message needs to reinforce your brand. If you follow the tips and advice in this article then you’ll be well on the way to doing that.

Personalised, trustworthy, and value driven brand marketing will drive the businesses of the future. Make sure you’re one of them!

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