Source: Marketing Eye Atlanta
Everyone in the professional world has email. For many companies, it’s their primary avenue of communication. Marketers have been using email marketing campaigns for years, pushing products, events, and anything else they want their audience to engage with. If the majority of people are checking their email every day (most are checking multiple times a day), why aren’t your campaigns working? While it might seem that email marketing as a whole just doesn’t work, but it might just be that your processes are out of date. Engaging with your audience is like a game of chess: it requires a lot of strategy and planning, as well as the flexibility to adapt your approach when things don’t work. Below, we have 5 email marketing practices that don’t work anymore.
Source: Marketing Eye Atlanta
In 2015 my marketing agency, PR 20/20, was struggling to create enough content at scale while maintaining quality, a challenge faced by many marketing organizations. At the same time, advancements in marketing AI (artificial intelligence) convinced me that machine-assisted content could be a possibility in the near future.
The big question I couldn’t get out of my mind was: Could my company automate and scale our content marketing activities using marketing AI to create greater value for our clients and efficiency for our business?
Building an authentic brand will set you apart from competitors. Your brand goes far beyond a unique name and logo; it is ultimately how you would like consumers to perceive your business. As Jeff Bezos said, “Branding is what people say about you when you’re not in the room.” Therefore, it is up to you to develop and upkeep a brand image that positively distinguishes your business from another.
Benefits of Branding
There are various benefits of having a well-developed brand. Strong branding can be the primary determining factor for a customer to choose your product over a competitor’s. Ongoing efforts to maintain a positive brand image will assist your business in many ways including:
- Formation of a brand identity: Creates a personality for your brand. Consumers will be able to associate your product/service with something more than just a name or logo.
- Improve brand awareness: Consumers will become more familiar with your name, logo, product and service.
- Improve brand recognition: Consumers will be able to recognise your brand based on cues such as the logo, a jingle or the experience itself.
- Builds credibility: As well as building awareness, a consistent brand image over time will consolidate the brand’s place in the market, thereby building credibility among consumers and competitors.
- Generates new customers: A good brand image resonates with its target market. Those that relate with the brand will tend to gravitate towards it and trial its offerings.
As an individual, your personality, your appearance and how you communicate, are the aspects forming your unique identity. This can be likened to businesses, for which the integration of similar components forms a brand’s identity. It is the way in which these components are managed, which will either positively or negatively shape your organisation’s image.
Steps to Build a Strong Brand:
- Define your target market:
To build brand recognition and brand awareness, your product or service must resonate with the consumer. Your branding strategy should be targeted toward your business’ target market. To develop your target market, divide a market into segments and focus your marketing efforts on the segment whose needs most closely match your offerings.
- Create a mission statement:
Once you have defined your target segment, develop a mission statement explaining the purpose of your business with this group in mind. This will clarify the goals and vision underpinning the key values of your business, thereby giving structure and direction to your business’ brand.
- Identify your business’ unique value proposition
Your brand must have a set of values or offerings that set it apart from competitors. These differentiating factors must be identified, since they make your brand unique from others. By highlighting these factors, consumers are made aware of the benefits they will receive when purchasing your offerings. Consequently, you will be able to build trust and loyalty within your consumers.
- Develop distinctive visuals
Your brand’s logo will be the face of your business. Ensure your logo is reflective of your brand’s values by mindful use of colours, typography and iconography. This is especially important since consumers will tend to associate the logo with the brand’s overall identity. These visuals must be consistent through all channels of your brand, such as websites, advertising, packaging and social media, since it will construct a more memorable and well-developed brand image.
- Find your brand voice
Remember I said the way in which individuals communicate has an impact on their unique identity? The same goes for brands. How brands communicate their message to their consumers is a major aspect of brand image. The voice of the brand should connect with the target market in mind since they will not pay attention otherwise. Different voices will appeal to different groups. Build this voice through your social media, e-mail updates and website, so consumers feel as though you are directly communicating with them.
- Integrate your brand throughout your business:
Now that the foundation of your brand is built, it is finally time to apply it in your operations. Through all functions of business, you must ensure your brand image is consistently incorporated. This in turn will consolidate and reinforce your brand’s identity in the mind of the consumer. Again, ensure coherency between your website, social media, packaging and advertising to build a well-developed brand that consumers cannot ignore.
Building a brand goes far beyond a fancy name and logo. It also relates to the human characteristics that brands characterise in the mind of the consumer. To build a strong brand, extensive research of your target market must be completed before learning how to communicate to them. For more information, please contact us here.
We receive meaningless and irrelevant information from companies all the time; most of it landing in our spam folders.
The truth is, traditional advertising methods are becoming less effective by the day. Rather than interrupting customers to get noticed, content marketing attracts customers to the business. Instead of pitching your products or services, you are creating relevant content to your target audience. In doing so, you are building trust and customer conversions.
Benefits of Content Marketing
By creating content that is relevant and valuable for the reader, you will develop a clearly defined audience. With the acquisition of this target group, you will be able to drive profitable consumer action through directed marketing and advertising strategy (which we will speak about soon). But first, let’s go over the benefits of content marketing:
- Cost savings: Awareness is built through the development of relevant and informative content rather than the implementation of costly traditional advertising mediums. Creating content is not a costly process, since distributing your content online can be completely free.
- Acquire better customers: Distributing relevant content can help businesses connect with customers who are best suited to the brand’s offerings. High-quality education will build trust and loyalty over time, as it will reflect your company’s ability to satisfy the needs of the consumer.
- SEO Optimization: The use of relevant keywords in your content will allow it to rank higher in search engine results. SEO demands content and posting consistent, relevant content to your website will inevitably optimize your search engine rankings.
Traditional Marketing and Content Marketing
It is important that you continue your traditional advertising strategy as well. In considering the buying process, we know it is made up of 4 steps; awareness, research, consideration and buying. Content marketing is great when it comes to the first 2 steps:
- Awareness: A customer may have an unsatisfied need and are searching the web for a solution to fulfil it. Your content will provide them with the information they are seeking.
- Research: Your content may inform these customers of a solution that they otherwise would not have considered. By educating them about your offering, they may consider your service as a potential purchase.
Traditional advertising can have an impact on the first two steps; however, it excels in the final 2 stages of the buying process:
- Consideration: The customer will begin comparing different products from competitors. It is up to advertising to build value in the mind of the consumer.
- Buy: The customer buys the product and receives post-purchase services.
Steps to Construct a Content Marketing Strategy
- Know your purpose: Start with a vision and then work toward a plan on how content will help you achieve that vision. Why are you creating the content and how will it provide value for your business?
- Define your audience: By clearly defining your target audience, you can develop content that is designed to appeal to them. Research what sites they frequent and what platforms they mostly utilise to get a better understanding of where you should distribute your content.
- Brainstorm ideas and create content: Provide content that resonates with your customers. Rather than promoting your brand, the purpose is to write content that benefits the reader. If you are struggling to develop ideas to create content about, research the topics that get the most engagement on other websites (especially likes and shares). While most content will stay relevant for lengthy periods, you should not disregard viral or timely topics. You can present your content in a variety of ways including:
- Publish content and monitor performance: With the aim of exposing your content to as much as your target audience as possible, it is imperative that you distribute it through as many suitable mediums as possible. Also, with a content calendar in place, you will ensure frequent and consistent content is posted to your website.
The Importance of Social Media with Content Marketing
Social media is pivotal in amplifying your brand’s reach. As you are attempting to distribute your content to the largest audience possible, you must consider posting your content through additional mediums. Research the primary platforms that your target market is most active on and begin delivering content through these mediums where you know a potential customer may be exposed to it. Sites such as Facebook, Twitter, LinkedIn and Pinterest are the main platforms that should be considered. However, your content may require repurposing to appeal to the audience of the platform in which it is shared.
Content marketing provides various benefits that traditional advertising strategies cannot obtain. It supports digital marketing channels through improving SEO and link generation, whilst attracting and retaining a clearly defined audience. The development of suitable and well-constructed content can drive profitable customer action and therefore should not be ignored.
Source: The Marketing Centre
Tried and tested best practice will make the best of whatever economic and political situation a business finds itself in, whether it’s the continued uncertainty around Britain’s future in the EU, the overheating and protectionist tendency of the US market, or the continuing rise of China and India.
In this guide, we’ll outline the marketing activities that will prepare your business for times of economic turmoil. Looking after your customers will ensure they don’t lose confidence in your business and brand. Focusing on your pricing strategy will make it more likely that you will keep them buying from you. Keeping firm control over your positioning, people and brand will help you stay ahead of marketplace challenges. Let’s get started.
Source: The Marketing Centre
With online marketing taking the world by storm, you might forget about the power still held in its offline alternative.
One of those is tradeshow marketing: presenting your company, product or service at industry events. But if you think tradeshows only deliver great returns for specific types of business, you might be wrong.
Tradeshows are a fantastic marketing tactic for any business to improve sales and build relationships.
What does your ideal day at work look like?
Does it involve constant emails and messages, digging through files just to find the right one, and worrying about missed deadlines…
…or is it filled with managing high-performing content and working with a happy marketing team?
If your current situation looks more like the first scenario, you’re missing a key ingredient: content governance. I know it doesn’t sound like a hot, interesting topic, but implementing it will transform the way you work.