Over time, every market and industry will evolve and change. In order to maintain success, it is important for your brand to keep up with and accommodate to these developments. If your business has used the same branding for years, you will likely profit enormously from a brand refresh. While it may seem like a daunting task, the process will improve and build brand awareness and provide you with a competitive edge. Moreover, it focuses the mind and addresses branding elements that may have been overlooked for years. Would that be of benefit to your company?
The basic rules and governing principles of branding are swiftly changing and growing. Millennials, influencer marketing, social media, and thought-leadership are just a few of the numerous new elements that are forcing companies to approach branding differently. It has become very difficult to build and maintain customer trust and brand loyalty, and positive customer relationships are challenging. Companies are vigorously competing for your customer’s attention. In order to understand this, all you need to do is look at your smartphone, laptop, or tablet. There is a constant barrage of extremely focused and targeted advertising based on a person’s demographics, interests, and internet usage.
Branding, refreshing, and rebranding are essential and powerful functions that can create success or failure. While at first look each seems similar, there are significant differences. While they originate from the same discipline, the difference between a rebrand and a refresh can be described similarly to demolishing and rebuilding a building versus a simple remodeling project. Does that make sense? It comes down to understanding your needs and accurately diagnosing issues. Do you need to start over from scratch or just modernize and revamp your existing identity?
In a brand refresh, your company’s mission and philosophy are essentially right. The issue is your customers have just not perceived it in the completely right way or have stopped noticing you. The need is to find a way to better articulate your message with an updated and revamped strategy. Therefore, a brand refresh is best for companies and organizations is widely recognized, but needs improvement without losing their strong identity.
What haven’t we covered yet that is important to you? If you would like to talk about a brand refresh or other related topics, please contact us.
How to Create a Content Marketing Strategy
Creating a content marketing strategy requires both research and planning. Visit Midas Letter Stock News for updates on the market. You’ll also need to dig into your goals and customers before you can map out your strategy going forward. Here’s everything you should consider when developing your plan…
Define Your Goal(s)
What do you want to get out of your content marketing? Are you looking to generate leads or email opt-ins? Or do you want to sell products directly? Needless to say, clearly understanding where you want to be is essential to actually get there.
Content marketing is a means to achieving specific business goals – don’t forget that.
Figure Out Your Target Audience Personas
Once you know your goals, you need to dig into the actual people you want to target. Audience personas can help you do that. I’m not talking about blindly listing off demographics – audience personas dig deep into your target audience to discover:
- The problems they’re facing
- What they need
- What they’re interested in
- How they talk (and how they like to be spoken to)
Brainstorm Content That Interests Your Personas
Next, you need to come up with the actual content that will interest your personas. Here’s where I see so many websites going wrong.
Your content does not need to directly promote your product or service. Instead, your content needs to tie to your audience personas. It needs to be something that they are interested in. Once they’re on your site, you can slowly introduce them to your product or service.
For example, if you sell resort vacations, you don’t need to write blog posts like “How to choose a resort vacation provider”. Instead, you can create content like “Top 7 Most Beautiful Island Resorts”. Those who are interested in island resorts may well be interested in a vacation provider sometime down the road.
Consider the Buyer’s Journey
If you’re developing a content marketing strategy for a business, your target readers are probably going through a predictable voyage called the buyer’s journey. To better sell your product, you’ll want to consider the different stages buyers go through:
- Awareness – your potential buyer recognizes they have a problem that needs to be solved…they just don’t know the solution yet.
- Consideration – your potential buyer researches all of the possible solutions to their problem.
- Decision – your potential buyer hopefully becomes your actual buyer when they make their decision.
Try to create content that hits buyers at all stages. That way, you’ll be able to move them through from consideration to decision.
Create Your Editorial Calendar
Once you’ve brainstormed content that reaches your target audience personas and adheres to the buyer’s journey, you need to create an actual roadmap for how you’ll distribute your content.
Your editorial calendar takes the guesswork out of publishing. Instead of wondering, “which blog post should I write this week?” you’ll have everything mapped out in advance.
At the end of this post, I’ll discuss some handy WordPress tools which can help you integrate your editorial calendar with WordPress.
Nail Down Your Promotion Strategy
Here’s the dirty little secret of content marketing:
Content’s success is only as good as its promotion.
You might have the best content out there, but if you’re not getting eyeballs on it, not many people will notice.
To avoid that issue, you need to develop a solid content promotion strategy that you can apply to every post. Document this strategy in detail so that you can be consistent.
For example, if you’re promoting a standard blog post, you might follow a strategy like:
- Share on social media accounts on the day of publishing
- Email people who were mentioned in the post
- Send a newsletter blast
- Share again on social media accounts two weeks after publishing
In the business world, let’s face it, competition is fierce. If you want to get a hold of the consumer and make a connection, you need to stand out. Yet, you don’t want to merely stand out just for the sake of standing out. You need an image that is consistent across all the platforms. What you really need is effective branding for your company. With a dynamite brand image, you connect with people and convert them to loyal customers. Here are 3 tips for effective branding.
Consistency is key
One key factor in making sure your branding is effective is having a consistent image across all platforms. Your customers must know that whether they look up your website, visit your place of business, or call you on the phone, they will have the same general impression about your company. Your image is stable and consistent. You decide what your image is or should be, but then make sure it doesn’t change.
Match tone with image
One aspect of branding can be defined as the tone of the company. Does the business have a casual, carefree “tone” or is it more upscale, classy, and dignified? Once you determine what the tone of the business is, make sure any images, logos, or color schemes and décor match this. In other words, if the tone is supposed to be upscale and classy, then you won’t want a website that has a bright cheery appearance. The tone and image do not match. Instead, you would want a sophisticated look with muted tones and script writing font.
Be concerned with the fine details
Don’t think that any detail can be overlooked when creating your brand image. The more carefully every detail matches with your branding image, the greater an impression it will make on others. The more people will remember it.
If you want to be sure your business gets the branding image that is sure to stand out, connect with Designs by Dave O. for more information!
Defining your brand is an important first step on the road to creating something memorable. This part of the process takes a lot of time and consideration because what you decide here will fuel all your future efforts.
One viable method of defining your brand is to sit back and ask yourself the following questions. Take your time to mull over each question, and feel free to involve your other team members so you can get additional input.
What purpose does my business serve?
This question is easily defined by naming your company’s niche. Your company might strive to provide eco-friendly cleaning products, or perhaps you assist customers in creating viable, effective marketing campaigns.
What are you trying to become the leading authority on?
This question is also straight-forward and will be directly tied to the purpose of your business. Do not think simply about what your company does, however. Think about what it does BEST. Are your cleaning products the only certified organic in your local area? Do you offer the only full range of marketing services?
What would you like to see your business accomplish, both short term and long term?
Think about the reason you initially began your business, outside of profits. What was the passion or drive behind it and where do you want that to take you? Look beyond the potential to make a profit. You may have dreamed of making your contribution in helping the environment or providing businesses with the highest quality of marketing with a unique spin only you can provide.
What do you want customers to associate with your company?
If you could choose just one or two things for your customers to say after purchasing one of your products or utilizing one of your services, what would it be? Although this could pertain to the offering itself, it does not have to. They could walk away bragging about the superb customer service, or the incredibly fast shipping.
The answers to these questions will provide you with a rough draft of your brand. It will provide the map of who your company is, what it stands for, and why customers will want to do business there. For more information on branding your company or to get a consultation for professional branding services to contact us today.
Okay, so you have your business, you have your products, your services, your marketing materials and your website, but do you have an online reputation? An online reputation is very important to have these days. People are going to talk about your business and whether they talk positively or negatively will greatly influence the success of your business. If you do not have an online reputation, here is a short but very pertinent list of some reasons why you NEED one and why/how to manage it.
4 Reasons Why You Need Reputation Management:
1. Think of the internet as word of mouth but on steroids. If you get a bad review, people will know about it. People are going to talk about your business and you are going to want to know what they are saying so you can either address their concerns or thank them for their brand loyalty.
2. If people are new to your business, they are going to search for you online and read all sorts of things. They are going to look at your website, social media and reviews and that is where all your reputation comes from.
3. If you do get a bad review, the way you handle it would be showcased to the rest of the online world. If your response to the negative review is positive and helpful, you will still end up looking like the good guys, thus keeping your reputation in tact.
4. More people see your online presence more than they see print ads and other promotional material. Managing your online reputation is important just because of the amount of traffic the internet gets.
Remember, everything you do online could be seen 24/7 by a great amount of people. Make sure to make your business look good, be honest and take care of your customers and clients both old and new.
For more information on online reputation management contact us
Search engine optimization can seem like a complex topic. Its many variables, from on-page optimization to responsive design, can quickly become overwhelming. But ultimately, it’s important to remember that SEO boils down to a simple concept: if you can create relevant content for the words and phrases your audience wants to see, your website will rank highly on search engines like Google and Bing.
Considering that simple underlying concept makes it clear just how important keyword research is to your SEO efforts. Every strategy has to begin with finding the words and phrases that your audience actually searches for. If you can find these phrases, you’re on your way to successful search engine optimization and high rankings.
Understanding SEO “Keywords”
If you’re not familiar with SEO, the term keyword can be misleading. It does not describe a single word; in fact, a keyword can be as long as an entire sentence. Keywords that are longer than one or two words are generally referred to as long-tail keywords.
In essence, an SEO keyword is the word or phrase that your audience types into a search bar. They may, for example, search for “best software to stream music” or “fashion outlet like risque bikinis in [city]”. Both of these examples are what digital marketers refer to as Keywords.
Finding the Right Keywords For Your Audience
Naturally, there are an infinite number of potential keywords you might want to rank for. But you cannot build a search engine optimization strategy without putting some focus to your efforts first, which is where keyword research comes into play.
It starts with a guess. What do you think members of your target audience would search for when looking for a service like yours? Once you have come up with a few potential phrases, plug them into a keyword research tool to evaluate their potential success.
SEMRush has compiled a list of some of the most common keyword research tools. They typically give you three key data points:
- Search volume, or the number of people that search for this specific keyword in a given time.
- Competitiveness, describing just how difficult it would be to rank highly for this keyword given the other available search results.
- Alternatives, showing you other, similar keywords that may perform better for your purposes.
Picking the right keywords for your website and business ultimately comes down to finding the right balance between the first two datapoint. You need to find words or phrases with a relatively high monthly search volume, but a difficulty level around 60 or less. Using the alternative options as well, try to nail down about 10 keywords that are both relevant your business and fit that criteria.
Tracking Your Success Over Time
Once you find the keywords with the highest chance of success, it’s time to build your SEO strategy. Of course, predictions are not always accurate, so it’s crucial to evaluate just how successful your keyword research actually was over time.
That evaluation can be as simple as typing in the keyword(s) in question into Google, and seeing where you rank. But of course, you can also be more strategic.
Google Analytics, for example, allows you to determine just how many visitors you got from specific search keywords. If the keywords you had researched don’t show up on that report, it may be time to go through the process again and find new keywords to rank for.
Keyword research is not the only component of a successful search engine optimization strategy. At the same time, it’s the crucial first step you need to take before any of your other efforts can be successful.
Through the variety of tips and tools mentioned above, you can get started in your keyword research and building an effective SEO strategy. And if you need help in the process, we’re here for you. Contact us to learn about our services and let us help you improve your website for optimal search rankings.