- Include one or two links to your blog posts when you send emails. This can amplify your traffic, leads, and sales.
- Maintain a presence on YouTube. This social media site drives the most engaged traffic of all social media sites.
- Advertise. Build your brand through your social media channels and provide a link back to your website.
- Interview thought leaders in your industry. Put the interviews on your website to drive traffic to it and enhance your credibility. Additionally, you’ll expand your reach when your interviewee shares the content on his/her channels.
- Engage in email marketing. Ideally, the subject line should not contain more than 50 characters. Further, emails with local references in the subject line tend to be opened more than ones with general references.
According to Seth Godin, the godfather of modern marketing, ‘A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.’ That’s a pretty powerful and accurate statement.
So, How do You go About Branding Your Business Then? Here are Five Short Tips:
- After you’ve researched the desires, needs, habits etc. of your customers and potential customers, write your brand messaging. Determine the values you want to convey about your products or services.
- Integrate your brand. Incorporate it into every facet of your business – the way you answer your phone, the content of your email signature, your social media posts etc.
- Develop long-term relationships with your customers. Build trust and meet or exceed their expectations.
- Create a clear and consistent ‘voice’ for your brand. Apply your ‘voice’ to all of your online and offline marketing materials. Your written content, photos, videos etc. should all echo your ‘voice’.
- Devise templates so that your branding will be consistent on all of your marketing materials. Use the same logo, colour scheme, writing style etc. to obtain the same look and feel throughout your messaging.
If you follow these tips, your customers and potential customers will be able to identify with your brand and what you stand for more readily. If your customers like what you stand for, promote your brand and essentially become brand ambassadors, you’ll be able to retire to Bali sooner than you think!
Agile marketing is no longer a ‘nice to have’ but a necessity for your marketing mix. It is crucial for businesses to increase market response time in order to respond well to market changes.
Be adaptive, add value, delight consumers and thus make a profit as a result. While you must focus on continuous innovation to remain relevant, it should not be done randomly and haphazardly. Agile changes should reinforce your management values, objectives and practices while the technology drives consumer benefits. Shifts in technology, competition and consumer preferences will always take place so businesses must remain grounded as innovation occurs in its products and services.
With agile marketing you will get faster feedback in real time on how well or poorly your product or service is doing in the marketplace. You can then assess the performance of your marketing activities and adjust according to the results you receive.
Marketing is taking place in such a fast, changing and fluid world that non-adopters will be left behind if they don’t adjust their strategies. Marketing opportunities can be fleeting and should be seized as often as possible. Platforms, markets, competition and so on can change practically overnight. Google, Facebook, Cloud Computing, Twitter etc. are constantly making updates and changes. Further, consumer expectations have increased and they expect companies to react swiftly across platforms and experiences. Companies can do this as needed by engaging with their audience on various platforms.
If a consumer tweets a complaint about your products or services you have to respond within 24 hours. Response time and flexibility are key. It’s not just your reputation that’s at stake but your whole company.
It’s also important to take hold of current opportunities and align and adjust accordingly before they disappear. You may not have the luxury of waiting until after the first quarter to act on something.
Sometimes you can’t plan out all of your marketing efforts one year in advance, you have to reach your audience in shorter and shorter periods of time.
By the time you launch one of your campaigns, the dilemma you’re trying to resolve could be long gone. You have to keep pace with current trends and resolve pain points in a faster period of time so you don’t miss out on opportunities.
Agile marketing can be a challenge as companies sometimes need to rely on developers and vendors to resolve consumer issues but it can be done nevertheless.
So, What Should You Do About It?
Create a one-page annual marketing plan with your most important themes and metrics. Afterwards, create a more detailed monthly plan. Your team should get together about three times per week to review your monthly plans and stay in the moment … be flexible and agile.
While it might be a good idea to double-down on marketing efforts that have proven to be effective in the past, don’t be afraid to try new things as well. Last quarter’s Adwords campaign may no longer be relevant. Test something new. Base your decisions for implementing something on actual tests and allocate resources accordingly.
Also, use collaboration and content-sharing tools to facilitate the agile marketing process and turn ideas into action. Pay close attention to what’s being worked on. Experiment quickly. Fail upwards fast (if necessary). Look at what’s succeeding and lookout for pitfalls. Shift and move accordingly.
Experiment, reflect, respond … do what it takes to embrace agile marketing. The future is now.
Your content marketing strategy will be your guiding light in the preparation and promotion of your content. The initial commitment to creating a content marketing strategy may seem time consuming but it will actually save you time in the long run.
What are you trying to Accomplish?
Your content should align with your content marketing strategy. For example, are you trying to:
- drive traffic back to your site
- expand brand awareness in key demographics
- direct prospects to a lead-generation form
Determine your goal and then produce appropriate content for your mission and broader business objectives. Produce content that fits your capabilities and resources as best as you can. As you grow, you’ll be able to incorporate other types of content if necessary. You’ll be able to drive business as long as your content is genuinely useful and relevant.
How will you Measure it?
Decide how you’d like to measure your goals. Will you measure the attainment of your goals by a dollar amount, percentage, traffic count etc.? After you have identified your goals, determine which metric(s) you will use to keep track of your progress. For example, some companies use Google Analytics to measure page traffic, Salesforce to track leads and sales, industry or business specific tracking platforms etc. Use the business appropriate tracking tool to measure your content marketing efforts.
One word of caution. Don’t suppress creativity by only focusing on how a piece of content will help you to realize an objective. Try to create great content and determine how you can relate it to your content marketing objectives. For example, explore appropriate publishing channels for creative yet goal enhancing content.
Who are your Customers and Where are they Hanging out?
Create a profile of your target customers and particular buyer personas. Find out as much as you can about your target audience. Social listening will help you to create content that will appeal to them. For example:
- What kinds of content does your target audience share?
- Where does the content they consume originate?
- Are they mainly hanging out on instagram, twitter, facebook, blogs etc.?
- Can you best find them through search or passive advertising channels etc.?
Use your content to help your audience attain their goals, remove their pain points, make something convenient for them to buy or experience, give them an edge, access, status etc.
How to Drive Traffic back to your Platforms
Now that you’ve created helpful content that will appeal to targeted buyer personas, you can publish the content in the form of a blog, social media ads, email newsletters etc.
Expand Brand Awareness in Key Demographics
Your content should reveal your industry and business expertise to a wide audience, not just prospects or customers. You may want to use the following to accomplish your objective: success stories or case studies, blogs, how-to-videos etc.
Direct Prospects to a Lead-Generation Form
Offer incentives. These incentives may be in the form of contests, guides, webinars etc.
If you follow through with these activities, you’ll be able to integrate your content marketing strategy with your business goals and ultimately obtain greater exposure, leads and sales.