In business, your company lives and dies by its branding. Having a brand which people know and trust is often the difference between turning a profit or being forced to close your doors forever. That is why finding ways to promote and protect your company's brand is essential for every business owner. Unfortunately, the importance of a business' brand is often overlooked by the new entrepreneur. This short guide will walk you through four aspects of branding you need to know to run a successful business.
Nowadays, there are dozens of touchpoints with your customers—from your website to your social media presence to email to any physical locations or trade shows you attend. Your customers can reach your business any time in a variety of ways, but do they have a consistent experience when and wherever they reach out to you? This is the goal of an omnichannel strategy, which plenty of companies are adopting to provide a consistent cross-channel customer experience.
When Coca-Cola or McDonalds air an ad, they aren't introducing new customers to their product—everyone already knows that they exist. Instead, they are keying into the already present branding that exists inside of our cultural zeitgeist. Creating a brand—and anchoring that brand with positive emotions—leads directly to long-lasting success. Here's how it works—and how you can take advantage of it.
Have you ever called a customer support line and heard the computer-generated voice phrase: “I am capable of understanding complete sentences”? There’s a pretty good chance you have, and there’s also a pretty good chance that when you tried to relay the reason for your call to this artificial intelligence bot, it told you, “I’m sorry, I did not understand. Can you repeat that?”
For most of us marketers, November brings new light to our marketing planning. We dust off those spreadsheets and start planning those monthly and quarterly activities like a first grader seeing the first snowfall of the season. After all, those 2019 marketing, sales, and customer experience goals are just numbers on a piece of paper until there’s some good planning and strategy behind them.
Pew Research Center published findings earlier this year that—to no surprise—social media use among adults in the United States is rising. So in the never-ending quest for the most personalized user experience, it’s a no-brainer that companies should have social media accounts to connect with their customers. But what about paid advertising on social channels? Since social accounts are free for everyone, is it worthwhile to invest in paid social ads? If you’re looking to increase lead generation and target a highly specific audience, the answer is yes, it is more than worthwhile to invest in paid social ads. Social media ad managers have plenty of customizable options to get the right ad to the right audience at the right time.
You probably already know what SEO stands for, but when it comes to the real nuts and bolts of search engine optimization, does the technical jargon give you a headache? There’s a dozen new acronyms a day for a system that’s always changing—if you’re not an SEO expert, it’s hard to keep up. But, it’s still important to understand the basics when you’re creating website content. Domain authority is an SEO metric you can use (even when you’re not the team’s SEO specialist) to understand the overall quality of your website compared to your competitors.