The digital marketplace is much like any other, except that it’s a lot bigger and a lot busier. Real estate isn’t a problem, so more stalls are being set up every day, and it becomes increasingly hard to attract the attention of customers amid all the bustle and distraction. Which is why creating a strong online brand identity is key to any digital marketing strategy.
To continue with the bricks and mortar analogy, your website is the equivalent of your shop front- it should be a shopfront that will make people want to go inside. It should consistently represent the values and aesthetic of your business so you present a strong brand identity. Nobody should be in any doubt who they’re dealing with, or why you’re the best at what you do.
And like any other business, good customer service is vital. No matter how much amazing advertising you may do, in the modern world of instant reviews your customers have more power than ever to make or break an enterprise. If they go away happy, not only will they tell their friends, they may very well tell the Internet, and in the process thousands of others they don’t even know. If they go away unhappy… well, you can figure that out yourself. Just make sure they don’t!
Then you have to decide where to put your shop-front. Not literally, of course, but where it will sit in relation to other businesses. This is a dynamic process, as the digital marketplace is always changing, but can be accomplised by building associations between brands and subjects. In the same way that Amazon will offer you recommendations based on what you’ve previously bought, you need to watch what your customers are interested in and market yourself accordingly. This can be as simple as using hashtags on Twitter to piggy-back on relevant trending topics, or as complicated as conducting full-scale market research. Once you know what your customers are looking for and where they’re likely to be looking, you can place yourself so that they will either seek you out or stumble across you, see your beautiful storefront, and pop in for a browse!
We love this post from accountancy firm www.Bird-luckin.co.uk with some great tips for marketing a business. We offer support, consultancy or delivery on all of the below, call Steve for a no obligation Meetup or chat.
Our favourite and sure-fire winner is networking. We know not everyone is great at networking and certainly many don’t enjoy it so we offer a hand holding service which means we coach you through do’s and dont’s in realtime, so we attend an event with you and help you represent your organisation.
Whether it’s a conference, a coffee or a presentation we can be your right hand man and help get your business noticed. Contact Steve on 07723024865 or Steve@magnificentstuff.net
1) Attend as many free networking events as possible
If you take a look on sites like Meetup, Eventbrite, Facebook or in any free local business magazine, you will see that there are many free networking events for businesses like yourselves. These events tend to be well attended and are a great opportunity to meet like-minded business people. While you may not get work out of the first meeting, regular attendance will mean that you are remembered when an opportunity does arise. Just don’t forget your business cards!
2) Offer a consultation
If you are struggling to get people through the door, offering a free initial consultation can be a great hook to get people in to see you. Once there, it is up to you to demonstrate the reasons why they need you, but chances are that if they have already come in to see you, they have a problem you can solve.
3) Optimise your website
Websites are becoming the shop window for most businesses. It is important that your website gives off the right image but also that your customers can actually find it when looking for you. Make sure that you regularly add relevant content full of keywords appropriate to your services. When marketing a business Add your site to all the free online business directories and offer to write guest content for other sites, which include a link back to your own site. Search engine optimisation basics are easy to do in-house and there are plenty of business books out there to help.
4) Public Speaking
There are hundreds of business conferences taking place each year and they are always on the lookout for good public speakers to come and present or run workshops during the day. It is a great opportunity when marketing a business and skillset to a captive audience and really demonstrate your knowledge and expertise.
5) Run a free seminar
Running a free seminar or even webinar is a great way to demonstrate your knowledge to potential clients. You could partner with another local firm offering complimentary services or products to your own and run a joint event, which then gives you the opportunity to market yourselves to each other’s client bases. Publicise on Eventbrite, or get in touch with your local Chamber of Commerce who may also be able to promote the event to their members.
6) Brand yourself
It is important that you have a consistent brand image which conveys professionalism and attention to detail. Make sure that your business cards match your stationery, make sure your website matches your email footer and ultimately ensure that they all tie in together to form one brand identity. Don’t have your logo in different colours on different promotional items; ensure you have a corporate style that everyone in your company adheres to.
Blogs are a great way of showing the world you are an expert in your chosen field. They are also a great way of attracting people to your website, as they will show up in search engines and bring people looking for solutions to their problems, solutions that you provide.
I am not just talking getting out and meeting people face-to-face – although that is vital – social media is a great way of generating leads for your business. Post engaging content and encourage people to join in on discussions. Comment on other professionals posts with helpful advice relating to your product or services. But most importantly, make sure you post several times a week as this is shown to increase the confidence of potential clients in your ability and encourage them to pick you over your competitors.
9) Email newsletters
Email newsletters cost nothing to send, although we would recommend using a package such as Mailchimp to make them look professional. They are a great way to keep your clients up to date with new promotions, exciting news or press releases and they allow you to put a voice to your brand. You don’t have to write lots of content and a picture speaks a thousand words. Just be sure to include a catchy title to ensure people click to open your email. Statistics show the best days to send email newsletters are Tuesdays and Thursdays between 12 and 3pm.
So a customer has just purchased from you, do you follow this up with a call or email a few days later to make sure the customer is happy? And most importantly do you offer them an exclusive discount if they purchase a related product or service with you now? It is easier to sell to existing customers than it is to find new ones. Plus if they have just received your product or service and they are happy with it, now is a great time to offer them an incentive to buy more from you. You can even extend the offer to their friends and family and encourage them to refer you.
For accountancy support you can visit www.bird-luckin.co.uk but for more information on marketing a business contact
Steve on 07723024865 or on firstname.lastname@example.org
Do you know why a certain Brand is strong? Would you know how to make it stronger if you had too? Many factors influence a Brand’s strength of otherwise, if you can understand these it can only help in strengthening a weak Brand, or creating a new, vibrant Brand for the future.
Keller’s Brand Equity Model is also known as the Customer-Based Brand Equity (CBBE) Model. Kevin Lane Keller, a marketing professor at the Tuck School of Business at Dartmouth College, developed the model and published it in his widely used textbook, “Strategic Brand Management.”
To precis enormously there are four major points
1) Who are you?
2) What are you?
3) What about you?
4) What about you and me?
To precis even more, these four points can be summarised thus:-
1) Brand identity
2) Brand meaning
3) Brand responses
4) Brand relationships
Within these four summaries are six building blocks that further help with brand development. These being salience, performance, imagery, judgments, feelings, and resonance.
The link above is vital to anyone keen to understand the importance of Brand awareness in advertising.
It costs 6-7 times more to acquire a new customer than to retain an existing one – Bain & Co.
On average, a company loses between 10% – 30% of its customers every year – McKinsey
The probability of selling to an existing customer is 60 – 70%. The probability of selling to a new prospect is 5-20% – Marketing Metrics
A dissatisfied customer will tell between 9-1 5 people about their experience. Around 13% of dissatisfied customers tell more than 20 people – White House Office of Consumer Affairs