In the digital age, the greatest battle is the battle for attention. In a world of unlimited possibilities, how do you make customers choose (and stay loyal to) your brand?
While some companies struggle with this question, the fortunate few seem to have it all figured out and are able to get people to commit to their business again and again... and again.
Something these successful companies have in common is a familiar and recognizable brand.
Below, we list six easy ways to boost your brand, attract customer attention, and help improve your company’s success.
1. Harness the Power of Visuals
You know that saying “A picture is worth a thousand words”? Well, it has never been truer than it is today.
People have always been visual creatures, but in times characterized by information overflow, visuals attract customer attention far more effectively than a written piece does. This is entirely logical, as our brains process visuals up to 60,000 better than they process longer forms of text.
Statistically speaking, visual content is more shareable, memorable, and understandable than text is. Moreover, with social media platforms like Pinterest or Instagram in their prime, the focus on photography is growing stronger.
There are a couple of ways you can leverage the power of visuals to make your brand memorable and recognizable.
Color Your Story
Color psychology argues that colors can influence human perception and behavior. For example, pink is usually connected to femininity, red with passion and urgency, green with health and vitality, and so on.
When creating your brand, think of the message you want to convey, and choose colors that fit and help promote that message.
Also, consistency is a brand’s best friend, so when you find your color combination, stick to it until it becomes your brand’s signature.
Create Shareable Infographics
As we’ve already said, people are wired for visuals. So, the fact that infographics are shared far more often than articles comes as no surprise.
Their shareability makes them a great source for quality backlinks, and the perfect place to fit your logo.
When you are creating infographics, keep these three tips in mind to make your infographics as shareable as possible:
- Use readable font style and size
- Use colors that help you share your brand’s message
- Keep text short and sweet, and include only valuable information
2. Think Social
In a world where everyone with an internet connection has a profile on at least one social media platform, you would be missing out on quite a lot if you didn’t use social media to attract attention and increase brand recognition.
Identifying your target audience and segmenting your customer base is crucial for effective marketing. Social media ads allow you to specify the location and demographics of the audience you want to reach, so you can ensure that you don’t waste your money and efforts marketing to the wrong people.
Social media influencers are the celebs of the late 2010s. Food and travel bloggers, fashionistas and lifestyle vloggers have a network of millions of fans following their daily posts, mirroring their habits, adopting their tips and suggestions, and listening to what they have to say.
Many companies now use influencer marketing to share their brand’s story with a broader audience and influence and shape their potential customers’ opinions and behavior.
What’s interesting is that while influencer marketing has gained its popularity primarily in the B2C sector, a lot of B2B companies are not leveraging the benefits that influencer marketing can offer, mainly because they don’t really understand how influencers could help their business.
Let’s say you’re an enterprise software vendor. Does that mean that influencer marketing is out of the question for you?
Of course not. In fact, if you do it right, you can very much benefit from it. The key, however, is finding the right individuals to market and give testimonials for your products.
Going back to the enterprise software vendor example… If that’s your business, contacting a travel or a lifestyle blogger won’t be of much help. Collaborating with an independent consultant or an author in that niche, on the other hand, can help you position your company as an industry authority.
3. Build Your Unique Voice and Leverage Content Marketing
To cut through the noise, you have to put some effort into building a unique, compelling voice. This voice will show every time you write an email, a blog post, or create an ad, so it should clearly reflect your company’s personality.
Good content marketing will push you up the search engine results page. Other than finding a unique angle and optimizing your content for SEO, there are a couple of other things you could do to get your message across and build authority.
When it comes to guest posting, opinions differ. The reason lies in the fact that some time ago before Google’s algorithm changed, low-quality guest posts crowded the internet space. So right now, some users still consider guest posts as spam.
However, although blog posting has seemingly lost its popularity, the truth is that it remains a great way to connect to a broader audience and showcase your expertise.
Of course, to get the most out of it, you need to search for high-quality blogs to guest post to and make sure that you write well-researched content that brings value to the readers.
Get into Publishing
There is nothing that screams authority more than you or your brand’s name being on the cover of a publication.
Whether you publish a magazine or a book in which you share industry best practices, a publication will build your reputation and take your marketing to a whole nother level.
More specifically, publishing a book will help you:
- Build credibility. Publishing a book gives out the impression that you are an expert in your field and that you have some information to share.
- Position yourself as an authority. As an expert in your industry, you will get more interviews and opportunities for various speaking engagements.
- Get your name out there. You’ve surely heard of people throwing away business cards (or even done it yourself). But have you ever heard of someone throwing away a book? Probably not. So a book that contains your contact info and positions you as an expert in your industry can be much more powerful for networking than a business card is.
And finally, although publishing a book or a magazine is an investment - it can also be your passive income stream.
4. Give to Receive
What is one thing that your customers would never refuse?
Most customers make a purchase decision after they’ve had the chance to try out a sample of the product (which is why almost all software products come with a free trial period).
So, if you’re trying to sell a product to another business, you can create a so-called “freebie strategy”, which will ensure that you successfully move from the moment of sampling - to the actual sale.
When managing freebies, you have to keep in mind that just giving away stuff for free does not mean that the sale will happen. In fact, a lot of consumers will try to take as many free “gifts” as they can, without ever planning to buy. So, in order to protect your business, you need to create a freebie schedule which will ensure that you push your target customers all the way to the bottom of the funnel.
The first freebie you should give is something of great value, such as a demo of your product or a free trial. Then, you should continue with a series of free content: discount coupons, informative newsletters, how-tos and so on.
5. Consider Remarketing
As we mentioned above, not everyone who signs up for a free trial or agrees to try your product’s sample will end up buying from you.
Instead of focusing solely on finding new potential customers, look at your history – at those who already know you and were at one point in time on the verge of making a purchase, but didn’t for some reason.
Remarketing is a tactic that focuses on the audience that has “escaped” your funnel - and builds a new one aimed at getting them to finally convert.
Here are two things you can as part of a remarketing campaign:
- Create a new landing page. If your previous landing page did not make these customers convert the last time, it most likely won’t do it this time either.
- Create ads remarketing lists for search results. Remarketing List for Search Ads (RLSAs) will ensure that the ad of your page shows up on the top of the Search Engine Results Page (SERP) to your previous website visitors.
In other words, with remarketing you want to remind your past visitors of your existence, by showing up at the right place and time (just as they are looking for similar products or services on the web).
6. Don’t Underestimate the Good Old Email
With almost 5 billion users worldwide, email is the marketing channel that yields the highest ROI. It is also a great place to share compelling copy that not only delivers value but reinforces your brand’s voice as well.
With email automation, it is easy to streamline the email marketing process and to create segments in your subscriber list so you can deliver personalized information, increase your open rates, and maximize customer satisfaction.
Another thing to consider is to use emails to gather social proof and testimonials. People do not trust brands as much as they trust other people and their experiences. So, before making a purchasing decision, most people first read the reviews and testimonials of previous users.
Although influencers are great for reaching new audiences fast, everyone knows that they’ve been paid to market your product. Social proof, on the other hand, is free and genuine, which makes it invaluable for building brand awareness and boosting engagement.
Many B2B companies do not know how to approach building their brand image. Such is the case because more often than not when a company is selling to another company, various advertising opportunities seem off limits.
However, that’s far from true.
B2B companies can use the same tricks that B2C companies use to reach their target audience: influencers, sampling, content, emails, and so on. Of course, to succeed, you have to adapt the approach to fit your target audience.
So, the next time an idea to promote your product pops up in your mind, but you block it out since you feel that it can only work for B2C companies, think twice - you might be surprised by what you come up with.
About the AuthorMore Content by Danielle Canstello