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Posts Tagged ‘Branding’

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Cyber Monday and SEO: The Pumpkin Pie and Ice Cream of Online Shopping

December 23rd, 2011 ::

By Joseph Baker

Pumpkin pie is generally a special holiday treat. The pie on its own is pretty good, maybe even great, but to really stand out as a stellar treat, something more needs to be added to the mix. Enter vanilla ice cream. The combination of the two is unstoppable. Websites offering holiday shopping deals and search engine optimization (SEO) have a similar relationship—with SEO being the “ice cream” that makes some websites stand out.

Cyber Monday, the most popular online shopping day of the year, may be over, but there is still profit to be had in the online shopping arena. With this year’s Cyber Monday sales up 26 percent over last year, according to USA Today, there is clearly plenty of interest in online shopping. How can your retail website stand out from the crowd? With SEO.

Search engines are the road maps of the Internet; if a site doesn’t show up prominently on them, most people won’t know they exist. SEO helps raise sites in search results and engages site current visitors while positioning them directly into your company’s conversion funnel. What are the keys to SEO?

First is branding. If your company’s website is the pie, branding is the scent that wafts through the kitchen, letting people know exactly what kind of pie it is without being overly aggressive. Building your company’s brand should be your foremost concern. Consumers become attached to brands, engendering loyalty and respect. If your company doesn’t display a coherent brand identity throughout its interactions with consumers, many will be confused or frustrated due to an inability to quickly perceive exactly what your business is all about.

Whether your marketing approach includes email newsletters, blog or printable coupons, all of it should offer a single, cohesive brand experience, including logos, color schemes, layouts and voice. Providing a unified experience cements your company in a consumer’s mind, making them more likely to recognize–and therefore purchase from–your business in the future.

But to stand out from the crowd, you need more than a unified branding experience. The second component of success is a blog. Blogs provide a place to establish yourself as a leader in your field, someone who knows what they’re talking about and wants to freely share their knowledge and expertise. Furthermore, it gives you a place to provide deep, rich content, the kind that search engines like Google love. If your content is good enough and you build a following, you’ll be linked by other websites, increasing your site’s overall standing with search engines. Though it’s too late in the season to start a blog and fill it with enough content to provide much benefit this year, a blog is something that will aid you and your business year round.

Last, but not least, your business should use branded keywords to spread knowledge of your products and services. Branded keywords are, essentially, including a brand name in a keyword phrase. Generally you’ll include your own brand, though if you sell name-brand products, you’ll also want to include those. Keyword branding can make a major difference in search engine referrals. Targeting specific brands with keywords will show the major search engines that your company has a legitimate connection with the brands, helping your site gain credibility and start climbing in rankings. Make branded keywords even more useful by creating a business blog, then using those branded keywords within a blog that informs readers and directs them to the products or services they desire. This not only provides value to readers but also creates the deep content that Google now looks for.

Every online retailer needs to use some form of SEO to ensure they’re featured prominently in search results. This goes double for the holiday shopping season. With the basic SEO tweaks described above, any online retailer can target special events, thus ensuring the maximum return on their investment.

Joseph Baker has worked in the business world for over 15 years, specifically in management.  He has led development and management teams, and implemented budget reductions both professionally and as an independent contractor.  In his many years of experience within the business world, from acclimating corporate America to social marketing trends to developing marketing/management strategies for small business.  In addition, he has led strategic planning and systems of implementation for nine organizations, both public and private, and worked extensively with small businesses. Visit his blog at www.professionalintern.com.

Image by Flickr user The Culinary Geek (Creative Commons)

 

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Posted in Branding, Marketing, Search Marketing, Small Business, small business | 1 Comment »

Sharpen and Polish Your Brand in 2012 #12SMBTips

December 21st, 2011 ::
This entry is part 7 of 12 in the series 12 Ways to Makeover Your Business in 2012

 

Jay Ehret, Dean of Marketing Know-How, The Marketing Spot (@jayehret)

 

What should your top marketing priority be in 2012? Distinguishing your brand. In a sea of businesses with the same offerings and services, a powerful brand will help cut through the clutter. Jay Ehret, the Dean of Marketing Know-How at The Marketing Spot, gives his tips for sharpening and polishing your brand in 2012.

 About Jay Ehret: Jay serves as Dean of Marketing Know-How at The Marketing Spot, a marketing education and resource center for entrepreneurs and small business owners. He celebrates the entrepreneurial spirit at The Marketing Spot and it is his mission to give power to local small business owners through knowledge of the great business equalizer: Marketing. For more from The Marketing Spot, check out the blog and learning resources.

Special Offer from Network Solutions: Ring in the New Year for your small business with a new domain name. This month only, purchase a domain name for $1.99, the lowest price of the year. This offer expires December 31. Visit this special offer site to redeem. Terms, conditions and limitations to this offer apply. Happy Holidays!

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Email Marketing Is Not Dead, Part 2: Building a List

November 8th, 2011 ::
This entry is part 1 of 6 in the series email marketing

Email Marketing Part 2

Even in this social media-crazy world we live in, email is still relevant.  There is one big reason: Email is really the only way to get in front of your current and prospective clients on a regular basis.

No matter how much you and your audience use social media, your messages on those platforms can easily get lost.  Will they see your tweet, read their status update in their Facebook news feed, or get your latest blog post in whatever eReader program they use to keep their reading organized?  The great thing about an email boils down to this: Your prospects and custoemrs will have to at least glance at the subject line before deciding whether to read or delete it.

In this three-part series on email marketing, we are looking at putting together a strategy (that was part 1) and creating content (part 3) that will engage your target market.  In this post, we are looking at how to build a list.  Some of the information in this series is courtesy of the HubSpot eBook 7 Steps to Jump Start Your Email Marketing Strategy.

Here are three tips on building your list, and one on maintaining it:

Do Not Buy a List

I have always strongly cautioned my clients against buying lists.  You don’t know how the information is collected or even how good it is til you send your first few emails.  But worse, the people on the list have not opted in to receive your messages, and you could be viewed as an annoyance, or worse, a spammer, thus sullying your brand’s reputation.

Pull Leads from Directories

It is OK to pull leads from lead directories like LinkedIn, JigSaw, Lead411 and others.  Put together a short email to send to these people, including a friendly introduction and an invite to join your enewsletter list, a link to a white paper, guide, tips and tricks list, eBook or other valuable content.  Be sure to stress how your company, products, and services can benefit them.

Collect Business Cards

Wherever you are, collect contact information – and the easiest way to do this is via business cards.  You could be at a conference, tradeshow, networking event, industry event or association event.  If someone gives you their business card, it is OK to add them to your contact list; if they wanted nothing to do with you, they would not give you their business card in the first place.

Choose a CRM App

To keep your list organized, choose a customer relationship management (CRM) application that fits your needs. There are a lot of options out there: Batchbook, Xobni, Zoho, Gist.  Play around with them to see which works best for you.

Segmented lists are super helpful, because all of your contacts do not need to get all of your messages – current and prospective clients have different needs, as well as those in different geographic areas, industries, with different business sizes, etc.

Keep your list as clean and updated as possible.  When someone changes titles or companies, note that.  When someone unsubscribes, remove them from your CRM.  When someone becomes a client, note that.

Next up in this series: Creating Content.

Image courtesy of creative design agency Arrae

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Posted in Email Marketing, Marketing | 9 Comments »

Email Marketing is Not Dead, Part 1: Putting Together a Strategy

November 3rd, 2011 ::
This entry is part 2 of 6 in the series email marketing

Email Marketing Part 1

Email is still a great way to keep in touch with your current and prospective clients – in fact, it is probably the best way to stay top of mind.  No matter how social media-savvy your customers might be, email is really the only way to get in front of them on a regular basis.

Think about it: Will they see your tweet, one among probably hundreds they get every day?  Will your status update show up in their Facebook news feed?  Will they have time to read your latest blog post that comes through on their RSS feed?

With an email, they will have to at least glance at the subject line before deciding whether to read now, read later, save or delete.  HubSpot published an eBook earlier this year called 7 Steps to Jump Start Your Email Marketing Strategy.  They had some great information in there that I have used – as well as some information that was new to me.

In this three-part series on email marketing, we’ll take a look at building a list and creating content that will engage your target market – and keep them hungry for more.  In part 1, we’ll start with strategy, including defining your goals and the different types of emails you should use.

Define your goals

As with any marketing program, you need to define where you are going before you even start down the road.  Right now, I am working with a new client on putting together an email marketing campaign that will deliver results – and that is where you need to start too.

What results are you looking for?  In other words, what are your goals?  They could include, more leads, being a go-to source of industry information, enhancing your reputation, and/or more sales.

Choose a mix of messages

Keep it interesting by mixing up the types of messages you send out to your list. Here are some to choose from:

  • Product announcement – stress the benefits, not the features, of a new product or service you are offering.  Link to a white paper that demonstrates the need for your new product or service, or a free demo on your website.
  • eNewsletter – Establish yourself as a thought leader in your industry with informative articles that your target audience can use.  It need not be long, just interesting, and it needs to be delivered on a consistent basis – your audience will end up expecting it.  Be sure to include social media sharing icons, too, so they can spread the love.
  • Incentives – These emails seek to do one thing: boost sales.  They can include coupons, special offers, sneak peeks at new products/services with special preview pricing, etc.  Use discounts sparingly to avoid cheapening your brand.
  • Event invites – These are short and straightforward and can be used when exhibiting at a trade show, attending a conference, hosting a webinar, or speaking somewhere.  Include the benefit to them of RSVPing.

Next up in this series: Building a List.

Image courtesy of creative design agency Arrae

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3 Tips on Creating Effective Infographics

November 1st, 2011 ::

Infographics

Infographics are a great way to not only quickly explain a complicated idea or huge amount of information, but also grab your readers’ attention and engage them in a topic that might be dry or overly complex.

Easier said than done.  An effective infographic must be created with a purpose in mind.  You don’t want to end up with just a pretty picture – it really needs to help explain the information you are presenting. An infographic that is both engaging and useful combines visual interest, theme, detail, meaning and action—all in a single glance.

Use the following three tips to ensure that your infographics pop.

1. Make it fit.

You could squeeze an entire year’s worth of information into an infographic, but if you don’t take the time to fit the color and theme into your already-established company graphics, it might be a wasted effort.

Incorporate the colors and design you use in your branding – from your company logo to your website – as well as the typography and font. Taking time to give the function a little form will give your infographic an engaging and cumulative effect that adds to your presentation and enhances your brand.

2. Don’t rely on images.

In a well-designed infographic, an effective and modern image is almost a given. But if you stop there and fail to deliver detail and meaning to your image, the results will be less than stellar. The reason images are so powerful – and need a lot of attention in an infographic – is because they convey layers of meaning in an instant.

In an infographic, though, you are including a numerical quality with the visual, so make sure you choose information that is meaningful and relevant to your company and its goals.

3. Plan for action.

The worst thing an infographic can do is simply be a colorful repeat of information that can be easily accessed elsewhere. Give it a purpose by making sure your infographic will inspire action – does it teach something to the viewer? Does it compare data? Reveal new information?

By covering your bases with these three approaches, you will create an infographic that is informative, engaging, and visually appealing – all characteristics of a dream product. Distribute your infographic on your social networks, and your brand, audience and sales funnel will thank you!

Image courtesy of creative design agency Arrae

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Posted in Branding, Marketing | 1 Comment »

B2B Social Media Beats B2C: Let Us Count the Ways

August 22nd, 2011 ::

Twitter bird chirping

I’ve written about the differences between B2B and B2C companies before, so I decided to do a little more research into how they’re different when it comes to social media marketing. From what I can tell, B2B companies have the edge over B2C’s when it comes to effectively reaching customers through social media.

1.  You can bet on it

Because B2B product lines change less frequently, you can bet that the social media content you’re producing today will be around a lot longer. The longer shelf life of B2B products means your marketing efforts will continue to create value longer, making them more effective and less expensive than their B2C counterparts.

B2B social media marketing is more reliable in another way, too. In general, fewer people are talking about B2B companies online than B2C’s, so you have more control over what is being said about your brand. It follows that B2B’s generate less negativity online as well, so you have less negative content to handle. Sure, buzz is great, but only if it is enhancing the value of your brand, rather than keeping you running in circles trying to put the lid on any negative vibes.

2.  You can’t beat the relationships

While B2C relationships are rife with impulsive or emotional buying decisions, B2B purchasing decisions are more relationship-driven. Businesses tend to interact directly with customers many times to educate prospects about their products and services. They can engage prospects throughout the entire sales cycle and can continue after a sale is finalized, through support, upgrades and continuing education.

The B2B buying process usually involves multiple colleagues and is reliant on recommendations, so it evolves over time, helping to solidify relationships. This emphasis on building relationships suits social media to a tee.

3.  The community is smaller and tighter

The B2B market is a smaller, more focused market, compared to the B2C. As a result, you can use social media to connect with prospects and start building relationships faster and easier. B2B buyers also tend to rely on recommendations and feedback from this smaller community. You can use social media to generate product feedback, helping to influence purchasing decisions.

B2B social media practices also create an opportunity for you to demonstrate your business value. Show the community you are reliable, responsive, and knowledgeable, and watch your sales grow!

In your experience, does B2B or B2C social media win? How have you found them to be different?

Image by Flickr user ivanpw (Creative Commons)

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Posted in Marketing, Social Media | No Comments »

How to Build Your Personal Brand Online

July 28th, 2011 ::

As a small business owner, I’m always looking for ways to build my brand online. I’m active on Twitter, Facebook, and LinkedIn, but I decided to explore taking branding further and really connect to potential clients and professionals in my industry.

While doing some research online, I came across a video of Michael Stelzner interviewing Mari Smith on how she leverages her personality to strengthen her brand online.

First, a quick intro to the difference between the terms “brand” and “branding.”  Your brand is the experience you want your audience to have when they come in contact with you, while branding is everything you do to get your brand out there.

Here are a few key points from the interview that stood out for me:

The Power of “Brand You”

Personal branding involves using the persona associated with your name to power your brand equity. Social media has amplified our ability to build brand equity by giving us the opportunity to connect with anyone, anywhere. As we join online conversations and communities, we begin to notice that our names become associated with expertise.

Even if you work at a large company, you can still create a personal brand. The best thing about brand equity is that it’s portable – you can take it with you if you ever decide to leave a job and start your own business.

Why Personal Branding Is a Must

According to Mari Smith, personal branding is the way of the future. Many professional relationships today are forged and nurtured online via social media, so it’s the perfect place to let your clients, customers, and peers get to know the real you.

If you need another reason to build an online presence, Smith predicts that those with the most Twitter followers, Facebook friends, etc., will earn the big bucks in the future.

Establishing Your Brand Online

To build Brand You, you should use your name as your Twitter handle and Facebook URL. If your name is already taken, just add a middle initial or an underscore.

Smith recommends making your name your domain for your Facebook fan page rather than for your personal Facebook profile page. If you’ve already used your name for your personal page, Facebook gives you one opportunity to change it. Simply click Account–Username–Change, and move your name over to your fan page.

Whether you’re self-employed or work for a large company, leveraging your brand equity can help you network, attract clients, and get the most out of your professional life. What personality traits or areas of expertise will you use to build your personal brand?

Image by Flickr user Jerry Kirkhart (Creative Commons)

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Getting Your Social Media Strategy Right as Your Company Grows

June 20th, 2011 ::

BullseyeIf your social media strategy is working fairly well, awesome. You are listening to your target audience online, jumping into conversations, answering questions and resolving issues, and publishing useful content they comment on and share.

But as your company grows, your strategy needs to be refined a bit for a basic reason: governance.  Another way to put it is you need to keep everyone who is involved in your social media strategy organized so your messages don’t get muddled.

Choose Brand Advocates

The first thing you need to figure out is who the right people are to advocate for your brand online.  Before you say, “Our marketing people,” stop!  Wrong answer.

This might surprise you, but your ideal brand advocates are actually your employees who are producing whatever it is you make.  It could be your product managers or engineers, all of whom are doing the work and have a much deeper understanding of what you do.  Your customer support people are also ideal, as they are trained to tackle tricky questions with aplomb.

Unless your target audience is C-level executives, the members of your management team are your worst brand advocates.  People trust other people like them, so always choose hands-on employees over “suits.”

Take Action on Insights

We’ve already established that you pay attention to what people are talking about online. You analyze all of this data, but do you use it?  Very few companies actually take action on these insights, which are such a rich source of ideas that it is a shame to waste them.

Who knows what you could uncover: an idea for a new product or feature, a service or initiative that is in short supply, valuable info on your competition.  Make sure someone in your company analyzes all of this intel on a regular basis so you don’t miss the boat on a great opportunity.

Messaging

If you have multiple Facebook pages or Twitter accounts, you cannot be posting the same messages across all these platforms.  It’ll look super spammy, lazy and disorganized.  You need to know who your audience is on each account and push out content, information and resources that they want and/or need.

Make sure whoever oversees each account is the right person for the job.  If you have a Facebook page dedicated to your top-selling product, make sure the product manager is, at the very least, involved in putting together the editorial content that goes out on that channel.

***

Have I missed anything?  How have you changed your social media strategy as your company has grown?  Leave a comment below!

Image courtesy Flickr user Jake Sutton (Creative Commons)

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How to Tap into Customer Emotions for Business Success

June 6th, 2011 ::

I ran across an audio interview I had saved a few months ago that was incredibly interesting. Kim Albee, president of Genoo, interviewed author Dan Hill,Emotionomics book cover founder and president of Sensory Logic, a scientific, research-based consultancy that specializes in enhancing companies’ sensory-emotional connectivity. His book is called Emotionomics – Leveraging Emotions for Business Success, and they discussed how the concepts in the book can be applied to marketing.

Here’s what I learned:

If your company cannot connect emotionally with your customers, you’re in trouble.

Emotionomics is based on scientific research of brain activity; the researchers conclusively found that people make decisions with the heart, not with the head. People feel before they think, so in reality, there really is no such thing as objectivity.

So, how can companies understand whether or not they’re hitting someone emotionally? Half the brain is devoted to processing visuals, so you have to engage in 3 seconds or less. You need to make a connection quickly, or you probably won’t make it at all.

Making that connection boils down to visuals. For example, don’t grab some clip art and put it on your website. It is not authentic, and authenticity builds trust. To emotionally engage with your audience using visuals, you must include 3 things: a dominant visual; implied change or motion in the visual; and faces. Yes, faces. People are attracted to and respond to faces, and in fact they find faces more engaging.

All this great scientific research also concluded that we understand other people through emotions, of which there are 7: true smile (the muscles around your eyes relax); social smile (only the muscles around your mouth relax), anger, sadness, fear, disgust, and contempt. Because we feel before think, someone’s true emotion appears for a split second before thinking kicks in and hides it.

The range of emotions people display is also important: You will make more money from a true smile. Contempt, on the other hand, is almost like a moral judgment in which they don’t trust you. Disgust means they can’t get away from something fast enough. Boredom means there’s no zest or interest to whatever it is you’re presenting or selling.

There is also a range of secondary emotions, and it is important to fine tune marketing to speak to pride, which is a combination of happiness and anger (yes, anger – anger has to do with wanting to make progress). The reason you want to tap into pride is because you want people to feel good about buying from you. Definitely avoid frustration, which happens when people don’t feel like they’re in control or making progress.

You have 3 ways to tap into customer emotions: Through the visual; the value system of company, which should spark something in your target audience; and personality, which many companies are lacking, at least on their website.

Image Courtesy: Sensory Logic

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