The concept of ‘Brand’ and ‘Brand Marketing’ has changed a lot over the past few decades. Brand marketing isn’t just putting up a logo on each and every marketing material related to your product/service.
Brand marketing is now all about communicating one single message as the brand value to establish a personal connection with your target audience. Running a successful brand can only be defined when you can measure using quantitative metrics on how much your customers love your product/service. Even with one negative feedback or social media post, all your hard work can go into vain.
So, here are a few tried and tested hacks by marketeers from all over the world which have helped them establish successful brand marketing campaigns and brand images.
Nail Brand Marketing In 2020
Key to brand marketing is establishing a clear brand message
Over the past 5 years, we have seen that putting out promotional messages isn’t going to help you much in engaging with your audience. And with so many changing social media algorithms, engagement is the only way to reach more and more people.
Hence, establishing a clear brand message and vision will help you relate with your potential customers and develop a sensitive relationship showing how much you care about them.
For example, Hubspot’s Grow Better campaign.
Identify your exact target audience
Marketeers often make mistakes in identifying their target audience. Some brands choose a very broad target audience, most of the times with the psychology of “sell my product to everyone who wants to buy it”.
However, while defining your target audience and curating content for them, you should always keep the following points in mind –
- Understand the psychographics of your target audience
- Segment your audience into smaller units exhibiting similar attributes
- Check out your competition’s target audience
- Analyze the data and results
Develop high-quality content and always optimise it
Creating content isn’t a one-step process. Your customers will engage with your brand and remember it only if your content is high-quality and provides something of value. Or else you will become internet noise, any brand’s worst nightmare.
Tip: Before creating content, always check what others have already done or written about. DO NOT copy the same idea, instead, add all the extra value you can provide along with it to make it worth the attention.
Even after curating high-quality content, you have to focus on its deliverability to make sure it reaches the target audience you have defined in Step 2. If you have a website, then make sure it is SEO friendly and there isn’t even one single issue that Google or any search engine algorithm can penalise you for. If you are doing a social media post, make sure you have checked out all the features of the particular platform and utilising them to its optimum value.
Tip: What works on Instagram mostly never works on Linkedin. Not only because of the different social media objectives that the two platforms cater to, but also because of the algorithms. Keep this in mind before creating your content.
And one underwritten rule: Be Original!
Maintain your social presence
Maintaining your social presence and engaging while encouraging your audience to engage with your social media posts plays a major role in any brand marketing campaign. When people look up for a brand, no doubt, Google search is the first thing that pops up into their brains. In most of the cases, your brand’s social media profiles will show up on the first page. Thus, it is very important to have active conversations and discussions on social media. It is the best way to show your audience what the brand has to offer.
A very frequent mistake most marketers make is delivering the same type of content over and over again. It can be helpful in pushing out the brand’s image in the beginning. However, it can also become redundant over a period of time. Worst-case scenario would be losing major chunks of your old followers in exchange of a few new ones.
Social media should never be too informative, too promotional, too casual or too serious. Though it is completely upto you what you want the “voice of your brand” to sound like, it is always better to maintain a good balance between various types of content to keep the audience hooked. Moreover, as this opens up a direct communication channel between you and your customers, it is always the quickest way to build relationships.
Tip: Always Respond. No matter if it is a positive or a negative comment, always respond to your customers’ feedback. No one likes leaving a comment without any acknowledgement. Show your audience, you care and appreciate the time they are taking out for your brand. Only this way, you can build brand loyalty.
Consistency is the key in brand marketing
Building a brand and marketing it, isn’t possible in one day. You have to be consistent in the basic elements used in all your marketing messages. Be consistent with the marketing material to keep your brand image imprinted in the minds of your audience. Elements like logo, colours, domain name, branded links help people identify brands. If you want your brand name to strike at once, make sure you are consistent.
Tip: Customer interaction and visual aesthetics are two key differentiators where consistency plays a huge role in defining the future of your brand.
Also, be consistent with the routine in which you are pushing out your marketing messages. Be it emails, social media posts or something else. You should be experimenting all the time to figure out which day, which platform, what time works the best. In this process, make sure that you don’t make your audience wait a lot. Because while waiting they will be losing interest.
Brand marketing is all about ideas, innovation and how well your ideal customer relates to your products and/or services.
Be careful about the ideas, think deep into it.
To know more about brand marketing or marketing automation, visit LeadMi