Isn't it simple to construct things? All you have to do now is continue to build on the framework so that it grows and evolves. When building a new house, for example, all that is required is the addition of extra bricks and cement. They will have built a robust home after a few days of putting these bricks together. Is it possible to do the same with a brand?
When it comes to developing a brand, as simple as that sounds, there are always some obstacles to overcome. Just ask any builder, and they'll most certainly mention a slew of potential issues, such as keeping everything waterproof and well-insulated.
Even while you won't have to worry about these precise architectural challenges when trying to establish your brand, you will run into your problems. Building a brand is, in fact, one of the most difficult components of most business owners' jobs. That's because you have multiple things to juggle at once; you might find that there are simply too many plates to keep in the air.
You'll need a commitment to quality that (deep breath) stands out, conveys your message, reaches the proper target demographic, and is well-received. When you add it all up, it may become quite a challenge!
Here are some of the most amazing tips to help you out with your branding challenges -
1) Getting New Clients - Customer referrals are the primary source of new clients for 51% of agencies, according to the survey. That hasn't changed much over the years, so setting up a referral program is a no-brainer for attracting new customers. However, agencies are relying more than ever on content and digital marketing to expand their client base.
Content marketing can help you generate leads, but you'll need to master your content development and digital marketing strategy. Start producing articles on well-known internet marketing magazines that you know your target demographic reads in terms of content. This will assist you in expanding your reach, establishing your authority and credibility in your field, and reaching a larger audience. Including co-branded marketing webinars in your content strategy is another option. Simply associate with a company that has a similar audience to yours so that you may both profit from the other's network.
Another option is to employ marketing automation and CRM software. This enables you to have a better understanding of where your prospects are in their journey, allowing you to give those personalized offers and material that educates and guides them down the funnel.
2) Retaining Current Clients - For 30% of agencies, the typical customer lifespan is only 0-12 months. And this is a significant issue, given that existing customers spend more and cost less than new customers.
So, how can you keep your customers on board for a longer period of time? It all starts with content once more. Send materials to your existing customers to help them get the most out of your products and services. Use milestones like birthdays and client anniversaries as an occasion to send offers and messages, and give customized perks, gifts, and/or exclusive promos.
Don't be scared to switch up your approach to different clientele over time. Make your customer retention techniques as unique as possible, and remember that when their plans change, so should yours. If you find that a client is on a package that no longer meets their needs, change it – even if it means they will pay less. It's preferable to keep a client on a lower-tier plan rather than lose them completely.
3) Keeping up with the Ad Platform Changes - Nearly half of the agencies don't have any full-time paid search employees, making it easy for ad platform updates to slip between the cracks. However, the ad platforms you're employing are at the mercy of your paid search strategy, and if you don't stay up, you'll fall behind.
Make a strategy for remaining current with platform changes, whether that involves adding this type of research to an existing team member's function or setting up an RSS feed so you're notified immediately and can conduct your research. Publications such as Search Engine Land can help you stay informed about new tools and current trends. Better yet, meet with your team regularly to discuss what's working and what isn't with your paid search campaigns. Not only will this make it more likely that you will notice changes sooner rather than later, but it will also hold more individuals accountable for tracking any changes.
4) Time Management - The most common problem agencies confront, after gaining new clients, is managing time. It's understandable: there's a lot to handle in digital marketing, and as the workload grows and becomes more sophisticated, teams and budgets don't always keep up.
Getting a project management solution is our first piece of advice for making better use of time. Platforms like Toggle or Basecamp can help you arrange your tasks and stay on track no matter how hectic your schedule becomes.
Other time-management suggestions include:
Set a time limit for yourself when you're working on anything. Stop and move on to the next item on your list when you reach it, then come back to it later. Everything moves along faster this way, and you don't spend too much time on one task.
Separate your initiatives into three groups: this week, next week, and this month. Then decide on a priority.
Inquire for assistance! After all, isn't it true that teamwork makes the dream come true?
5) Improving Email Engagement - Email marketing can yield a 3600 percent return on investment (ROI). To get that ROI, you must enhance email open rates, engagement, and conversion rates. Unfortunately, enhancing email interaction is the biggest difficulty for 56 percent of marketers.
If you're having trouble increasing email engagement, your approach to this type of communication may be the issue. Today's subscribers respond to targeted, tailored, and meaningful emails that speak to their needs and preferences. If your engagement rates are dropping, it is possible that your message is to blame.
Personalization, according to 62 percent of savvy marketers, is the key to increasing email engagement. Take the time to get to know your subscribers and learn about their likes, dislikes, and preferences. Know what devices they use to read emails, what time zones they live in, and what the optimal time is to send emails to them. You'll be able to send more engaging, tailored, and timely emails if you do so.
6) Do you have enough Brand Awareness? - How will your target audience become a customer if they aren't aware of your brand? Maybe they've heard of you but aren't sure what you do or why they should start utilizing you. It's the equivalent of hiding your brand in a dark room and not telling anyone. Certainly not the best method to attract new clients!
We wrote a full post about brand awareness since it is so crucial. However, there is a simple solution to this difficulty. There are numerous options available to you:
- Get on board with influencer marketing
- Show off your social media prowess
- Make sure that any product packaging's branding shines out.
- Begin creating content that your target audience desires.
There's just one thing that can help: content marketing! Content is king, as has been said for years, and it still rings true. To make it work, you should provide a variety of content types, each of which tries to educate your audience about your business. Choose from a variety of blog entries, infographics, videos, webinars, and more. Don't be hesitant to employ information that will educate and inform your target audience.
SEO, social media, and marketing newsletters should all be used. These can assist in getting your material to the individuals for whom it was created.
7) Consistency is the key - Do you see that your brand is being misrepresented throughout your company? That you are unable to deliver on your promises in general and that your messaging is inconsistent? If this is the case, strive to provide more consistency to your platforms so that they all send the same message.
Make a set of brand standards and distribute them to everyone. When they deviate from the intended branding, no one can blame them. These standards should specify how the brand logo should be used as well as the tone that should be employed throughout all content. It's fine if the tone changes based on the channel, but make sure everyone is aware of the differences.
You could wish to organize a workshop to spend some time training your staff on the brand. You may bring everyone up to speed and leave happy knowing that everyone is on the same page.
One other great tip to improve brand consistency is to centralize your content calendar. Everyone will then be aware of which issues have been discussed and which still need to be addressed.
8) Brand Trust - A wide range of start-ups suffer from a lack of brand trust. Few individuals will order from an e-commerce company whose website is too suspicious. Companies will be hesitant to provide you access to their data if you are a B2B company offering big data services and do not appear to be legitimate. Even if you're an Airbnb host, people will be concerned about their privacy if their rooms are shared. Furthermore, you must identify additional sources of funding if you have not yet been financed by Y-Combinator.
Look for partners who have a strong brand. For this one, I'll offer you three examples. Airbnb was first hosted by Y-Combinator, which assisted them in raising funds from other investors. Your brand's reputation is important not only to customers but also to investors. Second, the German Fintech start-up Gini has partnered with several major German banks. These alliances allow them to gain access to banks' client bases and establish relationships with potential end consumers. Finally, in 2011, Square and Visa partnered.
9) Understanding Metrics - Part of your job as a marketer is to set goals and make sure they are met. While this appears to be a straightforward task, it can be difficult, especially if the team is unfamiliar with the key performance indicators (KPIs) for marketing success.
Consider this scenario: email marketers know that if their subscribers don't open their emails, their campaigns will fail. However, when email open rates improve, they don't brag about it. Why? Because an increase in open rates does not always imply an increase in revenue; the conversion rate is what truly connects action to revenue.
Organic traffic growth and click-through rates are essential anecdotal data to keep in mind. To get the most out of each campaign, though, you must set a financial objective and track the ROI.
10) Handling Negativity - There will always be an issue, no matter how hard we try to make every consumer happy with their interactions and transactions. In today's society, those issues are frequently discussed in public, on social media, or review sites such as Yelp or Google.
Complaints must be handled in a way that makes the rest of your customers feel like you treated the unhappy person fairly and with respect, and complaints must be handled in a way that makes the rest of your customers feel like you treated the unhappy person fairly and with respect. Never try to eliminate or conceal any angry clients; they exist in every firm. Instead, utilize them as an opportunity to show off your customer service skills and reinforce your brand as positive, even in the face of adversity.
It can be difficult to put together all of the parts needed for a successful approach. In many circumstances, working through the process methodically and creating a brand book that contains all of the parts of branding in one location can be beneficial. Everyone on the team will know exactly what they need to focus on to obtain the greatest results.
Remember that creating a successful brand takes time. To be successful, it must be respected by everyone in the firm and implemented consistently over time, but the results are well worth the work. DesignLab is open to all the queries regarding this article and we would be more than glad to help you in any way!
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