There is no better way to nurture and convert customers than email marketing. With personalization and customization options available to email campaigns, you cannot go wrong in using it to guide your cold leads through the journey that will convert them into loyal brand advocates.
Here are 10 widely acclaimed email marketing features.
The email list can be segmented by groups that have common demographic and psychographic characteristics. This segmentation corresponds to identifying the different buyer personas your business is catering to.
Personalization is a powerful attribute of an email campaign. You can personalize emails so it can effectively connect with your target audience.
All traffic generated by your website, blogs, social media posts, online ads, and even offline marketing efforts would be eventually responded to and managed using emails. Leads move through your sales funnel as triggered by a series of emails you send to your clients until the sales are closed and the customers become your brand advocates.
Email campaigns can give businesses a high ROI. Being a targeted, personalized, and one-on-one piece of communication, emails can systematically guide your customers into making a favorable decision on your offer. This is a high-quality presentation to a qualified prospect leading to more sales at a lower cost.
It was estimated that email users would top 3 billion within 2020. This is a figure that most social media platforms might not be able to equal. Online marketers consider email as the most prevalent and effective way of communicating in a personalized way with their customers.
Contrary to expectations, a great majority of consumers would like to receive promotional emails from companies they do business with at least monthly. These serve as regular doses of enriching information, insider news, and exclusive updates for your loyal customers and brand champions.
Statistics likewise showed that almost 90% of professionals prefer to use email when communicating for business purposes. This is particularly pronounced in B2B marketing where information and ideas are formally put down in writing which can be reviewed and evaluated going toward a decision.
Segmented and targeted emails generate more than half of all revenue. The clearer you are as to who your target customers are and how you communicate with them, the greater the chance of boosting revenue.
More than half of emails are read on either smartphone or tablet. The use of smartphones and tablets has enabled us to be always in touch and in the know.
Email marketing creates a strong relationship with your customers and prospects. It is about building real links with people.
To wrap up, email marketing delivers. It has other features that would also be immensely beneficial to your business. Check it out here.
A huge number of companies, from giant technology firms to small marketing agencies, shifted working from a physical office to a virtual office, also known as work from home, remote work, or distributed offices.
COVID-19 was not the main reason for most of these businesses but something else more irrefutable and compelling.
Here are the 15 top reasons why companies have resorted to work from home (WFH) and all of them pointing to the same core considerations – it is highly practical and immensely beneficial to both the employees and employers.
#1 It leads to better quality of life, better work-life balance, and happier as well as healthier employees.
#2 Team is more productive and exhibits better teamwork.
#3 Results in lower infrastructure costs and savings in office overhead expenses.
#4 Brings on higher job satisfaction, higher employee morale, and better employee retention.
#5 Creates amazing corporate culture where people take responsibility and ownership to do the right thing and be productive.
#6 Brings about flexibility by allowing people to work the hours that are most effective for them and to deliver their best work.
#7 Enables hiring the best talents from across the country and the globe for the best fit for specific roles at hand such as hiring technical people with needed skills from different countries to hasten project development cycles. Collaborating with team members from different geographical locations and cultures brings about the benefits of diversity and variety. Remote workers provide a wider range of experiences and different viewpoints that help find new solutions that would not be possible if everyone is coming from the same background.
#8 Offers a sense of freedom and sense of trust.
#9 Makes people more hard-working, creative, passionate, and loyal.
#10 Saves time, energy, and money by avoiding long commutes and not spending on gas, meals, and office attires/dress codes.
#11 Staggers team members’ work hours so clients can have maximum support by matching resources with clients’ time zones for a higher-level customer service experience.
#12 Allows employees to work from wherever they choose in an environment and location that is most conducive to them like home, coffee shop, or the beach and to make work/life choices that align best with their lifestyles and personal goals
#13 No monitoring of working hours and simply focused on results and productivity.
#14 Contributes to good workflow as workers do not have to deal with the same amount and frequency of distractions in a physical office.
#15 It is very liberating as it no longer matters where you live. You find the best talents; they find the best jobs.
Many businesses who have adapted to the WFH, remote, or distributed work model say this is how the future of work will look. This will be the new normal a few more years from now.
There are challenges; yes, and these are still being figured out like the suitability of some workers for this kind of work arrangement. But for now, most find it fun. Some find it a privilege to be part of this innovation and experimentation, but they are more than willing to share their learnings.
I have been part of this global experience in my six years of working remotely for companies in different parts of the world. I have enjoyed providing content and digital marketing services in a WFH set-up.
Trying to keep businesses afloat while navigating the unchartered waters of the pandemic crisis, what are some of the more appropriate and effective actions can marketers do? Here are three that I tell my clients to do:
1. Empathize with your customers.
No one is interested in sales pitches. Don’t be insensitive. Be compassionate. Let your customers know we are all in this together and share the hope that times will get better sooner. Ensure that your customers know you are always there for them. Build long-term relationship.
2. Maintain constant communication and keep your customers engaged.
Communicate with your customers regularly through blog posts, social media posts, newsletters, or text messages. Drive engagement through worthwhile content that are educational, entertaining, and resonant. Customers have more time now to engage with your content.
3. Deliver true value through helpful education.
Educational content helps your customers make more informed decisions when the appropriate and opportune time comes. Become a freely available adviser, coach, or mentor to them. Publish content that aids in solving your customers’ problems, addresses their needs, or simply puts them in a positive frame of mind.
While adapting your marketing efforts to the current situation, you can also do some self-improvement programs for your business like brushing up on content development, technical know-how sharpening, and general operations review and upgrade.
Content is the lifeblood of digital marketing. It is the information or the message that gives purpose to each function of digital marketing. Content powers all the moving parts of your digital marketing campaigns so these can deliver the results you expect.
Content could be any written article, image, voice, or video that serves to inform, educate, entertain, or influence your target audience. It can also be your marketing or brand message. It attracts your audience, engages them, and moves them to decide or to act.
Creating good content and making sure it’s consumed by your target audience is what content marketing is all about.
Why content marketing
It is a strategic marketing program that aims to attract, engage, and retain a specific target audience by creating, publishing, and distributing useful, helpful, and resonant content.
Content marketing is for the long-term
To deliver a positive ROI, your content marketing efforts should be programmed for the long-term. Your strategic pathway should lead you to what you want to achieve after a pre-determined time frame. What do you want to achieve with your content marketing say one, three, or five years from now? How would you like your brand or business to be perceived by then?
It has clear objectives
As mentioned above, you have to set specific objectives for your content marketing efforts. Is it building a reputable brand within your community of followers or within your domestic market? Or, creating a highly engaged community of brand loyalists? Maybe boosting sales from $xxxM to $xxxM three years from now? Your objectives depend on or are aligned with your overall business goals.
It lends focus and consistency
With SMART objectives and clear action plans, your content marketing strategy provides you with the focus to ensure that your efforts are aligned and in sync with what you want to achieve. It also gives you guidance on consistency of the content you are dishing out to your audience.
It takes into account past and present content
Your strategy also considers what content you have produced so far by buyer persona, journey stage, format, topic, or campaigns. You can evaluate the impact of these content on your objectives and how you can repurpose them to boost your current and future content marketing efforts.
It deals with the buyer persona in every stage of the buyer journey
The content marketing strategy addresses the needs of your various buyer personas. Content are created for specific buyer personas to ensure that it resonates with them. What is valuable to a certain demographic or psychographic profile might not be so interesting to another.
Content is also developed for the awareness, consideration, and decision stages of the buyer’s journey. You can vary the topics and formats for each stage. For example, you can publish blogs or social content for the awareness stage, questionnaire or case studies for the consideration stage, and invitation to free consultation or free trials for the decision stage.
Implementing a content marketing strategy: Generating ideas
The ultimate goal is to drive sales by converting your website visitors and audience to customers by providing content that guide and help them make a favorable decision on your brand.
Essentially, you have to generate ideas that are helpful, useful, and resonant to your target personas. Where will you get ideas? You may use these:
Ideation is the process of forming your own ideas or concepts. It should give you a somewhat predictable flow of ideas although it may not be in a straightforward manner. It is something like this:
Gather raw topics of likely interest to your audience while you consume related content from other sources.
Analyze and distill the raw topics you believe can directly be of use and helpful in addressing the needs and problems of your target audience.
Let these topics sink in deeper into your conscious and sub-conscious understanding of your target audience’s needs and problems. Allow it to mellow.
After some time, check back on these and see which topics are really appealing to write about.
Target persona content consumption habits
Check out social media or blogs for topics that your target audience engage with more often or on regular basis.
Look at what your competitors are writing about and check how their audience are engaging with them.
Keywords used in search
Use Google Search to determine what the popular keywords being used by your target audience when they search for answers to their needs or problems. Look at these keywords and see what topic ideas you can extract or make out from them.
Brainstorming with people dealing with the same target audience can also give you new ideas.
What you need for content marketing
Brand message – You should have a distilled and clear brand message.
Keywords – What keywords do you want to be known and rank for.
Content promotion – Promote your content organically and supplement it with paid promotion.
Content performance – Set your KPIs, analyze results, and evaluate how it impacts your overall business success.
I will discuss the above topics at length in my succeeding articles.
Content fuels your digital marketing efforts. Without good content, you online initiatives go nowhere. Content marketing should follow a long-term strategy and be implemented through well-programmed campaigns. Learn more about doing content marketing systematically and successfully.
I have been writing blog posts for the past ten years or so. It is my way of communicating my thoughts to an audience in a systematic and rational way. Always apprehensive of speaking before an audience, writing has become my psychologically comfortable alternative.
My first blog was written around 2010. It was rudimentary. It was an offshoot of the website I had created on the WordPress platform as part of my SEO training. The website was about my mud crab export and organic farming business.
Although very basic and short-lived, I loved that website and its blog page. It did not create a bang for my business, but I got some sound leads then. In fact, I was able to close a couple of good export deals.
My latest and longest-running blog under Gentle Wisdom has been about small business management and digital marketing. I started it on WordPress in 2011 and run it until June 2019.
I was able to publish about 70+ blog posts for Gentle Wisdom. I have never been a very regular blogger. It has been quite difficult for me to find a regular time to write and publish blog articles due to time constraints. I know many of you have the same reason for not blogging regularly. But you and I know this should not be the case if we really want to succeed at blogging.
At any rate, I will continue to write blog articles.
I believe many among my readers and followers get something of value from by blog posts. I am confident that my articles are useful and helpful to many of you. It may not always entertain despite my effort to make it so. I guess my not-so-outgoing personality is the underlying reason for this. Nevertheless, I am confident that these are informative enough for you to pick up a point or two that can help your small business operation.
With this belief, I will continue to write blog articles.
From business management and traditional marketing topics, I then shifted to writing more about digital marketing. This shift had been dictated by business realities. More and more of my business consultancy clients had found the compelling need to promote their business online, as it is where most of their target audience are spending their time on.
Digital marketing is an interesting and widely read topic with a broad diversity of sub-topics. I have written about social media marketing, email marketing, market research, strategies, and other topics. Under each of these, more sub-topics can be written about.
No other online tool can beat email in effectively communicating with your buyer as they go through the various stages of their buying journey – from awareness to making the purchase decision and continuously delighting them as your brand loyalist. Besides, a great majority of customers check their emails daily.
Whatever new online tools become available or new trends emerge, email marketing will stay in the foreseeable future.
What is email marketing?
Email marketing is the process of sending emails to recipients in a database with the purpose of promoting a product or service.
An email can be one time or a part of a series of emails programmed to be created and sent on specified dates and times.
The email database can be a list of existing and potential customers created over time in the course of business operations.
While the overarching purpose of an email is to promote, it can be crafted in different ways to achieve specific goals in a buyer’s journey like to create brand awareness, encourage viewer engagement with the brand, answer questions, offer customized solutions, and eventually close the sale.
What makes emails an effective online marketing tool?
The email list can be segmented by groups of recipients that have common demographic and psychographic characteristics. This segmentation corresponds to identifying the different buyer personas your business is catering to.
With this done, you can create different email contents that will appeal to these various personas. You can then personalize your emails so it can effectively connect with your target audience.
Emails to millennials should be different to those sent to baby boomers, or it may be a bit modified to entice more the female audience, or emails can be customized to appeal to different behaviors and lifestyles.
Personalization is a powerful attribute of an email campaign.
Another strength of an email campaign is that it can be programmed to be sent based on specific triggers or events.
As buyers move from one stage to another of their online journey, specific emails can be sent to them. If a buyer has responded positively to your emails customized for the consideration stage, you can consequently send them emails designed for the closing stage.
Email softwares are available to enable you to send drip emails or automated emails.
You can also enhance the effectiveness of your emails through creative copywriting, attractive visuals, and compelling calls-to-action (CTA).
The words, visuals, and CTA’s used in every email can appeal emotionally and resonate effectively with your target audience. Thus, they engage with your emails and take positive actions on your brand and offer.
A good email is clicked, read, and shared thus enhancing its effectiveness.
How to create an effective email campaign
Create your buyer personas and segment your email list based on these personas;
Know the needs, problems, or pain points of your target customers;
Write short email pieces that directly and emotionally address these needs, problems, and pain points;
Create catchy subject lines, headlines, and body text for these emails using creative fonts with appropriate sizes, colors, and spacing;
Select visuals that clearly portray the content of your email; the visuals can be images (pictures, drawings, illustrations, infographics), videos, or gifs;
Design a call to action button that catches the attention of the readers and compels them to click it;
Use a responsive overall email design that can be read perfectly on all devices especially smartphones;
Use software to automate the process of sending out your different customized emails;
Prepare an equally appropriate and easy-to-understand landing page where your readers will be directed when they click your CTA button;
Remember: your landing page should reflect the content of your email and enable the readers to take the desired action;
Send the corresponding follow-up or thank you emails;
Monitor periodically your open rate, click rate, and other metrics to optimize performance.
Email, being an effective online marketing tool, will be here to stay. It is advisable that you develop a well-prepared and targeted email marketing campaign appropriate to your buyer’s journey. Create useful, relevant, and compelling content targeted to your buyer personas to eventually effect an improvement in your conversion rate.
We would be delighted to receive your comments, questions, and suggestions.
Almost everyone in the world is aware of social media
– from children to senior citizens. Businesses of all sizes are likewise using
it in their marketing communications.
People and businesses have been using social media to
connect with people and organizations in various parts of the globe.
For businesses, particularly small businesses, social
media have become a potent tool in marketing their products and services.
What is social media marketing?
Social media marketing is the planned, organized, and
measured use of social media platforms, usually in conjunction with other
online assets, to promote a product, service, or idea.
How does it effectively perform marketing functions
for small businesses?
These are many ways social media help small businesses
in their marketing functions:
For promoting products/services
This is the most common
reason why businesses use social media. Products/services can be promoted for
free and/or by using paid ads.
It offers incredible marketing reach
Social media can reach
millions of users worldwide.
To create/enhance brand visibility
Big and small businesses
have used social media to create or enhance their brands with a varying degree
To build corporate reputation
Businesses have used
social media to communicate their mission, vision, and even corporate social
responsibility programs. It is good for public relations.
As a tool for audience targeting
Social media have provided online advertisers with a way to focus on their target audiences such as geographic locations, gender, age, interests, and behaviors.
To complement non-traditional advertising
It is a common and
effective practice by businesses to use social media to mirror or reflect any
advertising they do on traditional media such as broadcast, print, and
out-of-home. Similarly, these traditional media ads also show the brand’s
presence on social media.
As a source of information
Social media is a free
and readily accessible source of valuable information about a product or service.
This is how it educates its audience.
For market research
Social media is a good source of information for marketers doing research, particularly on product preferences and consumer interests and behavior.
The information may include
problems encountered by customers with a product. It may also point to potential
market opportunities not identified before by marketers.
As these are usually fresh information, businesses can analyze and evaluate these and can lead them to have an advantage over competitors.
As a medium for audience/customer
Users usually give
comments on social media regarding specific products and services. It is also a
common outlet for customer expression of disappointments or praises for certain
User feedback may also
be considered in improving product features and/or customer support.
Positive user feedback
is also a form of customer testimonial that can encourage potential customers
to view the brand favorably that can lead to more sales.
For customer engagement
Social media is an open venue to engage with customers or brand followers, particularly during special events or promotions.
Users can also post
contents that can be useful to a brand and its market. Thus, they become
informal contributors to the marketing knowledge of marketers which otherwise
may not be available from other sources.
As a platform for personnel recruitment
Businesses use social media to recruit personnel on a wider scale given their reach.
Helps in improving search visibility
Businesses that are
active on social media usually rank well on search engine results. Social media
activities of businesses and their followers are positive signals for improved
As a medium for influencer marketing
Many businesses are
using influencer marketing. They engage reputable social media personalities who
have a strong influence over large genuine followings to endorse their brands
through social media posts.
Provides real-time analytics
A very important feature of social media is its analytics. It gives businesses a gauge of how well their audience/market is responding to their online initiatives. Analytics enables businesses to analyze audience/market engagements and optimize their succeeding online efforts for more effective results.
There are other ways that social media help small
Why is it the best marketing tool for small
Considering the abovementioned ways, the information, engagement, targeting, and reach of social media plus the fact that most of its available functions are free makes it the best marketing tool for small businesses.
These are, of course, to be executed in a planned,
organized, and measured manner by a good social media marketing strategy appropriate
for each business to guide its actions toward its desired outcome.
So, go social. Done the right way, it can bring significant
positive marketing results for small businesses.
I attended a series of special classes about SEO (or
Search Engine Optimization) about ten years ago. I was not yet into digital
marketing at that time, but I had a compelling reason to study SEO – to ensure
that my business gets found online by potential clients.
While its technical aspects (algorithms) have since undergone many changes, many basic elements remain the same. Present day online marketers still have the same reason that I had ten years ago why they practice SEO (get found online) plus they do so to achieve a high ranking on search engine page results.
Let us discuss how SEO can help small businesses
enhance the effectiveness of their digital marketing efforts.
What is SEO?
SEO is the process of ensuring the visibility of a website and its content on the search engine results page (SERP) through organic or free traffic generated by search engines like Google, Bing, and Yahoo.
Visibility of a website refers to how high up the
SERP a website is for specific keywords or search terms.
SEO has two methods: on-page and off-page. On-page are the techniques done on the website itself while off-page are those intended to promote the website off the page like backlinking and social media marketing.
How is SEO done?
Hereunder are some common on-page SEO techniques:
The loading speed of their website is of prime concern by marketers especially now when a larger percentage of the target audience is using mobile devices to search online.
A slow-loading website (taking 3
seconds or more particularly on mobile) has a slim chance of being viewed by
Users of online devices
would naturally prefer websites that not only load fast but also give them a
good experience in terms of site navigation, simple but aesthetically pleasing page
designs, useful and engaging contents, logical and easy-to-understand
presentation of information, and functioning links.
Good user experience
fosters positive actions from users that result in sales.
The content of a website
should be clearly relevant to the search queries of online users. The content
should not only be useful but also highly relevant to the specific terms used in
The importance of
content cannot be overemphasized. Content basically refers to two things: copy (the text or written information) and
creatives (the images, videos, infographics, slides, and other graphical or
artistic representations of information).
Content is at the heart
of digital marketing. Content should resonate with the target audience. It
moves them to take the desired positive actions. It is important to note here
that content should be written for humans and not for search engine bots.
Besides content quality,
the frequency of publishing good content also matters for SEO.
Keywords are words used
by searchers when looking for products/services online. These can be one or
several words they key in when looking for products/services using search
It is therefore
important in order to get found online that websites use the most appropriate
keywords that describe their business and those that would be most likely used
by potential customers searching online.
appropriate keywords require not only a deep understanding of one’s business
but also of the potential customers. Resources for researching keywords are
available online. It is important to consider only a short list (of no more
than ten) of the most appropriate keywords rather than a long one.
A domain name that
contains your brand and a simple description of your product/service is advisable.
Title tag and meta description
The title tag tells the
search engines what a webpage is all about while the meta description is a
short description (just a few words) of what the users can expect from the content
of the webpage.
Both the title tag and
meta description (collectively known as metadata) are written in codes and are
not visible on the website itself but only on the search page.
Headline and permalink
Headline is the title of
a specific page or article within the website. The permalink is the address (or
URL) of a specific page which is commonly used in creating a link to that page
internally or externally.
As search engines bots cannot read images, the alt text is a word or group of words in the website coding used to describe what an image is all about.
Internal link is a way
of connecting a webpage with other pages within the same website. It is done by
creating an anchor text in the website code. It facilitates navigation and
understanding of a website content by search engine bots.
Multiple device optimization
A website should load,
appear, and function well in any type of online devices such as smartphones,
tablets, and desktops.
Another element that
improves SEO is how well visitors engage or interact with the website. A good
website will encourage visitors to stay or engage longer with the website or
read more pages. If a visitor does not
stay long or just look at one page, the website is said to have a high bounce
The commonly used off-page optimization techniques
are the following:
Backlinking is getting a
link to a website from another website (inbound link).
What contributes to good
SEO though are only those links coming from websites considered as recognized
authorities particularly in the line of business or industry that a website is
operating in. More backlinks from authority websites contribute to higher
The first authority site
I heard of when I was in SEO class was Wikipedia. A link from a friend’s
website is not considered good for SEO.
Social media marketing
This is now a popular
way of establishing links to a website. Publishing articles from a blog page or
website page on social platforms where the targeted audience spend time online
is a good way of creating links back to the website which potential customers
There are other practices that SEO
professionals/experts use that are not taken up in this article.
The abovementioned SEO practices are categorically
referred to as white hat practices or the good, ethical practices. There are
black hat practices too which are the bad ones and are frowned upon and
penalized by search engines. I will not discuss here the black hat practices
such as keyword stuffing, use of link farms, and others.
Why is SEO important to small businesses’ online success?
SEO enables small businesses to succeed for free by
getting them found online by potential customers searching for the product/service
Big businesses have big budgets for promotion –
online and offline. SEO somewhat levels the playing fields for all sizes of
business. Even when a small business
does not have the budget for promotion, they can have a highly visible presence
online if they practice good SEO. High visibility gives a business a high
probability of getting more website clicks, more website visitors, and more customers.
As organic search still comprises the bulk of web traffic,
SEO will continue to be a major approach for small businesses to get found
online and generate sales. While
businesses with promotion budget can certainly use search engine marketing and
social platform ads to dish out paid ads online, good SEO practices can still provide
visibility for small businesses.
Content marketing gives life to digital marketing. Without
content marketing, digital marketing will be ineffective.
is content marketing?
Content marketing encompasses all long-term activities
involving the creation and distribution of useful contents relevant to the
needs and interests of a target audience with the ultimate purpose of driving a
desired action from said audience.
Contents are normally developed to attract, engage,
and drive to positive action the target market of a product/service.
Contents are also positioned to readily answer the questions
and address the needs of a brand’s target audience whenever they search online.
important is content marketing?
Content marketing achieves the core objectives of
digital marketing which include the following:
Educate and entertain the target audience;
Foster audience engagement;
Build credibility and authority;
Develop trust and confidence;
Nurture leads and convert them to
Transform customers to brand advocates.
Content marketing empowers today’s modern customers
who research and conduct studies online before making purchase decisions. It is
crucial therefore that brands have relevant and useful contents readily
available online for their target customers.
forms of content
These are the forms of content commonly used:
Blog posts normally are
articles discussing topics or subjects about which the author has working
knowledge of. These articles may be directly or indirectly related to the
product, service, or business the author is involved with. The objective of a blog is primarily to
inform the target audience.
engine-optimized blog helps improve its website’s ranking on online search and
drives organic traffic.
Video has the same
purpose as a blog. It is more popular though than blogs as it is a visual way
It is a convenient way
of listening to content instead of watching it on video.
This is a graphically
attractive way of presenting useful information with minimal use of text.
This is a long-form
article that discusses a subject or topic on a deeper or more extensive manner
normally downloaded by truly interested audience.
E-books, like other
forms of long-form content, belong to the category of gated content. Seriously
interested readers are willing to give some information about themselves in
exchange for access to this type of content. Thus, it becomes an effective way
for the e-book author to generate leads which can be nurtured to eventually
convert into paying customers.
There are other forms of content including
slideshows, case studies, white papers, and reports/statistics. What form to use depend on the target market,
client persona, and your content marketing strategy.
A good content is practically useless if nobody finds
and reads it. Like a product or service, content must be marketed also. It
needs promotion and distribution too. So how are content marketed so the target
audience becomes aware of it and engages with it? Here are some ways:
Search engine optimization
Using good SEO practices
like choice of appropriate keywords, proper titles and headings, alt text, and
internal linking can give content a good ranking on search results.
Social media marketing
Publishing content on
social media, particularly those that educate and entertain, can move the
audience to like, share, or comment on it.
Regular newsletters can
highlight good contents to subscribers.
Advertising on social
platforms or on search engines can deliver contents to targeted audience.
Content marketing is the lifeblood of digital
marketing. Marketers should therefore start their campaigns with a good content
marketing strategy. They should research, curate, study, and develop good contents
in varying forms and market them through different channels to reach, connect,
and engage with their target audience.
We welcome your questions, comments, and suggestions.
A brand is an important asset of your business. Its value to your business in general and to your marketing success grows over time. Digital marketing can build your brand better compared to traditional or offline marketing.
What is a brand and branding?
A brand is a distinguishable mark, character, name, word(s), logo, and/or other visible features used by persons or organizations that differentiate their product or service from others.
A brand is used by businesses to set apart their products from competitors. It signifies what makes them different and what to expect from them that competitors don’t have. It represents a company’s promise to its customers.
On a deeper level, a brand is the representation of everything that a company stands for and how it relates to its customers.
Branding is the process of creating and building a brand. Its goal is to establish a distinct positive perception of a company’s product/service in the mind of its target customers.
What are the elements of a brand?
The major elements of a brand include its identity, personality, promise, and experience.
A brand’s identity is composed of its visual elements like its name, logo, color, font, and associated words.
A brand’s personality is the human trait attributed to a brand with which its customers can emotionally relate to and which can evoke positive response toward its product/service. Customers will likely patronize a brand with a personality similar to theirs. A brand symbolizing ruggedness will attract customers who are fond of sports, adventures, or outdoor life.
A brand’s promise are the product/service benefits that a company is bound and compelled to deliver to its customers. It is a commitment from the company that it will deliver the benefits as expected by its customers.
Brand experience refers to the impression created among customers when they encounter the brand in all its touch points – virtual, physical, and personal – from a brand’s online communication, physical experience with the product/service, and actual personal interaction with the brand representatives.
How do you build a good brand?
You build a good brand through branding. We have briefly discussed the meaning and goal of branding above.
You do branding by executing the following fundamental steps:
Understand thoroughly your target market
As in many marketing functions, we start with the target market. What are their needs, problems, pain points, interests, preferences, and behavior?
Know how you want your target market to perceive your business as you address their needs.
Do you offer high-quality solutions to their problems, competitive pricing, prompt support, convenience, accessibility, pleasant customer experience?
Establish your brand personality
Your brand personality should reflect the personality of your ideal customers.
It should also embody the ideal qualities perceived by your target customers for a business that favorably addresses their needs/problems.
Create your brand identity
You may need the inputs of an artist or graphic designer to appropriately manifest your brand personality through your logo, font, and color. You also need to be a good copywriter to create appropriate words that will convey your brand’s message.
Craft your brand promise
What do you commit to deliver consistently to your target market – good quality, competitive pricing, convenience, readily available support? You should not fail to deliver on your brand promise.
The overall impact of branding results in the full perception and total customer experience with your brand. A positive perception and pleasant experience result in brand loyalty.
Loyalty to your brand creates favorable effects not only on your existing product/service but also on other allied or future product/service you introduce in the market.
How does digital marketing build brand better?
Digital marketing can project your brand to your target market faster and on a much broader front.
Your brand personality, identity, and promise can be communicated faster in real time through various online channels. Your website content, blog, social media post, newsletter, and online ads can reach your target market instantly and on a 24/7 basis. It can transcend geographical boundaries to reach a bigger and more diverse market.
Digital marketing should be a major component of your overall brand strategy.
Why is brand important to your business?
A brand is not only crucially important to your marketing success but also considered as a financial asset of your business that grows over time.
Your brand differentiates your product/service as well as your business organization from others in a manner that is perceived to be functionally better and that establishes an emotional connection with your loyal customers.
Considered as non-tangible assets by accountants, your brand is treated as business equity that grows in value as your business grows. For many companies and yours, a strong brand is the most important corporate asset. The monetary value attributed to your brand largely determine the marketing budgets and other investments to further grow it. The strategic marketing plan revolves around your brand.
Brands are legally protected as intellectual properties.
Building a strong brand is synonymous to building a successful business. Digital marketing can help you build your brand faster and on a bigger scale.
We welcome your questions, comments, and/or suggestions.