1. Fine-tuned customer targeting
The first step to boosting brand exposure is a clear-cut picture of who your customer is, so you can select the most effective channels to reach them. Do you sell custom-embossed tech accessories to females 25-40, working in corporate? You can do a targeted Facebook campaign to specifically reach these demographics. Trying to appeal to everyone will water down your brand, so have a clear picture of what your customers like and do, what their pain points are and what solutions you have.
Click here to read more about finding your online audience.
2. Do things differently
Part of getting seen is doing things that stand out from the throngs. What pain points are you tackling, in what creative way, and what led you to launch? Brands like Dollar Shave Club mail out competitively-priced grooming supplies straight to customers while Coca-Cola appeals through clever emotive story telling. Think what you can do differently to impact the market – like Uber delivering ice cream - #ubericecream. As part of your brand story, everything in your business should be conducive. Are healthy deserts your specialty? Serve them in environmentally-friendly packaging to stay consistent.
3. Build your brand
There’s over one billion websites world-wide and this number is growing daily. So how can you set yourself apart from a sea of competitors? The key is making your brand speak loud and clear. Branding not only comes down to your logo, design, fonts and colors but your businesses personality, the way you communicate, the approach you take, and the way you are seen and perceived in the marketplace. It’s a lot to take into consideration but it all shapes the direction of your business. Whatever industry you are in, building a solid and unique identity is vital to stand out and get seen.
4. Nail all branch touch points - website, social media, blog, shopfront (or e-commerce store) and advertising
Ensure your information and branding is consistent across the board – so that if a customer, influencer or journalist does check you out further, you’ve done everything you can to shape and leverage the message. If you work in a service-based industry like accounting or law, see what current issues you can lend your expertise to through blogs and case studies. On top of a quality website, other essential customer touch points and channels to align include social media, e-newsletters, e-commerce and a physical store.
Check out these valuable insights into touch points from Survey Monkey.
5. Get seen - take out advertising and get exposure through PR
Marketing and PR are both essentials in business, and work in tandem to achieve business goals. If you don’t have a cash budget for marketing or PR, use Bartercard trade dollars to land exposure without the cash bill. Bartercard has hundreds of media companies, including magazines and industry publications, where you can advertise your business and showcase your brand.
For extra tips, read how to get the word out when you don’t have a marketing or PR budget.
Effective copywriting inspires consumers to take action like subscribing to a newsletter, downloading an e-book or purchasing products. Ensure your digital content is unique, high quality and optimized. Low-quality will cause your site to rate poorly in search engines. Incorporating SEO basics like keywords, links and mobile optimization will boost your site’s ranking. Read about SEO basics at Smack Bang Designs.
7. Make the most of SEO tech and tools
Various free online tools are available for measuring how your website is performing, which is critical in tracking and testing what works and what doesn’t. Google Analytics allows you to analyze your website traffic – what parts of your campaigns are converting the most and at what points visitors leave your site - visit Google Analytics. Google Search Console checks your site for search results, click-through rates and any errors like broken links, plus tests if Google can make sense of your content, which is essential for SEO. Click here to get started.
8. Mobile optimize your website
With the ever-increasing use of smart phones and other portable devices, it’s vital to ensure your website is mobile-friendly. If your website doesn’t render to mobile, it automatically loses credibility. Check your site here.
Plus, keep your established business thriving
Looking for inspiration to stay on track or take your business to the next level? Consider these tips to always keep your brand and business fresh.
- Quality over quantity
It’s a bit ironic that in this day of mass communication, people are showing a preference for personalized service and marketing. So focus on creating more customized experiences instead of a one-size-fits all approach. This may involve narrowing down your target audience and working on building rapport and stronger client relationships.
4 ways you can make your business stand out.
- Establishing partnerships
Some businesses partner with others to deliver enhanced services and boost their brand – think Apple + IBM, McDonalds + Lego, and Uber + Spotify. To partner successfully, both parties should have similar target audiences and the arrangement should be mutually advantageous.
- Focus on always evolving
It’s a fast-paced world and no business can afford to rest on its laurels. Even large and established corporations have gone by the wayside from not adapting and remaining relevant. So stay on track in your business and strive to continuously learn and evolve.
Article adapted from Bartercard Australia Blogpost. Click here to read the original post.