Driving you crazy to build your brand!
Here are some of my tips to use as a checklist to align yourself with driving your brand (organization, business or personal brand). But, before you can be successful on digital media platforms you need to:
- know your brand? What does your brand stand for? Who are your main competitors?
- what separates you from your competitors? What makes you unique (or what will make you unique when you launch)? Who is your target customer (or projected target if you’re just launching now)? Differential? what motivates them, what keeps them up at night, why they need a product or service like yours, etc.
- in terms of branding/messaging, what do you like or dislike about your competitors?
- if you only had one key sentence to summarize what your company does and what sets it apart, what would you say?
- then make sure your team knows these messages and are able to communicate clearly these thoughts.
- pay attention to digital platforms that are where your customers play and it may be outside your comfort zone 😊. Start to observe, read, follow and see the interaction. Then get started.
- use your platforms to show engaging video with live subjects (not solely AI, equipment or food but in concert with live subjects)
- it’s okay to put calendar dates out there where you’’ be but complement it with an action for the reader to engage with you.
- social media posts should alternate content between promotional and relevant content for your audience
- promote your posts an action to bring people to your website and further engagement (inward bound marketing, sales opportunities)
People relate to similar backgrounds, values, and/or profession so why wouldn’t you align your marketing with that point?
The Three Rs of digital marketing, resonance, relatability, and relevance.
I was thinking about these terms transparency, clarity and credibility. Does your consumers even know you or all your products? What do people think today about certain organizations, company products or services? Do you even know what your own colleagues and peers perceive about you or products or services? the value? the credibility? How about associated industries?
How do you find out about a company? How do you find out about their services? How do you find out about their products? How do you find out about their follow-up? One way is peers, family members, industry partners, the internet and the use of social media sites. This has given the consumer, and potential employee the edge and a weapon.
Three ways you can get started: Survey who are your clients by reviewing your website and social media platforms with analytics that are available. Put on the reality glasses and view as if you were a client and see if what you offer gives people a reason to engage with you.Have an independent consultant ask the questions for you or do some Intel on this to make sure positive perception and reality align itself.
Then what? Culture, product, and/or strategy changes, and better alignment with solutions and more. What should content be stating? Think about what you would want perception and reality to be in the public sphere. Think value added to that consumer, service above expectations, the ability to reach out and verify your content credibility, guarantees, major differentials, ability to connect with the right person within the company, and easy access(don’t make me search on a social media platform to find how to follow-up or get info). Testimonials, product information, and relevant resources and content. For example, if it’s a mattress topper discuss mattress talk about reviews, give resources links about how to set up a good bedroom atmosphere, resources on how to get good sleep. Resources, blogs and discussion(even tweet chats) to give that product more of a visual and engaging perception. Making it real and relatable. Product and content collaboration can lead to better engagement of your market and its consumers.
What’s the point?
If you think people will peruse and buy just from a show floor. Think again 🙂
It’s setting the mood buy –
It’s about having the right mix of products and the right people representing your brand at the booth.
Booth needs to be interactive, engaging, solution oriented, digital, and more. Its not about the quantity but quality of these criteria even for a two hour show. Trade shows and people are valuable in terms of costs and time. Use live webinar, and/or live videos at trade show to drive business to your booth and engage even those that aren’t at the show but follow or engage with you in a digital world. Trade show times and expectations should always communicated prior to show too.
It’s about networking at sessions and events.Engage and inquire about the market challenge and successes. Be authentic.
Finally it’s the follow up.
Thank you for dinners and even a quick email blast that’s personalized to who you connected with at that show. Instead of the email blast out to all that’s so impersonal and just a check off of your follow up list.
Shows and Buying need to be a positive customer experience and so does the post sale experience.