Top 5 Things to Consider Before Marketing A BrandPromoting your company for the first time can be intimidating for some. For others, it may be a piece of cake as they leverage other skilled people to execute a plan they've been told is best. Still, there's plenty of brands that don't perform admirably. So how can small business owners and start ups avoid the headaches that come with hitting the reset button? Although there are plenty of factors to consider, here are my top 5 things to consider before marketing a brand.
1. Where Are You Sending Potential Customers?
First and foremost, you’ll want to determine where you’re directing traffic for your business. You could have a brick and mortar location that needs some foot traffic, or you might be looking to grow your visitor count on-site. Either way, you can maximize marketing efforts by funneling these people to a specific destination.
If you’re encouraging consumers to visit your website, figure out which page you’re positioning. You may use an informative article, your contact page, a service or product page, or a custom landing page design. All of these things factor into the customer’s experience.
Moreover, make sure the marketing message you’re conveying is reinforced and expanded upon wherever you decide to send your potential customers. You’ll set yourself up for success by creating an in-store or online experience that follows through with the initial promise you marketed. A seamless transition from a perceived idea (marketing message) to customer reality (arrival) will establish a lasting impression that eventually turns into trust.
Any experience outside of this will drastically hurt your conversion rates – whether it’s copywriting, design, or your employees ability to manage your brand promise.
2. What Will You Consider a Conversion?
Although the customer route is #1 on my list of things to consider before marketing a brand, identifying what conversions look like is a close 2nd. A majority of companies justify their sales through monetary reality, but there’s plenty of other value out there. I challenge you to take the time to weigh the convertible options you target your audience with.
For example, a product purchase is a lot different than a service inquiry. One form puts money in the bank immediately while the other places the customer into a sales funnel alongside a probability percentage. What is more important to you?
There are a handful of successful business models that live off of user data and email addresses. Could you be one of them? Do you have the ability to serve email content regularly? Are social media shares, likes, and comments valuable to your brand? They may boost your confidence, but if they’re not driving revenue or target audience awareness, then can you really consider this a conversion?
Whether you value store visits or website page views, it would be keen of you to identify what your really setting out to accomplish. There are plenty of ways to consider marketing a success, so take the time to figure out where all of your opportunities are and cater your strategy to what works best for your business.
3. What Will You Be Publishing.. And Where?
A common misconception I hear during the discovery process is that companies HAVE to advertise and be active on social media. Although both of these channels are great ways to drive sales, I can’t necessarily agree with this. No matter how good your ad is – if you don’t have a solid destination (from #1), then you’re throwing away capital. Gone. Wasted.
When it comes to social media, if you’re publishing random posts that aren’t relevant to your brand persona, then you’re just going through the motions without purpose. Nothing makes me more frustrated – I repeat, NOTHING – than seeing ridiculous social media posts that lack substance. Especially when they promote a stock photo, a random quote, or a post from another brand. Please, stop the madness!
Before marketing a brand, it’s very important that you’re able to sit down and determine what type of content is the best for your business. Some companies do great with a sales team and an effective flyer while others have amazing online sales funnels full of valuable content. Whether you invest money into a billboard or an extensive PPC campaign, I urge you to consider the purpose behind your publications. Taking the time to see what channels will give you the best return (even if it’s a more expensive option) can be a highly beneficial decision for your business down the road. Trust me.
4. Who’s Managing Your Marketing & Measuring Results?
Another huge mistake made by new business owners, entrepreneurs, and start ups is trusting someone to manage their marketing without their input. This blows my mind, to be honest. I understand that a marketer should specialize in allocating what’s best, but it doesn’t mean they’re always focused on your growth over their pockets. If you plan on measuring your marketing yourself, I advise you to do a little research on the process – it might be a lot more overwhelming than your think. Either way, it’s not as simple as posting to garner likes.
Hiring someone to manage marketing shouldn’t be taken lightly. Imagine spending countless hours executing my first 3 points only to pay someone minimally and watch them derail the entire thing. That would suck, right? No matter if your marketing manager is an internal employee or an outsourced freelancer, it’s imperative you’re able to thoroughly communicate with them, set expectations, and understand the results (ROI) you’ll receive in the end.
How else are you going to know if your marketing is working or not. In most cases, they won’t tell you or care, because the $500 you’re paying them a month isn’t enough to. Determine how you can monetize time and efficiency so you can set things up before marketing a brand – or you risk tearing down your progress quicker than you think.
5. Is Your Brand Presentation Even Memorable?
OK, so here’s my cue.. We’ve talked about determining where to send potential customers, what a conversion means, publishing with purpose, and measuring results. Planning for all of these phases will increase your ability to attract and retain customers. When you’re able to piece everything together as a brand identity, you begin to create a presentation that’s perceived well.
Having a seamless message that’s cohesive across all channels (store, ads, social, website, print media, etc..) is a lot easier for consumers to believe. This is what branding is. Try to solidify your competencies and use them throughout your marketing campaigns. Not only should your brand messaging be on point, but the remainder of your brand identity should be well-thought out and in unison.
Moreover, people remember what they continue to hear on a consistent basis. If I was a pizza parlor that said I had “the best cheese pizza in town” one week, then “the best pepperoni calzones” the next – how can you trust what I’m saying? Wouldn’t you subconsciously assume I was full of dung? Creating a memory takes dedication – but when it’s done purposefully, the results are amazing.
Remember, the way you present yourself creates an experience for your customers. No matter where consumers see your brand, it needs to be relevant, valuable, trustworthy, and sensible. A great first impression builds awareness – and enhancing people’s ability to identify your branding will establish your recognition. The objective of marketing is to persuade your target audience that you’re their best option when the time arises. So, why would you waste opportunity? I’m still trying to figure this out..
If you’re not planning for this, you’re more than likely failing at driving loyalty. For the most part, consumers stick with whom they trust. So, I encourage you to consider all of these things before marketing a brand. Investments can be risky, so why not maximize your ability to generate positive results? It’s your future..
Interested in Branding Guidance?
I understand how overwhelming marketing can be. Even I outsource a handful of my endeavors. But, only you know your business and what you’re brand is capable of. Allow me to provide you with some insight in regards. I’m currently offering an initial 15 minute strategy session for free!