Shopping today is more accessible, convenient, and speedy than ever before, thanks to increasingly innovative online and in-person channels. But with brands saturating every space—from billboards to social media—how do you ensure that you stand out? The key is branding, or the distinct identity of your business.
Statistics find that having a consistent brand identity can increase revenue by up to 23% and that 55% of customers are more likely to buy a product if they love a brand’s story. While these benefits are substantial, fostering your brand image requires highly specialized skills. And to harness these, your business needs to partner with an experienced brand manager.
What does a brand manager do?
A brand manager is crucial for every business since they ensure that all your products or services follow a running theme and identity that resonates with and appeals to your customers. The brand manager’s responsibilities include monitoring marketing trends and being vigilant about other competitor products in the marketplace. They develop, implement, and execute marketing initiatives and activities and coordinate with clients, senior management, and junior marketers to oversee all branding-related operations. A skilled brand manager can help you create a strong and consistent brand that solidifies your business’s identity in consumers’ consciousness.
Why is a brand manager vital for your company?
They can streamline branding operations
Branding is more complex than marketing individual projects. Ultimately, every effort should cohere with your brand identity—from the conceptualization of products and services to its execution and marketing. To illustrate, Coca-Cola has cemented its brand in public consciousness worldwide by contextualizing promotions in the regions they’re aired to resonate with the target market. However, an initiative like this requires strong collaboration throughout the company to ensure cohesion. A brand manager can be crucial since they direct the visual and messaging guidelines and facilitate inter-department collaboration. This streamlines branding operations so they all work toward a consistent brand identity.
They set your brand apart from the competition
An experienced brand manager knows which aspects of your product can appeal to customers owing to up-to-date insights on industry trends. As such, they can highlight unique and positive features that emphasize your band’s selling points and make it stand out. You can see this in Apple’s marketing: the tech giant specifically highlights the privacy features of its voice assistant, Siri, to set it apart from competitor brands that sell consumer data to improve algorithms that address common customer pain points. Likewise, a brand manager can help you identify and market your offerings’ unique offerings to establish authenticity and simplicity while elegantly setting you apart from top brands.
They elevate your online presence to boost your brand
Your online presence is crucial to elevating your brand since websites, mobile apps, and social media focusing on aesthetics, functionality, and quality content can invite trust. For example, Sephora’s e-commerce sales grew from $580 million to $3 billion from 2016 to 2022 thanks to its digital marketing strategies involving partnerships with influencers and user-generated content that heightened its visibility and credibility. Brand managers can help with this, too, since they boost your branding efforts by using the right digital tools to elevate your online presence. They use content management systems to manage and publish high-quality content across all channels and improve your website’s SEO to make you more visible. In doing so, they make you more accessible and consistent, helping solidify customer trust.
In today’s fast-paced world, your brand needs to stand out to succeed. With the help of a brand manager, you can set yourself apart from the competition with the latest strategies.
Article exclusively submitted to BLU DRAGONFLY
Written by Rae Jessa
Branding is a crucial aspect of any business, and it’s essential to invest time and resources into building a strong brand identity. Your brand identity is the personality and reputation of your business, and it’s what sets you apart from your competitors. In this article from Blu Dragonfly, we’ll discuss how to boost your branding efforts to ensure that your business stands out in the market.
Make Your Brand Identity Known
The first step in building a strong brand is defining your brand identity. Your brand identity should be unique and reflect your business’s values, purpose, and goals. You can start by answering some questions about your business, such as
- What is your mission statement?
- What are your core values?
- Who is your target audience?
- What makes your business unique?
Once you have a clear understanding of your brand identity, you can start creating branding materials such as logos, taglines, and messaging that communicate your brand’s personality.
If you would like help developing your brand and marketing strategy, contact Blu Dragonfly for a consultation.
Improve Your Website’s SEO
Search engine optimization (SEO) is critical for ensuring that your website ranks high in search engine results pages (SERPs). Optimizing your site for SEO involves creating high-quality content, using relevant keywords, and ensuring that your website is mobile-friendly and has a fast loading speed. You can also use a variety of tools to help you optimize your site. These tools can help you track your website’s performance, identify areas for improvement, and monitor your search engine rankings.
Content Management System
One of the best ways to enhance your brand is by using a content management system (CMS) to create, manage, and publish high-quality digital content across different channels. A CMS can help you streamline your content creation process, ensure that your messaging is consistent across all channels, and improve the overall user experience.
Include Strong Visuals in Your Messaging
Visuals are a powerful tool for enhancing your brand messaging, and incorporating impactful visuals into your marketing materials can help you stand out in a crowded marketplace.
Some effective ways to use visuals in your branding efforts include:
- Creating a distinctive logo that reflects your brand’s personality
- Using high-quality images and videos in your social media posts and blog content
- Developing a consistent color palette and design aesthetic across all branded materials
Promote Your Business Through Advertising
Investing in advertising is an excellent way to boost your brand’s visibility and attract new customers. There are many different types of advertising channels available, including social media advertising, search engine marketing, and display advertising.
When creating your advertising campaigns, it’s important to keep your target audience in mind and tailor your messaging to their needs and interests. You should also set clear goals for your advertising campaigns and track your results using analytics tools.
Analyze Your Rivals’ Marketing Strategies
Understanding your competitors and how they market their businesses can provide valuable insights into how you can enhance your branding efforts. By analyzing your competitors’ branding strategies, you can identify areas where you can differentiate yourself and create unique value propositions that appeal to your target audience.
Some effective ways to analyze your competitors include:
- Conducting a competitive analysis of their branding materials
- Researching their social media presence and engagement rates
- Analyzing their website traffic and search engine rankings
Get Customer Feedback with Surveys
If you’re aiming to improve your business’s marketing game, conducting a survey can be an excellent way to start. To gain valuable insights from your customers, an incentivized survey can do wonders. You can easily offer a survey study gift card through an API that will encourage customers to participate in a way that benefits both them and your brand. The gift card can provide an extra incentive for people to take the survey and give their honest opinions and feedback.
With this feedback, you can get a better understanding of your customer’s needs and expectations, which will undoubtedly benefit your branding efforts. Plus, it’s relatively easy to offer a survey study gift card and get started on your survey journey today.
Review Your Marketing Plan Frequently
Finally, it’s essential to regularly revisit your marketing strategy and adjust it as needed to ensure that your branding efforts remain effective. As your business evolves and your target audience changes, your marketing strategy should adapt accordingly. By regularly revisiting your marketing strategy and tracking your results, you can identify areas for improvement and make data-driven decisions about how to enhance your branding efforts over time.
Boost Your Knowledge with a Business Degree
Pursuing an online bachelor’s degree in business can be a key to success as you gain a wealth of knowledge and skills that are directly applicable to the field of marketing. With an understanding of business principles and strategies, you can better navigate the complexities of today’s marketplace and develop effective marketing campaigns that resonate with your target audience.
By studying topics such as market research, consumer behavior, and digital marketing, you can expand your knowledge and enhance your skills as a marketing professional, positioning yourself for greater success and growth in this dynamic industry.
Review Your Marketing Plan Frequently
A strong brand identity is essential for a business to succeed in today’s highly competitive market. It helps to differentiate your business from the rest and creates a recognizable image that customers can relate to. By implementing various branding strategies like optimizing your website for SEO, managing content using CMS, analyzing competitors, and more, you can enhance your branding efforts, increase brand visibility, and ultimately drive more sales.
When live chat first came out, it revolutionized service delivery. It was now easy for customers to get an agent and receive support and the customers felt heard. Because of this, they reported higher levels of satisfaction. This is the power of conversational marketing. The great thing is that it is also being utilized in other areas of marketing.
But what is it?
What Is Conversational Marketing?
Conversational marketing encompasses all methods used to engage with the customers in a dialogue or conversation. This can include live chat, SMS messaging, and live video call on social media.
Why Your Business Should Use Conversational Marketing
There are some key advantages to conversational marketing that goes over and above the more traditional marketing methods such as online contact forms and email marketing.
You Are Better Able To Understand Your Customers’ Needs
Having a conversation with a potential customer is the best way to build a good rapport and relationship. Via conversation you are also able to better assess your customers’ pain points and which solutions they are looking for.
With the information gathered through conversation, you can improve the product, tailor marketing campaigns, and create content that best appeals to the needs of your customers.
The Potential For More Sales
Traditional methods of lead generation have one flaw—lag time. Often there is time between a customer filling out a form and a marketing agent reaching out to them, or before sending an email and getting a response.
During this time the customers could lose interest and switch over to a competitor.
With conversational marketing tools such as live chat, you can respond to a customer as soon as they reach out. In fact, many customers will opt for such tools due to their quick response to any other tools.
No, we don’t mean offering support here. What we mean is that when it comes to online shopping, customers do not have access to a salesperson to help them during the shopping experience.
The downside to this is that in case the customer has a bad experience, they are likely not to return to your online store.
With conversational marketing tools such as live chat, a customer and ask questions and ask for support and receive both within an instant. If a customer is shopping during odd hours chatbots allow them to still receive assistance as it mimics the human experience.
Tips To Utilize Conversational Marketing
If you want to grow your business through marketing then follow the following proven tips to utilize marketing for amazing benefits.
Install Live Chat
Live chat is the quickest way to utilize conversational marketing in your business. Often businesses will include chat boxes that offer fast assistance to customers while also providing them with the option of talking to a live agent.
Offer Personalized Messages
If you opt for chatbots, it is important to keep in mind that customers prefer speaking to a live person. You can use this to tailor your chatbot messages to sound just the way you do when answering questions.
Ensure that the chatbot feels natural by altering the time and the responses to sound as if a live person is responding.
Combine Conversation Marketing With Digital Marketing
While conversational marketing is a great way to offer a more personalized experience for your customers it is important to say that you do not neglect other digital marketing options for relationship building.
Whether it’s social media marketing or email marketing. They should complement your conversational marketing plans.
Conversational marketing opens new doors to lead generation and customer retention. It also offers opportunities for better understanding the customer. The information you gather through conversational marketing can help improve the bottom line.
Many site owners want to be more visible to online shoppers than their competitors. For this, they spend a considerable amount of their investment on SEO. But there is plenty one can do to help rank their site without having to spend too much money. That is what we are going to look at in our post…how to maximize organic traffic in the most efficient way, and how to get more organic traffic?
How to Get More Organic Traffic
Getting organic traffic does not an easy job but it is also not enough difficult to be skipped. Below are some proven strategies to get more organic traffic to your content either a website, social media account, online store or YouTube channel.
Focus on your readers and not on SEO
Site owners will often optimize for SEO to rank as high as possible on search engines.
However, remember who you are creating content for…your readers. Instead, focus on creating something that the readers will find useful, and naturally, your SEO will improve.
To create content that is helpful to readers, start by creating their bios. This helps you to understand them better and figure out their problems.
Utilize long-tail keywords
Many site owners and bloggers will use the most common keywords for a specific subject. However, the downside to this is that such keywords will have a lot of competition as many competitors are also using them.
This makes it harder for readers to find you.
Using long-tail keywords allows you to rank for a specific topic. They have less competition which makes it easier for readers to find your content.
After all, you want to target your content to individuals who are searching for answers to a specific question.
One of the best ways to gain organic traffic is to blog on a regular. Users can find more information than they can find on the Home Page or About Us page.
One thing that you should be careful about however is creating spammy content. This will have a negative effect and will cause your site to lose rankings.
Create more quality content
Remember what we said about creating blogs that are useful to readers? This point adds to that. You must create more quality content. However, make sure that you never sacrifice quality.
This will help draw in more organic traffic without having to risk your site’s SEO. The more quality content that you have on your site, the higher your chances of increasing organic content.
The way to guide readers to more useful content on your website? Use internal linking. Note that you can only use internal linking when you have plenty of quality content on your site or blog.
The benefit of this is that it can also increase the time that readers spend on your site which is a great way to tell Google and other search engines that your website offers quality content.
As a result, your rankings improve.
Remember however that you should never use too many internal links on a blog as this will cause it to look like spam.
Use of social media
400;”>Social media offers an excellent way for you to drive organic traffic to your site. The most popular is that you can promote your content through your followers on your chosen social media platform such as Facebook, Pinterest, and Instagram.
Note that to maximize the use of social media in promoting your site, you may want to increase the number of followers. You can do this by offering and promoting useful and interesting content.
Gaining organic content doesn’t have to be difficult or expensive. With a few tips and tricks, you can increase traffic to your site which will translate to more conversions. Just make sure that you uphold quality in everything that you do.
Think about that time you sat down to read an interesting book or listen to a highly engaging podcast. Chances are you were so drawn into it that your brain simply lost all consciousness of your surroundings. Only by hearing a sudden noise or someone bulging into your space and calling your name did you finally snap back into reality.
That’s the power of storytelling. It draws you into this other world and grabs your constant and undivided attention. Imagine if you could use this power in your business marketing campaign to grab the undivided attention of potential customers.
Guess what… you certainly can!
How to Use Storytelling as a Great Marketing Tool
Storytelling can be a great marketing tool if used correctly. It can help create an emotional connection with your audience and make your brand more relatable. When crafting a story, be sure to keep it simple, focus on a single message, and make sure it aligns with your brand. If you can do all of these things, you’ll be well on your way to using storytelling as a great marketing tool.
And this is how.
1. Using Storytelling To Stir Empathy In Customers
One way that you can use storytelling in your marketing campaigns is by intending to stir up feelings of empathy in your customers.
It would be improper for any business to even attempt selling anything without first understanding what frustrations and challenges that customers are going through.
Having done this by interviewing the customers themselves, businesses can then create stories that show how using their products helped them deal with their problems and frustrations.
For instance, you can create a video that shows how the customer was frustrated with a certain issue but found a solution in the products that your business offers.
Potential customers watching this will feel empathic and are more likely to trust your brand more. You will solidify your brand in the minds of potential customers and turn them into repeat and loyal clientele.
2. Customer Engagement
The aggressive advertising carried out by most businesses has left a damaging effect on customers’ attention span. They hardly take the time to look at an advert for long enough before shifting to the next.
Storytelling offers an excellent way to grab and maintain customer attention. And by doing so, you know that you can influence their buying decisions.
Stories can move the customer’s emotions and by this, you can steer their emotions towards purchasing your business products.
3. Great Stories Also Mean Great Content
You can provide stories in your blogs giving your site visitors something interesting and exciting to read about.
One way that you can create loyalty is by providing free content that is also exciting and engaging.
If you are always providing top-quality content and stories, then readers will automatically associate your brand with certain things. When they need these things, it is your business they will think about first.
4. Creating Memories
When people hear an exciting and even inspiring story, it arouses certain emotions in them. As they are reading the story, they are also creating mental images. This means that the story remains etched into their memory.
Marketers can use this to their advantage. Now that they have customers hooked, the customers will think about the brand the next time they need a product.
For instance, imagine a story about a woman who lost 30 pounds of body fat in a month. Your first reaction will be wow? If you have been trying to lose weight, then this will arouse curiosity in you as you wonder how you can do that and achieve similar results.
Marketers can then use this connection to sell their products.
One thing is for sure. Storytelling works. It is that one tool that you can always rely upon with your marketing. The reason is that it appeals to the customer’s emotions and urges them towards taking a certain action. This builds trust in the brand and makes it easier to sell products to the customers.
Have you ever seen an advertisement and felt like it was meant for someone else and not for you? You must have felt alienated like you were unimportant. Sadly, societal bias and stereotypes based on race, ethnicity, and religion are all too common and this reflects in the inclusive marketing.
For instance, males are shown more in adverts than women are. On the other end of the spectrum, women appear more in revealing adverts than men. Very often brands fail to include all members of society yet expect everyone to purchase their products or services the same.
What is Inclusive Marketing
Inclusive Marketing is the concept of marketing to everybody. While most marketers tend to focus on just one type of market, inclusive marketing targets, everyone.
Inclusive marketing is all about making sure your message and marketing are designed to fit everyone. It’s not about being specific, it’s about being all-encompassing. Inclusive marketing doesn’t mean that every single person is going to like you or buy your product or service. But it does mean that you’re going to be appealing to everyone, regardless of their age, gender, race, or sexuality.
How To Make The Best Use Of Inclusive Marketing
Inclusive marketing is more than just including faces of minorities in adverts or changing the colours of your products. This is not all that is needed to get people to purchase products.
So where do you begin?
Culture! That’s where. Dedicate your resources and research on understanding the political, social, and economic views of your target market.
Understand their challenges. This will mean immersing yourself in their world and putting yourself into their shoes.
This in turn will equip you with the information necessary to create adverts that appeal to customers and that will offend them.
Get the right team
And the right team represents the different cultures and ethnicities in the greater society. Look at it this way, can a man sell beauty products? Sure he can! But would it be better if there was a woman on the team?
Similarly, can women sell shaving products? Of course! But would it be better if there was a man in the team who shaves on a regular?
This same concept should be considered with different ethnicities. A Mexican knows more about his people and understands their perceptions more than a black man. Similarly, a black man knows more about the black community and its challenges than a white man.
You get it!
Understanding the role of women
Women for instance make up the female economy. Last year alone, women spent over 24 trillion dollars. What’s more, it is expected that as more and more women enter the workforce, this number will continue to grow.
Savvy marketers are aware of this and are now representing women more in their marketing campaigns. This can be an excellent way to ensure your marketing budget goes even further. Many businesses are now realizing the potential and are changing their marketing tactics to appeal to more women.
Inclusive Marketing And Its Effects on Consumer Behaviour
Consumers are much more likely to buy products from brands that make them feel recognized and appreciated as a valuable part of the community.
For instance, black consumers are more likely to buy products from a brand that shows black people in their adverts.
With inclusive marketing, your campaigns can have more impact and persuade more people to choose your products.
A great example of inclusive marketing is Rhianna’s Fenty Beauty. It markets to different races and ethnicities in over 137 countries. One of her adverts even showed a Muslim girl with a hijab.
Ultimately Inclusion Is For All
When it is all said and done, inclusion is not about creating ads that target a certain ethnicity or group of people. It is about creating a successful campaign that takes into consideration the feelings, emotions, and views of everyone in society. The goal is to make everyone feel appreciated without alienating some.
Inclusion marketing is an ongoing process of evaluating and re-evaluating societal concepts.
Benefits of inclusive marketing
As a business owner, you know that marketing is important to the success of your company. But what you may not realize is that inclusive marketing is essential to reach the widest possible audience and to ensure that your company is seen as welcoming to all.
Inclusive marketing is about more than just making sure that your marketing materials are available in multiple languages or that you have a diverse group of people in your ads. It’s about creating a marketing strategy that includes everyone, regardless of their race, ethnicity, gender, sexual orientation, age, or ability.
There are many benefits to inclusive marketing. For one, it allows you to reach a larger audience. When you include everyone in your marketing, you’re more likely to appeal to a wider range of consumers. This can lead to increased sales and profits.
Inclusive marketing also helps you build a better reputation. Consumers are more likely to do business with companies that they perceive to be welcoming and inclusive. By being inclusive in your marketing, you’re sending the message that you’re a company that values diversity and that you’re committed to serving all customers equally.
Inclusive marketing can also help you attract and retain the best employees. When you have a diverse workforce, you’re more likely to attract top talent. And when you have a workforce that feels included and valued, they’re more likely to stick around and help your business grow.
Finally, inclusive marketing is simply the right thing to do. It’s important to remember that we’re all human beings, and we all deserve to be treated with respect. When you market to everyone, you’re helping to create a world that is more tolerant, understanding, and compassionate.
If you’re not already doing inclusive marketing, now is the time to start. It’s good for business, and it’s the right thing to do.
Inclusive marketing goes beyond selling products. It can be a powerful tool to help fight biases in society. It makes everyone feel part of the same community which ultimately also brings people together.