Influencers can be a great way to tap into your target audience and reach them in a way that is more personal than a paid advertisement. Social media influencers can have a huge impact on consumer spending and they can provide a strong boost for your brand. However, it is important to find the right influencer to make sure your products and your message are reaching the people most likely to be interested in your company.
Although the number of followers and other metrics might be an important factor for an influencer, the first thing to consider is their relevance to your brand. Is the influencer’s content in line with your brand messaging and does their personality match your image? You will need to have a clear understanding of what their content is all about and how it resonates with their audience before you choose them as an influencer.
The next thing to look at is their level of engagement and reach to their core audience. Someone may have a lot of followers but it is more important that they have a high level of comments, shares and overall engagement. The amount of traffic and unique visitors that they receive can also be useful to know so that you have an idea of how many potential customers you can reach.
Another aspect of influencers to consider is how authentic they are to their audience in their recommendation of products. If an influencer posts content that is more personal, genuine and they seem to authentically approve of the items they are discussing then it can be more beneficial for your brand. Whatever type of content they create whether it is instagram photos, video blogs or written blogs, they need to be trustworthy to their audience so that your products will sell through their influence.
Companies involved in pay per click advertising may be familiar with the term brand bidding for certain search terms. Brand bidding means that marketers who are purchasing ads for search terms on Google bid on the brand terms of a third party. Essentially it means that your company’s website will appear when the user searches for a bigger brand name.
The concept behind brand bidding is that smaller, less known companies can get more traffic by being associated with more popular brands in the same industry. If a small, local shoe company bids on brand terms like “Nike”, for example, then their website will appear in search results and users might click on it during their search. The goal in brand bidding is diverting user attention to choose or at least become more familiar with a similar brand to the one they are searching.
Certain brands may not authorize other companies to bid on their brand name and only allow a group of affiliates to bid so that traffic is directed to approved pages. This can help block out certain bidders which may divert traffic away from them with their brand bidding practices. Technically brand bidding is allowed by Google and some companies have to be very vigilant to prevent it from affecting their traffic.
For the companies that allow brand bidding or simply ignore it, smaller brands can take advantage of using their notoriety to get better results from pay per click advertising. Bidding on specific brand names can result in a higher rank and more traffic overall. Most importantly, there is little risk involved since you only pay when users click through to your website.
Brand bidding may be threatening to some bigger brands but it can prove beneficial for unknown brands that want to increase their visibility.
Every brand needs to establish their own style so that customers recognize them and have a sense of who they are as a company. One of the most important documents that any business can have is their style guide which helps ensure brand consistency throughout everything you produce. A style guide contains all the information necessary to create anything from an advertisement, website, social media page or anything else that needs to represent the brand.
Your style guide can help any designer quickly understand the specifications of your brand’s appearance. It should include important information such as your logo size and placement so that your logo will always look consistent. You can also include specifications of how not to use the logo so that a designer doesn’t take their creative ideas in the wrong direction.
Within the style guide you can also identify your color palette so that the colors of your brand don’t shift between different designers. You can include Pantone colors and CMYK values so that there is no variation or slight changes in color shades. The hex code for web use is also important so that the colors are the same in online ads or on your website.
Listing the fonts that your brand uses can also be crucial to maintain a consistent look throughout all your content. Fonts reflect your brand’s identity and typography that is always the same can create a more professional look for your company.
You can also specify other aspects of brand’s style such as iconography, photography style and brand voice. It is essential for companies to know what they want their brand to sound and look like to their audience and a style guide can help narrow it down to important details. Maintaining a consistent brand style helps your audience remember you and trust your brand.
Small businesses often have to deal with annoyance of reviews on their Google business page, Yelp or other site that are fake, negative reviews with low ratings. When someone owns a small company it can be obvious to them when someone writes a review that was not a client. Random people on the internet, disgruntled employees or other competitors may make fake profiles simply to post negative reviews of a business that they have had no interaction with.
Unfortunately it can be a bit challenging to prove to Google that those reviews are not valid in order to have them removed. You will need to carefully monitor your reviews and be able to make a case as to why they aren’t valid. Even though you may know for certain that these people were never customers, you need to be able to show Google, Yelp, Facebook or other websites that these profiles are fake and not legitimate complaints.
If the reviews don’t comply with community standards, the reviewer has a clear conflict of interest, they included profane language or if they are impersonating someone else then the website might remove them. There is no guarantee that the review will be removed but it can be worth trying to contact the website if you know for certain that the review is false. If you can’t get it removed, sometimes it can be helpful to write a response to the review and address their complaints politely so that other users can see both sides of the situation.
If negative reviews are a problem, often the best way to combat them is to work to attract more positive reviews so that they negative ones are less noticeable. Getting more consistently positive reviews on the page will eventually make the negative ones seem questionable to users.
Netflix has become a staple of entertainment in people’s homes and this is partially due to their smart advertising campaigns that get people interested in their content.
Netflix subscriptions have increased from 30 million in 2012 to 120 million today and the number is expected to keep rising. People love Netflix because of the content but also because the product is personalized to give users what they want.
Netflix focuses much more on content personalization than other entertainment companies by using proprietary algorithms to predict what kind of content users will be likely to watch and hiding everything else. Although Netflix has spent a lot of money and time investing in engineers to create these algorithms other companies can still benefit from focusing on personalization.
Using tools that help personalize websites based on what users have visited in the past can be an effective technique in creating a more personal experience like Netflix.
Another technique that Netflix has proven to be very successful with is their email marketing campaign. Netflix emails contain branded content, moving images and GIFs to catch user attention and get them interested in watching new shows or movies as they are uploaded to the site. Their simple email designs incorporate themes from the show and are still easy to read for people who to tend to skim emails.
In looking at Netflix’s digital marketing approach, making things simple yet highly personalized tends to work best in reaching a bigger audience. People want things to be easy and to be uniquely catered toward them and their personal interests. Personalization helps anticipate users needs and wants, which will make them more likely to become a loyal customer.
Personalized content and simple advertising campaigns like email marketing can go a long way to appealing to more people overall.
Understanding and assessing your company’s digital needs can be a difficult task as it can encompass so many different things. Your digital needs could include anything from website design, social media, digital marketing, SEO and much more. There are a number of unique factors that can come into play as well such as your marketing budget, your internal staff and your company’s goals.
A good way to start to determine your digital needs is to focus on what your specific goals are online and what your strengths and weaknesses are in relation to those goals. One of the biggest digital needs that most companies have to work on is their online marketing strategy. Are your current marketing plans increasing traffic and driving leads and sales?
You can assess which aspects of your digital marketing plan tend to work well and which ones need to be updated. These can include SEO, content creation, social media, web analytics and reporting as well as marketing automation. You may need to incorporate or improve some of these categories in order to meet your company’s digital needs.
Digital marketing is crucial but you will also need to be able to attract people to a well-designed and functional website. Any issues with your website could drive away customers so your digital needs could include updating and redesigning your site to the best possible version. It should be easy and straightforward to use, aesthetically appealing and have no technical problems that could deter visitors.
Your website and digital marketing plan should be a top priority as well as making sure your social media sites are posting effective content regularly. A successful business should periodically assess their digital needs and make the necessary changes to ensure that they are using available digital tools in a way that benefits them.
We live in complex times politically and the country is strongly divided on more issues every day. Companies may feel inclined to weigh in on their beliefs about the current political situation but aren’t sure how it will affect their business. While expressing positive company values can be important, it is sometimes best to tread lightly when it comes to taking a political stance.
Consumers are more interested now than ever in hearing a company’s political views but in certain cases it could lead to alienating or angering some audiences. Customers may respond positively to a political stance in some instances but there are also dangers that businesses need to be aware of. People believe that businesses should take action so taking a political stance could generate a lot of interest in your company.
Bigger corporations tend stay on the fence politically but smaller businesses can actually generate more awareness of their brand by being political. One thing to consider however is that taking one side of a debate is likely to cut down your potential audience by a certain amount. Not everyone is going to agree with your political stance and they may avoid buying from you if they are offended by your beliefs or actions.
Remember that one in five consumers have boycotted a brand because of a scandal or negative press. You also need to think about what stakeholders or investors might think of your political stance and how they will react. If people are not already aware of your political beliefs it could have a huge impact on your business’s success.
Taking a political stand can be a risky move and may work for some businesses more than others. In the end you need to weigh the potential costs and benefits to see if it is the right decision.
Every brand’s logo evolves over the years and companies rarely keep their design exactly the same. Especially when smaller businesses are trying to expand their brand they might find that their outdated logo is holding them back. A logo can be one of the most important branding elements of your business and when it no longer matches the image that you want it can be detrimental to your goals.
There are certain signs that can help you tell if you need to refresh or revamp your logo because it has become outdated. One thing that can become a problem is when your logo is not unique enough to help you stand out from the competition. A logo that looks similar to another company can make it hard for customers to distinguish your brand and remember you.
Logos need to be unique and yet also fit in with the modern style so that they don’t look outdated. If you are using a font or style that was popular years ago or your logo doesn’t work with digital graphics then you will need to update it. Even classic companies tend to make at least minor adjustments to their logo so that it looks relatively modern and they are keeping up with the times.
A logo should also clearly represent what your company does and what you are trying to accomplish. If consumers don’t “get” your logo then it may be time to rethink the design so that it communicates what you want it to. Updating your logo means creating an effective and accurate representation of your business.
Any time that your logo seems to create issues for your business it will be a good idea to try to redesign it or make some small adjustments. Updating your logo can revitalize your image and make your brand seem fresh and interesting to consumers.
There are so many factors that can influence whether a new business succeeds or fails and one of those is the workplace culture that a company creates. If employees are not confident about what they do or they feel underappreciated it can impact the way that they interact with customers and dictate the entire success of the business. A more positive and effective work culture is one that empowers employees and helps them feel that what they do is important.
Every level of employee in a successful company needs to be empowered so that even lower level team members have plenty of work satisfaction. They will also need to be able to communicate fluidly in a system that is not structured in a hierarchical way that prevents lower level from being able to speak directly to management. A positive and open work culture helps improve customer service and benefits the company as a whole.
It is helpful for a company to have core values that every employee is aware of so that they know and understand the culture. Identify what your business cares about the most and communicate that to all of your employees so that they know what the greater meaning and purpose is behind what they do. Employees need to feel that they are part of the bigger picture of the company’s mission so that they consider themselves instrumental to a goal.
Establishing work culture can be crucial to how a business presents itself to customers and the way that employees express the company’s values. Talking about your culture to employees, improving the flow of communication and helping each employee feel valuable can have a positive impact on the business. Many different factors can create success but one of the key strategies is workplace culture.
Technology and innovation can change the world so rapidly that businesses often get left in the dust if they aren’t prepared for major shifts in consumer habits. The move toward mobile apps and making purchases through mobile devices has been a dramatic change that many businesses are still struggling to keep up with. Business practices need to adapt to new technology as often as they can otherwise it could mean trouble for their longevity.
There are a number of ways to stay prepared for future changes and prevent them from affecting the success of your business. One thing to consider it that it can be too vulnerable to focus your business on only one niche or product. Diversifying your product portfolio can make it easier to survive a changing market because you are not just relying on one part of your business.
It can also be a good idea to constantly tailor your strategies and adjust to always reach new customers. Strategies that you have used in the past to reach existing customers may not always be effective as the market changes. Explore and adopt new ways so that you always keep trying to find what works.
Another helpful strategy to future-proof your business is to work on identifying any potential risks and manage them as early as you can. You should look into possible points of failure for your business and determine the best solution in case any of these issues should arise. Addressing any future problems early on can keep you prepared for changes that might affect your business.
Future-proofing a business means staying in touch with customers, adapting to changes and being prepared for all possibilities. Technology and the way businesses interact with customers will always constantly change so you need to be able to adjust to every shift in the market.