Posts Tagged 'intro60'

How to Brand your Brand

By Suzanne Vara

Branding your brand.  A brand is a message based upon a promise and expectations of  the product/service and overall company. The message is developed and distributed via various channels for consumers to receive and react. As consumers encounter, experience the product/service and develop a relationship they begin to influence the brand. Not every relationship will be positive as not believing the message in the initial encounter (think Taco Bell Drive Thru Diet Menu) or not being satisfied when interacting and experiencing leads to negative feelings which affects their overall brand image.  Before creating the brand message, the buyer persona and consider how your target market will perceive and accept your brand, it is critical to brand your brand.  Branding your brand is identifying the visible aspects and the collection of qualities along with physical and social characteristics which is the brand personality. The brand personality generates the emotional association with the consumer that helps to create the brand persona.  The brand persona is the public face of the product/service that you place in the mind of consumers by taking the emotional attachment and seeking consumer engagement and attachment.
A brand persona humanizes the brand to allow for the engagement and attachment by answering:
1. Who you are
2. What you represent
3. What makes you better than anyone else
4. What will brand mean to the target/consumer
5. What the target/consumer experience will feel like
Once the brand persona is created the buyer persona is created around this information and the brand is introduced to the marketplace.  The consumer engagement and attachment are what matches the brand persona to the buyer persona so long as the brand identity (name, logo, marketing & advertising materials) reinforces the buyer persona.  You can have a well received and trusted message but if the identity does not meet the expectations, the brand image is shattered and that targeted prospect has moved on.
Consumers treat a  brand the way that the brand treats them. Creating a brand persona that is based upon your own interaction and experience with the product/service provides an understanding of how your target may interact, perceive and accept your offering. Think of a brand that you are loyal to and how they treat you.  What characteristics do they match with your own personality that makes you like them which leads to trust and purchase? We purchase from who we like and we like them for a reason.  Create that reason with your brand persona and distribute to the channels where your target is.
How have you interacted with your product/service to develop your brand persona?
Looking for some professional advice on how to interact with your product/service to create the brand personality and persona? Let us know and we’ll quote you so you are not left scratching your head as to why your brand-to-target went awry.

Sales Video – A Must for better Online Marketing

by James Williams

New Delhi, India – February 6, 2012 – Talk to any online marketing expert and the first point they come up with is that most of the websites are loosing business, market value and money simply because they have not opted for a sales video. A short video on the landing page can do a lot of good to not only their marketing campaign but can also help in building better brand image and result in better conversion rate.

It is never too late to have a short video on the website that describes the company and its working well. The sales videos are designed keeping the demographics and characteristics of target customers in mind.

A Sales video ensures efficient and fast information delivery, reduces the chances of a potential client skipping over to a different webpage, induces emotion, energy and entertainment and results in increased conversions and sales.

A few experts also see sales videos as a perfect replacement of text on the landing pages. Other; however, are quick to point out that text cannot be completely eliminated but a major part can be replaced with videos as they are less SEO friendly. Overall, they certainly provide better return of investment.

The current market trend clearly depicts a shift of people’s interest from text to short videos. Websites have no option but to go along with the trend in order to ensure that they are not missing out on the entire new breed of internet surfers and customers who would never go through a piece of text but would instead be more interested in a sales video. They are watching more ‘How to Videos’ and even online advertisement videos than ever before.

People are sharing the videos which they like among their circle which aids in better marketing as well.

These are also a perfect replacement of sales letters which are not as much affective. They are as good as taking to the person one on one and increases the chances of him going through the details which is simply not possible in case of sales letters. A sales video might not be able to retain a certain few who like to scan first before going through the details but would surely be able to add up a number of other who simply does not have time or the interest in going through the long and boring text of sales letter.

Use promotions to build your company brand on Facebook

by Shayna Lashway

Over the last several years Facebook has become a place to not only engage with friends, but also to engage with brands. This is great news for companies looking to get involved with social media in hopes of growing their business.

Whether you are a local garden center or a national seed company, Facebook can be a great addition to your marketing plan. Today’s customers are using social media on a daily basis, and with over 800 million users now on Facebook, it’s never been a better time to establish your Facebook presence and interact with current and prospective customers online.

But, where do you start, how do you grow your audience, and most importantly how do you keep them engaged?

Of course, there is no simple answer and making the most of social media takes patience, creativity and determination. You’ll need to establish your goals and decide who will manage your Facebook page. You’ll also need to set aside time each day to monitor your Facebook page and create content your audience with enjoy.

Once you’ve decided who will manage your page and you have set aside resources to manage and grow you audience, you may be left wondering: what can I do to create buzz and keep my fans interested?

Generating social media buzz for your business doesn’t need to be costly or complicated. In fact, there are some tried and true techniques that big brands have been using for years. Creating interesting content, responding to customers, and engaging in a two-way dialog with your audience is a great start.

Then, once you’ve got the basics down, look toward promotions. Regularly running well-executed promotions is a surefire way to create social media buzz. Sweepstakes and contests are the perfect way to grow your audience and engage your fans, while also encouraging them to share your business with their network of friends. Why not host a photo contest and let you customers share their best garden photos? Or, why not hold a container gardening photo contest and reward the winner with a gift certificate to be used in-store? The possibilities are endless.

Running a Facebook promotion is easy, but first you’ll need to decide what your goals are and then decide what type of promotion will suit your needs best. You’ll need to determine if a contest or sweepstakes is right for you and if you decide to do a contest, you’ll need to pick what type of media you want your entries to be. There are photo and video contests, or you could also do essay, or you can do a combination of all three.

If a high number of participants is your goal, a sweepstakes is likely going to receive the largest number of entries. This is because sweepstakes are easy to enter, typically requiring little more than an e-mail address. If you’re looking to really engage your audience, a contest is going to be a better choice for you. But, what type of contest? Photo contests are a great option for many gardening businesses because people love taking photos of their gardens and they love sharing them. People also love to look at photos of plants and gardens, so you’re likely to get lots of participation from people who are just browsing and voting for their favorite photos.

Once you’ve decided on a format, you’ll need to decide what type of prize you’ll be offering. A prize can make or break a contest. It needs to be worthwhile for the participant to enter, and it needs to be extra worthwhile for them to share your promotion with their friends.

You’ll also need to decide your rules and how you’ll pick a winner. Letting your audience vote on contest entries can be a great way to get your fans involved, while multiple rounds of judging and voting can help extend the life of your promotion. Don’t overlook these types of details- they can set the whole tone of your promotion.

Once you’ve determined the details of your promotion, you’ll want to have your rules and guidelines reviewed or drafted by a legal professional. Then, you’ll want to ensure that your promotion meets Facebook’s promotional guidelines, which can be found at http://www.facebook.com/promotions_guidelines.php.

The rules are straightforward, stating that a promotion must be administered through an app (which displays as a page tab), and that you may not use Facebook functionality as a means to enter the promotion. In other words, it is against Facebook policy to have users enter your promotion by: uploading a photo on your wall, liking your post, or making a post on your wall. Do so, and you risk having your promotion, or even your Facebook page, shut down.

So, what can you do? You’ll need to find a promotions provider than can make an app for you, or one that allows you to create your own app. A simple internet search can help you locate such a provider.

Once you’ve got all of the details and legal issues resolved, you’ll want to start thinking about how you will promote your promotion. This doesn’t have to be expensive but you need to promote your contest if you expect to get entries. Your own site, a newsletter or a note to your followers on an existing social network like Facebook or Twitter can be a great place to start. But, there really are tons of ways you can promote your promotion.

So, get creative and think about how you could tie a promotion in with your current marketing plans. Maybe you could have an annual photo contest that you promote throughout the year on your website, in your newsletter, and with in-store signage. You could even use a QR code that directs people right to your promotion URL. Any touch point you have with a customer can be a great opportunity to promote your promotion.

So, if you’re ready to take your Facebook marketing to the next level look toward promotions. Sweepstakes and contests will help you grow your audience and engage your fans in no time.

Top 5 Digital Marketing Tips for 2012

by: Jonathan Gardner

1. Own your voice, don’t share it. Share of voice may be the mantra of yore, but these days, we’re talking “word ownership” for online branding. In hyper-competitive categories such as consumer electronics and auto, brand, emotive, and topical keyword ownership are the name of the game. But you’d better get there first, especially with key terms such as “football” and “Valentine’s Day” sure to be hot tickets in the weeks to come. Act fast, and the keywords will do the work for you. Have a smart contextual plan at the core of your strategy, and you’ll help your brand gain ownership of voice around the Web.

2. Resolve to be relevant. It’s back to basics, and relevance reigns in 2012. Keep consumers and their desires, hopes, and aspirations central to your marketing and you’ll stay on top. More than ever, the people will be in the drivers’ seat. This is especially true of those fickle, supposedly mysterious groups like Millennials, about whom Matt Briton, CEO of social media agency Mr. Youth, says, brands must address five “need states”: utility, entertainment, information, rewards, and recognition. Another trend worth noting is that in 2011, we saw consumers becoming more spending-conscious as opposed to simply price-conscious. So now is the time to make the strongest possible case for the value of what you’re selling. Finally, tune in to what kind of content engages your audiences and create advertising that aligns with what they watch and read. Take advantage of technology that matches ad content to the context of the page, creating hyper-relevance to deliver ads people actually want to see.

3. Context is king, and content is queen. Steve Jobs said (and showed) that to create value in the 21st century, you need to connect creativity with technology. With all the focus on the amazing tech that enables our new era of advertising, it is easy to forget that what’s in the ads matters, too: You can roll out a remarkable initiative to find consumers, but how will you engage them? Time and again, the most successful in-text, toolbar, and display ads bring relevant content within the context of the page. This year, like the last, the best advertising will be dynamic and provide useful information, from weather reports and traffic updates, to recipes and sports scores.

4. The data is smarter. Are you? As industry guru Peter Horan has told us, “Counting clicks for branding is flawed. Marketers know TV works even though viewers can’t click on a commercial.” Beyond the click, the revolution in data will continue. Marketers can now look more closely at consumer behavior to get more mileage out of campaigns. With technology giving us a clearer view of reader engagement and retention, we see that all content is not created equal, and that despite the recent increase in content volume, quality is what drives results.

5. They’ve changed the channel. An incredible 98% of 18- to 24-year-olds use social media. While debates continue to rage about ROI and how to quantify “Likes,” we’ve seen brands find new ways to make their social media assets deliver more, by bringing social content to new ad formats that push Facebook pages and Twitter feeds to the consumer in a relevant context. We can all learn from how Best Buy connected consumers with its “Twelpforce,” Twitter-based help desk, and how Axe is using an innovative social toolbar to push its clever content to consumers around the Web.

Happy New Year, and I hope you resolve – as I do – to follow the rules of common sense for a 2012 that will take your marketing to the next level of success.

5 Ways to Keep Improving Your Email Marketing Campaign

…by: Eric Brantner

Customize your email template—Avoid using a generic template for your emails, because they look, well, generic. Email marketing plays an important role in branding, so doesn’t it make sense to create a custom template that incorporates your brand’s unique look? It’s the little details like this that make a big difference in branding.
Study your data—You should always be tracking everything related to your email marketing campaign—delivery rates, open rates, clickthroughs, etc. Pay close attention to this data, and more importantly, use this information to tweak your email campaign for improved performance.
Test everything—The best way to figure out what works and what doesn’t work is to test everything. Test out different subject lines, different link placements, and other variants to your emails. Then, you can clearly see which tweaks improve your results.
Ask for feedback from subscribers–Nobody is more qualified to tell you what they’d like to see in your emails than your actual email subscribers. Encourage them to provide feedback so you can deliver the types of messages they prefer.
Pay attention to other email marketing campaigns—I receive emails from probably a dozen different companies. It’s not because I particularly care what these companies are offering. I just want to study their campaigns and see what I can learn from them. I recommend you do the same.

Notes on Viral Video Marketing

…by Edah Palatam

Everyone and their grandmother seems to be interested in the whole viral video marketing buzz and how it can transform something into gold practically overnight. The question here is that do we really know how this started or what it really is? Here are some notes on viral video marketing that can help you in your journey of creating one.

The very first thing we need to know is that what exactly is viral video marketing about? When I first heard it, I thought it had something to do with malware or computer viruses that will automatically go to a pre-programmed website or something like that. If you think about it, this method of marketing is something like that but it isn’t invasive in any way.

It essentially creates a need for people to want to share your material with their friends, contacts or to just anyone they think might be interested in it. It could be that they find the information included to be really useful or just that they might think that others might find it entertaining. Whichever reason they use to pass it around, once it starts, there’s no stopping it, hence the reason it’s labeled as viral.

Almost like a real virus, this form of video marketing will create enthusiasm in a person about a production or a product and they can’t help but pass it around like the common cold. This cycle repeats itself over and over again until everyone (or at least almost everyone) has heard of it and has seen it at least once. This is very appealing to marketers because it has the potential to reach countless people with very little cost on their part.

The first notable form of viral marketing was probably a scam created by Charles Ponzi (where the term Ponzi scheme came from) in which the people themselves spread the word around. The participants had no malice in spreading the word around simply because they thought it was real and that it shouldn’t be missed. Charles Ponzi didn’t market his scam aggressively, he let the participants do it for him and it was really effective back then.

Much like the first Ponzi-scheme, a viral video marketing campaign aims to use word-of-mouth to pass the message along to everyone. Once enough people are interested in what you’re offering, they’ll be the one telling their friends and contacts about it and this creates a cycle. Once this happens, you can consider you campaign to be already viral.

Before you think of starting your own campaign based on this, I would first like to share with you a word of caution. It’s not easy starting a viral marketing campaign, a lot of people have tried and have failed miserably. The rate of success for this sort of marketing is pretty low, maybe that’s why the returns for a success is real high.

The reason for this is that a lot of people are cynical about the content that’s being put out there and if you don’t pass certain natural barriers then you’ve failed. It’s not an easy task to create your own campaign so make sure that you have all the information you need because you even start. The positive note here is that the internet has everything you need to get started, all you need to know is where to start looking.

How to Get Your Online Video Marketing to Go Viral

…by Jean Simmons

We’ve all been exposed to the incredible stats and trends of Online Video Marketing over the last few years. We know that over 35 hours of video is uploaded to YouTube every minute and that 20 million videos are uploaded to Facebook each month with over 2 billion video views on the social network. We understand the vast opportunity to reach huge audiences, as ComScore found that just over 45.4% of Internet users in the U.S. view at least one video ad over a month and are exposed to 32.2 videos each on average. To save you the trouble, that’s over 4.3 million video ads that are served on average every month!

So, we know how powerful online video marketing is. But how can we be sure that our video will reach the right audience and potentially go viral?

Small and large businesses alike need to push the boundaries of online video marketing in order to create a successful video marketing strategy that not only reaches the masses but also engages with them and peaks their interest.

Identify your video’s unifying theme. This is the main point that you are trying to get across or the value you are attempting to add to your viewer, whether it provides educational insight or entertainment.

Clearly communicate your message. A scattered, unorganized video can be confusing for the viewer. While writing the script or coming up with the interview questions, keep reminding yourself of the video’s objective and what it is you want the viewer to walk away with after watching your video.

Make it relevant. Relevancy across all content platforms, including videos, is important to ensure your video goes viral. When you’re considering your theme and the objective, also be aware of your audience and what it is they want.

Keep it short. Short attention spans, constant multitasking and over-occupied Internet users simply do not have the time or patience to sit through a 30 minute video. Typically the most successful videos, ones that are more likely to go viral, are under 5 minutes in length.

Prepare Ahead of Time. If your video is focused on people, you may want to consider a pre-interview to prepare them, and yourself, for the real deal. Send over your list of questions you plan to ask. A pre-interview also allows you the opportunity to meet the person (if you haven’t already) which will help both of you be more comfortable during the real video.

Distribution. In order to ensure  your video reaches the right audience you need to know where to go. Consider where your target audience spends most of their time, it may be worthwhile to setup a YouTube account or add a new Video tab to your Facebook Fan page.

Position Your Video on Search Engines. Search Engine Optimization (SEO), if used properly, can help boost your natural search rankings for your video. Use content tags, a strong title and a proper description heavy in relevant keywords. Use Google’s Keyword Tool to find the best keywords for your video.

There are several video creation tools to choose from such as ScreenFlow, Corel VideoStudio, Adobe Premiere, VideoPad, Roxio Creator and many others. Once your video is created and edited you’ll need to consider methods of sharing and distributing your video. Video sharing tools include Vimeo, Blip.TV, YouTube, Facebook, Hulu, and Flickr, just to name a few.

Have you had success with your Online Video Marketing? We’d love to hear your experiences!


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