Every brand owner looks forward to better results in their marketing efforts. These efforts start much before creating the product or even brand identity. You, as a brand owner, should prepare a series of questions and then answer them to bring clarity and structure to your thought process.
Ask these questions to yourself.
Why will buyers prefer your product over others?
How will you educate them about your product features?
What are you going to present in front of the audience?
How will you draw their attention?
How will they trust you and your brand?
Will they transact?
Will they become your brand advocate?
To resolve these questions, let's understand the process first. To start the process, first and foremost, we need to have excellent communication skills, audience personas and a good strategy.
Why will buyers prefer your product over others?
Buyers will prefer your product over others if they find something different and appealing. Since many people are creating similar products and using the same methods and marketing tactics, therefore, niche selection is essential for the brand.
Distinguish yourself from the competitors and play with your strengths. Highlight what different you can offer as a creative brand which other's can't. Become the leader of your narrow segment rather than fighting for a lower position in the broader sector.
How will you educate them about your product features?
You will educate them with the help of great content. High-quality content provides consistent engagement. Therefore, it is essential to invest in great content marketing. Well written text copy along with impressive visuals, animations, infographics, videos etc. will make the content apt for sharing on social media, blogs and websites and mark your presence on digital platforms.
What are you going to present in front of the audience?
Style Guides are the relevant pieces of content for a creative brand. If you are offering clothes, then creating style guides is a fantastic way to present the entire range on your website and other platforms. Visitors will get an idea about different styles, sizes, colour combinations and themes that will allow them to shop with ease. You can also create multiple style guides for various occasions like events, weddings, seasons and themes like work, leisure, travel, fitness etc. It can be included in the marketing strategy, as well.
How will you draw their attention?
Once you have created the high-quality content, then the next step is to present that content to audiences through search engines, social media and display advertisements.
Search Engine Optimisation (SEO): Content Marketing and SEO go hand in hand to derive better results. SEO will enable your content to be recognised by the search engines, where people are looking for similar products. Relevant keywords in your content will provide potential customers to look for the solutions to their problems. That leads to influence them to generate traffic and valuable clicks to your website.
Social Media Presence: Another important platform to grab attention is social networking. People spend substantial time on social media for various purposes. Presenting your content on these platforms will increase the reach and direct interaction that will build trust and loyalty amongst potential customers. Constant engagement will establish a community of buyers to perceive your brand in a better way. The target audience can be engaged in the following ways:
Brand features and other information.
Contests and Promotions.
Polls related to your industry.
Customer reviews and feedbacks.
Event highlights.
Giveaways announcements etc.
Display Ads: This tool is quite helpful for other engagement tools to target the right audiences. Google display advertisements attract and will bring potential customers to your product page if they are searching for the related product. Similarly, social networking sites like Facebook, Instagram and Twitter will keep displaying your product advertisement. It will divert the traffic to your page or website for better information about the latest product launches, alerts, special offers and promotions at the storefront.
Retargeting Ads: These kinds of advertisements help buyers to make informed decisions after researching well about the product. Such ads target visitors by showing reminder ads to recall your product that offers similar features. In some cases, these ads offer lucrative deals and discounts to revisit the cart, page or website.
How will they trust you and your brand?
Well-structured marketing strategy, high-quality content and displaying your products and advertisements are instrumental in building the trust of the audiences. This relation between you and the buyer will lead to successful transactions and loyal advocacy in future. At this stage, your products will sell themselves. Reaching such a phase is the dream of many brand owners, and they keep looking for ways to achieve that.
Automated Email Marketing: This is the best practice for building trust as you will continue interacting with your buyer on a one-on-one basis. The personalised attention will give them a chance to understand the product features well and ethics you follow to build a brand.
A customised offer conveyed to their emails makes them feel important and urges them to transact.
Partnership with Influencers: Earlier brands have only celebrities and models to influence buyers, but the evolution of social media created a niche for many influencers to become the face of a brand. They have become celebrities in their capacity through blogging and numerous followers. Partnering with these influencers will increase your brand awareness and trust factor amongst varying age groups catering to wider audiences.
Will they transact?
You will find buyers in many stages, some will go through the entire process of marketing, and some have gone through the process earlier and now transact impulsively without a second thought. Understanding and acting according to these stages will help you to build a strong presence.
Will they become your brand advocate?
Buyers who already transacted are equally important as they can become brand advocates. Maintaining and nurturing them is equally essential as acquiring them. They will take you to the stage where not much marketing efforts are needed to sell your products. Regular monitoring of their reviews and feedback will improve the quality of products and marketing efforts.
Since you have already identified your niche and a well-structured marketing plan is in place, it's time to execute it effectively. Pitch yourself as a personal brand and build trust through regular and direct interaction. Develop excellent communication skills to present your thought process powerfully. Understand the target market and establish a strong brand identity.
To know more about Digital Marketing, Check out - How To Promote A Creative Brand With Digital Marketing?
Information Reference - Digital Deepak
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