In this connected day and age where brands can go global by simply marketing themselves on social media and across the web, it can be quite difficult to stand out, especially if your company is still in its infancy and you’re trying to make a name for yourself in a competitive industry. After all, how are you supposed to contend with the veteran brands in your market that have an established digital and offline presence – brands that people know, trust, and love? The truth is that you have some cumbersome challenges to overcome, but it’s not impossible.
In fact, you have many promotional channels at your disposal that you can try, but it’s also important to remember that not every channel will work your brand and its unique goals, nor that you should invest in all of them if you want to safeguard your budget in the long term. What you need to do, though, is to carefully select the best tactics to elevate your brand’s visibility and awareness. Here’s what you should do.
#1. Get in touch with influencers
Influencer marketing is usually something that business leaders only start to consider once they have already tried out other marketing tactics, but what if you were to put social media influencers at the forefront of your digital marketing strategy? This just might be the kind of brand exposure you’re looking for, because the right influencer can get your brand trending in no time across the online realm, helping you expand your reach and convert some of their loyal following into loyal customers.
That said, you need to know what you’re doing. It’s important that you find the right influencers whose personal brands complement your own in order to truly capitalize on social media stars. Next, if you want to build your brand’s trustworthiness in a saturated social media market, you will work with micro-influencers that boast a decent but loyal following instead of trying to land the superstars that have so many endorsements that your brand won’t be able to stand out.
#2. Put your brand first
Speaking of your brand and how to make it stand out, you need to weave your brand identity into every promotional tool, and every place where the customer has a chance to experience it. Concretely, this means that you should put your brand’s visuals, tone of voice, and its unique messages on your product packaging and shipping packages.
Why invest in branded packaging, you ask? Because these are the types of details that customers love to see, as they not only showcase your professional side, but they also tell the customer that they matter to your brand. But don’t stop there, rather, go ahead and put your brand on personalized cards to make a lasting impression and inspire the customer to keep coming back.
#3. Leverage beautiful marketing collateral
Marketing collateral is immensely important for promoting a brand in the online and offline realms. This is the type of content that showcases what you’re all about in a concise and powerful way, typically a brochure or a handout, or even a product catalogue that you can publish on your site and social media, or print out to send to your customers. Keep in mind that marketing collateral offers something unique that will inspire the customer to get in touch – it puts your brand into their hands.
To craft marketing collateral that inspires and converts, specialized agencies like Infostarters will combine actionable data with brand visuals and values to bring form and function together, and build a promotional tool that people will actually want to read and act on. Be sure to use this approach yourself, and combine your brand’s key elements with storytelling and important information to perfect your marketing collateral and get your brand noticed online and offline.
#4. Be active on all relevant SM channels
Aside from getting prominent influencers to spread the word of your brand, you should also tend to meticulous social media marketing and management yourself in order to engage with your new followers and guide them to your website. What’s more, it’s imperative for every growth-oriented business nowadays to have a social media presence, simply because the modern customer needs and wants to communicate with their favorite brands.
You need to make yourself available to communicate with your followers on all relevant SM channels, but you should also focus on publishing top-quality content (articles, images, videos, infographics, and more) on a regular basis to keep your audience interested. To boost your chances of improving brand visibility and reach, be sure to post engaging captions, and don’t forget to reply to every comment to keep the conversation alive – this will motivate people to like and share your content.
#5. Invest in paid advertising
It’s true that you should primarily focus on the digital marketing solutions that will build up your brand’s visibility and authority in the long-term, such as content creation, social media management, SEO, and more. That said, it’s also important to combine all digital marketing tactics to propel your business up the SERPs and disseminate your brand across the online world, so consider investing in paid advertising as well.
For example, combining a PPC campaign with a long-term SEO strategy is the perfect way to position your brand in front of the right audience quickly, and make your business stand out while your SEO efforts slowly build up your brand’s authority over time. You can also invest in paid ads on social media to complement all of your SM efforts as well.
Getting your business noticed in a sea of competitors is not an easy task, especially nowadays when you have so many marketing channels to explore. Be sure to leverage only the ones that will provide the biggest bang for your buck, and use them to build brand visibility and awareness in the saturated marketplace.
About the Author!
Jacob Wilson is a business consultant, and an organizational psychologist, based in Brisbane. Passionate about marketing, social networks, and business in general. In his spare time, he writes a lot about new business strategies and digital marketing for Bizzmark blog.