No matter what brand you are marketing, it is critical that you get your message out there correctly the first time around.
So, do you feel confident that your brand’s message is being heard by the right people at the right time? If not, how can you go about repairing that message so you get it right more times than not?
Get Your Brand the Attention It Needs
To start with, take a good look at your brand and who you are trying to promote it to.
For example, say you want to market a repair manual, be it for electronics, vehicles, household appliances or a host of other items. Such manuals are all but a necessity for millions of people, especially just after they have purchased a new product.
You have several options to market such manuals, among which include:
- Your website – First and foremost, your company website is your greatest tool when it comes to marketing your brand. That said too many companies drop the ball as it relates to their sites, having websites (specifically blogs) that are ho-hum at best. From boring copy to broken links, there can be (and oftentimes are) a host of reasons as to why consumers are simply passing your brand by. When that happens, it is oftentimes your competition that swoops in and scores the sales. In order to lessen the odds of that occurring on a regular basis, review your site often. Look for not only stale copy or copy that fails to gain you ground in Google searches, but also links that do not work, a lack of imagery, and failure to leave proper contact details for interested consumers;
- Social media – If you’re one of those company heads, who still hasn’t jumped on the social media bandwagon, why is that? SM is a great tool whereby you can give your brand the attention it needs, all the while barely spending a dime in the process. If you’re yearning for inspiration, take a look at some competition’s social networking endeavors, seeing what clearly works for them and what may need to be tabled. One word of caution, do not try and be too many things for too many people. Instead of trying to be on multiple social sites and not having a true handle on things, focus-in on a couple of sites (typically Facebook, Twitter, Instagram etc. are good starters) and get to work. Your Facebook page is a great place to run surveys of consumers, offer specials and deals (contests are great too), and interact with those interested in your product or service. With Twitter, you can tweet and retweet messages about your brand and the industry you are a part of. Make sure you’re brand is part of any relevant discussions, as you can very well find new customer opportunities with just a few tweets and retweets. Whether you know it or not, Instagram has exploded in just the last year or two, giving businesses a great opportunity to market their products and services. Post images of your brand (including how-to manuals etc.) so consumers have a better idea of what you offer. As the word spreads from shares, your marketing message will better position itself to take off (see more below);
- Employees – Stop for a moment and think about whom are some of your greatest marketing ambassadors. If you missed your employees, revisit that topic quickly. As part of your company, your workers should always be assisting you in getting the right marketing message out there. While you likely have a marketing coordinator (and or department) in place, there is no reason everyone in the company can’t do his or her part to help in repairing your marketing message when it is not working. Have company meetings from time to time, with instructions and feedback on how to better market your brand. Also consider letting your employees use social media on occasion to help push your marketing message to the public.
If your marketing message is in need of some repair, open the manual of commonsense and get it working today.
Photo credit: BigStockPhoto.com
About the Author: Dave Thomas covers business and marketing topics on the web.