At this point in time, there are millions of businesses across the world all vying for mind share, the market is becoming increasingly saturated with brands, products and services. This only becomes more evident when you consider the effects of the world wide web and globalisation. It’s becoming increasingly more difficult to gain the attention of consumers when there is so much choice on offer.
Marketing platforms include billboards, online advertising, social media networks or TV and radio ads. Due to all these channels, customers experience hundreds, sometimes thousands of mixed messages each and every day. This is where the right strategy is needed more than ever to compete with your own brand or business.
These days many companies are looking at alternative ways to appeal to potential consumers of their products and services. One way is by finally addressing issues surrounding their corporate and social responsibility. For example, reducing a company’s carbon footprint and setting goals to become carbon neutral by a certain period is seen as a big positive. To do this, firms are turning to renewable and sustainable energy initiatives, as this is one of the most effective ways to lower carbon emissions. For any business that wants to find out more or make the switch, using a business energy comparison site can be a great place to start.
By now, your marketing team or a third-party agency has constantly reminded you about the importance of brand impressions. For small businesses, this is just as vital as they will often have to compete against established and well recognised companies, whether it be local or national. Even the most successful businesses need to stay ahead of the game as this is a critical component of long-term relevancy. To assist your business in capturing a customer’s attention in a very fast-moving consumer marketplace, consider the following four tips.
Join forces with like-minded businesses
New opportunities become available when partnering with other companies that share the same goals and values as your business. Simply put, this can help you attract more customers from a larger target demographic. For example, a local building company may work with a local plumbing company, they can now offer their services to more customers without directly competing with one another.
Offering discounts, customer support and working together on an effective marketing strategy are just a few ways they can mutually benefit from this business relationship. Creating long term partnerships will be far more effective than one-time agreements. Both parties will benefit from additional customer attention and increased sales numbers.
Strengthen your brand
Multinational corporations such as Adidas, Microsoft or Porsche didn’t become widely known overnight. It takes time and effort to build a company. Especially, these aforementioned respected brands.
Now think about your own business branding. Does it closely connect with your customers or is there a disconnect? Is it going to be memorable? Are your customers easily able to understand what products or services you sell? When looking at your branding strategy, it’s easy to think about the company logo, catchphrase, social media and website presence first and foremost. However, there is far more to a brand than the above examples. Some of the most successful companies across the world constantly think about their mission statement on a regular basis, and use this as a guiding pillar to measure their success. Being consistent across every area of the business is equally important. This is a big task and you’ll need to consider a number of things to create a strong, positive and memorable impression.
Over the years, marketing experts repeatedly tell businesses that content is extremely valuable. This is because original content allows businesses to generate more results through a search engine or social media. Content that provides value through informing customers, helping them solve a problem or just offers a little entertainment is worth sharing.
Furthermore, the content that a business produces helps keep the brand relevant in the near future. Excellent customer service and the best products and services available will help you increase revenue and find success – however, content marketing is key to attaining mind share amongst customers. Think about how much value your business provides outside its products and services.
Increase the quality of your company website
Branding, similar to first impressions only takes a few seconds for a customer to make a quick assumption, whether right or wrong. This is why you’ll need to have a beautifully created website to represent your company. You need to make potential customers go ‘wow’, rather than them thinking it’s just another generic site. Many customers use their natural instincts and this is where first impressions count. Failure to do this will mean that users will exit the website before they even read a few sentences. Think about how many times you have exited a website because of an outdated design and a bad user experience.
Web designers and developers can no longer just focus on the design aspect. An easy to use site which is optimised for desktop and mobile use is essential. The navigation and user journey should be easy to understand for viewers. Having a strong performing mobile website is now critical, especially when you consider that millions of users access the web through their smartphone or tablet.