BRANDING Archives - Page 4 of 5 - DBC Digital

Archive for BRANDING – Page 4

Posted by DBC Digital on

June 26, 2014

Should I Pay for Ads or Depend on Organic Reach?

Social media has evolved well beyond a merely “social” platform. It has attracted the involvement of all types of businesses, from major software companies to news organizations to local restaurants. Virtually every type of business out there can benefit from building a social media following, and that has changed how we utilize these various networks.

The great value of social media to this point–at least from a commercial perspective–is its functionality as an essentially free platform for self-promotion. Businesses can create and share content that reaches an audience organically, with no monetary investment and as little as a few minutes every day.

But as social media evolves, its functionality will inevitably change for businesses. Some of those big changes are already in the works, and they could have big ramifications for businesses. The main driver of this change is the advent of paid advertising, which has become a huge source of revenue for Facebook and is becoming more prevalent on Twitter. While some businesses are eagerly paying for social advertising, others aren’t sure how much value it brings–especially when they currently get exposure for free. With that in mind, here’s a quick breakdown of how to gain exposure on social media.

Building a Social Presence off Organic Reach

For new companies just getting started, social media offers an ideal opportunity. It provides exposure when companies can’t pay for it, and it helps build a much-needed following among dedicated consumers. When used the right way, social media can also help prove a brand’s authority in their field, giving them credibility they lacked in the early going.

Most businesses on Facebook rely on organic reach to provide a return on their time investment. That value is still alive and well, but it’s declining on certain platforms, most notably Facebook. Now that Facebook has strengthened its revenue streams and proven the value of its social advertising, the network is paving the way for a social future in which those free marketing opportunities become less common for the average business.

Facebook’s Plans to Make Companies Pay

On Facebook, organic reach isn’t what it was even a few years ago. The main reason: Facebook is reducing the audience each piece of social content reaches. At the latest count, Facebook had reduced the organic reach of any one piece of social content to just six percent of the publisher’s following. That means that, if you’re a business with 1,000 followers on your Facebook business profile, each status update will cap out at reaching sixty people.

That’s not nearly the type of exposure Facebook once offered businesses, and it’s a very calculated move. Facebook is essentially weaning small businesses off of organic reach, in hopes of eventually convincing them to purchase paid advertising. The followings your business has built still exist, but you can’t connect with them for free as easily as before. Facebook is leading this charge, and as other social networks develop a solid strategy for driving ad revenues, they will likely want to do the same.

Today’s Strategy: Think Organic, Get Ready to Pay

Businesses should keep an eye on Facebook’s changes to organic reach, and they should be ready to see it go away entirely. For the moment, though, organic reach is still in play. It’s always important to stick to the strategy principles that work on any given day, while understanding that they may change tomorrow.

In other words, keep posting to Facebook and other social networks, and enjoy your organic reach while it lasts. At the same time, don’t be surprised when it goes away. And it’s worth starting to think about what you will do when that free opportunity dissolves. Will paid advertising on Facebook be worth it, or will you want to explore other options?

For help developing and installing a social strategy across multiple social networks, contact DBC Digital today.

Greg Sherwood is CEO of DBC Digital, a marketing agency based in Denver, Colorado. With over 30 years of marketing experience with traditional and inbound (internet) marketing, Greg helps mid-sized businesses get a better return on their marketing dollars.

You can reach Greg at (303) 357-5757 or at dbc@dbcdigital.com

Categories : BRANDING, INTERNET MARKETING

Posted by DBC Digital on

June 3, 2014

Creating Brand Equity Through Brand Strategy

The way people feel about your product and how much they are willing to pay for it is known as brand equity. Determining the worth of your brand equity can be tough, but making sure you have a clear and concise brand strategy can help strengthen your equity.

Brand strategy is the how, what, when, and to whom you plan on communicating your product or service. Some brands have developed incredible strategies that have made their companies into powerhouses.

Take Apple for example. Steve Jobs created a brand strategy that relied largely on how customers felt about owning and using Apple products. Today, customers still wait hours in line to buy the next Apple release, regardless if it’s the best, and it’s all because of the “feeling” customers have about the Apple brand.

So how do you create a great branding strategy?

Define What You Do Best

Marketing Strategy DBC Digital

Great branding strategies are developed around your business model. What does your company do best beyond what you sell? Decide how your brand sets itself apart and make it part of every aspect of your brand communication.

There are many companies that have done an exceptional job in this area. For example, what word do you think of when you hear Volvo? Safe. What about Disney? Magic. DBC Digital? Experts. Figure out what separates you from the rest and make it known.

Be Consistent

Brand strategy extends through all communications, whether it be to your customers, vendors, or employees. Your messaging should be consistent and reinforce the aspects you defined in your positioning.

A great place to reinforce your brand is through social media. Make sure your posts and pictures are relevant and encourage feelings you want your brand to evoke.

Connect to Customers

Customers tend to think one of two ways: rationally or emotionally. That’s why some customers will spend a more to buy an Apple product, even if there are more capable products available. Apple connects on a deeper level with their customers, which has translated into invaluable brand equity.

Albeit on a smaller scale, you can connect with your customers on a deeper level too. Give them peace of mind. Make their lives easier. Connect with them both before and after a sale and let them know you are there to answer their questions and concerns. A small act can go a long way.

Reward and Build

Current customers and advocates of your brand are a great resource for reinforcing your brand. They act as your brand ambassadors and can help build business for your company. Appreciating them and rewarding them can encourage their behaviors and help spread the word about your brand.

Sometimes a simple “thank you” is enough or even better, a personalized letter. Perhaps you have some company swag sitting around that you could send? People love freebies!

Take this opportunity to show them that your company has a face and cares about them. Making the right gesture to the right person could even go viral and impact your brand greatly.

Conclusion

It can take time to build brand equity, but if done right, it can mean great value to your company. Hiring the right team to develop your brand strategy is crucial, that’s why DBC Digital is here.

Call us today to discuss how we can help build your brand equity. 303-357-5757.

Categories : BRANDING

Tags : brand strategy, branding, business marketing

Posted by DBC Digital on

May 27, 2014

How to Build Credibility and Obtain a Following

Most business leaders know their reputation means everything. At the start of a new venture, though, there’s no reputation to live or die by. Emerging from the mist to establish your presence and credibility isn’t easy, especially when you’re up against the stiff, broad competitive of online businesses from around the globe.

Building a following online isn’t easy. Some businesses never figure it out, and it proves their downfall. Not only does the technology intimidate some managers and executives, but the relatively short history of online branding and building a social following makes it tough to know which best practices to follow.

Enough businesses have found digital success, though, that we do have some understanding of the ingredients making up a successful online strategy. If you’re struggling to build a following and credibility among your target consumers, here are some key tips to implement.

Keep Posts Informative and Relevant

Every time you publish a blog, post a Facebook status or fire off a tweet, ask yourself this question: Do my target consumers care? If they do, then you’ve got a successful piece of content. If not, dispense of that idea and move on to something else. Online consumers can be very impatient when it comes to irrelevant content–not only will they decline to share the content, but they might decide you aren’t a brand they want to follow.

Useful content, by contrast, is more likely to be engaged and shared, thus reaching new consumers. A keen understanding of your target audience is vital, but the more valuable this content is to those individuals, the better off you’ll be in the long run.

Display Your Authority and Expertise

Early on, you want to create content that shows you are an expert in your field. Sharing content from other resources and offering great consumer advice are great, but you need to demonstrate the value of your own brand. Some of your content should be dedicated to the recent work you’re doing, the unique angle you are taking on a common problem, or other characteristics that make your business stand out from others. Customer service, efficiency, office culture, you name it–find a way to distinguish yourself and craft content reflecting this.

Over time, this content will explain to customers why your brand matters, and why they should entrust you with their business. Remember: You don’t want to be like every other company before you, because then you’re not bringing anything to the table. Flex your innovative powers and promote your brand’s originality.

Cultivate a Social Relationship With Consumers

You may not have a lot of online followers early on, but that’s no problem. Be thankful for the ones you have, and let them know they matter to you. Start up conversations, respond to questions and inquiries, and build a customer experience that other consumers want to be a part of. On social media, the customer experience can be a powerful influencer of consumer actions, and it could be a unique selling point for your business.

In some ways, a smaller following early on could actually be an asset because you can ensure your followers are having a great experience with your brand–and this relationship can be marketed and promoted well down the road.

Be Patient — Trust Isn’t Built Overnight

One of the biggest mistakes brands make on social media is pushing for too many results too early. A results-driven approach is always important, but some business professionals think they can strong-arm social media into yielding faster results. It’s important to keep in mind that social success is determined entirely by your consumer base–businesses can follow the best practices, but the “social” element of this platform means that users are in the steering wheel.

Trust takes time to build, and brands are not exempt from this. Consumers don’t just want to see your expertise and your interactions with customers, they also want to see your staying power. Plenty of brands pop up online only to become a flash-in-the-pan venture that is adopted before it can really set roots. It can take six months or more before a brand really establishes itself socially–sometimes this happens faster, of course, but there are no guarantees.

Establishing credibility is a long, slow process, but once your company has this foundation it can offer stability for years to come. And, remember that digital followings have the potential to grow exponentially, in addition to their value as a source of residual exposure and engagement. If you’re ready to build the best online following possible, contact DBC Digital today.

Categories : BRANDING, SOCIAL MEDIA MARKETING

Posted by DBC Digital on

June 18, 2012

Inbound Marketing: Increasing Your Blog’s Readership

Is Your Blog Stuck?

Many of our clients at DBC Digital tell us that they’re diligently writing an inbound marketing blog, but that their blog seems a little “stuck” with the same number of followers, the same readers over and over again without attracting many new ones. In other words, without saying so, they’re telling us they’re afraid that their blog may be a little boring.

Here are a few ideas to help you put some life into your blogs:

1. Talk simply and directly. Don’t try to be all-inclusive. Write as if you’re speaking to only one person. Be personal about it too. Get away from the hard sell. Get away from the soft sell too! Here in Denver, especially during football season, even a rhetorical question like “How ’bout dem Broncos?” will elicit lots of attention. When possible, local stories and local comments will help connect you with your readers.

2. Make it “appetizing.” Remember Wendy’s classic “Where’s the beef?” commercial? It was highly successful because it separated itself from its competition by claiming more burger in its burgers. At the same time, it became a meme – social media marketing at its pinnacle – for its inherent entertainment value. You can do the same. Give your readers something meaty, something they can take away from your blog that enriches their knowledge base. For example, you can use charts, statistics and even quotes from recognized experts to enhance your readers’ experience of your social media marketing blog.

3. Satisfy the hunger right now. You don’t have to be all things to all people at the same time. However, you should be able to provide worthwhile information about a single concept or technique. In fact, make it as substantial as possible within the parameters of a blog. Keep it to a single idea, one that can be digested easily and one that can be implemented immediately. Your readers will keep coming back for more unique content!

4. Make sharing easy. Your readers are people who like to share unique social media marketing tips with their colleagues and friends. You can provide convenient share buttons – Facebook, Twitter, LinkedIn and many more – that enable them to spread your message easily and effectively. This is the pulse of your inbound marketing heart. It accelerates your branding process, provided you’ve also given your readers something substantial that they want to share.

5. Ask for personal dialogue. Effective social media marketing is a two-way street. Invite your reader to participate by asking direct questions about their experiences. What works, what doesn’t, how strategies were implemented, etc. This will further enhance your image as someone who cares about the success of your readers’ business.

At the same time, don’t be too disappointed if you don’t get a lot of comments on your post. Less than 15% of your readers will typically leave you a comment.

What do you think? What works for you? What hasn’t worked? How did you implement these strategies? Our readers would like to know!

Categories : BRANDING, MESSAGING AND DESIGN

Posted by DBC Digital on

January 16, 2012

Double Your Click-Through Rates By Using These 4 Tips

The click-through rate is also known as CTR. It’s the name of the game in Internet (Inbound) marketing, and a measure of how successful you are at:

1. Getting eyeballs on your site (through ads, calls to action, etc.)
2. Compelling those eyeballs to act

It’s a fact—that all the web advertising in the world, whether on your site or elsewhere, is useless if nobody is clicking. According to Google, the average click-through rate for AdWords is around 2%. Could you be doing better? Getting the click rates you want requires attention to a few important factors:

1. Know your target audience
Web users don’t mind ads—as long as those ads are for goods and services they’re interested in. The question is: are your ads designed for your audience?

Identify your target market. Why? Targeting brings with it two important advantages over non-targeted advertising: it reaches the customers you want to reach, and it gives you the ability to design ads and calls to action specifically for certain groups.

Studies show that targeted ads outperform non-targeted ads by about 2 to 1, so it’s worth doing a little extra homework. If you don’t have the time or expertise to do it yourself, an experienced Internet marketing agency in Denver can help you find and reach your specific audience.

2. Create engaging copy
More than ever, content is key to making the sale. Internet marketing relies on how well you can grab attention through clear, concise and compelling copy. Identifying your market is a first step toward knowing what motivates these buyers—the next step is to make sure that the content for your ads and calls to action really pops.

Ask the question they’ve been asking themselves. Encourage clicks with positive action verbs. Customize copy for geographical areas.

“Do you want more from your Internet marketing service?”
“Click here for a special offer for our Denver customers only!”
“Limited time only!”
“Download your free trial!”

You get the picture!

3. Test with A/B splits
A fancy way to say that you should create more than one design for each call to action, so that you can test which one works better.

Many factors influence which ads perform better than others—color, font, graphic design, size and copy all play a part. You won’t be able to increase click rates until you know which combinations people are most drawn to.

You can do A/B testing yourself, or leave it to a Denver Internet marketing service (Like DBC) to determine which ads and calls to action garner the most clicks from your audience.

4. Don’t ignore analytics
Daily, weekly and monthly analysis gives you the data you need to fine tune your ad campaigns and optimize your site’s calls to action. Which ads are working? Which need to be discarded? Let’s face it—your marketing budget only stretches so far, and you can’t afford to waste it on efforts that aren’t producing results.

Better click rates are the ticket to better Internet marketing results! Get people to click, and you’re on your way to increased leads and conversions—not to mention greater online visibility.

What have we missed? Do you have other “white hat” techniques for increasing your click-through rates? Let us know!

Categories : BRANDING, SEO

2899 S Santa Fe Drive, Unit 2
Englewood, CO 80110

(303) 357-5757

orders@plumbmarketing.com