23 Powerful Marketing and Branding Tips Geared to Drive in More Traffic and
Revenue
1. Marketing 101: Develop a powerful and compelling core message. Say
something, say it well, say it often. Why should customers buy from you? Why
should they even take a second glance? You need to build a powerful message that
gets key points across without clutter
because clutter is what leads to
abandonment. Although this is the essence of a successful branding and marketing
campaign, youd be surprised how many companies fail to grasp this concept.
2. Make sure your core message is benefit oriented. People dont buy
services or products, they buy the benefits of those services or products. In
all your communications, make sure your message translates into specific
benefits.
3. Make sure your initial message directs prospects toward a specific action.
Your customers want to be told where to go to find the solutions they seek. This
should be abundantly clear to all four major personality groups (Amiables,
Drivers, Expressives, and Analyticals). When you invite customers to go
somewhere to learn how to interact with your site and find out more about your
company, you can greatly increase your potential for conversions.
4. Develop imagery that enhances your message and intrigues your target
audience. The images on your site should enhance your message by being visually
stimulating. Sometimes this may only be an aesthetic; other times it may involve
timelining imagery and content together to use space more effectively and get
across a message in a more distinctive fashion.
5. Develop a unique value proposition (UVP). Sit down with a branding or
marketing expert and define a UVP for your company as a reminder of your
competitive advantages. Make sure these advantages are customer-centric, not
business-centric.
6. Incorporate your UVP into all online and off-line media for brand
consistency and saturation. Make sure your message constantly reiterates your
competitive benefits and your UVP. You never know which aspect of your brand a
prospect might respond to, so make sure the message is consistently broadcast in
whatever media you use.
7. Tell customers what they want to hear, not what you want to tell them. We
call this inside-out marketing. Too often, companies unknowingly focus on what
they want to say, rather than what customers want to hear. An outside-in
perspective with a true 360° view of your company from the customers viewpoint
is best accomplished with the help of a qualified branding and marketing firm
that can determine customers attitudes, expectations, and requirements.
8. Build value
not boredom. I leave this one to Napoleon Hill: It is as
useless to try to sell a man something until you have first made him want to
listen as it would be to command the earth to stop rotating (Think and Grow
Rich)
9.Lead with a header and close with a call to action. Readers are much more
likely to read your message, white papers, case studies, etc., if you pique
their interest or curiosity through well-written headers, transition headers,
body content, and calls to action that lead to the next step in a sales cycle.
10. SCAN I AM. Todays readers dont read, they scan. They scan for areas
of interest, offers, links to relevant information, etc. So it is important to
set up your text so that it can be quickly scanned. Online text is not linear
like a book; its interactive to follow users nonlinear demands.
11. Develop a branding blueprint that
shows clearly how you expect
prospects to interact with your messages. This blueprint should start with an
outline and show all paths from all forms of communication and how they lead to
firm sales. Again, marketing and branding professionals can help develop a plan.
12. Evaluate your plan. Have others evaluate your plan. Re-evaluate and
adjust. No plan is perfect, and any plan should be constantly adjusted to
maximize its effectiveness. It is critical to continually audit your branding
plan and all your marketing media.
13. Re-evaluate again.
14. Adjust your blueprint
to adapt to the market, trends, technologies,
customer demands, etc. Review quarterly. Every successful brand in the world is
optimized regularly. Branding is an ongoing effort, not a one-time occurrence.
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