The word “brand” is usually used to refer to a company or line of products, but it actually goes beyond that. A company’s brand is the perception people have of that company. For example, thanks to Apple’s branding efforts, we all know that Apple products are sleek, cutting edge, and innovative (even if they don’t always live up to the hype) or that Nike is the brand for athletes (even if other brands have better products).
Your personal brand is the world’s perception of who you are. Building a personal brand is the best way to influence the people around you: employers, coworkers, employees, customers, supplies, even your competitors. By creating a personal brand, you control the narrative and help people perceive you the way YOU want them to.
What is the most important aspect of who you are and what you do? What is the “mantra” that drives your product or service? Think about what matters most to you, and that is the heart and soul of your brand.
Tugging on someone’s heartstrings is the best way to get them on your side. You need to think about how you make your product/service/persona to make people feel, and how you want them to perceive you. The emotional appeal of your brand is what will set you apart.
What is it that you are offering to people? What do you have that makes you unique from others? Why do you stand out from the crowd? This goes beyond just the skills, products, or services you have to offer, but it includes your personality, character, and passions.
How would you describe yourself? Are you an artist, a leader, a strategist, or a team player? What words can you use to endear yourself to others emotionally? Think about the things about you that appeal most to others, and use that in your creation of your personal brand. Be a “passionate creator” or a “willing assistant” or an “enthusiastic leader”.
Your personal brand should be distilled to one or two simple concepts. Don’t try to be everything to everyone, but find your niche and make it work. Narrow the scope of your brand to a simple concept that everyone can relate to. The simpler the idea of you and your brand, the more easily people will be able to relate to it.
In the end, your personal brand is how the world will perceive you. It’s best if you can control the narrative and help people to see you the RIGHT way.
You’d be amazed by how many people use social media incorrectly. They post content that tries to hit “everyone”, without any sort of targeting or strategy to reach the demographic best-suited for their product. If you’re serious about using social media to reach your target market, you can’t just post whatever springs to mind. You need to come up with a plan, targeted content that is visually appealing, and learn the ins and outs of the various forms of social media marketing. That is the only way you’re going to read that audience!
Here’s what you need to know:
Facebook, Twitter, Tumblr, Pinterest, Instagram and YouTube all offer access to a different target audience. Pinterest is more popular among women, Facebook is more commonly used by businesses, and Twitter is the short-form social media for busy people on the go. Understanding what each platform offers—mainly in the demographics that frequently use the platform—is the first step toward using your social media effectively.
Learn how using the right hashtags can make your Twitter posts more engaging and reach a broader audience. Learn how Facebook Ads effectively help you to put your published content in front of the right people. Learn what sort of YouTube videos are most effective for promoting your content. The more you learn about the platform, the more easily you’ll be able to plan the marketing strategy.
Sticking with just one social media network isn’t going to get you the results you want. You need to learn to use multiple networks, and learn how they can cross-promote each other. Twitter posts can be automatically posted to Facebook and vice versa, or short YouTube videos can make your Facebook feed more engaging. Instagram photos will do well on Facebook and Twitter. Learn at least three or four of the primary social networks, and you’ll have a better reach!
The primary purpose of your content is to get people to stop what they’re doing and focus on what you have to say/share. Your content needs to be visually appealing, offer entertainment or real value, but most important of all get people engaged. Ask a question, offer advice that’s likely to be shared, or solicit your readers’ opinions. The more people engage with your posts, the more likely they will be to engage with the posts marketing and selling your product or service.
Your social media followers want to feel they’re getting something special for their interaction with you. Offer them discounts, special deals, or coupons as a reward for their engagement. This offers them value, which in turn increases future engagement.
If you’ve ever talked to a web developer, they will no doubt have harped on the importance of building a mobile-friendly website. You may have no idea why it matters, but they certainly believe it’s important. But why? What makes a mobile-friendly website so vital for the success of your business, product, or service?
Here’s the truth: more and more people are using their phones to shop. You can still go to your local store and buy goods, but your phone is useful for calling a cab (Uber), staying in touch with friends (social media), ordering dinners to go (Grubhub), finding good places to go and activities to do (TripAdvisor), even booking flights and hotels (AirBNB, Expedia, etc.). 55% of consumer shopping time in 2014 was spent on phones, while only 45% was spent on computer. That means more people are buying using their phones. If you have a product to sell, your customer are probably most likely searching for it on their phone.
It doesn’t matter if you don’t directly sell products; the average person spends more time surfing the internet on their phone than they do on their laptop. If you succeed at driving them to your website (where they can find out more about your product or service), you want them to stick around to find out more. If your website isn’t mobile-friendly, they’re all but guaranteed to click away and go to another website that IS mobile-friendly. Your customers—both current and potential future customers—expect you to make their life easier. A mobile-friendly website is one that is “easier” for them to use.
As mentioned above, most web-surfers are likely to leave your website if it’s not mobile-friendly. But here’s something you might not know: Google may also penalize your website for not having a mobile-friendly design. Google may display it when someone is searching from their PC, but not when searching from a phone. Given that 55% of web surfers are using their phone, you could end up losing a huge chunk of business because you don’t have a mobile-friendly site. You want Google to drive as many clients to your website as possible, which means building a site that is compatible with mobile devices.
Yes, it will likely cost more to create a customized theme that is responsive to mobile and desktop users. In the end, however, it will benefit you—both in terms of customer ease of use and search engine compatibility.
Marketing is all about putting your message in front of the right people in the right way. Thanks to social media, that has become easier than ever. If used correctly, Facebook, Twitter, YouTube, Snapchat, and all the other social media platforms will allow you to engage directly with your target demographic.
First off, social media is where people go to relax and distract themselves from work. It already has a positive association in their minds, meaning the things they see while on social media will also tend to have that positive connotation. If your marketing campaign appeals to them, inspires them, or catches their interest, they’re far more likely to engage with it than they would while surfing the internet for education or information.
Social media also provides you with a surprising amount of information on who people are. Facebook, for example, compiles not just names, but also locations, interests, ages, likes and dislikes, and so much more. You’ll be able to use the social media profiles to target the right people with the right message. If you use the platforms’ various paid options, you’ll tap into their compiled databases to ensure your marketing campaigns are targeted at the customers most likely to be receptive to your message.
Social media gives you a much broader reach than you’d get from other sources. While Google’s SEO rankings are dependent largely in inbound links to your website, it does take into account links from social media. The more people post links to your page or content, the higher your SEO ranking. However, that also increases your visibility on those social media platforms and increases your authority.
People are always looking for new and interesting, content that educates, entertains, and gets them thinking. If you approach content creation with that mindset, you’ll find that the images, videos, and articles you post to social media have much better engagement. The more people engage with and share your content, the more you are perceived as an authority. This in turn increases the chance that people will seek you out when they have a question they need answered or a problem they want solved. Your reputation as an authority is worth gold!
Social media also allows you to keep your finger on the pulse of what’s trending, popular, and of interest to your target demographic. If you “join in the conversation” with your marketing and content, you become relevant and trending as well. You’ll find that social media enables you to stay current with the times in a way classic content marketing never could!
Go on Twitter, Facebook, or Instagram around the holidays and you’ll find nearly every brand and company making a holiday-themed post to try to capitalize on the special day. Why is that? What is it about the holidays that’s so special?
Holidays are a time of year people look forward to. They want to relax on Memorial Day, Labor Day, Independence Day, Christmas, New Year, etc. Holidays have a positive mental association in their mind. A smart brand will take advantage of that association and link it to their product or service. A holiday-themed post shows that you are relevant (you create fresh, up to date content), but it also creates that positive association in your viewers’ minds. After all, if you’re as happy as they are about the holiday, you’re no longer a faceless company—you’re an individual like them who is interested in the same things.
There’s a certain emotional appeal to holiday-themed social media posts. People tend to be happier than average on holidays, and each holiday has its own emotional touchpoints. Labor Day is all about hard-working people. Earth Day is about protecting the planet. Christmas is about family. Using those emotional touchpoints in your social media post can help you to connect emotionally with your viewers.
You’ll find that using social media for holiday posts can also foster a sense of community. You can offer a holiday-themed deal to your customers, or simply ask a question to engage them. Use your post to encourage engagement and connection. Remind them what’s important for the holiday and ask them to share the things that matter most. The more interactive the post, the better.
If done right, a holiday-themed post can be highly shareable and buzzworthy. A well-crafted post has beautiful visuals related to the holiday, an emotional message, and an interesting call to action. It can be something as simple as “Tell a family member you love them on X holiday” or something more complex like “Bring attention to a social injustice on X holiday”. Anything can go viral if it has the right message, hook, and visual. A good call to action can encourage people to purchase or click on something they normally wouldn’t, especially when paired with the other components.
Don’t worry about hitting EVERY holiday in the year! Find a holiday that is “on brand” with your product or service, and focus on just that one. Create awesome, engaging, funny, and emotional content for that holiday and hit it hard. Once you’ve gotten the hang of it, start using more and more holidays to drive interest in your brand.
Everyone loves coffee, right? When you think of coffee, your mind no doubt flashes to Starbucks, the largest coffee house chain in the country. But how does that happen? How is Starbucks so firmly implanted in your mind, even though you’ve never seen a TV ad or billboard for them?
It’s all about their reputation! People talked about how much they loved their Frappuccino or Pumpkin Spice Latte, and those mentions stuck in your mind. When you wanted a cup of coffee, they came back to you and made you want to try Starbucks.
That’s EXACTLY what you need for your business!
Reviews and comments from customers are the word-of-mouth exposure that will sell your business or product far more efficiently than any billboard or ad ever could. If your customers go and tell their friends about what you have to offer, those friends are more likely to try it. When they see reviews giving your product or service a high rating, they’re all but guaranteed to give it a go.
Your online reputation—established through reviews, comments, feedback, shares, Likes, re-Tweets, and so on—create an expectation in the minds of people who encounter your company or product. Many shoppers simply won’t buy products that have no reviews because they’re unwilling to take a risk on an untested product. However, a product with a lot of reviews is more likely to draw attention.
The most important part of your online reputation is the star ratings (from 1 to 5) given by your customers on Amazon, Google, Yelp, and Facebook. Most people check out the star ratings before ever looking at the reviews. In fact, many will avoid reading text reviews if the product they’re considering doesn’t have a high enough star rating.
However, text reviews and customer feedback is really what will “seal the deal”. When people read positive buzz words—honest, reliable, high quality, user-friendly, convenient, and so on—they will be sold on the product or service before they ever read the specifications or features.
Your online reputation is proof that you do go work or provide a quality service. If you want to enhance your reach, it’s time to reach out to your customers and ask them to post a review or rating of your product or service. You can offer an incentive to anyone who leaves an HONEST review, and be sincerely appreciative when they do. Use the reviews—positive and negative alike—to help you improve your performance and product.
People don’t like being told to buy products, but they often want to buy products that their “idols” or “heroes” wear. When they see their favorite celebrity, athlete, TV personality, or talk show host wearing or using a product, they immediately want to give it a try.
Big brands have learned the value of “influencer marketing” and give away hundreds of thousands of dollars in free products to “the right people”. All the influencer has to do is mention the product or brand, and their dedicated followers will go out and buy it. It’s a subtle form of marketing, one that can lead to very high returns if done right.
The question is: is influencer marketing right for your business? Here are a few elements to consider when evaluating influencer marketing:
Is your product something that people would want to a) try out, and b) buy because they saw it on their favorite influencer’s social media profile? You wouldn’t use influencer marketing to promote a cutting edge sump pump, but you may find it useful for cosmetics, beauty products, clothes, shoes, accessories, vehicles, and other “showy” products.
You wouldn’t reach out to Kylie Jenner with the request to promote your testosterone supplement, and you certainly wouldn’t want Michael Jordan to talk about erectile dysfunction medications. It’s all about finding the right influencer, the one whose personal brand would enhance and be enhanced by your product. A relationship with the right influencer can be worth its weight in gold, but the wrong influencer or pairing can lead to a lot of money wasted.
In most cases, you will be reaching out to influencers and asking them to feature your product. However, if you have a product or company that is quickly growing, they may reach out to you. Both are viable options. It’s always nice to be contacted by an influencer, but you need to be prepared to invest in reaching out to them.
When working with any influencer, you always need to consider their reach and influence. Do they have thousands, hundreds of thousands, or millions of followers? Do they actually sell the products they showcase? Can they deliver sales or raise product awareness effectively? Always consider the influencer’s real reach and audience before signing any deals.
The truth is that influencer marketing, if done right, can be a very effective way to grow your business and extend your reach. Ask yourself the questions above to ensure you’re going about it correctly.
Is the content on your website too vague? While many people believe that it’s better to avoid “small talk”-style content for new visitors to your site, we’ve found that more direct content can lead to better results. If done right, you’ll find that it’s a much more effective way to get your visitors from Point A (arriving at your website) to Point B (taking action) as quickly as possible.
When a visitor arrives at your website, you have no more than 7 seconds to capture their interest. That number is usually more like 2.5 seconds, as the interest span of most web users is getting shorter thanks to high speed internet browsing. That means your content needs to tell people exactly what to expect from your website in as little time as possible.
Get to the heart of the matter quickly, with as few words and as clearly as you can, and get to the call to action. Everything from your images to your color palette to your text should hook the visitor from the moment they arrive.
As the owner of a business or the proud producer of a product, you want everyone to know about the benefits of what you offer. But did you know that long-form text can be the fastest way to lose your visitors’ interest? If you want to hook them, you need to keep everything short and snappy.
Trim down your introductory content to a short list of the benefits, what the product can do, etc. Don’t try to “sell” them, but let them know what makes you the best solution to their problem. Shorter, punchy content will be more effective than a long-winded post every time!
Remember that you have 2.5 seconds to hook visitors. The best way to do that is to tell them everything they need to know with an image or a catchy video. But you also need to make sure it’s very clear what it is that you do.
The design of your website is far less important than the clarity of your message. If your website doesn’t tell visitors what you do at first glance, you’re losing out on valuable seconds. Make that design speak clearly!
These three elements will ensure that your website content hooks visitors from the moment they land on your page. Clear, concise, punchy, and direct content is the key to converting your visitors and random web users into customers.
Social media can provide you with an amazing marketing platform, if used correctly. However, the truth is that there are many pitfalls for social media marketing, many of which can waste both time and money. If you want to see the best ROI from your social media strategies, here are a few mistakes you’d do well to avoid:
It’s tough to know which is the “right” platform to use, but the truth is that each has its own benefit, target demographic, and uses. For example, you wouldn’t use Snapchat to market a luxury product, as Snapchat is a youth-targeted platform. Using the right platform for the right product to reach the right audience is the key to making your campaigns effective.
All social media platforms are free to use, but they’re only going to be truly effective for marketing if you pay for them. Facebook limits the reach of your posts unless you pay to boost them, and Facebook ads are some of the most effective marketing tools to target customers. Be prepared to pay for results!
Posting too much content can annoy your followers, but posting too little can lead to the customers “forgetting” about your product. Oversharing business-related content can make your readers feel like you’re trying to sell or push too hard, but not enough “sales” posts could lead to lower conversion rates. To be truly effective, you have to find the balance—easier said than done!
You may be getting the hang of social media marketing, but what will you do when the algorithms inevitably change in a few months? You’ll have to totally overhaul your approach, a huge investment of time and money. Instead, you’re better off delegating this task to the social media experts who have invested their time, effort, and money into learning the ins and outs of the platforms.
Working with Resolve Online Solutions will help you avoid these mistakes, all of which could lead to a good deal of your time and money wasted and clients lost. We’ll make sure your social media campaigns are as effective as they can be so you get the highest possible return on your investment.
Your website is your most important tool to reach your audience with your product and service. You’re your own “billboard” on the “internet superhighway”, the only way people will find out about what you have to offer. So why wouldn’t you want to put your best foot forward with a well-built, professionally-designed website? Sure, it might be much cheaper to throw something together in a hurry, but those stock template websites look and feel cheap. Is that how you want the world to see your company?
It doesn’t matter if you’re a one-man show or a worldwide corporation: our web designing services will help you create a website that you and your customers will be 100% satisfied with. We deliver the perfect balance between informative and streamlined, attractive and functional, buzz-worthy and valuable. We’ll spark your visitors’ interest and make them want to do business with you.
Resolve Internet Marketing will provide a stunning website that is built with three things in mind:
Functionality: Our websites do exactly what you want them to, exactly the WAY you want them to.
Customer Ease of Use: Your visitors will find an organized website that is easy to navigate,
leading to a much more customer-friendly experience.
Your Ease of Use: We’ll make sure the website is easy for you to update, expand, and organize. No complicated, tech-heavy websites for you!
We take into account what YOU want, what you like/dislike for your business, and what you feel works/doesn’t work. We’ll offer advice on how to optimize your website and make it as effective as possible, but you have the final say on the finished product. We’re here to help YOU take your business to the next step, and we guarantee a website that you will be proud to showcase as the face of your business online.