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How Digital Integration Can Contribute to a Successful Brand

When it comes to creating a brand, or expanding an established brand, nothing today is more important than a thriving digital presence. Most of the key marketing elements for business success — including customer retention, new customer acquisition and expanding the reach of revenue-generating activities — depend on a strategy that embraces the Internet’s full potential.

Yet with so many digital and media channels to choose from, how does a small business determine the most effective venue in which to pursue this strategy?

The answer lies in the effective integration of those channels and platforms to contribute to a successful brand strategy. “Integration” involves more than simply coordinating different, silo-based marketing efforts. The process, says marketing communications specialist Saman Mansourpour, “means offering tailored brand experiences at every customer touch-point, and this is what causes marketers the biggest headache.”

How Digital Integration Can Contribute to a Successful Brand

Bricks & Mortar Retailers: Survival of the Fittest [Infographic]

The rise in online sales has no doubt presented a big challenge for bricks & mortar retailers. Retailers often see technology as being detrimental to their business, but what retailers need to realise is that they can use technology to their advantage.

Think of it this way. How often do you check reviews of products when you’re in-store on your phone? If you see that a product has good reviews you will likely buy the item immediately in-store. The average customer will not be willing to wait for a delivery unless there is a huge cost saving.  So in this instance, the retailer makes a sale thanks to the internet. Retailers should ensure that they have good wifi in stores, or they could miss out on the sale.

Another important factor is optimizing your web presence. 79% of Smartphone owners check information on local businesses on their devices, so it is important that retailers have all their important information easily accessible online.

As well as this, when a customer arrives in-store, there needs to be more on offer than just a place to buy goods, and retailers must focus on turning their store into a ‘hub’. This infographic from Store Traffic outlines why retailers need to use advances in technology to their advantage, because if they do not, they risk falling further behind the pack.

How NOT to Manage Your Brand: Things to Avoid for Effective Brand Management

Managing your brand is not always an easy thing. It’s like trying to wrangle an unruly pet – there are times when you think you are in control, but really, at the end of the day, you’re the one on your hands and knees cleaning up it’s mess. But, there are many ways you can take control of your brand and make it do what you want.

How NOT to Manage Your Brand:  Things to Avoid for Effective Brand Management

There are many articles and experts who tell you what you should do, but few tell you what you should NOT do. By being more aware of these pitfalls, you can avoid them, and truly push your brand forward.

How to Develop Your Brand’s Voice

With the overwhelming amount of content being produced on the web, it’s important to set your company apart. One way to do that is develop a consistent voice that appeals to your consumers.

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Developing and sticking to your brand voice can be difficult, especially if your copy is written by a big team and not just one person. But here are a few tips to help you uncover what your voice sounds like and how to keep is consistent.

Personalized Experiences Done Right

In marketing, “personalization” is a big buzzword right now. But it’s always been important. Just look at Ogilvy on Advertising and you’ll find the legendary ad man championing its effectiveness more than 30 years ago. The difference between then and now is how easy it is to create personalized, relevant and valuable experiences that lead to brand preference and repurchase.

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With the amount of data a marketer can capture on his or her customers, we should all be able to create individual experiences that lead to a better bottom line. So why are so many companies failing?


Marketing to Millennials [Infographic]

Millennials now comprise more than half of the American workforce. For marketers, this means that Generation Y is now making money, and thus, spending money. Yet new data from Manta show that small business owners are reluctant to market specifically to this group.

Check out the information below for the full findings.

5 Ways to Build Better Social Media Communities

Social media has quickly emerged as a primary platform for engaging your customers and generating awareness about your company, products and promotions. But social media marketing is still so new that best practices quickly turn into ineffective gimmicks. The key is to start with a good community so you have a built-in audience for your products and services, regardless of the latest trend. So let’s look at five ways to build better social media communities for your small business.

The first step to any marketing channel plan is understanding its capabilities. Social media, for example, is used to build awareness, engage with a specific, targeted community and generate leads. So be sure you use this channel to promote these goals and then measure against them.

5 Ways to Build Better Social Media Communities

Now that you’re clear when to use social media marketing, you’ll want to build your community so you have an audience before you need it. While you should test your own theories that make the most sense to your business, these are a few best practices to get you started.

5 Elements Every About Page Must Have

One of the hardest things to do is talk about yourself. Usually, when someone asks about you in a professional setting, you rattle off your credentials and experience. You talk about where you got your degree, the companies you’ve worked with, and how you ended up in your current role. When you’re done, how does the other person respond?

In many cases, the response is lukewarm. Nothing you said is relatable. Unless you have the same alma mater, nothing is tangible to the other person in the conversation. They might be impressed but they won’t have the answer to the most important question: “What’s in it for me?”

5 Elements Every About Page Must Have

Your about page often takes the same shape. This is your chance to talk about yourself to your website visitor so you go into credential and experience touting mode. *Yawn*. This approach is even less effective online because your website viewer can easily “walk away” from the conversation by hitting the back button.

How do you make your about page excite your reader and get her invested in your business? By incorporating these five elements:

Maximizing the Effectiveness of Digital Coupons [Infographic]

The growth of digital coupons has revolutionized how people interact with coupons. There is no longer a need to print your coupon and bring it to the store as digital coupons are becoming commonplace. In 2012, 92.2 million adults redeemed online coupons and this figure is expected to grow to 124.4 million by 2016.

It is vital that businesses have measures in place to fully utilize this growing market. There are 7 key ways in which businesses can incorporate effective digital coupon marketing.  These include integrating the offers with email, using text messaging, and most importantly measuring results to determine how effective each campaign is. This allows you to tweak your technique depending on the most effective methods.

This info-graphic from Colourfast outlines the growth of digital coupons and provides an effective 7 step plan to maximise the effectiveness of digital coupons for your business.

How to Use Your Business’ Birthday as a Customer Appreciation Tool

As I’ve blogged here before, every year on Egg’s birthday (June 30, if you’re curious), I send our clients birthday gifts. Seems backwards to give gifts on our birthday, but it’s fun, and there’s purpose.

How to Use Your Business' Birthday as a Customer Appreciation Tool

For one, I don’t talk to many of our clients on a regular basis, or if I do, it’s purely transactional and via email. Sending an egg-shaped gift surprises and delights people. It makes them think more about us as a company, and it humanizes us.

6 Tips To Make Naming Your Business Easier

It’s an exciting place to be: you have a business model, your business plan is underway, you’ve identified your target customer, and scoped out your market. All that is left is settling on your business name. After reading “7 Mistakes to Avoid When Naming Your Business” by our President, Susan Payton, I wanted to write about naming a company from a marketing perspective.

6 Tips To Make Naming Your Business Easier

When you’ve just begun conceptualizing your enterprise you may have a name or a phrase to which you have an emotional attachment that you’ll want to use for your business without any research or forethought. It’s great that you have the enthusiasm to forge ahead, but it’s important to do some study before you commit to that name. After all, you’ll be stuck with it for the life of your business, so it should be well-planned. Here are six things to keep in mind as you develop your company’s name:

Event Marketing on a Shoestring

Whether your small business sells goods or services, marketing events can be an ideal way to get in front of your audience because you literally get in front of your audience. Marketing events can encompass a variety of events; from tradeshows to roundtables to cocktails, meaning any business with any budget can pursue event marketing, even on a shoestring.

Event Marketing on a Shoestring

The Open House

Don’t underestimate the power of relationships. Inviting customers, clients, business partners and other interesting guests to your office or store will create a touchpoint with your audience and an opportunity to put a face to an email address or voice on the other end of the phone. You only have to provide some wine (there are four glasses per bottle and people usually have two glasses max), and something to nibble on, to host an event.

To take your open house a step further, make it a charitable event and encourage guests to bring cans of food or donations and watch your guest list grow. Plus, you might be able to write off the expense. And you can add your open house to local community events pages for free PR and advertising.

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