Inbound Marketing Insights

Unfortunately, for most companies, branding is an afterthought. People and companies are inherently focused on creating and marketing those products and think the correct branding will happen naturally. The challenge these businesses then face is that they don't have a solid brand strategy and are constantly trying to change their image to match their next product. The result is that their prospects and customers become confused by their marketing efforts and ultimately choose to work with a competitor simply because of a lack of brand consistency and a brand strategy.

Here are five things to consider when building your branding framework:

1. Know Your Audience
   While this might sound simple, this goes well beyond simply identifying your target market, and knowing your audience means knowing what they want and what frustrates them. And this doesn't just mean what they want for the next product. This also means knowing how they want to be communicated with, what customer support they expect, and more.
2. Define your Position in the Market
   Position yourself as the thought leader in the industry. Your job is to cut through the marketing noise of your competitors and make yourself the first company people think of when they think of your product or your industry
3. Create a Solution
   You know your audience, and you know what makes them happy and frustrated. Find the answer to their problem. Identify their situation, and create and market a product or service that brings your customers a solution. 
4. Develop Compelling Content
   Create meaningful and helpful content that you deliver to your audience at the right place and at the right time. In this inbound marketing world we are living in; people expect great content. When your prospects and customers read content that is beneficial to them, you are helping them find a solution to their problems. Your content needs to be relevant to your brand and your audience.
5. Promote Your Brand and Your Product
   Promoting isn't about just advertising. Promoting your brand is about constantly providing your audience with relevant content that is meaningful to them. Promotion should be a constant term in your marketing department, rather than just viewing a promotion as a one-time campaign. You should promote your product or service through your web content, blogs, social media, email, and more. Promotion should be engrained in your brand strategy.

Many businesses have phenomenal products but don't yet experience success because they are not effectively communicating their brand message to their target audience. Companies can change this by learning to communicate their brand clearly and effectively, so they are consistently viewed as the thought leader in their industry.

Need help getting started? We invite you to schedule an inbound marketing consultation where we can discuss your current marketing initiatives.