Not your grandfather's marketing: 10 new ways to build your brands
We are in a conversation culture. No longer can companies throw money at mass media to make their message heard. To remain competitive, brands need to learn how to engage and connect with today's savvy consumers.
1. Get social: With so many social platforms, it's hard to know which are best for your brand. Pick only the ones most relevant to your audience and devote time to doing them well.
2. Be where your audience is: Know where your audience members spend their time and promote appropriately. If they are on the go, seriously consider mobile and texting campaigns as a means of remaining connected.
3. Build a community: No longer are audiences nameless, faceless demographics. It is easier than ever to understand their interests and attitudes, and use these motivations to build campaigns that bring them together with your brand.
4. Identify influencers: Identify a handful of bloggers, podcasters or other online influencers who align with the values of your brand and start a conversation. You never know who might support your brand through their platform and listenership.
5. Leverage content: Consumers seek out meaningful and helpful content; the brands that provide it are the ones making lasting connections. Invest in content that can be leveraged across multiple channels.
6. Put user experience first: From your website, to in-store experience, to phone inquiries, to customer service – put yourself in your audience's shoes, and inspire and delight them every time they interact with your brand.
7. Map a customer journey: Identify touch points where you can interact with your customer – from the consideration phase, to decision making, to retaining their business.
8. Foster super fans: Look for early adopters, fringe groups and people who refer others. When you find them, treat them like rock stars because they have the ability to spread your word in a very genuine and credible way.
9. Practice unperfection: Consumers today are looking for a real experience. Don't be afraid to share what goes on behind the scenes. Highlight your process, be transparent about how you do business, and share what has worked and what doesn't. You are more likely to form deeper connections with your audience when they feel they aren't being sold a lot of polish.
10. Find your real voice: Consumers today don't want to be talked at, they want a conversation — and better so with a brand they can relate to. Be authentic, stay true to your brand voice, and keep the conversation real. n
Christine Tieri is president of Idea Agency and the only certified brand strategist in New England. She works with companies, brands and communities to solve business challenges with creativity. Tieri is the author of the blog BrandStanza.com – little ditties
that build big brands.
WBJ Web Partners
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