Finding clients can be a significant challenge for businesses, especially small businesses that don’t have an established brand in the market. To find clients, you need to know where to look. Here are 6 tricks for using content to help build your brand.
These days most people are spending the bulk of their time online! According to research by Forrester, 72% of consumers prefer using a company’s website to answer their questions.
According to a Marketing Land article, mobile now accounts for almost 70% of digital media. This article, says that 63% of Internet traffic in Africa comes from mobile devices and that for a majority of the 344 million Africans that subscribe to the mobile Internet, mobile is their only means of accessing the Internet, Africa is a mobile-first market.
Users now spend on average, 3 hours per day on their phone and 50% of all YouTube views in West Africa emanate from mobile.
It further confirms the need to use content marketing to drive your business online.
What is Content Marketing?
On the Internet, there two significant sources of being found by your target audience; search engines and social media. Both sources rely on content.
Content is how people discover you online. According to this article, your content is the channel that conveys all the stories or information you share online about your business or brand.
You can think of content as your “salesperson” who carries your message to people who discover you on the Internet.
Content is what you must send out to generate visibility, interest and attention for your business. The article mentioned above goes further to explain that content is every form of communication that passes information.
Examples of content include (but are not limited to) product descriptions, photography, blog posts, articles, white papers, press releases, social media updates, podcasts, and video.
The Content Marketing Institute defines content marketing as a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.
Benefits of Content Marketing
This article notes content marketing achieves conversion rates that are six times higher than other methods.
According to this article, small businesses with blogs receive 126% more lead growth than small businesses without blogs.
This article says that 50% of people online today follow up to 4 brands on social media, while 26% follow up to 9 brands, and 22% follow over ten brands.Your content marketing will only be useful if you have a plan. Here are six tricks for using content to help build your brand that you can start implementing right away. Click To Tweet
So the content creation and promotion process in your organisation needs to involve all experts on your team to create and promote great content. Otherwise, your chances of being found online are negligible!
It is the foundational strategic use of content marketing to drive your business online. Because without brand visibility, all other aspects, digital marketing will fail.
For business owners to build top-notch brands requires that they have excellent customer service since nothing frustrates existing or potential customers more than poor customer service.
And one way to achieve this, especially for an online brand or e-commerce business, is through content marketing.
6 Tricks for Using Content to Help Build Your Brand
Here are six tricks for using content to help build your brand that you can start implementing right away.
1. Identify What Makes You Different
What’s that special something that separates your brand from the competition? For example, do you offer a money-back guarantee and your competitors don’t?
The first step of building your brand identity is identifying a trait that sets you apart from your competition – your USP. So study your competition.
In particular, note how your competition wishes to be identified and how they don’t. This step is critical in determining what makes you different.
If you have an existing customer base, the article says create great content for them to communicate what makes you unique.
And if they share your content to their network of friends, you can even reach more potential clients.
An excellent example is using content marketing for customer service. You can create content that answers all the frequently asked questions from your customers and direct your customers to these content.
It will save you the cost of having to hire a team of customer service people answering these same questions.
2. Be Consistent with Branding
Every individual has a personality of our own that makes us unique. The same goes for brands too.
Some brands are more serious and inspiring, while others are casual and friendly. It must reflect this personality across its various marketing channels and adverts.
If you have a different brand style on other channels, people won’t be able to understand what your brand is all about. Creating a consistent message requires keeping your channels harmonised.
Look at all your favourite big brands like Apple, Samsung, Coca Cola, Johnson & Johnson, Visa, Nike and Google.
They have synced their brand messaging on various channels. Do you see how it all combines to create a quasi drip campaign that reinforces the brand?
A good example is Coca Cola. Notice how they are consistent with their branding on whether online or offline.
It is an essential aspect of any marketing strategy. That’s why many companies invest in having a brand style guide to help them maintain the consistency of their branding across all their marketing and advertising campaigns.
While using big brands as a benchmark, don’t mimic the look and tone of these brands to avoid much legal trouble.
Be unique. Cultivate your unique brand personality and style of voice. Always speak to your audience with a consistent tone of voice.
3. Showcase Positivity in Your Brand Strategy
Your blog posts are a great place to start with showcasing positivity with your content marketing.
Steer clear of negativity when creating content. We do not produce the most effective content in a vacuum from a list of topics you want to write or talk about alone.
So regardless of all the negative stuff going on in the world, try to focus on the positive.
Design your content to inform, educate, and entertain your target audience. Design your content to answer the most pressing questions from your audience about your business or industry.
To achieve this, you need to study and understand the demographics and psychographics of your ideal audience.
4. Have an “Our Story” Page
Everyone loves to hear a pleasant story. People make purchasing decisions based on “emotional factors”, rather than logic and strategy.
Therefore, storytelling is a powerful strategy when doing business online. The more authentic and engaging your story is, the more inspired your customers will be to support you regardless of what you do or sell.
The bios you write for your social media accounts is limited for brand awareness, as there isn’t sufficient space to let your brand strategy shine through.
So consider having an “About Us” page on your website that tells a delightful story about your brand. Because lots of your brand awareness efforts will in either lead to your website’s home page or your “About Us” page.
This page provides an opportunity for you to explain why your brand is unique and why potential customers should feel confident about doing business with you.
5. Use Your Name, Logo, and URL to Strengthen Brand Identity
These things are massive brand awareness opportunities, especially with content marketing and social media marketing.
They are part of the items that go into making your brand identity, but only if they embody the core of your business. Its values and not just how it looks or sounds.
Also, the use and consistency in your name, logo, and URL go a long way in helping your content rank high in search engine result pages.
You can also leverage the personal brands of key employees to strengthen your brand. A good example is how Apple, Tesla, Virgin Enterprises all leveraged the personal brands of their founders to enhance their brands.
6. Know Your Audience
Define your target audience before you create your brand so you will attract the right people and not have a mismatch between your company and your customer.
To understand your audience, you need to start with a buyer persona. A right buyer persona relies on an in-depth understanding of your target audience.
When you come up with a buyer personae that is an accurate representation of your market, then you can use it to create your brand, marketing collaterals and your advertising.
Remember that getting your potential client to buy from you is just the first step—the most important thing for them to keep coming back. So you have to give attention to your customer retention strategy.
Use your current and potential customers to promote your product. A straightforward way is to include your hashtag, logo or watermark when customers create something or share something from your work.
It will also aid you in building long-term relationships with your target audience.
The above techniques are only a handful of the ways of leveraging content marketing to build your brand.
If you’re a planning adding content marketing to your marketing mix, remember that the quality and usefulness of your content will determine how effective it is as a marketing tool.
Your content marketing will only be useful if you have a plan. Here are 6 tricks for using content to help build your brand.
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