brand marketing strategy

Five Great Examples to Improve Brand Marketing Strategy Using Amazon Alexa

Amazon’s Echo is a voice-controlled home device that uses Alexa technology. Such devices are providing marketers new and exciting platforms to improve brand marketing strategy by better connecting with their customers and fans. Companies are using the voice-enabled platform to offer more creative and frequently updated content to their users. Learn from these brands that have timely adopted the new concepts of digital marketing and integrated artificial intelligence into their brand marketing strategy to listen to your customers’ needs and generate audio content that develops and fosters effective relationships.

1.    Digiday

You must be familiar with Digiday, a renowned portal for information on digital marketing industry. In just ninety seconds you can know the top marketing news while drinking your morning coffee, and through a human voice not a robotic one. Moreover, users can request Alexa to stream music through Spotify or order a ride through Uber.

2.    Giant Spoon

As a leading communications and market strategy agency, Giant Spoon distributes its personal content in innovative ways. It is fun and lighthearted and tends to capture the overall feel of this company.For instance, if you ask the company for brainstorming help, you may get a snarky response like: We are currently low on ideas, hire an influencer. This could be a good ice breaker before you start a meeting.

As voice has become the new frontier for many interactive experiences, a platform like Alexa provides brands a big opportunity to play differently in a new and exciting environment on a revolutionary canvas to enhance their brand marketing strategy.brand marketing strategy

3.    Web Analytics

If you want to evaluate your brand marketing strategy, analytics is must. If you want to know how your new marketing campaign is going,rather than accessing and going through Google Analytics reports, simply ask Alexa and it will pull the numbers and details for you. You can use both granular and broad queries to stay updated on real-time traffic data.

Are you a marketer? Here is an article with some helpful tips for Google Analytics

4.    The American Heart Association

Using Alexa you can ask AHA how you can perform CPR to get a step-by-stepwalkthrough, or know the important warning signs of a heart attack or stroke. This is another example of how you can provide value or benefits to your audience through a voice-enabled platform.

5.    GoodNes

Nestlé has introduced Amazon Alexa customers to a unique and convenient visual and voice browsing experience with the launch of its GoodNes skill for Alexa. With an Alexa device, consumers can now improve their cooking experience using voice instructions as well as a visual guide that lets users see and hear recipe steps in the paired web browser. It also provides them access to valuable nutritional information, fun facts, ingredients, and useful how-to videos especially designed to help them learn new cooking recipes and techniques.

You can find the GoodNes voice-assisted skill in the Alexa store. Once you enable the skill, you can link your account with your email to get a link to the unique visual guide. This visual guide is fully compatible with Safari and Chrome web browsers on laptops, tablets, and desktop computers.

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What’s New With Google: How Your Web Page Speed Effects Your SEO and Adwords Performance

Speed has always been a factor in defining both organic rankings and AdWords Quality Score. However, Google’s most recent change, which comes into effect in July, shifts this focus somewhat; speed will now be a key ranking factor in mobile searches.

For companies that already advertise to prospective customers on mobile devices, or who have organic search presence, there are numerous elements of their online presence that need to be checked, tested, and, where appropriate, changed. Knowing how to optimize your mobile site for speed will make all the difference to your search engine rankings.

The Importance of Testing Site Speed

The changes are going to make knowing the speed of a mobile site essential. Many tools permit site owners to determine their page speed to see whether enhancements are needed. Most of the tools that are available to test speeds are free and do not require administrator access to the website in question. That means that companies can check their competitors’ sites as well as their own.

Adjusting Mobile SEO Strategy for Google’s Speed Update

The benefit of Google announcing the change six-months before it comes into effect is that it gives companies time to undertake the necessary checks and make appropriate changes.

One such change that companies should consider is switching to Accelerated Mobile Pages (AMP). An AMP works by altering the source code of the website, thus directing the standard HTML page to a minimalist version of itself, the hosted AMP page. As AMPs are still so rare, they load exceptionally quickly. In initial Google testing, AMPs reduced load time up to 85%.

Click here to find out how to measure your audience with Google Analytics

Local search should not be ignored, either. A Google Mobile Moments Study revealed that 40% of mobile searches have local intent. Companies also need to be aware that mobile search engine users enter queries differently than desktop search engine users; mobile queries tend to be much shorter.

Leveraging Search Console is a fantastic way to check in on a site’s usability. Using the following options under “Crawl Errors” can make a significant difference to usability:

  • Smartphone tab – permits users to recognize any crawl errors that might be burdening their mobile pages
  • Fetch on Google – allows users to see how crawlers view the site and adjust accordingly
  • Mobile Usability report – tells users precisely which pages have mobile usability issues, as well as the nature of the issues.

How Will Google’s Speed Update Impact Your AdWords Account?

The Quality Score algorithm, the algorithm that determines how much users pay per click to serve an ad on the Search Network, is heavily influenced by landing page experience. If a company’s site does not load quickly and does not convey beneficial information, the company will either end up paying a premium or realize that they are unable to serve an ad at all.

The AdWords documentation recommends five ways to affect positive change regarding a site’s landing page experience:

  • Include relevant, compelling content
  • Be recognized as trustworthy
  • Make navigation simple and effective
  • Reduce load time
  • Make the website faster

In Conclusion

Failing to consider the new speed update will negatively affect a website’s ranking and, in turn, adversely impact the ROI of the business it showcases. AdWords users need to ensure they optimize for load time and landing page speed, and not just in terms of relevance. Companies should also contemplate making a move to AMP, ensure that their intent is on point, and make the most of the power of Search Console and page speed insights.

 

17 SEO MYTHS YOU SHOULD LEAVE BEHIND

 

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Telling Your Brand Story To Baby Boomers

The only thing in the world that is constant is change, and not many changes in recent history can compare to the way baby boomers have redefined how we approach everything in life, marketing and spending included. The baby boomer generation controls 70% of disposable income in the United States, and represent 44% of the US population. That is a considerable market share and one that you can tap into by telling your brand story in a way that appeals specifically to this generation.

The Importance of Experience

How your customers think is influenced by their unique life story, current circumstances, environment, and worldview. It is also influenced by their experience and the wisdom they have gained as they have progressed through life. Your brand story needs to take these elements into account and reflect the knowledge, experience, and interests of this age group. Your brand story needs to use language in a way that celebrates this wealth of life experience.

However, just as importantly, your brand storytelling must reflect on the role that this wealth of experience plays in the changing buying habits of the Baby Boomer generation. Worldviews change as you age and gain new information and perspectives. These changing views reflect in how this customer segment process information, and how they make decisions about products and services.

Life becomes more about relationships, developing positive relationships in particular, rather than categories. Family, friends, and nostalgia, play a significant role in the decision-making process. Choices are not black and white and are more likely to be emotionally led.

Check out this similar article about Brand Storytelling

Changes in Storytelling Style

When considering how to tell your brand story to Baby Boomers, you also need to recognize that the changes are not just emotional, but also physical. As the brain ages and its functions change, you must adapt your storytelling to communicate efficiently with this generation. While the younger brain wants unambiguous, precise details and facts, the brain of this generation is more intuitive and emotionally led. It is also more attuned to sensory images, meaning that your storytelling needs to use words in a multi-sensory manner to create these pictures.

Metaphors are an essential part of this creative process. They aid in the brain’s comprehension of a subject and help to make it more vivid. If you cannot paint pictures with words and metaphors, you risk losing the customer’s focus and interest in your story.

Luckily for you as the storyteller, the Baby Boomer generation as a whole loves stories. So, the stronger the story, the more likely you are to attract Baby Boomers to your brand. However, your stories need to be emotionally charged. If it just contains line after line of facts and statistics, it will quickly lose its appeal. As with any customer segment, good writing, detailed characters, and engaging content also remain essential to reaching the Baby Boomer generation.

 

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How to Tell Your Brand Story and What It Means To Generation Z | Stevens Tate

When deciding on how to tell your brand story, your intended audiences are a key component in any decisions you make. A great deal of time and effort goes into developing your brand story, especially in relation to making it appealing to your core market segment. While many companies focus their efforts on attracting the buying power of millennials, there is another sector who have money to spend, but who expect very different things from the brands they choose.

This sector is, of course, Generation Z. This generation encompasses all those born from 1995 onwards. Generation Z accounts for 25.9% of the population of the United States; by far the largest percentage of any age group. Currently, analysts believe this generation has in the region of $44 billion in purchasing power, and by 2020 they will account for a third of the U. S. population, so they are undoubtedly worth paying attention to.

Appealing to Generation Z

This generation lives in a world where everyone can have their voice heard, thanks to social media, and particularly channels such as YouTube, with its vloggers, product testers, and social stories. Generation Z is firmly based online, with recent research suggesting that 28% of this generation wants to be reached via online ads, compared to just 16% of millennials.

Their continual connection to the online world also means that they are more likely to be moved to action by real people than they are by celebrities. They are, as most people were at that age, looking for products over experiences. However, the challenge your brand story faces is how to make the products you sell feel current and therefore appealing to this younger age group.

Just a Click Away

As well as changing perspectives to appeal to this generation, you need to change how your story is delivered. Generation Z is very much a one-click generation. If it takes more than that to access or share the story, they are not going to read it or pass it on to others. Your story needs to be shareable through channels such as YouTube, WhatsApp, and Instagram.

Moreover, it is not just about accessing the content; researchers believe you have an average of 8 seconds to capture the interest of this generation, once the content has been accessed. This is one of the reasons why audio / visual approaches to your story are essential.

Four social media platforms. Four different ways to advertise. Click here to learn more. 

Personal Products for Personal Experiences

While Generation Z is about the product rather than the experience that you are offering, they do want the product to provide a personal experience. This is where the more traditional approach to storytelling comes in, but using personas that they recognize – real people, in real situations, which they can imagine themselves in by buying your product.

While one could still use actors and showcase their lifestyles, using the YouTuber who Vlogs from his or her bedroom two streets over, could work even better with this generation because they seem more relatable to this younger audience.

Some Rules Still Apply

The differences between Generation Z and previous generations does not mean that you should throw all the rules out the window. High quality, consistent content is still a must when determining how to tell your brand story. Stories still need to have believable characters and situations. Your values, aims, and mission statement must again shine through; younger members of the Generation Z are also still under parental input, so, you need to bridge two or more generations with your approach.

However, you must tie all this together with a tech-savvy approach. Your brand story needs to encompass the online world in all its various forms. This generation uses different platforms for different activities, and you need to be able to tap into most of those if not all. Content that you provide for this generation needs to be in the form of micro-interactions; short snippets of mainly visual information, provided by someone that this generation recognizes and can relate to. Simple really, isn’t it?

 

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creative marketing solutions

How To Create A Brand Story

Storytelling is an ancient art form, which has scientifically been proven to aid memory, making it the ideal vehicle for promoting products and creating successful branding. Learning how to tell your brand story begins with understanding the role of characters.

At the heart of the story lays the characters. It is through your characters that you connect with your customers. If your story does not have believable characters, then your potential customers will not connect with you, find your branding believable, or create an emotional connection with your story.

Starting with Archetypes

Your brand persona reflects your customers understanding of your brand’s behaviors and values. The persona must appear human and exhibit traits that the customer recognizes, such as courage, persistence, and imagination. They need to be able to create an emotional connection with your persona. Your story’s characters play a vital role in shaping this relationship.

super heroFor your brand story to be compelling, it needs strong, well-drawn, and quickly recognized characters, which your customers can relate to and see themselves in. To achieve this, you need to begin with archetypes. Hero, villain, mentor, caregiver; these are archetypes that are easily recognizable and relatable to. They are found in all stories throughout history, from Ancient Greek classics to modern fantasy tales. However, an archetype on its own is two-dimensional, so it needs to be personalized to make it believable.

Developing a Believable Persona through Relatable Characters

Your characters must grow from these archetypes. Otherwise, they will remain flat and hold no emotional connection with the customer. Achieving this involves creating credible stories for your characters without losing consistency. This enables the customer to see them as multi-dimensional.

Through those character stories, you develop your brand persona’s attributes. The attributes your persona portrays will be the ones your customer associates with your company, so these need to be chosen carefully. You might want to consider qualities such as courage, decisiveness, determination, work ethic, honesty, flexibility, responsibility, and curiosity.

An example of good brand storytelling and excellent character creation is Guinness. Consider the company’s latest campaign with the guys that have turned their backs on the gang culture of Compton, and are instead saving horses. The archetypes are good versus evil, but the characters stories make them relatable and give an overall caring, yet brand persona for Guinness.

How do you bring your brand story to life, even when it’s online? Check out this article to learn more. 

Creating a Relatable Persona

As well as being believable, your brand persona must be relatable. If your target customer group is young women, then having a brand persona that your audience consider to be a middle-aged businessman is not going to make your brand relatable. If your customers cannot relate, then they will not feel connected to your brand and are unlikely to believe your promises, mission statement, or aims. You need to know who it is you want to connect with before you even begin to develop your persona.

The customer may never see any of this directly, but they will instinctively know if you have not considered these elements as it will show in the consistency–or lack thereof–of your brand storytelling. If you are unsure of the importance of characters in how to tell your brand story and create your brand persona, go back to your favorite work of fiction and imagine that work without the attention to detail that has been poured into each character.

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Generation X Matters: How to Tell Your Brand Story to Them

Generation X, often referred to as the middle child, is the generation sandwiched between the baby boomers and the millennials. And just like the middle child, they often feel forgotten, especially when it comes to marketing. However, this generation has impressive buying power and are essential to consider when determining how to tell your brand story.

Generation X are now in their late 30’s to early 50’s, and are the generation that remembers a time before the technological, and specifically the digital, revolution. On the whole, however, Xers were young enough when it happened to have embraced the change and made technology work for them. They have a foot in both camps and are just as at home with print media, as they are with blogs, Facebook and YouTube.

Why is Generation X Important?

While, relatively speaking, Generation X is a small customer segment in comparison to baby boomers and millennials, they have immense buying power, which should not be overlooked. However, marketers are confused about how to reach a generation that has one foot in the past, and the other firmly in touch with digital technology and change. Research has shown that 62% of this generation still read print media, while at the same time 60% use a Smartphone on a daily basis.

Despite the difficulties of appealing to this generation, they are ignored at your own risk; after all, they account for over 30% of consumer spending, and not only are they buying for themselves, but many still have financial responsibility for their children as well. They are also extremely brand loyal, once they find a brand that is worthy of that loyalty.

Creating Consistency is Key

Given all of this, consistency is vital in your brand storytelling, not only within your story but also across the platforms through which you tell that story. However, generation Xer’s are also busy, often juggling children, careers, and responsibility for older family members. So, your story and your brand need to be instantly recognizable, and easily digestible. Short snippets of information combined with audiovisual formats make your story memorable and accessible. Generation X is not shy of technology, so utilizing channels such as YouTube, along with approaches such as email marketing, is vital if you are to get your brand’s story across in a meaningful way.

While busy juggling their many commitments, creating the lifestyle they want remains of paramount importance to this generation. They work hard and expect their money to work hard on their behalf, especially as there are few guarantees when they hit retirement. They respond well to offers, especially coupons that offer what they want at a price that is well within their budget. However, they are wary of trying new, untested companies, so when choosing how to tell your brand story, you need to develop trust from the very start.

Got tips? Sure we do! Check out these six tips on email marketing.

Hearing the Voice of Generation X

Generation X has strong opinions, is generally worldly-wise, and drawn to companies that are ethical, and which promote ethical goods and services. These need to form part of your brand story if you are to begin to build the trust of this generation. However, you also need to show that you value your customer, as well as the planet.

Excellent customer service is essential to Generation X. They need to feel valued and respected by your company and your brand. If they do not, you will know very quickly. This generation, more than any other, is not afraid to take the time to say what they think, and they expect you to listen. So, your story needs to focus on the customer and show that not only do you accept and listen to feedback but also that you act on it. That means that while the fundamentals of your story – your ethos, mission, and goals – may not change, how you achieve these needs to be tweaked to adapt to the changing needs of this generation.

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how to tell your brand story

How To Tell Your Brand Story Using Personas

When considering how to tell your brand story, you must think of the role of the audience as well as that of the storyteller. Stories create wonder, excitement, and engagement in the world they create. Through storytelling, your business can engage with its audience on a much more emotional level. Connecting with your key audience is vital, and can be achieved through the creation of buyer personas.

What Is a Buyer Persona?

A buyer persona is a fictional character that represents the behaviors, goals, and needs of your current and potential customers. Once you know who they are, the problems they are facing, and what they want from life, you can begin to see how to tell your brand story in a way that reaches them and provides the answers they are looking for. The more thoroughly the buyer persona is fleshed out, the more focused your brand storytelling can be, and, consequently, the more effective.

Where to Start with Your Buyer Persona

As with any storytelling element, you start with what you know. Who are your current customers? What age group do they fall into? What gender are they? This information can be gleaned from login details, email lists, and customer feedback. If you make use of social media platforms, the data your customers share publicly provides a wealth of knowledge. You will find that specific characteristics are more common than others, providing you with the basis for your persona. It is essential, however, to create more than one persona, or you could have too narrow a view of your potential audience.

Check out this article called How to Build a Brand Story

Putting the Flesh on the Bones

how to tell your brand story

Once you have these details, you can begin to ask further questions that allow you to fill in the gaps and create fleshed out individuals. Give your buyer persona a name, age, and gender. Determine their marital status and flesh out the details of their immediate family. Don’t forget to consider their level and type of education, as well as how long they have been out of school. All of this is important because how you approach a single millennial will differ significantly from how you tell your story to a married member of generation X with a mortgage and a family.

Give your personas a career, responsibilities, and challenges. How do you think they approach these elements in their life? How do these aspects affect their levels of trust, loyalty, and their approach to taking risks? These are again all crucial elements in how you tell your brand story and what image of your company you create.

Don’t forget to consider their social life as well. Your buyer personas need to be as human as possible. As well as helping you to create a connection between the audience and the story, this helps you understand where they spend their disposable income, and what you can do to redirect more of that spending towards your brand.

If you are ever unsure of the next step to take with how to tell your brand story through a buyer persona, just imagine a conversation between them and your brand persona. If it is a long pleasant conversation that finds solutions and answers questions, then you are on the right track. If it ends in an argument or, even worse, still silence, you probably have to revisit your brand storytelling strategy from the top.

Download Our White Paper Guide To Learn How To Perfect Buyer Personas For Your Business

 

 

Powerful Call-to-Action Phrases to Increase Clicks

Are you looking to increase your conversion rate? Call to action phrases are an essential part of the conversion process, but what kinds of call-to-actions should you put on your website? CTAs should be simple yet effective, and catch the attention of your visitors.

The formula for a successful CTA page title consists of combining such sales buzzwords as “free,” “discount,” “offer,” “gift,” “guarantee,” with action-oriented words like “click,” “download,” “request,” and “send.” Putting together a strand of words to entice clicks sometimes doesn’t get the job done, though. As a marketer, think of what strikes you as a buyer: emotion.

Humans are oddly emotional creatures and are the only ones that tie those emotions to money hence making many of their purchases subject to the emotions invoked by marketing which is exactly why call to action phrases are so important. This isn’t a secret to marketers either, but leveraging that knowledge and coupling it with your brand’s content can be a little tricky.

Call to Action Phrase Building Tips

CTAs can be as simple as “click here” and “download now,” but can have an infinitely more powerful meaning by adding a few simple words and giving the reader the benefit of what they are getting from the offer.

  1. Include a possessive determiner such as “your.” The possessive aspect of the CTA makes the reader feel as though that piece of content or your offer is already theirs to be had and in their back pocket.
  2. Briefly outline the benefit of the content. Add what your website visitor gets from clicking your CTA. This almost acts as a miniature landing page. For example, instead of saying “click here” use a phrase like “click here for your free white paper.”
  3. Use action words and urgency to encourage clicks. “Limited downloads,” “limited time,” and words such as “now” and “quickly” will enhance the sense of urgency for your users to click on your brand’s CTAs.

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Actionable Call to Action Phrases

Actionable CTAs leverage words like “now,” “here,” “click,” etc. Actionable CTAs use an action word to draw the reader into the CTA which gives them that emotional sense of action and satisfies that human demand for immediate satisfaction. Getting content “now” versus “get it in a week” will certainly drive more clicks onto your CTAs.

Keeping in mind some of the tips above, let’s take a look at how using actionable words can make a simple CTA far more powerful. We’ve bolded some of those key terms, but have a little fun. Remove some of the bolded items and see what that does to the phrase. Keep in mind that you can insert any content type or offer in the brackets to fit your brand. Here are a few examples of actionable CTAs:

  • Download Your [Content] Now
  • Click Here for Your Free [Content]
  • Join Now and [Get 30 Days Free]
  • Download Your Free [Content] Here
  • Start Getting Your Free [Content] by Clicking Here Now
  • Click Here for Details About the Best [Service/Product] for Your Company

Urgent Call to Action Phrases

For most of us, the essence of time can very well be the thing that either helps us make a decision or turns our “eventually” into never. Your buyers are the same way, and giving them a little nudge into a sense of urgency can be just what they need to click your CTA, capitalize on your content, and ultimately buy what you’ve got up for offer. Adding some personal touches (in the right context) can further drive that sense of urgency for your buyer.

Limited time offers, limited time discounts, first time buyer discounts, and limited supply all tend to push buyers a little closer to the buy button in their shopping cart and can be great ways to improve your CTAs. In the case of content and CTAs where the downloads themselves are free, your prospective buyer has virtually nothing to lose. Here are a few urgent call to action phrases that are sure to light the proverbial fire under your buyer and increase clicks:

  • Download Your [Content] While Supplies Last
  • Act Quickly Limited Downloads Available
  • Hurry, This Free [Content] Offer Expires Soon
  • Secure Your Spot Today! Limited Spots Available
  • Only X Days Remaining to [Sign Up, Download, Attend]
  • Take Advantage of this Limited [Content] Today Only
  • I Urge You to Download this Limited Time Offer

Want to learn more about how to attract more leads? Click here to learn about Attraction Marketing!

Exclusive Call to Action Phrases

Adding urgency to a call to action phrase can sometimes seem a little pushy, especially to some C-level managers and business owners, but there is another equally crafty way to make your CTAs appealing to your target audience: exclusivity. Exclusive offers give readers the feeling that they are a part of or at least offered a deal that no one else is in on.

We see these sort of lead generation tactics across multiple retail platforms where deals are both confined to time and exclusive to members only. Whether or not your particular brand is a retailer or not we, as consumers, have been trained to jump on those exclusive offers available only to the elite. This can work with your CTAs as well. Here are some useful exclusive CTA phrases:

  • Join Our Mailing List and Get Exclusive Content
  • This Offer is Only For Our Subscribers
  • Sign Up for Exclusive Offers only Available to Subscribers
  • Request an Invitation to [Join, Sign Up, Get Content]
  • This [Content, Offer] is Only Available to [Subscribers, Members]
  • Download Now for Exclusive Access

Responsive Call to Action Phrases

Naturally, every call to action you create should have an overall goal of generating a response from your target buyer and while practically any of these CTA phrases we’ve outlined could be categorized as either “actionable” or “responsive” we think that it’s best to separate the two factions. Actionable CTAs lead users towards a specific action such as clicking, downloading, subscribing, etc. whereas responsive CTAs invoke a sense of two-way conversation.

With that said, the CTA phrases below will elicit a response from your potential lead: think feedback, a reply, or a point of contact. These types of CTA phrases should hopefully open up a dialogue between you and your potential buyer and give them an opportunity to start the conversation. Here are a few examples of responsive CTAs:

  • Talk to One of Our Experts About…
  • Get a Free Consultation and Talk About Your Business Goals
  • We’d Like to Hear from You: Talk to a Specialist Today
  • Let Us Know What You Think
  • Contact Us Today
  • Contact Me
  • Don’t Hesitate to Get in Touch With Us

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For more attraction marketing resources, click here.

Craft Your Own CTA Phrases

As we’ve mentioned, the sky really is the limit to crafting attractive content-focused CTA phrases and experimenting with them is one of the great ways inbound marketing can help marketers learn more about their tactics. What’s important to keep in mind is that your buyer is the focus of any CTA or piece of content you craft, and without a doubt, targeting those CTAs is crucial for the success of your content initiatives.

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package design

5 Package Design Trends for 2018

Change happens quickly, and if you are caught unawares, you could be left with packaging that is outdated and stale. Recognizing and incorporating the following package design trends into your packaging ensures that your packaging is modern and beneficial to your image.

1. Minimalism

Minimalism, the use of elegant, streamlined, and visually simple packaging, never really goes out of style. There are numerous ways to achieve a minimalistic look, including using bold typography contrasted with stark white backgrounds, splashes of color on clean backgrounds, or a basic arrangement of simple shapes. If you incorporate this year’s top colors, including pink, purple, and color of 2018 PANTONE® 18-3838 Ultra Violet, you can make your minimalistic design modern and timeless, without isolating or overwhelming the viewer.

2. Go Bold

Color has always played an integral part in developing packaging and this year is no different. Use bold colors to evoke emotional responses in potential consumers and, consequently, impact their buying decisions. So, the primary color you use in your package design has a significant psychological effect on those viewing it, and you should choose it carefully. Be bold, but choose colors that represent the personality of your brand.

3. Handwriting and Handmadepackage design

Many consumers are looking for environment-friendly and ethical goods, including homemade items. Homemade products also create an emotional connection with the consumer, often evoking warm memories and nostalgia. The handmade package feel can be achieved through careful package design that includes text that looks handwritten. However, it is essential to ensure that your writing is clear and readable. You do not want to confuse or inadvertently mislead consumers.

4. Whimsy

Most consumers love goods that evoke positive childhood memories, or that engage their inner child. Using fun visuals, bright colors, and fantastic illustrations, including hand-drawn logos, is a great way to engage such consumers. Whimsy makes people smile and feel happier, so when your product packaging incorporates whimsy, you are creating this joyful connection between your customer and your product.

5. Eco-friendly

Going green is the best way to gain new customers and keep returning ones. It is not enough for your product to have eco-friendly credentials though; your packaging has to as well. Using packaging materials that are eco-friendly, biodegradable, and locally sourced is a great place to start. However, your design must also shout eco-friendly. Using earth-based colors in your packaging is one step, as are the inks you use in printing and the amount of packaging you use.

Incorporating these package design trends into your packaging will benefit your business in 2018. However, it is also important to employ them in a way that maintains your individuality and ensures that you are instantly recognizable to your audience, so using the same color scheme as you use in the rest of your marketing can be a great start.

 

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brand awareness

How To Drive Brand Awareness

Awareness, as we alluded to in our first article Using The Right Media Mix During Each Stage Of The Buyer’s Journeys, is a two way street. On the one hand your potential buyers become aware they have a problem that needs a solution, and on the other you as a marketer must boost brand awareness in order for them to find you, your content, and consequentially your products or services.

Brand awareness deals, in large part, with how familiar your customers are with your brand. In other words, how well do they identify with your brand name, its characteristics, your logo, or other things that strongly correlate to the products or services you offer. And while many major corporations have a significant hold on their respective markets with their branding, how can you as a marketer drive brand awareness? Let’s take a look.

Keywords and SEO

Your blog is the destination you want all prospective buyers to land on during their awareness stage, and keywords and SEO may as well be the road map to get them there. Getting found through search is the cornerstone of inbound.

As a matter of fact, the top 3 search results typically get 50% of the clicks which is exactly why you should strive to get your search results to the top of search engines. The search engine optimization game; however, is more of a marathon than a sprint and instant results likely won’t see your brand become the cream of the crop in the long run.

Correctly keywording your blog posts and your site as a whole will improve your company’s overall credibility which will in turn create trust between your brand and your site’s visitors. Additionally, SEO gives you a quantifiable, trackable avenue for your marketing by helping you see real data from your search results. For more on the nitty gritty of how SEO can boost your brand awareness, check out our blog post for how optimizing your website can lead to great results.

Keywords themselves will only get you so far, so let’s take a look at how to tie your target keywords into meaningful content via blogs.

Blogging

brand awareness

For small and large businesses alike, driving brand awareness starts with a healthy group of focused, educational content pieces in the form of your brand’s blog. Any successful blog starts by finding a topic that people are interested in. Add in a few internal links, some CTAs, and you’re mostly good to go. Here are a few of the finer points to a successful blog:

  • Proper Formatting – The meat of your blog is its content, so format it in a way that makes sense and helps your posts flow. Break the content up into short paragraphs for easier reading and intersperse some relevant offers and promotions throughout the body.
  • Attractive Titles – Titles should accurately and attractively reflect the body of the blog post. Keep your titles between 50 and 60 characters for search engines.
  • Pretty Pictures – Add some relevant pictures to your post to make it more eye-catching. Be sure to alt text the pictures in your blogs to help boost SEO.
  • Links and CTAs – Internal links help keep users on your page and help them take in more of your expertise. CTAs help convert visitors to leads through well-designed landing pages with offers as the end result for the user.
  • Consistency is Key – Regular blog posts with fresh content will keep your subscribers coming back to your brand. Start with one quality blog per week then expand as you feel comfortable.

While these tips are great foundational resources for your blog, tying them to your keywords is crucial to getting found organically via search engines. Once you’ve found a long tail keyword or group of keywords that work for your blog, it’s important to use those words naturally (generally 3-5 times) throughout the body of each blog post. Also, link similarly keyworded content to the keywords you use and connect the web of your websites SEO.

Check out this similar article about Blogging

Social Media

The final piece to brand awareness as it pertains to your buyer’s journey is social media. While social media is the last piece of the awareness puzzle we’re mentioning, it may very well be the first place your buyers land when seeking information to solve their problem.

Social media sites are some of the most indexed by search engines on the entire world wide web. With hundreds of millions of posts daily by businesses and individuals alike, social media is a crucial hub of activity for your content and your buyers. In all likelihood, ceteris paribus, your brand’s social media sites will be scrolled and indexed before your brand’s blog or website which makes brand awareness through social media all the more critical.

Posting on social media is an art and a skill that can be honed by knowing your buyer personas, what social media platforms they use, and what your goals for social media are especially as it relates to driving B2B sales. Tailoring your messages within those confines will make sure that the things you’re publishing are on point, relevant, and capable of converting interested parties into leads. Lead conversion in social media means attaching a meaningful CTA or offer to each of your posts to give your potential buyers the chance of becoming more aware of your brand through offers.

Next: Lead Nurturing During the Consideration Stage

In our next article we’ll move further down your sales funnel as we examine what happens during the consideration stage of your buyer’s journey including leveraging drip emails, marketing automation, and remarketing to move your buyers into the decision making stage.

 

successful blogging