Start by asking yourself this question: Do you want to engage with customers, generate leads, and increase sales?
If the answer is yes, then you need a brand marketing campaign right away. The most effective is known as content marketing, where you provide your target audience with lots of engaging brand content.
What does brand content look like?
Think blogs, e-books, social media posts, website content, etc.
These should all cover topics that are relevant and valuable to your business’s target audience. Existing and potential customers find your brand content beneficial when it helps them understand the value of your industry, products, and/or services, and how engaging with you will help make their lives better.
Get it down on paper (real or virtual!)
Review your business mission, vision, products/services descriptions, and USPs and answer questions such as, “What does our target market want to understand about our business?” and “What questions do our potential clients have about our industry and products/services?”
A strong brand marketing campaign will answer these questions and your brand content will be built around your answers in order to position your company as a knowledgeable authority.
Brand content that cuts through the clutter
Here’s the tricky part. Your audience is already inundated with brand content from your competitors, and probably across multiple platforms. So, it’s not only about what your present them, but how. Along with blog content marketing, look at SlideShare presentations, infographics, short scripted videos, and Prezis, which all help you stand out from the crowd.
Make social networks work for you
We are all aware of brands using social media platforms, such as Facebook, Twitter, Instagram, Snapchat, and LinkedIn, to distribute content to a specific audience. But, did you know that you can actually undermine the effectiveness of your brand marketing strategy if posts are inconsistent or are unrelated to your areas of expertise?
Having the right brand marketing campaign is vital for every industry but even more so in hyper-competitive industries and during a slow economic climate. The right brand content builds confidence with your potential clients who will look to you when they need your products/services. And of course, remember to use the right channels for (consistent) distribution.