Marketing Strategies

7 Steps to Create a Reputation Management Strategy to Boost Brand Awareness

Is a reputation management strategy the key to getting better brand awareness for your company?

Many marketers cited that they would be focusing on improving their brand strategy this year, alongside other areas of focus like content marketing or social media marketing.

Indeed, companies are becoming more conscious of the fact that they must have a strong brand if they’re to start turning leads into customers and customers into loyal fans. But how do you boost brand awareness?

Our answer: having a great reputation management strategy designed to boost brand awareness. 

Read on to learn how to create your own effective reputation management strategy, designed to help you turn great brand experiences into selling points while leveraging negative brand experiences into opportunities.

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How to Create an Online Reputation Management Strategy

Identify Your Unique Value Proposition

Before jumping into creating a reputation management strategy for your brand, you’ll want to first identify what makes your brand different from the rest.

Don’t be afraid to get really specific with this. After all, your brand will resonate with your target audience, and it’s okay if your unique value proposition isn’t appealing to everybody.

To get a better sense of your unique value proposition, you can take a look at the existing competition. Find out what needs aren’t being met by others in the industry, and use that information to fill in the gaps yourself. 

This way, you can create a strong brand right from the get-go, with target customers knowing that you exist to solve a problem they’re looking for in your own unique way.

This unique value proposition could be a unique offer in itself. For example, your marketing agency might position itself to work solely with law firms and lawyers. Or it may be an add-on service or feature that no other business has. For example, you may offer clients access to free tools and software that are proprietary to your agency.

Be Clear About Your Why

We’ve probably all seen Simon Sinek’s famous Ted Talk on starting with your why and using The Golden Circle of why-how-what to align teams and leaders to work for a greater good. And we also see the importance of knowing our why when it comes to building a great brand reputation.

When customers see what you’re all about, when customers can tell that you exist to make their lives or businesses better, then they’ll be more likely to be drawn to your brand.

People respond positively to brands that share their values or a common goal. Simon Sinek uses Apple as an example of a brand with strong positioning and why. Apple’s mission is to create innovative, creative, and imaginative products on the market – and they invite their customers to take part in that mission by purchasing their products.

For marketing agencies or service-based industries, your why ties greatly with your clients’ why. You’ll want to know what makes your clients tick, what drives their businesses forward. With that knowledge, you can help them reach their goals — and achieve their why in the process.

Focus on Providing Valuable and Helpful Information

One of the best reputation management tactics is being helpful to your customers. And many marketers know this too, as several are increasingly focusing on content marketing through blogs or social media posts to share helpful information around their industry.

Focusing on content can help customers see that you’re an expert in your field. And this can even help you develop strong relationships with your audience after they see your willingness to keep providing value.

There are many ways you can share these valuable tips with consumers, including in-depth blog posts, podcasts, and videos. Webinars are also becoming a fan-favorite way to reach more and deepen relationships with customers. With reliable webinar software in the market, it’s even become possible to run automated repeat webinars to save on time and resources.

Award-winning web development agency Orbit Media uses their blog to showcase best practices for web design, lead generation, and content marketing.

Choose the Platforms Where You’ll Engage with Your Audience

Just as important as knowing what to share is where you’re going to share it. Understanding your customers’ most preferred platforms for engaging with agencies like yours can help make sure you not only reach your customers but also makes sure that customers can reach you.

Part of an effective reputation management strategy involves you effectively engaging with your audience. Email marketing is one of the most popular and profitable platforms to engage and nurture existing subscribers who can later turn into clients for your agency. You may also be on Facebook or Instagram to share helpful tips that will get clients results, based on your agency’s strategies.

But also consider platforms that will help your existing clients turn into ambassadors for your brand. Collect testimonials and create case studies that you can share on platforms like your blog or YouTube channel.

Optimize Your Website’s User Experience

Every touchpoint matters when you’re trying to boost your brand reputation. And just because we live in an era of social media platforms doesn’t mean you can stop paying attention to one of the most important platforms you’ll have as a brand: your website.

Keep your website performing in tip-top shape, aiming to load pages in just three seconds or shorter. Also with so many people now online and vulnerable, secure your site so as not to fall victim to cybercrimes like hacking or data breaches. 

Clients need to have an excellent experience on your site, whether they’re there to contact you, look for more info, or just learn more about your agency.

Page load time can affect user experience on your site as much as downtimes or risk of data breaches. (Image source)

Collaborate and Partner with Influencers

Influencers can be valuable people to develop relationships with as a brand. For one thing, they can help you build an image of community online, especially if you choose high quality, relevant influencers in your niche.

Sometimes these influencers are right under your nose: your existing clients. Leverage existing relationships with your biggest clients to turn them into influencers for your agency. Aside from testimonials or case studies, partner with these thought leader clients.

Consider partnering with them for webinars for their audience, doing interviews about your working relationship together, or offering an affiliate commission for successful referrals they send your way.

Have a Plan to Deal with Negative Reviews and Complaints

Finally, you can boost your reputation in the eyes of your audience by dealing with negative comments and feedback with grace. Don’t simply ignore the bad things people are saying about your brand as this can only backfire or show that you don’t really care.

Instead, pay attention to these negative reviews. Do they mention things you can actionably improve on in your business? How can you show your audience that you are paying attention to their gripes?

Turn negative brand experiences into opportunities to uplift your brand’s reputation. Offer any perks or reparative actions for users who had a bad experience. Make real changes on things that require your attention.

This way, you can continuously show customers and clients that you’re serious about being the best possible agency you can be. And when you do something to keep improving your services and products, you might even win over non-customers with such sincerity.

Key Takeaways

There’s no such thing as a perfect brand. But that doesn’t mean you can’t build your brand and manage your reputation well, especially online. With clients demanding and expecting more from their favorite agencies, this becomes an opportunity for you to impress customers, drive deeper relationships with your audience, and attract attention from newer prospects in the mix.


Ecommerce in the New Normal: 5 Things You Need to Know

You’ve probably encountered news and articles saying that ecommerce in the new normal is a trend to expect due to the pandemic. There’s some truth to this, as surveys show that people spend up to 30% more dollars online.

Image source

While marketing experts have predicted that eCommerce sales will only increase as COVID-19 infections soar, even the eCommerce business has challenges in store. No one and nothing is spared from this pandemic—not even something as virtual as eCommerce. 

In fact, the COVID-19 pandemic has already affected eCommerce in various ways. 

First, as more people turn to online shopping to buy essential and non-essential goods, there could be inventory shortages and major disruptions in supply chains

Also, convenience-seeking consumers could easily turn down orders with longer-delivery items and switch to other eCommerce sites offering faster delivery options. With everything they need just a click away, consumers may switch from one website to another in search of the most convenient and affordable option.

Finally, strict rules and regulations are being enforced to protect consumers from false online sellers taking advantage of the current situation. This forced marketplaces such as Amazon and eBay to purge and ban those who do not adhere to the laws against price gouging and false advertising.

Since we live in unprecedented times, the challenge will be to predict what may happen in the future. If you are in the eCommerce business, keep doing your research, observing changing consumer behavior, and staying agile by adjusting to relevant trends.

Ecommerce trends to expect in the new normal

Ecommerce business models will need to be more agile

If you already own an online store, one of the first things you should do to prepare yourself for this new normal is to check the eCommerce platform you are using. 

Because of changing consumer behavior and the unpredictability of trends today, make sure your platform makes it easy for you to adjust when needed. In other words, the platform should allow you to be as agile as possible, especially with shifting business models and the need to implement more unique and innovative ways of serving customers. 

Learn more about how people today shop online and observe your competitors; then, revisit your eCommerce marketing strategy. If you need to adjust to how shoppers are behaving online, you most likely will—go back to the existing functionalities you have on your eCommerce platform. 

Does it enable you to add more features? Will applying all the necessary changes be easy? Does it allow you to be agile in these unpredictable times? Or will it only slow you down or keep you from progressing?

If you think your platform holds you back from freely marketing your online store, try to explore other popular eCommerce platforms that might work better for you. Remember: Your eCommerce is an investment, and settling for cheap providers won’t always get you the functionality you’re after.

Increased demand for efficiency and reliability

An increase in online shopping worldwide mainly calls for two things: efficiency and reliability.

eCommerce order volume has increased by nearly 50% compared to 2019. This rapid escalation has caused plenty of shipping delays as well. Efficiency has taken a hit with factories being unable to operate, limited transportation, and social distancing regulations. 

With this in mind, you need to find ways to be more efficient. Perhaps there are services you need to let go of to perform better or features you need to install on the site to serve your customers well. As we previously discussed, staying agile also helps you to be more efficient.

Mark Patchett, the founder of The eCommerce Academy, says one way to achieve efficiency in a time like this is omnipresence. Since consumers today browse many different channels to find the best deals when shopping, your brand must have some presence in all the platforms your consumers are active in.

Reliability is essential for consumers. They need to know your website can withstand any major event or calamity. They want to see you survive through every extreme your business faces.

A slow loading time, a simple malfunction on your site or an unanswered query can make your site look and feel unreliable. In these trying times, consumers can be sensitive and easily develop trust issues from a bad experience online. What they’re looking for right now are companies that won’t fail them and brands they can still rely on even in the midst of a pandemic.

Creating genuine connections is more crucial than ever

The 2020 CGS Customer Services Preferences in Times of Distress reveals that the COVID-19 pandemic has “illuminated cracks in customer service.” It identified three areas that brands should reflect on.

First is that consumers are craving a sense of  “human touch” in customer service. With people now staying at home and working remotely, it’s no surprise consumers crave human connection—including in customer service. 

Among the 2,000 people surveyed, 38% of U.S. respondents and 29% in the UK value talking to a live agent, which is considered their major factor in determining a successful customer service interaction.

The second is that consumers want their problems to be solved immediately, hence speaking to a live agent. Apart from human connection, perhaps speaking to an actual person who responds to them in real-time makes them feel more valued as a customer. However, one thing hasn’t changed: even in the midst of a pandemic, customers want their complaints to be resolved immediately. 

Lastly, consumers don’t want just any agent, but one who is friendly. Consumers say they want to experience a level of friendliness from customer support. Unsurprisingly, there is a higher level of empathy and understanding required of customer service during these trying times. In relation to finding that “human touch” online, customers want companies to understand what they’re going through.

Online marketing and sales skills will become a requirement

To navigate these unprecedented times, you must also equip yourself with excellent online marketing and sales skills so you can serve your customers better. You can’t be agile if you don’t know how to be agile. 

Develop a growth mindset by constantly finding ways to improve your business inside and out. Since trends are coming and going as fast as they ever have, stay updated on all the happenings in your industry as well as in the larger world of eCommerce. 

You can also use this time to sharpen your online marketing skills by enrolling in virtual classes, doing some heavy research, and assessing yourself in this journey.

The subscription box model will become increasingly popular

Almost 75% of U.S. internet users say they plan to avoid in-store shopping because of the pandemic. Until there’s a cure or a vaccine, consumers may continue this stay-at-home behavior, and therefore drastically alter their purchasing behavior.

Here’s an idea: What if they can get supplies on their doorstep every month? This is where the subscription box model comes in.

Subscription billing is defined as the agreement to automatically charge repeat customers’ payments to a saved credit or debit card—saving them the hassle of remembering to pay each invoice.

The subscription business model could be very advantageous for both the seller and the buyer.

Sellers benefit from a recurring revenue stream from customers who choose to subscribe every month. Successfully providing for your customers monthly also helps you build relationships and brand loyalty. Not to mention that having the right tools to manage your automatic payments definitely saves you the time and effort of chasing after your customers.

Buyers won’t have to worry about remembering to purchase the same necessities every month, but instead will automatically have them delivered to their homes. They also won’t have to worry about repetitive monthly transactions because of automatic subscription billing. 

If you have a lot of repeat customers buying the same thing every month, perhaps you could consider integrating the subscription box model into your current business model. 


A perfect example of this is Ritual, which offers a 30-day supply of subscription vitamins. Since people usually buy the same vitamins on a consistent schedule, they can save the hassle and risk of going to a pharmacy and subscribe for just a few dollars every month. 

Key Takeaways

Discerning which eCommerce trends will get you through this new normal can be a challenge, but the right ones may be what keeps your business afloat until we’re all safely out of the pandemic. We’re all learning how to navigate this unchartered territory for our generation, but we must stay agile in the eCommerce world by adapting and adjusting to serve our customers better.

Marketing Strategies

7 Crucial Tactics for Omnichannel Marketing Success

You may have already heard about the buzzword that is omnichannel marketing.

Is this buzzword worth paying attention to – or is it all hype?

In this post, we take a look at what the big deal is with omnichannel marketing and why you, if you want to be a successful marketer, ought to give it a chance.

Omnichannel vs multichannel marketing

As a quick refresher, here is the key difference between omnichannel marketing and multichannel marketing.

Multichannel marketing uses multiple channels but is kept separate and normally do not interact with one another.

On the other hand, omnichannel marketing uses multiple channels that come together to provide a unified customer experience. 

Brands may have a website, a physical store, and social media, and they will often drive customers to visit each one to build awareness for ongoing campaigns, drive more conversions and sales, and build up customer loyalty.

Visual representation of omnichannel marketing (Image source)

Why your business should embrace an omnichannel marketing strategy

According to these statistics on omnichannel marketing, there are several benefits of implementing this approach:

  • Increased engagement. After measuring the engagement rate, omnichannel marketing had 18.96% engagement while single-channel marketing only had 5.4%.
  • Acquire and retain more customers. Purchase frequency for customers who interact with 3 or more channels of a brand was up by 250% than those customers who only interact with one channel. Retention was also up by 90% for brands using this approach.
  • Higher Average Order Value (AOV). Customers exposed to omnichannel marketing of a brand often had average order values (AOV) up to 13% higher compared to customers of brands who used single-channel marketing

AOV is 13% higher for brands that use three channels or more. (Image source)

Omnichannel marketing tactics

Tap your top-performing channels

Chances are you’ve already built a great website, complete with analytics tools, and linking it together with your social media. Using your website analytics, see which channels are referring the most traffic to your site. It may be your Facebook or your Instagram, or even your Pinterest.

This is a good place to start when deciding on which channels to include as part of your omnichannel marketing campaign. You’ll definitely want to maximize the channels already getting you a lot of website traffic, and you can eliminate or put off for later experimentation those channels that don’t.

Put equal emphasis on content and context

With omnichannel marketing, it’s not enough that you use separate channels. You need to focus on delivering key messages about your campaigns and promotions while maximizing the strengths of each unique channel.

Your email marketing may be great to give already-subscribed customers exclusive deals and discounts. Your social media posts can encourage users to subscribe to your email list

There is no shortage of ways to make use of each channel, so always use the right content in the right context.

Invest in the right marketing tools

Because you’ll be handling more than just one channel, it’s important to invest in the right marketing stack to create, manage, and analyze your campaigns.

If you’re in eCommerce, integrate your cart with analytics tools and email marketing tools. You can also invest in social media schedulers and even chatbots to deliver a more seamless experience.

Eliminate as many bottlenecks in your checkout process

After all the work and effort you put into your omnichannel marketing, would you really want customers to abandon their cart because of poor customer experience?

Most common reasons for shopping cart abandonment. (Image source)

To solve this and increase your eCommerce sales, use tactics like enabling guest checkout options or using trust signals for secure checkout. Keep your checkout process as short as possible, and give customers the chance to go from cart to checkout as fast as possible.

Align your sales and marketing teams

Part of an effective omnichannel marketing campaign is making sure customers are taken from one journey to another. Sometimes customers may have questions or concerns and will turn to your sales or support teams.

Equip your customer-facing teams with updates from your marketing teams. Be sure everyone knows the current promotions you’re running, special and exclusive discounts, and any new information they may need to know before speaking with customers. All this is for the goal of delivering the best customer experience possible.

Personalize your offers

During your lead generation efforts, segment customers into interest groups so you’re able to send them personalized offers.

As a lead opts into your list, you might want to ask for their gender, for example, to be able to send them any gender-specific product recommendations from your online store.

You can and should definitely segment customers based on interests and preferences, based on their previous browsing history on your store or their previous transactions on your site. 

Over time, you can get to know what your customers like to see, so you’re able to give more personalized offers and keep customers engaged and loyal.

Send offers based on customers’ interests to see conversions go up. (Image source)

Protect the privacy of your customers

Last but not least, because you’re dealing with multiple channels, you may be dealing with more personal data about your customers than if you’d been using one channel.

Keep this data private and secure, and read up on different ways that your third-party platforms, like Instagram or Facebook, may be using the data you get from customers.

Also be sure to comply with regulations and policies that come up that may have to do with the way your company handles data, such as the GDPR or CC PA.

Key Takeaways

If you want to be successful in using multiple channels for your marketing, then omnichannel is the way to go. This approach is all about making the most of every channel, maximizing its strengths to fill the gaps left by others. Use the tactics above to keep your omnichannel marketing strategy effective and highly relevant for your customers. Keep at it, and you’ll see higher engagement rates and increase conversions.

Marketing Strategies

Everything You Need to Know About Micro-Influencers and Whether or Not They’re Worth It

The top 13% of businesses doing influencer marketing right make $20 per $1 spent. Knowing this, you’re probably really excited to get down and dirty with a highly effective influencer campaign.

Obviously, your first task is probably looking for influencers who’ll fit in with your campaign like a glove, and it’s easy to assume you’ll get the best results with mega-influencers who have hundreds of thousands to millions of followers.

That’s not necessarily the case. Allow us to introduce the Micro-Influencer and why you might consider working with them to get better engagement and conversions on your influencer campaigns.

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What are micro-influencers

There’s a universal agreement that micro-influencers are those influencers with followings between 1,000-100,000. 

Now, you’re probably thinking: that’s a huge range.

And indeed, it is. But keep reading because we’ll be talking all about the pros and possible cons of working with micro-influencers, then we’ll walk you through a step-by-step process to make the most out of your micro-influencer campaign.

Pros and cons of working with micro-influencers

The Pros:

  • 82% of respondents on a survey by the Keller Fay Group and Experticity said they were “highly likely” to follow a micro-influencer’s recommendation.
  • The same study found that, compared to the average consumer, micro-influencers have 22.2 more conversations per week about their product recommendations.
  • Micro-influencers are seen as the most authentic influencer group, where they are seen as being more knowledgeable, credible, and passionate about making product recommendations.
  • They likely have a niche audience instead of a mass following like celebrities and superstars, giving you better-targeted reach to your market segments.
  • They have more engaged communities online.
  • Working with micro-influencers is cheaper than working with a celebrity endorser or mega-influencer (with over a million followers)

The Cons:

  • If you target the wrong micro-influencer, you won’t see much engagement and conversions.
  • Because they don’t have millions of followers, you definitely see less reach.
  • You might need to put in more work to find the right micro-influencers.
  • Because you need multiple micro-influencers to expand your reach, this might mean more work for you and your brand.

Despite the cons, micro-influencers are worth it.

All these considered, we still believe the pros outweigh the cons. And because an influencer campaign is about more than just the influencers themselves, here is a step-by-step guide to making the most effective micro-influencer campaign for your brand.

Find high-quality micro-influencers 

Here are some things you want to look out for when looking for high-quality micro-influencers to work with”

  • Where are they: have they started a dedicated blog? Are they on Instagram, Facebook, Snapchat, or even TikTok?
  • How consistently do they post?
  • What do they post about?
  • Are their followers liking and commenting on their posts?
  • What kind of accounts follows them? Are they your audience?

This part of the process is most likely the most time-consuming for you, but that’s where influencer marketing platforms can come in handy. Many platforms make it easy for you to find micro-influencers in your industry, usually from the hashtags they use or the accounts that follow them.

Pitch a mutually beneficial agreement 

Next, really think about the working relationship you want with your micro-influencers. This is where you can think about the kind of incentives and deals you’re willing to offer them.

Depending on the size of their audience from their combined accounts, you might be able to agree with ex-deals, such as exchanging free products in exchange for reviews or hosting a sponsored giveaway on their account.

An important thing to note when you do your outreach: even if an influencer only has about 1,000 or so followers, you should still observe best practices of doing outreach

After all, influencers want to be treated with the same respect as you would a traditional publisher, and this can increase their chances of wanting to work with you. 

Create an influencer playbook

An influencer marketing campaign should be treated as a partnership, so be sure to set up your micro-influencers for success. By creating a playbook or campaign brief that you can then share with all your micro-influencers, you increase your chances of running a more successful campaign.

Give influencers do’s and don’ts, as well as ideas on what to post, but be mindful you aren’t restrictive. Give influencers the room to be creative so they can show up as their authentic selves online.

Curate user-generated content on your own feed

Have you started using a branded hashtag yet? If not, you might be missing out on finding micro-influencers who already love your brand. 

Get into the habit of social listening and see if there are social media users talking about your brand that has already garnered a following.

To start a relationship with these people, you can curate their content on your feed. They’ll definitely appreciate having their content and accounts displayed on your official brand pages, so make the most of this step to not only find but also nurture relationships with micro-influencers you might have missed.

The Every Girl is a great example of a brand that curates user-generated content on their feed by encouraging people to use their #sharetheeverygirl hashtag.

Consider sponsoring posts

Because not all micro-influencers are created equal, consider sponsoring posts for micro-influencers with either bigger followings, particularly those very close to 100,000 followers, or those with extremely engaged communities.

Instagram and Facebook also let influencers tag any brand partners on their posts, so your account appears on top of their posts

Maintain a good relationship with your micro-influencers 

Chances are those high-quality micro-influencers you’re tapping are only set to grow, so maintain a good relationship with them in order to reap the rewards. Because influencers are legitimate online business owners themselves, they are most likely looking for ways to earn more money on their social media and blogs. 

Support their growth, and they’re bound to support you too. And when they make it big, you can best bet they’ll remember the brands who stayed with them. 

To maintain a good relationship with micro-influencers, try the following: 

  • Keep sending them free items from your ongoing promotions.
  • Share their posts about your brand consistently. This also encourages them to keep posting about you.
  • Find ways to deepen your partnership with one another, like inviting them to on-site events.

Track engagement

Last but not least, you’ll need to track the results of your influencer campaign. This may depend on the kind of partnership you have with your influencers, be it using discount codes or an affiliate scheme.

Given this, it’s important to set clear goals for your campaign, as well as using UTM parameters to easily see where you’re getting traffic.

Micro-influencers don’t always mean micro-results

Micro-influencers are a great option for brands who are either just starting out in their social media or don’t have the budget to work with people with millions of followers. Don’t let the smaller numbers of micro-influencers discourage you; if anything, it points to a goldmine of a specific and targeted audience – one that you and your brand may benefit from.

Use the steps above to make sure you pick out high-quality influencers and set up your campaign for success so that both your brand and your micro-influencers can grow together.

Consider your relationship with micro-influencers as a long-term investment. Think about it: you’ll have loyal, passionate creators on your side for years to come, singing your praises to an engaged community who are likely to trust this person’s recommendations.

Marketing Strategies

8 Best Ways to Use AI in Martech in 2021

We already know that AI solves several needs for marketers in every industry, and we all have one way or another used marketing technology to help us in our businesses.

With the rapid advancements in technology, the rise in Software as a Service (SaaS) companies, and a growing need for rich data-driven marketing campaigns, it’s no surprise that we are increasingly witnessing the integration of artificial intelligence in our strategies and operations.

Today, we’re showing you 8 of the best ways to use AI in martech this 2021, so that you can make the most of your own marketing tech stack to grow and scale your business.

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8 Uses for AI in Martech

Predicting marketing campaign performance

Martech has paved the way for what’s called predictive analytics, which can show marketers what may happen in future campaigns. These predictions are always based on existing data from previous campaigns and strategies, and with machine learning, your data and predictions only get richer over time.

You can use these predictions to help you create stronger campaigns that resonate with customers and prospects better, as well as to identify leads who are warm enough to proceed to the next sales stage in your business.

Improving customer service efforts

Another helpful way to use AI in martech is integrating chatbots into your customer service efforts. 

There are several AI chatbot software and services you can add to your website or Facebook page, letting customers access instant information based on a pre-loaded set of options or questions or even with advanced keywords.

Here are a few use cases to apply AI chatbots in their marketing efforts:

  • Give users a chance to learn more about your latest promotions or offers
  • Let visitors see answers to FAQs you get about your products or service
  • Remind them about upcoming events and webinars
  • Send them updates about their orders or account
  • Send subscribers your latest blog posts and content through an RSS feed

Creating personalized, targeted content

Over 70% of consumers only interacted with highly personalized content and offers. 

And with AI in martech, creating personalized content and offers becomes easier. We’ve seen AI-based clustering systems with popular entertainment apps like Netflix or Spotify, who are known for their strong understanding of their consumers’ preferences and making targeted content recommendations. 

And beyond entertainment, we’ve seen companies like Airbnb use this machine learning to offer users extremely personalized experiences and offers after gathering data like transaction history, preferences, and search history.

Managing social media accounts

Social media management is perhaps one of the most useful ways a company can use AI in its marketing strategy. Marketers can now easily automate their content distribution and promotion efforts at scale, offloading tasks that were once manual by nature.

You can use popular social media management tools to create a content calendar, schedule posts, and manage comments and messages all from the app. Even if you have multiple accounts across different platforms, you’re able to manage all your content and data and review your analytics all in one dashboard.

Providing dynamic pricing

Adjusting your prices based on the changing demands of the market is necessary for every business. 

A seasoned business owner may know when to adjust prices based on quarterly data, historical trends, and other factors in the market. But this traditional method of determining prices is time-consuming and prone to human error.

Using AI for dynamic pricing is definitely the smarter strategy. It uses algorithms to identify the best pricing for every possible situation based on data gleaned from customer behavior. Targeting customers with customized discounts and offers becomes easier with AI. Price predictions are done continually and in real-time, so you can save valuable resources and avoid pricey mistakes.

Several industries ranging from airlines to travel companies now make use of AI for dynamic pricing to offer the most ideal prices to every customer.

Streamlining content team processes with digital asset management

As a business grows, it collects more digital assets or valuable electronic files such as images, PDFs, videos, and other documents related to your products and services.

These digital assets can be stored in servers or drives in the company, but they can be difficult to manage due to their increased volume and the changing conventions of data storage.

Some important digital assets may even be lost due to inconsistent file names, migrating data, or even during a messy digital transformation project within the company.

Thankfully, integrating AI into digital asset management adds useful and well-organized metadata to the files. By using machine learning to tag assets, AI improves categorization, provides suggestions based on similarities, and offers advanced and refined keyword searches for users. 

This is especially useful for e-commerce and the real estate industry which deal with a massive catalog of images.

Sending retargeting campaigns

Using AI for retargeting campaigns essentially lets you follow potential customers even when they leave your online store or website, prompting them with reminders about your offers.

Possible use cases are for eCommerce stores sending cart abandonment emails. An observation by email marketing platform Moosend found that among all the users who click through after receiving a cart abandonment email, 50% make a final purchase.

AI retargeting is also used for email campaigns when a customer views your website or landing page but takes no action. You’re able to then retarget them through banner ads on other websites or social media ads, so you’re constantly top of mind.

Identifying top customers and net promoters

Customer stays loyal to your business when they feel prioritized, and their experience and behavior can be measured using the net promoter score (NPS). The NPS identifies top customers through a simple question of how likely they would recommend the business to a friend over a scale of 1 to 10. 

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Customers have grouped accordingly: 

  • Promoters (9–10) are loyal and enthusiastic customers who will continue to buy from you and tell their friends about you. 
  • Passives (7–8) are satisfied but not as enthusiastic as the Promoters and they might consider buying from your competitors. 
  • Detractors (0–6) are the dissatisfied and unhappy customers who might damage your brand, reputation, and growth through bad reviews and recommendations. 

Identifying a customer’s NPS becomes optimized through AI-powered surveys. They combine conversations with customers and actual metrics and automatically analyze textual data in order to improve the customer’s experience. Thus, you can better increase the number of Promoters, know which Passives to appease, and lessen the number of Detractors. 

Use AI in Martech to Boost Your Marketing Efforts

Martech is a constantly evolving and exciting field due to the rapid developments in Artificial intelligence technology. Consumers are producing data at a massive scale every day, so using AI in martech is the logical way forward to grow your business.

Marketing Strategies

How to Build a Rock-Solid Online Brand from Scratch

Are you starting a brand from scratch? You’ve come to the right place. 

Unless your business already has some sort of following or customer base, whether, on social media or other platforms, you might be wondering how exactly you can build a brand when you’re starting from zero – no website, no email list, and no social media following.

In this post, we’re going to talk about the importance of a rock-solid brand, especially from a marketing perspective. We’re going to see why starting with a strong brand is a powerful way to connect and engage customers like never before.

Then finally, we’ve compiled a step-by-step guide to help you get on the road to building your brand from the ground up. Ready to make that brand a reality? 

Table of Contents

Role of branding in marketing

What most people mistake about branding is assuming it only covers the visual aspect of your business – things like your logo, your brand colors, your website look, and the like. 

But branding goes beyond that. A strong brand isn’t one that is just visually pleasing or consistent; a strong brand is one that can connect with customers emotionally. 

In fact, a Customer Thermometer survey found that over 60% of men and women have felt an emotional connection to a brand. And out of the many emotions, they might feel when connected to a brand, the top two are interest and trust.

Image source: Customer Thermometer

These two emotions are especially important for business because consumers prefer purchasing from brands they’re either familiar with or brands they like. In effect, it’s easier to launch new products or push future campaigns because you know you have a dedicated base of customers who are willing to keep buying from you.

Do you need to be a marketing expert to create a strong brand?

So this begs the question: how do you become a brand that connects with customers if you’re starting from scratch? Do you need to be a marketing guru or branding expert to build a solid brand?

The short answer is no. The long answer can be explained using a case study of a now-ubiquitous online brand, Siteground.

Siteground’s humble origins began as a project between a few tech-savvy friends. None of them had any marketing or branding experience. But Siteground was able to stand out in the extremely crowded web hosting market by implementing some smart branding plays, namely focusing on high-quality customer experiences and handcrafted solutions for anyone looking for reliable and top-performing hosting.

How to build a brand from scratch

Now that we’ve seen why developing a strong brand from the ground up is key to create a thriving business, let’s take a look at these essential steps that will help you build your brand from scratch.

Start with your “why”

Allow us to use the often-cited Simon Sinek talk about the importance of your “why” as a business. 

Start with why your brand exists and why it matters to customers. This not only informs the rest of your business operations and succeeding brand strategy, but also is the “why” that will resonate with your ideal clients. 

Dig deep into what will make your brand different from other brands, even if you’re selling the same product or service. You can also think about why people should buy from you instead of the competition – after all, there is space for all of us in business, so it’s a matter of finding the market that connects to your brand most of all.

Be clear and transparent about what you stand for

Just like people, your brand ought to have values that it stands for. These values must also be clear for customers, and the way you run your business will be based precisely on these values.

Having clearly-defined values can help you build your brand even in the face of big business decisions. You’ll also be able to identify employees who have similar values, so you can build a team that stands for the same thing.

This also matters from your consumers’ perspective. Consumers expect brands to stand for good and to do good. 64% of customers say they build a relationship with brands based on shared values.

Take this example of Girlguiding Invoicing’s commitment to the Black Lives Matter movement. In their statement, they show their consumers that they are serious about promoting inclusivity and equal opportunities, as well as joining in the movement against racism in the United States.

Identify your buyer persona

Create a buyer persona that tells you who your customer is at a glance. In this buyer persona, include basic demographic information and also your customers’ habits, likes, and goals. Identify media sites and social platforms they might be on, and look at the pain points that may be keeping them from their goals.

Keep your buyer persona handy when you create new branding strategies, and constantly update this document the more you learn about your customer.

Example of a very simple buyer persona (Image source: Shopify)

Set the tone

Your brand is going to have a personality just like your consumers, so flesh out the voice and tone you’ll have across all your communication channels.

Will you be a serious brand? Or do you have a quirky side? Do you inject subtle wit in your copywriting, or are you leaning more towards bold and powerful statements?

Your tone ought to be consistent throughout your content marketing efforts, and it also helps once you start offboarding marketing tasks to a team or an agency.

Craft your unique selling proposition

Your unique selling proposition (USP) is what sets you apart from the myriad of brands that may be offering the same thing.

Are you perhaps an online store that can do same-day delivery? Can you promise better customer service than the competition?

As you build your own brand, also consider how other brands, companies, and third-party creators might be able to build upon your offer, as well as how it may feel to customers if you limit features, integrations, and the like.

Here’s an example: Netflix is notorious for blocking users from using a VPN while they stream. Users have been installing VPNs to connect to global servers that can give them access to more content that isn’t available in their area, but Netflix has been making it harder by clamping down on VPN usage.

Unfortunately, this doesn’t provide such a great experience for Netflix users who want to make the most of their subscriptions. 

Take a page out of these open-source software developers who allow third-party creators to customize and improve their app with their own upgrades and features. Sometimes giving people more can be a strong selling point, even if the source of additional features and benefits comes from somebody else.

Develop your brand kit

Next, we can finally talk about the visual aspect of your brand. This is where you can choose colors, fonts, graphic styles, formatting, and the like.

All these will help you communicate your message as well as establish the general feel of your brand. Familiarize yourself with some general visual branding decisions and what they might convey to customers. Here are a few examples of visual elements and what they usually signal:

  • Minimalist visuals can communicate luxury and simplicity.
  • Big bold colors can be interpreted as fun.
  • Cursive fonts can communicate femininity.

Your visuals will then cascade into your social media, website design, online store, email marketing templates, press releases, and more.

No matter if you are a solopreneur, bootstrapped founder, or public software company having a brand kit is essential for communicating with prospective customers or with internal employees. I highly recommend Canva Pro to save time and scale your marketing efforts.

With short-form videos gaining traction on social media Cantva helps you save time and repurpose your videos with their editing features. Gary Vaynerchuk was ahead of the curve! Imagine you edit online videos and convert them into short-form TikTok videos, YouTube Shorts, and Instagram reels.

Want to learn more? Well, [Download Gary Vee’s Content Model].

Gary Vaynerchuck Content Medel

Choose your marketing channels

Part of building a brand from scratch also means identifying the right channels that will show off your brand and marketing messages. Call back our step on creating a buyer persona. You’ll want to refer to where your customers are hanging out, so you’re able to meet them where they already are.

Are they on popular social media platforms like Instagram or Twitter? Are they perhaps avid Pinterest users? Perhaps they’re often browsing news websites?

Also consider channels that will always provide a return on investment, especially email marketing. Of course, we know consumers respond best to personalized content, so make sure you implement this tactic in your email marketing as well. Take customers through a nurture sequence, send them targeted offers, and you’ll be able to convert more leads into sales.

Set up your blog

Bop Design has found that 72% of marketers said they believe branded content was more effective than advertising in a magazine, while 69% agreed it was more effective than doing PR campaigns and direct mail.

And one of the most cost-efficient yet effective ways to create and promote branded content is through your own blog. If you can create highly relevant and targeted posts that answer customers’ needs, questions, and desires, then you’ll be able to take them through the Know-Like-Trust cycle faster.

Your blog is also a space where consumers get to know your brand, your values, your brand voice, and where they can truly get the most value from you.

Focus on building relationships

Relationship-building is the heart of great branding. You want your brand to be a part of customers’ lives. 

Take, for example, a strong brand on social media. If any of your followers were engaging with your content constantly, sending in replies on polls and surveys, and mentioning your brand online, then these are some determinants of a strong brand-consumer relationship.

Don’t get caught up in the vanity metrics like follower count – you can have a small following that’s incredibly engaged and connected with your brand, or you can have a huge following that doesn’t really care about your brand at all.

Track and monitor your results

Finally, track the results of your branding tactics to see how well they’re working in your overall business strategy. While determining the effectiveness of branding efforts isn’t often as straightforward as measuring your email list growth or website traffic, there are still several indicators of branding success.

For example, do many customers respond to your feedback forms or leave reviews? Do your customers refer other potential leads your way? 

Determine which metrics are most important in telling you that your branding plays are working well, and don’t be discouraged if it takes time before you get there. 

Because branding can feel like such an abstract thing we’re meant to play in the long game of marketing, it means putting in the time and effort. So don’t let that effort go to waste, and track important KPIs and numbers.

Wrap up

Building a brand is an exciting step for business owners and marketers. This is truly where you’re able to define who your brand is for your customer, and what role it plays in their lives. With the right strategies and tips, you can build a brand that people love and will support today and for many years to come.