Does the recent stock market volatility, trade war with China, and continuous news about a pending recession have you feeling jittery? Don’t fret! There are several ways to prepare so that your business not only survives, but thrives, should the economy soften. It’s crucial to have a long term plan to build a sustainable, strong business whether your company is new or has been around for several years. Take this opportunity to carve out the budget to improve your branding, marketing, and maybe even your product. Devote some attention to your brand, your competitors, and your audience. Maybe you have relaxed your marketing initiatives during the strong economy. It’s likely your competitors have too. Regardless of your business size, develop your brand strategy while competitors are looking the other way and neglecting marketing because they are too busy. Why not get after it while times are good, so you are positioned for prosperity? You can leave your competitors in the dust; forcing them to attempt to play catch up without a solid strategy in place.
Knowing your customer profile and the best ways to reach them is key to securing a leading edge. Honing in on a clearly defined brand is as well. Understanding what your competitors do better than you is another way to gain an advantage. Here are some strategies to implement so you can capitalize on greater visibility and thrive in any market conditions.
Bad Ass Branding
Your brand is more about how you are perceived than how you define yourself. And there are many aspects of it to conquer, so that your brand is truly bad ass. Consider the following when building a strong brand identity:
Are you proud of your logo? Does it reflect the personality of your business? Is it memorable, sharp, and professional looking? Or does it look dated? If you think it needs a refresh, now might be a good time to do so. An overhaul is often unnecessary. Sometimes a few tweaks to the existing design can do just the trick.
Have you clearly identified your target audience(s)? Engaging a branding agency can help you understand your customer profiles, which in turn can help you better communicate to them. It’s important to know their lifestyle, age, income, activities and interests, where they get their news, etc.
Who are your competitors? Take some time to get better acquainted with them. Analyze what they do well and what you do – or can do – better.
Is your messaging clearly defined? Does it resonate with your target audiences?
Do your printed marketing and promotional materials need updating? They certainly will if you revise your logo and tweak your messaging.
Website Wow Factor
Your website is often what makes a first impression to your potential customers or clients. Is it dressed to impress? Characteristics of successful websites include:
– Accurately reflects the brand and its personality
– Visually appealing with a modern, clean design that is easily viewed on any device
– Clear and concise messaging
– Search engine optimized
– Updated Google Business listing
– Strong call to action
– Engaging photography and video
Social Media Sensation
Now, more then ever, social media plays a significant role in staying top of mind for existing customers and gaining exposure to potential new customers. It is critical to post consistently, engage with your audience, grow your followers, respond to reviews and comments, use relevant hashtags, and create winning content and photography. Social media can also help your website’s organic traffic as it is an important referral source. Depending on the nature of your business, teaming up with influencers can also increase your brand awareness. Your social media activities should reflect your brand’s voice. It’s important to have someone dedicated to managing your social media who isn’t overwhelmed or distracted by handling other aspects of your business. Remember, just because your employee has a personal Instagram or Facebook account doesn’t make them a seasoned expert in social media marketing.
The Power of Public Relations
PR is more than the excitement of seeing your company’s name in print. These days, savvy marketers understand how public relations is an essential aspect of SEO. News stories feature links that generate traffic to your website. Google loves that, and will reward your website for it by ranking it higher in searches. Editorial placements also provide content for your website and social media. As always, public relations efforts allow you to raise awareness of your product or service and elevates your credibility.
We understand that many businesses do not have the bandwidth or knowledge to tackle the tactics mentioned above. That is why we have assembled a tight team of high-level experts in various marketing disciplines to help clients successfully market themselves. Redhead Marketing & PR has developed a proprietary brand analysis strategy that is an enlightening, productive journey for all types of businesses. Our approach is comprehensive and customized to efficiently meet clients’ needs and goals. Redhead’s business model is also more nimble, streamlined, and affordable than many. View our services to get acquainted with our offerings, and meet our amazing team! Regardless of who handles your branding and marketing, ramp up your efforts when your business is prosperous and have a clearly defined brand strategy if launching a new business. It will be easier to continue your initiatives and remain highly visible during slower periods.