Posted by advantagemarketing on January 19, 2017
Brand awareness is essential for the success of small businesses and startups. Done right, successful content marketing will not only generate more revenue for your small business or startup, but it will also help your brand build credibility, authority and thought leadership in your industry, which benefits your entire company all around, everything from building sales to hiring top talent.
Here are 5 steps to help you develop an effective content marketing strategy that will keep your small business or startup top of mind:
1. Understand Your Customers
An effective content marketing strategy starts with knowing your customers inside and out. So before you create any content, take the time to really listen and understand who your target audience is and what content they want and need.
2. Define Your Brand
Your brand is the promise you make to your customers. It’s what ultimately differentiates your small business or startup from your competitors.
3. Develop Your Content Marketing Strategy
Those who have a documented content marketing strategy are significantly more likely to meet their content marketing goals and achieve success.
4. Create and Amplify Your Content
To be effective, your content needs to be relevant and appropriate to the channel or platform where it will be published and consumed by your target audience.
5. Measure and Readjust Your Content Marketing Strategy
You can’t manage what you don’t measure. If you don’t know whether your content marketing efforts are working or not, how will you know if your marketing objectives are being met?
Don’t go it alone! Contact us if you need help building your content marketing strategy.
Posted in B2B marketing, brand building, Business, content marketing, lead generation, Marketing, Marketing Strategy, small business | Tagged: attracting customers, brand, branding, businesses, content marketing, New Jersey, small business | Leave a Comment »
Posted by advantagemarketing on March 8, 2013
I recently had a conversation with a sales director of a New Jersey-based emerging tech firm. He asked me whether or not the company should be paying attention to branding. Here’s what I told him:
Branding is a distillation – and often a visualization (think: logos) – of what your clients value about working with you. A good brand sets you apart from the crowd in your prospects’ minds (this is also known as your brand’s strategic positioning).
There are several components to having a successful brand. The first is knowing who your ideal customer is, and what THEY want – not what you want to sell them. Check out my ideal customer blog post for a quick overview and 6 questions you can ask to uncover who your ideal customer really is. When you’re going through this discovery process, it helps to have input from your current customers. Read Letting Your Customers Have Their Say for more on this. Your sales team should also have input – but recognize this feedback has some bias to it.
You then need to distill all this information and create a compelling core message – one that will resonate with your ideal clients because it addresses their pain points and motivations. You can learn more about core messages in the post: Powerful Marketing Tactics: Creating a Compelling Core Message.
Once you have gone through this thinking process and you know who your ideal clients are, and what your core messages are, then you can do the fun, creative things like tag line and logo development. At that point, you may also want to run some image-building ads. And you certainly want to build the messaging into your current marketing and sales efforts.
How are you building your company’s brand? Share your ideas in our Comments section.
Posted in B2B marketing, Business, Marketing, Marketing Strategy, small business, Traditional marketing | Tagged: brand building, brand positioning, branding, branding for tech firms, build company credibility, business, customer feedback, marketing, NJ | Leave a Comment »