Whether you own an established business or you’re gearing up to launch a startup, it’s essential to make people aware of your brand. It doesn’t matter how brilliant your product range is if consumers aren’t familiar with your company name or what you do or sell. If you’re keen to generate a buzz around your business to attract new clients and boost sales, here’s a guide to help you draw attention to your brand.
Evaluate and refresh your marketing strategy
Marketing plays a crucial role in promoting businesses and connecting them with their desired customer. If you already have marketing campaigns up and running, but you’re not achieving your objectives and your ROI is low, it’s wise to take a step back, evaluate and analyze performance and figure out where you’re going wrong. Are you getting a lot of traffic to your website, but failing to convert leads, or are you struggling to turn heads on social media or encourage people to click on your links from search engine pages? Use analytics to gain an insight into the techniques that are working and those that are failing, and highlight potential weaknesses and areas for improvement. If there are positives, for example, you’re getting a lot of joy from Facebook and Instagram, focus on these platforms moving forward.
If you’ve been using the same marketing tactics for several years, you may benefit from refreshing and revamping your approach. Businesses need to evolve in line with new consumer trends and technological advances. If you’re going about SEO in the same way as you were 5 or 10 years ago, for example, this could be the reason you’re not getting the results you want.
If you don’t have an in-house marketing department or marketing experts on your team, it’s worth considering outsourcing and working with a marketing agency.
Putting a campaign together isn’t easy, especially if this isn’t your area of expertise, and hiring professionals with experience of marketing within your industry could have a dramatic impact on your sales and your online profile.
Marketing agencies will review and audit your current strategies, make improvements and create and implement targeted campaigns that are designed to reach out to your ideal buyers and persuade them to choose your business.
When you outsource, you gain access to people with specific skills, which improves the chances of achieving objectives at the same time as enabling you and your on-site team to focus on the tasks and jobs that match your skill sets.
Once you have campaigns on the go, your marketing agency will also track progress and make adjustments to maximize ROI.
Enhancing your reputation
If you want to get people talking about your brand for the right reasons, it pays to work on enhancing your reputation. When consumers talk about your business, you want them to form a positive connection, and many brands are making this happen by supporting charities, getting involved in community initiatives or doing their bit to protect the planet.
If you want positive press, think about steps you could take to encourage customers to buy from you. Consider your target market and the type of services and products you sell when exploring ideas.
If you own a coffee shop, for example, you could donate a portion of your profits to fair trade growers or invest in sustainable, reusable coffee cups. If you have a local salon, restaurant or health clinic, you could support a community initiative or sponsor a charity event, for example.
Host an event
Business events can really put your name up in lights, regardless of whether you’ve been trading for ten years or ten days. If you’ve got a new product coming out, or you’re keen to attract new customers, consider hosting an event to create a buzz.
You could throw a party to launch a new menu or celebrate the opening of a new store, or you could host a product launch or a networking event to enhance your profile and form connections with industry insiders and influencers.
Planning is crucial when it comes to events of any kind, and it’s best to give yourself plenty of time to find a venue, create a guest list, send out invitations and ensure that everything is sorted for the big day. Make sure the theme of your event is relevant to your brand and your target customer, and try and be original.
If you’ve invited buyers, bloggers or industry experts, it’s worth remembering that they might attend several events every month. You want to stand out and leave lasting memories. If you plan to do a presentation on the night, for example, to introduce a new product to your range, make sure you rehearse your pitch over and over again.
Be prepared to answer potentially tricky, awkward questions, and always ensure you have numerical data and facts to back up any claims you make.
Run a promotion
Are you trying to increase sales, target a new demographic or take on a competitor? If so, it may be worth considering running a promotion. Promotions can help to catch eyes and turn heads and they respond to a universal love of bargains.
If you plan to promote a specific product, or you’re proposing to slash prices for a limited period of time, for example, plan ahead. Check your stock levels, do some sums, and think about how you’re going to market your promotion to get the most attention.
You want a flash sale, a competition or a giveaway to reach large groups of people and to target those who are most likely to buy from you. If you own a clothing store, for example, and your ideal buyer is a female aged between 18 and 35, using a platform like Instagram is a great idea.
Share news of the promotion a few days before the actual event to build hype, and encourage followers and friends to share and like your posts. You could also offer incentives for sharing, for example, an entry into a raffle for an item of clothing.
If you are anticipating a large-scale response, make sure you can cope with demand and specify the terms and conditions clearly. If you’re running a buy one, get one half price on a clothing collection, for example, make sure your customers know that the offer will only be available while stocks last.
If you own a store, and you’re slashing prices for a day, make sure you have enough staff to serve customers quickly. If people turn up, and there’s a long wait, this could put them off, no matter how good the deal is.
There’s a huge amount of competition out there, and to succeed in business, you have to be able to persuade consumers to choose you. If you’re struggling to draw attention to your brand, or you’re hoping to build a client base for a new company, there are several ways to generate a buzz around your business.
Review your marketing strategy, and if it’s falling flat, consider seeking expert help and streamlining your approach to target the right market. Take steps to enhance your reputation and try and be original.
Think about ways you could attract customers not just with your products, but also through the work that you do to support local communities or charitable projects.
It’s also wise to think about running promotions and organizing events to put your name out there and try and encourage more people to get to know what you’re about and how your business could benefit them.