What is a Brand Ambassador? Is there a sash or tiara one gets? Per Wikipedia: “The brand ambassador is meant to embody the corporate identity in appearance, demeanor, values and ethics. The key element of brand ambassadors lies in their ability to use promotional strategies that will strengthen the customer-product/service relationship and influence a large audience to buy and consume more. Predominantly, a brand ambassador is known as a positive spokesperson appointed as an internal or external agent to boost product/service sales and create brand awareness.” So unless being a brand ambassador is your promotion strategy – no satiny sash or sparkly tiara for you. But let’s talk about how to make your brand shine without them shall we?
If you have a business then you have a brand. And for it to be successful, that brand has to create awareness to its target audience to ultimately achieve and acquire brand loyalty.
Fact: Promoting your brand is a necessity!
Fact: Customers will pay more for brand names that they’ve come to know and trust.
Fact: For your brand to grow, you must promote your brand consistently and disseminate your brand message in as many forums as possible.
If you don’t have confidence in promoting your brand, why on earth would a consumer have confidence in it? You are the impression-setter for your company. Being a good brand ambassador is all about having confidence when talking about and marketing your brand’s product or service. Your brand is your responsibility and the success of it greatly depends on your attention to it. It’s in your hands!
HOW A BRAND IS REPRESENTED TRULY AFFECTS THE SUCCESS OF WHAT’S BEING SOLD!
Another facet to consider is where are you promoting your brand? Representation of your brand, via your website or print marketing materials, is paramount to supremacy as opposed to mediocrity. Have you considered using the free tools provided by social media?
If you’re busy actually making your product or providing your service, you might not have a lot of time to promote your brand with your own ear to the phone or feet to the pavement. You know the old adage “if you can’t beat them, join them?” Well how about “if you can’t do it, pay for it.” Consider hiring Brand Ambassadors who will beat the street for you. It’s also called Guerrilla Marketing and it’s become a very common and acceptable marketing strategy. So there are many businesses that provide this type of service and the rewards can be worth the investment if you choose correctly.
So ask yourself – Do I have the vision, tenacity and marketing savvy to leverage my brand to all its potential and watch my sales and profit margins soar? I’m sure the answer to the latter part of that question is yes, but you may not be sure about how to employ the leveraging part. I’m no expert but I do give some noteworthy morsels in my blog titled http://blog.jpdesigntheory.com/branding-to-dos-tidbits/. So take a few maneuvers from my playbook and let me know how implementing just a few of these tips works for you, as well as your potential or current clientele. I look forward to hearing how you represent your brand best.
Good morning all – Jean and I had a great discussion during our video blog yesterday and we hope you enjoy it. However, if you don’t have time to watch it or take notes, we’d like to share some of the key points made. The next time you take on a new client, consider these questions or issues to raise, dialogue about and seek answers to in order to successfully manage your clients expectations.
1st Element: Understanding Who Your Client Really Is
A. Find out the type of personality they have & how they best communicate (email, text, telephone or in person).
B. Through discussions, try to extract the purpose of the website and their business goals even if they aren’t clear on them.
C. Stress the importance of branding & being clear about their business identity & its goals so that the website and/or branding efforts are successful.
A. What’s the vision of the company?
B. Who do they believe their customers & consumers are?
C. What do they think their consumers & audience want to see & expect from them?
D. Take the initiative through dialogue/research to get a firm understanding of their product or service and how they want to market it.
E. What are the goals they want their website and branding to achieve?
3rd Element: Setting Client Expectations for the Project
A. What is the projected costs & overall budget (with wiggle room)?
B. What are the time frames for benchmarks and completion?
C. Are you requesting and receiving all relevant content for each page of your website upfront? Consider how this affects time & workflow of project.
D. Are their images web-worthy (i.e. are clear, look professional), of high-resolution and large enough to scale down for editing if needed?
E. Have you established a good client relationship that can endure project delays and/or disappointments?
F. Can that rapport endure if there are issues with responsiveness from the client that affect workflow, benchmarks & completion dates?
4th Element: Clients Expectation for ROI
A. Make sure you set realistic expectations of the actual ROI and timeframe in which they might see the fruits of their investment.
B. What do you do with a client that has unrealistic expectations of ROI?
C. Explain why advertising their website is crucial once it is launched and the need for continued marketing efforts.
– They need figure out how they are going to notify current customers about their new website.
– Make announcements via Social Media platforms.
– Invest in marketing materials that reflect an online, worldwide presence.
D. Encourage them to think outside the box to market their website.
– If you’re a Mom & Pop, consider Small Business Association meetings, posting marketing materials in coffee houses & restaurant/business lobbies.
E. All businesses need to focus on and execute strategic customer outreach campaigns to see profitable ROI.
The Wrap Up It’s important to set the expectations from both parties from the beginning. Set your workflow & do your best to stick to it. Hold your clients accountable for their website’s success. Help them understand that the success of their website requires THEIR initiative, drive
& passion for THEIR business. Remember, good content does wonders for customer engagement and willingness to purchase the product or service. Understand it’s about client relationship & the longevity of that relationship.
Facebook is an important platform for both engagement and professional networking among business and marketing professionals. But not everyone believes that time spent on this social media forum is well worth the effort. Or perhaps you think you do have strong and proper utilization of Facebook. And if so, that’s fantastic and way to go in leveraging your social media marketing channels. However, if you haven’t seen much engagement last year or haven’t generated any leads from it, then maybe some (or all) of these tips can help you change your fate in 2013. With a little time, a few colleagues and these tips, you can easily make your Facebook marketing strategy a success, increase traffic and engage, engage, engage!
#1. Content Making Your Audience Yawn?
Too many brands are guilty of over-posting articles and links to other businesses articles. Facebook is the most ‘social’ platform for all and people want to see, read, and share knowledge. Just posting articles can make your page quite boring! A better way to engage fans on your page and keep them coming back for more is to share a wide array of content. Anything from Infographics to select business tips to short e-books. Facebook may not be free forever so use this worldwide social media leviathan to your advantage while it’s still gratis!
#2. Tumble Weed Blowing Through Your Pages
There’s nothing worse than having a dead Facebook page. Many businesses Facebook pages were guilty of serious neglect with posts dating back weeks or even months ago. Not only does posting infrequently kill your Edgerank (the system that controls content visibility on your network’s News Feed), but it also sends a message to your fans that you don’t care to much about their loyalty to your brand and voice. The best way to improve visibility on Facebook is by frequent postings, advertisements and product/service imagery.
#3. A Little Vanity Is Good
A lot of businesses still don’t have a vanity URL (username) and are using the same old default URL given by Facebook from when they first signed up. To business prospects this can look tacky and unprofessional. Remember that once you have 25 fans, you are able to claim a dedicated username for your page. This comes in handy when you’re directing people to your Facebook page from other sources. You don’t want them to type in a URL that’s long and awkward. If you need help changing your URL, here’s how to do it.
#4. Don’t Let Your Page Be Visually Impaired
We all know that most of us “eat” with our eyes first. Visual content remains one of the number one way to engage with your network. What catches your reader’s attention through imagery certainly opens the door leading us to the relevant information causing them to spend more time on your page. Without it, your run the risk that fewer people will ‘Like’ your page or share your content. Infographics are a great way to grab the reader’s attention with imbedded links to your page to promote key information or a healthcare service being provided.
#5. Facebook Features and Apps
Business brands may not know or choose to use custom tabs for highlighting interesting content. But they should. With Timeline, a default landing page is no longer a must for businesses. You can now draw attention to your free resources, YouTube videos or other great content by using the (four) custom tabs underneath the header image (or cover photo). Custom tabs are fun and easy to create – here is a wonderful guide to get you started.
#6. Lacking Personality?
Although you still need to be professional on your Facebook page, it doesn’t mean you have to omit personality and excitement about your services and products. Once in a while ask your fans short, entertaining questions (even within the business context) to keep them engaged. Try to consistently engage your fan base by weekly postings with a certain theme. For example, try highlighting a product or service of the week, share a business tip or customer testimonial. Nurture your Facebook community while still maintaining your humor andlightheartedness in conveying the strength of your brand and business products/services.
Facebook is a fantastic business tool that can surely help you grow your business, but you have to use it properly for it to work to your advantage. So feel free to buck business stuffiness a little while using it to generate leads, engage your fans and gain a faithful following. Stay tuned for next week’s follow-up article highlighting Tips to Promote Your Business with Facebook Ads.
In this time of economic hardship, every business big or small is hurting. Declines in product purchasing, or rationalizing the use of a costly service has many business owners trimming their financial trees. However, I believe during this time of Thanksgiving, it is important to let your faithful customers/clients know just how much you appreciate them sticking with you and giving you their business.
Chachkies (Yiddish word for small gifts or collectables) Small token gift ideas from business owners to customers can be accomplished in a cost-effective way. Great, inexpensive product marketing sites likeVistaprintoffer a variety of low-cost options that tout your brand while reflecting your customer appreciation. And Vistaprint is almost ALWAYS HAVING ASALE! Understand that this inexpensive token of appreciation can translate right back to you with consumer loyalty and an increased revenue stream. This category of business branded items can include:
E-Cards If money is tighter than your pants will be at 6pm this Thursday, an inexpensive, higher-end E-card might be just right for your limited budget. There are some great options out there with music and scrolling imagery using Flash Animation that will convey glad tidings to your customers/clients. Some clients might be happy that you are choosing to reduce your carbon footprint by not sending traditional, printed cards. Check out some great interactive options athttp://bit.ly/Q5qQUH or http://bit.ly/Q5sHsH.
Holiday Rewards Let your customers know how special they are with a one-time Holiday special/promotion for them remaining dedicated customers. Make sure to let them know that you are holding the special at this holiday time in tribute to them. If it’s a product, give them a percentage off their next order. If it’s a service, give them $ credit on their account.
These small giftings for faithfulness should be a key consideration for small business owners. Although I recognize that most don’t have the extra funds lying around to use on what might seem like a frivolous expenditure, the long term affects on those relationships are worth it. I believe that it’s important to keep your business in the minds of your current clients since the impression can go a long way to keep those customer’s repeat business AND referrals to their professional & personal networks. And if you do it right, you’ll see the ROI on this token of appreciation and jingle all the way to the bank.
Jean Perpillant, owner, head honcho and web designer extraordinaire of Design Theory and I recently had a conversation about the importance of Social Media and in particular, blogging. Oftentimes one of the hardest parts of our (and in particular my) job is getting clients to believe that professional blogging is a worthwhile cause and can be a great contributor to your business’s success. See a previous blog I wrote on that subject at http://bit.ly/WaawSu. So as we were talking about our own numbers and the ROI therefrom, I suggested lifting the hood on our analytic statistics to prove just how vital this is to the exposure and growth of your business and that business’s profitability. He loved the idea of using our own transparency to prove the validity of our belief to outside clients that there is a tangible benefit To Blog or Not to Blog. No dirty overalls or Goop needed, here we go…
The early part of September hits on our weekly blogs – 572 Page Views
As you can see, we have 3 main contribution sources for our readership this particular week-those who come through our blog being indexed on Google, visits to our blog through visiting www.jpdesigntheory.com directly and others through various alternative search engines. As you can see, the top referring websites that contribute to our audience statistics are Google & LinkedIn with majority this weeks of readership coming from our blogs being indexed on Google. Ah yes, the power of Google.
At Design Theory, we know that our readership is vital to getting our name out there not only in the World Wide Blogosphere but also to the masses as a whole. We’re not a huge corporation with various satellite offices (YET!) but we know that having a world wide presence is the key to meeting our company goals as well as attaining clientele outside our hubs geographic region in Orlando, Florida. What you can also see from the Audience Stats, is that Tuesday happens to be our highest number of reads for this particular week. Knowing that information is important because it tells us at DT, that the early part of the week is the best time to post and also can help clue us in as to who is posting on that day & the impact that person has our readership. Monday is right behind Tuesday for readership and I happen to know that those 2 days blogs are written by Daphne Lenti, our lead Graphic Designer on Monday and me, your happy Wordsmith & Content Marketeer (love the title right!) on Tuesday. What it additionally shows Daphne & I is how important our blogging is to the exposure of our company AND that people are interested in what we have to say & that we have a well-respected level of knowledge on what we write about. It also shows that our connections on LinkedIn are working as an additional exposure source through our professional networks and the groups we are affiliated with on there.
The 3rd week of this month – 994 Page Views
What you see right off the bat is that our Page Views have dramatically increased by 442! Additionally, the 3 main contribution sources to these statistics remain the same but take note of the jump from 24 visits via LinkedIn to a whopping 148 visits in just 2 weeks! Once again Daphne & I are neck in neck until we get to a spike in readership on Thursday. Also note that the top viewing location has changed from Tijuana to Ulaanbaatar in Mongolia. I have no clue why but talk about a world wide presence!
So the crux of our To Blog or Not to Blog and reason for our behind the scenes look at our blogs, is to put our own “argument” to the test and to show you that we practice what we preach to our clients. Oh, and it works!
~ Content Writing Inspiration ~
This morning I took out a comma and this afternoon I put it back again. ~Oscar Wilde