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Branding

How to Measure Your Brand Awareness Online

July 16, 2019


Brand awareness is the extent to which customers are able to recall or recognize a brand. Research shows that, on average, 5 to 7 brand impressions are necessary before someone will remember your brand. However, in order to improve your brand awareness, you first need to know how to measure it. 

Luckily, there are a number of ways you can measure your brand awareness online, including:

  1. Create customer surveys

  2. Look at website analytics

  3. Use social listening tools

  4. Look at search volume data

  5. Find your brand on review sites

Here are more specifics on each type of measurement.

1. Create online surveys

One easy way to measure your brand awareness is by creating online surveys. In order to get the truest sense of your brand awareness, you can approach this tactic in two different ways: by creating customer surveys or surveying a random group of people. 

Sending a survey to your customers that includes the question “How did you hear about us?” will give you insight into how people are discovering your business. For instance, are the majority of your customers finding out about your company through your blog posts? Or maybe they discovered you on social media? Getting these valuable insights will help you determine where users are talking about you online and how you’re reaching your target audience best.  

Remember though, creating an online survey is just the first step. The next step is actually getting your customers to complete it, which can be challenging. Make sure your customer survey is simple enough for users to fill out quickly and also engaging enough to keep their interest. You can make sure your forms are engaging by keeping them short, adding images and emojis, or using conversational forms. 

Aside from surveying your existing customers, it’s also important to gauge how …

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Experiential Marketing is the Future of Customer Engagement

July 12, 2019


By that, I mean that they base their core values on experiential marketing. The one thing that determines the success of a company is the fact that it delivers an exceptional experience to its customers.

Think about it. When was the last time you stepped into your favorite fast food joint, knowing precisely what you’re going to get? Moreover, you probably knew how the staff is going to treat you and how the process of ordering and consuming the food is going to look.

Real experiences have much more significant impacts on our senses than abstract ideas and, therefore, stay in our memory for longer. According to a study from the International Journal of Supply Chain Management, 100% of respondents (customers) said that brand visibility experiences induce curiosity in them about a particular product or a service that is being offered.

The definition of experiential marketing

Every marketer will give you their view of experiential marketing. It comes in many forms and sizes. It’s also called “live” or “engagement” marketing and serves as a tool that encourages the customer to take part in an activity your brand organized.

Those activities often look like random happenings. However, they are carefully-planned events to drive brand awareness and teach customers about your company and your products. Sadly, not every company knows how to deliver a top-notch event.

What’s more, a badly-executed experiential marketing campaign might look like a publicity stunt or a way to push your product to the customers. People don’t like brands pressuring them into making purchases. Even worse, such an event could damage your image in the industry.

The most critical factor in your customer reach is engagement, so if you still haven’t, start learning about your customers and tactics to create a successful campaign. Experiential campaigns take longer to …

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Verified Expert Brand Designer: Studio Rodrigo

Verified Expert Brand Designer: Studio Rodrigo

July 12, 2019

Ritik Dholakia worked as a startup product manager before he co-founded Studio Rodrigo, a branding and product design agency based in NYC. Unlike traditional branding firms, Studio Rodrigo is proud of its product design chops, especially when it comes to helping early-stage startups build version one of their product. It’s not an easy balancing act since most companies eventually want to bring their product design talent in-house, but it turns out, Studio Rodrigo can help with that too. Learn more about the studio in our Q&A with founder Ritik Dholakia.

Studio Rodrigo’s unique approach:

“Studio Rodrigo listened to all of our goals and dreams, concerns and uncertainties, and created a brand identity, website, and marketing materials that were true to our vision but better than anything we could have imagined.” Tze Chun, NYC, Founder, Uprise Art

“Basically, we’re a full-stack product design team. We have people who can do brand identity from a pure graphic design and visual communications standpoint, and who can also connect the dots between design and technology, business, and customer needs. We don’t have a traditional agency model with a project and account management overhead. You work directly with our designers.”

On Studio Rodrigo’s ideal client:

“We like working with clients that are solving big, meaty, challenging problems. We’ve got a smart team that likes to wrap their heads around the kinds of technologies that are pushing industries forward. For us, that’s currently technologies like machine learning and artificial intelligence.”

Below, you’ll find the rest of the founder reviews, the full interview, and more details like pricing and fee structures. This profile is part of our ongoing series covering startup brand designers and agencies with whom founders love to work, based on this survey and our own research. The survey is open indefinitely, so please fill

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How Technology Helps Level the Playing Field for Small Business Marketers

July 11, 2019


Category leaders have an inherent advantage when it comes to marketing; the more media dollars a brand has at its disposal, the greater its potential reach. This creates a snowball effect. More reach results in higher brand awareness, which can translate into increased loyalty among customers and more revenue to flow back into the advertising budget. 

How can smaller, challenger brands compete against larger budgets? There are four main things to think about:

  • Your specific media goals should always be tied to your company’s bottom line.
  • Used effectively, technology can level the playing field for marketing budgets of every size.
  • Personalization strategies and automation tools can be incredible assets for challenger brands.
  • Larger businesses have access to the same strategies and tools, so you’ll need to find ways to differentiate your message.

When trying to take on a larger competitor, small businesses shouldn’t think in terms of growing market share. Your specific media goals should always be tied to your company’s bottom line — and growing market share is not the answer. Smaller brands need to spend their money strategically because challengers will always struggle to outspend category leaders. You don’t just want to generate leads; you want to find high-quality leads that are likely to convert quickly.

Thankfully, advances in digital marketing technology allow smaller brands to target individualized audiences, automate processes, and make smarter decisions. When used strategically, technology can effectively level the playing field for marketing budgets of any size. 

Before you use the first digital marketing technology you come across, you need to know how your messaging will compete against the big brands to truly connect with your customers. Larger businesses have access to the same strategies and tools, so you’ll need to find ways to differentiate your message.

I call it fishing with bait rather …

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Why Digital Marketing Is Essential for Startups

July 10, 2019


The businesscompany.us community is a place where business owners and professionals come together to learn from each other. Those looking for advice can solicit it from their peers, while others are able to share their extensive expertise with those who need it. 

It’s that peer-to-peer give-and-take that makes the community such a valuable part of businesscompany.us. Business.com has more than 190,000 members from around the globe. The community thrives because of our members’ eagerness to drive conversations, whether through asking questions, answering questions or contributing articles. 

Each month we spotlight one of our community members for their contributions. This month we are recognizing David Reimherr, founder of Magnificent Marketing

Digital marketing advice for SMBs

Reimherr contributes to the businesscompany.us community in several ways. Specifically, he shares his digital marketing expertise by answering questions from other community members and submitting articles via businesscompany.us’s contributing author program

David Reimherr

One question Reimherr weighed in on was how much a business should pay for online advertising. This is a common question many new business owners struggle with. Reimherr told the community member there isn’t really a set dollar amount that businesses should expect to pay. Instead, he suggests experimenting with targeting to see where they get the best bang for their buck. 

“A couple pointers I can give you is to use PPC for less-engaged audiences and use CPM for higher-engaged audiences (i.e., Website Custom Audiences or Facebook fans, etc…),” Reimherr wrote. “The idea is that the higher-engaged audiences will be more likely to click, so you should get more clicks this way and are only paying the CPM price.” 

Another community member sought advice on how one should convert people who receive a marketing email but aren’t interested in the services being promoted into potential customers. Reimherr advised the community …

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Why You Should Start a Podcast in 2019

July 9, 2019


Podcasts are one new outlet that is providing businesses an excellent way to connect with their audiences. The popularity of podcasts is on the rise and continues to grow as time goes on. Research by The Infinite Dial found that there are 51 million podcast listeners in the U.S. This type of media isn’t going anywhere and continues to be a popular method to speak to audiences about different niche and industry topics. 

Podcasts can turn even the most mundane topics into interesting learning experiences that people want to know more about. This is just part of the reason they’re so effective for businesses and brands alike. Research shows that 15 percent of people in the U.S. listen to a podcast at least once a week. With its audience continuously growing, there’s plenty of room for your podcast to gain traction and reach success.

Among the  reasons you should consider starting a podcast in 2019, include:

  • Capturing your audience’s attention

  • Creating a personalized experience

  • Building and maintaining important network connections

  • Capitalizing on the monetary value

  • Positioning yourself as a leader in your industry

Here are some specifics on each reason.

1. You hold your audience’s attention longer

If you have a blog post that takes any longer than, say, 10 minutes for people to consume, it’s not likely they’ll continue reading all the way to the end. According to Salesforce, three percent of listeners will only listen to the beginning of a podcast, whereas 42 percent will listen all the way through. People like to digest easily consumable information and don’t like to dwell on one piece of text for too long, which is one of the reasons why listening to podcasts allows you to engage your audience for much longer periods of time.

People are used to having …

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How to Create an Email Drip Campaign for Increased Engagement

July 8, 2019


Research shows that 61% of bloggers create an email marketing campaign to increase the number of views on their blog. 

One of the most popular ways businesses are keeping in touch with their customers is through drip campaigns. In essence, a drip campaign is a marketing technique that allows businesses to build a rapport with customers and prospects alike through a long-tail process involving multiple emails with content, conversations and calls to action over an extended period of time. 

If you’re thinking about creating a drip campaign to increase engagement on your website, we explain how to start and run this process using the following steps: 

  • Cultivate a high-quality lead list
  • Create stellar content for distribution 
  • Split test your email copy
  • Use customer service to keep customers engaged 

Start with a strong lead list

The first factor you must consider when starting an email drip campaign is your lead list. Every niche has a different type of customer persona, and it’s very likely that you’ll have multiple personas you want to target under the umbrella of one company. 

For instance, if you owned an online pet shop and wanted to create a drip campaign, you likely want to start with different pet categories based on consumer purchases. You would want to create a list for the people interested in content about dogs and create your emails around that niche. Similarly, you could strategize emails for people who have purchased cat products, bird accessories or rodent supplies – the list goes on. The more you fine-tune your email list, the more likely subscribers are to enjoy and engage with your brand. 

You’ll have a better chance of creating a reliable lead list if you begin gathering subscribers as soon as possible. Some business owners gather leads when their website goes …

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How to Effectively Network as an Introvert

July 7, 2019


It is important to build the most powerful relationships possible within your business. Those key relationships and connections can have a powerful impact. But what do you do if you’re shy? If you’re introverted, or if you dread networking events and those awkward first conversations where you never know what to say?

Here are tips to help you build effective business communications and to network with people that can build powerful relationships for your business.

Focus on giving versus getting

Sometimes what you can give other people may not even be related to your business, and that’s okay. To build a strong relationship and foundation, you will want to be known as someone who is resourceful, who can connect, and who is a person who can contribute in a way that serves the other person.

Regardless of whether it is to your direct benefit or has to do with your business or not, building a relationship can be good for the long term. It can take a long time. But it’s worth your time and effort because those deep relationships can help you tremendously.

Be present

This does not require you to present yourself in a specific way. It requires you to pay attention to the one person in front of you. That means you need to keep eye contact. Don’t look around the room. Focus on the person communicating with you.

People notice when you’re not paying attention. It’s very rude, and it leaves a bad impression of you. Pay attention to the person communicating and colleagues you meet at the event. When the conversation is over, turn your attention somewhere else. 

Allow your introverted qualities and honor them

Imagine you have gone to a networking event that is two, three, four, five days long, or more. You need …

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How to Provide an Honest and Ethical User Experience

July 5, 2019


There’s a twist here, though. We’re starting to see common user experience tactics coming under fire for being manipulative. Think about the infinite social media feeds that drive users to scroll and scroll until hours have slipped by.  Or relentless upgrade and upsell messages on applications. Millions are bombarded with these issues daily.

A 2018 Pew Research Center study found that a quarter of Americans said they are online “almost constantly”, with 43 percent going online several times each day. The Netflix show “Black Mirror” recently addressed the issue of social media addiction elegantly in the episode “Smithereens.” User experience designers have done their jobs so well that it’s starting to become a societal problem.

So the question now becomes how can we balance good product design with ethics because they seem to be increasingly at odds. The design teams of businesses large and small need to begin holding themselves accountable. Here’s how:

1. Don’t exploit your users’ fear of missing out.

User experience design can be manipulative as long as it truly benefits the user. A gamified weight loss app, for instance, could encourage users to live a healthier lifestyle. That’s a good form of manipulation.

On the other hand, many apps aim to exploit users’ fear of missing out, which is a tried-and-true marketing tactic, but it’s not necessarily ethical when you’re in a user’s pocket and able to leverage friends and family as collateral. The design choices made at these companies contribute to the isolation users feel on certain social platforms.

A study conducted by psychologists at Nottingham Trent University found that the fear of missing out was the most significant contributing factor for people developing social media addiction.

Instead of using negative consequences to motivate users, such as making them feel bad when they don’t …

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Why Responding to All Your Online Reviews Is Critical

July 4, 2019


Competition is fierce in today’s digital age, with nearly every business claiming the best products and services and touting fantastic customer service. How then do people decide which company they’re going to do business with?

The answer is customer reviews, and it’s why my business offers an affordable reputation software solution that makes it easy to do online reputation marketing. Notice that I didn’t say online reputation management. The truth is that managing your brand’s reputation is essential but marketing it is critical for the success of any business.

To improve your online reputation marketing efforts, you can simply start by responding to all your existing customer reviews. Sadly, this is one of the most neglected and under-utilized online reputation marketing strategies around, yet it’s one of the easiest to execute. Here are five reasons why you want to respond to every single customer review.

1. Let the world know you care about every customer, not just the ones who complain.

I see companies make this mistake every single day. As you research a company and read its reviews, you’ll hopefully see some positive reviews. Suddenly, you discover a negative review, and that’s when the business finally decides to take the time to respond. It’s really a shame. The business is rewarding someone’s negative comments with their time and attention, instead of replying and showing appreciation to all the customers who took the time to share a positive review of the business. 

What does it say about your business when people see positive reviews ignored, but then see a lengthy response to a bad review? It says your business cares more about your reputation than about your customers and their experiences. The truth hurts, doesn’t it? 

That’s the real difference between reputation management and reputation marketing. The business is …

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