Whether it’s through email or another online marketing channel, brand promotion can be a very effective way to increase both customer acquisition and engagement. Unfortunately, Big Red SEO has seen countless examples of businesses missing out on this opportunity because they don’t have an execution strategy in place. One reason that brand promotion is so important is because the Internet has changed the way that consumers in Omaha and across the rest of the globe shop.
Unlike offline shopping where big signs or marketing flyers are enough to get people into a store, ecommerce sellers have to think in different terms. But because so many businesses look to offline strategies to guide their online efforts, they end up burning out a large percentage of their potential customers by running promotions and pushing multiple CTAs too frequently.
Finding the right balance between staying in front of customers without pushing so hard that they filter out your efforts is where brand promotion can play a huge role. While this strategy allows you to promote things like discounts or new products, it does so in a way that doesn’t dilute a brand’s value. So if you want to keep the ball rolling for your business and also ensure that you’re making the right long-term decisions, Big Red SEO has a handful of guidelines that will enable you to make the most of brand promotion:
Let Your Product Shine
There’s no denying the fact that promotions and discounts can help you sell more products. But the mistake that many Omaha businesses make is only focusing on discounts in the marketing communications they send out to prospects. Instead of solely relying on discounts, a much more effective strategy is to really let products shine. That’s why one of the biggest companies in the world bases much of their marketing around the brand promotion concept of putting products in the spotlight.
When you see any type of advertisement from Apple, price isn’t going to be the first thing you notice. Even if it’s an email announcing a sale, Apple makes sure that priority is given to the product they’re promoting. Whether it’s an iPhone or MacBook, the company goes to great lengths to show how beautiful, easy to use and helpful their devices are. Only after clearly conveying that information do they move on to sharing information like a discount that’s available for a limited time.
While it would be easy to dismiss this tactic by saying that it’s only something that works for Apple as a result of the massive global brand they’ve built, you can find savvy companies of all sizes that focus on letting their products shine. For example, instead of sending a generic email with a 50% off pitch, several outdoor retailers start their email with beautiful pictures of their key products. They also take care to use consistent brand elements like font and colors. Only after creating this initial impression do they move on to persuading potential customers by letting them know about a sale.
Have a Strategy in Place
Big Red SEO has talked with plenty of companies that run promotions based on a short-term desire to sell more products. Although there’s not necessarily anything wrong with that sentiment, we can safely say that it’s not the most efficient way to do things. Not only is this type of promotion a missed opportunity, but it’s something that can backfire. The reason is running promotions without a clear strategy in place creates the risk of pushing too aggressively. If that occurs, the result can be alienating customers for good.
While you don’t want to do things like bombard customers with overly frequent promotions that create confusion, that doesn’t mean you should be afraid of running promotions. Instead, it simply means that you need to formulate a strategy before taking any action. By developing a strategy, you can ensure that everything from specific tactics for letting your product shine to having the right promotional frequency are in place.
Know Your Brand
If you can see why letting your product shine and having a strategy in place are important but still have concerns that this may be too difficult to implement for your own business, that resistance may be the result of not having a clear grasp on your brand. Fortunately, that doesn’t have to be something that holds you back. While plenty of people are under the impression that a brand is something that will become clear over time, that’s generally not how things work.
Instead, businesses have to put real effort into establishing a strong brand for themselves. Not only can it take a lot of focus to figure out the right brand direction for a business to take, but this process is something that will continue to evolve over time. Since brands generally aren’t static, the best thing to do is take the time to establish a clear brand vision for your business. Once you have that vision, you can use guidelines to help the brand grow and ultimately adapt.
Get the Brand Promotion Help Your Business Needs: (402) 522-6468
Although there’s no denying the fact that brand promotion is a very effective strategy, that doesn’t mean it’s something that is easy to implement or execute. If you’re interested in utilizing this strategy but not exactly sure where you should start, Big Red SEO is here to help.
At Big Red SEO, we have a lot of experience helping businesses fully identify their brand and then use that brand identity to maximize the effectiveness of their marketing efforts. As a result of our experience, we’re able to help guide businesses and ensure that they avoid common pitfalls which cause other businesses to fall off the ideal path.
Since we’ve seen firsthand how effective brand promotion can be when done well, this is a topic we’d love to speak with you about in detail. To set up a consultation, please give us a call at (402) 522-6468.