Marketing is one of the fundamental engines that keeps your business running in tip-top shape. But in order for it to operate as efficiently as it can, it needs some support. Understanding how to assist your brand’s marketing endeavors will increase your chances of success.
Here are a few practical suggestions:
1. Clarify the Brand’s Message
In order to make the most out of your marketing investments, you need to develop a clear brand message. For most existing businesses, this requires some clarification of the existing message.
Donald Miller, author of Building a StoryBrand, advocates for following the same storytelling formula used by Hollywood screenwriters.
“Miller’s key ingredients of a great story require a hero, a conflict, a guide, a plan, a turning point and a happy ending,” entrepreneur Sal Cincotta explains. “It may sound familiar, like something you wish you’d paid attention to in high school English class. As a former high school English teacher who has used this strategy to build successful brands, I assure you it works.”
Once you clarify your brand message, you’ll find that it’s much easier to communicate in a compelling and persuasive manner. The guesswork is removed from the picture and you’re free to execute.
2. Develop Detailed Editorial Guidelines
Armed with an articulate brand message, you should develop detailed editorial guidelines that enable everyone on your team – including outsourced partners and freelancers – to develop content that’s consistently on-brand.
Your editorial guidelines should include detailed information on brand voice, fonts, color themes, grammar, blacklisted words, priority keywords, ideal length of copy, publishing guidelines, etc. Include as much information as necessary to establish a comprehensive overview of how things should be. (And make sure everyone on your team reads through the guidelines at least once.)
3. Invest in White Label SEO
You can develop the best content and the most compelling graphics, but you’ll have a hard time maximizing your marketing impact without an investment in white label SEO that elevates your brand and puts your business in plain sight.
While you certainly have the option of handling SEO in-house, this is something that’s much better suited for outsourcing. Hiring an agency for white label SEO is a smart investment that will save time and delivers superior results. In turn, you can focus on the core elements of your marketing strategy.
4. Use a Marketing CRM Platform
Insights equal empowerment. The more information you have on your audience and how users are interacting with your brand, the better your chances are of reaching and converting prospects into paying customers. A marketing CRM solution can help.
With a platform like SAP Marketing Cloud, you can orchestrate personalized customer engagements across the entire organization with permissions and consent designed to drive growth and revenue. It’s easy, cost-effective, and – as you’ll soon discover – irreplaceable.
5. Align With Customer Service
“As different as everyday job responsibilities may be, marketing and customer teams have similar and shared goals: to attract new visitors, convert them into customers, and retain those customers with excellent service,” marketer Sophia Bernazzani explains.
Aligning your marketing and customer service teams is an important step in the right direction. Insights should be freely shared between both groups so there’s a mutually beneficial relationship that provides a more compelling experience for both prospects and existing customers.
Take Your Marketing to the Next Level
Marketing isn’t something to view in isolation. It commands a full-fledged commitment from as many parts of your business as possible. By implementing some of the suggestions outlined in this article, you can assist your marketing, amplify your brand, and generate sustainable business for years to come.