It’s hard to stand out in any industry these days, given the massive influx of competition. It’s easier than ever for somebody to start a business, given the boom of internet-based startups, but that makes it harder than ever for any individual brand to stand out amidst the sea of similar companies. Still, whilst there may be more competition than ever, that doesn’t mean there are more successful companies than ever. The rules for success for any business are still the same. Here are a few simple steps that could help your brand impress if you’re struggling to make a mark on your target market.
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The PR move.
If you feel as if people just aren’t inspired or intrigued by your brand then perhaps it’s time to prove to them that you’re more than a team of dull corporate suits. Sometimes, catchy adverts aren’t enough; potential clients need to see with their own eyes that a business is new and different. You could pull a big PR move, as we’ve suggested before. Maybe you could host a corporate event which encourages media coverage. Perhaps you could get a famous name at your event (a musician or an actor that people love, for example) to help endorse your brand.
You might want to check out sites such as barlens.com.au for help with planning extravagant events if you feel that such a PR move might put you a little out of your depth. The point is that corporate events work on all levels; you can invite potential clients as a networking opportunity and, if done correctly, the chatter that comes out of the event could catch the attention of other potential customers who might be interested in your brand. Your brand is going to make a good impression either way.
The sneaky digital marketing tactic.
By “sneaky”, we don’t mean anything dodgy; we just mean that smart businesses have figured out how to make the system work in their favour when it comes to digital marketing. As explained over at blog.hubspot.com, it’s all about understanding the consumer if you want to impress them. And the consumer is online. With the internet at your disposal, you should forget all about spending huge chunks of your business’ finances on traditional marketing methods such as billboards or TV adverts. Or, at least, you should focus more on free marketing to help your brand make a mark. “That doesn’t exist,” you say. Well, unless you include the amount your company pays to its internet provider, there actually are free ways to get your company into the field of vision of your target market. Search engines are the way to go.
How well does your business rank when people search for terms related to your industry? If it’s on the third page or even at the bottom of the first page, you need to be doing more to push your company website up the search engine result rankings. SEO (Search Engine Optimization) is the way to do this; you need to optimize your website’s content to impress search engine algorithms and rank at the top of result pages. All it takes is clever, responsive web design (to work well on all manner of devices), the right keywords, and relevant content. As mentioned over at huffingtonpost.com, smart digital marketing is all about driving traffic towards you (and making sure you impress those visitors with your content once you achieve this). If you have the right team working for you then you can do all of this by yourself and, essentially, ensure potential customers find your business without you spending a thing. In terms of improving your brand, a better-optimised website will certainly be more likely to impress consumers.