Tag: branding

Monetize a digital brand with these strategies!
Digital Branding

15 Ways How To Monetize A Digital Brand

At this point in the game, virtually every company has a website. Websites are so easy to come by, any kid in high school can whip one out.

A few years ago, that was all that was needed. Just a website, with an email and a way to allow a potential customer contact you.

We used our websites as glorified company brochures.

But technology has advanced and today’s customer demands more. They reach for their computer or smartphone to find a service or a product, often before they even look locally.

When they find your site, they expect to be educated and entertained. They expect visual, and audio and immediate interaction. Though, your product may be better than the one they sell next door, if the owner next door has invested in his brand via his website, he will get the business.

Great examples such as Nelson Kitchen & Bath of design are definitely the ones that will take the business!

Keeping abreast of the latest technology, keeping our websites fresh and inviting, and getting our users to share on social media takes time and time is money.

Let’s see what 15 experts we’ve consulted have to say about their ways:

Strategies On How to Monetize A Digital Brand

Below you will find some insight from successful businesses who have harnessed the power of the internet to grow their brand and have managed to let the website pay for itself.

1. “In remodeling, you almost have to become the voice of the industry. Homeowners are looking for an expert. Give them just that. Provide tips and tricks regularly on your website and social media. Showcase and review new products to educate your target audience. Do these things consistently and watch as your organic leads start to grow.” – Kyle Baptiste, www.nextlevelremodeling.com

2. “We firmly believe that no matter the size of your business, it is critical to pay attention to your online brand and reputation. Even though we are a local business, our customers no longer find us just by word of mouth or passing by our showroom. They look for us online, and they want to see that we are active, engaged, and trustworthy. We demonstrate this to our customers by making our online storefront as user friendly and attractive as our physical store – by keeping the content updated, by providing useful industry relevant insights through our blog, by demonstrating our expertise through concrete examples of our work, and by engaging our professional and local community through social media.” – John A. Lang, www.langskitchens.com

3. “Monetizing your website is more than offering ad placement and joining Amazon as an affiliate. It’s a strategy that starts with your SEO and the time you invest in building your audience. The programs you choose that provide residuals, like Amazon and AdSense or even selling your products or services, won’t prove successful unless your website has traffic.” – Lindy Chaffin, www.unstoppablestart.com

4. “Getting your website on the first page of Google is all well and good, but if you want it to remain there for any length of time, you need to make sure that your homepage’s content engages the people who land on it.

There are two simple ways to increase audience engagement that are often overlooked. The first is a call to action: a concise instruction telling the visitor what action you would like them to take. This could be something as simple as, “Call Us For A Free Estimate,” and must include an action word and ideally, a benefit. The second is video. People like video. Google is well aware of this and counts the presence of a video as a positive factor in its ranking algorithm. So if you not only want to get but also to keep your website on the first page of Google, don’t forget to include a call to action and a video on the homepage.” – Philip Trapkin, www.sterlingworks.net

5. “There are many great ways to monetize a website such as an email newsletter lists, allowing ads on your site, e-commerce products and more. With that in mind, one very easy way to earn some extra cash many often forget about is affiliate links.

Affiliate links are a great way to monetize your blog RIGHT NOW with little effort! Many blogs already promote products and services throughout them. If you’re already promoting products why not get paid for doing it?!

It has become even easier with the use of Amazon affiliate links as you can easily set it up and find almost any product to link to. In fact, if someone follows your Amazon link and buys anything on the site you get a percentage of the purchase! ” – Adam Scheid, www.thebrandsmen.com

6. “The best way that I have found to monetize my website is, of course, affiliate marketing. This allows me to earn money on the deals that I share with my readers. I use Google AdSense and earn money on pay per click advertising. I also find that it is very important to keep my Facebook page updated daily and to interact with my followers and readers. This is key in driving traffic to my site every day.” – Laurie Floy, www.stealsanddealsforkids.com

7. “Every page should have unique content that captivates the audience, a call to action for the desired response, a contact form to grow an email list, and a social plugin that allows visitors to share posts, videos, and images.

Mix it up when it comes to content. Use interesting images to attract, properly SEO’d information the visitor wants to read and video whenever possible.” – Randy Lyons, www.advantagelocalagency.com

8. “Monetizing a digital brand has become one of the most sought after segments in the internet and social media marketing. It is not easy, but when executed well can yield some of the biggest rewards for any brand/website.” – Timothy Roman, www.imperialbuilder.com

9. “To introduce our services in a very competitive real estate market we understand the need to exceed our client’s expectations. Since the inception of our business in 1991, we have taken the approach that we need to offer more than just experience and professionalism.

Utilizing our online presence, we have placed quite a bit of emphasis on local brand awareness from both a search and education viewpoint. Keeping our clients abreast with the latest information on what Prescott, Arizona has to offer as well as the most recent information on the local real estate market through our blog is one of our primary tools.” – Kathleen Yamauchi Group Real Estate, www.kathleeny.com

10. “For a B2B service provider like us, creating a non-sales Aesbus blog was at the top of our to-do list for lead generation. By providing rich content, we’ve been able to pull prospects through marketing gravity. Our blog generates secondary interest in our B2B services. And as part of our backend process, we’re able to capture that interest via contact/inquiry forms that correspond to specific services described on our website. The captured contact information is then routed through our sales funnel. Our blog is a friendly way of building credibility that helps us monetize our content. We don’t necessarily make money off of our blog—but, it helps drive indirect sales. We have acquired leads generated directly from our blog.” – Gloria Hernandez, www.aesbus.com

11. “The #1 way I monetize my site is by working with brands through sponsored posts. I’m very selective and only work with brands I trust. To get the attention of big brands, my content and photography must be top notch. Social media also plays an important part in monetization. The more followers you have on social media, the more willing brands are to work with you. It does take time and patience to build a presence on social media, but it’s well worth it in the end.” – Alli Smith, www.anallievent.com

12. “Our website is our sales channel. First and foremost we sell web design packages to other businesses. Using website worksheets and lead generation forms, we are put in contact with clients who need custom responsive websites to represent their brand. Secondly, we also provide recurring monthly WordPress Maintenance packages. Also, we provide Organic SEO services where we take a holistic approach in optimizing websites from the ground up. This way, our lead generation efforts have always been supported by strengthening our digital brand and website.” Lori Newman, www.newmanwebsolutions.com

13. “Keeping the integrity of my blog is the number one priority. Don’t be afraid to turn down sponsored opportunities that don’t fit your blog or your standards. Publishing bad content on your blog can have a very harmful and lasting effect on your future success.” – Julia DeLeeuw, www.everydaymomideas.com

14. “The best way to monetize a website is to sell your digital product, one that can be downloaded like a book. You have to create the content (or you can rebrand other’s content, but I don’t recommend that) and then people can purchase it over it an over again. Second to that would be a membership/subscription. Ads such as Google Adsense are great if you have a ton of traffic, but most people can’t generate enough traffic on their own to make it worthwhile. Creating digital content like a book or an online course is what I consider to be the best way to monetize a website, you just have to decide what it is you want to specialize in and then learn all about it and generate the content that is compelling, so people want to buy it.” Jennifer Brown, www.ghostworks.us

15. “Once you’ve generated enough traffic, the next option is to start getting the most out of your website visitors. Adding Google Adsense ads to your website is a quick and easy way to start monetizing your website traffic. You can also offer relevant affiliate offers through networks like Commission Junction, ShareaSale, Rakuten, or ClickBank.” Chris Cabaniss, www.falcondigitalmarketing.com

Conclusion

There are many ways to use your website and get an almost immediate return on your investment.

It is important to understand that our websites are the first impression we give to a client. This is our storefront, brochures, catalogs, and business cards.

These clients will access you from around the world and at all hours of the day and night. They will slip in, and if you do not provide what they need, they will slip out again.

Being SEO smart and user-friendly will assist you in the land of search engines, but it is the content of your website that brings the customer back.

It is the care and attention you place on your digital brand that makes them share the information.

By using the tools listed here, you can make money with your website on many levels. How you utilize your website and promote your digital brand is up to you.

Your success is in your hands.

4 On-Page Techniques forEffective Search EngineBranding
Digital Branding

4 On-Page Techniques for Effective Search Engine Branding

This guest post is brought to you by Alex Furfaro, owner at Alex Furfaro SEO Consulting and digital marketer who helps businesses get visible in the search engines. I loved his take on on-page optimization techniques and thought you might, too! In case you want to reach out to him, you can contact Alex on LinkedIn.

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When you are branding your website and creating your SEO strategy, you need to consider all methods of optimization. On-page optimization is vital to the success of your SEO strategy because it helps the search engines understand your website and what your business is about. The combination of using your branded elements and keywords in the right locations will help your website rank for the terms you are targeting.

Structuring Content with HTML

The search engine algorithms look for dozens of variables when crawling a website. Properly structuring your content using headings and subheadings is a way to describe to Google that certain information is more important than others.

Websites use HTML code uses tags such as H1, H2 and H3 for headings. The H1 tag is the primary heading of the page and only one H1 tag should be used per page. It is likely the theme or template will automatically make the page title the H1 heading. The H2 tags will be the second most important and so on. The search engine use these tags to determine order of importance in your content using the hierarchy of H tags first and the paragraph text last.

Meta Data and Search Engine Branding

Meta data is specific HTML coding that will use meta tags. This data can be added with a WordPress plugin like Yoast SEO or manually in the header of a website. There are three types of meta data: titles, descriptions, and meta keywords. Each page on your website has its own meta data so be sure to optimize each page individually.Meta titles are

Meta titles are the bold, blue link headings users click on in the search engines and the meta descriptions are the supplementary information below the title. Meta data allows a webmaster to provide a catchy title and a brief description of the entire page using text other than what is published on the page.

For example, a page title may be “Columbus SEO Expert” but a user in the search engine results does not know who the page is about. When the brand name is added to the end using a meta title, the search engine link becomes Columbus SEO Expert – Alex Furfaro SEO Consulting. Page titles that you are attempting to rank for locally should often be written in this format of “Location – Niche – Brand.” Meta titles should be 50 and 60 characters in length and descriptions should be at least 140 with 160 characters maximum. The search engines do not display titles or descriptions past those lengths.Meta keywords can be used but are not as powerful in the hierarchy of

Meta keywords can be used but are not as powerful in the hierarchy of meta data. Meta keywords can be words found on the page or additional keywords related to the topic that are not found in the content. Do not “keyword stuff” meta keywords just for the sake of adding more.

Image And Video SEO

Search engines are only able to read text and this makes the indexing of the images and videos more difficult than your body content. To optimize images, rename the image file itself using descriptive characters, keywords, and your brand name where you see fit. If you are using WordPress or another content management system, fill in the boxes for alt text and descriptions as well. Captions can be used as well but remember they will be visibly displayed on the page.

Optimizing videos is a combination of on-page optimization and image optimization. Use keyword rich page titles, descriptions, and keywords in the name the video file itself, as such like with images. Preferably include a transcript of the video as this has the same function as alt text for pictures. Search engines will be able to read the transcript and use that data to understand the video file and help determine rankings. It is also recommended that you upload the video to YouTube and then embed it onto your website because Google owns YouTube and it typically gives videos on its platform a higher ranking.

Internal Linking Strategy

A common on-page technique that is often overlooked is internal linking. An internal link will connect your new content with some of your old content. This not only helps your users to navigate around your site, but it also helps the search engines find your pages. When you create a link from your new content to your old, ensure the content is relevant and adds additional value to your new post. A good application is you provided an in-depth analysis of

When you create a link from your new content to your old, ensure the content is relevant and adds additional value to your new post. A good application is you provided an in-depth analysis of previous topic and refer to it in the new post. This will allow a user to refer to that page for more information, boost the traffic for that page, and keep the reader engaged with your site.

Updating old content with new links is helpful as well. Typically older content is indexed and ranks better in the search engines so more traffic can be funneled through the older post to the new. This technique can help your new content get indexed in the search results as well. When you look at

When you look at internal linking building you need to be careful with the anchor text that you use. A generic anchor text such as ‘click here’ will not work very well with the search engines as it tells them nothing about the link or where it is going. It is best to use the keyword related to the content you are linking to as it tells the search engines exactly what to expect when they go through.

Conclusion

Search Engine optimization is about structuring data properly for search engines but more importantly the users who are visiting your website. These basic techniques will always be relevant, regardless of the changes Google and other search engines make to their algorithm.

search-engine-optimziation-marketing
Digital Branding

5 Ways SEO Can Help Your Brand Marketing

Improving brand awareness is one of the top concerns for businesses, and a website is one of the most effective ways to do this. This is because your website is the first point of contact with your target audience. Your website can bring in leads, prospects, and attract new customers.

If you are looking to brand yourself and build a successful business, one of the best ways to do this is using SEO. SEO is simply tactics you can use to obtain a high-ranking placement in search results to increase the number of visitors to your website. Simply put, if your website isn’t ranking well in search engines, you won’t be found online.

As you begin using SEO to help your brand marketing, one of the most important things to keep in mind is that it isn’t just about using certain keywords; SEO focuses on the user experience, so if the quality of your content is low it won’t increase your ranking.

search-engine-optimziation-marketing

Below are 5 ways SEO can help you build your brand for more effective marketing:

  1. SEO increases the visibility of your business

Having a strong online presence with a website and social media is vital for continued growth in today’s market. SEO can play a key role in helping you develop a strong online presence by allowing your business visibility to increase with consumers who use search engines like Google. SEO ensures you will have a strong online presence and continue to see increased growth in your business.

The higher your visibility is in search results, the more exposure you are giving to your brand, which leads to more traffic from organic searches. By effectively using online advertising, social media, and search engine results, you increase exposure to your brand and drive out the competition.

Infographic created by Straight North, one of the top internet marketing companies in Chicago

  1. Better user experience

It is now more important than ever to take the usability of your website into consideration when optimizing your website. That’s because search engines look for websites that are easy to navigate, offer relevant information, have a design that is easily accessible, and delivers quality content.

Search engines also take into account how visitors use your website; for instance, if they come and then leave quickly, this is an indicator that they didn’t find what they were looking for. So if your website has too many visits like that, search engines determine it isn’t relevant and drop your visibility.

But because search engines take the usability of a website into consideration, using SEO can decrease your website’s bounce rate. It ensures users are given a positive experience, are able to navigate through your website, learn more about your product, and are converted into buyers.

  1. Cost effectiveness

The costs for social media advertising, PPC advertising, or purchasing leads can add up quickly. SEO is cost effective as a marketing strategy is because it targets people who are already looking for your service or product and produces better conversion rates.

That’s why it is important to understand your target audience, their search behavior, and their buying habits so you not only optimize your website, but increase your visibility for the right market.

  1. Instills trust in your business

In our fast-paced environment, digital users want to know immediately who they can trust and why they should choose one brand over another. Once you achieve a high ranking in search engine results, this sets you apart as an authority in your field. It also establishes trust with your audience since businesses that are listed in the top 5 results of search engines are perceived as more trust-worthy.

On an example of the home remodeling industry, many people before they even engage in speaking with potential contractors spend hours in search engines, finding the best experts and deals. If you are working in a specific niche, such as “transitional style“, you would want to rank higher for this keyword, so they can easily find you as an expert on the topic.

  1. Access to new data

As you begin using SEO and begin having a higher number of visitors, you can begin to using analytics to track information about your visitors. You can see what key words they used and how much time they spent on a page. You can also see where they are located and what time of day they are the most active online.

For instance,maybe you can see that the most commonly used key phrase to find your website is “San Diego SEO” and that a large percentage of your visitors are located on the West Coast; this is valuable customer data that will help you develop better strategies for advertising.

 

grow your brand online
Digital Branding

Thoughts for Growing Your Brand Online

One of the most crucial steps of building a business is growing the brand online. It is something that oftentimes gets overlooked, but which can be very harmful to ignore. All of the most successful businesses have found their success largely through efforts made to get their brand name out into the general public and by creating a loyalty to that brand name.

dollar_shave_clubThink of some of the more recent successes in this area such as the Dollar Shave Club razor service. This company started remarkably small, but their genius in online brand promotion led to them competing with companies who had a monopoly on the razor business for years. Through social media, finding their audience, and catering to their audience, they were able to get their brand name out there and make a successful business.

Here are some of the strategies that successful businesses use to grow their online brand.

Heavily Researching the Target Audience

research
There can never be too much time spent on researching who it will want and need the services that your business provides. It is crucial to get a thorough understanding of who your target customers are, what they like, and what type of advertisement they will respond best to.

  • Do they need a serious and professional approach?
  • Will they respond to humor?
  • Or, like Dollar Shave Club, are your customers frustrated consumers of an overpriced product that is expensive just because of its color?

Find out what sentiments and motivations drive your target audience and use this to inform your advertisement.
Boost Your Social Media

boostOne of the most effective ways to grab your audience’s attention is by using video advertisement on social media. Facebook in particular provides a perfect platform for advertising through videos. Videos will automatically play as consumers scroll through their feed, so it is almost guaranteed that they will watch at least a portion of your video.

Consider adding subtitles to your videos as well so that even without clicking on the video, potential customers will get an idea of what your brand is.

Equally important is to spend a significant amount of time and effort in responding to any comments that your audience puts on your videos or posts on social media. This will give personal credibility to your brand that will make it stand out. Another great way to boost your social media rankings is to buy PBN links from an internet marketing such as PlacementSEO.
Create a Blog

blog reading
Consumers are more likely to look at a blog than a business’s official website. In addition, browsers tend to boost sites that are frequently updated with fresh material. Attract more attention to your website by linking to a blog, and be creative!

Think about what your audience might be interested in, even if it isn’t directly related to your brand and business and write an article or two per week to keep people coming back.
The most important thing is to not underestimate the power of your brand. It is always worth investing the extra time and money to create a loyal clientele on the internet by using these and other methods to make your brand stand out.

3 Brands That Made Incredible Comebacks
Digital Branding

3 Brands That Made Incredible Comebacks

Every popular brand takes its fair share of bumps and bruises. Sometimes, a big financial loss or a scandal can ruin a brand beyond repair. It can be hard to believe that even some of the most popular brands that exist today were close to going extinct. In times of turmoil, the brands that come out on top are the ones that know how to adapt, take calculated risks, and reinvent themselves. Here are three brands that made incredible comebacks.

Marvel

Marvel

Marvel has a long history of being a leader in the comic-book industry but in the 90’s the market for comic-book market tanked and Marvel’s future seemed uncertain. In 1993, writer Neil Gaiman gave a speech to 3,000 retailers and told them that the comic book market was a bubble. Gaiman stated that the comic book market rose only because collectors were furiously buying comics in hopes that they would become valuable. Gaiman likened this to tulip mania in the 17th century when the value of tulip bulbs quickly skyrocketed and collapsed.

In 1996, after undergoing turmoil in the boardroom a year before, the company went broke. Marvel then decided to start focusing on the movie industry. Marvel struggled for years trying to convince Hollywood execs to put their superheros on the big screen. They saw a small success with Blade and then Spider-Man and X-Men went on to become massive successes but Marvel was only seeing a small percentage of the earnings.

In 2003, Marvel decided to start producing its own movies. Marvel struck a deal with Merrill Lynch that featured intellectual property such as Captain America and Thor as collateral. Merrill Lynch lent Marvel $525 million over a period of seven years. The company used that capital to spend on 10 movies and began having great success with movies like Iron Man (gross: $585 million), Iron Man 3 ($1 billion), and even the offbeat film Guardians of the Galaxy ($750 million). In 2009, Disney bought Marvel for $4.3 billion.

Delta

Delta

Delta is one of the country’s largest airlines but the Atlanta, GA-based company ran into trouble in 2005 when it filed for bankruptcy. Delta stated that the rise in prices of jet fuel and steep competition from budget airlines like Southwest and JetBlue were the cause. However, less than four years later Delta bounced back.

To get back on track, Delta started working from the inside out by making changes within its management and employee ranks. Director Gerald Grinstein, who stepped in as CEO in 2004 renegotiated union contracts and made an agreement with the pilots to take a pay cut (while cutting his own pay 25%). Grinstein was also able to cut a deal with several creditors which prevented a takeover by US Airways. These efforts helped, but Delta wasn’t done. Delta flew in employees for team-building events to boost morale and convinced its creditors to turn over 15% of the company to its employees. Delta succeeded in getting their creditors to see how important it was to have employee support.

Delta then recruited Glen W. Hauenstein from Italian airline Alitalia to bring Delta to underserved regions such as Tel Aviv, Kiev, and Nice, France. To save money on buying long haul jets, Hauenstein instead retrofitted existing aircraft to save fuel and reduce drag which provided them with more range. Then, in 2008 Delta merged with Northwest Airlines which helped cut costs and gave Delta access to Northwest’s Asian network while Northwest gained access to Delta’s strength in Latin America and Europe.

Converse

Converse

In 1917, Converse’s shoe “The All-Star” became the first mass-produced sneaker for basketball. In 1932, Converse signed hoops star Charles “Chuck” Taylor to sell the shoe. After the NBA began in 1946, The All-Star became the most popular shoes in the league.

However, in the 1980s competition from Reebok, Puma, Adidas, and Nike became to heat up. Converse’s market share fell to 2.3% in 1998 and Nike bought the company in 2003. It seemed to many like the converse brand was a thing of the past.

However, Nike creatively embraced the ‘old-school” feel that Converse had and began marketing their shoes to new demographics. Special editions of the Chuck Taylors featuring the Ramones and Kurt Cobain were born. Converse also went high-end by having designer John Varvatos create a premium line of Chuck Taylors. New life was given to the brand by transitioning away from basketball, focusing on fashion, and creating a lifestyle around the iconic shoe.

Conclusion

Bringing a brand off of life support is no easy task. In our fast-moving economy, it’s fairly easy for consumers to love you one day and quickly forget about you after a few bad business moves. Every brand on this list was facing the reality of shutting its doors but by adapting to their environment, thinking outside of the box, and making strategic moves they were able to come out ahead and return to the top of their game.

8 Steps to Building a Successful Brand
Digital Branding

8 Steps to Building a Successful Brand

When a customer hands over their hard-earned money for your product or service they are making a commitment to your brand. Having a strong brand means that customers know, like, and trust your business. Strong brands are rewarded with high customer approval. Successful companies know this and invest heavily in building and improving their brands. Your brand doesn’t just exist in your marketing message. It lives in every interaction your business makes with customers. The five steps below will give you a head start on creating a successful brand.

Purpose

Purpose

With the advent of the internet, consumers have a lot of options when it comes to

selecting products and services. Just having a catchy slogan or a slick logo won’t get you very far. Your brand has to stand for something. You have to know why your business does what it does and you need to make sure that all of your customers are aware of this as well. Your purpose is the absolute, innermost core reason of why your business exists. When customers can align with your purpose they will buy into your brand at a cellular level

In Simon SInek’s “How Great Leaders Inspire Action” TED talk he shared that what separates great companies from good ones is the fact that great companies lead with their purpose in everything that they do. For example, Apple’s core message is to “Think Different” in everything that you do. They promote this message through selling products that are beautifully designed and exquisitely minimalistic. This is what allows them to stand out from the pack.

Emotion

emotion

Contrary to popular belief. We don’t buy based on logic. We buy based on emotion. Emotion is the reason why people spend thousands of dollars on designer handbags when a similar sized bag from Wal-Mart or Target could hold their personal items just fine. When someone chooses to spend this type of money on a handbag they aren’t buying a bag. They’re buying status. To make a successful brand you must create this type of emotion in your customers.

Community

Community

Humans aren’t meant to live alone. We thrive in communities. Powerful brands build communities that empower their customers and give them a direct line of communication to their audience. Now, any business can use social media to create a community with their customers. In a Business News Daily article, Manta CEO John Swanciger said that a brand’s top priority for social media should be community building.

Big brands know the importance of building a community. Take H&R Block for example. They created a section of their website, titled “Get Answers” that allowed users to ask tax questions and get quick answers from professionals. The community empowers user to share and learn all on the H&R block website. The company promoted this new feature with their “Get It Right” campaign on social media which gave them a 15% increase in business vs. the year before when no social media was involved in their marketing.

Consistency

Consistency

Many businesses make the mistake of branding themselves inconsistently across different platforms. They may take one marketing angle on their website, a different one on their Facebook page, and continue this pattern across several platforms. Usually, this is done to try and connect with several different audiences but this usually has an adverse effect. Inconsistent branding confuses customers and creates a disconnect. To create a strong brand, you must maintain a consistent image and message throughout your entire business, including your website, marketing, logo, social media channels, etc. Being consistent allows consumers to become familiar with you, and later trust you.

Value

Value

If you don’t provide value to your customers, they will quickly run to your competitors. Why should a customer choose you over anyone else? What can you offer that is head and shoulders above all others? You don’t have to be great at everything. Start with focusing on being great at one thing and do it better than your competitors. Offer outstanding customer service. Take a customized approach with your clients. Reward your customers for their loyalty.

You can’t mention customer service without bringing up Zappos. CEO Tony Hsieh has made it his goal to provide legendary customer service. In a Forbes.com article, it was revealed that to understand customer service, Hsieh gave each of his employees $100 and asked them to buy two pairs of shoes from Zappos.com – one to return and one to keep. He then asked the employees to share their experience with the team. Zappos invests heavily in customer service over marketing. They want to create more personal connections with customers by tracking and observing customer behavior. Although Zappos spends a lot of money on customer analytics they understand that there is a human touch that is essential in customer service that can’t be quantified.

Wrapping Up

Building a successful brand isn’t an easy task. Brands become extraordinary not by gaining customers, but by creating fans. Every brand mentioned above offers something unique that makes it stand out from all of it’s competitors. When you’re bold, honest, and transparent in your marketplace you’re rewarded with customer approval.

How-Apple-Creates-an-Irresistible-Brand-(and-How-You-Can-Too)
Digital Branding

How Apple Creates an Irresistible Brand (and How You Can Too)

It’s inevitable. Every year Apple releases a new iPhone and just like clockwork long lines of consumers flock to stand outside of Apple stores patiently waiting for the next new installment of the Apple legacy. It’s safe to assume that the release of the iPhone 7 will be no different.

Why would people put their lives on hold and stand in line for a phone? We’re not talking about a necessity like food or water, but a cell phone. You could simply wait a few days, walk into a store (sans the line) and buy one. Or, you could ditch the store altogether and order one online. But, no matter how convenient it is in the 21st century to buy an iPhone, there will still be a percentage of raving fans who will pitch a tent and camp out to get their hands on a new iPhone a few days before the general public.

Why Do We Line Up for iPhones?

Why-Do-We-Line-Up-for-iPhones

The most important point of all of this is that people aren’t waiting in line for a phone. They’re waiting in line to be a part of the Apple brand. Apple’s brand represents elegant design, sophistication, and classy minimalism. But, how does this happen and why don’t other brands evoke this response from consumers?

Bestselling author Simon Sinek sought to discover the answer to this question in his book “Start With Why”. According to his research, a company’s marketing can be broken down into three different layers:

  1. Why – This is what the business believes at its very core. This is what it stands for.
  2. How – This is how the company goes about fulfilling it’s “Why”
  3. What – This is how the business operates, or “What” it actually does

Simon discovered that most companies do their marketing in the wrong order. They start with “what” they do, then move onto “how” they do it, and don’t ever mention “why” they’re in business in the first place.

Apple starts out by making consumers aware of their why. Their “why” drives all of their marketing messaging. Simon broke this down in an example to make his point clear. Here’s what Apple’s marketing message would be if they took the same path as just about everyone else:

“We make great computers. They’re user-friendly, beautifully designed, and easy to use. Want to buy one?”
apple-macbook

These are all valid points but the message above fails to resonate with the consumer. It sounds like just about every other computer company. They have great computers, with great features and they cost X amount of dollars. This falls flat.

Instead, Apple starts with “why” which evokes emotion from the consumer and gets them excited about Apple’s brand.

“With everything we do, we aim to challenge the status quo. We aim to think differently. Our products are user-friendly, beautifully designed, and easy to use. We just happen to make great computers. Want to buy one?”

Since Apple starts out with their core beliefs, they attract customers who share their beliefs, which causes people to get addicted to their brand. Sinek states that “People don’t buy what you do. They buy why you do it.” Apple doesn’t sell computers and phones. They sell status, creativity, and a lifestyle.

How to Make Your Brand Irresistible

How-to-Make-Your-Brand-Irresistible

1. Start With the Core Purpose of Your Business

The first step is to align your core beliefs with your marketing. Think about your own business and how you extend your offerings to your consumers. How do you market your products and services? Is it aligned with your brand? People buy “the why” behind what you do so it’s important that your core beliefs are at the forefront of your marketing.

Before you do that you must drill down exactly what your “why” is.

For example, Tom’s is known as the “One for One Company” because they provide a pair of shoes to a child in need for every pair of shoes they sell. Their why is that they want to help children across the world. What is your “why”?

2. Get your “Why” Into Your Marketing

Get-your-Why-Into-Your-Marketing

Whenever you craft a piece of marketing copy you’ll want to make sure that you’re installing your why into it. For example, here’s an example of the difference between starting with “Why” vs. “How”.

“In our new video course ‘The Top 10 Tips for Maximizing ROI on Your Facebook Ads’ we’ll show you how to create a profitable Facebook ad campaign and how to improve an existing one.” Click here to get your copy.

vs.

“Imagine your perfect customer – someone who loves your product, buys from you over and over again, and raves about your company to everyone. If you could click a button and have a line of these customers knocking on your door to buy your product, would you? In our new video course ‘The Top 10 Tips for Maximizing ROI on Your Facebook Ads’ we’ll show you what buttons to press. Click here to get your copy.

Do you feel the difference? The second piece of leads with the reason why people would want to maximize the ROI of their Facebook ads. People don’t want to actually create better Facebook ads. They want more customers and more specifically repeat customers.

3. Craft Your Buyer Persona

Have you taken the time to think about your buyer? Do you know exactly who buys your products? A lot of companies get so wrapped up in their own activity that they forget the most important part of their business: their customers. Without customers, there are no sales. Without sales, your business won’t last very long.

You don’t just want to know the demographics of your customer. You want to know what drives them to buy from you. Are you the “mom and pop” that has had loyal customers for years and always gives a personal touch to its customers? Do you provide incredible, individualized customer service and make yourself readily accessible when a customer has a complaint? Find what “makes you, you” and sell that to your customers.

Wrapping Up

Marketing this way may seem overwhelming at first but it’s actually very simple. If you need help figuring things out, go to your existing customers to find your “why”. When you start thinking from the inside out you’ll be well on your way to creating an infectious brand that your customers will love.

The Secret to Selling $1,500 Coats
Digital Branding

The Secret to Selling $1,500 Coats

During the winter months, you won’t have to look too hard to find someone with a winter coat made by Canada Goose. Once reserved for Canadian Rangers and explorers, the Canada-based winter clothing retailer has become an elite brand all over the world that’s worn by everyone from college students to celebrities. If you stumble across a Canada Goose jacket the first thing you’ll notice is the price. Their coats retail anywhere from $500 to upwards of $1,500. However, the sky-high prices haven’t slowed Canada Goose down at all. When Dani Reiss became CEO of the company, Canada Goose was bringing in $3 million in sales annually. That figure has now climbed to over $200 million and counting. How did Canada Goose do it?

Positioning

Positioning-canada-goose

Canada Goose was originally founded in 1957 by Polish Immigrant Sam Tick under the name Metro Sportswear Ltd. In 1972 Tick’s son-in-law, Reiss’ grandfather, became CEO. In the early 1980s Reiss’ grandfather purchased the company from Tick and started making parkas under the name “Snow Goose” which was eventually changed to Canada Goose. The brand was originally made to keep wearers warm under the harshest and coldest environments. Canada Goose gained a cult following from those that used and needed the company’s products the most.

In the early 2000s, there was a mass exodus of North American manufacturing jobs. Companies were moving their manufacturing operations to Asia in droves to reduce costs, lower prices, and improve margins. Instead of following the herd, Reiss decided to keep manufacturing in Canada to maintain the company’s authenticity. At first, the U.S. market rejected Canada Goose’s high price points. However, Canada Goose became a luxury item in Europe and slowly U.S. retailers caught on and began to see Canada Goose as a high-end brand that was worth the cost.

Consumers love a good story and they have fallen in love with the company’s humble beginnings and strong narrative. Staying true to its roots and remaining authentic allowed Canada Goose to separate itself from the competition and position its products as high-end.

Cultural Branding

Cultural Branding

Canada Goose doesn’t engage in traditional marketing campaigns. They rely on cultural branding. Cultural branding occurs when a company wants their brand to assimilate within a culture. They do this through strategic product placement within a target market. By doing this, Canada Goose has taken the power of influence away from marketing experts and has given it to the consumer. They want awareness of their brand to spread between friends, family, coworkers, etc. This creates a brand that is much more likeable than one that just blasts ads to you through several mediums. When you buy a Canada Goose product you aren’t buying a coat, jacket, or hat. You’re buying a lifestyle. Canada Goose has made some genius marketing moves to shape its brand:

In the 2013 Sports Illustrated Swimsuit Issue, supermodel Kate Upton was photographed on a yacht in Antarctica. To keep herself warm, Upton wore a Canada Goose jacket lined with fur. This gave Canada Goose a huge brand awareness boost.

In 2012, Canada Goose sponsored the Sundance Film Festival by giving coats to over 300 celebrities. This exposed the brand to the “who’s who” of Hollywood and gave the company excellent exposure. To penetrate the high-end luxury culture, Canada Goose took a top-down approach by influencing celebrities and tastemakers to wear their merchandise. This helped to make their brand popular among the average consumer.

Becoming Fashionable

Canada Goose has followed in the footsteps of brands like The North Face and L.L. Bean whose products became popular with small groups like hikers and fisherman but later started engaging broader audiences. They did this by shifting from being seen as a functional brand to becoming a fashionable one. People are willing to pay more for fashion and luxury.

Reputation & Distribution

Reputation & Distribution

Canada Goose has done an excellent job at protecting its brand. When you first think of Canada Goose, high prices may come to mind. When it comes to their success, Canada Goose must be recognized for their ability to hold onto a strong reputation. As Canada Goose grows in popularity there has been an increased demand for their products. But, the retailer has focused on limiting access to their product. A luxury brand has to remain exclusive. Canada Goose has remained exclusive by not saturating the market with too many product lines or allowing their product to end up in discount stores.

Wrapping Up

wrapping-up

In 2013, private equity firm Bain Capital bought a $250 million majority stake in Canada Goose that will give the retailer cash to expand its operations. The company has offices in the U.S., Europe, and of course, Canada. Moving forward, Reiss wants to make sure that he maintains the brand’s integrity and value. “We have to continue to make an amazing product…We have to stay away from licensing, stay away from diluting the brand, stay away from making crappy stuff and throwing our logo on it, because I think that kills anything. We’re not just a logo.”

The Top 5 Best Ad Campaigns of All Time
Digital Branding

The Top 5 Best Ad Campaigns of All Time

What makes people buy? The best advertising campaigns are able to invoke an emotional response from consumers, connect, and engage with them at their core. A product rarely achieves advertising success based solely on merit. The best marketing and ad campaigns psychologically and emotionally create a response in all of us. With the growth of the internet and social media, brands are constantly fighting over the attention of consumers. To make your product or brand stand out you must get creative. Here are four brands that created insanely successful ad campaigns.

Dos Equis – The Most Interesting Man in the World

Dos-Equis---The-Most-Interesting-Man-in-the-World

In 2006, Dos Equis took a drastically different approach to selling beer. Instead of positioning their product as a must-have for getting the attention of attractive women, Dos Equis turned their beer into something that promoted distinction and curiosity. Played by actor Jonathan Goldsmith, the character “The Most Interesting Man in the World” says the following tagline at the end of every commercial: “I don’t always drink beer. But when I do, I prefer Dos Equis.” The ad campaign was so successful because it didn’t feel like a commercial. It felt more like a comedy short. Viewers became enamored with the character’s experiences and the character has even been turned into an internet meme. This unique positioning by Dos Equis opened the company’s product to a wider, more youthful audience.

California Milk Processor Board – Got Milk?

California-Milk-Processor-Board---Got-Milk-

California milk sales rose 7% in one year thanks to this clever ad campaign. The interesting part of this campaign is that it wasn’t created to target non-milk drinkers, but those who were already drinking milk. This is important because it’s not always beneficial or cost-effective to try and reel in a new audience. Sometimes, it’s better to market to your current audience and get them to not only start buying your product more, but become fans that promote your product to others as well.

Old Spice – The Man Your Man Could Smell Like

Old-Spice---The-Man-Your-Man-Could-Smell-Like

You usually don’t see a lot of overnight successes in online marketing but Old Spice’s “The Man Your Man Could Smell Like” campaign is an exception. In February 2010, ad agency Weiden + Kennedy launched the first commercial in the campaign, featuring actor Isaiah Mustafa, and it was a viral sensation. Later that year, Wieden + Kennedy devised a social media video campaign in which Mustafa made 186 video responses to viewer comments online. Wieden + Kennedy creative director Jason Bagley described it by saying, “We were creating and sending miniature TV commercials back to individual consumers that were personalized, and we were doing it on a rapid-fire basis…No one expects to ask a question and then be responded to. I think that’s where we broke through”. The video responses made this campaign extremely successful. Weiden + Kennedy capitalized on the momentum of their initial TV spots and engaged with followers and fans. Through all of this, sustaining the brand’s new image and voice were always kept as a high priority.

Dove – Campaign for Real Beauty

Dove---Campaign-for-Real-Beauty

In 2004, Unilever discovered that only four percent of women thought of themselves as beautiful. So, with the help of Edelman Public Relations and Ogilvy & Mather, the company launched a campaign that challenged people to rethink how they perceived female beauty. The campaign gained a flood of attention from the media and discussions of female beauty started taking place on talk shows, in magazines, newspapers, and online. One ad features a sketch artist who first draws a woman’s face based on the woman’s description of herself. Next, he does a sketch of the same woman but based on someone else’s description. Once complete, the sketches are both posted side-by-side and the subjects look at them. In every case, the drawing based on a description from a 3rd party is more flattering than the woman’s own description of herself. This video went viral and contributed in a big way to the success of this ad campaign. This campaign was successful because it touched people emotionally and allowed people to realize that “normal” standard for female beauty isn’t always attainable and that just being yourself is enough.

Progressive – Flo

Progressive---Flo

It’s not easy to make insurance interesting. With the help of stand-up comic Stephanie Courtney, Progressive launched an ad campaign that featured an upbeat, perky sales agent named Flo. In these commercials, Flo talks to customers about Progressive’s features in a sitcom style setting. Viewers loved the ad campaign so much that Flo has appeared in over 100 commercials since 2008. Progressive was able to successfully break away from the negative public perception that people have of insurance companies by creating a fun and interesting character.

Conclusion

Creating amazing, viral marketing isn’t easy. For every incredible success, there are many more failures. However, if you focus on engaging with your customer and creating a psychological and emotional connection with them, you’ll be well on your way to creating a successful campaign.

What CrossFit Can Teach Us About Creating a Successful Brand
Digital Branding

What CrossFit Can Teach Us About Creating a Successful Brand

You can’t get far in any large city without running into a CrossFit box (gym). This fitness phenomenon has created a cult following all over the U.S. This movement started from one small gym in California and has multiplied into 10,000 independently-owned CrossFit boxes. CrossFit even has it’s own annual international competition known as the CrossFit Games which features 200,000+ participants. CrossFit members pay $150 to $200 per month to climb ropes, flip tires, and do pull ups in old warehouses and manufacturing plants. You won’t find any frills such as a sauna, pool, or tennis court here (like a traditional gym). If you know anyone who’s a member you surely know that they absolutely love talking about CrossFit, and want you to join.

So, how has CrossFit become so successful?

If you’re looking to create a brand for your own business, you can learn a lot from CrossFit (sans the tire flipping). Below you’ll see how CrossFit has become so popular and learn how you can use the same principles in your own business.

Make Something Awesome

Make Something Awesome

People don’t join CrossFit just for the T-Shirts. In a study conducted by the Physical Activity Sciences Laboratory at Laval University, participants in one group exercised for 45 minutes on a stationary bike at moderate-intensity and another group exercised in 20-minute intervals at high intensity. The high-intensity group lost burned the same number of calories as the moderate-intensity group but lost nine times more fat. Your body responds to high-intensity exercises by releasing human growth hormone (HGH) into your blood. These hormones cause your body to build muscle and burn fat. Walking, a light jog or a moderate pace on the elliptical doesn’t trigger this fat-burning phenomenon.

CrossFit’s high-intensity workouts use this science to give its members awesome results. From this, we learn that step one to having an outstanding brand is having a product or service that just plain works. All the marketing and branding in the world can’t save your business if you’re selling a dud to your customers.

Tap Into Your Customer’s “Lizard Brain”

Tap Into Your Customer’s “Lizard Brain”

Athletic rituals have been around since the beginning of time. Once man was no longer required to hunt for all of his meals, athletic contests became a substitute. From the Ancient Greek Olympic Games to modern times, success through physical competition has always been seen as a symbol of superiority and has been encouraged throughout our culture. Great marketing always does a great job of tapping into our most basic and primal human instincts. CrossFit is no different. CrossFit’s daily rituals of intense exercise flip a primal switch in our brains. Instead of promising vain results such as washboard abs and a nice butt, CrossFit promotes mastering exercises for practical, functional results such as a strong core.

To truly make your brand irresistible you must tap into the “lizard brain” of your customer by offering a product that stirs emotion and guides him or her toward instinct-based decision making. Google’s “Dear Sophie” ad created media buzz because it profoundly evoked emotion through storytelling. The ad successfully made consumers feel a certain way. Your marketing must have an emotional context to make your brand more engaging.

Build a Community

Build-a-Community

In a study completed by Norwich Medical School, researchers discovered that participants who engaged in group exercise performed better and at a faster pace than they would have on their own. They also had a more positive attitude towards exercise and reported feeling less alone and isolated during their daily lives. CrossFit workouts revolve around a group exercise format. Each CrossFit Workout of the Day (WOD) session is completed by anywhere from 5 to 20 people. Completing physically grueling exercise within a group bonds those people together and allows them to perform at a level they may have not achieved on their own (think: the military).

CrossFit has a rabid fan base due in large part to the community that they have created through their group workouts. If you want your customers to be loyal followers and disciples of your brand, you must create a community within your business. Reaching individual customers has never been easier throughout the history of the world than it is now. For example, Starbucks’ My Starbucks Idea platform is basically a new-school version of the tried-and-true suggestion box. This outlet has given a voice to Starbucks’ customers and partners and has led to over 300 innovations including digital tipping and free Wi-Fi. You may not have the same reach as Starbucks but you can still use tools like social media to listen to your customers and create a fun, interactive experience for your brand.

Conclusion

CrossFit has been so successful because it reaches its customers on an emotional level, creates a strong community, and sells an outstanding product. Creating a loyal following of customers is no easy task but implementing the marketing lessons above will put you on the right track.