Category: Digital Branding

Digital Branding

The Strong Benefits of Green Branding

On the surface, green branding seems simple enough. It’s about readjusting company initiatives to honor environmentally conscious practices.

According to Investopedia, green branding is about going beyond traditional marketing and promotions to establish “environmental core values” for the benefit of all. In other words, it’s not only marketing or smoke and mirrors — it’s about changing the way a company operates and aligning its core mission and principles with green operations.

As a whole, the practice will benefit the business, consumers and the world. Complex and far-reaching implications can have a lasting impact on the environment, and green branding is a way to fight back against many of those changes. Crucially, consumers tend to have a much more positive outlook on businesses that are in tune with the environment and ecosystem.

The Strong Benefits of Green Branding

The Many Benefits of Going Green

The benefits of an eco-friendly operation are vast:

  • Operational cost savings
  • New product opportunities
  • Enhanced legal and regulatory compliance
  • Premium prices and customers willing to pay for them
  • Local community support and reputation 
  • More supplier and partner options
  • A robust competitive advantage
  • Improved employee morale
  • Green marketing and eco-friendly status symbols

It’s also worth noting that sustainable business practices have a lot in common with going green and eco-friendly initiatives, particularly concerning a  massive reduction in waste and its handling. Environmental practices in the workplace help create a more sustainable business or operation by boosting efficiency and output, reducing waste and optimizing resources, especially finite ones.

Examples of Eco-Friendly Practices

The meaning of green branding is simple enough, but implementing it is much more challenging and involved. The good news is that consumers migrate toward more sustainable, ethical products, so the interest is already there. Nielsen projects that the sales of sustainable products will reach $142 to $150 billion by 2021.

Making changes in your operations and initiatives requires a conscious shift to improve your business’ environmental impact. Green branding is about the communication or sharing of those initiatives through conventional marketing channels. Of course, before that can happen, operational adjustments must take place.

Some eco-friendly practices include:

  • A reduction in resource usage or swapping to more eco-friendly materials
  • More efficient energy usage using something like smart lighting or energy-efficient bulbs
  • The introduction of renewable energy systems like solar or wind
  • Start a recycling initiative to properly dispose of waste
  • Practice water conservation through efficient faucets or smart dispensaries
  • Sourcing components, gear and items from more sustainable suppliers
  • Reducing pollution by upgrading, replacing or retiring old equipment

These are just a few examples of strategies and practices. Your business operations may be different, and that’s OK. Building eco-friendly products is also about the equipment, processes and people doing the work behind the scenes not merely the items themselves.

How to Make Your Business More Environmentally Friendly

Green branding is about the communication and adoption of more sustainable practices. So, if you’re talking about green branding examples, you might see things like sustainably sourced packaging, locally sourced ingredients or eco-friendly corporate goals — like promising to replace conventional power consumption with a given amount of renewable energy by a specific date.

1. Start Small

Every business has a budget, so overhauling every aspect of your operation is out of the question. That’s why it’s best to start small, choosing practices you can change for a minimal cost.

For example, swapping paper products and packages to a recyclable source is an excellent start. Since packaging is responsible for over 80 million tons of waste, such a small change can have a significant impact.

2. Center Your Campaigns

For every marketing campaign or promotion, there tends to be a central theme, which serves as the foundation for everything else that follows. Instead of building marketing campaigns around a topic or message, focus on sustainability and green practices. What are you doing internally to improve the environmental impact? How can that translate to marketing and promotions? Would you like to show off new packaging? Have you thought about creating a commercial that explores your new eco-friendly plant or office?

NewTechWood, for instance, has developed a partnership with other brands that focuses on green initiatives. Part of their strategy is announcing and discussing their new direction, while sharing ways everyone can participate.

3. Always Be Transparent

Consumers want to understand what they’re buying or supporting, which means sharing your sources and how you’re using your supplies. Besides, your audience will want to know what you’re doing internally to sustain the environment. Are you using renewable energy? Are you recycling waste or dealing with it more intelligently and efficiently? Have you upgraded the lighting in your local office to use less energy?

One of the best ways to share this information is through a public-facing feed, whether in blogs, videos or social media.

It goes both ways, too. If you’ve done something wrong, be sure to share it and discuss what you will be doing to remedy the situation. How will you be changing practices in the future?

4. Go Digital

There’s no reason for a paper trail to be hard-copy these days. If you’re worried about protecting data and documents, create backups and use proper security and authentication protocols. Eliminating paper waste is an excellent way to improve sustainability and impact on the environment.

You might also encourage your customers to come on board, which could mean developing or establishing a customer-facing digital platform for your business.

5. Use the Cloud

Data centers are expensive and energy-intensive, especially when they empower internal infrastructure and systems. Offset your resource usage and costs by adopting cloud technologies or working with a cloud provider. The decentralized system handles all the processing and power, and your business would have access to a client-side system.

Cloud providers also simplify technology solutions’ maintenance and security. The provider handles and deals with those elements, allowing you to focus on your mission-critical business practices.

6. Revisit Brand Elements

Rebranding a business also deals with the evolution or upgrade for forward-facing elements, like logos, mission statements, taglines and much more. As you successfully roll out green initiatives, it might make sense to revisit some brand elements customers see.

For instance, if your logo features an outdated item or idea that doesn’t align with your new environmental commitment, it might be time to change.

7. Get Everyone on Board

It’s just as essential to ensure everyone behind the scenes knows what’s happening, too, including company employees, partners and suppliers. Spread the word on internal blogs, during company announcements or events or by getting your teams involved.

Going Green in 2020: No Longer a Choice

If you haven’t implemented green initiatives, you’re behind the times. Your competition has probably already made many of these strides. It’s not only consumers who demand more ethical and sustainable practices in today’s landscape, but also employees, partners and everyone in between.

Eco-friendly practices and green branding are two strategies that could deliver the precise boost in standing and character your business needs. Even beyond that, it can help lower operating costs, improve productivity and output, boost employee satisfaction and significantly enhance product quality and premiums.

If you’re having trouble navigating the world of green technologies and practices, start small. Choose a single operation or element of your services you can improve, then grow from there. Adopt sustainable and eco-friendly packaging. Install some smart lighting solutions or efficient light bulbs in the office. Find ways to reduce the total waste your operation produces. Establish a recycling initiative to properly dispose of or reuse viable supplies.

Going green — including green branding — is something we should all focus on, if only to improve our shared environment and ecosystem.

Authors Bio:

Lexie is a branding enthusiast and web designer. She loves checking out local flea markets and taking her Goldendoodle on hikes. Follow her on Twitter @lexieludesigner and check out her design blog, Design Roast.

Digital Branding

6 Robust Marketing Trends That can Help the Life Sciences Industry

In less than two months, we will be welcoming the year 2021. Thus, it only makes sense that companies are ramping up their marketing efforts.

This includes identifying marketing trends that you can apply for the next year and beyond.

Whether you run a pharmacy, own a pharmaceutical company, or create biomedical devices, here are six robust marketing trends you need to know:

Content Marketing

Content marketing may not be a new thing, but it is a timeless marketing tactic.

For one, it allows Life Sciences companies to provide relevant and compelling information. In return, the readers pay attention to their content and trust their expertise.

Moreover, content marketing is a great way to get past the hurdles of “interruptive marketing.” That’s because it is the audiences who are looking for your content instead of shoving it to their face.

It is just a matter of identifying the right target keywords and incorporating them into your content.

Interactive Content

In relation to content marketing, another trend that Life Sciences companies should consider is interactive content.

Interactive content is any content that encourages human interaction. Some examples are quizzes, surveys and polls, and webinars.

Why should you implement interactive content? Doing so allows you to reap the following benefits:● High engagement rate● Capturing qualified data● Increased brand loyalty

Luckily, there are various ways you can leverage interactive content.

If you provide medication and treatment for people with diabetes, consider publishing an interactive quiz. The quiz will determine the kind of treatment that can suit their needs and lifestyle.

From there, you can collect their contact details. Use this to provide tips and product recommendations based on their quiz results.

Keyword Research

No digital marketing campaign is successful with the help of keyword research.

Proper keyword research allows you to create content that is relevant to your target audience. As a result, you get to improve your Life Sciences company’s online visibility.

That said, it is imperative to identify what search queries your target users often use. You should also keep user intent in mind.

For example, you manufacture glucose meters. A consumer is likely to use “glucose meter test strips” because he intends it for personal use.

On the other hand, a seller might use a “glucose meter accuracy comparison.” That’s because he may be looking for the best products that he can sell.

Once you can identify what keywords to target, the next step is to incorporate them into your content and other marketing collateral.

Voice Search Optimization

Do you know where else you can use keyword research? Voice search optimization.

Digital marketing experts are prominent in ensuring that your online assets are mobile responsive during the past decade. These days, it is imperative that you optimize your content for voice search as well.

This is due to the popularity of voice assistants like Siri and OK Google.

The key here is to focus on conversational search queries. These are full-sentence queries like, “Where can I buy a glucose meter device near me?”

And just like with keyword research, it is a matter of incorporating conversational keywords in your content.

Personalization

If you are using a primarily business-to-client model, personalization could come in handy. After all, consumers prefer a more personalized marketing approach.

But according to Life Sciences expert, Michelle Dipp, you can also apply personalization in prescriptions and treatments.

Take Type 2 diabetes treatment, for instance. Nowadays, there are various pharmacological therapies available to manage blood glucose. This is in hopes of improving medical outcomes.

The beauty of personalization is that it relaxes therapeutic constraints. It also allows healthcare professionals to provide adequate care.

However, it causes the burden of detecting treatment nuances.

Shoppable Posts

If you think that social media marketing is not for Life Sciences companies, think again. However, we cannot deny that this can be a new space.

Nonetheless, there are effective ways to use social media. One of them is shoppable posts.

This is a Facebook and Instagram feature that allows you to sell products straight to your audience feed. You have to be wary about the platform’s regulations on promoting products and services related to Life Sciences.

Moreover, you need to have an approved Instagram business account if you want to take advantage of the shoppable post.

Nonetheless, social media is generally designed for storytelling. This means that you still need to be creative with your content, although you are using shoppable posts.

The Best Time to Shift is Now

Life Sciences companies can be notoriously cautious when it comes to digital marketing trends. However, these trends are proof that change is inevitable.

Whether you jump on the bandwagon immediately or after a year, a marketing trend will only work if you know how to leverage it.

If you are looking for ways to build awareness around your Life Sciences company, there is no better time to implement digital marketing but now.

Digital Branding

5 eCommerce Marketing Mistakes to Be Aware of in 2020-2021

With all the marketing efforts and spent resources on getting an eCommerce store to sell more, you surely wouldn’t want to repeat the calamitous errors of others. In this post, we’ll introduce you to the 5 things to be on the lookout for, bring up which mistakes not to repeat, give tips, and mention what you should get your hands on for your own online store if you haven’t up to this point.

1. Optimize your product images

If you know at least something about search engine optimization, you’ve most likely heard that page load times matter. A lot.

Not only is a slowly loading page terrible in terms of SEO (hint: Google won’t rank well a backpedaling page that takes forever to open), but it also causes terrible bounce rates. Users hate wasting their time waiting for the page to load. They get angry when this happens and leave the site.

Why am I bringing this up? Images are responsible for slowing down a page in way too many cases. Thus, being a marketing specialist, do what you can to optimize your eCommerce site’s speed. Consider implementing caching tools, perhaps, turn to your developers for this one as the best-fit tools to use will differ from one eCommerce platform to another.

If you fall short of techy background, try starting with manual image compression and opting for progressive image formats (these are, for instance, WebP or JPG). 

Below is a screenshot from a product page on the official Philipp Plein eCommerce store. As you can see, the site uses pictures of “weight-friendly” JPG format in the gallery. Plus, I ran a page speed test with a free tool just for fun, and this product page (although it has 5 high-resolution images in the gallery) loads in as little as 5.2 seconds which isn’t that bad.

Product gallery image type on the Philipp Plein website  Screenshot taken on the official Philipp Plein website

2. Add user-generated content widgets from socials

Using cross-posting as leverage is a wide-used marketing strategy. So why not solve several problems with one action?

How? By hooking up user-generated posts to your eCommerce website. You’ll enhance your social presence, grow your audience, enrich social media content, make existing clients who make the posts happier, and give other shoppers some inspiration to get your products.

A great example of such a UGC widget is the “Share How You Wear It” section available on the product pages on the official Reebok website. Clients are allured to make posts on personal social media pages, posts should feature the product that they’ve bought and tag the official @reebok account. If these simple terms are met, the person gets a chance to make it to the gallery.

User-generated content widget with client social media posts on the Reebok website  Screenshot taken on the official Reebok website

3. Get the most of your customer reviews

No matter how hard you try to persuade your potential customers to buy something, the words of those who have already purchased the product are still going to be more convincing. This is why it’s vital to not overlook the reviews that your customers give. Even more so, being a marketer, you should put in some effort to encourage people to leave reviews and to react to them too.

A hint here is to enhance your order delivery confirmation emails or communication. Add a short link to the feedback form on your website’s product page and offer several percent off for the future purchase or some other sort of perk to reward the person if they take the time to write a comment on the product they’ve bought.

From a technical perspective, the feedback section itself can be as fancy as you want. A good idea is to place a review summary prior to the specific client comments, this can assist users who are browsing the item in making quicker conclusions.

To provide you with an example of proper implementation and use of client feedback, here’s how customer reviews look like on the official Maybelline New York website. We see a star rating at the top of the page, the number of reviews (43) takes the user straight to the reviews if clicked. The section has a neat summary, every reviewer’s short personal data, and comments are seen.

Product reviews as seen on the Maybelline New York website  Screenshot taken on the official Maybelline New York website

4. Start using personal product picks

General “recommended products” sections are a deal of the past. Pitching items that the person may actually like and making such product choices based on the user’s earlier shopping carts, bought, and browsed items is a whole new thing. It’s a personal approach that everyone should strive for when communicating with clients, even if it’s done via a page on the web (marketers should be aware of that). And this can substantially grow your average check sizes.

This can be reached by getting a hold of modern personal product page functionality. It’s usually artificial intelligence-based, capable of tracking user behavior, and makes bulls-eye item choices that are displayed to the user.

To show you a neat use of this feature below is the “You may also like” product pick example on the official Fendi website.

“You may also like” personalization block on the Fendi website  Screenshot taken on the official Fendi website

5. Create gift finder sections, seriously

As marketers, you must understand the importance of making it easy to sell things. Putting together various guides, collections, and finders that’ll help users make up their minds as they’re in search of what to present as a gift to someone is a fabulous move. You assist your buyers and sell more.

It is considered good practice to place such “Gift Ideas” in the top menu of the online store. Secondly, it makes sense to break down the suitable items by recipient, occasion, or budget. Thirdly, if gift ideas are gathered as category pages, having on-page filters to simplify the search is nice too.

For some inspiration of what this can be like if handled properly, take a look at how the “Gift Guide for Men” is presented on the official Adidas website. As you can see, the guide is assembled as a separate page, furthermore, users can filter the gifts by size, category, product type, color, etc.

Gift ideas section for men on the official Adidas website  Screenshot taken on the official Adidas website

Final Thoughts

To conclude the above, marketers should be on the lookout for the following five mistakes:

  1. Unoptimized images or other factors that negatively influence page load times.
  2. Missing out on user-generated content via social media.
  3. Not using customer feedback properly (which is a mighty and persuasive tool).
  4. Not having your product picks personalized (and people like individualized shopping experiences).
  5. Not having gift ideas or gift-hunting guides up on the store.

We hope that you’ve found this piece handy! If you have any more often-occurring marketing mistakes in eCommerce in mind, feel free to share them in the comments below.

 

About the Author

Alex Husar

Alex Husar, CTO at Onilab with 8+ years of experience in Magento migration and Salesforce development services. He graduated from the Czech Technical University and obtained a bachelor’s degree in Computer Software Engineering. Alex’s expertise includes both full-stack dev skills and a strong ability to provide project-critical guidance to the whole team.

 

Social media:
https://www.linkedin.com/in/alex-husar
https://twitter.com/AlexHusar1

 

 

Digital BrandingPersonal Branding

What are 3 Instagram tools you need to keep up with trends?

If you use Instagram not just for sharing your images with a close circle of friends, you need more than just the app itself. Having an engaging IG page is a perfect opportunity for a business to attract new audiences and interested clients. Do you know that in 2020 Instagram hashtags work similarly to SEO keywords that help get your content exposed to more people? It takes some time to research these words, but if you know what Instagram hashtag generator to use, you can easily find the best hashtags that work for promotion. 

The point is that discovering new Instagram tools will help you better your content strategy and make the most of your online business. In this article, you will find out more about tested Hashtag finder, Instagram font generator, and Profile analyzer – keep on reading to learn why these tools are useful. 

3 tried and tested Instagram tools you need in 2020

#1 Toolzu Hashtag generator

If you try google hashtag tools, you’re gonna see many options on the web. But when you start using them, you realize that most of the tools are not convenient. 

Toolzu is a handy tool that lists over 12 million hashtags, and new ones are added regularly. This tool lets you discover hashtags by keyword or with the help of AI-algorithms. You can simply paste a link to any post or upload a picture. 

In front of a hashtag, you can see how intense the competition will be if you use it (the graph Difficulty). For example, if a hashtag is used in millions of posts, the content is saturated, and your post will be among the recently added for just a couple of minutes. That’s why it’s worth to include in your set medium and more niche-specific hashtags. 

The main upper hand of using a hashtag generator instead of the in-app search is that you can copy them instantly. The app does not allow you to do that to click on a hashtag and view the content. 

What are other benefits:

  • The option of mentioning 5 keywords per search
  • Looking for hashtags in any languages
  • Deep analytics on hashtags including top posts

If you haven’t been using hashtags because you were lazy to discover them via the app, use the effortless yet effective way – the Toolzu hashtag finder. The 7-days trial period is free of charge. 

#2 Fonts generator by Bigbangram

It is getting more and more trendy to use other than IG default fonts. Bloggers who write long captions tend to organize their texts better – with bold headlines, highlighted words. Hence, an IG copy turns into a meaningful article. It’s also helpful to add various fonts into your bio description and IG name. 

If you think that to type in a different font, you need to hack the IG app; you are mistaken. The only thing you need is a proper Instagram fonts tool, and I recommend you to check the one by Bingbangram. 

You need to insert or type any text in the Latin alphabet, and it will be immediately converted into a style you choose. The library lists dozens of fonts in various moods – classical, romantic, minimalist, gothic, etc. 

I like most of all that it is possible to preview how a style will look from a phone screen. There is a simulator, and I advise you to check it if you are looking for a fresh font for your name or bio. 

Try fancy characters for your page – the tool is forever free. 

#3 Profile analyzer by Ingramer

 

Finally, I number 3 on my list is the Analyzer of profiles by Ingramer. This tool will be helpful for those who are growing and looking for some ideas on the accounts of their competitors. Sometimes, spying on strategies of successful accounts helps to get insights. 

What info will you get:

  1. Reals stats, like the engagement rate, to see if the followers are active and the content is interactive
  2. Best-performing content that will help you to get what kind of media your audience consumes better
  3. Top hashtags that you can also try in your captions
  4. Posting schedule that you can consider when deciding what time is better to post to get more interactions

All in all, you need to collect the list of the popular accounts in your niche and paste their names into the Analyzer tool. After, you can use the data to adjust your IG posting and content strategy. 

Conclusion

Having all the mentioned above tools at your fingertips will help you expand the reach of your content, create more eye-grabbing text, and apply some of your competitors’ techniques. Services like Toolzu, Ingramer, Bigbangram are widely-used by influencers, digital marketers, and business people. Do you want to try them too? Hurry up – more people want to see your content. 

Digital Branding

When Should Your Startup Expand Into New Verticals

Growing a startup into a successful and viable long-term business is the goal of every entrepreneur. Expanding your idea from a single concept into an expansive business with multiple different revenue streams and geographic distribution is a fun and exciting challenge. Exploring new verticals is an excellent way to grow and protect your business from market fluctuations and changes; diversification is the key to success.

Finding the right time to move into a new vertical can be challenging, though. Move too soon and you risk overextending yourself, but move too late and you risk your business stalling. In the following article, we’ll provide you with some advice on how to find the best time to move your business in exciting new directions.

Expanding Vertically

Vertical expansion is the process of moving your business into a new field, with the goal of diversifying your operations, risk, and revenue streams. When executed at the right time and into the right areas, vertical expansion can take your business to a whole new level, complementing and synergising with your existing business operations.

Aaron Babb, Director of Aevum Health had this to say on the importance of expanding his business, even when he was in a comfortable situation – “New verticals relating to new markets or revenue streams are an incredibly powerful business growth technique that allows for expansion without significant additional costs. In a small to medium-sized business often your biggest issues are cashflow. Seeking out and finding new verticals allows for additional revenue once set overheads have already been established boosting business cash flow.” 

Test the Market

As most startup entrepreneurs will know, not every idea is a golden one. Some things appear great on paper, a sure-fire path to success, but once they are moved into the marketplace they fall apart. Testing your idea for vertical movement is important to not only evaluate whether it is a viable idea that the market will accept, but also if the timing is right. 

Gary Vaynerchuck, prolific social media magnate and business advisor has this to say on testing the market “If you’re worried you won’t be able to communicate your idea to the existing market, maybe your idea needs some rethinking.” 

A small market test may demonstrate that while the move is something your customers are ready for, your business isn’t in a place to make the move with the attention and focus required.

Get the Timing Right

Timing is everything when it comes to expanding your business into a new vertical. If you make the move too soon into your startups’ lifecycle then you risk derailing your core concept by spreading your resources too thin. If you make the move too late, though, you risk being too heavily integrated into the core business platform. Keep vertical expansion constantly in your plans, regularly assessing when the best time is to move forward without diverting mission-critical resources, but while you are still small and agile enough to move and adapt into a new area.

Identify the Motivators

One of the most important questions to ask yourself when considering moving your business into a new vertical is why you are doing so? Identifying the motivations behind the move will help you to thoroughly assess whether now is the best time to be making a change.

Tim Ferris, author of the 4 hour work week “The question you should be asking isn’t, “What do I want?” or “What are my goals?” but “What would excite me?”

If the motivation for exploring new business avenues is the wrong thing, then you risk the idea falling flat. Vertical expansion should be done at a time in the business when you have a solid footing in the core business vertical and have maximised your current potential. If the motivation for expanding into a new vertical is because your competitors are doing so or you are just looking for a new challenge then the timing may not be right.

 

Moving your startup into a new vertical will almost certainly be harder than it was launching the idea initially. When a business is just starting it can afford to be much more dynamic in its movements and decisions. It can also afford to make mistakes and recover from them with relative ease. Once a business has been established, pivoting into a new vertical is much more difficult as you have to carefully balance the existing business operations, staff, and customers while trying to launch something new. The cost of failure is much higher, but the benefits of success are too. Identifying the right time to make the move is critically in boosting the chances for a successful expansion.

Digital BrandingLegal BrandingSaaS Branding

Keeping Home Improvement Clients Safe and Happy During The Pandemic

Despite the many changes resulting from the national pandemic, the home improvement industry has seen a significant business spike. As more people remain indoors, the desire to create a safe and decent environment to live in has increased. While this is great news for contractors, acquiring new clients still comes with some challenges. 

COVID-19 Fears

Though homeowners understand the importance of keeping up with maintenance and repairs, fear of contracting or spreading the coronavirus causes some hesitation. As such, local home service providers like an Orange County insulation installation contractor or a San Diego County rodent proofing company must develop strategies to put their clients’ minds at ease. Continue reading for some practical solutions. 

Get Educated

Before you can ensure your home service clients that you have their best interests in mind, you must get educated. Learn about COVID-19 in your service area. What are the rules and regulations set forth by the federal and local governments? What recommendations have been provided by the CDC? What are some health and safety practices that other home service providers are using? 

Develop Workplace Safety Procedures

After you’ve done some research on keeping clients and employees safe amid the pandemic, you should develop workplace safety procedures. Here is a look at some things you might consider adding: 

  • All contractors must wear PPE at worksites.
  • Contractors must get screened and tested regularly for COVID-19.
  • Should an employee become sick, they must go home, and quarantine, and clients notified immediately.
  • When possible, contractors should commute separately. 
  • Staff should properly sanitize work areas throughout the workday.
  • Keep onsite crew to a minimum during projects.

Once you’ve developed new workplace safety procedures, ensure that your crew fully understands what is expected of them. Then, add this information to your company website and social media pages so that potential clients can see what you’re doing to ensure everyone’s well-being. 

Offer Virtual Solutions

While in-person meetings are common during a home improvement project, this practice is risky in the middle of a pandemic. Whether you need to meet with your clients to go over the blueprints and budget or to discuss changes along the way, utilizing digital resources like video conferencing software is highly recommended. You can schedule meetings that provide an in-person vibe without putting anyone in harm’s way.

Project management software is another digital solution that can enhance productivity. Such platforms allow you to communicate with key players from subcontractors to clients, on vital project information. You can delegate tasks, share blueprints, provide a budget, manage teams, and maintain timelines in real-time. It reduces your need for in-person meetings and dramatically reduces everyone’s risk of contracting the coronavirus. 

Ask for Testimonials

Word of mouth remains one of the most effective ways to acquire new clients. The pandemic may have resulted in many people social distancing, but they can still spread the word about your home improvement business. Digital branding solutions like positive customer testimonials or reviews go a long way in decreasing your target audience’s fears. 

When you complete a project, ask your clients if they’d be willing to record a video or write a review on your company website. They could talk about their initial fears, how you and your crew accommodated their needs and their satisfaction with the finished product. As interested parties inquire about your services, the positive testimonials and reviews put their minds at ease. 

If you’re a home service provider who experienced a decline in business during the pandemic, you’re not alone. Though homeowners are interested in keeping their homes safe and comfortable, the fear of the coronavirus causes them to put off much-needed services. If your business will survive these trying times, it is vital to make necessary changes that accommodate your clients’ needs while ensuring their safety. Using strategies such as those provided above, you show your target audience just how committed you are to keeping them safe, which can ultimately grow your business.

How Webinars Can Benefit Nonprofit Branding? Free Tips & Advice.
Digital Branding

How Webinars Can Benefit Nonprofit Branding? Free Tips & Advice.

If you’re new to the trade, branding is probably the last thing that comes to your mind when you think of organizations that deliver true social impact. However, a well-organized nonprofit branding is crucial to the successful development, functioning, and aim completion of the org.

A strong and reliable brand:

  • Helps your nonprofit stand out amongst other competitive foundations, so your brand message and efforts to spread your cause gain popularity and reach a large audience.
  • Grows your nonprofit’s visibility, generates support, boosts fundraising, and helps obtain other donations.
  • Attracts and engages potential volunteers to join your team and contribute to your work and mission.

According to LiveWebinar.com, online seminars are an excellent approach for a present-day organization with modern visions and ideas to manage successful and efficient branding. These web seminars are a low-cost alternative to in-person and events, that help you describe your nonprofit in a more human way to gain attention and help. They offer you a valuable opportunity to reach many people around the world and raise awareness about your cause.

So how to create an impressive and memorable online seminar to promote and grow a nonprofit organization? Check out the following tips and guidance on how to run a successful webinar to boost the progress of a non-business entity:

Tell the Nonprofit Story

The primary goal of nonprofit branding is to both convince the mind and touch the heart and thus favor an organization traditionally dedicated to furthering a particular social cause or advocating a shared point of view. So, start the webinar with enticing storytelling about the org while keeping in mind the following tips.

  • Mind the difference between the personal brand and the brand promise. This way you can best empower the cause for achievements.
  • Show how you spend funds and donations.
  • Talk about what are the current obstacles and needs of your organization.
  • Convince and intrigue the audience to build trust in your cause.
  • Be sincere and tell authentic statements.

The webinar offers practical methods to justify them with facts and data in the form of diagrams, tables, and graphs. This information, presented professionally, proves to the attendees that your org has a real impact.

Read more from us:

Build Empathy and Emotion via Compelling Content

The webinar serves great for that because it allows you to intertwine the presenter with inspiring multimedia to convey the spirit of altruistic work you and your staff do.

A great way to build empathy is through creating a nonprofit video to explain your mission and to motivate your audience by showing that everyone is valuable and contributes to a cause.

6 Steps On How To Start Your Own Video Production

Increase Your Reach

An aspect of successful branding is to reach as many people as possible, and a webinar is becoming one of the best options for that. There are attendees who already interested in nonprofit activities and willing to register. A great way to further better your funnel is to offer an online course as free training for anybody onboarding the cause.

How to Optimize Your Online Seminar to Attract Even More Participants?

How to Optimize Your Online Seminar to Attract Even More Participants?

Well, consider leaders or virtual leaders of another organization or individuals competent in your field to take part in the webinar as guest speakers, panel participants, or moderators on a specific topic. This is an innovative approach to grow your nonprofit’s reputation amongst a new audience and spark curiosity towards your work.

According to tech professional Antoine Bechara, guest speakers probably have their own audience and if you help him or her to leverage it to the fullest, you can further increase interest in your nonprofit and cause. Always encourage both speakers and viewers to spread the word about your organization. If your message is authentic and right, you’ll be surprised by the extent of the results possible!

Choose High-Quality Leads

No matter how many presenters there are, or whether you or someone else runs the webinar, pick a host who is a professional for a successful event and branding.

A qualified presenter:

  • is aware of the webinar topic and all details related to it;
  • is intelligent, confident, but not arrogant, and has excellent public speaking skills;
  • focuses on the goals of the webinar and chooses the most suitable strategy to run it;
  • carefully lays out the content and doesn’t miss important points within the allotted time frame.

Eager for inspiration? Read “Branding Strategies That Can Propel Small Businesses

Increase the Traffic to Your Website

As an activist of a nonprofit, you probably own a website about the org and the work you do. It’s important that you promote your site to increase awareness about your mission. Use the webinar to introduce your website to your target audience.

According to volunteer management experts Volunteer Mark, an online seminar offers you an ideal opportunity to share info, organization details, and how to register and volunteer rights. Direct your viewers to the website and encourage them to share it.

Final Thoughts

So, if you struggle to promote your nonprofit and accomplish your aims, focus on an approach to develop strong branding. It builds a reputation, increases awareness, and helps you raise money. Webinars are a sustainable and efficient way for your brand strategy to reach many people and potential contributors.

Stick to our detailed guide and tips on how to run your webinar to make sure that your nonprofit stand out and make the impact you desire.

 

Author: Dimitar Karamarinov

Dimitar is an award-winning digital multi-instrumentalist with authorship in a broad range of digital medium and multimedia starting as early as 2006. With over a decade of experience in audio, graphic and motion design, along with various forms of business and communication, Dimitar Karamarinov gains experience with companies of grade Entrepreneur Franchise 500, Inc 5000, and multi-continent companies, along with various charity initiatives under his belt. Dimitar Karamarinov is proactive in appearance on established media such as Forbes, Metro News, CMSWire, BBN Times and more.

marketing-strategy
Digital Branding

Is Your Product Packaging Hurting Your Branding Efforts?

Because consumers have access to so many choices, we typically see how a company presents itself before we ever try one of its products. Branding, as a result, can be just as important as the actual quality of your product — especially when stocked with other products in a supermarket or listed on an online storefront.

Your product packaging could be the first encounter a new customer has with your brand. It needs to quickly communicate what you’re trying to sell, what makes it different and why the customer should buy that product rather than any of the others stocked in the same place. There are also practical concerns — like functionality or stackability — that may make product packaging less effective than it could be.

These are six ways to tell if your product packaging may actually be hurting your branding efforts and what you can do to design packaging that sells a product, rather than hold it back.

1. Your Packaging Doesn’t Tell and Sell

Good packaging should both tell a customer what’s inside and sell that product. With a glance, a customer should have a decent idea of the product inside and why it’s unique.

Simple or subtle design elements can communicate a lot about what makes your offerings unique. Bold color schemes and elegant fonts can suggest high-quality, luxury items. Textures, earth tones and agricultural imagery, on the other hand, can tell a customer that they’re looking at a product that’s organic, all-natural or sustainably made.

Some of the success of your product containers may be dependent on your branding. If your brand doesn’t really tell the story of your company — what you sell and why you sell it — it may be hard to correct brand-aligned packaging that effectively tells and sells. In this case, a rebrand or smaller adjustments to your company’s look may be the best option.

2. Your Packaging Is Wasteful

Wasteful or unnecessary packaging is bad for everyone and the planet. It often costs more, may generate hard-to-recycle waste and could alienate customers who are looking for ways to reduce their consumption.

Simple tweaks can make product packaging much more eco-friendly and efficient. Switching to sustainable packing materials, for example, or opting for biodegradable plastics, can reduce waste. Typically, you won’t need to rebrand to manage wasteful packaging. Tackling inefficient or non-sustainable product containers is a good place to start if you want to make your brand seem greener or cut back on manufacturing costs.

Wasteful products — like those in plastic clamshell containers — can also be hard to open, combining the problem of wrap rage with growing consumer dislike of plastic packaging. While containers pose a very temporary inconvenience for customers, they can still be frustrating, and may even make a customer less likely to buy from the same company.

3. Your Packaging Makes the Product Hard to Use

Hard-to-use packaging can hurt any product, even if the packaging is an effective brand ambassador in every other respect.

For example, a company may manufacture a cleaning spray in a distinctive bottle that is, unfortunately, not ergonomic or makes it hard to use the last of a product. This product may secure the first sale with its look, but turn off a customer from future purchases because it’s hard to use.

Ease-of-use should be one of your key considerations in package design, along with look, durability, stackability and sustainability. Simple usability testing or fielding feedback via email surveys can give you a sense of how well your current package design works and how it could be improved.

4. Your Packaging Is Inconsistent

Consistency in branding is one of the marketer’s best tools. With consistency, it’s more likely that customers will really remember your brand. With awareness, they could develop a preference for your products and may even recommend your business to friends or family.

Products in the same line should look like they’re coming from the same company. This helps build brand awareness, and it may even encourage customers to buy other products you sell if they have good experiences with your company.

5. Your Packaging Is Hard to Ship or Stock

Unusual packaging can help a product stand out. However, it can also make items more expensive to ship or stock. Packaging that’s not durable enough may also sustain damage in transit, potentially making a product unsellable.

Simple changes can help here. Square or rectangular boxes are always going to be easy to ship and stack. Looking to your competitors may also help. If they’re well-established, their packaging may provide hints for how you make your offerings easier to transport or shelve.

These changes may also provide an opportunity for making your packaging or containers more sustainable and more durable or efficient at the same time.

6. Your Packaging Is Hard to Understand

If a container makes any claims, it should be in the language that a customer speaks. Clearly communicating benefits with phrases your target audience will understand can help make sure they don’twalk away confused about what your product offers.

Understandable doesn’t always mean simple. Some businesses — like those manufacturing supplements, high-end skincare products, electronics or niche items — may have a highly informed customer base. These consumers can have different vocabularies and may expect clearer, more direct descriptions of how a product works.

References to specific ingredients, like vitamin C, creatine or rosehip oil, could confuse a general audience, for example — but the benefits they offer may be perfectly clear to certain customer segments.

How to Keep Packaging in Line With Your Branding

Packaging and branding that work together will be essential if you want to attract customers and keep your business growing. When evaluating your products, it’s best to make sure their containers effectively communicate the benefits. They should also be easy to use and open and, whenever possible, generate minimal waste.

Lexie is a branding enthusiast and web designer. She loves checking out local flea markets and taking her Goldendoodle on hikes. Follow her on Twitter @lexieludesigner and check out her design blog, Design Roast.

Digital Branding

7 Tips to Help You Build a Strong & Reputable Brand

When you create your brand, you have to think of coming up with a creative logo, an impressive color scheme, and a catchy slogan. All this is imperative, but there is much more to creating a strong brand in a competitive market. Remember, everything you do in your business influences your brand perception in the market. Well, building a robust and reputable brand requires effort and a lot of creativity. We have compiled a few tips and a guide to help you get started.

Determine how people see you

Your business brand is not what you say but rather how everyone else sees it. As an initial process of building a strong brand, you have to know what people think about it. For example, do a Google search on business to check out for any reviews online or ask your close allies how they view your business. You can have business experts conduct an analysis from the general public on your behalf.

Perfect Your Personality

It would be best if you started thinking of your brand as a person with specific traits. With this in mind, ensure that whatever your business does and creates does not contradict your business’s personality. A brand’s personality is the commitment to fulfilling promises and business values, mission, and vision. Yes, your brand personality also needs to be reflected in your brand design, image, and colors. How you treat your customers should also reflect the personality of your brand. If you feel that something you are doing does not support your brand, you need to change it to keep your business personality alive.
Invest in your online platforms

There are several online platforms these days, including Facebook, Twitter, blogs, website, and many more that give you a place to engage your audience directly. You only need to take time and identify which one works well with you and which one can help you reach your target audience. Through these platforms, you can market your goods and services hence building on your brand. You can also empower your customers as well as express the purpose and mission of your business. Remember to be as authentic as possible in your online content and interactions.

Have consistency yet remain flexible

Most of the strongest brands are consistent in everything they do and have gained their customers’ loyalty due to consistency. However, even with consistency, you need to be flexible enough to take in new ideas to grow your business. Be flexible enough to change the business tactics that no longer work for you. Ensure that you review if the actions that you are taking to scale up your brand are working. Conduct brand audits from the perspective of your suppliers, customers, and employees to ensure that your brand’s impression is how you view it. Ensure that your brand thrives and showcase your strengths as you work on your weaknesses.

Get ready to build your brand awareness.

Even as you work within the business to build your brand, you need to think outside the box on how to build your brand’s awareness. Creating brand awareness among your potential customers can make it strong. For example, you can use a technique known as entertainment marketing where you use pop culture to grow your brand. You can use movies, music, celebrity endorsements, characters, product placements, and other approaches. The bottom line is that you have to go the extra mile and think outside the typical marketing techniques to grow your brand among your target consumers.

Maintain value

For your brand to be strong, you have to do something that puts you ahead of your competitors. Have a unique product proposition regarding the value of your product or how you handle your customers. Also, ensure that your products and services are on par with what you are marketing to your potential customers. Do not create a false impression of your product. Do not overcharge your customers! Let the product price go hand in hand with the quality of your product or service.

Associate your brand with strong brands

According to Sham Hyder, the Founder, and CEO of Marketing Zen, connecting to another brand could either weaken or strengthen your brand. Thus, to enhance your brand, you have to associate with strong brands, and vice versa is true. For example, you can associate with strong brands through authority blogging. You can create nice business blogs and post on high authority sites. The sites have high traffic, and therefore posting blogs there will create brand awareness for your potential customers.

Wrap up

Building a strong brand takes a lot of effort and commitment. Ensure that your product and service are a clear reflection of the personality of your brand. Moreover, be consistent, market your brand, maintain the value of your product, and associate with strong brands to enhance your brand’s growth.