Mattress Startup Branding Tips
Digital Branding

Sleeping Like A Baby – How to Brand a Mattress Startup

With the recent shakeup in the mattress industry surrounding the use of technology, we have come to see many new, and innovative products offered for your personal sleep comfort. Materials are more affordable to manufacture than ever. And with construction design available for a customized sleep experience for a fraction of what it cost a decade ago- it’s no wonder we have seen an influx in new mattress startup companies.

Online advertising and warehouse to front porch shipping also make the consumer experience that much more convenient, which is why branding your startup is so important to your company’s success.

What is a Brand, Exactly?

We aren’t talking about the brands used to this day in the cattle market to distinguish ownership, although the concept was born there. Instead, branding your product in a business sense means to provide a unique promise to your customers that they will recognize amongst all others.

How your customers perceive what you have to offer should be a foundational starting point for your brand, and include what you are communicating to them. Your website, promotional strategies, and graphics should all portray to them this brand. In this case, branding a new mattress startup means you want to shine above all others in the industry and suggest you have something others don’t. So how, exactly, do you go about branding your products to convey this to the world? 

A brand is derived from who you are and what you want your customers to view you as. Hopefully, this is one and the same or you may eventually have some issues with your marketing techniques. This means that you need to start with a clear purpose in mind of where you want to go with this business and start from there. 

How Do I Brand My Mattress Startup?

Once you have a clear purpose of what your business does, you need to make sure you convey to your customers why they need it in their lives. This is your strategy, and you need to consider the following to get yourself started on a journey of business success.

  • Consistency is key in all aspects of this approach as you consider how to best communicate your products, and to whom. What, where, and when you promote your items are all ways to get your brand attention, so you need to take the time to know your audience in order to best reach them in a marketing platform that appeals to them.
  • Learn the needs and desires of your ideal consumer and provide them opportunities to see your brand through your logo, tagline, and within every aspect of your business. Be sure to use an emotional appeal to get their attention. People rarely buy based on logic, they buy based on emotion so you want them to associate those emotions with your brand.
  • Use social communities to build knowledge about your brand. With the use of digital media and online advertising, this is easier than ever. Social media provides an excellent, and inexpensive way to both promote and get the feedback you need to make your brand grow.
  • Make sure your product value is clear to the consumer. Ask yourself why your brand is the best, and convey this message to your audience. If you struggle to answer this, then you need to delve back into your business goals and purpose. This should be a clear, and consistent message.

Customer Service Is Key

All of the above may provide you with an outline to follow for marketing your brand, but your growth will be more dependent upon your customer service. By investing in customer service, and providing for your audience a tangible result, people will begin to pay attention.

Consider a mattress review site that provides unbiased, honest reviews of your product. Positive experiences with the product and effective communication with your customer service is exactly what a potential buyer want to see to make sure their investment is worthwhile. Mattresses are a very personal item people purchase for themselves, and they need reassurance that if they are unhappy, or have questions, their time is valuable to you as a company.

Marketing Strategies

But isn’t everything I’ve been talking about marketing? Not quite. It’s important not to confuse marketing with branding your product, or you may end up undermining your entire message. Sure, branding your product is an integral part of marketing techniques, but they aren’t one and the same.

As mentioned, your brand is your promise to your customer. It should precede and underlie the pushing of your product in a marketing platform. Marketing gets people to buy, but your brand is what gets them to keep coming back for more of what your company has to offer.  You want people to remember the brand, not necessarily the item you are pushing, and in order to do this, you need to get your brand noticed.

To do so you need to promote your brand. By now you should know and anticipate the needs and wants of your consumer and have an idea of how your product is being received. Customer service may be the best way to help spread the word of your products, but getting that brand out there will direct people to search you out.  

Never underestimate the power of blogging to help market your brand. Not only can you compile your product reviews all in one spot, but you can also provide direct links, promotional items, and helpful hints and ways to best support the industry you are selling in. For example, helpful, searchable articles surrounding “Tips to Sleep Better”, or attention-grabbing titles like “Sex and Sleep”, will all bring attention to your brand through online shares to social media and commenting forums.

Avoid This Pitfall

As with anything, even if you feel you have a great product and should be getting attention, there will always be setbacks. To start, you need to know that this will happen and you need to recognize when your strategies are not working before you sink too much money into it. At this point, you need to reassess and avoid the pitfalls that may have held you back.

In order to get attention, you need to be first. Ask yourself, did you make your mark with an entirely new idea or approach, or did you follow a tried and true path that has already been done? If this is the case, it doesn’t mean you aren’t marketable, it means you aren’t branded: you aren’t memorable to the consumer. And you need to go back to the drawing board and determine why, exactly, should consumers consider your mattress over all others? What can you offer that others can’t?

This all comes back to product value mentioned earlier in the article. This is crucial to your survival and should be clear to everyone involved to provide the momentum needed for a successful branding strategy.

What is your e-commerce brand
Digital Branding

How to Establish an Authentic E-Commerce Brand

What is your e-commerce brand A strong brand is so much more than a cutesy name, a logo, and a corporate color scheme. At its core, it’s about creating an authentic identity and purpose that engages the hearts and minds of your customers. It’s finding what makes your business compelling and making that message loud and clear. For those looking to stand out in the competitive world of e-commerce, branding has never been more important. If you’re looking for ways to increase your sales in 2017, learn how to build a brand that feels real. Check out our recent post for actionable tips on how to use digital marketing to promote your brand.

Become a great storyteller

Stories are powerful tools of persuasion, both in life and in consumerism. If done right, they are one of the most effective marketing techniques at your disposal, since our human brains are wired to respond to stories. Today’s shoppers are uninspired by boring brands without hint of personality. Stories not only give you some texture, they also help to build trust – the cornerstone of successful sales. Rather than straight advertising, stories help us to view events from the context of our own values and experiences. Ask yourself why your brand exists – what purpose it is here to serve and how it came about. Contained in your answer is your first story. We can all relate to the tale of a great adventure, whether personal, professional or social. Keep your stories clear and simple, told in a tone of voice that works for the personality of your company. A good example of a brand that tells great brand stories is BeardBrand: seller of beard care products such as oils and grooming kits. Through his blog and YouTube channel, founder Eric Bandholz provides regular content to his customers around beard care and maintenance, positioning himself as an authority in the process.

Maintain consistency

A great brand is recognizable, and to be recognizable, you must be consistent. Both in life and in business, consistency is a strong indicator of trust. As your customers get to know you better, they will come to expect certain behavior from your business, based on their experiences with you up until this point. Brand consistency applies not just to how everything looks, but also to how you do business – from customer service to order fulfillment. When your brand is born, consider what values you will attach to it. What will you commit to providing for your customers, and how do you want them to perceive you? Once you’ve formed and communicated this company image, make sure you stick to it. Brands often reinvent themselves, much to the confusion of their customers. Sometimes it is necessary to revamp a tired company image. But try to do so in a way that doesn’t shake up all the good things that your customers associate with you so far.

Build out your network

Really successful e-commerce stores understand the power behind good content marketing. Useful, interesting and effective content does the hard work for you – and in turn, it positions you as a credible industry authority. And the best thing about all this? Through social media and relationship building, your content can be used to help you build links – an important part of boosting SEO. Social media is your best friend when it comes to content marketing and forming new relationships with bloggers and other website owners. Contact them via social media and email to find out about collaboration opportunities. It’s a good idea to try and build up a rapport, as influencers and editors tend to prefer working with people they know. Once you see a website you like that you’d want to write for or be featured on, check their guidelines to see whether they have accepted guest posts or product adverts in the past. Be sure to do the same for them, and make a lot of noise on social media when your links are published. Build community through customer feedback

Create a community around your products

This is one of the best ways to generate repeat custom – and as any good store owner knows, repeat customers are the lifeblood of your e-commerce business. Generating a community around your products not only encourages your customers to come back, it also helps to create a positive attitude around what your brand has to offer. But it must be fully embraced. To succeed at building a brand community you must be willing to be present – listening to your customers and reaching out to them for their feedback. Your updates and stories must be interesting and regular: not just straight advertisements for your products. Giving your customers a platform to share their views and interact with one another – perhaps sharing images of the product or service in action – will increase engagement and also provide you with a nice amount of user-generated content.

Speak directly to your users

Selling is all about language and using the right language to motivate your website visitors into action. If your potential customers aren’t feeling excited by what they see or read, then naturally they are less likely to spend money with you. So consider what they are really looking for from this transaction. If you sell green tea, then what your customers are really looking for might be better health and more variety. Or if you sell software, then what are the benefits? What does the customer really want from the transaction? What is their end goal? There will always be one. Build your online store The e-commerce brand Shopify knows that its customers’ motivation is to start their own online businesses. The language used on its build an online store page – phrases such as ‘everything you need’, ‘measurable results,’ and ‘make it your own’ – put the focus on the customer and what they hope to gain from using the service. The word ‘you’ is used frequently and encourages the user to imagine themselves using the service and take action – far more so than if you were to rattle on about the service non-stop. It’s all about identifying with your customers’ dreams, and clearly showing them the connection between buying your product or service and achieving that dream. For further information on branding, consider reading our Brand Authority eBook, which will provide answers to all of your burning questions. At the end of the day, it’s important to remember that your website visitors are individuals, and not a faceless mob. If you were interested in making a purchase online, what would you hope to see and how would you want to be treated? A brand that resonates cannot be faked – to be genuine necessitates transparency. Tell compelling stories and look to build a consistent and responsive image that gets your customers excited to shop with you. Which of these elements is your online store missing? Patrick Foster, E-commerce Enthusiast and Entrepreneur I’m a freelance e-commerce expert & serial entrepreneur. I love to write articles on e-commerce branding and content marketing for ambitious online sellers, and hope to share some useful insight that will help to grow your business. Check out my website.

5 Steps to Successful Digital Marketing for Tech Companies
SaaS Branding

5 Steps to Successful Digital Marketing for Tech Companies

When I first approached Dean Ara, I was amazed by his know-how and skill levels in the product marketing area. He is the Principal and co-founder of Total Product Marketing. With 17 years of technology marketing experience, he’s run channel marketing programs, go-to-market positioning, and product launches, and managed the online reputation and identity for dozens of clients. That all said, we had to get his guest post on Altitude Branding – and here he is, without further ado:

——————————–

Looking for a better, more effective way to market your products and services in the cloud, hosting, and tech space without having to spend a bundle or resort to expensive marketing solutions? With the increasing number of startups jumping into the arena, it’s hard to stand out above the scrabble of climbing all over one another to get those customers you just have to have.

The marketing of tech products and services isn’t like the marketing of motor oil. There you just pick the viscosity grade you want and a brand name you’re familiar with. It’s different when you’re doing digital marketing for tech companies. People who need you might be familiar with your company name or brand or, they might not.

Your prospects are considering a pretty hefty investment and will do a ton of research before they even approach you. And how do most of us do our research today? We “Google it.”

Will your prospects find you? 

They will if you try this well-planned, five-step digital marketing plan for tech companies — a winning MSP marketing plan that matches your products and services with client needs and educates them in the process.

Give it a try and move ahead of your competitors.

Step 1: Evaluate Where You Are

“If you do not know where you come from, then you don’t know where you are, and if you don’t know where you are, then you don’t know where you’re going. And if you don’t know where you’re going, you’re probably going wrong.” — Sir Terence David John Pratchett, English author

As Pratchett noted, it’s hard to figure out where you’re going if you don’t know where you are. So, start your digital marketing plan for tech companies by evaluating where you are now.

What’s Your Value Proposition?

First, figure out what product or service you’re selling and what differentiates your company from others selling the same things. Turn this into your value proposition — that concise statement that explains what benefit you offer for which business(es) and how you do it better than anyone else. Put another way; your value proposition pinpoints and solves the problem your target buyer is experiencing and describes what sets you apart from your competitors.

Then look at how you currently go about marketing your wares.

Are You Using Enough Marketing Channels?

Digital marketing is a multi-channel activity. It’s not enough to put up a website and expect people to find it. You’ve got to discover where your prospects are likely to be and also be there so they can find you.

More than 75% of B2B use three or more channels when conducting their research, according to Blue Nile research, with 80% leveraging online search and company websites.

What channels are you using?

Of the multiple online channels available, which do you use?

  • Website
  • Social media
  • Email
  • Organic search and rankings
  • Paid search (pay-per-click)
  • Display ads
  • Affiliate advertising

You certainly don’t need to use all channels. But remember, the more channels you use to present your content, “the more opportunities you’ll have to drive potential customers to convert.”

Now it’s time to move to step two of our guide on digital marketing for tech companies.

Step 2: Determine Your Goals

It’s quite likely you’re among the many who’ve listed lead generation and increasing sales as their top two goals. But you can’t just snap your fingers and make it happen. You need to plan how you’re going to achieve those goals. And you need to make them measurable.

So, by how much do you want to increase sales and by when? By what percentage do you want to grow your leads and by when? Then you need to figure out how realistic those numbers are and whether you have the time, resources, and budget to make achieving them reasonable.

If you do, then it’s time to turn to digital content marketing. Demand Metric found that:

  • Content marketing generates about three times the leads that traditional marketing does
  • 90% find content they perceive as directed toward them useful
  • 82% of people feel more positive about a company when it provides useful content
  • 70% would rather learn about a company through an article over an ad

However, don’t stop reading and get on to writing just yet. You’ve got to develop your digital marketing plan. Let’s face it. Most people look at reading about cloud hosting or SaaS as less sexy than watching paint dry. So you’ve got to figure out a way to appeal to the customers you want.

Step 3: Define Ideal Customers, Create Buyer Personas

The success of digital marketing for tech companies hinges on understanding your target audience, the people/businesses to whom you want to sell. The more detailed you can be, the better.

And you can learn more about buyer persona in this ideo by SEO link builder Julian Goldie

Who Are Your Ideal Customers?

You can’t be everything to everyone, and why would you want to, anyway? Imagine all the irritable, unpleasant, late-paying, and rude customers you’d have among the gems that respect you and sing your praises. 

In a perfect world, the ideal customer is one:

  • Who knows he has a problem
  • Has discovered your solution
  • Can afford to pay what you charge
  • Will become a brand advocate and refer others to you

But we don’t live in a perfect world, so you need to add the customer

  • Who can’t yet name the problem for which you have a solution, but who knows something’s a bit off

Understanding the Buyer’s Journey

It’s this last person that typifies the first part of the buyer’s journey — the process people and businesses go through before making a purchase.

Digital marketing for tech companies must absolutely recognize this process in order to appeal to ideal customers and those who could become ideal customers. There are three stages:

  • Awareness or discovery — when pain first sets in and the person wants to eliminate it, but doesn’t yet know how
  • Consideration — where they’ve named the problem and are actively seeking solutions
  • Decision — where they narrow the solutions to one or two and work to justify purchasing it

Creating the Buyer Persona

As HubSpot notes, personas are “fictional, generalized representations of real people” that fit your ideal customer profile. Personas make it easier when it comes time to tailor your content, marketing messaging, and services to the particular needs, attitudes, actions, and concerns of the different categories of people you sell to.

You might only need a couple of personas if you’re very niche or very small; others will need more. Possibilities include:

  • Harried Harry, CEO
  • No-Nonsense Nelson, CFO
  • Geeky Gary, Head of IT
  • Challenged Charlie, Head of IT
  • Searching Sally, Geeky Gary’s admin assistant

In order to create effective personas that can be used by sales and marketing, you need to do some research. There are likely several people/job titles involved in the company’s decision making process and you need to know which each of them are.

Interview your customers, conduct research, and then create the personas that include the following information:

  • Job title
  • Industry
  • Company size
  • Location
  • Age, gender
  • Lifestyle, family info
  • Particularities — makes decisions quickly, likes phone calls, evaluates all options, bottom-line guy, etc.
  • Business or department goals
  • Challenges pain points faced in trying to do their job
  • Typical sales objections to your product or service
  • How your product or services solves those challenges, overcomes the objections, help them meet their goals

Step 4: Create Content to Address Buyer Personas’ Pain Points

Think back to the buyer’s journey. It starts when there’s a problem that needs a solution. Think from your potential customers’ perspectives. Are they trying to research what causes it, how to solve it, or what options exist? You’ve got to address all that — and your digital marketing for tech tactics will vary in each stage of the journey. Your buyers need information, research, educational content, that inform and guide them along the process to reach the decision stage.

Marketing tactics to consider during the buyer’s journey include:

Awareness stage — Blogs, eBook, white papers, industry research, checklists
Consideration stage — Comparison guides, videos, infographics, webinars
Decision stage— Case studies, customer testimonials, spec sheets, live demos, free trials

Forty-six percent of businesses surveyed by Blue Nile Research want data and stats to help them during the decision stage. But that “is less about buyers wanting to read dense academic reports and review charts …  than it is about them wanting the marketer to give them the information they need to make an educated purchase decision.”

But, once you create all that content, consider search engine optimization.

Include SEO in Your Content

Search engine optimization isn’t just about the speed at which your web page loads. It’s also about your content — and its relevance to the user’s search query. So you need to really get inside your prospect’s head and deliver exactly what they’re looking for.

Google has turned to artificial intelligence and machine-learning techniques “to help it better understand intent behind the words searchers enter, and to make its results more relevant,” says Marcus Tober, founder and chief technology officer of Searchmetrics. “User signals such as how often certain results are clicked and how long people spend on a page help the search engine get a sense of how well searchers’ questions are answered. That allows it to continually refine and improve relevance” — which it does by changing its search algorithm up to 600 times a year.

Again, it’s clear your content must meet the need of your customer. So, think before you write. What is your prospect going to search for? How would he phrase his Google search? What are they keywords in that search that you can capitalize on?

Then, map your content to those keywords.

This could help your web page rank higher in search results — but more importantly, it can help the potential customers looking for your solutions to find you more easily.

Step 5: Measure Your Success

If you’ve come this far in your digital marketing plan, terrific. But don’t stop yet. 

Now you need to measure how effective it’s been. Why go to all this bother and not know what’s worked and what hasn’t?

So take a look at your content marketing success metrics to discover your most — and least — popular web pages, blog posts and email campaigns. You should aim to measure traffic, engagement, and conversions to help you determine the return on the investment you’ve made.

There are many metrics and tools you can use, but at the least you should measure reach, looking at:

  • Number of unique visitors
  • Time spent on each page
  • Email forwards
  • Conversion rate — the number of people who completed your call to action
  • Social shares
  • Click-through-rates

You can go further and breakdown what you look at depending on your focus:

  • Lead generation — use click-throughs, conversions, time to conversion, leads generated per offer, landing page new contacts
  • Brand awareness — website traffic, blog post visits, social shares and follows, document and video views

Conclusion

The four top challenges businesses faced with their digital marketing plan identified by the 2016 B2B Content Marketing Trends report are:

  • Producing engaging content
  • Measuring content effectiveness
  • Producing content consistently
  • Measuring the ROI of the content marketing program

No wonder. Digital marketing isn’t easy. But at the same time, those four challenges are essential ingredients of successful digital marketing for tech companies. So, if you need a hand — or a complete plan — the experts at Total Product Marketing can help. We can assess where you are, learn where you want to go, devise a plan to get you there, and give you the tools to evaluate your success. Give us a call at 855-646-8662.

Interact through social media
Digital Branding

How To Leverage An Oracle Database For Your Social Media Website

If you are an online marketer, you appreciate the importance of having high visibility on social media networks. If your brand is not visible on social media, you are losing out on great opportunities. Facebook, for instance, boasts over 1.79 billion monthly active users with over 1 billion users logging in daily. If you are not tapping into these numbers, then you are giving your competitors an easy time.

While social media networks were initially designed to connect family and friends all major brands now have some form of presence on social media. From CNN to Time Magazine, these brands have realized the importance of social media in brand marketing. A social media strategy can also help you communicate more easily with your target audience or manage your reputation.

In essence, you need to have a social media platform that is optimized for multiple users. You need the right database to ensure easier and safer interactions with your followers. Finding the right database specifically designed for social media can be tricky. If you are reading this, it is most likely you are looking for some insight on how best to go about finding the right social media website database.

Of course, you should consider that your website will have a higher load if you are integrating social media widgets calling for more capacity. Nothing turns off visitors as much as trying to load a slow website especially when they are in a rush. You might end up losing customers if you integrate social media without having the capacity to support the backend. If you are inviting users to follow you on Facebook, Twitter, Google+, or other social media platforms, then be ready to invest in a database that has the capacity to handle traffic spikes.

Your website aids social media marketing

Tips For Choosing An Oracle Database, The Best RDBMS For Your Website

There is a huge choice of a relational database management systems (RDBMS) in the market and finding the best can be tricky. The most popular is, of course, Oracle, and it has a large market presence. According to a Gartner Study, Oracle has a market share of 40.8% with its main versions including Oracle 7, 8, 8i, 9, 9i, 10g and 11g in beta being among the most popular. As a business software provider, Oracle remains a one-stop-shop for business solutions and it is no wonder most webmasters prefer using the brand’s IT solutions.

If you are still undecided over the best database for your social media website, consider the following factors:

    1. Your unique needs: You must consider your objectives based on the number of social media users you expect. It is important to start small and scale as you progress. This not only saves you money when you start, but you are also able to monitor the increase in traffic and make plans for future changes. Oracle for instance, has standards editions for its database and if you are using more than four CPUs, you will be required to switch to the Enterprise edition. The Enterprise edition comes with more features.
    2. Use a professional: When searching for a database product, make sure you talk to a professional. In most cases, it is advisable to rely on a remote DBA oracle. This is an expert who knows about the business product and will advise on the best package to use. More importantly, they will help you deploy the database and maintain it. Remote DBA services save you a lot of money and you are assured there are no technical glitches that would otherwise threaten the performance of your social media website.
    3. Capacity: It is important to do some research on how well other Oracle database users are finding the product. You should read reviews and testimonials from other website users especially in your niche to determine if this product will support all the data you are generating.
    4. Technical support: Whether you have programming skills or not, you should first confirm that there will be technical support throughout. Online users are averse to slow load times or unavailability of websites and if yours is constantly experiencing downtime, you can bet most of your target customers are going to the competition.Use a fast server for best website results
    5. Server speeds: This is one of the most pertinent factors when you are shopping for a database to host your website. The processing power of the server must be highto guarantee the information circulating within your website is availed and stored fast. If a user is looking for a particular page, the load speeds must be excellent or else you will experience a surge in bounce rates. A server with high processing power guarantees better interaction with social media users on your site.
    6. Market presence: This is one reason website owners opt for Oracle databases. The fact that the company is the largest provider of business IT tools means they have invested more in research and development (R&D), which makes their products better in terms of quality.
    7. Affordability: Oracle has a wide range of business products and they are priced based on the capacity you need. If you are building a website today, it is always advisable to start with the cheaper option and then increase the capacity as traffic grows on your site.
    8. Mobile phone support: With more people using mobile devices to go online, the database you choose must have the capacity to support these users. Most people are going on social media using mobile, and you might lose a lot if your database doesn’t support such kind of communication.

workplace-1245776_960_720Oracle: The Ultimate Social Media Website Database

If you have talked to a professional seeking advice about databases, it is highly likely that they have suggested Oracle. Oracle allows for greater portability on more platforms and its huge market presence means you can easily find information on how to optimize your database. There are many version changes to increase efficiency and with industrial strength on-line backup and recovery, you are assured of more security.

There are many other reasons to use Oracle database for your social media website and this guide will help you choose the right product to suit your needs.

Author Bio

Evans Walsh is an experienced remote DBA oracle expert. He boasts over 17 years in database management. To find more about Oracle databases, visit his website at Las Vegas Web Design. You can also follow his on his twitter handle @

Digital Branding

How to Magnify Your Brand Using Paid Search Advertising

AJ Schott is a partner at the G3 Group Agency and my delightful guest for this week. Based in Baltimore, Maryland the G3 Group is his Digital Marketing Company that focuses on helping clients with Internet marketing, conversion optimizat, on and web design. They provide strategy, design, implementation and execution of digital marketing campaigns that generate leads, sales and engagement. For more information, visit www.g3group.com.

————————–

Many people think PPC advertising is a waste for branding since you already appear at the top of the organic results. But, the fact is, exposing your brand name in multiple positions on the search engine results pages (SERPs) is the best way to magnify your branding efforts. And, it is the only way to guarantee you appear in the top position.

Take Control of your Message

One of the pitfalls of relying on organic search is that you cannot completely control what displays for your brand. You can target specific keywords through SEO, but depending on how the SERPs display your listing, this may or may not fairly represent your brand message.

As you can see in the picture, McCormick dominates the SERPs for their brand name. Even though they have the first organic listing, the message is about their menu Ideas instead of their branded products (spices). How did they solve the problem? They display a paid listing complete with sitelinks, ratings and a direct message about the branded products.

Three not so obvious reasons to bid on your brand name

  1. Your brand name keywords (and brand + product) will provide more ROAS since the cost per click is usually much less than non-branded keywords
  2. Studies have shown that PPC traffic often converts 4X higher than organic because you are in total control of the ad message and the landing page
  3. If you struggle to raise your quality scores, running a brand campaign (which will likely have an excellent CTR and quality score) will help boost your overall account quality score

The best reason to bid on your own brand terms

Keeping your competitors from buying that top spot should certainly be number one on your list, but, what do you do if they are already impeaching on your branded keywords? As per Google’s rules, advertisers can bid on competitor trademarks as long as they don’t use the competitor trademark in the ad copy itself.

Outbidding them is a good recourse. In any given auction for paid search, actual CPC is often less than max. CPC. The most you will pay (actual cost) is one cent more than the advertiser directly below you. Regardless of your actual bid amount; if the advertiser directly below you bids $1.00; you’ll only pay $1.01 to outrank him. This is assuming everything else (ad quality score, landing page, etc.) is equal.

Your quality score for branded terms is almost always going to be much higher than your competitor. This means they will pay more for the branded keyword bid than you will. You can use this to your advantage by raising your branded keyword bids to an extra high level – making it extremely expensive for your competition to ever outrank you in the auction.

Local Branding

Modern Transit Solutions Can Help Establish Your Brand

The Costs Of Air Travel

You don’t have to own a server array to compete with “the big dogs”, as the saying goes. Using cloud computing solutions, you can do many of the same things they do internally for a fraction of the cost. This allows you to compete, increasing profitability, scaling outward, and eventually being able to source internally.

Today, borders are being eroded and distances consumed by the ability of technology to overcome. You’ve heard phrases like “the world is a global village”, and “it’s a small world after all!”. These sentiments are on the increase, and relatively native to modern times.

Before Columbus found the “east Indies”, as he called them, it’s doubtful you’d hear the sentiment “it’s a small world after all”. That is a consequence of developing social and technological development with time. Today, it’s gotten to the point where business executives in America may regularly go to places as far afield as Japan.

Your small business will be expected by many prospective clients to be continuously available, twenty-four hours a day, seven days a week. Additionally, it will be expected that you have transit capabilities. There are many situations where potential clients may be interested in working with you, but will want to meet with a representative personally.

If you only have to make such transits an 11% part of your annual calendar, that’s going to come to between forty and forty-one flights. Should an average flight cost $500 directly, and in total $1200 indirectly (because of the employee time involved), you’re looking at between $24,000 and $48,000 a year on flight expenses.

Solutions

Since many small businesses have to travel regularly in order to become established, playing coastal ping-pong between Los Angeles and New York (not to mention the occasional furlough in Denver), sometimes securing private flight options ends up saving them money.

In America today there are about 211,000 private pilots. That’s not a large number, considering America has 320+ million people currently. What it means, though, is that there is an existing industry in private aircraft, private aircraft parts, and the facilitation of solutions beyond the commercial sector. For example, those who do wish to buy outright jet ownership may instead wish to look into jet card cost and consider joining a program that can give them access to jets and even help them save some money on their flights.

You might even say that the industry is ideally sized right now. There’s a lot of room for expansion and innovation. While regulations exist, they haven’t hit that corporate juggernaut level known to be profitably hazardous in the long run.

travel

With these things in mind, for those who’ve crunched the numbers and found private flight is recommendable, there are a few pointers worth taking into consideration. One, you’ll have to do all your own upgrades and maintenance. Two, you’re going to want a solution that can be sourced anywhere; sometimes private airstrips are remote.

A third thing to consider is that you’ll want to source the best possible components for your aircraft, like those developed by aircraft engineers at Lycoming.

One of the reasons AeroInStock.com offers Lycoming carburetor solutions is because of their pedigree; according to Aero’s site: “…carburetors manufactured by Marvel-Schebler Aircraft Carburetors LLC continue with the implementation of modern manufacturing practices and engineered product improvements to ensure delivery of outstanding carbureted fuel controls.”

Protecting Your Investment

Finding known solutions in parts supply for your private aircraft represents an investment in the plane’s future, and potentially a cost-saving endeavor for your small business. When you can reach more diverse clients more quickly, you have a greater chance of establishing a strong brand whose influence isn’t limited to local clients.

The world is a global village continuing to expand, intermingle, and conduct business. If you can establish your brand with such a mindset, you have a good chance of maintaining it for years to come.

Digital Branding

6 Examples of Great Co-Branding

Partnering strategically with another business in your marketing can be wildly successful for everyone involved. However, if the relationship isn’t constructed properly, a co-branding campaign could turn into an epic failure. Both companies have to be on the same page with their target audience, vision, promotion, and price to create a successful campaign. The whole point of co-branding is creating an agreement that will make both parties more successful than they could have been on their own by finding a partner that complements them well. There are plenty of examples of great co-branding and below you’ll find six from major brands that can help you in your own business.

Red Bull and GoPro

Red-Bull-and-GoPro

In 2012, Red Bull and Go Pro teamed up for the event “Stratos” which featured Australian Skydiver Felix Baumgartner jumping from a helium balloon 24 miles above the earth. During the jump, Baumgartner broke three world records, shattered the sound barrier, and used a Go Pro camera to capture everything. The event was wildly popular and a successful project for both Red Bull and Go Pro.

Stratos worked because both brands target the same audience. These companies market to thrill-seekers, extreme sports fans, and those who want adventure. Red Bull’s director of sports marketing Sean Eggert has said that “GoPro camera technology is allowing us to compliment the programming by delivering new athlete perspectives that have never been seen before.”

Cold Stone Creamery and Tim Horton’s

Cold-Stone-Creamery-and-Tim-Hortons

In 2009, ice cream chain Cold Stone Creamery and coffee shop Tim Horton’s launched a partnership where each company would put the other one’s menu in 50 of its stores. Executives from both companies decided to partner with each other because they share many of the same customers and each company does most of their business during different parts of the day. Tim Horton’s sees most of its sales come in during the morning and afternoon while Cold Stone serves more customers in the evening. After seeing an increase in sales during a test run, both companies decided to expand the initiative. The two even started offering joint menu items such as coffee floats after listening to the requests of customers.

This co-branding strategy made sense because each company looked at their sales activity and realized that they could complement each other since many of the same customers enjoyed products from both brands at different times of the day. They believed that creating co-branded stores would draw in more customers and they were right.

Uber and Spotify

Uber-and-Spotify

Who doesn’t like listening to music in their car? This partnership allows Spotify users to listen to their favorite songs while they’re in an Uber ride. When you’re waiting for your car to arrive you can queue up a playlist so that your song starts playing as soon as your driver begins your trip. It gives an exclusive experience for Uber riders, Spotify customers have another a reason to pay for a premium membership, and it also gives both companies a unique differentiation over competitors like Lyft, iTunes, Pandora, and YouTube.

MasterCard and Apple Pay

MasterCard-and-Apple-Pay

Both Apple and MasterCard understand that cashless transactions are where our society is headed. MasterCard became the first credit card company to support Apple Pay. This gave Apple an ample customer base to work with while it tweaked its service and gave MasterCard a brand new functionality that was exclusive to their customers. Apple has since teamed up with other major credit card companies to expand their user base.

Dr. Pepper and Bonne Belle

Dr.-Pepper-and-Bonne-Belle

The oldest partnership on the list started in 1975 between cosmetics company Bonne Belle and beverage company Dr. Pepper. After launching the flavored lip balm line Lip Smacker in 1973, Bonne Belle successfully formed a partnership to create Dr. Pepper flavored lip balm. This flavor of lip balm still exists today and continues to be successful.

Nike and Apple

Nike-and-Apple

This is an absolute no-brainer and is an example of very successful complementary branding. Nike knows that their customers who are runners want to listen to music when they exercise and track their progress. So, they formed a partnership with Apple so that their customers could do both. Nike developed a footwear line called Nike+ and Apple created a microchip that fits into the shoes which records the users progress when they activate the feature from their iPod or iPhone. This microchip will tell the user statistics like the number of calories burned, speed, distance, and time. You can even program your Apple device to start playing a particular song when you reach a certain point during your run.

Conclusion

Co-branding can be an excellent way to grow a company without having to make a major investment in resources or create expensive marketing campaigns. It creates a “best-of-both-worlds” relationship where each business benefits from the reputation, image, and customer base of the other. However, co-branding isn’t an end all be all solution and should be executed with caution. If co-branding initiatives aren’t performed correctly, they can turn into absolute blunders. However, if executed properly, they can pay off greatly for all involved and make customers happy. Did you know that having a pet around could make you better at branding? Learn more here.

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.