branding

What’s the Difference in Selling Your Product or Your Brand?

Screen Shot 2018-04-17 at 12.02.57 PMAs a business owner, you probably hear about the importance of branding all the time. However, I’ve seen many small business owners confuse selling their product with selling their brand. You already thoroughly understand your product, but since 30% of Canadians base their purchasing decisions on their trust in certain brands, it’s essential to note the differences between the two.

When businesses come to me wanting a better ROI on their lead generation, I often find the issue is not with their product, but with understanding the difference between their product and their brand. If we push one without the other, the results can be sales stagnation. Products and branding should go hand in hand. To do this, you’ll need to understand how they are different. I’ve outlined below what I feel are the differences between products and branding and why these differences are significant.

Product

Your products are specifically the objects or services you provide to customers in exchange for payment. They fulfill your customers’ needs. There are likely many competing businesses that offer the same or similar products that would also adequately fulfill their needs, so it’s your job to convince your target market that your products are the best. That’s where your brand plays a key part!

Brand

Your brand is how your target market perceives you. When they think about your business, what words come to mind? If your customer surveys and reviews are coming back with negative descriptors like “slow”, “unavailable”, or “no follow-up”, it might be time to rethink your brand. The goal is for your brand to resonate with your customers.

Your product may fulfill your customers’ needs, but your brand fulfills your customers’ wants. When you and a competitor have similar pricing and quality, the business with the better branding comes out on top; it determines which business they want to purchase from.

Your brand is your promise to your customer. Your brand clearly differentiates your company from your competition, so your audience will not only understand who you are but also clearly identify your value and the benefits of buying your product. Strong branding equals increased business results. Believe it or not, businesses have just as much personality as people.

A short and simple way to remember the difference between your product and your brand is this: You sell your product, but your brand sells you.

For award-winning help with your branding and help determining your brand’s personality and the direction it should take, contact CreativeWorks Marketing today!

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Celebrating a Milestone this Year? Make it a Marketing Success!

MilestoneCongratulations, your company is approaching a significant milestone! This is cause for celebration. You’re hyped, your employees are hyped, but how can you turn this into a marketing opportunity that also gets your clients hyped?

I believe that an anniversary milestone is a great way to highlight your legacy and communicate with clients what has led to your success. Here are a variety of different initiatives I would suggest to mark the outstanding occasion:

Update Your Brand

If the milestone you’re celebrating is an anniversary, it may be time to consider updating your brand. Your target audience, the market, and technology are constantly changing – perhaps you should too. I’ve seen many businesses keep stale brands for far too long, resulting in clients showing decreased interest.

You are your brand, and it is likely subconsciously analyzed every time a client visits your website, social media, trade show or conference booths, etc.  Updating your brand is a simple yet effective way to inform clients of the milestone and to let them know you are a leader of the future, backed with years of experience.

Generate Leads

I personally think that all businesses should make it their priority to learn as much as they can about their client base and target audience. The celebration of a milestone is an excellent opportunity to urge potential clients to submit their personal information for a chance to win a prize. Social media contests are proven to drive traffic and awareness of the company, so I suggest utilizing all of your existing social media accounts: Facebook, Twitter, LinkedIn, Instagram, etc. If you aren’t already on social media, now is the time to start!

For your existing clients that can’t get enough of you, show them your appreciation and generate new leads with a referral promotion. Offer a discount or another milestone-related incentive if they refer a new client.

Client Appreciation

As a thank you to the clients that helped you get you to where you are today, I recommend organizing a time-sensitive sweepstake, during which anyone who reaches out to you receives a small prize. And of course there’s no better way to show client appreciation than to invite them to a party! On the official day of the milestone, invite staff and clients to a celebration with food, drinks, music, and games.

I often find that celebrating important milestones boosts your employee morale, encourages client engagement, and increases your sales, propelling you to towards your next milestone goals. If you require assistance with your milestone marketing plan, give CreativeWorks Marketing a call today!

Does Your Brand Walk the Walk?

k-10-ice-3210-20370-lyj0923-02-brandingWhat happens when brands talk the talk but don’t walk the walk? Well, recently, employees from one of Canada’s largest and most-recognized telecommunications company have made claims that the company does not represent the values it stands for in one of its most successful campaigns.

If you follow my blog closely, you would have read by now the importance I stress on branding and having a brand that is true to what you and your company believe in. But if your brand lacks synergy with the reality of your operations, as is with the case mentioned above, there can be real and damaging consequences to your business.

In my 20 years as a marketing leader and expert, I’ve helped craft brand identities from tried and true methods but have also bared witness to countless brands that have failed to resonate with consumers due to various reasons.

So, what can a brand misalignment mean for your business?

  1. Upset Customers, Bitter Employees
    In today’s digital age, there’s no hiding from a disgruntled customer. Social media and review sites have paved the way for upset customers to air their bad experiences with the click of a button. According to AdWeek, 81% of customers conduct online research before making a purchase. A good brand will ensure that the sales experience is a pleasant one and is based on the entirety of a customer’s experience with your company; not just your logo.

    Additionally, employees have influence over your brand’s perception as well. With websites such as Glassdoor and Indeed, future hires and even customers can get an inside glimpse on what it’s like to work for a company – the good, the bad, and the ugly.

  1. Bad PR
    There’s the old saying that there’s no such thing as bad publicity. I would humbly disagree. Remember when the documentary Blackfish was released and SeaWorld’s stock dropped by half since 2013, even though they “protect animals and the wild wonders of our world”? Or how about when Target failed to secure their customers’ data from a breach resulting in a loss of at least $148 million and leading their customers to “expect more” from the company? For a small business, a drastic hit in revenue caused by bad PR would likely mean closing shop.

Luckily, even the most established of brands can revitalize themselves. Here’s how you can ensure you walk the walk when it comes to your brand:

  1. Be True to Who You Are
    A brand can make any claim they want, but they need to be able to back up their claims if and/or when they are questioned on them. If your company is known for its excellent customer service or award-winning products, use it to your advantage! Basing your brand on real, positive experiences of customers will give you an edge over the competition’s brand ambiguity.
  1. Brand Values Start From Within
    Your employees are an extension of your brand. Much like how you would turn to customer perception for assistance in developing your brand, your internal staff should also play a role. Ask them what they think the company stands for, and find a common theme that you can pull from to establish a relatable brand for all stakeholders. The more your employees feel included, the better they will represent the brand in their roles!

No matter the size of your company, a successful brand will ensure that its values are felt throughout the company. In the end, baseless or contradictory claims will only cause more harm than good. If you need help creating a cohesive brand identity, contact CreativeWorks Marketing today!

What Does It Really Mean Series: Video Marketing

video-1606945_1280.pngIn the last of our “What Does It Really Mean?” series, I’d like to explore the term Video Marketing. Although you may not be familiar with the term Video Marketing, you’ve no doubt come across video while interacting on social media platforms, using mobile apps or watching television. Video is everywhere and becoming more popular by the day! A Cisco study predicts that by 2019 video will represent 80% of all Internet traffic.

What is video marketing and what can it be used for?

Of all the terms we’ve delved into in this series, Video Marketing is the simplest to explain. It means using video to promote or market your brand, product or service. Video Marketing is incredibly versatile and it can be used very effectively on your website, social media channels and YouTube for many things including:

  • Promoting your brand
  • Product demonstrations/information
  • Testimonials
  • How- to videos
  • Corporate training
  • Live stream events
  • Entertainment
  • And more

What are the benefits of Video Marketing?

There is an abundance of data proving that Video Marketing can raise awareness of your brand/products/services, promote your company, drive sales and/or engage your customers.

  • Video is an SEO gold mine, helping build backlinks to your site, boosting likes and shares (which can affect search rankings), and driving traffic to your site (Content Marketing Institute)
  • Adding a video to your website can increase the chance of a front page Google result by 53 times (Comscore)
  • Almost 75% of marketers agreed that video is key to driving conversions (Demand Metric survey)
  • After watching a video, customers are 64%-85% more likely to make a purchase
  • Some statistics indicate that on Facebook, a video post offers a whopping 135% greater reach than a post with a photo (Demand Metric survey)
  • Email subject lines that include the word “video” see a 19% increase in openrates, and a 65% boost in click-throughs (Content Marketing Institute)
  • Marketers who are using video are seeing 49% faster growth in revenue (Aberdeen Research)

Are major brands using Video Marketing?

Absolutely! Major brands worldwide have jumped on the video bandwagon. A well-planned, well-executed Video Marketing campaign is a great way to showcase your brand, differentiate you from your competition and help you build an emotional connection with your audience in 60 seconds or less.

Brands including Nike, Hotels.com, Airbnb, Under Armour, Coca Cola and Toyota are just a few that have embraced Video Marketing with a passion. In fact, major brands are not only creating their own YouTube channels but 61 of the top 100 brands now embed YouTube videos on their websites (Content Marketing Institute). Some brands are combining professionally produced content with user-generated content like candid reaction videos. The results both engage and entertain, and that’s the goal.

Should you be using Video Marketing?

Video marketing is so effective that I recommend that every marketing campaign incorporates video into the mix. However, this is not as simple as point and shoot. A badly done video is worse than no video at all. Although user-generated video can be used with professional video in a campaign, it should not be used on its own. Producing a video requires a professional expertise that’s not typically found in-house.

Our production arm, CreativeWorks Productions, is a full-service video production company with well-seasoned producers, and a highly skilled crew with decades of experience working on video productions for private companies to public ones such as the CBC, CTV, Rogers, and Alliance Atlantis. Contact the professionals at CreativeWorks Marketing today to discuss how we can integrate Video Marketing into your marketing and deliver professional results.

Influencer Marketing: 3 Tips For Finding The Right Influencer For You

photo-634069_1280.jpgIn my last blog I discussed if influencer marketing is right for your business. I highlighted how 94% of those who used influencer marketing believe the tactic to be effective. It appears that when an influencer speaks about a product or service it comes across as a genuine recommendation, not an ad or marketing campaign. It’s believable and people respond. So baring that in mind, I’ve outlined below my three tips for finding the right influencer for you:

  1. Look for an influencer that speaks to your audience. Social media has many of us believing that bigger is better, but this just isn’t so with influencer marketing. Sure, you want an influencer with a big following, but you’re trying to reach a targeted audience – not everyone. Is their audience relevant to your brand? An influencer that speaks to your audience will have the biggest impact on reach, engagement and the bottom line. You’re looking for quality, not quantity.
  2. Evaluate the quality of content they post. Is the content high quality? Does it reflect your brand? Would this person be a good representative of your brand? Are your values aligned? How do they communicate with their audience?
  3. Engagement is a key indicator of what type of results you can expect. How often do their followers respond, comment and share? How active is their social presence?

Influencer marketing takes time. It takes time to find the ‘right’ influencer, evaluate what the value of their content is and also what type of results you may be able to achieve when working with an influencer. Some influencers cost money and, therefore, you do need to invest the time before you decide where to invest.

There’s no doubt though that influencer marketing works, and if you are new to the game and need some help getting started contact CreativeWorks Marketing. We can harness the power of influencer marketing for your company.

Influencer Marketing: Is it Right for Your Business?

CWM Aug 1We all know that in the digital world the only thing constant is change. It seems that every day I hear about a new social media platform emerging and with it a new “superstar”. These “superstars” are not famous for anything except their ability to influence online buyers making them in some ways just as or more powerful than that of actors, actresses and athletes. They have millions of followers on various social media platforms who hang on their every word and accept what they say as gospel. Leveraging these influencers to promote your product or service can be extremely lucrative for your company, but is it right for your business? I’ve outlined below some information on influencer marketing and a few tips to get you started.

What is influencer marketing?

If you are wondering what is influencer marketing; it engages key individuals with large followings to leverage influence among their followers. In essence it’s about having a person of influence drive your brand’s message to a larger market in a way that’s perceived to be authentic and organic. As people ignore traditional ads in ever increasing numbers, the most lucrative opportunity for companies looking to drive brand awareness and sales is influencer marketing.

Does influencer marketing work?

When an influencer speaks about a product or service it comes across as a genuine recommendation, not an ad or marketing campaign. It’s believable and people respond.

  • 94% of those who used influencer marketing believe the tactic to be effective (Lingia’s State of Influencer Marketing Survey)
  • Influencer marketing’s top benefits entail creating authentic content about their brand (87%), driving engagement around their brand (77%) and driving traffic to their websites or landing pages (56%) (Lingia’s State of Influencer Marketing Survey)
  • Marketing-induced consumer-to-consumer word of mouth generates more than twice the sales of paid advertising. And of those that were acquired through word-of-mouth had a 37% higher retention rate (McKinsey)
  • Twitter reports that 49% of consumers seek purchase guidance from social media influencers
  • 40% of Twitter users said they had made a purchase as a direct result of an influencer’s Tweet
  • 20% said that a Tweet from an influencer inspired them to share their own product recommendation

Now that you know what influencer marketing is and that there are solid stats to support that it does work if done properly, stay tuned until next blog when I’ll outline a few tips on how to get started.

In the meantime, if you have any questions about the power of influencer marketing contact us today!

5 Tips to Increasing Your Business’s Online Reputation

feedback-1977986_960_720With almost all business being conducted online it’s no wonder that businesses, not just individuals, are concerned about what the ‘online world’ is saying about them. From sites where employees can review their managers to social reviews speaking about brand experience, businesses today need to consider adding reputation management to their online marketing mix.

Reputation management, or online reputation management (ORM) as it’s also referred to, controls how others see you when they look for you online. It allows you to take control of the online conversation. A multi-pronged process, reputation management analyzes, establishes, protects, restores and monitors your brand’s image online. Negative items online can seriously impact your company’s reputation. Reputation management can bury the negative material found on the Internet, defeating it with more positive material to improve your credibility and customers’ trust in you.

The importance of reputation management

Reputation management should be a top priority for any business. You’ve worked hard to build your business but one negative review can negatively impact your company’s reputation and bottom line. We all know that your buyers turn to the Internet when looking for a business and/or to read reviews about your business. And they believe what they read, take a look at these stats:

  • When looking for a local business, 97% of people read online reviews (BIA Kelsey)
  • 92% of users will use a local business if it has a 4 star rating (BrightLocal)
  • 88% of consumers say they trust online reviews as much as personal recommendations (Forbes)
  • 72% of consumers say that positive reviews make them trust a local business more(BrightLocal)
  • Two out of three people see the Internet as the most reliable source of information about a person or a business (Edelman Insights)

Now that you know the stats on how important it is to your business, here are a few tips I’d like to share with you about how to increase your business’s online reputation:

  1. How do you identify and monitor the issues? You’ll need the talent and resources to identify and monitor your company’s reputation on an ongoing basis, as this is not a one-time deal to defeat any negative material and create and promote positive content that will give your company a great online image. At CreativeWorks Marketing we provide Reputation Management Services and can help identify and monitor your online reputation.
  2. What is your company’s online reputation? The first thing we need to do is to determine how others see you when they look for you online. Is your brand and image being perceived in the way that you had envisioned? We scour, search and monitor websites, social media platforms and review sites on an ongoing basis.
  3. We get your story out there. The best way to promote a positive image or to counteract a negative comment is to get your story out there. Positive, accurate content is needed on an ongoing basis to create and/or improve your online presence – blogs, videos, podcasts, ebooks… You control the story.
  4. Promote your company on social media. LinkedIn, Twitter, Facebook… You need to be where ever your customers live. And social media sites will help your search engine results rankings which can positively impact your online reputation.
  5. Search engine optimization (SEO). SEO is very important to reputation management. It can be used to help potential customers find you and to emphasize positive information about your company. SEO is an excellent tactic when trying to bury a negative comment. The negative comment is pushed down and supplanted by positive content, minimizing or eliminating its effect.

Don’t take a chance with your company’s reputation! CreativeWorks Marketing can identify and monitor your online reputation, deal with any negative material found on the Internet and promote a positive image that will inspire customers to do business with you. We know how important your business is to you and we will make every effort see that your reputation is stellar and that you control your digital footprint. Contact us today.