If you are feeling dizzy from a daily overdose of information, you are not alone. According to the Nielsen Total Audience Report, consumers and digital marketing specialists alike spend nearly 11 hours per day consuming media.
While ad and article fatigue are common, so is brand envy. Many executives and their social media teams fill their feed with competitors, professional lifestyle accounts, and leading entrepreneurs. The constant comparisons and pressure to perform at 110% would have anyone stressed about their strategy.
Some CEOs and their marketers think they need to be everything and do it all. However, perfection is not possible. Instead of worrying what you aren’t, start focusing on what you are. Follow these tips to block out the noise and deliver your unique brand proposition to your customers:
Tips for Showcasing Your Unique Brand & Igniting Business
Tone Down the Browsing
Commit to spending a little less time scrolling through motivational quotes and browsing others’ Facebook company pages — and more time working on your marketing strategy. Schedule a brief competitive review session once per week and record your findings. You can ask certain members of your team to do the same. Hold a monthly meeting to review insights.
Define Your Value Proposition
Clearly determine what makes your products or services better than the competition. Be sure to focus on your brand’s unique attributes without comparing them to others. Whether you offer personalized and efficient customer service or natural, healthy ingredients, it is important to succinctly illustrate and share why clients/consumers should work with you or buy from you.
Think of a few words or emotions that describe your company. Many consulting firms want to show they are trustworthy, professional, and insightful, while restaurants may prefer to appear enthused, joyful, and family-oriented.
Illustrate Value Creatively
Once you define your company’s unique attributes, it is time to show them off to current clients and potential customers. Professional services brands can share and write about news stories that pertain to their clients or advice consumers may not know about. They can also post team photos and tips to build trust and a stronger digital relationship. Healthcare practices could provide helpful information about medical conditions, tell families when to see their primary care physician and provide updates about illnesses in the news, like the flu.
Think about what you offer to customers and what they need from you. Match your strategy with beautiful, colorful images, requests for engagement, and informative knowledge guides.
Commit to Your Value
Post and engage with your audience regularly. Keep your value proposition in mind each time you schedule a post or reply to a customer. Every cover photo, infographic, and video you create should keep the uniqueness of your brand in mind. Ask yourself each week, “Am I communicating our value effectively?”
Evaluate Your Results
Stay committed to your marketing strategy by measuring the efficacy of your posts, articles, and digital ads with analytics. You can also ask customers for their feedback while offering them a creative incentive. Meet with your marketing team regularly to discuss how your branding strategy is working. Ensure this conversation is separate from your chat about the competition.
While scoping out the competition is still important, it’s important to remember that the other isn’t everything. Balance your analysis of like-minded brands with a clear and focused marketing strategy that defines who you are and what makes your company (or products) unique. This approach will help you and your team relax and focus on improving your marketing strategy and helping your customer.
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