Best Practices for Brand Engagement
The world we do business in is changing and marketing needs to predict those changes and adapt accordingly. One of those changes is that buyers are more informed now than they have ever been. This makes it very difficult to convince them to buy. Prospects are much more likely to engage with a companies brand when they are communicated to in authentic ways.
Consumers no longer respond well to a high quantity of ads, emails, phone calls, direct mailers, and other marketing pieces. In order to get loyal repeat customers companies need to be creating relationships through authentic communication with their prospects. Consumers demand that businesses communication be personal. If prospects don’t feel a connection with the brand, they will likely look somewhere else to meet their needs.
The goal of marketing communication is to drive revenue and in today’s market the best way to drive revenue is through building relationships, and increasing brand awareness.
Increase Brand Awareness:
One of the best ways to increase the awareness of your brand in the minds of prospects is to integrate all of your marketing communication. Build an integrated marketing campaign that combines all of your marketing channels to communicate one clear message. Communicating one message and reinforcing it across all of your channels will reach prospects in ways that they want to consume content and result in higher response rates.
Building relationships with your audience by making your marketing communication personal has a real effect on your top line. According to research done by Triblio.com, marketers see an average increase of 20% in sales when using personalized web experiences; and personalized CTAs result in a 42% higher conversion rate than generic CTAs. Being personal and engaging with your audience develops strong customer relationships. When you have strong relationships with customers they will be loyal to your brand, creating a sustainable competitive advantage and increasing your revenue.