If you've followed this blog for any length of time, you've read many posts on the importance of branding. Today, David adds his voice to this timely topic.
Branding Trends and Tips For Creative Business
By David Veibl
It's an exciting time for brand builders - technology has leveled the playing field and made it easier than ever for great ideas and awesome products to rise to the surface. A marketing budget no longer needs to be in the 7 figures in order to reach a large audience.
Although technology has changed many things, the essence of branding hasn't changed - the same principles that worked in the 1920s, 30s, or 40s still work today, because human psychology still works the same way. Without a clear, distinct message that appeals to your target market, your brand will still fail.
But while the essence of branding hasn't changed, the platforms certainly have, and with these new platforms also come new challenges. As we become more connected to the instant gratification of the Internet, we become desensitized and more demanding. Long gone are the days where the family would gather around the television and enjoy an evening of network programming - soaking in all the commercials.
The modern consumer is a click away from another website, another video, another opinion, another product. If you're trying to attract customers and grow your brand, here are a couple of actionable tips that will help you capture the modern consumer's attention.
Learn To Write Captivating Headlines
To capture the attention of the modern online audience, the most important skill you can develop as a diy marketer or entrepreneur is the ability to write a great headline. Studies have shown that 83% of people only read headlines, meaning that marketing campaigns built around weak headlines are destined to fail.
If you find that your search/contextual ads are consistently getting lower click through rates than you'd like, there’s a good chance that these rates can be dramatically improved with a better headline. A common mistake is to go for a cute or catchy headline and neglect the basic principles of copywriting, which is to communicate your value proposition simply and clearly. One simple way you can instantly write better headlines and increase conversion/click through rates is to follow this simple formula:
End Result Desired By Customer + Specific Time Period + Address Objections
A great example of this formula in action is the classic Dominos pizza slogan – "Hot fresh pizza delivered to your door in 30 minutes or it’s free". Although this was Dominos' slogan all the way back to in the 1980s, the formula was so effective that many people still remember it to this day.
Of course, there are many other ways to write great headlines and you don’t necessarily need all 3 elements to be effective. If you only have the first element in your headline - the end result desired by the customer - your headline writing will already be that much more effective.
If you're not getting the results from your current headlines, this is a proven framework towards creating captivating headlines. If you’d like more information about creating captivating headlines and copywriting, some highly regarded resources on the subject include the book Ca$hvertising by Drew Eric Whitman, The Boron Letters by Gary Halpert (available free online), and the "Magnetic Headline" series from Copyblogger.com.
A previously unknown standup comic once said that no one recognized him after his 1st appearance on the Tonight show. In fact, people didn't really start to recognize him on a regular basis until he had appeared on the Tonight show 10 times - that's 10 appearances on one of the most watched nationally televised programs in the country. Another famous marketing study indicated that consumers only start to recognize a brand being exposed to it 7 times.
A great way to turn this phenomenon to your advantage is to use retargeting to market to your window shoppers - visitors who came to your website but didn' buy. Retargeting works by showing your company's ads to customers who have already visited your site and left without purchasing. Maybe they clicked through a link and didn't find your value proposition strong enough, maybe they found your brand through Google but weren't quite ready to buy, or they didn't trust your brand.
Through their ad networks, retargeting companies will continue to show your company's ads to these missed customers, strengthening their trust in your brand through repeated exposure, and ensuring that they click through to you when they're finally ready to purchase a solution. Essentially, retargeting turns your window shoppers into potential buyers.
If you're interested in retargeting, it's easy to get started. The top companies currently in this space are Adroll, Retargeter, Fetchback, and Chango, although there are other emerging players in the market as well. Each service has their own benefits and drawbacks depending on your specific marketing needs,.
If you're just getting started with retargeting and you're not sure if it's right for your business, Adroll offers a 2 week free trial that offers access to their self service platform with $60 of free advertising. Simply sign up for the free trial, login to the dashboard, and set up your retargeting campaign using their user friendly dashboard. And don't forget to include a headline that clearly communicates exactly what your customer is looking for.
David V. is a guest writer working for Struck.com, a creative agency in Salt Lake.
Tony Eldridge is the author of The Samson Effect, an action/adventure novel that Clive Cussler calls a "first rate thriller brimming with intrigue and adventure." He is also the author of the Twitter marketing book, Conducting Effective Twitter Contests. His new novel, The Lottery Ticket, was just recently released on Kindle.