If you want rock-solid online branding and marketing you need something.
And that something is a 1-2-3 branding and marketing mix…
1. Great content. (The red meat your audience consumes.)
2. Social media done right. (Your engagement touch points.)
3. Story. (The script you need to master.)
This mix not only helps you with strategic design in the form of a well-crafted website; there’s also a laundry list of benefits almost too numerous to mention.
It can help you rank in search engines, build brand awareness, and create cohesiveness in your marketing materials, both online and off.
In “Spin Sucks,” Gini Dietrich writes the following: “The future of communications is to work with a team that has a deep understanding of your brand so they can represent you live.”
She goes on to explain exactly what the future of online media is about:
And the four points above bring us back to our 1-2-3 magic that will turn your business into a marketing machine.
To build an online brand that works, you need to create your own little “brand world.” A space that’s more like a “living and breathing” mix of…
A well-crafted platform (#1. great content).
Multiple touch points (#2. social media done right).
The script that guides you and helps your audience (#3. story, baby).
So, How do You Turn Your Business into a Marketing Machine?
The “world” mentioned above is your marketing machine.
The “living and breathing” property is your blog.
The social touch points? What Mark Schaefer calls “brandstands.”
And the story is you, your company, and the beautiful narrative that sets the tone.
And the tone creates momentum to push you to…
a. Create the best experience for your customers.
b. Develop a continuous stream of valuable content.
c. Learn from results you can actually see and measure.
d. Build a content machine that keeps getting better.
You also need effective design and cohesive visual branding, from your website to Facebook. And everything you print, from postcards to brochures, needs a consistent look and visual “tone” that tells a story.
To build the 1-2-3 magic and visual marketing that’ll knock everyone’s socks off, start with the simplest of practices…
Start building content by asking questions. Talk to your employees, vendors, and especially customers. Ask them what makes your company tick, why they work with you or hire you. Compile and find out what the most important questions are, then build from there.
You’ll soon have a bounty of topic ideas, for blog posts, marketing copy and advertising.
If you want a more in depth study of this process, and how to turn your business into a marketing machine, read 3 Steps to dramatically improve your marketing.
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