social media branding Archives – Liquid Creativity Liquid Brand Agency, Melbourne Tue, 18 Jul 2023 17:08:34 +0000 en-AU hourly 1 https://wordpress.org/?v=6.2.5 How to turn a relocation into a rebranding opportunity? https://liquidcreativity.com.au/how-to-turn-a-relocation-into-a-rebranding-opportunity/ https://liquidcreativity.com.au/how-to-turn-a-relocation-into-a-rebranding-opportunity/#respond Tue, 30 Mar 2021 09:01:11 +0000 https://liquidcreativity.com.au/?p=17849 Relocating your business is a perfect time to refresh and rebrand. Learn how to turn this into an opportunity to grow your brand and reach new markets.

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rebrand

BRANDING

How to Turn a Relocation Into a Rebranding Opportunity?



Relocating your business is an exciting time for everyone involved. Whether you are moving because of rapid growth, to explore new markets or to reach more talent, a business move can be much more than just a relocation.

Moving your business is an excellent marketing opportunity and can be the perfect reason for a much-needed rebrand. No matter the type of business you have, a rebrand can be an essential but difficult change, and when combined with relocating, it can be a real competitive advantage.

For many companies, their brand was created during the start-up stages. Over time, things can change dramatically, and the brand you formed in the early days may no longer fit your business. Perhaps you have expanded your product offering, changed your audience or adopted new business plans. Whatever has changed in your company; your initial branding might no longer be doing the job.

Rebranding is never an easy task, and it needs to be done carefully so as not to lose your existing reputation and customer base. Relocating your business is an excellent opportunity for rebranding, and there are a few things you can do to make sure it’s a success.

Embrace the blank slate

Moving your business means you have a blank slate to start again. It is a rare opportunity for a new beginning and to set out how you want your business to operate in its new location. Changing your office space or business location means you will need to update all your communications anyway.

This includes your website, social media, business cards, and any promotional items where your address is included. It is the perfect excuse to update marketing materials with a fresh brand look.

rebranding

Relocating is an ideal time to redesign your logo, change your brand colours and much more. Not only are your premises a blank slate for your new branding, but all your business collateral needs to change anyway. Rebranding at this stage is a great way of emphasising a new beginning for your business and can help to get your customers and employees on board.

If you are moving to a new area, where there is potential for new customers and clients, then a rebrand and relocation is a good reason to open lines of communication. The same goes for existing customers; you can use this new move to reconnect with past clients and let them know of your next steps as a business.

For some companies, it is easy to get stuck in a rut even when moving premises. It can seem like the simple choice to keep branding and marketing the same and simply update your new address, but this can be a huge opportunity missed. It isn’t often that a business gets a completely blank slate to start again, and it is the perfect chance to get your branding and positioning up to date.

Make location part of your branding strategy

If you have a business that depends on its location, then a move can be a pretty big deal. Whether you are operating a shop, restaurant, café, or other business that customers physically visit, then making your location part of your branding strategy is essential.

When you move your business to a new location and decide to rebrand at the same time, then incorporating your location within your branding strategy can be worthwhile.

Targeting a local market isn’t always easy, especially if you are new to the area. Chances are your business will be up against competition that has been in the area for a long time, which already has solid foot traffic and local referrals.

As a new player in the field, incorporating location in your branding strategy is a great place to start. You can go as far as using your location in your business name or logo, but if you don’t want to commit to your location that strongly, you can incorporate it in subtler ways.

Using local SEO strategies to reach nearby customers is a great place to start. Keep your location at the forefront of your marketing communications, such as in your tagline, on your website home page, and on any marketing collateral that you produce. Social media is also a key component in a local rebranding strategy; you can use your channels to build awareness in your local area and share content that is relevant.

Research your new market or demographic

If you are relocating to a completely new area, then it is inevitable that your demographic and market is going to change as well. Your new branding strategy needs to reflect this new audience, so it is vital that you understand who they are.

Spend some time researching your new market and demographic and complete local market research. This should be one of your first tasks before rebranding because if you get it wrong, you could miss the mark completely.

  • Start by thinking about a few core questions about your business structure in its new location. A few important things to consider include;
  • How large is the geographic area your business will be serving?
  • How large is the local market in your new location?
  • How far will people be willing to travel to reach your new location?
  • How many competitors are there in the area?
  • What are your competitors’ unique selling points?

Once you can answer all of these questions, you will have a solid foundation for researching your local market. If you start researching too broadly, you can waste a lot of time and effort focusing on demographics and businesses that aren’t relevant to you.

After determining your local area and competitors, you can define who your ideal customer is. This is essential for rebranding, as your new branding strategy must resonate with this audience. Think carefully about who your ideal customer is, what they want from your business, and where they will be looking for your services. To determine your new market or demographic, think about;

  • What their pain points are?
  • What solutions might they have already tried?
  • What they liked and disliked about other solutions?
  • What is their average age and income level?
  • What values do they look for in a business?
  • What online platforms do they spend time on?

This information will help you create a rebranding strategy that is relevant to your new market and reach the right audience.

Evaluate positioning strategy (Including any new competitors)

As part of your research into new markets, it is essential to evaluate your new competitors and develop a solid strategy for your positioning. When you relocate your business, your positioning as a brand can also change significantly. What worked well for you in one place, might not be a success elsewhere, and that is why you need to evaluate your new positioning strategy.

Brand positioning is all about how you place yourself among your competitors and in the minds of your customers. It is your niche, and the reason customers should choose you over your competition. The idea behind a positioning strategy is to create a completely unique impression on your audience, making you stand out from the rest.

When you are relocating your business and also rebranding, look closely at any gaps in the market and evaluate how your new competitors are positioning themselves. From this information, you should be able to create your own positioning strategy and bear this in mind during your rebrand.

Your new brand will be positioned within the market whether you make it part of your branding strategy or not, so being proactive and developing it yourself is a good idea. This gives you the chance to get ahead and create an intelligent, forward-thinking approach to your brand’s position. It is crucial you don’t position yourself in the same way as an existing competitor, so understanding who they are and what they do is vital.

Optimise your product or service offerings

Rebranding is an excellent opportunity to look closely at your products and services and determine what is working for you and what isn’t. If you have recently introduced new products or services that differ from when you first created your brand, you might need rebrand to make these relevant. Or maybe you have been avoiding introducing new products because they haven’t fitted with your existing brand?

Relocating to a new area and a new customer base is also an excellent reason to optimise your offering. Perhaps what worked in your old location won’t be as popular in your new space, or your new premises might have more room for new products and services.

Look closely at your current offering and how well each is selling among your audience. Consider which products and services might no longer be working for you and if there are any new ones that could be worth introducing.

Changing your location, brand and product offering all at the same time can seem daunting, and it is important to approach this carefully so as not to lose your loyal customers. Be sure to keep your existing products and services that work well and are proving popular, and only make changes if they are going to be worthwhile for your new brand.

For some businesses, the products and services on offer might not need to change at all, but the way they are marketed might need adjusting.

Generate publicity via local newsletters and websites

If your business is moving to a completely new area, then one of the most important things you need to do is generate some publicity. You are about to embark on a new business adventure in a brand new place, and it is vital that you make sure your potential new customers know about it. Make the most of local channels, including newsletters and websites. These are often the best ways to reach a local audience and connect with your new customers. Think carefully about which newsletter and websites will fit with your new brand and be popular among your target audience.

Even if you aren’t moving far, and still keeping your business in the same general area, then be sure to communicate your new premises. These local channels are great for letting your existing customers, and potential new ones, know where they can find you. It can also be worthwhile partnering up with other local businesses to generate more publicity.

It isn’t all about your new location, either. When you are using your business move as a rebranding opportunity as well, then be sure to shout about the new face of your business. Generate publicity around your new branding and get the message out there that this is who you are now.

Show off your new logo, tag lines and branding messages at every opportunity you get. You want your local audience to recognise and know your brand.

Use sales and offers to your advantage

Everyone loves a bargain or a special offer, and what better way to celebrate your new location and rebrand than with a sale? Sales and offers are an excellent way to get new customers through the door and gain some momentum for your business.

If you have a brick and mortar location, then run special sales and discounts for customers that visit you in person in your new location. For online promotions, try using special offers to encourage new customers to try out your products and services.

Sales and offers are also the perfect way to announce your rebranding. You can use your rebranding materials to tie into your sales marketing activities and get your new look out into the world. Promote any sales and offers on your social media pages, as well as your website and in-store. It can also be a good idea to promote sales and offers to your existing email database and let them know about your new location and branding.

Incorporating your new business information alongside discounts and special offers is an easy way to let your audience know about your changes in a way they will pay attention to. A marketing campaign that simply informs your audience of your move and rebrand might be ignored or dismissed. But adding a sale or offer to the message will help you grab the attention of your audience.

Hold an opening or reopening event

One of the most effective ways of promoting your new business location is to host an event. If you have moved to an entirely new location and developed a new brand, then a grand opening is an excellent way of getting new potential customers through the door. If you haven’t moved too far, then a reopening and inviting in existing customers as well as new is good for raising brand awareness.

Hosting a fun event that customers will remember is an effective way of boosting your new brand and getting into the minds of customers. It is also an excellent way of showing off your new location and all the hard work that has gone into it. Not only that but when your audience are in your business and engaging with your brand, it is an excellent opportunity to showcase your products and services.

An opening event is also an excellent opportunity for marketing and promotions, giving you something to shout about on social media and in the local press. Share your rebrand and your new location with current and potential customers, new business neighbours, and local journalists. When you host a successful event, your brand will stick firmly in the minds of all those who attended.

Related Questions

How can I use branding in my office or store interior design?

When we think about branding, we usually think about logo design, colour schemes and fonts, but it is so much more than that. Your business premises have a significant impact on how customers perceive your brand. Your office or store is an extension of your business and should fit with your brand image.

Think carefully about the layout of the space and how it makes customers and clients feel when they enter. Incorporate your brand colours into your rooms, either through decorations, furniture or artwork. Use your branding in your office or store interior to reflect the values of your business and communicate it to your audience.

What colours are the best for brand signage?

As part of your rebranding, you might be considering changing your colour scheme. When it comes to signage, there are a few colours that can work better than others. Colours can communicate different messages, and the shades you choose will define your brand.

For example, red signage can represent taking action, being passionate and energetic, but it can also symbolise danger, warning or anger. Blue creates a feeling of trust and security whilst also being relaxing and tranquil. Green is associated with nature, health and wellbeing, whereas orange can be motivating and encouraging. Think carefully about the feelings you want your brand signage to create among your audience.


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]]> https://liquidcreativity.com.au/how-to-turn-a-relocation-into-a-rebranding-opportunity/feed/ 0 Common myths about customer communication | How to avoid them https://liquidcreativity.com.au/common-myths-about-customer-communication-how-to-avoid-them/ https://liquidcreativity.com.au/common-myths-about-customer-communication-how-to-avoid-them/#respond Sun, 14 Mar 2021 22:41:16 +0000 https://liquidcreativity.com.au/?p=17821 Being able to effectively communicate customers is essential for any brand. Here are some common myths businesses often believe and the strategies on how to avoid them to communicate effectively with your target audience.

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brand communication strategy

CUSTOMER EXPERIENCE

Common myths about customer communication | How to avoid them



Being able to effectively communicate with your customers is essential. From the emails you send to the advertisements you create; all of these pieces of communication are an opportunity to leave an impression in your client’s mind. 

In order to better communicate with your clients, all of these channels of communication need to be used effectively. Your branding messages need to accurately reflect the personality of your business and capture the attention of your audience. Many marketing teams make common mistakes when it comes to customer communication, which results in business messages that are not clear or effective. 

When you want to better communicate with clients, there are a few common myths that you will want to steer clear of. Remember, once myths about what your customers want and need get passed around your marketing and customer service teams, they can wind up misinforming your entire organisation. Incorrect myths about how to better communicate with clients need to be stopped in their track. Then, they need to be replaced with the facts. 

We are debunking the eight most common myths about customer communication and explaining how your business can avoid them.

Myth: Different communication channels should be managed separately

Fact: Consistency across touchpoints is key to branding success

No matter the size or industry of your business, the chances are that you have a range of different channels to communicate with your customer base. This could be through social media, email, blogs, live chat and anything in between. A common myth is that each of these different communication channels should be managed separately. 

In actual fact, separately managing each communication channel can lead to inconsistent messaging. Consumers can become confused, and your brand message can become blurred if every channel is managed as a standalone.

When channels of communication are managed separately, perhaps by different team members throughout the business, it can create a confusing brand message. The last thing your business wants is your social media channels presenting your business as a casual, informal brand, while your email marketing is highly professional and formal. 

Everything from the language and images used, through to the products you are promoting, should be the same across all channels. This consistency is key for being able to better communicate with clients, and this goes for all areas of your business, including sales and marketing, recruitment and training, and your physical environment. 

Consistency across all your touchpoints is the key to branding success, and this means managing them simultaneously. While it may not be realistic for one employee or one team to manage all communication channels, everyone responsible for communication should be following the same guidelines.

how to consistently market your brand across different platforms

Myth: Keep communications minimal and avoid repetition in campaigns

Fact: Repeated themes across brand messaging builds effectiveness, especially via multiple channels

Now that we know that all communication channels should be managed together for a consistent message, it’s crucial to think about how often you communicate and what you are saying to the world. 

A very common myth is that communications should be kept to a minimum, and repetition should be avoided. This myth goes so far that many communication managers feel that repeated messages are counterproductive and will actively avoid them. The truth is, repeated themes across brand messaging builds effectiveness, especially when multiple channels are used.

It is only natural that a consumer needs to see or hear a message multiple times before it sinks in. Sometimes repetition and lots of communications might be considered annoying but in actual fact, this an effective way to better communicate with clients. The idea of communicating messages time and time again has been used in marketing and advertising for many years because it is known to work. 

A common method is the “rule of 7”, and this suggests that a consumer needs to hear a message at least seven times before they think about taking action. When these repeated campaigns are spread across all your communication channels, you can reach your audience more effectively than ever. 

Consumers will always respond more favourably to promotions and adverts that they see on a regular basis, so keep sharing your key brand messages across every channel you have.

Myth: Frequent communication leads to customer relationships

Fact: Connecting via shared values nurtures customer relationships

Building relationships with your customers is valuable. Consumers are always more likely to return to the businesses they already know and like. This kind of loyalty can only be built through better communication with clients. 

The common myth here is that the more frequently you communicate with customers, the more relationships you will build. Now, this one isn’t completely incorrect, as regular communication is important. But what matters even more is that the communication you are provided is valuable. 

In order to nurture customer relationships, you need to connect with your audience. This means finding shared values and common ground.

People buy from people, and sharing a more human side to your business can help you to build on customer relationships. Use your content and various channels to open communication lines with customers and connect with them on a personal level. Consider the values that your audience have and make it clear that your business shares these same values. 

Frequent communication isn’t a bad idea, but the quality of those communications is vital in order to better communicate with clients. Your focus should be on connecting with customers rather than bombarding them. Encourage two-way communication and engagement through your various channels. This could be on social media, email marketing or even in person.

Myth: A good enough product will generate its own positive word-of-mouth

Fact: It’s important to monitor and guide the conversation about your brand

Having a good product is essential for success and will likely benefit from some word of mouth promotion. However, contrary to popular belief, a good product isn’t enough on its own. Products that your customers love and value will naturally lead them to recommend to friends and family, but it is important that you help to guide this conversation. 

The truth is, some happy customers still need encouragement to share their thoughts and feeling on a product, no matter how much they love it. Not only that but leaving your products to generate their own word of mouth will leave your business out of the conversation.

The fact of the matter is, you need to be there to help guide and monitor the conversation about your brand. Word of mouth marketing is a powerful tool and requires hard work and input from your business. A good product is only the beginning. Word of mouth marketing could be done through working with influencers, encouraging reviews, or setting up a referral programme. 

However you want to do it, you will be there to oversee and get involved with the conversation. It is a great opportunity to connect and communicate with potential new customers while also maintaining relationships with loyal, existing clients.  

Myth: Social media has replaced email communication channels

Fact: Direct mail is still an important method of connecting with customers

There is no doubt that social media has completely changed the way businesses communicate with customers online. Many people believe that social media has actually replaced email communication channels in recent years. This myth could be easy to fall into, because social media is such an excellent channel for communication, and email is far less popular than it once was. 

But the truth is, direct mail and email are still a very important method of communication. In order to better communicate with clients, you need to be embracing both social media channels and email. 

There are a handful of reasons why email is still an important channel to use to improve communication with clients. Email offers a level of professionalism and privacy that can’t be replicated with social media. You can communicate directly to an individual customer, creating a personal conversation and a unique message, as opposed to the masses on social media. 

Whether you are advertising an offer, or a new promotion, facebook, instagram, or twitter can make the communication very impersonal. Direct email is a much more effective way to send targeted and personalised messages to your consumers. Not only that, but social media is such a busy place packed full of advertisements and information, that it is easy to become lost in the noise. 

Personalised communication, such as email is much more likely to be seen by customers and paid attention to.

Myth: Routine customer interaction doesn’t need much thought or planning

Fact: Even mundane communications like order confirmations or invoices are an opportunity to add value to your brand

Your business interacts with your customers in many different ways. One myth we hear a lot is that routine customer interactions don’t need much thought or planning. This idea that interactions with customers can be created quickly and effortlessly without any prior planning is never going to help a business communicate better with clients. 

Every engagement with your customers is important and should be treated as such. In order to better communicate with your clients, you need to carefully consider every interaction you have. Even the most mundane of communications, such as automated order confirmations and monthly invoices need planning and thought. 

These are all opportunities to add more value to your brand and connect with your customer. 

Routine communications are part of your brand voice and will have an impact on how these customers view your business. They could be the difference between a customer using your services time and time again or moving on to one of your competitors. It greatly helps to show empathy and gratitude in all of your communications. 

Take the opportunity to thank customers for their orders or their loyalty and let them know information that they may find insightful. For example, you could include links to blogs about the best ways to use your products within your order confirmations, or you could take the opportunity to ask for reviews and feedback on your services. 

email communication tips for brands

Myth: Having the right website, brochure or advertising is all that matters

Fact: Print or digital material needs to be supported by brand consistent customer service and support interactions

Websites, brochures and advertising are all vital to your business communication strategy. They are often the first interaction that you will have with a customer, and it is important that they convey the right message for your brand. The common myth here is that your website, brochure or advertising is all that matters, and nothing else is important when it comes to communication. 

While print and digital materials are very important, they are certainly not the only things that matter. These assets must be supported with customer service and support interactions which are consistent with your brand.

For most businesses, the website, brochure or advert is just the beginning of the customer journey. They may then go on to pick up the phone to talk to a customer service representative or engage in conversation on online chat or social media. 

All of these communication channels need to back up the brand messages on your marketing materials. That means that your customer services team need to reflect the same values and style as your website. In order to better communicate with clients, you need to focus your time and efforts on much more than just your website, brochure or advertising. 

Don’t let the other areas of your business ruin the hard work that has gone into customer communication in online and offline materials. 

Myth: Marketing communication is all about what we are saying to customers

Fact: Communication is a two way street and engagement is key to marketing success

Many businesses make the mistake of thinking that marketing communications are one way. They focus solely on what is being said to the customers, and not on what those customers are saying back. The common myth that marketing communication is all about what we are saying to customers couldn’t be more incorrect. 

Communication is all about engagement, and it needs to be a two way street between you and your customers. It might be easy to just post on social media, share a new blog, or send out an email campaign, but the real value is in seeing what your customers are responding with.

You may find that your customers aren’t responding to your communications at all, which often means they are not very effective. The idea is to create engagement and conversation in order to build meaningful and lasting relationships with clients. This level of two way communication can help to make your brand seem more human and real. Social media is an excellent example of a communication channel where two-way communication is effective and encouraged. 

By interacting with your customers online as opposed to just sending out marketing messages, you can show off your unique brand personality. Not only that but opening up conversations with customers is an excellent way to gain valuable insights into what they truly think of your business and products.

tips on communicating with customers

Related questions

How often should I be communicating with my clients?

When you are thinking about how to better communicate with clients, you might be wondering how often you should be contacting them. On the one hand, you don’t want to bombard them with too many communications. On the other hand, you don’t want them to forget about your business or your products. 

The correct level of communication will help you to remain at the top of your customer’s minds when they need your services.

There is no one-size-fits-all approach to communicating with clients. Some customers need more attention than others, and some are going to be more valuable to your business. Customers that don’t have much value for your business can be contacted rarely, and it won’t matter because they aren’t likely to buy from you anyway. 

Customers that are very valuable can be contacted many times and won’t find it too much because they value what you have to offer.

How can I increase engagement on my social media accounts?

We have already discussed the importance of engagement when it comes to customer communication but knowing how to encourage engagement is another issue entirely. In order to increase social media engagement, you first need to be measuring your engagement rates. 

Once you know the engagement levels you are starting with, you can start working on an engagement strategy.

It is vital that you understand your audience on social media so that you can determine the tone, language and resources that will resonate with them. After working out exactly who you are trying to engage with and why you can start to create and share content that will be valuable to them. 

It takes much more than just talking about how great your products are to get your customers talking. Instead, try to share content that delivers value and sparks conversation. Asking questions, offering contests and online polls are all great tools for increase social media engagement.

 


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]]> https://liquidcreativity.com.au/common-myths-about-customer-communication-how-to-avoid-them/feed/ 0 12 Cost Effective Strategies to Expand your Brand’s Reach https://liquidcreativity.com.au/cost-effective-strategies-to-expand-your-brands-reach/ https://liquidcreativity.com.au/cost-effective-strategies-to-expand-your-brands-reach/#respond Mon, 02 Nov 2020 15:53:37 +0000 https://liquidcreativity.com.au/?p=17737 Businesses that want to attract new, & retain existing, customers, need a much broader online presence. Here are some cost effective strategies that work for companies wanting to expand their brand's reach.

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Cost effective strategies to expand your brand’s reach

BRANDING

12 Cost Effective Strategies to Expand your Brand’s Reach



Around 90% of Australians use the internet most days. This means having a website is something no company can do without. However, while having a website was once enough to attract customers, this is no longer the case. This is because most companies have one nowadays, crowding the market.

Instead, businesses that want to attract new, and retain existing, customers, need a much broader online presence. One that allows them to target their audience, expand their brand reach and broaden their market share.

All of this, however, comes at a price. A price some businesses, especially small and medium-sized enterprises or those just starting out, might struggle to afford. How, then, do they create a brand that people recognise and that resonates with them without breaking the bank? While it can be tricky, it’s not impossible.

Here, we look at some cost effective strategies that work for companies wanting to expand their brand’s reach.

What is brand reach?

Despite the importance, branding is an often-misunderstood part of digital marketing. One of the main reasons for this is that the results of building a brand aren’t always instant, unlike unique website visitors, for example, or click-throughs.

Done right, however, branding has a huge impact on a company’s success because it expands their reach and engages with their target customer.

Businesses also often mistake branding for creating a logo or a tagline. Yet a brand is so much more than that.  It is the story their customer hears when they visit their website or see an online ad. It is the way they experience the company, whether that’s visiting a shop or showroom or calling the customer helpline. It’s the way they feel about the company, whether they are likely to stay loyal to it because they are emotionally invested.

Expanding brand reach, therefore, means developing each of these elements at the same time as ensuring they are consistent across the piece. This way, the customers know who they are buying from and what that company represents.

Finally, it’s important to remember that expanding brand reach can be a slow burn. It takes time for a business to build a brand and broaden its market. They shouldn’t, therefore, worry if they don’t see immediate results. Instead, they should look for steady growth, which will eventually reach a tipping point and give them the results they want.

When is brand reach a priority?

Brand reach should be a priority for any business that wants to broaden their market and reach new customers (as well as retaining the ones they have). It’s especially crucial for new businesses or ones looking to grow. It also matters for established businesses who find themselves at risk because of competitor growth, or new entrants to their market.

Brand reach is something businesses definitely need to consider as part of any marketing strategy or marketing campaign. Focusing on brand reach, for example, can help a business maximise its marketing budget while minimising their spending. This, in turn, helps ensure a positive return on investment (ROI).

Focusing on brand reach also helps with planning. Knowing just what their brand stands for and who they want to reach, for example, can help a business understand when and where to place advertisements. In addition, it can help ensure their message is clear and effective. This may include changing the language and tone of an advertising campaign to appeal to a new customer, for example, or reminding existing customers just why they buy from the brand.

Check your brand alignment and messaging

Ensuring their brand is ‘on message’ is vital for businesses wanting to expand their brand reach. This means advertising campaigns need to be consistent with the company’s brand image. It also means they need a consistent message across all platforms, whether this is a social media ad or a guest blog post.

Businesses need to remember, however, that their brand image needs to make sense to their customer.  Branding works best when it feels real and honest. Businesses need to be careful, therefore, of trying to be all things to all people. If they do, their message is likely to be confusing and not have the desired effect.

The same is true of jumping on trends. Again, they only work if they work for the brand. Otherwise, customers will see them as unreliable or dishonest, willing to do anything to make a sale.

Establish yourself as a content authority

One of the most cost effective ways of establishing a brand and expanding its reach is through content.  This doesn’t just mean posting the occasional message on Facebook or Twitter. It means coming up with engaging posts, videos, infographics and articles that people want to see.

The importance for content is that it can’t just advertise the brand, however.

People go to blogs, for example, to learn more about a subject. They watch videos to see how things work. They want to know more. Furthermore, they want to trust the information they’re being given. If they do, they are more likely to trust the brand. This is what becoming a content authority means.

It’s not just posting content; it’s posting content that people believe in. Once they do, they are more likely to seek out that business when they have a question or want advice.

Improve your PPC quality and relevance

Relying on blogs and videos to drive people to a website, however, isn’t enough. Businesses also need to use pay per click (PPC) advertising. This is probably one of the most traditional forms of online advertising. It is where businesses pay a site such as Google or Facebook each time a person clicks on an ad and visits their website.

PPC advertising can be incredibly effective when it comes to expanding brand reach. However, it only works if the ads are high-quality and reach their target audience. It’s important, therefore, for businesses to make sure their online advertising using the right keywords.

Businesses should also make use of the many tools search engines provide. For example, Google gives a quality score on their ads. This tells a business how likely the ad is to work using the keywords they’ve chosen. If they place an ad and it receives a low-quality score, a business will need to make changes. They shouldn’t just place the ad and hope for the best, as it is likely to need tweaking.

Collaborate with creatives, not just influencers

Social media has a huge part to play in brand reach. One of the ways businesses can use it is to place targeted ads on platforms such as Facebook.

Another is to work with influencers. Working with an influencer can be incredibly effective. But only if they make sense for the brand and the campaign. And only if what they post is engaging. This is why it’s better to work with creatives, not just influencers.

A creative will bring ideas to a campaign, a way of selling a brand they might not have thought of before or that is more likely to appeal to the target audience.  This, in turn, will add a touch of originality to the post, making it seem more genuine. Many businesses will want to use celebrities as influencers because of their number of followers. This was a successful strategy in the past.

However, it is no longer always the case that it will work. Yes, they can reach a lot of people. But if the people they reach have no interest in the brand, it will not translate into sales. Which means a business could spend a lot of money for very little return.

Collaborate with creatives, not just influencers

Evaluate your SEO performance by keyword

SEO, or Search Engine Optimization, uses keywords to organically drive traffic to a website. Sites such as Google also use them to rank search results. Getting these keywords right, therefore, is vital when it comes to expanding brand reach.

One of the best ways to see if SEO keywords are working is for a company to carry out a keyword audit and rank keywords based on their SEO performance. They can then change out ones that aren’t performing.

Businesses should remember, however, that not all changes will work, so it’s important to keep checking SEO keyword performance until they’ve got it right. They will also need to do this when a search engine changes their algorithms, which they do fairly often.

Finally, it’s important that keywords reflect the pages people are taken too. Using keywords just to drive traffic won’t work. If anything, it will turn potential customers off as they will feel they’ve been cheated or tricked in some way.

Target like audiences via social media

Every brand has an audience. This can be quite large and quite generic – parents, for example, or working mothers. Alternatively, they can be quite niche and quite specific – people who go on holiday in a campervan, for example. A business needs to know its audience. Once it does, they can maximise the use of social media marketing.

Target like audiences via social media

Social media is one of the main reasons Australians use the internet, and platforms such as Facebook and Twitter are powerful tools for reaching a target audience. Both, for example, let a business target people who like similar companies to theirs. However, both can take time to get ‘just right’. It’s a good idea, therefore, for businesses to start small with paid advertising until they know what works.

Search re-targeting and remarketing

With online marketing, time and effort is needed to get things right. This is why, when a business does manage to attract a potential customer, they need to try to hold onto them. This is where re-targeting and remarketing comes in. Both have a similar aim, to increase customer numbers.

The main difference, however, is that re-targeting works to attract potential customers who have already shown an interest while remarketing is designed to keep existing customers. Another difference is that retargeting tends to focus more on online ads, whereas remarketing is also often done via email. For online advertising, retargeting and remarketing ads work the same way.

Businesses use platforms such as Facebook to get their ads in front of people who have visited their sites before in order to re-engage them.

Create your own affiliate network

While not all businesses are able to develop an affiliate network, those that can – retailers, for example – need to consider it. Affiliate networks are a great way to expand brand reach and broaden market share. They work by signing up partners to promote and sell their products.

Partners place ads on their site or promote products through their own websites or social media. They are then paid a commission for each sale. Because affiliates are only paid if a sale is made, it’s a low-risk and cost-effective form of marketing.

For an affiliate network to be truly successful, a business needs to pick their partners. This is normally done through an application process. Choosing the right partners matters in the same way it’s important to choose the right influencers. Businesses need to work with people that are connected to their brand and are more likely to reach their target audience.

Team up with like-minded brands

Forming partnerships with influencers and affiliates aren’t the only ways a business can reach their target audience. They can do this by teaming up with like-minded brands too. This can be as simple as writing a guest post for a blog that focuses on the products they sell (which has the added benefit of increase content authority).

However, it can also mean developing joint products or services. Or it can mean creating shared promotions.

Team up with like-minded brands

Develop your brand’s storytelling

Brands will only succeed if they resonate with people. They can only do this if it has a clear, consistent, and compelling story. One that lets customers know what it stands for and where it’s going. A good brand story will be relatable, highlight core values, and build trust with customers.

Stories are especially important for newer companies, ones that aren’t well known and are trying to stand out and be seen. The good news is, once it’s been written, it’s easy to share through social media. This means businesses don’t need a huge marketing budget to get their story out there.

Related questions

What is a content marketing strategy?

A content marketing strategy is a key component of any plan to expand brand reach and broaden market share. It provides an overview of what a business wants to achieve and how they will do this. This includes the target audience, the type of content they will produce, how they will distribute it, and how they will measure success.

It also includes a content calendar, keywords and hashtags, and roles and responsibilities (so nothing is missed). Finally, it’s a good idea to include a section on competitor analysis. This way, businesses can ensure their campaign stands out from the crowd.

One of the most critical parts of a marketing strategy is probably the budget. A business needs to know how much it has to spend to achieve the results it wants. This will help direct the types of advertising they do.

If, for example, they have a small budget, using affiliates might be the way to go as they only have to pay for sales made.

If it’s a bit larger, they can include online advertising through social media or use an influencer.  Having a budget and clear goals means that they can work out if the campaign was a success by measuring their ROI.

content marketing strategy

How do I evaluate my campaign’s ROI (Return on investment)?

As part of any marketing strategy, a company should set an ROI goal. This is the return they want to make on their marketing spend. This could be selling a certain number of a particular product. It could also be more complex than that.

If a campaign aims to expand brand reach, for example, then awareness amongst target audiences might be a goal. These are harder to measure but not impossible. To use them in calculating ROI, however, a monetary value will need to be attached to them.

This is because ROI is seen in terms of income and how much a business makes in return for its investment. In its simplest form, this investment is money spent through the marketing budget. However, other costs can be brought into play. For example, how much staff time was spent on developing the marketing strategy or placing online ads?

Once a business knows their costs, they deduct these from any profits made. This gives them the ROI.

If ROI meets the goal set in the marketing strategy, that’s excellent news. If it doesn’t, a business needs to re-evaluate. Was the original goal too high, for example, or did the marketing campaign not work as expected? Findings can be fed back into the strategy, and any future campaigns, improving the likelihood they will expand brand reach or broad their market share while staying in budget next time.


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]]> https://liquidcreativity.com.au/cost-effective-strategies-to-expand-your-brands-reach/feed/ 0 11 Tips to Build an Effective Social Media Branding https://liquidcreativity.com.au/11-tips-to-build-an-effective-social-media-branding/ https://liquidcreativity.com.au/11-tips-to-build-an-effective-social-media-branding/#respond Thu, 06 Jul 2017 00:32:26 +0000 https://liquidcreativity.com.au/?p=7555 Let’s unpack the hype and take a close look at social media and what it means for brand managers. Here are 9 tips to help you catapult your brand.

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11 Tips to build an effective social media branding


If you could name just one innovation that has changed the world in the last decade, what would it be? Mine would be social media.

It’s now almost impossible to imagine a world without selfies, check-ins, photos going viral or firestorms of outrage generated by a comment from someone we didn’t know existed yesterday.

Social media has created a whole class of fabulously wealthy tech-nerds, led by Facebook founder Mark Zuckerberg and catapulted people like the Kardashians from obscurity straight into Hollywood’s A-list.

Along the way, it’s also revolutionised brand marketing strategy, providing an easy to use, cost effective platform for brands to talk to global audiences while bypassing media’s gatekeepers and avoiding hefty advertising costs.

Social media branding has catapulted some companies to instant stardom. But the story less often told are the countless businesses whose profiles attract just a few dozen followers and half a dozen likes.

With the number of social media users in Australia still growing – an increase of 4.6% between 2021 and 2022 – why is still it so hard for businesses to connect online? It all comes down to the right strategy.

So let’s unpack the hype and take a close look at social media and what it means for brand managers. What are the branding rules on the new digital frontier? How can the right social media strategy help connect with your audience like never before?

1. Stick with the major social media platforms

It can be tempting to try and hitchhike on the ‘next big thing’, but I would caution business owners to leave gambling to the punters.

While hundreds of new social media platforms are launched every year, 99% of them are quietly folded within months, while the biggest continue from strength to strength.

Nearly every successful social media branding strategy I have seen has its success anchored through a presence on the majors: Facebook, Instagram and increasingly Snapchat.

Similarly, for executives or business owners keen to build a wide reaching personal brand, a well thought out profile on Twitter and LinkedIn is a must.

Depending on how your marketing strategy is designed, YouTube, Pinterest and StumbleUpon TikTok may also provide opportunities to reach social media users.

But if you’re interested in a strategy that works, don’t be in a hurry to rely on other platforms to drive brand awareness or engagement. Find out which major social networks your target audience use and invest your efforts there.

KeepCup uses social media to connect with their audience with promotions and community campaigns.

2. Know where social media sits in your brand strategy

It’s true that if you watch enough business TV shows, you will see examples of tear-away success created thanks to a brilliant social media campaign. But you should remember that’s the reason they are on TV – because they are so unusual.

Having a piece of content ‘go viral’ is extremely rare, particularly if you’re a little-known or local brand. No matter how clever or unique your social media content is, it’s a challenge to get enough eyes on your posts to make a difference.

What we know does work is a long-term brand building process, using social media as a channel to share your brand story. For most small and medium sized businesses, a well thought out social media presence is now a must, but you should think of it as a derivative of your brand strategy not the driver.

Having thousands of followers may be valuable to your business but that’s not your goal; having a rising number of your market niche engaging with your brand and getting excited about its offer is.

It’s important to note that social media isn’t just for attracting new clients, either. One major function of this ‘relationship marketing’ channel is keeping existing customers excited about your brand, and turning casual clients into bona fide fans.

This means social media marketing is a vital subset of marketing efforts, but it’s not the sum total, and social media branding should ‘trickle down’ from an overarching marketing strategy, not substitute it.

For most business owners, this translates into allocating around 2%-5% of your marketing budget and a couple of hours each week working on social media.

3. Broadcast your brand personality consistently

Not a week goes by where I don’t get asked the question, “What makes a “great brand?”

The short answer is that while there are many important elements, ensuring your brand has a true personality is the absolutely crucial factor.

Much like a human personality, brand personality lays the groundwork for how customers see your brand, what they can expect from it in the future and what buying your brand says about them to their friends and peers.

Having a brand personality that is engaging, recognisable and attractive to your market is the indispensable guide to how you design your social media presence; governing where you go, what you say and when you say it. 

This can be considered your brand’s voice, and it’s the part most businesses get wrong when they start a social media account.

These guidelines should be clearly laid out and documented so that every staff member who contributes to the business social media presents a cohesive brand voice. Brand consistency is critical to successful social media marketing, including across multiple platforms. 

It becomes impossible to build your brand coherently if your internal staff (and any external service providers, like social media marketers or content writers) aren’t dancing to the same tune.

Your brand voice isn’t just about the way you type, either. Visual style is just as crucial as writing style, possibly even more so when image-based content is front and centre. 

Your brand’s visual language should be front and centre when you create content, uniting every photo, illustration and video you post on social platforms.

4. Focus on your target audience, not the whole world

Of course, part of the promise implicit in all digital marketing is that it makes the world your oyster.

That’s fine as far as it goes, but if you own a fashion store in the northern suburbs of Melbourne, how important are the views of people in Rwanda or Cleveland?

The answer in nearly all cases is not at all, so take the hint and start with your local market. After all, brand awareness isn’t much use if there’s no chance of your audience making a purchase.

Since Facebook launched its advertising in 2012, it has promoted many advertising tools but I find Pinpointing the most helpful.

Essentially, Facebook provides data allowing you to isolate users to within a radius of three to five miles (five to eight kilometres) of your location.

For the 92% of Australian businesses we refer to as SME or Small and Medium Enterprises, this radius is where 90% plus of their paying customers live.

Ecostore engages with their target audience using lifestyle photography to market their brand values.

5. Images speak a thousand words…

We talk about having conversations on social media, but I have found photo based posts are the most effective.

Start by adding a photo, meme or image and when its loaded, add a targeted message in the description. Facebook will recognise this as a photo post rather than a link post, and these posts typically generate a far greater reach.

While we’re talking images, let’s also look at Instagram which last year clocked up nearly 1 billion active users worldwide, including six million in Australia.

It’s been a boon for celebrities and a growing number of until-now unheard of beautiful people posting glamourous pics of their glamourous life, some of them raking in six figure incomes for the privilege.

These ‘influencers’ are the key to getting big numbers of impressions on Instagram but if you don’t have the budget for a Miranda Kerr or Shane Warne, don’t despair

There are plenty of ‘B-list’ sports stars, fashion models and others you can appoint as a brand ambassador for a reasonable fee. Just ensure they have a reasonable following (bare minimum 10,000) and fit your brand image like a glove, then once they are on board, monitor their performance closely.

6. Keep it real and video content a million more.

You’ve heard it before, but we’ll say it again – we’re living in the age of video-first content.

You may not have the resources to launch a Youtube channel for your brand just yet – but then again, the bar for video content may be lower than you think. There’s no need for professional camera gear or even hiring a videographer: all you need to record video for social media is your smartphone camera or webcam.

If this sounds a little lowbrow to you, take some time to look at what your favourite brands are doing on social media. Video content no longer needs to be polished to be watchable, and the authenticity of selfie-style video or behind-the-scenes glimpses actually tends to drive engagement.

When it’s time to get serious about video marketing, it’s well worth investing in professional filming and production services. But for most businesses, it’s better to get started with what you have than miss out on a social media branding opportunity.

7. Use different channels and formats for holistic brand building

Social media platforms have certainly evolved over the years, and your options are now far more diverse than simple text or photo posts.

Facebook and Instagram Stories are incredibly versatile – allowing you to share photos and video, ask questions, answer them and even hold polls for your followers. Given that stories are transient – disappearing after a set amount of time – this provides a lot more freedom for informal communication that keeps audience engagement high.

Of almost a billion Instagram users, 500 million use Stories on a daily basis. It’s a priceless opportunity to invest in consumer relationships, using content that’s quick and cost-effective to produce.

Platforms like Snapchat and TikTok have embraced this format completely, giving you a full spectrum of options that can be utilised to build your brand online. Of course, it’s crucial to be selective and make sure your choice of social media accounts (and content marketing types) is consistent with your brand strategy.

But you shouldn’t limit yourself to just a single format, either – creating strategic content of different types across multiple platforms means you’re building a well-rounded and holistic brand.

8. Keep it real and human (like your audience)

The thing to keep in mind is that social networks are not just another advertising platform, first and foremost this media is truly social – helping people cultivate human connections.

That human connection explains why Snapchat’s here now, gone the next instant functionality appeals to teenagers wanting to keep their parents well away from their secrets and gossip.

So, before you launch a social media strategy, consider who your audience is and how they are using the media you have identified.

The human connection social media facilitates also means your strategy must be seen as authentic. Corporate style bland advertising typically fails in this environment.

When it comes to social media, one of the most powerful use cases is to give your audience a ‘behind the scenes’ look at your business. Capturing elements of your day-to-day operations in a way that genuinely represents your culture or brand identity makes for compelling (and authentic) content.

Consider what social media branding can achieve that formal advertising can’t – and make maximum use of those unique features.

KeepCup uses social media posts to link to competitions and promotions.

9. Include a Call to Action with online content

Like any marketing communications, a great social media post has a cut-through brand message and a call to action.

Our experience shows that time-limited offers targeted directly to the needs and mindset of your target audience works well, as does endorsements of causes that you and your audience care about.

Different social media platforms will have different levels of commercial intent. It all depends on what people are looking for when they open the app or website. 

For instance, Pinterest users may actively be searching for a product or idea when they pick up their phone, so it’s an ideal place to directly promote a helpful or attractive product.

On the other hand, users on TikTok are looking to be entertained, not advertised to. If you’re using this video sharing platform, focus on brand building and capturing your organisation’s personality, with more indirect links to your product or service. Influencer marketing is an effective way to reach customers on these less commercial social networks.

Once again, brand awareness is great, but it doesn’t translate into revenue unless you create a clear path for conversion. Don’t lose track of what the key goal is – and in fact, you should have strategic and measurable goals for your social media marketing efforts.

Setting clear KPIs for social media campaigns will allow you to evaluate whether your investment is paying off. If you find that it isn’t translating into sales, it’s time to go back to the drawing board.

10. And now, a few of the don’ts

As I’ve mentioned above, a good social media presence is designed to increase the engagement with your brand but is not an end point in itself.

I’ve seen many examples of businesses so keen to build their social channel, they use their physical location to promote and incentivise likes and follows with an offer of a discount.

Lowering the price expectations of visiting customers and lowering your cash flow is a very high price to pay for attracting a few dozen followers.

Similarly, my agency has come across business owners who spend 20 hours a week or more pumping out messages into the social sphere without any idea of what their return on investment will be for all this time and effort.

For most SMEs, a weekly or twice weekly schedule of innovative, quirky on-brand social media posts is sufficient.

Don’t simply refashion the same content from other platforms and run it across your social accounts; that can very quickly look inauthentic or worse boring. Mix it up and have a little fun with the medium.

Social media branding is a fantastic creative space to communicate what your brand is all about. Original content is the best way to make that happen, while borrowing the messaging of other brands fails to communicate anything meaningful about yours.

And hard sales pitches don’t work – instead they usually result in turning most of your followers off.

A demographic breakdown of potential audiences using Facebook. Credit: SproutSocial

11. Now track your results

The beauty of all things digital is that these mediums come with ready to go tools so you can see exactly how your campaigns are travelling.

You can embed UTM tracking into your links to monitor which posts perform and which ones don’t. You should also Google Analytics where under the Attribution tab you can check how many visitors to your website landed through Social Media content.

There are many ways business can promote their brand on social media – so what’s stopping you. If you want a friendly chat about how your brand can be reinvigorated feel free to reach out and connect with a brand agency team like Liquid Creativity.

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