PM PLS Part 2 – Online Marketing For Your Business
So why does online marketing matter? Because your target users spend considerable time online!
40% of the global population accesses internet. 100% fall in data transfer and storage costs, and guess what, 87% of connected devices sales by 2017 will be tablet and smartphone.
Online marketing, in the easiest words of itself, is crucial for your business because first, it helps you to engage your users/prospects/customers with creative, relevant and visual content and make it shareable. Engagement will be a high-frequency word that will be repeated throughout the book. Remember not to leave out the word ‘social’ in your business marketing; being social is the key to marketing in social media.
THE MARKETING VOICE
When developing a brand online, the online presence of a brand is determined by its unique marketing voice. We all have our own voice; sometimes, you can even recognize someone just from his or her voice. I have once got a complaint from a student about how hard it is for her to make sales conversion online compared to offline. Trying to explain the benefits of your product in typed words is actually harder than selling something face to face / by phone to your customer.
We can also see in various cases, if you are following some Facebook pages, that there are different voices used by each and every admins updating contents into the page, and also engaging customers. The voice of your brand depends highly on the nature of your business, and more importantly, the demographics of your target customer. We will delve deeper into the concept of recognizing your ideal customer later in this book.
CHOOSING YOUR VOICE
So how do you choose your online voice? Let me give some example to help you figure out your own online marketing voice. A friendly and fun company like Nickelodeon and Disney, which are targeting the children and younger adult consumers, are using witty, exciting and friendly voice in the status updates, image uploads and even advertisement copies. A sophisticated, elegant and hi-tech company like Apple and Google, which are targeting a higher end market with knowledgeable users, might be using a more formal and consumer-facing voice (such as one you heard in most telecommunication services). They ought to keep professional, maintain their credibility and win customer’s trust and respect.
So, the best way to choose your voice is by looking at your audience. This is perfectly comparable to speaking to an audience. You can’t actually talk formally and technically when speaking to a bunch of aspired teenagers, they have pretty bad track record on paying attention. So you will have to twist your presentation to make it engaging and interesting enough to get and hold their attention. I also think that you will not speak in a playful and friendly voice when you are speaking to the business owners of diverse range of skills and experiences, or even when speaking to your board of directors. So the most important takeouts from here is this:
Know Your Audience
Set Your Voice According to Your Audience
And remember that this voice should be consistent throughout your platforms, be it on emails, comments, text messages and websites. This will build a strong rapport between the customer and the business, by giving the business a brand, a personality and of course, a voice.
YOUR BRAND IDENTITY
You see, branding in the new digital age is not as easy as it used to be. Nowadays, perception of a brand depends on the way the brand communicates to its audience. This brings us back to our chosen marketing voice. Now is the time to put a face to that voice, a visual representation, to convey the brand message more efficiently.
What is a brand message? A brand message is the message that you want your brand to convey to the customers; the first thing that popped into their mind whenever they see your advertisement. The one, singular, thought that came up whenever they hear your name.
A brand message must:
- Communicate a purpose and stick to it
- Stay consistent across channels
- Appeal to customers’ emotions
- Welcome change and be flexible
- Aim at cultivating loyalty
With a strong brand message, it will be easier to form and install your visual representation. From the message, we can determine the brand experience, on what feelings or emotions evoked through the purchase and the usage of the product.
A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well. – Jeff Bezos
YOUR CORPORATE IMAGE
Whenever I mentioned corporate image, you must be thinking about suits and tie, right? In real business, corporate image refers to your visual representation of the company; the company logo, the theme color, the tagline, the typography, and even the letterhead. It was all there to help you subconsciously convey the brand message to the customers.
So choose one from multiple designs of logos, and pick the best in conveying your brand message, and not because of the aesthetic values or plain minimalism. The logo should be simplified into a single mark displaying a message. On the logo, there are three rules that I have always go to when it comes to designing a logo or coming up with a new brand name.
The logo must be:
Unique – A good logo with a good brand name should not plagiarise another business’, be it in the same or different sector. It must be unique, so we can attract attention to it.
Memorable – This is a must. The logo must be simple enough that it can be displayed almost anywhere without a fuss, and most importantly, stayed right in the back of the viewers’ mind without them even noticing.
Descriptive – Not misleading. The logo should somehow incorporate the business nature of the company. Get the right designer and enjoy the ride in the creative streams. People should know right away about what your company is doing when they see your logo. Be careful, or someday, someone will ask if your Silicon Valley tech company actually sells peppers.
THEY WON’T FORGET YOU
No, they won’t, and they won’t be going anywhere if you are doing the right thing. Choose the perfect color to convey the emotion into your customers. When choosing your logo color, bear in mind that the chosen color will be used in all your paraphernalia, the color and the logo should be slapped everywhere to get more attention. Everything must follow through with the theme color; from the wall paint, furniture color, and even the lines on your corporate envelope or letterhead. Everything must be consistent with conveying your brand message to the customers.