Have you ever wondered how some companies manage to become renowned when they started out from nothing? The truth is every company or business must start somewhere, and that somewhere begins from nothing and turns into something. Think of Apple. When Steve Jobs started his company, no one knew who he was and no one took him seriously. He was just another young man trying to sell tech and make a living. So how did he become such a famous name with a popular, adored company? He developed his brand identity. Over the years, branding has changed with the advancement of technology, websites, and social media. However, the goal of branding is still the same: Let people connect emotionally with your business and then turn those people into loyal customers. Here are four must-follow steps that will make or break your brand identity development.
In this modern age, attracting visitors by going door to door handing out pamphlets is not ideal (although that still happens to this day). Calling strangers to advertise your products and services is also not effective, as it can annoy the people you are calling. Attracting visitors occurs naturally (organically) for your brand identity development. The web is the best place to start attracting visitors since that is where people are in today’s world. Consider your website your mobile business space. Your website should thus be unique to your business to send out a strong brand image. Here are ways to brand by attracting visitors to your website:
- Each business has its own story of how it began, what its goals are, and in what ways it wants to help people. So, share your story on your website through your content, images, and even videos.
- A big part of branding is posting relevant content on your website. This includes informational blogs and videos. After all, if you are targeting a specific buyer persona, then you want your content to be tailored to that persona so that they can find your website helpful and keep coming back. For instance, Nike tailors its website content to athletes and fitness enthusiasts; consequently, they share relevant fitness pictures and content that explains the features and benefits of each of their sports products.
- Share your blogs on social media. Since the rise of the internet, social media has become an important—even necessary—tool in branding. Sharing your blogs and content on social media ensures that the right people will find your website. This is an essential way to attracting visitors quickly and effectively.
Converting Visitors into Leads
After attracting visitors to your website, an important part of brand identity development is to win those visitors over. You have showed them who you are as a company, now is the time to convert them into leads. To convert visitors into leads, you need two things:
Calls-To-Action: Showed that dynamic, personalized CTAs perform 42% better than standard, static CTAs in terms of view to-submission rate. What does this mean? It means that if you are not taking the time to personalize your CTAs, you are missing out on some serious conversion opportunities. To achieve this, promote different content offers:
- to different personas
- to people in different lifecycle stages
- based on pages visitors have seen
- to people who have already downloaded/signed up for an offer
- based on what people have already shown interest in
- customize the messaging of the same content to appeal to different audiences
Landing pages: Some best practices to personalize landing pages:
- ask the most critical questions first
- start broad and then get more detailed
- align questions with leads’ likely stage in the sales cycle
- tailor form fields to various buyer personas
By doing these above things and transforming visitors into leads, you would be on your way to making your brand identity more memorable.
Nurturing Visitors into Leads
What better way to improve your brand identity and make it renowned than by building relationships with your leads? Sharing valuable resources and advice along with interacting with visitors (such as by responding to questions or comments on blogs and social media) is a great place to start. By nurturing your visitors into leads, you are more likely to gain customers and have a loyal fan following who brag about your brand identity.
Delighting Your Customers
Last but certainly not least, when you gain customers, you must continue delighting them so they stay. It can start with personalized website pages. When a customer lands on your site, you could greet them by name in the header. Or, you could include a personalized message thanking them for their business.
Think about implementing customer delight campaigns. Just like with lead nurturing campaigns, you can share relevant content based on a customer’s interests and actions taken on your site. The only difference is you are not trying to sell them anything; your only goal is to make them happy. Here are some suggestions for building trust with—and delighting—customers:
- Delight Employees – Delight your employees, and they will delight your customers. Build trust with your employees, and they will build trust with your customers. The bottom line: Happy employees = happy customers.
- Educate Employees – Develop team principles that all employees follow. These principles should reinforce the notion that the most important thing is solving for the customer.
- Empower Employees – Make sure every employee can identify a customer at the buyer persona level. This will help you understand who you are trying to delight.
- Listen – Listen pre-sale and post-sale. It is all about collecting data—both qualitative and quantitative—about the inbound experience. It is going to help you improve, innovate, and better educate your employees.
- Ask Questions – Go exploring with customers. Ask questions to learn more about their problems. (Open-ended questions are the best.) Be sure to collect all the responses.
- Help & Educate – The businesses that are the best educators will be the most successful. It is a presale and post-sale activity. Employees should create content just for customers.
- Follow-up – Always make sure you follow up with customers to ensure you have solved their problems. Every interaction warrants some type of follow-up.