Your brand credibility is more perilous than you might think. It takes years to craft a solid reputation, and only a split second to destroy it all. With the enormous reach of social media, one gaffe could reach millions of people in minutes. That’s why it’s so important to constantly monitor your reputation and work hard to continuously build brand credibility. These steps are so easy that many tend to set them and forget them. If you’re working now to build your brand’s reputation or clamoring to recover from a PR disaster, start work right away. If you’re coasting along on a great reputation, don’t leave these tasks until it’s too late.
Examine Your BrandYou should always keep your brand in mind, every second of every day. Training for staff should include your brand’s mission, vision, voice, and message. If you’re still not sure what your brand’s purpose is, then you haven’t yet spent enough time building your brand. The message you send to your customers solidifies this brand. If your words, actions, and images don’t fit the brand you’re crafting, then you’ll lose credibility. All it takes is one slip on social media to but your brand in peril. Bigger faux pas, such as the ones plaguing United Airlines in the news lately, could knock you all the way back to the beginning.
Exercise Your VoiceWhen a vocalist doesn’t use her instrument, it gets rusty from disuse. The next time she sings, she may sound different—and that can be confusing to listeners. Always pay attention to your brand voice. Learn what you sound like to your buyers and work hard to maintain that voice. It’s important to constantly analyze your buyer personas, too. Maybe you’re using the wrong voice to reach them. A hip, trendy brand voice might get attention, but it won’t impress your buyers if it doesn’t match the services or products that you offer.
Build a Better BlogBuyers want to learn about your services or products before buying. By creating content that establishes you, the company owner, as a thought leader, you build enormous credibility for your brand. Share tips, tricks, and tutorials. Spread good news about your company with press posts. Dig into deeper thoughts and share your opinions about your industry. Every word will work to boost your brand credibility.
Check Your WebsiteIs your website up to date? An old, clunky, slow website speaks volumes to new visitors. Your brand screams, “We don’t know what we’re doing!” so loudly that nothing you say can drown it out. Make sure your pages load quickly and that the site functions as it should. And, of course, you must be mobile responsive now. Not only will a non-mobile site turn off your buyers, but it also will perform poorly in search engine results.
Pay Attention to ReviewsNow, how will you know that your brand resonates with your buyers? How do you know you’ve built credibility you can count on? By listening to your customers. Read reviews. Take them to heart. Sure, some can be ignored—specifically those left by users hoping to stir controversy. The real reviews, however, should be used to help you build your brand credibility. When reviews are bad, examine the claim, determine where you went wrong, and address the problem immediately. When reviews are good, use the feedback to bolster the credibility you’re building. And remember: these reviews aren’t always a formal affair, left on third-party sites or your own website. Monitor social media to keep an ear tuned to what buyers are saying about you. As you can see, these tasks must be performed over and over and over again. It’s important to always have your brand credibility in mind. If you’re working to build your brand or to recover from an incident that has put your brand in jeopardy, give us a call. Building solid brands is what we do.
Starting—and maintaining—a business blog is hard. We know. Creating a content calendar, conducting research, and setting aside the time to write and publish can take a huge chunk out of your time. That’s why so many companies end up forgoing a blog altogether or only contribute a few times per year. Sure, anything you add to your website can help, but a back-burner blog means you’re missing out on one of the most powerful marketing tools available. There are probably dozens, if not hundreds, of reasons to blog for your business, but we think these six are the most important. Let’s take a look.
It’s Actually Pretty EasySure, the thought of researching and writing can be overwhelming, but when compared to many of the other marketing activities you do for your company every day, it’s actually pretty easy to get a blog going. Most website themes include a blogging portal, so you don’t even have to have someone redesign your site or add new pages. All you have to do is click “add post,” and you’re off and running.
Share Your Expert StatusDid you know that 96% of B2B buyers want content from industry thought leaders? That could be you, building credibility for your products, your services, and your expertise. Think for a second: What makes you trust one company more than another when you’re making the decision to buy? Don’t you want to know that you’re putting your own company in good hands? The same is true for consumers, too. Before they buy your products, they want to be sure they can trust you. Show them with your blog.
Increase Your Qualified LeadsMore than 74% of companies say that regular blogging increased the quantity and the quality of their sales leads. The reason for this is increased traffic, because B2B companies that blog sixteen or more times per month see up to 3.5 times more traffic than those that blog zero to four times per month. If you’re a B2C company, statistics show that eleven or more blogs each month can bring up to four times as many leads as a business that blogs fewer than four times per month. It just makes sense that more traffic would result in more leads, right?
Get and Keep More CustomersThose leads are more likely to turn into customers, too. In fact, 92% of businesses that blog more than once per week say they’ve gained at least one customer through their content. So, it’s easy to see how more leads could lead to more customers. How can your blog help you keep those customers? Well, many readers will happily offer up comments when they’re done reading. This gives you better insight into your idea customers’ needs. Learn what you can from their input, tweak your buyer personas, and provide a better service or product for your target audience. That’s what keeps them coming back.
Make More SalesBuyers who read your blog do so because they trust you. That means they’ll give preference to any suggestions you might make. That trust leads to purchases that can soothe their pain points. It’s true; 61% of buyers say they’ve made a purchase based on something they read in the company’s blog.
SEOYou might think we’d lead off with this one, especially since SEO is on the lips and fingertips of every speaker and blogger. The truth is, however, that quality information that inspires trust in your buyers is much more important to Google than your keywords. Still, you can use your blog to drive traffic according to specific search terms. Just be sure to think through the things your buyers are most likely to search for, create the content that will answer their questions, and the SEO will take care of itself. Have more questions about how a blog for your business could boost your marketing efforts? Want to talk to us about how we can help you get your blog moving? We’re here for you, so just give us a call.
“Marketing” is such a broad term, isn’t it? Just the word itself brings to mind thoughts of TV commercials, social media accounts, blogs, pay-per-click and display ads, print marketing, and a million other ways to get your brand and products in front of buyers. With so many different options available, you might be tempted to run after the latest trends in an effort to reach as many people as possible. The problem is that Snapchat and Instagram may not be where your buyers are. In fact, you may discover that all of your latest marketing techniques aren’t gaining traction for one very important reason: you’re reaching for the wrong audience. When marketing to businesses, you’ll use different tactics than when marketing to consumers. Those trendy techniques you’re trying fall on deaf ears before no one’s there to hear you. Let’s take a look at the differences between marketing to businesses and consumers so you’ll know where to find your buyers.