Building a great brand for your company should be a key part of your marketing plan. Storytelling can be a useful brand-boosting strategy. Here’s how:
A good story that appeals to customers will help to connect your business with them. Think carefully about your story and work out which aspects customers will most be able to connect with. If you want to appeal to people’s human, caring side, take this angle through into your storytelling and illustrate how your company or product helped out during a community crisis, for example.
Be wary of telling a story to promote your brand that is very narrow in its target audience. The wider the appeal your product has the more sales you’ll make. If you tell a really great story that has general appeal, you’ll reach a wider audience.
Keep it Short and Sweet
The most effective stories are short ones. If you ramble on for too long, you’ll risk losing your audience’s interest. Catch your readers’ attention but don’t bore them with a story that’s too long.
Make Your Story Count
Your story needs to hit your audience where they’ll feel it most. Think about what’s trending at the moment in the current industry market and across the world and use this to frame your story.
Make an Emotional Connection
The greatest adverts are those that capture people’s emotions and tug at their heart strings. Create branding that inspires readers to believe in their own abilities and strengths. Use a story about your product to show how it can help customers to better themselves and achieve more than they ever thought possible.
Your story must finish with a message that makes people think about it for hours or even days afterward. Storytelling helps your audience to connect with your brand and allows them to see your message in greater depth. If people remember your brand because of the story you’ve told them, you’ll be foremost in their thoughts when it comes to making a purchase.
Incorporated properly and used wisely, storytelling can be a great marketing strategy. Keep your story brief and to the point, aim for an emotional connection with your audience and come across as genuine and believable.
Creating Brand Buzz Before a Trade Event
Trade shows and conferences are great opportunities to spread the word about your brand and network with industry colleagues and potential customers. But how do you stand out from potentially hundreds of similar companies without blowing your budget on a premium exhibitor booth or sponsorship?
Here are three sure fire ways to get noticed and build a great buzz around your brand well before an event; and they won’t cost you a fortune.
Specificity is vital these days. Associate your brand with each show using search engine marketing (SEM).
Long-tail keywords specifically related to trade shows and events allow you to put your message in front of a relevant audience quite cheaply. Include qualifying terms like cities and dates to capture the most relevant traffic and win a positioning boost thanks to reduced competition for those particular keywords.
Go one step further and supplement your long-tail keywords with event-specific ad copy. This makes it more likely that your ads will catch the attention of anyone researching the event and it will also lower your CPC due to the alignment between your ad copy and the targeted keywords.
If you want to target specific brands or individuals at a trade show, get personal by using dynamic keyword insertion. Your ad copy will be automatically modified depending upon which keywords people search for, effectively taking customization of your advertising to the next level.
Every trade show worth its salt has a Twitter hashtag and very often these discussions are just as useful as the events themselves. Utilise Twitter’s Promoted Tweets to get your tweets to specific hashtags. Avoid a strictly sales-orientated message and write something useful and informative instead that others will want to quote and share.
You could also consider using LinkedIin Ads which gives you the option of targeting specific companies, industries and even people with your ads. This could be a good strategy for bring attention to your company before an event and making a few useful contacts to follow up on the day.
Display ads certainly have their place in your pre-trade show marketing campaign but target them for maximum effect.
Buy ad space on high-traffic sites within your industry sector. Key blogs and information portals are good places to reach the most relevant audience. If you can, purchase ad space directly on the trade show’s website; it’s just as good as having a booth at the event but at a fraction of the cost.
Retargeting is a suitable strategy to employ in the run up to an event too. By presenting previous visitors and customers with custom ad creatives just for the event, you will be reminding people of your participation at the forthcoming trade show which all helps to create the anticipatory buzz you are looking for.
There is often no single channel or platform guaranteed to earn you significant exposure before an event. Create a diverse media plan well in advance and target your ads to the audience that is most likely to be interested in your message. By adopting a customisation and diversification strategy, you can boost brand awareness within your business sector and generate the buzz that will help you to get the most out of your trade show participation.
How Is Your Brand Viewability?
The world of digital marketing is ever expanding. With the popularity of the internet, marketers from all over the world have taken their businesses online in the hope to reach out to a lot more people than they could ever before.
But what happens if your advertisements online are never seen by the consumer? What if, the advertisements and the banners you pay for never cross the eyes of your target audience? Those questions are becoming increasingly common these days, and business owners are getting more and more impatient to know how to increase their brand viewability.
Print Media vs. Digital
The problem with digital media is that one can never be sure whether their ad even had the chance to be seen by the user or not. That does not mean that everything on the print media, like a magazine page, a billboard, or even a TV commercial, would be seen by the consumer every single time, but at least the business owner can be sure that their ad did become visible to someone. It at least had the chance of being seen.
That cannot be said for ads on the internet. You never know where your ad is, or if it is even on a page that is visible to people. Maybe it ends up in a spot where the user never scrolls, or sits in a space users quickly scroll past. This is why business owners are now asking the online publishers to give them better measurements of their brand viewability.
The Numbers are Dismal at Best
According to ComScore Inc., last year only 47.5% of the ads online in Canada were actually seen by consumers. Google also put similar numbers on the table, where less than half the ads on the internet were seen by the audience.
However, publishers see the potential of digital advertising in Canada and are hoping to turn this conversation about viewability in a better direction. Canada is one of the most active countries on the internet, with the average Canadian spending more than 36 hours on the internet every month – and this is just on their desktops. Once you factor in the amount of time they are online from other devices, you start seeing what the advertisers are talking about.
Advertising Fraud is a Major Problem
Apart from the fact that some ads are just not viewable, business owners can also be fooled into thinking otherwise. This is known as advertising fraud, where the publishers use bots that look like human users to click on an advertiser’s ad. This allows them to show the advertiser that their ad has been viewed and they can get paid easily.
These are some of the problems that are being faced by digital marketers for some years. The idea of digital marketing is a sound one, where an advertiser can potentially reach out to billions of people easily. But in order to truly achieve that, the marketers must be more vigilant about their brand’s viewability on the internet. They should ask the publishers to get them better measurements as well as better results, and that is exactly what is happening worldwide today.