Written by a Contributor
Like a hot sticky pond surface in the middle of a blistering summer, you want to attract all the flies. Convert those buzzing flies into customers and you have the same actions but on a virtual scale. They hover around you, sometimes they land and find out it’s not for them and fly away. Other times the fly lands, sit a while and start to drink your sweet cooling produce. Your business needs to convert those that are hovering around curiously, into one of those flies that have found solace.
Casting the net wide to build up your pond into a pool is what lead generation is all about. Those that are interested need to be contacted and shown that your business is real. It’s more than just a website or a promotional brochure, it’s a real thing, an entity they can touch and interact with. But hold on, pull back on the reigns of your horses and contemplate what you need to do before you cast your net. Brand strategy is crucial to first get people excited and interested, but then formulate a heartfelt connection with your business. It’s all sweetness and lights in the beginning, then you capture your customers for good.
Offline and online
Brands are not born overnight. It’s kind of like building an empire that first begins on the ground, and filters through to everyone’s living room. Becoming a household name is all about your brand strategy. To begin with, you need to organize your marketing team to focus on the two sub-groups of business marketing; online and offline.
Imagine That is a company which knows all about this kind of stuff. They envisage a brand strategy into a story that immerses your business into the world of the consumer. First of all the existential question of who is your need to be answered. The vision you have and the techniques you’ll use to reach your goals. You may feel unique but there are rival businesses that could be offering what you do, so the next thing to do is market research. They will also sift through the weeds and find out what kind of brand identity and integrity you may exhibit.
However, the two largest subgroups of your brand strategy will be the online and offline worlds. The digital aspect is almost as simple to understand as the offline world. You need to have a superb website. Not only does the functionality need to be crisp and immediately understandable, but it needs to massage the eyes and be alluring. Findability swings in from the top of the tree as your main priority. After all, even if you look and feel spectacular, what’s the use if no one knows you exist? SEO and SEM actions need to be taken very seriously. Social media interaction and creating short but exciting videos will also prop up your quest for notoriety among consumers.
Keep them locked in
So have you ever thought about what you would do if your marketing strategy did come of age and secure thousands and thousands of interested customers? To attract a moth is easy, but to keep it locked in and focused is a different matter. Online consumers do have short attention spans and it’s not because they are unintelligent.
Online consumers do have short attention spans and it’s not because they are unintelligent. They have countless other avenues to explore and why should they give your business the time of day if you don’t make it easier for them to stay locked in? How could you possibly do this and where should your efforts be hyper-magnified? The website for your business is the one stop shop for all intent purposes for your customers and potential customers. The design of your website is crucial as it has to cater toward the internet savvy and those who aren’t too familiar with modern information architecture.
The UX (user experience) needs to be engaging which cause customers to want to come back. As a business owner, it’s not always about presenting and leading people by the hand. It takes some humility to recognize the fact that some customers already know what they’re looking for on your website even before they have arrived to it. They could have heard about your business, your products the wonderful services you actuate. Picture the scene that customer A doesn’t know who you are but due to a search optimized result, your business fits what they’re searching for.
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