MARKETING MATTERS

Do You Know Your Brand Voice?

Previously, we talked about how to separate your business from others in an extremely competitive world. Part of this process starts with knowing your brand voice. By having a distinguished brand voice, you have successfully began the process of building your brand to a whole new level. But what exactly is a “brand voice”?

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Developing Your Unique Brand Voice

Previously, we defined what your brand voice is and how it can benefit you. From simply being consistent and clear to showing your personal spunk, your brand’s voice can be what sinks or saves your business. But the next question that comes to mind is, “How Do I Develop My Brand’s Voice?” Here is the step-by-step process of developing your brand’s voice and taking advantage of what it has to offer:

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Maintaining Your Brand Voice Across All Customer Touch-Points

As a business in the 21st century, you touch your customers in many ways and through many platforms. They’ll see your catalog, e-mails, postcards, social media posts, website and even press releases. So how are you supposed to maintain your brand’s voice while trying to reach your target market on so many different platforms? Here are three tips to maintain your brand voice through all of your touch-points.

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Does Your Brand Image Attract Your Ideal Customer?

Now that you understand who you are and what your brand image consists of, it is crucial to be sure that your brand is attracting the target market that keeps you in business and that fits your product or service. Fortunately, with technological innovation, it has become increasingly more efficient to attract your business’ ideal customer. Remember, your target market will be looking for you, so it is extremely important to be found easily when they need you most! Here are a few ways that your brand can attract your ideal customers and provide them with the product or services that they need.

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The One Thing that Every Company Needs, but Few Have

There’s a lot that goes into running a business, from payroll to product creation to sales and more. With all of those occupying your attention, it’s tempting to slap together something for your marketing and call it a day.

Sadly, diving in without any planning or branding is a good way to cripple your marketing and miss out on a lot of business. You need a marketing plan, and that starts with brand guidelines.

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How to Be a Valuable Resource to Your Customers

When your company’s a valuable resource, you become more than a supplier. Your customers and clients will see you as someone they respect, someone they can go to for advice, and someone they can rely on to be there.

In short: They see you as an ally. Companies will include you in their strategy, and individuals will make you a key part of their life.

How do you become that valuable resource? Just like the phrase sounds, you need to become a go-to source from information, advice, and other things that they value.

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Integrity in Messaging & Business Practices

An Open Letter to Businesses:

Brand differentiation comes down to three simple components: idea, promise, and implementation. Each is equally important in your overall success and, like a tripod, if one leg falls short the structure will be unstable and collapse.

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Don’t Forget to Invest in Your Internal Brand

We know what you’re thinking: “Not another thing I need to invest in…”

And we get it. You’ve got to invest in infrastructure, talent, materials, tools, physical locations, marketing, and a hundred other things. The last thing you need is one more thing demanding your money.

But the truth is simple: Investing in your internal brand is one of the best ways to get the most bang for your buck. That investment in things like your internal process, training, and customer service programs can completely change your approach to your business, making each dollar you invest go farther and improving your returns.

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Engaging with your Customer

You’ve just opened up a coffee shop … clothing store … insurance company … non-profit … insert your business here…

You’re on fire.

You have so many ideas and so many exciting plans.

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Customers Say The Darndest Things

When asked a question, a child can often be blunt and “tell it like it is.”   Customers can be the same, when given the opportunity to share.  What many business owners don’t realize is that there is a wealth of information available from this bluntness that can help you in creating strategic, targeted marketing strategies. All you have to do is ask.

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Understanding Your Buyer’s Journey

Do you know why your customers buy from you?

Not just a statement that you’ve crafted as to why your product or service is superior to your competitors, no…  do you actually understand the decision making process going on in your potential customer’s mind when they decide whether or not your product is right for them?

For years, marketers and salespeople alike have worked hard to reduce the sales process down to a scientific formula—some know it as the AIDA formula.  The AIDA formula explains that a buyer must become

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Thank You!

Thank you for considering Element212 to support your digital advertising needs. Please check your inbox for an email from Element212 and answer our discovery questionnaire to help us create the best advertising strategy for your business.

Organic Social Media Management

Learn how to effectively use social media to build your brand and cultivate a loyal fan base.

This consultation includes the following components:

Interview: Element212 will review:

  • Your current social media platforms
  • Competitive analysis
  • Target market analysis

Recommendations:

  • Social media posting strategy
  • Content overview strategy
  • Strategy evaluation
  • Develop followers
  • Tools & Resource recommendations
  • Quarterly review
  • Consistent branding across social media platforms

Search Engine Optimization (SEO)

Learn how to optimize your website and improve your website’s ranking in search engines such as Google.

This consultation includes the following components:

Approach: Element212 will provide:

  • Keyword selection strategy
  • Step-by-step instructions to maximize on-site optimization for your content
  • Tips on where to place and link keywords on your website
  • 2 high-quality backlinks

Recommendations: You will receive:

  • An actionable strategy for improving on-site and off-site SEO
  • 3 & 6 month check in and recommendations

Full Brand InsightsTM Research

Duration: 7-9 Weeks

We’ll take an in-depth look at your brand, communications & buyer’s journey to devise a comprehensive marketing strategy that works.

This consultation includes the following components:

Interview: One-on-one interviews with team members & customers or clients to uncover:

  • Company S.W.O.T.
  • Company Goals
  • Internal/external perspectives
  • Brand perception gaps
  • Customer persona
  • Differentiators
  • Internal & External expectations
  • Customer buyer’s journey
  • Perceived value and benefits
  • High value

Survey: Online customer & team surveys

Analysis: Current marketing audit

  • Marketing Collateral
  • Website
  • SEO
  • Content

Report & Recommendations: In-depth overview of your customer’s and team member’s brand perceptions along with a comprehensive marketing strategy and a Gantt timeline for the following:

  • Integrated marketing communications
  • Ongoing marketing messaging
  • Website audit
  • Brand positioning
  • Digital advertising

General Marketing Strategy

Duration: 14 days

Ready to step up your marketing? We’ll identify opportunities and develop a plan that capitalizes on those findings.

This consultation includes the following components:

Interview: Half-day team interview to uncover:

  • Company growth goals
  • Company S.W.O.T.
  • Brand expectations & voice
  • Company differentiators

Survey: Online customer & team surveys

Analysis: Current marketing audit

  • Marketing Collateral
  • Website audit
  • SEO audit
  • Content audit

Report & Recommendations: Data gathered to bridge the gap between customer & company perspectives with insights to shorten the sales cycle. This report includes marketing strategy recommendations and a Gantt timeline for the following: Website Social media Print marketing Digital advertising Public Relations

Agile Brand InsightsTM Research

Duration: 5 days

We’ll take a look at your brand and identify opportunities for the advancement of your marketing efforts.

This consultation includes the following components:

Interview: Half-day team interview

Survey: Online customer & team surveys

Analysis: Current marketing strategy

Report & Recommendations:
High-level overview of your customers’ & team members’ brand perceptions along with marketing strategy recommendations and a Gantt timeline.

Buyer's Journey Research

Duration: 3 days

We’ll help identify your customers’ buyer’s journey and how you can influence their purchasing decisions.

This consultation includes the following components:

Interview: Up to 10 customer interviews

Survey: Online quantitative customer survey

Analysis: Secret Shopping (when applicable)

Report & Recommendations: Insights into the decision-making process your customers go through when researching, considering, and ultimately deciding where they make their purchase. This report also includes marketing recommendations along with a Gannt timeline.

Internal Team Communications

Duration: 7 days

Let’s take a look at your team’s internal and external communication processes and identify opportunities for improvement.

This consultation includes the following components:

Interview: Half-day team interview

Survey: Online anonymous team survey

Analysis: Secret shopping (when applicable)

Report & Recommendations: Insights report showing gaps and opportunities for internal communications & processes and marketing recommendations with a Gantt timeline.