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Give Us a Call Today! 317.296.7314

MARKETING MATTERS

Your Website as a Customer Service Tool

Businesses build websites for many reasons. They can be an online storefront, a brand-builder, or a customer service and retention tool. When trying to develop your website as a customer service and retention tool, there are some rules of thumb you may want to follow.

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When to Audit Your Brand

What is a brand, really? I have heard many answers to this question, and I have narrowed down what I believe a brand is to the following:

-The unique impression you leave on your customers

-The look of your company

-The special ways you deliver your products or services

-Your attitude and the way you advertise yourself

And most importantly…

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Brand Audits

Our last blog covered some of the benefits of nurturing your brand. This installment will go into more detail about the top benefits of having a strong brand, then how a brand audit helps you develop a marketing strategy that will build on your strengths and address your weaknesses.

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Brand Interactions: Touchpoints

Think about all of the different ways that your brand interacts with and makes an impression on your customers, your employees, and all of your critical partners and stakeholders that help to bring your brand to life. Your brand might touch these consumers on a daily basis.

With each interaction you are given the opportunity to give your customer a great experience — building stronger brand equity, or give them a poor experience —damaging your brand in that customer’s eye.

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Building a Lasting Brand

When you see the Tiffany & Co. box, what do you think of? Quality, perfection, first class?

When I see that little blue box I think of determination, focus and a steadfast purpose for the brand. That little blue box has surpassed the job of holding jewelry and has become an icon of wealth, success and prosperity for the Tiffany & Company.

So how does that happen? How is a company able to build a brand, not around their product, but around the box that holds the product?

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Why Is a Brand Audit Important?

Why is a brand audit important? A brand audit is a holistic way of looking at a business. The brand audit examines all the areas in which your business interacts with the world. Before your business can prepare any effective marketing strategy or campaign, it must first understand where your brand is currently positioned and how that position is perceived by your employees, customers and market.

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Attract Your Ideal Customer

The other afternoon a gigantic YellowBook was delivered to our company. One of our employees set it on the front table and there it stayed for two days before it hit the bottom of the recycling bin. Never opened, never used. A poor tree sacrificed for nothing.

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Measurable Results

Consumers don’t always know what they want or need.

As an RA (Resident Assistant) in a college dorm, I was in charge of planning and promoting events for the residents on my floor but had trouble getting people to attend. I asked one resident on my floor if she had any suggestions for boosting attendance.

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Taking Care Of Your True Love – Your Customers

The month of February is the month of LOVE.  It is a time to show how much you care about and cherish those closest to you, by doing something special, personal and heartfelt. Like with personal relationships, businesses should be taking a similar position with their customers.

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How To Show Love To Your Customers, Beyond The Basics

You want to be sure you are doing more than just the minimum which, unfortunately, is what many deliver.  Here are eight suggestions on how to show a deeper love for your customers and, in the process, enable you to stand out from your competition:

In our first post centered on Loving Your Customers, we shared nine foundational steps to showing your customers that you genuinely value, appreciate, and care about them.

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Featured Client Spotlight: Modern Trailer Sales

Our company works with amazing business owners who love their customers. This month we are proud to spotlight our client, Modern Trailer Sales, highlighting the unique way they “love” their customers.

Modern Trailer Sales is an RV dealer who focuses on sharing the RV experience with those who love the outdoors, camping, and traveling. Part of our retainer work with Modern Trailer Sales is helping to educate people new to the RV lifestyle on how to get started in selecting the right RV for their unique needs.

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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 Insights 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 Insights 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.