How Is your brand connecting?
How is your brand connecting with your market? Rarely is marketing a one size fits all approach. The different methods you use to reach consumers isn't necessarily to reach different segments or demographics. In many cases it is to engage and re-engage your market with different pathways. It is critical to understand what each segment represents and cater your messaging or delivery to reinforce the "expectations" consumers have of the targeted platform. The Blue Aqua team created this analysis of popular methods of marketing to help you see the purpose and most effective uses of these platforms.
Current Customers - Represents Competence
•Most cost-effective method of growth
•Referral programs
•Loyalty programs
Website – Represents Confidence
•Traffic counts
•SEO and AdWords
•Digital behaviors
•Is content value add?
Social Media – Represents Friendliness
•YouTube, Facebook, Instagram, Twitter, Tik Tok, etc.
•Allows consumers to see “behind the curtain”
•Creates familiarity with staff and surroundings
•Recognition tool for employees and clients
•Engages and builds relationships virtually
•Best listening tool available today
Advertising – Represents Value
•Targeted - geographically and demographically
•Trackable returns
•Support and reinforce the aforementioned programs
Community Engagement/Involvement– Represents Compassion
•Builds loyalty
•“Right thing to do”
•Promotes feedback and helps mitigate negative impacts of unfortunate outcomes
Content Production
• Podcasts, videos, blogs, photography
•Allows the blending of personal interest with professional credentials
•Creates a more interactive environment
•Leads to memorable interactions and outcomes – the expected is usually forgotten.