Tag: brands

Today’s successful businesses are meticulous at maximizing their brands’ awareness – both offline AND online.

In the traditional space, brands ensure the presentation of their products is as consistent on TV, radio, and print as it would be in their physical storefronts. Online, marketers spend hundreds of thousands, if not millions, on campaigns and other efforts across the web and social media.

Lately, the search for information has shifted towards social media; The spread of COVID-19 and subsequent social distancing efforts have turned many users to social media for news on the crisis and updates from reputable sources. As more and more transactions run through social media just as they would in person, there has never been a better time to refine your digital marketing strategy for social.

But if your brand is vast and operates using a retail-to-public business model, then a “one-size-fits-all” social marketing approach may not fit your business and your retail network. While your marketing efforts may drive traffic to your corporate-facing social page, your retailers may not be getting the same traction on their pages.

To remedy this, we recommend incorporating a localized social marketing strategy into your digital marketing efforts to increase its effectiveness among your retailers.

All Eyes on Social

If your retail network has yet to make the switch online, you are losing valuable time to grow your brand – and retail network’s – reach with your potential consumers. With a refined strategy that focuses on delivering content at the local level, you can provide your retailers with content tailored to the products they are selling, while curating a message coming directly from the brand itself.

Outlets like Facebook are the perfect destination to get your brand’s message out to your retailers and assist them in the proper messaging to suit their communities. And with advertising costs lowering on the social platform since the events surrounding COVID-19, there has never been a better time to apply high-quality, branded content to your retailers that is compassionate to current events while promoting the right message from your brand.

Giving Your Retailers the Support They Need

As a franchise, a localized social marketing strategy can give your brand an opportunity to influence the buyer journey for target consumers who can’t physically interact with your local retailers, while driving greater awareness to your brand through your retail network. This in turn can increase brand awareness, build a positive reputation among your retail network, and generate brand loyalty throughout the pandemic and beyond.

At ThumbStopper, we’ve already helped our business partners in increasing traction to their retail network’s social feeds, despite these uncertain times. If you are uncertain of how your brand can reposition its social media strategy to assist your retailers, drop us a line at the link here and we can show you how to start.

With thousands of pieces of content vying for your target audience’s attention on a given day, each piece of content your brand deploys is its own elevator pitch, which can win (or lose) the hearts, minds, and pockets of your next customer. But if you have a product to sell or a story to tell, your run-of-the-mill elevator pitch may not be enough to cut through the noise and gain traction with your audience.

Instead, it’s imperative to supplement your top-of-funnel digital content with more information that educates and eases your customer through their buyer journey while maximizing the reach of your premium content beyond your normal marketing efforts. 

You Put Time Into Your Content – Value It!

Not all content is created equal. By creating upper-echelon content that informs and influences your target audience, you can cast a wider net to reach your next customer.

From case studies and infographics, to webinars and white papers, premium content offers significantly higher value for your audience and can be leveraged to attract greater engagement between you and your consumers. This can encourage more customers to follow your brand when your content reflects a higher level of thought and care towards guiding them through their journey.

Additionally, the quality of work placed in creating premium content is rich in SEO value for your brand’s digital channels, which rank higher in Google searches and contribute to a greater chance for traffic towards your digital channels. It’s important to get creative with whether you want your content to be gated or ungated for your target audience.

Position Your Premium Content for Success

The “Gated” vs. “Ungated” argument is constantly changing. Common practice among digital circles is to position content in a gated model, which encourages interested readers to offer information – i.e. an email or phone number – in exchange for the gated content.

But as more sites pursue a higher ranking on Google, those same brands must strike a balance between asking for pertinent information and making their content accessible by Google to improve its SEO value. We recommend finding common ground between the two, offering your premium content in an open capacity to satisfy SEO metrics, while enabling individuals to download your content online in exchange for information that crafts future conversations between brand and consumer.

Lastly, your brand should approach premium content with a higher degree of care in your advertising campaigns, utilizing paid media spend to reach a broader, more tailored audience interested in reading your content. With high-quality content performing in tandem with a synchronized ad push on social and digital channels, your brand can ensure your next customer has their eyes on content that assists them.

Crafting Your Roadmap for Success

High-quality content you’ve created should receive love and care that matches the effort you placed in its development. With a tailored approach to positioning your premium content and paid ad spend to pair, you’ll be offering the VIP treatment to get that next lead in your inbox.
But if you’re having trouble positioning your content with the right message and paid advertising, drop us a line and let us show your brand how we’ve helped plenty of business partners amplify their content’s thumbprint with ThumbStopper.