September 2014 - Vertū Marketing

Want To Get Ahead? Consider Video Marketing

September 24, 2014 by tylie eaves

Many aspects of business have already made the jump from paper and print to online and digital. Companies that resist this change and are slow to match trends may suffer from lower profits and slower growth than competitors. More than ever, people turn to their computers, phones or tablets to get everything from their daily news report to contact with far-away family members. How can a business make progress and see growth in an ever-shifting and changing world?

One of the fastest growing trends in the marketing world is using video. Video marketing can allow a business to share their message or product in a brief but visual contact with a potential client. Consumers have short attention spans and a business has a very short amount of time to attract a new customer. It is more important than ever to ensure that brief time is as fruitful as possible.

One of the most memorable aspects of the Superbowl every year are the commercials. People may not remember the score the next day, but they will remember the commercials that were funny or endearing. The term “viral video” speaks to the power behind this type of marketing. A video, even a short one, has the potential to touch an individual on a personal level, creating a long-term relationship with a certain product or business.

If a business is not already producing videos as part of a long-term marketing plan, it is already behind. Cisco estimates that 69 percent of all consumer internet traffic will be video by 2017. Even small businesses can benefit from video content marketing. Videos should be short, but rich in content. One video can be worth the equivalent of thousands of words in print. It is now no longer exorbitantly expensive to produce videos, making this an obtainable goal for businesses of all sizes.

When investing in a marketing plan, including video, a company must ensure that they get a return on any financial investment made. A professional team can help build video content that is engaging, creative and specifically geared toward your target audience. Get an evaluation from an experienced marketer and learn how you can use your resources in the most effective way, even with a limited budget designated for marketing and advertising. The future of marketing is in video content–what are you doing to be certain that your business is not left behind?

The Foundation Of Good Branding

September 10, 2014 by tylie eaves

Identifying a “brand” is an important step for any company. Building a brand sets the foundation of a company’s relationship with the customer base and the springboard for a profitable and growing business. “Brand” is a term that is widely used in the business world, particularly as it pertains to marketing. However, determining an actual definition of this term can be difficult. According to Merriam Webster, the word brand can mean any of the following:

A category of products that are all made by a particular company and all have a particular name
A particular kind or type of something
A mark that is burned into the skin of an animal (such as a cow) to show who owns the animal

A brand, as used in the business world, is the product provided from a specific source. Essentially, your brand could be defined as the product or service that comes to mind when customers think of your company. For example, when customers hear the words “Coca-Cola,” perhaps they think of soda, Christmas (remember the polar bear commercials?) or glass bottle memories from childhood. Companies with a strong brand, such as Coca-Cola, build strong financial and emotional bonds with consumers. In turn, this creates brand loyalty, continued revenue from a loyal customer base and business growth.

It is important for businesses of all sizes to understand good branding and its role in the long-term success of a business. In fact, establishing a solid brand can eventually allow a company to charge more for products and services–which loyal customers will pay–in return for the reputed value and quality of the product. Do you have a clear understanding of your brand? If not, consider the following:

What services or products are offered to clients?
What is the purpose of your business?
Do you have an established customer base?
What are your goals?

As business owner or manager, it is your responsibility to establish and promote your brand. If your brand is suffering from a “brand identity crisis,” or you have never considered the importance of your business’ brand, it may be time to seek professional assistance. Some of the ways that we can help your business lay the foundation of good branding can include the following areas:

Cohesive visual branding: Choosing a logo and color scheme that will carry over throughout the entire marketing campaign
Online marketing: Ensuring that your brand is clear in all written advertisement and communication with customers, including Facebook pages, Twitter accounts and any other social media
Website management: Creating a “voice” for your business that is expressed in all copy and written material on your website

From choosing a tagline to building a customer-friendly website, it can be a complex process to understand branding and develop a branding strategy for your company. A marketing and branding plan should set your business apart, communicate the type of desired relationship with your client (causal and family like or formal and efficient?) and point to the goals of your company. Let us help you develop your brand strategy and build an encompassing marketing plan that not only will add intrinsic value to your company, but develop stronger and longer-lasting relationships with your customer base.

Sharpened focus leads to improved ads

September 2, 2014 by tylie eaves

It is estimated that consumers are exposed to hundreds of advertisements every day. From television commercials to Facebook ads, individuals are faced with an onslaught of constant visual “noise.” For this reason, businesses of all kinds have fierce competition when it comes to connecting with a target audience. Advertisements and marketing campaigns have to identify this audience and find a way to connect with potential clients.

Too often advertisements fall short of their intended goals, and businesses are left scrambling to find a new “hook” to draw in more web traffic and clients. When your advertising and marketing goals miss the mark, it is time to step back and evaluate the entire plan. Potential clients may slip away because they do not connect with the product that is promoted, but how can your business remedy this issue?

One of the first steps is to completely, honestly and openly evaluate your marketing plan. Is your business growing? Have you seen any return from your promotions? If not, it is possible that your ads are not focused enough to capture the attention of your specific clientele. Sharpen the focus of your marketing campaign by considering any of the following:

Are you advertising in the right places?
Do the ads communicate clearly and efficiently?
Can potential clients easily identify services and products available?
Is the marketing campaign simple, yet professional?
What makes your ads stand out among others?

It is no secret that Americans are among the most distracted people in the world. With the sheer volume of “white noise” directed at consumers throughout the day, businesses have just a few seconds to catch the attention of new clients with advertisements. It is more important than ever to have a carefully and specifically tailored marketing plan, as your business seeks to keep previous clients and attract new ones.

When a business sharpens the focus of their marketing plan, it will likely lead to an increase in business volume and a return on any investment. By seeking the assistance of an experienced marketing professional, you can understand how a business can refocus and move forward in a highly competitive and fast-paced economy.