If you’re in the marketing business, you might have noticed things have changed in the last few years around the subject of branding. How you brand your client's business is no longer just a matter of some clever, creative, and timely ad placements.
Let’s take the first step of the inbound marketing methodology: getting found by potential customers. These days, a business is one of about eight gajillion results on a search engine -- and if it’s not one of the ones on the first page, it is essentially doomed. A building’s super sweet sign is just one of thousands of visual cues bombarding overstimulated passersby every day. And the promotional giveaway that once tickled entrants’ fancies? Now it looks like nothing more than a spammy banner ad.
Making a brand stand out is, needless to say, no piece of cake. Successfully managing your client’s brand in the inbound age is about more than just connecting all the phases on the marketing funnel and creating content that attracts and converts leads. It’s about doing all of that -- but with pizzazz! Oh, and that pizzazz has to be measurable, somehow. (Because if you input “pizzazz” into a client’s invoice, they might ask you for more details.)
That’s ultimately the key: making “branding” into a quantifiable service that you can offer your clients and show them concrete results of.
The good thing is that the internet is the great equalizer. It gives small companies the potential to have a big voice. But to accomplish that for your clients, you not only need to be good at getting them found, you need to give them a differentiator.
Our new ebook -- Branding in the Inbound Age -- will show you how to create a brand in an inbound context. Download this free guide by clicking here.