Brand Messaging With Meaning

Dec 12, 2014 | Branding

By Elvire Gosnold, Director – Blabbermouth What is your key corporate messaging? If it is ‘Great Customer Service’ you need to put some serious time aside to revisit this. The key is to focus on your USP (Unique Selling Point) as a business entity, not the products you provide. If you spend your energy and marketing budget on a product focussed message, chances are your competitors offer more or less the same product and then you are going to be judged purely on price. If you strengthen your brand messaging by proving your USP is genuine and not just marketing fluff then your brand will engage existing clients encouraging them up-sell and cross-sell. USP messaging will also reinforce a positive brand perception with your prospect base. Remember consistency is key here. The message must be the same across all sectors of your business. A strong simple message is a good place to start, simplicity is key as not only do you have limited time to shout your message but your audience my vary depending on what vertical you are targeting. Choosing your message is harder than it sounds as it needs to stand the test of time if you are going to invest in promoting and reinforcing the message. What happens if you become acquisitive and broaden your product offering overnight? A product focussed message would instantly be inaccurate. Highlight why you are better and focus on those points with enthusiasm and with true examples. ‘A friendly service’ has been said a million times and is therefore ignored as a reason for client engagement. ‘A friendly service because of...

Rise in B2B Online Communication

Nov 28, 2014 | Branding

By Elvire Gosnold, Director – Blabbermouth I am finding that an increasing number of B2B clients are beginning to embrace online marketing and coming around to the idea that social media, video etc. are not solely for end-user B2C target audiences. There are several reasons for this. The obvious one being that society as a whole is more confident in engaging with the web and has used social media in personal lives for some time now. Websites are becoming easier for staff to update themselves and so web management is now a less daunting task for office staff. More interestingly though is because the overall priorities of a business are shifting. Companies in the channel are feeling more confident in their ability to increase their market share but understand that this may now have to be achieved through different means. Whilst customer relationships are still high on the agenda for business development and brand strengthening should always remain a priority, we are beginning to see other creative ideas being embraced. Thought leadership in a more innovative path to improving brand value and we are seeing more and more telecoms companies approaching us for support. Now, it is not just a case of having your brand recognised, it is about your brand being meaningful. Thought leadership raises brand awareness in an extremely positive manner and adopting online marketing to achieve this means that positioning yourself as a knowledge base can be realised on a smaller budget. With the fast pace of technology, B2B clients are looking increasingly to their providers to support them and guide them through the requirements of...

Creating A Corporate Brand

Nov 3, 2014 | Branding

By Elvire Gosnold, Director – Blabbermouth You don’t need to spend a fortune on marketing to address simple brand identity and design. Straightforward consistency across all your collateral is more effective than you think. Easy checks like making sure your business card has the same font and colours as your product proposal document makes a difference to how prospects and customers view your company. Branded product sheets explaining your services in a easy to understand manner is also advisable and don’t forget to clearly state why your company is better than your competitor – what service or value adds would customers get from you? If they want just a product description they can search on line for it you need to reinforce why you are different and better. The market offers a fertile ground for new business start-ups but a limited budget and an eagerness to get started results in the focus being on tools rather than identity. Unfortunately this will lead to a faceless addition to the industry with little differentiating you from competitors. Often companies start with a requirement for a logo and a website which are undoubtedly essential tools for any business but targeting this without answering some basic questions about what you want to establish may result in you having to continually re-address this. Sending out differing messages to your target market will lead to confusion and mean your brand is unlikely to become synonymous with anything. It makes it more difficult to sell your service if clients don’t immediately recognise you or the advantages of doing business with you. Speak to your suppliers about...

Trick No 1: How To Master The Art Of Seasonal Email Campaigns

Oct 29, 2014 | Email Marketing

By Elvire Gosnold, Director – Blabbermouth Christmas is fast approaching and for some businesses this time of year can be make or break, meaning your marketing campaigns have just become even more important. We’ve put together ten tricks on how to get your Christmas email campaign to stand out from the crowd. Happy Seasons from the Blabbermouth team! Plan ahead! Don’t wait until the last minute to throw something together quickly. Not only will it show, but you’ll miss out on several key opportunities in the lead up to Christmas that could have a huge impact on your revenue. Create an editorial calendar to take advantage of dates, which will help you put together an effective and cohesive plan across all your platforms. Festive decorations! It is worth getting in to the festive spirit and creating a layout to embrace Christmas. Grab your audience’s attention with seasonally themed messages and create a seasonal landing page that will not only be in-keeping with your marketing promotions, but will also increase content on your website. But be careful to not go overboard with your festive decorations as not all of your prospect base will be celebrating Christmas! Target! One way to stand out from the crowd of marketing messages is to ensure you are targeting your customers properly. Use their names, mention previous purchases, offer Christmas bonuses based on their history with your company. Do your homework Do not choose Christmas marketing messages, deals and offers just for the sake of the season. You’ll benefit if you take the time to research what your customers spend over the Christmas period, what...

Data Is Your Strategic Asset

Oct 29, 2014 | Web

By Elvire Gosnold, Director – Blabbermouth We are always offering our customers incentives to cajole them into interacting with us but should it not be a two way thing? I find that all too regularly companies offer valuable information via their websites for nothing in return. If you have gone to the trouble of writing a whitepaper or designed technical help sheets, you should expect something back. View this as an exchange rather than a free gift. Clean data is valuable and capturing information about prospects that wish to know more about your products or the industry generally should be top of your list for communicating with. Getting to understand your clients’ opinions is also a worthwhile activity that can be achieved via data collection.  As you will already know, clients and prospects do not readily hand over information to anyone. You need to coax them and give them assurance that you will not abuse this trust. Online web forms are a very good way to achieve this. After your home page, your landing pages are arguably the most important pages on your site as they are the access points for your prospects and clients. Make sure that these pages look professional and easy to understand so that visitors immediately understand what is required from them, what they will receive in exchange and reinforce the message that the information they give you will be professionally handled. You then need to think carefully about what data you want and how you will use it. It is a fine balance between making the exercise worth your while by asking lots of...