Even if you’ve done the hard work of developing or improving your brand message, it’s not enough to simply paste a mission statement onto your About page and call it a day.
Marketing research has given us “The Rule of Seven.” This rule asserts that a prospect needs to see or hear your message at least seven times before they take action and buy from you.
But this doesn’t mean your message should be on repeat like a broken record. You need to come up with a variety of ways of promoting your message that reinforces your brand image and convinces audiences to remember you or check you out.
Five Easy Strategies for Promoting your Brand Message
1) Mobilize Employee Advocates
Enthusiastic employees who are willing to volunteer their time and voice are underutilized marketing assets.
While you can incentivize your employees to participate, they should never be forced. Any buzz surrounding your brand message must be genuine to maintain trust.
Tap into the expertise of some of your veteran employees. Ask them to write or contribute to a blog post.
If you’re a product company, give your employees free samples or discount codes for their friends. Then, ask that they share over social media.
Educate employees on social media best practices. Provide them with a branded hashtag and sample language that echoes your desired message.
There is a good chance your employees have a larger following than your business. And your untapped target audience is likely to be right there in their social networks!
It’s also a good idea to create an internal brand ambassador program. This is a great way to reach new followers and involve your employees in your brand’s mission.
Be sure to create brand messaging guidelines for participating employees. This way, everyone will know what is appropriate and expected.
2) Create A Blog
It might seem like your business blog is a great space to post company news and updates. These days, however, that’s the wrong way to do it.
To reap the most benefits, your blog should be customer-facing, showcasing your message, promise, and expertise. But it should be valuable to them for much more than just branding and messaging.
Your customers will click on a post that addresses a specific need they have with the hope that you can layout a solution for them.
If you’re struggling to come up with topics to write about, create a list of the most common problems and fears your current clients experience. Then, address each of these topics in its own separate post.
And of course, be sure to connect every post back to your brand message.
For example, if you’re an accounting firm with a commitment to making small business accounting approachable, write a post about how you use specific software for a high-touch customer experience. Or maybe write about how you have a five-step onboarding process for all new clients to ensure stellar communication from day one.
Use your blog as a space to show how your company lives its brand promise and that your employees are subject matter experts in your field.
3) Create A Monthly Theme For Social Media
According to SproutSocial, 77% of consumers are more likely to buy from brands they follow on social media. But providing consistent content that attracts and retains followers can be a huge undertaking.
Create a monthly theme relating to your brand message and values.
For example, if part of your brand centers around exceptional customer service, pull back the curtain and give your customers a behind-the-scenes look at how you work to achieve this.
Showcase a customer service rep in an employee spotlight interview. Post an infographic with some impressive statistics. Or even post an image with a quote from your CEO about why your company has made customer satisfaction a cornerstone of its business.
Create a content calendar that capitalizes on the major points of your brand message and business model as a way to inspire enough material to fill your feed.
4) Make A Video
According to Forbes, website visitors are 95% more likely to remember a call-to-action after watching a video, compared to a 10% recall when reading text.
Video engages both our auditory and visual senses without demanding much effort from the viewer.
Videos on your website are also prime opportunities to feature happy clients. Why not let them do the talking for you?
This serves as a validation tool while also giving new prospects a chance to learn more about your business.
When interviewing participating customers or clients, ask a series of questions that will naturally prompt them to cover the talking points you want to make sure you include.
For example, how did they know they could trust you to do a superior job. Or maybe, how is your product different from the others they’ve tried?
Remember your audience. In the video, always use imagery and keywords that are reflective of your brand message and the vibe you want to portray.
Create a video that serves to both validate and educate your audience about your business, while also motivating them to act.
5) Go To A Conference
Conferences and expos are a dime a dozen. However, they offer several ways you can spread your message and gain new customers.
Talk to the people, even when in line for the buffet, the bathroom, or the coffee stand. Make polite conversation and invite your new friends to check out your booth at their convenience.
Make sure attending employees know how to talk about your company and are exemplary ambassadors for your brand.
Instead of wasting your money on cheap conference swag, spend your budget on an inviting booth setup and on-brand marketing materials. These items will leave a lasting impression on everyone who walks by.
If you must, offer up something of real value (like free services or products) to one lucky participant.
Go to one or two conferences a year where you can a splash, earnestly putting your brand and message out there.
This is your chance to be in front of thousands of potential new customers so don’t do it half-heartedly.
Disclaimer: The views and opinions stated in this post are that of the author, and Return On Now may or may not agree with any or all of the commentary.