Brand promotion is a tricky business. On the one hand, the development of new technology has provided businesses with a range of possibilities to reach consumers, but on the other, it also makes it difficult to make brands noticeable and memorable.
What most marketers would agree on is that brand promotion should include raising awareness of your brand and then attracting customers and keeping them loyal. However, this should all happen in the form of a dialogue because modern consumers want to communicate, the Business 2 Community website claims.
These were also the conclusions drawn at the Content Marketing World conference, held earlier this month in Columbus, Ohio. Experts said that brands should focus on giving consumers the opportunity to create content, to express opinions and to solve problems.
In order to effectively do this, there are a few things that every brand needs to consider.
It doesn´t matter how great the content is if it doesn´t serve its primary purpose – to engage. Businesses should try not to focus too much on the company itself, but put the emphasis on consumers, their problems and their views. This will demonstrate a desire to listen and will give the brand credibility.
It is also important that consumers are reached through the right channels, Business 2 Community notes. While the number of available platforms and channels is constantly growing, trying to cover all of them is pointless. Instead, brands should analyse their customer habits and behaviour and concentrate on those where they can be found.
Last but not least, businesses should cater for their customers´ needs and address their problems. This means that apart from trying to sell them their products, they should also provide information, advice and practical solutions to make consumers regard them a trustworthy partner.