Yes, you read that right – forget about ROI – we are not suffering from heat stroke. If you want to publicize your brand, you must stop the ROI doctrine now! It does not mean that you should stop measuring the ROI of your Brand Markting (or Brand Marketing), it is just the wrong approach.
In this article, we will tell you why, we will give you some tips, what to do and what not to do plus a tool.
Brand marketing is about making yourself known
How many times have you asked yourself: but what is return on investment ( ROI )? When you work in marketing, probably every time you present a branding campaign and your answer will probably always be the same: „I don’t know exactly.”
Einstein already said: „not everything that matters can be measured.” Brand marketing matters. It is about making yourself known, about entering the market.
„The best known always wins”
Entrepreneur Grant Cardone said: „It is not the best product, but the best known that wins.” Reflect on yourself as a consumer. Who do you trust your money to? The one you already know, or the one that maybe has a better offer, but you don’t know? So stop wondering why no one buys your great product, but does it get on the market. In the end, the money spent on your brand marketing campaign will be paid back by the people who finally know where to find you and buy your products.
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Commit to people
Do not be afraid. Get out of your comfort zone and get in touch with your potential customers. In the actions you do on your social networks, do not count your „likes”, but participate in the comments. The „likes” do not mean a conversion or purchase of your products or services. Study the answers and see where the opportunities are for a potential customer.
Do not count those who have attended your events, a part of them are only there for a free snack? Get your commercials to engage with customers, prospects, partners and listen to what they think of your brand and products or services. Don’t go blind with SEO. We are not saying that it is not important, but Google and all other search engines change their algorithms very often. The time spent writing the „perfect” SEO copy for your website, you could spend listening to your audience. Instead, focus on retargeting campaigns and make sure to write content to meet the needs of your customers.
Be consistent in your brand marketing, use a CRM
With brand marketing it is important to practice what you preach and be consistent in your messages and your services. We are not referring to the “look and feel”, but to the company values that your campaigns embody on the different platforms, when you organize an event or when the client or prospect contacts your customer service. The best tool to collect all this information is undoubtedly a CRM.
Centralize feedback
A CRM solution allows you to centralize all the feedbacks or feedback that you receive through the different channels that customers and prospects use with your brand. Today, 35% of all customers use more than 4 communication channels to contact the customer service department (Study: Genesys, 2016 ). To manage all the comments, a CRM helps your employees in the customer service department with uniform responses thanks to a knowledge base.
In addition, they have all the 360º vision of the client at their fingertips, so that the client feels appreciated and recognized. Also, when you link your social media channels to your CRM, you can get reports on the current buzz about your brands.
Create loyal customers
Once all the feedbacks have been centralized, you can move on to the next step: creating loyal customers. With all the information compiled, you are now ready to exploit it. There is no point collecting information and sitting on it. There are many things you can do:
- Personalized offers, they only offer them the products or services that interest them.
- Up selling or cross selling (sell more or cross sell ), presents new products / services that they may like according to their purchase history.
- Create a loyalty program and let them earn points, invite them to exclusive events.
- – And much more….
And if you are doing what you promised, they will become ambassadors and part of your brand marketing strategy.
Different departments, one company
A CRM not only helps to promote your brand externally from the company, but also internally. Across the different departments, each employee has access to the same information (if they all have the same access rights). Nobody has the excuse of not knowing the values of the company, the KPI’s or the campaigns that are being carried out. Giving everyone access to all the information necessary to do their job correctly and efficiently only contributes to better customer service and therefore to better internal brand marketing.
Now they know you, now they buy your brand
Sometimes you have to be bold and look at things from a different angle. Not everything that is important is measurable, and not everything that is measurable is important. To sell your product / service, you have to be known. People buy from who they know. You can be convinced that you have the best product / service, but if consumers don’t know about it, they will never buy.
It’s about trust, creating loyalty, and being consistent in the values you provide in your brand marketing. The ROI of brand marketing is that people get to know you and therefore will buy from you. The money spent on your marketing campaigns will be paid (returned) by those who trust you.