Have you ever come across a brand that you instantly connect with? A brand that just gets you!
Ever wonder why some brands are instant hits and others are big fat fails for *you*?
It all comes down to brand archetypes.
In this article, we get into what brand archetypes are and how you can hack the brain of your ideal customer so they immediately connect and fall in love with you!
What are Brand Archetypes?
Brand Archetypes are the subconscious set of expectations that can be applied to a brand. They tell us how we can expect a brand to behave.
It’s like a personality profile that gives people a sense of what to expect when they interact with your brand.
There are a total of 12 different archetypes. You can have as many as 6 different archetypes, but I would recommend just having one primary archetype and maybe a secondary (supporting) archetype.
It will be easier to dial in your message if you focus on one or two archetypes. Because it comes down to telling your story. And that story gives you the freedom to be authentic, genuine, and honest.
I’m going to walk you through the 12 archetypes and why each one is so important to your messaging.
What are the 12 brand archetypes?
1. The Hero
A brand archetype that cares deeply about the customer and will do anything to save them.
These brands are all about the consumer. Their products are built to fix a problem.
The hero archetype is the most common and the easiest to understand.
This archetype has a mission that is bigger than the product. It is also the most accessible.
The hero archetype is about saving lives or making lives better.
It does a lot of good and is a trusted brand.
This is the one that comes to mind when you think of brands like Nike, Amazon, and Red Bull.
2. The Outlaw
A brand archetype that avoids the rules and works against the system.
This archetype is about being an individual and having a unique voice.
It is a rebel to the core.
This archetype is about fighting the man and sticking it to the establishment.
This archetype is about making a statement and not being afraid to go against the grain.
You may associate this archetype with brands like Jack Daniels, Harley Davidson, or the Marlboro man.
3. The Lover
A brand archetype that is passionate about what they do.
This brand archetype is about the art of love and bringing joy to its audience.
It is about the finer things in life and making life more wondrous.
The lover is about luxury and is about being pampered and cared for.
They are all about creating relationships and evoking emotions. They foster intimacy and happiness with their customers.
Examples of brands that fall into this archetype are Apple, Nike, or Tiffany and Co.
4. The Magician
A brand archetype that is mysterious and seeks to excite the customer.
This brand archetype is all about being a showman. They are all about performance and playing with the imagination.
The magician wants to make your dreams come true. They are your handymen and women, your seers and soothsayers, your potions masters and healers.
They use their magic to turn anything into gold. They see opportunities where others don’t and they can make impossible things possible.
They are different and unique and stand out from the crowd.
Examples of the Magician archetype are Tesla, Virgin, or Nikel.
5. The Sage
This archetype seeks to educate and empower the customer.
They are all about “teaching”. They value knowledge and wisdom.
They take the customer on a journey from the unknown to fully embracing their knowledge while being supportive and empowering them. They are helpers and they want to change the world.
The Sage is all about “experience”. They are not interested in promoting their own brand but they want to educate their customer and share their knowledge.
Examples of the Sage archetype are Wikipedia, TED, and Google.
6. The Jester
The jester archetype is all about living in the now, this moment, and making the best of it.
They have a very unique sense of humor and they are extremely creative. They are not interested in the past or the future, they live in the moment.
For them, the journey is the destination. The Jester archetype is the fun-loving character that brings laughter. They are entertainers who are playful and bring joy. They are the ones who make you laugh and smile even when it doesn’t seem possible.
They are clever, impulsive, and unrestrained.
You may see the jester in brands like Doritos, Skittles, Cadbury, and M&Ms.
7. The Caregiver
Like the mother archetype, the caregiver archetype is about taking care of others.
This is all about being responsible for others, being selfless, and caring for others.
The caregiver archetype is all about the needs of others. They are exceptional listeners and they are very supportive and nurturing.
Caregivers put others first and are always thinking about ways to make life better and easier for their customers.
The caregiver can be found in brands like Dove, Tide, and Dr. Pepper.
8. The Ruler
The ruler archetype is all about being in control and being the boss. This is the leader who is very decisive and firm, they are the principal, the boss, the head-honcho-in-charge. They take names and kicking ass.
They are leaders in their field. They are the ones on top of the mountain.
The ruler archetype can be found in brands like Captain America, Gillette, and Mastercard.
9. The Creator
The creator archetype is all about making things. They are inventors, artisans, makers, and designers.
They are visionaries with authentic and non-conformist views. They see everything as an art and are original and innovative.
Creators are driven by a need to create and transform nothing into something that is loved and cherished. They want to make a difference.
Examples of the creator archetypes include Lego, Apple, and LuluLemon.
10. The Regular Guy/Gal
The Regular Guy/Gal is the Everyman or Everywoman that is a staple of the American story. They are the friends we grow up with, the colleagues that we work with, and the family members that we share our holidays with.
They are easy to talk to and someone that everyone likes. They can easily adapt to any situation and fit in. They know the rules of the game and they know how to play them. They care about doing the right thing and are good people. They are the safe choice.
They are the gold standard for what is normal, but they also lack anything bold or out there. That can be comforting and necessary in certain situations where you want people in charge that are dependable. People that you want on your side and that you can trust.
Examples include Scooby-Doo, The Doctor from Doctor Who, Gap, and Levis.
11. The Explorer
The explorer is a character that is looking for adventure. They want to try new things and experience new things. They want to experience what life has to offer. They are the first to try a new restaurant, the first to go to a new movie, they want to experience everything and everything.
They are not confined by social norms or expectations. They live for the now and don’t worry about the consequences. They do as they please and live life on their own terms.
It’s all about freedom and exploration. They have no time to be sitting around at their desk waiting on life…they make it happen.
You’ll find the explorer in brands like JEEP, REI, and National Geographic
12. The Innocent
The innocent has a positive personality. They like to see the good in everything. They tend to be trusting and believing of others.
They are also great at helping others. They have a hard time seeing negative intentions in others.
They are not as worried about what others think of them and they see the best in everyone and everything.
They tend to be honest, pure, and don’t hold grudges or want to be involved in conflict.
You’ll find the innocent in brands like Dove, TOMS, JCPenny, and Disney.
How to determine your brand archetype?
There are four factors that determine your brand archetype. Developing these will lead you toward identifying the brand archetype that fits your business.
Step 1: Determine your brand’s purpose & promise. Who do you serve and why? How do you do what you do?
Step 2: Determine your brand’s personality. What do you stand for, or against?
Step 3: Determine your brand’s look. What sets you apart from others?
Step 4: Determine your brand’s tone of voice. What is the voice you use to communicate with your audience?
Your brand archetype should be determined by the answers to these questions.
Don’t worry if it isn’t immediately clear, you’ll be able to identify it more easily with time.
Once you’ve identified your brand archetype, then you can move on to developing your brand.
How to use brand archetypes?
The brand archetype that your business identifies with should be used for everything you create going forward.
Your logo should match your brand archetype. Your business card should match your brand archetype. Your Facebook page should match your brand archetype. Your website should match your brand archetype. Your newsletter should match your brand archetype. Your store should match your brand archetype.
It is through the brand archetype lense that every piece of collateral, every word you write, every message you put out, should be filtered.
This is how you ensure that the brand you are creating is consistent and authentic.
Are you using brand archetypes in your business?
When it comes to branding and your message, using archetypes to define your voice and what you stand for can help set you apart from competitors.
It also gives your customers a way to connect with you.
Brand archetypes are not a new concept but they are underutilized by many businesses.
The next time you are trying to figure out why you aren’t connecting with your audience, look at your brand in the context of the archetypes and see where you fit.
It’s a quick and easy way to know if you have an effective brand that resonates with your ideal customer and creates an impact with them.
It might seem overwhelming at first but I promise it becomes way less intimidating once you start looking at your brand as an archetype.
This article is just a brief overview of the power of brand archetypes and how you can use them to create a powerful brand.
The best brands are those that know who they are, where they are going, and inspire people to follow along with them.
Long answer…let’s dive into why it’s important to upgrade ExpressionEngine (EE).
But first, story time!
I have a client that had an EE1 site that was built somewhere around 2005 – those early days of EE. In internet, this website is a senior citizen. But it was chugging along just fine until the Fall of 2020 (what a year!) when their hosting company said the could no longer support a version of software (PHP) that EE1 needed to run.
So one day their site stopped working.
Frantic emails and calls later, I informed them of the hosting situation and after searching through their emails, they found multiple notifications from their hosting provider warning them of this change. They just didn’t know it would effect their site.
Thankfully, I managed to get their site back online temporarily while we made a plan to upgrade. But it was really temporary. We had about two weeks before it would die again.
We put together a plan to get them to EE2. This was the biggest hurdle and with a site that old with thousands of pages of content, it was going to be a big job. When EE2 came out, a little (big) thing happened where the entire piece of software was rewritten and a ton of add-ons were not converted to work with EE2. Add on to that, it’s not 10+ years since EE2 came out, so some of those converted add-ons were no longer available online anymore because the developers had moved on (thankfully I’m a bit of a digital hoarder and have a lot of old stuff stashed away on multiple external drives).
Long story short, there was a happy ending in that we were able to upgrade and their site is working great. Howeverif they had upgraded when EE2 came out, they would have saved a lot of money and a lot of stress and a lot of downtime. I’ll be telling this story to other clients for years to come.
So let’s dive into why you should upgrade, now!
Top 5 Reasons to Upgrade to ExpressionEngine 6
That which we ignore is not optimal. And that goes for our websites.
An upgraded version of EE will give your site much better performance in the latest browsers. Chances are some of your templates will need to be updated to reflect either the removal of addons or resource-intensive code that has been replaced with core functionality. Both of which will increase the performance of your site.
And let’s not forget that Google loves a speedy site, so better performance can help you rank better as well.
Using any old or outdated software poses risks to the security of the site. Especially software that is completely retired and not receiving any updates (security included and a biggie).
And security threats are not going away anytime soon and as they become more sophisticated, it leaves your site open to vulnerabilities.
On top of that, users (and google) are demanding a more secure web experience and the last thing you want is for your site to flagged as dangerous in search and/or have one of your users (or multiple) experience any sort of breach of their information (especially if you’re running a site with members or e-commerce).
Updated control panel
Some of the really old versions of EE were clunky. I still loved it but it wasn’t what we are now used to seeing on the web. The latest version (EE6) is completely redesigned and streamlined.
If you are on EE2 or EE1 (and I know some of you who are), as of EE3 the control panel is responsive, making editing on mobile so much easier. And we see an even bigger improvement in EE6.
Also as of EE4, there are a number of features that were only available previouly with add-ons and now they are part of the core system (hello split-screen preview, I’m looking at you!).
Go from EE2 to EE6
Previously, when upgrading ExpressionEngine, your site had to upgrade to each individual version.
That meant EE1 -> EE2 -> EE3 -> EE4 and so on. Now, if your site is on EE2 (or higher) you can skip ahead and go right to EE6!
Now, this might not seem like a big deal to you but for us, that means it will take much less time to upgrade sites and therefore we don’t have to charge nearly as much money or spend as much time doing upgrades. This means we can take on more of them and deliver them in less time, which is the kind of work I love to do.
GDPR privacy & consent made easy
If you don’t know what GDPR is, you can read more about it here.
Briefly, the General Data Protection Regulation (GDPR) is legislation that updated and unified data privacy laws across the European Union (EU) in 2018. The law protects Europeans with regards to the processing of their personal data, as well as laying down the rules relating to the free movement of personal data.
AND, even if your website is based in the US, it still matters.
Plus, it’s likely the US may implement something similar in the future.
Starting with EE5, built into the core of EE are consent and privacy tools that make implementing cookie consent, and GDPR compliance much easier. There’s an audit log to show consents that have been granted or withdrawn, as well as cookie management for those pesky cookie popups you see on almost every site now.
Cookie consents and GDPR arent going anywhere, so the sooner your site is in compliance the better and now EE makes that process much smoother.
When should you schedule that upgrade?
My recommendation would be sooner rather than later, especially if your site is still running EE1 or EE2 (and no shame for that here, we get it and we work with a lot of clients who are still using those versions).
At the end of the day, getting your site upgraded will save you money and stress. Like the story I started with, don’t wait. Save yourself the pain and loss of revenue by having a site that stops working one day because of a server update.
With a well-researched, in-depth brand strategy you’ll be able to reach the people you want to attract to your business and turn them into long-term loyal customers.
Sound good? It is!
A brand strategy is like a roadmap for where you want to take your company – without one, you’re just shooting in the dark, hoping to attract customers.
But what exactly is a brand strategy and how do you create one? Let’s take a look.
What is a brand strategy?
A brand strategy is basically a long-term plan to develop a successful brand for your company, to achieve specific goals you set.
It includes these three main components:
What your brand stands for
The promise you make to your customers
Your brand’s personality and how it’s conveyed in your marketing materials
There are more elements to a complete brand strategy, but getting these three basics right will help to set you up for success.
Think of them like laying your foundation for building up a strong and reliable strategy for your company.
First up – tackling target market research
Researching your target market and understanding who your audience is will help you find them, grab their attention, and turn them into paying customers.
One of the best ways to understand your target audience is to understand how they think, what they feel, and know what they want. So, how do you do that? Customer personas.
What is a customer persona?
Customer personas are a detailed description of your ideal client. Like a personal profile They help you understand the motivations behind their buying decisions. This will help you know who you’re trying to connect with, and what makes them decide to buy.
When you’re creating customer personas, there are a few questions to take into consideration:
What is their age?
What is their gender?
What is their educational background?
What is their occupation?
What industry do they work in?
Are they married?
Do they have kids?
What’s a typical day like for them?
What challenges do they face?
Where do they get their information from?
Where do they prefer to shop?
What did they buy recently?
What keeps them up at night?
How can you help them?
Know where to find your audience
Knowing where your audience hangs out online is everything. You can’t connect with future customers if you’re in the wrong place.
There isn’t any point in fishing in a pond that has no fish in it, so don’t waste time or money advertising where your customers aren’t.
If you want to figure out where your audience is, ask them. Ask current clients where they get their info from. Send out a few surveys. Set up a focus group – do whatever you can to understand where your ideal clients are hanging out and why they choose to spend time there.
Once you know all these answers – it’s time to start developing your brand strategy.
What do you need to develop a brand strategy?
There are a couple of things you’ll need to create to develop a solid brand strategy for your business:
The right brand message
Let’s take a closer look at both of these brand development necessities.
Defining your brand’s objectives
Your brand’s objective is its purpose. It’s the reason your company exists, what it stands for – basically, why you bother doing what you do.
If you don’t have brand objectives already, here are a few questions to think about:
What problem does your brand solve?
How does your brand make your audience feel?
Do your clients trust you – and if they do trust you, why?
What is the story behind your brand?
What’s the long-term goal for your company? (…we’re talking more than a paycheck here, go deeper – what’s your driving motivators?)
Once you’ve clearly defined your brand’s objectives, it’s time to start crafting your brand messaging to get that across to your audience.
How to create the right brand message
Your story matters to your clients. It doesn’t matter what your industry is, your story will sell your services/products for you. Your brand messaging should tell them this story. Ultimately, you want to create a message that evokes emotion and inspires action in your clients.
Why do we tell stories? Because a good story isn’t forgotten easily and the better your brand story is, the harder it will be for your audience to forget you.
By creating your brand message around your company’s story, you’ll be able to attract your target audience – and they’ll form an emotional connection to you and your brand.
What’s the big deal about an emotional connection between your customers and your company? Your audience will become loyal – and help spread the news about your company with their friends and family.
Creating brand guidelines
As soon as you understand your audience and have your messaging set, it’s time to think about how exactly you’re going to deliver that message.
Start getting creative and think about your logo design, the fonts you’ll use, what colors best suit your business and what sort of tone of voice and imagery will work for what you’re trying to say.
All these elements are key to creating a recognizable brand.
Brands tend to evolve over time so it’s important that you set up some creative guidelines for your team. This will make sure that your branding will always match your story going forward.
Now – with all that done, it’s time to start implementing your brand strategy!
Logos of any kind are important pieces of branding. But corporate logos carry the weight of a large company, which means they’ll be more fully utilized, more commonly seen, and more closely scrutinized for effectiveness.
Your corporate logo will either enhance your brand identity or detract from it.
How can you make sure that the logo will boost your company brand image? Let’s look at four ways to make your corporate logo design memorable and practical.
Highlight brand identity
Whether your business is large or small, identifying your brand personality is an important part of strategizing everything from packaging to marketing to outreach. That brand identity is what allows you to effectively reach out to your target audience.
Keeping that in mind, highlighting your brand identity within your logo design is a great way to harmonize your branding with your brand itself.
Of course, this means that different companies need different types of logo design. Let’s say you have a large tech-based corporation and want to project an image of trustworthiness, cutting-edge technology, and reliability. What type of corporate logo do you think would accurately reflect those key aspects?
A hand-drawn logo with a quirky, amateur feel
A generic logo that blends in with the competition
A unique logo that projects innovativeness and professionalism
On the other hand, other companies are founded on different personality traits. Your company may need to project approachability, demonstrate a sense of humor, or show that it is family-oriented. A quirky, mascot-based logo may be the best option for you. In other cases, hand-drawn and “homemade”-feeling logos are the most accurate reflection of the brand personality.
An important first step is to recognize the brand personality that you’re working with. Remember that the style of logo that you choose can heavily impact its effectiveness, depending on your business. A great way to ensure that you follow through on your brand identity in your branding is to have it all laid out on paper. Create a manifesto about your brand, describing what it would be like if it were a person, including traits, goals, and values. Then, as you create individual pieces of branding, ensure that they harmonize with that personality.
Utilize color psychology in your logo design
The psychology of color is another vital component of branding. But the tricky part is that we don’t all perceive color the same way, as has been demonstrated by “preferred color” surveys. Men may be more inclined to prefer blues, while women may be more drawn towards reds and greens. Color perception differs across ages, backgrounds, genders, nationalities, cultures, and even individual markets.
So it’s very important to know who your target audience is before you put your color palette in place.
In addition to that factor, it’s also vital to conduct market research and determine what color trends there are within your market, why certain colors are more popular than others, and what message they send. If that message coincides with your brand identity, then you should definitely consider using those trending colors — but there’s a caveat to that. As mentioned in the previous subheading, corporate logos need to guard against appearing too generic or looking too much like the competition. So don’t just jump on a bandwagon without maintaining uniqueness and clear messaging.
Choose dynamic typography based on your logo style
Wordmark logos use the name of the brand as the logo itself.
Lettermark logos use a single letter, such as the initial letter of the brand name.
Monograms use all initial letters in a multi-word name.
Combination marks use letters or words in combination with a graphic.
Again, one of the main traits that should commonly be associated with a corporation is power. Due to this, consider a heavier font for your logo. You may also want to use one that includes serifs, as these tend to look more polished and professional.
Whichever type of logo you choose in your design, if the typographic content is the focus, it’s even more important that you make sure it is legible and easy to read. This will likely require some trial runs of different fonts, adjustments in kerning and spacing, and getting feedback on the user friendliness of the logo.
Keep in mind, also, that typography also has a psychology behind it, just like the psychology of color. Your choice of font sends a message about the brand, and certain fonts are perceived as inherently having certain “personality” traits. So sticking to a font that promotes the same message and values as your brand does is a great way to ensure that there is continuity and harmony between your branding and your corporation.
Our final key to creating a stunning corporate logo centers on ensuring the adaptability of the logo. This little piece of branding is small but mighty — it’s going to go a lot of places and be seen by a lot of people.
You might include your logo on corporate letterheads, on your website, on product packaging, in advertisements, in marketing and promotional material, on business cards, on pens, coffee cups, billboards, t-shirts… the possibilities are endless for a great logo.
With all of those possibilities, though, it’s clear that adaptability needs to be at the forefront of your design.
If you use a combination mark, you’ll want to have one with and one without both elements
On top of that, make sure that your logo handles both stretching and compression well. Scalability is one of the qualities that should be emphasized during the design process.
A great corporate logo isn’t always easy to attain. Many designers leave some of the above considerations out of the process. But if you make sure to give due attention to each of the four points mentioned here, your corporate logo can come to life, and give your company effective representation.
Alice Scott is a passionate writer and blogger who specializes in topics related to digital branding, blogging, and online business. She loves having Churros with her cat Chubby and morning walks.
Building your brand can increase the value of your company to the point where your business is worth millions of dollars — based on name alone. Your pet business branding sessions might need some work. Are you lost, and looking for tips to build a name that will be known around the world?
If this sounds like you, you’re not alone. There are plenty of people who want to design a pet company that is known by everyone in the neighborhood. We are going to dive in and explore how to come up with an excellent name for your business.
These tips are designed to help push you in the right direction and show you that it’s possible to come up with a one of a kind name that sells. Without further delay, let’s look at seven essential pet business branding tips that you can’t live without.
Consider Your Specialty
Every pet shop has a specialty. Some businesses specialize in grooming, other specialize in toys and accessories, and still, others focus on “daycare” type centers.
The first thing you have to take into consideration is what kind of company you plan on running. Ask yourself, “why will customers want to come to my store?” From that point, start considering your brand name.
Try to pick a name that reflects your specialty so potential customers will know exactly what to expect when they walk through your doors. You could try using a cute pun, or perhaps something more straightforward.
Missions & Value
Another great tip for your pet business branding is incorporate your missions and values into your name. You may have a subheading below your brand that describes your mission or goal.
For example, you could have something like: [Brand Name] “Where Happy Pups Are Our Priority.” A small subtitle can do wonders for your business.
The best thing you can do is focus on a message that displays what you want to do and what you offer to your customers and their pets.
Take Your Time
Remember, the success of “Google” didn’t happen overnight. Important brand names in today’s society took time to develop. The same principle should be applied to your brand name.
If you can’t think of a name right away, don’t fret! It may take some time for you to come up with a name that sticks. There is plenty of room for trial and error. Don’t feel pressured to come to a decision overnight.
Some people find it helpful to take notes and narrow down the options. If you use this model, it can help you hold on to ideas, so they don’t get “lost” if they slip your mind. You can use anything from old-fashioned pen and paper to a document on your computer or smartphone to brainstorm.
Think Outside the Box
The phrase “think outside the box” may seem generic at face value, but the message is undeniably useful. If you want to stand out from the crowd, your BRAND needs to be unique.
You should consider looking up some of your competitor’s brand names in the area and take note of them. Try to avoid using names that are even remotely close to theirs. Furthermore, avoid similar puns.
Using the power of the internet, you can globally search for pet shops to make sure that yours is unique. You want people to look at your name and associate it with your establishment and what you’re offering.
Promote Your Name
Once you have come up with a name, it’s important to “brand” yourself to the world. The internet is a great resource tool that can help promote your name and services.
Consider making social media pages for your business on Twitter and Facebook. From there, you can grow an audience of people near and far who may be interested in what you have to offer. The more popular your brand becomes online, the most customers that will come through your door.
If there are services at your place of business that is truly unique, you may find that there are folks willing to travel just to take advantage of what your services.
Furthermore, if you offer physical products such as shampoos, toys, and such you can sell online and ship products out via an online store. The internet offers a range of possibilities for your pet business branding mission.
Think About Your Customers
Every brand has a “target audience.” It would be in your best interest to think about the kind of people you want to come to your business and market towards them. There are ways that you can do this that is both practical, and comfortable.
If your target audience is young dog owners, you may want to do something clever like incorporate a bone into your brand name while making your logo look “hip” instead of classy and formal.
This tip can be explored by simple trial and error. Design a logo and ask people in your target audience what they think. From there, you can tweak and adjust your logo to make it catch the eyes of potential customers.
Hire Expert Branders
If you’ve exhausted your resources and still can’t come up with a name that you’re comfortable using, get in touch with expert brand creators! We can help you come up with a one-of-a-kind name that you will proudly flaunt.
The best part about hiring brand makers to help you is that it frees up time to help flesh out your business in other exciting ways. It will allow for time to stock your shelves, construct new shelving, talk with customers, and so much more.
Pet Business Branding — Simplified
Luckily, we have learned that there are plenty of valuable ways to come up with an impressive brand for your business. You don’t have to worry about stressing out anymore.
Use these tools to form the business of your dreams. Don’t feel restricted by existing companies. Go out there and make your own mark!
Are you looking for more excellent pet store tips and tricks? Check out our blog for more great articles!
Whether you are a small or large business, you are probably looking to attract new customers and clients. Fortunately, the internet has made it easier than ever to successfully build and maintain a strong online presence. New tips and tricks are being discovered all of the time, so it is important to keep up with the latest trends. From corresponding directly with customers, to creating your own company blog, here are some useful tips on how to successfully build an online identity.
Create a website
If you are a small business that is just trying to get started, building a website is one of the most crucial components to your success. To make it easier for customers to find you, be sure to include your company’s name in your website’s domain name. This will also allow people to find your company quickly when they perform a web search.
Make sure your content helps your ideal customer. It should be less about you and more about them and how your produce or service can solve their pain/problem.
Connect with your audience
If you want to form a personal connection with your audience, reach out to them in a way that is friendly and accessible.
For example, you can ask visitors to share their thoughts and feelings through feedback or comments. When you ask for comments, feedback, or opinions, the visitors will feel as though you truly care about their specific needs and concerns. Be sure to personally respond to every comment you receive though. It’s not fun talking to a wall.
Another option is to create a lead magnet. This is something you offer to give them (free and valuable knowledge) in exchange for their email address. Then once you have their email address, you can continue to nurture and communicate with them, which builds trust over time, which turns into sales.
Use search engine marketing
For many modern companies, search engine optimization (SEO) is a fast-growing trend that can produce tremendous results. SEO is used for displaying companies as close to the top as possible when someone performs a search through a search engine, such as Google or Yahoo. The higher up your name appears, the more likely it is that someone will click on your company’s link first. This can lead to increased sales, as well as increased retention of customers for many businesses.
Create a blog
Blogs are a great way to stay in touch with your customers, while showing off your expertise and how you can help them. It also helps with search engine ranking. Google loves a site that is updated regularly and also provides users with relevant and helpful information.
Caveat: If you plan on blogging, see it through. There may be nothing worse than having a blog and it not having any fresh content.
Share your expertise
We are not suggesting you give your services away for free, however, there is something to be said about an expert who is willing to help others. First determine where your audience is hanging out online. Maybe it’s Facebook or Linkedin. Maybe they’re on an online industry forum or private Facebook group (if there isn’t one, create one yourself). Next you want to share your knowledge without asking for anything in return. Help first, help often. That builds credibility and trust, as well as visibility.
It takes time
There are many ways to effectively build and expand your online presence and they all take time. Unless you have hundreds or thousands of dollars to run digital marketing ads (which is great if you do), all marketing is going to take time. These are long game tactics for businesses that are in it for the long-haul. No shortcuts or quick fixes. Building trust and brand authority takes as long as it takes.
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