People will buy from you if they trust you. And one excellent way to build trust with clients and prospects is to educate and entertain them through an informative, routinely updated blog. That’s just one of the many new-age marketing and sales strategies that Patrick Allmond shared at the ASI Show Dallas during his education session, “Your 24/7 Presence: Hot Digital & Mobile Branding Ideas.”
Creator of the popular “Own Your Empire” marketing system, Allmond told a packed room of industry pros that a blog replete with articles, videos and podcasts on topics like product trends can establish an online persona that presents you as a reliable expert, giving you an edge on competitors. “Strive to be the most educational company in your niche,” said Allmond, who frequently comments on FOX, NBC, ABC and CBS news affiliates.
Of course, Allmond’s session was about a lot more than blogging. He delivered an array of insights about how promotional product companies can establish a brand that suits them and attracts the kind of customers with whom they want to work. Part of this included explaining how colors are tied to certain emotions (blue equates to strength and dependability, for example) and how picking logo colors that convey the characteristics you want to emphasize is wise.
While having the right logo and graphic messaging is paramount, branding is about more than just those things, said Allmond: “A brand is everything you do that sets you apart – your products, services, your story – how you present yourself and your company” in person and online.
To build the right brand, Allmond advised distributors to create a “branding document” that spells out what makes them unique. Communicating this brand persona through everything from online videos and the “about us” section on a website to in-person elevator pitches, sales presentations and, of course, a logo and graphic messaging is a powerful way to stand out from the crowd and attract ideal customers. “Think about the kind of experience you want to offer clients and convey that through your brand,” said Allmond.
We are in love with digital strategy and marketing. We are in love with great stories. But more than anything else we are in love with our clients. We have devoted over two decades of our business lives to crafting masterful stories and solutions that grow our clients’ businesses. That is us in a nutshell. We build beautiful digital marketing stories for you. We drive business.
You can easily hire a web designer or a social media expert. But we are more than that. We are more than your marketing company. We are more than your social media company. And we are more than your PR company. We are your trusted marketing advisor that will work tirelessly to ensure your company always stands out and is in demand.
We look at every project we start as a new long-term journey. You have a vision as to how you want your company to be positioned in the world. Whether you have a complete vision or just the start of one, we are going to sit down with your team and learn everything we can about you, your company, and how you would like the world to see you. We will then jointly build out the strategy that will get you from where you are now to where you want to be. Once the strategy has been completed, it is then time to get into the design phase where we start to develop the best tools that are going to get us there and drive business.
Now it is time for design tactics. How are we going to move forward? Do we need new branding? A new web design? Are we going to create a major new viral movement on social media? Do we need to take advantage of video to tell your story? Since no two projects are the same we look at all of the possible tactics and tools that we can use to make your journey successful. We have learned that when we combine the right strategy and the right tools, we can execute some amazing marketing campaigns for our clients. Our goal is to always be on the latest edge of technology. Because of this we are often using the newest methods that give our clients a slight edge over the other players in their industry. And that slight edge can make a huge difference. But the best design does not mean anything if you cannot show results.
How do we know if your marketing strategy is working? Ultimately the bottom line will indicate success or failure. But in this technology decade when people are talking about the brands they love and hate online, there are other intangible items that we can monitor to indicate sentiment that will drive your revenue. How do people feel about your company? Would they recommend you to a friend ? Do they see you as the preeminent authority in your industry ? These are the types of indicators that you can use to refine your strategy and ensure that you are always delivering a desirable product or service. We spend our time tracking these items and deciding what matters and what we can ignore. We then jointly decide if we should stay the course or refine our plan to meet consumer demands. A great marketing strategy is a constant cycle of planning, executing, and measuring. That is what you get from us.