Tag Archives: tips on building brand awareness

Brand Equity Pyramid: What Is Customer-Based Brand Equity? [Infographic]

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Customer-based brand equity (CBBE) is currently one of the most vital metrics for enterprises. A high CBBE means that the brand’s name alone carries a lot of weight in the market. Consumers quickly recognize and resonate with the name.

The results? More word-of-mouth, recommendations (from individuals, experts, and even influencers), as well as positive sentiment in social spheres (both online and offline).

As such, more and more businesses are seeking ways to build their brand equity. The Keller Model, devised by marketing Professor Kevin Lane Keller, can help you build substantial brand equity for long-term growth.

Understanding the Keller Model

The main objective of the Keller Model is to help brands understand what their customers want and need, way before the customers even buy the product. It can also help you predict what customers need before the customers themselves know that they need the product.

The model is designed in the form of a pyramid with four levels. At the base of the pyramid are foundational salience concepts to help you build a strong brand identity. At this stage, you want customers to know;

  • Who you are
  • What makes you unique

Once you’ve established a strong customer-based brand equity foundation, you can move through the next steps in the pyramid. Check out the rest of the model to learn about key takeaways and implementation strategies for each level.

Thanks to the folks at Chattermill for this useful infographic.

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The Why of your Video Marketing Strategy [Infographic]

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The Why of your Video Marketing Strategy-315Creating videos used to be expensive and time-consuming. But now, almost anyone with a high-end smartphone and basic know-how can shoot videos. If kids on YouTube can do it, so can you. But before you start, determine why you want to delve into video marketing7 Reasons7. Different purposes require different approaches. What will your video marketing strategy be? Different purposes require different approaches, such as:

Building brand trust

Explainer videos work best. Introduce your business, your team, and yourself to viewers. Add a legitimate customer testimonial for that trust factor.

Improving engagement

Fun content is what you need. For inspiration, think of Buzzfeed-type videos and all the other viral videos you’ve seen. Prominently share display buttons to make sharing easy for viewers.

Becoming an industry authority

Playing the long game gets you there. To become an authority, you need to regularly produce content over a period of time (maybe at least a year). Also, your content has to be consistently relevant and unique.

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How to Run an Effective Facebook Sweepstakes

How to Run an Effective Facebook Sweepstakes - 315

How to Run an Effective Facebook Sweepstakes - 315

Many smart small business owners have boarded the social media marketing train, and with Facebook having more than 1.6 billion users, there is no reason not to.

One of the best ways to use social media, specifically Facebook, to reach your target audience is to run a Facebook sweepstakes. However, before you jump into this, there are a few tips, tricks, and yes, even rules, that you must follow:

The Legalities of Facebook Sweepstakes

Now, before you open your business Facebook page and throw up a sweepstakes, there are a few things that you should familiarize yourself with. Facebook is quite specific about the promotions that people are allowed to run, and if you break these rules, your page could be shut down for good. Take a look at the community standards, and make sure that you are not demanding that people ‘like’ or ‘share’ any post to be entered into a sweepstakes.

Focus on Your Goals

Next, focus on what you want to get out of your Facebook sweepstakes. Usually, these are part of a long-term strategy and might include the following:

  • Building your brand and awareness
  • Increasing your reach
  • Generate more content
  • Launching a new service or product

Develop Your Offer

To achieve these goals, you must have an excellent offer that sparks the interest of your target audience. Choose your offer based on the answers to the following questions:

  • Who is the target customer?
  • What interests do they have?
  • What promotions do they like?
  • What is the budget?

It’s imperative that you match the offer to the market, as this will play a huge role in the overall success of sweepstakes.

Promote the Promotion

You know that you have to market your sweepstakes, but you also have to market your marketing! To meet your goals, you must make sure that people see your sweepstakes. Here are some ways to promote your promotion:

  • Let your followers know that it’s coming
  • Ask your fans to share the promotion
  • Run Facebook ads to target new customers
  • Use Facebook Live and images
  • Use local media to get your sweepstakes in the news
  • Add a link in email signatures
  • Send an email to existing customers

You’ll likely get the best results from using both online and offline promotion, so look at your budget and find a combination that’ll work for you. Also, make sure to create a sense of urgency!

Measure It All

During the sweepstakes, collect all of the data that you can. This’ll help you with future sweepstakes and with future marketing efforts. At a minimum, get the name and email address of those who enter. You don’t have to get much more, but also try to add a qualifying question, which will help with marketing efforts.

Finish Strong

The biggest takeaway for you from any Facebook sweepstakes is the moment when you hand over the prize to the winner, so make sure to record it or do it live.

Also, make sure to commemorate this in your blog or company newsletter, and then promote it on all of your social media accounts.

When done correctly, a Facebook sweepstake can open the door to many marketing opportunities. When you find the magic formula for these, don’t forget to reuse it. After all, your customers and fans will certainly not get tired of winning anytime soon!

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