Wearing Sandals in the Snow—Why Marketing Copy Changes With the Medium

The need to change the way you write depending on the medium should be as obvious as the need to change your clothing depending on the weather, but this need is often overlooked.

Unfortunately for your bottom line, if there’s a disconnect between the chosen medium for your marketing campaigns and the writing style used, your content could be rendered entirely ineffective. Consumers are accustomed to certain conventions that, when ignored, can turn them away from your content faster than a cat from a bath.

There are a number of things to consider when it comes to writing content for marketing materials

  • Initial Audience Interest
  • Language Formality
  • Number of Visuals
  • Optimal Length
  • Target Audience

Blog posts typically incorporate a less-formal voice and can vary in length from a few hundred words to over one thousand. Initial audience interest is higher than with an email so introductions don’t have to be as to-the-point.

Email: Emails can be a great way to reach known prospects…if they actually open it. They should be short and sans fluff. An accurate but attention-grabbing subject line is a must, and make sure images scale with the viewing device.

Presentation: If you’ve ever been subject to a presentation that hits you with a wall of text slide after slide while the speaker reads verbatim, you understand the importance of minimizing copy. Things like pitch decks—A.K.A. capital raise decks—internal briefings or anything that uses a PowerPoint format should contain bulleted talking points only. No Paragraphs! If you can’t remember all the information of a topic, it’s time for an infographic.

Print: Print may be seen as antiquated but it still plays an important role in marketing. While the length of the copy depends on the document (sales slick, brochure, billboard, etc.) the tone is more formal, unless your corporate voice dictates otherwise.

Social Media: Social media posts are short and catchy. Your best bet is grabbing your reader’s interest and linking them to a blog post, product page, or web site. Pairing images with content in your post will boost its effectiveness.

Video: Videos, whether live-action or animated, may not show copy, but the the script is really important. Narration should complement the visuals, not overpower them. Viewers’ attention will be split between their eyes and ears so scripts should be kept simple while complicated concepts are explained visually.

Web: Web content needs to be brief. If the purpose of your website is to turn prospects into customers, less is more. Bombarding visitors with text or showing them a cluttered site that lacks a coherent design is a sure way to lose a sale. While the tone of your site’s messaging depends on your company’s voice, its delivery should be streamiled and optimized for a variety of viewing devices.  

 

If your marketing materials are wearing sandals in the snow, we can help. Brand Iron specializes in creating effective copy for every format to elevate your brand above the competition and increase your bottom line. Call us today at 303.534.1901 or visit us at brandiron.net.

 

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#marketing #branding #copywriting

The Benefits of Targeted Touchpoint Marketing

How to effectively engage with your audience. 

In today’s world, we are bombarded with content and information everywhere we look. As a business you only have seven seconds on average to capture the attention of your audience before they make the critical decision to either keep reading or move on to the next thing. Making contact with your audience, which is called a touch, must be both interesting enough to keep your audience reading and frequent enough to nurture, and eventually close, a qualified sales lead. Generally, it takes 7-15 quality touches to move a prospect to the point of closing.

Fifteen touches may seem excessive, but it will help generate and nurture more qualified leads, and it’s generally spread across a year. Consumers are used to having access to mass amounts of information and expect to be given all the facts before they reach the final decision-making stage. Targeted touchpoint campaigns help grow your brand’s reputation while nurturing leads by giving them information relevant to them. Here are some ways you can effectively communicate with your audience and expand your brand’s reach with these different touches:

  • Blogs
  • Calls
  • Case studies
  • Direct sales
  • Email marketing
  • Networking
  • Press releases
  • Social media
  • Website traffic

Incorporating a variety of these touches in your marketing calendar gives your company a significant advantage to actively engage leads and eventually close sales. We’ve seen warm leads slip through the cracks and fall out of the sales funnel because they have not received enough valuable information to make a decision. It’s important to stay in front of your audience by educating leads through consistent, attention-getting touches.

Brand Iron can help you stay in front of your audience with targeted touchpoint campaigns that identify, attract, and develop brand awareness among prospective leads. Visit brandiron.net or call 303-534-1901 to see how our services can help!

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#marketing #branding #targetaudience #emailmarketing #socialmedia #blog #directmail #pr #blogs #targetedtouchpoint

Utilizing Automated Marketing to Generate Leads and Nurture Relationships

You’ve heard about automated marketing, but have you ever thought about using it for your own company?

A Great Place to Start: What is Marketing Automation?

Automated marketing is a tool that allows you to automate, streamline, and measure your marketing actions to increase revenue and operational efficiency. In a nutshell, it allows you to optimize your time by streamlining the marketing processes through automation while still personalizing content and nurturing relationships with your audience. By measuring and tracking tasks, you can create campaigns tailored to meet the needs of your market segments. An automated approach is used by marketing departments for repetitive tasks such as email campaigns, social media, or other actions on websites.

When your company launches, it is easy to maintain these one on one relationships with your audience, but as your company starts to grow, it is impossible to keep up and manage these relationships without any help. That is where automations helps.

The goal of marketing is to generate more leads, close on potential clients, and drive revenue for your company. Automation helps generate leads by driving traffic to specific landing pages, allowing you to track and convert leads. It also allows you to shape campaigns according to the various touch points and call to actions of the end users. Since the automation can be tailored specifically for market segments, it feels more like a give and take relationship rather than a hard sell.

 

What Does Automated Marketing Look Like?

Someone once explained automated marketing to me as the same as growing a plant. You need to plant the seeds, which is the initial outreach from the company to the audience in the form of an email or social media post. Next you need to give the lead (seedling) water and light by delivering customized, value driven information to the specific audience.This is done through specific campaigns that trigger an automated action depending on the customer’s response. Finally, we hope to have nurtured the lead well enough and grown it to the point of being an actual paying customer. Nurturing a plant or a lead is not a guaranteed process, and it is important to tailor interactions based on the evolving needs of your audience.

Concepts to Keep in Mind when Using Automated Marketing Techniques

1. Segment your lists into sectors

You can segment your list you can communicate directly to your audience’s wants and needs. Build personas to represent segments.

2. Test your email lists and timing.

When you send emails is equally important as the content in the emails.

3. Keep your content relevant.

4. Track your results.

5. Whittle down your email lists.

It may seem important to have a large subscription base, but the active subscribers are going to be the quality leads.

6. Allow your subscribers to manage their preferences.

7. Always include a specific call to action.

 

Brand Iron is here to help you automate your marketing, improve lead generation, and optimize your systems. To talk with us regarding automated marketing or any of your marketing needs, visit www.brandiron.net or call 303-534-1901.

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Packaged Content Development

In today’s market, content is king. At Brand Iron, we get asked all the time how our clients can create and integrate original content into their marketing, PR, and social media efforts. The issue is they never seem to find time. Awhile back a client asked if we offered a content development package that would to help write, develop, and design original content. Well, the answer is now yes. We are pleased to announce several packaged content development options. The packages will contain original content that can be used for your company blogs, press releases, and social media and marketing efforts.

     1. Content Bank Development –  One of the first steps to generating content is to gather a backlog of links, articles, white papers, pictures, and videos. The content you gather can then be used across all social media channels, websites, blogs, online, and even for your email marketing. Collecting the necessary resources will save you time and ensure you have engaging content customized for your target audience, while also developing a space where you can continue to grow your content bank.

     2. Content for Brochures, Sales Materials and Websites – It is pretty amazing to us that we get calls from companies who tell us their websites or sales materials are designed and ready to be printed, but other agencies are asking them for the content. Isn’t that the whole reason they went there in the first place? To not just have the material designed, but to have content created as well? Our solution is a quick mini BrandStorm to help companies develop their strategic brand in a messaging platform which we then go on to use for content development

     3. One Time Special Content – Over the last couple of months, we developed special project content focused on the idea of communication during leadership changes. We helped to develop internal and external messaging to help pro-actively address any concerns that surface with a change in leadership. In these cases, we developed:

  • Internal messaging to be communicated within the companies
  • External messaging to be communicated to key customers and vendors
  • Communication with the media (Public Relations)
  • Content to address skuttlebutt in social media

     4. Two Original Content Pieces Developed Each Month – Each month Brand Iron will develop 2 pieces of original content that can be utilized in the following:

  • Blogs
  • Social media
  • Public relations
  • E-mail blasts
  • Trade or industry articles/content
  • Etc.

     5. Four Original Content Pieces Developed Each Month – Each month Brand Iron will develop 4 pieces of original content that can be utilized in the following:

  • Blogs
  • Social media
  • Public relations
  • E-mail blasts
  • Trade or industry articles/content
  • Etc.

If you are not currently utilizing content to promote your business, now is the time to seriously consider doing so. Content can be used to position your company, product, or service as the finest brand by communicating to your customers your company values. Organic search results will also increase as you continue to add new content and improve your company presence. Original content will only bring value to your company and can be the extra boost you need to reach the next level.

 

To talk with us regarding content or any of your marketing needs, visit www.brandiron.net or call 303-534-1901.

The Importance of Captivating and Branded Content

At Brand Iron, we are big believers that content is king. Creating engaging content that captivates, educates, and entertains your audience goes a long way toward making your overall brand more approachable and more desirable.

But what happens when you go that extra step further? What happens when you incorporate your brand into the content itself? We’ll tell you: only good things. It brings the added benefits of positioning your brand within a given topic, giving it some personality, and tying it in with something people want to be associated with.

For example, take this Pin from Smirnoff. A “red white and berry” branded vodka infusion for your 4th of July celebration not only sets the mood for some festive fun, but it also ties in your (not so American) brand with the most revered of American holidays:

Here are some fun facts about general content marketing and the benefits for those who harness it:

  • Content marketing leaders experience 7.8 times more site traffic than non-leaders.
  • Content marketing costs 62% less than outbound marketing and it generates more than three times as many leads.
  • When content marketing adopters and non-adopters are compared, the adopters have conversion rates that are nearly six times higher.
  • Email content offers the largest overall reach: For every $1 spent, email gives back a whopping $38 in ROI.
  • 73% of major organizations hire someone to manage their content marketing strategy.

Here at Brand Iron, we’ve learned the power of content and how effective it can be. Even the occasional branded quote, tip, hint and fun picture can go a long way toward garnering attention for your media and your brand.

Give it a shot. Tap into captivating, branded content and harness the power yourself!

Leveraging a proven branding process, modern technology and analytics, Brand Iron elevates brands toward their Achieve Anything. Contact us today at 303-534-1901 for info about how we can help you with your content and beyond!

7 Technology Savvy Ways to Generate Business Leads

Companies are always on the lookout for the most effective ways to generate solid leads for their business. With the advent of technology in virtually all business sectors, some formerly “speculative” methods and tools are becoming the new tried-and-true.

The question we must ask ourselves is this: are we effectively harnessing technology to help produce leads, ignite business and grow revenue? Let’s take a look at some contemporary marketing strategies that can substantially increase your business agility, and the technology tools that make them possible.

1) Customer Relationship Management Systems (CRM)

Make sure you are utilizing a CRM system to improve your relationship with existing customers, find new prospective customers, and win back former customers. CRM systems allow you to house and manage your contacts and effectively view and manage your pipeline, ensuring improved customer relations, better external and internal communication, and an in-depth understanding of your customers’ needs and behavior.

Tools: SalesForce, Act, Insightly

2) Email Distribution Software

Email distribution tools allow you to send out marketing emails in “blast” fashion, i.e. a whole lot at a time, from an address associated with your company. The software then provides analytics and immediate notifications of who bites the lure and when, allowing you to jump faster on qualified leads and up your conversion rates. These tools are great for narrowing and categorizing your targeted audiences, tracking and optimizing your distribution methods, and improving communication with your customers.

Tools: Constant Contact, Campaign Monitor

3) Marketing Automation Software

CRM and email mass distribution software are only the beginning. Marketing Automation integrates it all into one streamlined system that helps you manage and schedule complex digital marketing campaigns. Lead generation, nurturing and scoring, targeted audience segmentation, scheduled social media campaigns, customer lifecycle marketing, cross-selling and up-selling, customer retention, and marketing ROI measurement are all benefits of utilizing this behemoth of marketing technology.

Tools: Pardot, Eloqua, Sharp Spring

4) Webinars

Putting on a webinar is a great way to showcase a skill or topic and educate your audience about a particular subject. You can use this tool to help qualify a prospect and turn them into a true, bonafide lead.

Tools: Google + Hangouts, Webinars OnAir, Skype, GoToWebinar

5) Online Surveys

Using a survey is a great way to connect to both customers and prospects alike. By targeting your surveys toward specific audiences, you can even help convert prospects into leads.

Tools: Survey Monkey, ZOHO, Survey Gizmo

6) Commercial Social Networking

Just about everyone understands the importance of social networking these days. This is just another way to beef up your networking database and connect with influential people and targeted markets.

Tools: LinkedIn, AngelList, Beyond

7) Database Development

Using a database development tool to locate targets and get their information added to your database is crucial and a great way to connect to your desired prospects.

Tools: InfoUSA, NetProspex, AggData

At Brand Iron, we think it’s critical to figure out what you are trying to accomplish with your marketing activities and then take a detailed look at the best technology tools that can help get you there. Map out when and how you are going to use these tools, then get going. It’s never too soon to start generating more leads and driving revenue.

Donald Trump – Media Champion

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Whether you love him, hate him, or tolerate hate, one thing is for certain Donald Trump knows how to grab headlines like no other presidential candidate. Donald Trump has to believe in the old Public Relations adage that “all publicity is good publicity,” even if the facts don’t necessarily support all of his claims or you don’t like what he has to say.

Looking at Twitter this morning, Tweets regarding Trump are well over 1 million over the last several days. Even with the media going crazy over his Muslim comments and views, he knows how to harness media attention and stay in the headlines leaving all other candidates in the dust. Both the media and the public are going haywire over his comments, not only this week, but also regarding immigrants from Mexico, Megyn Kelly, and the list goes on and on since he announced he was running for President.

It may seem crazy, but it sure seems like Donald Trump is playing the media and using them to promote his run for President of The United States. I think he strategically says controversial things knowing it’s going to grab headlines and keep him in the headlines. When things slow down or there is a big media event he jumps into the fray, says something, and knows all too well he is going to get headlines and stay front and center in the news.

Can’t stand the guy or love him, Donald Trump is a Media Champion, like the kind we have never seen. As long as he stays in the Presidential race, we can continue to expect him to keep grabbing headlines and playing the media like fiddles in orchestras for media headlines and to become the next President of these United States.

3 Tips for Spring Cleaning your Social Media Strategy

spring cleaning

Although snow, ice and frigid temperatures are still recent memories for Denver, spring is technically here; and that means it’s spring cleaning time. But as you’re cleaning out the spare rooms and closets, don’t forget to de-clutter your social media strategy. These three tips should help you streamline your approach and continue the year with a simpler, more effective strategy.

  1. Use social media, just not all of it

Just because a platform exists, doesn’t mean your business should be using it. Twitter, for example, is an excellent tool for news organizations to quickly disseminate breaking information and updates; however, if your demographic is the 65+ age range, Twitter shouldn’t be your main social media outlet. According to the Pew Research Center’s data in 2014, just 10 percent of adults ages 65+ who use the internet also use Twitter. On the flip side, Facebook and Instagram are incredibly popular among young adults ages 18-29. Respectively, 84 and 53 percent of the internet users in this age group use these platforms as well.

The nature of your product or service should also be a factor. An indie rock band likely would not benefit from aggressive LinkedIn use, and Instagram and Pinterest wouldn’t be very helpful for a bank or financial services company. It’s not difficult to locate the big players in social media, but before you create an account, consider whether the platform is the best way to highlight what you have to offer.

  1. Map out your content strategy

Posting for the sake of posting never did anyone any good. Whether it’s posting infrequently or posting far too much, unplanned social media activity is at best ineffective and at worst unprofessional. Before actively engaging with any social media platform, plan your content strategy in a calendar format. Similar to the editorial calendars used by newspapers and magazines, a social media editorial calendar should include the days and times you plan to post as well as the types of content—both your own and others’—you plan to post.

Use the “measure twice, cut once” principle in your planning, making sure to identify possible pitfalls. For instance, will you really be able to post as often as you say you will? Do you have enough content of your own to post (case studies, blog posts, etc.) or will your social media strategy need to include sharing content applicable to your company from other sources?

Bonus Spring Cleaning Tip

Once you’ve cleaned out unnecessary posts and streamlined your posting strategy, consider a social media management tool like Hootsuite or Buffer to further simplify the nitty-gritty of daily posting.

  1. Aim for quality, not quantity, of followers

This one’s personal. Not so long ago, when I was an employee of a small newspaper, I attempted to drum up a social media following on Facebook by asking for followers, all of whom were my friends and most of whom didn’t live in the area at all. Needless to say, the followers I gained almost never interacted with the page. Where my strategy went wrong was that I neglected to appeal to the newspaper’s target market. Sure, our likes went up, but they were essentially empty followers because of the lack of engagement. With that in mind, don’t bother paying for followers (remember: it’s generally frowned upon by most social media sites). Instead, focus on gaining real, engaged followers and avoiding irrelevant or uninterested ones.

Further Reading

http://brandongaille.com/best-social-media-sites-for-different-types-of-businesses/

http://www.pewinternet.org/2015/01/09/demographics-of-key-social-networking-platforms-2/

http://business.financialpost.com/entrepreneur/in-social-media-its-not-the-number-of-followers-you-have-but-the-quality-that-counts

 

Stop Using Hashtags Outside of Social Media

One of the biggest mistakes a company can make trying to connect with a young audience is using social media slang in any marketing initiative outside of social media. Hashtags are a great tool and completely appropriate for any business to use on social media. However, using hashtags in print, radio or television could alienate the very people you are trying to connect with.

Everyone can remember a time when someone tried to use a slang term and used that term in the wrong context. Odds are that person did not impress anyone with their knowledge of the slang term. More likely, that person brought attention to a cultural gap and lost credibility.

This exact same thing occurs when companies use slang terms outside of social media. It is pandering and young audiences do not identify with it. It is more likely to turn off the target audience then win over any new audience.

OMG, LOL and BTW should not be used in marketing, and neither should #anything. So please think before you hashtag, and remember which medium you are using.

hashtags

#StopUsingHashtagsOutsideofSocialMedia

U.S. Men’s Soccer: Boom or Bust?

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Every four years, the flags, the chants and the colorful scarfs come out from hibernation in preparation for what is one of the largest sporting spectacles in history.  Already into the midway point of June, the hoopla that is the World Cup is in full swing.  Will the U.S. soccer team shock the world or will they succomb to the doubters who believe their group is too difficult of a foe?  With the renowned and decorated but unproven Jurgen Klinsmann at the coaching helm and the absence of our American soccer hero, Landon Donovan, the team heads into its first match against Ghana with many questions.   Two major changes for the face and brand of the U.S. Men’s Soccer team without one single World Cup match under their belt.

But with doubts there are always hopes.  Hopes of a bright future for U.S. Mens Soccer.  Hopes that the Klinsmann move was genius and finally brings the American soccer talent and brand to the forefront.  Hopes that the combination of inexperienced and young will prove to be a darkhorse. Many people fear the unknown, but in the case of the U.S. Men’s Soccer team, the unknown means little to no comparison to previous failures and letdowns.  So it may be safe to say that there are hopes with little expectations.  The moment the U.S. was given their draw in the intimidating and strong “Group G”, Americans’ hearts dropped.  Was it that FIFA was possibly worried of the U.S. potential or maybe that it was only fitting to place the United States in the strongest group in Brazil, staging the match of Klinsmann against his home nation of Germany?  We will never be certain the reasoning but we do know the Americans are heading into a David versus Goliath story.

Though the United States is a member of this “Group of Death,” the team and brand of soccer in the U.S. has taken a step in the right direction.  In order to be successful and prevalent in this sport, it was necessary that a change of direction was made.  Did the Klinsmann hire seem out of the ordinary, crazy, but potentially brilliant all in one?  Perhaps.  Did the cut of Donovan make the entire nation second guess such hire?  No doubt.  But with back to back exits in 2006 and 2010 to Ghana, a team who also joins this Group G, there wasn’t time to second guess or hesitate.  The Americans have a score to settle with Ghana beginning tonight and if they succeed with this revenge, a tone can and will be set.  The “I believe that we will win” montra will truly turn from a coined chant to true belief and confidence that we can win.  The U.S. soccer name and brand has gotten stronger within the last decade and the euphoria surrounding this team since it bowed out in 2010 has been building at a rapid rate.  Will 2014 be the year we are propelled as a legitimate competitor or will such hopes be crushed within 90 minutes?  We are one and a new beginning starts tonight…Ole Ola.