Business Plans…

How to Boost Brand Equity Using Best Practices in Marketing

Every business must have a solid marketing plan to compete in the marketplace these days. Given the constant changes in technology, it can be difficult to design an effective strategy that incorporates the ever-evolving social platforms. Fortunately, there is a way to increase consumer awareness of your brand through the use of best practices that drive traffic to your website and build customer loyalty.

One of the most important elements of increasing your market share is getting clarity on your target audience. In other words, it’s hard to hit a moving target, which means you should know which demographics is most interested in your products and services. While this doesn’t have to be a narrow group, it should be clearly defined. Why? Because these days there is an expectation that advertising will be specific to the needs of the targeted customer. Whether your focus is on a specific age range or ethnicity, such as african american marketing, you should employ a targeted approach to maximize results. This is a trend that has become a part of marketing campaigns because of the amount of data that’s gathered online. 

Advertising on platforms like Instagram can enable a recommendation feature that often hits the nail on the head for many users of the platform. That’s because of the data that’s curated and analyzed. By knowing the gender, age and interests of your target audience, you can better understand how to meet their needs, which is essentially what every consumer wants. By collecting data, you can leverage a targeted approach to developing content for better results. This can include customized posts on social media and your website. 

Search Engine Marketing (SEM) and Search Engine Optimization (SEO) remain a priority for marketing your business. This can be frustrating for a lot of companies because it can feel as though the competition to produce a sufficient amount of content is too much to handle. There’s also the need to stay at the forefront of keyword trends and algorithms that often change. Failure to optimize keywords and provide fresh content can affect your bottom line. Realizing that it can in fact be too much to handle, some businesses outsource this responsibility so they can focus on providing quality products and services. 

Another practice that is becoming increasingly useful is focus groups. While this isn’t new, focus groups are being used more frequently by companies of all sizes. One of the reasons is because there are more companies offering affordable services that facilitate the entire process. This includes finding in participants within your desired demographics, facilitating the meetings, collecting the results and presenting the information to you in a format that can be immediately used as part of your marketing strategy. 

One of the most important practices when it comes to building brand awareness and increasing your customer based is optimizing the user experience on your website. Having a website that looks good isn’t enough. You must have a website that accommodates the user by making it easy to navigate. Yes, your website must be engaging, but it must also be functional. A visitor to your website should never be confused about where to click or how to make a purchase.

 

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