Put Your Money Where Your Mouth Is: 4 Lessons from Our Clients
If you’re like most businesses, you’re wondering to yourself: where do I invest my dollars to drive the most value? While our clients range from professional services to luxury retail to non-profits, what they all have in common is that they are nimble organizations that have limited time/resources to dedicate and they want to make smart, targeted decisions.
With that in mind, putting their time and energy into tactics that address their business goals and build on their marketing strategies is key. Here are four examples of smart things that our current and former clients are doing.
Showcase Trust: Invest in Reviews
Boxelder Consulting is a boutique tax consulting firm, founded by a CPA and a tax attorney who joined forces to help their clients work through tax issues and get back to their lives and businesses. This is an intimate industry in which they, as consultants, need to get into the guts of their clients’ businesses. Because of that intimacy, trust is absolutely key.
To that end, Boxelder Consulting invests energy in reviews on TrustPilot and building its BBB score (currently A+). Those reviews are then used on the company website, in downloadable content, and in its emails.
Tell Your Story: Leverage Your Network
Luxurious jewelry house Misahara creates beautiful pieces aimed at the jet-set—high net-worth individuals (HNWI). These are people whose social circles are tightly curated and who don’t respond strongly to advertising. With that in mind, they’ve built out an ambassador program that highlights the stories of a core group of brand believers.
These individuals have strong networks of their own, and they are influential among those with whom they are connected.
Extend Your Brand: Highlight User-Generated Content
The most powerful brands aren’t just telling their own stories, they are highlight the stories of those in their community, who embody the brand itself. To that end, Norman Rockwell Museum‘s upcoming traveling exhibition, ENDURING IDEALS: ROCKWELL, ROOSEVELT, & THE FOUR FREEDOMS, is an opportunity for the museum to engage with those who love Rockwell’s work, as well as those with whom these four iconic pieces resonate.
NRM’s upcoming exhibit includes an ongoing campaign to encourage user-generated content using the #FourFreedomsToday hashtag to encourage users to share what the Four Freedoms can/should/would be represented today.
Guide Visitors to Key Content: Invest in User Experience
With a serious following of devoted fans and a string of bestselling books and sold-out events, designer Amy Herzog knew she could translate her popularity into product sales, but her website wasn’t doing her business justice. By investing in a complete re-design of her site focused on driving her audience to key areas, she was able to more effectively bring visitors into product pages.
Good marketing strategy must look forward and be executed through long-term tactics. To invest in the future of your business, you must build trustworthiness and credibility, so that prospects will convince themselves to become customers. Tactics like those above create these opportunities for your prospects to find their way to you on their terms.
Want to learn more about how we can help you implement these and other strategies for your business? Take our 3-minute assessment here or contact us.