Wrap Your Audience in a Brand Embrace
At Overdrive, we’ve adopted the philosophy and marketing school of thought we call the “Brand Embrace”. The term describes the ongoing tactics and sum total benefit of all the digital connections we help our clients create with their prospects and customers. In a Brand Embrace, a company uses all its integrated marketing efforts to truly connect with their target audience in a lasting way and utilizing the multiple points of contact consumers’ access in their daily lives. It identifies and capitalizes on every potential point of connection companies can create with their target consumers and customers and leverages those connections with timely and valuable engagement.
The Brand Embrace brings together all forms of digital (search, display, social, email, marketing automation, CRM, tracking and reporting) into a single synergistic platform. A well-executed Brand Embrace strategy turns prospects into customers, customers into brand loyalists and loyalists into advocates. It turns your marketing efforts into marketing assets that add equity and value to your organization.
Building the Brand Embrace
Internet marketing is rich with opportunities to create lasting, mutually rewarding connections between your audience and your brand. These connections range from anonymous technical connections like tracking and retargeting cookies to more purposeful connections such as Facebook likes, Twitter followers and opt-in email subscribers. But to create and sustain a true Brand Embrace requires a mindset that’s often lacking in both off-line and online marketing efforts – mainly it means changing the focus of marketing from “How do we reach and communicate with our target audience?” to “How do we reach and truly EMBRACE with our target audience in a lasting way?” In other words – how do we create a BRAND EMBRACE?
How do you engage prospects and customers in a Brand Embrace? It’s mostly a matter of:
- Identifying every possible point of customer contact and determining what form of lasting customer connections can be yielded from that point of contact.
- Identifying incentives and value propositions that encourage the formation of customer connections.
- Utilizing the long term power of these connections to escalate consumers through the customer journey form disinterested prospect to profitable customer and brand advocate.
Brand Embrace in Practice: Search and Retargeting
A great example of synergy between online marketing channels is the use of display ad retargeting in combination with paid search and SEO. Retargeting (where you set a cookie on the browsers of visitors to your site and then serve them display ads as they surf sites within the retargeting network) isn’t new, but its particular value when combined with search is seldom recognized.
Let’s say you’re running a strong search campaign that’s driving traffic to your landing pages that convert at a healthy 10%. The means that 90 percent or so of your landing page visitors leave without converting and that you may have lost the majority of them forever. What do we know about this sizable audience? We know that:
- They’re actively interested in and search for the type of product or services you provide.
- They were intrigued enough by your search ad or organic listing to click it.
- They’ve now had some initial exposure to your offer, from your landing page.
Isn’t this an audience that you should continue to engage? With display ad retargeting, what might have been just a passing encounter instead becomes a Brand Embrace that lasts throughout the purchase consideration phase of an active buyer or prospect.
Extending the Brand Embrace to Everything
Of course, using retargeting in tandem with search is just one of many ways to foster a Brand Embrace. The keys, again, are to integrate your efforts across channels and to always be thinking about the next step.
Here are a few more examples:
To circle back to our landing page scenario, how about the visitors that do convert? Don’t just thank them and pass their information to Sales. Extend the Brand Embrace by turning your Thank You page into an engagement page that highlights complementary offers and enables easy social sharing via chiclets.
With social campaigns, be sure to look beyond the fan acquisition stage to carefully consider what comes next. How will you keep Facebook fans and Twitter followers engaged in a lasting and mutually beneficial Brand Embrace? When it comes to social it’s essential to think beyond the “Like.” For example, are you escalating them to email subscribers?
Opt-in email remains a great way to sustain a Brand Embrace. How about leveraging your search, display, and social marketing efforts to also drive new email subscribers and keep your list fresh?
What about your packaging or package inserts? Are you driving people online to get something special in exchange for a consumer becoming a fan or opting in to your email lists?
There are unlimited ways to foster Brand Embrace connections with prospects, customers and consumers. Are you doing all you can to create a powerful Brand Embrace?
Want to learn more? Contact us to set up a call and we will show you how to start embracing your prospects and customers. We will help your organization build its Brand Embrace!