You own a business and you’re passionate about the work that you do. You believe that your products or services are above and beyond the quality of your competitors, but you still aren’t converting leads into customers like you imagined. Why is this? While I was at the 2016 icon event for small businesses, I had the opportunity to listen to ryan diess talk about this very problem. A problem many businesses face today.
In my blog today, I’ll outline ryan’s keynote presentation and explain why a majority of today’s businesses are relying on the wrong marketing strategy to convert customers instead of investing in branding to promote their own business. I’ll also include ryan’s four methods of successful branding and explain why each of them will make your business stand out in your customer’s mind.
Last week recap
Before we go on, I want to take second and recap what I talked about last week in my blog, “icon 2016: generate more leads.” my first blog in this three week series focused on a breakout session which I attended lead by tyler garns. His breakout, “how to generate 25,000 leads in a month,” focused on the strategy that he put in place which helped his company jump from 100 leads to 25,000 leads in just one month. I outline tyler’s strategy and discuss how his plan can work for you.
Direct response marketing vs Branding
The founder and ceo of digital marketer, ryan has invested over $15 million on marketing tests, generated tens of millions of unique visitors, and sent well over a billion emails. Over the course of his approximately 3,000 split and multi-variant tests, ryan discovered the winning formula for a successful business marketing strategy.
In his presentation, ryan began by residential phone numbers explain why today’s marketers are relying on direct response marketing even though they should be focusing on ways to use branding to promote their business. Direct response marketing is the process of delivering advertisements to potential leads in hopes that they’ll make a purchase right there. He explains that this strategy is essentially like asking a complete stranger for money.
Branding, on the other hand, moves marketing in another direction. A branding strategy takes the focus away from the sales driven conversation between business and customer. Instead, it highlight the beliefs, quality, and personality of a business to create customer interest and loyalty. Customers are drawn to businesses that they find appealing or interesting. The question then becomes how can you project your business’s personality in such a way that will attract leads.
4 methods of branding
Ryan’s research found four different ways that businesses can attract the attention of potential customers through branding. Each IT Cell Number of these methods focuses on either echoing the personality of a business or delivering something the customer finds useful. It might be obvious to say, but making people laugh is a great way to build their trust and remain at the top of their minds. However, this method can be difficult to pull off, but when done correctly, can create a lasting relationship with customers and makes them come back for future purchases.
