Another example will demonstrate the importance of brand for man marketing.
Let’s say you’re an online sports store owner who has two competitors. The first one decided to focus on brand promotion, the second one focused on performance promotion.
Brand promotion. The first competitor who chose special lead to popularize the brand ordered advertising in YAN, began to actively create relevant content, and even bought advertising on the radio. However, he had to wait too long for customers. As a result, the store closed before anyone decided to buy his sports goods.
Brand-performance-strategy. The supporter of the strategies of performance marketing also approached the task thoroughly: he purchased advertising in thematic channels in social networks, connected banners of YAN, organized a mailing – did everything for conversion. However, this competitor decided not to invest in the brand, as a result the audience quickly burned out on the store.
You used all available brandformance marketing tools: set up advertising campaigns, created popularizing content, connected influencers, organized retargeting. As a result, you have loyal customers who trust your brand and want to buy products only from you.
Brandformance tools
Brandformance involves the use of a number of useful tools that can make it effective. For brandformance, the following are used:
- contextual advertising;
- web analytics;
- targeting;
- email newsletters;
- SEO marketing (creation of a brand website, publication of interesting and useful content);
- SMM promotion;
- influencer marketing (collaboration with influential people in your niche).
One of the most effective strategies of brandformance is promotion via YouTube. The high efficiency of this method is due to the fact that the of the strategies service is closely integrated with Google. The search engine analyzes user data who are the right people? and selects advertising for them that is relevant to their previous queries. Consequently, the more interested users are shown advertising with relevant content, the higher the reach and brand recognition.
Effective tools include, for example, banners from Yandex. By clicking on this banner, the user finds himself on a page with an article offered by the company. Moreover, the text can be both image-based and informational. The main thing is that it is useful. As a result, the consumer can go to the site via the link placed in the article and continue moving along the sales funnel.
Stages of brand formance promotion
- Audit of current advertising campaigns: assessment of the pros and cons of the approaches that businesses are already using.
- Target audience analysis: it is necessary to segment the audience into groups, study the social portrait of each. This will be needed to launch effective advertising campaigns.
- Competitor analysis: it is important to of the strategies evaluate the techniques used by competitors and identify their advantages and mistakes.
- Developing a promotion strategy: It is important to determine what messages you want to convey to the target audience, what promotion channels you will use, and also determine the budget that you can allocate for the tasks at hand.
- Selecting basic metrics: It is important for you to understand what results you want to achieve: increase the average bill, increase the number of subscribers on social networks, increase traffic on the site, etc.
- Creating creatives and directly launching the promotion campaign: at this stage, you should also start collecting statistics in order to strengthen the promotion of effective creatives and filter out unsuccessful ones.
- Analysis and reporting: based on analytics data, marketers adjust the approaches used in promotion.
Pros and cons of brand for man
The main advantage of brand formance is that this strategy solves two problems at once – increasing brand awareness and increasing china business directory conversion. Another advantage is a single budget for both areas at once.
Speaking of the downsides, it is worth mentioning the less of the strategies than ideal result. Combining two strategies does not guarantee that the efficiency will double. On average, mixing approaches gives indicators of 150–170%.
There is also a trade-off to be made. At different stages of promotion, you may have to sacrifice either a high lead flow or brand reputation.
And be prepared for the fact that brandformance works for the long term, and not for immediate results.