In the battle for attention, here’s how your agency can stand out.
Our current media moment is defined by paradox. On one hand, there have never been more channels you can use to promote your agency. But on the other, it has never been harder to separate yourself from the crowd and gain media attention. There are multiple reasons for this, including information overload and a changing media landscape. This doesn鈥檛 even account for how algorithms prioritize content, preventing many important stories from gaining the coverage they deserve. Yet amidst these challenges, an effective use of earned media can break through the clutter and increase public awareness for your agency. Join us as we explore the details of what this looks like!
Earned media: what is it and why is it important?
As we鈥檝e talked about before, there are many different types of media that you can use to promote your business 鈥� each with its own pros, cons and tradeoffs.
First, there is owned media, which is any type of media that you control. This could include things like your website, your social media feeds or your email newsletter. Owned media offers advantages like creative control and cost-effectiveness but also requires continuous effort and delivers slow results.
Second, we have paid media 鈥� basically media you put an ad spend behind, like search, social and display ads. Paid media also carries significant advantages for business. For one thing, it can deliver quick and easy wins for a company, but if you鈥檙e not careful, those results can come with a sizable cost that harms overall ROI.
Lastly, we have earned media 鈥� publicity you gain from sources you neither control nor pay for. Guest blogging, podcast appearances and press release placements are all examples of earned media in action. Earned media is especially valuable because it often appears more trustworthy and less self-serving than other types of media. It can also deliver tangible benefits like improved SEO and greater reach. It has drawbacks as well, with lack of control and dependence on third parties being among them.
Create more earned media opportunities
With an understanding of the three main types of media, we can look at the top opportunities for generating more earned media coverage for your agency.
Human-interest stories: If you鈥檝e ever watched the news, you鈥檒l know how effective human-interest stories are at generating coverage. The reason is simple: People are emotional beings who respond to stories of human triumph and resilience. By tapping into this need, agencies can grow awareness for their businesses.
Novelty: Stories that introduce something novel can be just as effective as human-interest pieces. Pitching about new hires, products or business expansions all naturally lend themselves to potential pick-up in the media, as does staking out a position that runs contrary to the dominant perspective in your field. With the latter point, however, never try to gin up controversy just for the sake of it. People can detect disingenuousness a mile away, which will wind up hurting rather than helping you in the long run.
News jacking: As we鈥檝e discussed, there are more communication channels today than ever before. While this can be overwhelming, it also implies that there is no shortage of news stories in which a title agency could insert itself to offer its unique perspective and expertise. This is known as 鈥渘ews jacking,鈥� a straightforward process where you strategically align your brand with a trending news topic and position yourself as a subject matter expert. When done correctly, news jacking can increase your agency鈥檚 credibility, leading to more customers seeing you as a knowledgeable thought leader.
None of these techniques are easy to pull off, but each can help you overcome some of the barriers to entry that exist in the modern media landscape. No matter how many algorithms or communication channels we create, tailoring our stories to cater to human psychological needs will always be a powerful tool for achieving publicity. Similarly, news jacking can help you turn the deluge of daily news we all experience to your advantage, enabling you to hop onto an existing story or news cycle for maximum impact.
Spread the word far and wide about your business
The media environment today is challenging and ever-changing, with contours that are far more complex and fast-moving than they were even a few years ago. For many, this can feel like an impossible burden for gaining the recognition they need to succeed in an already difficult business environment. Even so, a well-planned earned media strategy that leverages human psychology and timely news opportunities can elevate your agency’s visibility, building the buzz necessary for both short- and long-term success.
What makes a strong brand? If you鈥檙e asking that question, rest assured, you are not alone. While many people are aware that a company鈥檚 鈥渂rand鈥� includes its logos and colors, other aspects of the branding process may not be quite so familiar. Just the fact that you are thinking about branding at all deserves a pat on the back. Your brand is probably your agency鈥檚 most valuable intangible asset. It can help establish your competitive difference. On the other hand, a poorly thought-out brand can harm your reputation.
Building a strong brand, however, can quickly get complicated; it鈥檚 easy to get lost in the weeds. Fortunately, there are several steps you can take to strengthen your brand that are relatively straightforward. Ready to learn more? Then let鈥檚 begin.
What is Branding?
Originally, branding was the practice of marking cattle or material goods. Later, in the middle ages, it evolved with the introduction of watermarks. During the Industrial Revolution, proprietors began placing distinguishing marks on generic, mass-produced goods to give them an appeal for consumers accustomed to locally produced products. By the late 19th century, branding had been developed enough as a field that legislation was passed to protect corporate investment. In the 20th century, the development of the field ramped up even further, with corporations introducing slogans and mascots, and taking advantage of new communication mediums such as radio and television.
Brand Aesthetics
Creating a memorable logo and visual palette can help your company leave a powerful first impression and separate it from the competition. All strong logos include several elements. A logo should reflect the nature of your business. It should use colors in an intentional manner that communicates aspects of your company鈥檚 personality. The fonts you select also need to work well with its other visual elements. Lastly, all logos should strike a careful balance between being distinctive and being simple enough for easy replication across a wide variety of marketing materials.
Of course, logo design is easier said than done. And if you are running an independent agency, funds may be too limited to pay for a graphic designer. Thankfully, there are now several sites online that can assist you in creating a professional DIY logo or for a manageable price.
Brand Promise
If you want a strong brand, then you must have a strong 鈥渂rand promise,鈥� a short, simple statement that outlines what consumers can expect from your company. A brand promise describes the products and services you provide, as well as the impact they will have on your customers鈥� lives. The purpose of a brand promise is two-fold. Once again, it helps your company create a positive and lasting impact on a consumer, concisely communicating what you can do for them. It also acts as a unifying force, clarifying a company鈥檚 scope and focuses, and helping lay the groundwork for other parts of the branding process.
Brand Voice
Successful branding can鈥檛 happen in a vacuum. Instead, it must be infused into all aspects of an organization鈥檚 output. This brings us to brand voice 鈥� the tone in which a brand communicates. Establishing a memorable brand voice is a terrific way to give your company personality, but it also requires careful thought and consideration.
Not all tones are right for all brands. For instance, if you are cancer research company, it is probably not appropriate to communicate in a casual or jokey tone. Similarly, if you sell board games, you likely don鈥檛 want to project a stodgy air. Find the tone that works well for you and master communicating within its structures. Don鈥檛 forget that the strength of your brand voice hinges on it being adopted company-wide. All employees must be educated on the particulars of the company鈥檚 voice, and you could consider creating a style guide or that they can use as a reference for any questions.
Brand Positioning
Your brand positioning statement describes your position in the marketplace. More importantly, this statement is your opportunity to describe further how you differ from your competitors and why consumers should choose to work with you over another provider. A well-written brand positioning statement involves a keen understanding of your target audience, knowledge of your core competitors, compelling use of your value proposition and evidence that you can deliver on your brand promise.
Let鈥檚 Start Branding!
Now that you have an understanding of some of the core aspects of branding, you should be ready to start putting it all together. While this list of steps is by no means comprehensive, by developing your brand aesthetics, promise, voice and positioning statement, you will have a great start on creating a distinctive identity for your business and a leg-up on your competitors.
Good marketing doesn鈥檛 just remain important as we navigate a global pandemic, it becomes imperative. Sorting out how to represent your brand while constantly adjusting to an ever-shifting landscape can be a tall order, but that doesn鈥檛 mean it鈥檚 unachievable. We鈥檙e all learning on an international scale, but you can put yourself ahead by remembering some easy tips.
Remember Your Voice
Voice matters in branding. No one鈥檚 looking for generic ad jargon from social media content when things are normal, and they鈥檙e certainly not going to respond to it while in isolation. While everyone鈥檚 seeking some sense of normalcy, it鈥檚 important to remember that a shift in social strategy doesn鈥檛 have to mean shifting your voice. Outside of eliminating some dangerous buzzwords and avoiding jokes that may make light of the current situation, the voice you鈥檝e cultivated up to this point should be the one you maintain as you continue to market.
Check for Insensitive Words
A good rule of thumb here is to avoid the use of anything that might pertain to the pandemic as a whole. It鈥檚 not so much avoiding the topic as it is wanting to avoid reminding your audience of their current situation. Avoid phrases like 鈥渒iller deal鈥�, or any health-related terms while drafting copy. It鈥檚 also wise to hold off any phrases that include gathering or events until Stay at Home and Shelter in Place orders are lifted.
To that end, remember to maintain an added level of sensitivity in your content. Use words or phrases that encourage a kind of togetherness without overtly stating or implying physical connection or gathering. You want phrases and keywords that make people feel less alone. Talk about how engaging with your post or taking your offer can help them do things like contribute or connect while avoiding the normal ad phrases like 鈥渢ake advantage of鈥� or the idea of profiting off of or from something.
Copy Editing Still Matters
This might feel like a no-brainer, but we鈥檝e all got a lot on our minds right now. It鈥檚 easy for copy editing to fall by the wayside while you鈥檙e juggling so many things, but clean copy is always a critical aspect of any social strategy. It鈥檚 wise to avoid any embarrassing typos while most of your demographic finds themselves at home with a little bit more time on their hands.
Current Clients Over Lead Conversion
While it can be tricky, the most engaging and effective content is going to be the kind that makes your audience feel comfortable. We鈥檙e in constantly uncomfortable times, and folks are just looking for something familiar and easy. We always want new clients and a larger reach, but your primary focus should be on contributing to the conversation with your current reach. Word-of-mouth is a powerful tool, and people will remember who kept things focused on business as usual rather than forming a sense of community and outreach amid uncertainty.
Sensitivity Is Key
Keeping things light in our interactions is a great way to make people feel at ease, but it鈥檚 a difficult line to tow right now. There鈥檚 still space to be witty but be sure that you鈥檙e maintaining a level of sensitivity while doing so. With emotions at an all-time high, a poorly placed joke can lead to lost engagement now more than ever before. This can easily circle back to remembering your social voice. You don鈥檛 have to change your entire strategy, just be extra mindful for the time being.
It鈥檚 really that simple! No one鈥檚 asking anyone to reinvent the marketing wheel. You can still have exceptional brand strategy amidst a pandemic, it鈥檚 just about adding a little extra dash of thoughtfulness into the equation.
Gone are the days
when branding was limited to simply promoting a product or a business.
Today, companies are
increasingly being challenged to incorporate a meaningful purpose into their marketing
and advertising campaigns.
According to
research, 75 percent of consumers 鈥� here and abroad
鈥� expect businesses to contribute to their personal wellbeing and quality of
life, while 84 percent expect brands to provide content that entertains, tells
stories, provides solutions and creates experiences and events.
Purpose is especially important when marketing to
millennials, 71
percent of whom say they鈥檙e
partial to brands that implement environmental and social change into their
campaigns.
A new from Porter Novelli/Cone, published earlier this week, goes
even further in suggesting that purposeful content should lead the narrative of
your business.
鈥淧urpose ignites physical and
emotional responses: Purpose-driven
advertisements were more effective in two-out-of-three brand categories tested,
with higher levels of attention, emotion and arousal from these advertisements
overall,鈥� the study found.
In
other words, businesses that are searching for ways to build 鈥� and
maintain 鈥� customer loyalty would be wise
to focus on purposeful messaging that supports, for example, responsible
business practices, a charity or a social cause.
Purpose builds deeper bonds
Other key findings
in the report suggested that purpose builds deeper bonds.
A whopping 79
percent of Americans, noted the study, said they feel a deeper and more personal
connection to companies with values aligned with their own. Moreover,
respondents said they鈥檇 be more likely to feel better about brands with
meaningful messages.
And that鈥檚 not all:
鈥淧urpose inspires
brand advocates and amplification,鈥� research showed.
After
viewing purpose-driven advertisements, those who were surveyed also said they鈥檇
be more likely to talk about the advertisement and the brand with friends and
family and share and discuss the advertisement on social media.
Perhaps
the biggest takeaway, though, is this: Nearly 73
percent of respondents said that given the current social and political
climate, they feel an urgency to support social issues, while 76 percent noted
that businesses dedicated to addressing social and environmental issues helps
them feel like they鈥檙e doing their part.
About the study
The research combined an
online study of more than 1,000 American adults with the results of biometrics
testing among a select group of respondents.
It measured facial, heart
rate and skin conductance impulses that captured levels of emotion, attention
and arousal/stimulation upon viewing a randomized set of advertisements.
Respondents viewed two ads
from the same brand: a Purpose-driven advertisement (e.g., support of a social
issue, responsible business practice) and an advertisement focusing on the
functional attributes of the product (e.g., performance, features or
specifications).
The research found that purpose-driven
messaging has a greater ability to capture the physical and emotional attention
of respondents compared to functional narratives.
Real Estate Corner
If you鈥檙e exploring the rental market, it may be time to lower your expectations when it comes to landlord discounts, gift cards or complimentary amenities, writes Diana Olick, real estate correspondent at CNBC.com
As the rental market heats up and home ownership cools, rent prices are rising and freebies are falling out of favor.
Listings on HotPads, Zillow鈥檚 rental website, that mention at least one concession are down nearly 30 percent from the same time last year, and just one in 100 rental listings currently show any kind of move-in special.
No matter the size, mission, strength or success of your
business, are necessary components to building trust, establishing
relationships and strengthening awareness.
But like everything else, branding practices are constantly
evolving, and it鈥檚 important to stay ahead of the curve and understand what
your future branding strategies should entail.
To help, here are three best-practice branding trends that need to be on your radar:
Be
human: Technology is wonderful for increasing brand recognition,
and you should embrace it. But don鈥檛 forego human interaction.
At a time when
trust is precariously fragile, it’s vital for businesses to establish human
bonds. Strive to engage with your clients beyond social media platforms and
your website.
Be trustworthy
problem-solvers, aim for empathy, be an expert in your field, share knowledge
and insights and recognize that emotional, face-to-face communication tips the
trust scale in your favor.
Be authentic and transparent: When your business opens its curtain and
provides public visibility, it shows that you鈥檙e authentic and transparent.
And clients and customers
rank transparency above just about everything else. In fact, a Sprout Social
Report released in 2018 showed that 86 percentof Americans believe
transparency from businesses is more important than ever before.
Additionally, 73 percentof consumers are
willing to pay more for products that guarantee total transparency. The numbers
don鈥檛 lie.
Businesses need to account for the public鈥檚 increasing
demands for transparency and develop practices and processes that convey honesty
and truth.
Soul
is the key to content: A
compelling narrative that connects with your target audience is key to telling
your story, and a story without soul falls down the rabbit hole.
When creating branding content,
it鈥檚 all too easy to focus solely on promoting a product or service, but
falling into that formula potentially robs businesses of cultivating
relationships and providing meaningful value.
When you tell the story of your brand, aim to be
enthusiastic, inspiring and passionate鈥攁nd don鈥檛 be afraid to show some
emotion. It鈥檚 good for the soul, and it speaks to your human side.
Real Estate Corner
While global trade disputes
continue to shake up the financial markets, are holding steady.
According to the latest
data released by Freddie Mac, the 30-year
fixed-rate average dipped to 4.07 percent with an average 0.5 point.
The 15-year fixed-rate average slid to 3.53
percent with an average 0.4 point. Meanwhile, the five-year adjustable rate
average inched to 3.66 percent with an average 0.4 point.
