brand engagement

A Marketing Message a Day Keeps the Competition Away

November 28th, 2011 | Posted in Blog | Comments Off
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Traditional brand marketing can take months before a concept in the form of a creative brief hits the market in the form of a campaign.  But how can marketers predict what will matter to consumers months out?  Put bluntly, they can’t.  To address today’s digital consumers who demand content that is fresh and relevant, marketers need to redirect their focus from creating generic messages designed to have a long shelf live, to redesigning their organizations and systems to deliver daily content.

So get ready to take off your “brand” marketer hat and replace it with your “newsdesk” marketer hat.  That is, to produce marketing messages on a daily basis and work to ensure the brand message operates within the context of your customers’ daily lives.

Here are a few best practices to get you started:

  • Listen: Tune into what your customers are saying to determine what they care about today.
  • Program: Develop content to match daily trends.
  • Update: Program content updates to stay relevant.
  • Measure: Monitor impact and iterate content accordingly.

Now is the time to get on the same page as your customers and ensure that today’s marketing messages are truly that.  Fishnet can help you create engaging daily content that your customer’s care about. Contact us today!

Building the Buzz that Will Boost Your Brand

January 20th, 2011 | Posted in Blog | Comments Off
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Word-of-mouth marketing has always been one of the most powerful marketing tools out there.  There is no secret here: we’re just talking about people talking to people about your brand, but since it is such a natural and unsolicited form of communication – it’s reliable and therefore highly influential.  Thanks to the various social media forums and blogs it has never been easier for people to spread the word about your brand!

We have all experienced it…  You’re on the phone with your pal breathlessly talking up the great new gadget you picked up and – if they can even get a word in edgewise – they tell you the company ought to be paying you because you certainly sold them!  Unfortunately you are not getting paid to boast their stuff… The fact that you have no vested interest in the brand is exactly why this form of communication is so powerful in influencing buying behavior.

So what makes consumers talk?  People will go out of their way to spread the word about your brand if they have had an extremely positive or negative experience with your brand.  A sure bet to get people talking positively about your brand is by wowing your customers with great customer service.  Once you’ve laid the foundation with above and beyond customer service, here are some other things you can do to help get the conversation rolling…

One way to get people to start talking is to talk to them!  The more people you talk to and get your brand in front of the more likely they are to talk about it, especially if they have had a positive experience.  Another way to get people talking is to do something memorable (think stunts, viral marketing, etc).  Sure any hair salon can send emails offering service discounts, but when they offer a free cut to the person with the worst 80’s promo hairdo, just think of all the fodder to follow as people forward it on and flock to the site to see the hilarious headshots and cast their vote!

By making sure your brand is out there and accessible and having tools like Twitter, Facebook and blogs available so your brand can easily be shared, you will be on your way to creating just the buzz that your brand needs.  Let Fishnet Media help make your brand memorable…  What are you waiting for?  Contact us today!

How to Create Engaging Email Campaigns

June 5th, 2010 | Posted in Blog | Comments Off
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Click-through rate research has shown email to be one of the most effective elements of a brand engagement strategy, which explains why an increasing number of brand marketers are turning to email campaigns to gain and retain consumers. But all leads are not created equal. Cost-per-lead (CPL) advertising, which lets marketers reach only interested customers while only paying for signups, has been found to be the best way to engage with interested consumers. Think quality over quantity.

Across different industry verticals, leads acquired through cost-per-lead advertising deliver superior brand engagement as compared to industry averages. However, acquiring a lead is only the first step. It’s what you do with the lead that really matters. It’s important that marketers speak to the prospect in ways that are meaningful and relevant to them in order to deepen brand engagement.

Here’s how you can maximize your CPL advertising campaigns:

1. Know where your ads are running
Transparency, which allows you to know exactly where your ads are running so you can be sure to tailor your message to your audience, is it the most important factor to the success of a CPL lead generation campaign. Transparency helps you to protect brand integrity by allowing you to be sure the content of the site aligns with your brand. Transparency can also help you to optimize your campaign by mapping leads to their sources, which allows you to increase your spend on the better performing sites and increase your return on investment.

2. Make it manageable
Save yourself time and money by working with an enabling technology that provides access to a significant portion of the CPL market and can help you set-up, manage, and optimize all of your campaigns from one place – leaving you time to focus on developing meaningful engagement strategies that will resonate with your customers.

3. Immediate follow-up
Auto-responders enable an automated “thank you” email to be sent to the consumer in real-time. Just be sure that the call to action in the auto-responder matches the one that’s specified in the advertisement. In addition, the follow-up email should inform the user where they saw the ad, and list the benefits of following through on the call to action.

4. Give them more than just a good deal
To keep the consumer engaged you need to consider your long term strategy. While everyone loves a good deal and promotions are a great way to get consumers to respond to your ad, you need to consider other strategies that deliver value to the consumer by appealing to what they are interested in.

We can help you acquire the right consumers and engage them in a relevant way through email, Facebook, Twitter, and other engagement vehicles. Contact us today!