Tag : branding your business

M3 Publishing > branding your business
31Oct
differentiationWhat is the Lasting Impact of Differentiation?

What is the Lasting Impact of Differentiation?

Differentiation can give your business a competitive advantage with prospects and customers, but only if you choose the right kind of differentiation and you have the right marketing strategy to achieve it.

For many companies, their focus is on making minor adjustments to products to try and differentiate them in the marketplace. This is very much a “new and improved” approach.

However, it is unlikely to yield lasting results.  In fact it can become a one-hit wonder, and end up negatively impacting how target audiences perceive your brand.

There is a way to look at differentiation differently and to use dynamic content to turn it into something with lasting impact.

 

Raising Awareness and Changing Perceptions

If you tell your story powerfully and differently enough, it can help to attract your target audience while building your credibility.

This is differentiation through strategic positioning, using content marketing as the means to achieve this.

 

Good quality, properly targeted content has the potential to engage and connect with audiences and help build and shape a brand’s personality

 

This is likely to have a more lasting impact than individual product differentiation because it is about your entire brand and what it represents to your audience.

What does this involve?  It means shaping narratives that are appropriate to your target audience, and that identify with their issues, needs, fears and pain points.

 

It is crucial to creating powerful story arcs that emphasise your expertise while focusing on what your audience wants to know

 

It is a measured, consistent process of disseminating information about you, creating a positive impression of you that stays in the minds of your audience.  It is not a hard sales message, nor is it to do with publicising your achievements.

What will differentiate you is depth. The more your audience feels it knows you, the more it will feel it can trust you, and, ultimately, buy from you.

 

What Could Differentiation Mean For YOU?

M3 Media Publishing hosted one of their regular, dynamic breakfast workshops in Central Manchester, which explored how differentiation can help your business to thrive.

For more information about these events, or to book your place, please watch the video below or click here.

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5Feb
brand influencingWhat Will Boost Your Brand Influence?

What Will Boost Your Brand Influence?

Is your online marketing making a difference to your brand’s fortunes? If it isn’t, what should you do about it?

Digital marketing and  social media presents significant opportunities but where should you start? Because, if you want things to change, you must start somewhere.

 

What Does Your Brand Say About You?

Exerting influence is not about blundering in and ordering people about.

Think about how the way a house is furnished says something about its owner’s personality. In the same way, online content says something about your brand and its values.

Taking this strategic approach to building your online presence takes patience, but also, crucially, it’s about finding the right platform to use.

 

Your online audience likes to feel they are thinking for themselves, making their own decisions, so attempting to direct them towards your brand cannot be your sole strategy. You need to let them find you

 

This is why brands increasingly use influencers online. Micro-influencers on social media especially have a grassroots reach, and therefore a potency when it comes to talking about a brand.

The idea is to be talked about, rather than be doing the talking. Micro-influencers are generally just regular online users who can spread the word about a brand to their followers. This creates a more organic sense of a brand’s presence.

 

Be Your Own Influencer

The right kind of third-party content, shared and distributed through the right platform can act in the same way on a brand’s behalf as micro-influencers.

 

Imagine being written about, being quoted as an expert on a subject that is close to your target audience’s interests. Then imagine this being published online in a credible, sector-specific publication with a targeted following

 

In the same way that micro-influencers share and spread content, so this newsworthy content is shared. And it is about you. It builds your credibility, your online presence and, ultimately, your influence.

It is not the whole story when it comes to a marketing strategy, but yes, it does work in attracting, engaging and connecting with your target audiences.

Written and distributed the right way, third-party content can help partially pre-qualify your prospects. And being your own influencer through content can yield tangible results.

To discover how you can use third-party content to influence your audience and generate opportunities, contact M3 Media Publishing.

 

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