Why Financial Advisors Should Be Utilizing SEO & Digital Marketing

Why Financial Advisors Should Be Utilizing SEO & Digital Marketing

[siteorigin_widget class=”SiteOrigin_Widget_Headline_Widget”][/siteorigin_widget]

Financial Advisor SEO & Social Media Marketing

By and large, the financial advisor business has mostly been referral-based. Unlike most other industries, someone can’t easily find advisor reviews on websites like Yelp.  Just because that is the current landscape does not mean that will be the future landscape.  All business is moving online. 

That’s why Amazon scares the hell out of every brick and mortar retailer out there.  The fact of the matter is there is a huge void online in the financial advisor industry.  The first wave of advisors to shift their focus to internet marketing are going to cash in the most.  Mark my words.  Financial Advisor SEO & social media marketing are going to be an integral part of generating leads for all Financial Advisors in the future.

If your business is 100% referral based offline, you count on the kind words of your current customer base spreading to their friends and family by word of mouth.  Almost all communications are done electronically in this era, that’s just the truth.  The next wave of high net worth clients grew up communicating on Facebook, not on a landline phone.  This approaching faster than you think. 

For example, I was a freshman in college when Facebook was in it’s infancy and I’m almost 33 years old now! My Mom is almost 70 and she complains about how her best friend is always on her phone when they hang out, constantly scrolling through her news feed.  The future of all business is online, so get with it or be prepared to get crushed by it.  

What About FINRA and the SEC?

FINRA and the SEC have done an amazing job making it difficult for Financial Advisors to market online.  Anyone who has had the pleasure of obtaining their FINRA Series 7 & 63 licenses like I have is probably aware of FINRA Rule 2210.  Obviously you have to be careful what information you put out on your website & social media pages.  There is definitely plenty of wiggle room though.

 

FINRA Exceptions

FINRA defines retail communication as any communication (written or electronic) that is distributed or made available to more than 25 retail investors within any 30 calendar-day period.  A retail investor is any person other than an institutional investor. Regardless of whether the person has an account with the firm.  The rule also stipulates that all retail communications must be approved by an appropriately qualified registered principal.  Luckily there are exceptions to this stipulation.

 

The following retail communications are excluded from the filing requirements:

 

  • Communications that refer to types of investments solely as a listing of the products or services offered by the firm.
  • Retail communications that do not make any financial or investment recommendation or promote a product or service of the firm.
  • Any reprint or excerpt of an article issued by a publisher that has not been materially altered in content.  Except to comply with regulatory standards or correct errors and when the member has not commissioned the reprint and is not affiliated with the publisher.
  • Retail communications that do no more than identify the member or offer a specific security at a stated price.
  • General market commentaries or economic discussions that are not used for the purpose of promoting a product or service of the firm would be considered retail communications that do not make any financial or investment recommendation or otherwise promote a product or service of the member.

FINRA Acknowledges That Native Advertising Is The Future

In April of 2017 FINRA released Regulatory Notice 17-18 regarding Social Media & Digital Communications that expanded upon the Regulatory Notice 10-06 released in January of 2010.  In the more recent notice FINRA acknowledges that Social Media Marketing is the wave of the future.  

They cite an October 2015 study from the Pew Research Center that indicates that 65 percent of adults use social networking sites as compared to 7 percent in 2005.  They also reference a Business Insider article which indicates that “Native Ads” will drive 74% of all ad revenue by 2021. 

That article states that, “The rapid uptick in native’s share of display ad revenue can largely be attributed to the dominance of social platforms like Facebook and Twitter — which were early champions of native and rely almost entirely on native formats — as well as the introduction of new programmatic technologies that are making it easier for publishers and advertisers to scale native campaigns.”  It’s not the wild west, there are obviously rules that apply.  However the opportunity is there for those willing to go after it.

The Future is Online

When I was in highschool I knew a Financial Advisor (I won’t disclose the name) that had a genius old school marketing plan.  He and his partner would teach a class on Retirement Planning at local community colleges.  At the end of the course they would offer any of their students a free consultation. 

This strategy is amazing in one specific way to me.  They spent weeks demonstrating their value to their students.  Building up their trust and becoming an authority in the eyes of their students.  The value of their teachings far outweighed the monetary cost of the course itself.  By giving away all this amazing knowledge for a bargain price, they were able to build that trust factor.  Which created a perfect funnel ensuring people would actually show up to the free consultations. It also made it that much easier to convert that consultation into a client.

I urge you to implement the same strategy.  Only instead of in a classroom, do it online.  Don’t implement a sales strategy.  Give away information with real value for free. Discuss market conditions all while abiding by FINRA rule 2210 of course.  Build up trust with your audience online.  In the process you will create a huge internet paper trail. Even better, you will never have to sell because you built a brand instead.

SEO & Social Media Marketing is Word of Mouth Marketing At Scale

A lot of old school advisors are pretty staunch in their stance that their business is word of mouth referral based.  While I respect this opinion, I wholeheartedly disagree. What’s the real difference between being referral based offline and being referral based online?  The internet has greatly enhanced and optimized communication and it’s a lot more efficient. 

Think about how long it would take you to go to every friend you had and tell them something in person.   Now think how much easier it would be to give them each a call or text.  Now think how much more efficient posting a status to your facebook wall compared to any of that.  The internet is just a way to create these same referrals people are already giving you, but creating that conversation online in a way that is much more efficient and can scale in a way that word of mouth will never be able to.

SEO allows you to drive targeted traffic to your website consistently over time.  If you are a financial advisor who services a specific niche of clients, like medical professionals for example.  Ranking your website number one for the keyword, “financial advisor for doctors” and other variations of that keyword would bring your website visitors from ideal clients consistently over long periods of time.  

Financial Advisor Lead Generation

Reputation Management

Another important aspect of creating an online presence for your financial advisory business is reputation management.  If you do not set up profiles on all of the major platforms, what’s to stop someone else for doing that for you and then leaving you a bunch of negative reviews? 

 

Having a robust online presence allows one to get out of front of these conversations and create a narrative that paints a positive picture of your brand and creates a pipeline of future client leads.  It’s a lot better to be proactive than reactive when it comes to reputation management.  A negative review can really hurt you, especially if you don’t know it exists.

 
[siteorigin_widget class=”SiteOrigin_Widget_Image_Widget”][/siteorigin_widget]

Be the First Wave to Hit the Market

It is driving me crazy every single day thinking about how untapped the SEO & Digital Marketing space is to Financial Advisors.  These are both long term strategies.  There is no quick payoff, but just like any other great idea, the first ones to cash in always make the most. 

 

In the near future, people are going to be able to research financial advisors like they research their next big purchase.  Instead of asking a wealthy friend who manages their money, they will go online and ask their facebook friends.  The advisors that embrace this and are the first to create an online presence on these platforms will quickly become an authority. 

 

Think of the possibilities of no longer being limited to your geographic location when it comes to client prospecting.  The internet is global, becoming an authority online helps you cast a much wider net than just being the authority in your local community.  Quality leads are really hard to come by. The internet gives you the ability to scale these leads in a big way.  

 

Financial Advisor SEO & Digital Marketing Strategies

Hopefully I’ve convinced you this is a viable strategy at this point.  Let’s break down how it actually works and list actionable steps that you can take right now.

Financial Advisor SEO

Local SEO is going to be a crucial part of your strategy.  While not all clients are going to need to be able and sit down with their financial advisor, let’s assume that most of them will.  The search term “Financial Advisor + Your City” is going to be gold.  There are a lot of factors that go into local seo.  You’ll need to focus on being in the organic listings as well as the “Maps”. 

To get the ball rolling you will need to set up Google My Business.  From there build out as many citations as you can.  Research what citations your competitors are utilizing and duplicate their efforts.  Then start to develope a link building strategy by commenting on niche related blog posts.  Commenting on these Blogs also helps doing outreach to get guest posts.  Guest posts are a big part of the secret sauce for Financial Advisor SEO.  You can also implement more advanced strategies like PBNs (Private Blog Network) or sniping broken links.  You may want to outsource some of this to an expert as some of these strategies are complex and time consuming.

Create A Blog

Creating a blog is the key piece in generating authority online.  It also feeds into every other aspect of building your online presence, from SEO to Social Media Marketing.  Consistently creating blog content greatly enhances the SEO of your advisor website.  It’s also great because it easily creates content that you can share across all of your social media platforms. 

Roll out a blog post once at least once a week.   Then simply share it across all of your social media pages.   This creates a huge digital paper trail.  Doing this consistently over the long term is not only a great way to communicate with existing clients, it can also create a long lasting pipeline to future clients as well. 

 

Investopedia

Creating a profile on Investopedia can boost your online presence in several ways.  Finding and answering questions posed by other investopedia users is great way to demonstrate your knowledge in a way that brings real value to people.  Becoming an authority is a way to build up trust with your audience and potential clients.  Commenting on these investopedia threads and creating your own posts are both great ways to generate backlinks to your website.  Having backlinks from an industry relevant  website like Investopedia will be a big boost to your local and global SEO.

 

Social Media Marketing

Once you have a blog that is consistently rolling out content on the latests financial trends and current market conditions, you will need to set up all your social media profiles.  Every time you post a new article, tweet about it, share it on Facebook & LinkedIn.  Through up an Instagram post, pin an infographic on Pinterest.  If you’re an allstar, you will have a video element to your blog which you can then share on Youtube as well.  Rinse and then repeat.  Your blog is where your content lives, but social media is where you spread it to the masses.  Social Media is also a great opportunity to interact with your peers and build connections.

Conclusion

Financial Advisor Digital Marketing

 

The truth is this strategy is not for everyone.  If you are an Advisor who’s completely content with the status quo, then this definitely isn’t for you.  However, if you’re an Advisor that is still looking to grow your book of clients.  If you have your eye on long term sustainable growth, then you can’t afford to miss out on this opportunity.  The market is still wide open for financial advisors online.  The next generation of wealth grew up on Twitter and Instagram and they are definitely in need of common sense financial advice.  Grow your online presence, create authority, build trust and create a never ending stream of client leads.

How To Get Local SEO Rankings in 2017

How To Get Local SEO Rankings in 2017

[siteorigin_widget class=”SiteOrigin_Widget_Headline_Widget”][/siteorigin_widget]

The Importance of Ranking Locally

If your business has a location or a service area, ranking your website locally is imperative to your long term success.  Doing local SEO is one of the most cost effective ways to generate leads over the long term.   There are two areas to focus on when it comes to local SEO, ranking your website organically and in Google Maps.  By doing so, you make it that much easier for people who are looking for your goods and services to find you.  The first step in making this happen is understanding the difference between the two.

Organic Vs Maps

When searching on a desktop computer, the first thing that pops up on the corresponding results page is a group of Map rankings.  This is commonly referred to as the “Snack Pack” in SEO communities.  Once you scroll past the map or Snack Pack rankings, you will see the organic rankings.  Ideally you will rank your site in both.  That way potential clients and customers will have two chances to click on your site. 

A common mistake is only focusing on the organic listings and ignoring the Map.  This is a crucial mistake because not only do the Map rankings appear before the organic listings, but when searching on a mobile device, they completely dwarf the organic listings because the screen size has limited space compared to a desktop.  A lot of people do not take the time to scroll past the Map rankings when they’re searching on a mobile device.

Optimize Your Website for SEO

Before you start blasting your site with links, it’s important to optimize your website.  The first and most important thing you do is to set up your NAP.  NAP stands for Name, Address, and Phone Number.  I can’t stress enough how important that your NAP is consistent.  Not only across every page on your site, but on every profile you create in the name of your business, whether it’s Social Media or a business directory.  The most common place to list your NAP is on the footer of every page.

San Diego SEO

Another tweak you can make to make ensure you’re ranking in Google Maps is putting an actual google map on your about us or contact page.  Integrating a map into your site helps paint a picture that Google’s algorithm can pick up.  When someone does a mobile search in your area looking for goods or services that your business offers, your site will be that much more likely to appear in the results.

Google My Business

The next step in ensuring your site ranks locally is setting up Google My Business.  This one just makes too much sense.  If you want to rank in the world’s most popular search engine, it’s probably a good idea to register your business in their database.  As I mentioned in the previous section, make sure your NAP is consistent and accurate here.  Once you fill out a robust profile, take the steps to verify your business.  This entails Google actually mailing a code to the physical address of your business.  Once you receive the code in the mail, login to your Google My Business profile and enter the code and your business will officially be verified.

Another step you can take is uploading photos to your profile that have been Geo tagged at your location.  Obviously over time your client’s and customers will do this for you when they share their awesome experiences at your business.  In the beginning it will be up to you to get the ball rolling.  It’s as easy as taking a few photo’s of your store or office with your mobile device or anything else that geo tags your location.

[siteorigin_widget class=”SiteOrigin_Widget_Image_Widget”][/siteorigin_widget]

Citations Citations Citations

The definition of a citation in the world of local SEO is any website that allows you to reference your NAP and links back to your website.  In most instances these are sites allow their users to review your website as well.  The most popular sites out there that can be used for citations are websites like Yelp and Foursquare.  Any site that allows you to clearly list your NAP and also links back to your website can be used as a citation to improve your local SEO efforts.

One of the best citations strategies is to first identify your biggest competitors.  Next find out where what citations they utilize and duplicate their efforts.  Make sure you manage any pages that allow for customers to review your business.  Response times are imperative on sites that allow you to interact with them directly.  That is more relevant to reputation management and customer service, but still worth mentioning.  We all know how a bad Yelp review can influence a potential client or customer’s opinion of your business.  Setting up these profiles is never enough.  Ensure that you also actively manage these profiles to safeguard your business’s sterling reputation.

Local SEO Link Building

Getting quality backlinks to your site is one of the more difficult parts of SEO.  Don’t get me wrong, it’s easy to go out and buy a bunch of links to your site that are coming from irrelevant sources.  That’s a great way to get your website penalized in today’s local SEO landscape. 

As I’ve mentioned before in previous posts, Google consistently updates their algorithm to penalize anyone who implements strategies that violate their terms of service.  Here are few ways you can safely build links to your website that will stand the test of time.

Guest Posts

Getting a guest post on a blog relevant to your industry is a huge win.  It allows you to place a link on a site that discusses information that directly relates to your business.  Doing outreach to bloggers in your niche/industry can pay huge dividends in improving your local SEO rankings.  Getting a quality guest post on a high authority blog is not always easy though.  Sometimes it’s as simple as paying a price or simply just writing a killer piece of content.  

 

Snipe Broken Links

There are a lot tools out there that allow you to find broken links relevant to your field.  Once you locate the broken links, reach out to the author of the content informing them of the broken link and also provide them with a replacement link.  A lot of website do not actively monitor broken links on their aged posts.  Most of the time they will take you on this offer because you are doing them a favor that also helps you out, so it’s mutually beneficial.

 

Business Listings/Directories

There are so many directories and listings based on niche/industry and location.  By simply searching for “your city” & “your niche/industry” you will find quite a few that are relevant to your business.  Go through each site and follow the prompts to getting your business and website listed in their directly.  In most cases it’s as simple as paying a one time fee, but in exchange you get a long lasting highly relevant backlink.

 

Niche Relevant Blog Comments

Almost every blog has a comment section to promote interaction with their readers.  Most blog comment sections have a field where you reference your own website.  This is a great way to create a niche relevant backlink. 

Just remember that most of these comments have to be approved by a moderator before they go live, so make sure you are providing real feedback and adding value in any way that you can.  Otherwise your comment will simply be deleted or ignored altogether.  If you consistently comment on a blog, it’s also a great way to gain authority with that blogger and potentially get a guest post on their blog. 

 

Private Blog Networks

Private Blog Networks (PBNs) are a staple to any SEO strategy.  They are a bit more complex than most of these strategies and can land you a penalty if not done correctly, so I don’t recommend them for beginners.  Building a PBN starts with purchasing a recently expired or expiring domain that already has a lot of links pointing at it, ideally that are relevant to your niche. 

Once the website is in your possession, refurbish it and put a post with a link pointing at the website you are trying to rank.  Doing this effectively requires making the PBN look as natural as possible and removing any footprint that may exist between your PBN and the page you are actually trying to rank.  The most common mistake is utilizing the same host on your PBN that you use for your money site.  

Conclusion

There are a lot of key factors that go into local SEO.   Always keep in mind that SEO is a marathon, not a sprint.  Knowing all the factors and how they tie into how you rank is definitely important.  Over the long term however, the most important thing is generating quality content.  Lee Oden, a seasoned digital marketer at TopRank Marketing, once said, “Content is the reason that search began in the first place.”  Google’s mission is to help its users find and utilize the most relevant content. 

If you consistently generate top notch content, you won’t have to convince people to read and share it.  They will want to all on their own because it’s worth sharing.  Then you won’t have to develop some sophisticated backlinking strategy!  People will start linking to your site on their own because you have become an authority in your niche and your amazing content is worth referencing. 

Humanize Your Brand

Humanize Your Brand

[siteorigin_widget class=”SiteOrigin_Widget_Headline_Widget”][/siteorigin_widget]

Something that I don’t see emphasized enough to current business owners and companies is the importance of humanizing your business.  People are inundated these days with automated services, you call a number and you are given a pre recorded list of options, press 1 for yes or 2 for no, and by the time you get to a real person(if you get a real person) it’s an hour or more later. People are jaded, they don’t trust brands and see corporations as nothing more than faceless profiteers. Any advertisement shown to consumers is met with instant added scrutiny.

There is a solution to this that is a lot more straightforward than people might think however a lot of people don’t want to exert the time or energy to do these things, whether it is for your law firm, dental practice, commence company that specializes in selling dog trinkets, or even companies as big as Wendy’s or Taco Bell. People trust other people more than they do massive corporations or even small businesses.  To counteract this you have to make your brand seem more like a person, you need to humanize your brand.

Imagine that Your Company or Brand is a Fictional Character with their own distinct human voice. 

Brainstorm a personality for your brand, don’t think small when it comes to this, think big! Come up with a fictional character that perfectly represents and embodies your brand or company and flesh out the nitty gritty details. What does this character like, what does this character dislike, what’s their name, how do they dress? Are they calm in the face of something difficult, do they have perfect manners or are they a bit more brash?  These questions will help you imagine a real personality to serve as your brand’s avatar, and from there it’s easy to slip into that mentality. This is the best exercise to literally humanize your brand.
 
One company that we worked with, an commerce company doing over 7 figures a year, developed several fictional characters to implement into their customer service plan. The regular customer service reps Brian and Jason did not truly enjoy dealing with difficult customers and sometimes would meet criticisms about their product with slight hostility and defensiveness which does not get you very far in this business.  Customers really do come first and these types of responses were legitimately hurting their reputation. So we had them implement two women, Jessica and Sylvia, who were their “customer service alter egos.” These alter egos were filled with patience and compassion for their customers issues and were always looking to solve their problems and put their customers feelings first. It helped them to step outside of themselves and not view customer complaints as personal attacks towards their company. Think about how you can apply this tool of creating a fictional character to represent and humanize your brand. 

Engage in conversations with your clients, customers and audience

Don’t just post ads to your users; engage them in conversation. Exclusively posting ads reaffirms what they are already thinking about your company, that you are solely motivated by profit and lack any human aspect at all, and this makes them less likely to want to do business with you.
 
Ask them what they like and what they want to see more of, some of our most successful Blogging clients are consistently asking their audience what they want to see more of in terms of posts, videos, snap chats, etc. whether that be fitness tutorials, meal plans, make up get ready with me videos, or a how to create a Shopify store tutorial. Give your audience what they want, reward them for being engaged and involved in your brand, people love when you reward their loyalty even with something as simple as a like of their comment on Instagram. 
 
If you see your audience members commenting on an external thread, jump into the discussion. This shows that you’re paying attention, and that you care about more than just one side of the conversation. The more you engage with your users, the more likely they’ll be able to see you as a trustworthy, personal entity that they want to work with or purchase from again and again.  Yes this requires more work and it’s easier to just automate things to post on your social media sites however if you are going to outsource your company’s social media to a company like our’s, make sure that they understand the importance of engaging with customers and building brand loyalty. Anybody can automate tweets and Instagram or Facebook posts but the Social Media Management companies that can help you grow the most are those who understand the importance of honing your brand and engaging with your audience. 
 
When you engage with individuals, you’ll instantly cement those individuals’ loyalties, and you’ll look good to everyone else looking on.
[siteorigin_widget class=”SiteOrigin_Widget_Image_Widget”][/siteorigin_widget]

Have a Sense of Humor

Humor has a primal way of connecting and humanizing us. When we laugh together, we tear down walls and bond with each other—it’s why we’re more likely to laugh when we’re surrounded by people we care about than we are when we’re by ourselves. When you make your users laugh, you show them that you don’t take life too seriously. Breaking down the walls of business and showing your audience that have you a sense of humor and can poke fun at yourself or possibly them as done by Wendy’s shows that you can set aside the formal professionalism of your brand for just a moment to experience a humorous moment.
 
Obviously, the type of humor you use will be dependent on your brand, but self-deprecating humor and tongue-in-cheek references are both extremely effective. You don’t have to be a consistent comedian, but you have to throw out enough references and asides to keep your audience feeling good about you.
 
Earlier this year Wendy’s made headlines with their quippy Twitter banter and sassy responses to criticism or questions about their food.  
 
Wendy’s could have chosen to ignore the slew of messages that ridiculed them, but the brand chose to defuse the stand-off with clever humor.
 
When Amy Brown, Wendy’s Social Media Manager, was asked why she chose to approach criticism of their food with humor and what she keeps in mind  when communicating with Wendy’s vast Twitter audience. 
 
She said, “Interacting with our audience can be tricky, especially when fielding a high volume of requests and when trying to balance our engagement strategy with our customer care presence. For us, it’s important to remember who we are and what we’re trying to communicate — what’s our brand’s voice and purpose? The Wendy’s voice is a ‘challenger with charm,’ for example, which means that even when we’re shooting back a sassy comment, it’s with a smile and a wink. Having a strong sense of who our brand is and what we should sound like ensures that we’ll come across consistent in our communications, whether we’re handling a restaurant-specific complaint or gently roasting some of our followers.”
[siteorigin_widget class=”SiteOrigin_Widget_Headline_Widget”][/siteorigin_widget]
[siteorigin_widget class=”SiteOrigin_Widget_Image_Widget”][/siteorigin_widget]
[siteorigin_widget class=”SiteOrigin_Widget_Image_Widget”][/siteorigin_widget]
[siteorigin_widget class=”SiteOrigin_Widget_Image_Widget”][/siteorigin_widget]
[siteorigin_widget class=”SiteOrigin_Widget_Image_Widget”][/siteorigin_widget]

Conclusion

These strategies are all meant to add a more human element to your brand, but there’s an even simpler strategy you can use independently or in conjunction with the tactics I listed above; be yourself. Instead of trying to mathematically calculate the perfect way to create a “human” brand voice or trying to predict all your users’ behaviors, just stop thinking like a corporation and start thinking like a person. How do you talk to people in your own life? How do you relate to people? These considerations should be the driving force for your branding campaign.

Branding Vs Sales

Branding Vs Sales

[siteorigin_widget class=”SiteOrigin_Widget_Headline_Widget”][/siteorigin_widget]

Branding Is the Big Picture

The difference between branding and sales is simple. Are you trying to convert or are you trying to create an experience? The latter always wins.  It’s so easy to get lost in the trees and lose sight of the forest.  Chasing short term sales goals can often compromise your long term vision.  So many are in it for the quick sale and you are quickly forgotten in the current marketplace.  Generating high quality  content with real value and giving it away for free establishes you as an authority in whatever niche you’re in.  Doing this consistently over the long term allows you to build real trust with your audience.  If your content really does provide value to their lives, you won’t have to convince them to buy your product/service or share your content with their friends.

Your brand is more than your logo, name or slogan — it’s the entire experience your clients and customers have with your company, product or service.  Your brand strategy defines what you stand for, it’s the promise you make and the personality you convey. Your brand lives in every day-to-day interaction you have with your market.  At the end of the day there is only one thing that constitutes “brand.” It’s how you feel in the moment you interact with the product, service or business.  When I say a certain brand name, like “Apple” you have a very innate gut reaction to how you feel about that brand.  Branding is the Macro, it’s the big picture, it’s the long game.  Branding bleeds into every aspect of your business because it’s the DNA of your business and it’s everything you stand for.  

San Diego Branding

Brand Is Not Transactional

Whether you’re a massive corporation or a small business, you need to start thinking about business as a long term relationship, not a single transaction.  At the end of the what you’re doing is building a legacy.  Bring a ton of value to your audience so when you inevitably improve their lives in some capacity, when they’re telling stories at dinner or at a conference, they’re going to paint a positive picture of you and your business.  That is far more impactful on the future success of your business than closing a single sale that ends up having very little impact on someone’s life.

It’s so easy to get caught up in creating call to actions in every piece of content you roll out there.  Branding can be a lot like dating.  If you try and close the deal and sleep with someone on the first date, often you end up robbing yourself of the opportunity developing a serious longterm relationship.  The reason you’ll be relevant in 50 years is because you built a brand.  Building a brand is about giving your clients and customers value in every transaction and every interaction.  If you continue to put out the best content in your niche and if you distribute that content better than anybody.  Then you will win at creating a brand that will stand the test of time.  

 

[siteorigin_widget class=”SiteOrigin_Widget_Image_Widget”][/siteorigin_widget]

Define Your Brand

By defining your brand, you’re creating the foundation for all other components of your business to build on. Your brand definition will serve as your measuring stick in evaluating any and all marketing materials and strategies.  There is a lot to consider when defining your brand.  Your core values and mission are key elements to consider when defining your brand.  Amazon is one of the best examples.  They are relentless in their pursuit of customer service and delivering low prices and value to their customers.  Don’t believe me? Copy and paste www.relentless.com into your browser right now and see what comes up.  Jeff Bezos ensured that every piece of marketing consistently delivered on this message over a long period of time and he successfully built one of the biggest baddest brands this world has seen.

[siteorigin_widget class=”SiteOrigin_Widget_Image_Widget”][/siteorigin_widget]
[siteorigin_widget class=”SiteOrigin_Widget_Image_Widget”][/siteorigin_widget]

Brand Strategy

By definition, brand strategy is a long-term plan for the development of a successful brand in order to achieve specific goals. A well-defined and executed brand strategy affects all aspects of a business and is directly connected to consumer needs, emotions, and competitive environments.  

Think about all of the successful consumer brands like Disney, Apple or Starbucks. We all know what each brand represents. Now imagine that you’re competing against a company like one of these companies. If you really want to capture significant market share, it’s imperative to start with a strong brand strategy or you won’t get far.  Almost every market is competitive, so separating your brand from your competitors is a must.  So ask yourself right now, what makes your brand stand out from the competition?

Branding Conclusion

It’s so easy to get caught up focusing on Sales and Marketing that you lose site of building your brand.  Branding is only successful if it’s consistent across all platforms of your business and it’s done so over the long term.  Do not compromise your brand strategy to achieve any short term goal.  At the end of the day, branding is what gives you lasting success in your market and separates your company from the competition.  It helps generate loyal, lifelong customers which in turn creates true brand equity.   Clients and customers will trust any product our service with your logo on it and be that much more likely to use their hard earned cash to purchase it.