How Do We Achieve Brand Visibility?

Brand visibility is so important to every business. Today if you are not visible on the web, you do not exist.
what is brand visibility - 10-video series by susan newman

A brand is defined by its core beliefs, but also by what the public perceives about it. A brand along with its marketing strategy, products and services has a mission and the need to get that mission across to others. A brand is also driven by it’s own employees from the top down and they must represent those same core beliefs, while on the job or at events.

No matter which brand we talk about we would want to see if their online and offline presence is sending the same signs and if our experience is the same no matter the place or format?

So for example if we were to look at a top brand such as Apple. What do we perceive about them, their products and services, and is it consistent everywhere? Is the experience of using an apple product in line with scanning pages on their website, or when you visit a store? If you met an employee at a function would their mindset be in line with the company? Is the visual footprint the same across the web, on social media, in print advertising or marketing, and commercials past and present on TV?

When we talk about brand visibility we must realize it means all encompassing.

So as a small business owner and entrepreneur, I feel I must act, speak, dress, and fully represent my brand. Is what I blog about in line with my brand? When someone meets me in person when they previously only knew me by my avatar and online posts, am I the way they imagined?

Interaction with clients must be true to the brand as well. Customers can drive how other customers feel. Today with constant social interaction, if a customer writes about their experience on social media or in reviews and others read it, it’s immediate visibility, whether good or bad. A brand must pay attention to this and respond.

Because of the web, many small businesses get confused between being visible globally and locally. Yes having a website and social media presence helps others find you, but can the local community find you?

My new 10-video series on “Brand Visibility” covers in depth the attributes and actions that make a brand strong, and outlines strategies for you to implement across the web, on social media and in person at events.

Series topics include:

What is Brand Visibility? How to Use Email Marketing, Opt-in Offers and Social Media Correctly. The Google Search: Understanding and Creating Long-Tail Keywords and SEO in Action. Why Giving Back Looks So Good on You and Propels You Forward.  How Finding Your Exact Target Audience is the Key, even when it’s hard. Are YOU as Brand Ambassador and Your Company in Sync? And much more.
 
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Watch the entire 10-video series on Brand Visibility, more than 73 minutes of content!

Knowing Your Best Client’s Demographics

Target image from Bottom Line Business InsightsAfter reading Mike Michalowicz’s insightful book, The Pumpkin Plan for the second time, he’s really got me thinking about my clients. He asks us to make certain types of lists and in doing this we discover who’s paid us the most, who we love talking to, who respect us and so much more.

It has given me a window into my ideal client and the demographics that surround him/her.

How has this changed my thinking as I begin this new year?

I know what I want to be creating and with what type of business. I’ll know which clients and/or projects that come along are not right for me and will say “no.” It’s not very often that I say no, and I believe that is a big part of how business will be different now. If I’m only working on and with clients who are my exact target market, obviously I will be happier.

How do I go about making sure that holds true?

As new people call, I will listen and truly think… will branding this or designing that, give me joy. Do I think the client is going to trust and respect me to do right by them or will they second guess me?

Recently, I took on a project and I thought it would be a good experience, not great, but good. It turned out to be pretty bad and the client and I have parted ways. This was another lesson for me in being selective. The more selective, the more nurturing I can be the clients I love working with and the projects I am enjoying.

Creatives Preparing for Court: Being Ready When You’re Facing the Judge

Be prepared! I cannot stress this enough.

creatives preparing for court

  • Save every correspondence, whether via email or regular mail.
  • Build a timeline of the project or issue from the 1st email or correspondence to the last.
  • Make sure that you have all originally designed or photographed documents saved and printed out or original pieces, so you’ll be able to bring along, and always make sure to save files on two drives, not just one computer.
  • Keep all receipts of expenses.
  • You will go to mediation first and this is where documents get revealed. Both sides if not able to settle, will wait to present to the judge, but beware, the other side now has time to think and prepare their “changed” strategy?
  • Be sure that your estimate or contract was clearly written, outlines what work was to be done, the timeline for production and is signed by the client.
  • If you need to consult with a lawyer to know your rights and for advice, it’s worth the expense. If you cannot afford to consult with a lawyer, the court can provide one, or there are lots of organizations that provide counsel for creatives. *(links at bottom)

The judge may not understand your exact industry, but he/she does understand documentation, your work timeline, signed contracts and should be fair if you have the information to support and back up your claim.

They have also entered the 21st century, and won’t let you use your cell phone or computer in the courtroom while you’re waiting, but if you need it to help your case, bring it!  Video cameras, laptops, and emails or images on your smart phone are all accepted as evidence.

The judge is interested in you answering his or her questions easily, so don’t over talk and start explaining this and that. They have so many cases to hear and won’t care about your storytelling. If they ask a question, answer yes or no, not blah blah blah. However, be genuinely yourself. If the judge does asks you to explain, tell your side but state the facts.

You also have the right to cross examine the witnesses of the opposing side, so think of questions that may support your case. Also be prepared that the witness may say something totally unfounded and you may need to think quickly of how you can ask the right questions or show proof that proves that not to be so. Remember they also have this right and bring questions to you.

And of course, You’re are sworn in, so please tell the truth!

Legal Counsel resources for creatives:

Volunteer Lawyers for the Arts

Citizen Media Law Project

National Directory – Volunteer Lawyers for the Arts

 

 

Pollination Consistently Between Your Website and Social Media Really Works

I’m going to start with the data, because that will show you what can happen in just one month of continuous activity.

Before we began, there were only 235 visitors to the website in the past month, and minimal social activity. This was due to the client focusing on running and managing the brick and mortar business, but ignoring the online factor. When you think only locally instead of globally, you are missing a huge opportunity.

One month later: 1,987 visits, unique visitors 1,659, pageviews 16,366, average time on site 3:24 and bounce rate 29%.

As for social media we just added the follow icons so the likes and followers are growing, but we still need to add the share buttons for the social activity to explode.

So, how did I get 8.5 x the visits and grow this small business shop in one month?

bee hovers over flower to show pollinationI did a variety of things consistently almost everyday. Added new photos to the website galleries or video to YouTube. Of course I titled and tagged the photos and video properly. Once I uploaded the video, I’d post the video to Facebook. When I added new gallery images, I’d share those on Facebook and Pinterest also. I added the app Pinvolve to the Facebook page to make it easier to pin images, posts and more.

The consistent action and cross pollination is what is bringing expanded and new traffic to the website. In addition, because of this sales are up as well.

Plans for the future include developing new Tweets for types of products, as well as holidays, continuing to expand Facebook with revolving cover images and custom pages and implementing a better, more consistent email marketing plan.

Once all of this is in action and we maintain a timely schedule, you know the traffic, social interaction and business will be booming!