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Brand Experience

 

Brand experience is customers’ overall impression of a brand based on their interactions with it. A positive brand experience can lead to customer loyalty and advocacy, while a negative one can drive customers away. Ensuring a positive brand experience involves delivering on the brand promise, providing excellent customer service, and creating a memorable and engaging customer experience. In this blog, we’ll explore the key elements of brand experience and provide some tips for creating a positive brand experience that fosters customer loyalty and advocacy.

 

What is Brand Experience?
Brand experience refers to customers’ overall impression of a brand based on their interactions with it. This includes everything from the products or services offered by the brand to the way it communicates with customers, the quality of customer service, and the overall experience of interacting with the brand. A positive brand experience can lead to customer loyalty and advocacy, while a negative one can drive customers away.

 

Why is Brand Experience Important?
Brand experience is important for several reasons. First and foremost, it plays a critical role in shaping customers’ perceptions of a brand. A positive brand experience can create a sense of trust and loyalty, while a negative one can damage the brand’s reputation and drive customers away.

 

Additionally, the brand experience can significantly impact customer satisfaction and retention. By providing a positive customer experience, brands can foster loyalty and advocacy, leading to repeat business and positive word-of-mouth recommendations.

 

Key Elements of Brand Experience
The effective brand experience should include the following key elements:
Brand Promise: This is the specific benefit or value your brand offers customers. It should be communicated clearly and consistently across all channels.
Quality of Products or Services: The quality of your products or services is a critical component of brand experience. Customers expect high-quality products and services that deliver on the brand promise.

 

Customer Service:
Excellent customer service creates a positive brand experience. This includes everything from answering customer inquiries promptly to resolving issues and complaints quickly and effectively.

 

Brand Environment:
The brand’s overall environment and atmosphere can significantly impact the brand experience. This includes everything from a retail store’s physical environment to a website’s design and usability.

 

In conclusion, effective brand experience is critical for fostering customer loyalty and advocacy. By focusing on the key elements of brand experience and following these tips, brands can create a positive and memorable experience that sets them apart and fosters long-term customer relationships.

 

 

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Brand Identity

 

A strong brand identity is essential for business success in today’s highly competitive marketplace. A brand identity is the visual representation of your brand, including your logo, design elements, and brand messaging. It is how you communicate with your target audience and differentiate yourself from competitors. This blog will discuss the importance of having a solid brand identity and how it can benefit your business.

 

  • Establishes Brand Recognition

A strong brand identity helps to establish brand recognition among your target audience. When customers see your logo or design elements, they should immediately recognize your brand and associated it with your products or services. This helps to build trust and loyalty with your customers and can lead to repeat business and referrals.

 

  • Differentiates Your Brand from Competitors

In a crowded marketplace, it can be challenging to differentiate your brand from your competitors. A strong brand identity helps to distinguish your brand from others and communicate what makes your brand unique. By developing a clear and consistent brand identity, you can effectively communicate your brand’s values, mission, and personality and differentiate yourself from your competitors.

 

  • Increases Brand Equity

Brand equity is the value a brand adds to a product or service. A strong brand identity can increase brand equity by creating a positive perception of your brand among your target audience. This can lead to increased sales, higher profit margins, and a competitive advantage in the marketplace.

 

  • Builds Brand Trust and Loyalty

A solid brand identity helps to build trust and loyalty with your customers. By developing a consistent brand message and visual identity, you can create a sense of familiarity and reliability with your target audience. This can lead to increased customer loyalty and positive word-of-mouth referrals.

 

  • Supports Marketing Efforts

A strong brand identity can also support your marketing efforts by making it easier to develop effective marketing campaigns. With a clear understanding of your brand identity, you can create marketing materials consistent with your brand messaging and design elements. This helps build brand awareness and drive sales for your business.

 

In conclusion, a solid brand identity is essential for business success in today’s competitive marketplace. It helps to establish brand recognition, differentiate your brand from competitors, increase brand equity, build brand trust and loyalty, and support marketing efforts. By developing a solid brand identity, you can position your business for long-term success and growth.

 

 

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Search Engine Optimization

 

 

My goal is to get your company seen digitally which is why we work in phases here at Esper Creations. We look at building a strong foundation that then allows your company to run advertising campaigns and get the results you want to see. You wouldn’t want to create a layout of your business without knowing what product/service you are selling. Our team focuses on multiple platforms which helps get your website from the last page of the search results to the very first. What does this look like for your business?

 

Something that I learned from being out of college in a rapidly changing industry is that CONTENT is key. When you are trying to get your brand known it is important to provide as much detailed information as possible. These could be keywords that you are wanting my team to use while creating engaging content. We encourage our clients to use Google My Business as much as they do their Facebook.

 

When updating the Google My Business page with new content you are playing into the Google algorithm which then populates with more web searches. Something that I learned during a digital marketing conference was that experts believe in 10-15 years that this profile will be more important than the website itself.

 

 

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The Impression is Everything

 

 

As a trusted digital marketing resource, we want to encourage our clients to ask questions. Our team of experts wants to teach our clients the basics of analytical analysis. So for February, we will be generating content that helps explain some of the most basic analytical terms. Today we will be discussing what an impression is.

 

When I was little I never thought I would be studying AI technology or various social networking algorithms but here I am today. Personally, I believe technology has advanced to meet the needs of each user. It encourages marketers to have those tough conversations about branding identity to allow them to tap into the audience they want to target. Algorithms are similar to Google’s crawlers which are ways for AI technology to classify the type of content and send it to viewers with similar interests, or keywords.

 

When content is created it should be created for a purpose or with intent. Some of the most underperforming campaigns were created without careful consideration of how they would be perceived. An impression is described as each time an individual is shown an advertisement. This shouldn’t be confused with engagement which is when the individual interacts with the content that is presented to them. This is just the study of the number of times your advertisement/post was shown to the public. If you want to learn more about simple analytics don’t hesitate to reach out to our team by calling Esper Creations today at (319) 383-0520.

 

 

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Segmenting Your Marketing Approach

 

 

Something that drove me to get a job in the marketing industry was the impact you can have as a brand. Nowadays consumers have so many different options when it comes to finding a brand that aligns with their values. This means that brands are expected to create a personalized tactic to grab the attention of the consumer. If not you face losing them to a similar product or even worse the competitor.

 

Doing a deep dive into social media and google analytics will give you a better understanding of who it is that your business is targeting. What you can then do is separate your marketing tactics into different approaches targeting different subgroups. For each subgroup, you are going to generate different campaigns so that each subgroup is seeing a different personalized message.

 

One of my favorite examples of this is from the Old Spice Company. They realized that the market of who was actually purchasing these products wasn’t men, but their spouses. Women in America are more often doing household shopping which means they might be picking out the products for their partners. Old Spice realized this by running a market analysis so they changed their approach by getting ads with attractive males saying, Don’t you want your husband to smell like me?

 

If you are wanting for our team to do a deep dive on your online presences please don’t hesitate to reach out!

 

 

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Analytical Term: Bounce Rate

 

 

As a trusted digital marketing resource, we want to encourage our clients to ask questions. Our team of experts wants to teach our clients the basics of analytic analysis. So for February, we will be generating content that helps explain some of the most basic analytical terms. Today we are going to be discussing bounce rate which requires additional observations to be able to comprehend what it truly means.

 

Bounce rate is the observation of a single-page session that gets divided by all sessions. This equals to be a percentage of all sessions that viewed one page and triggered a single request. When looking at this percentage you might be confused is a high score good, or is a low score bad. This depends on the type of website your company has so knowing what your goals allow you to comprehend the data better.

 

A High Bounce Rate ISN’T good when the website requires viewers to view more than the home page. If you have a high bounce rate on a multiple-page site then it’s telling our team that something on the home page isn’t transitioning the viewer’s focus. If you were to have a website such as a personal blog or if you are a single product business then having a high bounce rate is perfectly normal.

 

There are certain procedures that I look for when examining a client’s bounce rate so that I know I’m being fair to the client. I utilize different reports to ensure I can diagnose the problem whether it’s certain pages causing the issues or a simple tracking code that needs to be adjusted. If you want to learn more about simple analytics don’t hesitate to reach out to our team by calling Esper Creations today at (319) 383-0520.

 

 

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Past and Present Marketing Strategy

 

Something that I like to do is simply reflect on the previous practices of marketing of the past, present but also future. To realize what has been done but to understand how potential clients want to be nurtured. This is my evaluation of what has been done and how to sell your services in today’s market.

 

Past Marketing Practices

 

I own a book that looks at the transition of ad practices throughout the centuries. Something that I took away from previous generations of ads is that stereotyping ads don’t resonate with the population as a whole. When you look at what ads looked like previously you can pick up on some sexist undertones. Another thing that I noticed is that business owners wanted the biggest ad displays whether that be: billboards, phonebooks, etc.

 

Present Marketing Practices

 

If you were to ask me about the current trend patterns in today’s marketing world I am so proud to say that authentic advertising IS IT! With new social media platforms, such as TikTok, you can see random videos go viral. It’s because people react to scenarios differently so creating an experience that taps into one’s emotions is the shift in marketing. Businesses are taught that having a space that attracts people to hang out and connect emotions to the business is the most effective in today’s strategy. People don’t want big billboards; they want a personalized sales approach that makes them feel like the company values their purchase.

 

If you think that your company’s current marketing method isn’t working, let’s schedule a free business consultation. During this time I would come to visit your company and provide feedback based on things that could be changed. Call Esper Creations today at (319) 383-0520.

 

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Where is Everyone?

I remember growing up in a world where technology advanced so much that it went from only having one social media platform, MySpace, to a hundred. What is difficult about this all is that certain age demographics gravitate towards certain platforms more than other age groups. A successful marketing approach is knowing who it is that your company is resonating with and using the social media platforms that the age demographic is active on.

 

What is nice about this segmentation is that if you know who you are trying to target you can begin to eliminate platforms that wouldn’t make sense. In addition, when using these platforms you can gain a better understanding of how your company is perceived. For example, Facebook tracks critical information such as reach, likes, and impressions. This information can provide a clear look at what content your followers like to see.

 

When trying to create successful social media campaigns you need to think about where you are advertising and who your audience is. Use the following graphic to ensure you know what age group is most likely to see your content on each social media platform.

 

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Network Marketing

 

When I was in college, I learned that one should NEVER discount any connection one makes. The universe puts people into your life for a purpose which could be immediate or for reasons your find out later down the road. Network Marketing is a great way for you to advocate your brand while talking to like-minded individuals. Here at Esper Creations, we encourage our staff to join network groups to allow our company to constantly grow.

 

One of the most important networking groups we work with is the Iowa City Area Business Partnership. This group offers unique opportunities to help grow your business through events such as; Lunch Connections, Cocktail Connections, and Ribbon Cutting Ceremonies. The Partnership is a group of individuals from businesses across multiple industries that support one another. These connections that you make will help your business through word of mouth.

 

If you are looking for a fun way to support your business let’s sit down and talk about local networking opportunities. Call Esper Creations today at (319) 383-0520.

 

 

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Search Engine Optimization

 

My goal is to get your company seen digitally which is why we work in phases here at Esper Creations. We look at building a strong foundation that then allows your company to run advertising campaigns and get the results you want to see. You wouldn’t want to create a layout of your business without knowing what product/service you are selling. Our team focuses on multiple platforms which helps get your website from the last page of the search results to the very first. What does this look like for your business?

 

Something that I learned from being out of college in a rapidly changing industry is that CONTENT is key. When you are trying to get your brand known it is important to provide as much detailed information as possible. These could be keywords that you are wanting my team to use while creating engaging content. We encourage our clients to use Google My Business as much as they do their Facebook.

 

When updating the Google My Business page with new content you are playing into the Google algorithm which then populates with more web searches. Something that I learned during a digital marketing conference was that experts believe in 10-15 years that this profile will be more important than the website itself.

 

Read More