9 Non-Obvious Ways to Help Your Brand Grow
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9 Non-Obvious Ways to Help Your Brand Grow
Growth is an intrinsic part of every business. Like every living thing, your brand can either grow or remain stagnant depending on the activities you engage in.
All the big brands that exist today didn’t just become household names overnight. A combination of marketing and growth strategies led them to their current market position.
This means that if you’re not doing the right things to get your business noticed, growing isn’t going to come easy. Asides from the regular ads, billboard announcements, and TV ads, there are some non-obvious methods you’ve been unaware of that can aid you to grow your brand.
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In this article, we’ve highlighted 9 non-obvious ways to help your brand grow, increase conversions, and ultimately make more sales.
Powerful Ways To Help Your Brand Grow
Here are 9 effective ways to help your brand grow.
Humanize your brand
People buy from people, it’s that simple.
Forget the traditional business selling model and focus on humanizing your brand. Create interesting, relatable, and engaging content to help your customers easily connect with your brand.
Speak in the language of your users. Add humor to your content, use memes to share content, and drive engagement with your audience.
Everyone loves a good laugh so give it to them.
Showcase your staff, engage with your audience online, and follow up conversations about your brand online.
Netflix, a subscription streaming service incorporates personalization into its marketing strategy. From offering personalized movie dashboards to sharing content online by using clips from movies to create emotional and human-centric content. Through personalization, Netflix owns one product that has translated into hundreds of millions of products for its over 200 million users all around the world.
One way to humanize your brand online is by sharing your company culture and values.
What emotion do you want your customers to feel about you when they hear your brand? How do you celebrate when you reach a new milestone? What does your office setting look like? Talk about the time your company/staff experienced a challenge. How did you conquer it? How do you manage the competition?
You want your audience to believe that your brand is run for humans and by humans. So, all your marketing messages, brand content, and efforts should be crafted with emotion and intention to speak to your customers.
Did you know?  72% of people say they are more likely to purchase from a brand if it consistently provides them with a more personalized experience. |
Build an engaged community
Having an online audience that you can share your content with is good, but having a community, a tribe of loyalists to your brand has a greater ROI. People may follow your brand because they use the services you offer.
But to build a community, you need to have a story. Stories connect people to people and make people relate to you. Share valuable, relatable, and solution-giving content. This way your customers feel comfortable sharing their journeys and experiences with you.
When people see you understand their experiences, they become attached to your brand and even more, become loyal to you.
Brand loyalty is formed when you solve problems for people.
It is a reward for meeting people’s needs first, not enforcing a sales transaction.
Successful companies, including tech companies, use the power of community to increase brand awareness, understand customers, and build brand loyalty.
Online communities not only facilitate growth but serve as a means for brands to collect honest feedback from their customers and gather more user-generated content such as testimonials, reviews, and comments.
| Did you know? Customers spend 19% more after joining a company’s online community. |
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Make sure to have a content distribution framework in place
You have probably started with content creation. But creating content without a distribution strategy is like lighting a fire without fuel. The fire will go out in no time. To feed your brand’s community, you need to give them content. After creating, distribute this content to them. The money is in the distribution.
Write a Twitter thread, make a Facebook or LinkedIn post, Design Instagram carousels, record a video, and distribute everything to ensure your information reaches your target audience. With a solid distribution strategy, more people see your content, can relate to it, and become interested in your brand.
For example, SAP, an enterprise application software company, primarily focuses on increasing its blog traffic through thought leadership by partnering with internal and external contributors to craft industry-specific content for its readers. More than 1600 of its employees actively distribute its content which results in 250 million impressions and ten times the engagement on their content
| Did you know? The top three organic content distribution channels used by B2C marketers are social media, email, and their organization’s blog/website. |
Use macro-influencers
Macro-influencers are people with a significant level of social media presence. They have a followership number between 40K to 1 million and specialize in a particular industry. They hold the real power to drive conversions because they have a more targeted audience.
Over time, macro-influencing has been observed to drive more sales due to its large audience and more specific nature.
According to reports, 72% of marketers state that they’re most interested in working with Macro-influencers. And 80% of social media users have made a purchase recommended by an influencer.
Macro-influencers produce content on a large scale, little wonder, they have a large audience steadily glued to their content. They are authentic and exhibit a high level of professionalism. Macro-influencers reach 22 times more people when compared with micro-influencers. So you can be sure that your product will reach a large number of people.
Additionally, macro-influencers tend to have diverse audience demographics. Which makes them very important for brands with different audience segments. Influencer marketing is the fastest-growing online customer acquisition channel so get started with it.
| Did you know? 51% of marketers say influencer marketing helps them acquire better customers. |
Custom audiences and retargeting should be at the center of your Ads strategies
Winning with ads is all about data. The more data you put in, the better your ads performance. Custom audiences is a Meta ad option that allows you to target an existing audience among people who are on Facebook.
They are people who have interacted with your brand at one point or the other, either by profile visits, website visits, or post interactions. They can be used to create look-alike audiences; that is, people with similar qualities to your present audience.
However, to get the best out of your ads, you need to focus on your target audience. This allows you to minimize your ad spend and maximize returns.
Facebook retargeting ads, on the other hand, are ads that allow you to reconnect with users who have already interacted with your brand in some way (on or off Facebook). This includes customers who have either shared their email addresses with you either as leads or customers, interacted with your post, used your app, etc.
Since they allow you to connect with warm audiences, retargeting ads can result in higher conversion rates and lower cost-per-click averages than other types of ads. These ads can also help you create well-targeted ad funnels that are more likely to convert.
An example is Vodafone, a South African mobile communications company that offers voice, data, messaging, and converged services to its over 100 million customers. Its goal was to reach new customers on Facebook without losing its existing audience.
So they ran ads on Facebook and took advantage of the reach expander feature to target audiences who were at the earlier state of their buyer journey (people who had interacted with the brand before). The South African telecom company saw “add to cart” events increase by 77% after it broadened audience reach for its direct response ads on Facebook.
There are over 2 billion users on Facebook, hence, custom audiences and retargeting ads offer a huge pool for you to run ads targeting the right people.
Use user-generated content (UGC)
User-generated content (UGC) is any type of original content created by the users of a brand showcasing the product or service. UGCs can be anything from comments to reviews, images, and social media posts.
Otherwise called social proof, UGCs are a great way to increase sales, promote your brand’s message and ultimately drive growth to your brand. According to the Nielsen Consumer Trust Index, 92% of consumers trust organic, user-generated content more than they trust traditional advertising. When people see other messages sent by people, they are more inclined to trust the brand and buy from them.
Additionally, UGCs are another way to get your customers involved with your brand. It also opens up a relationship between the brand and the customers hence leading to a more engaged community. UGC acts as authentic social proof that your product is worth buying and offers the results it claims to give.
Pampers, a baby diaper-producing company, launched a Love, Sleep and Play campaign using videos from its customers. The customers were asked to submit videos of babies through Facebook, which were then combined to create a single video. In the video, the babies were shown playing, falling asleep, and having fun together, which was relevant to the brand’s audience, and increased engagement within its community.
Another brand example is GoPro, a video equipment producing company that uses UGCs to sustain its YouTube channel. All of its top videos are user-generated videos that have amassed over 500 million views combined. The company now hosts its awards and challenges where the audience is required to submit their best shots with GoPro products.
| Did you know? 97% of online buyers read reviews before they make a purchase. |
Host social media contests
Social media contests, if done correctly can help you increase engagement, drive conversion, and ultimately make sales. Everyone loves a chance to win products and services from the brand they love. So make it worthwhile for them.
Host a quiz and give out your best-selling products, ask users to record themselves using your products and use a branded hashtag you set to share it online, ask them to come up with a caption, and tell them to guess a post you made, or allow them to share their story to win something in return. Do these regularly.
You can also use social media contests to gather reviews and testimonials about your products and continually use them to drive engagement. Contests and giveaways can be an excellent win-win situation for both you and your audience.
Here’s a social media contest example from Dove. Here, they used #DoveBathGoals to run a campaign where users are required to record a video of their favorite bath Dove products. In the comments section, it is clear that the users are eager to try out the new products. What this means is more sales, more brand awareness, and more engagement.
| Did you know? Contests have a conversion rate of almost 34%, which is higher than other content types. |
Provide exceptional customer service
Customer service is a direct connection between you and your customers. People don’t just expect you to have a customer support team. They expect you to have a world-class customer support team that responds in time and provides solutions quickly.
By providing top-notch customer service, you increase your customer retention rate which is a lot cheaper than customer acquisition. Even better, your customers are satisfied with your brand which then results in growth. Because satisfied customers = successful brand.
Customers have lots of options and would take their business elsewhere if they don’t get a good experience. However, with good reception, customers will willingly share their experience with friends, which is a more valuable marketing tool than any other marketing material you may have.
Over 80% of customers reported that they would be willing to pay more to get a better experience. If customers have a great experience with your brand, they are more likely to spend more money on your products and tell their friends about them which also increases your customer base.
Customers place a high value on how a customer service team treats them, and companies will directly profit from positive customer service encounters.
| Did you know? 93% of customers are likely to make repeat purchases with companies that offer excellent customer service. |
Don’t try to please everyone
As much as you want to grow, acquire more customers and build a successful brand, you can’t attract everyone. In fact, everyone isn’t your customer. Figure out who your target audience is and focus on giving them the best experience.
Oftentimes, in a bid to acquire more customers, you lose touch with your existing customers. The market has different types of needs, different problems that need solutions, different types of customers, and different behaviors.
When you try to please everyone, you make compromises and inhibit your growth. For example, Microsoft tried to be useful to so many people in so many ways possible, hence, they’ve created lots of software, some of which are difficult to use, and some of which they’ve had to retire (e.g. Internet Explorer) due to its unending baggage.
Businesses that try to reach a wide variety of customers oftentimes end up in frustration mode quickly because they have to cater to different kinds of audiences. Your marketing messages should speak about the entirety of your brand. If you try to please everyone, you’d either create a series of messages targeted at different groups of individuals or create a common message that speaks to everyone. Which is not what your brand is about.
By focusing on your share of the market, you can direct your focus to them and provide the best experience possible. In return, you get an audience that cares to listen to what you have to say.
| Did you know? $37 billion is wasted in ad spending every year from ads that fail to engage the target audience. |
Conclusion
Growth is often a reward for all the efforts you’ve put into marketing. While time makes growth obvious, using the right strategies can ensure you get the best results. So go ahead to use these tips to help your brand grow and do not leave any stones unturned.
Growth is an intrinsic part of every business. Like every living thing, your brand can either grow or remain stagnant depending on the activities you engage in.
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