There's a common misconception that branding is just about crafting a visually appealing logo or an engaging website. However, that's just scratching the surface. Branding is an art form, a strategic symphony of actions and decisions that set the stage for how your business is perceived. It's about weaving authenticity into every thread of your company's narrative and aligning it with the values and needs of your customers. Your brand strategy is extremely important, even for startups. Let’s explore the truths of branding that go beyond the aesthetics, embodying the essence of what truly makes a brand resonate with its audience.
Key Point: Mastery is magnetic. Focus on one core product, service, or value proposition, and execute it with excellence. It's about becoming synonymous with that one thing your brand does better than anyone else.
In the realm of branding, the power of specialization cannot be overstressed. At Redbear, we advocate for the philosophy of "Doing One Thing Exceptionally Well." This approach is about identifying your brand's cornerstone—the singular product, service, or idea that you can deliver better than anyone else—and channeling all your energy and resources into perfecting it. It's about achieving such a high level of expertise and recognition in your niche that your brand becomes the default choice for that particular offering.
This mastery creates a magnetic pull that not only attracts customers but also fosters deep loyalty and advocacy. When a brand is exceptionally good at one thing, it sends a clear, compelling message that cuts through the din of a crowded marketplace. It's a strategy that turns businesses into benchmarks within their industries, ensuring that when consumers think of excellence in a particular area, they think of one brand—yours.
Key Point: Your brand is a promise, and consistency is how you keep it. Consistency across all platforms, from visual elements to tone of voice, reinforces your brand's identity and builds trust.
Consistency is the heartbeat of branding. At Redbear, we understand that branding is an ever-evolving process, not a static set of visuals or a one-time event. It’s about making a commitment to your brand’s identity and ensuring that every aspect of your business—every product, every interaction, every message—echoes the same core values and promises. This relentless dedication to uniformity is what builds recognition and trust over time.
Your brand is like a story unfolding across various chapters: your website, social media, customer service, and even your internal culture. If any chapter strays from the narrative, it can confuse your audience and erode trust. But when all chapters align, they create a powerful, cohesive story that resonates deeply with your audience. In branding, consistency isn’t just about repetition; it’s about creating a reliable and familiar presence that customers can always count on, which in turn, cements your place in the market.
Key Point: Every visual must be a deliberate strand in the larger web of your brand strategy. They should not only capture attention but also encapsulate your brand’s values and strategic goals.
Branding transcends mere aesthetics; it is the strategic framework upon which visuals are hung. At Redbear, we assert that "Visuals Can't Work Without Strategy." A visual devoid of strategy is akin to a rudderless ship—it may be afloat but lacks direction. Visuals must be the embodiment of your brand's strategy, a visual handshake that introduces and reaffirms your brand's core values and purpose at every encounter.
When visuals are crafted with strategy at their core, they become powerful conduits of your brand's narrative, capable of capturing the essence of your message and conveying it even without words. They are the signposts that guide your audience through your brand’s journey, ensuring each visual touchpoint is not just seen but felt and remembered. A strategic approach to visuals ensures that your brand is not just recognized but also understood and embraced, creating an emotional imprint in the minds of your audience.
Key Point: Clarity is persuasive. Position your brand with a message that cuts through the noise and directly speaks to the hearts and minds of your target audience.
In the nuanced world of branding, clarity in messaging and positioning is non-negotiable. Redbear stands by the axiom that "Having a Clear Message + Positioning" is foundational for a brand's resonance and recall. This clarity carves out a unique space for your brand in the consumer's mind, distinguishing it from competitors with laser precision. It's about articulating not just what you sell, but why it matters, in a language that is both accessible and engaging to your target audience.
The messaging must be clear enough to be understood at a glance, yet profound enough to motivate and inspire. This involves boiling down your brand's essence to its most potent form, ensuring that every word and image conveys your unique value proposition and brand promise. Positioning, therefore, becomes a strategic activity, a deliberate placement of your brand in a market segment or within a consumer's psyche. It’s about owning a concept or a feeling in the market—ensuring that when someone needs what you offer, your brand is the first that comes to mind.
Key Point: Authenticity cannot be faked. Your brand should be an honest reflection of your values and mission, inviting customers to engage with something real.
Embracing authenticity is paramount in today's branding landscape. Authenticity in branding isn't a tactic but a truth; it's about aligning your brand's actions, voice, and image with its true ethos and values. An authentic brand doesn't mirror what it thinks consumers want to see; instead, it reflects the brand’s genuine character and convictions, creating a transparent and honest dialogue with its audience.
This authenticity breeds a unique type of loyalty, where customers feel a deep, personal connection to the brand, as if it's a trusted friend rather than a faceless entity. It goes beyond transactions and into the realm of relationships. By being authentic, a brand invites its audience to engage with its story and become part of its journey. In a marketplace saturated with pretense and promotion, a brand that dares to be real stands out. It is not only seen but also valued and remembered for its integrity and genuineness.
Key Point: Every touchpoint with your customers should be intentional, adding to the narrative you are weaving. Nothing about your brand is incidental.
At Redbear, we believe in the profound impact of purposeful action, encapsulated in our credo: "Being Intentional About Everything." This speaks to the deliberate choices that define and differentiate a brand. Every decision, every communication, every product must be a conscious stride towards fulfilling the brand's mission and vision. Intentionality in branding means each element, from customer service scripts to packaging, is meticulously crafted to contribute to a cohesive brand experience. A Redbear, every piece of content created for our clients has an intention. We examine who the content is talking to and where they are in the funnel. A message to someone who never heard of you must be different than a message to someone he may have issues with your brand.
This strategic intentionality ensures that every facet of the brand is a thread that weaves into a larger, purpose-driven narrative. When a brand is intentional, it moves with clarity and focus, turning each point of engagement into an opportunity to reinforce its values and deepen its relationship with customers. Being intentional means that nothing is left to chance; every aspect is a chance to underline the brand's commitment to its promises. It is through this lens of intention that a brand can craft a narrative that not only resonates with its audience but also stands the test of time.
Key Point: Branding is a marathon, not a sprint. It takes resilience to build a brand and patience to see the cumulative effects of your efforts.
In the dynamic and often tumultuous landscape of branding. Branding is not a sprint; it's a marathon, demanding not just creativity but also resilience and endurance. The path to establishing a solid brand is paved with challenges that test conviction and the willingness to persevere through market shifts, trends, and feedback.
Grit is the tenacity to keep pushing boundaries, refining, and improving, even when the results aren't immediate. It's about being unwavering in your vision and steadfast in the face of setbacks. Patience, its indispensable companion, is about understanding the rhythm of growth, recognizing that the most robust brand presence is built over time through consistent effort and engagement. It's about playing the long game, investing in the slow and steady accumulation of brand value. These virtues ensure that a brand can not only survive the inevitable ebbs and flows of business but also emerge with a narrative of depth, resilience, and substance.
Key Point: It's not just about reaching people; it's about reaching the right people with the right message at the right time. Optimization ensures that every marketing dollar contributes to your brand story.
Optimization is the sharpshooter in the arsenal of branding strategies. It's not just about blanket coverage or casting wide nets—it's about precision and adaptability. Effective optimization means understanding and implementing data-driven decisions to ensure that every marketing effort is not just reaching an audience but the right audience at the right time and in the proper context.
This strategic optimization goes beyond mere analysis; it's about actively listening to the market and responding in real-time, tweaking campaigns for maximum relevance and impact. It's about resource allocation, ensuring that every dollar spent is an investment towards achieving specific and measurable goals. By continuously refining your approach based on performance metrics, customer feedback, and evolving market trends, you can create balanced marketing campaigns that resonate deeply and drive meaningful engagement. In essence, optimizing your marketing efforts is about making each brand interaction count, building a narrative that is both compelling and conversion-focused.
Key Point: Stand for something. Brands that take a stand are memorable, and while not everyone will agree, a strong brand attracts the right audience and fosters loyalty.
At Redbear, we advocate for a bold approach in branding, encapsulated in the philosophy of "Not Being Afraid of Being Judged." This principle is a call to embrace the uniqueness of your brand, to stand out, and to stand for something, even if it means facing criticism or judgment. The fear of judgment often leads brands to play it safe, but true brand differentiation lies in taking calculated risks and expressing a distinct point of view.
This courage to be judged is not about recklessness; it's about being true to your brand's values and mission, even when it challenges conventional norms. It's about having a voice that resonates with authenticity, and not just echoing what everyone else is saying. Brands that take a stand, that dare to be different, are the ones that leave a lasting impression. They create a strong emotional connection with their audience, foster loyalty, and often inspire advocacy. In a landscape cluttered with uniformity, the brands that dare to be different, to be themselves unabashedly, are the ones that truly stand out.
Key Point: When your brand focuses on making a difference and adding value, financial success often follows. Impact creates meaningful connections that transcend transactions.
We believe that when a brand prioritizes making a meaningful impact, financial success often naturally follows. This principle is about shifting focus from short-term monetary gains to creating long-lasting, positive change through your products, services, and brand presence. It's about understanding that the true value of a brand is measured not just in revenue, but in the difference it makes in the lives of its customers and the broader community.
When a brand commits to making an impact, it resonates on a deeper level with its audience. Customers today seek more than just transactions; they seek connections with brands that share their values and contribute to the greater good. By aligning your brand with a purpose beyond profit, you create a compelling narrative that attracts and retains a loyal customer base. This approach not only builds a strong, trust-based relationship with your audience but often leads to sustainable business growth as a byproduct of genuine, impact-driven actions.
Key Point: Your brand's offerings should fill a genuine need in the market, solving a real problem or enhancing your customers' lives in a meaningful way.
"Having an Offer People Need" is a fundamental principle at Redbear, highlighting the importance of aligning your brand's offerings with the genuine needs of your market. In a landscape saturated with options, the key to standing out is not just in offering something unique, but something that fulfills a real, often unmet, need in your audience’s lives. This approach shifts the focus from selling a product or service to solving a problem or enhancing the quality of life for your customers.
Understanding and responding to the needs of your market means engaging in continuous dialogue with your audience, gathering insights, and adapting your offerings to meet their evolving challenges and desires. It's about empathy and innovation – seeing the world through your customers' eyes and responding with solutions that make a tangible difference. When your brand becomes synonymous with a solution to a pressing need, it not only establishes market relevance but also builds a loyal customer base that sees your brand as an indispensable part of their lives.
Key Point: The best brands are customer-centric. Understand and anticipate your customers' needs, and let that knowledge drive every decision you make.
Branding is a complex, ongoing journey that involves much more than a logo on a webpage. It's a comprehensive, living process that requires attention, intention, and connection. Dive deep into these principles and watch your brand not just grow, but thrive.
We believe in "Putting Customers' Needs First" and recognize it as the cornerstone of effective branding. This approach is about transcending the traditional seller-buyer relationship and fostering a more profound connection based on understanding, empathy, and responsiveness to the needs and aspirations of your customers. It's a commitment to not just meet but exceed customer expectations, to delight and surprise them at every touchpoint.
Putting customers' needs first means actively listening to their feedback, anticipating their desires, and continually adapting your products, services, and experiences to align with their evolving preferences. It's about creating a customer-centric culture within your organization, where every decision and action is guided by the question: "How does this benefit our customers?" This approach not only earns customer loyalty and trust but also turns customers into brand advocates. When a brand consistently puts its customers' needs at the forefront, it builds a reputation for reliability and excellence, securing its place as a leader in the hearts and minds of its audience.
Branding is an intricate tapestry woven from various threads – mastery, consistency, strategic visual design, clear messaging, authenticity, intentionality, resilience, optimized marketing, courage, impact-focused philosophy, responsiveness to needs, and a customer-centric approach. At Redbear, we understand that successful branding is more than just surface-level aesthetics; it's about crafting a compelling narrative that resonates with your audience at every level.
If your business is ready to dive deeper into the world of impactful branding, to explore the rich landscape beyond logos and websites, we invite you to reach out to us at Redbear. Our team is dedicated to helping brands find their unique voice, carve out their niche, and connect with their audience in meaningful ways. Whether you're starting a new venture or looking to rejuvenate your existing brand, Redbear is here to guide you through every step of this exciting journey. Let's work together to uncover the true potential of your brand and transform the way the world sees you. Contact us today to start a conversation about elevating your brand to new heights.
We are excited to share some fantastic news! Our very own PJ Haarsma, the Emmy-winning producer and founder of RedBear Films, has been appointed to the esteemed National Small Business Association (NSBA) Leadership Council! As the nation's oldest advocacy organization exclusively representing small businesses, the NSBA is a powerful voice in Washington, D.C., and we couldn't be prouder to be a part of it.
PJ started RedBear Films in the late '90s along with his incredible wife, Marisa Grieco. What began as a commercial production venture has blossomed into a full-fledged digital agency, thanks to the tireless efforts of our amazing team, including Drew Lewis and Paul Chastain. Today, we are so proud to see PJ stepping into this pivotal role to represent small businesses at the national level.
PJ has always emphasized the importance of small businesses being actively involved in shaping policies that affect them. "Joining the NSBA Leadership Council is a phenomenal opportunity to take our collective message straight to the heart of American policy-making—Congress,” says PJ.
He is committed to addressing key issues that impact us all—from tax reform to health care costs, regulatory challenges, and access to capital. NSBA President and CEO Todd McCracken welcomed PJ, saying,
"He comes highly recommended, and we look forward to a fruitful collaboration." Well, the feeling is mutual, Todd! We can't wait to see how this partnership will help to shape a better landscape for small businesses everywhere.
This appointment underscores our commitment at RedBear Films to not just create compelling digital narratives but also to be a voice for small businesses. We’re dedicated to ensuring that companies like ours have a seat at the table when key policies are being discussed and decided.
Here’s to PJ, the NSBA, and a future full of promising opportunities for small businesses across the nation!
Cheers! The RedBear Team
See the full article here.
Updated: Jan 31, 2023
It's so easy to waste time and money on a blunt approach to SEO. The keywords you worked so hard to find even just a few months ago might now be missing the mark because you're not using linguistics. Gone are the days you could find the right keywords and then wait for them to pay off. Things have changed. Google is smarter at understanding how people search, but so is your competition.
Even the best keyword isn't working hard enough for you if it's not in the right context. For example, how many useless results will you get from the keyword "glasses" if you sell eyewear instead of restaurant supplies? How much you paid to find your keywords or how often you use them won't reduce the poor performance in organic search results or search engine rankings.
Are these the right words but in the wrong order? Maybe. Trying to understand what someone is saying when they're standing in front of you can be challenging enough, let alone when they're writing it in a search bar/box/field.
As beautiful as it is, English can be confounding. In fact, it's widely recognized as one of the most complicated languages to learn – and that's right here in the United States. Different cultures, regions, and age groups all use English, or shall we say American, in their own particular way.
Not only are the words important, but also the context of those words. Of course, we all expect others to understand what we mean -- often with embarrassing and humorous consequences.
A "fanny" pack in the UK is NOT at all the same as a "fanny pack" in the USA.
"Pant" is not necessarily the singular form of "pants"
"Bats" in your garage might or might not require pest control
That's "cold," is not always a comment about the temperature
Asking someone to "crack" the window doesn't usually result in a window "crack"
The phrase husband "misses" wife, doesn't always mean he was emotionally "close" to his spouse
It's embarrassing to admit, but I was in the habit of using the accuracy and precision of the words interchangeably until someone showed me these diagrams. Before this, I assumed they meant the same thing. I didn't realize that many people consider them to be quite different, and rightly so. Except, I'm not the only one who should have known better. And that's the point.
When it comes to search, there is no grammar class right or wrong. There is no final arbiter or dictionary definition to rely on. It's all about depending on the keywords the way your specific audience understands them and uses them in search queries.
Keywords you might consider as "natural" language with an obvious meaning are often not at all natural nor obvious to others. And this can contribute to a frustrating user experience. Long-tail keywords can help you define your audience and goals more effectively.
Search Engine Optimization, or SEO can be complicated. Thankfully, the field of linguistics deals with the advanced study of language. It helps us uncover the many factors involved in how a specific word is understood and used by others. Unfortunately, these factors can become pitfalls if you're not aware of them or how to use them.
The wrong morphology, an awkward syntax, poor semantics, or an unfamiliar context can turn into ferocious lions and tigers and bears online. With linguistics, we can navigate the most effective path around the pitfalls to find the people we want to find us.
Simply put, Search Linguistics combines what we know about language with how search engines work. In everyday conversation, the occasional misinterpretation or misuse of a word or phrase can be considered a minor faux pas or even a charming quirk. Not so when it comes to all the time and money spent on keyword research.
Search Linguistics gives us the tools to understand better the many aspects of how even simple words are used. You can then apply this knowledge to your entire SEO strategy, whether it's for your on-page SEO or off-page SEO. Working on SEO without linguistics is like taking a shot in the dark at your target and that should never be considered when looking at the cost of SEO optimization. With Search Linguistics, SEO is like using laser-assisted target sighting to score a bullseye every time.
The easy way
The easy way is to ask whoever is managing your SEO to explain how linguistics is being used to improve the effectiveness and efficiency of your plan. If they can't show you examples or they can't explain it to you in simple terms you can understand, it's time to look elsewhere for your SEO.
The hard way -- NERD ALERT
To be clear, in this context, NERD is one of the highest compliments you can pay to the elite few who understand the following terms. The rest of you should really go back to the easy way or click here.
Phonology (spoken word) and graphology (handwriting). This covers the unique way we make sounds when we speak and how we shape and connect the letters of our handwriting. This has the least amount of effect on SEO strategy, and is primarily for voice search.
Morphology is the study of morphemes. These are the shortest units in a language, and they can transform the grammatical designation of a word. For example, the word "ball" can be changed from a noun to a verb.
Syntax is the branch of linguistics that deals with the order of words or phrases that create clear, well-formed sentences.
Semantics is the study of meanings. Often the meaning of words changes over time. These are explored by way of historical linguistics.
Historical linguistics is also used to study the pre-history of languages and how they are related. If you'd like a quick and humorous demonstration, ask a teenager what cool means to them and compare it to what it meant to you at your age.
Computational linguistics describes text-to-speech TTS synthesizers, speech recognition, instant machine translation, interactive voice response systems, and it is used to help Chat Bots pass the Turing test.
These are just some aspects of what Search Linguistics involves, and its effects on search should be apparent. It has tremendous potential to impact almost every aspect of search. A perfunctory application of Search Linguistics to simply check the box might fool you into thinking your efforts are up to date, but it won't even begin to mine the benefits available. Instead, seek out a fundamental understanding of how linguistics can help you truly optimize search.
Updated: Jan 21, 2024
Let's start with the bottom line.
" Shoppers are twice as likely to make a purchase after viewing something like a product video than they are without it." Learn more here.
That's worth repeating -- twice as likely. What would it mean to your digital marketing if you could double the number of shoppers who actually make a purchase? If we've learned anything about SEO or search engine optimization in the last few years-- it's this: You absolutely must keep up with emerging trends based on shifting consumer behavior.
Gone are the days when you could count on reaching your prospects with the same mix in your digital marketing strategy year after year. Things change faster than we expect them to when it comes to the consumption of content. In this article, we've prepared some of the main reasons you might want to take a good hard look at adding video to your mix, even if you turned it down last year.
Every day Google revises its ranking algorithms based on over 200 factors. Two of the main goal drivers are improving user experience and ensuring they can serve up more relevant information for queries.
In plain English, this means Google is constantly moving the goalposts to better reach consumers. To achieve your business goals, you must keep these shifting goalposts in your crosshairs to avoid wasting your marketing dollars.
Based on findings that in 2024, video will add up to over 80% of all web traffic, Google has already boosted the number of video carousels displayed in results pages by over 30%. This result will likely go higher in the coming months. That's how important video content is to Google.
How long will it take you to catch up?
SEO is a brutal game of tweaks and adjustments. It can take forever to gain a little ground on a competitor, only to lose it again when they get the jump on you next time. These hard-fought incremental gains and losses have been compared to WWI trench warfare.
So don't settle for the usual back and forth you get by doing the same thing you tend to do. Familiar tactics may indeed appear less risky and less complicated than video content because you've done them before. Still, video is compelling, and it can provide a breakthrough in the marketing battle.
How much will it cost you to test it? How much might it cost you if you don't?
As you take a second look at your plan for 2024, rest assured that the tried and true will work. The question is, can it work harder when rounded out with video? The pandemic spiked the increase in video demand by users, and there's no sign this trend will slow down. Adding video to your mix will provide a deeper level of engagement as you serve up more of what people want.
Did we mention, "Shoppers are twice as likely to make a purchase after viewing a product video than they are without it?"
Dwell time on your site is closely scrutinized by search engines. If you get a decent number of people to your site, but they don't stay long, you can get dinged for that.
Here's a big surprise – your average person will more likely watch a video than they are to read, even a riveting blog post or a beautifully written paragraph or two describing your product or service. It's just a fact, search engine results that include a video are more attractive. Moreover, when it comes to your site, video significantly improves your bounce rate, which means search engines zoom you higher in their rankings.
Don't be that guy. You know, the guy that is always sharing some long-winded article about something you're too bored to read through to the end? How many times do you pass on an article on your social media?
Now, how many times have you linked to a video? Earning referral traffic makes a difference with Google, even though they won't spell it out for you by publishing their own secret algorithm architecture.
The use of streaming content is rising like a tidal wave. We know this by the increasing number of cord-cutters out there. Along with this growth comes an enormous opportunity to reach your consumer through video advertising. Studies show more and more consumers are accepting video advertising as a way to get their content free.
Here are some undeniable facts.
'nuff said.
The right kind of video can communicate more about your brand than pages and pages on your site. Videos tell stories, stir powerful emotion, change minds and provoke action. On the other end of the spectrum, nothing can simplify and explain a detailed message like a how-to video about your product or service. YouTube is a perfect example of how videos can explain, entertain and engage.
Here are some tips for your videos.
TikTok, whether you like it or not is taking over. Among Gen Z content consumers, the platform ranks #1 for media consumption per minute. Google ranks 5th. TikTokers consume 167,000,000 minutes of content per month. Facebook live comes in a distant second at 44,000,000.
Ask your marketing team what they are doing to grab these eyeballs. Remember, in the world of TikTok, lo-fi beats highly produced corporate content, and authenticity is key if you want to be watched.
4Updated Sept 20, 2022
Like many other marketers, you're probably putting a lot of emphasis on social networks, search engines, and other avenues to reach your prospects. But despite all the buzz about modern digital marketing strategies, it's imperative to ensure that you aren't overlooking one of the oldest and yet most effective marketing channels – email marketing.
There's a common misconception that email marketing isn't as effective as it used to be. Some marketers believe that today's email recipients ignore their messages more often than they open them. And that makes sense, considering there are lots of spam and low-value content popping up in people's emails, but this is not completely true.
Email marketing has, is, and will continue to be an effective digital marketing tool. In fact, email ranks third as the most influential information source for B2B audience, coming only after niche-specific experts and colleague recommendations. That said, if you haven't been using email marketing as part of your overall digital marketing strategies, it's time to start.
According to a Statista report, the total number of global email users was 3.9 billion in 2019, and projections show it will rise to 4.48 billion users in 2024. It further shows that about 281 billion emails were sent and received globally every other day in 2018 and that the number will increase to more than 347 billion daily emails in 2023.
These numbers alone should help you make an informed decision regarding the use of email marketing for advertising. That's particularly accurate if your primary goal is to expand your reach to a larger buying market. But if you'd wish to learn more about what email marketing can do for your advertising, we’ve got you covered.
Email marketing involves the use of emails to communicate a relevant message to your target audience. It is more or less similar to direct mail, but more accurate in its targeting. Also, you send your message electronically instead of through the postal service. Email marketing can include promotions of deals and sales for subscribers or email newsletters with updates on your business. The emails may also share general information on behalf of the company in the event of a scandal or natural disaster and so on.
A successful campaign will get the recipient to take the desired action – whether it's to buy, subscribe, or help you get more sales and leads. But you'll need to do some prep work if your campaign is to be effective. Here’s how to create a successful email marketing campaign
Email marketing tactics are one of the most effective ways of communicating with your prospects and customers alike about a product or service. When done correctly, it can help you capture attention, boost sales and maximize profits. Here's how email marketing work for advertising.
In business, timing is everything. If you can deliver your message and have your target audience open in real-time, then that's a big win. The good thing about a marketing plan in which you advertise your solutions through email is that you'll have an opportunity to reach more prospects in real-time. A Litmus analysis of emails found that 56% of emails get read on iPhone and Gmail. Today's clients read messages through their mobile devices. In fact, sites like The It Girl Guide claim they have almost 95% of their views from mobile devices. So it is probable that clients are likely to see your ad even on the go. Just try to avoid long paragraphs and large image files. Also, try emphasizing urgency with time-sensitive deals to discourage users from using functions like snooze and so on.
More than 90% of consumers use email. This is another great motivation to start using email marketing for advertising. Email marketing gives you an incredible opportunity to tap into this diverse market. With your prospect's email address at hand, you can send out special promotions, discounts, and other ads to get them to buy.
A nationwide survey by Fluent looked into millennials' interactions with different online media platforms and how they influenced their buying decision. The findings revealed that digital advertising mediums had the same levels of influence on their purchase. However, promotional emails edged out other digital mediums. 68% of millennials said it occasionally influenced their buying decisions. Social media platforms and ads on websites/news had 63%, while promotional text messages had 56%.
Promotional emails do a great job appealing to millennials to take action. The survey revealed that these emails were 10% more effective at convincing millennials to buy than the older generations. So, a highly customized email could yield even better results.
There are many tools designed to measure and analyze email performance. So, when you send out advertising emails, you can easily monitor delivery rates, bounce rates, click-through rates, unsubscribe rates, and open rates. With this information, you'll know the effectiveness of your ads, as well as where to adjust or do an overhaul.
Email continues to deliver a strong ROI. According to DMA, 2019, you can expect an ROI of $42 for every $1 you spend on email marketing. On top of that, email advertising allows you to reach a large customer base at a lower cost. So, think of it as a cost-effective way to advertise your solution.
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Redbear knows how important good design is. We take pride in every image or video that has our client's name on it.
Building a brand is simple -- once you have a clear view of what is meant by the word “brand.” Unfortunately, it is the most misunderstood concept in marketing. All too often, when a small business owner is asked about their brand, the first thing they start talking about is their logo.
This is not your fault. It’s our fault as an industry. Over the years, we’ve buried the otherwise straightforward meaning of “brand” underneath layers of esoteric BS.
"Your brand is what people say about you when you’re not in the room.”
Jeff Bezos
Wise words from Jeff. Just for a moment, think about your brand as a person. Intuitively, you know everything you say and do can affect your reputation. You might be tall and handsome, but you seldom follow through on your promises. So what sort of reputation will you earn, and can you fix it by dressing up in a new suit?
Billionaire bon vivant Jeff Bezos spent most of his working life in corporate boardrooms. Donning a cowboy hat for the Texas launch of his big rocket doesn’t all-of-a-sudden make him a cowboy. That cowboy hat blunder was like putting out a press release shouting, “I want you to believe I’m rugged, rough, and tough now.” The trouble is, who’s going to tell him the hat doesn’t match his brand personality?
"That’s like putting lipstick on a pig.”
Anonymous Cowboy
It’s the same with your brand. To promote your business, you can change the logo or advertising all you want, but it will not change your brand’s reputation if you don’t follow through. You must address any issues, or it won’t affect what people think about you and the promises made by your company.
Companies that want to change their reputation spend hundreds of millions of dollars every year. Unfortunately, many end up spending their money on a refresh of their brand id or ad campaign instead of doing the hard work necessary with their products and services.
Again, this is not your fault. It’s our fault as an industry. There are too many agencies ready to take your money without asking you any of the tough questions. Without these, how will you make sure your brand differentiates itself from your completion? Instead of working together with you to get results, they walk in with all the lipstick colors in one hand and the other hand in your wallet.
Here is a list of questions to help you create brand-building strategies.
Let’s take a look at the automaker Kia. Recently, they redesigned their logo, and it has earned them rave reviews. Their new logo embodies modernity, innovation, and a clever tip of the hat to their Korean heritage.
Did the rave reviews come from people who admire the design of the logo, or was it because a car company that has been leading the way with modern, well-made, and well-designed cars now acknowledges these achievements with a new logo? Would a new logo have made the same impact if Kia made awful cars?
Changing the logo or changing the advertising campaign might well bring you more brand awareness but are you ready for it?
Are you sure you know what your existing customers and prospects think of you and your products or services?
If you’re not sure, ask yourself these questions and then get the truth from your customers and prospects:
There are literally dozens of additional questions you can ask your customers and prospects to capture and define your current reputation. Once you know where you are with your target audience, you can then set a goal and create a brand-building strategy to get there.
Which of the following do you believe is correct?
Both are correct if you can keep the cart before the horse. Like it or not. It’s all about your customers and prospects. You can try to steer your brand all you want, but it’s not going to work if your target audience isn’t on board with you.
Your brand is everything they think about your company, your people, products, services, and position in the marketplace. This happens through their direct experiences with you, what they learn about you from others, and finally, what you communicate to them through every aspect of your marketing – not just your advertising.
A brand gap is the difference between what your customers/target audience think of your brand and what you want them to think. The bigger the gap, the more work you need to do. The good news is that being aware of your brand gap helps establish your goals and set your strategy for getting there.
How do you navigate your brand gap? How do you deal with the complexity of multiple social media platforms, expensive pay-per-click buys, and sophisticated search engine optimization plans? Whether you own a local business or operate nationwide, be crystal clear about the reputation you have and the reputation you want. This is your true north, and it will help you find the results with the money you have.
It makes no difference if you’re a consumer or business-to-business brand; hold on tight to your true north. It will help you guide you whether you’re simply trying to decide which email list to buy or if you’re taking on the challenge of creating a unique national television campaign. Know your true north. Know your brand.
Quick – can you hum the theme music from Jeopardy? How about the music from Star Wars when the Storm Troopers are marching? The tv show Hawaii Five-O? How about Friends?
Music can mean a lot more to you than you realize. Music is all around us, working its magic. We may not even notice it on a conscious level, but it's there, working "behind the scenes" to create a powerful impression.
So choosing the right music for your message can make all the difference. And when it comes to your advertising, especially your video content, not using music can be like tying one hand behind your back.
You can order a juicy cut of steak or freshly picked salad greens, but without seasoning or dressing, all that flavor falls flat. No matter how well-crafted your script or how stunning your images are, the right kind of music will make your message more powerful and more memorable. When you add music to video, you're improving your odds of an excellent ROI on your marketing.
If you want someone to remember something, add a tune to it. A mnemonic device is designed to assist memory, especially as it applies to a tagline in advertising. Adding music to a line of copy can become a mnemonic. Done properly, the tagline becomes inextricably connected to the music and vice versa. Jeopardy and its distinctive theme music are forever united.
We get it – there's no time. Working on your ads and video content can be exhausting. There's always more to do than you have time for. Getting the words and images right is number one, and music can become an afterthought.
Please don't make this mistake. There isn't a television commercial, a video, or a movie worth remembering that isn't energized by the music. Follow along, and we'll show you a few ways you can make it memorable.
Adding the song One by U2 to your ad would be great, but you better be ready to sell the house and your whole neighborhood. If you plan to use your content across multiple platforms, it's good to double and triple-check to see if you have the right to do so without extra costs.
When you add audio to video, copyright infringement is a serious risk. It's too important to leave to the last minute. There's nothing more annoying than having to unsell a piece of music when someone has already fallen in love with it. Sort this out ahead of time. Then, check out your options using a royalty-free music catalog or audio library.
The bad news is even finding the most amazing music to pair with your perfect images and words may not be right for your brand. The good news is you'll be able to tell as soon as you hear it. If it makes you cringe, move on to something else. There's a visceral reaction you get when the music isn't right.
Working on your marketing can become a sort of creative commons with the rest of your team. Just be sure you discuss which style of music you believe matches your brand at length. Don't assume everyone will know ahead of time. Be prepared for a spirited debate.
The right sound can bring structure to your work. And the right emotion for your message needs to peak at the right time. It's more than just a matter of keeping pace with the message. Your music can shine a bright spotlight on the most essential points you want to make. Be sure you don't overuse this technique. If you highlight too many things, no one thing will stand above the rest.
This isn't a music problem. This is a problem with your strategy and your message prioritization. No matter how good your video clips or video effects are, be sure to edit videos with brevity.
Don't fall in love with a piece of background music before you know exactly where your story is going. It's essential to match the tone of your music to the tone of your narrative. No one notices if you do an average match. Everyone will notice if you do a good one, and it's the same with a bad match. The same goes for sound effects and music tracks. Always keep your story front and center.
Sometimes a little bit of music does a lot. Ad pacing is one of the benefits available to you when you find background music that works. Think about whether you need music as background for the entire content or whether a good bookend would be better. A short and sweet piece of music at the beginning and one at the end may be the best solution for you and the content.
This will always save you time and money. However, if you have a limited budget, finding the best music may take some extra time. Setting the parameters at the beginning gives you your best chance to get it right for the right price. Also, be sure to look around when it comes time to search for content. You might find some videos for free. Just be sure to check out the rights.
Those words can be scary if you haven't done your homework. There are four types of licenses used for music. Make sure you have the right one for what you're planning to do.
Free License – This covers music in the public domain. It can also cover music that has a creative commons license. Be sure to double-check.
Limited License – This describes a royalty-free song with very specific usage limits. For example, you might be able to use the song for a non-commercial purpose, like a training video. Make sure this doesn't somehow end up in your advertising, or you'll have to pay for it.
Paid License – A song you pay for in a specific application for a specific number of times or duration. Again, the devil will be in the details, so make sure you are ready with all possible uses in mind BEFORE you negotiate the terms. Being forced to pay after the fact for something someone forgot to mention can be very expensive.
Rights Managed – Again, this will be all about the details. How will the song be used, how much it will be used, and how many people will be exposed to it are examples of some terms that can be agreed to and followed.
When you get everything right, it's all worth it. In 1971, Coca-Cola aired its famous tv commercial, and many of us connect that song with the brand still to this day.
Double, double toil and trouble; Fire burn and caldron bubble.
Hail to the new king of business listings. Far from a Shakespearean tragedy, the free Google Business Profile is great news for your business. And, you can start taking advantage of the improvements immediately. As we move forward into 2022, Google will add more options for you to manage your business whether you operate a single or multi-location business.
Up to now, things have been less than perfect with Google MyBusiness. In the real world, trying to message with customers was a little confusing. Google Business Profile will change all of that. Google recommends small businesses manage their profile directly on Google search and maps. Multi-location businesses can use the Google Business Profile Dashboard. Either or, when people search for your business name you’ll be able to offer up the latest updated information quite easily. Store hours, phone number, address details, photos as well as other key facts will be up to date.
“Moving forward, we recommend small businesses manage their profiles directly on Search or Maps. To keep things simple, “Google My Business” is being renamed “Google Business Profile. And in 2022, we’ll retire the Google My Business app so more merchants can take advantage of the upgraded experience on Search and Maps,” was stated in the official announcement by Matt Madrigal, the Vice President and General Manager Merchant Shopping.
So, what does all this mean?
It’s easier to claim and verify your profile
With Google Business Profile you’ll easily be able to search your business by name. When you do, you will notice an option to both verify and claim the pertinent Business Profile. You really couldn’t do this before. After you have verified your business, you can easily change the key information for your business, ie. store hours, address any photos you might have, and other important information. This makes it easier for your customer to find you especially if any of this information has changed in the recent past.
Additionally, customer messaging will be coming directly to Search. Maps were previously the only option for this. You’ll also be able to respond to reviews.
Some of you may remember, late last year, you could use Google Maps mobile apps to reply to messages. This could be accomplished in the “Updates” tab. Soon you’ll be able to do this using desktop web when you tap on the “Customers” menu.
A call history option will be eventually added so you can see for yourself which inbound customer calls came from your Business Profile on Google. Total answered calls, missed call count, history and performance will be captured so that you have more visibility into what’s happening with your business.
Why Local SEO works better with Google Business Profiles
Ranking higher on Google is the goal with your Local SEO strategies and one of the best ways to do so is by claiming, verifying, and optimizing your business on Google Business Profile.
That’s only the first step. When you frequently check and update your Business Profile with new information makes everything work harder for you.
According to Ipsos Research, here’s how optimizing your Google Business Profile benefits your business:
2.7x more likely to be seen as reputable
Acquire 7x the number of clicks
70% more likely to convert to a purchase
If you’re a multi-location business –
The best way to manage your profiles is directly through the Business Profile Manager Dashboard.
Either you or the agency working for you can accomplish this.
If you’re a single location business –
The best way to manage your profile is directly from Search or the Google Maps App. Just go to the place you probably have open most of the day – your search engine. Search for your business name and the correct web page will come up.
As new developments are announced, RedBear will keep you in the know.
Like it or not, there are already over 50 million Americans who have become Cord-Cutters/Cord-Trimmers and Cord-Nevers. In varying degrees, they have said "No" to cable or satellite companies, and this will most probably affect your digital marketing and that of your competitors as well. This article will dig deeper into what's going on in the marketplace, how this relatively new consumer behavior is growing in popularity, and what implications this can have on your marketing strategy.
Cord-cutting was relatively rare among the average American consumer only a handful of years ago. Today, some analysts describe the growing trend of cord-cutters as dismantling the cable tv industry. But, if recent history has taught us anything about digital consumption, today's 50 million cord-cutters will soon double and triple faster than our ability to accommodate the implications.
Cord-Cutters and the less common moniker -- Cord-Trimmers, have pared down or completely severed their tv content relationship with their cable or satellite provider. Specifically, Cord-Cutters, as the name suggests, no longer pay their cable company for tv content. However, some may still receive their internet access and telephone landline from their cable company.
On the other hand, Cord-trimmers usually purchase the bare minimum of tv content from their cable company. There may be several reasons for this, not least of which may be a "bundled price offer" made by their cable provider. In this way, some cable providers "force" a minimum purchase of cable tv so that consumers qualify for a more reasonable price on the internet service they want.
Cord-Trimmers in this category may consume all of their tv content by streaming it through providers like Apple TV, even though their contracts identify them as cable tv buyers. This means the number of streaming-only-group might be even more significant than we realize.
Cord Nevers are entirely different. These people have never received their television content from a cable company, and today they represent approximately 31 million people. They consume a considerable amount of content through streaming.
Cord-Nevers tend to be younger. 90% of Americans aged 25 to 34 use a digital streaming service and are not interested in traditional long-term contracts for their tv viewing. They are most likely to be Youtube watchers, mobile-oriented, and active in social media. There are regional differences for these groups across the country, and generally, these differences follow well-known tech adoption trends.
Cord-Cutters and Trimmers a skew a little older to 49. As this trend becomes more popular, the age segment stretches a little older. As the idea spreads, more and more older people are joining in.
These people are digitally savvy and consume a significant amount of content. Binge-watching their favorite shows is common among this segment.
Saving money: "Do you want fries with that?" is an all-too-common pricing practice among cable and satellite providers. What begins as a reasonably priced introductory offer quickly balloons into exorbitant fees piled up as high as a car payment. Each new "add-on" helps providers nickel and dime their way to emptying your wallet.
Depending on the streaming service, the fee to watch the same amount of content is only a fraction of what it would be for a traditional provider. For example, Apple TV starts at only $4.99 a month. Netflix basic is only $9.99 a month. Hulu is $11.99 a month.
Multi-way streaming: Multiple people in the same household can watch their favorite programs and films using a wide variety of smart devices. No more squabbles about whose turn it is to watch their favorite movie. Everyone gets to watch what they want on their own device. Some serial tv programs can be downloaded ahead of time and then watched on a plane whenever or wherever they like – even when unable to connect to wifi.
Wide variety of services: Cord-Cutters and Cord-Nevers can enjoy a growing number of ideal replacements for a traditional broadcast tv program. Instead, they can cherry-pick their very own mélange of content through services like Hulu, Disney, and Netflix.
Keep your local favorites: It's difficult to estimate how many people still haven't "cut the cord" because they don't want to miss out on local news and live sports. However, they may not yet be aware that some services like Hulu + LiveTV enable you to continue watching these and cutting the cord.
Review additional marketing research here.
Even if you and your competitors don't currently participate in media buys that involve broadcast tv, everything is changing so fast the time might be ripe for you to start planning on taking advantage of all the changes. New, cost-effective video marketing strategies are made possible because of highly-targeted campaigns that wouldn't have been possible with traditional broadcast tv buys.
You don't need a whole broadcast network media-buy to get the word out about your product or service. Content marketing populated with your own customer testimonials and video ads can work wonders for you on Youtube.
Video views are video views, and they're sometimes even more effective when you can pinpoint them to a very specific target. OTT (Over The Top) refers to streaming content to customers directly over the web. Online videos you may already have and/or new short videos featuring your product or service can easily be added to this content.
CTV (Connected TV) refers to any screen connected to a streaming service. This includes gaming consoles and smart tv.
- Highly targeted, precise audiences eliminate the waste of your message going to the wrong people
- Rapidly growing market of young consumers who are cord-cutting from which you can mine your prospects
- Extraordinary measurability. For example, you can measure impressions by daypart, device, date, and day of the week.
Do you have a solid and effective marketing strategy that includes cord-cutters?
First things first – what is the metaverse?
The easiest way to define it for yourself is to mentally replace the word “metaverse” in a sentence with the word “cyberspace”. For most if not all intents and purposes, these two terms are interchangeable. From a lay person’s perspective, metaverse does not refer to any specific technology or any specific activity. Rather, metaverse refers to a very broad mix that is accessed by internet users, who are your customers.
“At a conceptual level, the metaverse can be thought of as the successor-state to today’s internet – just as today’s predominantly mobile internet was built on top of fixed broadband internet of the 1990s and early 2000s,” according to Mathew Ball’s Metaverse Fund.
Some of the technologies and activities in the metaverse include VR experiences or virtual worlds that exist even when you are not directly engaged with them. Metaverse creates opportunities to combine elements of the physical and virtual world through augmented reality. Some additional examples of the metaverse can be found here. Most if not all aspects can be accessed through just about anything that gives you internet access: desktops, laptops, game consoles, smartphones, and mobile devices.
The metaverse creates an opportunity for users to compose, trade, sell and buy goods within a digital media marketplace. This means you and your customers. The quicker you can make an impact in this new marketplace the more successful you can be.
Your competition may already be doing their marketing research to gather information and get ahead of you. This is crucially important because whether or not your marketing mix includes the metaverse, both your existing and your potential customers are already accessing portions of it. It will take a lot more time and money to overcome the advantage of being first. Why not let your competition play catch-up?
“Every brand and company will need a metaverse strategy,” Cathy Hackl, chief metaverse officer and CEO of metaverse-focused consulting agency Futures Intelligence Group, tells The Current.
If Nascar can do it, so can you
You can’t get more middle America than stock car racing. This multi-billion-dollar industry is not for some fringe, elite internet nerds. Nick Rend, managing director, gaming and esports at NASCAR, calls the brand’s new Roblox partnership “critical” to the brand’s long-term success in reaching new consumers, especially those who will grow up knowing NASCAR. “The community makes this platform incredible, and it is essential for us to show up authentically.”
Rend doubles down on the metaverse in one of his posts, “We are also aware the brand impact and engagement KPIs aren’t necessarily driven by traditional licensing models” VR marketing is definitely a priority. Rend believes when it comes to digital channels, “growth comes from how users/customers interact with, interpret, and incorporate your brand as part of their virtual escapades.”
The reason is simple – geometric growth of home media consumption. According to Nielsen, the pandemic has fueled tremendous growth in home media consumption and opportunities for brand awareness. Here’s one example, the time we spent streaming video in the second quarter of 2020 went up 75% compared to the same period in 2019 – 142.5 billion minutes weekly vs. 81.7 billion minutes weekly. This is a heck of a lot of user interaction that your traditional marketing including some online marketing may be missing out on.
No matter how you define marketing, you have more to coordinate than ever before. VR marketing, social media marketing, content marketing, and traditional marketing methods need to be prioritized and coordinated without necessarily adding zeros to your budget.
With all the added complexity, SEO might be your skeleton key to unlocking the potential for what’s coming and you might be halfway there already. If in the recent past, you had to figure out how to “get found” on search engines like Google, Youtube, and Bing, then you can apply some of the same learning for how to “get found” in the metaverse.
You remember? Three easy steps: content, content, and more content. In fact, the good news is that good quality content is really a driving force and today that means making sure your content is more visually oriented.
As you already know, interesting images make your content work harder. And believe or not, search engines like Google are figuring out exactly the impact of these visuals. The metaverse is a visually rich environment and focusing on images for your content puts you ahead of the game. Search out ways you can add virtual reality, augmented reality, and 3D experiences to your current content strategy and you’ll be well on the way to a real metaverse strategy of your own.
Let’s face it, there is a dizzying amount of change you’re already dealing with. Less than a generation ago, a comprehensive marketing strategy may have involved half a dozen methods to choose from and they were all from just one category – traditional marketing.
Today, the number of methods, tactics, and strategies to choose from is overwhelming. And then to make things even more challenging, add to this the metaverse. Under this kind of pressure, you might be experiencing the tyranny of choice.
It’s the equivalent of freeze, flight, or fight in the animal world. Take a quick look at the list below to see if one of these less-than-optimal strategies is creeping into your plans.
The tell-tale signs: When it’s too difficult to evaluate different options on their own merits, just hire the cheapest vendor and haggle the price down constantly.
The illusion: Who can argue with getting the lowest price? If it’s too hard for you to figure out how to make your marketing work better this year over last year, it feels good to know at the very least, you can do it for less.
The reality: Try that for a couple of years and see where how far behind the rest of the world has left you.
The tell-tale signs: When you declare out loud, “I don’t care about what new thing is coming. We’re doing fine.”
The illusion: Avoiding the risk of the unknown feels like a responsible choice. Why spend money on a test and learn approach to new opportunities when you’re just going to end up wasting part of the money? No one knows for sure what’s coming in the metaverse. Why take the risk?
The reality: Your existing customers and your potential customers are already neck-deep into it. Can you afford to wait?
The tell-tale signs: Increasing your allocations to safer, more predictable choices.
The illusion: Who can argue with adding more to your moneymaker? As is often said in corporate America – “No one gets fired for doing the same thing as last year.”
The reality: New approaches are a necessary evil. The rules of the game often change underneath our feet with existing elements of the marketing mix.
It could be Google messing with its algorithms. It could be a new competitor blindsiding you with a product or service you didn’t expect. It could be a pandemic completely changing consumer behavior. Whatever it is, you should be prepared for these types of unexpected market shifts.