Five or six years ago, John’s company was already spending money on things like SEO/PPC/Adwords and other affiliate programs to drive people to his website. The website was beautiful, informative and ahead of it’s time. The results however, were abysmal. The company had failed to develop a strong brand message and image.
Then something changed. The company started to develop relationships through on-going content that consistently told a story, tone, and image. People started to equate their messaging as the gold standard in the industry. Within a couple of years, people would call John and feel honored just to be able to talk with him. Just a couple years before, these same people wouldn’t even call him back! So, what changed? Simple: He applied a brand that others were aware of, trusted, and would be top of mind when a need arose.
Oftentimes, companies assume that they are not ready to use marketing automation or brand strategy until they fix their website, improve their traffic issues, or develop an SEO /PPC/Adwords/Retargeting strategy. The reality is that your company cannot afford to wait a single day when it comes to building your brand reputation. Each day that you wait is a day in which you raise the white flag of surrender to your competitors in the battle for the mindshare of your prospects.
Remember this: You can have an effective marketing automation/branding approach without a website… but you can’t have an effective website without a successful and sustainable branding message.
Interested in learning more about how you can build a brand strategy with marketing automation?