explaining brand positioning

Explaining Brand Positioning.

August 31st, 2020 / NoVa Digital Marketing

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You’ve probably heard this term many times and wonder what it really means. Let’s try to condense this term the best possible way.

It is, essentially, the first step into building your business/brand. Brand positioning is the process in which you answer basic questions that will enable you to present the brand exactly they way you want it to be perceived and, if done correctly, will create a permanent connection with your customers.

In this process, you will basically think as if you were your own customer: what do you want to see in this company? What value will they be adding to my life? What makes them different from the rest of its competitors? These question will help you identify your target market. Also, these questions will “humanize” your brand which results in having a “deeper” connection between the brand and its audience.

We like to think about it as “the company’s first impression” and we can all agree that first impressions matter, right? 

 

For instance, let’s talk about one of the brands we manage at our office: Nova Law Firm.

At Nova Law Firm, they offer different services, one of them being immigration law. We sat down to discuss they way in which their market interacts with other firms that offer the same service, by answering basic questions such as how they’d be adding value to their target market. This process doesn’t just enable them to simply sell a service, but it primarily gives their customers a reason to connect with them and stay with them, regardless of the high amount of competitors in their area. What do they do differently than the others? Nova Attorneys offer free immigration consultations, they keep their social media up-to-date about immigration news, and also keep their customers informed via a weekly radio show which is also transmitted via Facebook Live. We are always finding ways to add value to their customers’ lives without getting “anything” in exchange. The fact that Nova Law Firm offers a unique and personal experience with their customers, is what positions a brand in the market.

Business owners, often, tend to ignore the fact that there are billions of business offering the same services/products, and opt out of brand positioning. This is a major mistake– especially during these times where new business are created every 30 minutes around the world. Positioning your brand gives your customers various reasons to choose you over your competitors. 

Although brand positioning is a process at an early stage of building a brand, it is also something that needs to be taken care of periodically. Consistency is the key, you must always be innovative with the brand– doesn’t mean you’ll “re-brand” your business but you always have to keep up with what your customers expect from you. 

Remember, brand positioning is planning how you want your customers to remember you, so take time crafting your brand… it will pay off.

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Starting a Business During a Pandemic​

Starting a Business During a Pandemic

August 11, 2020 / NoVa Digital Marketing

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You are probably thinking about opening a business but are scared of taking the first step, particularly during COVID-19. We don’t blame you– we’ve also watched the news about the downturns companies such as Airbnb and Disney are going through. 

If huge companies are going through difficult times, my business is definitely not going to survive– you are probably thinking. We hate to say you’re wrong. To this, we like to say “where there’s a will there’s a way.” As our society continues to face new challenges in adjusting to our “new normal,” new services and products arise, meaning, now is the time to open your new business. 

One month right before the pandemic lock-down, NoVa Law Firm came to us looking for ways to expand their business to new horizons. They are a law firm formed by a group of young lawyers with diverse backgrounds. Just after one month their office opened, New York was declared a state of emergency. All offices had to close to the public, many businesses went bankrupt before even trying to maintain their business afloat. As soon as we knew about the possibility of a lockdown, our began a digital marketing strategy for the law firm.

The way we had to structure and execute this plan had to be well thought through, as we never faced a situation where a just inaugurated  company had to make business during a lockdown in order to survive. Lucky for us, they trusted NoVa Digital Marketing plan which consisted of adjusting to the needs their clients had without leaving their homes. As of today, we continue to work hard in order to maintain their followers and clients up-to-date regarding any immigration law change. Our strategies immediately created a community that was ready to come into their office as soon as New York started phase 4. Thus far, their clientele has grown significantly compared to other companies that have opted out of digital marketing services.

Our digital marketing plans, once again, have been proven. Our plan for Nova Law Firm was to show their community that they were there for them even through this difficult time which translates into brand reputation. We were also able to create Facebook ads to  generate interaction and engagement in order to create trust and loyalty between the law firm and prospect clients.

 

Now that businesses such as Nova Law Firm are able to see clients in their offices, not only have they built an impeccable reputation, but they have also built a community that is now their loyal clients. Their ads not only are translated into engagement but also a huge percentage of incoming traffic is converting into leads.

 

Our piece of advice is: don’t be afraid to jump into the adventure of opening a new business… as long as you have a good marketing plan to back you up.

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Social media bots

What Are Social Media Bots? Are They Bad?

July 27, 2020 / NoVa Digital Marketing

You’ve probably heard about social media bots and maybe even dealt with one, without even knowing. 

What are social media bots? Are they healthy for your digital marketing strategies? Is your social media at risk?

As most things, nowadays, social media bots can be good and bad, depending on you want to use it. There are good bots, which are often use for social media chats– Facebook has an option which allows you to use automated responses based on questions your customers usually ask, which helps a lot if you want to keep up with your rating response. 

Then, we have the “kind of bad” bots, which is what we often see as comments on social media, especially on Instagram and Twitter. For instance, on an flower store Instagram page, if you go to the comments section and find a comment such as “want to make money? @Joe111234 changed my life and now I’m making millions!” then, that’s definitely a bot. 

Although social media bots used for customer service purposes (such as Facebook automated messages) is good, the “human-like” comments bots are really dangerous for many reasons. 

 

The most dangerous way social media bots are used is for political purposes. In advertising, we say, you need to see an ad 7 times before making a decision to buy a product or service (known as the rule of 7). According to an article found at firstmonday.org, in the 2016 elections, they found that the conversations happening on social media were started by 400,000 accounts likely to be bots. So, if you see these conversations repeatedly on social media, you start to believe it and buy it, just like an ad.

Young people, who spend more time on social media, tend to recognize bots. If one of those bots mention your account, they will immediately “cancel” out your social media, which means one less prospective customer.

When it comes down to your business online presence on social media, it is 100% recommended that you interact with every single one of your customers. It is also recommended to write as if you are a human having an actual conversation with your customers. Interacting with your customers allows you to establish a trust relationship with them. However, by using social media bots, you are doing the complete opposite and severely affect your business online presence.

These are just a few things that a bad social media bot can do to your online presence. We do recommend using social media bots for customer service purpose such as Facebook Messenger automated messages because they keep your response rate high and customers like to get a prompt reply. On the flip side, we don’t recommend the excessive use of comment bots because they can be misleading  and/or arrive on the wrong Instagram account or post. Sometimes, they don’t attract the right audience which results in followers, likes, or comments that will decrease the traffic to your social media channels or website. 

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Don’t Just Rely On Word-of-Mouth

Don't Just Rely On Word-of-Mouth

July 20, 2020 / NoVa Digital Marketing

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Yes, word-of-mouth is a way to get customers but you can’t completely rely on it.

Have you seen Facebook, Instagram, Apple, talking about word-of-mouth as a marketing strategy?

It is no secret that word of mouth “marketing” had its peak back in the days, when internet wasn’t really a thing. It is also no secret that Marketing is constantly evolving at a rapid speed and there are million ways to do marketing but not all are the correct ways and not all fit all markets. Word-of-mouth is still a way to get clients but solidly relying  on it could be a dangerous move for the growth of your business. It’s like leaving your business in the hands of a stranger who is certainly not a salesperson. You don’t know how they’re going to present your business, even if it’s one of your most valuable customers. Why do that when you have the power of using digital marketing strategies to present your business the way you want to be perceive? 

 

Word of mouth won’t allow your business to expand the way you’d like it to. It is a limited way to get customers and it will eventually get to a point where it’ll stop spreading and your business will stop growing. We admit it is helpful for startups because it is a way to increase your clientele without spending a dime, but it is also risky move because, as a new business in the market, you want to be able to reach people without limits, you want to be able to establish your brand, your product or your service right from the very beginning. 

 

Time is money, and waiting on your customers to go around telling others about your company is a waste of time. You don’t exactly know when they’re going to come to you and not being able to measure this dynamic, especially when your business is new, affects the way you manage the time you invest into your company. 

Another reason to avoid completely relying on word of mouth is that most people tend to go on the internet and do their own research before purchasing a product or service. If your company’s online presence hasn’t been established, people will automatically reject the “advise” your customer provide them with. If it is not on the internet, it doesn’t exist.

 

Due to the nature of today’s competitive world, it is extremely important that your business starts to looking into effective ways to expand your reach and increase your leads. Don’t sit back, get too comfortable and expect your business to grow based on word of mouth. Leave word-of-mouth as your plan Z and start a digital marketing strategy to help get your business to the top.

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