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Marketing is like a machine with several individual parts, one of which is exposure. Exposure is more like the wire through which all marketing efforts flow. It’s also one of the primary goals of marketing. However, with the competitive nature of business and the oversaturation of marketing content, exposing your company to the right crowd has become a lot harder. Despite these drawbacks, there are still various ways companies can take to expose their product and service. Here are some helpful ones to consider.
Improve Visibility
There may be thousands of brands in your industry, however, consumers don’t know more than you do about your brand. So, the best way to catch their attention is by making a consistent effort to stay visible. Your company can build visibility by having a compelling brand identity.
To assess and improve your company’s exposure, some essential questions to ask include things like “How unique are your brand colors and type font?” and “Does your logo make it easy for clients to identify you?” Getting your brand’s identity and message right from the get-go will make a difference when trying to attract new customers.
Also, for added recognition, your company can offer customized products and services. For instance, if you sell home accessories online, a bespoke door hanger is a great way to differentiate your company from several gathered at a particular place.
Build a Community
A company with a community is like a superstar and a fanbase. If you listen to customers and give them the value they desire, they will patronize you for a long time. It’s one of the most essential yet underexploited marketing resources by companies. Quite often, business owners think that hiring a community manager is enough for building a community. Community management is for the entire company and not a one-person job.
Building a community is like a trade. You exchange value and experience for loyalty, and there’s no one way to do it. Depending on your industry and the target you seek to acquire, community management efforts differ from brand to brand. For instance, a running track repair guide might be an excellent way to attract a community of coaches and athletes. If a facility manager can hook them with more content like installer manuals, equipment terms of use, etc., they may come rushing to the front door for maintenance services.
Communities are also great for word-of-mouth marketing. The more valuable content you share, the more likely your community members will vouch for you to others. It’s also worth running giveaways when building a community. When running a giveaway, it pays to be on-brand. Giving away a custom product as a souvenir will go a long way to increase your exposure in its use.
Have a Solid Brand Strategy
A brand strategy works very well if you’re keen on creating a compelling experience. It helps you plan out your branding efforts with considerations to specific targets and KPIs. Exposure as a metric is a great way to determine whether your exposure levels are dropping or increasing. In measuring all the other metrics of your brand strategy, it’s advisable to seek customer feedback through awareness surveys. They tell the story better.
Improve Your Packaging
Some companies only create product packaging to protect their products. However, product packages are beneficial for exposure. With a great design and durable packaging, you may even enjoy free PR. For your packaging to talk for itself, there are two key factors to consider: attraction and usefulness. Based on target market insights, you may tailor your packaging design to significant themes which will attract your customers. A great example is the consistent use of bright colors for ice creams and other children’s products.
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