The best marketers know that emotional branding is the secret sauce to igniting customers to loyal advocates, followers and fans!
Emotional branding helps connect you in the most human ways to your audience, customers and fans. It helps you build a foundation built on human feelings, emotions, understanding and desire that drives action that engages the customer or audience member even deeper with your brand.
Emotional branding is not just about finding a funny or sad photo, video or quote to tap into the emotions as a one night Facebook gone viral approach. Instead emotional branding is about igniting emotions at the core of everything you say and do. It’s about understanding your audience, humanizing your brand, using language that connects you with your brand and the list goes on.
Most important, building an emotional brand requires doing these things consistently. Emotional branding requires knowledge of your audience, knowledge of your own brand and the value you offer in the most human way to your audience and customers. It must be more than words, more than broken promises. Your words must not only connect but your brand must deliver on those promises or the words will fall on deaf ears and blind eyes.
Wikipedia defines emotional branding as follows:
“Emotional branding is a term used within marketing communication that refers to the practice of building brands that appeal directly to a consumer’s emotional state, needs and aspirations. Emotional branding is successful when it triggers an emotional response in the consumer, that is, a desire for the advertised brand (or product) that cannot fully be rationalized. Emotional brands have a significant impact when the consumer experiences a strong and lasting attachment to the brand comparable to a feeling of bonding, companionship or love.” Source
Take a listen to the 207th episode of the Social Zoom Factor to learn how you can tap into the power of emotional branding to ignite your audience, business and brand! I share with you 8 foundations for integrating emotion into your branding strategies.
#branding #socialmedia #marketing #digitalmarketing #socialbranding #brandingstrategy #brandingtips #communication #brand
In March I spent almost a week with 10k digital marketers at the Adobe Summit event. 2016 was my 2nd year being paid as an Adobe Insider to cover the event. Once again we were honored to take our #GetRealChat on the road and chatted on Twitter with the Adobe team and other industry leaders live from the event in Las Vegas.
I love the Adobe events as I get to hang with my kind of people.
They’re not just geeks or technologists. It’s a marketing and business event packed with 10k marketing technologists. These are geeks that understand not only data, coding and marketing, but the importance of inspiring, connecting, engaging and serving the customer.
This year the event had quite a line up on speakers including George Clooney, Thomas Middleditch (star of the HBO show Silicon Valley, Donny Osmond, and Abby Wambach. Of course there were brand Leaders as well from Mattel, Mcdonalds and industry leaders such as Brian Solis, a good friend and one of my favorites in the industry.
The focus of content and discussions this year at Adobe Summit centered around customer experience as the future of business and marketing
For marketers, it’s imperative to understand the true definition and foundations of customer experience.
What does an experience business look, smell and feel like? What are the top 4 characteristics of an experience business? How do they differentiate? What are the benefits? How and where do brand leaders start if they want to shift focus of marketing and business investment toward customer experience? How do you get approval from key stakeholders and executives?
To hear the answers to these questions and more, take a listen to the 205th episode of the Social Zoom Factor podcast for a recap of the event and my key take-aways.
#customerexperience #marketing #cx #ux #podcast #socialzoomfactor #orlando #lakenona #digitalmarketing #socialmedia
On Wednesday, March 23rd, starting at 3pm pt / 4pm mt / 5pm ct / 6pm et we will be hosting #GetRealChat live from the Venetian hotel and event center in Las Vegas. The topic of conversation is “The future of brand experience.”
It is time marketers get real on the importance of customer experience. Your brand is not defined by your brand guidelines, fancy corporate marketing speak, your website, or even your content marketing strategy and calendar.
The future of marketing is brand experience. Customer experience is your brand. Either you provide a good customer experience or you don’t.
You can’t sit in a room and simply “design” the experience. You must get in the head and heart of your customer. You must know what they want before they want it. You must deliver it to them before your competition does. Most importantly it’s not just about being first, but about surprising and delighting.
Creating superior brand experiences is about helping your customer feel something they can’t touch. It’s emotion. It’s intellect. It’s heart and it’s mind. It’s art and it’s science. You can’t put just one finger on it and you can’t create the customer journey in one meeting, week, month or year.
The future of brand experience requires a commitment to continuously service the needs of your customer. It’s not about “updating your website” or hiring a content consultant to “rework your content calendar.” It’s more about a commitment to prioritizing and architecting the best brand experience you possibly can all based on what your customer needs, not the latest and greatest social or digital shiny object.
Marketers must stop marketing to devices and instead must focus on people. Customer experience can be one of the most competitive weapons you have in your marketing strategy and tactics tool bag.
Unfortunately many brands and marketers may talk about the power of brand experiences, still few of them are really implementing strategies and tactics that focus on the customer as the top priority. For example, they spend loads of money, time and resources on the latest social media strategies, visuals and paid media all while sending them to a broken website with a terrible user experience that is not mobile responsive. They lose their customers before they get a chance to say hello. These brands are not not personalizing the messages nor are they delighting and surprising their customers or potential customers.
It’s time to throw out the old marketing ways and commit to the future. Commit to the now.
The brands that embrace the power of customer experience and actually do more than just tweet and snapchat about it, are the brands that will win one, two, three and five years from now.
Join the Conversation
Join the conversation, “Future of Brand Experience” on Wednesday, March 23rd, 3-4 pt / 4-5 mt / 5-6 mt, 6-7 et on Twitter.
Joining the conversation will be several @Adobe team members including Cory Edwards, Ray Pun, Bridget Darling, Ben Tepfer and Alexa Kiel and Tiffany Turley.
Come learn and explore with us what brand experiences of the future look like.
#GetRealChat Twitter Chat Community#GetRealChat Twitter Chat with Adobe
Date: Wednesday, March 23rd
Time: 3pm pt / 4pm mt / 5pm ct / 6pm et
Join Conversation: Live Twitter Chat
Conversation will include:
How will brand experiences shape the future of digital, content and brand marketing?
What brands are doing well at focusing on customer experience vs products to connect with customers?
Is customer experience a better way to connect and sell?
How will progressive technology such as virtual reality and augmented reality change the customer experience?
What role does the internet of things have in creating better customer experiences?
What do brands gain by using physical and digital storytelling?
What are the greatest challenges marketers face in designing and delivering unique brand experiences?
Advice for brands not currently participating in creating personalized and digital experiences for their audience.
You can also follow & engage in the conversation real time via the following hashtags!
Disclaimer: Adobe is compensating Marketing Nutz via Sponsorship of #GetRealChat live from Adobe Summit and for my involvement in the Adobe Insider program
#AdobeSummit #Branding #Adobe #Customerexperience #AdobeCloud #MarketingCloud #Analytics #marketing #measure #bigdata #measur #brand #lasvegas #GetRealChat #venetian
Blogs are a foundation for many brands and people establishing thought and brand leadership online. Blogs can serve as a home base and help connect the dots between earned, owned and paid media to nurture relationships and achieve desired business outcomes.
Unfortunately too many digital, social and content marketers think they can just write a long blog post or throw social content spaghetti at the wall and hope it sticks. They foolishly believe that hundreds or even hundreds of thousands of readers are going to come beating down the social blog virtual doors begging to buy from them. This couldn’t be further from the truth.
Attention is the most scarce resource marketers struggle with today. Throwing blog content spaghetti at the wall is not going to help you gain the right attention, build community or achieve real business results.
Writing epic blog content that attracts, inspires and connects you with your ideal customer requires a combination of both art and science.
Take a listen to episode 150 of the Social Zoom Factor podcast to learn 10 tips to write epic blog posts that your audience will devour. Be sure to subscribe to the entire series on iTunes, Stitcher or SoundCloud!
In this 30 minute podcast you will learn:
10 easy tips to write epic blog posts
Why your blog and blog content must have a purpose, goals and objectives
How to write headlines that grab the right attention
Why your blog and content headline must deliver on what it promises
The importance of creating actionable content
How to incorporate storytelling into your blog content
Why you must connect emotionally with your blog readers
The importance of the “You Factor”
The importance of validating your content with case studies, references and facts
Why you must share your best stuff always
Why you must know your audience
It is important that before contacting a social media agency for help that you first answer some foundational questions about your own business, team and goals. You need to know what help you need, what your strengths and weaknesses are so that the agency can best help you.
The better you understand your business, your ideal customer, your overall market and competition, the better an agency or consultant can help you. This doesn’t mean that you need to know all of the answers before you start, or before you engage a third party for assistance. My point is that you need to be crystal clear on what you do know and what you don’t know.
What are your greatest strengths? Who are your strongest team members that can help you win, not just stroll along with status quo?
What data do you have in your marketing arsenal that the agency can leverage to help you zoom turbo in building, launching and optimizing your online digital and social presence?
In addition you must know what gaps exist. What are your greatest weaknesses? Where are you at risk? How do you plan to mitigate the risk?
What resources, time and budget to you have available to commit to the project? Many business leaders struggle with budget allocation for social media and digital marketing. They think that if they contact a ton of different agencies and request proposals from as many agencies as they can, that they will eventually get a proposal that is low price and delivers higher value than all the rest.
The truth is that most social media agencies are not going to lower or raise the price just because you give them a target budget. Instead, the better they understand your budget the better they will be able to better develop a proposal, strategy and plan that will serve your needs, help you win and can be realistically implemented with your available time and resources including money.
Knowing these details will enable the social media or digital marketing agency to help you win.
The online and social world is getting noisier by the minute. You can not just throw up a Facebook page, Twitter profile, Snapchat account, live Periscope stream, Facebook Live session or Instagram page and expect to build overnight community. Success using social media and digital marketing requires research, knowledge of the broader ecosystem, an understanding of your competition and how you fit within your industry and niche.
The goal is to develop a strategy and plan with tactics that will help you connect with your ideal customer and audience in a human and authentic way. The goal is to earn trust and bring people closer to your brand. You must trust the agency you hire with the knowledge they need to enable this to happen.
Results are not going to be achieved overnight or in a matter of a few days or weeks. You need to be invested in the program for the medium and long term, not just a short one night stand with Facebook and Instagram.
Listen to episode 197 of the Social Zoom Factor podcast for 10 Questions Every Brand Must Answer for Themselves Before Contacting a Social Media Marketing Agency.
Take a listen and be sure to subscribe to the entire series on iTunes, Stitcher or SoundCloud!
10 questions you must answer before hiring a social media agency
Why you must know where you are going and why
The importance of understanding your business key performance indicators for success
Why you must know your budget before hiring a social media agency
The importance of assessing the time, talent and resources available to allocate to your project
Why you must do a sanity check on your in-house skills
The importance of understanding your strengths and weaknesses
Assessing the state of your digital platform
Understanding the state of your social platform and digital brand
The importance of a content strategy aligned with your business goals and audience needs
Why you must understand the larger ecosystem at least at a base level
How to clearly identify your gaps so that the agency can best help you achieve your business and marketing goals
- See more at: http://themarketingnutz.com/2016/02/hiring-a-social-media-agency-in-2016-answer-these-10-questions-yourself-first/#sthash.cCzzGHLz.dpuf
#socialmediaagency #socialmedia #agency #digitalmarketing #smm #digital #internet #advertising
Marketing leaders today must understand and embrace the know, like, trust and pay model for growing their business. At the heart of business today is people. At the heart of social media is people. Marketing leaders and brands that embrace and master the art of human connection will leap frog years ahead of their competition that only focuses on clicks, follows and likes.
You can’t buy advocates, friends, fans, evangelists, or word of mouth. A person that likes your Facebook page or follows you on Twitter is not immediately going to trust you, love you or want to tell their friends about you.
Paid media will help you attack the right audience, get more likes, followers, views and clicks. However, it’s up to you to invest in relationships that will help you earn trust, advocates and loyal customers.
Earning brand advocates and making friends via the social networks is based on trust. It requires investment in the human beings within your community.
Unfortunately, less than 3% of the people that like your Facebook page will ever visit the actual page again.
Bottom line, the best relationships take time.
Take a listen to the 206th episode of the Social Zoom Factor podcast to learn 8 strategies and tips to build loyal tribes of advocates and social media friends.
#socialmedia #branding #community #advocates #brandadvocacy #brandevangelist #influencermarketing #marketing #socialbusiness #digitalmarketing #b2b #b2c #socialmediaagency #lakenona #orlando #digitalagency
Paid advertising is the easy way out for both agencies, marketing managers and brands. It is familiar as it fits into the traditional model, but it is not "social".
Smart marketers know branding is much more than a logo. In reality, the logo is the easy part and only one small yet very important component of your brand.
Smart and savvy marketers also understand the importance of building a brand architecture and strategy inclusive of the brand identity with supporting visuals, language and more. The colors, language and visuals are supporting elements, not “the” brand. Big difference.
Your brand is your promise and value you offer customers, your community and all who come in contact with your brand. It’s a promise delivered. It’s value received. It’s community. It’s relationship. It’s empowerment, inspiration, education and the list goes on.
Are you influencing brand perception in a positive way? Your brand is your personality, communication, tone and perceptions of all who experience your brand. At the root of your brand are a set of experiences.
You can’t control perception. However, you can influence perception if you know how to build, launch and manage your brand architecture. Every brand touch is an opportunity to influence perceptions, to build your reputation.
At the core, your brand is rooted in who you are and how you care about others. It’s not just about you. It’s not just about pretty colors or a logo you pay a marketing or branding agency big bucks to design. It’s not a brand manual the same agency delivers and you don’t look at again until the next agency asks for it.
Your brand is the foundation and one of the most important aspects of your business. Regardless of the size of your business, you have one chance to make a first, second and third impression. Every brand touch counts. Every brand touch is influencing perception and building your reputation. You are either earning trust, building though leadership and relationships or you are not!
A good brand architecture and strategy will enable you to better share your brand story in an authentic way. Doing such can emotionally bring people closer to your brand in a very real, meaningful and human way. The more confidence you have in your brand foundation the more confidence your ideal customer will have in believing in your brand promise.
Would you like to learn where to start in building your brand architecture, strategy, vision, mission and more so that you can impact brand perceptions, increase brand equity and build a loyal tribe of brand evangelists? If you answer yes, then you have landed on the right blog post and podcast episode today!
Take a listen to the 201st episode of the Social Zoom Factor podcast where I provide the definition of a brand, reputation and most importantly the top 5 reasons why you must develop your brand strategy and how it can benefit your business, customers and greater community!
Digital and social marketing is changing the game. Customer experience is the new brand. It’s no longer just about your logo, brand colors or fancy words crafted by a paid marketer. Instead brands must learn how to embrace real-time engagement, conversation that inspires and connects with their audiences, community, partners and stakeholders in a human way.
We must think mobile first as well as customer first. We must know our customer intimately before our customer knows what they want or need from us.
This can get very overwhelming to many brand leaders. It’s normal to struggle in trying to keep up with the technological changes, industry leaders or even your top competitors. The only guarantee we have in this crazy tweeting, Facebook and always on, social savvy, media hungry world is change!
Regardless how overwhelmed you may feel, don’t fall to spammy social and digital marketing tactics. Avoid falling back to old ways, old marketing strategies and tactics that are a recipe for failure in the new always on, always connected digital and social savvy connected SnapChatting, Twittering, Instagramming, Facebook posting world.
Brands can no longer hide behind fancy corporate speak and pretty brochures. Today, marketing and communication is real and raw. It’s human. It’s not perfect. It doesn’t have time to wait until words and visuals have been perfected.
Given these challenges, how do you build a brand utilizing technology and social networks that are always changing? How do you utilize social media and digital marketing to establish thought leadership, earn trust and grow your business?
The truth is you must know where and how your brand is positioned in the market. You must be certain of your own intent, goals and objectives. You must have a solid plan for content, conversation and be aware of your own digital body language. You must build an integrated digital marketing platform that works when you are not working, or else wind up working 24/7/365! The choice is yours. Are you going to work smarter, not just harder? Or are you going to keep running in the social and digital hamster wheel and wondering why you lack real business results.
It’s time you get off the chasing shiny object train. It’s time you quit trying to be first on every social platform ever launched on planet earth. It’s time you learn, and invest in the solid foundational elements that will help you build a brand online that will deliver real and measurable results for the short, medium and long term.
Are you ready to learn the foundations for how you can leverage social media and digital marketing to build your brand in 2016? Take a listen to episode 195 of the Social Zoom Factor podcast for 8 foundational elements to build your social and digital brand upon in 2016.
#socialmedia #branding #digitalmarketing #strategy #internetmarketing #sm
However, to do this you must understand that Twitter is not designed as a spamming platform. You can’t just hop on Twitter and start spamming urls to your website, blog or sales page.
Instead, you need to design and implement a well thought out and tested conversion funnel that helps you organically attract, inspire and engage your ideal customer. You need to inspire them to pay attention to you in a way that builds trust, nurtures relationships and helps you convert the business to the desired state over time.
Learning how to increase conversions and sales using Twitter requires both art and science. There are many features within the walls of Twitter than can help you convert more sales. You can tap into the power of Twitter ads, Twitter cards, Twitter lists and more.
However, what many marketers do not understand is that what you do off of Twitter is as important, if not more important as what you do on Twitter. Having an integrated, social and digital platform that is ready for the social savvy and mobile customer is a requirement, not an option for brands looking to generate leads and sales using Twitter. If your blog, website, content and engagement strategies suck, your conversions on Twitter will be the same.
Take a listen to episode 202 of the Social Zoom Factor podcast to learn 14 tips and strategies to increase sales and conversions using Twitter. Included are 14 ideas you can implement TODAY to help you increase the ROI of the time and resource you invest in Twitter.
#socialselling #socialsales #sales #bizdev #socialmedia #smm #smm #digital #strategy #marketing #twitter #advertising #conversionfunnel #twittertips #podcast #socialzoomfactor
- CEO Marketing Nutz, Forbes Top 5 Social Media Woman, Forbes Top 10 / Top 50 Overall Social Media Power Influencers, Best Selling Author, Social Media Keynote Speaker, Social Media Trainer, Social Media Coach, Social Media Consultant, Social Business Consultant & Speaker, CEO / Founder @MktgNutzCEO, Entrepreneur, Half Marketing, Half Tech, Lover of Social Media, Brand, Communications, God & Life!, present
- Sun Microsystems
- Hitachi Data Systems
- GE Capital
Connect with me, talk with me and let's grow our lives together. Sitting there lurking behind that avatar will get you exactly what you put into it!
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