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Brand Management

How Glossier Became One of the Most Engaging Instagram Brands

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Anyone who has spent any amount of time on social media has more than likely come across a brand named Glossier. Glossier is a massively successful online cosmetics company now boasting several million followers and customers. They have emerged like finding a needle in a haystack. They’re a rare gem of a company that’s attained nearly legendary success through brand engagement in social media, primarily through Instagram. 

How does a cosmetics label reach such heights primarily via social media? It sounds almost unheard-of to see that kind of success without first starting out in a physical location. While it might seem like a small thing without this context, much of their success is due to their stellar customer engagement strategy. Engagement with customers can be a game-changer for any business. Glossier more than proves how crucial it can be to a brand’s success. 

Engagement with Customers

Now you might be considering what this means, exactly. Is it effective marketing strategies that might enlist the help of market automation to more easily reach a large audience? This would certainly help. Although, automation doesn’t necessarily guarantee greater customer engagement. Customer engagement is the process of getting a demographic or target audience involved with a product on a seemingly personal level for better brand engagement. You can execute this through various means. Let’s take a look at some of the ways that Glossier capitalized on engagement with customers for maximum brand engagement. 

Hype Galore

One of the first things anyone will notice when it comes to Glossier’s successful customer engagement is their ability to generate a crowd over their products. Nothing promotes brand engagement better than getting a target audience invested in a product. Excitement generates their marketing strategies. 

A great way to promote customer engagement is to generate mystery around a product. Glossier has, on multiple accounts, pushed brand engagement by having customers wonder what certain celebrities were using during award shows. This includes icons such as Beyonce at the Grammys. They had the crowd try to guess what the Glossier product was before revealing what it was. Pumping the world about the new product pushed engagement with customers to new limits.

Covering Their Bases

Anyone active on social media will quickly pick up on this trend. Many of their favorite influencers don’t rely on any one platform to engage with customers. Given how massive they’ve become, it is no surprise that Glossier is no exception to this rule. If anything, their successful customer engagement is a testament to this trend. Their success across multiple platforms practically makes it a rule to work across multiple platforms. Glossier boasts stellar engagement with customers across Facebook, Instagram, Twitter, YouTube, Snapchat, Tumblr, Pinterest, and LinkedIn. That last one, LinkedIn, might be a surprise. There is much customer engagement in the professional cosmetics’ world that Glossier was wise enough to not neglect. 

Research

Finally, much of Glossier’s successful customer engagement can be attested to their marketing research and understanding KPI’s. KPI’s, or key performance indicators are used to measure the success of an objective over time to illustrate what methods are working and which ones aren’t. Effective ways to engage with customers require understanding the customers’ tendencies and reactions. There’s just as much research that goes into brand engagement as there is ability to generate a crowd.

Helpful Engagement

It may sound insurmountable to reach that level of customer engagement. Nevertheless, glossier shows that it is possible. Nobody makes it without a helping hand, and Web Content Development is here to help. At Web Content Development, we are ready to help you engage with your customers in amazing ways.

Digital Brand Management: 4 Trends to Watch For

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Building a brand’s digital presence has become so important in this digitized world that businesses can no longer ignore it. This increased importance has led to the need for proper digital brand management. Ensuring a brand is well-positioned and presented in a digital space can often be the difference between success and failure. Measures like these are especially in a competitive online world. Embracing emerging digital brand management trends can help businesses increase their perceived brand value in this digital world.

 

Brand management plan on notebook

Optimized Digital Customer Experiences

Many of us now interact with our favorite brands online and so it is important that businesses provide the best experiences in the digital space. The need for optimized digital customer experiences has become more important in a world where customers now demand businesses have great digital customer experiences.

Doing this calls for businesses to adopt an individualized approach to digital marketing rather than a segmented customer approach. Businesses have to think about matching their services to individual customers to ensure improved convenience and a better customer experience. Regardless of how a customer interacts with your website, business and brand, the business should provide convenient sales and customer service options.

Omnichannel Marketing

With the rise of social media, most businesses have had to integrate new marketing channels into their marketing strategies. Although traditional omnichannel marketing approaches entail chasing multiple sales channels, we are beyond that. Now businesses can and should take advantage of advancements in data collection and analysis to provide marketing that optimizes offers, content and messaging across all their marketing channels. This can be better achieved by using previous data of a customer’s interaction with the business and brand.

Clear and Consistent Brand Messaging

Clear brand messaging encompasses what your brand is all about. In other words, it should provide customers with an insight into what your business stands for. It also helps customers better understand your products and services and it is often a huge determinant of how customers end up perceiving and experiencing your business and brand.

Creating a clear brand message involves figuring out your brand identity, knowing exactly who you are and expounding on your business’s core beliefs. When developing your brand message, you also need to think about your intended audience and potential customers. After all, these are the people who will be engaging with your business and its brand message. The messaging should be clear, inspirational, influential, and most importantly, unique. Building your brand messaging is an integral part of building your brand and is one of the things to keep in mind when learning how to build a digital brand. 

Visual Search

Visual search as a brand management strategy is gaining relevance. Customers now have the ability to upload images as well as search for images on various search engines. Quality branded images can be used to increase a brand’s search engine presence. Businesses can take advantage of these developments by uploading high-quality images which have alt-text to make them more discoverable. This can lead to brand discoverability and recognition in the future.

Digital brand management is becoming crucial in a digital world where customers want to interact with their favorite brands online. Even when building a brand, businesses have to think about how they will manage these brands in the digital space to ensure success.

How to Optimize Your Branding on Facebook

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Social media is one of the most incredible tools available in the modern age. It is essential for starting, building, and growing a business. This is especially true of Facebook because of its massive user base, presence, and wide array of tools that business owners can use. When it comes to using Facebook, optimization is key. Without optimizing branding and promotion, you can begin to waste money because ads may not be targeted correctly or reach enough people. Fortunately, there are several good ways to optimize Facebook branding and ensure that the best results are achieved. 

Proper Branding Includes Knowing Your Audience

One of the most critical parts of good branding is knowing your audience. Company branding will greatly improve in general by knowing who to target, as this will help determine how to communicate to them. This includes knowing what type of people and groups are in the audience, what they want, and what they like. Fortunately, Facebook has incredible tools to help a company accomplish this.

One such tool is the Facebook Ads Manager. Furthermore, this tool provides valuable insight when it comes to the current audience of a page. By going into the ad manager and looking at the “People connected to your page” link, it will display what education levels, genders, job titles, and more currently follow the page. This can be used to improve the reach to these groups that are already interested, as well as help branch out into other related demographics. 

Posting Time

Far too many businesses and pages tend to neglect the time of day that they post. They may just shotgun blast posts at whatever times of the day that they are available, but this can be a waste of time. It is important to know what time of day is successful in reaching the most people. 

Facebook has a great tool for this, called Facebook Insights. Facebook Insights includes a tab called “When Your Fans Are Online”, which tells you when current followers of the page are online and able to see and engage with posts. This should be used to gauge when posts are sent out for the best results. Another important part of this is having a staff member available to engage in real time. There should be someone there to respond to customers, or followers who are reaching out to your page. This can lead to sales or a new customer. But, it also helps build a relationship with the audience. 

Better Content Means Better Engagement

One of the keys of branding is getting the audience to engage with the page or company through good content. There is far too much generic content out there, and people may glaze over content without really reading it. Good content is attractive and it makes people want to engage more fully. This means having an established marketing strategy and team to create engaging and unique content. It can also include sharing third party content that is valuable, and related to your company or industry. 

Branding Is Key to Marketing

In the end, branding should be a major focus for every company, large or small. Businesses often overlook branding in marketing and this can hurt their overall reach and engagement. Creating a branding strategy will help get your company to a point where customers recognize and respect its name, products, and services. It will also help bring about word-of-mouth advertising, which is one of the most valuable forms of marketing, as people are more willing to take the advice and recommendations of those that they know. 

How Marketing Helped Apple to Achieve International Success

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Apple has been a trailblazer in the technology industry since it was founded in 1976. It has been making strides that brought us some of our favorite computers today. From the minds of Steve Jobs, Steve Wozniak, and Ronald Wayne, Apple has grown into one of America’s five largest information technology companies and one of the largest in the world.  Although its innovation in consumer and personal technology has been amazing, its marketing strategies have been a strong asset. There are people who still remember its iconic commercials today. And even some companies have replicated these iconic commercials. These iconic marketing strategies have propelled Apple into a multi-million dollar company. And it is a company that has made its mark on the world, the future, and beyond. 

The Value of Simplicity

One thing that always leaves Apple consumers wanting more is the simplicity of its products. People often think of the physical design of their phones or iPads. However, they may forget the actual function of these devices. Many consumers don’t want to hear about the long list of gadgets and gizmos inside the product; they let the product do the talking for them. Even in Apple commercials, the voice-over usually does not speak much because the product grabs the viewer’s attention. This tradition of keeping it simple works well for Apple because the anticipation of getting an Apple product keeps the customers coming back for more. 

Connecting with the Community

Another successful marketing strategy that Apple uses relies on the very people who buy its products. The Apple community has a strong commitment to the company and its products. Often, these consumers will convince others to buy Apple products because they simply love the products that much. Even when the company has launch dates for new devices, the community usually adds hype and anticipation along, making people want to buy more of what Apple has to offer. This successful relationship with its consumers has kept the company in business for so long. Growing a strong, dedicated consumer base can be important for companies trying to establish a business. 

Painting a Picture

Apple’s success also comes from how it chooses to market its brand. For instance, Apple excels at creating an emotional experience that consumers will remember for years to come. One of the best marketing examples is Apple’s Silhouette iPod advertisement campaign from the early 2000s. Although very simplistic, the upbeat music and the dancing people against bright backgrounds created an image: owning an iPod meant great music. Also,  this product enabled people to have a unique experience. It became more about buying the experience than the product. Furthermore, this strategy was what made the iPod so successful when it first launched. The visual experience that people get from watching an Apple commercial can almost make people forget the price tag that comes along with it. 

Apple’s ever-growing success from its product sales over the years are proof that its marketing and branding strategies are some of the best in the industry. It has proven time and time again that it knows how to sell a product and how to keep customers coming back for more. 

Learning from companies like Apple can help any starting business grow by developing the right marketing strategy with a strong team behind it. That’s why Web Content Development has such a high success rate when it comes to creating successful blogs that help promote your company or business. Whether it’s our SEO, Content Writing, Brand Management, or even Social Media services, we can help! To learn more about our services, click here to get started. 

The Best Branding of 2021

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Brand recognition has never been more important than in 2021. Consumers have unlimited choices and are constantly interacting with branded content. To be successful, your brand must stand out. To do this, you will need to reinvent yourself using successful branding trends continually.

Marketing and branding trends are helpful, but they also go out of style over time. Likewise, they become irrelevant to your product or target audience. Commonly used branding trends include quirky art in logos or putting a face with the name. These trends make branding recognition much more accessible and help ensure your customers will keep your brand fresh in their minds long after they have purchased something from you.

Why Is Brand Recognition Important?

Brand recognition is the ability of consumers to quickly identify specific companies simply by looking at their logo. It helps a business gain higher profits by building consumer loyalty. That encourages repeat purchases, allowing companies to grow their shares of the marketplace. Once your customers become familiar with your brand’s logo, they will remember the services you offer whenever they need them.

Brand recognition is an essential factor when introducing new products and services to your customers. This awareness can impact a consumer’s decision and will encourage them to become repeat customers. That, in turn, increases your brand’s market shares and profits.

Another reason why brand awareness is critical is that it allows you to achieve various business goals and objectives. This recognition aids in expanding your target audience while increasing the daily traffic to your company’s website and developing brand affinity.

What Is Great Branding?

Great branding includes:

  • The promise of a great experience – Consumers want to purchase high-quality products from companies that value them. 
  • Clear brand values and personality – Consumers prefer to patronize companies that reflect who they want to be.
  • Strong brand recognition – Consumers buy from companies they easily remember.

So how can you ensure your brand’s marketing strategies are better than your competitors? Take the time to research current trends and see how you compare to your competitors in these areas.

Younger markets, including Gen Z and Millennials, often want their favorite brands to take a stand and offer something positive to the world aside from their products or services. They like the brands they follow to be environmentally friendly, economical, and passionate about important causes. 

That’s why one of the most important marketing trends in recent years is for brands to take a side on social issues. You can even make your cause a part of your brand’s identity. There are many business models that the owners built around brands that stood for a substantial issue. Here’s how the three best brands of 2021 put this into practice. 

Warby Parker

Warby Parker’s mission statement is compelling and clear: “to offer designer eyewear at a revolutionary price while leading the way for socially-conscious businesses.” Consumers can feel good about their purchases because Warby Parker donates a pair of glasses to charity for every pair sold. The brand’s blue-and-white logo is modern, stylish, and recognizable.

The company focuses on core values, and that is something other brands should learn from. The owners of Warby Parker believe that companies should serve more than their customers and shareholders. To prove their point, they started donating one pair of eyeglasses to someone in need for each pair that the company sold.

Oreo

Despite increased awareness around healthy eating, Oreo remains profoundly relevant. The brand’s presence on social media is both artistic and playful. Its slogan, “filling your world with joyful moments,” captures the simplicity and nostalgia of childhood. Limited releases with everyone from Lady Gaga to the NBA engage key demographics and make a classic cookie new.

While Oreo may have changed its marketing strategies and package design over the years, one thing has remained consistent: its flavor. The classic chocolate and crème filled cookies remind us of a simpler time and are a nostalgic snack we can enjoy at any age. The Nabisco brand uses multiple outlets to market Oreos, including social media, TV commercials, and eyecatching store displays.

Dunkin’

Dunkin’ recently implemented free donut Wednesdays for its DD Perks Members. This promotion rewards loyal customers while ensuring they keep coming back. Dunkin’s 1970s-era orange-and-pink logo remains a ubiquitous mainstay. At the same time, the company is engaging a younger demographic through social media. The company’s collaboration with Tik Tok star Charli D’Amelio makes it the trendy coffee choice for Gen Z.

In recent years, Dunkin has simplified their menu, offering a small variety of new foods and snacks that pair well with its famous coffee blend. They also tried out a snacking menu where sweet and salty items like donut fries or Munchkin Dippers were available to purchase for just two dollars.

Learn More About the Elements of Great Branding from Our Marketing Experts

At Web Content Development, we offer a broad range of marketing services to ensure your brand becomes recognized more often by consumers. We can assist you with social media marketing, reputation management, and provide you with unique content for your blog. Contact us today by visiting our website or giving us a call at (800) 316-9664.

The 5 Elements that Have Made Kylie Jenner Instagram Famous

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With 222 million followers and counting, Kylie Jenner is one of the most influential people on Instagram. As the youngest of the Kardashian-Jenner siblings, Kylie has climbed to the top of the social media ladder and now even has more dedicated followers than her older sister Kim Kardashian. But how has this young cosmetics mogul managed to rule on a popular social media platform where thousands of other influential people also have accounts?

From Reality Star to Cosmetics Queen

Other celebrities and social media influencers could learn a lot by following Kylie and analyzing her rapidly growing fan base. Here are five things that make it work for her that anyone in marketing can replicate.

Dominating on Social Media

It’s not enough to just be famous on one platform to make social media work for you. You must have accounts on all the major platforms so that your customers can find you no matter what social medial outlet they use. 

The Kylie Jenner makeup brand is not just popular on Instagram but also on Snapchat and Twitter. If you have multiple accounts, be sure to keep them updated. And instead of creating generic posts, try to personalize your content and make it all your own.

Focusing on Her Strong Areas

Like her sisters, Kylie has inherited the same fantastic beauty genes. She uses that strength and her amazing fashion sense to boost her Instagram posts. 

Think about your company’s strong areas. Are you eco-friendly? Do you operate a family business? Do you dedicate a lot of time to helping local charities? Take the things that your customers appreciate most about your brand and make most of your posts about those subjects.

Getting Her Brand Out There as Much as Possible

Kylie Jenner Cosmetics is now a well-known brand. Most of that popularity comes from how much Kylie displays her logo and mentions the brand in her posts. 

The more familiar your target audience is with your company’s logo, the more likely they will think of you when they need your products or services. Make it a habit to post images of your logo and mention your brand name often to give your sales a boost.

Always Having Something New and Exciting to Share

There’s never a dull moment with the Kardashian-Jenner family. The exciting posts Kylie creates are one of the reasons she is so popular on Instagram. While your company may not share exclusive photos from Hollywood parties, you can still share new and exciting content about upcoming products or services your brand will soon offer.

Paying Attention to Other Popular Influencers

While you don’t want to copy another social media account, it never hurts to get a few pointers from others who have found success on Instagram. Take the time to look at the most popular posts from other companies in your same industry. What hashtags are they using? Are their captions more professional or written in a friendly tone? Taking the time to learn more about what makes other Instagram influencers so successful is a great way to figure out how to improve your company’s social media status.

Learn How Your Brand Can Become Instagram Famous

The key behind Kylie’s Instagram success is a superior marketing strategy. Here at Web Content Development, we can help your brand rise to superstardom. Gain more likes and exposure on social media platforms such as Instagram, Facebook, and Twitter with our strategies. Get in touch with Web Content Development today to find out about all the marketing services we have to offer. 

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