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In the Age of Fandoms: Creating a Following For Your Brand Marketing

In a fiercely competitive market where there’s so much noise, having a loyal fan base is everything for a brand. Ever wondered why established names like Coca-Cola, Nike, Pepsi, and the likes keep spending millions on their brand marketing? The reason isn’t far-fetched: they understand that a loyal fan base is the lifeblood of a business.

So, as the new kid on the block looking to get a fair share of the market, how do you create a following for your brand? If you are lucky enough to have some serious funding, things might be easier. At least you would have enough to pay experts to work on your brand strategy. But chances are you are on a lean budget. So you are your own brand strategist. Does that mean you’ve lost out of the race even before it started? No!

The good news is, even with the little budget you have now, you can find success with your brand marketing. All it takes is a little creativity and a determination to stick to it.

Here are brand strategies you should follow to get your brand right in front of your fans

Leverage Word of Mouth Brand Marketing

It’s so easy to underestimate the power of word-of-mouth marketing. These days, everyone seems to be shifting to email, social media, and search engine marketing. While these digital marketing channels work, no doubt, there is something vital they lack: personal touch! That’s where word-of-mouth marketing takes the shine.

Let’s make an illustration here. Say you are a huge fan of sneakers, and wouldn’t mind spending your last dime buying one. Then two sneakers manufacturers, say company A and company B catch your attention, simultaneously. Company A has been sending you a series of emails telling how awesome their sneakers are. While you are still thinking about their offer, a friend of yours comes along. This friend has been wearing company B’s sneakers. He then goes on to recommend their product to you. Which will you likely go for? Company B, most likely. That’s how effective word-of-mouth marketing can be.

And word-of-mouth marketing is a lot easier than you think. You can start by organizing giveaways, referral, and loyalty reward programs, and lots more. Just get creative!

Warm the Market up Ahead of Your Launch

Creating a buzz before the launch of your brand is a good way to create anticipation among fans. And anticipation is what creates engagement. Apple, for instance, uses this strategy maximally. They get fans talking about the next version of the iPhone before its launch. Before the product hits the market, fans are lining up all ready to buy.

To replicate Apple’s kind of success, you will get off your butt and do some PR. PR doesn’t have to be expensive.

Organize a conference, or if you can’t seek out conferences where you can speak about your upcoming product. Network with influencers to spread words about your brand. If the product can be tested, invite as many as you can to give the beta version a try. Social media and radio promotions can help too, only don’t overspend on them.

 The Earlier the Better for Your Brand Marketing Strategy

If you have identified a niche and would like to exploit it, then get in early. In business, it is the early birds that stay ahead of the competition. You don’t necessarily need to be the first to get on the scene – chances are a few brands have moved in already. Your job is to figure out what they aren’t doing right and work at it. Remember, the end goal is to connect with fans not to win the race.

At Web Content Development, we help struggling brands find their voice in an already crowded market. If your brand marketing efforts seem to be getting nowhere, get in touch. we’d love to help. 

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About the Author

Erica D’Arcangelo – De Silva

Erica D’Arcangelo – De Silva has worked in the Internet marketing industry for the last 20-years. Erica is the top-secret SEO weapon to marketing and advertising agencies in the world. She has generated over 300+ million in revenue for high-value brands such as Walmart, Pottery Barn, iRobot, Cutting Edge Firewood, Kelley Blue Book, and many more. Erica has custom-created more than 1,000 content, SEO, and marketing strategies which held the key to doubling and tripling online traffic, and marketing ROI. She has also authored a series of online publications including The Digital Branding Survival Guide, Million Dollar Marketing, 5 Steps to Increase Web Traffic by Blogging, and Repairing Your Online Reputation.