Orbital Branding™. The world revolves around the user.
Today it’s not so much about targeting users. It’s making it easy for users to target you.
‘The Perfect Storm’ that’s changed marketing communications forever.
In the past several months, events and economic conditions have combined to change the way companies communicate and sell to their markets. A tsunami of change, in online resources, customer behavior and a historic economic collapse, has shattered old marketing models.
It’s been said, “the thing about a recession is—it ends.” Are you positioned to take advantage of the market resurgence? Do you expect to return to ‘business as usual’ when most evidence shows that model will no longer exist? One thing is certain:
The Web and the Search Engine have shifted control to the user.
Your brand orbits around the customer.
It’s time to re-boot your marketing communications model.
Users now decide what they want to view and learn about. Customers don’t revolve around your company anymore. Instead, your brand revolves around the customer according to their awareness, perceptions, preferences, actions and habits. If your brand engages them and aligns with their requirements, you remain in their sphere of preference. Next Communications helps you achieve this lofty position through what we call Orbital Branding™.
The three techniques that surround the user with your brand. And how they all work together.
Orbital Branding is an integrated marketing communications (IMC) strategy that engages prospects and customers 360 degrees with your brand presence. It’s the sum of three tactics that work together to create the critical synergy needed for brand prominence. And if applied intelligently, doesn’t require increases in your budget:
- Offline Branding: Influence perceptions, recognition and credibility
- Online Marketing: Drive traffic and web presence
- Content Strategy: Create dominance at the point of search
Offline: The best strategy for customer engagement.
Offline branding tactics, such as print ads, brochures and direct mail, have taken their lumps in the recession as companies desperately turn to online channels for the answer. But the problem with online is that your website doesn’t go to anyone. And large or small, your brand is just another listing to Google. The fact is this: research shows print is still the top method for user engagement, search influence and website visits. Without offline branding to build baseline recognition, trust and preference, you’re lost in cyberspace.
Online: Drive traffic to your site.
Achieving a comprehensive online presence is more than a well-executed website. As users look to the web for answers, it pays to have an active presence on the websites they frequent and in their inbox. Online ads offer more than impressions, they offer immediate access to your offer with one click. Properly applied, online marketing offers unparalleled advantages, measurable return and trackable results. Combined with offline tactics, online marketing becomes highly effective at driving conversions and generating rock solid leads.
The Content Strategy: Create dominance at the point of search.
The third element in the Orbital Branding strategy is the most powerful. The Content Strategy leverages the indexing and archiving capabilities of the Web and the Search Engine priority given to valuable organic content. Content reaches across both online and offline media to deliver good will and decision-influencing information to all edges of your enterprise, website and customer base through hundreds or even thousands of channels.
Content includes online and offline information about your products and services in the form of product releases, feature editorial stories, tutorials, eBooks, white papers, case histories, application reports, specification tools, comparison charts, microsites, landing pages, video, and even subtle social network marketing techniques. The common thread is this: the more valuable, keyword-seeded ‘organic’ information resources you publish, the easier it is for users to not only find you, but convince themselves that you are the right choice for their needs.
Don’t change your budget. Change your approach.
Users have the power. Influencing their awareness, preferences and actions is still the objective. We can show you how to turn around your marketing from company-centric to customer-centric. Orbital Branding will revolutionize your approach.
Interested? Learn more about Orbital Branding with a personal presentation. Contact your Next account executive, or Dennis Gallaher, president at 952-934-8220 or email him here. Explore our work, tactics and results for others at www.nextcom.com
©2009 Next Communications, Inc.
Orbital Branding is a trademark of Next Communications, Inc.
