Brand Marketing is used to increase brand awareness for your business. That means when people need your service they immediately think of your brand. These are the people who search for you by name. They are the cheapest leads you can get. They have already decided to use your business.
We use Brand Marketing to communicate with people who will one day need your services. When that day comes, we want them to think immediately of your brand. So we build awareness of your brand through carefully targeted brand marketing.
How do we increase your brand awareness? In two ways – through Reputation and through Repetition.
A great reputation produces more Repeat customers and more Referral customers.
We all know that successful businesses tend to have a great reputation. A good reputation produces lots of word-of-mouth advertising. That means that your customers tell others about your business.
A great reputation produces more repeat customers and referral customers for your business.
- Repeat customers are people who use your service and then come back and use you again.
- Referral customers are people who have had your business recommended to them by your previous customers.
Repeat and Referral customers are extremely profitable to your business for several reasons:
- They are cheaper to acquire. Your marketing costs to get these people to call you can be more than 10 times cheaper than people who are simply searching for a service (eg “plumber”).
- They are far more likely to buy from you. They already have a positive opinion about our business.
- They tend to spend more. They have confidence in your brand and are more likely to buy more from you.
So, we understand it is important to have a good reputation. But how do we manage our reputation?
Rise Local provides a Reputation Management service. We get private feedback from your customers. They rate your service and provide their comments. We use these ratings to create a monthly reputation score for your business. You use the feedback to identify where you can improve your service.
We take the positive feedback you receive and turn it into positive online reviews and testimonials. People use these online reviews to judge your business. Businesses with more positive online reviews get more customers.
By measuring and improving your Reputation you will increase your numbers of Repeat and Referral customers.
Repeating your marketing message produces more Recall and Recognition of your brand.
There is a rule of thumb in advertising that a person needs to be exposed to a marketing messages at least 7 times before the message sinks in. That is why big brands advertise heavily on tv, radio, newspapers, magazines, billboards etc. They repeat their message over and over to make sure it gets through to their audience.
These same tactics can now be used by smaller businesses by using online advertising. We can now run image ads (display ads) and video ads across thousands of websites to get your marketing message through to your audience.
We call this type of advertising “Brand Awareness Campaigns”. The goal of these campaigns to communicate with people who will one day need your services. We want your audience to either recall or recognise your brand when the day comes that they need your services.
Brand Recall is when people remember your brand name without prompting. When they need your service they immediately think of you and call your business.
Brand Recognition is when people search for your service (for example, they search on Google for “plumber Sydney”) and see your brand name in the results. They recognize your name and click through to your website and then call your business.
Brand Awareness Campaigns are used to build long term success. They are designed to communicate with your audience over a long period of time to increase their familiarity with your business and your brand.
Rise Local provides three types of Repetition campaigns:
Remind campaigns target your previous customers. We remind your customers of what your business offers and of your great reputation. These campaigns can be used to cross-sell different services to your past customers. We want to make sure that the next time they need your services your brand is the first one they think of.
Remind Campaigns are usually delivered by Email marketing and Facebook marketing.
Remarketing campaigns target previous visitors to your website. If someone has visited your website they have shown some interest in your services and your business. But most visitors do not call you. So we remarket to these people when they visit other websites. These campaigns are designed to communicate why these people should return to your website and use your services.
Remarketing Campaigns use image ads (display ads) and video ads across thousands of websites including Facebook, major newspaper sites (SMH, Daily Telegraph, Herald Sun, Courier Mail etc), major classifieds sites (eBay, Gumtree, RealEstate.com.au) and many more. Your ads also appear inside apps on mobile phones.
Reach Out Campaigns
Reach Out Campaigns target people in your market who have not visited your website. These campaigns introduce your business to these people and begin the process of building brand awareness.
Reach Out Campaigns use image ads (display ads) and video ads across thousands of websites including Facebook, major newspaper sites (SMH, Daily Telegraph, Herald Sun, Courier Mail etc), major classifieds sites (eBay, Gumtree, RealEstate.com.au) and many more. Your ads also appear inside apps on mobile phones.