Tag : Branding

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How to Market Your Brand Through a Crisis covid 19

How to Market Your Brand Through a Crisis

It’s no secret we are in uncharted territory with the spread of COVID-19. Now more than ever, business owners and consumers alike are taking a hard look at the way they used to live and operate in their day to day. While so much of life as we knew it has halted, you may be wondering how to appropriately market your brand through a crisis?

Let’s discuss the ways in which you can remain helpful and positive:

Allow for Questions

In uncertain times there will be a lot of questions. It’s no secret people always find comfort in those who take the time to hear their questions and supply them with answers. Is your business is equipped to handle any questions your customers have? You can do this by training your Customer Support staff in areas you believe need the most attention. It’s also so important that answers are consistent across the board. Having all of your team on the same page will ensure uniformity and less room for confusion between consumers.  How important is Customer Service? 33% of Americans say they’ll consider switching companies after just a single instance of poor service. If you are able to remain open, honest, and helpful your brand will retain business.

Accommodate As Much As Possible

In a crisis or a situation that shakes people from their norm, there is nothing more important that accommodating their requests (within boundaries). Sometimes something as small as a 10% discount or coupon code can really make someone’s day and gain a sale you wouldn’t have otherwise had. If you are a brick and mortar location, try onboarding products online for an ecommerce approach to supplement sales for the time being. If the thought of have an ecommerce site is daunting, keep in mind the additional platforms such as Amazon and E bay, to ensure you are accessible online to some degree. The best part about migrating your merchandise to an online platform is that you never have to close! The number one reason people shop online is that they’re able to stop at all hours of the day. There are so many ways to ensure your consumers feel taken care of when times are hard. Get creative!

Transparency is Key

As we’ve discussed in the past, personalization is king. Consumers want to learn more and more about the character behind the brand. Talk to your audience as if they are all close friends. Let them know how your business is being affected and how that can potentially affect them. If your business has no plans to change during the crisis or has plans for huge changes, let your loyal customers know. 87% of consumers surveyed say that personally relevant branded content positively influences how they feel about a brand. Sharing is expected these days, don’t let your brand be left behind with your audience hearing crickets.

Be a Helping Hand

Become a resource. This is a great way to ensure your brand is useful in the chaos a crisis can bring. Survey how you can help and give your audience the resources they need most. If a consumer remembers how dependable you were in trying times, they will be sure to remember you when everything is back to normal.

Your Message Matters

Communication is so important in scary times. It is crucial to remember the importance of a relevant, meaningful message than to post just for the sake of posting.  Consumers invested in your brand want to hear from you. Any way you can make life feel normal in abnormal times will make a difference. Have the owner of the company address your audience directly with a mission statement about moving forward. Have different staff members give updates and even share personal stories of how they’re coping. Include tips and tricks of how your audience can pass the time in a productive manner. Consider what customers need and want to hear from your organization to best help your brand while dodging potential risks. If you can make your consumers feel not so alone you will create a sense of community and gain reputability.

Feel Good, Feels Good

You can never go wrong with a feel good story especially when times seem a little daunting. The most comforting part of any crisis is that there are always people willing to help. Sometimes, it’s great to break up consumers’ news feed by reminding them there is always help around the corner. Highlight local heroes that are doing amazing things to help out around the community, highlight ways people have donated their time or funds to help out local businesses/shelters. Put a smile on someone’s face. It’s a great reason to be top of mind.

While we find ourselves in unprecedented times now, there are always positive ways your company can make the situation a little brighter. If your brand is remembered for being the calm in the storm, it will take you far with consumers; long after the situation has resolved itself. There are appropriate ways to market your brand through a crisis and Social Thrive is always here to help. Please contact us if we can assist you in any way.

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We Love Our Clients; They Love Their Success Stories

February is the month of love. We love nothing more than helping our clients meet their marketing and business goals to become success stories. From Social Media to Google ad campaigns, Social Thrive can build your brand from scratch or help grow the brand you’ve already built.

Check out a few of our client success stories that are matches made in heaven:

Arsenal Yards

Arsenal Yards is a real urban village. Nestled in Watertown Massachusetts, it is packed with amenities everyone is bound to enjoy. You can shop, dine out, catch a movie and even take up residence in this hip mix use, smart growth development.  Social Thrive began working with Arsenal Yards on a rebranding campaign and to announce the new development in the area. Through social presence alone we were able to reach over a million people in the Greater Boston area. More importantly, Social Thrive was able to provide meaningful engagement with 50,000 people within that audience. Building engagement established brand recognition and built trust with highly qualified leads.

East End Watertown

We love working with clients from their start! Social Thrive had the pleasure of building the East End Watertown brand from the ground up. Being able to learn and create a brand’s personality and growing together makes a great connection with the consumer. We were able to gain over 6,000 qualified fans since inception and are growing.  Social Thrive used a plethora of our marketing services to do this including: blog writing, consistent and thorough social campaigns and networking initiatives.

Forecaster 121

A boutique style condominium building. Forecaster 121 combines modern finishes and amenities with historic architecture. They offer world class service that is close to everything Boston has to offer in a quiet, relaxing atmosphere. Social Thrive was able to increase traffic to Forecaster 121’s website with 81% of traffic coming directly from our Google and Social Media ad campaigns. When we began the project, Forecaster 121 had less than 20% of their units purchased. We are elated to report all units have been sold since. Paid ads allow brands to get granular with their audience ensuring the right message is being show to the right people at the right time.

The Royal Belmont

Elevated apartment living. Offering elegant amenities and a sophisticated living environment in Cambridge, Massachusetts. Enjoy many of the building’s features year long from a new fitness center to the heated pool and sundeck.  Another brand Social Thrive had the pleasure of working with from their inception; The Royal Belmont is a full service client utilizing our expertise in all areas of digital marketing and public relations. When Social Thrive began working with The Royal Belmont in April of 2018, they had only a few units leased. In just over a year working with us, they had leased every single unit. What’s not to love about that?!

It’s so important to us that our clients love the results they see when using our services. If you’d like to get started on your success story, contact Social Thrive today. We’d make a great pair!

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LinkedIn Branding

Using LinkedIn for Company Branding

LinkedIn is considered the “professional” networking platform that can help you build your business with leads and recruitment (as Social Thrive has stated previously). But did you think of LinkedIn as a branding platform? Probably not.

LinkedIn recently announced it’s Top 10 Company Pages of 2018 and the winners span different industries, but they all have taken advantage of LinkedIn’s platform to assist them with their branding efforts.

Use of Logos / Branded Imagery

Your company’s page allows you to not only add your logo to the profile picture and background, but you can also add posts or articles using imagery that complements your website or other forms of advertisement. By doing this, your audience make the visual connection with your brand.

Use of Video

You can now embed video into your posts, articles and on your company home page. This is something brands and companies have been clamoring to do for years! Use of video to engage potential clients is now a standard across ALL social media channels (finally!) Keep it brief though as most experts agree that 30 to 60 seconds is the average watch time for on-line social media videos. LinkedIn has not yet started inserting advertising into their videos so you won’t have your message interrupted either.

Publishing Company News

Not all of your potential clients are subscribed to your email list, so posting company news on channels that potential customers will see (besides your website) is important. LinkedIn is also a great way for all of your employees to “share” company news in a professional way to increase your social reach. Again, LinkedIn Top Companies all used the platform successfully to disseminate important news, bringing their audience closer to their mission and messaging. It’s the one channel where it’s OK to boast about your business’ success.

Leveraging Your C-Level Talent

By having your executive team author posts, articles and other content on LinkedIn, your company will have a larger social “reach” in terms of the number of eyes on your brand, but it also showcases your company as a leader in your industry. Great for engaging potential clients but also reaching potential new employees as well!

Showing the culture behind the company

Beyond informative stats and articles, LinkedIn can also be a place where your company showcases your company’s culture, mission and activities “behind the scenes” that support it. Employee volunteer opportunities, donation drives, events, awards or a “day in the life of” show followers what goes on at your company in a human way. It’s also a great way to attract potential employees if they connect with your culture messaging before they even apply for a position.

LinkedIn is positioning itself as a premier networking and recruitment platform so be sure to position your company’s page with a cohesive branding strategy! PS – if you’re not already following Social Thrive’s LinkedIn what are you waiting for?

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Social Media on your Brand

Social Media Impacts Your Company’s Brand

Nowadays, it’s incredibly common for people to check out an organization’s Facebook page before buying its product or service. As we know, first impressions are crucial even on the web! The messages an organization frames on social media can receive heavy traffic so they must accurately portray it.

Branding in the Age of Social Media

Facebook has become a mecca for updating where you are and what you are doing there. You might discover a new restaurant when your friends tag themselves there for a romantic dinner. You may learn of a new place for your kids to play when a fellow mom posts pictures of her kids having fun there. Now more than ever, we have access to information on organizations.

We want to go to a company’s Facebook page to find out more about it. We can read reviews, see images, and find links to its website.There is this increased desire to share our experiences, good or bad, with each other. People can get passionate about their like or dislike for a brand. With the help of social media people can share those strong feelings. An online review and rating can make or break a person’s decision about a brand.

So does this make branding easier or harder?

The answer is not so simple. The ability to build brand awareness may be more achievable. However, it is challenging and time consuming to maintain relationships with the public. Studies done by the Pew Research Center say that 69% of Americans use social media.  These numbers continue to climb. According to a survey by Cone Communications, 93% of those people expect companies to have a social media presence. 

This doesn’t just mean Facebook. It includes all of the main social mediums, Twitter, Snapchat, Instagram, and LinkedIn.

It’s not as simple as having a social media presence. The goal is to use each form of social media in the best ways to frame effective messages that reach consumers. There is a science behind when and what to post. It’s usually connected to an overall larger communication plan that is carefully crafted based on research. Social media also provides an opportunity to connect with the public in a personal way and respond to customer complaints.

This is why it is crucial for an organization to have a social media expert on it’s PR team to represent the brand.