Essential steps to properly engage with your target audience

Audience Engagement To successfully grow a business, you need to connect with the target audience associated with your growth plan, especially in cases where you are starting a new business. You’ll need to have a firm idea of who your customer base is as this is half the battle in getting your brand noticed. You also need to be aware of how to properly engage with your audience and how to strengthen and maintain the relationships you form with customers, to keep them onboard and attract new customers.

In the article below, we’ll go over the critical steps you need to take for effectively identifying and adequately engaging with the right audience for your specific products or services.

Researching Your Target Audience
To properly engage with the audience for your brand, you need to know their precise interests and who they are. There are many things you should be considering when researching the perfect customers for your products or services. The most effective approach for accomplishing this is to develop a market segmentation plan.

Market segmentation will allow you to find the key factors driving your target audience. This research can include many things depending on what you are trying to sell, but generally, it comes down to a few things for most businesses:

Geographic Segmentation: Depending on your services this can be a significant factor and defines precisely where your customers work and play.

Demographic Segmentation: Things like age, gender, job, and income. These are big for everyone and are things to focus on in any marketing strategy.

Psychographic Segmentation: These are the more niche factors, like lifestyle, personality, and customer values. All crucial things to consider for any business.

Once you’ve been able to answer these questions and those unique to your business, you’ll be well on your way to understanding your audience fully. Once you do, you can properly engage with them to increase brand awareness and overall sales.

Man Looking At ROI

Engaging with Your Audience
Now that you have a firm idea of who you are trying to target, we can start engaging with them. Building a relationship with a customer takes time and effort and gaining a customer’s trust is beyond valuable. Customers who are loyal and trust the brand they are buying from will provide you with repeat sales and word of mouth marketing on social networks and within friend and business groups.

For these reasons, it is a good idea to focus on customer service and engagement, two things that go hand in hand when it comes to marketing.

When engaging with your audience, whether it be email, a social post, or replying to a customer on the phone, keep these things in mind:

Be Consistent: If you are only hitting your goals with your engagement every once in a while, you won’t make it very far. While people do remember the good things, they really remember the bad, so make sure everything is always consistent with your brand. Consistency in brand applies to service, the tone of voice, and graphical style. Customers want to feel like they know you, if you are constantly changing it up, they won’t get that feeling from your business.

Be Accessible: If you are going to take the time to engage with your customers via comments, content efforts, email, or in-store, you need to be doing it in a way that resonates with them. An excellent way to accomplish this is being accessible. Accessibility means making your content and messages easy to understand, and if you can, engaging and entertaining.

Be Personal: When communicating with your target audience, avoid sounding like a robot. Go out of your way to act as if you were talking to a friend. Cater all your responses directly to the needs and personality of the person you are dealing with. Communication is a great place to show your dedication to your customers.

Lady Choosing Technology

Use the Same Platforms Your Customers Do
If you are planning to utilize social media and content marketing to try and boost engagement as you should be, then you need to know where your customers tend to spend their time online. Discovering relevant channels will be another step you’ll have to take when doing your research for your target market. If you are running even the best content on the wrong platforms, you are just wasting valuable time and money.

If you are planning on creating your content marketing via social media, be sure to research each platform and find out which your customer base is using, and which would best suit the type of content you want to be using.

For businesses that are trying to tackle emails, personalizing your emails to your target market will be key to success. If your customers don’t tend to interact with their inboxes much, something the younger generations can be known for, then you can also be wasting your efforts here.

If your customers are coming to your website to engage with your business, it would be best to focus the bulk of your efforts into this area. Website content can be the best way to market, as it is completely under your control, where on social media you may have to fit your content into specific guidelines.

Plan your tactics accordingly in this area, and you’ll be well on your way to success. The core steps to engaging apply to all tactics, but make sure you are selecting the appropriate platform, and researching everything before you begin creating content.

Your Business Needs to Engage with Its Audience to be Successful
For you to thrive in highly competitive spaces, you need to be setting yourself apart and building loyalty with your customers. If your audience doesn’t have a good reason to pick you over the other guy, they may jump ship.

Give them excellent customer service, engage with them appropriately, maintain a consistent brand, and you’ll be sure to see improvements in all areas of your business. If you need help engaging customers with your branding, advertising, or marketing, please let us talk with you. Email us at agency@glintadv.com or better yet, give us a call at 817-616-0320.

Sports Passion Rewarded with Gold!

Eastfield College Sports Award with Glint Advertising

When Eastfield College provided glint the opportunity to rebrand the athletic department and sports brands for their school, we were excited to get to work. After months of research and concepting, the new brand came to life, and we were incredibly satisfied with the result. The sharp blue and orange colors connected with the existing college brand and the bold bee graphic correlated well with the intensity and passion needed in sports. The cartoonist approach also helped maintain an approachable feeling that could connect with audiences of any age.

Confirmation quickly came that we weren’t the only people that thought it looked great and hit the mark! The design was entered into a sports advertising competition with an astounding result. The brands were assessed by a panel of national sports marketing and advertising professionals based on creativity, marketing execution, and impact. We had high hopes for a positive result in the competition, so high in fact that our hopes were validated by winning the gold medal in our category.

“As an agency, we were ecstatic for our client, and that the hard work of our team was recognized with this honor in the rapidly growing area of sports advertising and marketing,” said Craig Lloyd, President, Glint Advertising. “Furthermore, we are grateful for the opportunity that Eastfield college provided us. We hope to continue receiving recognition for Eastfield and our other clients that showcase the talent and quality in our partnerships.”

Glint has been helping clients define, refine and hone their brand strategy and image since 2000, we would love to talk with you. Email us at agency@glintadv.com or better yet, give us a call at 817-616-0320.

7 Questions to ensure you don’t get duped into SEO

SEO Considerations

Much like an online dating site, at first glance SEO can seem quite attractive. You correspond back and forth, and when you feel you have a connection, it’s time to meet and take your discussions to the next level. You start prepping for the big day, get your hair just right, put on your best outfit…afterall, you’ve bought into the initial connection, and you’re ready to impress.

You finally get together anticipating a smooth continuation of the initial impression that was advertised only to discover their initial image is not what you’re seeing now. Not to say looks and first impressions are everything, but let’s be honest…they’re essential. Needles to say, it’s now a little uncomfortable and you feel you’ve been duped and getting duped is not OK.

Setting the right expectations up front is crucial to any relationship. Especially relationships in business where trust, honesty, and a strong ROI are needed to gain long-term prosperity.

Like the example above, there are unfortunately many businesses that would like you to believe they’re the best partner for you, when in fact, they have no intention of ever developing a genuine relationship built on trust. The lack of delivering on intentions can be devastating for companies needing expert assistance to help propel their marketing and advertising strategies forward, especially in the realms of Search Engine Optimization (SEO).

Many of us have been conditioned to believe that SEO is all about one thing, having our site listed in the number one spot on Search Engines. Though strong ranking is a by-product of good SEO, should that really be the goal? We find the real purpose of SEO should be to attain more customers. A strategy that actually converts visitors is what pays the bills and grows the brand.

The strategy Glint takes on SEO is very comprehensive. Everything from creating unique content, link building, citation building & management, keyword management, reputation management, and monthly analytical reporting are utilized. Also, we set clear expectations around the length of time SEO takes to implement correctly and that the strategy should be created for long-term impact vs. short-term boost.

Before you become disappointed with an SEO strategy that looks great in the beginning, below are seven questions to help ensure your brand has long-term success?

  1. “Please discuss your experience in branding and how you ensure my brand integrity is never compromised by the content you generate.”
  2. “What kind of content will you be generating to drive results?”
  3. “How often will you be generating unique content for us?”
  4. “Do you utilize an in-house team or is the management of our content outsourced?”
  5. “Please elaborate on how you approach link building and the systems you use to accomplish this.”
  6. “On average, how many links per month will you be researching for us?”
  7. “How do you protect our company during the link building process?”

Asking pointed questions like these up-front will help you vet those that have your best interest at heart and establish a good foundation for the relationship based on clear expectations.

In conclusion, we believe that every agency should be able to create visually impactful assets that get you noticed. However, without first understanding YOU and your goals, it’s impossible to discover if you’re an excellent fit for each other. By taking the time to listen and setting clear expectations up front, you can ensure a positive outcome that won’t leave you feeling duped.

To download a more in-depth overview of considerations for choosing an SEO partner, click here.

If adding a layer of support to your marketing team would be beneficial, we would love to talk with you. Email us at agency@glintadv.com or better yet, give us a call at 817-616-0320.

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Social Strategy Trumps Social Media

Social Strategy

Glint has a question for you today… Would you ever stick your son or daughter in a car, the moment they turned 16, without having any previous driving experience? In other words, would you allow your kid to drive without ever having taken a driver’s education course?

You are probably shaking your head, thinking to yourself, “Absolutely not!” Which is a good thing, it means you’re a responsible parent and you understand putting your child on the road without any experience could mean placing them and other people in danger.

You are probably wondering, how does this have anything to do with social media? Well, while social media isn’t a several ton vehicle capable of going 100+ miles per hour down the interstate, it is still a tool or vehicle of transportation for your brand’s message and should be treated as such.

Every day, we see brands with a ton of potential take charge of their social media accounts (without any previous education) and tarnish their brand. If you don’t remember anything else from this article, please remember this —

“No social media presence is better than bad social media presence.”

This is a difficult concept to grasp because, for a lot of brands, social media evokes a feeling of FOMO (fear of missing out). Brands feel that if they aren’t on every platform or using every tool, they will be forgotten about.

And between Facebook, Instagram, Twitter and [fill in the blank], there is a lot to try and keep up with. But, social media and the dozens of tools that have been created to power it, is useless (and at times even detrimental) if you don’t understand how to use it. So, how do you use it? Keep reading, and we will share some of our thoughts on the matter.

How to Use Social Media
In order to get the most out of social media, you need to ensure you have a solid foundation. To use another metaphor, if social media is your tool or rocket that your brand uses for lift off, the creative and messaging associated with your brand is the foundation that the rocket sits upon. The rocket is useless without a solid foundation.

Glint helps our clients ensure they are using proper strategy developed by our experts, that way they are getting the highest return on social media.

More on Social Media Strategy
You may be wondering, that’s great, so how do I design a great social media strategy? Well, in order to design a social media strategy that will deliver a high return, you will need to have a deep understanding of your brand, what you stand for and how you are being perceived.

Something that may sound rudimentary at first glance, but something that actually requires an extreme amount of creativity and experience working with brands — this is an artform called branding and something that Glint is very strong at. Check out some branding work we’ve done.

After we have worked with you on defining your brand, we can then go about designing a social media strategy that is right for you, along with the social media platforms that fit this strategy.

If you are interested in learning more about how to use social media and how to develop a social media strategy that is right for you, please don’t hesitate to connect with us here or call us at (817) 616 – 0320.

Ad Agencies are to Blame… For Everything.

Ad AgencyMost people believe that John Wooden goes down in history as being the greatest basketball coach to ever live and with a winning percentage of .804 and over 10 NCAA championships… well, let’s just say that here at Glint we certainly can’t disagree with this belief. What’s interesting is the greatest basketball coach of all time won 80% of the games he played, which is a mind-boggling percentage but during his 29 years as a college coach, he lost approximately 162 games.

That is a lot of lost games.

In fact, if you were to stack these losses on top of one another, it would equate to 5.5 basketball seasons (years) of straight losses. The point we are trying to make here is that building a championship basketball program is not unlike building a championship brand–– it takes time, it takes patience, it takes resilience, it takes devotion, and it takes the ability to zoom out and look at the bigger picture. And just like a college basketball program must stick together through the highs and lows of their journey towards greatness, companies and agencies must do the same in their journey towards building a championship brand. Both brands and agencies should prepare and expect to encounter rough waters, and when they do, they need to remember they are on the same team.

Here at Glint, we would never take on John Wooden when it comes to coaching basketball, but we know a thing or two about coaching and building great brands–– in fact, since 2000, we have been doing everything in our power to help brands make the best decisions and create the highest ROI. We believe there are a number of skills great advertising agencies must have to successfully build a great brand, but today we are going to concentrate on three core competencies–– Branding, Copywriting and the ability to blend old practices with new ones.

Understanding the Art & Science of Branding
Branding is much more than just a logo or a symbol; it is the art and
science of aligning what you want people to think of your company with what they actually think of your company. It is a promise of what consumers can expect when they purchase your product or service.

At Glint, we are experts at branding, and everything we do begins and ends with the brand in mind. Our attention to detail in regards to branding has allowed us to help build world-class brands and movements like DSG Arms, Think Before You Sleep and Kaner Medical Group. You can read more on the art and science of brand building here.

Writing Dang Good Copy
Bruce Bendinger, one of the world’s greatest copywriters to ever live, said it best when defining copy—

“Copywriting is a job. A skilled craft. Verbal carpentry. Words on paper. Scripts to time. And one more thing. Salesmanship.”

Now, this definition is perhaps a bit romantic/dramatic, but we are an advertising agency, we live and die in the pursuit of creating the perfect ad. Writing copy lays the foundation of the brand and is one of the essential steps of branding, which we discussed in our earlier point. Here at Glint, we strive to write copy that ignites something in the customer, that moves them into action, that evokes emotion and that ultimately get them to bite. You can read more about the process we take when writing copy here.

Merging the Old with the New
While both branding and copywriting are concepts that have been around for ages, advertising and marketing practices are constantly changing. A great ad agency must have the ability to blend the old with the new––merging the old foundational elements of advertising, like branding with the new more innovative practices like integrated marketing, social media marketing and of course Search Engine Optimization.

While new technology allows us easier access to a wide range of audiences and customers, these mediums are useless if we aren’t practicing the foundational elements of advertising and marketing.

Understand What Makes a Great Agency & Together Have the
Patience, Resilience, and Devotion to Build a Great Brand
The goal of this article is to help you understand the skills and expertise it takes to build a great brand so that you can choose the right agency to partner with. If your advertising agency is currently doing the things we mentioned above, you have absolutely nothing to worry about. You just need to trust in the process and remember to zoom out and look at the bigger picture. While John Wooden’s losses were far from pleasant, they ultimately were what allowed him to win 10 NCAA championships.

At Glint, we are more concerned with winning our brands the championship, and that takes both time and patience. Our goal is to be proactive and work through challenges that inevitably come when competitors try to take the lead in the ballgame.

While we may lose the occasional game, we always take the series and ultimately win the championship. If you’re ready to win, reach out to Glint at www.glintadv.com or give us a call at 817-616-0320.