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Advertising
A Glimpse Into The Mind Of A Wizard of Ads Creative Writer
Wizard of Ads™ Partners cannot apply to become a partner. When I see a special kind of genius, I invite them to join our tribe.
Wizard of Ads™ Partners cannot apply to become a partner. They have to demonstrate a certain disposition and curiosity that far exceeds that of a normal copywriter. When I see this special kind of genius, I invite them to join our tribe of writing elite. Here is a tiny glimpse into the magical mind of a Wizard of Ads™ creative writer: The Neuroscience of Behavior Change is a great explanation of what Dr. Alan Baddeley calls “Procedural Memory.” This is taught at The Magical Worlds Communications Workshop at Wizard Academy®.
- Working Memory is consciousness, imagination, the thought you are thinking NOW.
- Semantic Declarative Memory contains things you can remember, but you cannot remember how or when you learned them.
- Episodic Declarative Memory is like Semantic Declarative Memory, except that you can remember the episode; the how and when of the learning.
- Procedural Memory is long-term, involuntary, automatic recall. It is electrical memory aided by chemical traces along the neural pathway. A perfect golf swing, the movement of fingers by a typist or a concert pianist, or the automatic recall of an advertiser’s name; all these are positive expressions of Procedural Memory.
**Procedural Memory = Salience (impact or relevance) x Repetition.**The greater the impact of the message, the less repetition is required. And keep in mind, repetition costs money. The Short-Term Goal of the Direct Response Ad Writer is to speak to an immediately-felt need of the customer who is currently, actively in need of the product or service in question. The Short-Term Goal of the Future Needs Ad Writer is to create Episodic declarative memory by saying or doing something new, surprising, or different so that future recall of the episode might be established. To do this, the ad writer must make the reader/listener/viewer smile, laugh, cry, become nostalgic, become fearful, or get angry. This is because emotion triggers adrenaline and adrenaline is the biochemical adhesive that creates those chemical traces along the neural pathway. Information without emotion is of limited value. The Long-Term Goal of the Future Needs Ad Writer is to deliver a series of salient messages with enough repetition over time to create Procedural Memory, but without any of the negative associations that come with anger, sorrow and fear. So now you understand PTSD. It is simply a negative expression of the long-term, involuntary, automatic recall known by neuroscientists as Procedural Memory, a product of Salience (importance, relevance, or surprise) times Repetition. With enough salience, a repetition of only one is sufficient to create Procedural Memory. Aren't these rabbit holes wonderful?
Marketing
You Got A Little Something There In Your Blind Spot
Hidden within your blind spot is your limiting factor, the thing that holds you back and limits your success.
If you knew it was there, they wouldn’t call it a blind spot.
Hidden within your blind spot is your limiting factor, the thing that holds you back and limits your success.
Find your blind spot and stare your limiting factor in the face. Acknowledge the reality of it. Then decide whether or not you want to overcome it. That’s right. It’s entirely possible that your blind spot – and within it your limiting factor – is simply an extension of your fundamental worldview.
You may already know your worldview is wrong but you’d rather continue being wrong – and suffer the consequences – than change it. I can respect that. I have no problem with a person who is willing to pay the price for their self-indulgence.
What I can’t respect is:
1. a person who is wrong and can’t admit it.
2. a person who makes a choice and then whines about the price of it.
I don’t want to get all sappy and personal with you, so let’s move this discussion to the marketplace. Blind spots and limiting factors are easily observed in business.
Here are the most common limiting factors hidden within the blind spots of business owners:
- Market Opportunity
a. Opportunity is staring you in the face and you can’t see it. SOLUTION: Open your eyes.
b. You’ve overestimated the potential of your trade area. Consequently, you’re bumping your head on the low, glass ceiling of a small population. SOLUTION: (a.) Expand your product offering or (b.) open in a second trade area.
If you’re doing okay but have been looking for better ways to target the demographic and psychographic profile of “your customer” and these efforts haven’t been paying off, your limiting factor is almost certainly Market Opportunity or Product Appeal. Keep reading.
2. Product Appeal
a. Your product is flawed and you can’t see it. SOLUTION: Find someone who has the courage to tell you the truth. Then correct the problem they show you. Don’t live in denial.
b. Your product has a characteristic whose appeal you’ve underestimated. SOLUTION: Promote the newfound characteristic.
EXAMPLE: My partner Ryan Chute recently learned the difference between a hydrostatic test and a static test in plumbing. In the great state of Texas, realtors often mistakenly recommend a hydrostatic test to potential homeowners when what they really need is a static test (a hidden sewer/water leak test).
When Ryan asked what the difference was between the two tests, the answer was that a hydrostatic test runs the risk of blowing up all your pipes in the entire home and requires a very expensive piece of equipment run by a very skilled plumber, while the static test is considerably less risky and requires a rubber ball and pressure gauge.
Why does this matter?
While the client's competition is outrunning expensive and risky service calls, Ryan's client is offering a much more affordable, quick, and safe solution for his clients. Paired with a direct mail campaign to all the local realtors and a nifty YouTube video explaining the difference, Ryan's client is quickly dominating the hidden sewer/water leak test business in his trade area.
SOLUTION: Because the test is so simple to administer, Ryan's client is now offering a hidden sewer/water leak test annually for all of his club members. Talk about value!
3. Staff Competence
a. Your front-line people see opportunities and solutions you don’t see. You limit your success by not listening to your people. SOLUTION: Listen to them.
b. Your people aren’t nearly as smart as you think. You keep listening to them and they’re wrong, but dammit, they’re enthusiastic and they make sense and they’re just so sincere! SOLUTION: Make some executive decisions. Be the leader. Tell your employees what you want. If they can’t get on board with it, let them swim in the cold waters of unemployment. (If that suggestion horrifies you, then it’s almost certainly your limiting factor.)
4. Message Clarity
a. You understand the benefits of your product but have been unable to communicate them persuasively to the public. SOLUTION: Hire a Wizard of Ads® Partner like Ryan Chute with a history of success.
b. You don’t understand how the public views your product category. Consequently, your ads are irrelevant to them. EXAMPLE: You’ve been saying, “100% Satisfaction Guarantee” when your customer’s real anxiety is, “Will these people show up on time or will I have to wait around all day?” SOLUTION: Speak to what the customer actually cares about.
5. Message Delivery
a. You have a song to sing, you just haven’t been singing it. (In other words you haven’t been advertising. No, lead gen doesn't count.) SOLUTION: Sing, little bird, sing!
b. You know who would be interested in your product, you just can’t figure out how to reach them.
EXAMPLE: You sell HVAC and want to reach people who are about to buy a new unit.
SOLUTION: (a.) You can reach the people who don't yet have an HVAC provider with paid ads right now or use Search Engine Optimization to lift your website ranking to the first page of search engine results in about 2 years, or (b.) Reach the general population with a memorable message using mass media and then wait for them, or one of their circle, to need what you sell. Become the solution people think of immediately and feel the best about. Build your reputation with ads that have a high Impact Quotient. This option bypasses PPC altogether and has the direct searching your company by name.
6. Competitor Strength
a. Your category has a strong leader and it isn’t you. SOLUTION: Use the leader’s reputation like a basketball backboard. Connect yourself to them through indirect acknowledgment.
EXAMPLE: Avis came out of nowhere to become a major contender to Hertz with the claim, “We’re Number Two. We Try Harder.” Burger King separated themselves from McDonald’s with the statement, “Have it your way at Burger King.” This statement would have made no sense if the public had not been acutely aware that McDonald’s made all their burgers the same.
b. Your category has never had a leader because it’s a category that makes people yawn. SOLUTION: Say something memorable. Do something ridiculous. Push far enough beyond the norm to get criticized. Just make sure they spell your name right. Choose who to lose as a potential customer. You can’t have insiders without having outsiders.
It’s not what you include, but what you exclude that defines you.
How are you defining yourself?
Most people limit themselves because of a blind spot. The things they exclude are excluded unconsciously.
The purpose of my note to you today has been merely to suggest that you choose consciously, rather than unconsciously, what you will exclude from:
- your business,
- your reality,
- your life.
Open your eyes. Look in the mirror. Make some choices. The clock is ticking.
Advertising
When Will My Ads Start Working?
The length of the “ramping up period” an ad campaign will require before you begin to see results is determined by four factors.
The length of the “ramping up period” an ad campaign will require before you begin to see results is determined by the following factors, listed in descending order of their importance:
- Product Purchase Cycle
- Share of Voice
- Impact Quotient of message
- Media delivery vehicle
Product Purchase Cycle: How often is the customer in the market for this product? Because we eat more often than we redecorate, ads for restaurants will yield results much faster than ads for carpets or furnishings. Nearly every person reached by advertising will eat at least one meal in a restaurant this week, but only 1 in 452 will be involved in any particular 7 to 10-year product purchase cycle. The longer your product purchase cycle, the longer you'll have to invest in advertising before you feel like it's working. The ramping-up period usually takes 20 percent of the product purchase cycle to no more than 40 percent. In other words, the advertiser selling a product a customer purchases once every 5 years will likely be one to two years into his advertising plan before he feels like it's really beginning to pay off.
Share of Voice: What percentage of all the advertising done in your product or service category is yours? To be perfectly accurate, a Share of Voice calculation must include such things as the intrusive visibility offered by an excellent location, previous years of consistent advertising, word-of-mouth recommendation by customers, etc. Generally speaking, however, your Share of Voice is loosely determined by the size of your ad budget compared to the collective ad budgets of your competitors.
Impact Quotient: How convincing is your message? Keep in mind that your customer won't be hearing your message alone. They'll be comparing your message to the messages of your competitors. How strong is your competition? Urgent messages making “a limited time offer” will definitely elevate the Impact Quotient, but only for those customers who are currently, consciously in the market for the product. But the same “limited time offer” is likely to lower the long-term Impact Quotient for customers who are not yet ready to buy. The only thing the not-yet-ready customer is likely to remember from such ads is never to buy from your company “unless they're having a sale. ”Long-term, the most valuable ad is the one that delivers a message powerful enough to be remembered even by people who are not currently in the market for your product.
Media delivery vehicle: One commonly held myth is that we remember “more of what we see than what we hear.” In truth, the opposite is true. A picture of your product (an iconic recall cue) delivered through a visual media will be noticed by readers and viewers who are currently, consciously, in the market for the product. Consequently, the response to silent, visual ads is usually immediate. But then it's over. Auditory ads, however, are retained in memory even when customers are unaware they've heard them. This is why you can sing along with nearly 2,000 songs you never intended to learn. One could easily generalize that products with shorter purchase cycles should use visual media and products with longer purchase cycles should use auditory media, but like most generalizations, this one would be flawed because there are two other factors – Share of Voice and Impact Quotient – that make a lot more difference than your choice of delivery vehicle. Far more important than your choice of media is your choice of message. As you can see, there is no perfect answer. The option that delivers the best result today will yield the worst result long-term. And the most tedious thing in the short run is the most powerful thing in the long run. But isn't that how most things work?
Storytelling
The True Power of Brand Storytelling
Discover the power of brand storytelling with Wizard of Ads®. Learn how to craft compelling narratives that resonate with your audience, build trust, and drive sales.
Have you found your story? Your story is the most powerful device in your marketing arsenal. It's the thing that will make you stand out from your competitors and attract your ideal customers. Are you telling it well? Your story is the heart of your brand. It's what makes you unique and connects you with your customers on a deeper level. When you tap into the emotions of your customers, you create a connection that will last a lifetime. Are people entertained? The best way to connect with your customers is to entertain them. But you can't just tell any old company story-- it has to be a great story. It has to be something that people will want to share with their friends and family. How’s business? If you're not building a storybrand in your business, you're missing out on a powerful marketing tool. Story branding can help you connect with your customers, build loyalty, and increase sales. The true power of brand storytelling is that it can help you connect with your customers on a deeper level. It can help you build loyalty and trust. And, maybe most importantly, it can create more business. When you use brand storytelling, you're not just selling a product or service, you're selling an experience. You're creating a connection with your customers that goes beyond the transaction. People want to do business with companies they trust and feel good about. Brand storytelling can help you create that feeling.
Stories Explain How the World Works!
Our world is already full of constant change and uncertainty. Stories can be a powerful tool for helping us make sense of our lives. They can provide meaning and understanding, comfort, and hope. Great stories can transcend time and place, connecting us to something larger than ourselves. They can inspire us to be better people and help us see the world in new and different ways. Brand storytelling is one of the most powerful tools available to businesses today. A well-written brand story can create an emotional connection between a company and its customers. One that goes far beyond simply selling products or services. However, poorly-done brand storytelling can seem inauthentic, contrived, or even manipulative. Your customers are calling, but they aren't sure how to address you. Luckily for you, creating a brand story that connects to your customers doesn't have to be difficult. Wizard of Ads® can help you create a brand story that works for you as your story-brand wordsmith. Book a call with us today.
Story Helps Shape and Define your Tribe
Your story is the foundation of your brand. It's what sets you apart from the competition and attracts your tribe. A great brand story template can inspire people to take action and become loyal customers or followers. A good story has the power to change lives. It can make people laugh, cry, think, feel, and even fall in love. A well-told story can build trust, create connection, and foster understanding. Whether you're a small business owner, a solopreneur, or a big corporation, your story is essential to your success.
How to Market Your Brand’s Story
In today's business world, the power of storytelling is more important than ever before. Companies need to find profound ways to connect with customers to stand out and be successful. And what better way to do that than through the use of stories? Storytelling is an incredibly effective marketing tool. When done correctly, it can help forge a connection between the brand and the customer. One that is difficult to achieve through other means. It can also help customers remember your brand and what it stands for long after they have made a purchase. If you're looking to harness the power of story brand marketing, you need to keep a few things in mind. First, it's vital to understand what makes a good story. Good brand story ideas are relatable, interesting, and memorable. It should also align with your brand's values and mission. Once you have an idea of what makes a good story, find ways to incorporate it into your marketing strategy. You can do this through various means, such as social media posts, blog articles, video content, and more. The key is to be creative and think outside the box. When it comes to brand storytelling, make sure that your stories are consistent with your overall brand image. Ensure that the characters, plot, and setting all fit within the world that you've created for your brand. It's also crucial to make sure that your stories are updated regularly to stay relevant to your audience. The best way to market your brand's story is through mass media, of course. It allows you to reach the largest audience quickly, easily, and affordably. The type of mass media you choose matters a lot, as some are passive while others are more intrusive. Depending on your market area, budget, and population, choose an economical mass media that reaches the most people you can afford at least 3 times a week per person. If you are unsure of how to do this calculation, give us a call. We have an algorithm for that. You can also share your stories with your followers on social media and get their feedback in real-time. Additionally, you can use social media to promote any new content or products that you're releasing. Another great way to market your brand's story is through video content. This could be in the form of a commercial, an explainer video, or even just a short clip that tells your brand's story. Video is a great way to engage with your audience. And to get your message across in a concise and visually appealing way.
Why Most Brands and Their Ads Don’t Really Tell a Story
In our fast-paced, constantly-connected world, it's more important than ever for brands to connect with consumers emotionally. And the best way to do that is by telling stories. Unfortunately, most brands and their ads don't really tell a story. Most ads might have a beginning, middle, and end. But they lack the emotion and connection truly great brand stories have. The reason for this is that most brands are focused on selling a product or service. Most brands don’t concern themselves with telling a compelling story that will resonate with consumers. But if you want your brand to stand out from the noise, you need to start thinking about storytelling. Most brands' ads also don't tell a story because they don't have a clear understanding of what it is. A great brand story is more than just a description of what you do or what you sell. It's about why you do it and how it makes a difference in people's lives. So, do you want to start using the power of brand storytelling? Then there are a few things to keep in mind: Know your audience. Your audience is the most important part of your story. Without them, your story doesn't exist. You need to understand who they are, what they care about, and what they're looking for. Only then can you start to craft a story that will resonate with them. Keep it simple. A great brand story is not complicated. It's easy to understand and easy to remember. The simpler, the better. Make it relatable. Your story should be something that your audience can relate to. It should be about their lives and experiences. Be authentic. Your story needs to be genuine and authentic. It should be true to who you are as a brand and what you stand for. Be consistent. Once you've found your story, stick to it. Consistency is key when it comes to branding and storytelling. Be patient. A great brand story doesn't happen overnight. It takes time to craft and perfect. Be patient and keep at it until you get it right.
Brand Storytelling: How Authentic is Your Story?
The authenticity of your brand story matters, too. After all, customers can spot a fake a mile away. To create a story that will resonate with your target audience, you need to be genuine. Every element of your story should be based on reality, from the characters to the plotline. Think about some of the most successful brands out there. What makes their stories so compelling? They're likely able to connect with their customers profoundly. They make people feel something, and that's what keeps them coming back for more. If you want your brand story to be truly effective, it must be authentic. Be real, be honest, and be true to your brand identity. Only then will you be able to create a story that resonates with your audience.
Storytelling is a Form of Selling
Brand storytelling connects you to your audience in an emotionally profound way. Connecting to your audience on a deeper level is crucial to your business. That’s because it helps you build trust and credibility. Building trust and credibility help you sell more products or services. In other words, storytelling is a form of selling. Think about it this way. When you hear a personal story from someone, you are likelier to trust and believe what they're saying. Especially if that someone was just trying to sell you something outright. Stories, particularly story brand scripts, create an emotional connection that is hard to come by otherwise. That's why brand storytelling is so powerful. When done well, it can help you build the know, like, and trust factor with your audience. And that is essential for any successful business. Put another way: “Storytelling … allows us to use the old and familiar as metaphors to help us determine the right course of action when facing the new and different. Choose the story and you control the metaphor. Control the metaphor and you strongly influence the conclusion that will be reached by the listener. An elegantly powerful salesperson leads you to believe you made the decision entirely on your own. This is the power of Once Upon a Time…” from The Monday Morning Memo.
How Do You Tell Your Story: A Fairy Tale or a Horror Story?
So, how do you tell your story? Is it a fairy tale or a horror story? The true power of brand storytelling is that it can be both. It all depends on how you use it. A fairy tale is a story that uses magical elements to bring the reader into a different world. In a fairy tale, your customer is the hero, overcoming all odds to achieve its goal by hiring you, the old wise man in the woods. A horror story uses suspense and fear to keep the reader on the edge of their seat. In a horror story, your customer’s pain points are the villain, terrorizing their lives until the evil is properly defeated. Which one will you choose? When you’re ready to shape your brand’s story, Wizard of Ads® can bring a pen to paper. Book a call with us to discuss the story you want your brand to tell.
Branding
Brand Identity: The Good and the Bad
Think of a brand. Any brand. When you've thought of one, what image comes to mind? Is the image clear, or a little foggy? If it's the former, that company probably has a good brand identity. If it's the latter, however, their brand identity might be a bit lackluster. So what about your brand? Where does it lie on the scale of unrecognizable to legendary? If you aren't totally sure or feel that your brand development could use some extra oomph, you're in just the right place. In this article, we'll go over what brand identity is, how it has evolved, why it's so important, and what sets good branding and bad branding apart. Once you know this essential information, you'll be branding like a pro in no time.
Brand Identity Explained
A brand's identity is the visual representation of the brand, including its logo, color scheme, typography, and other design elements. It’s the visual story to your brand’s story. These elements come together to create a unique look and feel that can be used to differentiate a brand from its competitors. A strong brand identity can help build brand equity, which can lead to higher brand awareness and recognition. A brand's identity should be carefully crafted to reflect the brand's values and personality. It should be consistent across all channels, from website and social media to print and packaging. And it should be able to evolve over time to keep up with changes in the brand or its industry. Creating a strong brand identity is an important part of any branding strategy and it can take time and effort to get right. When your brand image and your brand story match, they tell a persuasive and compelling story about the benefits of choosing your brand over the competition. At Wizard of Ads®, we take all the guesswork out of your branding design. Book a call with us today and we’ll help you with creating a brand that stands out, builds trust with consumers, and drives sales.
The Evolution of Brand Identity
There's no doubt that national, guild, religious, and heraldic symbols, logos, and other visual branding have been around for a very long time. However, the modern practice of using these elements to sell products and services can be traced back as far as the industrial revolution. That's when factories started producing household goods, therefore manufacturers needed a way to stand out from the competition and make their products more recognizable to consumers. Over the years, branding efforts have evolved from simple visuals to including mascots, jingles, and other marketing techniques. Some of the oldest trademarked brands are companies like Stella Artois, Averill Paints, and Lowenbrau. Today, brand identity has become a complex process that involves everything from market research and target audience analysis to graphic design, web development, and even SEO. In other words, a lot goes into creating a strong, recognizable brand.
Does Your Brand Identity Matter?
A strong brand identity can do wonders for your business. It helps you attract new customers and build loyalty among existing ones by creating a sense of trust, credibility, and a positive association with your brand. A well-defined brand identity also makes it easier for you to stand out from the competition, communicate what you do and what makes you different, and reside in the minds of your potential customers. If your brand identity is weak or nonexistent, on the other hand, you could be missing out on all of these benefits. Your brand will be less likely to stick in people's minds, and you'll have a harder time differentiating yourself from your competitors. Just think about shopping for wine. The label, and sometimes the vineyard, are the only elements that are used to decide which bottle to purchase in a sea of options. So, yes, your brand identity matters — a lot. If you're not happy with yours, it's never too late to make a change. Work with a professional designer to create a new logo and visual style for your brand. And make sure to put some thought into what you want your brand to represent. With a strong identity, you can take your business to new heights.
Your Brand’s Identity is Your Aim
When building a brand, creating the right identity should be your second focus behind crafting the right brand story. This means getting to the core of who you are as a brand, understanding your audience, your product or service, the value that it offers, and what sets you apart from your competitors. To do all of this, call a meeting with your business partners so you can brainstorm and ask some pivotal key questions, such as:
- Who are we as a brand?
- What is our purpose?
- What do we stand for?
- What are our core values?
- Who is our target audience?
- What do they want and need from us?
- What are their pain points?
- What are our unique selling points?
- What is our competitive advantage?
Once you have a clear understanding of your brand identity and answer these questions, you'll have the tools you need to develop a strong brand that truly resonates with your target audience. But how do you know if your brand identity is effective? Here, we’ll describe the difference between good brand identity and bad brand identity with examples to boot.
Bad Brand Identity
A bad brand identity is centered around you, your company, your products, and your services. Now I know we've just told you that these elements are key to building a well-defined and impactful brand identity, but these same elements can easily be overemphasized and quickly form into bad branding. For example, using words like “I, me, my, we or our" in your branding can create a self-centered or "salesy" image. You are speaking from the limits of your own belief system, and in doing so you are only speaking to the members of your own tribe. This leaves you with a message that lacks the emotional depth and value that you need for your target audience to become devoted to your brand. One company branding mistake that made headlines was Pepsi and their commercial starring celebrity Kendall Jenner. The ad was meant to show how Pepsi could bring people from all walks of life together, but it received a lot of backlash for being insensitive to the current political and social climate. Ultimately, it's essential to remember that your customers and clients are the ones you're trying to reach. They should always come first as it's their input, suggestions, and feedback that forms the basis of a great brand identity, not yours. So keep that in mind as you design or re-design your brand.
Good Brand Identity
A good brand identity is centered around the customer, and how your product or service can elevate their happiness. It’s about seeing through the eyes of your customers and finding out what they care about, rather than lecturing them on what they should care about. It involves opening your heart and mind wide enough to speak to the values and beliefs of which are not your own. Using words like “You, you, you, your, you're…" and (you've guessed it), "you" in your branding will help keep the focus on your customer and show them that they are what matters most. You can also use a technique created by persuasive ad writers called “inclusive communication by design.” This can be done in two ways:
1. Include Something for Everyone You’re Targeting
Use language that appeals to every possible perspective a consumer will have when making a purchasing decision. To find these perspectives, create three or four customer "personas" with the help of the frontline salespeople who talk to your customers every day. Ask them questions that will allow you to confidently showcase each of these different belief systems. This will effectively take your brand identity to the next level, and the next.
2. Speak Only to Those Values and Universal Truths That Most People Agree Upon
You may have a great product, and your ad copy may be very well-written, but if it's not speaking to the values that most customers share, then it's not going to be persuasive. As beneficial as this advice is, it can be tricky to market your brand identity in a way that is still specific to your target audience. That's why initially establishing your customer personas is so important. One brand identity that does this well is Apple. Everything they do is focused on the user experience and making it as seamless, efficient, and joyful as possible — things that any customer would want out of a product. They do this through elegant design, user-friendly interfaces, and constantly finding new ways to make their products even more intuitive. And that's why people are so passionate about their products. When you put your customers first, it shows. And it pays off in spades.
Your Brand Identity Epiphany is Approaching
So, if you want to create a lasting and successful brand identity, it's important to start with the basics. Your brand identity is the precedent for your branding, marketing, and sales success, and without a solidified identity, your brand won't have the legs to take you onward and upward. Your brand should be easily recognizable and have an inspiring story that customers will connect with. It's also essential to have a style that stands out from the competition and makes an impression. And finally, don't forget to make sure your brand is being seen and heard by the right people. With the help of Wizard of Ads®, we can guide you through this process so that you can achieve household-name status in your industry. Book a call today so we can get started on building your successful brand identity.
Marketing
13 Ways to Give Your Online Presence Some Spark
Establishing an online presence can seem like a daunting task. The world of digital instant gratification often seems to work for just a select few. Algorithms seem like impossible codes to crack and keep up with. But there are several ways to spruce up your digital presence, and some hacks are easier than you think. Maintaining a presence online can be extremely beneficial. Though it may seem like a lot of work at first, it’s well worth becoming familiar with.
Do You Have an Online Presence?
What exactly is an online presence?Think of it as the digital elements of your brand that introduces your audience to your business, beliefs, and philosophies. Whether you’re a fan of the written word or let your pictures speak for you, there’s something for everyone. What you share with the world is completely up to you. Now, if you’re just getting your feet wet when it comes to social media, it’s important to know your options. Here are the major online sites and apps you can use to increase your web presence:
- Instagram: The hub of digital instant gratification, Instagram focuses on images, and is making a serious push toward video in 2022.
- Facebook: A digital community where you can find everyone you know. A common spot for family, friends, and funnies, Facebook is a place to entertain, edutain, and endear your brand with your audience.
- Email: A digital letter and powerful marketing tool when used to bring attention to your beliefs, values, various content, and value-stacked offers.
- Websites: The ultimate digital “real estate”, your website serves as the lynchpin to all things that represent your brand
- Blogs: Sharing what you know with the world matters. What matters most is sharing things that others want to read and share.
- Twitter: Express yourself in 280 characters or less. If you like to carry on a conversation, Twitter is the place to talk it up.
- TikTok: A strong up-and-comer, TikTok has taken the world by storm with its shortcut content and video format. With shorter attention spans and the hunger for dynamic media, TikTok isn’t going anywhere.
- YouTube: Having most recently moved to the #3 largest search engine in the world, YouTube is a deep and relevant depository for how-to videos, entertainment, and edutainment. YouTube shorts capitalizes on the shortcut 1080x1920 px videoes popularized on TikTok and Instagram Reels.
Feeling overwhelmed? Enlist the help of marketing experts to help your brand establish an online presence. Contact Wizard of Ads™ today!
What Impact Does Online Presence Have on Business?
While creating a digital presence for yourself can be gratifying, it can also positively impact your business. For instance, building your online presence for your business increases online visibility and reach. Before the digital age, businesses gained exposure by word of mouth and the Yellow Pages. No longer do you need to rely on telephone books or the paperboy to get the word out. With the internet at your fingertips, connecting with your target audience is easier than ever. No matter where you are in the world, people can view your website or social media profiles. Being present online also increases brand credibility. Customers are more likely to trust a brand that has an online presence than one without it. It shows the willingness to connect with your audience where they hang out the most—online. Even if you own a single brick-and-mortar location, social media can help increase your brand reach. In addition, an online business presence allows you to be available 24/7. Your website and social media are available to view at any time day or night. Imagine a small business with a single store and no website. Obviously, their customers wouldn’t be able to get in touch with them outside of operating hours. Having a small business online presence eliminates the gap between them and their customers. So even if you’re not available, people can still learn about your business and what you have to offer. This also increases the accessibility customers have to your brand. Our expert marketing team at Wizard of Ads™ has the strategies you need to build exposure for your business. If you’re ready to boost your brand’s online presence, contact us today!
How to Boost Your Online Presence and Create Some Spark
It’s no secret that creating a digital presence consists of a lot of moving parts. Now that you’ve identified the different mediums of the digital world, it’s time to take it a step further. Sustaining a powerful digital empire isn’t a one-and-done process. Remember: consistency is key. We’ve comprised a list of the top thirteen ways critical to improving online presence.
Create and Grow Your Email List
Email marketing is grossly underrated. Many businesses today have found success in creating and growing their email list. So what exactly makes it beneficial? First of all, creating an email list helps you personally connect with your audience. Offering free information in the form of an ebook, or lead magnet gives customers an incentive to provide their email. Once you have your customer’s email, you can send emails periodically to nurture the relationship with your customers. This method is also effective after a customer makes a purchase. Email marketing is also cost-effective. It doesn’t cost a penny to use tools like Gmail to connect with your audience. Emails can also increase website traffic. Include links with a call to action in every email that points your audience to your business site. This will help you maximize the effectiveness of this strategy.
Create a CRO Website
Creating a Conversion Rate Optimized (CRO) website is another great way to improve your online presence. With different web builders like Squarespace and Shopify, there’s sure to be an option that fits your business needs. Customers will be able to learn more about your company and what you have to offer beyond office hours. A website can also lead to increased sales. Imagine having international customers who would love to buy from you. If you don’t have a website they can visit, you’re losing out on money. Plus, a business website builds trust with your customers. Showing that you’re a professional business with a well-designed website can go a long way in establishing your brand. Creating a business website has numerous benefits and can help you reach your target audience in a variety of ways. If you’re not already utilizing this powerful marketing tool, now is the time to get started!
Implement On/Off-page SEO
Maximizing your business reach doesn’t just stop at a website and emails. Gaining organic traffic to your website is another battle entirely. SEO is the best way to achieve fresh eyes on your website and content. SEO, or search engine optimization, is a strategy that uses keywords with a high search volume to draw traffic to your site. It’s important to research the best keywords to use against your competitors and implement them throughout your website. The goal is to find keywords with a low competition rating, giving you the chance to rank high on Google. There are two methods for using SEO: on-page and off-page. On-Page SEO includes:
- Meta Titles and Descriptions
- Alt text for website photos
- Title tags
- Internal links
Off-Page SEO includes:
- Domain ranking
- Backlinks from local domains and high domain ranking sites
- Local SEO keywords
- Pay-per-click
Using this strategy to implement both on and off-page SEO will give your business a high boost in traffic.
Create Excellent Customer Experience
Creating an excellent customer experience is essential in your business. If you take the time to give your customers a great experience, they’re likely to come back. Not only will they come back, but they’ll also tell their friends about your business. Establishing your business online is one of the most important ways to give your customers a great experience. It helps you can reach more people and give them the information they need. You can also use online tools to track customer satisfaction and find out what needs improvement. By taking the time to give your customers a great experience, you’ll build loyalty and goodwill. Your customers will appreciate your effort, and you’ll see the results in repeat business and referrals.
Post Blogs Regularly
Blogs are another great way to increase your credibility. Posting frequent informational content specific to your niche will classify you as an expert from the customer's perspective. This will also make potential customers more likely to do business with you. SEO is another big benefit of blogging. By including keywords throughout your blog posts, you can increase your rankings on search engine results pages. This means more people will be able to find your website, which can lead to increased traffic and potential customers. Blogging also creates brand awareness. Create different types of content and a combination of short and long posts to include something for everyone. Overall, blogging is essential to reaching new audiences through SEO.
Update Your Content
Updating your online content is essential. As the years go on, your brand is sure to evolve. It’s important to update your content to match your brand mission. You should also update your content based on what matters most to your target audience. Your content should serve the purpose of answering their questions and solving their problems. Additionally, you should keep your content fresh. Search engines like Google favor fresh, relevant content. Regularly update your website content to gain more organic traffic. Finally, updating your content helps build trust with your audience. When people see that you’re constantly creating new content, they’ll know that you’re an authority in your industry. They’ll be more likely to do business with you as a result.
Boost Your Social Media Presence
Social Media is another powerful tool your business can benefit from. Although it may seem difficult, social media can be the strategy that propels your business forward. Let’s explore a few ways social media can improve your online presence. Digital word of mouth creates social proof and builds trust with potential customers. A strong social media presence increases engagement. Additionally, use social media to improve content SEO. Include keywords links to improve your site’s ranking. This will make your business more visible when potential customers are searching for products or services like yours. Lastly, social media helps you connect with potential customers and create meaningful relationships. By responding to customer messages, you're able to bridge the gap between you and your customer.
Test Strategies and Analyze Results
Testing and analyzing marketing strategies are critical to helping your business succeed online. What works for someone else may not work for you. Test out different strategies and analyze the results. First, decide the strategy you want to use. For example, you could decide whether eight hashtags in an Instagram post are more effective than twelve. The next step would be to create posts for both options. It’s important to use the same metrics when creating either post. This way, you’re able to more accurately analyze the results of each post type. Remember, strategies don’t always take off right away. It’s crucial to keep testing and optimizing what works best for your business. This way, you’ll eventually be able to yield the desired results. It may be a good idea to have a goal in mind. Are you looking to increase sales? Do you want more website traffic? Having a clear intention in mind for every piece of content you share online will allow you to measure what matters.
Humanize Your Brand (Brand Personification)
Humanizing your brand allows your customers to connect with you on a personal level. There are numerous ways to personify your brand. For example, is your brand down-to-earth, with a brand voice that doesn’t take anything too seriously? Do you want to be known as reliable and trustworthy, focusing on delivering great results for your customers? This is the time to think about what you want your brand to be known for. Whether it’s a specific phrase or a signature logo, this is what will set you apart from competitors.
Study Your Competitors
Studying your competitors is another perfect strategy to use to elevate your brand’s online presence. Stay ahead of the curve and on top of the latest trends in your industry. This will put you above your competitors who are not making an effort online. Furthermore, by keeping up with your competitor’s strategies, you can learn what is and is not working for them. Then, adapt those lessons to improve your own online marketing strategy. It’s still important to continue testing and analyzing your results. However, gaining inspiration from competitors will give you new strategies to explore. By understanding your competitors’ digital marketing campaigns, you can avoid making similar mistakes and further improve your brand’s online presence.
Find Your Target Audience
Finding your target audience is absolutely critical if you want to build a digital presence. Imagine a bicycle company that only markets to motorcycle enthusiasts. It’s safe to assume that they don’t make any sales, right? As you can see, marketing to the correct audience directly affects your results. The same goes for businesses that don’t market themselves to their target audience. There are a few key ways to find your target audience. First, look at your current customer base. Who are they? What do they do? Why do they buy from you? This information can be extremely valuable in finding more customers like them. Next, use online tools like Google AdWords and Facebook Insights. These allow you to see who is searching for terms related to your business, and what demographics they fall into. Last but not least, ask around! Talk to friends, family, and other business owners. See who they think would be interested in your product or service. Once you identify your target audience, make a point to address what matters to them in your content. Addressing their pain points and how your business is the obvious solution is the perfect way to gain potential customers.
Develop Relationships and Expand Your Network
Expanding your network by becoming familiar with other business owners will help your business grow. You'll have access to new potential customers, and you can learn from the successes and failures of others. Additionally, growing your network will help you keep up with trends in your industry, giving you a competitive edge. Finally, developing relationships with other business owners can provide invaluable resources and support during difficult times. When done correctly, expanding your business network can be highly beneficial for your company. By becoming familiar with other business owners, you open yourself up to new insights. Taking the time to grow your business network is well worth the effort.
Embrace Process Automation
Automation when it comes to your online business presence helps you save time. Automated processes help you manage your website and track inventory without having to be online all the time. Automation can also help improve your customer service by providing them with quick responses to their inquiries and concerns. Email autoresponders are great if you send a weekly newsletter to your customers. By batching the content and scheduling them, you save time throughout the week for other tasks. Finally, automating your business processes can help improve your bottom line by reducing operational costs. Improving your online presence can do wonders for your business. Taking the necessary steps to add some spark will create brand credibility. Social media increases your brand reach no matter where you are. Take the leap into the digital world with your brand and contact Wizard of Ads™ today!
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Why Wizard of Ads®?
Are you ready to transform your business into a distinctive, emotionally resonant brand? Here's why hiring Ryan Chute and Wizard of Ads® Services is the game-changer your business needs:
Distinctiveness Beyond Difference: Your brand must be distinctive, not just different, to stand out. We specialize in creating emotional connections with your customers to make your brand unforgettable.
Building Real Estate in the Mind: Branding with us helps your customers remember your brand when they need your service again, creating a lasting impression.
Value Proposition Integration: We ensure that your brand communicates a compelling value proposition that resonates with your audience, creating a powerful brand strategy.
Who Should Work with The Wizard of Ads®?
Wizard of Ads® offers services that start with understanding your marketing challenges.
We specialize in crafting authentic and disruptive brand stories and help build trust and familiarity with your audience. By partnering with Wizard of Ads®, you can transform your brand into one people remember and prefer. We understand the power of authentic storytelling and the importance of trust.
Let us elevate your marketing strategy with our authentic storytelling and brand-building experts. We can take your brand to the next level.
What Do The Wizard of Ads® Actually Do?
Maximize Your Marketing Impact with Strategic Alignment.
Our strategy drives everything we do, dictating the creative direction and channels we use to elevate your brand. Leveraging our national buying power, we ensure you get the best media rates for maximum market leverage. Once your plan is in motion, we refine our strategy to align all channels—from customer service representatives to digital marketing, lead generation, and sales.
Our goal is consistency: we ensure everyone in your organization is on the same page, delivering a unified message that resonates with your audience. Experience the power of strategic alignment and watch your brand thrive.
What can I expect working with The Wizard of Ads®?
Transform Your Brand with Our Proven Process.
Once we sign the agreement, we visit on-site to uncover your authentic story, strengths, and limitations. Our goal is to highlight what sets you 600 feet above the competition. We'll help you determine your budgets and plan your mass media strategy, negotiating the best rates on your behalf.
Meanwhile, our creative team crafts a durable, long-lasting campaign designed to move your brand beyond mere name recognition and into the realm of household names. With an approved plan, we dive into implementation, producing high-quality content and aligning your channels to ensure your media is delivered effectively. Watch your brand soar with our comprehensive, strategic approach.
What Does A Brand-Foward Strategy Do?
The Power of Strategic Marketing Investments
Are you hungry for growth? We explain why a robust marketing budget is essential for exponential success. Many clients start with an 8-12% marketing budget, eventually reducing it to 3-5% as we optimize their marketing investments.
While it takes time to build momentum, you'll be celebrating significant milestones within two years. By the three to five-year mark, you'll see dramatic returns on investment, with substantial gains in net profit and revenue. Discover how strategic branding leads to compound growth and lasting value. Join us on this journey to transform your business.
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