Effective Marketing & Branding 8 Tips to Make Your Company Stand Out

Choose a name that offers longevity. Using a last name is great, but consider carefully before you place your name on a business that may be sold one day. Your company name must also be legally obtainable. Search for entity, trademark, and domain availability. Don’t accept anything less than a dot-com site. Finally, consider your company name an important part of your first impression with your potential buyer. Does the name you chose take into consideration your customer personas, and will it evoke positive feelings in prospects and customers? 1 Think Long Term

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Balance longevity and credibility with creativity. Don’t be afraid to take chances –especially with your tagline. The more creative that your tagline is, the more memorable you’ll be. Think ahead to how you might co-brand, and design with flexibility. Co-branded content can help promote your partners, your distributors, and your company. 2 Get Creative

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More than 60% of B2B marketers consider LinkedIn to be their most successful social media channel. Your team should use LinkedIn to drive lead generation by posting in LinkedIn industry groups downloadable content that addresses specific needs or problems. Connect with trade show attendees and other prospective customers on LinkedIn to help nurture them toward a possible sale. Be sure to customize your invitation by mentioning where you met and how or when you plan to follow up with them in the future. Engage your engineering team in these activities to increase your credibility and reach. 3 Win With LinkedIn

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Custom products add time and complexity to the sales process. Before you start offering custom solutions, ensure that your sales team has all of the resources and tools to sell the product effectively, and adjust the sales cycle accordingly for the new product. Take time to re-evaluate your customer persona and identify the right customers for your custom offerings. When you come up with a new custom capability, ensure that your branding is up to date and that your tagline accurately reflects your company’s offering. 4 Think Before You Sell Custom Solutions

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There are many activities involved in launching a new product; a “roadmap” can help ensure that your launch meets timelines and maximizes opportunity. Start by incorporating large events such as press announcements and trade shows, and then connect the other dots. If the product is launching in a few distinct markets, use a differently colored sticky note or Sharpie to differentiate the markets so you don’t confuse the message. Your marketing activities all work together to create a successful product launch. Take a few moments and design a roadmap today!

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5 Create a Marketing Roadmap for Product Launch

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Offering potential leads educational content is a real mind shift for many companies, but it can get your company engaged earlier in the sales process and increase your competitive advantage. White papers and tip sheets that educate not only about your product but also the industry are proven tactics. A few months before product launch, develop a content calendar that highlights the content, timing, and marketing channels you will use to promote the white paper, tip sheet, and other deliverables. 6 Be a Teacher

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Your company may be missing out on potential opportunities to be in the news and promote themselves to the market. A well-written and distributed press release may not only increase your company’s visibility but its credibility as well. The most common news story is the product launch, but it’s not the only newsworthy announcement. You can write press releases related to all product phases, from quality standard certifications, new product documentation, and training initiatives to market expansion or emerging applications for the products. 7 Increase Your Credibility & Reach with PR

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Video can be a great way to convey a message about a product, but if it’s poorly produced, even the most compelling story won’t be heard. For better video quality, film in “natural“ environments, such as an interview with a scientist in a lab versus a conference room. Make sure the area is clean and uncluttered, especially if you’re appealing to medical markets where cleanliness is a top priority. Also, check the photo “shot” to ensure that no confidential information is visible. Avoid backlight, and if the shots are not filmed continuously, mark the floor so the speaker is always in the same spot.

8 Don’t Forget Video

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