The Marketing Mask - Creating the Appearance of a Successful Business

In an ideal world, a business is judged based on the quality of their product and customer service. Unfortunately, there are a wide array of critical factors that cannot be ignored if you are looking to succeed in a client-facing company. With that said, what those factors are can be quite challenging to identify, and even more difficult to adjust to within your campaign.

To remedy this, we have created a list of ways to build up your brand image; from the perspective of your clients and competitors.

1. Serviced Offices

As people, we often make judgements based on aesthetics. For a business that is just beginning to find its footing or one that only doesn’t have the capital necessary to pay for a luxurious setting to impress clients, this can pose a significant problem when attempting to cement yourself as an authority in your field.

Serviced offices do away with this issue, by allowing your company accommodation in a fully serviced workspace with meeting rooms that can be paid for on a need-to basis. As an added benefit for fledgeling startups, these spaces also come with everything that your business will need to run effectively, without the need for overly cumbersome setup times.

2. Identify Your Target Audience

How can you hope to appeal to your ideal demographic if you aren’t sure about who that audience is? Ensuring that you know exactly whom you are attempting to impress is a significant step toward finding success in your field. One issue that many businesses face is assuming that an excellent marketing campaign will broadly appeal to everyone.

However, except for some ubiquitous product-based services, this is rarely the case, which is why knowing whom your brand should be targeting is vital for growth.

3. Update Your Image When Necessary

While some will look at brands like Coca Cola as examples of the importance of brand recognition, this cannot be seen as a rule that translates to all businesses. Your brand exists to draw in an audience, so you must always be updating that image to appeal to your demographics needs at the time.

With that said, this rule can also quickly backfire if you do not have the right understanding of your prospective clientele. It leads us to our next point:

4. The Merits of Marketing Intelligence

“Know thyself, know thy enemy.”

This famous quote, attributed to Sun Tzu’s Art of War, holds in most areas of the business landscape. While viewing your clientele as “thy enemy” may not be the ideal, understanding both their expectations and changes within your industry is integral when looking to update your strategies.

Marketing intelligence can be found in a myriad of ways, including:

  • Ethical Web Scraping

This software-based service allows you to take data from the websites of your competitors, giving you an insight into user-behaviour and analytics that can be hugely beneficial when developing your campaigns.

  • Large Data Sets

These allow you a more broad view of your industry at large, giving you a bulk set of information that spans a wide variety of subjects, such as sales information, changes in customer behaviour, and updates that have affected companies over the last few months.

It can be difficult to know for sure what it is going to take to impress your demographic, but for those that are willing to put in the effort, it is undoubtedly going to be worth the time spent.