Mastering digital marketing is essential in today’s market for any business to grow. Decisions to buy, invest or hire are typically made based on what we learn from the internet. As the “buyer” generations move from young adults to serious revenue opportunities, digital presence imperative and having a great, fresh, transparent brand is as well.
As a consultant, I am often asked by business owners to review current marketing strategies to help them understand opportunities. My role has grown to include helping long-time, seasoned, successful businesses to think about how to create a brand that attracts this new generation of buyers, potential employees and investors.
Using some of my service businesses as an example: Accountants, attorneys, medical, government, and education typically have branding that was created many, many years ago by old school branding companies. Dated logos, conservative or boring marketing language, lack of transparency, lack of innovative messaging will not attract buyers or fresh talent under the age of 50 today.
Today’s buyers and job seekers are looking for cool, fun, smart, outspoken, leading brands and companies. But some might say that being an accounting firm as an example, will never be cool or fun. It is a traditional business service that is a necessity and was never meant to be innovative.
There are ways to update conservative or dated branding that can make a tremendous difference in future earnings. Create a great logo, rename your company to something a bit more current. Show potential business buyers new ways to approach your services. Be an educator and industry leader. Teach your potential clients how to save money in innovative ways. Blog about the newest, hot tools or methodologies. Break down the wall between a boring necessity and something businesses need and want to make simple.
Developing a new, fresh brand and message gives your company the ability to create a new buyer market segment. Be an outlier, do it differently, set the new standard.