7 Critical Actions to Consider for Successful Rebranding

Rebranding should not come as a light exercise or an easy decision. It goes beyond altering your corporate look and feel or updating your logo. Your brand isn't just your image; your brand tells your audience what you stand for and deeply influences their feelings about your organization.

There's a lot of psychology involved in our choices as consumers. You may not premeditate too much on what brand of soft drink to pick from the store cooler, but your choice is influenced by a long series of cerebral synapses that lead you to pick a Coke over a Pepsi. You may rarely think about it, but what would make you choose Pepsi instead? And, does Pepsi really even want you to be their customer?

From planning to execution, rebranding should have a defined purpose, a sound strategy for execution and adoption, and marketing readiness. Organizations often rebrand for the wrong reasons, making large investments that can even ultimately lead to their downfall. Here are 7 critical actions your business should take in its rebranding exercise:

1. Start with research

Research your brand, audience, market, employees, partners, and competitors before even taking a rebrand into consideration. Understanding your position, goals, and the needs of every stakeholder that will be affected are of utmost importance in reaching a decision. Make proper assessments, use analytics, and study market data to know where you stand.

2. Justifying a rebrand

Rebrand for the right reason only. Too many businesses decide to rebrand with misguided expectations and set themselves up for a letdown. We've talked about this before; rebranding isn't a cure-all solution, it's part of a larger plan. A rebrand can help you improve or consolidate messaging, differentiate your brand from the competition, and support your marketing and sales teams in their efforts to create brand awareness, among other specific goals. Make sure your rebrand goals are aligned with what is possible and avoid creating false expectations from the exercise.

3. Creating brand awareness

Consider the investment that will be made during a rebrand. It goes beyond designing assets; you'll have to start changing all your promotional material including pens, mugs, shirts, etc., as well as updating your new branding across all your digital channels such as email signatures and social media accounts. Creating brand awareness should not only be an outbound project; the rebrand needs to permeate an organization's people and corporate culture. The idea is to ensure that the effort for brand awareness is an organization-wide effort and that every member of the organization feels motivated by the brand and works to get the message across.

4. Cater to the customer

Rebranding can bring in new audiences for sure, but the last thing you want to do is alienate your existing clientele. When rebranding, consider who your customers are, what their preferences are, and why they chose your company in the first place; don't stray too far from what brought you success. If your organization is in the healthcare industry, you wouldn't want to rebrand to look like you sell fine spirits, for example. Unless you're trying to completely turn around a failed branding experiment or make customers forget about their past experience with your brand, your rebranding efforts should stay within certain limits.

5. Build trust

In our current age of misinformation, spam, and online scamming, its difficult to trust a brand you don't know. Building trust is crucial in earning both brand recognition and new customers. If you have big-name partners such as Microsoft or SAP, you'll want to ensure you flaunt that on your website and other channels. If you have social or community work, charities, or support an NGO, make sure your audience sees this and use it to create a narrative around the positive work your organization is doing beyond capital gains. These are trust-building elements that make your audience feel more comfortable working with your organization.

6. Avoid confusion

Rebranding brings with it changes that can confuse customers and partners if you're organization isn't well-prepared to launch. Marketing strategy, along with marketing collateral, press releases, newsletters, and social media posts, should all be aligned to communicate a clear message that reaches as many people as possible from day one. Be prepared to announce what's going on before any change takes place.

7. Show progress

Rebranding shouldn't be about showing the world you've fixed your problems, nor should it be about hiding who you were as an organization. If anything, rebranding should be about showcasing growth, progress, and positive change. Your rebrand should be about broadening your appeal and audience and show the long way you've come from being a startup in a basement to a booming organization with hundreds of employees. Rebrand from a positive starting point, whenever possible, and show the motive to be about growth and evolution.

Are you considering rebranding? Talk to our experts about your brand and see where you stand and what you can do to improve.

4 Ways to Boost your B2B Social Media Marketing

In 2020, the B2B social media economy will become more relevant than ever. Here are a few ways you can improve your approach to take advantage of this dynamic playing field.

Social media channels are constantly flooded with B2C marketing for everything from fried chicken sandwiches to oddball products from Wish. It seems B2C marketing is all too easy on social media, but B2B social media marketing can often seem less straightforward. Longer sales cycles mean that it might prove difficult to find a clear road towards a successful B2B social media strategy.

B2B organizations commonly find themselves struggling with how to use their social media channels. You've probably seen it from some of your LinkedIn connections: aimless, random posts that serve little to no purpose with flat content that doesn't say much. If you feel that is what your organization is doing, here are a few tricks to get out of bad habits immediately:

1. Use paid social media to flaunt your branding

It doesn't make much sense to pay for social media ads if you're not going to make it eye-catching. Make sure that your organic posts and your paid posts are aligned with your branding style guide. This guarantees branding has exposure and also increases the chances for brand association and your organic posts getting attention from people who have already been exposed to your ads.

2. Insert your customers into your narrative

If you aren't using case studies as part of your content marketing strategy, then please start doing so right now. Case studies, success stories, and testimonials add immediate value to your brand and give other potential customers the chance to identify with similar challenges to those highlighted. B2B companies rely on trust, reputation, and recommendations to secure business relationships; inserting your customers into your social marketing narrative strengthens these relationships.

However, you may not want to come off as trying to haggle some kudos from your clients, so give back by sharing their content and success stories on your social media channels as well. Being a "good neighbor" goes a long way in digital B2B marketing. Boast your successes, but highlight your client and showcase them as the hero in your story. This will make it easier to get testimonials from them or permissions to feature their actual brand in a case study instead of having to white label them.

3. Feed your social media strategy with pillar content

It takes quite a bit of effort to create a piece of content such as a blog, an article, a case study, or a calendar of monthly posts. Since you're putting all that effort into it, why not make the most of it?

First, start with creating a valuable piece of content that has plenty of substance. Let's say an article; this one for example. "5 Ways to Boost your B2B Social Media Marketing". This article is posted on the blog on our website, but we're going to use snippets from this article to use in social media. We're also going to derive ideas from this article to post additional tips throughout the month and use those to tie-in to our other services such as content development and PPC. Also, if you created a video, you can use snippets from the video to feed your social media channels over several weeks while also promoting the video itself.

4. Humanize your messaging on social media

Traditional advertising doesn't sound all that human. They use hyperbole and often try to hard to get your attention. We use social media to interact with other humans, so we tend to expect social media to sound more human than a TV or radio ad. Brands nowadays are always looking for that "emotional connection" with their customers; social media gives you a great platform to do that.

There are several ways to humanize your brand's voice on social media. Inserting a certain amount of humor can go a long way, but be careful to not try too hard or you can risk sounding disingenuous. A great way to show how human you are is to show who your humans are; showcase staff and leadership members alike and share their stories. You can also have your CEO personally write out a message to the public each month and post it.

Your organization can also adhere to a cause and make sure that cause gets plenty of attention across social media channels. Aside from the reward that standing up for a good cause already brings in itself, your audience will see that your company does more than just try to make money. Industry research shows that globally, over 60% of consumers prefer to consume products and services from companies they know are doing something good for the world and reflect their own values.

Here at CXGS, we aim to create social media strategies that create value for our clients. It goes beyond keeping your channels busy, there needs to be a purpose and a direction for B2B social media marketing that will lead to a closer connection with your audiences. Learn more about how we can help!

Why Social Media is Good for Business

5 Reasons Why Social Media is Good for Business

When the Internet came, it changed business forever. Email changed the speed and rate of communication between all parties involved; then came the ability to purchase, trade, and sell goods and services online; the relationship between the internet and business has been growing steadily since. Social Media is a relatively young aspect of the Internet, but it has undoubtedly taken over our daily lives. Information, news, advertising, and marketing are all heavily present in Social Media, making it the new frontier for business to conquer. However, many companies are still late to the party and fail to keep their business active on social media. This means they are leaving an enormous untapped potential for leads simply go to waste. Here at CXGlobals, we'd like to help those companies understand why social media is good for business with this handy list.

1. Social Media is Good for Brand Building

In 2018, the amount of active social media users around the world reached nearly 3.2 billion. Ignoring an audience that size is simply unacceptable for a modern company. Aside from this enormous market, Social Media gives you the ability to target your desired audience specifically. This lets you build brand awareness with your potential clients by reaching out to them directly through their social media and even interact with them directly. With about 50% of social media users logging in to their platform-of-choice several times a day, you can ensure that your brand has plenty of exposure and can easily stay top of mind for many viewers.

Social media also lets you create brand advocacy through existing clients, employees, and partners across social media channels start talking about your brand and sharing your company's links and posts. This expands your audience network and creates a positive image for your brand. With increased brand awareness and active social media involvement, your brand can become a thought leader within the industry. Industry thought leaders are those brands that people first think of relative to a subject and will be the first source of information they go to. For example, Coca-Cola will always be a thought leader within the soft drink industry just as Nike will be a thought leader for the shoe industry. Thought leadership is a great way to create brand trust and consumer loyalty.

2. Social Media is Good for Growth

Your social media channels will redirect traffic to your website, meaning those interested in your posts and ads will then have an opportunity to interact directly with your website. Whether you post on Facebook, Twitter, LinkedIn, or any other social media channel, the more followers you have, the higher the possibility they will visit your website and you can then turn them into leads. Social Media is actually one of the cheapest, easiest, and effective methods to drive leads towards your website. Integrating social media channels into your sales funnel. Growing your audience on social media means a potential growth in leads and overall brand and company growth with a relatively low investment. Your social marketing goals and sales goals should be linked and working in tandem.

Social Media also gives you the opportunity to partner with "influencers" who are social media accounts with high-visibility and popularity that have the ability to drive visitors to your brand by simply mentioning or promoting your posts through their own channels. When your brand is mentioned by an influential social media account, it gains both exposure and immediate trust among that account's followers. Seeking out common-ground influencers for mutually beneficial partnerships is a very effective way to broaden your social media audience.

3. Social Media is Good for Engagement

One of the main benefits behind social media is how directly and quickly you can communicate with your audience. Your community managers (people who manage social media accounts for a living) will be interacting with customers in real-time as they comment on your posts and ask questions or express interest or criticism of your brand. With social media, you can keep your followers up-to-date with the latest and most important news about your brand, products, services, or activities. This level of close engagement builds trust with your audience as they humanize your brand and feel they have a personal relationship with it. How you communicate and values your show your audience defines the voice they hear and the image they see when they think of your brand, so it's important to make sure you keep a good reputation on social media. Whether its the release of a new product or clarification over a piece of negative publicity, social media is a direct line to your followers' eyes and ears.

It's also important to manage a certain level of customer service through your social media channels. Followers will ask questions about your products, services, schedules, and other topics through social media and expect to get clear and straight answers. It's important to make sure that your community managers know your brand and company values well so that they can provide helpful and truthful answers over social media channels. Social media also lets you see what your customers want from your brand or what they aren't too happy with, giving you a good barometer for customer satisfaction.

4. Social Media is Good for Insight

Social Media lets learn a lot more about your audience, your market, and your industry with analytics and business intelligence built into the channels. Social media provides an enormous amount of real-time data that can be leveraged to gain helpful insight. Facebook, Instagram, Twitter, and LinkedIn all track demographic info such as age, sex and geo-location and pairs it with preferences and online behavior. This allows you to construct marketing personas based on the people that are interacting with your brand and target them with strategies specific to their preferences and behavior.

Social media also gives you the opportunity to monitor conversations related to your brand, product, or service and study trends relevant to each subject. The use of #hastags makes it easy to tag your posts and follow what the public is talking about. Your company can even start their own conversations and get the ball rolling on a rising trend.

Competitor insight is also another benefit that can be derived from social media. If your competitors are active on social media, you can keep track of what they are posting and how their audience is reacting to it. A good social media strategy will look for key opportunities to stay one step ahead of your competitors on social media channels and get more people talking about your brand.

5. Social Media is Good for Marketing

With powerful insights, clearly defined marketing personas, and ease of communication, social media can be a great tool for marketing and advertising. Knowing who your audience is, you will be able to target them specifically with social ads. They are relatively inexpensive and have a great potential for conversion since they will be shown to those users that are most likely to respond to them. Newspaper and televised advertising are not only very expensive, but their appeal is decreasing and their effectiveness is limited. Social Media is the media form that people around the world are most interacting with and where they are consuming most of their information, entertainment, and advertising. Social Media also lets you re-target followers that have interacted with your brand before (i.e. clicked on a link, browsed your channel, etc.) and try to reel them back in for a sales conversion. Finally, Social Media advertising and marketing have the benefit of being able to prove ROI with very precise figures. Tracking and analytics tools make it easy to keep track of traffic, conversions, views, likes, shares, and ROI for paid and organic social media advertising campaigns.

If you're interested in a social media strategy for your company, find more about our services here.

CXGlobals' Growing Partner Channel

Our Growing Partner Channel Network

Building a brand online takes more than just setting up a website and a few social media accounts. It requires a dedicated strategy, careful execution, and continuous monitoring and followup. Unfortunately, many small and medium businesses find it difficult to build their online presence at a reasonable cost, as well as finding a digital marketing partner they can genuinely trust. This is where Partner Channel networks can make a difference.

CXGlobals has built its reputation and nurtured its expertise on strong, trustworthy partnerships. For over a decade, we have developed customized digital marketing strategies and services for our B2B Partner Channels. This approach has been beneficial both for us a company as well as for a long list of customers who have been able to find a digital marketing agency that is cost-effective and highly flexible. Channel Partners receive a special deal that gives them an affordable solution for their web development, graphic design, content development, social media management, and online marketing needs. They also benefit from the peace of mind that comes with knowing they will work with a partner that is familiar with their industry and the products they sell.

CXGlobals dedicates time and resources towards building a stronger and further-reaching network of partners, searching for a mutual benefit for all parties involved. This effort takes commitment and professionalism, ensuring that trust and transparency are primary factors in all of our business relationships. We would like to highlight two of our ongoing Partner Channel programs with industry leaders Microsoft and SAP.

The R.A.C.E. Framework

All of our marketing and development projects are based on a success framework we call R.A.C.E., which stands for Reach, Act, Convert and Engage. Each of these phases represents a step in your digital journey and the actions that are executed during each one. Reach initiatives are focused on improving core digital marketing techniques and online demand generation. Act initiatives are focused on analyzing and improving interactions and conversion throughout your digital properties. Convert initiatives are meant to identify improvement opportunities to increase lead conversion through Business Intelligence analytics, sales funnels, and CRM integrations. Finally, the Engage initiatives are meant to gauge and improve the level of customer engagement that you are having across all your digital marketing assets.

Learn more about the R.A.C.E. Framework here.

Microsoft DigitalStride

Our long-standing partnership with Microsoft has been one of our most valued relationships. We work closely with Microsoft tools and have been doing so for well over a decade. We understand Microsoft products and how to market Microsoft business solutions effectively. This is why we have built a specialized channel for Microsoft partners with the DigitalStride program. Microsoft Partners are eligible to contract DigitalStride services as a benefit to help them develop their brand as Microsoft service providers, solution designers, and product resellers.

If you are interested in applying for DigitalStride, you can access the program through by clicking here.

SAP Partner Benefit Catalog: Digital Booster

CXGlobals has worked with many SAP Partners helping them with web development, content development, and organic and paid demand generation projects. Our growing expertise in marketing innovative SAP products, such as SAP Cloud Platform and SAP Leonardo has helped us build an exciting new program exclusively for members of SAP Partner network that have access to the SAP Partner Benefit Catalog. Our Digital Booster program enables SAP-focused small and medium businesses to create a digital presence, rebrand their image, and improve demand generation, website traffic, social media, and online conversion using marketing development funds (MDF) provided by SAP. With SAP taking on a significant portion of the costs, partners will find a reasonable path towards developing their digital marketing efforts.

If you are an SAP Partner, you can find the Digital Booster services through SAP's Partner Benefit Catalog that you may access here.

3 Quick Actionable Steps for a Better Connection with your Audience

On today’s fast paced global information sharing era, differentiation will make a difference when it comes to optimizing customer acquisition.  Having an Unique Value for your existing customer base to retain them and sell them more, is as critical as being able to transmit that same message to your potential new customers doing research online.

When they are ready to buy, they will find a provider, whether is your company or your competitor; so here are some actionable steps that will help you improve your overall digital customer experience and attract more qualified leads.

1-     Start by Creating a Great Unique Value Proposition

2-     Adapt to all Mobile Devices

Fully Responsive Designs:  Ensure your website is Fully Responsive and is optimized for all mobile devices as today’s customers spend more time than ever searching on these devices.

Consumers expect a seamless and consistent experience in ALL devices and ALL platforms; therefore, when designing your Corporate website or any Collateral Digital Material always have a as priority your huge audience using mobile devices and in many cases fixed devices of all sizes; from small handheld phones to extended size computer screens to oversized television or projector screens.

The most important thing to consider when hiring an agency to redesign your corporate website is to understand the functionality!  Look and feel are important as it will allow your customer base and audience in general, to be able to connect with your brand; however, to truly drive traffic down to the bottom of the sales funnel; always make functionally your top priority.

3-     Leverage the AIDA Model to Drive Action!

Provide guidance to ensure website architecture convinces visitors to navigate site thoroughly by using all content elements. Guidance will ensure landing pages’ answers visitors’ questions, resolves objections, explains benefits and value of the offer, and provides overall security and confidence

Here are some initiatives to implement  the AIDA for Sales Promotion

Attention:

Interest:

Desire:

Action:

The AIDA model identifies the cognitive stages an individual goes through during the buying process

Conclusion

Understanding your Audience will always be your primary focus; keep in mind that as technology changes, your customer mindset will also evolve and to stay in top of the game, your Digital Marketing Initiatives are to be equally dynamic!

We are here to help you grow your business with effective Digital Marketing campaigns; contact us through the following link, and we can gladly set up a discovery call!