If you have a company, you have a brand. But a brand is more than a name or a logo—it is a detailed identity that guides everything you do as a company, from the tone of your emails to the colors on your website to how you handle customer complaints. Whether your brand is strong or weak depends on how well you have defined it, and how faithfully you adhere to it.
Using your employees in photos and videos—in everything from social posts to annual reports to product demonstration videos—is a great way to show your company’s personality. But using photos or other personal representations of your employees might get you into trouble if you don’t understand the risks and take steps to protect yourself.
A landing page is used to convert visitors into leads by completing a transaction or collecting contact information. When you create a call to action on your website, a link in a marketing email, a social post, or a PPC ad, the goal should be to take people to a designated website page to learn more. Whether the action is purchasing a product, signing up for a free trial, downloading a report, or requesting more information, the role of the landing page is to turn interest into action.
In marketing, everything comes down to knowing your audience. SEO, user experience, conversions, content marketing—no matter what marketing tactic you use, the more you know about your audience, the more effective you’ll be at engaging their interest and turning them into loyal customers. But how do you get to know your audience, exactly?