A Guide to Meaningful Content that Resonates

A Guide to Meaningful Content that Resonates

Oh the drama!

No, I’m not talking about the latest political fight you got into on Facebook — I mean this week on Copyblogger has been all about creating dramatic, meaningful content that pulls your audience toward you.

On Monday, Brian shared five proven techniques that stir emotions and inspire people to act on your content. And on the Copyblogger FM podcast, I talked about how some of the Super Bowl ads sparked more drama than they intended — with thoughts on what to do when your once-neutral message takes on a political charge.

On Tuesday, our friend Sean D’Souza dove into interesting ways to use audience objections (all of those annoying reasons people don’t buy) to increase the dramatic tension in your content.

And on Wednesday, I just flat out broke down and pleaded with you (well, maybe not you, but someone like you) to quit hiding your best ideas in boring, washed-out content. Kelton Reid also talked with neuroscientist Michael Grybko about why the fake news epidemic creates so much drama of the unhealthy kind — and how we might be able to combat it.

Hope your weekend is an excellent one, and all of your drama is good stuff! I’ll catch you next week …

— Sonia Simone

Chief Content Officer, Rainmaker Digital

Catch up on this week’s content

you’ve got to stir something in them before they’ll do something5 Writing Techniques that Stir Your Audience to Action

by Brian Clark

instead of pushing a single idea forward, there’s a sudden disturbanceTransform Your Content from Predictable to Provocative with This Bold Method

by Sean D’Souza

please, please, please stop doing thisHow to Quit Being So Damned Boring

by Sonia Simone

Can Customer Insights Really Drive Innovation for Your Online Business?Can Customer Insights Really Drive Innovation for Your Online Business?

by Sean Jackson & Jessica Frick

Politics, Content Marketing, and the 2017 Super Bowl AdsPolitics, Content Marketing, and the 2017 Super Bowl Ads

by Sonia Simone

The State of Social Media Marketing, with Michael StelznerThe State of Social Media Marketing, with Michael Stelzner

by Brian Clark

A Neuroscientist’s Perspective on Fake News, with Michael GrybkoA Neuroscientist’s Perspective on Fake News, with Michael Grybko

by Kelton Reid

Podcasting Lessons From a PsychotherapistPodcasting Lessons From a Psychotherapist

by Jerod Morris & Jon Nastor

The post A Guide to Meaningful Content that Resonates appeared first on Copyblogger.

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You’ll love the SMX West speaker lineup

Speakers make the conference. And with over 100 experts presenting, sharing and networking, you’re going to love meeting them at SMX West! Join us for 3 days of actionable tactics from SEO, SEM and conversion optimization experts. You’ll leave a more educated, inspired and creative marketer; we…

Please visit Marketing Land for the full article.

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Marketers, think outside the list

Columnist Jose Cebrian believes it’s time to think of customer data as an “audience” instead of a “list,” but it will require meaningful measurement of that data and navigation of a multitude of tools.

Please visit Marketing Land for the full article.

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Where Does Analytics Fit Into Your Customer Experience?

Analytics is integral to refining the customer experience.

Research shows that “90% of business managers believe analytics has the ability to improve sales, and another 62% report they believe analytics can increase sales by more than 20%.”

Examining the data offers the chance to learn what you did right and what needs more attention. Without analytics, you’re simply hoping that your actions make an impact.

Take the guesswork out of the equation. Track consumer behavior, record support interactions, and question the reasoning for customer dissatisfaction.

Your business can’t afford unnecessary risks. Integrate analytics into your strategy to improve the customer experience.

Transform Product Launches

Bringing new products to market is critical for businesses. And it’s not only about the actual product. Teams need to prepare for the marketing portion of the launch.

Developing messaging for a new product is a make or break moment. If done correctly, you’ll earn brand awareness and drive sales. But if you take the wrong direction, you’ll fail the product and might damage the entire brand.

Build demand for your product before it even launches. Segment your email list to send a VIP product announcement to your loyal customers. Or send samples of the new product to existing customers based on their current usage of your product.

Snapchat created a viral marketing sensation around the launch of Spectacles. The company creatively mapped out where to place vending machines for consumers to purchase the camera sunglasses. The locations ranged from high-foot traffic areas to famous attractions.

Online product launches also are significant to your business. From the landing page to the checkout page, you’re responsible for charting the customer’s purchasing path.

Most companies invest in session recording to help them understand the visitor’s journey on their websites. You’ll gather data about how consumers interact with your content and exactly what they are looking for.

For instance, Ben & Jerry’s used A/B testing for the online launch of its new peanut butter fudge ice cream. The company discovered that the best branding announcement included a cross section image of the ice cream pint and a straightforward description. Consumers also wanted access to the nutritional facts and a store locator.

ben-jerrys-peanut-butter-fudge-webpageImage Source

Embrace analytics to revamp product launches. It’s your competitive advantage to deliver more conversions.

Connect Customer Touchpoints

The buyer’s journey consists of multiple touchpoints, and every customer interaction is essential to your brand perception.

How consumers think and feel about your company is a reflection of how you treat them. So, if buyers are disappointed with product quality, you’ll become a subpar brand in the eyes of customers.

Step up your game by analyzing all your customer touchpoints. From Facebook ads to packaging to service calls, evaluate how you listen and respond to the buyer. Are you creating an environment for customer satisfaction, or are you self-sabotaging the experience with complicated processes?

brand-touchpoints-customer-experienceImage Source

Customer touchpoints should build upon the previous interaction. The goal is to reinforce the brand’s positioning and to deliver a memorable shopping experience.

Apple is a master at customer touchpoints. Its website is easy to navigate with innovative product descriptions and access to customer support. In-store demos offer a chance to sample the product and receive explanations before purchase. The technology company builds a consistent pathway, regardless of where the buyer falls in the sales funnel.

Personalization also helps strengthen your team’s ability to provide better service. Look for opportunities to customize interactions based on the buyer’s behavior.

“Use data to create personalized experiences for your audiences. Customer interactions leave behind hints, creating digital fingerprints that can be analyzed for an abundance of information—right down to what your customers are doing or even how they’re feeling at that very moment,” says Jared Lees, senior manager of industry strategy for financial services at Adobe.

Consumers place high expectations on brands. Aim to convert visitors into customers with every interaction.

Build Frictionless Experiences

Customers run from poor shopping experiences like it’s the plague. They don’t want to waste their time or money attempting to navigate a poorly-designed website.

A frictionless experience centers around an ongoing effort to anticipate your customer’s needs, while leading them to their desired path. For example, if most consumers arrive at your site searching for articles to read, your blog link should be in the header, not buried in a menu tab.

These small changes can make a big difference toward ensuring customer convenience. Not making adjustments can lead to consumers venting their frustrations on social media—negatively affecting your brand.

“Problem pages, an unnecessary complex checkout process, ineffective forms, and JavaScript errors will all have an impact on the bottom line, which is why it is important to understand your site and its issues from the visitor perspective,” states Ben Harris, CEO of Decibel Insight.

Heatmaps offer the ability to optimize the site experience. It measures the attention people give to particular areas of a web page. This information helps you detect potential usability issues or decide how to prioritize content.


Keep buyers coming back to your website. Recognize your strengths and weaknesses with data.

Delight Customers Often

Most people live repetitive lives—wake up, go to work, tend to the family, and do it all over again. Shatter your consumers’ daily monotony by delighting them during the shopping experience.

To delight an individual means to show to a high degree of gratification. It’s all about expressing your appreciation for the person’s past deeds.

Because your brand is more than just a stuffy corporate logo, your team should take steps to express gratitude to customers. A proper thank you can easily lift the spirits of a buyer.

Moreover, a study reported that “thanking a new acquaintance makes them more likely to seek an ongoing relationship.” By acknowledging your customers, you’re opening the door to establishing loyalty.

Avoiding customer satisfaction isn’t an option. And delighting consumers must happen throughout the entire brand experience—so revisit your buyer personas and customer purchasing history.

“Retailers must delight their customers at every stage of the journey—including delivery and beyond. Loyalty is hard won but easily lost and consumers judge brands on their whole experience, not just up to the point when they press the ‘buy’ button,” writes Christer Holloman, author of How to Sell Online.

Set up a plan to execute a ‘thank you’ tour. Determine your target audience and how you will initiate the engagement. Then, select your goal, an appropriate timeframe, and the platform. Below is a graphic detailing the process for a social surprise and delight campaign.

how-to-surprise-and-delightImage Source

If you’re stuck on customer delight ideas, here are a few: a handwritten thank you card, a Twitter shout-out, a free swag offer, and a charity donation. No matter what you choose to do, your intentions should reflect your customer’s desires.

Go the extra mile to serve your customers. A little appreciation never hurt anyone.

Analytics Knows Best

Change how your team refines the customer experience. Keep analytics on the front lines of your sales objectives.

Use session recording to pinpoint mistakes before official product launches. Study behavioral data to polish customer touchpoints. And test marketing campaigns to successfully surprise and delight your customers.

Analytics is an asset for the customer experience.

About the Author: Shayla Price lives at the intersection of digital marketing, technology and social responsibility. Connect with her on Twitter @shaylaprice.

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How to Quit Being So Damned Boring

"Please, please, please stop doing this." – Sonia Simone

It always begins with so much promise.

“I’ve been working really hard on my site. I put a lot of time and effort into it, but it’s just not getting any traction. Can you take a look?”

I don’t want to take a look. Because by now, I know what I’m going to find. And it just makes me sad.

There it is, the capable site design. The perfectly decent headlines. The bullet points of usefulness. The careful, even painstaking articles, describing 7 Ways to Do the Thing.

The blogger has been studying, and that’s excellent. We love content marketing strategy. But not when writers forget the most important thing:

Nobody has the time or attention span to read a boring website.

Why do we do it? Why do we launch a new site, when there are already hundreds of sites exactly like it?

Why put hours into writing content that melts into the vast, indistinguishable mass of Meh?

From my observation, there is one underlying reason there’s so much boring content being published:

We’re afraid someone won’t like it

We don’t want to use an unusual word, because someone won’t like it.

We don’t want to uncover a thorny problem or controversial issue, because someone won’t like it.

We definitely can’t tell the truth about the way we’re weird, or different, or vulnerable. We can only conform, because that’s the only way to be safe.

The sad irony is, it’s conformity that’s dangerous.

Nothing will kill your business faster than dull conformity.

When you make yourself bland and inoffensive, you appeal to no one. No one gets angry at you … and no one particularly wants to spend any time with you, either.

You’ve been in hiding so long, you’ve forgotten what it was like to be truthful.

We forgot what it was like

If you ever get the chance to spend time with very small children, you’ll notice something.

None of them are boring.

(Parenting reality moment: Spending a lot of time with little kids can be excruciatingly boring, especially if you can’t muster enthusiasm for their weird obsessions. But their thoughts, their expressions, their points of view, their wild passions — these are not boring people.)

Kids are not boring for two reasons:

  1. They care bizarrely deeply about things.
  2. They don’t know that it isn’t okay to be who they are.

Now, the process of teaching kids how to be good members of our culture is a good thing. Potty training and learning to eat without throwing your food are wonderful developments for everyone.

But the insidious messages always ride alongside.

“Those don’t really go together.”

“I’m sure you don’t really mean that word.”

“Being an artist (writer, cowboy, ballerina, musician, astronaut) is really hard. When you get bigger, you’ll choose a real job.”

“Let’s stay on this side, okay?”

“We don’t play with children like that.”

“We don’t spend time with people like that.”

“We don’t talk about things like that.”

Parents do it, teachers do it, and maybe more than anyone else, other kids do it. We knock all of the weird edges off one another.

So we make ourselves palatable and convenient. Girls are pretty and boys are tough. And no one likes the weird kid who reads too much and spends all that time by herself.

A word or two about honesty and outrageousness

There have always been some who try to create success by making themselves highly, visibly obnoxious.

The professional troll, the shock jock, the provocateur.

It’s pretty easy to infuriate people in order to get their attention. Easier than ever, in fact.

But mistreating other people to get attention isn’t “authenticity.” It’s just bullying. And the success it leads to is short-lived and shallow, if it comes at all. Which it probably won’t, because paying attention to you isn’t the same thing as trusting you.

Trust me, if you’re at all honest, you will offend people. You don’t need to go looking for ways to be offensive.

What to do differently

So, I’m not advocating that you go back to stomping, screaming, or throwing things.

Growing up is fantastic. I love grown-ups.

What I am advocating is that you re-find the habit of telling the truth about who you are.

The most important thing you can do to end the horrible cycle of boring writing is to write with your own voice. Your honest, unafraid voice. Even if it bothers people. Even if it makes people nervous.

It’s not about being loud. It’s about being real.

Luvvie Ajayi’s voice is hilarious, wide-ranging, and shade-rich.

“This is the time to use that ‘shutting the hell up is free’ coupon code. It never expires.”

Sugarrae Hoffman’s voice is sharp, salty, and truthful.

Jeff Goins’s voice is compassionate, quiet, and thoughtful.

“I spent too long waiting for someone to call me a writer before I was willing to act like one.”

Marjorie Ingall’s voice is opinionated, funny, and urbane.

“Did you miss the Google Home Super Bowl ad with the mezuzah in it because you were hanging out with activist rabbis instead of watching the game? Me, too!”

Roger Lawson’s voice is playful, goofy, and, yeah, cocky.

“Your friends are in relationships, eating wedding cake (mmmmmm!) and having all the sex while you stare wistfully out the window, waiting for your one true love to appear as a single tear rolls down your cheek.”

Pamela Slim’s voice is inspiring, sassy, and no-nonsense.

“Why do we tell women they are ‘too much?’

I will spend my life telling them to speak up, strut more, push the edge, and show up.

I want to see all you got and then some.”

Ishita Gupta’s voice is encouraging, vulnerable, and pragmatic.

“Resilience is what you hold onto and trust when it seems like there’s nothing left, and it’s more subtle and trustworthy than ‘bucking up.’”

Brian Clark’s voice is authoritative, definitive, and sometimes irreverent.

“‘But Brian,’ the voices in my head object. ‘What about branding, engagement, social sharing, SEO, comments …’

‘Let me stop you right there,’ I tell the voices. Which is awkward, because I’m in a crowded coffee shop.”

You get the idea. You’ll never mistake one of these voices for someone else’s. Each one is distinctive, opinionated, maybe sometimes a little cantankerous. And each one inspires action because they’re speaking from a position of courage and truth.

Please, please, please stop undermining all of your hard work by being afraid to step into a real voice. The world needs to know what you honestly have to say.

The post How to Quit Being So Damned Boring appeared first on Copyblogger.

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Why You Need to Measure Brand Equity – and How to Do It

Before we get started, let’s get one thing straight:

If the product or service your company offers doesn’t live up to your customers’ expectations, your business isn’t going to get very far.

That being said, it’s important to note that the quality of your product or service isn’t the only factor that determines the level of success your company will achieve.

You also need to worry about how your company’s brand is perceived by your customers and prospects.

Think about some of the most famous companies in the world – and what their brands represent:

Apple is known for its innovative technology and for always looking to the next big thing.

Mercedes-Benz consistently develops high-end luxury vehicles that exude class.

IKEA sells durable furniture at a price even college students can afford.

When you think of a product from one of these companies, you don’t even need to know what the item is. If it’s from Apple, it’ll be innovative. If it’s from Mercedes, it’ll be classy. If it’s from IKEA, it’ll be sturdy.

Such a universally-held perception of a brand’s products or services provides an incredible amount of value to a company.

This value is a company’s brand equity.

Brand equity can be broken down into three components:

  • Consumer perception
  • The effect this perception has on your company
  • The value of this effect

This value can be broken down even further, into tangible and intangible factors.

Tangible factors are quantitative values, such as revenue, profit (or loss), and sales numbers.

Intangible factors are qualitative values, such as consumer awareness of your brand, and goodwill.

Because brand equity involves tangible and intangible factors, determining brand equity from an objective standpoint can prove to be difficult. In the next section, we’ll take a look at the important metrics and factors to focus on when attempting to come to a consensus on your brand’s equity.

Which Brand Equity Metrics Should You Measure?

According to Branding Strategy Insider, measuring brand equity requires you consider three metrics:

  • Knowledge Metrics
  • Preference Metrics
  • Financial Metrics

metrics-of-brand-equityEach metric is equally important to your company’s overall brand equity. (Image Source)

As we describe each of these metrics in greater detail, you’ll learn how they relate to the components of brand equity mentioned above. You’ll also get a better idea of how tangible and intangible metrics can be analyzed and assessed not just in isolation, but as cohesive parts of a greater whole.

Knowledge Metrics

Put simply, knowledge metrics measure the popularity of your brand.

But knowledge metrics go much deeper than a simple “yea” or “nay” with regard to your brand’s popularity.

According to a 2011 article published in the Asian Journal of Business Management, these metrics assess the consumer’s awareness of and association with your brand throughout various stages of aided, unaided, and top-of-mind recognition and recall.

This awareness can then be classified into one of two groups.

Functional associations relate to the use of your product or service.

To best illustrate what a functional association is, consider the following scenarios:

  • You see a picture online that’s clearly been doctored. You scroll down to the comments section and furiously type “Photoshopped!”
  • You sneeze five times in a row, then ask your coworker to hand you a Kleenex.
  • You cut your finger and run to the bathroom to get a Band-Aid.

What do all three of these examples have in common?

In each of these cases, you used a company’s product to describe a generic item. The photo wasn’t necessarily doctored using Photoshop – it could have been any photo-editing program. When you asked for a Kleenex, you were really just asking for a tissue. Even though the bandages in your bathroom are generic store-brand items, you still called them by the more well-known company name, Band-Aid.

These products are so well-known that their functions have become synonymous with their brand – even though there are numerous other products like them on the market.

When assessing your brand’s functional associations, consider the following questions:

Do customers or prospective customers know and understand what your product or service actually does? Do they know of the value they’ll get from using it? Do they perhaps have a misguided or misunderstood sense of its functions and/or value?

The answers your customers or prospects provide to these questions can prove to be extremely valuable to your company as a whole.

You might recognize a need to focus more on clarity in your advertising and marketing initiatives with regard to what your product actually does.

Or you might realize you’ve been targeting the wrong persona from the get-go.

Or, you might learn that your customers are merely content with the service you provide – but would be even happier if you provided a bit more than you currently do.

Whatever the case may be, data regarding functional associations allow you to better understand how your customers actually use your product, whether or not they’re using it in the way you’ve intended, and what else they’re looking for from your company.

Emotional associations detail how your product or service makes your customers feel.

How did they feel about purchasing your product for the first time? How about while they were using it? After using it? Do they think about your brand even when they aren’t in need of your services?

To be sure, the answers to these questions relate to the functional associations mentioned above – but they are important in their own right, too.

value-destroying-adding-emotionsThe way your customers feel about your brand is vital to your company’s success. (Image Source)

While the functional information is more utilitarian in nature (as in, it tells you whether your customers got the expected value out of your product), the data related to emotions will tell you how the customer felt once such value was (or was not) provided.

Consider the following example:

Two customers walk into a coffee shop. Customer A is a coffee enthusiast, while Customer B simply needs a cup o’ joe before heading to work. Their orders are identical. Customer A takes one sip, realizes the coffee is terrible, reluctantly swallows, and pours the rest out. Customer B takes a sip, recognizes it’s not the best coffee he’s ever had, but finishes the cup on his way to work anyway.

Obviously, Customer A didn’t get any functional value from the product – and his emotional association with the brand will be tainted. Customer B, on the other hand, did get full value from the product, but is relatively neutral in terms of emotional association.

Now, consider a Customer C, who’s just looking for a quiet place to get some work done. To him, the quality of the coffee offered is actually secondary to the coffee shop’s atmosphere. For this customer, both functional and emotional associations would be completely different than our first two customer examples.

For a less hypothetical example, consider Nike.

The popular athletic apparel and equipment company is based around a single, three-word slogan: Just Do It. You planned on hitting the gym after work, but got stuck in traffic for an hour on the way home? Just do it. You want to start walking during your lunch break, but don’t want to be sweaty and sticky for the rest of the day? Just do it. Thinking of skipping leg day because you have a cold? Just do it.

Youth has no age limit. #justdoit

A post shared by nike (@nike) on Aug 14, 2016 at 12:31pm PDT

When a brand empowers its customers as much as Nike does, the company’s products essentially sell themselves.

When focusing on knowledge metrics, you’ll end up collecting a wide range of data. In turn, you’ll have a much better understanding of the subjective value of your product or service across a large customer spectrum – and can focus on improving your services for those who make up the bulk of your customer base.

Preference Metrics

Compared to knowledge metrics, preference metrics are a bit easier to nail down.

Preference metrics do deal with how your customers perceive your brand. But these metrics are measured objectively with regard to your company’s position within your industry.

When looking at preference metrics, you’ll want to consider the following factors:

Brand relevance is a company’s ability to identify and provide a specific benefit – and to align the company’s brand with this value.

Companies with high brand relevance have at least one unique selling proposition (USP) that sets it apart from the competition. A good example of this is TOMS and its One for One program. Though the shoes TOMS sells are relatively ordinary, the company pledges to help a person in need for every pair it sells (in addition to any other TOM product sold). To the socially-conscious consumer, this USP allows TOMS’ shoes to stand out among a sea of run-of-the-mill walking shoes.

Accessibility is the ability of a brand to reach its target market – and provide its intended value to consumers.

When it comes to accessibility, there may be no better example than Starbucks. No matter where you are in the United States, there is a pretty good chance you’re no more than five miles from the nearest Starbucks. The company even has kiosks located inside malls, supermarkets, and department stores. Whenever the mood for a cup of coffee hits you, there’s almost certainly an accessible Starbucks nearby.

Emotional connection relates to a brand’s ability to form a relationship with its customers, in turn leading to loyalty.

You see this all the time when it comes to “warring” companies. Coke vs. Pepsi; Sony Playstation vs. Microsoft Xbox; Apple vs. Samsung. The list goes on.

The products these companies offer are objectively similar. Whether an individual consumer chooses one over the other often comes down to preference. But, once that consumer makes a choice, that company must provide as much extra value as possible in order to forge an emotional connection if it wants to keep that customer from switching sides.

Value compares the cost of your product or service to what your customer gets in return.

Simply put, your prospects will always be looking for “more bang for their buck.” If you can provide the same service as your competitors, and do so for a lower cost, you’re already providing more value to your customers.

Putting all of these together, you’ll then be able to gauge where your brand ranks among competing companies in your industry. This information can then be used to determine whether your company is in a position to create or increase loyalty within your customer base.

Financial Metrics

Financial metrics are perhaps the most straightforward of the three measurements of brand equity.

By analyzing your company’s financial situation – both internal and compared to the competition – you’ll gain a better understanding of the monetary value of your brand.

The most important financial metrics to consider are your company’s:

  • Market share: The percentage of overall sales in your industry that your market takes in
  • Transaction value: The price you offer your product or service for
  • Price premium: Your company’s ability to offer your product or service for a higher-than-average price to increase its appeal
  • Revenue generation and potential: The amount of money your company has made by selling products or services, and the potential revenue to be made if trends continue
  • Growth rate and sustainability: Your company’s ability to scale as revenue increases

While analyzing these measurements in isolation will give you an idea of the success of your company as a whole, by assessing them in relation to knowledge and preference metrics you’ll be able to discern the value your brand brings to your company.

3 Strategies for Measuring Brand Equity

Now that we know what brand equity entails, let’s take a look at some ways to measure it.

Come to a Consensus

Before you assess your brand’s equity, you’ll need to ensure your company’s stakeholders have a complete understanding of what brand equity actually is.

Above all else, make sure everyone understands the above-mentioned facets of brand equity, as well as how they relate to one another.

Once everyone is on the same page, ensure your team understands why analyzing brand equity is so important. Though the definition of brand equity is objective, the reasons for measuring it will vary from company to company.

Are you:

  • Analyzing what drives your brand’s strength?
  • Assessing the performance of brand management?
  • Determining the value of your brand in anticipation of selling your company?

While you should always assess each of the above-mentioned metrics to get a complete picture of your brand’s equity, some factors will be more important than others depending on your purposes.

For example, if your company is relatively new and you want to assess your customer base’s loyalty, you’d focus more on knowledge and preference metrics than financial. On the other hand, if you’re preparing to sell your company off, measuring financial metrics would be your top priority.

Once you’ve determined which factors to focus on, you can then begin looking at the bigger picture.

Look for Trends and Anomalies

When analyzing brand equity metrics, both consistency and inconsistency among the data collected can provide information that can be valuable to your company.

First, take a look at your industry as a whole. Are there any areas in which some, most, or all companies fall short when it comes to providing value to customers? Have certain companies within the industry recently seen better results than in the past? If so, what have these companies changed that may have caused such improvements?

After answering these questions, look inward to your own company. What have you done to increase customer loyalty, or to provide added value to your most loyal fans? How have you improved your service to adapt to the changing needs of your customer? Have these initiatives been worth the effort?

It’s worth noting here that, while it’s easy to pinpoint anomalies in data, it’s much more difficult to pinpoint the cause of such inconsistencies. The coffee shop example mentioned earlier in this article illustrates this perfectly: unless you collected more data about each customer’s desires, there’d be no real way to tell why they were satisfied or not satisfied by the service they received. In other words, when analyzing anomalies in your collected data, you need to consider all concurrent data if you want to have a hope of figuring out why the anomaly exists, and what it means to your brand.

Think Quantitatively and Qualitatively

We alluded to this sentiment earlier, but it bears repeating:

To get a good sense of your brand’s equity, you need to think in both quantitative and qualitative terms.

As you might expect, quantitative data is most pertinent when analyzing financial data relating to brand equity. Data such as sales numbers, revenue generated, and your company’s net worth are all worth paying attention to, as are data regarding market position and product value.

But this data won’t tell you much about your brand’s equity if analyzed in a vacuum.

That’s where qualitative data comes into play.

Qualitative data is “intangible,” meaning it cannot be pinned down as easily as quantitative data. This is data such as customer satisfaction, brand recognition, and emotional connection. Without a frame of reference, the information customers will provide with regard to such data will be subjective to that specific customer only.

However, by providing reference points for your customers when asking them to complete surveys regarding your brand, you can gather such intangible data in a way that makes it quantifiable. For example, you might ask your customers to rate their understanding of the service you provide on a scale of one to five, or to rank five qualities of your service in order of importance.

(Note: You can collect additional qualitative data by asking them to explain their responses to these prompts, as well. This will make it much easier to discern what qualities of your brand your customers deem important, and why they believe so.)

As mentioned in the previous section, analyzing quantitative and qualitative data in conjunction with one another will allow you to pinpoint trends and anomalies, determine the root cause of such, and make adjustments to your company’s operations as necessary.

Brand Equity and the Sales Funnel

The insight gleaned from brand equity data can benefit your company in a number of ways.

Once you’ve analyzed and assessed this data, you’ll:

  • Have a better understanding of your target personas
  • Be better equipped to develop and improve your company’s marketing and advertising strategies
  • Be better prepared to meet the needs of customers throughout all stages of the sales funnel – in turn maximizing the potential of these customers becoming loyal to your brand.

The way your brand is perceived by your target customers can determine whether they end up doing business with you or with your competition. After you’ve ensured the product or service you offer is of the highest possible quality, implementing strategies to improve your brand’s equity can be the “oomph” your company needs to become the go-to in your industry.

About the Author: Josh Brown is the Content & Community Manager at Fieldboom. Create beautiful forms and surveys in less than 5 minutes with Fieldboom. Try it free. You can follow Fieldboom on Twitter.

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