8 Strategies That May be Harming Your Brand's Image

Posted on March 5th 2013

8 Strategies That May be Harming Your Brand's Image

ImageWith all of the posts going around containing tips on how to improve your marketing strategy, social media presence, etc., I want to make sure that your marketing strategy doesn’t contain tactics that may be harming your brand.

By removing certain tactics, you may find that you save some time while the content that you create is more likable and thus drives more traffic. Here are some tactics that if you’re using I recommend ditching and make time for strategies that work.

Content that sells

Well, advertently anyway. The content that you create should educate someone on a topic. Content that blatantly sells or blasts your brand’s message in someone’s face is not working. The goal should be to educate your audience on a topic in the genre that your brand falls in to, not write about your brand.

There is a good test to do before you publish any post, read through it and ask yourself if a reader could guess that it was written by your brand if they didn’t have any author information to look for. Hint: the answer should be no.

A Focus on Pretty Content

Visually appealing content is very important, don’t get me wrong. However, I’ve been noticing a surplus of unhelpful infographics and posts that contain beautiful photos but mediocre content. This leads me think that some marketers are focusing on pretty content over useful content.

A rule of thumb that I use when writing my posts, is to include one appealing photograph and then I also format my content to look visually enticing. Breaking it up with bullet points and subheadings makes it easy to digest unlike a block of text coming at you.

Posting About what’s Trending

Instead of only focusing on putting out content that regurgitates or shares an opinion on the topics that are trending today, make sure that you are also producing posts that are unique. This will help in two ways: these posts will have a longer shelf life and readers want to read new information over another article on the same topic that has already taken over their Twitter feed.

Don’t get me wrong, the trending topics will get quite a few click through rates the first few hours that they are up, they just die quickly so it’s good to keep a balance.

A Self-Promotional Social Media Presence

Of course we are going to tweet, share, plus, comment and pin our own posts. However, your own work isn’t the only work that you should be sharing. Share articles that you genuinely like and on outlets like Facebook and Google+, start a discussion with the content that you post. I call this good bloggers karma.

A Strategy that Doesn’t Focus on Bloggers

We all know by now that the bloggers are your brand’s biggest influencers. If you want the data to back up this claim, check out this report.

The easiest way to wrap up why bloggers are so influential is because consumers want to hear about a product via word of mouth not through traditional, self-promotional advertisement. Finding and narrowing down bloggers is key. Luckily there are tools like GoupHigh for brands that do a lot of blogger outreach or Google Blog Search for brands that only do it on a small scale.

Robotic posts

Too many parts of our daily communication have become robotic. I would say on average my desk phone rings twice a month but my inbox blows up all day every day. Personalization has been taken out of daily communication but since we are humans and are wired for interaction, we still crave it. Therefore, add it in to your posts. Don’t let them be dry, let your personality shine through!

A Selfish Marketing Mentality

My favorite things about the turn marketing has taken in to a digital marketing world is how much collaboration that I see in all niches. Bloggers who write about similar topics are often writing posts together, swapping posts, retweeting each other’s words, etc. instead of competing against each other. It’s all very utopian and I dig it.

The thing is, it’s working way better than bashing and ignoring each other. The exposure of each other’s traffic is a gold mine when collaborating with another blogger/marketer/brand in your realm.

Ignoring the Little People

We all started small but this tip isn’t in here for karma’s sake. Sometimes bloggers or websites who are starting out don’t have a lot of followers or influential stats but can still be our brand’s best ambassadors. From what I noticed, they’ll promote a post harder than the bloggers who already are established. Enthusiasm shines through.

Hope this helps, cheers to creating a likeable marketing strategy! I’d love to see some comments below on marketing tactics that you’ve tried and removed from your strategy.

image: strategy/shutterstock

Kristen Matthews

Kristen Matthews

Manager, GroupHigh

Kristen Matthews is a writer and content marketer based out of Boulder Coloardo. She enjoys life through adventure and creativity. You can contact her for any writing requests or collaboration ideas at [email protected] and follow her @KristenWords or @GroupHigh

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Comments

MjMcCook
Posted on March 5th 2013 at 12:22PM

Great article, Kristin. I really like that you emphasize educating an audience rather than selling to them. These are all very interesting tactics that any social media strategist or community manager should really pay attention to when formulating a content strategy.

Kristen Matthews
Posted on March 5th 2013 at 12:33PM

I'm glad you enjoyed the post, Megan! It's quite the transformation that marketing has made. It wasn't too long ago that marketers wrote material that was purely self promotional. I think consumers have a lot more tools and are smarter now. What do you think?

MjMcCook
Posted on March 5th 2013 at 2:28PM

I agree, Kristin! Consumers are using the internet to become more self-aware. With the clutter of self-promotional posts on the internet, people just want to know--how does this affect me? If content does not directly pertain to the audience they will lose interest.

Craig Fifield
Posted on March 12th 2013 at 11:22AM

nice work Kristen. I agree with all points except the pretty content bit. Well, I guess I do agree with that too, I see it all the time, however what I tend to see more often is great content that gets ignored because it is so poorly formatted or the site is in horrible shape.

I think some people believe the content will sell itself, and that is true to a point, but if it is hard to look at or read, you are losing eyeballs.