Category: Branding

In the fast-paced world of business, where every dollar counts, it’s easy to get caught up in the pursuit of immediate returns. But what some company’s miss when they first start spending on advertising, is the value of brand positioning. It isn’t just slapping a logo on a product and calling it a day. It’s about forging meaningful connections with your audience, carving out your place in the market and laying the foundation for long-term success. It’s an investment in the future of your business for years to come. Let’s explore the importance of brand positioning, the benefits of performance marketing and how they can work together to sustain growth.

So, why does brand positioning matter?

In today’s crowded marketplace, consumers are bombarded with choices at every turn. And even in a sea of options, they’re still more likely to buy from brands they already know and trust. This is why brand positioning and identity is crucial. Without them, consumers will have trouble when they hit the decision making part of the sales funnel. By investing in your brand positioning, you can give your brand a reputation, personality and a set of values that people can relate to.

Look at Paris Baguette, for example. This well known cafe restaurant brand from Korea needed a new positioning to become relevant in a newer market—The United States. After assessing primary consumer research and ethnographic studies, this once unfamiliar brand transformed into “your neighborhood bakery and cafe.” An inviting experience, where the bread is warm, and the welcomes are warmer. From the store designs to the service, marketing materials and media platforms, Paris Baguette’s brand is crafted at every touchpoint to resonate with American consumers. If you’d like to read more about their brand journey, you can find it here.

Whether you’re a new brand just hitting the market or a business looking to re-position yourself, it’s important to know what you’re doing, how you’re doing it and why you’re doing it to tell a clear story and connect with your audience on a deeper level.

What is performance marketing?

While brand positioning is crucial to the long-term success of a business, it doesn’t always generate immediate, measurable results. Performance marketing does. Whether it’s clicks, conversions or sales, this strategy is used to achieve tangible metrics through various digital channels like search engine marketing (SEM), performance max, social media advertising and email marketing. A restaurant, for example, might measure their KPIs in online orders or in-restaurant visits. It’s a very effective strategy that drives business goals, with more than a third of marketers planning to increase their marketing investments in 2024.

When Cinnabon pivoted from an on-site purchase brand to a brand found both on-site and at home, they needed to also pivot their promos and strategy to focus on delivery as a main traffic driver. By utilizing performance marketing using digital media channels, including TikTok, Twitch, YouTube, SEM and more platforms, as well as branded creative assets, Cinnabon was able to successfully drive their delivery business goal. You can read more about their successful campaigns here.

The success of performance marketing truly depends on the foundation of the brand positioning and identity. While data-driven, cost-effective approaches are essential in reaching target audiences and driving desired outcomes, the strength and resonance of the brand ultimately determines the effectiveness of these efforts. If you think your brand needs work or if you’d like to talk about implementing performance marketing strategies, just reach out.

In the ever-evolving landscape of digital marketing, the role of video content has become increasingly vital, especially in the home services industry. Videos act as a testament to your business’ skills and expertise, visually showcasing your capabilities, services and effectiveness to captivate your audiences. In this blog, we’ll review some actionable tips on how to leverage video content to both grow and establish your business in the home services industry.

Tip 1: Create Engaging How-to Videos

People want to see relevant content that is engaging, real and consistent. They want to know “what does it have to do with me?” When it comes to showcasing your expertise and providing value to potential customers, how-to videos are your secret weapon. These videos not only educate your audience but also establish your authority in the industry, help you address common issues or questions your audience might have and make your brand a go-to resource for valuable information.

Tip 2: Showcase Before-and-After Transformations

Before-and-after videos can be a game-changer for your home services business. Through this type of visual storytelling, you build trust and credibility by demonstrating the quality of your services in a tangible way. 

Tip 3: Customer Testimonials and Case Studies

Harness the power of social proof through customer testimonials. It’s a great way to provide your viewers with reasons why your services offer great value. These videos should be brief, simple and have a clear call to action that encourages viewers to get in touch with your business. Consider interviewing satisfied customers or creating short documentaries about successful projects.

Tip 4: Live Q&A Sessions and Behind-the-Scenes Content

Engage with your audience in real-time through live Q&A sessions. Social platforms like Instagram and Facebook are perfect for live streaming, allowing you to set your brand apart, add a personal touch to your content, provide a behind-the-scenes look at your business and foster a stronger relationship with your audience.

Tip 5: Optimize for SEO and Mobile Viewing

Ensure your videos get the visibility they deserve by optimizing your content for search engines (SEO). This includes creating mobile-friendly content, crafting attention-grabbing thumbnails that are relevant to your audience and using keywords to write concise video descriptions. Drawing from best practices like these will help your videos get discovered and have a lasting impact on your audiences.

Benefits of Video Marketing for Home Services Businesses:

1. Increased Engagement: Video content is inherently more engaging and memorable than text or images alone.

2. Builds Trust and Credibility: Visual proof of your services through videos establishes trust with potential customers.

3. Expands Reach: Video content can be shared across various platforms, reaching a broader audience.

4. Demonstrates Expertise: How-to videos and educational content showcase your industry knowledge and expertise.

5. Enhances SEO: Optimized videos contribute to better search engine rankings, improving discoverability.

Incorporating video into your marketing strategy is no longer optional, it’s a necessity for home services businesses in 2024. Experiment with different video types and consistently analyze performance to refine your approach. Staying current with video trends is also crucial for continued success in digital marketing. Embrace the visual revolution, and watch your home services business grow.

Need help behind the scenes?

Navigating the home services industry landscape is our bread and butter. If you need help getting started, crafting creative or optimizing your video content, just reach out. Check out our past and current work here see how we can take your brand to the next level.