What is brand loyalty and how can you achieve it?

When you think about brand loyalty, it’s probably the big brands that spring to mind.

And people can certainly get very passionate about loyalty to their favourite brands..

Take the recent spat between M&S and Aldi (yes, we’re talking caterpillar cakes here). Thousands of shoppers took to social media to defend their brand.

This Tweet, for example, gained over 1,000 impassioned replies, from both Cuthbert and Colin supporters.

But what does brand loyalty mean for smaller businesses and why does it matter? We all recognise that some customers are more loyal than others…but is customer loyalty the same as brand loyalty?

What is brand loyalty?

Let’s start with the official definition. The Oxford Dictionary of Marketing states that brand loyalty is

“A measure of the consumers’ unwillingness to switch to a competing product or service. Successful brands are characterised by high levels of customer satisfaction and repeat purchases of the branded goods or service by existing customers over a long period of time.”

I think what that means is

“The measure of how likely your customer is to switch to a rival. Strong brands have high levels of happy customers who buy lots of stuff from them, on a regular basis, for a long period of time.”

You might argue that having a good product or service at a fair price is enough to build brand loyalty. But what’s to stop your customers being seduced by a competitor with an equally good offering?

Why customers who are loyal to a brand are unwilling to switch

When buyers become loyal, they’re usually making some sort of emotional connection with that brand.

Direct Line’s recent “We’re on it” marketing campaign is a good example. They use the concept of superheroes rushing to people’s aid – which we associate with the feeling of panic we get when something big goes wrong. But the superhero always gets beaten to it by the cool, calm, expert response from Direct Line.

These emotional connections can be subtle, but strong, and are more difficult to break than you might think.

Often, people become loyal to brands whose traits resonate with their own. If they consider themselves to be a sophisticated individual, then they’ll tend to lean towards brands that ooze sophistication. People who value sincerity will like brands that are authentic. And so on.

There’s also an element of familiarity (or maybe it’s apathy?) in brand loyalty. I’ve bought the same brand of running shoes for more than 15 years; partly because they’re comfortable, partly because I “like” the brand, and partly because I can’t be bothered to find an alternative.

Measuring brand loyalty

Repeat purchases are the easiest and most common way of measuring brand loyalty, but you can’t rely on this alone.

People might appear to be brand loyal but not be. For example:

  • They could be purchasing from more than one brand simultaneously
  • Their choices might be limited, “forcing” them to choose that particular brand
  • They’re enticed by a special offer

True brand loyalty might be better described as:

Brand loyalty is when your customers go out of their way to purchase your brand.

They are the people who, if their favourite newspaper has sold out, won’t buy an alternative.

Loyal customers will also be willing to pay more for their preferred brands. How many of us pay a premium for branded products in the supermarket, even though we know that the ‘own brand’ versions might be exactly the same product?

Customers will also advocate for their brand. They’ll leave you glowing reviews, or defend you in a spat over even the tiniest issues. Like caterpillar cake design.

Why is brand loyalty important?

Customer Lifetime Value

There’s an old adage that it’s cheaper to retain customers than acquire new ones.

This is often true, however it isn’t always helpful to consider the value of a customer purely in terms of costs, although this might be easier to measure.

It’s much better to consider the Customer Lifetime Value (CLV), which is a simple equation:

Customer value (average purchase value x frequency)
x
Customer lifespan (number of years they remain a customer)
=
CLV

For example:

Let’s take a business with a turnover of £1million which comes, very conveniently, from 1,000 customers…

  • The customers’ average purchase value is £1,000 and they purchase once a year, so the business’ turnover is £1m.
  • The lifespan of each customer is four years.
  • So each customer has a Customer Lifetime Value (CLV) of £4,000.
  • This four-year lifespan means that, each year, the business loses quarter of its customers (the “churn” rate). So the business needs 250 new customers each year to maintain the status quo.
Baseline brand loyalty
Customer value £1,000
x
Customer lifespan 4 years
=
Customer Lifetime Value (CLV) £4,000
New customers acquired/year 250
Annual turnover £1,000,000

With me so far? Good.

Now let’s see what happens when we increase its brand loyalty…

  • Customers hang around for longer. If the lifespan is increased from four to five years, then that gives each customer a CLV of £5,000.
  • This increases turnover to £1,200,000.
  • The annual “churn” rate lowers. The business now only needs to acquire 200 new customers to stand still. If it maintains its current acquisition rate of 250 new customers per year, turnover increases to £1,250,000.
  • Brand loyalty can support premium pricing. If the business can charge 10% more, the CLV goes up to £5,500. Turnover goes up to £1,375,000.
Baseline brand loyalty Increased brand loyalty
Customer value £1,000 £1,000
x x
Customer lifespan 4 years 5 years
= =
Customer Lifetime Value (CLV) £4,000 £5,000
New customers acquired/year 250 250
Price increase 10%
Annual turnover £1,000,000 £1,375,000
% increase in revenue 37.5%

In this example, improving brand loyalty has increased revenue by 37.5%.

You can see how a relatively small improvement in loyalty can have significant benefits for your bottom line.

Competitive advantage

Brand loyalty also gives you a significant competitive advantage.

The obvious reason for this is that your loyal customers will be purchasing from you and not a competitor.

But there are other advantages too. If you have strong brand loyalty from your customers then competitors are less likely to think about starting a price war or, if they do, will be less likely to succeed.

And brand loyalty can be a barrier to new businesses entering your market. Building brand loyalty can take time; time that a new start-up rival will also need to invest. Creating barriers to entry helps protect your business longer-term by making it harder for new competitors to catch you up.

Opportunities to up-sell and cross-sell

Finally, customers who are loyal to your brand will be more open to buying other offerings from the same stable.

If they’ve purchased replacement windows from you, they’ll be more inclined to come to you when they need to replace their front door.

If they’re on a £2,000-a-month retainer then brand loyalty will make it easier to upsell to them and increase that figure.

Do you have to be a big business to have brand loyalty?

No. Any business can achieve brand loyalty and enjoy the benefits.

Think about the smaller businesses you use. Your local coffee shop. The builder who did your extension. Your brand and web designers 😉

Among these will be small businesses to which you feel an emotional attachment. Who you would hate to see go under. Who you recommend to your friends and colleagues.

Any size business can build and benefit from brand loyalty.

How to achieve brand loyalty

So, how can you build brand loyalty for your business?

Here are five ideas to help you strengthen brand loyalty among your customers.

1. Know your audience

People are more inclined to be loyal to brands which resonate with their own identity or aspirations. Research and fully understand your customer personas. Make this the backbone of all your marketing activity.

Tip: When you create your customer persona include all the obvious details (age, gender, location, etc) but also their personality type, what motivates them and what makes them smile. The stuff about attitudes and motivations can be just as enlightening. Learn more about customer personas.

2. Project the right image, consistently

Make sure your brand identity is well defined and right for your audience and what you want to achieve. Make sure your brand identity is 100% consistent across all your marketing activity, sharing those brand values regularly.

Tip: Check your brand identity is consistent across your digital presence, including social media channels, email signatures, videos, website, online ads, recruitment activities – everything.

3. Engage with your customers emotionally

You might think that this is all a bit…well, wanky. That your customers just want a good product at the right price, not all of this emotional connection rubbish. But even in that response there’s an emotional connection, one that Ronseal made such good use of in their “Does exactly what it says on the tin” campaign.

Tip: For many businesses their social media presence is the perfect way to engage emotionally with their customers, as they’ll often also be followers. There’s a lot to be said for posting updates purely to add value for your clients (e.g. tips on using your new product or sharing local events they might enjoy) or things which will simply make them smile.

4. Be authentic and transparent

If you want to create that emotional attachment to your brand, then you can’t put on a front, people will see through it. Your brand values need to run all the way through your business to the very core, and not just be a veneer – when you scratch away at a veneer you quickly discover what’s below the surface.

Tip: Photos and videos showing the real people in your organisation are a great way to be more authentic. They don’t need to be expensively produced (unless they’re going to sit front and centre on your website). When customers feel like they know the people in your business, it reinforces the relationship.

5. Deliver on your promises

Brand loyalty can make customers more forgiving, but it doesn’t work miracles. It won’t protect you if you consistently fail to deliver on your promises.

Tip: Just because a customer is loyal, don’t assume they’ll remain that way. If you get something wrong, put it right and then do something to apologise. Call them personally to check everything’s OK or even send them a small gift.

Do you need our help building your brand loyalty?

Your brand identity is at the core of creating brand loyalty. We help businesses find and maintain a brand identity which works hard for them; one that attracts their ideal prospects and turns them into loyal customers.

Find out how we can help your business enjoy the benefits of brand loyalty.

Create more loyalty to your brand

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Deciding on your brand positioning: vertical vs. horizontal

When clients come to us for help with their brand identity, they’ve often already done lots of thinking about what the brief should be.

This is certainly valuable, and an important step in the process, but before you think about your brand brief, there’s something even more important you need to figure out.

You need to know what your brand positioning is.

What’s brand positioning?

Your positioning is where you sit in the mind of your customer, and what they perceive they’ll get from you that they can’t get from your competitors.

If your brand positioning’s weak, you’re going to struggle to been seen as different. You’re going to be fighting to stand out from the crowd.

The danger is you either spend a lot of time trying but failing to win customers, or have to compete on price, and no-one wants to go down that road.

Stand out from the crowd through brand positioning
Ah, there it is. Obligatory dodgy stock photo showing a crowd. From which you don’t stand out.

But with strong brand positioning, you can stand out, be seen as an expert, and as a result charge a premium for your services.

How to establish your brand positioning

There are two ways you can establish your brand positioning; vertically and/or horizontally;

Vertical positioning

Vertical positioning is where you focus on a particular classification or type of business – like health care or financial advisers or architects or holiday companies.

For example, you might be accountants specialising in working with health care companies, and you focus your marketing on reaching that industry.

Horizontal positioning

Horizontal brand positioning works across lots of different business types, but is identified in other ways, usually by demographics, or the discipline you offer.

For example, you might be a marketing company that works in many different business sectors, but focuses on the youth market, or the Asian market. This would be horizontal positioning by demographic.

Or it might be that you specialise in a particular discipline. You might be the best designer of branded furniture; you work for many different types of business, but you’re the best damn branded-furniture designer there is. This is horizontal positioning by discipline.

In summary, when comparing vertical and horizontal, you could say:

“Vertical is the market, horizontal is the demographic or discipline.”

Blain Enns, speaking to David C Baker on their 2Bobs podcast “The Business of Expertise – Part 2”

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The advantages of vertical positioning

The first advantage of vertical positioning is that it’s easier to find prospects.

Most of the business world is orientated around vertical positioning. It’s easy to buy a list of all architects, or all financial advisers. You’ll also find it easy to identify conferences or industry-specific publications you can target.

Trade shows for particular sectors or types of business are easy to find

The second advantage is that you can benefit from knowing decision-makers that move to a new job.

People change jobs more frequently now, and when they move on, they tend to go to a similar position within the same industry. So if you follow your contact, there’s a good chance you’ll keep the client they were working for previously, AND pick up the new client they’ve just gone to.

Third, you can develop your expertise in your customers’ specific type of business, which makes it easier to know what to say to new prospects when you find them (or they find you).

When you can talk competently in their language, and give examples of what you’ve done for others with the same problems, your prospect sees real value in what you offer.

The final advantage of vertical positioning is that it’s usually more highly compensated, because you become the go-to for that client.

That’s great if you can offer them lots of services and get paid for them, but not so good if you need to start farming work out to others.

The advantages of horizontal positioning

The first advantage with horizontal positioning is that you get a more varied and interesting mix of clients. Who wants to only ever work with Estate Agents for the rest of the lives, right?

But the drawback of variety is in finding your prospects.

Where do you go to look for your new clients? You no longer have the option of simply buying a list, and although there are some exceptions, it’s harder to spot the places they hang out, or the things they read.

The second advantage of horizontal brand positioning is that you don’t get a conflict of interest where you have more than one client in a particular market. If you’re the expert in say search marketing for accountants, you can’t get all your clients to the number one spot, can you?

But there’s a counter-argument here – if you’ve got lots of clients in one industry, and you’re established as a true expert in that industry, surely your new client’s going to be more attracted to your expertise than worried about a conflict of interest?

A third advantage is that you’re better protected in a downturn. If you specialise in the motor industry, and that industry suddenly spirals downwards, you’re going down with them. But if you’re spread across multiple markets, you’re protecting yourself against that risk.

Positioning horizontally means you haven’t got all your eggs in one market-sector basket

The fourth big advantage with horizontal positioning is that you’ve got more chance of working with bigger clients (with bigger budgets) on something specific.

Let’s say a big company needs help with some very specific training for their management team, and you happen to be the best at delivering that type of training, they’ll come to you and pay you handsomely for it.

Sure, they’ll have other suppliers doing other stuff for them, but that can be ok, can’t it? You get called in to do the thing you’re brilliant at, and get paid very nicely for it.

Which brand positioning is better?

You can probably tell from this post that positioning vertically or horizontally both have their merits, so it kind of depends on what you want to get from your business.

Many businesses tend towards horizontal by instinct. Partly in fear of narrowing their potential market, and partly because they want variety in their work.

My advice?

Look at horizontal positioning first, but check you can be sure you know how to find your customers.

If you can see how to find them, stick with that, but if you can’t, switch to looking at positioning yourselves vertically instead.

Is it possible to be both vertically and horizontally positioned?

Yes, absolutely – and when that happens, you’re going to have a very clear target audience.

The advantage here is that you can be very specific. Think of it like crosshairs on a sight (which is literally where the horizontal and vertical meet) and you have the perfect means of aiming straight at your target.

Your marketing can be at its most targeted when you have a strong vertical AND horizontal positioning

You may feel this gives you a disadvantage if your pool of potential customers might be too small, but if not, it can be a great situation to be in because your position and message is so specific.

So you’ve got your positioning nailed. Now what?

Whatever you decide, your brand positioning has to be public. The point is for your customer to understand how you’re different to everyone else, and why they should work with you.

This is where your brand identity, your messaging and your marketing strategy play their part.

If you don’t make your brand position very public, and very clearly stated, how will they know?

And that’s as bad as not having a position in the first place.

Get expert help and nail your positioning

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Much credit for the content of this post must go to David C Baker and Blair Enns and their fantastic 2Bobs.com podcast, which I urge you to listen to if you can.

Marketing in an economic downturn – How to make the most of the weapons already at your disposal

Unless you’ve been hiding under a rock for the last 12 months, you’ll know that we’re currently going through some pretty tough times.

Most business owners I’ve met since the start of the coronavirus pandemic agree with the general view that this is, indeed, “unprecedented” and unlike anything any of us have ever experienced.

For many (although not all), business is harder to come by and profitability is down.

In the hard times, the natural instinct is to go into survival mode and cut back on spending wherever you can.

calculator showing marketing budget assessment

And one of the areas that usually finds itself right at the top of the list of cut-backs is marketing.

But cutting back on your marketing investment could be a big mistake.

Equally, bucking the trend and increasing your marketing spend right now could be the best decision you ever made.

Why you shouldn’t cut your investment in marketing

If you’re brave, and prepared to take a longer-term view, a recession or economic downturn can actually be an ideal time to increase your marketing spend.

There’s plenty of data available to support the reasons why, but for now, let’s focus on just three:

1. You’ll get ahead of your competitors, who are probably cutting back

Based on the assumption that most businesses reduce their marketing investment during a recession, this is your chance to get ahead of the pack.

As someone else said – “Think about it; if two people are talking to you, and one stops and leaves the room, you’re only going to listen to the one who stays and carries on talking.”

By the same token, a brand that’s judged to be on the decline because it’s gone quiet can very quickly see the effect as word-of-mouth spreads and the perception of failure increases.

Going completely quiet can be seen as a sign of decline and failure.

History is full of examples of businesses that stuck to their guns coming out on top:

In the 1920s, when cereal rivals Post (who?) cut back significantly on its advertising budget, Kellogg’s doubled its own spend, investing heavily in radio and introducing Rice Krispies and our friends Snap, Crackle and Pop. Kellogg’s profits grew by 30% and they became the industry leader and never looked back.

In 1973, during the energy crisis in the US, Toyota resisted the temptation to drop their marketing budget and decided to stick to its long-term strategy. By 1976, Toyota had overtaken (so to speak) VW as the top imported car maker in the states.

In the recession of 1990-91, Pizza Hut and Taco Bell pounced when McDonalds decided to cut its marketing spend. Pizza Hut’s sales increased 61%, and Taco Bell’s went up by 40%.

McDonalds? Declined by 28%.

2. You’ll stand out from your competition

When customers’ business becomes harder to win, the companies that succeed are the ones that stand out from the crowd.

If you cut back on your marketing, it reduces your brand profile and your online presence dwindles, leaving the door open for braver, more forward-thinking competitors to take advantage.

If, on the other hand, you can remain focused on what sets you apart from everyone else, and keep telling the story of why you’re different, you’ll get noticed and remembered – and importantly, by the right people.

When your customers do gain back the money to spend, they’ll instinctively buy from brands that have stayed top of mind.

Historically, businesses that cut their marketing spend completely in the first year of a downturn, took FIVE YEARS to recover.

Image courtesy of The Drum

3. You’ll be more profitable

When times are tough, it’s tempting to widen the net and take on customers or businesses you wouldn’t normally want.

Usually, it’ll be something outside your core discipline – something you might be able to do, but not particularly well. Or you might simply start dropping your prices to win business.

Either way, your profitability’s going to be affected. You’ll make no money if you’re just a busy fool.

How to improve your marketing right now, without spending big bucks

Ok, ok, we get it. Being brave about your marketing in a downturn is A Good Thing.

That’s all well and good, but when times are tough, there’s every chance money’s tight too.

So what can you do that’s going to have a quick impact, but won’t be a big investment?

1. Focus on what makes you different

The temptation at times like this is to look at tactics rather than strategy.

The thinking is that if you act right now and do something that generates sales, that’s better than spending time thinking about the direction you’re going in and what makes you different.

But hold on just a sec.

We can personally testify that working on your strategy can help. A lot. And very quickly.

If you do networking of any sort, you’re going to be regularly delivering your Elevator Pitch – your 30-second spiel that you hope like hell interests the person you’re talking to enough for them to want to hear some more.

In tough times, you can fall into the trap of casting your net wider and wider, claiming to be an expert in more and more disciplines, which actually has the opposite effect – you just end up looking like a jack-of-all-trades, confusing your audience about what you do, and become instantly forgettable as a result.

Now’s the time to focus on what it is you do better than anyone else. What it is that sets you apart from your competitors.

Fine-tune your elevator pitch and fine-tune it again. Find as much of a niche as you dare. Be brave.

Give your audience a clearly defined hook and, when they’re giving you 30 seconds of their time, they’ll get it – and they’ll remember you.

Of course, the reason we stop doing this in the first place is Fear.

Fear that we’ll miss an opportunity to sell something (anything, dammit!) to that prospect.

But I can tell you from experience, this doesn’t happen.

Imagine your marketing’s like a dartboard. You want to hit either a double twenty or a bullseye – these are your perfect customers. Your chances of success are going to increase when you aim for those parts of the board.

Your marketing should be like a dart board

You’ll still get some darts going near enough to those targets to be of interest, but start aiming all over the place and you’re going to end up with as many darts in the back of your bedroom door as on the board itself.

So spend an hour or so defining what it is you do really well, and fine-tune a message you can start trying out straight away, next time you’re networking.

(Incidentally, we offer a service to our clients to help them do this. It’s called a Discovery session. Get in touch and ask us about it.)

2. Define a better elevator pitch by using questions

To really nail your elevator pitch, try framing what you do as a question.

When the person you’re talking to is asked a question, they kind of have to engage with you, don’t they? They run the risk of looking like a bit of a bell if they just blank you completely.

It also makes them start sorting through their brain’s filing cabinet to find the sort of person you want to work with, and this helps them understand what you do.

I used to be crap at this.

I used to say “We’re a Brand, Web and Digital Marketing agency”, trying desperately to cover all the bases. You could see in the person’s face that I sounded like any of the other half dozen agencies they’d met that afternoon, and they were instantly forgetting me.

So I got a bit braver, and decided to focus on the Brand and Website design that we’re really, really good at.

a group of customers you can market to

Although my fear was that we’d miss out on conversations about Digital Marketing and SEO and that sort of stuff, I now say something like…

“You know those businesses that are really good at what they do, but get frustrated that they miss out to competitors that aren’t any better than them, but just have a better brand image?”

(Pause to let them think for a moment.)

“Well, we help them attract more of their ideal customers, by having a strong brand image, especially online.”

(A look of understanding lights up in their eyes.)

“Oh, so you do branding and websites?”

(I nod.)

“Do you do SEO as well?”

So don’t be afraid to be specific about what you do.

Being a generalist makes you forgettable. Being a specialist makes you desirable.

3. Establish some brand consistency

We’ve written before about the importance of brand identity to every business, large or small.

In an economic downturn, you might not have the finance (or appetite) to look at a complete rebrand, but you should review what marketing material you’ve already got and make sure it’s up to date and consistent.

The first step is to gather together all your current marketing material for an audit.

Include anything and everything a customer might come into contact with, from the first moment they hear about you to when they actually become a paying customer.

Look at your digital assets – website, social media profiles, email marketing if you do that – and your printed material like business cards, letterhead, brochures, leaflets and so on.

First of all, is there anything you don’t need, or that’s completely out of date? Ditch it.

Then look at what’s left.

Does it all look consistent in style? Or are you using different versions of your logo, colour palette or graphics?

Your brand can have a big impact on your marketing

Look at the messaging; does it have the right tone of voice, and is that tone consistent?

If you need to, find a designer to help you get a consistent style. This shouldn’t be too expensive as it’s a tidying-up exercise, not a start-again-from-scratch exercise.

Take a bit of time to review and rewrite any bits of copy that aren’t quite on message.

Focus on the few key bits of marketing material that you’re going to use the most, so you can keep costs down and save a bit of time.

It might not be perfect, but it will make a difference.

4. Tweak your website

Your website’s relatively easy to improve because you haven’t got any printing or production costs to think about.

It’s important not to attempt a redesign of the website; what you’re doing here is making the most of what you’ve got.

Check your Google Analytics to see which pages are being viewed the most, so you can focus on the bits that will make the biggest difference.

Use Google Analytics to find out which pages get the most traffic.

a) Your home page is probably the most popular page on your site. Put yourself in your customer’s shoes and read the page as though for the first time. What’s the key message about your business you get within the first few seconds of reading? Does this reflect what your business is about now? Could it do with updating?

b) Do the same thing for your next 3 most viewed pages. Is the messaging still right? Could these pages be improved to encourage the user to click through to other parts of the site?

c) Review all the pages on the site for a suitable Call to Action. Is it clear what the user should do next? Could you add or change your Call to Action to improve the conversion rate of visitors to enquiries?

5. Run a mini digital marketing campaign

To expand your reach and start getting in front of more of your target customers, you can run a mini Digital Marketing campaign.

All of these ideas can be set up within a few days and at little cost.

a) A search-based campaign, focusing on a particular search term

Long-term SEO campaigns are often built around using this tactic. All you’re doing here is taking one small chunk and implementing it as a mini project.

Thinking back to what it is you want to focus on (see point 1 above), think about what search terms you want to be found for.

research search terms

Do some research using a tool like SEMrush or Moz Pro (you can try both for free) to get some data on which versions of your search terms are the ones people search for the most.

Once you’ve settled on your search term, create a new piece of content (a page or blog post) that you can add to your site.

Make sure the content’s good quality and of decent length and detail. 100 words stuffed with your search term isn’t going to cut it; you need to be writing 500 words absolute minimum. 1,000 words is even better.

Once your page is online, start circulating it through your social media channels. Tweet about it, post it on LinkedIn and Facebook and make sure you include a link back to the page on your website.

The page will probably be indexed by Google within a couple of weeks, so check in after that to see if your search position for your chosen term has improved. Google Analytics will tell you how many people have had a look at the page, and where they came from.

Whatever you’re writing about, make sure the page has a Call to Action on it. Although it’s great to get people reading your new content, what we really want is to convert some of them into leads or enquiries.

b) Carry out a targeted LinkedIn marketing campaign with your new pitch message

Having developed your new elevator pitch (see point 2), you can try it out on your target audience via LinkedIn.

If, for example, you want to target Marketing Managers in the South East, you can find them on LinkedIn. Send them an invite to connect, with a very short, generic message in the first instance.

For those that accept your invite, follow up with your elevator pitch.

Don’t go over-the-top and get all pushy. No-one likes being sold to. Approach it the same way as if you were meeting them face-to-face for the first time. Tell them what you do, clearly and succinctly, and let them engage with you if they’re interested.

If you can, try to give them something useful for free. Maybe you could send them a useful template, or a link to an article you’ve written (or seen elsewhere) that you think they’d be interested in.

Try it with 10 people to start with and see what reaction you get. Fine-tune your message as you need to, and try it with another 10. Keep it manageable enough so you can keep it personal. You’ll get more success that way.

c) Create an email marketing campaign for your existing client base

If you’ve got an email list of existing customers (and one that complies with all the GDPR regulations, obviously), you can very quickly get a message out to remind them that you’re there and how you can help them.

The harsh reality is that your existing customers (and potential ones) can forget about you quite quickly.

This is an opportunity to put yourself back in the front of their minds.

Again, you don’t want your message to be salesy. Instead, you could:

i. Tell them about something you’ve done recently for another client – a success story, or how you solved a particular problem

ii. Tell them about a new product or service

iii. Give them a free bit of advice about something in your field of expertise, and invite them to contact you if they want to talk about it further

iv. Share your new blog post or piece of content. Write an introduction to the piece and add a link to the full article underneath

Now, go forth!

So now you’re armed with several ideas for marketing that will have an immediate impact and won’t cost the earth. Perfect for when there’s an economic downturn or times are tough.

Don’t give up on your marketing when things are hard. It’s the perfect time to take advantage!

Need some help?

Tomango helps small businesses get more of the customers they want by helping them create the right image for their brand and building a dominant online presence.

We know running a small business is hard and that occasionally time, money and expertise can be in short supply.

If you’d like some help putting some of these ideas into place, give us a call on 01273 814019 or email hello@tomango.co.uk.

Branding and Marketing funding for Manufacturers in East Sussex and Kent

If you’re in manufacturing and you’re based in East Sussex or Kent, you could benefit from 35% marketing funding to help grow your business.

If you’re an SME (less than 250 staff) and are making, producing or assembling a product of any sort, get in touch by email at hello@tomango.co.uk or by phone on 01272 814019 and we can put you onto the right person to talk to.

The range of products that qualify under the heading of “manufacturing” is wide; plastics, paper, printing, precision instruments and pumps. Glass, ceramics, jewellery, perfume, footwear, clothing, luggage and carpets. Bikes, tractors, trailers, caravans and boats.

Food and drink are also covered by these grants.

Marketing funding from the Manufacturing Growth Programme

The Manufacturing Growth Programme (MGP) is an EU funded initiative aimed at boosting business growth within the manufacturing sector. Aimed at small to medium-sized businesses (SMEs), it offers funding for a manufacturer towards the cost of external advice or consultancy to support their growth.

And this includes funding for your branding and marketing.

How much funding can I get?

You can receive 35% funding towards your branding or marketing project, with a preferred minimum of £1,000 and a maximum of £1,500 funding per project.

The typical grant is £1,500, which at 35% of the project cost means your total project value would be £4,285.

How do I apply?

The process for applying for the funding is quick and easy, with support being provided throughout by the independent Manufacturing Growth Manager (MGM) for your area.

Your business pays for the project and then claims the funding back.

The Manufacturing Growth Programme is a great opportunity for owners and managers to gain some financial support towards the cost of an expert’s knowledge and time, which can lead to massive improvements within their business.
Robin Simpson
The MGM for East Sussex and Kent

How long will the application process take?

It’s really easy, and very quick:

  • Robin or one of his colleagues will contact you for an initial discussion and – if circumstances allow – arrange to visit your manufacturing business
  • He’ll undertake a Strategic Business Review with you and talk through your barriers to growth and the identified improvement areas
  • You then choose who you wish to work with to carry out your improvement project that reflects the outcomes of the Strategic Business Review
  • You have up to 4 months to complete the improvement project with your chosen supplier.

What type of project is covered by this marketing funding?

One area this funding is intended to support is in helping businesses with the cost of branding and marketing and, if necessary, the development of a clear marketing strategy.

Helping a business to define who their existing and potential new customers are, as well as how to effectively target these people with the right messages about their business and its products can significantly increase sales.

We’re helping a number of manufacturing businesses with their marketing plans using this funding route.

To find out more, contact us by email at hello@tomango.co.uk or by phone on 01272 814019.

Brand identity for Sussex R&D Tax Credits specialists

Cooden Tax Consulting, R&D Tax Credit specialists based on the coast of East Sussex, has unveiled its new brand identity.

Cooden has been helping companies across the UK claim Research and Development Tax Relief since being founded by Simon Bulteel in 2013. Simon and his team works with its clients’ appointed professionals such as accountants and finance teams to access the most valuable tax relief that an SME can claim.

In the spring of 2020, the first lockdown of the Covid-19 pandemic gave Simon the opportunity to review Cooden’s strategy and update its brand identity, which no longer reflected the status of the business and was beginning to hold back progress.

After completing a Discovery session to determine what needed to be prioritised, Tomango set about taking Cooden through a rebrand, to position them for substantial growth over the next three years and beyond.

The Discovery process got me thinking about things in the business that I hadn’t really considered before.

Simon Bulteel, Founder and Director, Cooden Tax Consulting

The brief

Tomango went through an extensive strategy and briefing process with Cooden  in order to dig deeper and thoroughly understand the business.

Whilst the first of these sessions happened pre-Covid and could be done face-to-face, once we went into lockdown these inevitably needed to be held over Zoom, but it was (almost) just as effective and enabled Tomango to approach the creative part of the project with an extremely detailed brief.

Tomango worked hard to get a deep understanding of our business and as a result we had a very detailed brief before we started.

Simon Bulteel, Founder and Director, Cooden Tax Consulting

It also became clear during the Discovery process that there could be a need in the future to create sub-brands, as the business grows and moves into new markets.

By keeping this in mind when creating the main brand identity, Cooden can easily activate these sub-brands when they’re ready to move into new areas and generate additional revenue.

The creative

The process of creating the brand identity involved the development of a bespoke primary typeface, the choice of confident secondary typography and the use of a bold new colour palette.

The result is a brand identity that positions Cooden as a forward-thinking, problem-solving, client-centric consultative business, with a strong personality and sense of self but one that really empathises with its client’s needs.

The new brand identity is fantastic. I’m delighted with the result. The new brand has just the right balance; grown up but playful. And I just love the green!

Simon Bulteel, Founder and Director, Cooden Tax Consulting

Is your brand identity holding you back?

Tomango works with businesses that want to attract more of their target market and convert them into loyal customers.

Are you good at what you do but struggling to appeal to the right people? Do you find yourself missing out to competitors who aren’t any better than you, but just have a better image?

Contact us to find out how we can help.

Full branding identity overhaul for Sussex translation and localisation company

Based in Lewes, East Sussex, translation and localisation specialists Albion Languages have unveiled their new brand identity.

Albion have been helping international companies with their multilingual communication for over 20 years. Beyond translation and localisation, the business specialises in consultancy for firms that want to take their international operations to the next level.

The first lockdown in the spring of 2020 gave the leadership team at Albion the opportunity to review their brand strategy, which led to them engaging Sussex brand design agency Tomango to take the business through a complete branding rethink.

The brief

“Our brief was to reposition Albion’s branding to reflect its approach to clients – as innovative, strategic, problem-solving”, explains Mike Vine, the studio’s Creative Director.

“The previous brand identity seemed to undersell the real value Albion bring to their clients. We realised there was an opportunity for the brand identity to really set Albion apart from their competitors, position them properly in their marketplace and take their business to the next level.”

Tomango went through an intensive strategy and briefing process with Albion, digging deeper to thoroughly understand the business. Face-to-face meetings on Zoom proved highly insightful, and enabled the agency to set about the creative stages with an extremely detailed brief.

The creative

The brand development process produced a new graphic device that signifies successful and joyful communication, confident typography and a bold new colour palette.

The result is a brand identity that positions Albion as a forward-thinking, professional but approachable consultative business, with a strong personality and sense of self.

After unveiling the new brand internally, Albion asked each of their team members to consider the new design and what it meant to them. The result was this word cloud:

Working with Tomango on the new brand identity has been a real revelation. As well as creating an exciting new look and impactful website together, we’ve also gained so much clarity in the process about where we want to take the business next.

— Alistair Binks, General Manager, Albion Languages

Visit the Albion Languages website: albionlanguages.com

Is your branding holding you back?

Tomango works with businesses that want to attract more of their target market and convert them into loyal customers.

Are you good at what you do but are struggling to appeal to the right people? Do you find yourself missing out to competitors who aren’t any better than you, but just have a better image?

Contact us to find out how we can help.

An ideal time to review where your marketing is going

How one company took the opportunity to review one of their key marketing strategies so they could come out of the pandemic stronger.

In the third week of March 2020, along with thousands of business owners across the country, Alistair Binks was trying to come to terms with the reality of the UK’s economy being shut down for weeks – if not months – as a result of the Coronavirus.

Alistair’s company Albion Languages provides translation and localisation services to clients in the UK and around the world; in short, it helps businesses overcome language barriers and expand into lucrative foreign markets.

Things had been going well; the business had grown steadily and 2020 looked like being a very successful year. The company was starting to win some significant contracts with household name clients.

And then – the world stopped turning.

What would happen now?

A chance to review marketing tactics

Instead of panicking or falling into a pit of despair, Alistair took the chance to review his strategic plans and re-focus on what marketing he needed to put in place to come out of the crisis stronger and achieve his long-term vision.

He recognised that things had changed in his business and Albion’s branding needed to be re-aligned to get them in front of more of their perfect clients and maintain the momentum they’d built up.

Alistair takes up the story;

“Like most companies, we can easily fall into the trap of being too focused on immediate and short-term issues and losing sight of things like our sales and marketing strategy and branding and the “assets/tools” we use – like our website, brochure and social media channels.

A lot of time can quickly pass between when the assets were created – especially the static ones, like our brochure – and the present.”

We didn’t really know where to start.

— Alistair Binks, General Manager, Albion Languages

“Five years have passed by in a flash since we last considered whether our brand and its various elements were fit for purpose, effective and still reflect who we are as a company. Changes in a business are often gradual and only stark when you have a chance to take a step back and consider them in direct comparison.

That amount of time passing also meant that we’d really got used to what we had and, although there might have been good reasons to change certain things, it all seemed too much of a major process to think about how to make changes and on what basis. We didn’t really know where to start.”

“With the shock of coronavirus and its temporary effect on our clients, we decided to take the opportunity to look at the shortcomings of our current marketing and brand strategy and began to think about how it could be overhauled.

But with such a complex matter, we didn’t feel comfortable going into the process alone. This is where the Tomango/Coast2Capital Discovery sessions proved invaluable.”

“At no cost to ourselves, in Tomango we had access to an independent brand “auditor” and we went through one of their brand Discovery sessions.

This is a situation analysis we went through together on our main offerings, how we differentiate ourselves from competitors, what our profitable activities are and where we want to get to in 3 years’ time in terms of products/services, client base, team, and client perceptions of us.

In question-and-answer sessions, we identified our core issues and weaknesses and which areas would need to be developed. The outcome from these sessions was a set of concrete recommendations on our branding, website, social media, other assets.”

Find out how Discovery can change your business

Discover

“What I liked was that there wasn’t any obligation at any time to take the recommendations given, or any feeling that the audit was part of a pre-sales process. We could simply treat it as a standalone audit and draw our own conclusions about whether to put in practice any or all of the advice given.

We’re really excited about the impact this will have on our business.

— Alistair Binks, General Manager, Albion Languages

The session was of a high standard and could easily have just been taken as a one-off audit with insightful conclusions.”

“In our case though, through the audit process a really good empathy, understanding and trust developed between us and we really appreciated the analytical side of the whole process in particular.

As a result, we’re now going ahead with a full rebranding in line with the audit findings and we’re really excited about the project and the impact it will have on our business.”

For a limited time, Discovery sessions are available completely free

Tomango’s Discovery sessions usually cost £750 + VAT, but the sessions are currently available fully-funded for businesses that are eligible and fall within the East and West Sussex area.

What to do next

Places are limited, so if you’re interested in brand Discovery sessions, in the first instance either give Tomango a call on 01273 814019 for an initial 15-minute chat, or email hello@tomango.co.uk.

How your business can nail its brand strategy, win more of the right clients, and come out of this crisis stronger

For years we’ve been using Discovery sessions to help our clients set a clear brand strategy and prioritise their marketing to get the best return on their investment.

And now, you can take advantage of this expert advice completely free of charge.

Get in touch to find out more

After we got through the initial shock of the first few weeks of the Covid-19 pandemic, we started hearing from businesses that were taking the extra time available to them to review their brand strategy and position themselves to come out of the crisis stronger.

Recognising there’s a need for this sort of advice and guidance right now, but also that a lot of businesses don’t have much cash, we’ve teamed up with funding organisations in the region so we can offer the Discovery sessions free of charge.

So, if you think your brand image is holding you back and your marketing’s falling flat as a result, but you don’t know where to start with putting it right, read on.

Who’s it for?

In the current climate, we’ve found businesses interested in the Discovery sessions tend to fall into one of two categories;

1. Those having to adapt

We know that many businesses have been hit hard by the coronavirus pandemic and are having to completely rethink their business model, or adapt their offering.

These businesses need to change their message to their existing target market, or get in front of a new set of customers entirely.

2. Those that are taking the opportunity to review their positioning

These businesses are taking the extra time they’ve got available to review their longer-term brand strategy and have realised that their current brand image is letting them down.

Typically, they’re very good at what they do, have a good reputation, and have a few of their “perfect” customers already and would like to have some more – but they don’t have the right look to attract those customers.

The common issue both sets face is that they realise they need to change their positioning and/or branding – which in turn will make their marketing much more effective – but they don’t know how to go about it.

Does this sound like you?

How a Discovery Session will help your business

The Discovery session helps you figure out…

  1. What you need to put in place to get from where you are now to where you want to be
  2. What to prioritise
  3. Where to go to get it

…all taking into account the budget and resources you have available.

I’d strongly recommend Tomango’s Discovery sessions to anyone wanting to reconsider and reposition their brand in the light of the ‘new normal’.
— Alistair Binks, Albion Languages

How it works

The Discovery session is split into three parts that take place over 3-4 weeks.

In Part 1, we find out as much as we can about the longer-term goals you have for your business.

We ask lots of questions and dig deeper into what you want to achieve and what factors need to be considered.

This needs to involve all the key decision-makers and is usually run as a half-day workshop.

During lockdown we’ve been breaking this down into two 90-minute video calls – we’ve found 3 hours on a single Zoom call is a bit much!

In Part 2, we take away what we’ve learnt in the workshop and, as a team, have a second (virtual) session at Tomango HQ.

We explore what’s needed to get your business from where it is now to where you want it to be and look at the different options available.

During lockdown we’ve done this stage via video call too.

Finally, in Part 3, we present our recommendations to you.

We’ll talk you through them, explaining the logic behind each one and why it will work.

We’ll also give you three costed options so you can see what the necessary investment might look like, to help you decide which one you’d like to go ahead with.

You can then either take this information away and do whatever you want with it (for instance, to get quotes from other suppliers) or – and this is what we hope, of course – you’ll like working with us so much that you’ll want us to carry out the recommendations we can help you with.

Cost – for a limited time, completely free

Usually the Discovery sessions cost £750 + VAT, but we’ve partnered with a number of regional funding organisations to get to offer the sessions fully-funded for businesses that are eligible and fall within the East and West Sussex area.

What to do next

Places are limited, so if you’re interested, in the first instance either give us a call on 01273 814019 for an initial 15-minute chat, or email hello@tomango.co.uk.

Coronavirus: Business as usual for Tomango, and we’re here to help

What surreal times we live in, eh?

It’s hard enough running a business in the best of times, and it’s more so now than ever, with all this disruption and uncertainty.

But the team at Tomango want to reassure you that as much as possible it’s business as usual and we’re here to help you however we can.

Business as usual

Here’s what Tomango has planned for the next few weeks;

In light of official government advice, from Wednesday 18th March 2020 we’re shifting our operations and our entire team will be working from home.

This is very much business as usual for us; we have a flexible working policy in any case, where everyone has one day a week working from home, so there will be very little, if any, impact to how we work.

Meetings and face-to-face communication

One change we’ve inevitably had to make is how we deal with meetings. We’ve always really valued being able to meet with our clients and contacts face-to-face, as we believe that in a lot of cases you just can’t beat sitting down at the same table and pointing at stuff to get things done.

At the moment, of course, this isn’t always going to be possible and – again following official advice – any non-essential, non-project-critical meetings are being postponed until things settle down.

Where a face-to-face meeting is the only real option, we’re still happy to do it, taking sensible precautions in the process (awkward alternatives to a handshake, lots of handwashing afterwards etc.) or, if you’re not comfortable with it, we can meet via Skype or Zoom.

We’re initially planning to Work From Home for two weeks, until 1st April, but we’ll keep this under regular review and take appropriate action according to what the powers-that-be have to say.

How we can help you

With periods of isolation ahead for many of us, now might be a good time to review how your business uses digital channels to operate. If you need to make some changes to your website or branding, review your digital marketing or even reconsider your overall marketing strategy, obviously the Tomango team will be very happy to talk to you about how we can help.

Stay positive, people

It seems to us that now is the time to keep calm, carry on as best you can, and above all make sure we look out for each other; whether it’s a neighbour that needs food or toilet roll, or our business friends that need our support, this is a time for us all to stick together.

Stay safe and take care; we’ll get through this!

Mark
Founder and MD of Tomango

Marketing for Architects and Architectural Practices

Marketing for small and medium-sized architecture firms can be a challenge.

If you’re an organisation with limited resources, it’s important that any marketing work you do makes the biggest impact.

With this in mind, here are FIVE top tips for architecture firms who are looking to improve their marketing.

1. Use high-quality visuals throughout your marketing

Trying to carry out any sort of marketing for your architecture firm — either online or offline —won’t be anywhere near as effective without the use of stunning photography and high quality visual elements.

Exceptional visualisations of your architectural development are vital when it comes to selling to potential clients and investors, and can help you achieve the funding you need even before a single foundation has been laid.

Computer-generated imagery (CGI) is the perfect tool for showcasing prospective clients your planned projects. Professional three-dimensional CGI rendering is a time- and cost-effective solution that allows you to show off every element of your design in a photo-realistic way, as well as giving you the means of adjusting elements such as surface textures and shading at a moment’s notice.

And the investment in high-quality imagery shouldn’t end with the pre-build phase; instead, your firm should also be looking to commission high-quality photography and video (including drone footage) of completed developments as well.

Once you’ve acquired them, these images will form a big part of your ongoing marketing strategy.

Using your bank of images effectively can showcase your team’s experience, expertise and proof of delivery through your website, printed brochures, events branding, and social media channels such as Instagram, Houzz and Facebook.

Showcase your work to the right people

Get in touch

2. Put your website to work for you

Your company website should provide any visitors with all the information they need to make the decision to get in contact with you to discuss their project.

An effective website should provide details of where your company is based and where you operate, what type of work you do (e.g. commercial or domestic), which industry sectors you specialise in, and any specific unique selling points that set you apart from your competitors.

Most importantly, it should also show evidence of your work, either through case studies or an image gallery, and should contain obvious calls-to-action that make it easy for prospective clients to get in contact with you to discuss their project.

Before you start planning your website, make sure you have a clear picture of the type of person you expect to use the site. Create client personas that you can refer back to, and throughout the project, make sure that every word, picture and page is added with the express aim of meeting their needs and pushing them through to the next stage of the sales funnel.

As well as the content, you should also set up your website to give it the best possible chance of ranking for relevant web searches on Google and other search engines.

This is where search engine optimisation (SEO) comes into play. First, you’ll want to check that your core website pages (Home, About, Contact etc) are optimised as well as they can be for your brand name and main keyword search terms, and also geographic location, if relevant.

Then, you’ll want to work on increasing the amount of relevant traffic to the website.

Having a company news or blog section where you can add long-form informational articles, opinion pieces or whitepapers is a common and effective way of doing this.

Bear in mind, though, that for smaller architecture firms it can be hard to find the time to research the right topics to write about and then produce fully optimised content. When this is the case, hiring a digital marketing agency or freelance copywriter is a good solution.

Design a website that works harder for your business

We can help

3. Have a presence on social media (and make sure you use it effectively)

Social media can be a highly effective tool in the marketing arsenal for architecture firms…if it’s used correctly.

Many architects know they ‘should be on social media’ for some reason or another. Everyone else seems to being doing it, so they should too. Right?

But problems can arise when the proper effort isn’t put in to using social media channels effectively.

If a potential client comes across social media accounts for your company that haven’t been updated in months (or even years), it doesn’t present a particularly good impression of your business.

Without a considered and defined social media strategy, it can be hard to see the benefits of using it at all, and it can quickly become seen within your firm as a chore that doesn’t deliver any sort of return on investment.

However, the fact is that people spend a huge amount of their time each day on social media. Whether Instagram, Facebook or Twitter, the opportunity is there for architects to build brand awareness among potential customers by having a consistent and engaging profile that puts out good, quality content on a regular basis.

Making a content calendar is a great idea to manage your social media. By having in place a diary of what you’re posting, when you’re going to post it, and on what social media platform, your team can save time and money.

And remember — the architecture industry as a whole has been relatively slow on the uptake when it comes to social media marketing. So if you have even a simple strategy in place, you’ll be doing more than many of your immediate competitors.

Harness the power of social

Find out how

4. Get on LinkedIn and Houzz

Although we’ve just discussed using social media in general terms, these two social media platforms deserve a special mention when it comes to marketing for architects.

There are a number of potential social media accounts you could set up for your firm, however you don’t want to spread yourself too thin and give yourself too much to do.

It’s always better to do one or two social networks really well than do five or six badly.

With that in mind, LinkedIn and Houzz are worth a closer look. Of all the platforms you could be using, if you need to prioritise, then these two will probably give your architecture firm the best chance of seeing a return on investment from its social media strategy.

According to their own website, Houzz is “the best way to get inspired, discover products and to find and collaborate with the perfect architect, designer or contractor.”

With a community of more than 40 million homeowners and professionals using Houzz, it is the social media network that housing architecture firms should be leveraging for success.

Houzz allows you to set up a profile for your business, add information about your services and specialisms, and upload photography to create ‘projects’ of your previous architecture work.

This is where having amazing visual assets is so vital. The quality of your images on your Houzz profile can make or break the level of success you’ll get out of this marketing channel.

On the consumer side, Houzz users are able to save images uploaded by companies to ‘ideabooks’. The better the photos you upload, the more people will save them. The more they get saved, the more popular your profile will become. The more popular your profile becomes, the more brand awareness you build, and the better the results for your architecture firm.

And, while you’re waiting for people to add your photos to their ideabooks, you can also create your own ones. If you have projects that share similar characteristics or design features, group them together and increase your chances of being discovered for relevant keywords.

As well as getting interaction from the public through your images, Houzz also has the capability to let users rate and review businesses.

This is very important when trying to get exposure in such a competitive social media environment. By asking your satisfied customers to leave you positive feedback, it increases the authority of your profile and adds valuable psychological and social proof of your expertise.

It’s all very well you thinking your firm is fantastic, but having other people say it is far more valuable to a Houzz user looking for someone to work with!

One final point of interest on Houzz is their community forum, where users can ask professionals for answers and advice.

This presents an opportunity for your business to show off its expertise by answering questions and providing solutions that will further increase your prominence on the platform. By engaging in a dialogue directly with a homeowner about a particular issue they’re having, your architecture firm can remain ‘top of mind’ as and when they’re looking for services that you can provide.

LinkedIn is a fantastic way to build a professional network of contacts and build your profile in the marketplace.

One of your aims for using LinkedIn should be to build the impression that you and your firm are experts, with your fingers on the pulse of the latest industry news and trends.

Every person in your company can and should have a LinkedIn profile. However, the more senior someone is in your firm, the more active their profile should be.

If a connection sees a ‘thought leadership’ post from the CEO of your firm, it implies that expertise is trickling down from the top of the company throughout and that a future client will see this at each potential touchpoint.

Moreover, building your network effectively — either via personal connections, or getting people to follow your LinkedIn company page — leaves you with a highly relevant list of people to push your key marketing messages to.

And finally, as an added benefit, LinkedIn enables you to keep a keen eye on market developments. You can see what projects your competitors have been working on, as well as any news of internal job role changes or people moving from one company to another.

Find out more about our marketing services for architects

Get in touch

5. Build your reputation through working with others

While posting on your own website and social media can help extend your brand reach online, you should also support these efforts by collaborating with others — both online and offline — to push yourself even further.

Researching and attending relevant events, for example, can be very beneficial.

These could be events that are specific to the architecture industry, where you can meet like-minded people, learn from them, and build strong industry connections.

Alternatively, you could look into attending more general business networking events. At these, you’ll come into contact with a variety of different types of business owners. Some events publish their attendance lists beforehand, meaning you can do some research and turn up armed with a list of people you want to introduce your firm to.

Or, if your architecture firm has a particular industry you specialise in (or want to specialise in), you could attend events for businesses in that niche.

At any of these types of events there will probably be the opportunity to not just attend, but take an active role by obtaining a speaking slot and sharing your expertise with others.

This is a great chance to talk to the entire room at once and make a lasting impression. If you or someone at your firm is a confident speaker and has something worth sharing, get them involved in the process.

Another means of collaborating with others comes with editorial outreach.

You might be in the habit of producing content for the news section or blog on your own website. However, getting placements on other websites and in trade publications is a great PR tactic, and will also improve your own website’s authority and search rankings.

By identifying a list of potential media titles and working to understand how they might feature you — a guest blog post, or a comment for an opinion piece, for example — you can add this into any sort of content marketing strategy work and increase its effectiveness.

Tomango works with architects and architectural practices to help them win more of the projects and clients they really want. By having a strong brand identity and online profile, you can attract more high-quality leads and convert them into loyal customers.

Discover the difference we can make

Contact us