By Nikki Brown
In today’s market, we are seeing buyers cycle through longer conversion timelines compared to 2020-21 due to circumstances like the unpredictability of interest rates. Buyers are hesitant and they’re spending more time online browsing before they pick up the phone, fill out a contact form, or finally convert to an appointment. They are taking the time to make decisions and care now more than ever about trusting a brand before they take their next step and become a viable lead.
During these longer conversion timelines, we want to make sure we stay at the top of our buyers’ list. That they are not ruling us out. You can blast them with your inventory and incentives but so can your competition. Do you want to be a part of the noise or stand out? This is a time to get back to emotional marketing by storytelling – what is your brand, what are you doing, and why do you do what you do.
It’s important to make sure you have all the pieces to your story and then make it known across all media to strengthen your brand awareness for your target audience. Brand awareness helps build trust with buyers and affects their decision-making, which equals more opportunities to reach your goals.
Deep dive into your brand to ground yourself.
• What are our USPs (Unique Selling Positions) and have they evolved since 2020?
• What position are we currently owning?
• What position do we want to own?
• How do we want to be perceived? Do we internally perceive ourselves the way we want our buyers to?
• Do we have any non-profit causes important to our brand that we support?
Once you have nailed down your USPs it’s time to make sure they are known. On every platform, there is a way to tell your story, from digital media to more traditional formats. Press releases, organic social, blogs, email marketing – each one captures your current audience who already knows about you or extends your brand to new buyers who might not know you but fall into your audience.
If you’re ready to dive deeper and boost your brand, consider starting here. Get connected with Group Two and ask about our Brand Identity and Brand Boost Packages to bring your brand to life.
