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Why a Brand Refresh May Offer Your Business the Best Marketing ROI
Brandon Klayman • February 27, 2020
When’s the last time you’ve refreshed your brand? The idea of updating your brand may seem like a big task, but it’s one way you can drive a significant ROI for your business.
Now, you may be thinking — how can things like updating my website, PPC ads, and other brand elements
improve my marketing efforts? Wouldn’t that end up costing more for something that already exists?
The answer is pretty simple. It’s one of the easiest ways to generate additional value out of existing marketing collateral that you’ve already paid for. And by updating it, you can use these existing assets in future marketing campaigns and as part of your broader SEO strategy.
Here are a few ways you can refresh your brand as we head towards spring.
Refresh Your Existing Website
The goal of any marketing efforts is to keep your customers engaged. An updated website looks modern, fresh, and makes your brand seem active.
It also gives your customers a reason to stay in touch with your company to see what’s changing, what promotions are live, and whether there are any new products or services to consider.
You can also use a website refresh as a marketing tool. Major development milestones can serve as valuable updates and teasers to what is coming soon.
Refresh Your Existing Blogs and Articles
Google likes to see websites that are fresh and up to date. That’s why so many businesses rely on blogs to add new content.
One way to get more value out of your existing web pages and blogs is to update them. Here are a few tricks you can try:
- Update previous trends articles with the latest trends
- Ensure that all information is up to date for informational pieces
- Continuously update your promotions if they rotate each month or quarter
Updating existing content is a great way for you to drive additional value out of those pieces — and it’s cost-effective too!
Continually Update Your Ad Copy
Personalizing your advertising goes a long way to boost its effectiveness. You have to learn how to speak directly to your audience and segment your campaigns to fit different portions of your target audiences.
Think about each customer profile, including needs, preferences, use cases, demographics, and other characteristics that impact how they will interact with your brand.
When you speak their language, your target audience will react more positively. Continually evolving your copy to accommodate your consumers is a necessary part of staying competitive. It also helps to keep your ads fresh as your customers won’t see the same ad twice.
Example Animated Gif Ad
Example Static Ad
Keep Visuals Up-to-Date
Consistency is key when it comes to how your brand looks, whether it’s on your website, in newsletters you put out, or on a social media post.
Your social media accounts should have a consistent branding element throughout. Ensure that all banners, images, and branded materials use the same style guide.
You can improve the effectiveness of your ads with simple changes like reversing colors, trying new buttons, copy, and more.
There’s also personalization, which you can use to make your PPC ads more personal to customers that you are actively remarketing to.
Look Up New Keywords
Does your business make extensive use of Google Ads? It’s not uncommon for businesses to select a few relevant keywords, set up their Google Ads account, and let it run.
But here’s the truth.
Deciding on keywords shouldn’t be a “set it and forget it” consideration.
You are bidding on these terms, and it’s important that you are generating positive results from them. You should spend time each week reviewing your keywords, checking how they are performing, and where you can make improvements.
Refreshing your Google Ads keywords is an easy way to save your business a lot of money each month, especially if you know how to identify profitable opportunities.
Augment Your PPC Efforts With Dedicated Landing Pages
Landing pages are another way to improve the efficiency of your existing PPC campaigns. One mistake that most business owners make is sending their paid traffic to general pages on their website.
But this isn’t an effective way to increase conversions. Instead, you could leverage information from a specific page to create a more targeted landing page.
Landing pages allow you to speak directly to your audience by showing them relevant information about your product or service, potential use cases, and more. And as you develop individual landing pages, you can repurpose your designs for deeper level segmented marketing.
Are You Ready to Start Your Refresh? Contact Conscious Commerce Corporation Today
Spring is almost here, and it’s time to get serious about refreshing your brand in 2020. Our PALs are ready to work with you to build marketing campaigns that will grow your business.
Ask us about our brand refresh services and how we can empower your business to drive even more value out of existing marketing materials.
Your brand refresh is only one click away. Get in touch with our team today to get started!
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