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4 ways to rise above the noise and get your message heard

(MARKETING) Getting your message heard in this noisy world isn’t impossible, it just takes some purposeful habits on your part.

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When you sit down at your computer or pull your phone out of your pocket, you’re essentially going into battle – a battle for your focus and attention. Will you be able to complete the task you set out to accomplish, or will you get sidetracked by one of dozens of distractions?

Here’s the truth: Your customers aren’t all that different than you. They’re exposed to the same internet noise and onslaught of distractions that you are. If you want your marketing messages to be heard, you must rise above the noise and engage your audience in a clear manner that’s worthy of their focus and attention.

Here are four tips for rising above the noise:

It doesn’t take a lot of foresight or experience to know that the internet is a noisy place. Every single second, 8,015 tweets are sent out, 842 Instagram photos are uploaded, 1,369 Tumblr posts are published, 66,615 Google searches are initiated, 73,580 YouTube videos are viewed, and 2.69 million emails are sent.

There are currently more than 3.8 billion internet users – a 42 percent increase in the last three years – and these figures are ballooning even more. Your customers live in a loud, chaotic internet world where everyone and everything is vying for their attention.

“Snapchat, Instagram, Facebook, Vine, Twitter, sports, news, and the list goes on and on,” says Alex Kahan, President of Nomad Communications. “Notifications and alerts bombard us by the second. So what’s a marketer to do? How do brands stay relevant in the face of this digital onslaught?”

The solution isn’t to publish more content or create more noise. This will only make you blend in. If you want to thrive, you must rise above. Here are a few suggestions:

1. Go where people are paying attention

The first step is to go where people are paying attention. People are busy and they don’t have time to visit dozens of different outlets to consume content every day. They’d much rather congregate at a village square where they can get everything in one place.

“In digital terms, that village square is social media,” marketer Justin Gray writes. “That’s why most brands aggregate their content on Facebook and other platforms these days: People turn there for business news because their friends, colleagues, and favorite leaders are there in one place. If you think you’re site is where your buyers eyes are, you’re mistaken.”

2. Get to know your audience.

Do you know your audience, or are you too busy focusing on your own needs and goals to notice what they want, need, and feel?

Before you can ever expect your audience to engage you, you must engage them. Work on getting to know your audience and focus on building a tribe. Eventually, the hope is that this tribe will become your customer base.

3. Be authentic

“Trust is the top factor when it comes to getting heard,” Gray believes. “If your mind is only on revenue, stop—that’s 25 steps down the road. Your first priority should be making sure your content persuades buyers to view you in a different light than every other business on the web.”

How do you breed trust? Through authenticity and transparency, of course. With all the promotional marketing and bogus advertising going around the internet, a brand that’s authentic and genuine will stand out. It takes more work, but it’s worth it in the end.

4. Develop visual content

In an internet landscape where millions of words are published on an hourly basis, you need visual content to stand a chance of rising above the noise. Even then, you aren’t guaranteed any visibility and exposure. Your visual content must be compelling.

Compelling visual content is unique, vibrant, eye-popping, and digestible. You only have a few seconds to make an impact, so you need to get straight to the point. This means prioritizing uniqueness, yet being consistent to what your brand stands for. Over time, your audience should be able to identify a style as being associated with your brand without seeing a logo.

It’s not easy to stand out in a noisy marketplace.

Even brands like Amazon, Apple, Coca-Cola, Disney, and McDonald’s face stiff challenges in this area. In order to be successful, you don’t have to reach the masses. You do, however, have to reach your audience and convince them that your messaging is more valuable, relevant, and worthwhile than everything else that’s competing for their finite attention. It sounds simple, but nothing could be more difficult.

Larry Alton is an independent business consultant specializing in social media trends, business, and entrepreneurship. When he's not consulting, glued to a headset, he's working on one of his many business projects. Follow him on Twitter and LinkedIn.

Business Marketing

What entreprenuers can learn about branding from trendy startups

(BUSINESS MARKETING) What’s the secret of focused startup branding, and how can you apply it to large enterprises?

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A set of wine from Craft Hugo, showing off pleasing branding in labels.

Think of your favorite brand. Is it the product they offer or the branding that you love? Exactly – brand ethos reigns supreme, especially with those trendy, aesthetically-pleasing startups (I never thought Glossier had good makeup, but I’d be lying if I said I didn’t visit their website once or twice a month).

So let’s break it down.

Co-founder of Red Antler – a company that assists startups in creating successful branding – Emily Heyward believes in a few branding truths.

Firstly, you have to make sure not to market your brand as a single product or experience. Doing so, she says, will pigeonhole you and thus truncate your ability to expand and offer new products and services (she gives MailChimp, known almost exclusively for email marketing, as an example).

What Heyward does say to do is instead market an idea. For example, the brand Casper (one of Antler’s clients) markets itself as a sleep company instead of a mattress company. By doing this, they kept the door open to eventually offer other products, like pillows and bedding.

Heyward states that this “power of focus” is a way to survive – with countless other startups offering the same product or service, you have to position your company as offering something beyond the product. Provide a problem your customer didn’t know they had and offer an innovative solution through your product.

Ever used Slack, the app-based messenger? There were other messengers out there, so focus of Slack’s branding is that regular messaging is boring and that their app makes it more fun. And customers eat it up.

How can this logic apply to mid-to-large enterprises? How can you focus on one specific thing?

Again, placing emphasis on brand over products is essential – what is it about what you offer that makes your customers’ lives better? It’s more cerebral than material. You’re selling a better life.

Another thing to remember is that customers are intrigued by the idea of new experiences, even if the product or service being offered is itself not new. Try not to use dated language that’s colored by a customers’ preexisting feelings. Instead, find an exciting alternative – chat solutions are desperately trying move away from the word “chat”, which can bring to mind an annoying, tedious process, even though that is in fact what they offer.

Broadening the idea of focused brand ethos to a large company can be difficult. By following these tips and tricks from startups, your company can develop a successful brand ethos that extends beyond your best product or service.

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Business Marketing

Spruce up your product images with Glorify (just in time for Black Friday!)

(BUSINESS MARKETING) Want professional, customizable product images for your company? Consider Glorify’s hot Black Friday deal.

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Glorify app lets you create beautiful designs for your products.

Glorify, the app that creates high converting, customizable product images for your business, is offering a lifetime deal for $97 this Black Friday. In just a few clicks, you can transform one of Glorify’s sleek templates into personalized, professional-looking content – and now, you don’t have to pay that monthly fee.

Whether your business is in electronics, beauty, or food & drink, Glorify offers a range of looks that will instantly bring your product images to the next level. With countless font styles and the ability to alter icon styles, shadows and other elements, you can access all the perks of having your own designer without the steep price.

In 2019, Glorify was launched – the app was soon voted #2 Product of the Day and nominated for Best Design Tool by Product Hunt. Since then, they have cultivated a 20k+ user base!

Glorify 2.0, which was launched last week, upgrades the experience. The new and improved version of the app is complete overhaul of intuitive UI improvements and extra features, such as:

  • background remover tool
  • templates based on popular product niches and themes
  • design bundles for your website/store, social media
  • annotation tool
  • upload your brand kits and organize your projects under different brands
  • 1 click brand application
  • & much more!

“But the most important aspect of Glorify 2.0, is that it comes with a UI that sets us up for future scalability for all our roadmap features”, said CEO of Glorify Omar Farook, who himself was a professional graphic designer.

Farook’s dream was to provide a low-cost design service for the smaller businesses that couldn’t otherwise afford design services. Looking through reviews of the app, it’s evident that Glorify does just that – it saves the user time and money while helping them to produce top-notch product images for their brand on their own.

Glorify is one of the many new design-based apps that make producing content a breeze for entrepreneurs, such as Canva. As someone who loves design but doesn’t have the patience for Creative Cloud, I personally love this technology. However, Glorify is unique in that it is the only product-driven design app. All you have to do is upload your photo!

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Business Marketing

This new Chipotle location will be fully digital

(BUSINESS NEWS) In the wake of the pandemic and popularity of online delivery, Chipotle is joining the jump to online-only locations, at least to test drive.

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Chipotle exterior, possibly moving to a fully digital restaurant space soon.

A lot of industries have switched to an online-only model in the wake of the pandemic. Most of them have made sense; between abundant delivery options and increased restrictions on workers, moving away from the traditional storefront paradigm isn’t exactly a radical choice. Chipotle making that same decision, however, is a plot twist of a different kind—yet that’s exactly what they’re doing with their first online store.

To be clear, the chain isn’t doing away with their existing locations; they’re just test-driving a “digital” location for the time being. That said, the move to an online platform raises interesting questions about the future of the restaurant industry—if not just Chipotle itself.

The move to an online platform actually makes a lot of sense for businesses like Chipotle. Since the classic Chipotle experience is much less centered on the “dining” aspect than it is on the customizability of food options, putting those same options online and giving folks some room to deliver both decreases Chipotle’s physical footprint and, ostensibly, opens up their services to more people.

It’s also a timely move given the sheer number of people who are sheltering in place. A hands-on burrito assembly line is not the optimal place to be in a pandemic, but there’s no denying the utilitarian appeal of Chipotle’s products. To that end, having another restaurant wherein you have the option to order a hearty meal with everything you like—which is also tailored to your dietary needs—is a crucial step for consumers.

Chipotle’s CTO, Curt Garner, says he is hoping this online alternative will offer a “frictionless” experience for diners.

As a part of that frictionless experience, consumers will be able to order in several different mediums. Chipotle’s website and their mobile app are the preferred choices, while services like GrubHub will also be available should you choose to order through a third-party. The idea is simple: To bring Chipotle to you with as little fuss as possible.

For now, Chipotle is committing to the single digital location to see how consumer demand pans out. Should the model prove successful, they plan to move forward with implementing additional digital locations nationwide.

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