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Building a positive image of your company before the market is one of the goals of every business. One of the key strategies to achieve this goal is to portray the company’s values ​​through image management, creating a striking reputation and thus assuming a clear positioning before its clients. And for your company to build these solid roots with its target audience and stand out from the crowd, your communication needs to be effective, up-to-date, and compatible with today’s corporate and social demands.[br_tc][nbsp_tc][br_tc]The advantage of betting on visual communication is knowing that it has a great potential for reception and reaches more people than written communication, for example. Besides being instant, it is easily understood. One must bear in mind that 80% of human memory is associated with images and figures, so investing in this area is certainly a sure bet.[br_tc][nbsp_tc]

[br_tc]Visual marketing

[br_tc]During the creative process, define how you want your customer to see your brand and how you want it to be advertised. It is not only the services provided by the organization that should draw attention, but the values ​​and principles of the company through visual elements. Typographies, colors and objects have meanings and within them a message to be passed. If your goal is to sell the brand and reach large scales, you must make explicit the identity of your business.[br_tc][nbsp_tc][br_tc]First of all, you should know that the image management process is fragile and requires a lot of care, for any gap can be fatal to the future of the organization, since with the increasing rise of the digital space, anyone can be influenced by other people’s opinions and judgments can irreversibly leave marks on the image of your company. Therefore, studying your target audience thoroughly and being closely aligned with their thoughts is what will help you chart your next steps.[br_tc][nbsp_tc][br_tc]Identity will make the target audience want to know your services. It will be the persuasive selling factor and will convey a message about the quality of your products, so that they can be shared and recommended. What makes it unique and different from other similar segments within the market? Investing in identity is investing in the future of your brand and securing your space. With this, the company-client-consumer relationship will be reliable, making your brand an ideal of credibility and shaping a positive reputation, strengthening its principles.[br_tc][nbsp_tc][br_tc][nbsp_tc]

Transparency and alignment

[br_tc]Corporate communication goes far beyond the composition of articles, measurement of results, and relationship encounters. Managing image is also giving priority to the visual content that your company makes available to the public through social networks, press kits, folders and logos. It has to do with the visual identity that your business comes down to and, in particular, it aligns with your client’s needs.[br_tc][nbsp_tc][br_tc]However, consolidating identity is a complex process that involves client-company monitoring and alignment strategies. Being aware of the user experience – the behavior and experience of your audience – and what they expect from your organization is critical in determining what types of images will be formed and how values ​​can be evidenced through the visual elements. The public demands innovation. The connection with the customer reflects on the company’s strategy and investing in visual identity is one of the pillars of a business’s success.[br_tc][nbsp_tc][br_tc]From the moment you manage to transmit your company values ​​through visual communication, your brand is closer to being consolidated in the market and to being recognized in the corporate environment, ensuring an effective positioning. The visual elements will determine your prominence before the competition and will be a key strategic element for future projects and image management.

[br_tc][nbsp_tc][br_tc]Life cycle

[br_tc]More important than building an identity and managing image is to sustain your reputation. Every brand needs to be managed. It’s no use creating a strategy, establishing a reputation and forgetting the diagnostics. They are the ones who will determine the lifecycle of your brand, whether it is growing and what it needs to meet today’s demands.[br_tc][nbsp_tc][br_tc]The brand needs to be constantly in dialogue with its customers, needs to take a stand and live up to the values ​​of the company. This is the only way it will generate trust and greater credibility for your peers. It needs to be transparent, say what it wants to achieve and where wants to go.[br_tc][nbsp_tc][br_tc]Actions and behaviors are crucial to maintaining image management. Betting on a striking identity will not only make your brand remembered more easily, but if it is at the same time aligned with the principles, values ​​and goals that your company wants to achieve, it will have developed a strong reputation to the market, as well as attracting other potential brands and investors.[br_tc][nbsp_tc]

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This content is a collaboration of Ana Luiza Antunes

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You are well aware of the importance of email marketing in your digital content strategy. Essential in the distribution of content, qualification and nutrition of leads, it is often from a good job in that format that you will influence the buying decision of your client. But if your opening and click rates are dropping, your content may be less relevant, less personalized, and your frequency is inadequate. This creates a phenomenon we call brand fatigue. Here are 3 tips to help you avoid this and increase your email marketing engagement.

Studying user behavior and betting on relevant content can help leverage your engagement metrics

1.      Focus on the issues and approaches

Think about your lead’s intentions. You got their email for some reason, right? What data did they offer you? What do they seek by subscribing to your list? Does sending an email featuring your new hires make any difference to them? One of the most common mistakes in this format is triggering emails with institutional information, company achievements, and other things that are irrelevant to the customer. It is at this point that you start to become an inconvenience in their inbox. Your brand is there, always appearing, but never with relevance. Guess what’s going to happen? Yes, your emails go straight to the bin, or your lead will unsubscribe. That is, no one is paying attention to what you say. This is called brand fatigue.

To prevent this from happening, a good start is to understand what this lead expects from the information they have already offered you. If you have an e-commerce that sells wine and they have subscribed to your list to learn more about starter wines, it is certainly a good first step using this data to target a nice article about starter wines for them. Your chance to be noticed increases and the path to more engagement is much easier.

2.   Set the frequency

Even if you map out your lead’s interests and information, is it really necessary to send them content every day? What’s more, you have so many topics to unravel? Think of your own email: what happens when you access your inbox and there are multiple emails marketing from the same company? That’s right: bin them! Even if the most relevant issues to you were there, it all became pointless. It is also part of the so-called brand fatigue.

Providing options for your lead to select the most relevant topics to him, the most interesting periodicity and the days they prefer to receive your content are ways to improve their engagement. Personalization is one of the main tools to build a good relationship with your lead.

3.  Notice to be noticed

Like everything in digital marketing, the tests must be present in your email marketing strategy. Trying out segmentations, schedules, new subjects, new approaches, and other ways to get closer to your lead are things that will provide you with key data to optimize your content and frequency to avoid failure. Note the behaviors of your leads, the feedbacks they give you, and from that, draw an experience that is made for them. This will certainly increase your engagement and prevent you from striking out.

Conclusion

Personalization and learning are the ways to prevent your content from being trashed and to increase the engagement of email marketing. Looking at interests to provide the information the user considers useful, respecting how often they want to receive new content, and testing ways to define a best-in-class experience for each lead are good practices that will prevent your e-mails marketing from being ignored and will leverage your engagement.

By Felipe Vaitsman