As business owners, we all face many similar issues – and two of the most frequent are getting and retaining clients, and hiring and keeping the right employees. If you’re reading this, you probably already know this, but perhaps haven’t seen how brand media can help.
Two common problem for many businesses
Customer acquisition
What are the main issues with converting new leads and prospects?
Your customers:
- May not understand what you do
- May not understand how to buy
- May not yet know, like, or trust you
- May not even be aware of you
Employee acquisition
Today’s labour market is extremely tight. Companies are often spending as much money attracting great staff as they are on marketing. The issues with hiring could be:
- Standing out in a very tight labour market
- Avoiding the high costs of turnover
- Making sure that you’re hiring the right people
Some principles to help address those problems
Customer centred needs
To want to buy from you, your target market (which it’s important to know before you begin!) needs help to:
- Become aware of you
- Get to you know and your service & product
- Trust you
- See your product or service as part of their life’s story
Employee centred needs
How do we answer the problem of standing out in the crowd of employers, make sure we’re hiring the right people, and help retain our valued employees:
- Educate potential employees about the culture, mission, and vision of your company
- Help them see themselves working for you
- To help with retention:
- Set them on the right path to success right from the start
- Get them involved in the process of promoting your great culture, and contributing to your mission and vision
How does brand media help address these problems?
With a good strategy to use them, brand photos and videos are powerful tools in communicating the things that your potential customers or employees need to know to do business with you.
Customer Answers
Great photos and videos can
- Help your sales process by
- Quickly educating your customers on what you do
- Sharing with your customers why they should trust you in particular
- Improve your conversion
- Putting your story out there so that they learn to trust you more
- Have strong calls to action
- Keep people engaged for longer
- With the right strategy and content targeted at the right market, photos and videos will help with brand awareness
- Connect visually with your specified target market’s life story – so they see your service or product in that story.
- Be used and reused in lots of different ways for different marketing tactics.
For recruitment
Photos and videos can be powerful in demonstrating and establishing why it’s great to work for you.
- Demonstrate and explain your company culture, values, and mission that will resonate with the right staff
- Share first-hand employee experience of what it’s like to work at your company – and help them see themselves in that role
- Get them excited to apply and interview
- Getting your new and existing employees talking about your culture will remind them why they love working there and feel involved, while also explaining the same to prospective employees.
- Help your new employees with your onboarding process in a fun and interesting way.
In another post, we will cover what actually makes great brand media.