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As a titan that dominates the world of search, Google is also well-known among businesses for its useful Google Business Profile, formerly known as Google My Business (GMB). Although many brands big and small are leveraging this powerful marketing tool, there are still some that have yet to create or claim their business listing. Whether it's due to not knowing how it works or just not fully grasping how to properly optimize their business for maximum exposure and visibility, businesses are missing out on one of the most effective marketing opportunities available today. If you're a business owner looking to take your digital presence to the next level, then it's time for you optimize and actively manage your Google Business Profile. With this quick guide, we'll answer all of the most common questions business owners have about Google My Business, so you can start taking advantage of everything this powerful tool has to offer.

Google Business Profile (GBP)

Google Business Profile (GBP) is a free directory listing tool offered by Google that allows businesses to create and manage their online presence across Google's platforms, including search results, maps, and more.

• What Does Google Business Profile Do?

Using Google Business Profile, businesses can easily build their online presence by adding information about their products or services, uploading images and videos, creating post updates, responding to reviews from customers, optimizing their website for visibility in search engines, and much more.

• Why did Google Business Profile Change It’s Name?

Google Business Profile used to be called "Google My Business". The platform was rebranded to better reflect the fact that your profile is what appears on Google when people search for your business. Want to learn how to master Google Business Profile? At Wizard of Ads™, we help residential home service businesses build a powerful, persuasive online presence that enchants their target audience. Book a call with us today to make your brand the tried and true Goliath of your industry.

GBP Frequently Asked Questions (FAQs)

We get it, Google Business Profile has a lot going on. There's a lot to learn before you dive right in. Let's take it a step at a time by answering some frequently asked questions.

What’s a Business Profile?

A Google Business Profile is a free directory that allows you to choose how you appear on Google Search and Maps. On your profile, you can connect with customers, post updates and information about your products and services, accept online orders directly through your profile, and more — all for free.

How do I manage my Google Business Profile after I sign up?

After you sign up for a Google Business Profile, you can manage your profile directly from Google Search or Maps. To do this, simply search for “my business” or enter your business name. You can also go to your Google Business Profile login to access this. Once you're signed in, you'll be able to edit your Business Profile and add information like your business hours, description, contact information, and photos.

Do I need to download the Google Business Profile app to create and manage my profile?

You don't need to download the Google Business Profile app to create and manage your profile — you can do it directly from Google Search and Maps, or sign in on the Google Business Profile website. However, the app can be handy if you want to manage your profile on the go.

My business doesn’t have a storefront. Can I still have a Business Profile?

Yes, you can have a profile on Google Business Profile even if your business doesn't have a physical storefront or address. This is true whether you are a service-area business that visits customers at their locations, or a hybrid business that serves customers both at your location and directly at their own homes or businesses. Whether you are a local business that relies on in-person visits with customers to get the job done, or you are a service provider who travels directly to your customers' locations, having a Google Business Profile is an important tool for connecting with potential customers and building your brand.

Should I create a Google Business Profile if I already have a website?

Yes. If you already have a website for your business, having a free Business Profile on Google can be a great way to add more visibility and boost your online presence. These profiles provide additional information about your business that helps potential customers find you and learn more about what you offer. They also allow you to connect directly with existing customers by sharing updates and special offers through your profile.

How do I verify my business?

There are a few different ways you can verify your business with Google. The most common methods are via phone, SMS, or postcard. To verify your business by phone, Google will call the number listed for your business and give you a verification code to enter online. To verify by SMS, you'll receive a text message to your business phone with a verification code to enter online. Lastly, to verify via postcard, Google will send a physical postcard with a verification code to the address listed for your business. Note, this is different than verifying your Google Local Service Ads (LSA) account. For this, you will need to go through a more intensive assessment of your business here.

Why do I need to verify my business?

Verifying your business allows us to confirm that you are the rightful owner, giving you the authority and permission to manage your business profile. Security is important, and you want to make sure that only you or your authorized managers are making updates to your profile. Verification is an important step in maintaining the integrity of your Google Business listings and ensuring that they are accurately represented.

I have a physical storefront but I also offer online services. How do I show this on my profile?

If you offer both in-person and online services, you can show this on your Google Business Profile using attributes. Google Business Profile offers a variety of attributes that businesses can use to indicate what they offer. To add or edit attributes for your business, sign in to your Google Business Profile account and click on the “Info” tab.

Can I respond to customer reviews on my Google Business Profile?

Yes, you can respond to customer reviews on your Business Profile. When you reply to a review, your response will appear below your customer's review on Google Search and Maps, where it will be labeled as a "Response from the owner".

Can I set hours on my profile for specific services?

Yes. This is useful if your business provides different services at different times (e.g. senior hours, delivery, takeout). To do this, go to your profile and select the "More hours" option.

How do I add and edit my business attributes to show the services I offer?

Adding and editing business attributes is an important part of letting customers know the services you offer, such as delivery or pickup. To do this, you can use attributes like "HVAC", "Plumbing", or "Remodeling". Additionally, you may want to let customers know about any safety precautions your business has implemented, such as "Mask required" or "Staff gets temperature checks". To add or edit your business attributes, you will first need to log in to your account on the business portal. From there, you can click on the "Attributes" tab and select the type of attribute that you want to add or edit.

How do I update my menu?

If you want to update your menu, sign-in to your Google Business Profile and click on the "Menu" link on the left side of the screen. Here, you can edit or add new items to your menu, making changes based on any recent changes — whether it's due to seasonal changes or special promotions in your offerings that you may want to highlight to attract customers.

Can I only update my Business Profile using Google My Business?

No. Now, you can update your Google Business Profile direct from both Google Search and Google Maps. To start, simply sign in with the Google Account you used to verify your business. On Google Maps, tap on your profile picture that can be found in the top right corner of the mobile app. Select “Your Business Profile" and then from there, you'll get access to these tools. To update your Business Profile on Google Search, look up your business name or search “my business" and then you'll be able to make any necessary changes.

What’s the difference between a Business Profile and Google Places for Business, Google Business Profile, Google Listings, or Google+ Business Pages?

Google Places for Business was a previous version of this product that is no longer available. If you had a Google Places for Business, Google Listings, or a Google+ account, it has now been replaced by Google Business Profile. If you have any of these old icons or links on your current website, be sure to update them today.

Does Google have featured partners that help manage Business Profiles?

Yes. Google has partnered with several businesses to help manage and optimize Business Profiles on our platform. These partners are part of our Featured Partners Program, which highlights the valuable services they provide to the broader Google Business Profile community. Whether you need help creating and optimizing your profile, managing customer reviews, or driving more traffic to your website, there is a Google Partner that can help you achieve your business goals.

What other tools does Google have to help small business owners grow?

Google offers a variety of tools to help you get ahead, including My Google Reviews, the Google Speed Test, and Google Ads. Whether you're looking for tailored advice or improved workflow, Google Business Profiles' tools are designed to give your business the boost it needs to thrive.

How else can I reach more customers?

There are several ways to reach more customers, and using Google Ads is one of them. Google Ads can be extremely effective in driving people to your business, no matter what you're selling. You can also reach customers through the reviews Google My Business collects. Use your reviews as a way to show potential customers what your business is all about and what others think of your products or services. Better yet, reply to your reviews, positive and negative to show that you're engaged with your customers and are always looking to improve your business.

Get the Internet “Wizdom” You Need to Succeed

If you're feeling a little lost in the digital age, don't worry. You're not alone. Many business owners are still trying to find their footing in this new online world. But it's important to remember that as technology evolves, so do your customers. They are no longer bound by geographical borders and they expect businesses to be available to them when and where they want them. That's why platforms like Google Business Profile have become so popular; they give consumers the ability to connect with businesses on their own terms. And as a business owner, it's up to you to make sure your website and all of your online profiles are updated and accurate. With enough internet “wizdom”, an influential brand, and your commitment to providing an outstanding customer experience, you're business will be unstoppable. However, if you need some extra guidance, look no further than Wizard of Ads®. We can help get your business on the right track with our suite of digital marketing services that are designed specifically for businesses like yours. Book a call with us today to make marketing magic!

For many businesses, getting to the top of Google's search results is much like climbing the treacherous slopes of the Himalayas: not everyone makes it to the top. And the ones that didn't make it (R. I. P.) mind as well be invisible to any of the potential customers who use Google to find businesses like theirs — [more than 8.5 billion people](https://www.oberlo.com/blog/google-search-statistics#:~:text=But how many is that,Internet Live Stats%2C 2022).). So, how can you ensure that your business website reaches the peak position on Google's search engine results pages (SERPs)?As hard as a trek it can be, there are strategies and techniques out there that will appease the Google Gods. From link building and optimizing your website for mobile to using social media, there are a variety of ways that you can improve your Google domain ranking. At the core of it all is your website. Your website needs to be keyword-optimized. This means including the keywords you want to rank for throughout your site's text, titles, tags, and descriptions. It also means regularly updating your website’s content to keep up with Google's ever-changing algorithms. But of course, there's a lot more to mastering the big climb to the top of Google search. In this article, we'll explore some of the most effective strategies and techniques for improving your rankings and getting more visibility online.

How to Google Better?

If you want to improve your chances of appearing higher in Google search results, the main objective is to gain visibility. There are a variety of ways to do this, but the most powerful method is to optimize your website content using SEO (search engine optimization). Here are some Google SEO best practices to improve your ranking:

Aligning Your Content with “User Search Intent”

Google’s algorithm is designed to provide users with the most relevant search results for their query, so it's important to frame your content in a way that resonates with what your target audience is looking for. You can do this by including relevant keywords, using natural language and phrasing, and tailoring your content to the specific search terms people are using. For example, if you run a plumbing company, you might use keywords like “best plumbers near me” and “best plumbing repairs”At Wizard of Ads™, we help business owners in residential home services rank at the top of Google so they can get better leads and better customers. If you are interested in learning how to do better on Google, book a call with us today to learn more!

Conduct Better Keyword Research

To create content that ranks well in Google search, you need to start with better keyword research. Keyword research is the process of finding and analyzing terms related to your topic that people are actually searching for on Google. You can use a tool like Google Keyword Planner to find popular keywords related to your topic, and then use those keywords throughout your website and in your blog posts to improve your chances of ranking high in Google searches.

Get Other People Talking About You

The Google Gods see your website as more relevant when other websites point to your website. This is known as backlinking. This is why many digital marketers use online directories to increase your domain rank. The more backlinks, the more relevant. Not all backlinks are created equal though. If the site that is backlinking to you is known to Google as a bad apple, it will actually hurt your rank. Backlinks from website with high domain ranks, like news websites or government websites, will improve your rank. Google also likes it when you show up on credible local websites link other local businesses, little league teams, and the local Chamber of Commerce.

Test Your Article Title

Once you have your keywords and content fully written, it's a good idea to test the article title before publishing. This can help you ensure that your title accurately reflects the content of the post, while also encouraging clicks from potential readers. One way to do this is by doing an EMV test. EMV stands for emotion, marketing value, and volume, and it's a quick way to gauge the potential success of your title. A great tool is Coschedule’s Headline Analyser. To conduct an EMV Google test, use the keywords you've selected and see how well they perform when used in different types of titles. For example, a title that uses your keyword along with a question mark or exclamation point might perform better than one that simply states your keyword.

Optimize Your Meta Description

Once you've chosen your title, it's time to optimize your meta description. This is a brief summary of the post that will show up under the URL when someone does a Google search. To write a meta description that engages your audience, try using some of your keywords in this section as well. You should also keep it short and sweet — Google only displays the first 156 characters of your meta description, so make sure that what you write is both interesting and concise. The ultimate goal of the meta description is to encompass what value your content is going to provide and give them a reason why they should click on it.

Use H1, H2, H3 Tags Strategically

H1 tags are used to denote the main headline of your content and typically include one or two keywords that you want Google to rank for. H2 and H3 tags should be used for subheadings within your article, highlighting other important keywords and phrases. By using these tags strategically, you can help Google better understand what your post is about and rank it higher in the search results.

Alt Text Images

Including alt text for images is another great way to add keywords to your site and boost your ranking. While it's important not to overdo it with keyword stuffing, adding a few relevant keywords in the alt text of your images can help google understand what they are and rank them higher as a result. Be sure that your text is specific to the image, and not just a generic description. For instance, it wouldn't make sense to choose words like "purple" and "apple" as your alt text, but phrases like "vintage apple print shirt", or "purple boho maxi dress" would be much more effective.

Utilize Internal Linking

Another way to optimize your site is to use internal linking. This simply means that you link from one page of your website to another, which tells Google that these pages are related and helps keep users on your site longer. You can do this manually by adding links throughout the content of your site, or you could also set up automated internal links by using a plugin like SmartCrawl.

Enhance the User Experience (UX)

An excellent user experience is an integral part of SEO, as it helps to keep users on your site for longer and encourages them to share your content. After all, what’s the point of ranking high on Google if no one wants to stay on your site? There are a few different things you can do to enhance the user experience, such as:

• Use short, concise sentences and easy-to-understand language.
• Use bullet points where possible to improve readability.
• Include images, infographics, videos, etc. that add value to your content and keep readers engaged.
• Make it mobile-friendly.
• Be sure that all links on your site are working properly and lead visitors to the appropriate destination.

Always Create Quality Content

Creating quality content is the key to ranking high on Google, as it helps to engage and capture the attention of your target audience. To create great trending content, you need to be able to answer common questions that your target readers are likely to search for. You clicked on this very article, for instance, to get answers to questions like "how to improve readability on google", "best practices for optimizing your site", or "ways to create engaging content". By addressing these questions directly in your content, you provide value to your readers and boost visibility.

Google Search Tips and Tricks

To be a Google guru, you should also learn the various tips and tricks that can be used when people start typing away in the infamous search bar. Here are some techniques that if you didn't know already, now you do!

The use of phrases in quotes (“”):

If you want to Google an exact phrase or set of words, then you should put them in quotation marks. For example, if you are looking for information on your favorite play, then you should Google "Romeo and Juliet".

The use of the asterisk (*):

Another handy google trick is the use of the asterisk. This can be used to replace other words or letters in your search query, allowing you to refine your results more effectively. For example, if you are looking for information on a certain type of animal, you could Google "wild *" and it will return results for wild cats, wild dogs, and other animals.

The use of the minus sign (-):

If you want to exclude a certain word from your Google search, then you can use the minus sign. For example, if you are looking for information on cats but don't want results about big cats, then you could Google "cats -big". This would return results about regular cats, but not big cats.

The use of “inurl:”

These Google search operators allow you to focus your results on specific websites or specific sections of websites. For example, if you wanted to google results only from Wikipedia, then you could use "inurl:wiki". Similarly, if you were looking for information about a certain topic but wanted to limit your results only to blogs, then you could use "site:blog".

The use of “vs”:

This Google operator can be helpful when you're trying to compare two things. For example, if you wanted to compare the search results for "apple" and "orange", then you could google "apple vs orange.”

The use of “DEFINE:”

If you're not quite sure of the exact meaning of a word or phrase and want to google the definition, then you can use google operators by prefixing your search term with "define:". For example, if you wanted to google the definition of "keyword", then you would simply google “define: keyword”.

The use of “~” operator:

If you want Google to include results that are similar to your search term, then you can use the "~" operator. For instance, if you google “motherhood ~pregnancy,” Google will return results that are similar to the term "motherhood", but also include results related to pregnancy. Google is a powerful tool for searching online content and finding information quickly and easily. Keep these search tools in mind when optimizing your keywords to make the most of your searches!

Google’s Easter Eggs

Google is well-known for its search engine, but did you know that the company also has a few tricks up its sleeve? Here are some of the most entertaining Google Easter Eggs that you can try out for yourself:

Type “tilt” to tilt your screen

This simple hack lets you see your screen from a different angle, which can be fun for exploring new perspectives or just for goofing around.

Search for Atari Breakout in Google Images

This classic video game from the 80s has become a popular internet meme, and you can easily play it directly on Google Images. Just search for “Atari Breakout” in the images section, and get ready to have some fun!

Use Google Lens to search images with an image

Google Lens is a powerful visual search tool that allows you to find similar images or learn more about the objects in your photos. Simply take a picture of an object and use Google Lens to explore all of its uses — it’s the perfect way to discover new and interesting things!

Google voice search “flip a coin”

Tired of having to manually flip a coin when you need to make a decision? With Google voice search, you can simply use your voice to “flip a coin” and get an instant result! Just say “OK Google, flip a coin” or “Hey Google, what’s heads or tails?These are just a few of the many Google trends that are both fun and useful, and most likely, your target audience will use these tools as well. Therefore, getting familiar with them will give you an edge over your competition.

Google-friendliness is the Key

You can be the most prepared hiker out there with the most extravagant hiking gear, but to get to the top of Mount Google, these things are nothing without the map that brings you to your peak potential. The same principle goes for google-friendliness. You can have the perfect website, but if no one knows how to find it, then it does you no good. This is why google-friendliness is key. Google-friendliness simply means optimizing your website to rank highly in google search results. By using the right keywords, creating high-quality content that is engaging and relevant to your audience, and building up a solid backlink profile, you can make your website more google-friendly and improve your chances of ranking highly in Google searches. While there is no surefire way to guarantee a top spot on Google, following these best practices can help increase visibility, and bring more traffic to your website. At Wizard of Ads™, we can brew up the elixir that takes you to the top — without all the hurdles, cliffs, and blasted snowstorms.Book a call with us today to watch your brand climb up Google’s ranks!

Building a stable, sustainable, and ever-growing flow of leads requires a strong digital footprint. Your digital presence is made up of two key components: branding and lead gen. To have a digital presence that is void of quality brand elements creates a foundation of bricks without the mortar. Companies that rely solely on generating leads without the substance, depth, and value that the right brand message provides will only pander to the least desirable kinds of prospects, the transactional shopper. Sure, you’ll attract the odd relational buyer who hasn’t yet found their forever provider, but do you want to be a blind squirrel searching for nuts, or a fat squirrel with a tree full of nuts? It really ends up being a choice between quality and quantity. Done right, with a willingness to take a little bit longer upfront to bake the strategy all the way through, you can have a quantity of quality. Based on the fundamentals of neuroscience, psychology, and consumer behavior, it is impossible for lead generation to grow your business beyond the natural 7% of demand in any given marketplace at any given time. Lead generation is designed to be forgettable, and the brain is designed to forget the unmemorable and infrequent. This is why having a balanced and consistent digital presence paired with a branding strategy is essential for stable, sustainable growth. If you had to choose between 2 opportunities, one being a prospect who is inclined to close on the first sit at a higher average sale and profit, and the other one was not, the choice really does make itself. This is the fundamental difference between only running a lead gen strategy and having a healthy digital presence paired with a powerful brand identity. Lead gen makes you a slave to Google Ad placement auction system and the negative impacts of seasonality. Make no mistake, lead gen is essential to your business success, but not the way you are thinking about it today. In this article, we'll take a look at the difference between digital presence and lead generation. This will give you a better understanding of how you can navigate the online environment and build a strong tribe of leads that convert to high-quality appointments.

Digital Presence

Digital presence is a term used to describe an organization's total online digital footprint. Your digital presence includes your website, your social media profiles, landing pages, directories, backlinks from other websites, and other digital assets that are discoverable online. You can have a healthy digital presence that helps generate leads or you can have a toxic digital presence that repels potential customers. Whatever digital real estate you choose to erect should be protected and maintained. That means deleting abandoned Twitter accounts, ancient YouTube pages, updating the social media buttons on your website, and everything in between (like that dusty old blog you haven’t posted to in 8 years). Several factors impact digital presence, including things like the quality and consistency of digital content, Google and Yelp reviews, social media engagement, and digital interactions with your brand. Ultimately, having a strong digital presence is key to building trust and credibility online, so it is important to be thoughtful about how you use digital tools and platforms. At Wizard of Ads®, we are always exploring new ways to help our clients build a strong online presence. If you are interested in learning more about elevating your brand to thrive, book a call with us today!

The Essential Elements of Digital Presence

There are a few key elements that make up a strong digital presence. Here are some of the most important ones to keep in mind when increasing online visibility and reach. Having a strong digital presence is all about creating and publishing valuable content that shows your prospects that you’re the right choice over your competitors. While your competition is posting boring content that no one in their right mind would ever read, view, or share, your content is entertaining, edutaining, and endearing.

• Website: A website is the cornerstone of your digital presence foundation. It’s where people learn the essentials of your business and convert into appointments. When a cornerstone is set incorrectly on a building, the entire building is compromised. The same is true for your website in relation to your digital presence.
• Blogging: Publishing regular blog posts that focus on relevant topics to your target audience can increase brand awareness and credibility. When the message avoids selling and focuses on edutainment, it will add to your positive digital presence. Blogs are the primary tool for SEO, which is a game your residential home service business is not likely to win on the big play. Therefore, if you’re going to invest time and money into blog content, don’t ignore SEO, but focus your efforts on human optimization first, and backfill it with search engine optimization.
• Email Marketing: Email marketing is a great way to keep in touch with your audience and nurture leads. A well-crafted email campaign is an effective way to increase your online presence and drive traffic to your website and social media channels. The best email campaigns focus more on developing the relationship, and less time sticking your hand out like a teenager looking for his unearned allowance.
• Social Media: Social media is a powerful tool to increase your digital presence and, more importantly, your presence in the heart and mind of your prospects. When you abandon the notion of selling on social media and focus on delivering value in the form of entertaining shareworthy content, edutainment, and encouragement to others, you will have more people willing and actively paying attention to you when you do have something valid to sell.
• Reviews: Reviews establish trust where trust otherwise does not exist. Prospects discover and disqualify companies that have a low star rating. Pairing a high star rating with a high volume of reviews acts as an indicator that you are a relevant business. Protect your online reputation with your life. Your lifestyle depends on it.
• Directories: Directories are typically not a primary source of leads, rather an effective way of driving up the number of backlinks to your website. The more backlinks you have, especially from websites that Google deems as highly credible, the better you rank in the Google algorithm. This means better positioning of your ads. The first and most critical directory is your Google Business Profile (GBP) formerly known as Google My Business (GMB).
• Paid Advertising: Paid advertising is a necessary evil in every marketing strategy. PPC and LSA ensure that you show up where your prospects are looking when it comes to the zero moment of truth. This is the moment that a prospect needs and looks for your service. In a digital presence strategy, the three key areas that you need to pay to show up include your brand, your competitor’s brand, and keywords that suggest an action for consuming your service, or what the Wizard’s call the ‘Near Zero’.

Lead Generation

Most people believe that lead generation is the process of bringing in potential customers or clients through digital channels. It is not. If we can agree that the buyer’s purchase process begins with Attention, leading to Interest, and then to a Decision, then lead generation is about employing tactics that motivate the Action to click on your company over others (A. I. D. A.). Digital Presence includes the elements that generate interest that lead to a decision that your company is the right choice. Great branding is what captures the attention of a too-busy public before they need the thing you sell. The exclusive goal of lead generation is to convert leads into prospects, which are people who need your thing but have yet to make a purchase. This is why leaning on lead generation to capture attention and create interest that leads to a decision to choose your company over others is a fool’s errand. You will be a slave to natural demand cycles and Google advertising auction prices which is neither consistent, reliable, or affordable. There are several ways to go about generating leads, and the best approach will vary depending on your market demand, competition, visibility, and yes, your digital presence.

Essential Lead Generation Tactics

You have a bevy of lead generation tactics at your disposal. This is the obsession of most digital marketing companies, regardless of the quality of the lead that is generated. New tactics are invented every day, but you’ll find that quality digital marketers will stay focused on the most tried and tested platforms to protect the limited budget available to the majority of residential home service companies. There are plenty of tactics that you can use to generate leads for your business. The key is to focus on the quality, not just the quantity of leads you receive. Otherwise, you risk overspending on low-quality leads that do not convert into an abundance of appointments that convert on the first sit at a higher average sale and profit (C. A. P.).

• Paid Advertising: When paired with a solid branding strategy, PPC costs per acquisition will continue to lower as direct and organic searches increase. It is essential that you show up where your prospects are looking. Be sure your branded PPC campaigns are robust, including misspellings, brandable chunks of your offline messaging, taglines, and other embedded codes that your branding strategy has employed.
• Google LSA: Local Service Ads offer additional credibility and top-of-page presence. LSA currently produces leads that convert at an 8:1 ROI and an average of a 60% conversion to appointments. If you want to send your limited supply of skilled Techs to a appointment, LSA is a proven winner for high C. A. P. opportunities.
• Email marketing: It is incredibly easy to break the trust and engagement of your clientele with a poorly designed email campaign filled with transactional offers and too high a frequency. When delicately designed to sneak in a soft call to action (CTA) amongst some super helpful, entertaining content, your conversions increase as more people remain willing to open and read your content.
• Landing pages: Creating targeted landing pages with relevant, persuasive information and a strong call-to-action is becoming the standard in paid advertising. As business owners are afforded less and less control over the copy, targeting, and costs, the content on the other side of the click must be powerful, specific, and valuable. An extension of your website, all paid advertising must be conversion-rate optimized (CRO) for maximum results.
• Text messaging: Our phones are computers, and one of the highest open rates comes from SMS text messages. Don’t take your copy lightly, though. Because of its unbridled access into your prospect’s pocket, your message must be on point and to the point. Forget about your immediate, short-term needs, and focus on delivering big value in 160 characters or less.
• OTT and Targeted Cable: Over the top are ads that play on streaming services, including Hulu, Prime, and in some cases targeted zip codes on cable. While extremely difficult to buy efficiently with the proper frequency and reach, a well-crafted media buy on these media with the proper frequency and message can be deadly. Business owners are best advised to hire a professional media buyer to navigate these buys, or risk spending far too much money on the incorrect reach and frequency for the investment.

Lead Generation Tactics To Avoid

While some lead gen tactics will continue to serve you well, others are nothing more than a stinky red herring. These tactics are not generating a conversion to an appointment. These tactics are just creating price sensitivity, unrealistic expectations, and low margins. Do these media work? Of course. For the right products and services. Just not the products and services that a typical residential home service provider offers.

• Coupons: Coupons are the crutch of ineffective and fearful digital marketers. They will very convincingly tell you that coupons generated an abundance of leads when in actuality, the only reason the coupon was the natural path of the customer was that it simply existed. Any customer, including Jeff Bezos and Elon Musk would use a coupon if you offered it to them. Don’t be seduced by the deception of the desperate looking for your approval.
• Social media marketing: Utilizing social media platforms to sell your products and services is risky business. People go on social media to be entertained and edutained. Social media is an excellent medium for small impulse buys, but rarely a place to generate high C. A. P. customers. Nurture high C. A. P. prospects, absolutely. The question you’ve got to ask yourself is, do I want to be the cool kid that captures the attention and interest of potential buyers with highly shareable content, or do I want to be the lurky sales guy who's only trying to sell stuff? Deliver value; keep it social. If you’re going to go for a sales pitch, do it infrequently in an entertaining manner with a low-priced, impulse buy.
• Display Advertising: Display ads are the pre-roll ads that you see in the middle of Facebook content, YouTube videos, and in between rounds on your free online games. These ads are notoriously inexpensive with monstrous impressions, but incredibly low conversions. In very limited applications (like branded recruitment) there are opportunities that make display ads a great option, but rarely will you convert a lead for an externally triggered, grudge purchase.
• Digital Radio and Podcasts: There are a number of great ways to leverage digital radio and podcasts for internally triggered impulse purchases. It is nearly impossible to leverage these media for externally triggered grudge purchases due to a lack of effective frequency and reach. The data clearly supports traditional offline mass media still currently delivers a superior frequency and reach, which means more people hear your message enough times to remember you.

Lead Generation vs. Digital Presence

Lead generation is a small subset of your online presence. It is an essential component of your marketing strategy to get the lead over the curb and call you for an appointment. Lead gen is not, and will never be a comprehensive marketing strategy, albeit the one that most new home service companies have to start with to generate the revenue needed to support a comprehensive marketing strategy that includes branding. Branding creates attention, interest, and the decision that you are their service provider of choice. Lead generation tactics have the lead convert into a prospect. Your online scheduler or CSRs are the ones who convert the prospects into appointments. Investing in a comprehensive, single, unified marketing strategy will help you attract high C. A. P. prospects leveraging a powerful message that takes up quality real estate online and in the buyer’s mind. Whatever you choose to invest your time, energy, and money into, be ready, able, and willing to maintain a consistent and engaging presence. If you cannot be consistent, don’t do it. Delete it. A message that delivers 100% of your leads to you 10% of the way is far worst than a strong message that delivers 10% of the leads to you 100% of the way. Your online reputation is everything. Be prepared to defend it with everything you’ve got. This includes creating content that is entertaining, edutaining, and endearing. Yes, even residential home service companies. Great content is about your customers and their lives. Terrible content is about you and your company. Very little selling is done online with externally triggered grudge purchases. Spend your time providing value that your prospects are inclined to find valuable and share. This often means saying considerably different things than you would say if you were on an appointment. Your website is the lynchpin to everything you do online. While many digital marketers will try to justify why you need to have a monstrous website, what you really need is a highly intuitive, simple website that does nothing but converts leads into appointments at the highest conversion rate possible. Do not get ‘sold’ on a bloated SEO strategy that you have no chance of winning against the aggregators in your marketplace. There are far better places to redistribute your marketing dollars to reach more prospects, more often. Digital presence is important for all businesses, but for small businesses, it is especially important for generating leads. A strong digital presence will help you attract more visitors to your website, and it will also make it easier to convert those visitors into leads. When it comes to lead generation, it's important to remember that you need to focus on quality over quantity — after all, it's better to have fewer high C. A. P. leads than a large number of low C. A. P. leads. Combined with a branding strategy, you’ll see your volume of high C. A. P. leads rise exponentially. You can generate high C. A. P. leads by creating content that is relevant and useful to your target audience. Paired with an expert-level branding campaign and a solid digital presence, you will soon see your cost per lead drop and your profitability rise. At Wizard of Ads®, we use the latest methods for improving your digital presence and lead generation. We help you target those high C. A. P. leads who are actively in the market for your thing, and more importantly, those who are not in the market right now for your thing but will someday need your thing. With the right message, frequency, and reach, we make your brand a household name. Book a call with us today to get started!

Think of brand loyalty as the treasure you and your wizard friends seek to find in the depths of the Chamber of Secrets. After all, every marketer strives for it. A customer base that returns again and again, regardless of changes in competition or product offerings. And there are many ways to enter the Chamber of Secrets (some more difficult than others). Just as there are many ways to build brand loyalty among your customers. You can offer rewards programs, unbeatable customer service, or simply a solution head-and-shoulders above the competition. However you do it, the goal is always the same. The psychology of branding is creating an emotional connection between your customer and brand that goes beyond simple transactions. When your customers are loyal to your brand, they become advocates, recommending you to their friends and family. They become your brand ambassadors, promoting you even when times get tough (or when the product is unavailable).

Brand Loyalty Definition

Brand loyalty is defined as a customer's preference for a particular brand in comparison to other brands. Their preference can be based on several factors, including quality, price, style, and reputation. Brand loyalty is vital to businesses because it can lead to repeat business and positive word-of-mouth recommendations. Brand loyalty can be created by giving customers a sense of community or by offering incentives. For example, a business might offer loyalty rewards, such as discounts or free merchandise, to customers who make repeat purchases. Businesses need to consider how to encourage customers to remain loyal to their brand. With that, it’s also crucial for companies to realize creating strong brand loyalty among customers can be challenging for even the largest corporations. It can seem like an impossible goal for smaller businesses with limited budgets and marketing resources. But the effort is certainly worth it. Loyal customers are more likely to stay customers long term and recommend your products or services to others. It's also worth the effort because it can lead to long-term customer relationships. And long-term customer relationships are what you want to cultivate! Are you looking to cultivate long-term relationships with your customers without having to do all of the heavy liftings? Then we Wizard of Ads® are the ones for you. We specialize in creating customer relationships for our clients that are built to last. Book a call with us today.

Brand Loyalty vs. Customer Loyalty

At its core, brand loyalty refers to a consumer's commitment to a particular product or company. In other words, they are loyal to the brand itself – not necessarily the specific product or service that it offers. Brand loyalists will often make purchases based on preference alone and stand firmly behind brands they enjoy. This is in contrast with customer loyalty, which refers specifically to an individual's relationship with a particular business or product category. Customer loyalists tend to be more pragmatic in their purchases. They also have established behaviors surrounding what they like and don't like about the products or services they use regularly. For example, say someone likes certain restaurants in a city. They may be loyal to one restaurant because they’ve been going there for years. They are also comfortable with the food and atmosphere.

However, let’s say a different restaurant opens up nearby with similar prices but the more appealing decor and better service. This person might switch their brand loyalty to the new restaurant. These two types of loyalty can coexist within an individual consumer. Brands create customer loyalty which in turn creates brand loyalty. Loyal customers are often more supportive of the brands they like. It is important to note, however, that brand loyalty tends to be more superficial than customer loyalty. A customer can be very loyal to a brand. But let’s say this time that the brand raises its prices or makes a change that the customer doesn't like. That customer will likely switch to a different brand. Brand loyalty is often more fickle than customer loyalty. At the end of the day, most consumers will base their choices on what’s best for them. That’s true regardless of the brand and consumer loyalty involved in their purchase decision.

The Secret of Customer Loyalty

It's no secret that customer loyalty is crucial to businesses. After all, loyal customers are the ones who keep coming back, time and time again. They're also more likely to spend more money with a company over time. However, there is a mysticism surrounding how to obtain customer loyalty. In reality, there is no one answer or surefire method to achieve it. Many different actions and interactions that a company has with its customers cause customer loyalty. So, let's creep toward customer loyalty's Chamber of Secrets.

Make It Exciting!

First and foremost, you need to make customers excited about your product or service. If they're not, then they won't be loyal to you, no matter how wonderful your customer service is. Customers need to have that boost in oxytocin. And guess what? Excitement is all about that. The brain releases oxytocin when we feel happy, excited, and even when we're falling in love. While it may seem like a strange concept, you need to make your customers fall in love with your company. One way to do this is by providing an experience that's worth raving about. For example, Apple designs its stores to be an experience. The sleek lines, the carefully curated products, and the helpful staff all work together to create an enjoyable environment that makes people want to come back. Think about it: If you're not excited about a product or service, why would you want to use it again? You wouldn't. And that's the same way your customers feel. To get them excited, make sure you're offering something new and innovative. This could be a new take on an old product, or something unique that no one else is offering. It needs to solve a problem that your customer has and make their life easier in some way.

Words of Bonding

John Adams once said, "I believe there is among our people a fund of wisdom, integrity, and humanity which will preserve their happiness." What he meant when he said that was that people are generally good at heart and will do what is right if they have the information to make good decisions. These words of bonding between customer and company still stand today. The key to having a successful business is making sure your customers are happy. And one way to do that is by developing loyalty among them. Businesses often think that the key to keeping customers is offering them the best deals or the lowest prices. But what Adams understood is that people want more than just a good deal. They want to feel like they're being treated fairly and with respect. The best way to create loyalty, then, is not through discounts or gimmicks but by building trust and demonstrating integrity. When customers feel like they can trust you, they'll be more likely to stick with you even when better deals come along. You can't buy loyalty. You have to earn it. To earn loyalty, you need to give your customers a reason to stick with you through thick and thin. There are many ways to develop loyalty. Some of the most effective include providing excellent customer service and offering quality products and services. You want to be consistent in your interactions with customers, too.

Can You Measure Brand Loyalty?

Yes, you can measure brand loyalty by using brand loyalty marketing. That type of marketing uses surveys and customer data to track how often customers return to purchase your product or service. It checks how likely they are to recommend your brand to others. Brand loyalty marketing can help you assess which marketing campaigns are most effective in driving repeat business and customer recommendations. Additionally, brand loyalty marketing can give you insights into what product or service elements are most important to your customers. That allows you to focus on delivering an exceptional customer experience. There's also a proposed model for measuring brand loyalty. It includes involvement, price worthiness, emotional value, social value, brand trust, satisfaction, commitment, and repeat purchase.

Involvement

Involvement refers to how engaged your customers are with your brand. Track customer interactions, such as social media activity or email open rates, and customer satisfaction ratings or reviews to measure this.

Functional Value

Functional value refers to how well your products or services meet your customers' needs. You can measure it by tracking customer satisfaction, repeat purchase rates, customer reviews, and ratings.

Price Worthiness

Price worthiness measures how satisfied your customers are with the price or value they receive from your products or services. Measure this by tracking customer satisfaction ratings, repeat purchase rates, and customer reviews.

Emotional Value

Emotional value measures how much your customers love your brand on an emotional level. Measure this by looking at things like levels of trust, commitment, and satisfaction with your brand. You can track this by looking at social media sentiment, word-of-mouth marketing referrals, and customer reviews.

Social Value

Social value captures how much your customers feel a sense of community and belonging around your brand. The things you can measure here include customer engagement on social media platforms and referral rates from friends who use your product or service.

Brand Trust

Brand trust measures how much confidence people have in your brand. Track this by looking at customer satisfaction, complaint rates, and net promoter scores (NPS).

Satisfaction

Satisfaction is a more general measure of customer satisfaction with your brand. You can track this by looking at things like NPS scores and review ratings on popular review sites like Yelp or Amazon.

Commitment

Commitment shows how much people are willing to invest in your brand. You can track this by looking at customer lifetime value, retention rates, and repeat purchase rates.

Repeat Purchase

The repeat purchase measures how often customers buy from you again after their initial purchase. It can be a valuable metric for assessing brand loyalty, as it shows how likely people are to continue doing business with you. Ultimately, building brand loyalty is about earning the trust and confidence of your customers. Pay attention to these key markers of brand loyalty. You can be certain that your customers will continue to find value far into the future.

4 Secrets to Brand Loyalty

There are four secrets to brand loyalty. Make your employees happy, prioritize customer service, provide on-time delivery, and recognize and correct mistakes.

• Make Your Employees Happy – Your employees are your brand ambassadors. If they're not happy, it will show in their interactions with customers.

Brand psychology extends to your employees. If they believe in your brand, they will be more likely to go the extra mile for customers and instill loyalty in them. Make sure you're doing everything you can to keep them happy. That means offering competitive pay and benefits, providing opportunities for advancement, and showing appreciation for a job well done.

• Prioritize Customer Service – Customer service is key to maintaining brand loyalty. Your customers should feel valued and appreciated, not like a number.

Great customer service means taking the time to listen to your customers. Understand their needs, and go above and beyond to meet those needs. It's also important to act quickly when there's a problem and make things right. Customers will remember how you made them feel during their customer service experience, so it's crucial to create a positive one.

• On-Time Delivery – If you want to keep your customers happy, you need to make sure their orders arrive on time. That means having an efficient order fulfillment process in place and working with reliable shipping partners.

Customers like knowing they can rely on your brand to deliver their orders quickly and reliably. And they will be much more likely to stay loyal. After all, nobody wants to deal with missed deadlines or shipping delays. With a strong commitment to timely delivery, you can create an exceptional customer experience. The kind that keeps your customers coming back for more.

• Recognize and Correct Mistakes – We all make mistakes from time to time. But when you're running a business, it's crucial to recognize your mistakes and correct them as quickly as possible. Customers will appreciate your efforts to right the wrong. And they'll be more likely to stick with your brand in the future.

Furthermore, addressing customer concerns shows that you're interested in providing a positive experience. And that's essential for building brand loyalty. When it comes to brand loyalty, you need to know how to address your customers. But sometimes, brands feel stuck or unsure of how to reach their customers in any way. If that’s you, don’t hesitate to get in touch with Wizard of Ads®. We’re experts when it comes to the customer experience. We know how to create brand loyalty that'll keep your customers coming back to you.

Everyone loves a good makeover. Whether it's a new haircut, bulking up, slimming down, or a complete home renovation. We can't resist a good glow-up story, and the same goes for when companies decide to rebrand. Brands are like the best friends you can always count on, but even the strongest relationships need a little love. Rebranding shows that a company is staying fresh and relevant in an ever-changing world. It's an act of confidence and commitment — a chance for companies to give their brands new life by tweaking what they stand for and how people see them. Now, tweaking your brand is one way to go about it, but sometimes, brands need a complete overhaul. This is where companies like Airbnb, Cadillac, and Burger King come in. These are just a few of the many brands that have taken the plunge and rebranded themselves in hopes of attracting new audiences and staying ahead of the competition. So what are the different types of rebranding, and how do you know whether to rebrand or not? In this article, we'll answer those key questions, go over the pros and cons of rebranding, and provide examples of big-name companies that lived to tell the tale.

What Does “Rebranding” Mean?

Rebranding can be defined as the process of creating a new image or identity for a company, product, or service. This can involve changing the brand name, logo, tagline, and other elements of the brand. Brand updates can be done for a variety of reasons, such as to reflect a change in the company's direction, to better appeal to a different target market, or to distance the brand from negative associations. When done well, rebranding can breathe new life into a flagging brand and help it to better compete in today's marketplace. When done poorly, rebranding can confuse customers and damage the reputation of the brand. Therefore, it is important to consult with branding experts when considering a rebranding strategy. At Wizard of Ads®, we can help you to rebrand your business in a way that both engages and persuades your target audience. Not only that, we’ll help you avoid the pitfalls that can occur during a rebranding effort. Book a call with us today to learn more!

Types of Rebranding

Rebranding your business can be done in a few different ways. Take a look at these three types of rebranding to determine which one could be the best fit for you:

Brand Merger or Acquisition

A brand merger or acquisition is a rebranding process that involves the combination of two or more existing brands into a single, unified brand. This can be a complex process that requires careful planning and consideration to ensure that all stakeholders are on board with the new brand and that it successfully communicates the key messages and values of both brands. Some factors to consider when rebranding through a merger or acquisition include choosing an appropriate name for the new brand, developing clear messaging around the new brand's positioning and identity, and ensuring consistency in marketing and communication efforts across all channels. Ultimately, rebranding through a merger or acquisition is an important strategic decision that can have significant benefits for businesses looking to grow their market share and reach new audiences.

Brand Refresh

The next way you can rebrand your business is through a brand refresh. A brand refresh is a rebranding strategy that involves refreshing the look, feel, and messaging of your company's existing brand. This can involve updating your logo, reworking your website or marketing materials, or simply changing up the language you use to talk about your business. A successful brand refresh needs to be cohesive and consistent with the rest of your branding efforts. To ensure this, it's important to work with a professional designer who has experience in rebranding. They will be able to help you come up with a new look and message that feels fresh and resonates with your target customers. Whether you're looking to give your logo a new look or change your color scheme, a brand refresh can be a great way to reinforce your position as an industry leader and connect with new customers.

Full Rebrand

The last type of rebranding method is a full rebrand. This is when a company completely changes its name, logo, and identity. It can look like a completely different company and is often used as a way to change the public’s perception of the business. A full rebrand can be a big undertaking and is usually only done by larger companies with the resources to do so. Full rebrands are also more likely to be successful if the company has a strong base of loyal customers. While rebranding is always a gamble, it can be an effective way for companies to reinvigorate their brand and appeal to a new audience.

Rebranding Pros and Cons

Now that you've got a solidified idea of what rebranding is and the different ways in which you can rebrand your business, let's go over the pros and cons of rebranding.

Pros

• Helps in distinguishing a company from its competitors.
• Revitalizes a company, product, or service.
• Creates new opportunities.
• Attracts new target demographics.
• Helps with SEO efforts.
• Attracts new top-tier clients.
• Helps retain top talent.
• Improves brand recognition and customer loyalty.
• Helps reduce internal expenses.

Cons

• May result in customer confusion.
• Retaining customers is not guaranteed.
• Getting back to the previous brand is always difficult.
• A full rebrand is expensive.

The Biggest Impact of Rebranding Any Business

As we've gone over, there are several ways rebranding can impact your business - positive or negative. However, the biggest impact branding has is the ability it gives you to reach new customers. With a new brand, comes a new identity. Your target market may have shifted and your old branding might not be as effective in reaching them. Rebranding can help you better connect with the people you want to sell to: the people you've already reached in your target market, and the people who weren't reachable before. Think about it this way - would you rather buy from a company that is outdated and doesn't seem to understand its audience or one that is modern and relevant? Just as this affects companies in a positive light, it also works the other way. If your rebranding is unsuccessful, you may even lose your current customer base, even if you gain a new audience. This can be disastrous for any business and should be handled very carefully.

Examples of a Rebrand

When it comes to rebranding, there are many different ways to go about it. Some companies choose to do a complete overhaul, while others simply update their logo or color scheme. Here are a few examples of successful rebranding:

Dropbox

The popular file-sharing service, Dropbox unveiled a complete rebrand in 2017, with its visual identity being the biggest change of all. Their company logo became cleaner, and simpler while other visual elements became more vivid. The new colorful pallet has injected energy and life into the brand's overall presence. Not only did the brand revamp its whole look, but it also upgraded into a full-service suite with APIs, tools, and integrations. So, why this rebranding idea? Dropbox elaborates by saying, "Our old logo was a blue box that implied, 'Dropbox is a great place to store stuff.' The new one is cleaner and simpler. And we’ve evolved it from a literal box to a collection of surfaces to show that Dropbox is an open platform and a place for creation."

Dunkin

Don't drop the doughnuts! Or maybe, go for it. It sure worked for Dunkin donuts, who in 2019, dropped "donuts" from their famed household brand name, "Dunkin Donuts."Dunkin was on a mission to become a lifestyle brand, appeal to a more modern audience, and rebrand themselves for the future. This involved hopping on the plant-based food craze, collaborating with other brands, partnerships with influencers, and offering more premium, non-coffee drinks. Drayton Martin, Dunkin's vice president of brand stewardship, shared that "Dropping 'Donuts' from the name — obviously was like a shot in the air and letting everyone know that Dunkin' is different, and we just keep proving that over and over and over again."

Tupperware

The kitchenware brand, Tupperware, chose to embrace its "1970s mom" look in 2018 by rebranding with '70s-inspired vibrant colored, people-focused imagery with a cleaner aesthetic made for the modern age. They also wanted to emphasize their brand message - that they aren't just about containers, but about empowering women who sell their products around the globe. This was the catalyst behind their new brand slogan, "Confidence Becomes You." Tupperware CEO, Rick Goings says about the rebrand, “Our new look and feel, tone of voice, and brand signature, ‘Confidence Becomes You’, celebrate our purpose, who we are – and always have been – inside Tupperware and, importantly, allows us to connect with people in a simple and consistent way.”

To Rebrand or Not to Rebrand?

When an established company goes through a rebranding process, it can be exciting as well as stressful. While the goal is to create and promote a new image for the brand, an existing loyal customer base could feel betrayed or even abandoned. For that reason, if you're considering rebranding your business, you must first carefully weigh the pros and cons when undergoing this type of drastic change. Ask yourself, is rebranding really necessary? Determine how much time and money you're willing to invest in this process. Will your customers understand why you want to rebrand your business? Can they see the need for it, or will they be confused when they notice the changes? By considering these factors, you'll be able to make an informed decision about whether or not rebranding is right for your business. And if you get stuck, or would rather leave the heavy work to someone else, Wizard of Ads® can help. Our team of branding and advertising wizards can help you identify your unique selling proposition, develop an advertising campaign that speaks to your target audience, and create a brand identity that will make you stand out from the competition. All while making sure your current and potential customers understand what's new about your brand. So if you're considering rebranding your business, or just need some help getting started, book a call with us today!

Humans are filled with stories. We have the story that makes up who we are, the stories of our ancestors, the stories we consume in movies, books, and television, and the stories we gossip to our friends. Storytelling is natural to us, it's how we communicate and express ourselves. So, it's no wonder why we use storytelling in our marketing — it simply works. As a business owner, your story begins with your company story. It's how you engage your target audience and build a connection with them. It's what sets you apart from your competitors and establishes trust and authority in your industry. A company’s story is a key part of its brand image. It helps customers and clients understand who you are, what you do, and why you do it. Your brand story should be at the heart of all your marketing communications, from your website and social media to your sales collateral. When done well, your company story should be consumed like a cherished novel. It should be a compelling narrative that makes people eagerly turn the page for more. However, unlike a novel, your story isn't fiction. It's the authentic, captivating tale of how your company came to be. Now, it's relatively easy to tell a company story, but what most brands struggle with is getting it to emotionally resonate with their audience. After all, your story is just one of many that people will encounter. So, to effectively build a tribe of emotionally invested customers who will become your biggest advocates, keep reading. We’ll cover just how to do that and more.

The Hedgehog and the Fox

We all know of the story of the tortoise and the hare, but have you heard about the hedgehog and the fox? It traces all the way back to 650 B. C. when Archilochus, a Greek poet wrote, "The fox knows many things, but the hedgehog knows one big thing." Throughout history, scholars and philosophers alike have quoted and expanded on this intriguing concept. Then in 2017, psychologist Philip Tetlock conducted a study that compared the one-big-thing "hedgehog" experts with the many-little-things "fox" non-experts as a way to accurately predict geopolitical events. Which do you think performed better? The hedgehog or the fox? The fox outperformed the hedgehog by an overwhelming margin, and it is also a perfect example of how you can tell your company story in a way that truly resonates with your customers.

Why the “Many Little Things” Story of Your Company Outperforms “One Big Thing” Thinking

So what does a hedgehog and a fox have to do with the story of your company? Well, many American businesspeople tend to believe that success is built on a single big idea or "one big thing." However, that isn't the case. Knowing "many little things" like the fox actually makes for a more compelling company story. It's a fascinating tale of hopes and dreams, failures and successes, and realizations and refinements. Customers don't want to know the big thing... they want to know all the little things that make up who you are as a brand. Take Facebook, for example. Their company story starts from humble beginnings, with just a few students in a college dorm room. But it quickly snowballed into something much bigger. What was once a way to stay connected with friends and family has now become a global phenomenon used by over two billion people around the world. Their story had ups and downs, but ultimately, it's one that has inspired people everywhere. So much so, that it became a major motion picture. Your company story is what will make you unique. It's what will set you apart from your competition. And it's what will endear you to your customers. Don't be afraid to tell your story, the good and the bad. All your customers are seeking is truth, and truth is what you shall give them. Want more words of wisdom on how to craft a winning company story? At Wizard of Ads®, we have decades of experience helping businesses large and small hone their authentic story. Book a call with us today to learn more!

8 Fundamental Steps for a Winning Company Story

Now that you have a deeper understanding of what truly resonates with your audience, let's get into the fundamental steps you need to take to create a brand story that will win over even your toughest critic.

Determine Your Target Audiences and What Motivates Them

Your company story should be designed to appeal to your target audience, and understanding what they want and need will be the first foundational element in creating a story that resonates with them. So how do we uncover what your audience desires? You can start by building your buyer personas. Buyer personas are semi-fictional representations of your ideal customer, based on market research and real data about your existing customers. When you know who you’re talking to, you can craft an authentic company story that will also speak directly to their needs. You should consider:

• What are their demographics? (Age, gender, location, job title, etc.)
• What motivates them? (What drives their decision-making?)
• What challenges do they face?
• What do they need from you?

Answering these questions will give you a well-rounded view of the people you’re targeting, and help you focus your company story on what will resonate most with them.

Determine What Makes Your Organization Unique

To craft a compelling company story, you need to next understand what makes your organization unique. What sets your company apart from others in your industry? What are your core values and beliefs? What do your customers love about doing business with you?For example, if you’re a family-owned company, that’s only part of your story. If you’re the only company in your industry that offers a certain product or service, that’s part of your story, too. When you can effectively showcase why your customers should choose your company over the others, you have the foundation for a company story that will both engage and persuade your audience.

Create the Story

Now that you know what your target audience wants and can identify what sets you apart from your competitors, it's time to craft your enthralling story. Your company story should be much more than a recitation of facts. It should be engaging, inspiring, and authentic. After all, your company story is the heart and soul of your brand. Think of how every story is told. They have a beginning, middle, and end; they have the main character that faces conflict, and a plot with rising and falling action. Your company story should follow the same structure. It should have a beginning - how your company was started. It should have a middle - how your company has grown and changed over time. And it should have an end - where your company is going in the future. When you're crafting your company story, be sure to keep the following in mind:

• Who are the main characters in your company story?
• What are their motivations?
• What challenges do they face?
• How do they overcome these challenges?

Answering these questions will help you develop a well-rounded company story that resonates with your target audience. From there, you can start creating content that brings your story to life. And don't forget, company stories are always evolving, so make sure to keep yours up-to-date!

Ask for a Second Opinion of the Story

A well-crafted company story can make all the difference in whether or not a customer chooses to do business with you. That's why it's so important to get a second opinion on your company story before you share it with the world. Reach out to both internal and external experts to get feedback on your company story. Be sure to consider their input when making changes to ensure that your final product is the best it can be. After all, an expert eye can help you fine-tune your story and make sure it is telling the right message to your target audience. Ask them questions such as:

• What did you like best about the story?
• What could be improved?
• Did the story make you want to learn more about the company?
• What feeling did the story leave you with?

With this valuable feedback, you can make necessary changes to your company story so that it has the maximum impact on your audience.

Add Graphic Representation of Your Story

Once you got the necessary feedback to refine your story, you'll want to add a visual element using [graphics](https://www.marshallpr.com/seven-steps-telling-companys-story/#:~:text=and increasing sales.-,A company's story is a narrative about what it does,to influence and appeal to). A company story is not complete without a strong visual. This could be your company logo, or it could be an image or video that tells the story of your company. As long as it accurately represents your company, it will help communicate who you are more effectively. Your company story should be clear, concise, and easy to follow. A graphic representation will help to solidify the message you're trying to communicate. When brainstorming ideas, think about what would be most impactful. A company story is meant to grab attention and leave a lasting impression, so make sure your graphics are up to the task.

Storytelling Time

So, you've got your story and your graphics, now it's time to put it all together and sit your audience down for storytime. At this stage, your company story is live where anyone can view it. Whether that be on your website, on TV, on social media, or a billboard, it's time to start promoting your company story and getting people engaged with it. There are a few ways you can do this; one way is by including excerpts of your company story on marketing materials such as brochures or website banners. You can also host events where you share your company story live, or even create video content that showcases different parts of your company story. Whichever way you choose to promote your company story, remember that it's an important part of building a strong and successful company. It's a great way to connect with your audience, build trust, and foster loyalty. So make sure you take the time to craft a well-told tale and market it with mastery.

Monitor and Track Results

Your story is out there, now it's time to monitor and track the results. Without the proper tracking methods, you won't know what's working and what isn't. You'll be left in the dark, stumbling around aimlessly without the next steps. You can track your results by looking at your website analytics, social media metrics, and sales numbers. By understanding these key performance indicators, you'll be able to gauge what's working and where you need to make changes. Remember, you should always change your company story as it evolves over time. As your company grows, so should your story. Keep track of your results and use them to adapt your company story accordingly. Only by doing this can you ensure that your company story is always relevant and engaging.

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Company stories are about heart. About who you are and the good things you are doing to help those around you. It's about the hurdles you’ve overcome, the growing pains you endured, and the victories you've accomplished. Remember that story of the hedgehog and the fox. Remember that what the audience truly gravitates toward is authenticity… and all the flaws that may come with it. So, what's your company story? It might be hard to boil down all of the good you've done into a neat and tidy narrative, but it's worth it. When you can follow these eight steps we've provided, you'll be set up to build a company story that wins the hearts (and wallets) of many. It isn't an easy journey, just as getting to where you are now wasn’t, which is why we're here to help. At Wizard of Ads®, we create and implement marketing strategies that build brilliant brand stories for a variety of businesses, big and small, within a diverse range of industries. Book a call with us today for impactful brand story ideas, seamless marketing and advertising strategies, and more!