Brand optimization is not an exact science. With this in mind, business owners will probably tell you that they are motivated by the unseen gap between who they are and who they want to be. Once they are able to discern that this gap actually exists, they can then begin seeking out the tools, skills and knowledge needed to help them bridge the gap.
Marketers and business owners alike communicate with a wide array of human desires, but all of those desires can be summed up as a wish to change or improve the present circumstance, and that one-syllable word that captures the idea is growth.
Major Challenges for Brands
With the digital revolution moving faster than the speed of light, one major issue brands encounter is the lack of expertise need for brand optimization. Without it, the after-effects can be disastrous.
Identifying the needs and wants of customers is the key to effectively communicating. What type of feedback have they given? Is it positive or negative? What limits their ability to be satisfied? Having a deep understanding of what customers crave will open the doors to successful brand awareness.
Easily Accessible Information
Standing out in the crowd is crucial in the world of digital media. Accessibility combined with easy readability can be the difference between engaging a new customer or someone who never even bothered to see what the company had to offer. Within a half a second, potential customers decide whether a website is worth exploring.
Branding and engagement go hand in hand. Both elements should be strategic and complement one another.
The Psychology of Effective Conversion Rate Optimization, www.searchenginepeople.com
39 Resources for Understanding the Science & Psychology Behind Great Marketing, blog.kissmetrics.com