If you’re in charge of a website or you’re an entrepreneur in general, you should always be on the lookout for new marketing and branding strategies. Granted, if you have something worked out and it’s going well for you, you don’t need to change just for the sake of change. But marketing typically means staying ahead of the curve, which means it’s a good idea to keep your eyes peeled for what’s next.
You can find inspiration just about anywhere in this regard, given how many hundreds of companies exhibit fine marketing and branding strategies. But these are four to start with, and they cover a fairly wide spectrum of industries and functions.
If you haven’t heard of Blenders Eyewear, you probably will. This is a San Diego-based company that has met the challenge of sunglasses that are both affordable and of good quality, regularly selling cool and attractive glasses, with polarized lenses, for as little as $35 or $40. The quality of the glasses goes a long way, but this company has also done an incredible job of marketing itself on social channels. Regular emails to registered customers and advertising on social media don’t come across as spammy, but rather as genuine updates about new styles, special promotions, etc. It’s hard to explain, but the company seems to have stumbled on a new truth of advertising in the social advertising age: if they come across like they’re having fun, they’re a lot more enjoyable to engage with.
Mint is essentially a personal financial planning and budgeting tool, which is to say it’s like dozens and possibly hundreds of other apps and programs that exist today. And yet, you may well have heard of it, and not so many of these others. This is purely a result of sharp, continual marketing, though not in the sense of pop-up blasts or even social outreach. Rather, Mint took the approach of generating a ton of written content that was informative, interesting, and most importantly, shareable. By becoming not just a service but also a resource, Mint spread itself far and wide, ultimately generating enough business to move to the front of the pack in its crowded category.
Coral is a UK-based betting platform that has been active online for many years now. There are plenty of similar services, but a recent redesign of its desktop experience shows that Coral is on top of one of the basic tenets of modern internet marketing: fresh looks and fresh offerings mean more attention. Granted this is particularly effective for a company that already has a massive user base, like Coral, but the redesign shows that by simply making your platform look different, and by providing some exciting new features or offerings from time to time, you can generate waves of new attention and enthusiasm. An easy parallel is actually phone updates. If you’ve ever felt like you got a whole new phone simply because of a software update, you’ve experienced something similar.
This age-old pizza giant has recently reinvented itself, and did so through a couple of means that we can all take heed of. One was simply an updated look, not unlike what we just talked about regarding Coral, except that Domino’s online and mobile redesign was actually more in tune with modern design styles. The second was to make its services as accessible as possible, and to make that accessibility visible. They quite literally launched a “Domino’s Anywhere” campaign that easily shows you the various means – from Google Home, to your Smart Watch – through which you can order a pizza. This is fairly unique to the food delivery business model, but it’s still a pretty good idea to make it as clear as possible if there are multiple ways in which site or app visitors can engage with your company.