You’ve probably seen the term “Brand Management” thrown around a lot over the years. The official definition of the term makes it easy to understand what it is.
“In marketing, brand management begins with an analysis on how a brand is currently perceived in the market, proceeds to planning how the brand should be perceived if it is to achieve its objectives and continues with ensuring that the brand is perceived as planned and secures its objectives.” – Investopedia
But for Pyrois Media, helping our clients with their Brand Management needs means so much more.
The internet is already a large part of marketing but I’m a big believe that its (mostly) free tools will be even more important than traditional marketing in years to come. Advertising is and always will be important but once someone sees your ad, they then look to your web presence.
Think back to the last ad you saw that appealed to you. If you saw it online, you likely clicked on it and it took you to a website. If you saw it in some sort of print media or as a commercial on television or radio, you probably Googled it – and again had it take you to a website or the company’s social media.
Even if the advertisement was for a brick and mortar store, most people visit their website before going to the store’s physical location (if it even has one). In fact, according to Intergrowth, 80% of major purchases start with online research and 47% of consumers view three to five pieces of content created by a company before talking to a salesman.
But that website visit can lose you a potential customer in less than half a second if it’s not attractive and attractive also means up-to-date and engaging.
Because I personally understand people’s frustration with slow websites – one in four people leave a website if it takes more than four seconds to load and 46% of users don’t return to poorly performing websites according to Websitebuilder.com – it is a large focus of Pyrois Media’s Brand Management services.
Managing companies’ online presence is what Pyrois Media has done since our beginning. We’ve managed social media for some, written website stories for others, and combined the services for others. Last February we even introduced a popular Website Management service that keeps websites up-to-date so clients don’t have to worry about that part of their business.
Recently when telling someone that combining and customizing services for each individual is something Pyrois Media willingly does, they said “Oh, so you’re an online Brand Management company.” That sentence was the most concise way I’ve ever heard Pyrois Media described and it stuck.
Pyrois Media is different than other marketing agencies because we focus solely on clients’ web assets. For a client’s ads, we often have someone we partner with who is better at that part than us. As stated above, I’m all about the importance of promoting and managing clients’ brands online and that starts with the website.
Keeping a website updated is extremely important even if your client roster is full because you never know when you’ll have an opening. No matter if you think you’ll only have an update once a month or if you’ll have one daily, Pyrois Media’s “Website Management” service has that covered.
Another important part of a website is having people come back for more – that’s where blogs come in. A new blog every week or month can bring in a devoted readership that also creates loyalty to your brand. Even if they aren’t a potential customer, they may spread your name to someone who is. That’s where the Pyrois Media “Content Creation” service comes in to create blogs and other engaging content for your website.
Giving readers an easy way to share content on social media also leads to the third part of Pyrois Media’s normal Brand Management combination … Social Media Management.
Not only can you draw people to your website and services with social media accounts, but you can also build loyalty through posting and interacting with followers. If you’re leery of putting yourself on social media, I won’t blame you – social media platforms can be a scary place. But with 90% of people with access to the internet using social media and 44.8% using social media to search for information on brands according to Hootsuite, your business can’t afford not to be on the various platforms.
It could easily be argued that social media is even more important than a website, though with businesses I tend to disagree. When it comes to Pyrois Media’s Brand Management plans for businesses, the social media part of the package does include either social media management (what most companies choose) or social media consulting (for those who want to run their own social media but would like help planning).
As the definition at the beginning said, Brand Management includes proper planning to make sure goals are reached and the plan stays on course (hopefully with a clear round and no faults!). This is an important step that I highly recommend everyone take with evaluations every three to four months to make sure everything is still on track and going as planned.
All of Pyrois Media’s services can be combined to help you find exactly the right kind of brand management plan your business needs to be successful, no matter what discipline you’re in. Find the full roster of our services here and contact Melissa@PyroisMedia.com to discuss your needs.