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Introduction to Brand Building

A marketing leader recently asked a question that sparked an interesting discussion. The leader was under pressure to deliver more traffic to their product pages, but they believed that investing in brand building would actually reduce traffic. This raises an important question: how can you convince your CMO to invest in brand building if it might lead to a decrease in traffic?

Challenging the Premise

Before diving into the question, it’s essential to challenge the premise that brand building will reduce traffic. While it’s possible that targeting a specific audience might lead to a decrease in overall traffic, it’s not necessarily a given. In fact, building a strong brand can actually lead to increased engagement and loyalty from your target audience.

The Importance of Brand Building

Brand building is crucial for businesses, as it helps to establish a connection with your target audience and create a loyal customer base. By focusing on brand building, you can create a unique identity for your business that sets you apart from your competitors. This, in turn, can lead to increased brand awareness, customer loyalty, and ultimately, revenue growth.

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Understanding the Internet

The internet is no longer a single, unified platform. Instead, it’s made up of multiple spheres of influence, each with its own unique audience and interests. To be successful, businesses need to understand these spheres and tailor their marketing efforts accordingly. By focusing on a specific audience, you can create content and marketing campaigns that resonate with them, leading to increased engagement and loyalty.

Selling the Concept to Your CMO

So, how do you sell the concept of brand building to your CMO, especially if it might lead to a decrease in traffic? The key is to focus on the long-term benefits of brand building, such as increased customer loyalty and revenue growth. You can also use data and analytics to demonstrate the effectiveness of brand building and show how it can lead to increased engagement and conversion rates.

For the Conceptual CMO

If your CMO is conceptual and forward-thinking, you can appeal to their sense of innovation and progress. Explain how brand building is essential for staying ahead of the curve and adapting to changes in the market. Use examples of successful brands that have built a strong identity and loyal customer base through targeted marketing efforts.

For the Pragmatic CMO

If your CMO is more pragmatic and focused on ROI, you can use data and analytics to demonstrate the effectiveness of brand building. Show how targeted marketing efforts can lead to increased conversion rates, customer loyalty, and revenue growth. Use case studies and examples of successful brands that have seen significant returns on investment from their brand building efforts.

The Silent Killer

One of the biggest challenges with brand building is that it can be a silent killer. If you’re not paying attention, you might not realize that your brand is losing traction until it’s too late. By focusing on brand building and creating a strong identity, you can avoid this pitfall and stay ahead of the competition.

Rolling with Your CMO

Finally, it’s essential to know your audience and tailor your approach accordingly. If your CMO is bold and brash, you can use a more aggressive and innovative approach. If they’re more analytical, you can use data and analytics to demonstrate the effectiveness of brand building. By understanding your CMO’s perspective and speaking their language, you can increase the chances of success and get buy-in for your brand building efforts.

Conclusion

In conclusion, brand building is a crucial aspect of marketing that can lead to increased customer loyalty, revenue growth, and long-term success. While it may require a shift in focus and a potential decrease in traffic, the benefits far outweigh the costs. By understanding the internet, selling the concept to your CMO, and avoiding the silent killer, you can create a strong brand identity that sets your business up for success. Remember to know your audience and tailor your approach accordingly, and you’ll be well on your way to building a loyal customer base and driving long-term growth.

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