LinkedIn Publishes New Guide on Effective Brand Building Strategies
A new article on Social Media Today reports that LinkedIn has published a new guide to help businesses maximize their longer-term branding goals, in alignment with short-term sales targets, in order to improve their overall marketing performance as we look towards the next stage.
The pandemic has obviously impacted all marketing approaches, and as LinkedIn notes, it's important for brands to keep their longer-term prospects in mind while also managing immediate pressures.
LinkedIn first highlights the importance of longer-term building and activation, with many marketers still changing things up too early - which is particularly relevant right now.
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The guide then provides more direct insights into how you can go about building a more effective, longer-term brand strategy, outlining specific steps and stages within the process.
The focus here is on B2B marketing, but many of the notes are largely universal and will apply to all branding campaigns and strategies. The guide also outlines more specific steps that you can take to maximize your digital branding efforts.
The pandemic has obviously impacted all marketing approaches, and as LinkedIn notes, it's important for brands to keep their longer-term prospects in mind while also managing immediate pressures.
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"We've seen a number of changes and shifts take place since the onset of last year's pandemic. One of them is the recommended ratio of marketing investment into long-term brand vs short-term demand objectives. Previously, marketers were investing an estimated 45% of their budget into brand marketing. Today, the recommended split is 60/40 in favor of brand. This doesn't mean demand generation tactics should be left behind, but generally speaking, marketers should really be leaning into brand-building as a central complement and precursor. In our new guide, Brand to Demand: Harmonizing Long-term Brand Strategy with Short-term Activation Tactics, we offer advice on finding your best balance with a full-funnel approach that aligns with evolving buyer behaviors and market realities. Short-term sales activation messages are unlikely to be a hit right now, which is why your brand is more important than ever. Binet and Field are two of B2B marketing's leading thinkers on brand effectiveness, and they are pretty clear on what works. Brand building - broader messaging that works on an emotional level - is far more effective at driving long-term growth. And that's exactly what content marketing can help you achieve. Just as importantly, those emotions are absolutely crucial to realizing the kind of fame that puts you at the forefront of your audience's mind." |
https://www.socialmediatoday.com/use...to_demand3.png
The guide then provides more direct insights into how you can go about building a more effective, longer-term brand strategy, outlining specific steps and stages within the process.
The focus here is on B2B marketing, but many of the notes are largely universal and will apply to all branding campaigns and strategies. The guide also outlines more specific steps that you can take to maximize your digital branding efforts.
