By definition, a brand persona is the sum of personality traits, attitudes, and values that your brand showcases on a regular basis to help connect with a certain audience segment. A brand persona can be a person, character, mascot, or idea.

Many businesses often overlook the importance of having a brand persona. While having aesthetic social media accounts and websites is also something everyone focuses on, they often forget that the image of the brand that will stick with their audience is not the designs or captions, but the feeling and interactions they left their customers with. Consumers buy emotionally, so having a specific brand personality that connects with them is key to its success.

Every big and successful brand has created a “personality” for itself, often one that is compatible with its product or service. It has been proven than having a separate persona for your brand is essential to its positioning and success. A few examples would be Redbull; not the energy drink, but the daredevil living on the edge, Nike, the motivational winner, Coca Cola, the carefree fun-lover, and much more.

Before you even begin to create your brand persona, you must first understand what it is and how to go about it. If your brand was a person, how would it speak? How would it behave? What human traits would be associated with your brand; how would it behave?

One of the most important reasons for having a brand persona is for that same “person” you created to ease all your communication with your customers. It comes down to understanding your audience. 

What type of person would they like? The cool and laid-back friend? The one that pushes them to do better? The funny friend that they can have fun with? It all depends on the type of customer you would like to serve as a brand.

Brand personas can help you immensely in by differentiating your brand from the competition. Adidas for example, presents itself as someone sporty, while Doc Marten, also a shoemaker, presents itself as “the cool kids’ shoes”.

A good example of elevating your brand persona to match your target or new-found audience is Doc Martens. It’s one of the most established shoe brands out there. It started as “the resilient shoe that can withstand all”, targeted towards people who are in physical labour heavy fields. 

Over time, the shoe began getting popular with a younger audience, one that’s into fashion. Recently, almost all of its campaigns showcase “alternative” kids, the same ones who helped keep the popularity of the shoe alive. 

Doc Marten is now a shoe for cool kids, and its persona changed to reflect that, because they now wanted to connect to their completely new target audience, with a new engagement language to reflect that.

Beyond image, your brand persona is also the one that will be speaking to your audience. Community management and engagement can make or break your brand, as customer service is the key to customer retainment.

When I ask Duolingo a question on social media, is it the employee who’s responding, or their fun and quirky owl that likes to crack jokes? The majority of people have linked the brand with that hilarious green owl that we see on social media, and everyone addresses the owl accordingly. 

They feel connected to that mascot, as if it’s the brand coming to life. And with that, they have not only retained their audience, but also attracted a huge number of new customers that are loyal to their brand and communicate with it regularly.

Maintaining a good emotional connection to your audience can make your brand and is the key component to retaining them long-term. So, if you want to create, or even upgrade, your brand persona, here are some questions to ask yourself: 

• Create a personality image. Is it a person or a mascot?
• What traits of your brand do you want to highlight?
• How does this persona speak? Write down a list of copy examples for future use
• How does it engage with others? Is it serious? Is it inspirational? Is it funny?
• Come up with a visual style-guide that goes with it (i.e., visuals and fonts and key phrases)

The right persona will not only connect to your audience better but can take your business a long way. Make sure that this persona is the embodiment of what your brand stands for, and what you want people to think of it when they interact. Create a personality that will stay with your customers for decades to come.

Need help with your Brand Persona? Our team of experts at Nfinity8 got you covered!

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Starting a new business is a dream for many. However, there are many steps to discover and follow to turn the dream into a reality. 

One of those steps is finding the best market niche for your new business; we’re here to help with that!

But first, let’s understand what a niche market is!

What is a Niche Market?

“A niche market is the subset of the market on which a specific product is focused.”

A niche market is a part of a larger market that can be defined by its particular needs, interests, or characteristics that distinguish it from the overall market.

Virtually all markets can be finely tuned or partitioned according to the specific needs and preferences of the individuals within the market.

Popular ways to identify a niche are based on:

• Price.
• Demographics.
• Quality level.
• Psychography.
• Geography.

Why is it necessary to identify your Niche Market?

Finding your niche is key to building a consistent income flow, developing a loyal audience, and creating a more purposeful business.
Here are some benefits of identifying a niche market:

• Customer retention: Targeting a smaller audience allows you to focus on the quality of service you provide to your customers and build a lasting relationship.

• Reduced competition: By establishing yourself in a niche market, you no longer have to compete with large brands targeting the mass market and can focus on providing a uniquely tailored product and service.

• Lower marketing expenses: by recognizing your specific customer base, you can launch targeted ads and campaigns addressing the needs of your audience rather than spending resources on more extensive marketing initiatives.

• Increased profits: Starting a business in a minority market can lead to higher prices for those products or services, especially for new early adopters in the sector.

What are the steps to finding your Business Niche?

1. Explore your passions and interests:

The business world is not so easy and can be pretty challenging. If you work in a field that doesn’t appeal to you, you can quickly give up.

Therefore, you need to think about what you are most passionate about. What excites you? Is there a hobby or skill you are particularly passionate about or good at?

Write down everything that comes to mind and consider these interests as ideas for your potential niche markets.

2. Discover customer challenges you can solve:

The foundation of any successful business is understanding and combining passion with practicality and offering solutions to your customers.

Once you have some business ideas, you need to find out your audience’s pain points to get an idea of the problems they need to solve.

Research potential customers in your niche to determine their buying behaviors and challenges. Consider how your passion or interest can become a product or service that solves your target audience’s problems.

3. Research your competitors:

Let’s start by clearing up this misconception: finding a niche without competition is not a good sign.

In fact, it’s probably a sign that others have tried and found that particular niche to be unprofitable. Therefore, the presence of competition is a good sign that you have found a successful niche!

The first essential step in creating a well-informed map of your niche is to research and analyze all of your potential competitors’ websites, social media, products, and branding.

Do a complete analysis of your competitors to understand what they are doing and how you can do it differently.

4. Identify the profitability of your niche:

Investing your time and energy in a new business must be profitable.

Your idea could be lucrative if you study the market and discover a range of similar products with few companies selling those products.

Here are some helpful ways to find out if your niche is financially viable and evaluate your competitors’ prices to determine the value of your products and services:

• Identify the top-selling items on competitors’ sites.

• Research trending products and their associated prices online, use :

ClickBank to get an idea of the potential revenue you can expect to make in your niche.

Amazon to check for hot products.

G2 to keep up with the software market.

PRICEFY.IO to keep track of prices.

5. Put your idea to the test:

Now you have all the information you need to help you find the right niche, and all you need to do is put your idea to the test.

A popular way to do this is to create a pre-sale landing page for a selected product. You can then direct traffic to this page through an active online presence.

Even if you don’t make pre-sales quickly, it doesn’t automatically mean you’re not in a profitable niche.

Just get started and constantly measure and test your website and social media channels to see how people engage with your offerings.

Need help finding your business niche? Our team of experts at Nfinity8 got you covered!

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What is B2B marketing?

Business marketing is also known as industrial or business-to-business (B2B) marketing.

It is the meeting point of a company that markets its products and services to other companies. Business-to-business marketing is required when the production of one company is used by the other to sustain or improve its business operations.

Business-to-business marketing is geared toward the needs, special interests, and concerns of the people who make purchases on behalf of their company, therefore turning that organization into a customer.

Here are a few examples of B2B companies:

Salesforce: an integrated CRM platform that includes marketing, sales, commerce, and service in a single, shared customer landscape.

Hootsuite: a social media management platform.

WeWork: A coworking space that rents office space to remote teams and freelancers.

Spotify: A musical platform selling streaming subscriptions.

Marketing strategies for B2B:

Developing a successful B2B marketing strategy requires deliberate planning, implementation, and management.

Here’s a primer on the process B2B companies must follow to set themselves apart in a competitive business environment.

 

1. Do your research:

To develop a solid strategy, you need to thoroughly evaluate your brand and its position in the market.

By conducting the necessary research, you’ll gain insight into how your company’s existing processes work, which areas are performing best, and a better idea of what services you should provide.

Brand and market research will help create an unbiased foundation for your brand marketing and provide essential baseline data for tracking results.

 

2. Define your buyer persona:

For B2B companies, this is a critical step.

B2B products and services are typically marketed to a specific set of customers with unique challenges and needs. The more accurately you can define your audience, the better you will be able to reach them with relevant messages and thus market your services/products.

By determining your target audience, you can create buyer personas and better understand how they make their buying decisions, and learn much more about your potential customers.

 

3. Identify marketing channels:

Once you have created your Buyer Persona, you must determine how and where you plan to reach your potential customers. The answers to the following questions will help you identify your communication channels:

• Where do they spend most of their time online?
• What social media platforms do they use?
• What do they ask the search engines?
• What are the relevant industry events they participate in?
• How can you overcome the gaps that your industry competitors leave untouched?

The information you gather from answering these questions should help guide you in the discovery process of your best communication channels.

 

4. Launch, measure, and improve campaigns:

After researching and identifying your audience and top communication channels, it’s time to put your B2B marketing into action.

Keep track of best practices for each channel you include in your strategy. The critical elements of an effective campaign include a creative mindset, useful content, refined targeting, and powerful calls to action.

Once you’ve successfully launched your campaign, let your audience guide you.

Review the metrics to identify the channels and content that resonate the most, then ramp up your efforts, and in the meantime, remove or change anything that isn’t working.

Need help with Marketing? Our team of experts at Nfinity8 got you covered!
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Every business is unique, and an outstanding website is needed to showcase its individuality.

However, there is a core set of pages that all businesses must have when creating content for a freshly designed website.

Here are the must-have pages your website should contain!

Homepage:

The content of your homepage should be a brief, intriguing presentation of who you are and what you do, as well as a short explanation of your services and products.

Since this page will be seen first by most people, it should be sufficiently different and unique to grab your visitors’ attention in a matter of seconds. Your homepage should be well-designed, quick-loading, and professional-looking.

About:

The “About” page is frequently one of the most viewed pages on a website, as visitors usually want to know a little more about the company.  This page should recap the story or idea behind your business, introduce the founder and team, and highlight any notable milestones.

Contact:

Your contact page tells your customers/website visitors how to connect with you. It should include your social media accounts, mailing address, phone number, email address, and hours of operation.

You may also consider using a contact form instead of your email address to avoid unsolicited messages.

Services/Product:

The Products/Services page is where you can detail the services you provide and/or the products you sell.

If your services/products are very diverse, make sure to break them down into sections, as well as add a link to a product page/landing page, where visitors can learn more about the different types of service/products.

Here’s what you should include on these pages:

Products:

-An overview of available products.

-Product description.

-Links to product pages with more information.

Services:

-An overview of the services offered.

-Services description.

-Links to a comprehensive description of the services.

Blog:

This is the section of the site where the collection of all blog posts can be found.

Blogs are your most powerful and least expensive marketing tool, as they generate traffic and leads, and allow you to share your company’s unique story, demonstrate your expertise and connect with your customers.

Check out our tips and tricks for writing the perfect blog!

Privacy Policy:

A privacy policy page is where your website visitors find out what you will do with the personal information they provide.

This page should indicate what type of data you collect, how that information will be used (ads, cookies, emails…), how it is collected, how users can get a hold of the data you collect, and whether that content will be shared with third parties, as well as with whom it will be shared.

Page not found:

“A page not found” or a “404” error page is where your visitors are directed when a web page no longer exists, has been displaced, or has timed out.

This page should contain a warning to your visitors that the page they are looking for cannot be found. You may also want to include a link to your home page or a search box.

Need help with Your Website? Our team of experts at Nfinity8 got you covered!

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You might think that influencer marketing is a new concept that has only recently gained popularity. In reality, influencer marketing started 16 years ago with PayPerPost, the first platform to pay bloggers for branded content.

Sixteen years later, the tables have turned, and influencer marketing has become a massive business.

Today, you can hardly scroll through social media without seeing influencers showing off their latest food products, outfits, makeup, and all sorts of money-making products anywhere, anytime, and in any way, in posts, stories, reels, or TikToks.

Influencer marketing is growing by the day and can be very beneficial to your business; with that being said, let’s find out what influencer marketing is and how to create an influencer marketing strategy.

What is Influencer Marketing?

Influencer marketing is a common component of brand awareness campaigns, as well as one that can lead to many sales and leads.

Influencer marketing is a medium for brands to promote their products through referrals or recommendations from influencers and content creators on the cloud. Most influencers can be found on social media platforms, blogs, podcasts, and television!

In their early days, influencers were primarily bloggers who shared stories about their lives and promoted products they used on a daily basis.

Today’s influencers have vastly more options available to them than the early influencers. They have the choice of multiple social media platforms and content types; the ones who like video platforms, YouTube or TikTok, are both excellent destinations. Then there are traditional blogs or even Facebook for those who want to share written, lengthy articles. And for the influencers out there who are after a smattering of everything, Instagram is the place to be.

How to Develop an Influencer Marketing Strategy:

When it comes to influencer marketing, there is no one size fits all approach, but with proper planning and research, almost any business can benefit. Let’s take a look at how to create an influencer marketing strategy.

1.   Set your goals:

The main objective of any brand using influencer marketing is to reach the influencer’s followers and, in doing so, attract a new target audience.

Mind you, the goal is to reach new customers, not necessarily to make a sale in the first place.

2.   Define your target audience:

The next step is to determine who your audience will be for that specific campaign.

A great way to ensure you understand who you are trying to reach is to develop audience personas.

The next step is to determine who your audience will be for that specific campaign.

A great way to ensure you understand who you are trying to reach is to develop audience personas.

3.   Think of the Three R’s of influence:

The 3 R’s of influence you should consider are:

Relevance:

A relevant influencer is one who shares content that is relevant to your business and sector. They should have an audience that closely matches your target audience

Reach:

Reach is the potential number of people you can reach through the influencer’s follower base. Keep in mind that a small audience can be effective if aligned with your goals and target audience.

Resonance:

This is the level of possible engagement the influencer can build with an addressable audience for your brand.

4.   Research:

To start, check out the accounts of your potential influencers. What are they posting? How often?  Are their posts paid or organic?

If they’re constantly bombarding their followers with tons of paid posts, their engagement rate might not endure. Look for influencers with lots of organic, unpaid content to keep your followers interested, excited, and engaged.

Another element to look for when searching for your influencer is trust; this means that your audience truly believes in the influencers you will be teaming up with. Without trust, the results will be shallow, and you’ll have difficulty seeing a real tangible impact.

To know if your potential influencer is trustworthy, you need to see engagement, such as a large number of views, likes, comments, and shares, coming specifically from the followers you are trying to reach.

5.   Connect with them privately, and individually:

Once you’ve done your research, chosen your ideal influencer, and are ready to start a partnership, gently begin your communication with your potential new partner by interacting naturally with their posts.

A direct message or email is a terrific starting point. Don’t send a bulk email or general message, but a personalized one providing as much information as you can about your brand, what you hope to accomplish with your campaign, and explaining how they will benefit as well.

6.   Track your results:

To measure the performance and success of your campaign, don’t rely on comments and likes as metrics but instead focus on ROI.

For instance, UTM Parameters are an excellent way to track the number of visitors sent to your website by each influencer. If you’re working with multiple influencers, give everyone unique links with UTM codes, then you’ll get a solid look at the results and calculated impact.

Need help with Influencer Marketing? Our team of experts at Nfinity8 got you covered!

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What is it:

“Event management is the application of project management to the creation and development of small and/or large-scale personal or corporate events” 

Wikipedia.

Event management is all about planning an event, whether it is virtual or physical. It entails the oversight of all logistics before, during, and after the event. Event management can be complex and challenging, requiring special skills and expertise.

But not to worry, we’re here to help you understand everything you need to know about event management, so let’s hop to the 5 C’s of planning a successful and memorable event!

1. Concept:

The first step in planning a memorable event is conceptualization, the core idea of the event.

A clearly defined concept should be established based on the objective, target audience, brand persona, budget, and other factors.

During this phase of event management, you should start with the 5 W’s, which are five critical questions to consider:

1. When will the event take place?
2. Where will the event take place?
3. Why is the event taking place?
4. Who is the target audience?
5. What do you hope to accomplish?

Answer the above questions carefully, as their respective answers will define the whole concept of the event!

2. Coordination:

After a concept is chosen, you can begin the planning process.

This phase includes developing a theme, setting a budget, selecting and booking venues, planning food, organizing equipment and facilities, coordinating transportation, etc.

Coordination involves taking notes and paying attention to every detail that makes up the event. Be sure to work step-by-step, taking note of the small details and ensuring all needs are met!

3. Control:

Once you have defined the scope of your event at this stage, it is essential to put control measures in place.

Event monitoring gauges the event’s progress against the actual plan, evaluates resources relative to planned work, and makes adjustments to what needs to be done to avoid slip-ups and ensure that the entire event is delivered on time and on budget.

You may face last-minute changes, vendor issues, and schedule adherence. So keep your focus; plan your event first, and always be prepared for the most unlikely scenario to keep your event under control.

4. Culmination:

This is the essential part of any event; it’s the moment when the event takes place, and you witness the results of all the previous planning.

Events culminating activities include managing the event team, coordinating vendors and suppliers, crowd control, security, and communication. You must develop an itinerary for everyone involved in the event, and as the event unfolds, you must ensure that the itinerary is consistently followed.

Events can take unexpected turns, so be vigilant. What counts is how well you plan and execute under pressure and how promptly you are made aware when a problem arises.

5. Closeout:

After a successful event and client satisfaction, there is still work to be done.

Certain post-event activities are required to optimize the event process further. These activities include review and evaluation, reporting, payments, and termination of contracts with vendors, caterers, speakers…

Finally, take stock of the event, evaluate whether it met your goals, and list strengths and weaknesses to improve future events.

Need help with Events Management? Our team of experts at Nfinity8 got you covered!

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