Have the right inbound marketing tools and platforms in place help build brand preference.
Aviation manufacturers are slowly warming up to the idea of inbound marketing. Progressive practitioners are realizing the benefits of improved organic search rankings, broader reach of influence, and increased brand preference by investing in a strategic inbound marketing program.
When contemplating the execution of an inbound marketing program there are business, strategic and tactical issues to consider before starting the process.
It starts with identifying business goals.
Just as with external marketing, inbound marketing should be aligned with achieving business goals. Drafting a communication plan will help identify points of differentiation, constituent’s perception of your brand, and help develop key messages that resonate with decision makers.
When developing key messages it’s important to understand what keeps the decision makers for your particular product or service up at night. Understanding their business issues helps with crafting messages that create emotional connection.
Once the messaging segment is compete then it’s time to move into tactical execution.
Where to start?
Some of the basic tools and platforms you will need are:
- Presence on social media channels that connect with your constituent base
- Resources for content development
- Coordinated branding materials
- Presentation templates
- Presentation graphics
- E-information sheets
- High quality photography
Website: Electronic brochure or brand story magnet?
Weather developing a new or retooling an existing website pay attention to developing an overall concept or theme for the site. A good concept can differentiate you from the competition and help bring continuity to your outbound and inbound marketing support pieces as well. Bypassing the concept step can result in a website that is generic and more of an electronic brochure instead of a reflection of your brand story.
Another issue for consideration is the flexibility of the website with regards to adding sections and additional functionality as market and business conditions dictate. One important website attribute I stress is a simple content management system for content updates and announcement postings.
Social media channels are important.
Old school aviation marketers have yet to warm up to these channels but those that don’t have a presence are just inviting their competition to take the upper hand. When this happens you have to work twice as hard and invest that much more to achieve parity with your competition.
Content creation and design.
Having consistence of messaging and continuity of graphic execution helps solidify your brand image. Understanding how online content is digested above the fold and below the fold provides the insight needed to determine how much content to put on a webpage, where to place it, and when to augment the content with a downloadable file.
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