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Marketing That Makes Brands Soar with Erik Huberman

Published on: December 21 2022 by Arek Dvornechuck

Marketing plays a vital role in creating a successful brand. In this article, we will explore the marketing strategies that can make brands soar, with insights from Erik Huberman, CEO of Hawke Media.

1. Understanding the Target Audience:

- Identify the target audience through demographics, psychographics, and behavior analysis

- Create buyer personas to understand the audience's needs and preferences

- Tailor marketing messages to the audience's pain points and desires

2. Emphasizing Brand Values:

- Clearly communicate the brand's values and mission

- Align marketing efforts with the brand's values

- Use storytelling to connect with the audience on an emotional level

3. Building a Strong Online Presence:

- Develop a website that reflects the brand's identity and values

- Use search engine optimization (SEO) to improve the website's visibility

- Utilize social media platforms to engage with the audience and share valuable content

4. Providing Exceptional Customer Experience:

- Ensure that the customer experience is seamless and enjoyable

- Provide excellent customer service

- Encourage customer feedback and use it to improve the brand's offerings

By understanding the target audience, emphasizing brand values, building a strong online presence, and providing exceptional customer experience, brands can create successful marketing strategies that make them soar. Remember, marketing is not just about promoting products or services, but about building relationships with the audience and creating a lasting impression.

Welcome to the On Branding Podcast, where today's guest is Eric Huberman, founder and CEO of Hawke Media, the fastest-growing marketing consultancy in the US. Eric has served over 3,000 brands, from small startups to household names. He authored the book, The Hawke Method, which outlines three fundamental principles of marketing that he believes all marketing should be based on.

Principle 1: Awareness

- Awareness is everything you do to introduce your company to a new potential customer.

- Advertising, word of mouth, and PR are examples of things that drive new people to become aware of your product.

- Facebook and Instagram are great marketing channels because they reach potential customers when they are bored and can target specific demographics.

- Google is great for fulfilling existing demand, answering customer inquiries, and using specific keywords.

- Mistakes include not tracking advertising properly, not understanding where your audience is, and not knowing your audience's needs.

Principle 2: Nurturing

- Nurturing is the process of following up with potential customers after they become aware of your product.

- Most customers take time to buy, so it's essential to keep them engaged during this period and provide them with content that's shareable and relevant.

- Following up with customers through email, SMS, and other channels can help accelerate the purchase cycle and increase conversion rates.

- The focus should be on the lifetime value of a customer rather than the first purchase.

Marketing is a full experience that encompasses product development, sales, customer service, public relations, company culture, and more. By following the principles of awareness and nurturing, businesses can build relationships with customers that last a lifetime. It's essential to track advertising properly, understand where your audience is, and focus on the customer's needs to succeed in marketing.

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