So you’ve been working hard to grow your small business. You’ve centred your efforts around marketing. You’ve gone out there and posted on social media sites like Facebook, Instagram and Twitter. Your brand story and mission has been shared on all of your sales pages. You’ve started a blog. You’ve even produced articles and distributed them widely on the internet. You’ve lurked in forums and posted until you’ve been handed a ban. You’ve been working tirelessly to establish your brand.
…But there’s something you have forgotten
Marketing isn’t the most important component of brand success. Marketing is really about following through on your promises. It’s about providing your customers with those high-quality products and top-notch services that surpass their expectations. You have just published an irresistible copy, but can you make sure you are worth the hype?
And for those of us who create courses and other digital learning resources, this also means that product development is the most important aspect of our brand’s success. The majority of your quality will be built in — or left out — during product design and creation.
People pay attention to your branding efforts in the short run. Your marketing has a big role in how they perceive your quality. They consider your brand’s promises, both explicit and implicit, before making a decision. Your marketing will persuade them that you are an expert in your field. Also, that you will produce a high-quality output.
However, in the long run, people will judge you based on how successfully you follow through on your promises. They evaluate you based on the quality of your goods or service delivery. This would define the quality of the relationship they will form with you.
In the world of online marketing, building a long-term relationship with your customers is key to your brand’s success, and this is one of the reasons why creating a list is so important.
How you create and develop your products has the greatest impact on their overall quality.
A Case Study
In an effort to explain the relationship between delivering on your brand promises and your brand’s success, let’s take an educational content producer as a case study.
There are three levels of quality in an educational content product:
👉🏽 The first is the subject matter. This isn’t about your knowledge of the subject. It is about your knowledge of your consumers — your target audience. A huge percentage of these people will enrol in your course precisely because your marketing copy arouses their curiosity, and although unfamiliar with your brand, they are still curious enough to want to buy your course.
After buying and consuming the material, their assessments of the content’s quality would likely differ. This is what makes up what we popularly call reviews. No matter how good you are in your field, you would occasionally get poor reviews.
Clients often evaluate your content based on how well it satisfies their requirements and expectations. Did you create the product to address a specific issue they’re experiencing? Did you create your product with their goals in mind? That is how they will assess the quality of your content.
👉🏽 The second criterion they will use to evaluate you is your organisational skills. Do you appear to have a good enough understanding of the subject to deliver it to them? Do you offer your ideas in a logical manner? Do you employ an inclusive teaching style?
👉🏽 Finally, they will assess your performance depending on how well you deliver. Does it appear to be professional? What’s your spelling like? How is your grammar? Do you appear to be approachable and friendly?
You see, delivering high-quality content means carefully identifying and targeting your target audience. And you’ll use the same target consumer you identified during the product design and creation process for all of your customer interactions. This includes tailoring your marketing to your ideal customer. As a matter of fact, how well you deliver your brand promise would ultimately determine your brand’s success.