Sometimes, a company can get so caught up in staying true to their message that they miss golden opportunities. When marketing opportunities come around but don’t fit perfectly into your messaging, don’t automatically discount the opportunity. Although consistent branding and messaging is important, you always have to be flexible. When opportunity knocks, you need to be ready to answer. There can be great marketing value in off-message branding every once in a while.
Off-message branding opportunities
There are many ways to reach your target audience. Some ways are more direct than others. However, just because you can’t see a direct link between a marketing opportunity and your target audience, it could still be valuable. Even if you can’t see it immediately. Marketing can sometimes be a bit like choosing between taking the scenic route, which often takes a little longer, or the direct route. Both can help you further your reach. If you are asked to speak on a certain topic for an article that doesn’t immediately fit your message, take a minute to see if this opportunity won’t eventually lead to a bigger reach and a more prominent placing on the World Wide Web.
Speaking off-message to your target audience
There are times when speaking off-message is going to help your business. Speaking on topics that are not directly linked to your message can solidify you as an industry leader. As long as the opportunity is still in your area of expertise, it can have great value for your brand messaging. Any opportunity to get your name in print will increase the chances of journalists seeking you out in the future. Furthermore, it will give you a bigger online presence. At first glance, the opportunity may not fit perfectly into your messaging box. Eventually, the perfect opportunity will present itself, but don’t say no to an opportunity to solidify yourself as an industry expert just because you can’t check all the boxes in your marketing strategy.
Improve SEO value
Having an online presence is the lifeblood of a successful business. No brand can survive without an online presence. Although you shouldn’t choose to participate in every opportunity – there is such a thing as veering too far off-message – if there is any correlation between your speaking opportunity or being an expert source in an article and your search engine ranking. Appearing in print will increase your chances of being found by your target audience.
Digital marketing experts in Denver
We’ve worked with companies of all sizes to create a marketing strategy to further brand reach. We work with companies from initial consultation to the implementation of the strategy. We’ll help you figure out when an off-message branding opportunity is of value.