It’s time B-to-Bs updated their look.

In the last few years, business-to-business (b-to-b) companies have begun to realize what business to consumer (b-to-c) companies have known all along. Image matters.

Most b-to-b companies don’t have good branding because they’ve never had to in order to get results. Unlike b-to-c companies, spending money to look good in print and broadcast media was often a low priority. B-to-bs were better served generating business through direct sales force efforts and trade press, with image and collateral material taking a back seat. But, all that changed when the world went digital. Today, people expect to find information about your company online. If you’re not on the web or your website is shoddy, it gives a negative impression, that your company is outdated and unprofessional. 

If you think you’re not in the image business, think again. Your branding and web presence profoundly affect how customers perceive you.

As a b-to-b company, you’ve probably never had a storefront. But, that’s what your website is, a storefront. It’s usually the first interaction potential clients have with your company. Because of this, your website should not only present a dynamic and professional image, it should also reflect the essence of your company, what you do, your culture, personality and values. A good website will provide ways for the public to interact with you, just as if you had welcomed them to your “store.”

However, a dynamic website is only the first step towards building a solid online presence. You also need a good SEO campaign. In a survey of 2,500 small businesses in the U.S., search engine optimization or SEO was chosen over paid search, mobile, social and traditional media as the marketing tool businesses would use if they could only choose one. Why? Because, SEO makes it easier for people looking for the things you provide (i.e. new customers) to find you.

Today, B-to-bs who invest in their brand, image, collateral material and online presence are finding that it pays big dividends, creates new opportunities and amplifies the efforts of their existing sales teams.

So, if you don’t have a strong online presence or an online presence at all, now’s the time to get one. You don’t want your competitors to show you up or worse, get the opportunities that should be yours.

If you’re a small company, you probably can’t afford a TV campaign. But, you can afford to upload a video on youtube and other video-sharing sites. However, like TV, you’ll have to compete with a lot of other videos for people’s attention.

How do you get people to watch? First, consider your target audience, then tap into what they think is entertaining. A great example of this is the commercial we did for Buckle Down Belts, a company that manufactures trendy belt buckles and other accessories. Haven’t seen the Buckle down video? Watch it now.

Buckle Down’s primary target is young adults. More than anyone else on the planet, young adults are dialed into pop culture. That’s why our video features some of the latest dance moves including the Bernie. If you’ve never heard of the Bernie, it’s a dance based off the main character in the 1989 film, “Weekend at Bernie’s.”

Another thing young adults don’t like is being told what to do. For that reason, we chose to do a mock PSA, making fun of all those preachy ads that tell kids not to do this and not to do that. We figured they’d appreciate the humor.

Above all, young people want to be entertained. No one wants to watch a video about belts so we made it about entertainment, allowing the dancers to be the focus. We wanted the target audience to think of Buckle Down as a hip brand, not one desperate for sales. The video is subtle, it doesn’t gag you with product descriptions or show actors faking love for Buckle Down. For a few moments, you forget you’re watching a commercial and that should be your ultimate goal. You want to create a video that gets people excited, the kind they want to share and discuss. Because, once people are talking about your video, it’s only a matter of time before they start talking about how great your brand is too.

We just finished shooting an online video for Buckle Down, a company that manufactures trendy belt buckles and other fashion accessories. If you haven't gotten a chance to see it on youtube or Facebook, you can watch it here now.

Echo-Factory handled the concepting, scriptwriting, casting, production and editing for this piece.

Branding projects are popular right now at Echo-Factory so we’ve been doing a lot of logo comps and taglines. As a copywriter, coming up with a tagline is one of the most challenging parts of my job. Why? Because a company’s tagline has to define them. It has to sum up a company in roughly seven words or less. Seems impossible, but it can be done. And, when done right, a tagline can enhance your company’s image and overall marketing. 

So, whether you’re a new company creating an identity or an established company looking to rebrand, here are the top three things to look for in a good tagline. 

#1 A good tagline is memorable.  Your tagline should be easy to say and easy to remember. There shouldn’t be any industry jargon or overly big words. In a study conducted by two marketing professors from Cal State Fullerton, the most memorable taglines were short, had been used for a long time and had millions of dollars behind them. If you don’t have millions to spend, don’t lose heart. You can still get people to remember your tagline as long as you keep it simple and use it consistently for a long period of time. 

#2  A good tagline advertises a benefit.  Identify the main benefit your company offers and include it in the tagline. You want people to see your tagline and instantly grasp what your company can do for them that other companies can’t. Remember, make it about benefits, not features. If you’re selling jeans, highlight that the jeans make people look and feel hot (benefits), not that they’re 98% cotton (a feature). 

#3 A good tagline isn’t generic. You want to create a tagline that will only work for your company. The worst taglines are those that are so general, they could work for any company. For instance, let’s say your company creates light fixtures and your tagline is “Creating the best.” The best what? That tagline could be used by any company that makes a product – not helpful when you’re trying to differentiate yourself from competitors.

Once you create a tagline that meets these three criteria, make sure to do an Internet search to see if someone is already using your fabulous line. If not, you can claim it as your own.

Lately, I’ve been writing press releases, some for clients, others for our agency. Why? Because the press release is one of the best marketing tools available.  It’s free publicity for your company. There’s only one problem: everyone loves the press release. And, since publications only have so much space, you’re forced to compete with a ton of other people to get your press release picked up. However, there are a few things you can do to make your press release more attractive to the media.

Rule 1: Tell a good story.
Reporters get tons of press releases every day. That means you can’t just slap some words about your company on a piece of paper and call it done. You have to create a story that others will find interesting. The trick is to find a creative angle. For example, a story outlining your company’s new hiring policy is just boring. But, a story about your company hiring 500 people in the community, based on a new hiring policy, now that’s worth a second look. Same story, different angle.

Rule 2: Avoid Fluff.
The goal of your press release should be to deliver relevant information about a topic. That means get to the point. Ideally, your press release shouldn’t be more than a page. So, don’t add flowery language or include details that detract from the overall story. Just put in the details, research and quotes that support your story. And, by all means, pick a newsworthy topic. If nothing comes to mind, check out this list to see if any of the topics will work for your company.

Rule 3: Connect with Local Reporters.
Distributing your press release on the wire gets it out to publications all over the country without having to send one email or make a single phone call. But, for local papers, it helps to reach out to the reporters. Send them an email that pitches your story. The introduction should be no longer than four to five sentences telling the reporter why he/she should care about your press release. Make sure to tailor your message to the publication. For instance, if you’re sending a press release to your city paper, try to include a reason why what your company is doing is good for the city, business community, etc. And, look for reporters with interests in your topic. Have a story about your company’s newly patented technology? Send it to the technology reporter, not the one who covers entertainment. You’re much more likely to get a positive response that way.

If writing press releases seems like a lot of work, it is. If you don’t think you have time for it, you probably don’t. However, press releases are an important part of PR strategy so you can’t just forget about them. What to do, what to do…Hire someone, you say? Why yes, that sounds like a brilliant idea. Hire Echo-Factory? Even better.