The competition in healthcare is intense, especially for small healthcare brands. These brands face a challenge competing with Amazon Pharmacy and other big companies. However, there are a few strategies companies can use to be of greater value to consumers.

Smaller brands can emphasize personalized care to show their value and stand out against larger competitors – like Amazon Pharmacy. Individual attention, trust, and loyalty all showcase a personal touch unavailable from big firms. Such companies can use this point-of-difference to create customer trust.  

Non-alcoholic beverage brands may think they face a challenge during holidays such as St. Patrick’s Day, due to associations with alcoholic drinks. However, with “sober curiosity” on the rise among many consumers, there are still methods for successful beverage marketing for these brands during this time .

One successful strategy for non-alcoholic beverage brands is to create fun, engaging content that caters to the target audience. Content can include recipes for fun and tasty mocktails, food pairings, and activities like bar games. This type of content allows non-alcoholic beverage brands to engage with their customers in a meaningful way and promote their products without a direct focus on sales.

Inclusivity is a critical aspect of the beauty industry, and it starts with having a diverse range of shades for all skin tones. Offering a diverse shade range shows that your beauty brand values inclusivity and diversity and that you want to ensure that all customers, regardless of their skin tone, can find the perfect shade match for their skin. Back in 2018, the beauty brand Beauty Blender decided to launch the first foundation line with 32 different skin tones. Even with so many shades, unfortunately , the company still offered a very limited shade range for darker skin tones, which led to backlash. Many beauty brands learned from this mistake and how to best avoid it, and some took the opportunity to launch their own lines in response. That’s how Rihanna’s brand, Fenty Beauty started providing its customers with a vast array of tones and shades and achieved success as well as a loyal consumer base.

Inclusive brands and companies that prioritize offering a range of shades that cater to a wide range of skin tones always have their values of inclusivity and diversity on display. Offering an inclusive foundation shade range shows everyone your dedication to serving the vast needs of your customers. This, in turn, helps to establish a positive brand image, builds consumer trust and improves the brand image and reputation of the company. Beauty brands that show they value inclusivity and diversity can differentiate themselves from competitors who say these are among their values, but don’t prove it with products, and as a result attract new customers and increase brand recognition.

If you are planning to launch a new product or business, you need an effective public relations strategy to tell the world about your endeavor. You have more choices nowadays than ever before when it comes to choosing powerful PR tactics. You can use both traditional offline PR methods as well as online marketing. Let’s look at some of the best ways to leverage PR to make sure that your next product or idea is a success.

A product launch strategy is a plan that encompasses tactics and methodology for introducing a new product to market. Product launch strategies are used for both new brands or product lines as well as for adding additional products to existing product lines. Product launches can determine the success of a product, so it’s imperative that companies create a calculated product launch strategy. A product launch strategy should include a plan to continue to generate news coverage and excitement around the product to keep the momentum going after the launch.

The pet care market is very broad, as it includes everything from big pet supply brands to vet practices and even local pet grooming salons. One thing all these segments of the market have in common is a love for pets. Brands within the space have the opportunity to connect with a massive target audience through effective marketing efforts. To be successful, pet care brands have to be able to effectively communicate the benefits they offer consumers and their pets through use of their products and services. One way to accomplish this is through highlighting how important they are to the well-being of pets. Pet brands that are able to communicate these benefits can create deeper and more long-lasting relationships with their target audiences ultimately generating more sales.

Approaching your marketing with an entertainment angle is one of the ways pet brands can communicate the benefits they offer pet owners. Pets tend to be entertaining to their owners, and companies can play into this by sharing interesting or engaging content with their target audiences. For example, companies can share fun facts on a daily basis about the different types of pets their products and services cater to though social media platforms, emails, or blog posts.They can also highlight the benefits pets can get from using the company’s products, and encourage the target audiences to start engaging a lot more with the content the company is sharing across its communication channels. These social posts, emails and blogs provide customers with some entertainment or even a laugh. In turn, that will create a more positive impression of the company and its solutions.

The fashion industry has been growing at a faster pace than ever before, as new fashion trends keep showing up on a weekly basis it seems. This growth isn’t showing any signs of slowing down or stopping. One of the biggest reasons behind the growth is the increase in digitization all over the world. That situation was exacerbated by the global pandemic. These days, consumers don’t need to go inside their favorite stores to buy an item of clothing. They can go online, make purchases, and get their clothing items delivered to their doorstep. This shift was the reason why both big and small fashion brands have started shifting toward eCommerce. There are some trends that fashion brands should stay away from. That’s why it’s important to know the difference between a positive and a negative industry trend.

More and more consumers these days are interested in sustainability, ethics, and politics. Fashion brands will have to become aware and define the ideals that they stand for and support in a more direct way than they have in the past. These are important factors that contribute to the purchasing decisions of many customers, especially younger customers. Consumers are looking to do business with companies that have similar values to their own. The shift means that fashion brands will start showing that they’re contributing to the environment through sustainability practices. It also means fashion brands are going to become a lot more transparent about their work ethics. This is another important factor for consumers, and they’ll have to start to integrate politics. Fashion brands can integrate the politics that they support in different ways. They can include them in their social media content, and website. Some can even create specific clothing lines that refer to specific societal or political issues. In the meantime, they will need to invest in marketing and PR to ensure that the brand is getting the right messages across to its audiences.

The last couple of months have been filled with headlines of different brands and corporations announcing job cuts and layoffs, as companies started to cut jobs not just in the US but all over the globe. Unfortunately, these mass layoffs and job cuts have also resulted in negative perceptions for brands, even though companies have pointed to the changing economic climate as the reason for the decision. No matter the reason, companies have to be careful before announcing and cutting jobs, as the news can impact the opinions of employees, shareholders and consumers.

Once a company has determined that it needs to downsize, it’s important to communicate with employees before the job cuts start happening. That means companies will have to get their human resources departments involved to create a communication plan regarding the layoffs and ensure that the company complies with all state and federal law requirements. The company will also need to ensure that everyone will be on the same page regarding the logistics of the layoffs, such as the last day of each employee, when they’ll be getting their paychecks, and gathering various resources that the employees might need aside from their benefits and severance packages. The company will have to figure out a way it will communicate the layoffs to the employees, which should always be done in private.

We often talk about marketing strategies for conversion, the bottom of the purchasing funnel. However, companies that invest in creating high-quality content for the beginning stages of the buying journey can see significant impact on their overall  marketing success – building customer trust, loyalty and retention that ultimately impact the bottom of the funnel when it comes time to purchase.   

A lot of companies spent time and effort creating high-quality content for the middle and the ending stages of the buying journey for their customers. Although this is important, companies should test and learn what the appropriate balance is between content that speaks to consumers at the beginning of their buying journey and those that are further down the line. According to research, not only does investing in brand awareness content drive ROI itself, but it also helps the performance of content created for later stages in the buying journey.