Among entrepreneurs and marketers, it’s widely understood that familiarity and trust often go hand-in-hand. There’s plenty of evidence supporting this notion, as the success of restaurant franchises — which feature similarities in terms of the menu options, food quality, décor, and layout — can be attributed to the fact that consumers are far more likely to choose that which is familiar to them over that which is unfamiliar.
Consumers trust that certain brands — in this case, a nationally recognized restaurant franchise — will consistently meet their expectations. Entrepreneurial online marketers obviously stand to benefit from establishing a reputation that is immediately recognizable among clients or consumers, but cultivating such a recognizable and trustworthy presence and persona requires a more comprehensive approach that goes beyond simply generating a sense of familiarity.
Establishing a Unique Marketing Presence and Persona
While the duties of the entrepreneurial online marketer are strikingly different from those of the franchise restaurateur, it is nonetheless the case that both benefit from establishing a unique, immediately recognizable presence that inspires trust in consumers or clients. Since the world of online marketing is highly competitive, entrepreneurial marketers must take steps to differentiate themselves so they are able to stand out among the countless other professionals competing for the attention of potential clients and consumers.
Although the importance of establishing a unique marketing presence and persona is fairly self-evident, the process of doing so is not nearly as clear and therefore requires further discussion. Cultivating a unique presence as a marketer is, after all, one of the most effective ways to successfully navigate the extraordinarily competitive world of online marketing.
Navigating the Competitive World of Online Marketing: Traps and Opportunities
Entrepreneurial marketers who possess a clear talent for content creation, analytics, and branding ought to recognize the many traps that exist within such a competitive marketing environment. Despite the existence of these traps, it is also the case that entrepreneurial marketers can take advantage of the wealth of opportunities — many of which are actually the product of certain marketing traps — inherent in the marketing world.
The utilization of analytics among entrepreneurial marketers might be the most salient example illustrating the importance of recognizing a trap or opportunity. Marketing analytics provide invaluable insight into the efficacy of a campaign and its elements, but there are quite a few marketing professionals who have become overly dogmatic with regard to measurability. Although in most cases measurability is certainly preferable, an inability to measure results should not necessarily preclude what might otherwise be an excellent marketing strategy.
This kind of dogmatism might also cause a professional to appear close-minded or inflexible, qualities that every entrepreneurial marketer should endeavor to avoid while cultivating a solid identity. While every professional ought to craft a personal image that accurately reflects the unique qualities and characteristics that set them apart from their competitors, the ultimate goal must nonetheless focus on presenting a presence and persona that is unique, recognizable, and undeniably worthy of repute.