Repositioning Your Brand & Repurposing Content

March 17, 2022 | Agents, Brand Development

Your brand is a story that never ends.

First, as an agent, you are more than a salesperson and more than a small business; you are a brand, a living, breathing narrative that you write each day. You have a pipeline that is also a living and breathing narrative that you write day in and day out.

These realities create a need for day-to-day strategic brand maintenance. With organic reach declining, one must set new standards or risk being ignored.

Communication concepts and tactics can become myopic, and the root message can become lost or blurred over time. This happens to the most experienced marketers every day. The experts refer to rising above these temporary plateaus as repositioning.

This article will briefly explore the art of positioning and how you can realign your brand and message. We will also explore six easy-to-implement strategies for repurposing social media content.

Positioning: An Art & Science

Second, two advertising executives, Al Ries, and Jack Trout, popularized the positioning concept. The two wrote about the topic in depth in their seminal 1980 book, “Positioning: The Battle for Your Mind.”

The two believed that brands have been over-communicating and the only way to stand out amongst the noise is to strategically position one’s brand strategically, not to speak to an audience merely but to connect with them.

If you can build a genuine connection with your customers, you are more likely to succeed. Agents are in a unique position because their success relies upon their ability to quickly build personal connections.

Trout and Ries believed in utilizing simple messages, being aware of one’s current position in the market, and aiming to be a leader in their industry and category. Their number one strategy for achieving a leadership position is to “reinforce the original concept.”

This means all external messaging needs to correlate in a supportive manner with your organization’s primary goals.

Trout and Reis encourage strategic thinking from the French marketing axiom, “Cherchez le creneau.” The phrase translates to “Look for the hole.” Once you have found your respective hole, fill it.

You want to position yourself as a household name within the industry.

Staying On Message

Third, when we step back and critically examine our brand voice, do we hear a message that aligns with our morals?

The brands with the most important relationships between their audience and themselves communicate genuinely from the heart.

The same can be said about the most successful agents; they speak from their hearts and place service over profit.

If you want your message to align with your business goals, you must consider positioning because the most significant relationships are built upon shared beliefs.

Repurposing Content

Fourth, each marketing effort or asset should strategically support your larger, overarching message about why you do what you do.

Nevertheless, that means every Instagram, Facebook, and LinkedIn post is done in a way that positively reinforces your brand’s core values. Your online presence matters and represents a key communication platform for all agents.

Additionally, repurposing content is different from reusing. You can save time and effort when you design content for micro-style campaigns. Thus, these are communication tactics designed to support one primary communication platform.

If your email list is your primary means of communication, you want social media to support those efforts every week.

Building a Micro-Campaign

Fifth, a Micro-Campaign should include one exclusive piece of content. For instance, a video promoting your services and providing unique advice; this piece of content is your driving message.

You want to design a micro-campaign from this singular piece of content around this video. You want to create anticipation by teasing the exclusive video on Instagram, Facebook, and LinkedIn.

Before publishing your exclusive content, publish an email featuring the video and follow that up with a relevant blog post on the topic of discussion.

Clearly, these are the building blocks for any well-curated micro-campaign.

Additionally, remember that very few people in your audience will see or read all the content; however, when you implement a strategic micro-campaign, you can easily give the content legs and drive traffic to your root message.

Elements of a Micro-Campaign:

•    Exclusive Content (primary message)              
•    Pinterest Pin
•    Facebook Post                                                         
•    Blog Published
•    LinkedIn Post                                                         
•    Instagram Post
•    Marketing Email

Each element of a Micro-campaign is implemented to support the primary message. Thus, you do not want to repeat the same message six times; you want to frame a unique message for each medium.

If you write a blog, follow it with a LinkedIn post and an email. By expanding your reach, you can convert more eyes to your primary message.

Facebook posts are not as professional as LinkedIn posts. Instagram posts need to be concise and visually inspiring. Marketing emails need to be relevant and tailored.

Lastly, if you are struggling to grow your market share with your online marketing efforts and your lead generation efforts have not yielded results, you can rely on Lead Concepts. 800.283.0187