Brittney Borowicz

Brittney Borowicz is an integrated marketing professional with a strong communications background specializing in journalism, public relations and social media. Originally from the northwest suburbs of Chicago, Brittney has spent the past few years working with entrepreneurs and small start-ups in the Chicagoland area to enhance their marketing and social media efforts.

Prior to her current role as the marketing manager for a computer networking company, Brittney realized her affinity for all things media and marketing while working in radio and television and as a professional presenter. Later, she began working at a couple of small marketing agencies in Chicago as a Public Relations and Sales Director and Account Manager, which required her to be well-versed in coordinating specialized public and media relations strategies, creative marketing initiatives and cohesive sales process implementations.

As a strong believer in intimate consumer/brand involvement, Brittney helps her clients create content that engages and educates brand audiences while establishing each individual or company as a thought leader in their industry.

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My 5 Marketing Predictions (Plus 1 Wish) for 2015

As with every other industry on the planet, marketing is constantly growing and changing. From newspaper advertising to radio and television to digital media, the marketing industry strives to innovate and at times, just stay up-to-date with the most recent trend that is driving results.

2014 was the year of content creation. Content became the glue that held many marketing campaigns together. Intriguing content got people interested and kept them coming back. One thing that appears to be obvious is that the importance of content creation is not going anywhere in 2015. Here are five of my other marketing predictions for 2015.

  1. Content creation will become a company-wide effort. Right now, content creation is largely a task for the marketing team within a company. Why? Marketers know how to write, create visual media out of that writing and (supposedly) know what the consumers of their brand want. In 2015, companies will understand the importance of input for from all teams. Employees will be tapped for their expertise on different subjects that consumers really care about. For example, technical support staff can create content about the questions they are asked all the time about the products the company sells. This quickly and easily creates valuable content for many consumers
  2. There will be a greater value in community. Social media has been around for years now and while many companies and brands are using it to promote their products and services, they are ignoring one of their greatest assets… their fans. In 2015, companies are going to start to focus their marketing on their community. Not only will marketing become more engaging in order to interact with and build trust with that community, but companies will work harder to create brand advocates out of that community. In addition, sometimes the best content creation comes from those community members. Testimonials and stories from consumers can be repurposed into relatable and effective marketing opportunities.
  3. Content creation will move beyond the blog post. While some companies are still working on getting a blog onto their website and other companies are just trying to blog consistently, the movers and shakers of marketing will be moving beyond the stale blog post all together. Marketers will begin producing richer content and making content an experience for their consumers. An example of this will be marketers creating stories through videos, infographics, webinars, or even, yes, a blog post packed with visuals. These stories will be filled with valuable information that is designed to relate to the consumer without the hard sell of products and services.
  4. If it’s not on mobile, it’s not working. Over 60% of emails are opened on mobile devices first but conversion rates on mobile are unimpressive. This means that there is still a huge potential for marketers to better understand how mobile users behave and to utilize that information to build bigger and better mobile marketing campaigns. Mobile-first thinking will be a priority as mobile usage and mobile content consumption continues to grow.
  5. The customer is in control. With the influx of information available on the internet, businesses and consumers are spending more time researching the products and services of different companies before they buy. The buyer wants to know they are getting the best prices, the best products and the best services they can and with the internet, they have a choice of many different companies. Because of this abundance of information, the buyer is in truly in control of the buying process. Because of this, brands need to build their marketing campaigns around grabbing a consumer’s attention, gaining that consumer’s trust and then making sure that consumer comes back for that product or service time-and-time again.

In addition to my marketing predictions, I have one marketing wish for 2015:

My wish is for brands to find a balance between being present and being useful.

Brands constantly strive to be seen by their consumers. They want their consumers to see them, know them and then think of them when they need their product or service. Many brands actively stay present in their consumers’ lives through blog posts, email blasts and/or social media. The brands that are effectively marketing to their consumers though, are those who are providing useful information to their consumers such as video tutorials and how-to articles. 

Within the past year though, I have become annoyed. Many brands have become so concerned about being seen by their potential consumers, that they are no longer useful… just annoying. Everyone agrees that spammy, frequent emails are the worst, but some runner-ups include a boring blog post for the sake of having multiple blog posts per day and brand news that really isn’t news. 

Brands must start asking themselves, “will our customers and potential customers find our content to be useful?”

By all means, stay present! But find a balance between that presence and usefulness. Answer questions from your followers on social media and create new how-to videos for your products and services. I just ask that brands find that happy place between making sure their consumers and potential customers know them and the three-times-a-day-shoving-useless-content-down-your-throat emails.

With the Internet, the Buyer is in Control

With the influx of information available on the internet, businesses and consumers are spending more time researching the products and services of different companies before they buy. The buyer wants to know they are getting the best prices, the best products and the best services they can and with the internet, they have a choice of many different companies. Because of this abundance of information, the buyer is in truly in control of the buying process.

So when the buyer is in control, how do you make sure they choose you?

The best two sales and marketing techniques I have found to make sure a buyer chooses your company for their end product and service needs are...

  1. Reliably publish valuable and informational content about the product and/or service you are trying to sell and
  2. Utilize your customer reviews and testimonials.

Why Content and Reviews Matter

To make it simple: People want to do business with people and companies that they like and trust.

With the internet taking out the person-to-person aspect of a sale, you must find other ways to build that trust and likability factor.

With the Internet, The Buyer is in Control - Brittney Borowicz

Content

Reliably publishing content does several things for the relationship between your company and potential consumer.

  • Content should be valuable and informational with little to no sales pitch behind it. While consumers are researching your products and services, provide them with insight to your type of product or service that they might not be able to get anywhere else. Being true and authentic with your information will help gain trust from your consumer because they know you can help them solve their problem(s).
  • Publishing content helps build credibility and thought-leadership. Consumers want to know that they are purchasing their products and services from someone who knows what they are doing and talking about. This content should clearly demonstrate your knowledge of the subject, whether it be a specific product or service or even just the industry that you are in. This, again, builds trust with a consumer.
  • Don't be afraid to have fun with your content! Buyers want to do business with people they like and will often consider purchasing a product or service from a company with a higher price because they simply like that company better than another. Appeal to your audience with your valuable information, but also make sure to engage them with questions, personal stories or even just a funny picture so that they remember you.

Reviews and Testimonials

If a buyer is not going to read your content, the least they are going to do is read your reviews. Not every business highlights their reviews and testimonials though which is not ideal for a buyer looking to potentially do business with your company.

  • Word-of-mouth is still a huge thing, even with the internet. Consumers are more likely to believe another buyer of your products and services about your business than they are to trust the marketing person who publishes your content. This makes reviews and testimonials extremely powerful when it comes to building trust with a potential buyer.
  • Bad reviews aren't so bad! Businesses are constantly afraid of a bad review and rightfully so, but they won't ruin your business. No company, product, or service is perfect. Although all perfect reviews on your website may seem... well... perfect... nobody is going to believe it. So what do you do when you get a bad review? Address it and fix the problem! When a potential consumer sees that you were responsive to a problem and took the steps you needed to make another consumer happy, they are going to trust that your loyalty and interest remains with a buyer, even after the sale has happened. This ups your company's likability factor as well.

There are many things that can be done to further make sure a buyer chooses your products or services but these two sales and marketing initiatives are a start. Give the buyer reasons to trust you, like you and ultimately choose YOU.

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What are some other ideas to help build trust and likability in an online setting?
How does your company make sure a potential consumer chooses you?

Comment below!