Category Archives: Digital Media

How to Strengthen Your Aviation Marketing Efforts in 2016

aviation marketingAs 2015 comes to a close, it’s time to start analyzing this year’s marketing campaigns.

Did they deliver the leads and sales you hoped for? Was your budget used properly? Did your higher-ups get the results they wanted?

For many of us, the answer is no all around.

In an ever-changing aviation marketing landscape, it can often be hard to see absolute success year after year. Unless you’re super tuned in – both to the industry and to your audience – we all have slips and hiccups along the way, and we fail to hit our marks from time to time.

It’s nothing to be ashamed of. In fact, it can actually be a good thing.

A not-so-great year in marketing can tell us that something’s wrong – that something needs to change. And it can give us that push we need to pivot, alter our strategies and get our campaigns back on track once again.

Did you fail to see the marketing results you wanted in 2015? You’re not alone. Here are a few ways you can strengthen your aviation marketing in the coming year:

Strive for consistency.

Get your marketing efforts in line with one another. Make sure your social accounts use the same name, your logo is consistent across the board, and that your messaging is the same wherever you use it. This makes it easier for your brand to stand out in people’s minds, and it gives you more of a “personality” that customers can get behind and become ambassadors for.

Get the whole team behind you.

Marketing isn’t just the marketing department’s responsibility. Every employee has a stake in the company, and they should all play a role in raising awareness, promoting brand loyalty and improving the customer experience. Invest some time and resources into your team this year. Get them behind your brand’s values and messaging, and show them how they can be true ambassadors for your company.

Choose your platforms wisely.

Good marketing doesn’t mean having your hand in every pot. It means using your budget wisely and carefully choosing each strategy and method you put resources into. You don’t need to be on every social media platform or start sending out an email campaign every day. Take a step back, analyze what your audience needs and wants, and choose the marketing efforts that best align with those. That’s how you’ll get the most results in the long run.

Get a third-party assessment.

When in doubt, always bring in an outsider. Sometimes, you’re just too close to really make an unbiased assessment. You’ve simply put in too much time and work and the stakes are too personal. That’s when it helps to bring in a third party – someone who can look at your marketing efforts (and your brand as a whole) without bringing any personal baggage to the table. You’d be surprised at some of the game-changing insights that can come out.

Automate some workflows.

Investing in some automation software can be a great way to make your efforts more efficient and more cost-effective. CRM automation is particularly helpful, as it can help you better manage your leads and customer base, and it can help you cultivate that long-term customer loyalty you’re looking for.

Hire a writer.

Having a writer on your team can turn the tables when it comes to marketing. They can bring more power to your website, your social media efforts, your brochures, your emails, your flyers and anything else your marketing team produces. They can even help with SEO, bringing in more leads and potential sales with everything they do.

Do you want to strengthen your brand’s aviation marketing efforts in the New Year? Then call Haley Aerospace. Our consultants will give you a third-party assessment, and they’ll get you on track for a successful, profitable 2016. Contact us today to learn more.

The 5 Pieces of the Aviation Digital Marketing Puzzle

puzzle (2)Marketing is no longer just print ads, press releases and handout brochures. Today, marketing has gone digital, and aviation companies are having to shift away from outdated, long-worn processes they’ve used for years – maybe even decades – if they want to stay successful.

But digital marketing encompasses a vast array of strategies and processes: web design, social media, PPC, SEO, blogging, content marketing and so much more. For an old-school aviation marketer just getting their toes wet, it can be a little overwhelming to say the least.

Have you started delving into digital marketing? Are you overwhelmed by all the options? Unsure about what areas to pour your money into for 2016? We can help.

Here are the 5 must-have pieces of the digital marketing puzzle:

1. A sleek web presence.

No matter what side of the industry you’re in – business aviation, MRO, heli, defense, air medical, etc. – there’s one thing we all have in common: We’re in a high-tech world. There are few industries that rely on state-of-the-art, cutting-edge and often expensive technology as much as we do. And in such a high-tech sector, our customer-facing collateral needs to reflect that at all times.

Most important on this list? Your website.

In the aviation and aerospace sectors, a “decent” website just doesn’t cut it. If you want to draw in high-paying customers, not to mention promote your reputation as a knowledgeable, on-the-cusp-of-technology business, your site needs to be downright seamless. That means it needs a professional color scheme, a well-thought-out architecture and navigational menu, a sleek, pleasing design, and high-performing, fast-loading pages that give customers the information they need without a lot of hassle.


2. The right social media accounts.

In this day and age, every business should be on social media in some way, shape or form. That includes even B2B and higher-income sectors like aerospace and aviation.

Now, I’m not saying you need to go sign up for Google+, Twitter, LinkedIn, Facebook, Instagram, Pinterest and everything else all at once, but you should definitely get on – and get active with – the ones your customers are using.

Do you run an FBO? Chances are your customers are checking in on Twitter and uploading photos to Instagram as they make their travels. Be there to interact with them, answer their questions and cultivate their loyalty. Operate a B2B avionics supplier? Head to LinkedIn and join various professional aerospace groups, connect with senior-level decision makers, and get networking.

Take a bit of time to research where your customers are congregating and make your presence known.


3. SEO.

A lot of business in our industry comes from word-of-mouth referrals, but those that don’t? The bulk come straight from the king of the Internet itself – Google.

SEO helps ensure your brand and your website are visible when potential customers search. Whether that’s for “private FBO,” “avionics systems,” or even just “aviation marketing” like us, do a little research and hone in on the keywords that can bring in qualified, ready-to-buy customers. Then hire an SEO pro to optimize your website – both on- and off-page – and start making your presence known on the web.


4. A well-segmented email list.

When properly tailored and segmented, an email campaign (or even a monthly newsletter) can be a real boon to business. It can bring in qualified customers, help promote brand loyalty and repeat business with existing ones, and even encourage referrals from past clients.

To start, you should actively work to gain email addresses at every turn: on your website, from potential customers at trade shows and even just referrals or industry connections. Then, segment those into different groups. Have one for their different interests – bizav, avionics, MRO, etc. Create another for the point they’re at in the sales process – leads, past customers, current customers, etc. And even create one for where you met them or where they’re located.

The more you segment these lists, the better you can tailor your messaging – and the higher your open, click and conversion rates are going to be. An example?  At Christmastime, you could send an email coupon code to your leads, inspiring them to move forward with that purchase and become a real paying customer. For your existing customers, you could send them a Christmas card, thanking them for their business and even giving them a free gift. These would both be more effective than sending a one-size-fits-all greeting that doesn’t really speak to where they’re at in the process or what their needs are.

The result? More conversions and more sales.


5. A blog.

Blogs are no longer just online journals for teens and tweens. Now they’re a bona fide marketing tool that can make a marked difference on your reputation and your bottom line.

What do I mean by this? Well, first, a blog helps you convey your expertise. By offering readers free information on topics of interest, you’re showing them how much you know and how much experience you have. Essentially, you’re telling them that you’re THE business to come to when they’re in need.

Second, blogs help from an SEO perspective. They give you a chance to work in your keywords, they create more URLs for Google to crawl, and they give you more fodder for posting to social media and other sites on the web. All this equals more SEO clout and higher rankings in search results.


Still unclear on how to best use digital marketing to your brand’s advantage? Contact the team at Haley Aerospace today. Our expert aviation marketers are here to help.

How Thank Your Aviation Brand Customers This Thanksgiving

aviation brand thanksgivingWe might all be off work on Thursday, but marketing never stops.

Every day – whether it’s a holiday or not – is another opportunity to reach our customers, deliver stellar service and cultivate brand loyalty.

And Thanksgiving? That’s the best day of all.


Why Thanksgiving?

Thanksgiving is all about giving thanks – thanks to people, places and, you got it, even companies that have made an impact on our lives.

From an aviation marketing perspective, it’s also a time when we can show those customers just how much we appreciate them … how much their money, time and effort has meant to our organizations.

Because you are thankful, right?

Without customers, your business wouldn’t exist. There’d be no paychecks on Friday, and no paid time off this week to spend with your loved ones.

Those customers deserve recognition. And you know what? When you offer it, they’ll repay you in spades.

Showing customers your appreciation not only makes you look good, it also makes them feel good. And that’s what customers are looking for with brand interactions … to feel connected, inspired and wanted.

Give them that, and you’ll have a customer for life. And isn’t that the point?


How to Give Thanks

Want to show your customers just how thankful your aviation brand is this Thanksgiving? Here are a few ways to do it:

  • Keep it simple. Giving thanks doesn’t have to be complicated. Just send out a simple email to your contact list, thanking them for their part in your success over the last year. Bonus points if you can get your CEO to write it. Customers love feeling important!
  • Give back. You can also give customers a little thank-you gift, if you’re feeling generous. In the aviation industry, things like frequent flyer miles, awards dollars and free upgrades are great options. You can also go with coupons for future services or even discount codes.
  • Go social. Have an account of Facebook, Twitter or Instagram? Send out a Happy Thanksgiving message via those pages, or even create a festive graphic to post across all platforms. Your followers will love seeing you in the holiday spirit!
  • Send out cards. Christmas cards have become a thing of the past, and Thanksgiving cards, well those are even rarer. Surprise your customers with a little snail mail, and show them that they’re worth the extra effort. Who knows, you may get full display on their mantel, and if their holiday guests see it, that’s free exposure for your brand!
  • Invite them in. Celebrating Thanksgiving around the office? Invite your customers to take a pic. Post photos on your Facebook page, send out an email recap of your turkey feast, and just make your customers feel like a part of it all. Maybe they’ll even share some of their own celebrations in return.

Thanksgiving offers the perfect opportunity for an aviation brand to show its gratitude. Want more holiday guidance? Contact the expert aviation marketing team at Haley Aerospace today. We’re here to help.


5 Ways to Stand Out at Your Next Bizav Tradeshow

With NBAA right around the corner, I thought it a fitting time to talk about tradeshows. More specifically, how you can make a splash at tradeshows.

In our industry, I know tradeshows are a dime a dozen. There’s a new one every week, and for the true veteran, they all blend into one long year of plane rides, handshakes and schmoozing.

It’s easy to get jaded by the whole thing.

But you know what? Regardless of how many shows there are or how often you attend them, tradeshows and conventions are still effective – at least if you do them right.

So instead of phoning it in and using the same old booth and pitch you’ve had for years, take some time to change your approach. Here are some tips to help:








Start a buzz.

Sure, you’ve been to NBAA before, but make sure your fans and customers know this time is going to be different. Tweet about it, post it to LinkedIn and let your media contacts know well ahead of time. You can also send out an email to your contact list or post it on your blog, or get super clever and start your own hashtag (#HaleyAtNBAA). Do whatever you can to get people talking.









Keep that buzz going.

Don’t let the buzz die down just because the show has started. Keep it going by constantly publishing updates. Hire a photographer, and share photos to your Twitter and Facebook accounts. Take videos, and add them to Vine, Instagram or even Snapchat. Use those social platforms to your advantage!









Go interactive.

People are more likely to remember (and visit) your booth if you give them something to do, so forget static table-and-booth setups and make your exhibit fun instead. Allow visitors to demo your products, or set up a faux cockpit and let people play pilot. Aim to give your visitors an experience, not just a handout or lecture.







Give out freebies.

Everyone likes free stuff, so hand out something to everyone who visits. It doesn’t have to be big or expensive – just something they need or could use, like a pen, pad of paper or coffee mug. You can even go big and give away one of your products via a raffle or drawing. That will really get people stopping by your booth. Just remember to always brand your freebies. You want those visitors to remember your name every time they use that giveaway in the future.










Use color.

Too many tradeshow booths are boring and bland. They’re black, blue and white, and every single one looks just like the last. Make your booth physically stand out by using color to your advantage. Put down neon yellow rugs, hot pink chairs or other bright accents. These will get you noticed from far away, and they’re sure to stand out in people’s minds once the show has ended. You can even put your staff in something colorful too. Playful, bright sneakers or fun, printed ties are great options!


Headed to NBAA? Planning your next convention trip? Make sure your booth stands out. Haley Aerospace’s experts can design a jaw-dropping exhibit for you that truly makes an impact. Contact us today to learn more.

Aviation News Roundup: October 2015

It’s time for another aviation news roundup, where we sum up the month’s biggest and most important headlines.

Whether you’re in bizav, commercial aviation, MRO, avionics, aerospace or defense, there’s something for everyone in this bunch, so check it out and get caught up on the latest industry news now.


Northrop Grumman Wins USAF Contract

It’s been the talk of the industry for months: Who would win the U.S. Air Force’s contract for long-range strike bombers? Would it be Lockheed? Boeing? Turns out it was neither, and Virginia-based Northrop Grumman was awarded the contract just last week. The deal, which is set up in two phases, is worth upwards of $77 billion.

Unmanned Firefighting May Be on the Horizon

Kaman may have forever altered the air firefighting industry when it demoed its unmanned aircraft in mid-October. Dubbed the K-MAX, the aircraft can uses a Bambi bucket to perform spot drop and trailing drops. It is controlled via remote control or autonomous piloting, and a thermal imaging camera makes it easy for the operator to determine hot spots. The K-MAX was demoed for 2.5 hours (it has a 2.75-hour endurance) and is expected to cost between $11 and $15 million per aircraft.

NASA Releases Never-Before-Seen Apollo Pictures

If you’re a true space and AV geek, NASA delivered you quite a treat last month. Hundreds of photos from Apollo missions 7 through 17 were released into the public domain. Together, they deliver an unbelievable glimpse at what the lunar landings were like, from both inside the aircraft and on the Moon’s surface.

Drone Registration Required by Mid-December                      

In an Oct. 19 press conference, the U.S. Transportation Department revealed plans to force drone owners to register their devices by mid-December, or face fines and penalties from the FAA. Though the exact penalties were not outlined, more details are expected to emerge as the rule is finalized.

BizAv Forecast Predicts Big Growth in North American Market

According to a bizav forecast released by Jetcraft last month, the next 10 years will see the North Americans dominate the industry. By 2024, the report says, more than 8,700 aircraft and $271 billion in revenues will be delivered, with Bombardier holding the biggest market share. Dassault will have the biggest game-changer as far as aircraft go, and Rolls-Royce and Pratt & Whitney Canada will continue to be huge players as well. Full details of the report are available at

easyJet Looks to Increase Female Pilot Representation

In an address to the British Air Transport Association, easyJet president Carolyn McCall said the budget airline is looking to double its number of female pilots in the next year. To do this, the airline will work with pilot training programs to recruit more females and will offer training loans to those who qualify. If accomplished, easyJet’s pilot makeup would be 12 percent female, 88 percent male.

No-Fly Day Protests NextGen Delays

Protests against NextGen changes were held in eight major cities last month, including Boston, Phoenix, Seattle, San Francisco, San Diego and Minneapolis. Protestors say the changes NextGen has brought have increased noise levels in quiet, residential areas, disturbing residents and families. According to the organizer of the Phoenix event, more than 20,000 noise complaints have been filed since NextGen was introduced. In the year before that, it was a mere 298.

There you have it: the month’s biggest headlines all in one handy place. Stay tuned to the blog for more aviation news, marketing advice and guidance. We’ll have a new post every week!

What Social Platforms Should Your Aviation Brand Be on?

aviation marketing social mediaA few weeks ago, I talked about social media and its role in the aerospace and aviation industries. I even showed you how social media can best be used to your advantage.

But what didn’t I cover? The platforms you should be on.

Since the advent of social media, hundreds of platforms have come and gone. MySpace is now a thing of the past, and things like Snapchat, Vine and Kik didn’t even exist until a few years ago.

With the constant ebb and flow of this arena, it can often be hard to choose a venue to focus on. Sure, you could use all of them, but is that really the best, most effective use of your resources? Definitely not.

The truth is the best social media platforms depend on your business – the types of services and products you sell, your audience and your overall goals for your marketing efforts.

Not sure which social platforms should be a part of your aviation marketing campaign? Let’s break them down:

  1. Twitter – I would say Twitter is the single, most important social media platform for any aviation or aerospace brand. For one, it opens the doors for immediate communication. Customers can ask an airline a question, get parking advice from an FBO or airport, or even cancel and book flights within a matter of minutes. It’s also great for sharing news updates, like flight changes, terminal closures, industry headlines and more. The best part? Customers can tag businesses and share photos, acting as word-of-mouth marketers without even knowing it!
  2. Instagram – Earlier this month, I talked about the visual advantage we aviation marketing pros have. You see, our industry is an especially aweworthy one, and great photos aren’t hard to come by in our line of work. Instagram makes sharing these photos a breeze. You just snap a photo of a plane, helicopter, airshow or tradeshow, upload it via your phone, add a few hashtags, and your brand can get discovered by hundreds or even thousands of potential customers in no time. It’s pretty amazing.
  3. LinkedIn – LinkedIn is a crucial platform in a few situations. The first is if your brand appeals to C-suite, higher-level professionals, like a charter airline, private pilot service or FBO. These types of higher-income customers tend to congregate on LinkedIn, and they’ll be more likely to respond to posts on this platform than most of the other options. The second way LinkedIn can help is when you’re actively recruiting employees. As many people who are looking for jobs turn to LinkedIn, you can use it to promote job opportunities, reach out to potential candidates or even let applicants submit their qualification right through the platform. LinkedIn also offers ads, which can be great for recruiting as well.
  4. YouTube – Though static photos can be great, nothing compares to an engrossing story or awe-inspiring live action shot via video. With YouTube, you can upload these and more. Add your latest commercial, share customer testimonials, give customers a tour of your facilities or even take them on a ride on your most high-tech aircraft. A huge bonus? Video content is like the Holy Grail for SEO. It can help your search rankings immensely!
  5. Facebook – Facebook is one of the oldest social networks still getting traction, but that doesn’t mean it’s become old hat. In fact, Facebook is a great option if you’re looking to create an online community – a place where people feel comfortable asking questions, sharing reviews and communicating with other customers. It’s also great for exposing you to potential leads; when current customers like your content or post on your page, their friends and social contacts see it too. That means more exposure and more potential leads. It’s a win-win for everybody.

Though not a social platform per se, aviation brands can also see success by cultivating and maintaining an on-site blog. This not only helps with SEO, but it can help inform and qualify potential leads as they visit your site. Want more advice on social media or aviation marketing? Contact the Haley Aerospace team today.

Why a Flawless Mobile Site Is Vital to Aviation Marketing

aviation marketing Mobile siteHaving an amazing, well-designed desktop site is certainly important, but in this day and age, there’s nothing more vital than a flawless mobile site – especially for aviation and aerospace brands.

You’d be amazed at the chunk of web traffic that comes from on-the-go consumers. Tablets, iPhones, Androids, eReaders and other new technology have truly changed the way our world works and does business.

If aviation brands want to stay relevant (and profitable), they need to keep up. That means having a beautiful, persuasive and 100 percent functional site that shows up properly across all devices – whether they’re phones, tablets or even web-enabled TVs.

Mobile friendliness is a crucial part of any aviation marketing strategy, and if you haven’t broached the subject at your company yet, it needs to be priority No. 1 – starting today.


Are You a Part of the Problem?

Get out your phone or tablet and pull up your company’s website. How does it look? Does it resemble your main site, or is everything out of alignment and jumbled? Can you read the text without zooming in and out? Can you navigate to and from pages easily? Do contact forms and links work?

Unless you’ve specifically had a mobile site designed, it’s pretty likely you’ll come across some issues. And if you’re having issues, imagine what it’s like for your customers. What if they need help or have a question? What if they want to buy a product but are unable to? That would be pretty frustrating – and it might even turn them off your brand for good.

The truth is a great mobile site is more powerful than you think – particularly for aviation brands. After all, when you’re in the aviation or aerospace industry …

  • Your clients need to access you on the go. Whether you operate an airport, airline, FBO or a fleet of charter jets, one thing is undeniable: You cater to travelers. Those travelers want to connect with you, get information, buy products and get help wherever they go. If your site doesn’t work on their portable phones and tablets, that can’t happen. That means a lot of unhappy customers on your hands.
  • You need to be on the edge of technology. The aviation and aerospace industries are some of the most advanced in the world. They’re responsible for developing amazing new things – rockets, planes, avionics systems and more – and customers expect brands in this field to be on the absolute cusp of technology. What will they think about your brand’s tech savvy if you can’t even get a simple mobile website up? (Hint: It’s probably not good!)
  • It helps with SEO. Since such a big chunk of web traffic now comes from mobile phones and tablets, search engines now consider a site’s mobile functionality as a ranking factor. To put it simply, that means if your site works well on a mobile phone, it will have a higher search ranking than one that doesn’t. In a big-budget industry like ours, that can mean the difference between a million-dollar sale and a lost customer.
  • You need to look professional. Customers aren’t going to spend thousands of dollars (sometimes millions, depending on your products) on a brand that’s not up to snuff. If you want to bring in the big spenders, you need to look worth every penny. Your web presence – both on a desktop and on the go – plays a huge role in how you look to the outside world. So if they’re aren’t at their very best, you’re probably losing out on some valuable business.

As a longtime aviation marketing expert, I can’t tell you how many times I’ve seen a client with a stunning desktop site that became a jumbled mess when pulled up on my smartphone. If this sounds like your brand, it’s time to make your mobile site a major priority – before it impacts your reputation, your sales and your profits.

Want to learn more or get help perfecting your brand’s mobile site today? Contact Haley Aerospace now.

8 Aviation Photography Tips to Get Your Posts Noticed

Ever feel like you’re posting to the web, only to hear crickets in return?

You’re not alone. Whether it’s a social media post, blog or even just your website, it can be hard to get noticed on today’s web. There are just so many other places out there!

Fortunately, in the aviation industry, we’re uniquely positioned to brush away those cobwebs and truly make a splash.

How, you ask? With great aviation photography.


Aviation Photography Tips You Can Use Today

aviation photography tipsI mentioned this in last week’s post on social media, but our industry lends itself to some amazing visuals – visuals that can grab attention and pique interest. Use this to your advantage, and your posts can turn into shareable, viral content in minutes.

Want to start using aviation photography to get your posts noticed? Here are some tips to get you started:

  1. Look to the sky. If you can capture aircraft in flight, you’ve got the golden ticket. Take photos of aircraft flying overhead, or get shots of the planes in your next air show. These are some of the most shareable photos around!
  2. Work in some video. Use your phone’s video function, and swap static photos out for real, live footage once in a while. Capture a helicopter’s propellers spinning, a plane coming in for landing or even people loading in or loading off. Get creative!
  3. Go aerial. Next time you or a colleague is up in the air, take shots from up above, too. Get photos of the clouds, the ground below or other things you can spot out your window.
  4. Don’t be afraid to include people, too. Aviation photography isn’t only about the aircraft. Work in some people as well. Capture your staff at trade shows, get shots of pilots at work, or even snap a pic of your mechanics and other team members on the ground. Give your brand personality!
  5. Get action shots. Not every shot has to be posed. Try to get some photos of planes taking off, taxiing, doing loops mid-air and any other actions you can capture. These add visual interest and really give a photo life.
  6. Go big or go home. Planes, helicopters and other aircraft are huge, awe-worthy things. Use that to your advantage, and capture their true size and scope. Snap a shot of a 747 on the runway, and let it take up the whole photo. Take a pic of your planes in the hangar, being sure to show just how much room they take up. People love to look at things that shock and awe them.
  7. Use light. You can really up the ante on any photo just by using the right lighting. Take your photos against a sunrise or sunset, capture a plane right at dusk, or even snap a shot in a rainstorm or on a cloudy day. Play with lighting as much as you can to add visual interest.
  8. Try new angles. Don’t just shoot planes from head-on or directly at the side. Try some new angles, and shoot from the side, down below, up above, or any other angle you can get. Make it unique and interesting – something they’ve never seen before.

Need help honing your social strategy or getting your online content noticed? As an experienced aerospace marketing agency, we know how to use aviation photography to our clients’ advantage. Contact us today, and we’ll help you do it, too.

How to Use Social Media in the Aerospace World

social media aerospace marketingSocial media is a vital component of any marketing strategy, regardless of what field, industry or sector your business is in.

For one, it helps connect you with your customers in a way that’s not possible with other mediums. You can interact with them one-on-one, share with them exclusive content and information, and make them feel like a truly important part of your brand and business.

Social media also gives you a great way to get leads – to reach potential, viable customers who may just be looking for your exact products and services right this very second.

But these benefits aren’t automatic or immediate. To reap them, you first have to know how to properly utilize your social accounts, particularly for the specific customer and industry you’re targeting. In a specialized field like aerospace, this is vitally important.

After all, aerospace customers aren’t your average consumers, are they? They have bigger budgets, bigger plans and a much more discerning eye when it comes to who they buy from.

Want to use social media as part of your aerospace marketing strategy? Here are just a few things to keep in mind:

  • Be visual In the aerospace and aviation fields, we have a distinct advantage: Beautiful visuals are easy to come by. Depending on your products and services, you can usually get some pretty cool aerial shots, photos of expansive runways and busy airports, or even close-up views of the latest planes and helicopters. These images go a long way in building interest. They’re highly shareable, they’re interesting, and they’re just more fun to look at than the average stock photos other businesses use. Try to use this visual edge to your advantage. Include photos in any post you can, be it Facebook, LinkedIn or Twitter, and be sure to set up a profile on a more visual platform, like Instagram or Snapchat.
  • Know your platform – Your social strategy should vary depending on what platform you’re using. When on LinkedIn, your posts need to target the C-level, higher-up professionals – those with buying and decision-making power. Give them industry news, stats and cold, hard data they can use to make their jobs easier. On sites like Facebook and Instagram, you’re looking at a more “social” experience. Fans and followers want interest and intrigue; they want to be entertained, talked to (not at) and valued. Be sure your posts reflect that. Anything too stodgy or buttoned-up is sure to turn a customer off.
  • Get ready to respond – In a field where there’s often a lot of money on the line, it’s not surprising that customers expect 100 percent flawless customer service. Well, social media can help you deliver just that. Existing customers can ask questions and get support, and potential ones can request more information or get clarity about a product or service. But you have to be ready for it. If a question or concern comes in, you need someone at the helm ready to answer them right away. In fact, if you can’t reply within an hour, you might as well forget it. According to a recent study by Search Engine Watch, 53 percent of people expect a brand to respond within an hour. A whopping 14 percent actually expect it

There’s no hard-and-fast formula for running a successful social campaign – especially in the aerospace world. Just be sure to keep your audience and platform in the back of your mind at all times, focus on providing value and interest with all your posts, and deliver fast, courteous and quality customer service day in and day out, and you’ll be on the right path in no time. Need more help ironing out your aerospace marketing strategy? Contact the team at Haley Aerospace today.

The Value of a Brand Voice

aviation marketing brand voiceTo truly connect with a potential customer, your brand needs a voice. A voice that has its own distinct cadence, rhythm and tone unlike any other company in your space.

Your voice is what conveys to the customer what your brand is about. It shows off your brand’s personality, it tells customers what your values are, and it shows them exactly what sort of service they can expect when doing business with you. It also helps distinguish you from your competitors, and it’s a crucial part of any solid aviation marketing strategy.

In order to be effective, this voice needs to come across throughout your collateral. That means your website, your marketing materials, even your logo and motto should also have the same unique voice that speaks to your brand and your customers.

If developed properly, this brand voice will help:

  • Build trust – A brand voice helps customers become more familiar – even intimate – with your brand. They follow it, they get to know it, and eventually they start to trust it. Over time, this trust can result in more long-term customer relationships and more referrals.
  • Influence customers –The way you word things and the tone in which you say them can have a huge effect on how customers perceive your brand and interact with it. By honing in on a solid brand voice, you can make customers feel like you care – like you’re trying to help them – and they’ll be more likely to buy your products or use your services as a result.
  • Convey your values – A good brand voice embodies the company’s values – what it deems important, unimportant, worthy of time, etc. It can even help convey what a brand doesn’t like, and the things that it doesn’t support or get behind.
  • Set you apart – Each brand voice should be completely unique to the company at hand, as well as the people employed at the company and the overall company culture. By creating this unique voice, you can differentiate yourself from other brands on the market and show customers exactly what makes you the better choice when it comes to their business.

Take stock of your current aviation marketing and branding efforts. Does your company have a unique voice? Could a customer glean from your website what your culture is like, what your company values are, and what kind of service you deliver? If not, you may want to take some time to develop a solid brand voice that’s all your own. Need help? Contact Haley Brand Intelligence today.

Five Ways Blogging Wins You Customers

blogging for aerospace marketingWhen it comes to business, blogging isn’t just something your 13-year-old does online to vent about the lack of coffee selection or required gym clothes at school.  When talking about it in respect to business, think of blogging as a way of starting a dialogue with new customers or a way of strengthening your relationship with current customers.

Blogging actually serves a number of purposes in an aerospace marketing strategy.  Here are five reasons to incorporate blogging into your strategy for winning and retaining customers.

1.    Establish Your Knowledge Base and Reliability

When a new customer is looking to make a decision on a purchase, be it for B2C or B2B, one of the first places they look is your website. Sure, the look and feel and overall “snazziness” of it all is going to grab their attention, but what’s going to win their business is your ability to show them you know what you’re doing, that you are there for your customers and that you’re tuned into the aerospace and aviation industries just like them.

To be successful in this aspect, create blogs that are based on some of the most frequently asked questions from your newer customers. Blogs that cover questions, customer service issues and industry trends will also show that you know how to take care of your business and that you are a reliable resource for customer support and industry knowledge in the future.

2.    Establish Trust

Earning the sale is a massive sign of trust from the customer’s perspective, but before you are awarded the sale you have to earn it by showing you are worthy of their trust. It’s all about building relationships and a blog is a great first step in the process.

Creating expert blogs, such has “how to” or “insider news” articles, establishes a sense of trust and goodwill with prospective customers because you are sharing information for free and not making them pay for it in advance.

Another great way to establish trust is to pull the curtain back on your aerospace organization and introduce your staff and the inner workings of daily life at the office. Photos and videos of the office, staff events, customer appreciation events and public service events are an excellent way to show your company’s personality and create an initial connection with a new consumer.

3.    Establish a Line of Communication

To a new customer, your blog is a great way to establish a sense of whether or not you will be able to communicate with each other.

Your brand’s blog will show consumers that you are open and willing to communicate by the topics you cover (i.e., you are responding to what your customers are asking about) and by the frequency of your posts (i.e., you post regularly, not just when you need customers or something bad has happened).

4.    Establish Your History and Experience

Regardless of how long you’ve been in business, if your blog looks “new,” then consumers will question how long you’ve been doing what you’re doing. An empty blog can create a sense of discomfort.

A great way to build up your blog quickly and to help create the sense of history for your brand is to include blogs on success stories from your brand’s history.  Also, as you build up your blog, include links to previous or archived blog posts.  This is a twofold win for you: 1) it shows you have previously presented content and aren’t new to the game and 2) it creates internal linking which helps to improve your website’s search engine optimization performance and rankings.

5.    Establish Your Longevity

Believe it or not, this is one of the key elements for winning a new client. When a customer feels that you are a company that has a history and will be here for the long haul, then they are more apt to do business with you.

Blogging consistently will create a sense of trust that your customers will be able to count on you to follow through and stick with them. Another great tool to incorporate into your blogs to achieve this task is to incorporate “how to” posts, as these tend to help paint a picture of understanding of your potential customer’s life and will establish a sense of “we’ll be here to help you” with them.

Truth be told, the key benefit for blogging for your business is to build trust with your current and future consumers.

When you’re ready to gain new customers through a successful blog, contact the team at Haley Aerospace Marketing and let us create a strategy for success for your future.

Four Must-Have Elements of a Comprehensive Brand Strategy

aviation consultant brand strategyBrand strategy is essentially the who, what, when and how you are focusing on in your product and service communications and marketing pitch. The goal of any brand strategy is to create a connection with your target audience and develop a long-term relationship with them.

Having a clear, comprehensive brand strategy will lead to your overall brand equity, as it will define how consumers feel about your products and services and establish just how much they are willing to pay for them. When your brand strategy is on target, you will naturally develop a relationship with your consumers, establish your brand’s persona and create the preserved value, or equity, associated with your brand by consumers.

So what does it take to create a strong, comprehensive brand strategy?  As a longtime aviation consultant, I’ve learned what works, what doesn’t work and what is constantly in flux. Here’s what I’ve discovered are must-have elements of any aviation strategy:

Tie Your Brand to Your Image

Your brand isn’t actually your product or service but rather the perception of how your customers see you. What you stand for and what your company does beyond what can be seen is what truly defines your brand. It’s this definition that you want to tie into your strategy.

For example, take a look at Nike®. There are tons of sports apparel and shoe companies out there; however, Nike has associated its brand with being the brand of choice for the most elite athletes. Through its slogans, spokespersons and campaigns, consumers receive the message that Nike stands above the rest and if you want to be the best, you should outfit yourself with the best in athletic clothing.

Be Consistent in Your Brand Message

Once you settle on your brand image, develop a brand message that supports your vision.  Whenever you put out content, whether online, in the media or in print, make sure that your message is consistent. A strong, consistent message instills a sense of dependability with consumers and lays the foundation for a relationship.

Create an Emotional Connection

One way to connect with your consumers is rationally – they need a computer and you sell computers. But what if you could connect with your consumers on a more emotional level? This is where companies like Apple® leap ahead of the rest of the brands in their industry. What Apple has created is an emotional connection with their consumers and not simply a need/fulfillment transaction with them.

Apple has created a true community with its consumer base and has made it “cool” to be a brand user and brand advocate. As advocates, the Apple faithful consumer base spreads the message of Apple and convinces other consumers that Apple is the best and worth the price. They are such die-hard fanatics that they put emblems on their cars to promote their devotion to the brand and wait in line for days just to be the first to purchase new Apple products.

Creating a strong line of brand advocates – consumers who will sing your praises and share the story of your product with others without the financial compensation required for standard advertising – is an absolute must in today’s world of aviation marketing and the only way to do it is through the creation of an emotional connection.

Measure Your Content Performance

Just because you came up with the most amazing campaign doesn’t mean your consumers will see it that way. As soon as you begin promoting your brand through your various marketing strategies, you need to measure its performance.

Take a performance baseline of what your marketing stats are before any new online campaign, then monitor it weekly and track how it is performing on all social platforms and your website. If it’s not bringing in the leads or sales you had hoped for, then make adjustments and relaunch. Being flexible in your approach will allow you to try a few options and hone in on the exact message that clicks with consumers.

Doing the research, planning and outlining a comprehensive brand strategy is a huge task and one many companies don’t have the resources or background to achieve. That’s where Haley Aerospace comes in. Our team of aviation consultants and industry experts can create a comprehensive strategy that will get your company noticed and bring leads to your doorstep.

When you’re ready to engage prospective consumers online, contact an aviation consultant at Haley Aerospace and let our team create a brand strategy that will deliver for you.

10 Reasons Your Brand Must Embrace Social Media

Once thought to be a superficial, ego-boosting format for would-be writers and maudlin teens who felt they had something to say, social media has connected with something within human consciousness that goes well beyond a simple online conversation. Through social media we have created a global connectedness and given voice to masses.

This powerful format has not gone unnoted by marketers (including those in aerospace marketing!). Knowing that the average U.S. consumer spends more than 32 hours per month surfing the net and participating on a variety of social platforms (that’s twice as much as almost any other country), social media has taken center stage as a required piece of any successful content marketing strategy.

aerospace marketing social media stats

So just what are all these consumers doing with all this time they spend online? Surprisingly, they are engaging in activities that make creating a social media presence and online marketing campaign advantageous, as they are receptive to receive your brand’s message during these activities:

aerospace marketing social media stats

Knowing there is this large captivated audience in the online marketplace should be enough to convince anyone of the importance of creating and maintaining an active online presence through social media. However, if you need a few more reasons, here are 10 more that should help convince you:

  1. Social media marketing allows you to be seen as a thought leader
  2. Online content builds trust with potential consumers
  3. Online content and social postings show up in search results
  4. Social media engagement grows your network of influence exponentially
  5. Social engagement helps to create an organic following and demand
  6. Online content appears as a value add to potential consumers
  7. Online social engagement creates a personality for your brand – which is more relatable to the average consumer than just a brand name
  8. Participating in social media expands your reach, making you more known and available to the global marketplace
  9. Social media participation and online content creation is far less expensive than online or print advertising
  10. Online content lives in perpetuity – meaning it will be available for consumers to find for years to come without your having to resubmit it or pay for an additional placement

Clearly, creating an online social presence has many advantages, leaving the only question remaining to be “where do I start the process?” That’s where the Haley Aerospace team comes into play.

Our team of experienced social strategists, content creators and Aerospace marketing pros can work with your brand to create an online strategy that garners leads, increases sales and establishes you as the thought leader within the aviation, aerospace or defense industry. When you’re ready to take the first step, contact Haley Aerospace and let us help you create an online social market strategy designed for success.

The Value of Brand Development for B2B Businesses

b2b-brandingBranding is important for any type of business. It allows you to develop a personality – a “feel,” if you will – that customers can get behind and become a part of. It can also foster long-term customer loyalty, and it can open doors to new and viable leads at every turn.

But while proper branding can be a huge boon to success in the B2C industry, it’s even more vital for B2B brands – especially those in the aerospace and aviation industries.

Why? Well, for one, B2B aerospace business relies heavily on personalized, face-to-face selling. These customers are looking to trust a company – to have a rapport with it – long before they’ll sign that contract.

In our time as an aviation consultancy, we’ve found that branding helps with this immensely. It’s all about building trust with your brand and establishing a reliable, credible and unique position in the marketplace. Branding can also help your aviation business:

  • Stand out from the pack – The B2B, aviation world is a competitive one. The average client sees between three and five different vendors before ever signing a contract. Fortunately, branding can help make this vetting process a little bit easier – and more successful. You see, the main goal of branding is to determine your unique niche – the thing that makes your brand special and different in the marketplace. Once you determine this (and develop it as part of your brand), it can have immense impact on these vendor meetings. No longer are you the faceless company simply offering a product or service. You’re a company with a personality – an operation they want to be a part of.
  • Better hone in on their audience – Sometimes, finding profitable aviation clients is extremely difficult. With proper branding, however, finding new leads and customers gets infinitely easier. Once you know your unique place in the market, you can more easily determine what type of customer to target – what demos are buying your products, which ones need your products and which ones are just a waste of time. Then, you can alter your sales and marketing process to target this audience.
  • Deliver a great first impression – We all know first impressions are everything – especially when money is on the line. Unfortunately, your first impression isn’t just the first time you sit down in that conference room. It has actually happened long before – when the potential client got your email, called your office or visited your website. Great branding can ensure your first impression is always a good one – no matter where it stems from. Just remember, your branding should tout your uniqueness and do so succinctly. Tell them what you do, how you do it and the value you bring in one fell swoop.

The truth of the matter is, branding is one of the most crucial aspects of a successful B2B aviation or aerospace business. If your brand isn’t where it needs to be, it’s likely your sales and profits aren’t at their best either. Our aviation consultancy can change that. Contact us today to learn more about how we can help.