All posts by Aly J. Yale

Times Are Tough, But Content Can Help You Weather the Storm

Your clients (and people around the world, for that matter) are experiencing hard times right now. They might be sick, juggling homeschool and remote work duties simultaneously, or even dealing with income cutbacks or other financial hardships.

So, making a big sales pitch? That’s probably not the most sensitive move in today’s environment.

What you can do, though, is stay top of mind while they weather the storm. Because while clients might not have the budget to buy from you today, they will someday. And when they do, you want to be the first brand they think of.

Content Is the Key

Your clients are on the web, consuming content more than ever these days. In fact, several studies show internet usage surged after self-isolation orders were put in place, and by a lot.

That’s more hours of checking email, reading articles, and scanning social media – all valuable opportunities to connect with clients and increase your visibility.

To leverage these opportunities, however, you first need content to fill those channels. That means:

Social media posts they can interact with and share on their favorite platforms
Videos they can learn from or be entertained by
Blogs and newsletters they can read to stay abreast of industry changes, trends, and other helpful guidance
Sponsored and syndicated articles in their favorite publications and trade magazines
Webinars they can participate in to grow their skills and strengthen their businesses
White papers they can download for deeper dives into complicated topics and pain points they’re dealing with

Just remember: When creating this content, be extra cognizant of what’s going on in the world around us. Exercise empathy, and write knowing that your readers may be stressed, overwhelmed, or even scared right now. Be sensitive to these circumstances, or even address them outright. Let your customers know you’re there to support them and ease their burden during these trying times.

Stay Strong

We at Haley Brand Aerospace are deeply aware of how much the current health crisis has impacted the aviation industry, as well as the millions of people employed in it. If you or your business has been hurt due to the ongoing pandemic, please accept our sincerest sympathies, and know that we’re here to help when and if you need it.

Stay strong. We’ll get through this together.

 

Aviation Branding During COVID-19

We are living in extraordinary times. Even if you don’t spend a dime on your aviation branding or marketing when so many people are on lock-down, customers are going to have an opinion about your company and how you’re handling it.

Maybe they’ll think you’ve disappeared during the lockdown. Or maybe they’ll think your customer service is poor.

The truth is branding during the COVID-19 crisis isn’t just your best defense against inaccurate perceptions of your company; it’s also the most effective way to proactively shape customer opinion. It gets you ahead of preconceived notions and molds the impression clients have of your organization from the ground up.

It doesn’t take a whole lot of effort or resources, either. Just thoughtful planning, consistency, and a thorough understanding of your audience and what they’re looking for.

Using Smart Aviation Branding

Before you can use branding to shape perceptions of your brand, you need to answer three big questions first.

1. Who is your audience and what are they looking for?

Paint your ideal audience in broad strokes. What are their demographics and budget? What are their business needs and challenges? What are they interested in and what don’t they like? Are they working from home?

You should then couple that with cold, hard data. Conduct online surveys to really understand your audience on a deeper level. You need a good foundational knowledge of your customer mindset before you can ever begin any sort of branding initiative.

2. What do you want that audience to think about your company?

Next, Zoom with your team and determine what your ideal brand perception would be. Do you want to be known as the company with the best online presence during COVID-19? The most helpful? The most advanced technology? Really hone the image you want to convey, and get super detailed with it.

Remember: you can’t be everything to everyone, so focus on your strength and create a zeroed-in message you want customers to come away with.

3. What would convey that message?

Once you know the perception you want customers to have, then you need to determine the best way to portray that. If you want to be known as the best at customer care and service, building up an arsenal of positive reviews and happy customers is your best bet. If you want to convey that your brand offers the best value during this economic downturn, a more numbers-focused branding approach may be best. Can you pull client ROI data and use that in your slogan or advertising? Do you have analytics that can back up your efficacy? There’s no hard-and-fast answer when it comes to crisis aviation branding.

You’ll need to customize your efforts to the exact audience you’re trying to reach, as well as the image you’re looking to convey.

What Do Customers Think of Your Aviation Brand?

Want to get out ahead and shape customer perception during this global pandemic? The right aviation branding can help. Get in touch with our aviation agency today to learn more.

Top 5 Brand Positioning Strategies You Can Use Today

Great brand positioning is always important. But if you’re in a market with lots of competitors and tons of other options? It’s even more critical.

In a crowded marketplace, brand positioning can be what sets you apart from other companies in your space, and it can even help you better build brand loyalty and increase repeat business.

Is your aerospace or aviation brand up against a lot of competition? Is your existing aerospace or defense marketing not cutting through the clutter? Here’s how to use brand positioning to stand out.

What is brand positioning?

Brand positioning is all about differentiating yourself. It establishes you as the go-to for a specific niche of the industry or overall audience and highlights your company’s, service’s, or product’s overall strengths in relation to other options on the market. In short, it tells customers not just what you offer or what you do, but who you do it for.

Brand positioning informs consumer impressions of your brand. It influences what they think of you and your products, and even how they view your competitors.

Position yourself as a modern, go-to for younger, more tech-savvy consumers? Then your competitors look out-of-touch by comparison. Position yourself as the most experienced, time-tested company on the block? Then consumers see you as older, more trusted, and less risky.

Ways to position and differentiate your brand

There are countless ways you can position your brand and help set it apart from others in your industry (even ones with massive marketing budgets to their names).

Here are some of the most common areas you can differentiate yourself in:

  1. Price point: Are you the budget option or the premium one? The Kia or the Tesla?
  2. Tech-savvy: Do you have the most advanced technology? Is your tech (or your approach to developing it) somehow different than other brands?
  3. Experience or expertise: Is your team made up of highly respected experts and scholars? Has your brand been around the longest?
  4. Demographic: Is your target audience young or old? Located in a certain geographic area? Do they have a certain budget, need, or interest?
  5. Service: Are you focused on delivering top-notch customer service? Are all your customer reviews and ratings perfect?

You should also take a long hard look at how your competitors are positioning their brands. If another company has solidified their spot as the most experienced brand on the block, then carve out another niche for yourself. Brand positioning needs to be unique in order to be effective.

How is your brand positioned?

Want to better position your brand for success? Just need a tune-up for your existing defense marketing, aviation, or aerospace strategy? We can help. Our aviation agency experts boast over a decade of experience, and we know how to help your organization stand out. Our special focus is defense marketing, aerospace marketing, aviation branding, and aviation marketing. Get in touch for a free consultation today.

 

 

5 Common Aerospace Branding Mistakes You’re Probably Making

In a crowded marketplace, branding is what sets you apart from the pack. It’s what gets customers to try your products and services, re-up when they run out, or even write you a review or tout your company to their network.

But just as honing the right brand strategy can help your business, crafting the wrong one can hurt it. Big time, too.

Want to make sure your aerospace branding is on track for success? Here are the five biggest mistakes we see with new clients.

Choosing a brand that blends

This one’s big in aerospace branding. In a B2B, high-dollar industry like ours, many organizations fear pushing the envelope. This leaves us with tons of brands with very similar color schemes, fonts, logos, and even mottos and slogans.

For the average client, this can make it hard to differentiate from one company to the next, and isn’t that the whole point of branding? Be careful the fear of going “too far” with your branding doesn’t keep you from standing out.

Being too vague

For great branding, you need to know who you are: what matters to your company (and your clients) and what makes you different from other options on the block. Being vague with your branding only serves to confuse clients, and it can actually send them right into your competitor’s arms, in some cases.

The end-goal should be highly focused branding. Be direct, be specific, and really show what you have to offer through in a succinct, concise way.

A material-focused approach

We’ve built (and rebuilt) countless aerospace brands over the years. What’s become clear? Many organizations fundamentally misunderstand the point of it all.

Sure, branding gives your company a look, a feel, and a voice, but that’s not the ultimate goal by any means. What’s really important here? Giving your customers something to buy into.

Yes, the logo and fonts and color palette are all important, but the heart of branding lies in the movement you create. This is why clients to stick around, buy again and again, and even refer you to others.

Creating too many sub-brands

As you launch new products and services, it’s tempting to want to create sub-brands to help differentiate them from the pack. But what you’re really doing is diluting your brand and all the recognition that comes with it.

To really give that new brand any traction, you’d need to put serious cash toward the cause. Wouldn’t that money be better spent on advertising and marketing instead?

Inconsistency

Once you have a brand, commit to it. Everywhere. It should be on everything you sell, do, and make, and it should look exactly the same every single time.

Inconsistent branding only makes you look haphazard and untrustworthy, and that’s the last thing you want in our high-dollar, discerning industry such as ours.

Get your aerospace branding on track

Are you making any of these aerospace branding mistakes? Just want to make sure your branding is on the right track? We’re here to help. Get in touch with Haley Aerospace today for a free branding consult.

 

 

 

3 Ways to Stand Out as an Aviation Brand in 2020

Want to be a Kellogg’s, Coca-Cola or Apple? A brand that sets standards around the globe? Want to really stand out at HAI HELI-EXPO 2020 in Anaheim this year?

Because every aviation brand is different, there’s no set-in-stone solution that will make one a success over the other. Some even become successes because of a viral ad campaign that draws in the millions, and some hit the jackpot out of sheer luck!

But that doesn’t mean you should wait around and have everyone in the company keep their fingers crossed. While there might not be a magic formula that can get you from $1 to $1 million in profits in one year, there is, however, a series of steps you can take that can aim your brand toward success.

Want to unlock your brand’s potential and get on the right path to success? These are our 3 tips:

1. Evaluate where your aerospace brand is and the path you’ve taken so far

Before you can move forward, you first have to know where you stand, where you’ve been, and where you’re headed. On the journey from point A to point B, how far are you? Halfway? Two-thirds of the way? Just getting started? What would be the ultimate measure of success? You should also take a look at how far you’ve come since the beginning. What successes have you experienced? What caused those successes and how can you emulate them again?

2. Create a plan (for all areas of your business) to get you there

Once you’ve determined your marker of success, it’s time to create a roadmap of sorts – directions on how you’ll get there and who will be a part of the journey. Sit down with key members of every department and map out how each area of the business can help drive home your branding and further your company’s goals. Get down to the nitty-gritty details and assign specific tasks, deliverables and responsibilities to all involved and create a timeline. You want the entire company on board – from the mail room up to the CEO’s office.

3. Implement safeguards and processes

Finally, you need to implement a few safeguards that will ensure your success along the way. Put quality control processes in place, assign people to oversee milestones and goals, make sure performance is being tracked, analyzed and acted upon to give you the absolute best results all the time. You need to be sure all the wheels are turning (at the right speed and in tandem) 24-7 to see success.

Need help getting your aviation brand on the pathway to ultimate success? Let Haley Brand Aerospace help. Our branding experts have helped hundreds of companies climb the ladder of success, and we can help your brand too.

 

Thought Leadership: How Does It Work?

If you follow any marketing blogs or influencers, then you’ve probably seen the phrase “thought leadership” used in posts.

Is it something you should be using for your own brand? Could it help boost your bottom line or bring in new customers in 2020?

Here’s what you need to know.

The What

So, what exactly is thought leadership? Put simply, it’s any sort of content that positions you as a leading, knowledgeable voice around a particular subject matter.

For us at Haley Aerospace Marketing, it’s blogs about branding and marketing. For Nike, it’s content around proper foot support or running form. And for stores like Walmart and Target, it’s about saving cash, getting deals, and making the most of your money.

Exactly what thought leadership content is about varies based on your industry, your products, and the customer you’re looking to reach. The main point? Show off your knowledge in your specific niche.

The Who

Who is thought leadership good for? That would be anyone and everyone: B2B companies. B2C brands. Your executive team. Your customer service reps. Everyone who has some sort of expertise to share can offer up thought leadership and help establish your organization as an authority in its industry.

The When

When should you offer up thought leadership? More importantly, when is a topic worth your thought leaders’ efforts and time? As long as you have proven expertise in the field, there’s no wrong time to share your insights.

There are, however, some times when your content may get more views or traction due to outside circumstances. These include when a subject is:

  • In the news or somehow topical
  • Getting coverage from competitors or others in your space
  • Related to some sort of challenge or struggle your clients are currently dealing with

Keep in mind, consistency is key here. You don’t really need a reason for offering up your team’s thought leadership. In fact, you should simply have a regular, set schedule for providing it. Maybe it’s once a month on your blog or every other Tuesday via Facebook Live. Whatever it is, stick to it and be reliable about it.

The Why

Great thought leadership takes time. It requires careful planning, great writing, and a good marketing strategy to get it in front of the right eyes (or ears).

Why should you bother putting in all that time and effort when you’re already resource-strapped and busy? Here are just a few of the benefits thought leadership can bring about:

  • It establishes you as an expert in your field
  • It helps you start conversations with clients (new and old)
  • It shows your abilities and skills to potential clients
  • It improves your SEO and marketing efforts

There are more, but the general gist is simple: It makes you look good.

The How

There’s no right or wrong way to share thought leadership content, but there are ways to increase your content’s exposure and the impact it has on your business.

If you want to see the most results from your efforts, you should:

  • Be consistent. Deliver your thoughts often and reliably. You want to be someone your clients (and prospective clients) turn to for advice. You can’t be that unless you’re consistently showing you’re there, you’re available, and you’re ready to dive in deep.
  • Be thorough. When discussing a topic, answer your reader’s questions fully, even the most basic ones. Show you know your stuff inside and out.
  • Be clear and direct. Don’t throw in all kinds of industry jargon and lingo. Readers shouldn’t need a thesaurus or translator to get through your content. Make it approachable, easy to understand, and concise.

You should also have a system for thought leadership production. How will you generate ideas? Who will write, edit, approve, and post your content? What’s the plan for promoting it once it’s finished?

The Where

Thought leadership content can go just about anywhere: your blog, your social media accounts, your ads and marketing material, and more. Wherever there are clients or prospective clients interacting with your brand, there’s an opportunity to show off your knowledge and solidify your place as a trusted expert.

The Bottom Line

Great thought leadership content can set you apart from your competitors, and it could be what turns a casual onlooker into a longtime and profitable client.

Want help getting your aerospace brand’s thought leadership efforts off the ground? Then get in touch with Haley Aerospace Marketing today.

The 5 Habits of Effective Aviation Brands

There are standout brands in every industry. And it’s those brands that keep everyone else on their toes – constantly working to improve, get better and outdo the competition and reach more customers.

But what is it that makes a brand stand out from the pack? What do they do that’s more effective than the rest?

In aviation, there are five clear-cut habits these standout brands share. Want 2020 to be a banner year for your business? Then take a page out of their books and do the following:

  1. Know your why. What’s the purpose of what you do? What role do you play in your customers’ lives, and how are you playing that role better than anyone else in the industry? Know what makes your company tick and let that drive everything you do – every marketing campaign, every new product, every sales call.
  2. Be consistent. Every message should tie into the next, using the same voice, tone and feel whether it’s on social media, in a print advertisement or on the radio. Your customers should be able to recognize your brand’s unique voice instantly no matter where they encounter you.
  3. Get your employees on board. There’s no better advocate than your employees. Nurture them, reward them and make them truly grateful to be a part of your movement, and that passion will carry through in all they do.
  4. Know your competition. Be aware of others on the scene, and always stay in the know about their latest products and developments. Understand what place each competitor holds in the industry, as well as how your unique value can set you apart from them.
  5. Foster loyalty. Reward your customers for doing business with you and particularly if they review you, share your products on social media or come back for repeat purchases. Customers want to feel like a valuable part of your brand, so make sure they’re appreciated for all they do.

The most effective aviation brands know who they are, what purpose they serve and the nuances of their audience and competition intimately. Want help doing all this and more? Get in touch with our team of aviation marketing experts today.

 

How to Get Your Team Onboard With Aerospace and Aviation Branding

Aerospace and aviation branding isn’t just an external effort. In fact, good branding actually starts on the inside – with your employees.

You see, if your team isn’t fully onboard with your branding, understanding and believing in it fully, then it’s never going to be effective, no matter how many marketing and advertising dollars you pour into it.

Your employees come up with your marketing strategies, they interface with your customers, they sell your products and they update your website and social media. If they don’t understand your branding or subscribe to it, how can they translate it properly to others? More importantly, how can they get others to buy into something that they themselves don’t believe in?

Customers are very intuitive, and they know when they’re being lied to or bluffed. And in this high-tech day and age, people are looking for full transparency. If they get the sense an employee at any point in the sales cycle isn’t fully onboard with the brand, they have no problem jumping ship and finding another company to buy from – even if it means more time and energy is required.

Do you want to make sure your aerospace and aviation branding is being translated properly? Want to ensure your employees are onboard and promoting that branding as effectively as possible? Here are a few tips to help:

  • Make branding a part of your interviews. If you really want to make sure your team is behind your branding, start from the very beginning – before they’re even hired. Talk to potential employees about what your brand stands for and who it is, and get their feedback on your brand’s persona and values. See if their opinions match up before offering them any sort of permanent employment.
  • Incorporate brand training into your new employee orientations. Don’t just train your employees on the basic processes they need to get through the day, spend time talking to new hires about your organization, what it stands for and what you seek to provide the customer. Show them just what your company is all about, and get them excited about sharing that with the world. That’s where great branding starts.
  • Include your employees in branding and rebranding efforts. When establishing your branding or delving into any rebranding efforts, always include your employees – and not just the C-suite ones, either. Get people from sales, marketing, customer service and every department in your company involved, and make sure you’re looking at the organization as a whole – not just one small part or portion.

Is your team fully onboard with your branding? Do they understand your company values and voice? Do they know how to translate that to the customer? If not, it’s time to make a change. Contact Haley Aerospace Marketing today, and we’ll help make your branding efforts more effective across the board.

 

7 Reasons Your Aviation Brand Should Be at NBAA This Year

The 2019 NBAA Business Aviation Convention & Exhibition (NBAA-BACE) is quickly approaching, and if your brand hasn’t signed up to attend, you might want to hop on it.

This year’s event is going to be jam-packed with valuable sessions, exhibitors, and opportunities. (And, of course, we’ll be there too!)

Are you on the fence about attending NBAA this year? Just need to be convinced a bit? Here are seven reasons to book those tickets now:

1. More than 23,000 aviation professionals will be there.

Over the course of three days, you’ll have the chance to network with more than 23,000 aviation leaders and influencers from all over the world. Another 1,000-plus exhibitors will be on hand showcasing their latest products and services.

2. So will the industry’s top media publications.

You can also get your brand in front of the industry’s top media professionals. Dozens of leading publications have been confirmed for the event, including AIN, Aviation Week, BCA, BART, Vertical, LARA, and many more.

3. View more than 100 aircraft in person.

Get up close and personal with over 100 aircraft right on the showroom floor. Whether you’re looking for new craft to expand your fleet or you’re just curious about the latest technologies and designs, this is a once-a-year opportunity.

4. Further your skills and expertise.

The event boasts courses in aviation leadership, regulatory compliance, risk management, cybersecurity, pilot safety, unmanned aircraft systems, supersonic capabilities, and much, much more. So whatever it is you’re looking to learn more about, you can bet NBAA-BACE covers it.

5. Brush up on industry trends and best practices.

Keep your organization competitive with NBAA’s courses on tax, regulatory & risk management, new product showcase, cybersecurity risk management for flight departments, and more. All sessions are led by industry experts at the top of their fields.

6. There’s fun stuff too.

It’s not all business at NBAA-BACE. Stop by for a game of operator and broker jeopardy, join a coffee social, or take part in a Shark Tank-like pitch session in front of real-life industry pros.

7. It’s in Vegas.

Who couldn’t use a few days’ vacation in sunny Las Vegas? Best of all, the conference is located at the Las Vegas Convention Center. At just two miles off the strip, you’ll be well within striking distance of the town’s top casinos, restaurants, shows, and more.

Will You Be in Vegas?

If you’re planning to attend NBAA-BACE this year (even for just a day or two), shoot me an email. I’d love to meet up, talk industry trends, or discuss how we can take your aviation brand’s marketing and branding efforts to the next level.

 

 

Why Aviation Brands Should Focus on Storytelling

Why Aviation Brands Should Focus on Storytelling | Haley Aerospace Marketing

Technology, B2B, and aerospace brands all have something working against them: They feel unapproachable. Maybe it’s the confusing jargon or the big money involved, or maybe it’s just that customers don’t feel very connected to these brands. Either way, it’s a problem.

Fortunately, it’s one that great storytelling can solve.

How Can Storytelling Help?

Storytelling has a way of humanizing brands – even those you don’t have much in common with. It can make companies feel more approachable, relevant, and current, and it can spark that much-needed sense of connectedness that buyers need to pull the trigger and make that purchase.

In industries that often feel untouchable – aviation and aerospace included – a great story can speak to:

  • Who’s using your products and services
  • What kind of benefits they offer
  • What your values and mission are
  • The impact you’re making in your industry and beyond
  • Your authenticity and honesty
  • Best of all, it does this without any costly advertising or self-serving horn-tooting. Instead, it lets others do the talking for you. It lends clout to your offerings as a business, and it boosts trust in your overall brand.

The Keys to Great Storytelling

You can tell a story through social media posts, blogs, and even your website content. Really, any customer touchpoint is an appropriate place to use storytelling – customer service calls and email messages included.

Just remember: The human element is the most important part, so don’t try to relate to your customers as a business. Instead, use the people who are part of your business as the jumping-off point for your stories.

You can:

  • Recognize team members and employees
  • Highlight customer reviews and testimonials
  • Interview past customers and clients
  • Provide case studies and success stories
  • Show before-and-after transformations
  • Follow your products from purchase to implementation with real-life clients

The goal is to follow the people. What impact are you having on those you serve? What are the experiences of your employees, clients, and customers? How can you relay those experiences and have them resonate with your audience?

Make the Connection

At the end of the day, remember that while you’re a business, you’re a business that’s run by people – and that thread is what connects you to your customers, whether they’re buyers for the U.S. government or the average Joe down the street.

Do you need help making that human connection through your brand’s storytelling? Reach out to Haley Aerospace today. We’re here to help.

 

4 Ways to Build Trust in Your Aviation Brand

Trust plays a critical role in business success nowadays.

Buyers want to know that they’re spending their money wisely, with someone who will deliver on their promises and keep to their word. They want to know that the brand they’re buying from has satisfied past customers and that there are protections in place to ensure they’re equally satisfied too.

In short, they want you to prove yourself.

How do you do that exactly? How can you show new customers you’re worth their trust? How can you prove to existing ones that you deserve to keep it? Here are four ways:

Use social proof.

Social proof can be a great way to build trust with potential clients and leads. Ask your current customers to review you on Yelp, Google, Facebook, and other review sites, and share testimonials on your website and on social media. Show them that past customers trusted you with their business (and that they’re happy they did).

Go unrehearsed.

There’s nothing more inauthentic than being superscripted and rehearsed. It leaves customers wary and skeptical, and it might even turn them off for good. Customers would rather get to know the real business they’re working with, even if that means they’re not 100 percent perfect all the time.

Here are a few ways to get more real with your customers:

  • Try your hand at live videos
  • Let your sales reps go off script and have freer, more organic conversations
  • Use shorthand, emojis, and more casual terms in tweets and on social media
  • Talk about topics that matter to your customers (not just yourself and your products)

The goal is to make customers feel like they know you, the real you, and can trust you with their hard-earned money.

Guarantee value at every touchpoint.

The truth is, most customers could go to 10 other competitors to get the same products and services you offer. If you really want to earn their trust and repeat business, you need to show them why you’re better at every turn. That means giving them something back (not just taking something) each and every time you connect.

On your blog, maybe it’s tips on how to best use their new product or how to improve their business. On email, it could be a discount code or alert about a sale, and on social media, it could just be a funny meme that makes their day. The bottom line is that the customer walks away with something and that you never, ever waste their time.

Solicit feedback.

There’s no better way to earn trust than to ask for feedback. For one, it tells customers you care about their opinion. If you respond to that feedback or even make changes based on it, it also shows you’re legitimately concerned about the services and value they’re receiving as a client.

Try to solicit feedback regularly, at least once quarterly or after every engagement. You can do this with a simple reach-out via email or phone or through an automated survey program. Just make sure you’re prepared to read the responses and act accordingly.

How Trustworthy Is Your Aviation Brand?

What are you doing to build trust in your aviation brand? Want to do more? The Haley Aerospace team can help. Reach out today for a free consult.

 

Common Lead Generation Mistakes: Are You Making Any of Them?

Common Lead Generation Mistakes: Are You Making Any of Them? | Aviation Marketing | Haley Aerospace Marketing

Leads equal sales and sales equal profits. But getting those leads in the first place – especially qualified ones – that’s where the problem lies.

It’s easy to slap an opt-in form on your website and call it “lead generation,” but the truth is, that’s no more effective than a postcard in the mail or an unwanted cold call on someone’s cell phone (i.e., not very effective).

Truly impactful lead generation is a delicate mix of marketing, targeting and timing, and many businesses – too many of them, in fact – get it wrong.

Want to make sure you’re not committing any cardinal sins of lead gen? Here are the most common mistakes we’ve seen in our line of work:

Using a singular landing page.

Landing pages need to be highly targeted and tailored in order to be effective. First and foremost, they should match up with the ad or link that brought the lead in – both in messaging and in intent. They should also coincide with whatever you’re offering for their opt-in. Are you giving away a white paper on fighting customer churn? Then that landing page needs to be all about the struggles of churn – its financial costs, the stress it puts on a company’s resources and team, etc.

Because these pages need to be so targeted, they don’t really work well for multiple campaigns. For the most part, you can pretty much expect to create a new landing page for every campaign, advertisement or promo you launch. It sounds like a hassle, sure, but it’s also the best way to deliver value to the lead – and earn their loyalty in return.

Too-long opt-in forms.

Today’s consumers are busy, and they’re used to lightning-fast speeds when it comes to their online experiences. Expecting someone to fill out a 5-minute form – especially if they have no preestablished relationship with you – is pretty much dooming your lead gen efforts for failure.

Think of the opt-in like a first date – or even a precursor to a first date – for your leads. They’re intrigued, and they want to know more, but they’re not going to give you their address, cell phone number and entire life story just yet. Prove your worth, show them why you’re worth their time, and gradually you can go for the big asks (and the big sales pitches).

Unclear CTAs.

Calls-to-action are the key to snagging the email address, phone number or other opt-in info. Knowing your CTA also helps guide your content, so that it always – at every turn – drives users to completing that action and making that connection.

CTAs should be clear, concise and highly visible on any page you’re driving leads to. They’re especially important on your high-traffic pages – places like your home page, your blog, any viral videos you have, etc. Like your landing pages, they also need to be highly tailored to what the lead is thinking, needing and expecting when they hit your content.

Buying instead of generating your leads.

It can be tempting to buy email lists, but in the end, it almost always hurts more than it helps. If you get flagged for spam (which you likely will, since the users didn’t actually subscribe to your emails!), the more your messages will go straight to spam folders – making them virtually useless and wasteful. On top of this, it also means you’re not connecting with very qualified leads. Those users haven’t shown any interest in your brand thus far, so trying to convert them into a sale? That’s an uphill battle.

You’re better off generating organic leads who actually want and need your services, and then delivering your products as usual. It’s a much easier sell when people actually want what you have to offer!

Forgetting the follow-up.

There’s no point in generating a lead if you’re not going to use it. If someone signed up for your emails or gave you their info, they were at least somewhat interested in what you have to say or offer. Find out what that something is, tap into it and start nurturing that lead until you close the sale. It might take a while, but if you put effort into building the relationship and earning their loyalty, you’ll have a customer for life.

How do you measure up?

Is your aerospace brand making any of these lead generation mistakes? Want help course-correcting and getting back on track? Contact Haley Aerospace today.

 

5 Quick Changes for More Effective Lead Generation

5 Quick Changes for More Effective Lead Generation | Aviation Marketing | Haley Aerospace Marketing

When it comes to your brand’s profitability, your lead generation efforts might just be the most important factor.

After all, more leads equal more sales potential. And more sales? Well, that means more money in the long run.

But lead generation is a tricky beast. It takes a mix of great, valuable content, highly targeted marketing strategies and stellar engagement to master, and few aviation brands have all of these assets (not to mention resources) to handle it all in-house.

Want to start ramping up your lead gen efforts to see better results? Here are a few quick changes you can make:

1. Add your opt-in forms everywhere.

Opt-in forms shouldn’t just be on the footer of your website. You also want them on the sidebar of your blog, embedded in your videos and gating your most coveted content. Make sure you’re asking for enough information to properly sift them into the right funnels too. Your messages will fall on deaf ears if they’re not highly targeted and relevant to the customer’s needs.

2. Leverage your most-seen real estate.

What is it that almost every customer (or potential customer) sees? Is it your email signature? Your Facebook page? The viral video you did a few months back? Make it work for you. Add a link or two to your most relevant, valuable content (maybe a free tool or template), and make sure there’s a way for clients to opt-in or learn more as well. Don’t let these high-traffic assets go unleveraged.

3. Start working with influencers in your industry.

Reach out to movers and shakers in the industry, and ask them smart, timely questions about what’s going on in the space. Weave their quotes into articles or resources (with their permission, of course), publish a full Q&A video or blog post, and retweet their content on Twitter. Not only does associating with these influencers give your brand more clout, but it could also mean added exposure if they share or post your work together with their own followings.

4. Always have a CTA.

Go through your webpages, blogs and other online content. Is there a call to action on every page? If not, there needs to be and fast. Every piece of content should have its own, custom-fit CTA that’s tailored exactly to what the customer is reading (and needing) at that point in time.

CTA options include things like:

* Contacting you for more information
* Downloading a free guide or content offer
* Signing up for your email list for more information/insights
* Liking you on Facebook or following you on Twitter

Just make sure it’s appropriate to the content on the page, and that it gives your brand another way to reach the customer after this initial interaction.

5. Check your analytics after every new effort.

After every one of these changes (or any other new marketing effort you take on), check your analytics. Was traffic up or down? How many opt-ins did you get? How many unsubscribes followed that? Did any sales result from the effort? Try to understand the full impact of the changes you made, and if they weren’t what you were hoping for, tweak your content, creative or targeting and try again. Use your metrics to help you hone a strategy that’s not only effective but lucrative.

Change Is Necessary

If your lead generation efforts aren’t delivering the results your aviation brand needs, then these quick changes can help. Want more advice on improving your lead gen strategy? Contact Haley Aerospace for a free consult today.

Earned Media vs. Paid Media: What’s the Difference (And Does It Matter?)

Earned Media vs. Paid Media: What’s the Difference (And Does It Matter?) | Haley Brand Aerospace

Both earned media and paid media can offer added exposure, more leads and increased sales for your aviation brand – but the two aren’t one and the same.

While both types work together to support your marketing efforts, effective earned and paid media opportunities grow from very different seedlings: the former from your brand’s reputation and influence, and the latter from your pocketbook and advertising know-how.

Cultivating both is key to a 360-degree marketing strategy that works for the long haul.

Paid Media

Paid media is the simpler one. It allows you to pay (via an advertisement, for example) to promote your message, brand or product in a certain space.

Examples of paid media include:

  • Facebook, Instagram, Twitter or LinkedIn ads
  • Magazine placements
  • Paid contributions to publications or websites
  • Google Ads and other search advertising
  • Public or corporate sponsorships

Paid media is a great way to amplify your message, while also being very strategic with who sees that message, where they’re located and how likely they are to become a customer. Paid media is also a great way to gain exposure for your “owned” media — meaning the content, blogs, videos and resources you’ve created internally for your audience.

Earned Media

Earned media, put simply, is media exposure. It’s when a publication, news organization or some other channel with an audience shares your message, products, content or anything to do with your brand. Earned media is especially powerful because it increases your credibility (it’s someone else saying you’re great — not just you tooting your own horn).

Examples of earned media include:

  • Press mentions (including quotes from your team members or mentions of your products)
  • Positive reviews and testimonials on third-party sites
  • Reposts, shares and retweets on social media
  • Shares and emails of your content, blogs, articles, etc.

Earned media is a little harder to come by, as it’s largely out of your control. You can help your case by connecting with well-established voices and influencers in your space. For our clients, that means aviation and aerospace magazines, reporters, trade shows and others within the industry.

Part of your marketing mix should be owned media, your produced content that is shared with your audience. Materials such as a website, blog, social media accounts, collateral and other materials can be used to build your brand image, promote your products and services, and educate your target audience. In addition, owned media can serve as a valuable tool to help rebuild your reputation after a crisis event.

A Three-Pronged Approach

Really, the best marketing strategy is one that combines earned media, paid media and targeted owned media. This allows you to reach potential customers at all points in their buying journey, as well as leverage key influencers and voices in your industry.

Need help crafting your aviation brand’s three-pronged marketing strategy? Haley Aerospace can help. Get in touch today for a free consult!

 

Want Staying Power? Here’s How Aerospace Brands Can Build Long-Term Loyalty

If you’re a true success story, long-term, loyal customers are your bread and butter.

Sure, new, one-time sales are great for cash flow, but they don’t make a thriving, future-proof business.

The key to that lies in loyalty.

Why Does Loyalty Matter?

In a high-dollar industry like aerospace, loyalty makes all the difference. Just one loyal customer could mean billions of dollars in sales – year after year after year.

It’s the gift that just keeps giving.

Loyal customers buy from you again and again, and even better, they’re more willing to increase their orders, try out the latest products, and refer you throughout their network. That means even more sales in the long run.

Unfortunately, like Rome, customer loyalty isn’t built in a day – especially when those customers have big money on the line. Do you need help building loyalty among your aerospace brand’s customers? These tips can help:

  • Make them feel something. According to a study by Facebook, “loyalty is thriving and rooted in emotion.” Loyal customers need to feel like you’re doing more than just going through the motions. They need to feel valued, and they need to feel heard. As the study states, loyal customers “prioritize more emotive and experiential qualities, like trust and service.”
  • Do more. On that same note, always make it a point to overdeliver. Doing the bare minimum isn’t an option if you want long-term business. Why? Because there’s always a competitor out there who will do more, be more, and deliver more – and your customers aren’t afraid to go out there and find them.
  • Think holistically. Go beyond just optimizing your sales and conversion processes, but look at the bigger customer lifecycle. Make sure they get an A-plus experience every step of the way – especially after they’ve put down their hard-earned cash.
  • Follow up and follow up again. You might have gotten the sale, but your work isn’t done just yet. Make it a point to check in with your customers, get feedback, and see if they need help. Show them that you want them to get the most from their purchase (and that they’re not just another notch on your belt.)
  • Customize. Nothing makes a customer feel more unimportant that a cookie-cutter, one-size-fits-all email that isn’t even relevant. Be careful to customize your messaging as much as possible, and avoid automating every touchpoint of the experience. You want some human element in every communication you have.

It sounds like a lot of extra work, but it’s work that can directly translate to more sales, more profits, and more long-term business. Need help building customer loyalty for your aerospace brand? Reach out to Haley Aerospace today.

 

3 Mistakes New Aviation Marketers Make

3 Mistakes New Aviation Marketers Make | Haley Aerospace Marketing

If you’re new to being an aviation marketer, you’ll quickly find that it’s a unique beast.

Not only are we selling high-dollar parts, products and machines, we’re also selling experiences. Doing all of these things take a powerful grasp on both our audience and the values and priorities that matter most to them.

Are you new to the aviation marketing world? Just want to brush up on your skills and make sure you’re on the right track? Here are the biggest mistakes newbie aviation marketers make (and how to avoid them):

Not measuring and tracking

Marketing without metrics is just shooting in the dark. If you want to ensure your strategy is an effective one, it needs to be based in cold, hard data. What areas are you failing in? Where are your efforts working and where is there room for improvement? What past efforts have been successful and what led to their success? Analytics can help you answer all of these questions and more.

It’s not just about watching your analytics, though — it’s about watching the right ones. As with anything, not all metrics are created equal, and if you want to drive more sales and get more clients, you have to watch the metrics that are tied to those numbers — the conversion rates on your content offers, the engagement on your social posts and the leads you keep in the funnel after a trade show. Know what your key performance indicators are and keep a good gauge on them at all times. Let them drive your strategy and move your brand forward.

Skipping social

Many aviation marketers feel social media is a waste of time. Are high-dollar buyers really watching your brand on Facebook? Could a Twitter post really bring a new B2B vendor into the fold? You bet it could. In aviation marketing, it’s all about choosing the right social channels to focus on.

For B2B brands, LinkedIn is king, and Twitter can bring in some healthy sales as well. For B2C organizations, visual platforms like Instagram and Snapchat are great options if you’ve got amazing aviation photography because they really draw people to your brand. (You just have to know how to convert them and turn those leads into a sale after that!)

Marketing to the wrong person

You also need to know who you’re marketing to. If you’re a B2B aviation brand, you’re not marketing to the CEO of a company. Instead, you’re trying to reach a buyer for that brand — someone lower on the totem pole, with less of a financial stake and more to prove. They want you to make them look good and they want you to show them how.

For B2C brands, you need to dive into the psyche and demographics of your target audience. What’s their income level? Do they have kids? What stage of life are they in? What’s important to them and what are their values? These should all play a role in both how you market to them and what venues you use to do it.

Always keep the end-buyer’s unique scenario in mind when crafting your marketing efforts. What are their challenges and struggles? What are their pain points? How can you, specifically, help them solve and overcome them? More importantly, how can you convince them of your abilities and earn their trust?

You’re Not Alone

You don’t have to go it alone in aviation marketing. Our experts are here to help point you in the right direction — both on metrics and on strategy. Contact Haley Aerospace today for help with your 2019 aviation marketing.

 

How to Find (And Connect with) the Best Exhibitors for Your Brand at HELI-EXPO

Overwhelmed at HELI-EXPO? How to Find (And Connect with) the Best Exhibitors for Your Brand | Haley Aerospace Marketing

Next month’s 2019 HAI HELI-EXPO in Atlanta is sure to be an educational, productive and, hopefully, profitable event.

But with more than 700 exhibitors and 18,000 industry pros in attendance, it could also get overwhelming, too.

How do you know where to focus your efforts? What booths to spend your limited time on? Which exhibitors to explore partnerships or business relationships with?

This is the struggle of any modern trade show-goer — but it’s not one without a solution. Want to make sure you spend your time and resources as wisely as possible at this year’s 2019 HAI HELI-EXPO? These tips can help:

Study the exhibitor list ahead of time.

You don’t have to set aside hours to do this but take 30 or so minutes to browse the list and get familiar with at least the categories of exhibitors who will be at the event. Do it while waiting at the airport, when you’re on the plane or even just on the Uber ride over. If any names or booths stand out, jot them down on a notepad or on your phone. Make sure to include the booth number, if it’s available.

Go in with two or three overarching goals.

Having a few larger goals for the event can help you home in on the best exhibitors to spend your time with. Are you looking to for advanced avionics systems to upgrade your aircraft? Are you hoping to find a new distributor or part manufacturer with lower costs? Do you need consulting, marketing or branding assistance? Pick two to three overall goals for your visit and let those guide both the exhibitors you visit and the questions/concerns you bring up when you do.

Divide and conquer.

Instead of touring the expo in pairs or groups, give each member of team individual assignments — either a full hall or a handful of specific booths. Make sure to keep the assignments in their vein of expertise, though. Send your marketing director toward the advertising agencies you’d like to learn more about and send your CTO down the hall with the avionics manufacturers you’re considering. This divide-and-conquer method will help you make the most of your limited time on site.

Don’t get distracted.

It can be easy to get distracted at trade shows — especially ones like 2019 HAI HELI-EXPO that have mind-boggling (and massive) technological and aircraft displays to look at. Try not to spend too much time at these eye-catching displays (or worse, just waiting in line for them), and grab a brochure or flier instead. You can also snap a picture on your phone, so you can go back and check out the displays later on.

Stay tuned to social media.

Be sure to watch HAI’s social media, as well as the hashtag #haiexpo19 on Twitter. Not only can this keep you up to date on the latest happenings at the show, but it can also clue you into new exhibitors and booths you might not have heard of yet.

At the end of the day, it’s important to attend 2019 HAI HELI-EXPO with a plan. Know your goals for the trip, have a handful of must-see exhibitors and use your team to divide and conquer once you arrive. And remember, once you start talking with an exhibitor or vendor, if they don’t have the answers you want, or it doesn’t feel right, move on quickly. Your time is limited and wasting it on an exhibitor with no promise means less time with one who could actually help grow your business.

Want help with your next trade show? Want to learn more about our aviation marketing and branding services? Let’s connect in Atlanta next month. Contact us today to schedule a time.

 

How to Capture (And Nurture) More Leads at Heli-Expo

How to Capture (And Nurture) More Leads at Heli-Expo | Haley Aerospace Marketing

Lead capturing should be the ultimate goal of any trade show exhibitor.

Sure, a splashy booth and an amazing demo will get you some foot traffic, but if those visitors don’t know how to reach you after the fact or, worse yet, you don’t know how to reach them, what’s the point of it all?

Without an adequate lead capturing strategy — not to mention a nurturing one to follow it up — your trade show efforts aren’t just ineffective, they are downright pointless.

Want to make sure you’re well-positioned to capture and nurture valuable leads at 2019 HAI HELI-EXPO next month (or whatever your next trade show may be)? Then make sure to heed these tips:

Make It Easy

The faster and easier you can make your lead capturing process, the more likely visitors will be to do it. Don’t make them fill out an entire page of information by hand. They either won’t do it, or they’ll walk away annoyed (and with a cramping hand to boot). Instead, set up a laptop with a simple form on the screen. Require only the bare minimum of info — their name, company and an email address — items they can type in and enter in under 30 seconds. You can also go the old-school route and set up a box for business cards. This takes little to no effort at all and gives you more information than a basic form would.

Integrate It Into the Booth’s Experience

Your lead capture process shouldn’t be an afterthought. Instead, work it into the overall set-up and experience of your booth. Set up your form at the entrance of your booth and require visitors to sign in before seeing your demo, grabbing a brochure or stepping into your display. At the very least, have the form at your booth’s exit, so visitors who were genuinely interested in your products can give you their info.

Give Them Something Useful and Unique

You want to be able to reach your leads, but you also want them to know how to reach you, too. While a brochure or flyer can be nice, they’re not likely to stand out in the crowd — especially once those visitors arrive home with piles upon piles of them.

Want to make sure they think about your brand and your services after the fact? That they can connect with you when you do come to mind? Then send them home with something useful and unique. Maybe it’s a portable coffee cup with your logo and web address on it, or maybe it’s a set of branded earbuds to use on the plane ride home. Whatever it is, make sure it’s something the visitor will use and that it has some form of contact info on it.

Follow Up Quickly

Within a week of the show, follow up with the leads you captured at the event via email. Make sure to include a short reminder of what your booth (and your business) brought to the show, and then detail any show-related discounts or specials you’re running. You might get some bites and you might also get some unsubscribes. Use this to hone your list.

Assign sales reps to the leads you get responses from, remove the unsubscribes, and put the remaining leads into an email drip campaign. Send them valuable content, tips and guidance over the coming weeks and months, and keep your business top of mind. (You never know when they might need your services.)

The Lead Generating Marathon

Remember, lead generation is a marathon, not a sprint. Think of your booth as the initial starting line — the point where it all begins. It’s not until much later, after you’ve built up trust and delivered value, that the leads become loyal, paying customers.

Need help capturing and nurturing leads at your next trade show? Want help in other areas of marketing? Contact Haley Aerospace today or connect with us at HELI-EXPO next month.

 

Four Aerospace Marketing Trends for 2019

Four Aerospace Marketing Trends for 2019 | Aviation Marketing | Haley Aerospace Marketing

Somehow, 2018 is coming to a close, and it’s already time to start mapping out your marketing budget for the new year.

Do you know what you’ll pour your resources into? What platforms and tools to purchase? Where to augment your staff and what trade shows to send them to?

If not, look to current aerospace marketing trends to guide you. Here’s what our clients have been up to in the past few months — and what we expect to see more of as 2019 plows forward:

1. Customization and personalization.

Today’s consumers expect a more targeted, personalized experience than ever before. No more cookie cutter, catch-all marketing campaigns or vague billboard ads that speak to no one in particular. Now, it’s all about speaking directly to the customer — addressing their exact needs, wants, desires and struggles.

It sounds hard, but thanks to the huge amount of data we marketers have access to, it’s not as far-fetched as it might seem. You just need the right measurement tools (analytics platforms, customer interviewing strategies, polls, surveys, etc.), as well as the right team members to watch that data, analyze it and act on it.

2. Embracing the unique.

Instead of trying to be the best or the most expensive or the most luxe, today’s aerospace brands are focused on being their most unique. Rather than touting their awards and high-profile clients, they’re honing in on what makes their products and services different from their competitors — and then using those differentiators to position their brand for better-qualified customers and B2B partners.

3. Going back to square one.

What made your brand successful in the first place? It might have been 75 years ago, but those same things that made you popular then can make you popular again. Take Disney’s recent reboot marathon lately. Why do you think they’ve taken to re-doing every single animated film the company’s ever made? Because those films were their foundation — the thing that got them where they are today.

When in doubt, go back to square one and look at what brought you here. Sometimes, improving your business doesn’t have to mean a total 180-degree change. Small tweaks and incremental alterations in approach can do wonders.

4. Pushing quality over quantity.

Aerospace customers are discerning ones. They know a cheap Facebook ad from an expensive placement in a trade show booklet or industry magazine. Instead of trying to get “more for less,” pouring all your resources into hundreds of unqualified clicks on Facebook or Google, focus your efforts where you know your customers are — even if it means spending a bit more (or bringing in fewer leads) in the process.

2019 is Almost Here

We understand these aerospace marketing trends and can help you create a winning marketing strategy for your aerobrand in 2019. Contact the team at Haley Aerospace Marketing today.

 

The Power of Keywords…Or Maybe Not

The Power of Keywords — Or Maybe Not | Aerobrand Company | Haley Aerospace Marketing |

So-called “keywords” play a big role in SEO strategy — and sure, they can bring in leads and customers by helping people find your website.

But traditionally used, they’re just not enough to get you the business you want.

The Problem with Certain Keywords

In an overcrowded place like the web, packing your aerobrand website with keyword phrases like “best autopilot device” or “top aviation company” might seem like a good idea. But this strategy often serves up disappointing results.

Think about how many other brands are trying to rank for those common keyword phrases. Then ask yourself, how many of the users searching for those terms are actually looking for your specific products and services?

Probably only a small fraction, right?

Here’s a crazy thought: instead of labeling your aerobrand with broad terms and phrases that might bring in qualified leads, why not include ones that will only bring them in?

I’m talking about brand-specific, nitty-gritty, deep-dive terms — things like “HeliSAS” (perfect for our friends over at Genesys Aerosystems) or “aerial luxury” (a great phrase for AERIA Luxury Interiors).

These are simple, succinct words and phrases that push users directly to what they’re looking for. Ultimately, that means a higher chance of a real conversion or sale and a much more effective use of time, energy and resources, marketing-wise.

What’s Your Word?

Do you have one of these words or phrases you could include, rather than just relying on big-bucket keywords?

Here at Haley Aerospace, our word is aerobrand. It’s a term that works two-fold for us: one, it speaks to our clientele, aerospace and aviation brands. Two, it explains our services, aerospace branding and marketing.

Once you’ve determined your word, you need to own it. Use it in marketing materials, in blogs and on social media. Work it into your tagline, motto and even email signature. Be known for something uniquely you — something other companies can’t touch and something your future customers will seek out specifically from your brand.

Need help determining a unique search term for your aerobrand? Let us help. Contact Haley Aerospace Marketing today.