Capital Club Digital Strategies That Drive Success in Family Businesses with Travis Coley
Whatever digital experience you're creating for your end users, make sure it is as efficient as possible. In this episode, Travis Coley, the Managing Director at Whitepenny, shares his insight on the current talent war taking place and how it is forcing businesses to rethink their branding strategies. He explains how family-owned businesses can remain competitive and attract top talent, as well as why digital marketing is essential for creating a unified customer experience across multiple channels. Tune in now to learn more about what you need to create the best digital experiences!
Leaning on two decades of strategic planning and corporate finance experience, Travis helps advise clients through the lens of gaining a strategic advantage, growth, capital investment, and brand as an asset. He partners with clients to define brand strategy and establish a differentiated market position.
[00:01 - 11:45] Opening Segment
- Family-owned and multi-gen businesses need to rethink their brand strategy
- Focusing on both external and internal audiences
- Businesses and business leaders need to become content creators
- The wealth transfer and leadership transition from Gen X to millennials
- How to create a website that goes beyond a digital catalog
[11:46 - 24:14] Understanding Digital Strategies to Drive Outcomes
- How to leverage technology, branding, and marketing for success
- Focus on creating digital experiences for end users
- Modes of building relationships have changed
- Questions to ask when vetting a digital vendor/partner
- Leveraging family businesses' stories into the digital atmosphere
[24:15 - 34:27] Closing Segment
- Best practices for auditing, iterating, and AB testing digital experiences
- Consumers don't want choice, they want confidence in making the right choice
- Removing unnecessary activity or hops from the customer journey is key
Want to connect with Travis? Email him at tcoley@whitepenny.com, or follow him on LinkedIn!
Resources Mentioned:
Key Quotes:
“You have to work just as hard now, and be just as effective at branding yourself internally to continue to retain your best talent.” - Travis Coley
“Branding is really about creating a differentiating position in the marketplace.” - Travis Coley
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