- Are you the owner of a newly launched brand?
- Are you looking for the right way to market it online?
- Are you open to suggestions?
If you answered yes to any of the questions that we just asked, then worry no more because you have landed in the right place.
We are currently well into the digital age. Google Analytics allows us to track the conversion rate of virtually every little move we make on our website. And as Facebook Ads practically allow us to bid for our leads, the value of more traditional branding has seemingly lost some of its luster. Instead, data driven statistics, like conversion rates, have essentially become a number-crunching game where the higher the figures, the more successful a campaign appears. However, marketers agree that notwithstanding the evolution of pure technological advancements, organic branding will always play a role in how and why a brand stands out.
According to statistics published on SmallBizGenius, promoting a brand consistently across all platforms can increase overall revenue by an estimated 25%. In this way, organic branding conducted right from the outset is a productive way to market your business online.
7 Considerations in a Digital Branding Campaign
1. Deciding on a Marketing Strategy
Initially, it is crucial that you establish the corporate marketing strategy. Whether you want to build from scratch, rebrand, or market through a given social media platform, a fixed marketing approach provides and essential path to effectively move forward. Depending on what product you are launching or what service you are providing, a defined marketing strategy will align your brand’s objective with that of your audience as well as to afford you with a clear perspective to work from.
2. Content Marketing
From blogs, videos, podcasts and the like, content marketing is a great way to build your brand from scratch through any platform. Businesses use this strategy as a potential win-win in that it encourages customers to first engage with products and services and then allows the developer an opportunity to measure audience response. Content can create and enhance the virtual shelf life of your products and services by initially creating a connection on a personal level and then deepening the audience’s relationship with your brand with new content over time.
3. Passive Marketing
In most instances, content marketing is your link to the world and needs constant nurturing. But occasionally, it can exist with little additional care. Like a brochure, it can also settle and take its place on whichever platform it is published and organically allows customers to view and engage with it. It doesn’t necessarily require constant worry and concern. You can update your message after a season or a marketing period, and continue to monitor response. Passive marketing, if done correctly, plays in your favor for a more extended time period than any other marketing that would require freshening up every now and then.
4. Work on Your SEO
Search engine optimization is one of the keys to online branding, marketing, and advertising. Without incorporating SEO into your branding campaign, you cannot expect to achieve even the most basic of objectives. Google has updated its ranking ways. Now, it is not only about specific keywords to make your content searchable or rank higher on SERP, but it’s also about aiming to get the advertisement block on top of any relatable search. Or for the featured snippet section to know that your SEO is working. Ranking lower doesn’t necessarily mean that your SEO is not working completely, but instead, implies the need for improvement of other aspects such as lowering bounce rate or getting inbound links from other sites.
5. Social Media Marketing
According to a survey conducted by Crowd Writer, 61% of viewers said that they would be more likely to buy from a company that has an active online presence. Having a strong online presence validates both your brand and your ability to engage with the targeted audience. Social media marketing, in turn reinforces the brand. A strong brand appeals to and attracts your audience , which is then sufficiently captivated as indicated by its attentiveness and feedback.
6. Email Marketing Campaigns
Extremely effective as a marketing tool, traditional email marketing also offers great branding potential. First and foremost, you are engaging with your customers one-on-one. Many companies consider email a dinosaur, but what they don’t realize is that email marketing drives the most conversions even to this day. With every email received, with every offer conversion, your audience is deepening its attachment with your brand.
7. Take Feedback
Lastly, deeply value your customers’ feedback. Double down on content receiving the best feedback and either strengthen the message or minimize the focus in areas met with only tepid or negative response. The customer is still king. Whatever branding or marketing efforts you are doing are for them to begin with, so why not prioritize their opinions?
A diligent and carefully maintained branding campaign pays huge dividends. Your audience can be your harshest critic, but when your campaign works there’s nothing like a digital standing ovation!