You already offer quality products, have customers, and invest in digital marketing.
So, why should you brand your business?
Branding is important because it helps you stand out among similar businesses in your niche and increases your industry authority.
It builds trust with your audience, inspires their loyalty, and turns them into brand advocates.
1. Create buyer personas
Here is how to boost your brand through digital marketing.
Start by collecting customer data – conduct online surveys, create social media polls, share quizzes, ask questions via chatbots, track their conversations on social, analyze data gathered by your sales and marketing teams.
Once you collect this data, you need to segment your audiences based on their preferences and create detailed buyer personas.
A buyer persona is a semi-fictional representation of your typical customer. It should include your customers’ demographic data, such as gender, location, family status, education, finances, occupation, etc.
These are essential information pieces you should know about your customers.
Next, to tailor your brand to their needs and expectations, you need to focus on their psychographic data, like their hobbies, interests, preferences, buying habits, fears, common problems they face.
2. Invest in brand consistency
Remember that, in the digital sphere, it takes between 7 and 8 touches with your brand, a customer wants to connect with your brand. They will research your products, goals, and story to see whether you share their values.
And, you want to make your brand memorable to them. Therefore, just because you’re using a bunch of digital platforms and creating content doesn’t mean you will create a brand.
Let’s get back to a simple definition of branding – this is a set of practices that helps you deliver consistent user experiences and make your business memorable. So, no matter if it’s your tone of voice or brand colors, once you choose your brand features, you need to use them consistently.
For starters, follow a detailed written branding guide. As you brand your company across different digital channels, you need to create a clear guide that will include:
- The creation of logo – its size, placement, and alterations across different channels
- Brand slogans
- Typography and its use across different marketing channels
- Font sizes on different platforms for headings, subheadings, body text
- Main colors and the color palette
- The tone of voice and the overall language style
- Animation and video styles
- Photo styles- filters, image formats, sizes, etc.
- Preferable outreach tactics and channels
- Calls to action
3. Build trust through blogging
When done right, blogging turns into a powerful branding weapon that will gain customers’ trust and help you position yourself as a credible industry player.
Your content should be fresh, relevant, and authentic.
Most importantly, it should solve your audience’s problems and teach them something new.
There are different content formats that can work for your audiences, including blog articles, infographics, video content, animations. Some content formats, such as comprehensive guides, whitepapers, ebooks, or case studies can also serve as powerful lead magnets – PDF files your customers can download in exchange for their email address.
Apart from producing quality content for your site, you should also contribute to quality sites in your industry.
Similar to your website content, your guest articles should also be high-quality and insightful. Sure, they need to be adapted to the specific needs of the host website and their audiences.
Also, be mindful of the quality of the blog you’re collaborating with.
Online Marketing Gurus, Melbourne SEO agency claims in their recent SEO guide that the quality and relevancy of a backlink are crucial for your rankings.
Always choose sites with high rankings and Domain Authority, as well as those that target the same audience groups, produce quality content, and have high engagement rates. Guest blogging remains one of the most effective ways to increase your rankings, maximize your reach, and brand yourself as a reputable online resource.
4. Provide omnichannel customer support
With the rise of mobile devices, AI, and voice search, your customers’ demands are now significantly higher.
Today, they’re not satisfied with occasional customer satisfaction surveys and communicating with brands via email. They want to communicate with you just like they interact with their friends – via multiple platforms, in real-time.
In other words, they want you to provide active and personalized customer support across every online channel they use.
Make contact information prominent on your site
Make sure your email address and social accounts are easily visible from your website. Add a phone number and let your customers call you directly from their phones, without having to leave your website. Implement a brief contact form for those that don’t want to waste their time sending emails.
Provide a self-service option
Consider the rising number of customers prefer self-service over chatting with your customer support representatives. Create a solid FAQ page and knowledge base that will help customers find the right answers faster.
Apart from your website, using a chatbot on Facebook is a must. This is a great opportunity to increase customer engagement and build their satisfaction with your brand. For example, Sephora uses chatbots to ask customers relevant questions and provide personalized product recommendations 24/7.
What people love about it is the fact that this brand really appreciates its customers. For example, they have thousands of followers on Facebook and Twitter and, yet, they reply to their questions fast.
Above all, they use customer feedback to improve their brand presence and increase user experiences.
Fortunately, you don’t need to track brand mentions manually. Social listening tools like Buffer, Mention, and Hootsuite can help you here.
Create targeted email campaigns
Email marketing remains a significant part of your digital branding strategy.
It feels personal and friendly, especially if the content you send is relevant and valuable to your audiences. This is why you need to segment your email list.
In other words, you need to segment your leads by their location, preferences, buying habits, gender, etc. and provide targeted user experiences.
Just investing in digital marketing is not enough. To build an authoritative and recognizable brand, you need to plan your every move and use your channels consistently to provide users with seamless experiences at every touchpoint. Follow these simple tips to maximize brand awareness and evoke positive emotions in your customers.
Author Bio: Keith Coppersmith is a business and marketing expert who has experienced both the rise and fall of many businesses. As a regular contributor at BizzmarkBlog, he enjoys writing and providing insight into the marketing industry based on both practice and theory.