Maintaining a strong brand identity that lets customers know your company’s goals and passions is key to building a successful business. Indeed, a brand that appears to know its customers and is consistent across a number of channels will build strong relationships with its clients and make a name for itself in a given sector.
However, whilst many marketers are well-versed in all things digital, implementing a digital marketing strategy that aligns with a broader brand strategy can often prove problematic. With so many different channels and elements to think about when constructing a digital strategy, it can be easy to lose sight of your organisation’s ultimate goals. As such, we’ve put together a few tips to help you stay on-brand:
1. Think carefully before every single online post
One of the great things about digital technology is that it allows companies to get in contact with customers quickly and easily. However, it has also allowed the boundaries between customers and businesses to become blurred, and it can be easy to send out a misjudged message on social media. Indeed, while social media posts may seem fairly trivial and innocuous in the grand scheme of your marketing plan, they have the potential to ruin a brand’s reputation.
To avoid this sort of online disaster, ensure that all employees with access to your brand’s social media channels are given brand guidelines about replying on social media. You want to make sure your social media ‘voice’ is consistent across channels and that replies to customers are conducted in a respectful and appropriate manner. Of course, the main rule of thumb should be to think very carefully before every single post.
2. Know who you’re reaching out to
A successful digital marketing strategy requires knowing who you are reaching out to through different digital media. For example, customers who read blogs on your site constitute a different demographic from those who engage with your brand through Facebook or, indeed, LinkedIn.
One of the trickiest things for marketers to do in this situation is to align your company’s voice to both the brand and the channel. To go about doing this, it is best to start with the basics and establish all the demographic information you know about the customers you hope to target such as age, gender, or occupation. From there, you can start to dig deeper and look for the problems to address for your target audience. This can then be stratified into different digital channels. Ask yourself what the Facebook user is looking for from their digital engagement, that differs from the reader of long-form content.
3. Ensure your graphics and logo are consistent
This may seem like an obvious point but it is amazing how many brands ignore the need to keep consistent visual branding across sites and channels. For example, a general rule for social media is that every profile picture should be a version of the company logo, and should be consistent across every channel.
Are you looking to maximise your digital marketing strategy? At vLinkD we are committed to helping our clients manage their brand and implement strong digital strategies. Get in touch with us today to find out more – we’d be delighted to chat with you!