Marketing has always been a part of the business world, as it helps to ensure that companies can keep in touch with their client base. The introduction of digital technology has revolutionized the way that businesses do marketing, as companies are able to enjoy a wider reach.
Technology has even birthed another form of business entirely. A growing number of online businesses are joining the market, taking advantage of the fact that they can cut down their costs by not having to own a retail storefront or hire salespeople. Of course, proper digital marketing is crucial to the success of any business online. To be more precise, it’s the best way to strengthen your branding efforts by increasing your reach and brand recognition.
Therefore, it’s imperative that companies learn how to implement an effective digital marketing strategy for their business model. With that said, here’s our concise guide on how to improve your branding efforts through digital marketing:
Why is branding so important?
The field of marketing has changed drastically within the past several years, as businesses are competing against each other on more than just the merits of their products. As you can see, there aren’t very many companies in this day and age that spell out exactly what their products do on their advertisements.
This type of marketing has been rendered obsolete. Customers today are looking for more value from the products and services that they guy, so it’s up to the manufacturers and service providers to give consumers what they want. This is the basis of how branding works — it’s the process of providing the business with a character, story, and identity. When people feel connected to something on a deeper level, they will be more likely to become a loyal customer of those brands.
Think about Apple, for example. This company boasts a strong brand that is known for innovation, ease of usage, and a heavy emphasis on the human factor side of product design. They have maintained this brand identity for over a decade and it has worked very well for them.
Now that you understand how important branding is, let’s get to how you can improve your business with branding efforts through digital marketing. Here are five tips on how to run a successful branding campaign:
1. Have a long-term goal from the get-go
You need to have a clear goal for whatever you’re trying to do before you launch a campaign, as that will provide a long-term direction for you to follow. This will ensure that everyone has a clear idea on what to do throughout the whole process. A long-term goal not only helps to increase your ROI but will help you to figure out a sustainable way to approach your company’s branding in the future.
2. Invest in market research
One of the most crucial elements of a branding effort is to know who your audience is and to target the right group. Regardless of how well-designed your branding campaign is, it won’t do anything for you if you target the wrong group. For example, if you’re a tech startup, your target audience should be millennials who are interested in innovation and tech solutions. If you target the older generation, they may not be too interested in what you have to offer, which means that your budget may go to waste. You want to find a group with a pain point that you can solve and make them your main target group.
3. Put heavy emphasis on UX/UI design
Another crucial element of a branding campaign that you have to consider is the user experience and user interface design of the overall brand. This is the element that helps to solidify your brand, as people will have something that they can connect to on a more personal level. Plus, by having a well-designed and well-optimized website, you will make your brand more recognizable. This will help you to maintain customer loyalty.
4. Prioritize SEO work
Search engines are primary tools for research nowadays, so if you can increase your rankings on SERPs, you will be able to increase the credibility and authority of your brand in the industry. If your website doesn’t exist on the first couple of SERPs nowadays, your site barely has a presence in the industry that you’re a part of. You need to make sure that the SEO elements of your website are done correctly to ensure that your site ranks well. That being said, you shouldn’t forget the importance of user satisfaction, as these two elements go hand in hand with one another.
5. Be consistent
When it comes to branding, you need to maintain the same concept in every part of the business, from the voice and the visual element to the quality of service. This will help the audience and customer base to know what to expect from your brand, which will help to imprint a positive brand identity into their minds. The next time they hear the name of your brand or see the logo, they will already have an idea of what your business stands for. This is the ultimate goal for every branding effort.
If you’re looking for a digital marketing agency in Cambridge, Orange Squash Agency is your best option. Get in touch with us today to see how we can help.