Digital marketing can strengthen your Brand Experience (BX) by connecting you to your customers, promoting your products/services, and establishing brand authority. However, each digital marketing channel can be used differently in order to fit within your customer’s journey and create a positive Brand Experience. Researching your brand competitors and defining your target audience are both necessary first steps to creating your digital marketing strategy. With established goals in mind, use your research to strategize a plan for content marketing, media distribution, and customer engagement.
Social Media
Social media has emerged as a digital marketing channel that won’t be going away any time soon. In fact, social media marketing can help you connect with your audience, raise brand awareness, and generate sales. But not all social media platforms are made the same. Brands deciding to use social media will need to research the platforms that are best suited to their business, as different channels have different audiences that may or may not make sense for your business to market toward.
Each platform has a different type of content/audience, which can influence your presence. Twitter is a more casual, copy-based feed that can be used to highlight your brand’s personality, or even provide regular updates regarding company news. LinkedIn is more of a professional platform best used for publishing high-value content that generates discussion, as well as networking with other industry professionals. Instagram is ideal for brands, individuals, and businesses that are looking to have fun and create a visual identity. And Facebook can be a hub for sharing all sorts of brand-related news, promoting events/deals, and keeping your community engaged through discussion.
Email Marketing
For effective email marketing, you need to understand who your target audience is. Email marketing provides you a direct channel for communicating with prospects and customers. When building an effective email marketing strategy, you’ll need to consider what information your audience values and how you can push them toward action. Emails are great for marketing promotions, updating your audience on events, and engaging your audience with branded blogs. Before you create an email strategy, establish goals regarding what you hope to accomplish by reaching your target audience. Once you begin implementation, refine your efforts by paying attention to the analytics and user behavior to inform your content creation.
Paid Advertisements
An established target audience and clear marketing goals drive successful paid advertising campaigns. We recommend a combination of social media advertising as well as PPC for most businesses looking to generate leads.
Social media advertising is a direct way to reach new and old audiences, raise brand awareness, and generate new leads. While nearly all social media platforms offer advertising options, it’s best to understand which platforms are most popular among your target audience. This will help you identify the right channel to reach your audience.
On the other hand, Google Ads is an effective platform to target new audiences and raise brand awareness. Google provides several different options for businesses looking to advertise. Mainly reliant on keyword research, brands can choose what searches their ads appear under through search engine optimization (SEO).
Blogs
Blogging is an important part of your digital marketing strategy and search engine optimization (SEO). Blogs help generate traffic to your website by building your ranking in search engines, making it more likely that your website appears when a potential prospect searches an industry specific topic. Consistent blog posts can also help your brand establish authority and credibility within your industry.
Summary
Regardless of what platform you utilize for your digital marketing strategy, there are a few key takeaways that will guarantee fulfillment of your goals. Building brand awareness starts with finding your target audience, and identifying the right channels to reach them, whether that be social media, blogging, or email. After you do that, you need brand messaging that speaks to their values, attracts their attention, and creates a need. Once you got that, start a discussion and make the sale!
If you need assistance in developing an effective, targeted digital marketing strategy, contact us today!
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