When businesses are creating websites or running social media accounts they often set a range of targets. They may want to drive as much traffic as possible to their website and ensure that a large proportion of those visitors become conversions. While these are noble goals in themselves, they don’t get to the heart of what a website or a broader social media presence is really all about.
How does your website, social media and email marketing communicate what your business is all about and what makes it different?
Increasing traffic to your website can be pointless if visitors don’t engage with your content and that content doesn’t communicate something important about your brand.
Turning visitors into conversions is more than just a numbers game. If you don’t think about the role branding can play in your digital marketing then you might be missing out.
What is digital branding?
As with other areas of branding, digital branding is all about the value of your business, what motivates and frames what you do, and then communicating those values to your website visitors.
It’s not just about the visual identity of your website and the technical aspects that go towards creating an engaging and accessible website. Rather, it’s about understanding the ‘value offering’ of your business and communicating that with your website and the rest of your digital presence.
It concerns how you design and build your brand online through your website, apps, social media, video and other online content. It combines aspects of digital marketing and internet branding to develop a coherent online brand.
Why is digital branding important?
A coherent and robust approach to digital branding can help to foster customer engagement and loyalty. It helps them to feel personally involved with a company or product, which, in turn, helps to foster relationships with users. You can speak directly with your consumers through day to day interaction on platforms where they’re already present.
Increasingly, a company’s online presence is the principal mode by which potential customers will encounter new brands. Digital branding helps you identify and focus on your online audience, through the targeting of specific groups of customers.
Digital branding helps customers to build stronger connections with your brand, particularly when you’re using channels that they also use to keep in touch with family and friends. By being personal and meaningful you can convert one-time customers into brand loyalists and advocates.
The core of digital branding is more effective communication between a company and its customers. It can be as straightforward as making it easier for customers to locate the information they need on your website, and by improving customer service.
A brand that isn’t accessible is soon forgotten about. A strong digital brand means that your company is always available and can even be carried in the palm of a customer’s hand.
What does good digital branding consist of?
You might be wondering how you get started with digital branding?
While there are a wide range of activities that can form a part of your digital branding strategy, there are a few key components that you should try to ensure are in place.
Increasingly, your website is your storefront. It will be the first point of contact for people searching for the products and services you offer. Focus on makes your brand unique, and what is it about that first contact that will make them want to know more. Your website should encourage people to follow your social media channels, where you can have a more immediate means of communication with them. Email marketing, online marketing and a considered content strategy should also play a part.
Underpinning all of your digital communication strategies is brand messaging. What do you do, what do you stand for, and why do you matter? It’s this that ties everything together, creating a consistent and immersive experience for your customers and potential customers.
How will digital branding help your business?
Digital branding will give your marketing much greater cohesion and direction. It can help to frame the direction of your company overall, creating a tangible brand that people can relate to and feel loyalty towards.
It helps you target the customers who will be most receptive to what you have to offer.