In a competitive marketplace where analytics and conversion rates rank high among digital marketing tools, many businesses put the idea of branding on the back burner. Because it’s a relatively slow process, traditional branding is often overlooked in favor of the instant-gratification of PPC campaigns, Facebook ads, and AdWords. Establishing a brand can sometimes be accomplished in just months…but in many cases, an effective brand can take years to develop.
As a critical marketing strategy that creates measurable results over time, downplaying the importance of your business’s brand is a big mistake. Take a look at our most valuable tips to help establish, expand, and empower your digital brand’s presence:
Leverage content to develop authority in your industry
These days, it’s no secret that content is crucial to any digital marketing strategy worth its salt. Video has risen to the top as a content leader, and blog posts are still the method of choice when it comes to establishing your brand’s voice through writing: the key is to keep the content high-quality, engaging, and authoritative.
Another great way to define your brand and establish authority is to publish free informational content designed to educate and assist your customers without directly selling to them. This type of content can have a positive effect on your SEO efforts by increasing page views, links, and long-term visibility.
Use social media to promote your content
No matter how much amazing content you publish on your website—it won’t do you any good if no one can find it. Utilizing social media ad campaigns can help with promotional efforts by streamlining your target audience and expanding your content’s reach. For example, Facebook allows you to aim for groups who “like” companies and products similar to yours, and Twitter offers the option to target a specific brand or influencer’s followers.
Maintain content that resonates with your brand voice
Effective branding relies on consistency, and keeping your content in line with your brand image is a critical step toward forging a meaningful connection with your audience. Focus on publishing content that’s consistent with your brand’s subject matter, image, and tone of voice.
Concentrate your efforts on branding over conversion rates
With the massive amount of fast-acting digital marketing tools available today, it may be tempting to focus on short-term metrics rather than long-term effectiveness in evaluating your branding campaign’s ROI. Many businesses make the mistake of initially strategizing with the intention of strengthening their brand—only to compromise those efforts by redirecting the campaign strictly on boosting conversion rates and return-on-ad-spend (ROAS) metrics.
Rather than trying to push a product or conversion in the effort to strengthen your brand, focus instead on associating the brand with a specific feeling, a sense of nostalgia, or reliable solution. This isn’t to say that those digital marketing metrics should be ignored—but they should be evaluated separately from your branding strategy. After all, branding’s real value and ROI can only be accurately measured over the long term.