Today’s consumers are hyper-connected. Thanks to new digital tools, brands can reach customers at any time and from anywhere. That’s why it’s more important than ever for brands to create a strategy that keeps pace with this fast-moving world. After all, if your brand isn’t visible enough or accessible enough, how can you expect people to trust it or connect with it? On top of that, an effective digital marketing strategy helps build brand awareness and drive conversions. No matter what segment you belong to—whether you sell home appliances, cars, electronics accessories or funeral services—you need to have a strategy in place to succeed in today’s digital environment.
Focus on the Right Metrics
Every business aims to achieve a specific goal with its marketing strategy. Whether you want to increase brand awareness, generate more leads, grow your online sales, or increase your social media following, you’ll want to measure your progress and determine what works best. When you know where you are, you can assess your progress toward your goal and determine if you need to make adjustments. You can choose from a variety of metrics to measure your success. Some businesses track the number of website visitors, while others track the number of email subscribers, or likes and shares on social media. Which metrics are most important depends on your business goals. For example, if you have a physical retail location, the most important metric might be foot traffic. You can also track other metrics like sales, leads, and the number of new customers who walk into your store.
Create Brand Awareness Through Paid and Organic Marketing
A major strategy for building brand awareness is through paid and organic marketing. When you include paid marketing channels as part of your overall strategy, you create a bridge between your brand and your audience. Through paid channels, you can test new ideas, refine your message, and gauge consumer response. This allows you to continually improve your brand’s presence. If you opt for organic marketing, you can use your website and other digital channels to drive traffic to your brick-and-mortar stores. While you are at it, you can also encourage people to visit your virtual storefronts, such as your corporate website, email, and social media channels.
By doing so, you can learn what types of content get the most attention from your customers. You can experiment with different headlines, images, and other types of content to discover what resonates the most with your target audience. You can also test different types of paid advertisements on different media, such as Facebook ads, Google ads, or ads on Reddit or another social media channel. This allows you to learn which ads receive the most click-throughs, how many impressions your ad receives, and how much your ad costs per click. This data helps you to optimize your paid media and media spend to reduce costs while increasing your brand awareness.
Use Reputation Management Tactics
Brand reputation management tactics can help improve your overall public image and can help you boost trust. One of the best ways to do this is to engage in an active dialogue with your customers. You can respond to reviews, comments, and other public statements on your channels or blog. You can also create a dedicated customer service team to handle inbound inquiries. Company culture is a huge factor in building brand trust. Make sure your employees and executives live up to the brand’s values. If you find a way to showcase your human side, people will appreciate it. They will feel more connected to you and your brand, and they will be more likely to spread the word about your company.
Provide Value-Added Services
Another great way to boost your brand trust is to provide value-added services. This can include free trials, a guest blog series, or a free e-book. You can use a blog post series as an opportunity to educate your readers on how they can use the product or service you offer (see Chapter 3). For example, you could write five blog posts on how people can use your product or service in different ways. Another option is a free e-book that explains how someone can use your product or service in different ways. If you provide value-added services, people will be more likely to trust that you are doing what you say you’re going to do.
Release New Products
The best way for marketers to build brand trust is by releasing new products. That’s because if they are providing value-added services, they will want to continue to provide value in the future. If they don’t, people might not even bother trying their products again. You can use this to your advantage by releasing new products or services that are related to your brand or product. For example, if you’re a software company and you release an iPhone app that you know people will love, then people will be more likely to trust your product, especially if it’s related to what you do.
Distinguish your Brand from Competitors with Video Marketing
Video marketing is becoming more and more essential to building brand awareness and attracting new customers. People are spending more time online than ever before, and if your brand isn’t visible, you can lose potential customers. In order to stand out, you need to use video platforms like Google, Facebook, or YouTube to boost your brand’s visibility. You can use video to introduce your products or explain the benefits of your business. You can also use video to solve common customer problems.
Build Customer Loyalty With Events and Up-selling/Down-selling
The more your brand is associated with experiences, the more likely your customers are to stay loyal. This is especially true for brands in the eCommerce space. If you stage an event that customers want to attend, it can boost brand awareness and boost sales. It can also increase customer loyalty by reinforcing the brand’s values. If you are selling products that come with additional benefits, you can use these extra benefits to up-sell customers. Alternatively, you can use them to waive shipping fees or offer free products in exchange for customer feedback.
Help Consumers Find You When They Need You Most
Digital marketing’s biggest challenge is that consumers have so many options. With so many brands vying for their business, it can be challenging to gain a loyal following. To increase brand recall, you must actively participate in social media conversations, respond to posts, and comment on other people’s content. You can also use social media tools like Facebook’s Live feature to interact with customers live.
Conclusion
So many marketing channels available, it can be difficult to find the right ones for your brand. The right strategy in place, you can create an effective digital marketing strategy that will help boost brand awareness and drive conversions. With all these strategies, you can ensure your brand is as visible as possible, generate brand loyalty, and find new customers when they are most likely to use your product. With professional digital marketing agency, you can engage more with your customers and build brand recall, all from the safety and comfort of your home.