17 Jan 5 Sure Ways to Improve Your Online Branding Efforts
The online market has grown exponentially within the last decade. And for a good reason!
Online purchasing is now incredibly convenient, delivery is fast, and more products than ever are available online.
If you want to have your brand stand out, you have to be on top of your game.
Do you know simple, actionable ways to keep your brand ahead of the competition?
Are you working on adding more ways for your products and services to be found online?
In this article, we share five online branding tips that you can use today:
1. Do market research
Many people think that branding is about how your business looks. The logo, the website colors, the fonts.
Yes, eventually, these may play a role in building a strong presence online. But most businesses jump into brand visual makeover too soon.
In reality, online branding has more to do with the audience than anything else.
Start by focusing on your brand identity. Which is the combination of your company’s culture and how your ideal audience interprets your messages from you.
That takes us back to the audience and market research.
There are many online tools to help you learn about your audience and competition.
You can go as simple as using Google and Social Media Profiles (Facebook, Instagram, LinkedIn, Twitter) of your competition to see what is working for them.
Look at the Niche Networks (e.g. Nextdoor for local businesses) or Online Forums (like Reddit and Quora) to better understand the problems and questions your audience is asking.
You can also use some of the competition spying tools, like SpyFu, BuzzSumo and SEMRush to see what types of content and messages are trending.
Once you find out everything you can about your customers, you can move to crafting a brand identity strategy.
2. Create a brand identity
A brand won’t be a brand if it doesn’t conduct itself in a memorable and interesting way. This is why it’s important to give the brand a personality and a unique voice .
Make sure that people can remember who you are and how you communicate.
It’s a lot easier to connect with people when you have a distinct voice compared to if you sounded like a robot.
Some of the key elements of your brand identity include:
Your Message: Make it clear, compelling, benefits-focused.
Your Key Themes: Determine the main topics and themes your brand will be focused on. Keep this list short and specific.
Your Voice: Do you want to be friendly and informal or formal and to the point.
Always test your messages, themes and voice before locking down on these.
3. Be Consistent
Digital marketing is all about consistency.
Some of it is in how your brand comes across online. A written down brand identity statement will help with that.
It also requires consistency in your external activities: content creation, promotion, email communication, etc.
Determine your goals and success metrics first.
Then, look at your Key Performance Indicators (KPIs) to track your performance on a regular basis.
Tweak your strategy based on what is or is not working.
Some of the simple ways to stay consistent in your communication:
Create editorial calendar for content creation – it is more important to be consistent that to create a lot of content. Creating one video blog a month will help you more than going dark after one week of daily blogging.
Write down sound-bites, themes and keywords – integrate them into ALL forms of communication (email, social media, offline talks)
Outline social media calendar – use online scheduling tools to create a regular rhythm of communication on your social media profiles.
Schedule ongoing promotional activities – plan out your ads, your email sequences, and other communication.
There’s no brand without an audience. Your goal is to maintain the attention of your existing audience while gathering new ones.
Even if you are just starting your branding efforts and do not have a well-developed strategy, you can still build connection by curating content.
4. Be mindful of user experience
Consumers have a ton of choices nowadays. Your goal is to find things that will set you apart from the competition.
User experience design is one of the best ways to do this. It does not have to be complex:
Ease of Navigation: Make your website and landing pages easy to navigate and remove all of the unnecessary elements (plugins, links, calls to actions).
Contact Information: Make it easy for potential clients to reach out to you. Integrating online chat and messenger options is very popular with the consumers.
Create a buyer experience: You want your users to engaged with your brand at deeper, more meaningful levels. Think about their buyer journey and use tools (like Click Funnels and ConvertKit) to gently lead them to the next step.
5. Grow your brand through social media
People want to know what you have going on with your brand.
That’s why it’s so important to develop a social media strategy to connect with the audience.
Social Media allows you to position your brand, establish brand identity, test your messaging strategy and much more.
In addition to regularly posting content across your social media profiles, make sure to actively build and engage your audience.
If you have already tried a DIY Social Media and ready to take it to the next level, a social media management team can be your answer.
They can maintain your brand’s voice, interact with the audience on your social media page, and answer any inquiries that may be sent via DMs.
Building your brand online does not have to be a rocket science (neither does it require you to become a social media expert!). It does require some planning and market research, consistency and focus on your audience. Take each of these steps one at a time, implement in your business and track what works for you.
Need help with your online branding, social media or Ads? Schedule a FREE intro strategy call. We’ve helped hundreds of businesses grow their presence and revenue online – we’d love to see if we can help YOU!