“Digital Marketing” may sound like a fancy marketing term, but it basically means using digital spaces (like websites, social media, and email) to promote and communicate with customers about your business. The main purpose of digital marketing is to gain brand loyalty, so when a customer encounters your brand in a new way, they have a mental connection to you.
If you’re looking to brand your business, you’re in the right place. Let’s look at 10 ways that you can use digital marketing to make your business stand out.
Build A Brand Voice
Just like with any other form of advertising, you can use your digital marketing efforts to establish your brand voice. What is your brand voice?
Simply put, your brand voice is the voice that you use to communicate with your target audience. The best brands will have a distinct voice that is known for creating an impression on their target audience. Whether you’re a small business looking to establish yourself or a well-known brand looking for a more personal connection to your customers, you can use your brand voice to guide your marketing decisions and strategy.
If you haven’t developed a brand voice yet, it’s time to work on it. Think about the language you use when talking to friends, family, or coworkers. Use that language to guide the way you talk about your brand. Start by looking at how other brands talk about their products and use that as a guide to develop your own brand voice. For example, if you’re a pet product company, consider what types of terms you might use to describe your products (metaphysical benefits, natural ingredients, holistic approach, etc.).
Videos are an excellent tool for digital marketing and can provide your business with an edge over your competitors. After all, people love to learn new things, and if you can engage your audience using interesting videos, they’ll be more likely to notice and remember your brand. Better yet, you can use videos to highlight the unique things that your business offers.
To make the most of video marketing, you need to consider the format of the content you’re creating. Do you already have a lead in with your target audience? If so, consider creating a how-to video to show them how to use your product or service. Want to create a sense of intrigue? Use a combination of stories and videos to capture your audience’s attention.
When creating videos for marketing purposes, consider the following:
- Who is the target audience?
- What is the objective of the video
- How will I know if the video is successful?
- What do I want my video viewers to do?
- How can I make my video stand out?
- Do I need a storyboard?
- What platforms will I use to distribute my video (e.g., YouTube, Facebook, etc.)?
Use Personal Branding
People often confuse personal branding with marketing, but they’re two completely different concepts. Simply put, your brand is your identity; it is what you represent. When companies, individuals, or organizations engage with you, they are doing so because they have an impression of who you are and what you represent.
To create a brand, you need to develop a professional identity that is known for being consistent. When used correctly, personal branding can be an excellent tool for marketing and communicating your brand identity. Consider using your own individual style and voice as you create branded content for various platforms (e.g., social media, blogs, email newsletters, etc.). Doing so can help establish you as an expert in your industry and allow others to perceive you as such. To learn more, read this simple guide to understanding personal branding, written by the experts at brandyx.
Create Online Communities
An ‘online community’ is a type of social network that allows customers to interact with each other through social media platforms. The advantage of an online community is that it provides your business with a way to engage with potential customers wherever they are – even if they’re not directly subscribed to your email list.
The disadvantage is that it can be difficult to gain trust and credibility among people who are not already believers in your brand. To overcome this, you can create online communities to engage with potential customers. The key is to make sure that you provide value while still adhering to ethical marketing practices. Consider looking into the following:
- Live chat – Having a live chat function on your website can be a great way to engage with potential customers while they’re looking for information or making a purchase. During a live chat with a customer service representative, you can obtain valuable information about the product or service that your business offers.
- Video walkthroughs – Whether you’re using a paid product demo or a genuinely amazing salesperson, a video walkthrough can enhance a customer’s experience and make them more likely to buy from you.
- Product reviews – Many businesses operate on a pay-to-play basis for product reviews, but if you’re able to secure a few high-quality, in-house reviews, you can use them to your advantage. Having some form of product review on your website can increase your credibility with potential customers and allow them to make more informed decisions about buying your product.
- Question and answer forums – Forums are a great way to create an interactive knowledge base that provides value to your target audience. By having a discussion forum on your website, you can allow customers to raise question about your product or service and have experienced professionals provide answers. In this way, you can create a space for potential customers to engage with you and become more familiar with what you offer.
- Social media accounts – You can create a presence for your business on social media accounts like Twitter, Facebook, and LinkedIn. Doing so can help establish your industry authority and allow you to have a broader impact on your target audience.
Use Case Studies
A ‘use case study’ is a type of marketing content that illustrates how someone (typically a company) uses a specific product or service. The advantage of a use case study is that it can provide your business with a way to show potential customers how you’ve implemented your product or service in your own environment. By clearly and professionally presenting detailed examples of how your product or service is beneficial, you can show how it has helped other companies and businesses like yours.
The disadvantage is that it can be difficult to find subject matter experts who can speak on how to efficiently implement your product or service. In these instances, you may need to engage an external, unaffiliated party to interview the subject matter expert and then include their interview in the body of your use case study.
When writing a use case study for marketing purposes, consider the following:
- Who is the target audience?
- What is the purpose of the study?
- What will the study cover?
- What questions do I want the reader to have after reading the study?
- How can I make the most of this type of content?
- Where can I find relevant case studies?
- How can I become an authority in my industry?
Use Analytics To Its fullest
If you’re looking to brand your business, you’re in the right place. Analytics, the branch of software engineering that focuses on collecting and interpreting data, can be an excellent ally in your quest. Analytics can help you track the performance of your whole marketing campaign, identify high-value audiences, and more.
To get the most out of analytics, you need to consider both your internal and external data. Your internal data refers to information that you collect about your marketing activities and decisions, while your external data includes details about customers’ interactions with your brand (e.g., what products they’ve interacted with, how often they’ve interacted with your brand, etc.).
With both internal and external data, you can gain valuable insights into how people interact with your brand and what changes you should make to improve marketing performance.
Keep A Data Dashboard
To monitor the performance of your marketing efforts, you need to keep a record of the progress. To do this, consider creating a dashboard, which is a collection of graphical and interactive widgets that you can use to track key performance indicators (KPIs).