Your digital brand is a powerful tool in your business arsenal. With more and more people making the switch to researching and transacting online, your digital brand marketing is a very solid investment to make.
But it’s not simply a case of building a website and the sales come flooding in. For most businesses, to convert a sale through digital media a customer will need to consume seven hours of your content. Generally, that will happen over about 14 touch-points across four platforms. And those stats are only going to increase.
When it comes to digital marketing, there is a suite of options you can implement. Depending on your business, SEO, content marketing, social media, email marketing or advertising could work to drive traffic to your website.
We so often see businesses that have gone all-in with their marketing. They engage a developer to build their website. Then they bring on another company to manage the website content and SEO and another to look after their social media. The result is a jumbled mess. A jumbled mess that costs a lot of money.
The problem is the approach.
The only way to approach your digital brand marketing is to be strategic about everything you do. It is only with a strategic approach that you will get sustained brand growth and a return on your investment.
By taking a strategic approach, you take a big picture view of your digital marketing. Rather than tackling each platform or option individually, you bring it all together under one roof, so each arm of your digital marketing works harmoniously together.
For every failed attempt at digital marketing, strategy is the missing element.
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For the vast majority of businesses, your website is where you will get the greatest return. It’s where people will come to find information about your business. Where they will develop trust in your brand. And where they will make the decision to purchase your products or services.
It’s crucial that your website is on brand and full of amazing content. It should clearly articulate what you do for whom and why. And it should be optimised for SEO to drive consistent – free – organic traffic to your website.
Your website is your digital home. By investing in your website first, you are building the foundation of your digital brand.
Once you have a beautifully designed website with a strong brand message, your goal is to drive traffic towards it.
With a strategic digital brand marketing approach, you need to look at what will work best for your business… and focus your effort there. That means looking carefully at how Google Ads perform for your industry and niche. And it means selecting the one or two social media platforms where your customers spend their time on which to share your content.
Whichever platforms you are posting on, you should be driving traffic to the content on your website.
It’s unlikely that a potential customer will convert on the first time they visit your website – remember they need 14 touch-points before they are at that point – so you can use Google and Facebook ad retargeting to encourage them back to your website. If you can capture their email address on your website, you can also send newsletters to further build trust and bring them back to your digital home.
When you can build up the touchpoints with your content, you will build trust with your customers. The result will be consistent leads and sales volume dropping out the bottom of your website.
At Brilliant Digital we have delivered strategic digital brand marketing for our many hundreds of happy clients. We maximise the return on every piece of content we write so your website is working hard for your business… and not the other way around.
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