Marketing Your Brand Online

By October 13, 2021Blog, Branding, Digital Marketing

Practically every business, certainly every small business, needs to care about the way their brand is perceived online – from social media to the results of a Google search, there are a seemingly infinite number of avenues for a potential customer to find your brand online.

However, not every medium is worth your attention when it comes to digital marketing or otherwise marketing your brand online. So many businesses make the effort to try and be active on every platform available, but the quality of the content often suffers because they are stretching themselves too thin. Or, many times, the business will try and use the exact same content on multiple platforms.

With the ever-expanding nature of the internet and the seemingly endless amount of content available to any potential customer, your business needs to stand out. There are a few strategies that your business can use in your marketing efforts to separate yourself from the noise

1. Quality Or Quantity?

Like marketing methods, there’s no one size fits all, for the kind of content or marketing material your business puts out. Many businesses that work directly with consumers can have an effective “quantity” strategy with posting content every day, sometimes multiple times a day. Clothing boutiques can do flash sales, restaurants can showcase first-time visitors, and field service businesses can put up portfolio-style results of their work. Those kinds of posts can be published often without any real negative repercussions. You’re promoting your brand, identity, or wares directly to the people that are potentially interested in them.

However, for businesses that don’t have the ease of social media content publication, you need to be careful and specific about the kind of content you put out, specifically, content that can either bring direct value to your potential customers, or content that shapes the way others perceive your brand.

The best kinds of content bring value to the person engaging with the content, not necessarily the business pushing the content out. Helpful tips for business owners, information about events, otherwise fun or exciting content are all different ways that your business can bring value to the user without overtly pushing the user to “buy our services.”

2. Different Content Per Platform

Content variation can be a difficult achievement for some businesses, but every social media marketer or agency needs to ask the question of “Why would someone follow us on both Facebook and Instagram?”–or whichever platforms your company uses.

Understanding the need for different content on different platforms is easier when you consider the different markets present on each platform. Older generations are on Facebook, younger is on Instagram, even younger are on TikTok. Does your business have content curated specifically for each platform? Is the content specifically tailored for the different markets?

This isn’t to say that you can’t replicate content across platforms, especially if you have quality content that all the markets would be interested in on all of your social platforms. However, if there’s no difference between your content on Facebook and Twitter, why would someone bother to follow you on both?

3. What is the UX For Your Brand?

After the user engages with your brand on a platform, what is their experience? Are you driving traffic from that platform to your website? Are you satisfied with the landing page they arrive at on your website? Do you have adequate calls-to-action on social media to generate sales or leads without the user ever having to leave the platform?

It’s not enough to just publish content – you have to be willing to engage and otherwise interact with your audience in a meaningful way. While there are specific applications where a bot or auto-responder may be appropriate, the more you can directly communicate with your customers, the better experience they will have.

We know that dealing with the “public” can oftentimes be a toxic experience, especially when it comes to the anonymity provided by the internet. But if your interactions on social media can be focused on solving problems for your customers, whether through the content you produce or the user experience after the fact, your brand can effectively grow and flourish online.

4. Secret Shop Yourself

It’s hard to remove yourself from your own experiences and expectations, but seeing your brand from a consumer’s perspective can reveal valuable information about how you can improve your business’ online presence.

This is especially important when you have moved past the point of doing everything yourself to having delegated responsibilities of your business to a team and you need to try and cover every potential marketing vertical. If someone messages you on social media, who responds? How quickly do they respond? Who receives the inbound sales emails and processes the orders? Does your customer receive updates quickly and effectively? What happens after the sale is completed? Do you ask for a review or get the client’s email address added to an email marketing campaign?

By experiencing the user flow yourself, you can better answer these questions and find out where potential holes are in your sales flow. Knowledge is power when it comes to marketing your business, so don’t be afraid to gather that knowledge yourself.

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