Right off the bat, what is a brand?
A company’s brand is essentially its identity. Products, services, content, and social media all come together when creating a unique brand. Branding gives consumers either a good or bad impression, and is connected directly to a company’s brand image. It attracts customers and puts value on your company and its products. It is the factor that encourages, or deters consumers to purchase products or services.
In the following article, you’ll learn how to build your brand image online and attract your target customers easily
Why Brand Digitally?
Branding is a type of outreach strategy that is distinctively promoting specific products through brand imagery. This could be based on your company logo design, fonts, colors, images, or simply content.
One of the ways to efficiently use branding to promote your business is digital marketing. Digital marketing is a component of marketing that focuses exclusively on internet platforms to promote products and services.
As the internet is perpetually growing, digital marketing is too. The entire world is online now; that leaves a massive target audience to gain or lose. If brands don’t constantly up their game, they can lose their target customers, and as a result, leave a chunk of their potential profits on the table.
How To Build A Brand Digitally?
There are three main ways of brand building through digital marketing: content marketing, social media marketing, and SEO.
a. Content marketing
One way to reach your desired audience is through content marketing. Content must be tailored towards the audience you want to target for conversion.
Content marketing is essentially the text, visuals, and videos that come up when a company gets searched online. Consumers are constantly searching for articles, company posts, products, and other outreaches, and then judge them for purchase.
Image Source: Starbucks
Good content is judged by an increase in traffic to your website, and vice versa for bad content. Your outreaches need to be eye-catching, relatable to the brand image, and as a result, the brand will thrive. Customers are attracted to a brand that they can trust.
To build a brand, a company needs to have notability in its niche. After all, who wants to buy sports apparel from an electronics company? By putting out relevant, positive information, customers will trust the company and are more likely to buy their products.
Content portrays the company in a good light, ultimately, creating a positive image that consumers get attracted to.
b. Social media marketing
Additionally, social media marketing is a major part of digital marketing. It is a surefire way of reaching almost any demographic, age, and gender
To build a brand, social media presence should be strong. Brands should plan to have an engaging social platform, and post content relevant to their products. It should not be constant ads, but a mix of engaging content related to their products.
For example, Nike could post clips of athletes wearing their gear in a game, scoring the game-winning goal. This gives the company a winning image and is an engaging way to promote their brand. An example of what not to do would be posting athletes monotonously promoting Nike in a photoshoot. This would be basic and dull, and lacks the needed effect of engagement.
In addition, brands must interact with their customers. They should be answering questions and taking criticism in positive ways. Criticism should never be responded to negatively, and should be taken in a constructive manner. Plainly, creating a branded social platform that positively engages with consumers is the best way to grow on social media.
c. Search Engine Optimization
Another factor, SEO, is a recent addition to digital marketing. SEO or search engine optimization is usually done by experts who are well versed in understanding search engines and SERPs. It is essentially getting web pages to rank higher on Google or any other search engine. Having a higher ranking increases web traffic to your website, social media platform, content, etc. and ultimately leads to effective brand engagement. In other words, the higher a company is ranked, the more money there is to be made.
Image Source: Google.com
As an example, the first result when I search for “shoes” on Google is Shoes.com. If Shoes.com was not at the top of the search engine page like the above, it would have lost significant earning potential. Before clicking on the link, there are pictures that use bright colors to attract online searchers or shoppers.
This is one of the few ways companies such as Shoes.com can use SEO to dominate their niche market, by optimizing on the keyword “shoes” with their brand.
Today, digital marketing is a massive part of brand building. The internet has hundreds of millions of users every day, and this number is only increasing. Using digital marketing strategies such as content marketing, social media marketing, and SEO, companies can build their brands. Through relevant and engaging content, engaging social media platforms, and SEO, brands can explore more opportunities to build their brand images and sell their products. However, if a brand lacks these, it can lead to major issues. Due to the high number of people logging on to the internet for all their needs, lacking in this field will be a loss for companies who don’t capitalize on them. In other words, keep the content product relevant, have an engaging social media platform, and combine the two with good SEO, and your company will lead its market.