There are some things in this life which are incredibly complex: subatomic particle physics, self-assessment tax returns, the offside rule, successfully navigating revolving doors… There are lot of things out there which is ridiculously tricky, but effective digital brand management isn’t among them.
With the right approach, up-to-date knowledge and a bit of perseverance, the majority of brands can get much better at digital management pretty quickly. Good digital brand management isn’t rocket science.
The aim of this post is to set you on the path to a healthier, happier, and ideally, more fruitful online presence. We’re going to focus on four simple, yet crucial tips which you can absorb in five minutes which, if taken onboard, should set out a strong foundation for future digital marketing growth and boost your brand’s online visibility. Ready, steady, learn!
1.Give your customers a voice
The idea of giving your customers a say can feel risky. We’ve all seen disasters like the #McDStories debacle before, but providing a conduit direct to you from the people who matter most to your brand is a good digital management essential. In fact, making your brand easily digitally contactable can even protect you from public Twitter bashing or nasty social media backlash should anything go awry.
Providing this channel is essential for basically any business. I’m the digital marketing manager for a fairly well known brand in South Africa, a lot of people know and read about us, and we understand the importance of providing that digital mouthpiece for customers. We’re multi channeled across our phone, emails and social accounts to make sure we’re getting gold stars across the board, but more on that later. These channels allow your customers to express themselves, while easy-to-find contact details and help pages / forums for specific search queries not only helps your customers recognise they connected and valued, but you’re going to see a boost in your organic keyword visibility if you’re legitimately trying to serve your customers and answer each of their questions with a designated and considered page or resource.
2. Be a social butterfly
While steering clear of potential social media hiccoughs by opening up effective channels of communication with customers is important, so too is developing a positive social media presence. The key? Interaction. Pelting people with brand messages will win you no friends (or followers, or likes). Instead join conversations, invite discussion, share other people’s content which resonates with your brand.
There’s no cookie cutter way to achieve social media success as a brand, but focus on being the kind of presence you’d like to interact with and make use of social analytics to keep perfecting your approach. Initially this is a trial and error learning curve, but once you have settled into a workable social approach based on analytics and feedback you’re away.
3. Be relevant, not prolific
Fresh on site content is a good way to keep your audience interested and to drive traffic to your website, but it’s easy to over-egg the pudding. Churning out tonnes of less considered content isn’t a recipe for success and more and more we are seeing people shun weak clickbait content.
This isn’t a case of less is more, rather a case of quality over quantity. Produce as much content as you can to fill your content schedule, but ensure every piece is well-researched, well-written, unique and relevant to your target market. Don’t overstretch your resources to produce more content, work to a high standard with what you have. Consider revamping your content production schedules from the ground up to focus on slower and more resolved pieces as this meatier content is consistently linked to more authoritative pages that rank higher and engage potential customers better.
4. Put on your “customer goggles”
It’s age old advice, but in the digital realm it’s easy to forget to see everything through your customers’ eyes. This applies to every element of a digital marketing campaign, from optimising landing pages, to building a content strategy. Every task you complete needs to be designed to give your audience what they want – your marketing agendas should be secondary and work around this essential core principle.
Bio: James has been in the digital marketing game for over a decade, and has managed Wonga South Africas digital marketing for the last two years.