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How To Create A Digital Brand Strategy In 2020

Our Guide To A Digital Brand Strategy In 2020

digital brand strategyYou might not need a smartwatch that tracks your sleep or an instant language translator, but you do need a digital brand strategy. It will help differentiate from your competitors and give you a clear direction for the year.

If a brand strategy can be described as how you position your business, you could say that your digital brand strategy adds the consideration of the digital tools you will use to achieve those goals. With an up-to-date digital brand strategy, you will understand your customers, how to reach them, and what makes your business unique. If you haven’t answered these questions in a while, now is an excellent time to update or create your digital brand strategy.

Whether you are creating your digital brand strategy from scratch or giving an existing plan an overhaul, here are some key ideas about your digital brand strategy for 2020.

  1. Define Your Goals Clearly

Your hard work will be rewarded, but it’s necessary to work smart, too. That means making sure that everyone understands the business goals and is pulling in the same direction.

No two businesses are alike, so it’s up to you how to set your goals and measure your success. Whatever your goals, whatever the term, remember to follow the S.M.A.R.T. method.

Specific – your goal should be easy to understand and communicate to others. One reason that projects drift is because the people involved don’t understand the goal and therefore disagree.

Measurable – if you don’t know how to measure success, you won’t know when you are achieving it. While we’d advise you to listen to your gut, we’d caution you not to use it to measure success.

Achievable – some goals look good on paper, but defy all natural laws. An impossible goal is demotivating. By all means, be ambitious, but make sure your digital brand strategy is also do-able.

Relevant – making sure that goals are relevant can prevent a business spending a fortune chasing low returns or creating products and content that do not fit the demographic of your potential customers.

Time-bound – a goal without a deadline may be considered a dream. Set a date on which the project will be complete, therefore, and make sure to review promptly.

  1. Get Everyone on Board

Your brand is more than a logo or a slogan. It’s everything that the business stands for, and it’s the people who work for the business. Every member of every team should be able to communicate what the brand means, clearly and concisely. If they can’t, there is a branding problem somewhere, whether with the brand identity or with staff buy-in and understanding.

It’s integral for everyone to understand the brand, because the staff make up the business. They can be the face of the brand, which is particularly important when they have direct contact with customers, whether that be during sales calls, dealing with in-person client requests, or putting together blogs and social media posts.

Aim to have everyone in your firm know who its customers are, the value the business brings to the world, and how it is different than the competition.

  1. Differentiate

While it’s wise to emulate competition when its doing well, it’s also important to emphasize the differences between your businesses. Whether it’s a location, personalization, the fact that it’s family-run, the size of its available network, or another factor that sets you apart, use these points to your advantage.

A digital brand strategy should make your identity potential customers. This can be achieved in numerous ways, including through blog posts, such as behind-the-scenes type content and by introducing the team to viewers. By focusing on the differences between you and your competitors, you may be able to pick up customers that you can serve better than the others.

Your brand colors and logo will give your customers visual cues about your business. It’s up to you and your staff to help drive those messages home so that people understand and remember your brand and share your content online.

  1. Be Consistent

A significant part of your digital brand strategy should be ensuring that your branding and brand messages are consistent throughout. Everything from your website marketing strategy and business signage to website colors and social media profile banners should be cohesive. This is one of the best ways to develop trust.

Being consistent also means putting out content on a regular schedule. People come to expect content with certain regularity. Irregular gaps between posts suggest a problem and can look less professional. If a customer is looking forward to a post from you every Monday, don’t disappoint her. Most businesses have plenty of competitors looking forward to picking up the dissatisfied customers of others.

  1. Repurpose Your Social Media Content

One of the great things about web content is that the same content can often be used to connect with potential leads in many different ways. One long-form blog post of say 1500 words, for example, can be transformed into:digital brand strategy map

  • a tweet
  • a YouTube video
  • a podcast episode
  • a slide presentation
  • a lead-generating, downloadable ebook
  • an instagram poll
  • a Facebook post
  • a listicle
  • an infographic
  • a LinkedIn article
  • part of an email campaign
  • and more!

By tailoring the same piece of content to different formats, readerships, expectations, and styles, you can get a lot of mileage out of one blog post. It’s worth rewriting content for each social media platform you use. Do this rather than cutting and pasting the same text with the only difference being length. Seeing the same text posted on different social media platforms comes across as lazy. Even more important, each site has its own demographic, style, and rules of etiquette. It’s well worth the effort to tailor your content for each site so that you can achieve maximum engagement with your brand.

  1. Automate Your Marketing

Marketing automation not only saves time, it can also be more effective. An email drip campaign, for example, can provide new leads with emails at just the right times to get maximum engagement. Whatever the time zone, automation can send a message at just the right time for your receivers.

Automated marketing also means reliability. For example, according to research, many businesses (as much as 75%) fail to follow up on leads after a trade show. An automated system, however, doesn’t forget to follow up and it doesn’t lose the details. On the contrary, it can follow-up at the best times, consistently, and help you keep track of how warm the lead is.

  1. Keep Your Eye on the Latest Technology

While it’s not necessary to chase every new development, it’s wise to be aware of them. Some trends are powerful and it’s useful if you can predict them or get in early. Some of the most effective, latest technologies, for example, include live video and voice search.

Live video can be an exciting way to engage with your target audience. It’s immediate and a great way to get people interacting with your brand.

Voice search is changing SEO. Essentially, people don’t always talk with way they type, so keywords for voice are not always the same as those you would choose for a text-based search. This is an interesting trend to watch and it’s a good idea to be ready when changes such as these take place. They provide both challenges and opportunities.

Other technologies to watch out for include virtual reality, A.I., and the internet of things. We don’t yet know exactly how these things will change businesses in the future, just as few people could have predicted the likes of Airbnb and Uber at the introduction of the world wide web. The best approach is to keep an eye on digital change and aim to remain flexible, open-minded, and responsive. Change happens fast and businesses that survive have the ability to adapt.

Don’t Wait, Get Started Today

Now is the perfect time to revise or create your digital brand strategy for the year. Technologies to help businesses deliver their brand messages are more diverse, powerful, and effective than ever. With AI and big data, it’s possible to connect with your ideal customers and deliver a customized service.

For help making your marketing objectives for 2020 come true, get in touch with our professional team. We look forward to talking with you about your digital brand strategy. Whether you simply want us to help you fill in some gaps or if you want us to take over this aspect of your business, we are happy to help.

We have the experience and expertise to help craft a digital brand strategy that will help you boost your bottom line. Get in touch with us today for more information by contacting us here. Alternatively, please email us at or call us at 973-317-8765.

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