Updated July 30, 2020, 12:29 pm
Whether you are a small online or retail store or a large multi-national corporation, building your brand online is essential to getting in front of your customers.
You have honed your Unique Selling Proposition, created an excellent logo and colour scheme, identified who your target customers are, and who they are not, and you have drilled your entire staff on your brand essentials and the importance of them. They know the plan.
Now, how do you make sure the rest of the world knows?
Your customers and stakeholders are online, so that is one of the best places to get your brand in front of the people who matter. As the tools from companies like Google and Facebook are quietly but constantly improving, there are more and more opportunities to get your message in front of all those people who matter to you. And the old marketing stat still rings true – it can take dozens of brand impressions to acquire a customer.
Different companies will need different strategies. Whether you are targeting general consumers to either buy online from you or visit your retail store, or you have a niche industrial product and need to target a very narrow community, there are digital tools you need to use to make sure your potential customers know what your company provides.
Brand Building & SEO/PPC
Brand building is different from search marketing. With SEO or PPC, your goal is to be front and centre in Google when someone specifically looks for your product. Building your brand means you can circumvent this process. If you have done a great job of building your brand online with the right customers, when you have successfully connected your product or services with their need, ideally they will search for your company first and visit your website or call your company before, or instead of typing a general search into Google.
A strong online brand campaign will also help you gain traffic through search. When people look at the paid or organic listings in Google, they are more likely to click through to the website of a company they are aware of or feel they know something about. Better click through rates will also lead to lower costs for paid ads, and better rankings in Google since Google can be expected to give better placements to websites people are more likely to visit.
Unless you sell coffee, milk, bread, gasoline, or vegetables, your customers are probably not purchasing your product every day. If you want to keep your company front and centre with your potential customers so that you are on their mind when they do need to make a purchase decision, these tools can help you build your brand online.
Essential Digital Branding Tools
Google Display Network
Google Display Network can be an incredibly powerful tool to build your brand online and get your message out to exactly your target market and the people interested in your product. It can also be a money pit that brings little value as your marketing dollars go to accidental clicks and marginal website owners. Done well, you can get tens of thousands of ad and brand impressions for a few hundred dollars. Google has, over the last year or so, greatly increased your ability to tightly control where your ads show and who sees them, meaning that, done right, your ads can show to people who may be interested in your product, based on their location, demographics, interests, websites they visit, or things they have searched for in the past. Managed well, your target market can regularly see your display ads and learn about your company and what you offer, ensuring you are “top of mind” when they are in the market for what you sell. Google’s AI can also be used to further find potential customers.
YouTube is the world’s second most popular website. Literally billions of eyeballs are available for a short (or long) message about your company, and video gives you an opportunity to attach sound and visuals to your brand like nothing else. The type of video that will be ideal for your company and brand will depend on the message you need to get out there, but whether you want to associate your product with adventurous people in the great outdoors, explain your innovative product to engineers or architects, or reach parents with a specific need, video can you in front of thousands of targeted people for pennies per view. You can have the brand presence of products that are advertised on Television or radio for a fraction of the cost, and your ads can be better targeted. You can invite people to sign up or click through to your website immediately – something that you cannot do with traditional TV advertising. You are not restricted to 30 seconds. Your message can be as long as it needs to be.
Responsive Ads and Content Marketing
Responsive ads allow you to get your message out with more text and a more explanation that a typical display ad created by a graphic designer. Responsive Ads can be easier to launch and more flexible if you have the right pictures. If your innovative product needs a bit more explanation, if you have introduced a new product, or if you have a constant stream of quality content being generated by your staff and bloggers, there is no reason for this information to languish in some obscure part of your website hoping someone will click on it. Good use of Responsive Ads on the display network will get this information in front of more eyeballs than a link on your homepage. Well-targeted responsive remarketing and responsive ads can keep you “top of mind” with your target market. “Helpful Hints” or articles that address problems that your target market may face, even if the solution is not to buy your product, can go a long way to building your brand awareness with your key potential customers. You want to be their trusted source for information.
It is also easy to test messages and images with responsive ads, so that you know which messages, articles, or images gain the most traction with your target audience.
Last, but most important for some, is social media. Building a following on Facebook, Instagram, or Twitter is considered almost essential to any consumer-oriented brand and can help build a network of people you are in touch with regularly. Social media is also an excellent platform to get new content out to the people who care about your company, and actually want to hear from you. Advanced matching tools can also help you build your following with people who also may be interested in your company. The ability to connect online also helps you hone your brand and make a more personal connection with potential customers. A small budget can get you a lot of visibility. Unfortunately, you often have to pay to promote your posts even to your followers. None the less, social media can be a very cost-effective way to build your brand following.
Real World Results
At Marwick, we are a Digital Marketing Agency that works with our customers to build their online brand presence so that their potential customers go to their website first when it is time to buy. We usually get some instant results and sales from the brand building ads on video, social media, or the display network. However, the one consistent result is more brand searches and higher website traffic overall. By keeping their brand and company top of mind with their target market, companies with a good brand building strategy are much more likely to be the go-to solution when it is time to make a purchase decision.
Could your company benefit from greater brand awareness with your target market? Contact Marwick to discuss some options to ensure you are top of mind when your customers make purchase decisions.