A frictionless and consistent experience is what we all aim to achieve through our traditional and digital marketing channels. If a prospect sees your last Twitter post, they expect to see the same brand assets flash up at them as they click through to your website - it’s a pretty simple state of affairs, but sometimes overlooked.
With a brand in your hands, this is the time to get your ducks in a row and ensure that no matter where your next clients come from on the web, they get a consistent message that builds trust in what you do and awareness in who you are.
By doing this, you are ultimately helping to generate more leads and more customers as a result.
Owned, earned and paid media
To start building brand awareness with digital marketing the first step, you need to take is to assess your existing digital assets.
Your website, social media platforms, blog, and any additional content such as videos are examples of these. These should all include your latest logo, design features and your tone of voice too - this drives cohesion and consistency.
Any press releases or guest articles lurking on the web that have your existing brand assets? If there’s a chance to change these well-earned types of promotion - then do so.
Pay-per-click and digital adverts that are live and generating web visits need updating. Don’t leave them hanging around the web - bring consistency to these assets too.
Reviewing your digital strategy
With existing assets updated, it’s time for your marketing team to kick into action to create the next campaigns that generate awareness of your brand, and leads too.
Every campaign starts with a pain point a persona is looking to solve. This research should then be used to attract visitors to your website, convert these visitors into leads, and close these leads as customers.
Your social media streams, paid advertising campaigns and blog articles are just three tactics that you should be using to generate traffic to your website. When trying to target your chosen buyer persona, think about the types of search queries they type into Google to find their answer.
Also, think about the websites they visit and the social media accounts they follow - both will give you valuable insight into the online life of your buyer persona, thus, making it easier to target them online.
You should also be thinking about that key messaging or campaign ‘hook’ that will appear across your adverts and blogs, etc. This messaging will set you apart from your competitors.
Once you’ve attracted visitors to your website, you should have relevant tactics in place to gather their contact details and turn them into a lead. For example, offering the chance to download a copy of your buyer’s guide, subscription to your newsletter, or maybe a free demo of your product/service.
It is these offers, and types of downloadable content, that can help to reinforce and build your brand awareness in the eyes of your persona.
Using email automation and digital content, you can help leads see the value of your product or service to them. It is then up to your sales and customer service team to ensure the persona’s relationship with the company continues successfully, just like their first interactions with the marketing team.Alice Donovan Rouse