THE COMPLETE GUIDE TO BUILD AND LAUNCH DIGITAL BRANDING STRATEGY

Branding is the creative and strategic process of building your presence, letting people know about your business, and telling them why they should buy your product or avail of your services. Digital branding is the process of doing exactly the same thing in cyberspace a.k.a. online. While the process is the same, its execution – or digital branding strategy – is different.

And if you are still asking why you need digital branding, well it’s obvious. If everyone’s going online that’s where your business should go too because that’s where you will find your customers and consumers.

The more important question is how digital branding is different from traditional branding or rather –

What are the essential elements of digital branding?

Logo
Your logo represents your brand and symbolizes it. That’s a given and it’s as true online as offline. So it should appear on all your digital marketing and branding collaterals. Need we say you should make it attractive and instantly recognizable? Just think of Apple, Nike, Mc. Donald’s or any of your favourite brands.

Website
Your website serves as your online storefront in absence of – or complementing – your brick and mortar store. This, therefore, is the second most important element of digital branding. It’s the place where all your online consumers go to get more information about you and your brand, view your products or services, and make inquiries. Indeed, your website provides more information than any shop window. Which brick and mortar shop for instance displays information about the founder, directors, and so on?

Any brand advertising company will tell you that your website should be simple, fast loading and easy to navigate without detracting from the aesthetics. Make sure everything works as it should and check for search engine indexing and ranking elements.

Your website is the most important part of the digital branding process. Litmus Branding, one of the top branding companies in India has you covered.

Brand messaging
What you say matters. How you say it matters more. It’s not enough for your patisserie to make the best red velvet cheesecakes in town. You should tell people about it at every opportunity and drive the fact home. Coca Cola lets people know that they represent coolness not just physically but metamorphically too and their brand message says as much – Thanda matlab Coca Cola – Cool means CocaCola – and says it with pride and emphasis making sure users associate relief from the heat with the cool black drink in a transparent glass (or plastic) bottle.

Typically any brand message should convey what the brand is about, what it represents, and why it matters. The Coca Cola message does this and so should yours.

SEO
All your digital branding efforts are for nought if your website does not rank up there among the first few SERP (Search Engine Results Page) results because that’s about all the millennial consumers see before clicking on one of them. According to Google’s Webmaster Guidelines, SEO pages stand a better chance of featuring on the SERP if you:

  • Can link your page to another more easily findable page.
  • Limit the number of links on your page – Google recommends a thousand which should be more than sufficient.
  • Keep your consumers in mind while creating the pages.
  • Keep in mind the things that will attract and engage your consumers
  • Stand out from the crowd and provide value.

Google hates broken links so you should constantly check your website for broken links. You should also check for large media files that take time to load and optimize for a seamless user experience.

In short, SEO is not just about keyword ranking. It is about optimizing the entire experience of your consumer from finding your page or website right up to inquiry and sale.

Social media
From Facebook to Discord, Telegram, and Whatsapp, everyone these days is on one or more platforms actively chatting with friends and sharing experiences. It matters when these experiences are about your business and your brand. It also matters if people are not talking about your products or saying negative things about them. If your brand is on these platforms you can listen in and turn negative conversations into positive sales by subtly prodding users to discuss certain aspects of your product or service. Facebook is, of course, the biggest most versatile and intricate platform and for this reason, it should be your first choice.

You can use the social media automation tools like Hootsuite available online to gather insights and data or utilize the services of a digital marketing company in India or elsewhere.

Online advertising
If you entail the services of a brand advertising company they will use every available online advertising channel to make your presence felt online. Some of these channels include:

SERP – when a user searches for your product or service, your advertisement appears alongside his search results putting your product at the top of the page irrespective of keyword ranking while also suggesting that your brand is the best in the industry.

Banners or Display Ads – these appear on websites with whom you have a tie-up for the paid advertisement of your product or service.

Social Media Ads – advertisements that appear on the likes of Facebook, Twitter, or Instagram.

These are the most commonly used and aggressive digital marketing strategies but there are a few more that complement and enhance these strategies such as –

  • Content marketing
    Content marketing helps you engage with your consumers and generate loyalty.
  • Influencer marketing
    Similar to social media marketing, influencer marketing uses social media stars to convey your brand message and engage your consumers.

Brand Story
Unlike conventional marketing channels, your brand story assumes far more significance in your digital branding strategy. This is because you share a much more intimate relationship with your consumer when you engage them online through channels like social media. Your brand story should therefore be much more humane so that it touches the hearts of your consumers.

The visual elements of your brand – such as your logo, website, memes, and other marketing collaterals should be much more attractive and attention-grabbing than those in traditional marketing collaterals.

Competition in cyberspace is much keener and more intense therefore your digital marketing strategy should also be sharper and focused. Litmus Branding is here to help you in your efforts – all you need to do is reach out.

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7 MUST KNOW EMAIL PERSONALIZATION PRACTICES FOR YOUR BUSINESS

Email personalization is much more than putting a name into your email. It is a way to let your subscribers, – and potential customers – know you care for them.

Here are a few email personalization techniques that will drive conversions and sales.

Segmentation

Of all the email personalization best practices, segmentation is the first step. While it is important to target select market segments as a part of your overall marketing strategy, we are actually talking about grouping your target consumers based on their wants and desires. Of note here is that what a consumer desires and what he demands may be different. For instance, a consumer may desire a smart TV but ask for an LED or HD due to budget constraints.

Knowing how to personalize email, and leverage consumer data will help you create quality emails targeted at individual customers.

Individualized Emails

To drive conversions, you must show your target audience that you respect and care for them. Addressing them by name is just the first step. Pay close attention to who they are, where they work, their social status, and other details. A personalized subject line like – Open to see a collection just for you, can increase your open rates by more than 40% says Marketing Sherpa. Within your email, address their challenges, responsibilities, objectives, and pain points. Refer to their recent purchases – Amazon does this all the time; – and suggest specific products that you think they may interest them.

Such personalized emails will definitely up your CTR (Click Through Rate).

Recommended: Is email marketing dead?

Map to Behaviour

If you want your emails to be relevant, you should know what your target consumer wants. Mapping their online behaviour – on your website and elsewhere – will give you loads of information. For instance, you might send a fist-time website visitor a Welcome Email, which tells him a bit about your business and suggests what he should do next. Invite your target customer to participate in online events and remind him to sign up. Tapping birthdays, anniversaries, and other relevant dates to wish your customers is a nice personalized touch. Send an email after an event, reminding him to collect rewards, bonuses and so on.

Addressing consumer behaviour will ensure the customer returns to you repeatedly.

Email Design

Email design is the most discounted among all email personalization best practices. Remember though, that appearances matter and an appealing look is important. Images are doubtless an integral part of marketing emails but they cannot stand alone –your target consumer may have turned off Display Images. Moreover, large images not only take time to load, they are difficult to view on mobile devices. Adaptive and responsive marketing are email personalization techniques that marketers adopt to ensure that customers get a great experience. This means having different content for different devices – such as saying click for a laptop and tap for a mobile. It also means having relevant clickable content – both on the image as well as in text.

Clickable content makes it easier for target customers to respond to your suggestions – such as subscribing to your newsletter.

Integration

Branding and digital marketing efforts cannot be compartmentalized. It is important to integrate various campaigns to give your consumer a holistic experience. Link to your social media pages and give your targets another way to interact with your brand. Once you have conveyed your message, invite the reader to visit your blogs, website, landing pages, social media, and other locations. Select carefully where you would like to direct your target – dumping links within the email won’t work. Direct target customers to where they would most like to go.

For instance, consumers who use Facebook the most would be most likely to visit your FB page. Conversely, professionals who use LinkedIn may not visit FB but would be happy to connect with you on LinkedIn – and if they can click directly in your email, they are more likely to respond through these channels.

Target customers are more likely to relate to your brand if they can quickly click through to their favourite place on the internet.

Recommended: 13 Tips for eye catching email subject lines

Personalized Landing Page

When you talk of integration, it is a good idea to personalize the space where you invite your customer. For instance, you might create a personalized landing space for a customer where you highlight all the items he is likely to purchase. Give the target customer a glimpse of what’s in store. Then show him the benefits of the product or service and invite him to your website for pricing and purchase.

For the budget conscious, creating a single landing page for each consumer segment will lower marketing costs.

Action

Integrating marketing campaigns will increase open rate and CTR – but for those who simply visit the page and return, actionable content that will not cost them a penny will encourage them to respond. Examples of such content include wish lists and preference lists – where customers can share their desires and the price they are willing to pay to fulfil them.

Personalized emails are the latest trend in email marketing. In order to set up your email campaign, contact Litmus Branding now.

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