In the world of the internet and the chase to stay relevant with ever-increasing options for online marketing, it can be hard to know where to start. How do you write winning digital brand marketing strategies for your brand? While this subject is multi-faceted and detailed, our team has pulled together some basic steps to help you start the process. Having been in the game for 25 years, J.O. Agency knows more than a thing or two about digital strategy.
Bonus: Before we get started, our team has written extensively on digital marketing and building a digital brand presence. You can read more on media categories for digital advertising, SEO strategy, reaching target audiences with target marketing, strategies for increasing brand visibility, and how to build an online presence.
1. Start your digital brand strategy with a SWOT analysis.
A S.W.O.T. analysis in an important starting point because it will help you and/or your team take a good look at your brand and understand it in relation to competitors. The graphic below helps break down this digital strategy must, but let’s talk about it now too.
First, you’ll want to list out your strengths. What makes your brand unique? What sets it apart from others? Where do you excel and shine?
Next, you’ll look at your weaknesses. Are there any areas of struggle? For example, have you gotten behind in the social media game? Or maybe totally ignored search engine ads? Do you have any current disadvantages compared to similar brands/organizations? To build a strong digital brand, you’ll need to understand how you compare to others.
Third, take some time to think about the unique opportunities you have with your brand and company. Where is there room to grow — maybe a new program, product or target audience? Are you expanding to a new area of service? Or do you have new leadership? Lay it all out — you never know what may end up helping build a strong digital branding strategy.
Finally, talk about threats. What is your competition doing? Are there new businesses, similar to yours, on the rise? Is there anything that your weaknesses expose you to?
Every successful digital brand strategy is built upon understanding a brand’s strengths, weaknesses, opportunities and threats. Don’t miss this important step!
2. Define and identify your S.M.A.R.T. goals and audience.
Once the S.W.O.T. analysis is done, it’s time to define and identify your S.M.A.R.T. goals and audience. What is S.M.A.R.T. and how does it relate to your digital brand strategy? S.M.A.R.T. stands for specific, measurable, achievable, relevant and time-bound.
You can read the graphic below for examples of what questions to ask yourself when creating your S.M.A.R.T. goals, but overall, remember that the more thoughtful and precise you can get with your goals, the better. Putting a deadline on the project is an important step, too. Open-ended goals are dangerous in business because they can be pushed further and further down the road from one quarter to the next and the next and the next. Set an end date and let it motivate your work!
To learn more about this step, read this helpful guide by Indeed.
3. With goal in hand, it’s time to talk channels and content.
Now that you have your goals, it’s time to start looking at your options for specific brand strategies and reaching a particular target audience. In the world of content marketing, there are more than enough options — i.e., you don’t need to be on ALL the digital channels. Take time to do research on social media platforms. Does your website need to be updated or outfitted with better search engine optimization? Which social media channels will serve you best? Should you venture into the world of paid ads or email marketing?
These kinds of conversations may require some outside help, so don’t be afraid to talk to a team, like J.O. Agency, for an expert perspective.
4. Now look at your budget and content production options.
Now that you’ve figured out which channels work best for your lead generation and digital presence, look at your budget to determine who can make this content. Whether it’s regular posting on social media platforms, a weekly email sent to subscribers, or something else, you will need consistency to build brand recognition and connect with potential customers. For optimal growth and brand consistency, you’ll want to commit to creating regular content.
It’s important to have dedicated staff for content production because otherwise, the work will likely slip through the cracks due to everyone’s regular list of to-dos. Is there someone already on your team who could take on these duties? Or is it time to hire someone part time or full time to take over the work? Hiring a freelancer or an agency is also an option to consider.
While you’re looking at your budget, also consider how you can make your money go far in the digital space. Take a look at which types of ads reach your audience with the least cost. There are lots of cost effective options like SEO work, retargeting ads, review sites, social media ads, tweaking your web design, improving your search engine results, and encouraging user generated content that you can look at before spending significant amounts of money on digital marketing campaigns.
5. How will you convert your strategies into leads?
Before you launch any kind of digital marketing campaign, it’s important to have a plan for how your strategies can turn into leads that turn into paying customers. Most consumers do online research before making purchasing decisions, but once they’re ready to buy they do not dilly-dally. Make sure your marketing — whether it’s SEO in search engines, a fantastic website, social media advertising, emails, etc. have easy ways for customers to contact you and/or buy your product. Also think about special offers and calls to action — actively build a reason for people to follow your brand online.
Don’t forget about follow-up calls and follow-up emails. Is there someone making sure this is a part of your brand strategy? You can even consider a customer management system to help you keep up.
We have more tips on communication automation here, if you’re interested.
6. Digital brand marketing strategies aren’t complete without optimizing and reporting.
Simply said, once you have your content created and activated, don’t set it and forget it. You need to keep an eye on your digital marketing to make sure it’s effective and doing its intended work. Optimization of digital marketing is an ongoing process and sometimes requires the tinkering of a little of this and a little of that. Make sure you continue to watch your campaigns, website clicks, and leads.
J.O. Can Help Get the Right Strategies in Place
When it comes to stewarding a brand’s voice and message, our team is all in. Working in the South Main Village of Fort Worth, Texas, it’s an honor to partner with small and large companies to set business goals, create content, and develop a brand’s personality and a brand’s message so they can reach new customers on an ongoing basis.
Our team is adept at following the ever-changing world of digital marketing campaigns and we’re here to be your guide. Let’s talk about what we can do to help you build your brand awareness, create new advertisements and continue to stand tall amongst competitors. Contact our team here on our website or at 817-335-0100 to get started.