B2B Sales, Lead Generation and Marketing Blog

Digital Branding: How to Speak to an Online Audience

Posted by Vendere Team on Tue, Jun 23, 2015 @ 09:06 AM

digital branding: speaking to online audience

Throughout the daily shuffle of drafting tweets, writing blogs, and maintaining a website, it’s easy to forget that you work on digital branding through your digital marketing efforts every day. But because it’s a term that has become so bland from overuse on our intellectual palates, it’s worth reacquainting ourselves with what it actually means.

A quick Google search will tell you that there’s not an agreed-upon definition. But one take on it explains digital branding as, “Using an effective and consistent brand image to build and manage relationships with your target audience across all web and social platforms.”

Through digital branding we communicate our company identity and add to the ways we relate to prospects. With that in mind, let’s dive into some ways you can get even better at speaking to your online audience.

Create Consistency

While a true omnichannel approach is an almost unattainable ideal, putting effort into consistency across your channels is still worthwhile. Your audience will know what to expect whether they skim your Twitter profile or visit your website directly. It solidifies who you are in their minds no matter how they interact with your brand.

Check how you’re doing in this area by doing a side-by-side comparison of your:

  • Website

  • Social media channels - profiles and style of messages

  • Sales collateral

  • Direct mail

  • Physical location (if applicable)

The goal of this quick exercise is to see if these extensions of your company are all communicating the same message. Specifically, you’re looking at:

  • Design elements - color schemes, fonts, look and feel.

  • Written content - the style of writing as well as what is being said.

  • Calls-to-action - Do they work together or pull a prospect in multiple different directions?

By getting all of your channels on the same page, you’ll be able to build on your strategy by putting that consistent experience to good use.

Be Responsive

Taking advantage of digital marketing techniques like creating content offers, growing social media followings, and writing blogs will get your business ROI, but it’s really only the beginning of how you can digitally brand your company.

We all know that that communication is two-way now, and it’s easy to throw out that blog or social media post and to interact only when someone firsts interacts with you.

Yes, you should absolutely respond to Facebook comments and even start conversations with prospects on Twitter. But go a step further and add a valuable point-of-view in an industry Twitter chat. Comment on a relevant LinkedIn post with an insight. Offer to guest blog on a popular website in your niche, or syndicate your content.

Being proactive will quickly show other thought leaders and prospects alike that you’re an authoritative expert that’s open to conversation.

Expand to New Channels

Keeping an eye on where your ideal buyers are spending time online, how they prefer to interact, and what resonates is a never-ending process. The breakneck speed at which new social networks, blogging platforms, and ways to interact are created means adapting to new channels and mediums at the right time so that you can always speak to your audience in the right place and in the right way.

A clear example of this is the growing popularity of Youtube and how important video content is going to be to the future of digital marketing--and in turn, digital branding.

By paying attention to these areas, you’ll ensure that you’re always able to speak to your audience while keeping your strategy fresh and relevant. Digital branding will only get more important as time goes on, so staying up to date now will result in payoffs like better awareness, credibility, and even more leads and sales in the future.

Topics: digital branding

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