recent posts, we’ve been discussing how to create better social media, so we
tips for creating effective social media ad campaigns. We then ran through 5
steps to successful post boosts on Facebook.
issue is, however, that some small businesses are just put off social media
altogether. In recent times, news has been full of division, of building walls,
of ‘fake news’ that sometimes turns out to be true. Honesty, integrity cast
aside; the age of bluff and bluster.
It follows then that the
world of social media can appear to be dominated by nonsense and trivia, toxic
personalities, anonymous keyboard warriors, vacuous celebrities, politicians stoking
issues that suit personal power agendas. Uncertainty
has been mixed with nationalism, populism and mistruth, confounding the already
No wonder many of us are
put off social media.
Recognise your need for social media
thing is though, digital and social are so universal these days that you will
be conspicuous by your absence. The excuse of:
don’t have time”, “we don’t do social”, or: “no one reads it anyway”,
a negative message. If you are too small or social media, or have no time to
post anything, you’re also probably too small for customer service, and won’t
have any time for problem solving, or for delivering services or products when
you need to.
fact is that the world communicates through social media, at least for now,
which means so must you.
only this, but also because if you ignore social platforms, you hand control of
your identity to others and leave your competitors with free reign over the
space, but also because you are also missing a real-time, cost effective medium
through which to reach your market and customers.
2. Get to grips with managing your digital brand
marketing, whether recognised as such or not, is now universally used by
companies of all shapes and sizes. This is obviously much easier to achieve for
large businesses, who can employ specialists to manage their brand at all
levels of contact with the market.
so easy, however, for SMEs with a multi-tasking, time-poor workforce. So, easy
to skip the task of poring over every tweet and Instagram post like they do for
copy for brochures and flyers. We are so used to hearing that digital is
ephemeral that any form of branding or strategy is thrown out with the bath
of the ‘strategic marketer’ who is ‘beyond’ executing strategy. They sit at
their desk in the corner tapping away, but never seem to produce a strategy
document; they organise digital training for the staff and somehow manage not
to engage with any platforms themselves at all. All this always seems to be
someone else’s job, possibly because it’s actually quite difficult to do and
much easier just to talk about.
Create a digital brand management policy
firm who uses digital should have written a digital brand management policy.
we’ve discussed above, if digital marketing is just marketing, then your
digital brand management policy needs to be part of your overall brand
management policy. It’s the same thing. Offline and online policy should be the
about your design – the experience of the customer on your channels – the look,
the feel, the images, the fonts and cover photos.
digital content needs to reflect your personality, your brand, your image. It
will tell customers who you are just as much as your flyers and brochures. Your
digital brand management policy should lay out clearly and succinctly how the
business will approach digital marketing and who is responsible for what. It
will lay out clearly how you will create a recognisable image and voice across
all your channels.
brand management is becoming an essential part of a business’s overall brand image
and strategy. Given the multitude of channels, platforms and stakeholders,
businesses need to create a well-studied, overarching strategy that can achieve
their digital branding goals without compromising their overall brand image and
4. Write your own
wisdom – remember your digital brand is you
Remember in all this, that ultimately, engagement is
not the aim – selling more stuff is. Beautiful images of people laughing at life in
their skinny jeans might look great, accompanied with some famous ‘wise’ quotes,
but will it sell more? Probably not.
want great products, they want delivery on service, not a picture-perfect Instagram
bubble. As we’ve said before, they’ll
wonder, ‘what Gandhi or Churchill has got to do with your product. Customers
want useful product information, not quotes about fighting on beaches.’
media platforms are part of your digital marketing brand, one tool within your
wider marketing mix and remember that your digital brand must reflect your
overall brand. You would never rest your whole identity on quotes from other
people, or print a brochure full of other people’s wisdom, so why do it for
your digital branding?
your own wisdom and quote yourself, that’s what your customers need to hear.
5. Raise the quality of
your digital brand output…
final step to protecting your digital brand is by raising the quality of your
content. Write your own content instead of quoting everyone else, or just
churning out high-volume, throw-away nonsense.
Hollis, Chief Global Analyst at Kantar Millward Brown, when giving one tip in
the content debate says: “whatever
you do, don’t cut quality”.
need to recognise the need for content that is meaningful, relevant and
current, rather than following outdated gut-instincts or misplaced
understanding of what digital branding represents.
just think that social media is so ephemeral that it won’t ever affect your overall
brand image. Your content will still be searchable long after you post it
unless you take careful steps to remove it forensically. If you haven’t time to
produce good content that reflects your brand, you certainly won’t have time to
remove poor content.
content is rightly punished by Google and other search engines, pushing you
down the search result ranks, so producing it will only serve to make you
harder to find, confuse customers and muddy your carefully crafted brand image.
control of your digital brand in 2020
don’t be put off social because of the toxic few. Block and delete them into
leave platforms free for your competition to dominate either; being absent
sends the wrong message and will allow them competitive advantage you probably
can’t afford to give.
that digital marketing is just marketing and that digital branding is part of
your overall brand. Write a strategy that reflects your overall brand that
everyone can understand and implement, using your own wisdom and content, not
nicking other people’s…
who’s actually going to do all this?
you have a strategic marketer, they will have written a deliverable digital
brand strategy already and will be demonstrating their worth by producing some
high quality, brand focused content (brilliant). If they’re new, perhaps give
them a few weeks (simples).
If you haven’t got a strategic marketer or you’ve just fired them because you’ve realised they’ve been bluffing you (sorry about that), then maybe you need some help? If so, then get in touch – we’d love to hear from you!
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