Without Digital Brand Strategy You’re Just Guessing
In today’s digital world consumers connect with brands in so many different ways.
Technologies and products like virtual reality, augmented reality, artificial intelligence, Alexa, Google Home, Nest, Smart TVs and Fitbits are all part of our daily routine meaning endless and seamless interactions with these digital channels.
For a new business a website or mobile presence just isn’t enough anymore and the rise of these digital channels will see the website (desktop to start) usage decline and that’s why it’s so important to define, execute and follow a digital brand strategy which encapsulates all digital channels where your customers can connect and experience your brand.
A mistake most companies make is assuming they should have a presence on every digital channel they can think of but that may not support and align to their business goals.
NORF works closely with SME’s to understand their business goals and objectives and from there we create a Digital Brand Strategy that supports them.
A Real Example
To give a real example, we work with a small boutique retailer whose goal is to sell a quirky product online. By default, an eCommerce store with some paid ads on Google was created along with standard social media channels like Twitter, Facebook and Instagram which this is a pretty standard setup that most companies will default to. But is it right and is it working hard enough?
Some research into their target customer profile showed that Instagram and Pinterest were their customer’s platform of choice so, the strategy here should be around those specific social channels and content creation, meaning all focus should be on creating image and video content, with well written descriptions, uploaded at the best time of day, along with researched high performing hashtags and keywords, influential users followed, engaging and replying to all comments, joining influencer platforms and finding relevant brand ambassadors. There are also smart tools that allow users to buy product directly from the social network by messaging certain codes contained in the description. The potential for social selling is huge and very popular.
There’s almost a use case where a consumer facing website, a desktop version especially, is not needed here! But we do recommend and promote a certain web based platform that publishes product content to social networks, so for this, a website is used for its content management system.
The point here is not to default to the standard mode of setting up an eCommerce shop, social channels and paying for traffic. This does work and there’s nothing wrong with this method but for NORF, we like to get results and maximise the opportunity.
So starting at the end and working backwards always helps. Start with the customer, where do you they hang out online, what channels, how do they discover, when do they research and on what device do they use. Once you’ve understood the customer behaviour and profile you can then start to build your digital brand strategy around that and only use the channels that are relevant or most effective.
Once you’ve defined your Digital Brand Strategy which aligns to your business objectives then everything you do as a business from a digital point of view, most support the Digital Brand Strategy.
Without Digital Brand Strategy you really are just guessing!
We’d love to help with your Digital Brand Strategy so get in contact with NORF today so we can setup a no obligation call or meeting.