We all make impressions. From first introductions, people make judgments about you based on the words you choose, how you say them and how much or little you talk.
From the minute you launch a company website, you’re doing the same thing for your brand. Everything you put online tells people who you are. And with the speed of today’s web culture, your audience will decide in a split second if you are worth their time and money.
What is Your Digital Brand?
Your digital brand encompasses all of the tools you use to communicate with existing or prospective customers online. They form the building blocks of your brand identity.
These include your:
- Social channels (Facebook, Twitter, etc.)
- Emails and e-newsletters
- Landing pages
- Downloads and e-brochures
10 Tips For Your Digital Brand
We’ve compiled our top tips for creating, building and managing your digital brand so you won’t fall victim to common pitfalls.
1. Establish your brand voice
Are you traditional or trendy? Formal, edgy or sassy? A financial advisor or law firm will not use the same voice and tone as a street clothing store, or a boutique children’s toy shop. Professional agencies create voice and tone guidelines for their clients. It’s a good idea for you to consider the same and share with all employees posting to or writing for your online brand.
2. Recycle, but don’t repeat
You can absolutely re-use content. Just don’t post it in the exact same format. Video content can inspire a blog. A blog can be re-purposed into shorter social posts, and so on.
3. Know your target audience
The biggest mistake businesses make is claiming to know their target audience without any research or data. Don’t make assumptions about their age, income level, interests or web habits. All of this info helps you tailor your online efforts to the exact demographic likely to engage with your brand.
4. Use the right channel
Be where your audience is. If you need to target an over-60 population, they are more likely to be on Facebook than Instagram or Twitter. At the other end, businesses targeting tweens and teens should be on newer platforms like Snapchat.
5. Be consistent
The pros create editorial calendars to dictate when content gets published where. If you don’t go this far, at least be predictable. Don’t post twice one week, and then not at all the next. Devise a consistent flow and stick to it.
6. Make contact easy
What should be the easiest thing to find on your website, social channels and emails? Your contact info. Include one primary contact number and make it loud and clear.
7. Follow clear business goals
Here’s a simple rule: Don’t post anything online unless it serves a purpose for your business.
8. Think ‘mobile first’
It doesn’t matter if you love your laptop. Chances are, the majority of your customers will view your brand on a mobile phone. Follow mobile-friendly best practices for content and design.
9. Never forget the call to action
You want your audience to do more than just read your content. Make sure you include a clear link for them to make a purchase, buy a ticket, sign up, make an appointment, etc.
10. Quality over quantity
Resist the urge to always post everything across every channel. Your audience only needs to see your post once. Social channels – from Facebook and Twitter to Instagram and Pinterest – all serve a distinct purpose with different audiences. If you post the same thing everywhere, you will lose followers.
Want to Learn More?
Keep following the 28 Carrots blog for more in-depth advice and expert tips. Or, attend any of our regular Cocktails & Conversations events to learn from our talented and inspirational speakers.