There’s no doubt about it – making your brand digital is vital for its success. Nowadays, most people like browsing from website to website, searching for the ideal product or service to buy, potentially returning to that business. From building a website to promoting products on social media, there is a vast array of ways an online presence can enhance your marketing strategy, attain a wider reach, and, ultimately, make more sales. But how do you start making your brand digital?
There are lots of considerations to make before building your online presence. Which social media platform should you promote your brand? How do you boost your SEO rankings? What about incorporating video content into your marketing strategy? All of these logistics require thorough planning, a readily flexible and adaptable schedule, and a creative approach.
Below, we’ve listed some of the simple yet significant ways you can make your brand digital and open your business up to an online audience.
Simplicity
The story starts with a simple beginning. Keeping your branding simple makes it easy to recognise, which in turn increases your brand awareness. A short and snappy slogan, a clear logo, and a stripped-back colour scheme are some of the basic ways you can start to build your digital brand face. With more and more people consuming information via social media and scrolling endlessly, eye-catching branding and clean, marketable and targetable posts are more likely to stick in your clients’ minds. Regarding your colour scheme, pick one or two strong colours and complement them with three or four other shades. These should be different to your main colours, but shouldn’t be completely contrasting.
It can be tempting to include absolutely everything about your brand when you first start to build an online presence. However, overcomplicating your marketing and overwhelming your clients with a plethora of information could confuse them, resulting in potential clients forgetting your brand. Being as clear and concise as possible will ensure that potential customers will remember your business, what you offer, and what your company values are.
Social Media
Drawing on the previous point, social media is key in maximising your brand’s digital potential. A growing number of people discover brands old and new through their preferred social media platform and can easily share them with other like-minded individuals. By optimising your content for social media, you will gain a much wider reach, resulting in more people becoming interested in your brand. Social media should be a crucial part of your marketing and promotional strategy to make sure that your branding and content is accessible to as many people as possible.
To make the most of social media in making your brand digital, think about which social media platforms would be best for your branding. Think about your audience and the age demographic you want to target. A younger audience will more likely use Instagram and TikTok, whereas an older audience will use Facebook. If you want to engage with specific businesses, boosting your LinkedIn presence will be the most beneficial. Do some research to see which social media trends you can incorporate into your social media marketing strategy to ramp up your engagement. Different social media platforms also have different metrics and analytics they use to assess the performance of social media posts. This will help you to hone and optimise your content and enhance the success of your social media strategy.
SEO Strategy
SEO strategy is all about keywords. What are your clients searching for? What specific words are they using to find a product or service? How can you use this technique for your digital brand face?
Written content, be it long-form or short-form, are excellent ways to incorporate as many of those important keywords as possible. For example, in blog posts, keywords can be used in titles and subheadings to increase your blog post’s and website’s rankings on search engine results pages (SERPs). These keywords should also be used in meta titles and meta descriptions so that search engines easily recognise the relevance of your blog posts and website content, and place your brand on that crucial first page of search results.
Video content can also enhance your SEO strategy. Search engines love video content, as more and more people flock to videos for information and solutions. By adding subtitles and closed captions you can still use keywords, despite this content being visual, not written. You can also create videos to complement pre-existing long-form written web content to boost your website’s SERP rankings. Building as much text as possible around images and videos will boost your SEO strategy, as more and more keywords will improve the chances of search engines seeing and understanding your brand.
Content Calendar
Like every part of your business, you need a plan for making your brand digital. A schedule, a timeline of future events will help you stay on track with every aspect of your digital marketing strategy, and keep you and your employees focused on the task at hand. Knowing when you’re launching new content will help you plan and prioritise every project and campaign in your marketing strategy.
Consistency is key when making your brand digital. It’s essential that you keep creating content for your website and social media platforms to show potential clients that you are continuously engaging with your target audience. This will also help you keep up with the latest trends that resonate with users and make your content more shareable. A consistent schedule will also prove to your target audience that you are a reliable and trusted source of information. This will encourage potential clients and new audiences to share your content with like-minded individuals and establish your credibility.
Video Marketing
Making your brand digital means delving into a whole host of content types. One of the essential ones is video. Over the past year, video has become an increasingly popular content format for potential clients to consume. A greater demand specifically for video content has resulted in brands big and small adapting their content marketing strategies accordingly. It might seem daunting to start filming when there are so many logistics to consider, but video marketing is worth your time and money. Boosting brand awareness, shareability and SEO are just some of the benefits of video content marketing.
Anything is possible through video. Depending on where you choose to post your content, there are a whole host of metrics and analytics you can access, to measure the performance of your videos and ensure it’s reaching your marketing goals. If you’re struggling to work out where to start, have a look at your web content. A regularly updated blog will give you some inspiration – you can even create videos to complement the written content on your website. By increasing the text around your video, such as embedding it on web pages and adding closed captions, Google will be able to recognise your brand and in turn boost your SEO rankings.
You don’t have to do all of this yourself. Ease some of the burden off your shoulders and outsource your video content to a video production agency. We have 9 years of experience in creating high-quality video content for businesses big and small. Check out some of our work and see what we can do for you.
Live-Action vs Animation
If you’re considering video to enhance your digital branding, let’s have a look at one of the important decisions you’ll need to make. Live-action or animated video content? Which is best for which type of video? Which best suits your brand?
Live-action video content is best for promos, explainers, and informational videos. If you want your video content to develop a connection with your audience, and therefore potential clients, live-action video content naturally incorporates that personal and humane touch. This is particularly beneficial if you’re just starting with either promoting your brand or with a video content marketing strategy. You want to show the real faces behind your company.
On the other hand, animated video content is excellent for condensing information and relaying it in an aesthetically pleasing format. You also have more versatility, as pretty much anything is possible with animation, be it 2D or 3D. Animations last longer, meaning that you can leave out elements that would otherwise date the production and make it lose relevance, which you can’t achieve with live-action.
Buyer Personas
Your buyer personas are specific consumer types you envisage investing time and money into your products and services. Making these as detailed as possible is critical to painting an accurate picture of the businesses you want to target. This will also help you understand your buyers’ needs better and how to reach them. You can then develop more relatable digital content for your target audience.
As a result, you will need precise information concerning the ideal buyer persona you want to work with. This includes, but is not limited to, the type of business they work in, their job title and their role within the company. Finding out this kind of information will help you adapt the tone and style of your videos, social media posts and written content for these buyer personas.
We recommend choosing three or four buyer personas you want your B2B video marketing strategy to target. Too many buyer personas will lead to very vague messaging in your digital content. You should also look at the psychographics and demographics of each buyer persona. Psychographics help you analyse their characteristics and personality, whilst demographics are more data-driven, providing more empirical information about your consumers’ backgrounds.
Final Thoughts
Making your brand digital doesn’t have to be a challenge. Devising an effective plan before launching straight into the online world of marketing will set you in good stead for a memorable and shareable online presence. Keeping things simple, creating an SEO strategy and entering the world of video content marketing, you’ll see your brand resonating with potential clients from all over the world.
We can make video work for you, not the other way around. With over 2000 videos, both animated and live-action, we can sort all of the logistics associated with your testimonial video, meaning no hassle or stress on your part. Still interested? Contact us to get our creative partnership started.
