Brand promotion is a crucial function for the marketing departments of businesses. Brand promotions help organizations to reach out to their target audience and educate them about the quality, price, and uses of the product/service.
Technological advancements have enabled organizations to leverage the power of the internet to reach out to a broader customer base. Considering the fact that a majority of people search for products/services online, the importance of online brand promotion has increased manifold.
Importance of Online Brand Promotion
The internet has become the preferred medium for brand promotions due to the number of benefits it provides. One of the main reasons for the popularity of online brand promotion is that it is not limited to reach as traditional media such as newspapers and television advertisements. Online brand promotions help companies develop a personal bond with the audience across the world through highly personalized content and effective communication.
Modern marketing managers prefer internet brand promotion because of the flexibility it provides. The campaign is accessible 24/7, throughout the year by people anywhere in the world. The audience can search for information about the product and place orders, at a time convenient to them. Moreover, internet marketing helps in the process of data collection and analysis. It is easier to collect data about customer preferences and interests using online tools and customize promotions to appeal to them. Other advantages of online brand promotion include:
It is easy to collect and analyze data through online marketing. You can easily record customer transactions and analyze the data to determine which products or services are demanded by the customers, the frequency at which a buyer places orders, what factors motivate the buyers’ decisions, and so on. This data can be used for targeted marketing by sending product information and promotional offers based on their buying habits. You can also personalize the products and services to suit the preferences of the customers.
Online marketing through channels such as blogging, social media is cost-effective when compared to the traditional channels of marketing and brand promotion. Online promotions do not involve printing and distribution, travel, and other advertising costs. Online marketing tools cost relatively, very low, and are useful in fueling conversation about the brand. Online brand promotions such as guest posts and blogs help gain the confidence of the audience and build your reputation. Overall, online marketing tools help in integrating your overall marketing campaign and help to reduce costs.
Studies prove that organizations with online brand promotions earn more profit than others.
Digital media strategies are measurable using various online tools that help in digital marketing analytics. You can easily compare and contrast different strategies and determine which ones are working and which are not, and study the reasons for the failure of the campaigns and make amends to the plan. You can use the resources judiciously by eliminating unnecessary expenses and focussing on policies that give good returns.
Since most of the modern buyers are online, digital marketing campaigns help businesses in brand building. You can connect to your audience with stories that tell them about your brand, your values, and how your brand can solve their everyday problems. Moreover, the presence of multiple digital platforms gives authenticity to your brand and improves brand awareness and loyalty. You can stay in touch with your audience and share relevant information about product updates, promotional offers, and important announcements.
Tips to Design an Effective Digital Marketing Strategy
Before you start designing your digital media strategy, it is crucial to have a clear understanding of your product, business, and the target audience. Choose the digital platforms that are suitable for your target audience to ensure that your campaign is reaching the right person.
There are various digital marketing strategies, and it is a challenging task to determine the right policy for your business. You can consult a digital marketing agency to guide you in the process. However, if you are planning to design your strategy, here are a few pointers to keep in mind.
Establish your authority in the industry and connect to the target audience through live streaming events. You can organize webinars, create live tutorials and how-to-videos, conduct live events that can be distributed across different live streaming channels. Most of the social media channels provide live streaming options, which can be used to provide your users with a sneak peek of the behind the scenes actions, upcoming products, product features, etc. However, it is critical to record the events in high-quality and ensure that the content is exceptionally suitable and useful for your target audience. Live video helps to develop an emotional connection with the audience, which is crucial for brand loyalty.
Email marketing is one of the most effective tools to connect with the target audience. You can connect directly with the customers and foster brand loyalty through email newsletters. Moreover, it is also one of the most cost-effective tools for digital marketing. Sending regular emails allows you to remain always in touch with the customers. The email newsletters should contain an optimum mix of content and graphics to pique the interest of the viewers. However, make sure that your email newsletter contains the logo of your brand so that the viewers can recognize the brand and connect with it.
Local Search Optimization
Local SEO or Local search engine marketing allows small businesses to market their products and services to local customers. Most of the people search for local businesses on the internet. Hence, it is crucial to include local SEO along with the standard SEO in your digital marketing strategy. Local SEO includes maintaining accurate Google my Business information, localization of the website, building citations, managing reviews and ratings, and procuring relevant backlinks.
Write Blog Posts
Blogging is an essential component of a successful digital marketing strategy. Apart from aiding in Search Engine Optimization, blogging also helps to establish your authenticity in your niche, connect with the target audience and develop good relations by offering useful solutions to the problems faced by them, create brand awareness and drive traffic to your website. Writing blog posts about various topics that concern your target audience can be used as an effective strategy to improve traffic to your website. You can post these blogs on your social media pages with links to your website to attract visitors. Using relevant keywords and writing well-researched and fresh content helps your website to rank well on search engines.
Inspire User Generated Content
Reviews, feedback, and comments from your users are a great way to engage your existing customers and encourage them to participate in your brand story. New customers tend to believe what other users say about your product; hence user-generated content is an essential part of online brand promotions for current day businesses. Encourage your users to share reviews on social media platforms and third-party review sites. Provide incentives such as discount offers, coupons, rewards, gift cards, etc. to motivate your viewers to share reviews. You can also organize contests that encourage viewers to share content related to your brand.
Cooperate with Influencers
Influencer marketing is a significant part of the digital marketing strategy, which helps to differentiate your brand from competitors. Influencers are consumers who know their niche. They have a massive number of social media followers who are ready to follow their advice. To ensure the success of your influencer marketing campaign, it is crucial to choose a social media platform frequented by your target audience and collaborate with genuine and trusted influencers on the platform. Influencer marketing helps to enhance the credibility and trust of your brand and improves customer engagement.
Make Some Multimedia Content
The attention span of the viewers is concise. If they cannot find the information they are searching for, they will immediately prefer the next option. It is critical to provide information to the audience using innovative methods, such as infographics and multimedia.
Multimedia content helps to engage the audience using slideshares, infographics, podcasts, webinars, and visuals. Multimedia content helps to enhance the user experience and improve the retention level of the audience, thereby improving your brand awareness and brand image.
Optimize Website for Better Performance
Website optimization is critical to rank high on search engines and provide a good user experience to the viewers. A business website should load quickly and be easy to navigate. The website should be optimized for devices such as mobiles and tablets as most of the visitors nowadays use their mobiles to search for products and services. The content of the website should be up-to-date, clear, and accurate. Different pages of the website should be easily accessible to the search engines. Using the right mix of images, video, infographics, and text will also help to rank your site well on search engines and gain traffic to your website.
Online advertising or pay-per-click advertising allows you to gain quick exposure in the crowded digital world. You can use Google Adwords, Yahoo, and social media such as Facebook, Twitter, and LinkedIn to list your text or video ads. Paid advertising is very useful in increasing traffic to your website as you can connect with the target audience and influence them to visit your site. Moreover, paid advertisements can be aligned with your business goals, such as improving brand awareness, improve website traffic, increase lead generation, etc.
Social Media Marketing
Social media marketing is one of the most effective mediums for online brand promotions. Having a social media page for your business on the platforms visited by your target audience helps to increase your followers and, in turn, improve your brand recognition. Small businesses with limited budgets can also use social media marketing as it is a very cost-effective means to connect and engage with the target audience. The right use of social media marketing enables you to improve brand loyalty, increase traffic to the website, and improve customer experience.
Online brand promotion is the need of the hour for both startups and established businesses. Most marketing managers are turning towards digital marketing because of its benefits, such as better ROI, increased reach, improved connectivity, and measurable results. However, it is crucial to have an integrated digital marketing strategy with the right mix of different components such as social media marketing, paid advertising, local SEO, etc. that align with your business goals.
Online promotion is highly cost-effective as it is cheaper than the other traditional modes of advertisements such as billboards and ads. Moreover, it is easy to measure and track the results of the promotion campaign and make necessary changes to improve the performance.