Your digital footprint is one of the key elements that will help you to build your company’s profile, acquire new customers, and ultimately, drive your brand’s success. Having a good reputation and an attractive online presence is crucial if you want your brand to go the distance. Here are some tips for building a digital footprint for your small business.
The digital world offers many powerful tools for building brand loyalty and managing customer relationships – from WhatsApp, email, and your website to Instagram, Twitter, or Facebook. The challenge is deciding what really matters to your company and supporting these goals with the right tools.
There are four cornerstones that deserve your attention.
Communication isn’t just about your company newsletter or your advertising. It’s also about the message you convey to your customer in every interaction and at every touchpoint. Your goal is to set a clear vision and values for your brand, and then live them out via every channel that you use.
Social media, customer support, content marketing, paid to advertise (think PPC), search engine optimisation (SEO) — and any other medium you use to communicate with your customers — must convey your brand values. These values are the core of your brand’s personality. Knowing what these are will help your team deliver the message more efficiently.
And that’s important because brand personality can have a significant positive impact on brand loyalty, word-of-mouth, resistance to negative information, and even willingness to pay more. It’s a strong driving force behind a company’s performance.
The question to ask here is not only who your brand is, but who it is for. If you know that, you can communicate in a relatable way and reach the exact audience that will appreciate your message.
Content matters more than ever – you need to produce quality content to grow awareness of your brand among prospects; support your SEO strategy; educate customers about your offerings; build relationships with existing customers and drive customer conversion.
So, you’re doing content marketing — great! But:
For your content to truly deserve a crown, it has to be tailored to your customers. Speak about what matters to them, try out new angles, do good research — and then keep an eye on the metrics (use a tool like Google Analytics or the analytics tools in social platforms) to see if your content hits the mark.
Hint: prioritizing your blog efforts makes you 13 times more likely to hit a positive ROI. 70% of your potential clients would rather get to know your brand through articles than advertising.
Learn how your clients behave. Your clients expect personalization, 91% are more likely to select a brand that offers deals and tips that are relevant to them. If you set clear goals, measure your data, and adjust your approach, you’ll soon see the results. Even good old A/B testing (add a control group to make it perfect) will improve your output. Relevancy is key here, and the more relevant you are, whatever you do, the easier it is to sell anything.
Standing out from the crowd is never easy. Your brand is still one of the best ways to do it. A recent study found that brand loyalty is more strongly related to the offline word of mouth than to the online word of mouth. So, why would a buyer choose to NOT refer to your brand? Another study found these four main reasons:
As we’re talking about creating a digital footprint and reputation and managing it, let’s go over a few things you can do to avoid these mistakes in the first place.
Solve problems one (it’s difficult to understand the value of the service) and two (marketing materials are sales-focused, rather than helpful) by creating content that’s user-focused and readily conveys the value of your service in the user’s life.
Problem three (an unimpressive website) can be easily solved. There are many website building solutions available, including GoDaddy’s Website Builder, that enable you to quickly and affordably make an effective website. You’ll want to be sure your website looks professional and loads quickly on all devices — especially mobile.
Problem No. 4 (poor brand reputation) can be a bit trickier to overcome. Much like interpersonal relationships, client-brand relationships rely a lot on how you make the client feel. If they feel good about your brand, that’s what they’ll inadvertently spread. Plus, the best way to preserve a good name is to never taint it. That may seem daunting at first, but it can be done if you focus your efforts correctly.
Let’s sum up some and conclude with a few tips for building your digital footprint: