We explain how to make your digital marketing profitable by setting up a specific image for your brand.
1 – Digitization implies new business models
Increasing digitization has changed the existing structures. Take the Chinese e-commerce website Alibaba for example. European consumers order on the platform and all the intermediaries that could exist in this transaction before the Internet.
This process has worked for decades and has been turned upside down almost overnight by these kinds of new business models in IT. White labels are particularly popular in the entrepreneurial world: young companies create a product or a service for another already well-known brand and thus gain a new market.
These kinds of practices demonstrate the value of a brand: the experience, knowledge, and feelings that people share with this brand are a real asset to the company, and above all, it is an asset that no one else does. Get custom packaging for small business from SM Custom Packaging.
2 – The growth of competition on the Internet?
More than elsewhere, the price war is raging on the net, particularly thanks to price comparators. But that’s not all. It is much easier for a surfer to go to the competitor: when two stores can be separated by miles in the real world, online everything is a few clicks away.
In these conditions, digital marketing plays an essential role in the link with your customer.
3 – Mass information
The highly competitive world of business on the Internet also has its advantages: the avalanche of information on offers of services and products makes it difficult to find one’s bearings.
In B2C, price comparison sites make it easier for consumers to make decisions.
For your brand to be successful, you need to analyze the values that your target group attaches importance to. This finding is crucial for your content strategy. Then, embed these values into the fundamentals of your business on the online media available to you.
Five principles to follow to create your brand image
Branding is important in developing online visibility and understanding of your business. But how do you choose which image corresponds to your business and how to put it in place?
1 – Refer to your target group
Always think about your target group when developing your online marketing strategy. Are they, for example, rational or rather emotional people? From there, guide your deployment: from creating the logo, the conception of the design.
Use photos if you want to spark emotion, or write more concretely and precisely if your brand fits a more rational target group.
2 – Think about your key message
You will reach your target group with a key message. This is the message that your entire online strategy should align with: the central message succinctly sums up what the company wants to express and its core values.
Don’t forget to showcase this message through your content marketing as well. Should you offer testimonials from your customers, or does a white paper better meet your needs? Are you a business characterized by curiosity, or are you known for being serious? Take a little height and take a look at the whole thing. What do you do better than the competition, and how can you best promote that advantage?
3 – Define a face and a corporate culture
Consumers increasingly want to know who the people are behind the products they buy on the Internet. If you vouch for your products, it increases the confidence of the Internet user. So you give your products a face. You can then easily communicate the history of your company, its beginnings, the key dates.
Even the employees of your company have a role to play and can improve its image. After all, the quality of your business is also measured in their expertise. Occasionally post pictures of your employees to show your customers who is behind your products or services.
Your leaders can also take part in the content marketing of their organization as an article author for your blog and thus contribute to the development of the brand image.
4 – Involve your customers as well
Do not hesitate to communicate with your target group, inform them about new trends and get feedback via social networks. In addition, you can regularly assess whether your target group perceives your content marketing as you intended: there are tools to help you in this work, like SurveyMonkey, for example.
Developing a brand image on the Internet is increasingly proving to be an ongoing process in which your customers communicate and share their experiences and feelings about your brand. You can publish photos taken by them on your site or your pages on social networks. Get wholesale custom packaging boxes from SM Custom Packaging.
5 – Content marketing will define your brand
With the increasing digitization of products, services, and processes, it is increasingly easy for your customers to move on to the competition – the competition is just a click away. It is only by sustainably positioning your brand with your key message that you will gain a competitive advantage.
To do this, define in your marketing strategy the type of content you want to reach your target group. Then, try to integrate your customers into your communication and be transparent. This is how we acquire the infinitely precious trust of Internet users.
Now that you know the importance of branding, builds your business brand image with this free e-book.
WHY IS IT IMPORTANT TO DIFFERENTIATE YOURSELF?
It is no longer enough to stand out through the quality of your products or services in an increasingly competitive world.
The client, faced with the multitude of choices available to him, will favor companies with which he will develop an emotional attachment. This attachment can be visual through a brand universe that appeals to the consumer, contrary to a service order, when the consumer feels well treated, supported, and comforted. This perception that the customer has of a company is possible thanks to the brand image (or branding), that is to say, the image that the brand sends to the General public. Let’s see how this is an important notion of any business at each phase of its life cycle.
The importance of a strong image
A company defines the brand image, that is to say, that the company sets its objectives that it wishes to convey to its audience. Staying in the minds of consumers is the major challenge for brands to increase their notoriety. Once the notoriety is well acquired, it is easy to attract customers to you. But keep in mind that the public perceives the brand image. That is to say. It creates representations at a given moment in the target population. Each person has her their perception of branding. Also, for some, Nike is seen as a brand helping professional and amateur athletes to push their limits with a foolproof material. For the others,
How to improve your brand image?
The first step is to study your target to meet the specific needs of the latter (needs that have been defined in Maslow’s pyramid of needs).
The second step is to create the message you want to convey to this target through story-telling. The last step is to define a design and consistent content to convey our message. It is at this last stage that we speak of inbound marketing aimed at attracting customers. All media can be used for inbound marketing as long as they consistently convey the message and design that have been defined beforehand. This can take the form of a website, a blog, newspaper articles, print, flyers,
screen-printed sweatshirts with the brand’s image, to be worn by its employees or given as gifts. Or accessories to distribute to customers, such as an advertising pen.
Have you thought about your brand image? In what form did you convey it? To further manufacture your advertising media, here is a site to fill up with inspiration.
Put the customer at the center.
Keeping a satisfied customer is more strategic these days than finding a new customer. Because it is cheaper, the satisfied customer can increase your turnover, by buying your products or services in the long term, by making good publicity around him. Have you never chosen a specific service thanks to the recommendation of someone you know? Has a friend never praised you for his car’s prowess or his electronic equipment, thus making you want to trust him and consider the brand in question in your buying process? Here is why long-lasting brands rely above all on customer satisfaction. The process of attracting and retaining customers is based on two major levers: story-telling and inbound marketing.