Using digital marketing to boost your brand

Published June 1, 2020

Whether you’ve started a new company or you’re looking to expand your current business, digital marketing skills are critical to ensure the growth of your client base. With the transition to an online world, you have to make sure potential customers/clients can find you on the internet. 


As an entrepreneur, your digital marketing strategy is going to drive your company’s growth so make sure your brand is visible online. Here are some tips for entrepreneurs to boost their brand through digital marketing.


Create your brand identity


Before you can market your product/service to others, you need to define your brand identity. 


Think carefully about the products/services you offer, the image you want people to have of your business, the information you want to share as well as the language you use and the designs you select to share your message. 


Make sure you are consistent in your brand image so potential customers/clients recognise your brand, your products/services and your values/ethos. 


Define your target market


It is important to market to the right people - people interested in your product/service who are likely to make a purchase. 


Identify the people most likely to buy your product/service and make sure your marketing messages talk to their needs and desires. 


If you specialise in a specific product/service, make sure your marketing is directed to people who need your offering. Example: If you sell baby products, you will need to target people with babies or pregnant women, not the elderly or school children. In the same way, if you sell school supplies, you want to target parents with children in school or teachers, not babies or people without children. 


Use the right platforms


Before you start your digital marketing campaign, ensure you have a well-built and functioning website. You can then link your social media accounts to your website, where potential customers/clients can access further information about your business and purchase your products/services. Read our article about starting an online business here.


With more and more people joining social media platforms and using them daily, the social media marketing industry is booming. Facebook has more than two billion users worldwide, there are 330 million monthly active users on Twitter, YouTube has over two billion users, and Instagram reaches over a billion active users. It is estimated that almost 3.1 billion people will be using social media by 2021. The wave isn’t ending anytime soon and entrepreneurs must take full advantage social media marketing if their business is to survive.


Make sure your messages and brand identity remain consistent across all the marketing platforms you use. 


Read our blog post about social media for entrepreneurs here


Search Engine Optimisation (SEO)


If you are looking to have your website to appear on the first page of the first page of search engine results, you will need to ensure your marketing copy includes SEO keywords. Once you’ve determined what works, you can distribute the keywords throughout your site in your copy and code, which will help your rankings in the organic search results. 


In addition to keywords and link building, you should consider search engine adverts - such as GoogleAds. Advertising on search engines will help you get to the top of the search results list. 


Example: if you sell baby products, your marketing material should include keywords relevant to that industry (baby products, baby care, baby clothing etc.).   


Using digital marketing to keep current customers/clients 


It is important to retain the customers/clients you have already gained. Use your digital marketing to earn customer loyalty, to gain new customers/clients as well as to collect strong testimonials. 


Word of mouth recommendations from the friends and family of your existing customers/clients is one of the strongest sales tool at your disposal. Use testimonials in your digital marketing to attract new customers/clients.


Sometimes people are fearful of conducting business online. Testimonials will help put potential clients/customers at ease and establish trust in your brand.  


Read our blog post about retaining customers here.


Digital networking


To further your online presence and growth, you can use digital tools as platforms to network with other professionals. 


If you gain a following on a platform, such as LinkedIn, you can establish yourself as an expert in your industry and build a reputation as the go-to person for the products/services you offer. 


By making connections on social media sites, you get your brand out there to be recognised and you build trust in the online community. 

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