Your first digital marketing initiatives were a huge success, bumping up sales exponentially, and opening up a huge lead on your competitors. But the magic is all gone now. Even as customers keep coming in, your efforts no longer generate as much ROI, suggesting that you could use a fresh strategy.
Let’s look at some of the online branding mistakes you’ll want to avoid this time around.
Neglecting Your Online Presence
You put lots of time and effort into creating a web presence, but what have you been doing since then? Your brand needs to grow — or ‘evolve with the times’ to use a familiar cliche.
Sure, you don’t want your identity molded by every trend that comes by. But then again, it easy to stay static for so long that you end up looking tired, old-fashioned – and perhaps obsolete. So try to revamp your platforms regularly; like, say, once or twice a year.
Not Managing Your Reputation
It’s not just looks that define your image — your reputation also matters. What your customers say about your brand determines how the larger public perceives it. Not to forget that search engines also take notice.
Proper reputation management starts with soliciting feedback from the right sources. Talk to your customers and urge them to post reviews online. Don’t expect them to compliment you every time; negative reviews will help you spot opportunities for improvement. Also, remember to engage your employees as well, plus anyone else whose opinion may shape your brand’s perception.
Lacking Consistency Across Channels
This isn’t just about driving the same message across channels; it’s also crucial that you pay attention to all the details. From your logo to color palettes to typefaces, everything needs to be consistent. Also emphasize the need to adopt the same voice for all your communications — be it paid ads, social media posts, blog content, or even customer support chats. It’s this level of uniformity that cultivates a distinct, credible persona for your brand.
Thinking too Local
Local brand? Not as much as you think. The worlds become so connected that companies are achieving a global reach even without trying.
So, yeah, it is indeed a global village. But cultures and values still vary across regions, and this is something you must keep in mind when crafting your strategy. Otherwise, you risk alienating (and possibly offending) audiences in other parts of the world. Now, it’s not to say that you should try to appeal to everyone. Rather, do your due diligence to ensure your branding doesn’t put off (too many) international prospects, Visit online branding companies to manage your barning in bet way.
