In a digital-led and experience-driven landscape, reputation of any business is an important focus. Industries today are progressing fast and the evolving technologies, emerging social media platforms, stand witness to the fact.
Gone are the times when people were limited by availability of digital devices, rather these days a large number of people have access to multiple digital devices. Today, the customer is always on the move, he/she is always on some screen. With data and technology coming into play, customers have become much more informed about everything. Businesses are leveraging this shift and have started personalising information to the customers’ need. So, it is imperative that salesperson understand that a sale is driven primarily by the quality of interaction and not quantity. The offerings needs to completely fit into the needs of the buyer/business and must be in sync with the latest market trends.
Digital medium has emerged as a pivotal influencer platform as well as an information sharing tool. There is no dearth of information online and customers today have easy access to that pandoras box. Sales has evolved to encompass the elements of business value-add through alleviating customers’ pain points, building their trust and earning credibility in the longer-run. The salesperson needs to understand these pain points of a potential prospect and must be empathetic to them to convert them into a customer. It is not enough to present to customers what your company offers rather they personally need to see what value-add the offerings promise to them. Digital Branding in this situation has become the golden chariot of the sales function.
What can digital branding do for you?
In this era of continuously evolving technologies, brands keep on searching for methods to communicate with their existing and potential customers in the best possible way. And digital is a great option to stay ahead of the curve – today, almost 70% of information is collected without any verbal conversation involved.
Digital branding is a tool that restructures innumerable possibilities for attracting customers. It is the medium to get a company’s logo, name or product in front of millions creating an impact that lasts. This is no easy feat, but the right digital branding strategy is sure to return dividends. It enables you to promote your brand across several platforms and allows personalized communication with potential customers, as per their requirement which includes channels like online advertisements, chat sites, and social media. It also strikes a balance between consistency—being true to your brand—and cultural sensitivity. According to a research conducted by International Data Corporation (IDC), 75% of B2B buyers and 84% of C-level executives use social media to support their purchasing decisions. This means brands need to implement the right strategy to target their audience. If not done correctly branding leads to confusion resulting in potential loss of customer.
Since customers are the foremost asset for any business it is important to involve them in brand conversations, a significant plank to drive customer engagement. With a targeted campaign, one can reach out to their potential audience with ease which leads to better lead quality and quantity. A very potent way of converting consumers into brand loyalists.
Consumers today expect to be able to connect with companies through some sort of digital platform, whether it is a social media site or the company’s own website. Website is the core that generates a brand’s visibility in the digital world. This is where your leads will have to be strategized to arrive and is also the platform to drive brand engagement. Relevant and engaging content in this respect becomes the pivot of the entire lead generation and website traction campaign. Besides the content, the layout in terms of a brand’s positioning and the brand’s colour palette must be in sync so as not to dilute and distract the incoming traffic. A brand’s positioning must also be in complete tandem across all the digital platforms to make it one cohesive information about the brand and help garner much-desired mindshare.
Digital platforms have boomed and are increasingly becoming the pillars of lead generation and efforts for stratezing and planning for brand recall. Be it social media platforms to directly engage with the customers via ‘voice’ of the brand and proving to be a totem for building brand loyalty or paid digital advertising that enables retargeting and enhancing brand reach making way for highly-targeted campaigns with hiked value-add to the brand.
When digital branding is done expertly!
When done effectively, every digital branding campaign enters the development and subsequent execution phase with the best chance of success. Every business needs to review the main components of branding, before attempting to create a digital brand strategy. It is a fact that no amount of branding can make up for a product or service lacking in quality. To get the most out of your branding efforts, it is imperative to be consistent in investing in improving the product quality. When it comes to your brand, engaging with your audience regularly and making them a part of the conversation will help you draw valuable feedback. The better you work on their feedback the loyal you become towards them resulting in reaching the ultimate destination for your branding strategy. You need to target the customer where he is and not where you want him to be. This will not only create a level of trust but also help a business ensure its growth. Weaving all the bits together with a pinch of digital branding will take your brand miles ahead.