The pandemic pushed Australian businesses hard but most managed to survive and come back stronger despite the challenges. While a move to the remote working model kept operations in place, digital branding kept businesses in the picture.
Now that the new normal is here, organizations need to realign their strategies according to the current situations. Some have chosen to reopen, and others will continue to work remotely for the foreseeable future. But when it comes to the new normal of digital branding, a shift is imperative for every business.
You have to rethink your strategy in 2021, no matter what the size, scale, and domain of your business. Missing out on the current needs can push your brand behind the competitors and cause immense damage to its visibility and reach.
It makes sense to understand what the new normal of digital branding is all about. Further, you must also implement the necessary measures to align with it. But the situation is unprecedented and unpredictable, so you may not have a clear solution for now. Here are some helpful pieces of advice from Australian business leaders to help.
Follow customer analytics for inspiration
Budgets are tighter for businesses this year, and there’s little margin for error. It makes sense to take a more targeted approach with your branding plan. Customer data and analytics can serve as the best resource for marketers.
They offer valuable customer insights, right from their demographics to expectations and preferences. You can also get a fair idea of the buying channels they frequent. Such valuable insights can help you devise a perfect plan for showcasing your brand with the right messaging and across the right channels. There are good chances of success for your campaigns because they are based on real insights, not guesswork and intuition.
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Create relevance in your message
Once you know the target audience and their expectations, it is easy to create relevance in your message. Targeted content always works, so it should be the mainstay of your promotional plan. At this stage, you can dig deeper into the customer data and segment them into cross-channel profiles.
Sending across relevant messages through channels such as emails and paid ads gives you better chances to win their attention. They can even boost the conversion rates and hook the customers for the long haul. It may take some effort to segment the audience and create personalized content. But every ounce you invest is worthwhile as it consolidates your digital presence significantly.
Leverage video content
Apart from creating compelling content, you need to leverage video content to fortify your digital presence in 2021. The new normal has changed the mindset of consumers, and they want to stick with genuine brands. Video content adds authenticity to your digital presence, so investing in it is a no-brainer.
If you operate in Sydney, you must look for a specialist in video production Sydney to give your brand a push start. Seek recommendations on options such as company profile videos, product explainers, live events, and more to get a mix that works for your business. Videos can engage the target audience and drive retention for the long run.
Invest in marketing automation
With digital branding, you cannot take a set-and-forget approach. The competition is massive, and consumers will easily forget your brand if it is out of sight. But you will expect to do more with less in the new normal. Investing in marketing automation is a wise approach as it reduces dependence on human resources.
Automating repetitive tasks such as email marketing and targeted advertising saves up time and resources. Your branding team can focus on more critical tasks that require their attention. Moreover, automation drives efficiency and reduces errors. Automated cross-channel targeting also takes care of the shifts in consumption patterns as it aligns automatically with the changes.
Go the extra mile with empathy
Building a strong digital brand amid the pandemic was all about empathy, and the same mindset works even during the new normal. Brands need to listen closely to their customers and go the extra mile to match their needs. If you bond with them through the tough time, they are more likely to stick with your brand for the long haul.
Consider empathy as fuel for customer relationships that can make or break your business. Convey your solidarity and a sense of responsibility for the customers in your message. Show it in your actions as well. For example, you can continue offering free delivery services even as the curves flatten. Australians still prefer to stay at home for safety, so do your bit to help them.
Stay ahead of the trends
If you want to build a winning brand presence online, staying on top of the trends should be your top priority. Not keeping pace with them means that competitors who stay ahead will easily win the race. Customers are spoilt for choice, and they can easily shift preferences to sellers who are even a little better. Keep a close watch on the digital promotion trends and follow your competitors consistently.
Are they focusing a lot on growing social media communities? Are they attracting buyers with freebies and offers? Is something else getting them more visibility? Don’t take customers for granted because they will never come back once they leave. Give them what they want, and they will stay!
Pandemic or no pandemic, you must focus on consolidating your online reputation to become a digital brand leader. A lot depends on customer ratings and reviews, so they should always be on top of your mind. Providing exceptional products and excellent services and support sets you up for positive reviews.
Further, you must take proactive measures to deal with negative ones. Make conscious efforts to resolve the problems and you can easily convert unhappy customers into brand loyalists. Digital branding in 2021 may be different and tricky, but you can succeed with the right approach and strategies. Follow these tactics, and you can emerge as a brand leader.