We all know that there’s an overabundance of social media channels available for brands to use to engage with their consumer base these days (e.g. Facebook, Instagram, Twitter, LinkedIn, Google+, Pinterest, etc.). This is great news, as most brands understand that a strong social media presence is vital to reaching their overall goals, but not all brands are successful in leveraging these digital marketing platforms to help build their brand identity in order to do so.
Brands must maintain a consistent voice and presence across its digital marketing channels in order to reinforce brand identity, drive a positive relationship with consumers and achieve success. Fortunately, achieving this level of consistency across all digital platforms isn’t as difficult as you might think. It just requires the implementation of a few tips to ensure that you’re building that thread that ties your brand presence on each channel together.
How to Achieve Consistent Digital Marketing Across All Channels
- Understand the ins and outs of each digital platform and its audience. As you may have already discovered through your marketing efforts, not all social media platforms are created equally. Consumer engagement with peers and brands varies drastically from platform to platform. So, first and foremost, you must do your research, learn to understand how consumers are using each platform and how they’re choosing to engage.
- Establish your brand identity and voice, then stick to it throughout all content and engagement. You should have some sort of playbook created that everyone on your marketing team has access to so that no matter who is posting on your social accounts or website, the voice is always the same. Also, determine your brand tone, and keep all visuals consistent to ensure your brand is easily recognizable. If you’re posting content at a certain time each day, in a conversational tone and incorporating emojis and specific hashtags, then make sure that your team is doing so consistently. If you map out your plan beforehand, your content will remain on-brand at all times.
- Produce content consistently, and remain active. Your consumer base visits your accounts to engage with you and to gain information about your product or service. If, however, they see that you haven’t posted or updated in a while, they will turn away from your brand, and your relevancy will quickly decrease. So, make it a habit to post frequently, engage with others, have a repost plan for people engaging with your brand, etc. Digital platforms are all about curating and promoting that immediate, two-way conversation.
- Share brand-related curated content. Brands that share curated, message-related content on their digital platforms and engage with their consumers will always see more success than those who don’t. When consumers visit your sites, they want and expect to see content that is relevant to both them and your brand, as well as entertaining, engaging and shareable. To best achieve this, brands should create an online environment that is conversational and encourages positive interaction. It’s all about being authentic and staying on-brand.
For any brand hoping to compete in the digital world, it’s important to have a consistent voice across all platforms. When you’re able to successfully do so, you will be able to create a trusting relationship with your current and future customers.
These tips will help reinforce the brand that you’ve already created on your chosen digital marketing platforms. Just remember, a consistent, established brand tone will help separate you from your competition while also strengthening brand recall among your consumer base.
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