It does not matter how slowly you go as long as you do not stop.Confucius
Marketing your brand online is an ever-evolving process. From new content to new connections, your brand must be represented online. In this article, we discuss some of the tools you can use to help make this process smoother and to put a solid system in place for content distribution across multiple platforms.
Your website is a powerful tool for marketing your brand. With the proper setup, your website can serve as the central hub of your online marketing efforts – easily spreading content that you post across a wide variety of email marketing campaigns and social media accounts, saving you the time you would otherwise have spent posting.
Sharing the content is only part of what your website is responsible for: once someone follows that links back, your website must meet their expectations. Your website should have an SSL (the lock icon in the browser navigation bar), be responsive so it works across devices, and have clear call to action.
The content you share is equally, if not more, important. The content you share must reinforce the unique positioning of your brand, and reinforce your brand’s story, the why behind your brand. Janet Louise Stephenson, author, said, “authenticity requires a certain measure of vulnerability, transparency, and integrity” and it is this authenticity that your content should embody. Just remember, as Howard Schultz said “Authentic brands don’t emerge from marketing cubicles or advertising agencies. They emanate from everything the company does. . .”
Here is a list of ‘must haves’ for your website:
- Must look good on any device
- Must be secure
- Must be up to date
- Add new content and update old content
- Give visitors a way to get in touch
- Define a clear call to action on every page
Social media is a powerful tool for connecting with people. There is little barrier to entry and that comes with lots of competition. It is important to stick with the guidelines for content, when writing manually posted content and content shared automatically.
When choosing what content should go where and which platforms should get your time, you’ll want to look at the demographics of each platform and the numbers of users. Each platform has different capabilities, with Facebook having many types like Groups and Pages, while other platforms don’t have the same ways for users to organize.
Another important consideration on social media is brand consistency. Your images for profile images and background images don’t have to be identical but should all be within your guidelines for brand design.
Here is a list of tips for social media:
- Use an automation app, such as Hootsuite or Buffer
- Pictures and videos respond best across platforms
- Only focus on the social media platforms that match the demographics of your customers
- Use features such as your website’s RSS feed to share content to social media
- Use social media to educate followers about your product, service, or industry
- Use social media to build brand consistency
Brand consistency is also important for email marketing. Email marketing campaigns make it easier to follow up and provide more information to users who have requested it. This tool can provide email drip campaigns, regular blog updates, special offers, etc. and can be configured for your specific use cases and lead generation campaigns.
There are many services to choose from, and if you’re currently using a mailing list service, you may already have these capabilities as many of them have added them recently. If not, we recommend using MailChimp, which is ‘forever free’ for up to 2000 subscribers and 12000 emails per month.
The same content guidelines should be used when writing emails, plus: keep the subject line shorter than 55 characters, include only a single call to action in most cases, and generally, text emails (or very limited html) usually perform better than emails with lots of code and images.
Here is a list of tips for email marketing:
- Build a list of subscribers for your blog
- Create drip campaigns to convert prospects into customers
- Make following-up with connections quicker and easier
- Send the email from YOU, not your company
- Include a clear call to action for recipients
- Respect unsubscribe requests – however you receive them!
Finally, conditional automation is a tool that is very versatile. It can do everything from: notify you when the allergy count is high, adding a row to your Google spreadsheet with your most recent idea at the click of a button, or turn on your lights when you get home (if you have compatible smart things). You can also use it to add new subscribers to MailChimp campaigns or share your content to Facebook. It can connect a growing number of services and could help streamline your system.
This are all tools that are available to you, now, and all you need to do is get started. We made a single page PDF guide that maps out the relationship between your website and these services, and if you want to download it, click on the button to get it.Get the guide