Roadmap to your Digital Identity

Think about what a user is going to type. – Matt Cutts, Google

Tactics without strategy is the noise before defeat. SunTzu

You may feel “digital marketing” is just not for you. Your business is doing just fine and you believe you can increase your revenue without investing the time, energy or finances in your digital profile or available marketing strategies.  But what you may not realize is that you are losing a significant amount of clients who are searching for your specific services online. This means your competition is gaining the upper hand and reaping the benefits (and profits) that could be yours.

Establishing a digital identity may not be as difficult as you think. It all starts with a vision and a plan. The goal is simple. Outperform your competition and give your clients something that your rivals don’t.

To develop a successful digital strategy, you must first take some time to really think about your brand and evaluate your business needs by understanding who your clients are and what they require from you. Once you identify your cause, you are ready to make some strides in the digital world. Here are some steps to guide you along the way.


Step 1: Establish Consistent Branding Across All Platforms

Contrary to popular belief, “branding” is not just about creating a company name and logo. It’s about being unique in your market and then consistently using that branding across all platforms.

Your branding should tell your prospective clients three things: Who you are, what you do, and why you matter. If you have mastered these three things, through your logo and beyond, you are well on your way to a successful marketing campaign. All you need to do is integrate your new branding into your website, social media outlets and advertising campaigns.

Step 2: Develop Your Website

In a world where everything revolves around the Internet, the first place a prospective client or customer might interact with your business is through your website. Oftentimes, the quality of your website is a direct reflection of the quality of your business. By placing your website in the hands of reputable designers, programmers and coders, you are guaranteeing a successful outcome that will have clients knocking at your virtual door in no time.

Our experienced web designers and programmers at Design 446 offer the following advice when creating a new website: Implement clear navigation with drop down menus; highlight brand identity; include social media feeds, client profiles and client testimonials to establish credibility, and incorporate Google Analytics and SEO keywords into the content.

Step 3: Use Social Media To Your Advantage

Now that your website is almost ready to launch, you have to establish your Social Media Profile. We suggest focusing your energy on Facebook, Twitter, LinkedIn and Pinterest. Your brand becomes visible the more and more it is shared through Social Media – and your message must be consistent on all platforms.

Since you already have your logo and branding complete, it is time to establish your voice. Your message should be clear and your page should be kept color-coordinated or in-sync with each other for consistency (cover images, profile photos, posts, etc.). You should also make every effort to manage and update each social media page associated with your business on a proper schedule (daily, weekly, etc.). An inactive page could only mean one thing… an inactive business.

Step 4: Roll out Your Advertising Plan

Developing your marketing plan is often considered the “heavy lifting” of the marketing world. Although implementing this plan will inevitably have its own challenges, deciding what to do and how to do it will certainly be the most difficult task.

There should be a direct correlation between your marketing plan and your business plan. There are many marketing channels that should be considered during this process. Here are a few big ones: Web feed services, blogs, search engines (Google AdWords), social media advertising (Facebook, Pinterest, Twitter, Linked In), Listings, PR engines and print advertising. You should consider each outlet carefully to determine which ones your customers are using and which ones your competition is not. For example, you will create the most gains by using the platform most used by your customers and least used by your competitors.

Next, you need to evaluate the strength of your plan and make any modifications necessary. To do this, you must learn how your advertising is affecting your sales. Analytics can help with this as it allows you to track the number of visitors to a particular site. You can also track the routes people take to reach you and the devices they use to get there. From this information, you are able to maximize their experience by learning what exactly prospects are looking for.

Step 5. Complement your plan with Email Campaigns

Researchers estimate that United States firms alone spent US $1.51 billion on email marketing in 2011 and will grow to $2.468 billion by 2016. – According to the US Marketing Forecast 2011 to 2016.

You’re almost there! Now that you have identified your brand identity, launched your website, created visibility on social media and implemented your advertising campaigns, all you need to do is create some innovative email marketing campaigns to help reinforce all your efforts.

Email marketing is often used to help boost sales with a call to action and achieve the business goals outlined in your marketing plan. You can use this tool as a way to drive prospective clients to your website or onsite based on your goal. Email lists can be acquired through opt-in forms that can be incorporated on your website, or businesses are able to purchase their own email lists. However, it is important to note that unsolicited emails (also known as SPAM) can result in legal action. To avoid this, limit your blasts to “organic” recipients or those who have expressed direct interest in your services.

Let your business thrive with proper planning! Use this roadmap as your guide to creating a successful digital identity. If you have any questions or concerns, Design 446 is here to help you succeed in this digital age.

Laura Crossan

Laura Crossan

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