How do you build a digital-first brand with longevity?
In today’s all-digital world, your social media presence is more important than ever. There are even companies that have built entire brands around how they interact with customers through their social channels. So, why isn’t every business in the world jumping at the chance to fully utilize this massively popular approach to communication? As with most skills, some people have a knack for it and some do not. The same goes for the company itself—it either makes sense or it doesn’t.
If you truly believe that a digital persona will benefit your business, it’s more important than ever to go for it. You should never go at it alone though. So, to help you down the path to success, we’ve created a list of 6 mistakes every company should avoid when building their digital brand.
1. Not Enough Detail
Organization is one of the most important qualities you can have when building up and maintaining your brand. Not only does it allow you to stay atop events and trends, but it also ensures you have enough time for critical thinking when developing your day-to-day game plan. You should always know why you’re posting, before you ever hit, “Enter”.
2. Not Enough Restraint
Nobody likes spam, not even Monty Python (we assume). So, it’s best to hold back, rather than give too much. Sure, we all know customers love to get more for their money, but that doesn’t really translate into social media. If you fill up a user’s timeline with too much content, they’ll most likely unfollow you or even worse—avoid your brand all together.
3. Not Enough Personality
Some campaigns perform better than others. It’s a simple fact that everyone should understand before ever entering the digital world. One way you can avoid tipping the scales against you, however, is to never post something that inauthentic. For instance, if you try and shoehorn a big sale into an unrelated holiday, chances are it’s doomed to fail. Though, if you don’t want to take our word for it just Google, “Brand Social Media Fails,” and see for yourself.
4. Not Enough Focus
You can’t be everything to everyone, nor can you be everywhere at once. So, rather than set out to reply to ever message, email, comment and concern you receive, focus on the ones you can make a difference on. One highly satisfied customer is far more beneficial to your brand than 10 indifferent customers. After all, how many times have you gone out of your way to tell someone about a brand that responded to you, but never actually did anything to help? Our guess is not often.
5. Not Enough Precision
To piggyback off #4 for a moment, we wanted to reiterate that you can’t be everything to everyone. Don’t let your brand fall into areas it doesn’t belong. A yogurt brand’s new flavor will most likely never have anything in common with Beyonce’s latest tour. So, it’s best to stay away. The same goes for the audience you’re going after. Yes, there are a lot of people on the Internet, but that doesn’t mean they’re all going to love your brand. Rather than try to go for quantity, we suggest you strive for quality and let your followers build naturally.
6. Not Enough Interest
Once you’ve created your digital brand, the last thing you want to do is always talk about yourself. If your soul purpose is to promote new products and sales, eventually your audience will die off, because no one likes to open up their Twitter or Facebook feed to see a bunch of ads. Rather, social media is a great place to highlight your brand’s personality. Shine a spotlight on the people who make up your team; show off interesting aspects of the office; run contests that involve the audience—there is so much potential out there and utilizing the right tactics can help you reach it.
Whether you’re building a brand from scratch or simply looking to re-energize it, the most important thing to keep in mind is that you should always be yourself. Let your brand stand as an individual. The more personality you can impart, the more people will gravitate toward it. That’s why it’s best to partner with a professional digital agency. Their expertise will help to ensure you’re getting the most out of your digital presence, every step of the way.