How To Combine the Power of Digital and Brand Marketing
To get ahead of their competitors, businesses utilize digital marketing services, such as digital and brand marketing. If those terms are unfamiliar to you, it might be time to do some research and upgrade your approach to growing your business online.
Below is a deep dive into digital and brand marketing and how to effectively use them together:
- Combining these two marketing strategies to boost business.
- Three ways digital brand marketing benefits your business.
There’s a lot to discuss, so get ready to take notes.
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Combining Digital and Brand Marketing To Boost Your Business
An effective digital marketing plan uses different strategies, such as content creation and search engine optimization (SEO), to reach a wider audience. On the other hand, brand marketing uses branding (your business’s image) as a major selling point to get attention and new customers.
These two types of marketing contribute to better online visibility, but together, you gain the benefits of both in one fell swoop. This saves you a lot of time while maximizing your marketing strategy’s potential benefits for your business.
Therefore, digital brand marketing is more cost-efficient and effective than exclusively relying on either of its components. At the same time, it makes you more aware of your approach to marketing as a whole and how it can build up or tear down your business’s brand.
1. Gain Visibility Online With Digital Marketing
A digital marketing plan is, broadly speaking, using one or more digital marketing channels to promote awareness of your business. It could be something as simple as posting a reel on Instagram or uploading a product teaser to YouTube. The goal is to garner people’s interest.
To that end, digital marketing leans on channels such as social media, email marketing, content marketing, pay-per-click (PPC) ads, and SEO to reach more people. Here is a basic review of how you can use some of these channels to promote products and services to a wide audience:
- Facebook, TikTok, and Instagram are some of the busiest social platforms. People use them for search just as much as they do for communication, so posting to any of these platforms makes you visible to millions of potential online customers.
- Email marketing is an excellent way to contact leads and customers without being intrusive or annoying. Addresses are typically collected through landing pages to ensure the recipient’s consent. It is great for sending business updates and promotions.
2. Build Awareness Through Brand Marketing
A brand marketing plan details how you create a unique and relatable brand and identity that influences other aspects of your business. Part of it is ensuring this consistency remains intact to foster genuine and positive connections with your customers by upholding your core values.
Customers today prefer to shop with brands that show responsibility. That includes setting sustainability goals, performing charitable acts, and committing to corporate social responsibility (CSR) projects. This point rings especially true with younger consumers, who seek authenticity.
One of the core benefits, or perhaps requirements, of brand marketing is staying connected with modern culture. You might have noticed how quickly consumers apply social pressure on brands that deviate from their cultural expectations, such as through protests and boycotting campaigns.
That is not to say that you should live in fear of offending potential or actual customers; quite the opposite. People are just as quick to punish any deceptive or half-hearted branding. Do not make any promises that you cannot keep, especially to your customers.
Most people do not expect you to take on the world’s problems, which is to say that your values matter in how you operate your business. Whatever you say or do should stay consistent with what you make your business out to be (i.e., branding).
3. Achieve Both With Digital Brand Marketing
Digital brand marketing combines digital and brand marketing strengths into one cohesive plan. That means turning your presence on digital marketing channels into new opportunities to showcase your branding, whether on your website, social media, or PPC ads.
Avoid the various forms of virtue signaling because they are highly unappealing and even off-putting for many people. Instead, engage in authentic actions and posts highlighting your values and branding. Here are some ideas you can use to apply digital brand marketing:
1. Leverage user-generated content (UGC). For instance, turn customer reviews into great and very compelling additions to your website’s home page and various landing pages.
2 .Partner with an influencer to advertise your brand and its products and services to their audience. You can set guidelines on how the influencer should market your business.
3. Use email marketing campaigns to send updates on your brand’s projects, invite them to events, or alert them to changes in your business. It has endless marketing applications.
3 Benefits of Digital Brand Marketing
With digital brand marketing, you no longer have to choose between marketing and branding in your strategy. A single plan allows you to broaden your online appeal and simultaneously manage your brand’s public image. Here are three other benefits of digital brand marketing:
1. It allows you to maintain a strong and distinct brand despite having many competitors. You can use it to highlight positive customer experiences that leave a lasting impression.
2. Through digital brand marketing, you can build customer trust and loyalty by creating a credible brand. It also encourages you to hold your business responsible for its actions.
3. By including positive customer engagement in your marketing goals, you provide a great customer experience (CX), which your customers will genuinely appreciate.
Digital and brand marketing share a common goal: to make your brand more visible to a wider audience. The difference is in how they achieve this goal. While the former uses digital marketing channels to share content, the latter leverages branding to spread a positive image.
Need help combining your digital and brand marketing plans? Contact Digital Authority Partners (DAP) to learn how we can help.
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