How strong is your brand’s online presence? Is your brand reaching your intended post-pandemic audience?
The online marketplace has always been crowded and fast-paced. It takes focused digital brand management to stand out among the crowd and stay ahead of the competition.
But the 2020 lockdowns have permanently changed digital audience behavior. Users are now more particular with how they want their online experiences to be, especially when interacting with brands.
How then can you improve your online presence when the audience you’re connecting with has become more exacting post-pandemic? We suggest that you consider riding these five digital brand management trends.
1. Omnichannel presence
Multi-channel marketing is not a new thing. Seasoned digital marketers know that a brand needs to be where its audience is, whether they’re on Facebook, Instagram, Tiktok, LinkedIn, or YouTube. And they have to have a website that works well on desktop and mobile.
But a multi-channel presence is no longer enough for the post-pandemic digital audience. Your audience now wants a seamless experience when interacting with you, whether through your website or social media.
You can provide your audience with their desired seamless experience by cultivating an omnichannel presence. This means optimizing your content across all channels instead of using different strategies or campaigns for each channel. Also, don’t forget to integrate paid advertising in your omnichannel campaigns.
No sound is sweeter to a person’s ear than the sound of their own name. Hearing your name spoken makes you feel seen as an individual and not just a face in the crowd.
That’s what your audience wants to experience whenever they interact with your brand. They want to feel that you see and understand them and don’t look at them simply as a potential sale.
This makes personalization a crucial element in digital marketing. Customers are more likely to positively perceive and buy from a brand that knows and gets them. So take the time to get to know your target audience more intimately by creating buyer avatars and smart content.
3. Visual content
Your digital audience is becoming more visual. Even before 2020, research already indicated that users are swerving toward visual content more than other forms. For instance, in 2018, a survey found that Millennial and Gen-Z consumers prefer visual search, Google Images owned 22.6% of online searches, and Pinterest users did 600 million visual searches monthly.
What kind of visual content works for the post-pandemic digital audience? It depends on how well you know yours. You can start with accompanying your blog posts with high-quality images and infographics rich in optimized alt text. Short-form videos work best for engagement.
4. Emphasis on values
What values does your brand embrace? Where do you stand on social issues like diversity, inclusivity, sustainability, and mental health?
Your digital audience, especially Millennials and Gen-Zs, seriously want to know. They now buy according to their values and from brands whose values align with theirs. More than that, they’re no longer afraid to call out companies for being inauthentic or hypocritical or even cancel them out altogether.
Connecting with your audience now requires your digital brand management to communicate your values consistently. More importantly, you must show that your brand walks the talk. For example, if you say that your company values inclusivity, then don’t just post Maya Angelou or Audre Lorde quotes on Instagram. Make it meaningful through actions like implementing inclusive and equitable HR policies in your company.
5. Authentic storytelling
Brand storytelling is another tried-and-tested strategy long used by traditional and digital marketers. Stories fire up the audience’s imagination and creativity. They can show the audience what’s possible and inspire them to achieve it (by using the brand).
The post-pandemic digital audience, however, is no longer easily swept by fantasy. They’re no longer interested in hearing how good your brand is or what benefits they’ll get from buying your product. They now want real stories – stories from people like them who have used your product to address a specific problem. Customer reviews and testimonials are the best examples, especially if in video format.
What digital brand management strategies do you use to boost your online presence and connect with your post-pandemic audience? Let us know in the comments.
Sacred Fire Creative specializes in digital brand management strategies that can help you connect meaningfully with your audience. Get in touch with us today to find out more.