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So I have branded my company, what’s next? The importance of digital marketing

As we are a specialist branding and creative agency that helps create brands and brand assets, I see it often, what do we do with all this now?

Some don’t have internal capacity to market themselves and the ones that do can often struggle with producing marketing that doesn’t bore people to tears.

With the advancement in tech, teenagers in bedrooms are becoming better marketers because they are digital natives. Not out of touch marketers who are still marketing like it’s the 90’s.

The point still stands, people often don’t know how to maximise their brand to create the right content for the right audience that people actually want to engage with.

So here are some possible ways to target the right audience:

Paid Advertising

A method a lot of business use as it’s very quick to see results. Design some ads, continually test and refine the image, the creative and the messaging along with the right demographic and geographical location and you are away. If only it was that easy.

Choosing the right channels to advertise is essential and this only comes with understanding your audience inside out.

Search Engine Optimisation (SEO)

Often the first thing people do when they need something is ask a friend who they used. Beyond that, what’s the next thing the do? Google it.

If you are not on Google then you are not being found. This can be a long hard game to master as it can take years to see real results. Again, understanding you audience and their problems are key to ensure when they read your content, they are so engaged they want to know more.

That one point your paths cross is often never enough to actually make a sale so there are all kinds of methods to ensure you encourage that person to stay in contact with you. Whether that’s signing them up to a newsletter or getting them to stalk you on social media.

Social Media

A lot of people can feel like they have to have all the social profiles just because. Definitely not.

If your audience are there, you need to be on it. If not invest in something else.

Then learn the intricacies of each platform to ensure content is tailored rather than hitting post to all your social profiles from one platform. It never works and you look like a spammer.

Networking

This does not mean going to any networking event you can find and handing your business card to every new person you meet, walking off and then pitching to them on email a few days later.

If your business relies on high value sales, there is nothing more powerful than building relationships face to face. Personally I have won work with Westfield, Porsche, Oakley and F1 off the back of personal friendships. Referrals are powerful.

Personal Branding

This ties in with social media and building your network. Firstly you can create a personal brand to compliment your business brand as typically people get 2x3 higher engagement than business accounts.

This acts in two-fold. One to reach new people and expand your reach and network. Two, as a reminder to those you have done business with to stay top of mind.

Outside of social, there are many ways to build your profile through things like PR and becoming a published author to name a few.

Branding comes before any marketing

All of these marketing activities should be underpinned by a robust brand strategy and visual identity. If you don’t differentiate and you don’t understand your audience all your marketing activity could be a very expensive pastime.

If you need help on any aspect of your branding, get in touch. We also have a vast network so if you are struggling to to get your marketing heard and we are more than happy to recommend people.

This article is written by Alex Colley, Creative Director of ikon | We are a boutique branding & creative agency – but not in the traditional sense. We hand-pick a team from our experienced creatives to suit each project, delivering a personal and bespoke service. Alex is always the lead contact every step of the way and our clients include the likes of Westfield, Porsche, Oakley & F1.
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