How to Create, Market and Manage Your Digital Brand

Life has become complicated. In the past we only had one brand to create and maintain.How to Create Market and Manage your Digital Brand

The “physical brand” that is constrained by time and space.

Its maintenance is constant and it is something we all do and some are better at it than others.  You rise from your sleep and perform activities that could include showering, preening and wrapping yourself with the latest fashion.

Check in the mirror and you’re done, you are ready for the world.

In today’s digital age we also have the online brand to maintain, nourish and polish to present to the world. This is not restricted to a geographical location but roams and communicates beyond the space, time continuum.

It is your virtual “digital brand”.

Digital Visibility

The challenge today is to become visible in a world of online noise, torrents of information and global web competition, whether you are a personal or business brand.

A Multi-channel cyber persona is now becoming mandatory. The brand digital persona needs to be spread across websites, blogs, Facebook, Twitter and YouTube and that is just the start. The brand message needs to be consistent and constant on a variety of media. Visual channels are adding to the mix with Pintrest, Instagram and Fancy

It requires persistent and vigilant management as we check our emails, logon to our Facebook page and review Twitter updates. The blogger needs to check what blog posts are resonating, then review and approve the comments. Others will be checking how many hits have happened overnight to the YouTube channel. LinkedIn fans and users will want to know what connection invites are sitting in the inbox. If you are on Slideshare, you will be checking how many have downloaded or viewed your presentations.

Social media has pushed our lives further into the digital sphere as we check our friend requests on iPads and iPhones and often before leaving our beds.

The public and digital persona needs constant optimization to ensure that it has not been hijacked by spammers, scammers or trolls. It is an exercise in constant surveillance and management.

As they say “its complicated”.

The Rise of the Digital Assets

Business is now playing out online and thinking that your bricks and mortar presence is all that is needed is ignorance in a digital economy. If you are not found by search engines then you might as well be invisible. In some industries up to 90% of all buying decisions start with an online search. The holy grail is being ranked one on Google.

So what are the digital assets you need to create, market and manage?

  1. Websites (including blogs and e-Commerce stores)
  2. Social media channels and assets
  3. Multi-media content assets
  4. Mobile assets including apps and mobile sites
  5. Digital databases including email subscribers

The value of building and continuing to invest and build these assets cannot be underestimated. Most online stores have more traffic than physical stores.

How to Create, Market and Manage Your Digital Brand from Jeff Bullas
(The above presentation was the keynote at the Digital Conference DGTL#U in Beirut, Lebanon in the Middle East.  This event was invented, designed and created by the Al-Iktissad Wal-Aamal Group and was the first of its kind in Beirut).

Digital Marketing

Once created the next challenge is moving your online brand from “invisible to visible” so that prospects and customers can find you, read and view your content and then buy your goods and services. Digital asset creation should not be “set and forget” as it was in the past.

Successful campaigns require multi-channel digital marketing strategies and tactics. These include:

  1. Search engine optimization (SEO)
  2. Paid digital advertising (this includes banner ads and Google Adwords)
  3. Social media marketing
  4. Email Marketing

To be truly successful requires three types of “multi“, multiple digital assets, multi-media and multiple marketing channels.

Marketing can no longer rely on just one channel or even two channels as your target audience has splintered and dispersed across a digital matrix.

Managing and Monitoring the Digital Brand

Multi-channel marketing requires the right tools and platforms to measure success and failure of campaigns.

The marketing manager and brand police will want  to know what is being said about the “Brand” to protect PR disasters from destroying a reputation in hours or even minutes as real time communication offers both opportunity and potential catastrophe at the speed of a tweet.

Community managers maintain and monitor “Tweet Stations” on Hootsuite or other Twitter platforms to see what is unfolding online. This maintenance can be in-house or outsourced.

Advertising agencies will want to know what are the click through rates on banner ads.

 Many tools are needed to manage the process of brand protection and maintenance.

What About You?

Have you discovered the importance of creating digital assets? How important are they for your business and brand? Is you marketing single or multi-channel.

What channels are working for you?

Look forward to hearing your stories.

 

Want to Learn How to Create and Market an Online Digital Brand and be Discovered on a Crowded Web?

My book – Blogging the Smart Way “How to Create and Market a Killer Blog with Social Media” – will show you how.

It is now available on Amazon. I show you how to create and build a blog that rocks and grow tribes, fans and followers on social networks such as Twitter and Facebook. I also reveal the tactics I used to grow my Twitter followers to over 110,000.

You can read it now.

Comments

  • http://twitter.com/Nado23 NADA HAMZEH

    I’d like to thank you for this interesting presentation @ DGTL#U.We’re looking forward to see u again in Lebanon & benefit from ur experience.

    • http://jeffbullas.com Jeff Bullas

      It was great to meet you and I look forward to catching up in the future.

  • http://twitter.com/in1dotcom in1.com

    Great article Jeff. I think that visibility and consistency are important. Too much visibility can also happen. Are you overwhelming users with social endpoints? I see so many sites that display every social sharing buttons which overwhelms users with decisions. I’ve just launched a new startup that helps brand unify their social channels.

  • http://twitter.com/Cyber_Savvy1 Robin Williams

    Thanks for this well written and easily consumed article, Jeff. I really like the idea of brands/businesses embracing mobile. I believe that many do not realize the impact that mobile is having and will have in the very near future.

  • http://twitter.com/shaynbaron Shayn Baron

    I recently visited a nice boutique. While scanning the store for a few things I over heard 2 women (a customer and store employee) talking. They were discussing how slow business was.

    At the counter I noticed a generic business card, with a link to Facebook (only). I asked the woman if she knew of Pinterest. She had no idea but mentioned the owner was not a fan of social media. I jotted a few things down on the back of the card and mentioned how vital a digital footprint is in today’s world is. She appeared to be excited and said she’d explain it to the owner.

    I hope they start letting people know they exist :)

  • AAAAtvrepair

    keeping the brand image might be challenging sometimes, especially if you have multiple online users in your business who still don’t get the branding strategy.

  • http://twitter.com/lawrencepn Lawrence

    Very informative. I think there is still a lot to be understood on the subject of digital assets. Thanks

  • http://twitter.com/JamillahWarner Jamillah Warner -MsJ

    Loved this post — particularly the slide and the breakdown of Digital Assets.

    In response to one of the questions above (What channels are working for you?) I was surprised to discover that most of my traffic (to http://www.GrittyWriter.com) comes from social media, but not the ones I put all the time into — you know, Facebook, LinkedIn, Twitter.

    The one I have my Saturday fun with, Pinterest, sends the most people my way and they hang out longer than any other group when they get there. (Gritty Writer is a new site, it’s growing, and I’m learning a lot of new lessons in the process.)

    Thanks for your tips!
    – MsJ

  • http://twitter.com/SocialEastEnd EastEndSocialMedia

    When we get overwhelmed as digital marketers, this is a great piece to refer to in order to get back on track. It’s clear, concise, and doable. Create, Market, Manage. Repeat. Exhale.

  • http://twitter.com/Shrikant2805 Shrikant Deshmukh

    What you think about facebook fan page, facebook liks, twitter ads?

  • Meg

    Great article and advice. You talk about the marketing manager, community managers and the “brand police” but what if you are working for a startup and you alone are pretty much the entire marketing department? I am responsible for creating content, managing our multi-channel social media presence and tracking analytics. There just aren’t enough hours in the day!

  • http://jeffbullas.com Jeff Bullas

    Thanks. It is indeed a incremental building process. One follower, one piece of content, one email subscriber. Persistence is required :)

    • intouchcrm

      Absolutely!