Using Branding In Digital Marketing: Working From the Goal Side
When it comes to digital marketing and branding, there’s the technique that people and companies usually use, which is to move forward. They have something – and they advertise it. They push it forward from their central hub and see where it sticks out in virtual space. But, there’s another technique that you can use that can sometimes perform the branding task a bit more naturally, and that involved the idea of working backward from the goal side.
To illustrate this, consider that external entities will often have brand-based reviews, remember that social media conversations are very effective, Facebook groups have opt-in conversations, sponsorships can work wonders, and keep the purpose of organic marketing in mind while you’re playing with digital output.
Working backward from the idea of being promoted by someone else, think about how many sites do brand reviews on their pages. As long as you have your products organized in a way that allow other websites to do these reviews easily, that means you get free advertising, and they get a chance to get traffic for their efforts as well.
Social Media Conversations
If you can get people talking about your product naturally through social media conversations, that’s a huge, free boost to your brand as well. If you find a creative hashtag on Twitter that someone picks up on, and people join in the fun with your brand attached to it somehow, you can get an enormous amount of positive traffic and clout in a very short time. As long as you aren’t obviously promoting from within the conversation, other people who enjoy your product will do the work for you.
Another way to move backward from the goal side of your digital marketing process is by creating a Facebook group. When people join, they are already interested in your business, product, or brand, so you don’t have to actively advertise. You can post updates there, and the opt-in group will spread your message as appropriate from that platform.
Sponsorship of Channels, Blogs, and Podcasts
You can also sponsor a channel, a blog, or a podcast, and have them mention your product, brand, or company message within the constructs of their programming. This is another win-win situation, because your sponsorship supports their creative efforts, and their audience gets exposure to what you’re trying to accomplish.
The Purpose of Organic Marketing
More and more, it’s being found that organic and natural marketing, based on conversations and typical situations, is much more effective than how push advertising has worked in the past. We’re no longer in the age of billboards and TV ads, but rather the realm of connection via real situations.
So even though you still should pay attention to physical advertising mediums, you should do a serious evaluation of how much they cost as opposed to how much it would cost to get your message out into the virtual realm and let other people do your promoting for you.