What Digital Marketers Should Do To Better Manage Their Online Brand

At this point in time, it is nearly impossible to be successful without creating an online brand for your company. Creating a strong online brand is great for companies because word can then easily be spread and it can help drive sales. Technology is a huge aspect of personal and professional life, and there are a few things digital marketers should be paying attention to, to help better manage their online brand.

Diffusing the Situation

Part of life is making mistakes, but in the words of Bob Ross, there are no mistakes in life- only happy accidents. To correct our wrong doings we have face them head on. It is common for consumers to leave negative reviews if they needs are not satisfied, it is your job as online brand manager to diffuse the situation. Contact the customer either publicly or private in a professional manner is vital to fixing a situation. Whether it be to offer a refund, a discount, an apology, or other making sure the customer knows they have been heard is important. Because of this, they are likely to leave or change a review once they have been given the attention or compensation requested.

Utilize The Tools

Tools like Google Alerts which send notifications when Google finds a designated name or phrase requested to monitor by you. There are other tools like Hootsuite, Social Mention, and Sprout Social which help guide you through monitoring tools across multiple social media platforms to follow brand terms and comb through social media traffic. There are also tools like Bynder which give you access to brand materials to help improve overall flow of your brand across all platforms.

Know your people

Knowing your target market is huge, it can help drive sales through the roof if done correctly! Starting off small then growing is the best way to figure out what demographics flow towards your online brand and what style of writing and ads you should be running! This can include, age, race, quality of product, price of product, income range and more. Creating a target consumer and general focus is a great guide to keep an online brand on track, like what we did in this class. Another thing is to pay attention to social trends, everyone is very sensitive now so creating an all inclusive online brand is VERY important for any company to be successful in this day and age.

Sources cited:

Saville, J. (2013, November 26). 5 tips for online brand management. Retrieved from https://blog.bynder.com/en/5-tips-for-online-brand-management/.

Grove, J. V. (2010, July 14). 5 Tips for Managing Your Company’s Brand on the Web. Retrieved from https://mashable.com/2010/07/14/online-brand-management/.

Persona Who? Persona You!

Personas help companies get a good idea of the target consumer, like who you are what you are searching for. It gives companies them the key ideals of what you like and how to draw you in to purchasing their product over a competitors. The more information collected, the better in creating a better relationship with the consumer. Companies often create a persona of who they believe their goal target market consumer would be and create a personality and lifestyle for this person to relate back to their consumers. This way companies know how to appropriately target this consumer.

When speaking on email marketing and target the goal consumer, you have to think, “How many other marketing emails is this consumer receiving and how can I be the one that is opened and not deleted?”. This can be a difficult task, if you’re target consumer is in the  Millennial or Gen Z category. Creating an eye catching subject line is the first and foremost task in email campaign creation.

Referring to Faye Nipigkit’s article, 8 Design Tips for Sending Effective Eye-Catching Emails, I found that 80% of email receivers delete an email if it doesn’t look good or read well on their mobile device. Making mobility a priority is very important for any company wanting success in their online sales or communication. Making sure it reads well on multiple devices is important too, from computer to tablets, to phones, every format is critical!  

Another helpful tip I found online was to treat the consumers inbox as if it were you own. Nobody wants to be jammed with pointless emails, those all end up going into the trash anyway. Tailoring offers to a specific audience is your best bet when wanting to increase open and potentially conversion rate! Creating a reliable relationship with the consumer is the main goal and you want them to trust you so when they see your name pop up, the open up that email.

From my own personal advice, I always view this interaction like inviting someone over to your home. You reach out to them, asking if they would like to visit-if they accept and come inside, you offer them a glass of water or ask they need anything. So when sending emails make sure you are offering your consumer something, making it worth their while to come and visit. You want to leave them happier and more content than they were before. Further more strengthening the relationship between consumer and company.

My personal persona– Lululemon

The persona I chose for this weeks assignment was one based upon Lululemon. The background of this consumer is a Caucasian female in her mid twenties. She has completed her undergraduate degree and is working the corporate world. She is currently single and is located in this United States. She loves all things active and healthy, places like the gym, the outdoors, whole food, and trader joes are in the regular routine of visits. Living a healthy life style is one of the most important things with both mind and body. She needs versatile clothing that is able to go from one occasion to the next, which Lululemon is able to provide. She follows style trends from Instagram influencer and bloggers and listens to their recommendations about what is best form each line.

Creating a target consumer is ideal for any company because it helps creators and marketers an idea of who they are trying appeal and please. This can be difficult because with large companies that are selling clothes in both men’s and women’s of all different body types it can be difficult to target. However, finding a medium of their largest consumer is best to target and making sure they are inclusive of others is the best course of action.

Sources Cited: Napigkit, F. (2017, November 15). 8 Design Tips For Sending Effective, Eye-Catching Emails. Retrieved from https://thenextscoop.com/design-tips-eye-catching-emails/ Council, T. Y. E. (2019, August 6). 15 Ways to Ensure Your Customers Open Your Emails. Retrieved from https://smallbiztrends.com/2017/09/ensure-your-customers-open-your-emails.html.

How Far Is Too Far?

   I believe that current model of online advertising, on a scale of one to ten is about a three and a half. Just using one example here on this very broad topic, YouTube. YouTube has been actively been trying to change their ad cents policy on many family vlogging (video bloggers) channels in order to protect children after there were a couple cases of child welfare in danger, a specific example being the channel, FamilyOFive. FamilyOFive is known for prankster parents playing tricks on their kids on video and uploading it to their shared family channel. Things went a little too far for viewers liking so the channel was reported and further removed after review. These videos often showed the kids crying or in distress, which violates the YouTube guidelines. YouTube agreed that their videos should no longer be creating money for fund the parents for their children’s distress. In the parents defense, they said everything was planned and was all acting but there has been minimal proof that. Feel free to look further into this because it would be hard to cover all sides in just one post so I am giving the best Sparks Notes version I can. Here is a video helping explain the situation. The current understanding is fewer ads will appear on kids content (or content involving minors) because majority of advertisers are not kid friendly. Kids are very impressionable especially under the age of 13 which is the legal age to have a YouTube channel (even though you can access videos without an account). I gave this score I did because this is an issue that has not been sorted out yet, but is in progress of creating a safer and honest ad policies, therefore a happy median score. I think there is a lot room for improvement of honesty, I think we all often see false advertising to trick the consumer.  

I found a great article (Links to an external site.) speaking about the differences between ethical and unethical practices of advertising and thought it would be a great addition to the reading we had this past week.The two parts the stuck out to me throughout the article were the need to promote the products distinction, showing why this product is unique will help the consumer identify it. Doing this unethically would be like creating knock-off products and trying to pass them for the one that is trying to be imitated. This next part is my favorite, when advertising you should be socially conscious, they speak on a topic called, “ hot button issues” I think people often forget to do this and especially with how sensitive everyone is we need to be extra careful not offend anyone, especially when they are not the target market. There is such thing as bad publicity!

Code of Ethics:

  • Share truth and high ethical standards- unless stated otherwise, things should be played by bias.
  • Hold the company ethics to the ad, and demonstrate them accordingly.
  • Ads should targeted towards the right target market especially when dealing with products/campaigns targeted by those who need to reach a certain age to partake or purchase said product. Aka be appropriate.
  • Never compromise a consumers privacy or private information.
  • If paid promotion is being taken place that should be obviously disclosed within in the ad.
  • Never put anyone in danger through an ad, if anything it should just be promoting good.
  • Just be a good person, think of things you would want advertised to your kids, you only want the best for them. (Unless you are advertising some above legal age product).
  • Be environmentally conscious!

What To Do When Your Webpage Doesn’t Rank

Help! My webpage isn’t ranking, what do I do? Hopefully the paragraphs below will you help you better understand what went wrong and what your next steps can be. Here we will be focusing on SERP to get you into the top search results. Now, let’s get started!

So, what is SERP? SERP stands for Search Engine Results Page, and it is the pages that are shown by a search engine by request of the user. This is done by the search of keywords that help the engine find exactly or at least close to what you are looking for. There are plenty of Search Engines out there some of the most popular being Google, Bing, Yahoo, etc. Google tends to be the most popular engine, they are known to be the most trustworthy and commonly used. A helpful tool Google has for sites is Google Ads.

Google Ads is a pay-to-play marketing feature Google offers for sites. The site owner can pay to have their result

**this wouldn’t let me save as a draft so I have to publish to save my work** still working on this!