What do you do if your brand's presence is lacking in the digital world?

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Assess Reality = Honest Evaluation + Data Analysis Assessing your brand's current digital presence lays the foundation for strategic growth and expansion in the online space. Tip: Conduct a comprehensive audit of your brand's existing digital footprint, including website performance, social media profiles, search engine visibility, and online reputation. Keep Bossing Up!

Here you have some ideas: How can we evaluate our current digital presence? --> Let's start by diving into your digital footprint, to ensure your website is user-friendly and looks slick on any device. Go to your social media then asking yourself: Are we effectively engaging with our audience on social media platforms? What methods can we use to maintain consistency in our brand messaging? How do we engage with our followers and foster meaningful interactions? Are we leveraging social media analytics to track performance and identify areas for improvement? --> Consistency is key, so we'll make sure your messaging stays on point across all platforms.

Digital presence is crucial today when technology is ruling the world. One should understand the importance of the digital ecosystem, and not blindly follow what others are doing The most common roadblock that I see in the industry is the lack of technical understanding. Companies have little or no clue what is happening and why. Insights can only help you plan your next steps better, but what if you start on the wrong foot.

Your brand’s digital presence goes beyond your website or social pages. You need to define the foundations to your brand, and ensuring these foundations guide how you show up consistently on and offline. As the organisation grows so to will your digital presence. You will be part of other peoples channels, appearing on podcasts or webinars perhaps. Always refer to these foundations regularly to ensure and guide you to showing up in the right places. There will be potential opportunities that may not be right for your brand to be part of, they may not align to your values or have relevant audiences etc. Secondly focus on the brand experience online. Leverage new technologies and create memorable touch points.

Define Objectives = Clarity + Specificity + Relevance Clearly defining your digital objectives empowers your brand to establish measurable goals and actionable strategies for enhancing online visibility and engagement. Tip: Identify specific objectives such as increasing website traffic, expanding social media reach, generating leads, or improving brand awareness to focus your digital efforts effectively. Keep Bossing Up!

If your brand's digital presence is lacking, start by defining clear objectives for what you want to achieve online. This could include increasing brand awareness, driving website traffic, engaging with customers, or generating leads/sales. Once you have defined your objectives, develop a comprehensive digital strategy that aligns with your goals. This may involve optimizing your website for search engines, creating engaging content for social media channels, investing in online advertising, or exploring partnerships with influencers or other brands.

Consider objectives and take learnings from your non-digital experience and apply them in the digital world. For example, if customer experience is critical and you have a great in-store rapport with your customer base, how can you extend that to their online shopping or customer service experience? How can you leverage their positive experiences and reviews to tell that story on digital channels like your website or social media?

You likely won’t have resources to tackle every digital touchpoint immediately. Prioritize assets or channels with largest impact (ex high volume of visits or impressions, key step in the funnel or a big competitive handicap).

With a clear understanding of your current digital footprint, define specific objectives for enhancing your brand's presence online. These objectives could range from increasing website traffic, boosting engagement on social media, improving search engine rankings, to expanding your audience. Ensure your objectives are SMART (Specific, Measurable, Achievable, Relevant, Time-bound) to effectively track progress and achieve meaningful results.

Develop Content = Relevance + Quality + Consistency Creating valuable and engaging content is essential for capturing audience attention, building brand credibility, and driving meaningful interactions in the digital space. Tip: Develop a content strategy aligned with your brand's objectives, target audience preferences, and industry trends, incorporating a mix of informative articles, engaging visuals, and interactive multimedia formats. Keep Bossing Up!

Developing content just for the sake of having content (whether in terms of quality or quantity) usually doesn't yield significant results. The content must be crafted around well-defined content pillars that align with the Brand Strategy. The mix and format of content should be tailored to the right channels. For instance, not all content needs to be on LinkedIn; And other content might require twice the amount for LinkedIn compared to IG. Consider repurposing your content focusing on the pillars where you perform best. Lastly, continue optimising these pillars until you achieve the desired level of depth that your target audience perceives as valuable insights or practical knowledge, and then focus your efforts on these areas.

It’s extremely important to build an emotional connect with the brand. The content which has an emotional connect with the audience usually tends to perform multifold than the one that doesn’t have any emotional appeal. The emotional attributes could vary; the emotions could be a sense of pride, happiness, being content, excitement, or thrill etc., depending on the brand promise. So, creating content which taps into the emotion of the brand with its audience through the right storytelling would be able to deliver the message with much more impact than usual.

In the digital sphere, blending in isn't an option. Your brand needs to not just show up but shine through. Here's how: Inject Personality: Amplify your brand's voice with witty & relatable memes. Share your brand’s personality by making your audience feel, laugh & connect. Leverage the Unconventional: Explore taboo topics, engage in Q&As on daring subjects, & give unfiltered behind-the-scenes glimpses. Challenge norms & pique curiosity. Forge Digital Alliances: Partner with influencers & creators aligned with your brand, enhancing authenticity & reach. Empower Your Audience: Foster user-generated content via challenges & campaigns. Turn your audience from passive consumers to active creators, making them part of your brand’s narrative.

Developing your brand voice is an important part of this process. Tailoring your brand’s tone and style to your target audience carries its message beyond the visual and establishes a brand personality that is relatable and engaging.

One way to increase your precense in digital is thru Social Media. I'd start by thoroughly researching where my target audience spends their time online (specific platforms, types of content they engage with). Then, develop a content strategy tailored to the chosen platforms, focusing on value-driven, authentic content that resonates with the target audience. Depending on budget and the brand, I'd explore identifying relevant micro and nano-influencers within my audience niche. Partnering with these trusted voices can drive brand awareness and credibility more organically than traditional advertising.

Engage Socially = Active Participation + Authentic Interaction Active engagement on social media platforms cultivates authentic connections, fosters community engagement, and amplifies your brand's visibility and influence online. Tip: Regularly engage with your audience through meaningful conversations, timely responses to comments and messages, and sharing valuable content that resonates with their interests and needs. Keep Bossing Up!

If it’s an impact issue at the point of contact (a.k.a no engagement): Audit your brand identity (verbal, visual, audio) and (probably) revamp it. If it’s a lack of presence: Rework your comms strategy. Maybe you’re not on the right channels, maybe you have a “matching luggage campaigns” problem (where all your pieces of communication look the same, no matter the channel). All-in-all, I would say your digital presence might not be inspiring or supporting enough. Which could indicate a lack of strategy in regards to how you show up out in the world in general.

Consider also leveraging on influencers in the relevant field. They know their market and are familiar with how to engage with their audience. Many have found this to be a short cut to achieving brand reach and traction.

Meet your customers where they are: if they're young, market on TikTok; if they're older, market on platforms like Facebook or LinkedIn. If your age demographic varies, market on multiple platforms. Regularly developing engaging content on the right platforms is essential to effectively reach potential customers and maximize your marketing efforts.

Leverage Technology = Innovation + Adaptation + Integration Leveraging innovative digital technologies and tools enables your brand to streamline processes, enhance efficiency, and unlock new opportunities for growth and innovation. Tip: Explore digital marketing automation platforms, analytics tools, customer relationship management (CRM) systems, and emerging technologies such as artificial intelligence (AI) to optimize your digital operations and maximize results. Keep Bossing Up!

Leverage technology to better: - understand your audience needs, ways of being and thinking (social listening tools, analytics) - create content that meets their needs, delivering value in a way that resonates with your audience (consider a mixture of AI and authentic content - with a human touch to it) - personalise the experience to each of your customers (automation and personalisation should go hand in hand for bigger impact) - monitor performance, analyse what’s working and amplify success

Leveraging technology is key to enhance your brand's digital presence; now even more with the AI available. Investing (time & money) on great tech will deliver your brand's right message to the right audience at the right time. Know well your audience that you're talking to (Analytics tools for your website). Creating brand templates (Adobe Suite, Canva...), and use a second brain tool to gather crucial info (Coda, Notion, Atlassian). This will ensure brand coherence & consistency. Automate repetitive tasks (Make, Zapier), email marketing (Brevo, Mailerlite) & Social Media (Metricool, Later) will do that too, and also foster brand Loyalty. Consider AI tools like Manychat to personalize online brand experience.

Utilize analytics to measure the success of your content and identify top-performing pieces. Use engagement rates on previous content to determine the types of content you should create in the future. Automate time-consuming tasks such as scheduling social media posts, emails, and blog content to streamline your workflow and increase efficiency.

Monitor progress in line with the core brand objectives to achieves and the respective KPIs for these. When doing so consider the core brand metrics along with the channels performances and the budget spent allocated. For example: if your brand objectives is to increase awareness of service X towards Gen Z interested in beauty product ABC, you should consider measuring your brand awareness prior and post campaign, along with the reach achieved on social media, engagement rates for the budget spent.

If you start off knowing your brand is underperforming in digital media, you MUST have a system for monitoring its performance as you invest in it. Establish both channel-specific monitoring and overall brand measurement systems. For example, if you build your brand’s social media presence, you’ll track followers/audience size, engagements, and traffic from the social channel to your website. However, you also want to measure any indirect impact to your brand (positive or negative). For instance, if your growing social media following led to more people talking about your brand at events, in online communities, or in news media, you may see higher direct or referral traffic, more informed new customers, or other brand awareness indicators.

The only way to gauge the effectiveness of your strategy is by consistently monitoring engagement, followers, comments, and web traffic. Ensure you have analytics set up for each platform to track performance accurately. The data should be analyzed regularly to identify trends, preferences, and areas for improvement. Constantly refine your strategy based on your results.

2 moyens efficaces de mesurer l'efficacité de votre stratégie de marque dans le digital: - Indicateur 1 : nombre de recherches du nom de votre marque sur le web = > évaluer vos résultats sur cet indicateur et les comparer à ceux de vos principaux concurrents Indicateur 2 : Nombre de prospects entrants via votre site web, votre page de vente ou vos pages réseaux sociaux Si votre marque n'est pas connue, cet indicateur sera nul. Son augmentation constante dans le temps montre que votre stratégie fonctionne

Being digitally present is not?enough; you must also make an influence in the digital world. Because of the advancements in digital technology, a brand?may now reach whatever societal they desire as long as their content and message are appropriate and powerful. A brand can utilize a variety of strategies across platforms such as social media, programmatic DSPs, DOOH, KOL campaigns, E-Comm platforms, local merchants and so on, but they must first determine which ones work best for them and where they can make the most of it. Once a brand establishes its presence, it may audit and assess what is relevant to them and work on it more effectively and efficiently.

After you establish social media accounts and a website, you can also use affiliate and/or influencer marketing to help spread awareness. These tactics will turn their audience into yours.

All steps mentioned in this article are key to have a brand's presence in the digital world. For me, an important step that could be added is leveraging the digital presence of partners and collaborators to increase YOUR digital presence thanks to THEIR digital presence. I'll also add something very close to my experience: JUST START. Sometimes, we suffer paralysis from analysis and never press the GO button!! We wanna make the content perfect, when actually is the done and checking what has worked (and what has not), what will give you movement and get the wheel moving (aka traction) and give you a GOOD digital presence. It's kinda obvious, but if you don't start, well your brand will never have a digital presence!

Having employees and executives build a strong personal brand will not take away from the company's brand; it will enhance it. Encourage thought leadership and employee engagement to increase overall visibility online.