How To Spring Clean Your Brand’s Digital Marketing Strategy
Do you partake in the tradition of thoroughly cleaning your space when Springtime comes around? According to Healthline, cleaning and organising the space you spend most of your time in can keep your immune system strong, boost your mood, and offer a task that promotes focus and reflection during a trying time. So, why wouldn’t you also want that for your brand?
As we use this time of year as a sign of revitalisation and rebirth, consider giving your brand a ‘Spring Clean’ as well. Why? Well… It’s so easy to get caught up in the day-to-day doings of your business – you may forget to take a step back and look at the bigger picture. Focusing on areas that don’t regularly receive attention can be a gamechanger – not only for your brand, but also for your business goals, targets and personal/staff productivity.
Here are 8 tips to Spring Clean your brand for a flourishing new season in 2022:
Create or refresh your buyer’s persona(s)
The phrase ‘buyer’s personas’ is one of the least used phrases in this industry. We often find that eCommerce owners will create a buyer’s persona when they start with their business strategy… and very quickly it ends up as an afterthought.
Creating Buyer’s Persona(s) for any business is imperative. You need to single out your target market to optimise your strategy and brand. Plus, you can and most probably should have at least two to three buyer’s personas (unless you’re an extremely niche brand, of course).
Enhance or redo your corporate identity (CI)
Your CI or brand identity includes the basics such as your logo, fonts, colours, design templates and style guide which is the hallmark of your brand. It’s easy to completely overlook that you may need to refresh your brand’s look and feel. Especially if you paid an arm and a leg to get it designed… ten years ago. If you think of ‘Woolworths’, you may instinctively see their branding in your head… even though it’s gone through an evolution of modernisation over the years – only one example of how strong branding can be.
Not only is your CI a key element for online promotion, it also sets you apart from your competition and perhaps most importantly: creates a trusting relationship between the brand and consumer/audience.
After you’ve revised your brand identity, you’ll apply it to your core funnels such as your website, email template, social media templates, email signatures, etc.
Create new content (including videos)
Never underestimate the power of good content! Especially in current times when the average internet user is being bombarded with run-of-the-mill content in all forms, every day. Why not grab this opportunity to stand out?
Creating new content can seem overwhelming, that’s why it’s best to tackle it with a foolproof plan by starting with a simple content strategy: plan out the bigger content pieces such as videos, photo shoots and blogs, then work smart to use this content throughout the course of the entire season. Now is a great time to start planning your Summer season content!
Stay on top of your website
It might not be necessary to completely ‘re-do’ your website (well, unless you’ve neglected to properly maintain your website for the last couple of years…). However, it’s definitely important to refresh your site so that it is in-line with your current brand identity.
What’s more? The ongoing optimisation of your website’s user-friendliness is extremely important: check the functionality and layout of your products on your online store, remove outdated products, add new blog posts, make sure your services and prices are up to date, add new projects/photos/testimonials, and test all of your forms and buttons.
Tidy up your email list
Bigger is not always better… and this rings especially true when it comes to email subscribers (and social media followers). Email marketing is continually evolving as subscriber preferences shift toward more personalised experiences. Several factors impact email deliverability – opens, clicks, and conversions. So, what’s the first step to keeping your email KPIs strong? A clean email list! Clean email lists (with a great email marketing strategy behind them) will keep your email engagement high and your unsubscribe and spam rates low.
Collect social proof
Believe it or not, word of mouth is still regarded as a top marketing funnel! That’s why making it a priority to collect positive reviews and testimonials is a great idea. Positive customer testimonials help to establish your credibility and reliability as a business.
And, you don’t have to only rely on passive reviews, you can also actively reach out to your clients for positive feedback. This can be done via a simple email, a campaign or automated messages after they have purchased your product/used your service.
Dust off your tools
Over the course of a year, admin, files, paperwork, emails and can easily create ‘digital clutter’. Create organisation for everything from templates to product images to password information while also getting rid of things you may not need anymore. Having a well-organised place for important materials will improve the workflow for your team as you will no longer have to spend countless hours searching for files and trying to figure out where you jotted down that ‘important information’.
Refresh your marketing strategy
Last but certainly not the least: refresh your brand’s marketing strategy. Have a look at what marketing you’ve been doing over the past six months, and analyse the results. Perhaps it’s time to implement new, updated marketing activities, and finally do away with what’s not been working. Like your business, marketing tactics are constantly developing. Spend some time this spring sprucing up your marketing strategies. You can freshen things up by investing in paid advertising, Google Ads, creating Instagram Reels, publishing monthly blogs, automating email marketing, and much more!
Now that you know what to do to ‘Spring Clean’ your brand, you can start straight away! However, just like starting the task of cleaning a dirty, cluttered room, it can be so very overwhelming to actually start. Luckily we’ve got you covered!
Take the first step and create/revise your Brand Persona. We offer a FREE resource so that you can hone in on your exact target market.