The current context, generated by the pandemic and its restrictions, has changed and is changing the way the world and implicitly the brands interact both offline and online. Especially the online environment, from the perspective of businesses and brands that were mostly offline, has experienced a spectacular acceleration, an increase that would have been seen differently in a few years. The last few months have opened up a whole new world for certain categories of consumers, from browsing more on the web and interacting with your favorite brands to the first online order placed or providing online feedback. It thus becomes essential that any brand, be it a product, retail, or service brand, be accessible to consumers at a click away.
Brand experience, more than just buying
A study by the Nordic digital marketing company, Episerver, shows that 9 out of 10 shoppers are looking to interact with brands online not to make a purchase, but for other reasons.
These can be: search for product information or related information, search for new products, desire to provide feedback, or ask for additional information, recommendations, advice.
In short, the consumer’s connection with the brand is easier to create in the online environment.
On the other hand, anticipating this reality, more and more brands are constantly creating content in the online environment on different platforms, through different channels and communication tools.
The best digital brand asset is the website
Any brand that wants to start their digital journey has at least:
\ A Social Media account (Facebook, Instagram, Youtube) for which he creates content and where he gathers a fan base with which he opens a conversation
\ A newsletter with a higher or lower frequency for which it creates another content and sends it to a certain customer base from where it again receives feedback by subscribing / unsubscribing
\ A blog that communicates regular news or tips and information to the community
\ Some call-to-action on the site (such as Subscribe or Download the material) from where you receive other feedback.
But most of the time, they are all managed independently by different people.
But, the valuable insights (like who, what he reacted to, what the target’s preferences are, what he empathizes with the most, what provoked him to the conversation) that customers offer, are lost and not capitalized on by brands. And then the question is how can you use the digital environment to create a win-win situation for both the brand and the consumer?
The answer is: turning the website into a business tool.
The site is the best digital asset of a brand, which it can use to generate growth, to implement business strategies, to find potential customers, to retain its customers. And that’s because it belongs entirely to the brand and is the safest and easiest to manage.
The “site” is no longer, or should be, just a company presentation page, a contact page, and an “About us” page.
The control tower of the brand online presence
The new site concept must be Omnichannel and represents the “control tower” of the entire online presence. What can you do to turn your site into the main control tower of your entire digital presence?
Here are some insights or tactics:
1. Gather and analyze the information that the consumer gives you online and then think of strategies based on them (see which are the most read topics on the blog and create a special section to promote, see which are the products he returns to the consumer and think of a series of promotions for them or recommend related products.)
2. Integrate your databases to get an overview and make informed decisions (if you have a campaign microsite, make sure the visitors you gather here bring them to others and then create content for them, and offer them a promo package)
3. Facilitate online visitor actions with optimized content and browsing for any device (especially since 60% of internet searches are mobile according to a * smart insights.com study)
4. Create content that attracts consumers to your environment (Facebook posts are interactive and spark conversation, but as if they were pointing to the blog post on your site, and the conversation would take place in the comments here)
5. Rewards online involvement of consumers through products, offers or content exclusively online
For example, Amazon knows the consumer and its profile so well and has all the data centralized, so that with every offer you make, you feel like they thought of something for you, something you needed. Unlike a local online store, for example, from which I bought a certain laptop a few months ago, then I relapsed it to recommend it to a friend and after this action, all their recommendations for me, come with the same laptop that I already bought by to them — information that they already have, but do not capitalize on. What if they recommended a bag for that laptop or an audio system?
The current times require rapid measures to recalibrate the business and respond to the changing needs of consumers. The online environment provides a number of major opportunities that any brand can take advantage of if they embrace change and understand that the brand is not something static, but a “body” wine, which must always keep moving.
Originally published at https://www.brandfusion.ro.