Content Planning - How to get your content and branding right!
The year is (quite quickly!) coming to a close. For many, it feels, this year has flown by faster than most. I know that everyone will be tying up loose ends and winding down for a much needed break over the Festive Season, and the last thing on your mind is next year's planning.
But, if you could indulge me a little, once you have settled down onto the couch at the end of the day - wine in hand of course - reflect on the year that has gone by and how your business has fared. What did you do that was successful? What areas need improvement? 2020 was a year of significant economic change for many businesses. Many businesses were lost, some hung on by a thread, and a lucky few were agile and able to pivot to embrace the changing economic climate. You don’t need a hard and fast plan before 2021. But now is a good time to get your ducks in a row or, at least, have a loose idea of where you would like to take your business in 2021. Here are a few areas that we suggest you focus on:
Branding
A business with a well-defined brand has a specific voice that is relatable to the business’ primary audience. When thinking about your overall brand, you may want to ask yourself the following questions:
Is your branding where you want it to be?
Does it characterise or voice the personality you envisaged for your company?
Do you think your brand appeals to the target audience that you are trying to attract?
If your answers to these questions are no, then maybe it is time to refresh your brand and develop a branding strategy that focuses on your intended audience. This may be because your business has evolved such that the products and services that you provide changed as your business grew, therefore your marketing and branding need to reflect your business as it is now. It may include renaming your business in terms that appeal your target audience.
If you are happy with where your brand is, you can also think about whether your branding is consistent throughout your business. Business documents, website, email signatures –do they all use your branding logos, templates and colour palette in the right way? A strong and consistent brand increases brand awareness and recognition.
Content
When I talk about content, I am talking about your general digital marketing content –social media, blogs, campaigns & memberships.
Social media
If you are looking to build online presence, you may want to think about whether you need to refresh your social media feed, and/or develop branded content that can be scheduled ahead of time to create “classic” content that is on point.
Email marketing
Email marketing and automation is also a consideration. With email marketing, nurture sequences to encourage conversion can be automated once a prospect is on boarded and added to your email database. It is also important to think of ways you can build this list with lead magnets, and even giveaways.
Paid ads
When looking at paid ads, budget and ROI is a big consideration. If your budget allows and you are looking to increase the flow of traffic to your website, paid social media advertising is an effective way to generate leads.
Subscriptions to business communities and other memberships
If you have not already done so, researching and subscribing to business community memberships within your industry is a sure fire way to build a business network and cultivate partnerships.
Website
The look, feel and content of your website can make or break a conversion. If your website is too clunky, or the content and links are not intuitively categorised or easily found, it can turn a prospect away. A few things to think about when reviewing your website are:
•Do you need to revamp your website copy?
•Do you need to update the imagery to something more dynamic or in line with your brand values?
•Have your services evolved since starting? Do you need to update the content on your website?
•Have you thought about addingLead magnets? (e.g. How to guides, checklists & templates )
Persuasive language and motivating imagery work together to create a positive experience for your website visitors.
What the Creative Assistant has to say.....
Having an idea of where you see your business heading, or the direction you would like it to go, putting a little time and effort into setting measurable goals and developing your strategy can set you up nicely for the year ahead. Out of sight, out of mind is an overly used, but highly relevant saying in social media. The execution of your social media marketing strategy is just as important as development. Planning your posts and scheduling at relevant peak times and dates can elevate your social media following, and subsequently increase awareness and brand recognition.