Technology can be your greatest marketing savior, and can also cause huge amounts of frustration for brand managers. Marketers may find it difficult to control the separate digital pieces surrounding their brand on a day-to-day basis. However, you can conquer digital brand management once and for all with a little organization and these 3 steps.
1. Maintain Consistency
A variety of digital touchpoints necessitates a need for consistency across channels. Your brand voice is susceptible to change if not defined before your digital efforts begin. However, modifications should be made to suit each channel you use in order to speak in the language of your audience.
An issue we frequently encounter with brands is that there is no clearly defined brand voice, which causes content to lack a consistent style and point of view. Creating a document that defines your brand voice, including examples of how your content should sound on different platforms (think Twitter vs. an email vs. LinkedIn), can help you develop a narrative style online. All parties involved in content creation need a copy of this document so that everyone is on the same page, especially for brands with multiple content creators on one account.
Brand voice also extends to voice assistants, where the literal tone of voice in which your brand interacts with consumers must be considered. It’s not enough to have stylistic examples that cover social channels and emails – you must now be prepared for voice search and consider the way sound will impact your audience.
2. Keep Login Information Centralized
One of the challenges of online management that can quickly grow into a large problem is the maintenance of login information. If there’s a staffing change for your brand’s digital team, issues often arise over the ownership of handles and who possesses the latest login information. Social networks make claiming a lapsed handle a rigorous process, so keeping this information up-to-date is important.
It’s something that seems so simple, yet time and again we’ve encountered instances where no one knows who set up a brand's Facebook account or a brand's Twitter login information is nowhere to be found. To avoid confusion, create a document that contains all of the usernames and passwords for your brand’s digital accounts that can be updated easily when any of this information changes. The document should also make note where possible of the administrator/owner of each channel. That way, if a username or password is out of date, it will be easier to contact the appropriate person for assistance. We find that using a dynamic Google spreadsheet is the easiest way to update this information regularly, allowing us the added control of invite-specific read and edit access.
3. Have a Reputation Management Strategy
Multiple digital touchpoints also invite more chances for gaffes and negative information to spread. A whopping 84% of consumers expect brands to respond to digital inquiries within 24 hours and can become disgruntled if they do not receive a response quickly enough. This becomes even more crucial for negative feedback and reviews, as the longer they sit, the more likely it is that someone will spread them across sites.
Brands are becoming much more aware of the need for reputation management, and understand that if done correctly, it can provide powerful marketing benefits. However, many brands either don’t know where to start or leave review responses up to the owners of the company, whose close ties to the issues at hand can prevent them from answering in an unbiased fashion.
A strategic reputation management approach should include a process for gathering the facts pertaining to each complaint and a time window in which you’ll craft your response. If a customer is not telling the whole truth in their review, it is okay to present the entire story in a factual, impartial manner. Your strategy must also amplify positive feedback, as your customers can be your greatest untapped marketing resource. Our in-depth exploration of reputation management is a good place to start when creating your own strategy.
Brand management doesn’t have to be complicated. With a sound strategy, you can handle some common digital issues with ease and free your time for crafting exceptional content.