HOW DO YOU CUT THROUGH THE NOISE?
A Guest Blog Post By Megha Hamal
It’s a great time for marketers to get their brand message out because they have more tools and channels than ever to work with.
However, the digital media revolution also poses some challenges.
For example, one could argue that there are too many channels – all providing a ceaseless flood of information – making digital media management confusing, if not overwhelming.
With so much information, it can be difficult to capture someone’s attention.
According to AD Week, “Facebook users spend an average of 1.7 seconds with any piece of mobile content on the platform, compared to 2.5 seconds on desktop.
Those interactions become even briefer with younger audiences, and they are growing shorter all the time.”
With so many channels to choose from, how can one manage his or her brand so the message is sent via channels that are most effective for the businesses?
How do we cut through the noise?
Strategy is the underlying foundation for any brand.
It is difficult for brands to thrive without a brand strategy in place.
In a world of too many options and distracted engagement, brands must determine strategies that put their audience in mind.
Always ask: Who is the target audience?
Where is the audience spending time?
What is the end goal?
Content is key.
Brands can no longer send mass messages and use traditional marketing methods to reach their audience.
Today, the content must embrace personalization, not mass marketing.
The variety of social media channels to choose from provides brands a unique opportunity to get creative with their content and target individual consumers.
When creating shareable content, brands must make the content relevant to their audience and keep visual aesthetics in mind.
For example, Warby Parker does an excellent job of creating content on their blog channel to drive people to shop their latest collection.
Brands must engage if they want to build awareness and visibility.
As digital media becomes more complex and interactions continue to grow, brands must post and communicate regularly on various digital media platforms.
Engagement drives connection with customers, which is vital for business success and growth.
The 3 Keys To Brand Engagement
- Know your audience and find out what content they are looking for.
- Storytelling is always an effective tool to increase your brand awareness.
- A brand narrative that resonates is a great way to connect with prospects and customers while increasing brand loyalty.
- Keep your message and visuals consistent across all digital platforms.
- This will help your audience recognize your brand easily, no matter what channel they are on or what social media app they are browsing.
- Determine the type and goal of your content
- Also, be strategic about your content.
- According to Nielsen, “83 percent of consumers trust recommendations from people they know, and 66 percent trust other consumer opinions posted online.”
- Therefore, brands must leverage ways to utilize user-generated content to build their campaigns and eventually tell their story.
When it comes to publishing the content, there are various publishing tools that can help brands post regularly.
They also provide snapshots of their performance on engagement.
Look into tools like Hootsuite, Tweetdeck, Sprout Social, and Planoly, for example.
Explore and figure out what tool works best for your brand.
Being active on every social media platform can seem daunting or unrealistic unless you have an entire social media team managing the accounts.
If you’re just starting out or have limited resources, choose the three platforms that make most sense for your business.
Most importantly, keep your audience in mind when choosing these platforms.
Each platform has its benefits and unique features. Using them in a balanced manner will get you the right result.
Digital media keeps evolving, and brands must innovate to keep pace with these changes.
Understanding how and when to innovate will keep brands relevant and help build longevity.
Those that fail to innovate will run the risk of disappearing entirely.
In the age of a digital media revolution, managing a brand takes much effort and time.
However, if you get positioning, strategy, and engagement right, your brand will succeed.
Use the tools and resources out there to innovate and empower your brand.
Do not be afraid to take a risk and experiment while keeping brand authenticity and core values in mind.
MEET MEGHA HAMAL
Megha Hamal is the founder and CEO of Megha Hamal (MH) PR & Branding, a Chicago-based boutique firm that works in a wide range of categories including lifestyle, restaurants, healthcare, technology and everything in between.
Megha’s work in media relations and public relations have led to media placements in national and international print/online publications, such as, Fox News, Huffington Post, Philly.com, Chicago Tribune, Yahoo Finance, Chicago Sun-Times, South Florida Caribbean News, WVON 1690AM, and consumer trade publications.
With more than ten years of cross-sector experience in the field of public relations and branding, Megha understands the importance of authentic storytelling as a tool to reach customers in today’s competitive environment.