In a digital age where ad demographics possess finely calibrated BS detectors, you better make sure that the carpet matches the drapes when it comes to branding.
Most businesses focus on landing page optimization, on site SEO, and impressions–everything within the digital realm. But what happens when the customer comes from the digital store-front to your store’s door-step?
To ensure high conversion rates and brand authenticity, you must ensure that as a company your digital image is reflected by your company culture, brand voice, and personality as a physical manifestation.
Digital Branding vs. In-Store Interfaces
When it comes to a digital persona, companies are more focused than ever before. With landing pages optimized to the teeth, automated content coordination within social media platforms and bold company visuals–brands have a great sense of how to market themselves and boost their online presence.
But hey, everyone needs some help sometimes. Here are a few steps to take in the right direction in regards to optimizing your digital voice as a brand:
Colourways! Logos! Typefaces! As the magical words to any designer or illustrator, they’ll be the first to tell you that after establishing a solid brand voice guideline, your brand should have a unique colour palette, logo and typography that immediately shouts “Hey! That’s ______!” Think about it–when you mention Starbucks or Nike, images of green, the Statue of Liberty, coffee, sneakers and the Nike Swoosh immediately spring to mind. Be memorable, be concise!
Having a unique brand voice is paramount to the solidification of your online image, which always leads back to the importance of hiring copywriters who can adhere to a brand voice among all your social and eCommerce platforms, as well as your landing page.
Landing. Page. Optimization. As a company, consider that your landing page is the front door-step in regards to an online presence for a brand; this is often the first place that viewers will gain a sense of your identity, and what you have to offer them as a company!
As a few quick tips, ensure that you have strong headlines that contain a CTA, keywords (that you’ve obviously researched and implemented through Google AdWords) and an irresistible call to action that leads to the sweet, sweet victory of better conversion rates.
The landing page of a successfully branded company should have an easy-to-use interface, a clean design, on-page SEO optimization, and clearly segmented copy that ultimately lead viewers to a purchase, signing up for a newsletter, etc.
Ultimately, the elements that we mentioned above should 100% be implemented with your physical location, if applicable and if your company/office/service has an in-person location.
The same colourways, typography and logos should dominate your office, to create the same exact feeling that a viewer had while stumbling across your landing page (which, hopefully is a good one!).
Again, that same brand voice, mission statement and overall company design should come across clearly at the store-front, and at the online platform(s). There’s no 1 simple way of going about it; think about the process of brand unification as a formulation of incremental successes, and stumbles along the way.
But psssst! If you’d like a leg-up on the competition…
A Note On SEO and Conversion
Taking a customer from the doorstep (your landing page) all the way to, um, let’s say prom (point of sale) can be a delicate process.
The hands-down best method of funnelling viewers to your call to action and ultimately increasing conversion rates is through on-page SEO; this ensures that potential customers searching for a particular service come across YOUR landing page (first, if you’re doing things right).
As a first-step, ensure that you are doing keyword research with Google AdWords for the keywords, long-tail and short-tail, that will bring customers to your page. To go a step further, consider researching negative keywords that you should leave out to better funnel customers to your page.
And definitely invest in Google Analytics; mine your data and segment by time, date, geography and more to determine keywords with the best performance, that will not only improve conversion rates, but improve your quality score for better ad budgeting and positioning within Google’s search pages.