Have you heard of Brand Equity? Combining this strategy with digital marketing can be the key to reaching more customers.
First of all, let’s understand the meaning of this term, which can be understood as the value of a brand. That is, it encompasses all the characteristics necessary to add positive values to a company’s image.
Since the notion and meaning of “value” cannot be measured by exact numbers, brand equity is seen as an intangible criterion. Therefore, the aspects used to evaluate a company’s image cannot be cataloged in a concrete way.
In short, brand equity means the way the public perceives your brand.
However, this concept should not be confused with brand recognition. There are many companies that are known in the market, but not for positive points, rather for negative feedback, lack of organization, terrible customer service, etc.
For this reason, it is not enough to simply launch your business name into the market or create a blog to generate content. It is necessary to combine and use branding and digital marketing strategies in order to associate brand value in a positive way in the eyes of your customers.
The strength of a brand
Brand equity is directly related to the strength of a brand in the market. For this very reason, it is always recommended to actively invest in strategies focused on this objective.
There are three criteria that prove the efficiency of brand equity strategies, which are:
Loyalty: customer loyalty is undoubtedly one of the greatest advantages a brand can have. This characteristic is essential when it comes to ensuring the return and presence of customers in its communication channels or even in the promotion of products and services, inside and outside social networks.
Customer value perception: brand equity is fundamental when it comes to ensuring the value that customers attribute to a brand. That is, even if brand A is more expensive than brand B, despite offering similar products, many customers prefer brand A because of the trust and added value.
Market advantages: when done correctly, this technique ensures that your company’s values are aligned with those of customers. This brings even more advantage over other brands in the market. Being a strong brand, with the trustworthiness of its customers, ensures advantages in all areas of business.
Brand equity and digital marketing
As mentioned earlier, being easily recognized does not equate to having a positive image among your customers.
A good brand equity strategy goes beyond these precepts and, in general, is linked to proper branding planning.
Beyond branding, to achieve a good result in your brand image, it is recommended to apply brand equity concepts together with digital marketing strategies. After all, if you want your company to grow, you cannot ignore the advantages and benefits brought by each piece of digital marketing content.
These strategies contribute to brand strengthening. When it comes to content marketing, a company that understands the importance of this strategy has everything it needs to reach even higher levels—whether in brand recognition, reach, or sales.
But how exactly do you do this? Check out the 3 tips below!
Strong message
One of the most essential digital marketing strategies for a company lies in the message that should be conveyed to its customers.
Ideal communication with customers has never been so important, especially when we think about a company that wants to create a long-lasting and consolidated bond with its audience.
For this reason, first seek to find the appropriate message to strengthen your brand and enhance the relationship with your customers. This can be done through the creation of digital content that is relevant and engaging for your audience.
However, establish an accurate line of communication, that is, one that is relevant to your target audience. For example, on your blog, post content with the intention of generating leads, but that is also attractive and answers your reader’s questions.
Example:
To help you understand, see an example we used to attract readers to our client’s blog and convert them into leads. As the site’s focus is insurance, we invested in an interesting topic that sparks the reader’s curiosity:
The image above is from the Smartia Seguros portal and shows how to invest in a curious topic within the site’s niche. In addition, it shows how it is possible to insert the brand into the SEO title, respecting character limits.
Also observe the meta description, with the strongest keywords for the topic and a CTA. Both identify what the content will address, which greatly contributes to the reader and helps them click on the post.
After all, if the reader is interested in knowing the average price of Amarok auto insurance, they know they will find what they are looking for. Likewise, they already know that the text offers tips to get a quote and find cheaper protection for their car.
It is essential to understand the importance of investing in content marketing and building titles that capture the user’s attention and curiosity. In addition, include keywords that highlight your content in search engines.
Invest in a well-crafted SEO title, as well as a meta description that draws attention. Include a CTA and see the results!
Use appropriate channels
To achieve a successful digital marketing strategy, you must thoroughly study your customers’ habits and practices. After all, why have a Twitter page if the vast majority of your customers interact on Instagram?
Contrary to what many think, it is not necessary to have a page on every social network to guarantee success. What is necessary is to focus where your customers are—whether on Instagram, Twitter, or Facebook—so that brand equity is applied correctly.
Content frequency
Another very important point is to always maintain a regular frequency in content posting.
Posting regularity serves to maintain customer interest, so make sure to deliver content that is relevant. It is even worth creating a schedule to keep your site always updated.
In this way, you can expand how your customers perceive your brand. As a result, it is possible to develop brand equity positively within your digital strategies.
Let’s consider that your target audience is more active on your brand’s YouTube channel. To avoid losing traffic, you need to publish videos with a certain frequency, right?
But how do you find varied and attractive topics? Depending on your niche, there are several options that help make your brand an authority on the subject.
Example:
We are responsible for the content of the SeguroAuto.org YouTube channel. Our team chooses the topic, produces the text, records and edits the video, posts it, and also takes care of the description as a content strategy and the messages received from users.
All these processes are important and show users a serious and committed brand. In addition, they also help ensure a positive customer experience.
And since the channel’s niche is auto insurance, to attract users, we are always creating curious, diverse topics that answer the main questions. In addition to maintaining publication frequency, we manage to offer what visitors most look for about vehicle insurance.
See the result:
Image: YouTube/SeguroAuto.org
The image shows traffic on our client SeguroAuto.org’s YouTube channel over a one-week period. The data proves how investing in a topic that captures the audience’s attention, within its niche and with regular posts, contributes to the success of your brand.
Conclusion
As you have seen, investing in brand equity is also investing in brand strengthening.
More than simple recognition of a company compared to its competitors, digital marketing strategies with brand equity ensure that brand image and value are used as a crucial differentiator between your company and other competitors in the market.
Therefore, here is today’s takeaway: consider working on your business’s brand equity together with digital marketing. You certainly will not regret it when you observe the results.