As more and more digital marketing channels become available, and with more people getting involved in the marketing process as a result, it can be harder to keep your brand under control online. But don’t sweat it – we’ve got some top tips that’ll help you keep everything under wraps.
Claim early, claim often
If there’s even a possibility that you might use a new social network (remember Vero, everyone?), then claim that profile! When starting a new business, sign up for all the social networks you think you might need, and even those you don’t.
You don’t necessarily need to commit to all of these – in fact, unless you have a plan for doing so, we’d recommend against it. But at this point, they’re claimed and ready for when you need them. All you need to do is log in periodically to make sure your claim is kept.
Never forget the brand guidelines
When many people think of brand guidelines, they often think that the guidelines only apply to print, and how to use a logo. They couldn’t be more wrong. A good set of brand guidelines should include your brand values, tone of voice guidelines, and how to use the brand across a variety of digital channels. If you’re working with external agencies, this should be one of the first things you send them once you’ve signed the contract.
Keep it consistent
We’ve said it before, and we’ll say it again – consistency is what makes you famous. Make sure your profile is consistent across all social networks, directories, partner sites and so on. If you’re embarking on digital PR, make sure you’re sending the right backlink each time – many people make the mistake of sending what they think is the same link, but might vary between http:// (no SSL certificate) and https:// (has an SSL certificate) depending on whether the right redirects are set up.
Stay cool in a crisis – be prepared
If you are unfortunate enough to face a PR crisis, then being prepared to handle it is imperative. You’ll need to ensure your messaging is consistent across all channels and that everyone working on each channel knows what to say and when. While staying silent isn’t a great option, it may be time to switch off certain campaigns until things improve.
Need some help to get all of your digital marketing channels aligned? That’s where we come in. Our marketing experts, with a background in PR, can help you to define how your brand is presented online and work with you to develop the perfect multi-channel strategy. Visit our services page to find out more.
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