Digital Branding Strategy For SaaS Ecommerce Businesses
When it comes to B2B, customer acquisition strategies are very different. One of the most effective ways for SaaS businesses to attract clients is through digital branding. It’s all about establishing trust early on; you do this by showing your prospects how transparent and considerate you are. And the best way to make them feel like a close friend is through a great customer experience. As a SaaS ecommerce business owner, you know that digital branding strategy encompasses everything from your website to the social media pages you run. You also understand how an integrated approach brings better results. That’s why you need a plan to get it all done properly and on budget.
What is Digital Branding?
Digital branding is essentially everything that forms your online reputation. It includes your website design, how it converts visitors into leads and looks for customers. Tools like AdWords, Google Analytics, Facebook Ads can also be used for digital branding. Your website, social media pages, blog posts, landing pages are all part of your digital branding efforts. It’s also about how you interact with customers online, whether through live chat or social media. When it is done well, it becomes the foundation for a powerful marketing campaign that creates customer loyalty.
The Core Elements of Digital Branding
Truth be told, the key is in the details. To get it right, you need a holistic and in-depth approach to digital branding. Let’s take a look at the core elements:
- Your Ecommerce Website Design – This needs to be highly functional and user-friendly. It also needs to provide your prospects with a compelling call-to-action that entices them to take the next step. You should take the help of an expert ecommerce agency to create and market your website.
- Profitable Content – As a marketer, you understand that content is king. That’s where your blog page comes in handy. It acts as a central repository of useful information about your product and industry-related topics that give prospects what they want – Real value and a reason to trust you.
- Your Landing Pages – That’s where prospects land whenever they click on a link from your ads or search engine results. It then drives them to take action by completing a form, clicking the ‘buy’ button, etc.
- Social Media Presence – Your target prospects hang out on Facebook, Twitter, Linkedin, etc. That’s where you need to connect with them, share industry insights and drive traffic to your website. You can choose a global influencer marketing agency for this task.
- Your Business Blog – This is where you can build credibility and authority in your field. This needs to be share-worthy content that will attract potential clients and interest prospects so they visit your website.
- Effective Communication with Clients – Every client interaction, whether it’s a live chat, email, or social media post is an opportunity for you to build and strengthen your brand.
A Holistic Approach to Digital Branding: A Step-By-Step Guide
Many new SaaS business owners find digital branding to be a daunting task. It also takes time and money to develop the expertise needed for this complex process. But by working with your agency, you can get it done in a way that saves time and money while delivering results.
So how do you plan for it? Here’s a simple, step-by-step guide:
1. Create an Online Marketing Strategy
Your digital branding efforts can only be as good as your overall marketing strategy. That’s why the first thing you need to do is create a plan that details your goals and objectives. Start by listing out what you want.
Also, don’t forget analytics because it can help you reach your business goals quickly. You can measure what’s working in your campaign and you can also fix the bottlenecks in your sales funnel that will lead to more conversions. Therefore, you should have skilled professionals in your team preferably with an MBA in analytics who can oversee the overall marketing strategies and optimize them for increased sales.
Differentiate yourself from competitors, gain credibility and authority in your field, position yourself as an expert in your industry, drive more traffic to your website, and build brand awareness.
Next, outline the activities you will need to do to achieve these goals. You also need to list out the tools you’ll use for each activity. To start this process, focus on these five main areas:
- Your Website Content
- Social Media Marketing
- Paid Advertising Landing Pages
- Direct Response Ads
2. Set Your Marketing Budget
Some activities are free (like blogging), while others cost money ( like PPC advertising). The trick is to find the right mix of activities that you can do without spending too much. You also need to know how much time it will take to implement your strategy so you can set expectations for your SaaS ecommerce business with your team.
3. Get More Website Visitors
With a content marketing plan in place, you’re ready to use paid advertising and landing pages to drive more traffic to your website.
This is an effective way of showing up with greater frequency on search engine results for specific keywords and phrases relevant to your industry. And if someone clicks, you have the opportunity to capture their details so you can follow up and convert them into a customer.
4. Build Your Social Media Presence
Once your digital content marketing plan is in place, focus on building your social media presence by choosing channels that work for your audience. For example, while Facebook has more users than any other social network, if your target audience is males between the ages of 18 and 35, LinkedIn is where you’ll find them. So, make sure you know your SaaS ecommerce business’ target audience.
5. Create an Online Brand Persona
Before you dive into the digital branding process, it’s helpful to create an online brand persona. Personalization is one of the top digital marketing trends that you should go after. To do this, think about these key questions:
- How would customers describe you?
- What’s your company philosophy?
- What do customers feel when they interact with your brand?
- What makes customers keep coming back to your site or blog?
From there, create a persona that will help guide every online branding decision. This includes everything from website design and social media content to how you handle customer service issues.
Digital branding strategy is important for SaaS businesses that want to grow their online presence and maintain a professional image.
While social media can improve your audience’s perception, it doesn’t automatically build trust. This takes time, but the result is worth it because you’ll have more loyal customers that are willing to share their positive experiences with others.
Ready to Get in the Game?
Digital branding is the first step to creating the perfect brand for your customers as a SaaS ecommerce business owner. Remember that customers are more likely to buy if they can relate to your product. Try these tips to integrate digital branding into your online presence as successful SaaS businesses do and develop an image that will revolutionize how you connect with potential customers.
Adhar Dhaval is experienced portfolio, program and project leader with demonstrated leadership in all phases of sales and service delivery of diverse technology solutions. He is a speaker sharing advice and industry perspective on emerging best practices in project leadership, program management, leadership and strategy. He is working for the Chair Leadership Co.