In order to keep up with consumer needs in our fast-paced society, businesses often benefit from a fresh new look and marketing strategy. This not only keeps the brand up to date but also reintroduces the product to existing and potential customers alike.
In order to ensure that your brand relaunch is as successful as possible, here are a few of the digital aspects that are important to take into consideration.
1. Update your listing on Google My Business
The internet is the first port of call for customers looking for details about a particular business and Google is by far the favoured search engine of the masses. Registering your details with Google My Business puts your details in front of the customer without the need for them to even click on a link, so it is absolutely vital that your details are kept up to date.
Google My Business connects you directly with customers, whether they’re looking for you on Search, Maps or Google+ and enables potential customers to find you on any device. They can also use the map to find your location or check your opening hours.
Sharing the reviews that are posted on Google My Business by customers will also give you the best word of mouth endorsement and help you to build a loyal fanbase.
2. Make sure your details are correct on all business directory listings
Just as it is essential to keep your details up to date on Google, it is also important to ensure that the details on other business directories are correct. Not only will this ensure that your customers can contact you or find your business when they want, but it also avoids confusion that any conflicting or incorrect details might cause. This is also essential for local ranking as these submissions count towards your link citations that can assist you with local pack ranking on search engine result pages.
3. Refresh your logo across all marketing channels
A new logo is a great way to give your brand a fresh new look, as even the best-known brands demonstrate periodically. However, it is important to ensure that it replaces the previous one on all digital platforms, including your own website, business directory listings and social media pages. Don’t forget your hard copy media like business cards, stationery, wall signs and then also think about anywhere you advertise like trade magazines and newspapers.
Don’t forget your hard copy media like business cards, stationery, wall signs and then also think about anywhere you advertise like trade magazines and newspapers.
4. Amend your email signatures to include the new logo and contact details
Your email signature is as much a part of your company stationery as your letterheads, so it is vital to ensure the details on them are correct. Outdated details or an old logo not only looks unprofessional but can also misdirect customers to the wrong website. If customers can’t find you, they won’t search for long before giving up and moving on to your competition.
If customers can’t find you, they won’t search for long before giving up and moving on to your competition. More importantly, if they can’t trust you to get your own details right, how can they trust you when considering doing business with you?
5. Update your details on Adwords
Adwords is the ideal way to direct traffic towards your updated brand quickly. You pay for the advertisement based on the number of customers that click on the ad, so if your website is not correct you’ll be paying for visitors to reach a broken link. This will not only lose you potential customers as they won’t be able to find you, but you’ll also be wasting money on advertising that isn’t working.
If the URL stays the same the consider any display ads, you may be using that include your logo and whilst you are at it check for any affiliate ads you may be running and update your chain of advertisers with the new details.
6. Optimise your content for SEO purposes
If you are launching a new online marketing campaign, make sure the content on your website reflects your fresh approach by implementing key phrases naturally in your content and enhancing your messaging to provide a high-quality user experience for your audience.
Along with this remember to optimise your titles and descriptions which are both visible in search engine results (even though descriptions are no longer a direct SEO factor) they can help increase your click through rate. This will help ensure that your business appears higher in search engine rankings so your brand becomes more visible to a wider audience.
7. Create a ‘new brand’ buzz on your social accounts
The vast majority of the population is connected to social media in some form or another, so create the hype before, during and after your relaunch by spreading the news on your social media accounts.
This is a good time to make sure you are socially connected with current and ex-customers (think LinkedIn), industry journalists and local and industry-specific online networking groups. A brand refresh will also pique the interest of both existing and potential customers, so make sure everyone knows what’s coming up and when to expect the new approach to launch.
Social Media can be a good outlet to run a quiz or competition at the time of launch to increase the social exposure and share opportunities. You could even switch from online to offline by inviting people to a kick-off event. Don’t forget to engage with connections and don’t make it all a one-way conversation.
8. Use email lists and newsletters
In the build-up to your brand relaunch don’t be afraid to go to your top connections and ask their feedback and opinion on key items like logo and branding especially if you have a few concepts floating about. It’s sometimes good to get an outsiders perspective, particularly existing customers by using a quick survey tool.
When ready to launch, use your email newsletters to ask followers to share in the love of your new brand via social media, helping spread your message much further and reach audiences beyond your own existing social connections.
There are other considerations that each business may have on a case by case basis but this list should help you get started with digital planning for your next brand relaunch.