HOW TO CONVEY BRAND VALUES USING DIGITAL MARKETING
Recently one of my clients informed me that they had gained a new client because of posts on their social media pages about their team. They said the clients chose them because it was obvious they cared about their staff. This led me to delve deeper into how brands can convey their values using digital marketing.
Most businesses are shy about shouting about the great products they sell or the fantastic services they offer (including me). How can we improve on communicating our brand values using our digital channels?
Be clear on your values
Have you taken the time to think about your company values? Company values should be what your company wants to see in itself and its staff. Are you proud to manufacture in the UK? Do you put your staff first? Is sustainability at the core of your business? Do you buy local? Is your customer care second to none?
Once you have agreed on your company values, it is a good idea to share them on your website. If you have an ‘About’ page - make sure they are there. You might want to put them on the footer so they are on every page, If they are short and truly define your company, you might want them on your home page. You might wish to add images to each value or an icon. By adding your core values to your website you are allowing those who visit to have an insight into the culture and soul of the business. This connection increases brand loyalty and the chances of website visitors buying from your company.
Now you have your values on the website, why not share them on social? All together or one at a time with great graphics.
Action your values
You probably do action your values but do you communicate this on your social channels? If being sustainable is one of your values and your team participate in a litter pick then make sure you post about it. If supporting your local community is one of your values and you have attended and supported a local charity fundraiser, make sure to tell your fans on social media.
It is so easy to have the values, action them daily but then not let anyone know about them. Show people how you live up to your values regularly.
Share customer feedback that validates your values
Whether you use Trip Advisor, Facebook, TrustPilot, emails, surveys or any other tool to gain feedback from your customers, you need to share the praise. When your customers send their praise and love of your products or services they have taken time out of their day to do so. These testimonials should be added to your website with the source and date.
Reviews on your website will encourage sales if they are up to date and plenty of them. Think about how you can increase the number of reviews you receive and then what you will do with them when you get them.
The home page on your website will get the most traffic therefore you should consider adding them here. A slider on your home page will ensure the reviews are seen. When you get a new review make sure you create a post and share this on your social media channels.
Video testimonials are becoming very popular - if you are lucky enough to receive one of these make sure you share it!
Need help sharing your values?
If you struggle with the time or creative skills to share your values and manage your social media or would like to know how you could improve your digital footprint, get in touch with heidi@spcmarinemarketing.com for a FREE consultation.
