In every day life we experience thousands and thousands of incentives from brands. Your online life included. As a brand or business you need to know how to use these online opportunities to grab the attention of your dream client. You need to start cultivating your online brand touchpoints.
“You need to start cultivating your online brand touchpoints.”
In this post I’ll explain the different types of online brand touchpoints and give a couple of examples of brand who are expanding their brands the right way online.
Want to know more about offline touchpoints or collaborations?
// Online brand touchpoints
Online brand touchpoints are all the touch points your dream client comes in touch with in the digital world. This includes:
☾ Social media
Social media is one of the biggest online presences for most brands and businesses. It’s not that weird because people spend lots of time on social media and you are a fool if you won’t take advantage of that time to engage with your dream client. Therefore, it’s important to be consistent to create a smooth brand experience. Use the same usernames, same color scheme as your overall brand and the same user image. This way your dream client will instantly recognize that they’re engaging with your brand or business.
“People spend lots of time on social media and you are a fool if you won’t to take advantage of that time to engage with your dream client.”
☾ Online presence on forums or presentations
Using online forums like Reddit or Quora are a great way to get in touch with your dream client. Make sure when you engage that you use the same brand tone of voice and that you provide valuable information.
Your home on the web. Provide all the important information about what you’re supplying, which problem you solve and, most importantly, your why — why you do what you do. This is probably also your most branded place with your logo, brand colors and tone of voice. Make sure that every page reflects the same brand message and experience.
☾ Online advertising (affiliatie banners, social media ads, etc.)
With algorithms changing every couple of months and search engine ranking changing almost daily, sometimes the best way to reach your dream client is through online advertising. Make sure that your boosted posts, advertisements or banners all reflect your brand. It is especially vital on social media. Sponsored posts that look like they belong in your feed do better than ones that are of just product shots.
“With algorithms changing every couple of months and search engine ranking changing almost daily, sometimes the best way to reach your dream client is through online advertising.”
☾ E-books or other (freebie) downloads
E-books and other digital downloads are a great way to connect with your audience. It’s the idea of giving your dream client that little bit of extra valuable information to get them to invest in one of your products or services. Make sure that your digital product fits the overall brand experience. Great way to do that is to set up a template that you can use time and time again but change the cover to fit the contents.
In 2020 it’s expected that 80% of online content will be video. Does that even come as a surprise? You see video everywhere and all the big social media channels will give you extra points for using video. If you want to dive into video, think about how it will fit with your brand and what themes you can discuss in your videos.
☾ Your blog or guest blog articles
Blogging is a great way to get in contact with your dream client. It’s important to think about themes and subjects that might interest them or questions they want answers to. And you don’t have to keep it all to yourself. Look around for other blogs in your niche or industry that you can write for. Not only will this give your brand or business more credibility, it will also create links to your website or blog. Therefore helping you with ranking and making it easier for your dream client to find you.
“Look around for other blogs in your niche or industry that you can write for. Not only will this give your brand or business more credibility, it will also create links to your website or blog.”
This is your online customer service. It is all about the tone of voice for webcare. You want to keep it on brand while making sure your dream client gets the best service.
☾ Email newsletter
Email newsletters have become a touchpoint everyone wants to have. But it’s one of those touch points that can become spammy very quickly. Most important part is to think about the valuable content you can provide to make it a positive customer experience.
Another one that everyone is jumping on. I think with this one you really have to think about the format of your podcast show.
A webinar is a great way to teach something valuable to your dream client and get them to invest in your products or services. It’s important that they get the same brand experience that they are used from you. So use your brand tone of voice, make sure your slides are on brand and that they get the expected valuable information.
// Examples of online brand touchpoints
These examples of online brand touchpoints are ones that stood out to me. They visually match the branding, fit in with the brand message and the content feels authentic and valuable.
“Website — Your home on the web.”
Yoni Instagram page
On Instagram Yoni’s bio reads “We’re all about breaking the silence and starting a healthy conversation about periods” and you can definitely tell by their feed. They often use thought provoking, in your face images and don’t shy away from removing the taboo of periods. But also their branding and use of color reflects that message. You will see lots of bold colors that are also used in their packaging.
Planoly’s online brand touchpoints
Planoly is not only my favorite scheduling tool for Instagram, they also have a kickass blog with useful tips, a YouTube channel with tutorials and often go live on Instagram to share valuable information about Instagram. They use the same branding throughout their whole website, social media channels and even in the app itself. Making it all instantly recognizable as part of the Planoly business.
One of my favorite inspirational podcasts is also a good example of how you can expand your brand over different channels. The podcast imagery fits in with the branding of Stylecollective and the contents of the podcast perfectly matches their and Annie Spano’s — the founder — mission: empower other women, improve their happiness and help them achieve their goals through sisterhood and support of a shared passion.