It’s no secret that the Covid-19 pandemic accelerated what the digital revolution had already started. Maintaining a strong, successful brand online has become increasingly challenging due to the rapid progression of digital platforms and the decreased attention span of audiences. Consumer PR bridges the gap between your business and your consumers, and it’s more important than ever that your brand is presented in a positive light online.
There is no quick fix for improving digital identity, but there are several aspects that can put your brand a step ahead of competitors when executed effectively.
Most businesses have social media accounts, from supermarkets to clothing stores, each sector has a place on social. However, many brands miss an opportunity to connect with their audience as they fail to be active across their platforms. A consumer PR strategy can support the ongoing conversation between a business and their audience, by including regular campaigns that are focused on promoting the brand.
Increasing online visibility should start with social media as the likelihood is your customers are already on Twitter, LinkedIn, Facebook and Instagram. So, all you need to do is engage them. The simplest, and possibly the most obvious way to enhance digital presence, is actually being present. Creating a consistently engaging campaign for your social channels that reflects your brand is guaranteed to build a buzz.
Hone Your Tone
It’s not what you say, it’s how you say it. In B2C businesses, connecting with your target audience in the way they want to be reached is imperative. Before launching into social media posts, or crafting video content, step back and decide your brand’s tone. Will you refer to your consumers as if they are your friends? Will you take a conversational approach, or be more corporate in your external communication? Establishing distinct guidelines for your business’ tone of voice will enhance brand recognition.
Consistency is key, so once you have set out your approach, stick to the agreed tone in all communication to your customers. Consistently presenting a brand voice across a range of platforms can also increase revenue for a business by up to 23%, making it work for your PR strategy and sales goals.
Determining what content to publicise is often the next hurdle businesses face when establishing themselves online. In the past few years, video has seen an exponential increase in popularity as it not only captures audience attention, but maintains it, making it the ideal component for a consumer PR campaign. In 2020, brand recall from video was 85% higher than text, proving video is key in B2C brand awareness.
Whether you’re promoting a consumer PR campaign via social media, your website or third parties, incorporating video content will increase engagement and importantly, audience recognition. In an era where the fight for consumer attention is more competitive than ever before, video is pivotal in building long-term brand awareness.
Consumer PR is one of the most valuable assets a company can invest in to ensure they are successful in a competitive digital market. While there are endless opportunities to enhance your brand through PR strategies, getting the basics right is the first step to online success. Most importantly, your PR approach should truly reflect your business across every campaign and aim to grow audience recognition for you online.