Brand identity represents your brand to the world. Who are you? What do you offer? Why do you do what you do? What are your values? From the logo to the latest post on Facebook, every element that comes from the brand contributes to building its identity.
So you can imagine how important brand identity is! To understand it even better, here are 5 great reasons to define your brand identity:
1. To differentiate the brand
With a well-defined brand identity, there is no risk of being confused with your competitors or mistaking your industry or line of business. Your voice is unique and all your content and products are recognizable.
If you define your identity well, it will remain consistent across all channels. All your company’s strategies will inevitably abide by the brand identity. For example, if one of your company’s values is respecting the environment, everything must be executed with this value in mind: from the style guide, to speeches, to every new product that is created. Everything will reflect this value and therefore the identity of your brand.
3. For a positive brand image
In order for the public to have a positive image of your brand, they need to understand your brand and its mission. This way, they can feel an attachment to your brand. With a strong identity, carefully considered and executed, their opinion will be positive!
The more recognizable your content and products are, the more the public will recognize them and become aware of your brand. That’s what we call brand awareness. And the more well-known you are, the better!
5. For more sales
As a direct result of our previous point, you will inevitably make more sales. If more people know about your brand, that means there are more potential buyers out there. These consumers are more likely to become ambassadors and tell others about your brand who will also buy. It’s that simple!
In conclusion…
Defining your brand identity is a great idea. Don’t be afraid to spend a long time on it so that you can be sure that it corresponds to your company and the message that you want to convey to the world.
This year, optimizing content for search is top of mind for businesses everywhere. Of course, search has been key to success on the Internet for more than 20 years. But as just about everything went online, getting discovered in search results has taken on a new importance. What are the SEO trends to know in 2021?
But first…
In case you missed it, check out our look at the top SEO trends in 2020. Learn about voice search, the no-click challenge and more. All caught up? Read on for three ways to prepare for the future of search.
2021 Search trends for business
Back to basics
The number one rule for 2021 is to focus on the fundamentals. Despite entire industries built around tiny changes to the way search works, simple optimizations are still easy and effective. They may not be new, but these strategies are the starting point for any good SEO effort. For example, make sure that you associate each piece of content with appropriate keywords. Then, double check that those keywords appear in the content’s title, description and text.
While this idea has always been the heart of SEO, few would have imagined it to be a major trend in 2021. However, the Covid-19 pandemic forced businesses to move everything online—and revealed that many were neglecting search basics. All the more reason to set aside the fancy stuff this year and review your content’s keywords. Or to put it another way, don’t let an oversight stop your content from being found in search.
💡 TIP: You can add or update your publications’ title and description on Calaméo in just a few clicks.
UX factor
Although the basics should come first in 2021, that doesn’t mean SEO trends are standing still. One major announcement from Google made it clear that it’s time for businesses to get serious about user experience. Also known as UX, this aspect of digital design includes the interfaces and structures that allow people to interact with websites. Overall, good UX makes it easier to do things like placing an order or contacting support online.
And now, improving your site’s UX can have a big impact on its visibility in search. Just like loading speed and mobile display in past years, UX factors will soon affect search results. According to Google, content quality still matters most. But the pages to beat will be the ones with great content and great experience. The bottom line? Starting in 2021, UX should be part of your business’s SEO strategy.
Analytics overhaul
Last but not least, there’s a new reporting tool in town for anyone following their content’s views. More specifically, businesses are looking at Google Analytics 4: an updated version of the data tool used by millions of sites. GA4 will eventually replace Universal Analytics, which was first released in 2012. First, however, businesses need to consider how and when they will want to make the switch.
In addition to technical changes, Google Analytics 4 offers fresh ways to understand how people use search to visit your site. That may mean adapting your existing methods for evaluating your content’s performance. Before updating everything, take the time to test the new platform. Be sure to note the metrics you want to watch and connect them to the information you already have. For a smooth transition, a little preparation goes a long way!
Quick conclusions
Now that you’re all caught up on the most important SEO trends for 2021, what’s next? Here are a few action items to help you start taking advantage of these trends today.
Invest now
If it’s been a while since you made SEO a priority, put it back on your to-do list in 2021. You may want to invest in a full SEO audit of your business’s content to get a sense of where things stand. Then, commit the time and resources necessary to optimize the basics. Don’t forget content types other than regular pages: videos, images and publications should all be optimized.
Be patient
Even with a solid investment, the visibility of your business’s content may not grow overnight. Building an audience on search requires consistent content and attention to quality. Create a few benchmarks that you’d like to achieve this year and track your progress, but stay focused on your long-term SEO goals.
Look ahead
Many of the upcoming changes to SEO involve complex projects. For instance, UX improvements can take months to research, design and put in place. As a result, it’s a smart idea to begin planning for these changes now. Decide on a timeline for how your business will tackle big SEO transitions, like moving from Universal Analytics to GA4. That way, you’ll be ready for the SEO trends in 2022!
As always, one simple way to boost your business content’s SEO is with smart digital publishing. You’ll find all the details you need to get started in our Ultimate Guide to Digital Publishing. Or see for yourself how easy it is to do even more with your professional content! Create your free account on Calaméo today.
Today, social media play a crucial role in creating a community around your brand. Companies need not only to be present on these platforms, but also to be active on them to attract the attention of potential customers. In this article, we’ll look at different strategies for creating and maintaining a community around your brand on social networks.
How to create a community on social media?
Define your target audience: to start with, it’s crucial to know who you’re targeting. Determine your target audience by analyzing the demographics, search habits and online behaviors of your current and potential customers. This will help you create targeted content that resonates with your audience.
Create compelling content: once you’ve defined your target audience, create compelling content that meets their needs. Use high-quality images and videos to engage your audience. Don’t forget to post regularly to maintain engagement.
Use relevant hashtags: hashtags are a great way to get your brand noticed on social media. Use hashtags relevant to your industry and your posts to reach a wider audience.
Encourage interaction: encourage your followers to comment, like and share your content. Ask questions to spark conversations, and respond quickly to comments to show you’re engaged with your community.
Run contests and offer exclusive deals:contests and exclusive deals are a great way to boost engagement and retain your community. Offer rewards that are linked to your brand to encourage sharing and interaction.
How do you get your community to engage with your content on social media?
Respond to comments and direct messages: it’s important to be attentive to comments and direct messages from your community. Responding quickly and personally shows that you’re engaged with your audience.
Use polls and questionnaires: polls and questionnaires are a great way to engage your community and get valuable feedback on your brand. Ask questions that are relevant to your business and use the results to improve your products or services.
Collaborate with influencers: influencers can help expand your reach on social media by sharing your content with their own communities. Seek out influencers relevant to your industry and collaborate with them to reach a wider audience.
Organize online events: online events, such as webinars or live chats, are a great way to engage your community in real time. Offer valuable content and create a space for discussion to encourage engagement.
Monitor trends: stay abreast of trends and events relevant to your industry. Use this information to create content and engage your community around topics that are relevant to them.
Conclusion
Creating and engaging a community around your brand on social media takes time and effort. By following these tips, you can attract the attention of your target audience and build lasting relationships with them. Be patient and persistent, and you’ll see long-term results for your business.
