How Brand Strategy Consultants Boost Online Campaign Results

The internet today is fiercely competitive, and maintaining a consistent brand identity and purpose across a sophisticated mixture of digital marketing strategies is key to business success online. However, this is not easy, which is why many companies turn to specialist consultants to help. This article explores what they do and how they help companies boost their digital marketing results.

Clarifying Your Value Proposition

An essential component of every marketing campaign is a compelling value proposition, but many businesses struggle to communicate the unique advantages they offer clearly. This is where a brand strategy consultant comes in. They conduct research to narrow down the specific factors that make your brand stand out, then make it clear to your audience why they should care about them.

When you have only seconds for your brand to make an impression, the ability to instantly and clearly communicate what you offer and why it’s worth the customer’s time is key.

Aligning Messaging Across Channels

Most businesses use a combination of online strategies, such as pay-per-click advertising, social media marketing, and search engine optimisation. As they progress through the purchase funnel, potential customers are likely to come into contact with brand materials through several of these channels. It is important for the tone, voice, visual elements, and messaging to remain consistent across them all to avoid confusion and build trust. It will also help with brand recognition.

A brand consultant can help create or refine branding guidelines so that all your digital marketing materials maintain uniform consistency.

Streamlining Campaign Planning

Brand guidelines alone are not enough to create a cohesive digital marketing campaign. Without clear objectives, priorities, and themes, campaigns can end up feeling disjointed. Part of the consultant’s role is to craft a clear strategy that those creating the materials can refer back to when making decisions, rather than relying on guesswork or reacting to what’s currently trending. This allows effective marketing content that aligns with long-term business goals to be produced at speed.

However, strategies need to adapt to unfolding situations, like new social media platforms gaining popularity. Having a clear list of goals and priorities to serve as a reference point makes it easier to decide whether to adapt or not. And if you do decide to incorporate something new, you can do so in a way that is consistent with your brand identity and long-term goals.

Reducing Wasted Ad Spend

While a brand consultant will not work for free, they can save you from wasting money on campaigns that are not just ineffective at converting customers, but which actually harm your brand’s integrity. The costs of the former can stack up incredibly fast using online marketing methods like pay-per-click advertising, and the costs of the latter are incalculable but potentially huge.

As your brand becomes more recognisable and trusted, less marketing effort needs to be spent on convincing customers of your benefits and legitimacy. Branding your business well means your future marketing budgets can be spent more efficiently, which can potentially save you large sums in costs.

Improving Target Audience Understanding

Brand consultants can help segment your audience by demographics and psychographics, improving your understanding of what motivates them, frustrates them, interests them, and more. While this has direct benefits when it comes to marketing, such as choosing the right keywords to target and content to create, it is also useful information for a business to know in general. They can use it to create products, features, and service experiences that better meet their customers’ needs.

Conclusion

Spending more on digital marketing will not necessarily produce better results, especially if there is no unifying brand identity to tie everything together. Consulting with a brand strategy specialist can help ensure that your marketing efforts are focused, on brand, and ultimately more effective.