Weekend Reading: “Brand Now” by Nick Westergaard

I am generally suspicious of books that have the word “brand” as the title. Bob Hoffman, the Ad Contrarian, believes that “There’s no BS like Brand BS.” (He uses more vital words.

Nick Westergaard’s book, however, is the antidote for the overly-precious and fatuous books on branding. This book explains why the long-held branding rules are primarily obsolete and has less to do with how you talk about your company and more to do about how it behaves.

This is a short guide that a marketer can hand to a CEO to help him understand the essential things to create a brand that is loved, trusted, and recommended.

What are your sales goals? Are engagement, brand awareness, and trust-building the most critical priorities? Customer retention and customer satisfaction at the top of your priority list?

What are the KPIs for each buyer stage? Your template should outline the metrics you’ll use to measure the success of each step, from awareness/exploration to customer retention and advocacy. This will allow you to identify potential problems in your sales funnel.

What campaigns can help us achieve our digital marketing goals? How are your social media campaigns impacting your company’s bottom line?

A digital marketing strategy template should include an explanation of each campaign’s opportunities and historical analytics. This will allow you to create more efficient strategies in the future.

Which channels are most efficient for each goal? How can you make your content marketing more dynamic? Is your app content in sync with your website? Your web design should allow your subscribers to click through their emails. You will increase their likelihood of staying on your site.

A schedule should be included in your template for each channel. This will consist of the frequency and timing of posts on each channel.

Choose the best digital template for your

Now you know the basic structure of your digital marketing strategy template. But, market research is essential to ensure your template is as strategic as possible. This will help you ensure your business is well-suited for your chosen plans and channels.

Learn more about the competition.

Keep up to date with industry news. Be sure to pay attention to your content’s tone, frequency, and any new developments.

Follow your competition on social media and sign up for their content

Use tools like Google Trends or Google Alert to monitor keywords.

It’s more than just looking at what other brands do in your market. This research will allow you to understand and identify the unique characteristics that your business has, which will help you distinguish your brand.

Learn more about your customers.

For your digital template, you must conduct a detailed analysis of your buyers. This guide will show you how to create personas.

As you create your template, you should update your personas regularly. You will be able to reflect the genuine buyers.

Track any changes to your subscriber or buyer data.

Participate in and listen to industry conversations through social media and online forums. These are where buyers discuss their problems, such as slow service or high prices. This will help you identify the issues that your marketing needs to address.

Send surveys using tools like Ask Your Target Market and Quora to get honest answers

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