Are You Showing Your Best Digitally?

Why Online Brand Management Extends Past eCommerce

We’re living in a digital world — there’s no denying it. And that extends to the customer experience.

A report from Emarketer predicts that retail ecommerce sales in Canada will reach $56.96 billion in 2018, a 26.3% jump from 2017, and account for 9.0% of total retail sales. Every day we talk to many different retailers and manufacturers. Most “get” the importance of having a digital presence, but find it comes with many challenges. We’ve talked before about how having an ecommerce website can help your business but your digital footprint includes more than just your website.

Today, your online branding can (and should) include social media, online reviews, written content (like this blog!), digital advertising, the list goes on…

A great digital presence doesn’t stop at your ecommerce website. That’s only the beginning. So, how do you manage it?

  1. Be Responsive

Today many customers are taking to the Internet to air brand or retail grievances. Here’s just one example. A Facebook friend of mine posted recently to her page about finding a worm in a popular brand of nuts. She tagged the company in a public post. Did anyone from the company respond? Nope.

I went to the same company’s official page and the first post on the page was a nice-looking product ad. The first comment on the ad? “Love the ones that have insects in them.” Had anyone from the company replied? Again, nope. That comment has been sitting there for eight weeks at last check.

Do you think those people are going to continue to be customers or recommend that brand to friends? I wouldn’t.

  1. Curate for the Customer

Bugs aside, let’s talk about social media some more. Your social presence is a great opportunity for branding. Basically, you get to be your brand’s curator. You can choose to show new products or ways to use them that you just can’t do in store. You can turn a product from an impulse purchase into a must-buy before the customer even gets there. High-quality photos and interesting captions are a must.

And think about what social media platform will work best for your brand. If you’re visual, Instagram may be best. But if not, Facebook can be a good tool. Appeal to a younger demographic? Consider Snapchat. Different platforms can do different things for your business, but make sure whichever ones you choose that you update them regularly. If a customer visits your social media page and the last update was two months ago, it makes it look like you don’t care.

  1. Create Cohesion

Another must? Cohesion in your digital strategy. Your social media presences should use the same colours and fonts and link back to your website. Your website should look like your bricks-and-mortar store if you’re a retailer or displays if you’re a manufacturer. A good brand strategy will include a style guide and that should be cohesive between store and online.

If you’re having a sale in-store, that should be communicated on your website, on your social media, and in your newsletter. The bricks-and-mortar experience and digital presence shouldn’t operate in a vacuum.

Essentially, you want your customer to know that it’s your brand and that it’s all connected. It doesn’t help to think of your website as separate from your social media or your paid digital advertising as distinct from your print work — it’s all the same to the consumer and it all leads back to the same place: your brand identity.

Creating a strong, cohesive digital strategy isn’t something you can ignore nowadays. It’s a vital part of attracting new customers and increasing brand loyalty and trust.

We can help. Marketsupport Canada offers a complete turn-key solution to manage your digital footprint, effortlessly. Contact us to learn more about our digital brand management. Call 1-877-421-5081 or visit

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