How to Get More Eyes on Your Brand’s Digital Assets

National brands spend valuable time and money creating digital assets for their products, brand identity, and marketing campaigns. These assets represent a significant investment, as digital marketing grows in importance and businesses allocate vast portions of their budgets to get more digital visibility. The last thing you want is for those assets to go unnoticed.

For brands that sell through retailers, getting visibility on digital platforms can be incredibly challenging. Maybe you’re fighting for space in crowded social media feeds. Perhaps your retailer isn’t consistent with their own digital strategy. Or, maybe there’s simply a disconnect between your messaging and the consumers you want to reach.

Luckily, with the right tactics and tools, you can overcome these marketing hurdles and get your brand the recognition and attention it deserves. Here, we’re sharing localization strategy examples as well as how you can automate content that connects with your audience.

Create Localized Content and Connections

One of the best ways to boost your brand’s presence is to create more localized marketing strategies — especially on social media. This approach can help bridge the gap between your brand and your and retailers while homing in on key target audiences. Localized content comes across as more genuine and relatable to your consumers, driving brand loyalty and trust.

Whether you sell your brand through 10 retailers or 10,000, your messaging and strategy shouldn’t be exactly the same for each. You don’t want the wrong messaging getting into the feeds of the wrong audience, potentially turning them away from your brand entirely. That’s why it’s important to consider what location-specific content looks like for areas where your brand is present.

  • What sort of lifestyle do your consumers lead in each area?
  • How do they engage on social media with retailers in their area?
  • What sort of content do they consume? (i.e. videos, blogs, product features, etc.)
  • How do their budgets and purchase styles differ from other locations?

When you’ve answered these questions, you’re ready to move ahead with a localized digital marketing strategy.

Tailor Messaging by Retailer Location

Next, you will need to think about what content to create and how to distribute it. Maybe you will need to create more content about products that meet a certain location’s lifestyle or income levels. You may also want to create more videos or blogs, based on what people in a certain area engage with most. This also gives local retailers even more incentive to share your content or assets, because they know it speaks to their local customers.

Localized content might do one or all of the following:

  • Feature images of people and places in the local community you’re targeting
  • Reference local current events or trends
  • Tag local businesses or influencers
  • Use hashtags relevant to the local audience
  • If applicable, use slang used by the local audience, taking care to remain culturally sensitive
  • Show awareness of local weather (e.g. a bike shop in Denver has different seasonality than a bike shop in Miami)

Best Practices for Reaching Local Markets

One of the best ways to reach local markets is to claim local social media profiles on platforms like Facebook and Instagram. You can do this by making sure your location is added to your information on each of your accounts — especially on Facebook. From there, you can curate more personalized content that speaks directly to nearby consumers. You can even include messaging about local communities, events, news, and more.

Another great way to engage with your local audiences is to hold contests or promotions relevant to the local area. Whether it’s a giveaway or a gift card, social media contests and promotions encourage locals to visit their area retailers to buy your brand, or visit your national website. 

Of course, if your brand is present in a number of retailers’ storefronts, creating all the necessary assets for local campaigns and getting retailers to share them is a juggling act. It can be difficult to distribute content, ensure it’s being shared, and stay up-to-date with what’s working in any given area. That’s where automated brand software steps in.

Use a Powerful Localized Content Tool to Help

We know, managing digital assets while also curating personalized content for dozens — if not thousands — of retailers can seem virtually impossible. With automated brand software, you’d be able to:

  • Tailor social content to each location while keeping your overall brand messaging intact
  • Synchronize messaging across your entire network of retailers
  • Segment audiences on a granular level, like regions and product types

By automating your social posts (and serving them directly into the feeds of your retailers), you can drastically cut down the time and money spent on overseeing all of it. To be clear, though: Automation does not equate to generic. You still have the power to customize your content strategy, what content is shared, who sees it, and where it goes.

These tactics not only increase visibility on social media feeds, but they’ll also make a positive impact on your SEO and overall organic presence.

ThumbStopper is an automated brand software tool that provides a direct connection to your consumers, giving you the visibility you need to get your brand noticed.

Get Your Brand the Attention it Deserves

FlexBooker understands the disconnect brands have with retailers, which is why we developed a turnkey solution to bridge the gap. Our software is not only easy to use, but it will amplify your brand — no matter your industry. From sunglasses to pet supplies and everything in between, all eyes will be on your brand when it’s backed by the power of FlexBooker. 

Contact us to experience the ThumbStopper effect for yourself. 

Featured Resources
BLOG
How to Reach a Local Audience With Automated Content Distribution
Lifehacks that Every Big Brand CMO Needs to See
CASE STUDY
The Story Behind A National Powersports Brand’s New Recreational Vehicle Launch
How STIHL Canada Drove a Successful Co-Op Marketing Campaign Utilizing Marketing Technology
GUIDE
How to Get Retailers to Participate in Your Channel Marketing Program
[/et_pb_column]
[/et_pb_row]
[/et_pb_column]

Key Points:

 

  • Companies should understand the Web Content Accessibility Guidelines (WCAG) to ensure their websites are accessible.
  • Brands that concentrate on accessibility on social media demonstrate care for their customers and build a positive brand reputation.
  • Brands should always consider inclusive design, such as plain, straightforward language, in their social media posts.

 

 

Accessibility may not be a term you usually associate with the internet and social media. You might picture wheelchair ramps, directional signs in braille, or sign language interpreters at live performances. The landmark Americans with Disabilities Act (ADA) of 1990 dictates the legal necessity of these and similar accommodations in public spaces. As we’ve come to rely on the internet for everything from entertainment to buying groceries, it’s become clear that the internet is now also a public space. It must be accessible to everyone. And like other applications of ADA, businesses that do not comply are liable for damages caused by inaccessibility.

 

The Web Content Accessibility Guidelines (WCAG) are an international set of standards to provide instruction on meeting accessibility needs. It’s important for companies to understand how this applies to their websites, especially if they engage in e-commerce. In terms of social media, the requirements are less concrete. But prioritizing accessibility on your company’s social media is essential to your reputation, even if the legal requirements are uncertain. We’ll look at why it’s important to your customers, how it affects the perception of your brand, and how to make these changes efficiently.

Social Media for All

The cornerstone of accessibility is inclusive design: products or experiences that are accessible for everyone regardless of disability. The most important place where this shows up is on company websites where most users expect to also find links to the brand’s social media profiles. Unfortunately, the overwhelming majority of websites are not accessible, despite the fact that the application of ADA to the internet is over 20 years old. Making websites accessible is a complex process without the use of specialized software like Accessibe or EqualWeb.

Unlike websites, making sure your social media is accessible is a straightforward, ongoing process. Every social platform has been quick to release optional accessibility features. These features are important to many users even if they don’t rely on them to use social media.

Making your social presence accessible tells users that your brand cares about people, not just profits. It’s the same idea as the push for the representation of different body sizes in fashion or more expansive skin tone ranges in beauty products. Brands that meet the needs of underrepresented groups endear themselves to others as well. And while optimizing your brand website for accessibility might be a larger project you aren’t ready to tackle yet, starting with your social media pages is a great way to show customers that you’re listening to their concerns. 

 

Making Content Accessible

Shifting to accessible content means incorporating inclusive design into your creative process. The practice varies by type of media. For platforms that have graphics or videos with captions, it means not only adjusting each component but also being mindful of how they interact with each other.

For example, YouTube’s automatically generated closed captions and subtitles are often inaccurate. It's one of many examples where the caption generation software has issues picking up strong accents and mumbled words. This could be remedied with handcrafted video transcription services. If that’s not in the budget, the video creator could add their script or transcription to the video description.

None of the technology for accessibility is perfect yet. Teaching computers to digest complex information for human understanding is difficult, and the variations in disabilities further complicate it. The majority of adjustments creators need to make revolve around helping assistive technology better understand their content. Let’s look at how to make different kinds of content accessible. 

Text

  • Use plain language that’s easy to understand 
  • Avoid text in all caps
  • Capitalize the first letter of each word in a hashtag, like #SocialMediaMarketing, a practice called camel-case

Videos

  • Provide descriptive captions. Instead of just displaying the words people on-screen say, explain background noises and other sounds that are relevant to the scene.
  • Add your own subtitles or enable auto-subtitles on the video platform of your choice
  • Use captioning for live videos when possible

Graphics

Distribute Accessible Content

Many users find their new favorite brand through social media. When disabled people (who make up 26% of the population according to the CDC) can’t access your brand’s social posts, you miss the opportunity to connect with a demographic that’s eager to engage in online communities. On a hyper-local level, that kind of connection goes even further.

That’s why ThumbStopper exists to help brands distribute their social content to their retailer network. Retailers can connect with their local audience - with your accessible, branded content - in a more personal way. And since content goes to their page automatically once they sign up, retailers can effortlessly promote your brand online while focusing on running their business. 

Ready to see how ThumbStopper can help your brand improve its reach? Check out our brand reach calculator or book a demo.

 

 

accessibility
[/et_pb_column]
[/et_pb_column]
What Is Social Media Automation?
[/et_pb_column]
[/et_pb_column]
10 Ways to Automate Your Marketing
[/et_pb_column]
[/et_pb_column]
How Effective Is Your Social Media Strategy
[/et_pb_section][/et_pb_column]
[/et_pb_row]
[/et_pb_column]

Key Points:

 

  • Companies should understand the Web Content Accessibility Guidelines (WCAG) to ensure their websites are accessible.
  • Brands that concentrate on accessibility on social media demonstrate care for their customers and build a positive brand reputation.
  • Brands should always consider inclusive design, such as plain, straightforward language, in their social media posts.

 

 

Accessibility may not be a term you usually associate with the internet and social media. You might picture wheelchair ramps, directional signs in braille, or sign language interpreters at live performances. The landmark Americans with Disabilities Act (ADA) of 1990 dictates the legal necessity of these and similar accommodations in public spaces. As we’ve come to rely on the internet for everything from entertainment to buying groceries, it’s become clear that the internet is now also a public space. It must be accessible to everyone. And like other applications of ADA, businesses that do not comply are liable for damages caused by inaccessibility.

 

The Web Content Accessibility Guidelines (WCAG) are an international set of standards to provide instruction on meeting accessibility needs. It’s important for companies to understand how this applies to their websites, especially if they engage in e-commerce. In terms of social media, the requirements are less concrete. But prioritizing accessibility on your company’s social media is essential to your reputation, even if the legal requirements are uncertain. We’ll look at why it’s important to your customers, how it affects the perception of your brand, and how to make these changes efficiently.

Social Media for All

The cornerstone of accessibility is inclusive design: products or experiences that are accessible for everyone regardless of disability. The most important place where this shows up is on company websites where most users expect to also find links to the brand’s social media profiles. Unfortunately, the overwhelming majority of websites are not accessible, despite the fact that the application of ADA to the internet is over 20 years old. Making websites accessible is a complex process without the use of specialized software like Accessibe or EqualWeb.

Unlike websites, making sure your social media is accessible is a straightforward, ongoing process. Every social platform has been quick to release optional accessibility features. These features are important to many users even if they don’t rely on them to use social media.

Making your social presence accessible tells users that your brand cares about people, not just profits. It’s the same idea as the push for the representation of different body sizes in fashion or more expansive skin tone ranges in beauty products. Brands that meet the needs of underrepresented groups endear themselves to others as well. And while optimizing your brand website for accessibility might be a larger project you aren’t ready to tackle yet, starting with your social media pages is a great way to show customers that you’re listening to their concerns. 

 

Making Content Accessible

Shifting to accessible content means incorporating inclusive design into your creative process. The practice varies by type of media. For platforms that have graphics or videos with captions, it means not only adjusting each component but also being mindful of how they interact with each other.

For example, YouTube’s automatically generated closed captions and subtitles are often inaccurate. It’s one of many examples where the caption generation software has issues picking up strong accents and mumbled words. This could be remedied with handcrafted video transcription services. If that’s not in the budget, the video creator could add their script or transcription to the video description.

None of the technology for accessibility is perfect yet. Teaching computers to digest complex information for human understanding is difficult, and the variations in disabilities further complicate it. The majority of adjustments creators need to make revolve around helping assistive technology better understand their content. Let’s look at how to make different kinds of content accessible. 

Text

  • Use plain language that’s easy to understand 
  • Avoid text in all caps
  • Capitalize the first letter of each word in a hashtag, like #SocialMediaMarketing, a practice called camel-case

Videos

  • Provide descriptive captions. Instead of just displaying the words people on-screen say, explain background noises and other sounds that are relevant to the scene.
  • Add your own subtitles or enable auto-subtitles on the video platform of your choice
  • Use captioning for live videos when possible

Graphics

Distribute Accessible Content

Many users find their new favorite brand through social media. When disabled people (who make up 26% of the population according to the CDC) can’t access your brand’s social posts, you miss the opportunity to connect with a demographic that’s eager to engage in online communities. On a hyper-local level, that kind of connection goes even further.

That’s why ThumbStopper exists to help brands distribute their social content to their retailer network. Retailers can connect with their local audience – with your accessible, branded content – in a more personal way. And since content goes to their page automatically once they sign up, retailers can effortlessly promote your brand online while focusing on running their business. 

Ready to see how ThumbStopper can help your brand improve its reach? Check out our brand reach calculator or book a demo.

 

 

accessibility
[/et_pb_column]
[/et_pb_column]
What Is Social Media Automation?
[/et_pb_column]
[/et_pb_column]
10 Ways to Automate Your Marketing
[/et_pb_column]
[/et_pb_column]
How Effective Is Your Social Media Strategy
[/et_pb_section]