Digital Marketing for sure is the biggest thing when it comes to promoting your business online. It reaches where traditional forms of marketing simply cannot. However, merely jumping on the digital bandwagon for brand awareness is insufficient for immigration consultants.
First thing is to understand what ‘branding’ really means and why digital marketing needs to be an integral part of immigration consultants branding strategy. You may have frequently heard people talk about brand awareness or branding, but what does it mean? Are they referring to your migration consultancy name, website or the logo? Well, branding is a lot more than that!
Branding is about giving customers a total experience of your services, tangible as well as intangible. The way you choose to go about doing this will form your branding strategy and digital marketing is the perfect fit. Digital marketing includes all forms of electronic media. It increases the way customers interact with your business and builds brand awareness. Here are five key factors you should consider while building your brand:
Focus on building a strong brand strategy
Competition in your industry is very high and customers have plenty of choices when it comes to selecting immigration consultants. To gain substantial market share, your brand must stand out from the competition.
Immigration consultants need to start seeing their migration consultancy as a living entity. Much like human beings, it needs to have a personality that matches with the way the target audience thinks and communicates. This is what needs to be done to build a brand:
- Understand your consumers and competitors
Break down the demographics of your consumers and analyze who they really are, where they come from, their preferences, level of education, and so on. Find out about your competitors, the sort of migration services they offer, their rates, the markets they operate in, and even marketing campaigns.
It is also important for immigration consultants to know about their consultancy’s status, in terms of consumer perception and market share. All of this data recorded on an agent management software will enable you to differentiate your services and position your agency brand in the target market accurately and effectively.
- Pinpoint your agency’s USP
Now is the time for immigration consultants to figure out their ‘unique selling point’ or USP. Immigration consultants must begin with identifying their consultancy’s core philosophy, mission, and values. How do they expect the consumer to perceive their brand? Talking with partners, management, and stakeholders helps. What should the brand say to the consumers and how should it speak to them?
Try to sum up these answers in the shortest and clearest way possible. Some immigration consultants make it a part of their mission statement, while others use it as a tagline. For instance, MasterCard’s slogan “There are some things money can’t buy. For everything else, there’s MasterCard”.
- Develop your creative elements
The next step for immigration consultants is to create the look, feel, and voice of a migration consultancy brand that will resonate across all marketing channels – website, social media, and online advertisements. Assistance from a graphic designer and copywriter can be used to set the look and tone of an immigration consultants brand.
Build links to improve visibility in search engines
Immigration consultants must start by considering how visibility can be increased within search engines. Search engines are the primary means people use to find websites and pages online. Immigration consultants can do this mainly in two different ways.
- Use paid advertising
Pay-per-click (PPC) is a way to use search engines to advertise your services, in which you pay every time someone clicks on your advertisement. It will allow immigration consultants to reach prospective clients at a time when they are researching for migration services.
You only pay when people click to visit your website or make a call. Moreover, you can choose your location – local, regional or global. Try Google AdWords. Immigration consultants who have just started this business can opt for this option later on, once the business is more established. Until then, focus on growing your brand organically.
- Grow your brand organically
“Organic” refers to growing your brand without paying for online advertising. Immigration consultants can do so by getting on social media, interacting with online communities, writing blogs, sending newsletters or getting loyal customers to spread the word about their brand.
With this approach, immigration consultants need to focus on providing high value content in a creative and engaging way. Immigration consultants content should not only focus on simply giving out relevant information. It has to be interesting enough for consumers to subscribe to your newsletters or start conversations on social media.
Optimize your consultancy’s website
Website is an online gateway to the services that immigration consultants provide and probably the best marketing tool for brand awareness in cyberspace. When optimized with the target audience in mind, it will attract traffic, get website visitors to stay longer and access more information, as well as keep them coming back for more.
Immigration consultants can make the most out of their website in the following ways:
- Use good and functional web design
Good design reflects aesthetic functionality. Making your website attractive should be the first priority for immigration consultants. At the same time, make sure it is functional and has all the right buttons and links. The website’s layout should be easy to access, with good use of your brand colors and fonts. Immigration consultants must make sure that their brand message is clearly visible – logo, company tagline, mission, and values.
- Search Engine Optimization (SEO)
While developing content for a website, it is crucial for immigration consultants to use keywords, based on the way people search for similar content on the internet. This must be strategic, and not random. Keywords should not be placed everywhere in the website, but only where it is relevant. Immigration consultants can use relevant keywords to tag each page in the website and even images.
- Conversion Rate Optimization (CRO)
CRO is the method of using analytics and user feedback to improve the performance of a website. It gives consumers their “wow” moments and turns passive visitors into active ones. Immigration consultants can use appropriate calls to action, persuasive messaging, and excellent testimonials on their website. Similarly, also provide registration options, downloads, feedback forms, and other attractions on the website.
Write Quality Content
Quality content is king for a good reason! With content marketing, immigration consultants can express to people how their migration consultancy works for them and fulfills their needs. This type of content shows search engines that your brand is an industry leader and worthy of an organic search.
- Start blogging
Blogging is a great way to create value for your brand. Start by writing high quality blog articles that talk directly to your consumers and inform them about the industry. Think about the language tone you want your brand to convey, consider the demographics, as well as their goals and lifestyles. Immigration consultants should start their own blog only when they are confident that it will be consistent.
- Post breaking news articles occasionally
Apart from writing regular blogs, post shorter articles occasionally. It can be more newsworthy and unique. It will give customers something different to read and leave a lasting impression about your brand and its services.
Take social media seriously for brand awareness
Once upon a time, getting on social media only meant finding long-lost friends or sharing photographs. It has evolved tremendously since then. Today, social media has become a global platform to connect with the target audience and talk to them personally. Facebook and Twitter are just some of many options.
Find a social media that suits your brand. Immigration consultants must post messages and pictures that relate to your audience, but more importantly, talk to them in your brand’s tone. Create a strategy for immigration agent management tool to decide what type of content you will post and how many times a week or month.
Building brand awareness for immigration consultants takes time, patience, and sincere commitment. Thus, Start now!