Have You Tried Leveraging New Media for Brand Positioning and Visibility?

This is the 21st century, the globalization age.

It is a time when the world has been reduced to a global village through Information and Communications Technology (ICT). Working smart now far outweighs working hard.

The invention of computer codes by Alan Turin and its many innovations like the Internet and self-service applications have assisted immensely in providing visibility and recognition for businesses.

To feature in this smart world, you need to get acquainted with the opportunities provided by the internet and its emerging new media.


What Are New Media?

The new media are internet digital platforms used for spreading information and activities. In the last decade, individuals have become popular celebrities, superstars and brand influencers, while companies are running remotely but enjoying efficiency and visibility at the same time – all because of their effective marketing on the new media platforms.

Here are some digital new media channels and the strategies which individuals and organizations may adopt and adapt to promote their penetration, positioning and visibility.

Content Marketing

A website provides a dedicated platform where you can introduce and present your business or activities to an audience through multimedia content. Website content ranges from articles to information, picture and video. The presentation could be a brand, product or service.

It requires an understanding of your target audience and an effective content marketing strategy. A website can give a business of whatever scale the online presence to communicate and sell to prospects.

Search Engine Optimization is one of the most specialized tools online. SEO focuses on making a business website rank top in the search engines such as Google, Yahoo, etc. Given that people use search engines for research, entertainment and so on, the opportunities for businesses are huge.

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When prospects or customers look for products or services, they’ll tend to go with whoever ranks higher. Visibility here means capturing new opportunities by proper positioning and driving a consistent flow of leads.

Social Media

Social media has evolved from being a channel that people use to establish personal connections into something way grander. Social media can be used for reaching out to prospects. Many celebrities, superstars, influencers, politically exposed persons and businesses use social media to reach out to their customers and followers due to its possibility for a wider reach.

These days, celebrities create trends that go viral so as to maintain their relevance and visibility to the world. Potential clients can be reached by engaging buyers in a more personal way.

It is easy to get to your audience organically on social media since the platform is primarily designed to foster interactions, and that is why a simple tag of a president’s handle on Twitter will take a message directly to the president. Ultimately, TikTok, LinkedIn, Twitter, Facebook, WhatsApp and Instagram are popular online mediums that can aid in generating highly qualified leads for access and visibility.

Here’s something else that is exciting about social media: it can measure the reach it covers. An advert run on Facebook, for instance, gives insights on the number of engagements, conversions and general insight. Traditional media, on the other hand, cannot show these metrics.

Search Engine Marketing and Display Ads

The advantage of using paid search is that your adverts (ads) are shown above organic search results, making them more visible to users. Pay-Per-Click (PPC) advertising doesn’t cost more. But the number of people you can reach is only limited.

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Paid advertising, especially on Facebook and Twitter, can increase your digital footprint to a larger audience. Display ads allow an individual to use images, audio and video to communicate advertising messages better.

These are shown on websites, email platforms, social media and many other digital channels that offer advert placements (ads), usually in the form of banners. One of the great things about display ads is their ability to track users for retargeting later on.

Partnership or Affiliate Marketing

Affiliate marketing is one of the most lucrative types of digital leveraging. It involves a partnership with an online retailer where you earn a commission from every sale or lead that you bring in. This is easily done by offering a unique discount or linking your website to the content website of the established partner.


Conclusion: Leveraging New Media for Brand Visibility

The various new digital media work differently from one another and, therefore, will give different results.

Additionally, what works for one person or brand might not necessarily work for another. The ideal scenario is that you test different channels and strategies to see what combination suits you best.

Take time to measure key metrics and analyze if the results you are getting are helping maximize your Return On Investment (ROI). Meanwhile, don’t hesitate to adjust your marketing and visibility moving forward.

TRW Consult can help you leverage new media to promote your business. Contact us and show the world your product.


TemiDayo Babatunde is an Associate of the Nigerian Institute of Public Relations and could be reached on LinkedIn (chatwitdayo@gmail.com).