A importância do posicionamento digital da marca diz respeito à forma de se apresentar nos mais diversos canais de comunicação da internet.

Isso significa que a forma de expressar e apresentar conteúdos precisa corresponder com o estilo e características que sua marca possui, como, por exemplo:

  • seriedade,
  • informalidade,
  • humor,
  • objetividade.

Segundo Neil Patel, um dos mais renomados influenciadores de marketing do mundo, uma marca só se posiciona de forma concreta quando ela se intensifica no imaginário do seu cliente, possibilitando um cruzamento de valores, sentimentos, memórias afetivas e personalidade.

Muitas empresas não se preocupam com esse assunto e apresentam características no mundo digital que não são adequadas ao seu mercado, estilo e segmento no qual atuam.

Como exemplo, um escritório de advocacia, dependendo do seu posicionamento, não deve publicar posts utilizando uma linguagem informal e descontraída, visto que, geralmente, o público que busca informações sobre direitos e obrigações deseja encontrar uma empresa séria e formal.

Da mesma forma, um barzinho voltado ao público jovem não deve se apresentar na internet com posts onde o conteúdo parece ter sido escrito por um membro da Academia Brasileira de Letras ou por Machado de Assis.

É isso que o posicionamento digital faz! Mostra como você deve se comportar nos canais digitais de acordo com a sua marca. Continue lendo e saiba mais a respeito!

O que é posicionamento digital?

Antes de entrarmos nos detalhes da importância do posicionamento digital, é importante conhecermos a sua definição.

Toda empresa deseja que sua marca seja ligada a um estilo, onde possa ser reconhecida facilmente pelas pessoas. Isso significa personalizar o formato e o modo com que o seu negócio se apresenta ao mercado.

O posicionamento digital diz respeito à maneira com que o seu público percebe a sua empresa.

Qual a imagem e o que as pessoas pensam a respeito da sua marca?

O posicionamento digital foge a sua vontade e expectativa, pois, não é o que você gostaria e, sim, o que o mercado enxerga e percebe com relação ao seu empreendimento.

É claro que você pode personalizar a sua comunicação de modo que sua empresa seja vista como você quer.

Qual é a importância do posicionamento digital?

A importância do posicionamento digital diz respeito à identidade da sua empresa, portanto, é fundamental para a credibilidade do seu negócio.

Possivelmente você já teve alguma experiência de ter visto em materiais publicitários ou conteúdos com informações que provocaram uma vontade de conhecer determinado lugar e quando chegou ao destino a decepção foi grande.

Isso acontece mais facilmente com o setor alimentício.

Você pode, por exemplo, visitar uma página do Instagram de um restaurante famoso da sua cidade e achar que tudo é muito saboroso e gostoso e, na verdade, a comunicação da empresa é muito melhor do que a comida em si.

Isso acontece quando a realidade do ambiente ou local é muito diferente daquilo que foi colocado no material de divulgação, como resultado: frustração e um sentimento de ter sido enganado.

Geralmente, quando não existe sintonia entre a empresa e os responsáveis pelo desenvolvimento dos conteúdos que serão expostos nos diversos canais digitais acontece esse problema ou ainda quando o empreendimento não se percebe como realmente é.

Qual é a relação entre definição de conteúdo e posicionamento digital?

A importância do posicionamento digital está diretamente ligada à definição de conteúdo que sua empresa apresenta no mundo online e offline.

Como já mencionado, o conteúdo e materiais desenvolvidos a respeito da sua marca, produtos e serviços precisam corresponder ao público e estilo que seu negócio quer atingir.

Portanto, é fundamental definir de forma criteriosa:

  • o que se deseja divulgar,
  • para quem será direcionado os conteúdos,
  • quais as características e preferências do público a ser atingido,
  • qual o estilo de linguagem e imagens que serão utilizados na comunicação.

Como melhorar o posicionamento digital?

Para melhorar o posicionamento digital é fundamental que algumas ações sejam definidas, tais como:

Entender como a marca quer ser apresentada e reconhecida

A partir de um estudo e da experiência adquirida com relação ao mercado em que a empresa atua, é fundamental que sejam definidos os aspectos nos quais você gostaria que sua marca fosse reconhecida pelo seu público-alvo.

Nesse caso, é necessária uma avaliação da personalidade do seu negócio, bem como da linguagem a ser utilizada, do propósito a ser atingido e do discurso a ser aplicado.

Sua marca precisa definir um estilo que agrade e tenha a admiração dos seus atuais e potenciais clientes.

Definir qual linguagem utilizar

Esse item é essencial e merece um capítulo à parte.

Um dos maiores erros de posicionamento é não falar a mesma linguagem do público no qual se deseja atingir.

Um apreciador de músicas nativistas não consegue ser “tocado” por uma música clássica como trilha sonora de um conteúdo voltado a um restaurante de comidas típicas.

O posicionamento digital deve se enquadrar à linha de negócios que a empresa atua, criando uma aproximação com o público e, como diz Neil Patel, cruzando valores e sentimentos entre sua marca e o consumidor.

Conhecer o público-alvo

Para saber como se relacionar com o mercado, é preciso conhecer o público-alvo que se deseja atingir.

Isso só será possível a partir de um estudo que apresente:

  • o que é importante para o seu público,
  • quais assuntos são agradáveis e prioritários,
  • quais os problemas existentes no segmento,
  • como o público interage,
  • como seus produtos e serviços podem atender as demandas que seu possível cliente tem.

Escolher os canais para divulgação de conteúdo

Outro ponto relevante com relação à importância do posicionamento digital diz respeito aos canais a serem utilizados para a divulgação dos conteúdos produzidos.

Além do site institucional, que é fundamental para qualquer empreendimento, quais outros canais devem ser utilizados?

Pensar em um blog de alta qualidade, assim como o uso das redes sociais, é um passo importante para se chegar ao público-alvo.

No entanto, é preciso ainda considerar em quais redes o seu público está presente e como interagir com assertividade em cada uma delas.

Desenvolver estratégias de marketing digital

Finalmente, após todos os estudos onde estejam definidos o estilo, forma e canais a serem trabalhados é necessário que estratégias de marketing digital sejam desenvolvidas.

Para isso, deve-se desenvolver campanhas voltadas à captação de leads por meio dos buscadores, como o Google, e das principais redes sociais do mercado:

  • Facebook,
  • Instagram,
  • YouTube,
  • LinkedIn.
  • TikTok.

Além dos anúncios, deve-se avaliar, planejar e definir conteúdos relevantes que venham a atrair os visitantes, atendendo a todos os requisitos dos sites de busca para que as publicações possam alcançar os resultados orgânicos desejados.

Conte com a witu!

Como você pode perceber, não basta apenas marcar presença nos diversos canais, visto que o posicionamento digital é que conduzirá a sua marca ao sucesso.

Estar presente da maneira adequada exige esforço, estudos e um acompanhamento diário das ações.

A witu.digital está a sua disposição para colaborar e desenvolver um estudo detalhado a esse respeito, elaborando um projeto cujo objetivo seja colocar sua empresa em destaque nos diversos canais digitais a serem utilizados e que você tenha clareza do posicionamento da sua empresa.

Acesse nossa página e conheça as vantagens em contar com uma empresa especializada que sabe da importância do posicionamento digital e está capacitada a desenvolver estratégias personalizadas com foco nos resultados!

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