Optimize Your Brand Message For Maximum Web Exposure
Optimize Your Brand Message For Maximum Web Exposure
It used to be fairly simple... decide on a company name and tag line, design your corporate logo, and print up your business cards. You were already halfway done. Now just call the TV, radio and print reps and you were on your way. You had "launched" your brand.
Times have changed.
According to media statistics gathered on econsultancy.com...
It took radio 38 years to reach 50 million listeners.
TV took 13 years to reach 50 million users.
The internet took four years to reach 50 million people.
In less than nine months, Facebook added 100 million users.
Social networks and blogs are the 4th most popular online activities, surpassing personal email.
What does that mean for the average business owner? First and foremost, it signals a "sea change" in the way customers consume media, search for information and buy their products. And if you, as a business, are not joining in these conversations, then you are being bypassed. Think about the last time you flipped through the yellow pages in search of a service? Or waited all week for the Sunday paper to find a sale. So with such a monumental shift in consumer buying habits, what's a company to do? Start with these 4 basic steps to ease the transition from old media to new.
1. Invest in your web site like you would a brick and mortar store.
Some companies have grown a substantial part of their revenue online, but fund it with a fraction of the money they spend on their physical stores or offices. Make sure your web presence matches the look, feel and experience that your customers would receive if met in person. Greet them, guide them, and make it easy to buy.
2. Fill it with quality content that matches your brand message.
Your brand is your unique niche in the market. Does your web site copy speak to your specific audience? Do you know the search terms that your customers are using to find your products and services? Are you making use of the latest SEO (Search Engine Optimization) strategies to target and attract your best customers? Or are you harnessing the power of blogging to reinforce your brand message and build relevant, search-friendly content?
3. Spread the word by engaging your current customers.
The very best source of "new business" is your current customer base. Keep them engaged and involved with relevant, helpful news, tips, information and resources. This means communicating with them consistently and effectively. Social media marketing, i.e. Facebook, Twitter, YouTube, etc. provides the perfect channel to both share and listen to your customer base. It can serve a valuable role for providing leads, customer feedback, and R&D. (Your customers will tell you what they want!) In addition, a regular "opt-in" newsletter allows your most ardent fans to hear from you more often.
4. Track your results to better understand, and respond to, your client's needs.
With the right tools, you can quickly identify what's working best, and make adjustments to capitalize on emerging trends. Unlike traditional media, which is often hard to measure, internet based marketing provides in-depth information that can quickly determine its effectiveness. No more guesswork involved.
With more customers researching, shopping and buying online, it's imperative for businesses to extend their brand message beyond the confines of traditional marketing. The growth of social media has spurred the need to meet customers where they are at now, not where they used to be. This means participating in authentic and meaningful conversations that reinforce your relevance an
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