Marketing and Branding
Marketing and Branding is the backbone of any company. All products, offers, pricing, policies, strategies and business development are under the huge umbrella of marketing and branding. Even in most countries, your branding has a monetary value that can be sold based on the branding strength and reputation. If your company relies on leads from your website, then your online presence is your brand. Online branding is especially important for service providers who don’t have a tangible product that clients can look at.
Simple Tips That Can Significantly Improve Your Marketing and Business Online image:
- Your brand (name) should be easy to remember – Whether pronounced over the phone, written when someone writes an email, or viewed on an advertisement or a web page. Your image and name should be easy to remember and should be the same as your domain name.
- Your slogan should say exactly what you do or at least what field you are operating in. – If not, your logo design should handle this task.
- Your website should have a unified brand identity – which includes the Logo, Icon and a Favicon. The Favicon is used as an icon for your bookmarked links when your readers bookmark your pages.
- Include a Link to your website within your signature in every single e-mail you send – You can also try Feed burner’s Email Signature, it’s pretty efficient.
- Use social media not only to promote products – but to also promote your brand and slogan. Twitter, Facebook, YouTube, Google+. These all have positive influence on your marketing and branding online.
- Create and Use a Business Blog – Just another reason to have a blog built in. Blogging and your business should be best friends. Maintaining a business blog can help boost your site’s SEO; plus, it can set you apart from the competition and demonstrate your knowledge and expertise.
- Regularly Post Quality Content – Creating and promoting fresh, original, and sharable content on a business blog can help increase your visibility in search engine results pages (SERPs) because these social shares signal to search engines that your site is knowledgeable and relevant in a particular topic.
- Email Marketing Still yields highest returns – Not everyone in your target market is going to know to visit your website, so you need to go to them. The best way to do this is to build up a quality contact list and send out emails that entice them to visit your site. Online branding really gets a boost when the emails include something timely, like a special sale or sneak peek at a new product.
- Promote Positive Reviews and comments – This is an opportunity to turn positive comments into lead generating fans. When a person leaves any review or comment, thank them. Acknowledge them positively. This will have a big impact on your branding reputation.
- Write a Strong Online Branding Plan – The best way to safeguard yourself and your business from a lonely branding experience or worse, a terrible online branding reputation is to first have a plan. Review and analyze the plan4 times a year in your company meetings – even if that meeting is only yourself.
- Build a Highly Functioning Site – Today, pretty much everyone (or their assistants) goes online to research products and services before they contact the company, which means you need to make your Web presence known. How are you going to make your site stand out so the consumers come back to you instead of your competitor? The functionality of your site has to be flawless, because if it is slow to load or too difficult to navigate. You need to stick out and be trustworthy. In the online world, Consistency, functionality, high tech features build that trust.
- Referral Programs – Users will gladly spread word of your product or service when they know they’ll get an added perk. Dropbox is a great example of how smart referral programs can growth hack a business. Dropbox gives existing users 500 MB of extra storage space for every friend they refer (up to 16 GB). Back when Dropbox was still new, this referral program helped generate tons of word-of-mouth, delivering a huge number of sign-ups and saving Dropbox countless advertising dollars.
- Local Partnerships and sponsorships – Another great brand building strategy is to get involved with local partnerships (this is tremendously important for local-oriented businesses, but can be applied for other businesses as well). Partner with other local businesses to hold join intro seminars or festivals. Sponsor local sports teams and donate to charity events. Getting your brand plastered around festivals and events will do big things for your brand.
- Video training and Podcasts – Starting your own industry Youtube Videos and podcast where you interview industry experts is a great way to build your brand while also developing relationships with others in your field. Some industries, like marketing, already have a hefty number of podcasts that would be tough for a beginner to compete against.
- PPC Advertising – With SEO becoming more competitive every day, while organic Google real-estate shrinks, PPC is a smart solution for getting your brand seen on Google. With targeted keyword research, you could be showing up at the top of Google for relevant searches. Even if users don’t end up clicking on your PPC ad, seeing your name at the top of the search results makes an impression and is incredible for building brand awareness. Check out PPC University if you’re not sure where to start.
- Controversy – I am not always a fan of this approach. I know there is the old political move, “there’s no such thing as bad press” What may be a better way to put it, how we respond to controversy in a keen and modest way can go extremely far.
- Position of the Logo – The accepted norm when positioning your site’s logo is to put it in the upper left area of the page. That’s the area where most people will look at to see what site they’re on. Additionally, it’s best practice to link the logo image to the site’s home page.
- Make it ridiculously easy for your customers to buy your product or service. -It’s amazing how many businesses make prospects jump through multiple hoops in order to make a purchase. Your main product may be custom-tailored online-marketing consulting, but offer several à la carte services, let the customer buy the item, then offer an easy way to convert the client to a custom plan if that is really what they need.
- Set up email automation sequences to nurture, promote and convert 24/7. – Every type of business can use email automation. Restaurants can build a list that automatically sends out ecoupons for specials and discounts on notoriously slow days to drive foot traffic. Ecommerce stores can create segmented lists and send special offers to customers based on their previous purchase habits. Automate email for signups, anniversaries, orders, and any opportunity possible to thank the customer automatically.
- Cross promote your blog, Social Media, and web platforms – You should also be cross-promoting your social media accounts in an effort to get your audience connected on as many platforms as possible. Someone following your brand on Twitter might not be connected on Facebook, which could be his or her preferred social network. A simple “Make sure to connect with us on Facebook” tweet could get people to like your Facebook page and then engage with a future Facebook post, leading to that hoped-for conversion.