How to Build Your Brand Online
If you’re promoting your business online, you might be thinking about lead generation strategies to drive new business, such as advertising. It is a tried-and-true way for any company to build up its customer base.
However, rather than focus all of your attention on sales, you might want to consider other tactics more effective in generating audience engagement.
When promoting your brand with a more holistic 360 approach, you can get more than just a few new leads coming your way; you can actually start to build a reputation that your company can be proud of, bringing in not only new business but repeat business as well.
If you think that branding is both time-consuming and complex… you would be right. However, it doesn’t take much to start building up an identity that will carry your company deep into the future. Here are some simple strategies you can implement right now that will launch your business forward.
Know Your Audience
One of the most effective steps you can take is to identify your audience. Sure, while you have the entire global marketplace at your fingertips, your true audience is actually a lot smaller. No product has universal appeal. Take the time to think about your ideal customer and what exactly they are looking for, and build customer personas to help you understand that customer better. The more familiar you are with your customer, the easier it will be to market content, products, and services that will appeal directly to them.
The more familiar you are with your customer, the easier it will be to market content, products, and services that will appeal directly to them.
Establish Your Company’s Voice
Your brand needs to connect with your target audience, so use the information you gleaned from your research in Step One to find ways to make that connection. Keep in mind that when you communicate with potential customers, that IS your interaction with them. The best marketers know how to relate and engage with the audience, as opposed to throwing sales pitches at them. This means thinking outside of the box; not just following the same general idea that everyone else follows. Create a voice and personality that is all your own. Once you’ve established your company’s voice, maintain a consistent voice across all of your platforms. It will build a relationship, with loyalty and trust, that your customers seek.
Utilize All Channels Available to You
The more channels = the further your message will travel. Businesses today have a vast number of ways to reach masses of people. You can advertise for relatively inexpensively across mediums such as social channels, Google, Bing, Yelp, and so on. Remember, the more the consumer identifies with your brand, the easier it will be for them to remember you when they need your product or service.
Integrate Social Media
Finally, be sure to use social media to your advantage! On social, you’re able to interact with your consumers on a more personal level. Know your platforms though – not all social media platforms are right for every business. Do a little research, and think about your audience, to determine which ones they spend the most time on. Keep in mind: when you engage with costumers on social media, you’re in their territory, taking part in their conversation! Follow trends and popular conversations to see what they are talking about, what they are interested in, and how they engage with each other. This will keep your finger on the pulse of your community, and will help you determine the best strategies to draw them into your business.
Building an online reputation does not have to be complicated, but it will require a time investment. If you have a clear-cut strategy in place that will help you to reach your audience, take advantage of the tools available to you, and remain consistent throughout, there is no reason why you can’t expect to generate new business and instill a name and reputation that will engender loyalty. You’ll not only have a host of links bringing them back to you (great for SEO!), but you’ll see your business flourish, and your name gets stronger in the process.