Any good marketing consultant worth his paycheque will tell you that the importance of creating effective branding for your business cannot be underestimated.
The same is true, perhaps even more so, in the world of online business. Creating an online identity is as much about introducing yourself as it is about setting yourself apart.
Research has shown again and again that people prefer to buy products they trust. That trust is earned by establishing a solid brand which, in turn, infiltrates your business into the collective consciousness of your potential customer base. Establishing a brand isn’t easy and it does require some work, but if you follow the steps outlined in this article you’ll be well on your way to creating an online identity that is solid throughout the online world.
1. Creating An Online Identity – Be Yourself
Wasn’t your mother always telling you how important it is to always be yourself? As usual, Mom was right. You want your website to instantly convey the essence of what your business is all about. When a potential customer visits your site, they should, within seconds, be able to get an idea of what kind of business you are.
Don’t resort to thinking that loud music or bold graphics will draw your visitor in; tactics like that are likely to have the opposite effect. No one wants to be bombarded by sensory overload! What should speak loudly (in a figurative sense) on your site is what your business offers, your philosophy, and what sets you apart from your competitors. The goal is to show your potential customers that for what they are seeking your business is the best choice.
2. Stay Focused
A scattered image is an ineffectual image. Don’t try to please everyone. Know your message, your purpose and your goals, and convey them. Your audience will appreciate your directness. No one has time to mine through your site to find what you are really trying to say.
3. Create An Email Newsletter
One of the key steps toward brand creation is finding ways to stay top-of-mind with your audience. One of the best, easiest, and most cost-effective ways to do that is to create and distribute a customer newsletter. First, generate an email marketing list by allowing visitors to your website to opt in to receiving it.
What you’ll get is a list of interested parties who are already keen to read what you are going to send them. No cyber cold calling! Then, you’ll need to create interesting, dynamic and interactive elements that will inform your readers, but more importantly, that will compel them to interact back with your website in some way.
Include phrases like “Have you wondered how to….? Go to our site to find out how company XYZ can help by clicking here!” Alternatively, you can ask your readers to participate in a poll (keep it short) in exchange for some additional, bonus information on your topic (a discount on a purchase, maybe?). The important thing is that your newsletter should always lead readers back to your site in some way.
Finally, be consistent: A sporadic e-newsletter won’t be effective in keeping your brand top-of-mind. Choose your delivery frequency based on this: How often can you keep delivering interesting, on-point content, without coming across as pushy? This may require some trial and error. If you notice people are dropping from your subscriber list, you may be coming on a little strong.
This article touches on only a few of the strategies of creating an online identity with branding in mind. There are many more ways to establish your brand in the market, one of the major ones that comes to mind is social media, but this deserves an article of it’s own and is something that we will write on in the near future.
Year Of The Rat
YOTA Internet Marketing Forum
SeoZodiac.com © 2009 - 2010
