This is a guest blog post by Brighton SEO
The online market place is flooded with innumerable business offerings that vie with each other to draw the attention of a potential customer, who is looking for a specific product, service or information on the Internet. Simply creating a well-designed website with proper content and offers alone will not be enough to catapult a new online business into prominence. Any new online business will first have to create a positive image for itself that best represents the firm and its business goals and the principles of the firm. This can be possible or be achieved quickly only if the website transforms into a brand. Creating a brand name is the first step in the image-building exercise. Products and services have to be associated with a unique and powerful brand name, and later marketed on the Internet.
Branding efforts should be carefully planned and executed to build a strong reputation over time. Here are a few important factors to be considered before embarking on the exercise.
Research Target Audience
Researching the target audience profiles help businesses gain a fare understanding of the expectations of the target market and helps them devise appropriate content and marketing strategies to meet the demand. Several online tools are available to gather information on the age, gender, locale and income of potential customers, including products from Google and Nielson. Business firms can use them to create suitable branding strategies.
Presentation of Content
Having gauged the expectations of the targeted niche, the business will now have to present itself to the target groups with suitable content, relevant messages, and offers. The content has to convey the business message in a conversational or interactive manner, engaging the reader with relevant details required to make an informed decision on the reputation of the firm and the genuineness of its offers.
Once the brand is named, target identified and plan of action finalised; it is now time to embark on the marketing exercise. Advertisements (both paid and organic), SEO efforts, press releases, messaging or mailing can be adopted to announce the online presence of the brand. Beware of the link building process as the recent Google Penguin update has drastically affected the ranking of sites with excessive links even from authoritative sources. Choose an appropriate search engine to promote the brand and accordingly decide on the search engine marketing approaches to be adopted.
Social media marketing is a recent yet effective marketing channel to promote a new brand. Social networks such as Facebook and Twitter help business market B2C offerings by reaching out to a vast number of people from a single channel. Offering expert help or suggestions and participating in discussions through a business profile promotes interactions with the members, building a strong reputation in the process. B2B marketing exercises fair well in professional networks such as LinkedIn. Again the business offering and the targeted niche drive the selection of the social network for SMM efforts. A quick word on the power of social networks, a bad reputation spreads faster than a good one, very much on the lines of the real world communications, in fact instantly.
Offline business networks and connections can in fact be also migrated online to make the best use of an already well-established rapport. Consistency is the key to a successful branding exercise and presenting the business intentions in a clear and concise manner, both on and off the website. Branding does not yield instant recognition.
Building brand trust is a content strategy SEO Brighton specialise’s in. Brand trust is built over time, with the business promising and delivering the best of products and services.