Direct response marketers are so obsessed with generating leads and making sales they have forgotten the value of online branding. Even marketers that live and die on performance are making a mistake if they aren’t investing in their brand. Here are five key strategies to grow your brand.
Research Your Audience
The first step to building a brand is understanding the audience. You need this understanding before putting together communication plans and content strategies. The good news is that there are a number of tools available for this, including products offered by Compete and Google. These tools give you deep insights into your audience, including their age, gender, income, marital status, and location.
Give the Brand a Voice
Take the research you did and determine what your audience actually wants to hear and the kinds of messages you should be pushing on them. That forms a foundation for the voice of your brand. Here are some things to keep in mind while doing this:
- Be open-minded and consider every idea – think about how the higher-ups in Geico felt when someone suggested the face of their company should be a cartoon lizard
- Speak to your audience with your content. Don’t speak at them. People always respond better to conversations that engage and relate to them.
- Have consistent messaging as people appreciate when a brand shows consistency. They will be on the lookout for it and will notice if your message suddenly changes.
Have a Balance of Online Media
You should try and mix up your online media and use several different channels. Build your reputation through display and content networks, and use behavioral targeting to reach your target audience. When it comes to organic searches and natural conversions, you want to ensure that the name and messaging of your brand is consistent in title tags and Meta descriptions.
Don’t forget that the messages need to be consistent with the brand voice across every channel, and that includes paid searches. By creating this consistent messaging across the entire buying cycle, consumers are able to continually recognize and recall your brand. That makes you the obvious choice when the time comes for them to make a purchase. Be on their mind, and there’s no one else they will consider. Grow your brand with sites like frac.tl, content marketing and SEO services that provide effective and efficient results across a range of channels.
Plan Social Media Integration
What is it that you want the brand to say and do online? What kinds of interactions do you hope customers will have with the business? Would Facebook really be the best choice for what you need? Or would it be Twitter? May be something else? Don’t worry if you don’t have all the answers right now. By doing a little research you’ll come to understand who your audience is, where they are coming from, and the best ways to interact with them. Begin by taking the time to listen to them and see who is talking about your brand.
Don’t be afraid to start the conversation yourself if no one else will. Don’t forget that you are attempting to start a conversation that leads to interaction though. You aren’t trying to force your message on consumers. You want them to interact with you. As long as you treat social media as the conversation tool it was supposed to be you’ll have no problem growing your brand.
Build up an Online Reputation
Building up a reputation online is similar to getting together for a networking lunch, but it is more difficult and takes longer to do. The first thing to do is have a clearly defined strategy to reach your audience. Next, you have to identify which tactics you need to use in the process. You need to leverage your existing offline partnerships to grow an online reputation, for example. Don’t overlook what any relationship you have can do for you. This helps you to build links that point to your website but also helps to improve your presence in organic search results. All in all, the more prevalent your brand becomes in the minds of peers, the better your online reputation will be.